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Mobile Moment of Truth


Where, How, and Why
Millennials Use Mobile In-Store
SPRINT // Mobile Moment of Truth




                               2
SPRINT // Mobile Moment of Truth

• THE FIRST MOMENT OF TRUTH •




                                                        3
SPRINT // Mobile Moment of Truth

                                     • THE MOBILE MOMENT OF TRUTH •




                                                                  50%
Source: American Millennials: Deciphering the Enigma Generation
September, 2011
                                                                    21%                            4
SPRINT // Mobile Moment of Truth

 • SPRINT MOBILE MOMENT OF TRUTH STUDY•

• Online survey of 1106 smartphone users
   - Ages 18 – 65
   - August 14-18, 2012
• Qualifications
   - Smartphone users
   - Use top shopping apps
   - Used phone in grocery, mass or
     warehouse club in last month
                                                               5
SPRINT // Mobile Moment of Truth




50.4%                               estimated
have smartphones




89%
            x                =   45%
                                 of US consumers

use smartphones while shopping
     Source: Nielsen, 2012

                                                                     6
SPRINT // Mobile Moment of Truth

                     • MOBILE MOMENT OF TRUTH COMMUNITY •

 Use smartphones
“most of the time”
at grocery and mass




10%
    Source: Sprint Mobile Moment of Truth Survey
    August 2012 (n=1106)


                                                                                  7
SPRINT // Mobile Moment of Truth

                                               • THE SHOPTIMIZERS •

                                                  “I’ve been shopping this way for about 6
                                                  years now, so it is a part of me. . . .
                                                  If I didn't have my phone, I would be
                                                  considered a blind shopper.”

                                                                                  – Henry, 35-49


Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
                                                  Attitude, Not Age
                                                                                                         8
SPRINT // Mobile Moment of Truth

• SHOPTIMIZERS •

              Wendalyn P
              Central Florida
              27-34




                                                  9
SPRINT // Mobile Moment of Truth




“I was at Target and shopped the
grocery area, pharmacy, personal
care items and cat stuff.”
                                               10
SPRINT // Mobile Moment of Truth




“Yes, I'm a cat lady. Don't judge me.”




                                                              11
SPRINT // Mobile Moment of Truth




“I did use three apps in the store:
Notes, of course, for my shopping list...”

                                                           12
SPRINT // Mobile Moment of Truth




“...Pinterest to check out a chicken ranch
taco recipe to see if I needed to purchase
any ingredients...”
                                                                     13
SPRINT // Mobile Moment of Truth




“...and Amazon to check their price of
Systane eye drops.”




                                                               14
SPRINT // Mobile Moment of Truth




“I have an Amazon subscription for these
eyedrops, but I had a coupon for them at
Target which ultimately made them cheaper,
so while in the store I canceled my
subscription through Amazon.”




                                                              15
SPRINT // Mobile Moment of Truth

                                                • WHAT THEY SHOPPED FOR •
                                               Items shopped for with a smartphone in the last month




Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)


                                                                                                                             16
SPRINT // Mobile Moment of Truth

                                                             • WHERE THEY SHOPPED •
                                            Q: Thinking about just the items you shopped for in the past month,
                                               WHERE did you use your smartphone to help you shop while in a store?




              Source: Sprint Mobile Moment of Truth Survey
              August 2012 (n=1106)


                                                                                                                                17
MILLENNIALS    OLDER SHOPPERS
SPRINT // Mobile Moment of Truth

                                                   • HOW THEY SHOPPED - GROCERY •
              Q: Which of the following ways do you use your smartphone when shopping at a grocery store?




                Source: Sprint Mobile Moment of Truth Survey
                August 2012 (n=1106)


                                                                                                               18
MILLENNIALS      OLDER SHOPPERS
SPRINT // Mobile Moment of Truth

                                                               • HOW THEY SHOPPED - MASS •
         Q: Which of the following ways do you use your smartphone when shopping at a mass merchandise store?




