6 ways to reach tablet shoppers to drive roi (webinar)

6 Ways to Reach Tablet Shoppers to Drive ROI

January 10, 2012

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Today’s Speakers

Melissa Campanelli Editor in Chief

Retail Online Integration

Moderator

Sucharita Mulpuru Vice President, Principal Analyst

Forrester

Nathan Richter Director, Strategic Services

Monetate

Mike Madaio Lead, User Experience

QVC

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Please Welcome

Sucharita Mulpuru Vice President, Principal Analyst

Forrester

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© 2012 Forrester Research, Inc. Reproduction Prohibited 5 © 2009 Forrester Research, Inc. Reproduction Prohibited

6 Ways To Reach Tablet Shoppers To Drive ROI

Sucharita Mulpuru, Vice President and Principal Analyst

January 10, 2012

© 2012 Forrester Research, Inc. Reproduction Prohibited 6

Tablet commerce is like

unmolded clay; it hasn’t yet

been shaped


Current state of tablet commerce

Opportunities for retailers

Agenda


Tablets are growing rapidly

0

20

40

60

80

100

120

140

2008 2009 2010 (F)

2011 (F)

2012 (F)

2013 (F)

2014 (F)

2015 (F)

Five-year forecast of mobile devices

Smartphones

Tablets

eReaders

Mil

lio

ns o

f U

S c

on

su

mers

wit

h

each

devic

e

Source: Forrester Research US Forecast, 2010-2015; Forecast: US Mobile Phones By Technology, 2008 To 2013; Forrester

Research eReader Adoption Forecast, 2010 To 2015; May 27, 2009 “How Big Is The eReader Opportunity ?” Forrester report

100M


Most tablet owners already own smartphones


Tablets drive incremental web usage

49%

42%

9%

More

time

online

Same

time

Less

time

“With the addition of the iPad/tablet to

devices you already own, do you spend

more time, the same amount or less time

online?”

Base: 2,322 iPad/tablet owners 25%

36%

45%

42%

Seniors

Boomers

Gen X

Gen Y

“I use my iPad/tablet more than my computer when both

are available.” (percent agreeing)

“I bought my iPad/tablet to replace (or use

instead of) a computer, laptop or eReader”

(percent agreeing)

14%

21%

28%

30%

Seniors

Boomers

Gen X

Gen Y

iPad web incrementality iPad cannibalization of other devices

Base: 2, 096 tablet owners

Base: 2, 150 tablet owners

Source: Bizrate Insights Tablet Commerce Flash Survey 2011, in partnership with Forrester Research


Tablets cannibalize desktops more than phones

© 2012 Forrester Research, Inc. Reproduction Prohibited 12 Source: Forrester/Bizrate Insights Tablet Commerce Flash Study Q2 2011

Tablets are driving incremental time online

as consumers multitask


Among tablet owners, they prefer their tablet for web shopping


Many consumers have downloaded various shopping apps

Have download

ed a shopping app, 56%

Have not download

ed a shopping app, 44%

4%

9%

15%

15%

17%

22%

33%

Gift reminder and tracking

Fashion trends or tech reviews

Bargain hunting/deal aggregators

Delivery tracking

Comparison shopping

Location finder

Retailer specific

Which of the following types of online shopping apps

have you downloaded onto your iPad/tablet?

Base: 1,338 tablet owners who have shopped

and/or bought on their tablet

Source: Bizrate Insights Tablet Commerce Flash Survey 2011, in partnership with Forrester Research


Retailers have modest investments in their mobile efforts


Shopping apps have a discovery problem


Tablet shopping is surprising given that…


…content that should be optimized isn’t


Current state of tablet commerce

Opportunities for retailers

Agenda


Opportunities

Get the basics right

Think about apps; we’re in an app world now

Rich retail use cases have promise with apps

Third-party development is an option

Tablets are much more than web-surfing devices

You are your best advocate given the poor search in app stores


Be in the top 48%


Opportunities








Apps are growing…


…and are compelling for many reasons

1. Richer user interface

2. Ability to leverage features

like cameras or barcode

scanners

3. Ability to leverage an offline

experience without a need for

“a fat pipe”

4. Ability to experiment; test and

learn

5. Can reduce clicks for

frequently used apps


Opportunities








Retail apps have promise if they are engaging…


Tablets have capabilities that other digital experiences do not

Audio and drag and drop functionality are popular

functions used for gaming and educational apps


…or if they provide an easy experience


This type of information can be very useful to consumers


…or if they can support tasks or habits


Opportunities








Working with outside partners, or even just enabling an API can be valuable


Catalog apps achieve this


FSIs and print marketing can take a new life with tablet apps too


Opportunities








These devices have amazing features

Technology Opportunity (Examples)

Near Field Communications (NFC) Payments, ticketing, and security

3D Cameras Augmented reality, gesture control

Accelerometers (detects motion/tilt) Phone orientation as control, pedometer

Gyroscopes (3D motion) Motion sensing – gesture control,

navigation, image stabilization

Pressure sensor Weather, height in building

Magnetometers “Is Starbuck’s over there?”

Microbolometers Heat sensors, night vision

Chemical sensors Breathalyzer, food freshness, CO detect


Retailers are thinking about the deployments of tablets in stores


This app achieves what the store cannot


Tablets in fact promise tremendous sales force enablement tools

Sephora has tablets to enable store associates to create “virtual

makeovers”; The Wet Seal is using tablets as mobile POS

devices and to empower buyer/merchants in the field


Benefit Cosmetics uses an in-store app as a kiosk and marketing tool


This is a restaurant that can better upsell customers


Opportunities







© 2009 Forrester Research, Inc. Reproduction Prohibited

Thank you

Sucharita Mulpuru

[email protected]

Twitter: @smulpuru

www.forrester.com

Please Welcome

#ROIWebinar

Mike Madaio Lead, User Experience

QVC

Please Welcome

#ROIWebinar

Nathan Richter Director, Strategic Services

Monetate

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6 ways to reach tablet shoppers to drive roi (webinar)

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