Mobile Commerce Daily

Mcommerce Summit
State of Mobile Commerce 2011

Thursday, May 12, 2011 National Museum of the American Indian New York

Mcommerce Summit: State of Mobile Commerce 2011

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Mobile Commerce Daily

Welcome Address

Mickey Alam Khan Mobile Marketer

Mcommerce Summit: State of Mobile Commerce 2011

© Napean LLC. All rights reserved.

Mobile Commerce Daily

Sunkist: How a leading supplier of fresh fruit drives consumption with mobile in and out of retail

Julie DeWolf Sunkist
Mcommerce Summit: State of Mobile Commerce 2011

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Mobile Commerce Daily

Mobile commerce trends: How rapid retailer and consumer adoption of mobile will forever change the retail landscape Dan Fine Target Ivan Braiker Hipcricket Ran Farmer Netbiscuits Nick Cook Usablenet Mcommerce Summit: State of Mobile Commerce 2011 Jay Highley Pangea Partners Stacey Larson One Media Group Mobile Commerce Daily © Napean LLC. All rights reserved. .

actionable insight and analysis Nick Fotis Arc Worldwide Kathryn Koegel Primary Impact Jill Dvorak FitForCommerce Joy Luizzo InsightExpress Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC.Understanding the mobile shopper: Data. Mobile Commerce Daily . All rights reserved.

Size. Priority of Current Mobile Shopping Segment Segments Activities Profiles Barriers to Using Mobile for Shopping Categories Shoppers are Most Likely Shopper Satisfaction to Mobile Shop .

1% Light Mobile Shoppers Mobile NonShoppers 40.3% No Mobile Phone .6% 10.Heavy Mobile Shoppers 10% 39.

or location 93% Heavy mobile shoppers 47% Light mobile shoppers .Look up store address. hours.

Once a week or more Heavy mobile shoppers use shopping apps much more frequently Once a or less 55% Heavy Mobile Shoppers month 51% Light Mobile Shoppers .

Gift guides 54% 8% Light mobile shoppers Heavy mobile shoppers .

Heavy Mobile Shoppers Skew younger 67% are 18-34 yrs 57% male They are more open-minded and willing to try more with their phones Funnel their lives. including all their shopping through their phones Likely to have the latest phones They even set up folders for shopping apps iPhone dominant Leaders and in-the-know 39% earn $75K + .

Light Mobile Shoppers Limited view of how to use mobile phone in shopping 52% female Lack of trust Less into both mobile and shopping 57% are 25-44 yrs Engrained non-mobile behaviors Variety of Smartphones Handicapped by technology — Blackberries and Android apps 40% earn $75K + .

Native Mobile Activities CORE MOBILE TASKS SPECIALIZED MOBILE TASKS More Adopted Less Adopted CORE SHOPPING TASKS Native Shopping Activities ADVANCED SHOPPING TASKS .

location Refer back to saved retailer emails Receive promo. event.Native Mobile Activities Look up store address. hours. offer notifications Native Shopping Activities . hours. location 93% 47% Heavy Mobile Shoppers Light Mobile Shoppers More Adopted Less Adopted CORE MOBILE TASKS Use search to get information during shopping process Look up store address.

compare store prices with online prices Read customer ratings or reviews about products or stores While shopping.Native Mobile Activities CORE SHOPPING TASKS Compare products from phone Visit retailer website. check prices Search elsewhere when a product’s out of stock In store. look up online product information Check in-store availability of a product Look for deals for nearby stores Check on order status Visit manufacturer website Calculate price comparisons for different size products Make a shopping list More Adopted Less Adopted Look for deals for nearby stores 83% 20% Heavy Mobile Shoppers Light Mobile Shoppers Native Shopping Activities .

websites Less Adopted Native Shopping Activities .Native Mobile Activities Receive. share photos of products 70% 15% SPECIALIZED MOBILE TASKS More Adopted Heavy Mobile Shoppers Light Mobile Shoppers Gather/Share product or store opinions Receive/Share product photos Receive/Share product text messages Text or tweet price details to see if the deal is worthwhile Receive/Share content about products/stores on user gen.

use coupons Pre-order for quicker pick up Participate in sweepstakes. game or promotion Use bar code scanner for pricing.Native Mobile Activities ADVANCED SHOPPING TASKS Use gift cards. guides. or gift registries Compare payment plan options Use retailer comparison. reward cards. selector or customization tools Utilize virtual shopping tools to better visualize product View product demos Add product to wish list or favorites Browse store circulars & coupons. product information Use mobile shopping app More Adopted Less Adopted Use gift cards 63% 9% Heavy Mobile Shoppers Light Mobile Shoppers Native Shopping Activities .