                Source: Sprint Mobile Moment of Truth Survey
                August 2012 (n=1106)


                                                                                                                     19
MILLENNIALS      OLDER SHOPPERS
SPRINT // Mobile Moment of Truth

                                                   • ALL STORE TYPES •




                                               40%
                                               used smartphone on last visit



Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)


                                                                                                        20
SPRINT // Mobile Moment of Truth

                                                                                       • SHOPPING APPS •
                                                 Q: Which apps do you use regularly or occasionally to help you while shopping?
                                                                                                                            26%
                                                                                                                21%
                                                                                                          18%
                                                                                              13%
              Download 200,000+ brand logos in vector format for free
                              http://www.logoeps.com/                                      11%
                                                                                           11%
                                                                                           11%
                                                                                             12%
                              QR Reader                                               9%
                                                                                            12%
                                                                                    9%
                                                                                    9%
                                                                                    9%
                                                                                      10%
                                    shopper                                       8%
                                                                                7%
                                                                                  8%
                                                                          4%
                                                                                  8%
                                                                        3%
                                                                                 7%
                                                                               6%
                                                                               6%
                                                                                            12%
                                                        0%                       8%                 16%               24%          32%           40%

                               Source: Sprint Mobile Moment of Truth Survey
                               August 2012 (n=1106)


                                                                                                                                                                21
MILLENNIALS                      OLDER SHOPPERS
SPRINT // Mobile Moment of Truth

                                               • OTHER SHOPPING APPS •
                    Q: What OTHER shopping apps are currently installed on your smartphone?




Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)


                                                                                                           22
SPRINT // Mobile Moment of Truth

                                                             • WEBSITES BY STORE TYPE •
              Q: Did you visit any websites the LAST time you used your smartphone while shopping at ...




              Source: Sprint Mobile Moment of Truth Survey
              August 2012 (n=1106)


                                                                                                                   23
MILLENNIALS    OLDER SHOPPERS
SPRINT // Mobile Moment of Truth

                                                                  • SITES OR APPS? •

APP SKEPTICISM                                                           “I LOVE Target stores, but the
• Lack of Utility                                                        app isn't user friendly and
                                                                         besides seeing coupons,
                                                                         there isn't a motivating
                                                                         factor to use it.”
                                                                                            – Megan, 27-34


    Source: Sprint Moment of Truth, Millennials & Mobile Survey
    August 2012 (n=1106)


                                                                                                                     24
SPRINT // Mobile Moment of Truth

                                                                 • SITES OR APPS? •

APP SKEPTICISM                                                          “Most of the time, apps are
• Lack of Utility                                                       useful when you already
• Lack of Information                                                   know what you want, but
                                                                        doesn't give much extra
                                                                        information.”
                                                                                          – Stuart, 27-34

   Source: Sprint Moment of Truth, Millennials & Mobile Survey
   August 2012 (n=1106)


                                                                                                                    25
SPRINT // Mobile Moment of Truth

                                                                 • SITES OR APPS? •

APP SKEPTICISM                                                          “I don’t use the Walmart app,
• Lack of Utility                                                       and I rely on the website . . .
• Lack of Information                                                   the whole website has deals on
• Lack of Trust                                                         it that aren’t reflected in the
                                                                        app. . . . So I don’t trust that
                                                                        the app has the best info.”
                                                                                           - Bradford, 27-34
   Source: Sprint Moment of Truth, Millennials & Mobile Survey
   August 2012 (n=1106)


                                                                                                                    26
SPRINT // Mobile Moment of Truth

                                               • IT’S NOT ALL RATIONAL •

                             FUNCTIONAL                           EMOTIONAL
                   ORGANIZES SHOPPING                             EASES STRESS

                                  SAVES MONEY                       ADDS FUN

                                   FINDS DEALS                  THRILL OF THE DEAL

                                     SAVES TIME                  GAIN CONFIDENCE

Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)


                                                                                                       27
SPRINT // Mobile Moment of Truth

                                                   • INFLUENCE ON PURCHASE •
Q: Did your mobile device influence your decision the LAST time you used it at a _________ store?




    Source: Sprint Mobile Moment of Truth Survey
    August 2012 (n=1106)


                                                                                                        28
SPRINT // Mobile Moment of Truth

                                                                  • SHOWROOMING •
Q: When was the last time you PURCHASED something online after visiting one or more stores to shop for it in person?



