the future of the in-store mobile experience

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5thfinger Owning the Decision Point: The Future of the In-store Mobile Experience Patrick Collins 5th Finger CEO

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Every year billions of dollars in revenue “walks out” of major retailers – these consumers enter the store with intent to buy, but end up uninspired, uncertain, or their desired item is out of stock. By responding to existing shopping behaviors, the in-store app experience is motivating purchases through informing and inspiring on the spot. Learn about decision-making mobile tools that are combating the “walkout to think it over” and expanding baskets.

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Page 1: The Future of the In-store Mobile Experience

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Owning the Decision Point: The Future of the In-store Mobile Experience

Patrick Collins5th Finger CEO

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What you’ll learn …

• What is in-store mobile?• Where is in-store mobile heading?• What are the key challenges?

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Is This In-Store Mobile?

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Is This In-Store Mobile?

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Is This In-Store Mobile?

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Is This In-Store Mobile?

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5thfingerIs This In-Store Mobile?

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Is This In-Store Mobile?

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Is This In-Store Mobile?

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In-Store Mobile

In-store mobile is:Leveraging the power of mobile’s deep consumer relationship to connect with shoppers inside a bricks and mortar location.

At 5th Finger, we call this:

Bricks and Mobile

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In-Store Mobile Is Important

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Consumers Are Already Using It

70% of smartphone owners have used their mobile while shopping in-store-Google Insights, May 2011

• Price Comparisons• Customer Reviews & Ratings• Stock Checks• Check-in• Coupons• Access Promotions

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Consumers Are Already Using It

“During the 2011 holiday season, 25% of cell owners used their phone inside stores to gather price comparisons; 24% used them to look up online reviews.”Pew Internet – January 2012

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Shoppers Prefer Mobile When Seeking Further Product InformationHow 5th Finger retail client customers prefer to find product details while in-store. (app users)

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Mobile Motivation: It’s About ConvenienceTarget Makes Shopping Simpler

Tip Customers over the threshold to certainty of purchase. 

Scan products in-store and view product specifications, features and read reviews.

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Mobile Motivation: It’s About InspirationInspire with Look Matching…

Drive basket size with inspiration in-app and on mobile web.

Scan products to unlock matching product looks, matches and ideas.

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Mobile Motivation: It’s About EngagementShopkick Uses Achievement to Motivate

A retailer agnostic approach that gamifies the shopping experience with offers and deals provided by brands.

The clever sub-audible in-store location tool provides the best 'heads up display' potential in the market today as someone walks around the store.

100 million check-ins in the first six months

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WHAT ABOUT QR CODES?

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QR Codes Are Used In-Store

50% of smartphone users have

scanned a code with their mobile

1 in 5 of those said QR codes were part of the purchase process

Source: cmb consumerpulse, Jan 2012

Source: MGH/ComScore

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QR Won: The Code War Is Over

Source: NellyMoser 2012

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WHAT ABOUT NFC?

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Fragmentation is already an issue…

vs

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IN-STORE MOBILE:THE 4 KEY CHALLENGES

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Challenges to In-store MobileChallenge 1: Improving signal in the store

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Challenges to In-store MobileChallenge 2: Bridging Store and Online inventory

Store Inventory Online Inventory

Yay! Scan of in-storeproduct producesdigital reviews and information

Mobile experience

says, “Sorry I don’t know that

product.”

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Challenges to In-store MobileChallenge 3: Mapping the Store

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Challenges to In-store MobileChallenge 4: In-store Promotion

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In Summary• The in-store mobile opportunity is huge• consumers are already doing it• Consumer motivations to tap into:

– Convenience (think information and reviews)– Inspiration (think product matching)– Engagement (think loyalty and gaming)

• 4 key challenges: In-store reception, Bridging Online/Store Inventory, Mapping the Store, Effective in-store promotion

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Thank You

Contact: [email protected]