Native Mobile Activities Look up store address. location Receive. hours. share photos of products 93% 70% 47% 15% Heavy Mobile Shoppers Light Mobile Shoppers Heavy Mobile Shoppers Light Mobile Shoppers CORE MOBILE TASKS More Adopted CORE SHOPPING TASKS SPECIALIZED MOBILE TASKS Less Adopted ADVANCED SHOPPING TASKS Look for deals for nearby stores Use gift cards 83% 63% 20% 9% Heavy Mobile Shoppers Light Mobile Shoppers Heavy Mobile Shoppers Light Mobile Shoppers Native Shopping Activities .

All rights reserved. 2011 Let’s Put This All in Perspective… Current mobile usage and what it means for m-commerce Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. Mobile Commerce Daily .Mcommerce Summit State of Mobile Commerce 2011 • New York • May. 12.

Have to remember that mobile is not yet media for all users The number of people who are using voice only has declined 17. or downloaded content. Three-month average ending September 2010 Country: US.5% Mobile Media = Connected Media (except SMS) in MobiLens. applications.1% Just Voice: 28. All rights reserved.4% 29. Mobile Commerce Daily .2% year on year. N=32.044 Source: comScore MobiLens Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. while mobile media usage has grown 23% Mobile Media: SMS (and not Mobile Media: 42. defined as used phone browser.

All rights reserved. mobile internet services (browsing. Source: comScore MobiLens Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. Mobile Commerce Daily .Younger people are committing various forms of m-commerce now Younger users buy ringtones.S.. apps and e-mail) skew 60%-65% male Purchased ringtone Made own ringtone Listened to music Played games Purchased game E-mail Social networking Ringback App Mobile Media Unlimited Data Plan Browser Three-month average ending September 2010.044. create their own ringtones and listen to music. N=32. Country: U.

Source: Nielsen Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. Mobile Commerce Daily .But smartphones will be the majority in US by Q2 of next year Consumers are armed with in-store portable computers/potential coupon delivery devices – which will encourage commerce Projected Smartphone Penetration FEATURE PHONE SMARTPHONE Based on survey data and projections. All rights reserved.

2 M 71.4 M 50. All rights reserved. mobile media usage (past 30 days).S. 40M+ users) U.3 M 90.8 M 52.8 M 83. Mobile Commerce Daily .0 M 42. Q4 2010 ALL SUBSCRIBERS FEATURE PHONE OWNERS SMARTPHONE OWNERS 152.3 M Note: Location based services here refers to using anything from GPS on a phone to weather and entertainment info that are plotted to location – not specficically a “check in” service Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC.Mobile media activities have reached critical mass (ie.

including early-adopter activities like purchasing via the phone All adults White. Mobile Commerce Daily .Will mobile be the way to get more minorities into digital commerce? African-Americans and Latinos lead non-Hispanic whites in use of mobile data applications. Source: Pew Research Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. nonHispanic 87% Hispanic (Englishspeaking) 87% Own a cell Send/receive text messages Access Internet Use a social-networking site Purchase product 82% 72% 68% 79%* 83%* 38% 33% 48%* 51%* 23% 19% 33%* 36%* 11% 10% 13% 18% * Statically significant difference. All rights reserved. nonHispanic 80% Black.

Mobile devices yield unprecedented power at retail 65% of those under 35 with smartphones are using the phones in store… Reasons for Using a Smartphone While Shopping Compare prices of a product/service Find the nearest store location Check for discounts Read reviews Look at a competitive product/service Check availability Compare features Make a purchase 0% Source: Chadwick Martin Bailey. March 2011 Mcommerce Summit: State of Mobile Commerce 2011 66% 58% 58% 49% 46% 38% 37% 17% 10% 20% 30% 40% 50% 60% 70% © Napean LLC. All rights reserved. Consumer Pulse. Mobile Commerce Daily .