  Millennials                                                            45%                      29%         13%    9% 4%




      Older                                                              45%              23%           10%         17% 5%
   Shoppers

                       0%                                   25%                50%                  75%                 100%

              Within the month                              Within 3 months     Within 6 months           More than 6 months ago   Never
             Source: Sprint Mobile Moment of Truth Survey
             August 2012 (n=1106)


                                                                                                                                            29
SPRINT // Mobile Moment of Truth

                                               • SHOWROOMING - WHAT? •
                                               Q: What was the last item you purchased online?




Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)


                                                                                                                         30
SPRINT // Mobile Moment of Truth

                                               • SHOWROOMING - WHERE? •
                                          Q: Which store(s) did you visit in person before purchasing?




Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)


                                                                                                                           31
SPRINT // Mobile Moment of Truth

                                               • SHOWROOMING - WHO? •
                                           Q: What website or app did you use to make the purchase?




Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)


                                                                                                                         32
SPRINT // Mobile Moment of Truth

                                                                   • SHOWROOMING - WHY? •
                                           Q: Why did you purchase online or using an app rather than in a store?

                                                                                                          75%
              Found a lower price online
                                                                                                       71%
                          Store didn’t have                                          38%
                             what I wanted                                                 43%
                                                                          14%
                                         Delivery                         14%
                                                                         11%
                              Avoid sales tax                           10%
                                                                   6%
                                              Other
                                                                   6%
                                                                  4%
                     Better return policy                        2%
                                                                  4%
                                 Sent as a gift                  2%
                                                         0%                    20%   40%         60%       80%       100%



                  Source: Sprint Mobile Moment of Truth Survey
                  August 2012 (n=1106)


                                                                                                                                       33
MILLENNIALS        OLDER SHOPPERS
SPRINT // Mobile Moment of Truth

                                                  • EPIC DEALS •

“I found these shoes at
nordstrom that were $400
and while I was at the
store, I found them on the
amazon app for $100.”
                            - Caroline, 18-26


   Source: Sprint Mobile Moment of Truth Survey
   August 2012 (n=1106)


                                                                                                 34
SPRINT // Mobile Moment of Truth

                                                  • EPIC DEALS •

“I found the same phone
I was looking for in the
store for 90% less! I
bought it immediately
online using Safari!”
                                 - Stuart, 27-34


   Source: Sprint Mobile Moment of Truth Survey
   August 2012 (n=1106)


                                                                                                 35
SPRINT // Mobile Moment of Truth




“If you make a bad purchase
decision today, you’re lazy.”
                                                           @jaybaer


Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)


                                                                             36
SPRINT // Mobile Moment of Truth




WHAT DID WE

 LEARN?
                                            37
SPRINT // Mobile Moment of Truth

               • #1 IT’S NOT JUST MILLENNIALS •


Mobile shopping is a mindset that
transcends age.




                                                                         38
SPRINT // Mobile Moment of Truth

  • #2 IT’S A HOLISTIC EXPERIENCE •


  FUNCTIONAL           EMOTIONAL
ORGANIZES SHOPPING     EASES STRESS
   SAVES MONEY           ADDS FUN
   FINDS DEALS       THRILL OF THE DEAL
    SAVES TIME       GAIN CONFIDENCE



                                                                  39
SPRINT // Mobile Moment of Truth

       • #3 SHOPPERS HAVE BASIC EXPECTATIONS •


Mobile shoppers expect their experience to be connected,
informed and flexible to meet their needs.




                                                                         40
SPRINT // Mobile Moment of Truth




HOW CAN RETAILERS

ADAPT
TO THIS TREND?
                  AALE!
                 SS LE!




                                               41
SPRINT // Mobile Moment of Truth

                    • CULTIVATE LOYALTY •

Shoppers expressed strong
interest in using their



                                  70%
smartphones to participate in
loyalty programs with their
favorite retailers.

                                     Want to use phone to
                                     redeem loyalty points

                                                                          42
SPRINT // Mobile Moment of Truth

                   • REWARD THE BEHAVIOR •


Give shoppers incentives for using
their mobile devices in store ... and
make it fun.                             AALE!
                                        SS LE!




                                                                         43
SPRINT // Mobile Moment of Truth

              • LEARN AND ADAPT •



1001100010
             The wealth of analytics allow
0010010011
0111010010
             retailers to adapt to what shoppers
0111011001
0101001010
0001001101
             are doing and are asking for.




