conference e tail_preso_v1 v3
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TRANSCRIPT
5thfinger
Owning the Decision Point: The Future of the In-store Mobile Experience
Patrick Collins5th Finger CEO
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What you’ll learn today…
• 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?
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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Mobile Shoppers Love Promotions
Percentage of survey respondents that indicated mobile app feature as a high priority
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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 Codes - Winner
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 Digital Inventory
Yay! Scan of in-storeproduct producesdigital reviews and information
Mobile experience
says, “Sorry I don’t know that
product.”
Store associate says, “Mmm… and you found this on our website? I don’t think I know that one.”
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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
