Mobile marketing techniques for retailers to make their mobile stores more successful.

1. Best Practices from mShopper Performance Services
Mobile Marketing 101 for Black Friday,
Cyber Monday and Beyond

2. mShopper
Specializes in
Making e-
Commerce
Successful
Introducing mShopper
• A leader in providing platform-based, end-to-end
mobile commerce solutions
– Ultra sophisticated and feature packed
– Very easy to deploy
– Superior ROIs
• Founded in 2006, based in Boulder, CO
• Powering 100’s of clients, with millions of mobile
visits per month
• Growing at triple digit rates for the last two years
• We work with the largest brands to the smallest
mom and pops.
– (to see a partial list of our clients please visit
http://mshopper.com/clients/

3. Mobile Surpasses Non-Mobile in Visits in August
 Retailers finding it difficult making smooth transition to mobile
 Difficult allocating technology and resources to mobile com
Source: eBay Enterprise 2014 Holiday Retail Audit. Survey of over 1,000 U.S. retailers between $5 million and
$250 million

4. Smartphones Drive Revenue
 Smartphones dominate e-commerce because users numbers are
double that of tablet users
 Almost 1 in 10 online apparel and accessory sales came from a
smartphone (6.2%) or tablet (3.5%)
 Smartphones and tablets
combined for 5.5% of
computer hardware, 5.6%
of consumer electronics
and 4.4% of CPG sales
 comScore data shows
that in June, 1 in 3 visitors
to digital retailer websites
came from mobile
platforms

5. Holiday Loss
 2013 holiday sales totaled $601.8 billion with online
purchases accounting for $95.7 billion, 16.6% were mobile
(Source: National Retail Federation).
 But, 47% of mobile shoppers abandoned purchases due to
payment friction
 57% did not attempt to complete their transaction later on a
computer
 That means US retailers
lost $15.9B in mobile
commerce on the table
during the 2013 Black
Friday shopping period
(Source: Harris poll)

6. Why Mobile Matters More in 2014
 Many e-commerce companies are already seeing 20 to 45
percent of total site traffic coming from mobile
 Mobile sales are projected to reach $204 billion in 2014,
hitting $626 billion in
2018
 By 2018, web sales on
smartphones and tablets
alone will be nearly all
web sales
(Source: Goldman Sachs)

7. Deploying m-Commerce vs e-Commerce
The PSG Site Review
#1 Review Site to Minimize Shopper
Typing/Entering Fields and Reduce Friction
#2 Audit Mobile Database Building Techniques
#3 Strategize and/or Send SMS Marketing
Campaigns
#4 Check Merchandizing Programs
#5 Improve Conversions
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8. Hybrid Responsive Design
 We START with mobile = Low page weight and page loads
 We only power tablets and smartphones, not your E Commerce site
 Maintain best of breed marketing and merchandising
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9. It’s all about mobile conversion rates
• Focused on the mobile KPIs to increase success
– Add to cart rate
– Cart completion rate
– Cart abandonment
• Mobile-specific features increase
conversions
– Abandoned cart reminders
– Custom faceted search
– Curated Sales
– Upsell/Cross-sell
– Sign-up and Save Program
– Cross-channel promotions, custom
SMS keywords, Google analytics