                                                                      44
SPRINT // Mobile Moment of Truth

                                                   • COMBATING SHOWROOMING •

• Price Matching

 “I have compared prices and selection
 between Amazon and Target on a number
 of occasions and Target rarely has the
 better price, and they never have a
 better selection of products.”
                                                             – Daniel, 35-49
    Source: Sprint Mobile Moment of Truth Survey
    August 2012 (n=1106)


                                                                                                             45
SPRINT // Mobile Moment of Truth

                                                    • COMBATING SHOWROOMING •

• Price Matching
• Inventory
“I searched far and wide for a leather
bench. The store consistently had two of
them... but never the color I needed without
the "on display" scratches. One click on
Amazon.com and two days later, the one I
wanted was here! Availability and selection
would have made the difference.”
     Source: Sprint Mobile Moment of Truth Survey
     August 2012 (n=1106)
                                                                 - Kam, 35-49
                                                                                                              46
SPRINT // Mobile Moment of Truth

                                                    • COMBATING SHOWROOMING •

• Price Matching
• Inventory
• Loyalty
“Loyalty programs also help. I love my
Target Debit card because I get 5% off of
all my purchases and it comes straight out
of my checking account.”
                                                             – Wendalyn, 27-34
     Source: Sprint Mobile Moment of Truth Survey
     August 2012 (n=1106)


                                                                                                               47
SPRINT // Mobile Moment of Truth

• MOVING FORWARD •


   1. Examine shopper behaviors in
   your environment
   2. Delve into the numbers
   3. Test, test, test




                                                   48
SPRINT // Mobile Moment of Truth

            Download report:
Wholesale.Sprint.com/MobileMomentOfTruth




                                                                  49

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Sprint Mobile Moment of Truth

