Keynote at EcommerceExpo North/TFM&A in May 2011 on Mobile Retailing (M-Retailing) and the changes that Mobile- and Social-Retailing are bringing to retailers.
See too www.internetretailing.net, www.m-retailing.net.
9. What’s on your mind?
25% - Social Commerce
-- “ROI” , personalisation, brand integration
16% - Mobile Retailing
Summary
-- Experience, commerce everywhere, links to Social
16. Reviews
• 215 billion
user-generated
impressions
• 3500+ review
impressions per
second
• 1,000+ retailers
17. Reviews
! Sephora products with 2 or
more questions have a 22%
higher conversion rate
! Customers’ own words
! 20x update frequency
! Without Q&A, this top
ranked page would not exist
!
21. Social Graph and Location meet promotion
Facebook Deals – adding promotions to “place” and
“social” http://www.internetretailing.net/2011/02/facebook-deals-adding-the-what-to-the-where-and-who/
22. Social Graph and Location meet promotion
Facebook Deals – adding promotions to “place” and
“social” http://www.internetretailing.net/2011/02/facebook-deals-adding-the-what-to-the-where-and-who/
23. Social Graph and Location meet promotion
Facebook Deals – adding promotions to “place” and
“social”
24. Social Graph and Location meet promotion
Facebook Deals – adding promotions to “place” and
“social”
http://www.fraunhofer.de/en/press/research-news/2010-2011/13/interactive-window-shopping.jsp
25. Kraft’s Store Kiosk – the “food bot” – bring the data into the store
• /
http://www.fastcompany.com/1716684/whats-for-dinner-intel-and-kraft-can-help-with-that-
video
26. Social Graph and Location meet promotion
900,000
views a
month 45% on the
dealer
forecourt!!
Facebook Deals – adding promotions to “place” and
“social”
28. Social allows interaction with the brand and the store – not just passive
• MMS images/messages
• Updated within c12 seconds
• Projected on store frontages in Copenhagen
• Digital screens in Aarhus and Copenhagen
30. 3D makes Augmented Reality ‘more real’
• /
• 3D images/movies – just from the light of the
iPhone screen
• Rendered image
• Surprisingly workable
• Beyond barcodes and covers – scan by
shape??
http://www.trimensional.com/
32. Social Commerce – Roundtable videos…
http://www.internetretailing.net/events/bazaarvoice-social-commerce-insight-roundtable
33. Not App “or” Mobile web – it’s both!
– M-Web – all look very
similar
– Design is due a move
to 2.0!
– App can access GPS,
contacts, video,
processor,
authentication, and
doesn’t need data
access
– Apps get forgotten
– Rich data!
http://www.internetretailing.net/2010/05/m-retailing-roaming-report-why-ms-went-down-the-m-web-path/
34. Measure and assess
• Mobile touches all aspect of retailing – closest to the customer
• Staff training – in-store, in contact centre
• Measurement – what’s “a customer”? Cookie(s)? IMEI?
Location? Card?
• “Screen to Screen” experience
• Mobile has ‘unlocked’ eCommerce