10. Your mStore Plan: The First 30 Days
Activity Week 1 Week 2 Week 3 Week 4
Build A Mobile Database
Place SMS sign up form on your e-
Commerce site. See also step # 5
Promote via email
Introduce your mStore with a dedicated
email blast & link to your sign up form to
build a mobile database. Send regularly.
Merchandise your mStore
Schedule hot deals, today’s hot deal or use
Intelligent Merchandiser
Increase conversions
Mobile shoppers expect deals, promo
codes, quick and easy checkout and then
will come back!
SMS loyalty program
Send SMS branded impressions and
establish a direct response channel. Send
both value messages and sale offers!
MAINTAIN PROMINENT PLACEMENT
Your e-Commerce site
Dedicated e-blast
newsletter newsletter newsletter
Promo Codes
Alternative Payments
Consumer DB Sync
Add more DF Fields
2
1
3
4
5
>50 sign-ups
1
2
3
4
5
Sign Up & Save
Customize Pgs
Abandoned Cart
Redirect Codes (5)
Gift Wrap/Messaging
MRR Search Analytics
SEND OUT SMS MESSAGES & DEALS WEEKLY
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11. Increase Conversions - The First 30 Days
Why
• The mobile purchase happens faster than does its online counterpart
• Every effort must be made to make shopping and checkout as easy as
possible
How
• Promo Codes: Mobile shoppers expect savings. Begin promoting with
a code for total cart
• Alternative Payments: Enter PayPal, Google, and Amazon gateways –
Orders are marked via gateway and can send email order notification
• Add Images To Data Feed: Add up to 10 images. Shoppers prefer them
• Sign Up & Save: Build mobile # database offering instant savings
• Abandoned Cart: Send txt/email to shoppers to increase conversion
• Customize SMS & Confirmation Pg Copy: Use text/HTML to thank
customers (promo code)
• Gift Messaging/Wrapping: Lets shoppers to send gifts/messages
• Add all important fields into data feed including multiple images,
shopper reviews, specs, sales price (show % savings), videos, store
locator, dynamic fields, etc
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12. Building Your Campaigns
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When designing a campaign think, “What message should I communicate?”
SMS gives you a limited set of 160 characters. Get creative but stay on brand
Give your audience relevant, timely information. Coupons, insider deals,
special timed offers are all effective. But SMS is a communication medium
built on trust. Be consistent and deliver what you promised
 Five Tips for Mobile SMS Marketing:
 Frequency – Don’t send your customers more messages than you told them
you would. Develop a monthly or quarterly schedule and follow it
 Company Name – Include your company name in messages. It supports the
brand and helps customers remember who is sending the message from that
short code
 Time of Day – Be appropriate. Don’t text late in the evening, early in the
morning or, worse yet, in the middle of the night. Remember your time zones
 Expiration Date – If you are including an time-based offer, like a coupon, don’t
forget to include the expiration date
 Lead with the Offer – Catch the eye of the consumer immediately. Remember
the use case of smartphone users – be polite and to the point. They’re in a
hurry right Don’t bury a good deal like, “50% Off Today Only!”

13. The SMS Difference
 A text message, or SMS, – Short Message Service - is a simple, easy-to-use
method of communication. Nearly every phone can text
 According to Portio Research:
 More people now have an SMS-capable mobile phone than a toothbrush
 More people use SMS
than a flushing
toilet
 Twice as many people
use SMS as have
access to the Internet
or have an e-mail
account
 Worldwide, almost 6
billion people use
mobile voice and SMS.
It’s more accessible than
radio, TV, Internet access,
newspapers, social
networks

14. SMS: Engage with Your Best Customers When You Want

15. Build SMS Loyalty Programs for The Holidays
1
Design your sign up form of 5-7 categories
to show live on mStore SMS sign up page
Go to SMS Marketing > Design Sign up Form
Use a sign-up graphic to place
prominently on your website
Go to SMS Marketing >Download Promotional Assets
Choose (A) embed code or
(B) promote http link
To drive sign ups from asset
Go to SMS Marketing > Promote Sign up Form
2
3
A B
Where? Dashboard > SMS Mktg Read mHelp here
mStore
“Get First Dibs”
link in footer
eCom Site
eCom Sites
Graphic Asset
Dashboard Page
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16. Database Recruitment - Web