  • 1. Mobile Moment of Truth Where, How, and Why Millennials Use Mobile In-Store
  • 2. SPRINT // Mobile Moment of Truth 2
  • 3. SPRINT // Mobile Moment of Truth • THE FIRST MOMENT OF TRUTH • 3
  • 4. SPRINT // Mobile Moment of Truth • THE MOBILE MOMENT OF TRUTH • 50% Source: American Millennials: Deciphering the Enigma Generation September, 2011 21% 4
  • 5. SPRINT // Mobile Moment of Truth • SPRINT MOBILE MOMENT OF TRUTH STUDY• • Online survey of 1106 smartphone users - Ages 18 – 65 - August 14-18, 2012 • Qualifications - Smartphone users - Use top shopping apps - Used phone in grocery, mass or warehouse club in last month 5
  • 6. SPRINT // Mobile Moment of Truth 50.4% estimated have smartphones 89% x = 45% of US consumers use smartphones while shopping Source: Nielsen, 2012 6
  • 7. SPRINT // Mobile Moment of Truth • MOBILE MOMENT OF TRUTH COMMUNITY • Use smartphones “most of the time” at grocery and mass 10% Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 7
  • 8. SPRINT // Mobile Moment of Truth • THE SHOPTIMIZERS • “I’ve been shopping this way for about 6 years now, so it is a part of me. . . . If I didn't have my phone, I would be considered a blind shopper.” – Henry, 35-49 Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) Attitude, Not Age 8
  • 9. SPRINT // Mobile Moment of Truth • SHOPTIMIZERS • Wendalyn P Central Florida 27-34 9
  • 10. SPRINT // Mobile Moment of Truth “I was at Target and shopped the grocery area, pharmacy, personal care items and cat stuff.” 10
  • 11. SPRINT // Mobile Moment of Truth “Yes, I'm a cat lady. Don't judge me.” 11
  • 12. SPRINT // Mobile Moment of Truth “I did use three apps in the store: Notes, of course, for my shopping list...” 12
  • 13. SPRINT // Mobile Moment of Truth “...Pinterest to check out a chicken ranch taco recipe to see if I needed to purchase any ingredients...” 13
  • 14. SPRINT // Mobile Moment of Truth “...and Amazon to check their price of Systane eye drops.” 14
  • 15. SPRINT // Mobile Moment of Truth “I have an Amazon subscription for these eyedrops, but I had a coupon for them at Target which ultimately made them cheaper, so while in the store I canceled my subscription through Amazon.” 15
  • 16. SPRINT // Mobile Moment of Truth • WHAT THEY SHOPPED FOR • Items shopped for with a smartphone in the last month Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 16
  • 17. SPRINT // Mobile Moment of Truth • WHERE THEY SHOPPED • Q: Thinking about just the items you shopped for in the past month, WHERE did you use your smartphone to help you shop while in a store? Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 17 MILLENNIALS OLDER SHOPPERS
  • 18. SPRINT // Mobile Moment of Truth • HOW THEY SHOPPED - GROCERY • Q: Which of the following ways do you use your smartphone when shopping at a grocery store? Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 18 MILLENNIALS OLDER SHOPPERS
  • 19. SPRINT // Mobile Moment of Truth • HOW THEY SHOPPED - MASS • Q: Which of the following ways do you use your smartphone when shopping at a mass merchandise store? Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 19 MILLENNIALS OLDER SHOPPERS
  • 20. SPRINT // Mobile Moment of Truth • ALL STORE TYPES • 40% used smartphone on last visit Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 20
  • 21. SPRINT // Mobile Moment of Truth • SHOPPING APPS • Q: Which apps do you use regularly or occasionally to help you while shopping? 26% 21% 18% 13% Download 200,000+ brand logos in vector format for free http://www.logoeps.com/ 11% 11% 11% 12% QR Reader 9% 12% 9% 9% 9% 10% shopper 8% 7% 8% 4% 8% 3% 7% 6% 6% 12% 0% 8% 16% 24% 32% 40% Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 21 MILLENNIALS OLDER SHOPPERS
  • 22. SPRINT // Mobile Moment of Truth • OTHER SHOPPING APPS • Q: What OTHER shopping apps are currently installed on your smartphone? Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 22
  • 23. SPRINT // Mobile Moment of Truth • WEBSITES BY STORE TYPE • Q: Did you visit any websites the LAST time you used your smartphone while shopping at ... Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 23 MILLENNIALS OLDER SHOPPERS
  • 24. SPRINT // Mobile Moment of Truth • SITES OR APPS? • APP SKEPTICISM “I LOVE Target stores, but the • Lack of Utility app isn't user friendly and besides seeing coupons, there isn't a motivating factor to use it.” – Megan, 27-34 Source: Sprint Moment of Truth, Millennials & Mobile Survey August 2012 (n=1106) 24
  • 25. SPRINT // Mobile Moment of Truth • SITES OR APPS? • APP SKEPTICISM “Most of the time, apps are • Lack of Utility useful when you already • Lack of Information know what you want, but doesn't give much extra information.” – Stuart, 27-34 Source: Sprint Moment of Truth, Millennials & Mobile Survey August 2012 (n=1106) 25
  • 26. SPRINT // Mobile Moment of Truth • SITES OR APPS? • APP SKEPTICISM “I don’t use the Walmart app, • Lack of Utility and I rely on the website . . . • Lack of Information the whole website has deals on • Lack of Trust it that aren’t reflected in the app. . . . So I don’t trust that the app has the best info.” - Bradford, 27-34 Source: Sprint Moment of Truth, Millennials & Mobile Survey August 2012 (n=1106) 26
