so you've got a mobile commerce website. now what?

Copyright 2010 Demandware, Inc. - Confidential

So You’ve Got a Mobile Commerce Website. Now What?


Welcome!

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Craig ShieldsVP of eCommerce [email protected]

Gary LombardoThe Multichannel & Mobile Commerce [email protected]: @garylombardo

mailto:[email protected]



What’s On Tap for Today….

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• Where Mobile Commerce is Today

• 7 Ideas to Evolve Your Mobile Strategy Now That You Have a Mobile Commerce Website


Some Housekeeping….

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• Recording link & slides will be sent to you after the webinar

• Please follow & participate along in Twitter using hashtag #mcommercenext

• Please ask questions- we’ll do our best to address them at the end


Scenario #1

Spring Collection Landing PageWhere Mobile Commerce Is Today


eCommerce

Call CenterSocial

Fulfillment

mPOS

Mobile

Store POS

Consumers Are Engaging Brands Across Multiple Touchpoints


Mobile is Playing a Leading Role

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More than half of online shoppers are either already using or plan on using mobile for retail purposes.


Retailers Have Focused on the Mobile Web

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Copyright 2010 Demandware, Inc. - Confidential9

Now What?


• Jewelry Television founded in 1994 – Knoxville TN

• Seen in over 80 million unique US homes

• Largest pure jewelry TV retailer in the US

• Largest retailer of loose gemstones in the world

• Top 10 jewelry retailer in US

• 4th largest retailer of jewelry on web

• Over 5 million packages shipped annually

• Nearly 1,000,000 customers

About JTV


About JTV

• jtv.com is primary web destination

• Also operates JTVauctions.com and DiamondDesignGallery.com

• Switched to Demandware platform 2009

• Web sales represent nearly 30% of company sales

• 90% female audience ranging from 40 - 65

• Over 50,000 skus

• Heavy video production (live programming 24X7)

• Mobile execution non-existent in May 2010


One year ago mobile sales were < 1% of total online sales

We launched our mobile site 6 months ago and since then mobile has become 6% of total online sales…and is growing fast!

10% of visits online are from mobile devices.

Sales via mobile apps are roughly 25% of total mobile sales

JTV Mobile Success


Scenario #1

Spring Collection Landing Page7 Ideas to Evolve Your Mobile Strategy Now That You Have a Mobile Commerce Website


# 1 Know What to Measure


JTV Key Metrics

JTV.com (tablet)

Mobile Site

Native Apps

Total Mobile Sales• Standard Mobile reports in Web

Analytics tools aren’t enough

• KPIs measured across all include• Sales• Unique Visitors• AOV• Conversion Rate• Time on site• Percent Tablet

• KPIs unique to native apps• Cumulative installs• Active installs


# 2 Continue to Invest in the Mobile Web


Consumers Want More From Your Mobile Website

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• Ensure you have “core” mobile functionality

– Store locator– Search– Catalog– Pricing– Product Images– Checkout– Promotions

• Add “enhanced” mobile functionality

– Price checking– Product

recommendations– Wish list– Mobile couponing– Loyalty rewards– Product reviews


JTV: Product Reviews

• Mobile can present new integration challenges for 3rd party services• Old iframe approach doesn’t work

well• Migrated all integrations to new

APIs available• Worth the investment

• Product reviews increased conversion by over 35%!


#3: Enrich the Mobile Experience: Go Native


JTV - Mobile Native App

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• Watch Live

• Current Item On Air

• Recent Items

• Shopping via mobile site

• Educational Material

• Program Guide

• Location-based channel finder

• Push Alerts


Tap the Native Capabilities of the Device

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• Native apps are main way to get there today

– Pros: native capabilities, faster speed, appstore ‘prestige’, tap into ‘app culture’

– Cons: platform specific development & maintenance, updates incumbent upon users, appstore ‘noise’