Living Social) Expert & customer review apps (i.e.e. GeoPlum) 0% Source: Chadwick Martin Bailey. Foursquare. Mobile Commerce Daily . Groupon.e. Consumer Pulse. Red Laser. All rights reserved. March 2011 Mcommerce Summit: State of Mobile Commerce 2011 22% 13% 10% 20% 30% 40% 50% © Napean LLC. Barcode Scanner) 44% 38% 31% 26% Discount apps (i.e. Scan & Shop. Consumer Reports) Store-branded apps Product comparison apps Geo-location apps (i. Shopkick.Variety of apps are preparing the way for m-commerce Applications used on Smartphones while Shopping Scanner apps (i.

N=32.0% 7.2% 8.311.1 month data December 2010) Country: US.5% 5. All rights reserved.0% 4.9% 4.1% Auction Sites comScore MobiLens Bank Accounts Credit Cards Electronic Payments Financial Online Retail Stock Trading News or Stock Quotes Data: Three month average ending December 2010* (*with the exception of Japan .7% 3.0% 8.0% 0.2% 5.0% 5.5% 6.0% 8.Mobile phone becoming a transaction medium abroad – US will follow • In Japan mobile phones have been successfully used in place of debit or credit cards (Mobile Wallet) -.8% 5.003 . EU5.6% 5.0% 2.3% 8. .1% 3.0% 16.141 Mcommerce Summit: State of Mobile Commerce 2011 EU5 US JP Mobile Commerce Daily © Napean LLC.1% 3.7M made mobile wallet purchase in December Mobile Commerce 18.0% 16.2% 6.0% 10.8% 7.0% 11. JP.9% 4.0% 14.5% % Market 12.4% 4.0% 6. N=5.4% 10.9. N=69.

All rights reserved. n = 958 Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC.0% Check-in using LBS like Foursquare 7% Text Message 62% Talk on the Phone 70% Read an e-book or magazine 7% Email 30% Play Games 27% Data supplied by: InsightExpress Digital Consumer Portrait Q1 2011. Mobile Commerce Daily .Is there such a thing as B-Commerce? Have you ever used your mobile phone while you were using the bathroom? What have you been doing on your mobile phone while you were using the bathroom? No 44.0% Social networking 19% Yes 56.

Background .

CVS has fantastic value adds. find a store. sites can still add value. make a clinic appt. Not always a bad thing. but you can not ‘checkout’ in a typical way on their mobile site and app • . you can refill a prescription. • i.#1 Transactional Sites • • Across total M-Commerce Benchmark only 16%* of mobile sites are not transactional *Only takes into account the sites or apps that are optimized for mobile devices.e. we removed them from the number. check the sales. If the html site comes up on mobile browsers.

Amazon.) •14% Benchmark and 70% Mass have a scanning capability •Walgreens you can refill a prescription by scanning the bottle code •J&R has an app to read QR codes for more product information. reviews and technical details that don’t fit on the sign .#2 Scanning Functionality •Predominantly prevalent in retailers who sell multiple brands .pricing comparison is most common (Sears. ratings. Target etc.

• • • Apps showcase rich media images. swatching and added functionality more than the mobile sites can slow down load times Rich Media has a low 5% Benchmark penetration Victoria’s Secret shows only 1 color in PD detail image and 20+ swatches #3 Rich Media Scarce .

Orvis – lifestyle i. CVS functional with pertinent fields for filtering reasons #4 Store Locator a Must Have .e.• 33% in total Benchmark • 90% of those who have physical stores • Most store locators have similar functionality and branded uniquely i.e.

but you can take a photo of the isbn.#5 Catalog Quick Search • 20% Total Benchmark • Barnes and Noble’s App gave surprising results – can’t search by isbn.com to search for the item • Highest penetration in Department Stores category at 50% • Examples from Brooks Brothers and Zappos both leave what you searched for on screen • Good feature to add to speed up checkout time . for bn.

Sears and JC Penny are some of the only retailers who market their store-specific promotions based on the shopper’s location. sales reps. Walgreens. location based technology • • • . based on location. 12% of all Benchmark retailers. real time inventory sync. Hasn’t changed much since October Benchmark Great roadmap item – mobile site needs to need to include store locator.#6 Pick Up In-Store Functionality Grows • Opportunity exists for multichannel retailers to better market to customers. Macy’s.

