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Presentations from E-Commerce UK's mobile pecha kucha event in December 2011
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Pecha kucha presentations
- 4. We’re a one stop shop
- 5. We don’t rely on our looks to earn a living...It’s a good thing too!
- 6. We don’t take ourselves too seriously but we take our clients and our deliverables for them very seriously
- 14. A few thoughts on mobile
- 15. The HIPPO says “let’s have an iphone or an ipad app” “ let’s have an iphone or an ipad app”
- 16. Let customers choose how they shop with you
- 17. Mobile = THE game changer! In-store navigation Mobile acting as in-store ‘ sat nav ’ for shoppers with advice on where to find particular products or offers in-store Proximity marketing Retailers can leverage location-based marketing offers through mobile Barcode scanning/Image recognition Tools which allow shoppers to add items to their online basket by scanning items in the home e.g. Tesco ’ s grocery app M-commerce Development of mobile websites and apps which make shopping online more seamless for shoppers
- 18. Pop ups are all the rage and retailers are leveraging mobile and QR codes to drive sales QR codes to drive sales QR codes to drive sales
- 19. Developments in Asia lead the way - Over 500 of its most popular products, complete with QR codes which can be scanned using the Homeplus app - Products range from daily essentials such as milk and fresh produce, to pet food and stationery - Orders placed before 13:00 will be delivered to customers' homes on the same day
- 21. Woolworths launching pop ups in subway and train stations in Australia
- 22. So mobile is driving ‘buyability’ driving ‘buyability’
- 23. QR codes on product lables enable the customer to see more product info, buy in store, or add to bag and buy online buy in store, or add to bag and buy online
- 24. QR codes also help turn traditional advertising into ‘direct response’
- 27. The starting point for us...
- 29. How many retailers have a mobile compatible website?
- 30. Not many
- 31. Mobile can be the glue to bring customer engagement and the multi channel experience together and let customers shop they way they want to
- 32. Our Sponsors
- 33. Brands as curators of the mobile experience ( how to win the battle for consumer attention )
- 34. Mobile has the potential to destroy retail brands
- 36. Standard day
- 37. Mobile Experience = Content & Chrome
- 39. Content Chrome
- 40. Apple Amazon Facebook Google Consumer Brand
- 41. Apple +58% Amazon + 32% Google +27% (Facebook - $80B IPO?) Source: Interbrand
- 43. Solutions : 1 – build own mobile platform 2 – build better experiences
- 45. The fight for engagement, is first a fight for attention.
- 46. To capture your audience’s attention, an experience must feel it has something different .
- 47. curator (from Latin: cura meaning "care")
- 48. Curated content is worth more attention, because you are more likely to find things of value in it…
- 50. Merchandising is meta-curation
- 51. Are your mobile experiences placing the content... Centre stage?
- 53. 10CMS = 10 x more Content & Chrome
- 54. Thank you.
- 56. Mobile Market Overview November 29, 2011 © Netbiscuits GmbH 2011 36 Mobile Commerce eBay expects mobile GMV of $4bn for 2011 Mobile for SMBs 1&1 and Yell committed to mobilizing their network Mobile Advertising Global value $240bn, predicted $670bn by 2015 Mobile Payment PayPal predicts payments of $3bn for 2011 Mobile Social Over 200m users access Facebook on mobile
- 57. Company Overview November 29, 2011 © Netbiscuits GmbH 2011 37 Netbiscuits is the world’s leading platform for developing, publishing, and monetizing sites and apps across all mobile and connected devices.
- 59. Latest Milestones November 29, 2011 © Netbiscuits GmbH 2011 39 CBS.com mobile site built on the Netbiscuits Platform Wins 2011 Meffys Award for Best Mobile Website Netbiscuits platform bigger than Twitter 100m unique users/month vs Twitter's 55m Gartner Ranks Netbiscuits as Visionary with highest ability to execute Finalist of the Deutsche Mittelstandspreis Listed in top 15 companies in Germany out of 3500 Netbiscuits awarded the ME Award for the second time Best Mobile Web Publishing Platform 2011
- 61. Our Numbers November 29, 2011 © Netbiscuits GmbH 2011 41 8.5 billion Pages & content items delivered/month Doubled in the last 9 months 10 million Videos delivered/month 50% Revenue growing per year 25,000 Sites & apps live and growing by 500/month 8 offices on 4 continents
- 63. The impact of mobile on the evolving purchase journey 29 th November, 2011 Ecommerce UK Mobile Pecha Kucha
- 64. A new way to buy | Today’s purchase journey Today’s consumer purchase journey is complex , social and multichannel . 2
- 65. A new way to buy | Your own website and beyond 3 Offline The web & social web Mobile Your website
- 66. Consumer behaviour | Mobile shopping hits the mainstream 57 % 45 % of people own a smartphone of people use their phone to research or make purchases 4 Fly Research, September 2011
- 67. Consumer behaviour | Social content is in demand across all channels say social information (reviews or friends’ recommendations) are important influences on their shopping choices 83 % Fly Research, September 2011
- 68. Consumer behaviour | What are consumers doing with their phones? 6 26 % get advice from friends 27 % compare products 27 % read customer reviews 30 % check or compare prices online 35 % look up or search for product information Fly Research, September 2011
- 71. Combining mobile and social | Tesco 9
- 72. Combining mobile and social | Best Buy 10
- 73. Combining mobile and social 11
- 74. We are Reevoo 12 Reevoo makes world-leading social commerce solutions used by more than 150 companies , including Sony, Orange, Octopus Travel, Tesco and Dixons. Our reviews, recommendations, conversations and social integration solutions deliver an average sales uplift of 18% for our customers.
