Internet Retailer Mobile Webinar
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BloomReach talks about mobile user optimization with Deb Shops.
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Internet Retailer Mobile Webinar
- 1. BLOOMREACH MOBILE David Cost, VP of eCommerce and Digital Marketing, Deb Shops Raj De Datta, CEO, BloomReach Moderator: Don Davis, Editor, Internet Retailer
- 2. E-COMMERCE IS GROWING… 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Total retail E-commerce
- 3. …BUT M-COMMERCE IS REALLY GROWING *comScore Inc. Sales through mobile devices increased 31% in Q1 2013 versus Q1 2012 Time spent on retail sites from mobile devices increased 385% over 3 years 48% of time spent on retail sites by consumers on tablets (14%) or smartphones (34%)
- 4. MUCH TOO BIG TO IGNORE “It’s staggering the magnitude of this, and how fast it’s moving. Turning to mobile devices is mandatory.” Gian Fulgoni, chairman of comScore 137 million U.S. consumers own smartphones 60 million U.S. consumers own tablets
- 5. JACKTHREADS “Users that buy on multiple screens have a 60% higher lifetime value than their single-screen counterparts.” Jason Ross, founder and CEO, flash sales apparel retailer Jackthreads 68% of traffic from mobile: 62% from smartphones and 6% from tablets 50% of sales: 89% of that from phones, 11% tablets
- 6. BEYOND THE RACK “Mobile sales may represent 55-60% of our business by June 2014.” Richard Cohene, Director of Marketing, Beyond the Rack Weekdays 37% of traffic and 33% of sales from mobile devices Weekends 41% of traffic and 41% of sales
- 7. OVERSTOCK.COM “We didn’t think people would shop on mobile, or we thought they would shop but not buy. That turns out not to be true.” Patrick Byrne, chairman and CEO, Overstock.com 35% of traffic from mobile devices 18-19% of sales
- 8. MOBILE TODAY
- 9. 14% of US web traffic was on mobile in 2012 MOBILE IS HERE* *KISSmetrics, Internet Retailer, MultiChannel Media Post, IBM 39% of traffic to Top 500 retailers will be from smartphones in 2013, will be >50% in 2014 32% of shoppers research and purchase on a smartphone mobile purchases on black Friday increased 40% from 2011 to 2012
- 10. BUT YOUR MOBILE GOALS ARE NOT BEING MET your mobile traffic will surpass your web traffic in the next 2 years… but mobile conversions will only equal 25% of your web conversions.
- 11. AND… YOU’RE LOSING MORE THAN JUST MOBILE DOLLARS mobile influences ALL of your channels for a $1B revenue company, you lose… ($10 MM from mobile) ($70 MM from online) ($170 MM from in-store) ($250 MM total revenue) mobile 10% revenue 7x influence factor (Deloitte) 17x influence factor (Deloitte)
- 12. 2-4 products to show makes typing & filtering challenging more exploration expect ease and speed constantly in use manages time and is not shared sees phone as time filler is multi-tasking on-the-go has limited real estate requires screen tapping is high frequency is personal THE USER THE DEVICE THE PROBLEM IS THAT MOBILE IS DIFFERENT you need a technology that is built for mobile THE USAGE
- 13. SO USER EXPERIENCE IS MORE CRITICAL TO SUCCESS THAN EVER BEFORE* *Google mobile survey, MediaPost 55% say a frustrating mobile experience hurts the perception of the brand 61% will go elsewhere to buy if they can’t find what they want in seconds 67% are more likely to buy from a site that is easy to navigate 67% prefer an optimized mobile site to a mobile app 74% will return to your mobile site if they have a good experience
- 14. A DAY IN THE LIFE OF A MOBILE USER TODAY… • demo
- 15. you visit your favorite retailer to look for boots you search for ‘boots’ and get mens bootcut pants you try searching by category and then you refine… you try a different search ‘boots shoes’ – 2 results and refine again… you finally find shoes but can’t refine by boots. so you try your search somewhere else… and you find exactly what you want, easily and fast. 60% of mobile shoppers do this everyday
- 16. LEVERAGE BIG DATA TO DELIVER RELEVANCE bloomreach web relevance engine data & content analysis interpretation & prediction content & behavior analytics machine learning optimization your data content products attributes categorization user queries actions conversions deep web crawl vertical specific crawl structured data crawl the web’s data relevant user experiences that match content with user intent bloomreach mobile bloomreach organic search
- 17. WHAT MOBILE SHOULD FEEL LIKE… demo
- 18. THE SEARCHER I just can’t find what I want. BLOOMREACH MOBILE IS EXPERIENCE OPTIMIZATION FOR ALL TYPES OF MOBILE USERS problem & persona mobile experience optimization THE BROWSER Browsing products is impossible on my mobile phone. THE LOYAL CUSTOMER My experience should be about me. PREDICTIVE SEARCH AND AUTO SUGGEST make browsing easier and desired products more discoverable CROSS-CHANNEL PERSONALIZATION creating personal experiences across mobile and desktop for new and loyal users TRENDING AND MORE LIKE THIS enabling single tap discovery connecting users to products using data and social signals
- 19. HOW IT WORKS cross- channel API call web relevance engine mobile API’s trending more like this search auto suggest experience intent: tory burch handbag
- 20. CROSS CHANNEL OPTIMIZATION customized search results based on previous desktop or mobile behavior dynamic landing pages with category & product recommendations based on user behavior across www and mobile analytics that track usage from mobile discovery to web purchase a cross-channel experience for known and new users