#7 Preorder Capabilities Rare but this can be a great win for holidays and trendy items (electronics. fashion) Preordering a ‘hot’ new item from a mobile site is a great way of getting people to get used to mobile site If your brand or technology does not allow for preordering. New Egg has no ‘ship’ date shown Currently on: 60% of Books and Media sites 45% Electronics 100% Mass . taking the email address on the PD page and sending a timely ‘in stock’ notification is a way to capture the ROI and take advantage of the buzz. books. Radio Shack allows preordering on the website but not on the mobile site.

especially in certain verticals .#8 Stored Wallets • 50 out of 125 sites let you store credit cards as payment info (40%) • Most of these port the wallet over from the ecommerce sites (90%) • Not all require log in and will allow you to alter shipping address – security issue if you lose your phone? • Southwest lets you decide whether to ‘save’ your profile on your device or not • One view of customer is great. Haute Look and the Travel Vertical .Auction Sites where checkout is time related.e. one-2 click based on limited inventory i.

#9 – Feedback Mechanism • Give your users an easy and quick place to tell you when something is wrong with the mobile app or site • 100% of Office Supply vertical (Office Depot pictured) • 20% of Discount vertical • Certain mobile platform providers build this in .

online. push notifications. mobile) • Treat mobile marketing like any other marketing.#10 – Location. etc. segment and don’t over use your list . catalog. • Ask for mobile opt ins at emails and all checkout locations (store.60% of benchmark • Up from 20% in penetration since October 2010 • Retailers want mobile to help bring customers into stores using smart location or GPS based coupons. special offers. location • Asking for location permissions is common .

then improvements Treat mCommerce as another channel. Mobile should be part of your existing analytics to understand visitor behavior Invest in it as if it were a new cross-channel business line You don’t really have much of a choice. not just another feature set. from strategy to build and once live. Your competitors AND your customers are already “mobile” Benchmark your mobile site/app so that you know where you stand where to prioritize focus…and get budget .Parting thoughts • • • • • • • • Always understand what your audience’s “mobile moments” are Use your top 10 eCommerce features or values to guide what to prioritize on your mobile site/app Decide who will own this channel internally.

technologists and service providers. with hands-on expertise in eCommerce and mCommerce Jill Dvorak Sr.com . Mobile Commerce jdvorak@fitforcommerce.For More Information FitForCommerce FitForCommerce is a consultancy founded to help online businesses ‘figure out what they need and how/where to find it’ • Team of former multichannel retailers. marketers. Consultant.

12. Mobile Commerce Daily . 2011 Who is the Mobile Shopper? Joy Luizzo InsightExpress Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. All rights reserved.Mcommerce Summit State of Mobile Commerce 2011 • New York • May.

Who is the Mobile Shopper? • A VERY attractive consumer for any retailer… – 36% are making a purchase on their phone while they are in-store. Always or Almost Every Time – 83% are between 18-44 years old – 72% are smartphone owners – 54% are male/46% are female – 52% make more than $50k a year. 32% make more than $75k a year – 37% are minorities (compared to 21% for non-mobile shoppers) – 32% have an iPad .

Lots of Stores Are in the Moderately Visited Bucket

18% of Mobile Owners Have Purchased Something on Their Phone

Knowing Who I Am & Giving Me a Reason Will Encourage Me to Buy on My Phone

Shopping on Mobile Isn’t One or the Other • 56% of Smartphone owners have visited a retail store website on their phone .

marketing and traffic analysis Dave Sikora Digby Gary Schwartz Impact Mobile Marc Plante Neustar Eric Rickson Webtrends Marc Saulino Bango Mcommerce Summit: State of Mobile Commerce 2011 Kent Hathaway Target Marci Troutman Siteminis Mobile Commerce Daily © Napean LLC. All rights reserved. payments. .The mobile store: Best practice in design. merchandising.

Jewelry Television: How to sell specialized items on mobile Tim Engle III Jewelry Television Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. Mobile Commerce Daily . All rights reserved.

Senior Director. Jewelry Television Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. Strategy.Mcommerce Summit State of Mobile Commerce 2011 • New York • May. Demandware Tim Engle is Senior Vice President. Product Strategy. 2011 Executing A Mobile Strategy Scott Todaro. Mobile Commerce Daily . All rights reserved. 12.

Director of Product Strategy at Demandware Launch Mobile offering for Demandware 11 years in ecommerce Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. All rights reserved. Mobile Commerce Daily .Session Speakers • • • Tim Engle is Senior Vice President of Strategy at Jewelry Television Responsible for all new business development for the company 13 year of ecommerce experience 51 • • • Scott Todaro is the Sr.

All rights reserved. Mobile Commerce Daily .Exercise Pass your phone to the right Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC.