• Hybrid apps are an emerging alternative– Bring native device capabilities to mobile web– Eliminates cons of native apps while

maintaining the pros– Not ready for prime time yet; Technology gap

still closing

• Let your consumers drive your decision to go native


Active App Users & Sales

• Native app sales 25% of total mobile

• iOS and Android have similar download and install metrics – almost 50/50

• But sales are slow on Android – only 30% of app sales


#4: Engage Mobile Consumers


Make Mobile an Integral Part of Your Interactive Marketing Strategy

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• Provide mobile specific content

– promotions– offers– personalize based on mobile user

• Promote through capabilities unique to mobile

– Push offers: SMS coupons, mobile alerts

– Pull offers: SMS short codes, QR codes

• Promote through traditional marketing

– SEM, email

• Leverage social media– Integrate as part of mobile

experience– Single-sign on, social sharing,

personalization

• Get the word out– Promote on main website, in-store,

in-app


JTV Interactive Promotions & Campaigns

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• Alerts on special promotions

• Exclusive offers for mobile consumers

• Non- SMS push notifications

• Timing & content important

• Run & measured like a campaign


Get JTV Your Way

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JTV On Air Promotions

• When we were really ready to raise awareness we launched promotions on TV tied into a multi-channel sweepstakes:– TV, JTV.com,

Facebook, YouTube, etc.


#5: Look Beyond the Smartphone:Tablets


It’s All About the iPad (in the short-term)

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• Understand consumer adoption– 82 million consumers in US will be using

tablets by 2015– Tablet sales will be on par with PC sales by

2015– Consider your consumers

• Focus attention on iPad – Apple iOS (iPad) will dominate tablet

market– Android will also be strong

• Make website iPad friendly– don’t redirect to smartphone site– landscape & portrait modes– “right size” product images & video– minimize content on the site– make content “swipeable”

• Leverage native capabilities– Similar decision as smartphone– Native apps, hybrid


Tablet vs. Non-tablet time spent

Dec-10 Jan-11 Feb-11 Mar-110.00

5.00

10.00

15.00

20.00

25.00

30.00

Time on JTV.com site - tablet

Time on JTV.com site - non-tablet

Time on Mobile Site - non-tablet

Added Live

Video• Video was made

available on all mobile devices in February

• Tablet users consume more video than smart phone users


Tablets: JTV

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• JTV’s view

• Tablet has quickly become a large percentage of mobile sales (25%) driven by key customer segments

• Combined TV and Tablet use in the living room is a natural combination for JTV customers

• Provides customer a rich video and educational experience


#6 Create a Richer In-Store Experience


Consumers love in-store technology to help with information and overall experience

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Many Forms of Mobile Technology Are Emerging In-Store

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Mobile Point-of-Sale (mPOS)

iPad Clienteling

2D Codes

Location based services

Mobile wallet

Augmented

RealityiPad Kiosks


#7: Think Outside the (Set Top) Box:Internet TV


Internet TV is on the Rise….

• Over 43 million homes will have Internet connected TV’s by 2015.

• Connected TV sales rising fast, but consumer adoption slower

• Primary use by consumers today is viewing media from the Internet and that makes it relevant for JTV


JTV: Internet TV

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• Base case is delivering our network into living rooms

• Also looking at integrating commerce functionality


Approaching the “Now What?” Question

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• If you don’t have a mobile website, start there

• Ensure consistent experience across multichannel touch points– mobile is one type of touch point & is leading the way

• Practice the 7 ideas for evolving your mobile commerce strategy now that you have a mobile commerce website

# 1 Know what to measure

# 2 Continue to invest in the mobile web

#3 Enrich the mobile experience: go native

#4 Engage mobile consumers

#5 Look beyond the smartphone: tablets

#6 Create a richer in-store experience

#7 Think outside the box: Internet TV


Demandware MobileGet Started Today

Schedule a free consultation today:

+1 (888) 553-9216


Thank You

Gary LombardoThe Multichannel & Mobile Commerce [email protected]: @garylombardo

Craig ShieldsVP of eCommerce [email protected]



so you've got a mobile commerce website. now what?

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