- 75. Thank you Richard Anson CEO and Co-Founder Reevoo www.linkedin.com/in/richardanson http://b2b.reevoo.com +44 (0)20 7654 0331
- 76. Our Moderator: Joanna Perry Joanna Perry
- 77. Nectar Mobile
- 79. eCommerce in the palm of your hand Private and confidential - 3 - Main presentation title 11/29/11 1. Collector logs in and goes to “Collect”, selects retailer 2. The points / £ rate is shown 3. Swiping left/right also gives further retailer text 4. Tap the button, and the retailer’s site opens in Safari – start shopping! Collect points on your mobile shopping – “eShops on your iPhone”
- 81. Thank you Maureen McDonagh, E-Commerce Director [email_address]
- 82. Nick Lisher Marketing Director mydeco.com Room for engagement
- 89. 141% Increase in average order value online from customers who use the 3D Home Planner These customers are 66% more likely to repeat purchase.
- 90. Gabrielle Hase: Now for something a little different! Now for something a little different!
- 91. The BIO Agency
- 93. Craig Sullivan
- 97. Nice day at the office dear?
- 98. Visitor Device Context Location Goals
- 102. Multi channel and platform Insight
- 104. “ To the user, the interface is the product” Jono, Mozilla Labs
- 105. Joshua Bixby Strangeloop Google Site Speed (Live!) Steve Souders
- 106. Comprehension Clarity Simplicity Persuasion Scanning
- 107. If you read these books, you’ll look much smarter at work.
- 111. bit.ly/qgHX5r
- 113. Email Twitter LinkedIn Slideshare : [email_address] : @OptimiseOrDie : linkd.in/pvrg14 : slidesha.re/phpa45
- 114. Richard Yeo
- 124. Smart TV / Connected TV
- 130. Solution http://media.site.com/ 6-bedroom-house-amersham-ov2VWoVcS@h1o8@DrTJ913yL7a0j ?w=620 http://media.site.com/ ov2VWoVcS@h1o8@DrTJ913yL7a0j ?w=150&s=1 Property Details Page Image Search Results Page Image Enhanced Listing Property Image http://media.site.com/ ov2VWoVcS@h1o8@DrTJ913yL7a0j ?w=75&s=1 Promoted Property Image http://media.site.com/ ov2VWoVcS@h1o8@DrTJ913yL7a0j ?w=180&s=1
- 131. Solution http://media.site.com/ ov2VWoVcS@h1o8@DrTJ913yL7a0j ?w=400&q=70 Mobile Search Results Page Image Mobile Property Details Page Image http://media.site.com/ ov2VWoVcS@h1o8@DrTJ913yL7a0j ?w=120&q=70&s=1 multiply by, iPhone, iPad, Mobile Web, Connected TV, etc. Use a real-time Image Transformation Service such as www.elasticera.com
- 132. Responsive Design / Media Query Shrinking window to size of mobile display resizes image However file size is the same i.e. Image is not really optimised for mobile device as shrunk to fit on device rather than dynamically generated by server at optimal size
Editor's Notes
- If you are not the mediator, you are being disintermediated
- Today’s purchase journey is now truly multi-channel – I like to talk about social spheres. You need to be influencing your consumers across each of these spheres
- Both of these are up 16% on 6 months ago
- On average, these behaviours have increased 30% in-store in the last 6 months, and 15% elsewhere
- Today I’ll be talking about the art of mobile conversion. The thinking that goes into making high converting mobile websites, and how you can tap into this. I chose this picture because it’s a Netsuke. This is the 17 th century Japanese equivalent of the mobile phone – something always carried, that’s both practical and ornamental.