- 21. AUTO SUGGEST AND PREDICTIVE SEARCH suggests phrases and matches product results to performance and intent decrease typing with predictive search data-driven results pages ensure only relevant products are shown first machine learning driven search that optimizes to RPV
- 22. more like this is single tap navigation towards the products that users want based on individual user sessions MORE LIKE THIS & TRENDING enhanced product discovery trending measures referral traffic from social media sites and shows only the most popular products
- 24. ABOUT DEB SHOPS Apparel for the trendy junior and plus sized female 300+ stores across the US Thousands of products including clothing, shoes, and accessories
- 25. Their phone is the primary vehicle for getting online They are impatient They spend more time on their mobile phone MORE THAN 50% OF TRAFFIC ON SOME DAYS COMING FROM MOBILE Deb Shops primary target audience is teens, whose behavior is unique from other audiences: experience discovery relevance
- 26. THE PERFECT PARTNERSHIP “We have teens who are on their phones browsing our site constantly. Couple this with their need for immediacy and we knew that experience on mobile was almost as critical as merchandising and design… BloomReach was a partner who could fulfill on the mobile user experience promise.”
- 27. OPTIMIZED MOBILE EXPERIENCE WITH BLOOMREACH experience discovery relevance
- 28. A REVOLUTIONIZED MOBILE EXPERIENCE 20% RPV lift for search users 65% exploring Deb Shops using auto suggest 40% more time spent on site for users exploring with more like this BloomReach Mobile will revolutionize mobile experiences… We need technologies that will help us reach our sales numbers and we believe that BloomReach Mobile will help us do just that. “ “
- 29. THANK YOU. David Cost, VP of eCommerce and Digital Marketing Raj De Datta, CEO, BloomReach
Hinweis der Redaktion
- E-commerce was 5.5% of total retail sales in first quarter, 8.2% when taking out items like groceries, restaurant meals and gas.E-commerce growing at 15-16% steadily in last couple of years, which means it will more than double in size in five years.Then it will be around 9% of all retail sales, well over 10% when excluding items not commonly bought on the web.
- Can you add a slide after this
- You know that mobile is a pain point. Your traffic is increasing by leaps and bounds but your conversions are not keeping pace. Couple this with the fact that research has continued to validate that people’s mobile experience directly impacts their propensity to purchase from your other channels, and you have a multi-million dollar problem. If your mobile users are not happy with their mobile experience, you lose $10 MM in mobile revenue. Which, you might say, is not worth worrying about. But what about $200+ MM? If your mobile users aren’t happy on mobile, they won’t shop on your website or in your store. Something has to change…
- Mobile is a different and unique animal. The usage is different – think about your own behavior, it’s used all of the time and is YOURS. The user is different – they are multi-tasking, they are exploring, they expect ease. And the device itself is drastically different. There is limited real estate to showcase your products, you have to tap to what you want. This is a different playing field.There are no other solutions available in the market today that address the different usage, user and device. You need a technology that is built specifically for mobile.
- Well, how do you overcome a challenge that massive?We tend to look only at the data associated with our own websiteWe don’t have the tools to interact with or access to that much dataFurthermore, technology does exist that allows us to collect this intelligenceOur proprietary WRE – more accurately makes that match between expression of intent and user experience at a massive scaleWe take your data and wed wide data and user interaction data and combine them in order to create more accurate conclusions about what a consumer intends when they express intent
- This diagram explains how our services work. First, we only work with customers who already have a mobile site. Our services plug-in to your mobile site. Once live, every time our API is called, it pings our WRE to deliver the more relevant and data optimized experience each and every time. Since our WRE is constantly optimizing using machine learning technology, you can be assured that your content is fresh and relevant to every consumer. We have seen RPV uplifts as high as 40% for our mobile customers.
- Our cross channel personalization improves user experience by utilizing user profile and past behavior cross-channel (www & mobile) to make recommendations and ranking prioritizations. We validate discovery by tracking usage across channels.
- Our auto suggest is machine learning search that optimizes to RPV ensuring that your highest performing and most relevant results are shown first thus increasing the likelihood of matching your results with consumer intent. Predictive search is also optimized for performance and decreasing the thumb tapping required to help user find what they want quickly.Mobile challenge: Searchers are impatient and there is limited space to show them what they want. Predictive search helps users find what they want faster50% decrease in characters,and data-driven results pages ensure that only those most relevant products are shown first leading to larger shopping carts and revenue 2X AOV, 40% higher RPV
- More like this is made for the on-the-go user and transitions users from looking for what want to what they must have. This single-tap navigation is refinement built for mobile.