  • 27. SPRINT // Mobile Moment of Truth • IT’S NOT ALL RATIONAL • FUNCTIONAL EMOTIONAL ORGANIZES SHOPPING EASES STRESS SAVES MONEY ADDS FUN FINDS DEALS THRILL OF THE DEAL SAVES TIME GAIN CONFIDENCE Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 27
  • 28. SPRINT // Mobile Moment of Truth • INFLUENCE ON PURCHASE • Q: Did your mobile device influence your decision the LAST time you used it at a _________ store? Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 28
  • 29. SPRINT // Mobile Moment of Truth • SHOWROOMING • Q: When was the last time you PURCHASED something online after visiting one or more stores to shop for it in person? Millennials 45% 29% 13% 9% 4% Older 45% 23% 10% 17% 5% Shoppers 0% 25% 50% 75% 100% Within the month Within 3 months Within 6 months More than 6 months ago Never Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 29
  • 30. SPRINT // Mobile Moment of Truth • SHOWROOMING - WHAT? • Q: What was the last item you purchased online? Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 30
  • 31. SPRINT // Mobile Moment of Truth • SHOWROOMING - WHERE? • Q: Which store(s) did you visit in person before purchasing? Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 31
  • 32. SPRINT // Mobile Moment of Truth • SHOWROOMING - WHO? • Q: What website or app did you use to make the purchase? Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 32
  • 33. SPRINT // Mobile Moment of Truth • SHOWROOMING - WHY? • Q: Why did you purchase online or using an app rather than in a store? 75% Found a lower price online 71% Store didn’t have 38% what I wanted 43% 14% Delivery 14% 11% Avoid sales tax 10% 6% Other 6% 4% Better return policy 2% 4% Sent as a gift 2% 0% 20% 40% 60% 80% 100% Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 33 MILLENNIALS OLDER SHOPPERS
  • 34. SPRINT // Mobile Moment of Truth • EPIC DEALS • “I found these shoes at nordstrom that were $400 and while I was at the store, I found them on the amazon app for $100.” - Caroline, 18-26 Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 34
  • 35. SPRINT // Mobile Moment of Truth • EPIC DEALS • “I found the same phone I was looking for in the store for 90% less! I bought it immediately online using Safari!” - Stuart, 27-34 Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 35
  • 36. SPRINT // Mobile Moment of Truth “If you make a bad purchase decision today, you’re lazy.” @jaybaer Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 36
  • 37. SPRINT // Mobile Moment of Truth WHAT DID WE LEARN? 37
  • 38. SPRINT // Mobile Moment of Truth • #1 IT’S NOT JUST MILLENNIALS • Mobile shopping is a mindset that transcends age. 38
  • 39. SPRINT // Mobile Moment of Truth • #2 IT’S A HOLISTIC EXPERIENCE • FUNCTIONAL EMOTIONAL ORGANIZES SHOPPING EASES STRESS SAVES MONEY ADDS FUN FINDS DEALS THRILL OF THE DEAL SAVES TIME GAIN CONFIDENCE 39
  • 40. SPRINT // Mobile Moment of Truth • #3 SHOPPERS HAVE BASIC EXPECTATIONS • Mobile shoppers expect their experience to be connected, informed and flexible to meet their needs. 40
  • 41. SPRINT // Mobile Moment of Truth HOW CAN RETAILERS ADAPT TO THIS TREND? AALE! SS LE! 41
  • 42. SPRINT // Mobile Moment of Truth • CULTIVATE LOYALTY • Shoppers expressed strong interest in using their 70% smartphones to participate in loyalty programs with their favorite retailers. Want to use phone to redeem loyalty points 42
  • 43. SPRINT // Mobile Moment of Truth • REWARD THE BEHAVIOR • Give shoppers incentives for using their mobile devices in store ... and make it fun. AALE! SS LE! 43
  • 44. SPRINT // Mobile Moment of Truth • LEARN AND ADAPT • 1001100010 The wealth of analytics allow 0010010011 0111010010 retailers to adapt to what shoppers 0111011001 0101001010 0001001101 are doing and are asking for. 44
  • 45. SPRINT // Mobile Moment of Truth • COMBATING SHOWROOMING • • Price Matching “I have compared prices and selection between Amazon and Target on a number of occasions and Target rarely has the better price, and they never have a better selection of products.” – Daniel, 35-49 Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 45
  • 46. SPRINT // Mobile Moment of Truth • COMBATING SHOWROOMING • • Price Matching • Inventory “I searched far and wide for a leather bench. The store consistently had two of them... but never the color I needed without the "on display" scratches. One click on Amazon.com and two days later, the one I wanted was here! Availability and selection would have made the difference.” Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) - Kam, 35-49 46
  • 47. SPRINT // Mobile Moment of Truth • COMBATING SHOWROOMING • • Price Matching • Inventory • Loyalty “Loyalty programs also help. I love my Target Debit card because I get 5% off of all my purchases and it comes straight out of my checking account.” – Wendalyn, 27-34 Source: Sprint Mobile Moment of Truth Survey August 2012 (n=1106) 47
  • 48. SPRINT // Mobile Moment of Truth • MOVING FORWARD • 1. Examine shopper behaviors in your environment 2. Delve into the numbers 3. Test, test, test 48
  • 49. SPRINT // Mobile Moment of Truth Download report: Wholesale.Sprint.com/MobileMomentOfTruth 49