- Mobile growth has been huge for us this year and our key markets now get more than 20% of revenue and visitors from mobile devices. What we *have* learned from all of this work is that there are three factors for success: Handset reach, Performance and the User experience on mobile.
- I love miniature things and well designed mobile sites are an artform too. But to do it properly, your business needs to be Bonsaied, in order to fit on these small screens. But which bits do you prune? How are you going to keep everyone happy?
- You might have a fight on your hands, deciding what to build or optimise on your mobile site. As Dirty harry said – opinions are like assholes – everyone’s got one. So how do you go about getting the right stuff in there?. How about we start with the customers.
- So where do we start on the mobile product? With the customer of course, then their handsets, where they are, what they are doing and what they want to accomplish. As Nielsen says : More research = more questions = more answers = a better product. This is the glue, the oxygen of our work.
- To stop wasting time, you need to build where there’s an audience for your platform. This means you need device analytics, to tell you what device formats and types are are tryin to engage with you Take a look at Bango, Wurfl and Deviceatlas for handset analytics data. Last tip – always check low converting devices as this might indicate a problem.
- Confused by all the claims about what handsets to support? Well actually, there’s only one game in town – smartphones. Other phones don’t browse and they certainly don’t buy. Android, Apple and Windows are the only growing segments now – others are in steep decline. It’s a highly specific smartphone world and you’ll need analytics help to work out what devices you should be building for.
- User centred design is the Agile technique we use to get stuff right, first time (click) You can think of the technology expression as being our online brand (click) that generates feelings about us (click) Being in the middle here makes you unique amongst your competitors. This is the sweet spot (click) We do continual improvements of our products - in a permanent state of designing and testing, just like Dyson, Edison and Jobs showed us.
- And the future for us is multi-platform. We’ve designed our web, iPhone, Android and tablet experiences to be in that sweet spot I mentioned. Most importantly, by improving them in concert, the entire product suite is aligned and optimised for user experience and contact methods.
- So this is the moment of the conversion – that finger tap that I’m after. So what are the biggest influence factors?
- And simplicity is paramount on mobile. Join.me works so well as a product because it’s the only screen sharing or webinar stuff that always works, and because it is so simple, so easy to use, so unlikely to break. It’s simple and invisible. Your mobile site has to be frictionless for the goals of the user or you will lose business.
- You can’t rely on good performance, even in the city. Just try having an iPhone on o2 – you know what I mean. 75% of people whining mobile about websites, said performance was the number one issue. The office Wi-Fi doesn’t count as testing here. Check out these search keywords on Google.
- With a smaller screen, copy expertise is vital for mobile sites and apps. Every word and every syllable counts. Belron used a specialised agency, Foolproof, to minify the content. We drove legal crazy but amped up the clarity and comprehension for the customer, with high conversion the result.
- Persuasion is a key part of our work. We want both persuasive design and compelling copy – to get people to do more things that we like. One one micro test we ran 2 weeks ago, a single line of copy added to a page will net us 500K Euros per year of revenue.
- And don’t forget testing – we usability test at least 3 times in a product cycle and Foolproof do great work for us here. And remember handset testing. I’d recommend you buy the top customer handsets for your audience and then use Deviceanywhere.com to test others. Make sure you have more than one Android screen format, preferably three. Always test on all iPhone models too. If you cant test – then check your analytics for badly converting handsets and fix.
- And what does this mean for you? In my view, it will mean a complete change in how you code, display or optimise online content – and not just for mobile devices. Nearly all modern browsers and mobile handsets support HTML5 already. You need to get your developers engaged here, over how you’ll adopt and take advantage of HTML5.
- This is a table from my Mobile Optimisation report, available on Econsultancys website. There’s lots of bullshit around on mobile, so please read this. You’ll be surprised to learn how much of the phone hardware you can access, just from a plain old website. On our site, we integrate with email, phone calls and the GPS function – on Android, iPhone and Blackberry models.
- So - stop worrying about IE6 – you’ve got a big design problem to solve across a huge mesh of different screens. Responsive design is a great solution, that adapts your content to fit the device mix. It’s a way to use HTML5 to give an optimised experience on every device or size of screen. Great article on here.
- And if you think that’s a load of old balls, you can get in touch or grab me afterwards. Thank you.
- NFC could be the most exciting thing in mobile if it gets corporate sponsorship. In Japan you buy everything that way. Even in Sweden you can use yoyur phone as your hotel key. For it to take off over here it needs to have venues where you can use it.