7. “there will be more change in how
consumers shop & pay in the next 3
years than we have seen in the last 20”
john donahue ceo ebay
8. 1. ubiquitous mobile connectivity
2. democratisation of production tools
3. access to higher data speed/more storage
technology enabled connectivity
1 billion pcs & 4 billion mobiles
location-based services
mobile & social payments
intelligent vending
3d screens
rising transparency & amplification
increasing collaboration
personalisation
acceleration of everything
hunger for real shared experiences
source: richard watson
10. mobile disrupting behaviour, payment & stores
mobile is the big influencer on purchase
location profiling matters for contextual content
frictionless payment & gifting emerging
learning from nike & burberry
design for mobile first…learn fast/cheap/first
12. Reach PurchaseInfluence
understanding channels
Acquire
Click & collect
Click & return
Buy in-store home delivery
In Store
Online
In store only
Web to store
Store to web
Online only
Any owned,
bought or earned
communication
channel(s)
Share
Share
moments
that influence
reach
14. Customers have gone beyond multi-channel.
They shop their way in authentic experiences
across your brand across any device anytime
Ian Jindal Internet Retailing UK
15. Acquiring
Using &
Sharing
How does a customer become aware
with your products or services? How
do they gain inspiration?
How does a customer gain knowledge
about our products and those of your
competitors?
Where do they go to learn and compare?
How does a customer
transact with your
company? What are the
dynamics of the
purchase process?
How does a customer
take delivery of our
product or service?
What are logistics of
getting it?
How does a customer use our product in daily life?
What do they have to do to take advantage of its
benefits? What are the components of the in-use
experience?
How does a customer
interact with our company
post purchase? What are the
interactions that promote
loyalty and advocacy rather
than frustration and rejection?
Buying
Find
Relationship
(If you want it!)
Discovery
a mobile enabled shopper journey
18. technology is slowing things down with more
browsing time driven by more choice
neil saunders conlumino
19. source: conlumino
52
23
5 3
89
16
4 2
Discovery Search Purchase Acquire
2002
2012
Duration of Purchase Time Spent on
Process Purchasing
0.5 days 83 minutes
3.4 days 111 minutes
Minutes
Shopper Journey Stage
more time in discovery with more
content whilst search has got better
25. mobile helps us get the right deal
Source: Monetate
61%
51%
47%
34%
25%
19%
14%
compare prices
promotions/coupons
read reviews
scan barcode
take product photos
call friends/family
contact a business
What do we do on our smartphones
31. mobile applications are driving
the bulk of engagement
source: monetate
81.5%
18.5%
Smartphone users
who spend time
using mobile apps
Smartphone users
who spend time using
web browsers
32. despite an explosion in mobile traffic many
retailers’ website are not mobile optimised
source: monetate
48% retailers who have a mobile
optimised website
35. “our coordinates, has the potential to
change all the outputs…where we shop,
who we talk to, what we read, what we
search for, where we go, they all change
once we merge location and the web”
matthew honan wired magazine
36. 70% of mobile searches for shopping
resulted in a purchase within the hour
37. mobile used to discover what’s nearby
source: monetate
96%
researched a
product or service
on their phones
94%
searched for
local information
90%
acted within
24 hours
70%
called businesses
after searching
66%
visited stores
in person
38. mobile enabled local shopping will explode when
store inventory data become available
mobile enabled local shopping will explode when
store inventory data becomes widely available
40. but shoppers undecided about sharing
their location to get offers/content
source: monetate
74%
use their devices
to find location
information such
as directions
38%
report interest in
receiving
promotional
messages on their
location
18%
check-in to
locations using
apps like
foursquare
41. Which area did people spend time at? Peak times in the store? New or repeat customers?
Most frequently used paths in the venue % of shoppers who walk by without entering
location profiling has a big future
source: cisco
42. connected consumers connected guests connected travelers
Better in-store
experiences
Context rich
promotions
Better informed
purchase decisions
Wayfinding - Indoor
maps with featured
attractions
Personalized 3rd party
advertising
Special promotions
Better planning for
high traffic areas
Transportation updates
and indoor directions
Dwell times-based
promotions
retail hospitality transportation
wide of usages for connected customers
source: cisco
48. mobile redefines stores
store design, merchandising & service are being redefined by mobile
picture source: frog design
49. “WE ARE LOSING SHARE OF RETAIL”
Context is everything
http://www.theage.com.au/technology/technology-news/virtual-shop-perfect-for-the-young-and-upwardly-mobile-20120215-1t6qa.html#ixzz1mZuBOUuz
''retailers need to
understand that online
shopping isn't
something we just do at
our desktops any more.
we now do it out in the
real world, out on the
streets and often while
we're in-store.‘’ sportsgirl
61. The purchase of a Nike product needs to be the
beginning of the relationship… So when they buy,
they go home, sign up and they’ve created a link
much stronger than anything we could ever say in
communication. Because it’s the emotional
connection to myself and my friends and we have
now created an entire ecosystem of services that
complement the product
Stefan Olander Vice President Digital Sport Nike
62.
63.
64.
65.
66. Stores
Nike Flagship Stores
Nike Pop Ups
Nike Custom Stores
Nike Category Stores
Nike Factory Stores
Nike Collaborations
Salvation
Converse
Mobile Enabled Digital Services
Nike Fuel
Nike+ Running
Nike+ Training
Nike Basketball
69. mobile disrupting behaviour, payment & stores
mobile is the big influencer on purchase
location profiling matters for contextual content
frictionless payment & gifting emerging
learning from nike & burberry
design for mobile first…learn fast/cheap/first
