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The Challenges and Choices Fashion Brands face when going Mobile
1. The Challenges and Choices Fashion
Brands face when going Mobile
Jonathan Setty, Sales Director, MoPowered PLC
1
Lancaster London
Lancaster Terrace,
London
W2 2TY
8th April 2014
2. I love this slide…!
• 2008 – this is the year of mobile
• 2009 – THIS is the year of mobile
• 2010 – this IS the year of mobile
• 2011 – this is THE year of mobile
• 2012 – this is the YEAR of mobile
• 2013 – this is the year of MOBILE
• 2014 – this is the year of mobile SHOPPING
2
3. Consumer adoption vs. Mobile Shopping lag
Population
Time
Mobile Adoption
Mobile Shopping
3
4. Challenges Facing Fashion Retailers – what to consider ?
4
• Key Challenge I – Checkout Abandonment : Monetising Mobile
• Key Challenge II - Apps - “…but all the other stores have one”
• Key Challenge III - Future proofing your fashion brand
• Wearable tech - …would you wear this ?!
6. 6
2007 2009 2012 2014+
120 customers
across mobile
web/apps/tabletDeveloped the
MoPowered
m-commerce
Platform
Additional in-App
commerce
functionalityPioneered Mobile
Banking
“MoBank”
The MoPowered PLC story
9. 9
Key Challenge I – Monetising the Mobile Channel
• What am I looking to achieve for my fashion brand. Revenue Uplift? Customer
Experience? Engagement?
• How do I demonstrate an ROI?
• What do I need to address to achieve the above?
In mobile,
you need to
rethink payment
and provide the
best user
experience
M-commerce
is set to
quadruple
to 2017
10. 10
Factors that affect success on Mobile
Speed/performance
Navigation
Checkout
• Page weight
• Image size
• Web technology
• Simple/mobile specific
• Task driven
• Quick/text light
• Mobile payment
options
11. Lots of ££ spent on branding & acquiring traffic…
Paid
Display
Paid Search
Affiliate
Sponsorship
Earned
SEO
WOM
Buzz
Viral
Owned
Websites
Mobile
Blogs
Social Accounts
ROI
Traffic acquisition spend
“For every £80 spent on
acquisition only £1 is spent
on conversion.”
Forrester Research
Low relevance and poor
experience produces low:
• Engagement
• Conversion rates
• Average order value
• Retention
3%
11
12. 12
Checkout abandonment is the biggest challenge
97%
Mobile
shopping
basket attrition
rates are
around 97%
14. Solving the Problem by Addressing the Issues
14
Every
100ms delay
costs
1%
of sales
• Turn frustrated browsers into happy buyers through speed and performance
improvements
• Develop navigation on mobile which is contextual and follows best practice
• Tailor your checkout to the mobile experience
“There’s a direct correlation between
page load speed and conversion”
Andy Harding (Executive Director,
Multi Channel @ House of Fraser)
17. Challenge I - Summary
17
• Select a partner with demonstrable mobile experience with live “successful” sites
• Ensure any partner is willing to commit to an ROI based on conversion uplift
• Ensure the cost of support and maintenance is in-line with an on-going ROI – no
nasty surprises!
Before
Difficult to
view, browse,
checkout
After
Easy to shop
and purchase
19. Mobile vs. App
Not strictly an either or decision.
UserExperience
Cost & Time to Market
Mobile Web
RIM
iOS
Windows
Android
19
20. Challenge II - Summary
20
• Use data to determine the outcome
» – your customers are your insights!
• Leverage off the existing integration / mobile site
» Speed
» Navigation
» Checkout
22. 22
Key Challenge III - Future-Proof your Fashion Brand
If possible, leverage off the existing integration / mobile site when building for new devices
25. And finally… would you ever wear this ??!
25
Holographic leather
reacts to sound. As
volume increases, it
begins to illuminate
and make "visual
music."
The bathing suit reacts
to light, with the centre
panel turning into
purple dots in the sun
Eye-tracking
technology, - move
when someone is
looking at them.
When the garment is
gazed at for a time, tiny
motors move parts of it
in patterns. They also
glow. covered in photo-
luminescent thread