17. Promote Via Web – embed or http link
(A) Embed Script
used for page that
Engineers create.
Makes it look like
part of e-com site.
(B) http link Or
your sign up form
will appear in a
separate browser
window (popup)
after shopper
clicks on the
graphic asset on
your e-Com site.
OR
Where ? Dashboard > SMS Mktg > Promote Sign Up Form Read mHelp here
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18. Promote mStores with Email
Why • These are your most loyal shoppers who want to hear the latest news
What
• mShopper offers Marketing layouts & templates to help you promote
your mStore and SMS sign-up form
How
• Send an mStore-focused email: “We’ve gone mobile…etc.”
• Include mStore link and SMS sign-ups prominently in all communication
• Include a special Promo Code offer to encourage mStore purchase
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19. Promote Via Email –
Database
Recruitment
• Branded program name
• Clear presentation of
benefits
• Two choices for sign-up
form: mobile or web
• Incentive to sign up
• Supportive copy to
address spam concerns
• Mobile sign-up link placed
on every email sent
Link PC/Mac
sign-up form
URL
Link mStore
sign-up form
URL
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20. Merchandising
• Mobile shoppers are deal seekers
• They expect to see deals quickly/easily
• They search for products as opposed to spending a lot of time browsing
How
• Schedule Hot Deals for 2 weeks of merchandising – make deals appear
and disappear as needed. Select best deals or newest products
• Schedule deals that constantly offer engaging content
• Monitor pricing on e-Commerce site to minimize discrepancies
• Use the Countdown Ticker to drive sales on special deals
• Place “Today’s Hot Deal” prominently on homepage
• Set the Intelligent Merchandiser to “YES” to show real time mobile
shopper activity. Manually placed hot deals will override
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Why

21. SMS Promotional Offers – Time-based Discounts
- Create “Hot Deals” of 40-75%
off product or cart discount
- Limited time bomb
to express urgency
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22. Merchandising Hot Deals – Schedule date and time
Where? Dashboard > Merchandising > Hot Deals
Read mHelp here
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23. - Feature new
products on mStore
homepages for all to
see.
- It’s easy to change
frequently.
- Keep up to 10 for
Hot Deals

24. Increase Conversions
Promo Codes
Offering promo codes increases
conversions! Add codes for
product, category or even total
cart value.
Note: Be sure all promo codes
are first turned on in e-
Commerce site cart to avoid
many cancellations
Where? Dashboard > Merchandising > Manager Promo Codes Read mHelp here
Create 3 Mobile-Exclusive
Promo Codes To Begin:
1.Sign Up & Save Feature
2.SMS Marketing &
Merchandising
3. Abandoned Cart Tool
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25. Increase Conversion - Gifting
Gift Messaging
Allow shoppers to send personal
messages on gifted orders
Gift Wrapping
If you offer set rules that apply
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26. Increase Conversions
Search Analytics
(A) Review MRR report (mean
reciprocal rank) to observe SEO.
Above 6 is good.
(B) Site Tuning – Adjust search engine
algorithms to deliver the correct
product to avoid un-necessary
browsing and poor MRR scores.
Read mHelp here
(A) MRR Report
Where? Dashboard > Analytics > Search Analytics
(B) Site Tuning
Where? Dashboard > Conversion Features > Site Tuning
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27. Increase Conversions
Where? Dashboard > Analytics > Abandoned Cart Tool
Abandoned Cart Tool
Contact shoppers via
email/SMS to convert those
who have abandoned during
purchase. Add in promo codes
to increase conversion
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28. You’re in Control of the mStore
Configure your homepage and merchandising unlimitedly!
Welcome to my mStore. Use promo code
MOBILE11 for 15% off!
Welcome /
Offer Copy
Display from 5 to 50 Brands
Top Brands
(from data
feed)
Display from 5 to 50 Categories
Popular
Categories
(from
search
engine
activity)
Sign-Up
Form Link
(can edit copy)
Banner Image
(can be linked)
250 h (recommended) x 640 w (required)
Deal of
the Day
(with countdown)
Hot Deals Scrolling Carousel
(schedule up to 2 wks long)
Header
(On all pages)
40 h (required ) x 320 w (required)
Post your “Free Shipping or promotional
codes ” in here
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29. Thank You for Attending!
For any further questions, please contact
Ned Shannon, VP, Client Services –
ned@mshopper.com, or call 720.279.8028
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