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Mobile shopping 2016 mobile shopping innovation

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Mobile shopping 2016 mobile shopping innovation

  1. 1. Mobile Shopping 2016 Mobile Shopping Innovation
  2. 2. C O N T E N T S • ABOUT ME • MOBILE SHOPPING LANDSCAPE 2016 • MOBILE SHOPPING INNOVATION EXAMPLES • THE BIG CONTENT PROBLEM WITH MOBILE
  3. 3. FOR ME RETAIL IS IN THE BLOOD
  4. 4. CREATING M&S DIGITAL STORES
  5. 5. CREATING M&S.COM
  6. 6. MY BLOG
  7. 7. MOBILE SHOPPING LANDSCAPE 2016
  8. 8. • 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
  9. 9. MOBILE SHOPPING HABITS Source: Forrester / RetailMeNot Only 13% of people don’t shop on mobile. 79% have mobile shopping apps
  10. 10. Source: Criteo State of Mobile Commerce MOBILE APP VS MOBILE WEB CONVERSION FUNNEL Shopping apps convert far better than web
  11. 11. 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
  12. 12. BEST RATED MOBILE SHOPPING IN THE US Source: Applause Retail App Quality
  13. 13. MOBILE SHOPPING INNOVATIONS
  14. 14. GUIDED SELLING • Recommended for You Tab • Personalised search results with search ahead • Guided selling • Live chat
  15. 15. FULL RESPONSIVE SITE • Full Responsive design • Responsive Imaging
  16. 16. IN STORE SHOPPING • In store navigation • Location based live inventory • Apple Watch shopping list • Location aware recommendations
  17. 17. RESPONSIVE 3D CUSTOMISATION • 3D product customisation • Responsive design
  18. 18. MOBILE COMMUNITY • Win reward points to spend • Lifestyle tracking & competition • Social community including celebrity fitness
  19. 19. RESPONSIVE PDP • 3 Breakpoints • Responsive imaging
  20. 20. OPTIMISED MOBILE CHECKOUT • 15 clicks down to 2 using Buy with ApplePay • Fingerprint recognition • Shop the Look
  21. 21. RESPONSIVE NAVIGATION • Visual filtering • Responsive design
  22. 22. INSPIRATION • Stunning inspirational photography across category pages
  23. 23. GUIDES & INSPIRATION • Buying guides • Inspiration • Search includes editorial & products
  24. 24. THE BIG CONTENT PROBLEM WITH MOBILE
  25. 25. RETAILERS STILL PRODUCING CONTENT AND NOT PUBLISHING TO MOBILE
  26. 26. Performance is driven by content Reach, Quality and Agility CONTENT PERFORMANCE
  27. 27. 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..
  28. 28. REACH Reach is about creating content that works optimally on every device and screen. Content that seamlessly integrates into the ecommerce experience.
  29. 29. 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.
  30. 30. SUMMARY
  31. 31. 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.
  32. 32. FOLLOW ME / CONTACT ME @craigwsmith craigwilliamsmith@gmail.com Retail Innovation retail-innovation.com
  33. 33. END Mobile Shopping 2016 Mobile Shopping Innovation

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