Mobile Commerce Daily .Mobile Commerce is Growing Faster than eCommerce Adoption Rate Mobile driven revenue to reach $200 billion globally by 2012 By 2015 more consumers will shop with Mobile devices than laptops or desktops 74% of online retailers either have in place or are developing a mobile plan Physical merchandise sold via mobile phones hit $3B in 2010 Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. All rights reserved.

Mobile Commerce Daily . with upside growth over next 5 years • Better in-store and online shopping experience for meeting consumer expectations • 74% of your competitors are investing in mobile commerce today Revenue Customers Satisfaction Competition Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC.Why Now? • A new channel that can drive 3-5% of your online revenue today. All rights reserved.

com Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC.Mcommerce Summit State of Mobile Commerce 2011 • New York • May.engle@jtv. All rights reserved. Mobile Commerce Daily . 12.M. Strategy Jewelry Television tim. 2011 Executing a Mobile Strategy A Case Study of a Cross Channel Retailer T. (Tim) Engle III Senior Vice President.

1971 Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC.“Going Mobile” “Out in the woods Or in the city It's all the same to me When I'm drivin' free. the world's my home When I'm mobile” The Who. Mobile Commerce Daily . All rights reserved.

Mobile Commerce Daily .Agenda  Key Takeaways  Market Landscape – Circa May 2010  Company Overview and Situational Assessment  The “First” Big Decisions  Making Mobile Relevant to the Customer  Creating Awareness and Adoption  Early Results  Lessons Learned  Questions Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. All rights reserved.

Mobile Commerce Daily . All rights reserved.Key Takeaways  When is the Right Time?  In-house or Outsourced  Building Corporate wide Support and Priority  The Scope that’s Right for You  Is there an App for that?  The Importance of Good Reporting  It’s the Journey. not the Destination Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC.

All rights reserved.A Big Bang Moment Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. Mobile Commerce Daily .

Market Landscape – May 2010 Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. Mobile Commerce Daily . All rights reserved.

Mobile Commerce Daily . All rights reserved.Market Landscape – May 2010 Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC.

All rights reserved.Market Landscape – May 2010 Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. Mobile Commerce Daily .

“This train is moving fast and we need to get on it…now!” Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. All rights reserved.Response…. Mobile Commerce Daily .

Is there an App in our future? Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. Mobile Commerce Daily . All rights reserved.Resulting Strategic Initiatives 1. “Mobilizing” our website 2.

000.000 customers Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC.Company Profile  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. All rights reserved. Mobile Commerce Daily .

com is primary web destination  Switched to Demandware platform 2009  Web sales represent nearly 28% of company sales  90% female audience ranging from 40 .000 skus  Heavy video production (live programming 24X7)  Customer ratings utilized on jtv.65  Over 50.com  Mobile execution non-existent in May 2010 Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC.Situational Assessment  jtv. Mobile Commerce Daily . All rights reserved.

Mobile Commerce Daily .Building Companywide Support Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. All rights reserved.

Mobile Commerce Daily . All rights reserved.Building Companywide Support • Designate a Mobile Team • Led by strong influencer • Represented by all key functions • Senior Executive Champion • Establish the priorities Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC.

new. Mobile Commerce Daily .Existing Skill & Talent Pool • Don’t judge on what they do. All rights reserved. but what they can do • Talent Retention – exciting. cutting edge • Ownership is a wonderful thing! Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC.

Mobile Commerce Daily . All rights reserved. App  Initial focus will dictate decision  Mobile website can be more challenging  Enterprise implications  The dreaded “Technology Roadmap”  App development  Needs to reflect personality of company  Ability to develop outside the box Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC.Mobile v.

All rights reserved.Timeline  How quickly do you want to launch  Evaluate level of commitment  Provide time for soft launch  Timeline is secondary  Focus on the two “E’s”  Experience  Execution Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. Mobile Commerce Daily .

000 Both mobile and app  Its not how much you spend  Do not let a budget compromise your vision Figure it out! Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. All rights reserved. Mobile Commerce Daily .Budget  Must justify on vision  Not immediate financial impact  Frugal budgets can work  JTV spent less than $100.

Making it Relevant Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. Mobile Commerce Daily . All rights reserved.

Goal Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. Mobile Commerce Daily . All rights reserved.

Mobile Commerce Daily . All rights reserved.Broadcast Support  Live streaming video  Current on-air item  Recent Items Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC.

Goal Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. All rights reserved. Mobile Commerce Daily .

recently added reviews  Multiple images Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. Mobile Commerce Daily .Shopping Support  Full product inventory  Full category navigation  Persistent shopping cart  Ratings. All rights reserved.

