mobile shopping 2016 mobile shopping innovation
TRANSCRIPT
Mobile Shopping 2016Mobile Shopping Innovation
C O N T E N T S
• ABOUT ME• MOBILE SHOPPING LANDSCAPE 2016• MOBILE SHOPPING INNOVATION EXAMPLES• THE BIG CONTENT PROBLEM WITH MOBILE
FOR ME RETAIL IS IN THE BLOOD
CREATING M&S DIGITAL STORES
CREATING M&S.COM
MY BLOG
MOBILE SHOPPING LANDSCAPE 2016
• Mobile search volume has eclipsed desktop– Google
• M-commerce is 46% of online purchases in the UK – Criteo
• 80% of mobile use is done in apps – L2
• 8% of smartphone owners with at least one retail app used them daily– Forrester
• 4 out of 10 transactions now involve multiple devices – Criteo
MOBILE SHOPPING LANDSCAPE
MOBILE SHOPPING HABITS
Source: Forrester / RetailMeNot
Only 13% of people don’t shop on mobile. 79% have mobile shopping apps
Source: Criteo State of Mobile Commerce
MOBILE APP VS MOBILE WEB CONVERSION FUNNEL
Shopping apps convert far better than web
BEST RATED MOBILE SHOPPING IN THE US - CLOTHING
Source: Applause Retail App Quality - Clothing
Some very big brands are performing well below par on mobile
BEST RATED MOBILE SHOPPING IN THE US
Source: Applause Retail App Quality
MOBILE SHOPPING INNOVATIONS
GUIDED SELLING
• Recommended for You Tab
• Personalised search results with search ahead
• Guided selling
• Live chat
FULL RESPONSIVE SITE
• Full Responsive design
• Responsive Imaging
IN STORE SHOPPING
• In store navigation
• Location based live inventory
• Apple Watch shopping list
• Location aware recommendations
RESPONSIVE 3D CUSTOMISATION
• 3D product customisation
• Responsive design
MOBILE COMMUNITY
• Win reward points to spend
• Lifestyle tracking & competition
• Social community including celebrity fitness
RESPONSIVE PDP
• 3 Breakpoints
• Responsive imaging
OPTIMISED MOBILE CHECKOUT
• 15 clicks down to 2 using Buy with ApplePay
• Fingerprint recognition
• Shop the Look
RESPONSIVE NAVIGATION
• Visual filtering
• Responsive design
INSPIRATION
• Stunning inspirational photography across category pages
GUIDES & INSPIRATION
• Buying guides
• Inspiration
• Search includes editorial & products
THE BIG CONTENT PROBLEM WITH MOBILE
RETAILERS STILL PRODUCING CONTENT AND NOT PUBLISHING TO MOBILE
Performance is driven by
content Reach,
Quality and Agility
CONTENT PERFORMANCE
QUALITYAGILITY
The frequency with which content can be changed, and the speed at which the retailer can innovate are key capabilities of high performing brands.
A complex mix of existing content and customer experience systems, each with their own integrations, workflows and user experiences, makes adopting new technologies a slow and expensive process, and content update frequency is only as fast as the slowest system.
The problem can be solved..
REACH
Reach is about creating content that works optimally on every device and screen.
Content that seamlessly integrates into the ecommerce experience.
QUALITY
Quality customer experiences combine editorial content, shoppable media, rich media, user generated content, and guided selling tools into a seamless customer journey.
They optimise and personalise the content to maximize performance.
SUMMARY
KEY TAKEAWAYS
• Responsive, mobile first design is now becoming the norm; mobile shopping differentiators will soon become rich & personalised content, in-store, social & 3D/AR.
• There are retailers doing parts of mobile commerce well but not one retailer doing all of it well.
• No retailer is creating quality content once and publishing to desktop and mobile frequently & efficiently - yet the problem can be solved.
• Consider investing in a mobile app – the conversion rate is far higher and 80% of mobile use is in apps.
END
Mobile Shopping 2016Mobile Shopping Innovation