jim klar - webapps.easy2.com
TRANSCRIPT
Jim Klar Global Sales Director Easy2 Technologies 216.812.4515 [email protected]
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• 12 Years Experience
• Serving 200+ Clients
> Home Improvement
> Major Appliances
> Housewares
> Juvenile Products
> Consumer Electronics
> Sporting Goods
• Product Demos & Selectors
• Multi-Channel & Multi-Device
INTERACTIVE MERCHANDISING
A Love Triangle The Mobile Affair Between Retailers, Brands & Shoppers
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• What is the Love Triangle?
• Opportunities & Challenges
• 3 Success Stories
• Recommendations & Best
Practices
A Love Triangle The Mobile Affair Between Retailers, Brands & Shoppers
TODAY’S DISCUSSION
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THE LOVE TRIANGLE WHAT IS IT?
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• Retailers
> Provide a Positive Shopping
Experience
> Limit “Showrooming” Effect
> Sell More Products
• Brands
> Control Brand/Product
Message
> Overcome Untrained
Associates
> Drive Consumer Choice
• Shoppers
> Make the Right Choice
> Get Useful Product
Information
> Device-Optimized Content
LOOKING FOR LOVE
A Love Triangle The Mobile Affair Between Retailers, Brands & Shoppers
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CHALLENGES & OPPORTUNITIES
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• Easy2 Content Views
> 3-5MM/month across all
categories
> August 2011: 3.1%
> Tablet: 1.4%
> Smartphone: 1.7%
• December 2011
> 7.1% of Monthly Views
> Tablet: 3.4%
> Smartphone: 3.7%
• December 2012
> 15.6% of Monthly Views
> Tablet: 9.3%
> Smartphone: 6.3%
• Mobile Views Grew 400% in 16
Months
GROWING OPPORTUNITY
A Love Triangle The Mobile Affair Between Retailers, Brands & Shoppers
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• 39 Housewares Brands
> KitchenAid
> Philips Saeco
> Keurig
> Cuisinart
> Oster
> FoodSaver
> CrockPot
• 2012 Average Engagement Time
> Online Demo: 69.88 secs
> Smartphone Demo: 48.28 secs
> Tablet Demo: 72.92 secs
HOUSEWARES INDUSTRY
A Love Triangle The Mobile Affair Between Retailers, Brands & Shoppers
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• Tablet Ownership
> 2010: 4% of US Consumers
> Aug 2012: 25% of US
Consumers*
> Forecast: 50% of PC market
by 2016**
• Tablet Use***
> 74% At-Home
> 36% In-Store
TABLET OWNERSHIP & USE
A Love Triangle The Mobile Affair Between Retailers, Brands & Shoppers
*Pew Internet & American Life Project, “25% of American Adults Own Tablet Computers,” October 2012 **Canalys, “Wintel PC market share set to fall to 65% in 2013,” January 2013 ***eMarketer, “Home is Where the Tablet Is,” May 2012
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• Internet Use*
> Majority Surf “On the go”
> 75% go online in-stores
• Multi-Screen Shopping**
> 96% Research on Phone
> Purchase Offline or on Larger
Screen
SMARTPHONE OWNERSHIP & USE
A Love Triangle The Mobile Affair Between Retailers, Brands & Shoppers
*Forrester blog, “The State of Consumers and Technology: Benchmark 2012, U.S.” Own Tablet Computers,” October 2012 **Google and Ipsos, “Our Mobile Planet,” May 2012
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2012 BLACK FRIDAY & CYBER MONDAY Increases in content views from shoppers using tablets and smartphones during the biggest shopping period of the year*.
A Love Triangle The Mobile Affair Between Retailers, Brands & Shoppers
*Easy2 Technologies Reporting Data December 2012
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2012 BLACK FRIDAY & CYBER MONDAY Mobile Content Views Breakout*
A Love Triangle The Mobile Affair Between Retailers, Brands & Shoppers
*Easy2 Technologies Reporting Data December 2012
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• Best Buy
> Matching Prices
• Target
> Matching Prices
• Bed Bath & Beyond
> Mobile Coupons
SHOWROOMING DEAD?
A Love Triangle The Mobile Affair Between Retailers, Brands & Shoppers
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• Deep Content In-Store
> Transforms Showrooming into
Transactions
> Smartphone shoppers are
14% more likely to convert
and make a purchase in the
store than non-smartphone
users*
SHOWROOMING DEAD?
A Love Triangle The Mobile Affair Between Retailers, Brands & Shoppers
*Deloitte, “Smartphones Will Influence $689 Billion in Retail Sales by 2016,” June 2012
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MOBILE SUCCESS STORIES
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• Features FoodSaver Product
> Content Optimized for Mobile
> Demo Views Went Up 18X
> 26% of Views were Mobile
BED BATH & BEYOND EMAIL
A Love Triangle The Mobile Affair Between Retailers, Brands & Shoppers
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• Features FoodSaver Product
> Content Optimized for Mobile
> Demo Views Went Up 18X
> 26% of Views were Mobile
BED BATH & BEYOND EMAIL
A Love Triangle The Mobile Affair Between Retailers, Brands & Shoppers
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• Features FoodSaver Product
> Content Optimized for Mobile
> Demo Views Went Up 18X
> 26% of Views were Mobile
BED BATH & BEYOND EMAIL
A Love Triangle The Mobile Affair Between Retailers, Brands & Shoppers
Tap QR Code to launch content on your mobile device
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• Guided Selling by Category
> Help Shoppers Choose
> Online, Mobile & In-Store
> Significant Boost in Conversions
DICK’S SPORTING GOODS PRODUCT SELECTORS
A Love Triangle The Mobile Affair Between Retailers, Brands & Shoppers
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• Guided Selling by Category
> Help Shoppers Choose
> Online, Mobile & In-Store
> Significant Boost in Conversions
DICK’S SPORTING GOODS PRODUCT SELECTORS
A Love Triangle The Mobile Affair Between Retailers, Brands & Shoppers
Tap QR Code to launch content on your mobile device
21
• Bring Hasbro Products to Life
> Interactive Demo
> Online and In-Store
> 1:20 Average Engagement
> 25% of Views In-Store
MOBILE SUCCESS STORIES
A Love Triangle The Mobile Affair Between Retailers, Brands & Shoppers
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• Bring Hasbro Products to Life
> Interactive Demo
> Online and In-Store
> 1:20 Average Engagement
> 25% of Views In-Store
MOBILE SUCCESS STORIES
A Love Triangle The Mobile Affair Between Retailers, Brands & Shoppers
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• Bring Hasbro Products to Life
> Interactive Demo
> Online and In-Store
> 1:20 Average Engagement
> 25% of Views In-Store
MOBILE SUCCESS STORIES
A Love Triangle The Mobile Affair Between Retailers, Brands & Shoppers
Tap QR Code to launch content on your mobile device
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RECOMMENDATIONS & BEST PRACTICES
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• Optimize for Every Device
> Simple Navigation
> Integrate at Every Opportunity
> Packaging
> POS Display
> Online
> Print Ads
> FSIs
> Engaging Content
> Video (30 secs or less)
> Beauty Shots
> 360° Rotations
> UGC: Ratings & Reviews
> Instructions
> Call-to-Action
RECOMMENDATIONS
A Love Triangle The Mobile Affair Between Retailers, Brands & Shoppers