All rights reserved. Mobile Commerce Daily .Goal Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC.

Education Support  Gemstone learning library  Facts. photos. video  Diverse sorting methods  Links to shopping Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. All rights reserved. Mobile Commerce Daily .

Goal Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. All rights reserved. Mobile Commerce Daily .

All rights reserved.Tools  Ring Sizer  Channel Finder  Program Guide  Mobile Alerts Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. Mobile Commerce Daily .

Mobile Commerce Daily .Creating Awareness Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. All rights reserved.

All rights reserved.Comprehensive Marketing  Leverage all company assets  Map your timelines and commitment levels  For JTV:  Broadcast support  Dedicated web communications  Email program to all customers  Package Stuffers  Promotional Offers  Social media  Press Release  Co-sponsorships with other brands Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. Mobile Commerce Daily .

Mobile Commerce Daily .Early Results Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. All rights reserved.

Mobile Commerce Daily .JTV Mobile Traffic and Performance Growth Since 12/10 37% 36% 36% 35% 35% 34% 34% 33% Unique Visitors % of Ttl Sales 34% 36% Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. All rights reserved.

211 Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC.App Download by Operating System Growth Since 12/10 25.000 15.283 14. Mobile Commerce Daily .000 5.000 0 iPhone Android 8616 7072 12.000 10.000 20. All rights reserved.

Mobile Commerce Daily . All rights reserved.JTV Mobile Sales by Platform Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC.

Mobile Commerce Daily . All rights reserved.Customer Ratings iPhone App Android App Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC.

Mobile Commerce Daily . All rights reserved.Lessons Learned  Involve entire organization in planning process  Set realistic timelines  Don’t compromise experience for time  For retailers. start with your mobile website  Offer features that cater to your core customers  It’s a journey not a destination  iPad is a force  Make sure you can measure • Analytics providers are not equal for measuring mobile Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC.

All rights reserved.com Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC.M.engle@jtv.QUESTIONS T. (Tim) Engle III Senior Vice President. Strategy Jewelry Television tim. Mobile Commerce Daily .

Mobile Commerce Daily .Carrabba’s Italian Grill: How mobile enhances the restaurant retail experience Jamie Miller Carrabba’s Italian Grill Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. All rights reserved.

Texas in 1986 by Damian Mandola and his nephew. and Flemings Prime Steakhouse & Wine Bar. Mobile Commerce Daily . Bonefish Grill. Roy’s Hawaiian Fusion. the restaurant has exploded to 232 locations in 34 states throughout the country. Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. Johnny Carrabba.Mcommerce Summit State of Mobile Commerce 2011 • New York • May. All rights reserved. 12. Carrabba’s has differentiated itself in the casual dining Italian restaurant category by a near-scratch kitchen using the freshest of ingredients and warm Italian hospitality. 2011 Founded in Houston. As part of the OSI Restaurant Partners family of concepts including Outback Steakhouse.

com @jamiemillerII Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. 12. All rights reserved. Mobile Commerce Daily . 2011 jmiller@carrabbas.Mcommerce Summit State of Mobile Commerce 2011 • New York • May.

Mobile Commerce Daily Mcommerce Summit: State of Mobile Commerce 2011 . 2011 Why Mobile for Carrabba’s? • • • • • • Mobile is personal Mobile is immediate Mobile is hyper-local Mobile is a lever to communicate ATL efforts Mobile is vast in it’s tools Mobile is addictive © Napean LLC. All rights reserved.Mcommerce Summit State of Mobile Commerce 2011 • New York • May. 12.

12. 2011 Our Approach Acquire • Pull in-restaurant customers to participate in the SMS campaign • Attract loyalty club members to participate in the mobile program. brand messaging) that empowers customers to be activated to take action on behalf of Carrabba’s. promotion al. Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. offers. • Drive visitors to the mobile website • Influence customers to participate in new technologies Engage • Provide meaningful content that resonates with our customers • Spur interest with engaging content • Tap into our customers’ passion points & align with them Activate • Provide significant content (engagement. Mobile Commerce Daily .Mcommerce Summit State of Mobile Commerce 2011 • New York • May. All rights reserved.

Mobile Commerce Daily . All rights reserved. 2011 How We Are Involved Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. 12.Mcommerce Summit State of Mobile Commerce 2011 • New York • May.

Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC.Mcommerce Summit State of Mobile Commerce 2011 • New York • May. 12. 2011 Mobile Website Goal/Objective • Enhance user experience • Provide meaningful/useful content • Develop a “hub” of mobile activity • Increase website visits Strategy: “Open our doors a little wider” and provide users with a reason to visit our site then provide content that will motivate them to visit Carrabba’s. Mobile Commerce Daily . All rights reserved.

All rights reserved. 12.86% in overall website traffic • Android overall leader in website visits • iPhone. iPad. 2011 Mobile Website Results • Increase of 20.Mcommerce Summit State of Mobile Commerce 2011 • New York • May. and iPod combined lead in visits • 76. Mobile Commerce Daily .3% are new visitors to the site Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC.

Mcommerce Summit
State of Mobile Commerce 2011 • New York • May, 12, 2011

SMS Program – Case Study 1
Goal/Objective • Develop an offer-based program that drives traffic •Further engage the customer and learn more about their behavior and interests •Deepen brand recognition and awareness •Promote multiple services we offer at a time in the day when we are most likely to influence the customer • Achieve a 5% redemption rate Strategy: Determine what passion points drive the customer & align those with the business objectives of each Managing Partner

Mcommerce Summit
State of Mobile Commerce 2011 • New York • May, 12, 2011

SMS Program – Case Study 1
Methodology • Engage consumers via in-restaurant collateral materials and emails to loyalty club program • Establish a database for each participating restaurant • Choose offers that align with business goal of each restaurant Results • 12 participating restaurants • 68% redemption rate of deployed offers

Mcommerce Summit: State of Mobile Commerce 2011

© Napean LLC. All rights reserved.

Mobile Commerce Daily

Mcommerce Summit
State of Mobile Commerce 2011 • New York • May, 12, 2011

SMS Program – Case Study 2
Goal/Objective • Introduce engagement texts in addition to offer messages •Further engage the customer and learn more about their behavior and interests •Deepen brand recognition and awareness •Promote multiple services we offer at a time in the day when we are most likely to influence the customer • Achieve a 20% redemption rate Strategy: Understand our mobile user more, engage, provide value, & drive traffic
Mcommerce Summit: State of Mobile Commerce 2011

© Napean LLC. All rights reserved.

Mobile Commerce Daily

2011 SMS Program – Case Study 2 Methodology • Promote loyalty club registration link • Conduct polls & text-to-vote features • Promote mobile website • Use the SMS program as lever to communicate our ATL campaigns • Promote our new LTO’s • Introduce new collateral materials to promote the program Results • 50 participating restaurants • 40% redemption rate of deployed offers Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. Mobile Commerce Daily . All rights reserved. 12.Mcommerce Summit State of Mobile Commerce 2011 • New York • May.

Mobile Commerce Daily .Mcommerce Summit State of Mobile Commerce 2011 • New York • May. Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. 2011 Location Based Social Applications In February of 2010. 12. To gain the distinction of a “Mayor”. Carrabba’s became the first national restaurant chain to partner with Foursquare by providing a complimentary dessert offer to each Carrabba’s “Mayor”. All rights reserved. individuals had to check-in to a Carrabba’s at least two times (without any other competition from other Foursquare users checking-in).

Mobile Commerce Daily . 2011 Foursquare Results • 232 Mayors (all locations) • 22. All rights reserved.401 total check-ins •Online chatter about people feeling limited about only 1 person receiving an offer per restaurant Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC.Mcommerce Summit State of Mobile Commerce 2011 • New York • May. 12.

Mcommerce Summit State of Mobile Commerce 2011 • New York • May.357 total check-ins • 28.956 under new prizing model • Avg. 2011 Foursquare Results • 51. 12. number of check-ins per location 221 • Positive sentiment in the online space about being more assessable to customers Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. All rights reserved. Mobile Commerce Daily .

Mcommerce Summit State of Mobile Commerce 2011 • New York • May. 2011 Questions jmiller@carrabbas. All rights reserved.com @jamiemillerII Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC. 12. Mobile Commerce Daily .

Mobile as a traffic driver to retail and other channels

Brian Deagan Knotice

Patrick Collins 5th Finger

Eric Litman Medialets

Tim Miller Sumotext

Andrew Paradise AisleBuyer
Mcommerce Summit: State of Mobile Commerce 2011

Alistair Goodman Placecast

John Styers 3Cinteractive
Mobile Commerce Daily

© Napean LLC. All rights reserved.

HSN: Crafting a video-centric iPad for retail

Ed Deutscher HSN

Mcommerce Summit: State of Mobile Commerce 2011

© Napean LLC. All rights reserved.

Mobile Commerce Daily

iPAD & MOBILE STRATEGY FOR RETAIL MCOMMERCE SUMMITT MAY 12 , 2011

COMMUNITY AND COMMERCE .CONTENT.

25 on Internet Retailer Top 100 in 2010 launched apps (iPhone.S. – proprietary technology first to stream HD video LIVE on 3 channels – tv.REINVENTING AND RE-ENERGIZING RETAIL TELEVISION • • • first TV retailer. iPad) and mobile (WAP) site in ‟10 only “Shop by Remote” provider in U. mobile 5MM VOD homes. interactive TV ONLINE • • • MOBILE • EMERGING MEDIA • • • . 33+ years ago live 24/7/364 only 2-network retailer – HSN2 launched 11 years ago top 10 trafficked e-commerce site ranked No. Android. online.

• • • • online broadband adoption interactive television/VOD social networking mobile .

VIDEO: HSN APP FOR iPAD .

highly customized experience • Watch live / VOD content while simultaneously browsing products • Only retailer to offer 15 VOD channels • Create up to 5 personalized channels • Discover HSN shows via program guides and set reminders .APP FOR iPAD • Highly immersive.

APP FOR iPAD • Seamless integration of video and commerce • Easily find vast library of videos • HD quality video • Extend the live viewing experience with additional content • Future versions to include unique ways to shop and further personalize .

optimized for the mobile environment. connecting TV and the web .Give her seamless access to her favorite brands and content .Let the mobile phone be the dashboard for multi-channel commerce.Use mobile as the real-time integration device . allowing her to connect with HSN wherever and whenever she wants. • Mobile is the ubiquitous consumer connection device: .MOBILE Provide our customers with a personalized experience.Give her meaningful and timely information on the go .

MOBILE • HSN has one of the most widely distributed mobile experiences in the retail industry • Mobile is fastest growing channel • Offer convenient and quick ways to shop • Leverage text messaging for promotions and transactional alerts • Mobile apps popular with core customer • WAP broadly used and attracts new customers • Customers are using mobile as a „TV remote control‟ to shop as they watch • Seamless integration across all channels • Differentiation based on device features and screen resolutions • Personalized mobile experiences • Deliver rich experiences with greater content. and interactive features . community.

alerts) • Mobile applications for smart phones (iPhone. uptime. messaging. • Seamless integration across HSN operations What does it take to gain market leadership? DIFFERENTIATION: • Mobile integrated into social/gaming/loyalty • Live show enhanced with mobile SBR app and mobile live experience • Enhanced applications (visual quick-buy) • Emails. personalized offerings . Android) • Basic mobile optimized website What does it take to protect share and fuel growth? EXPERIENCE: • Rich mobile site • Consistent customer experience – load times. geotargeting.MOBILE COMMERCE: PLAYING. promos integrated and optimized for • Device specific functionality mobile – UPC scan. point to shop. etc. WINNING AND STAYING AHEAD What does it take to keep up with the competition? PRESENCE: • Mobile messaging capability (marketing.

) .KEY GUIDELINES FOR MOBILE SHOPPING Easy to use • Apps have look and feel of native apps • Alternate input methods to reduce key strokes • Room to select different options • Speed of overall experience Easy to find • Quick navigation to product through guided menus • Easy refinement within browse & search • Product recommendations (merchant + personalized) Easy to buy • Transaction Innovation – 1 click to buy (defaults) • Guest checkout • Barcode scan of gift cards • All payment methods accepted (PayPal. HSN etc.

UNDERSTANDING YOUR MOBILE OPPORTUNITIES • Competitive analysis to identify mobile leadership features/services • Survey to understand usage scenarios and key features/functions • Focus on fundamental capabilities and then on differentiation opportunities • Launch and test additional text based services • Build multi-channel plan for mobile marketing leveraging existing channels .

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eBay: How the world’s No. All rights reserved. Mobile Commerce Daily . 1 mobile retailer is using mobile bar codes and QR codes for customer engagement Steve Yankovich eBay Mobile Rob Veres RedLaser Mcommerce Summit: State of Mobile Commerce 2011 © Napean LLC.

$2.0B in 2010 $4.0B in 2011 40M+ mobile app downloads 18M+ eBay iPhone app downloads 9M+ RedLaser iPhone app downloads .

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