Mobile devices like cellphones and tablets have become personalized devices that consumers use for social networking and accessing location-based services. Their cameras allow for enhanced experiences. 2013 marked a tipping point where mobile usage surpassed desktop computers. Consumers are using their mobile devices to research products, read reviews, and make purchases. Image recognition and scanning codes in stores will further improve the mobile experience. Tablet usage differs from phones in ways like screen size, and retailers are designing tablet-specific experiences. Mobile is changing consumer behavior and how retailers engage customers both in stores and online.

1. Cellphones/Tablets & the consumer psyche…….

2. Why all this Hype?

 Personalized device that goes
everywhere with its owner
 Mobile is inherently social
 Puts location into context
 Opportunity for an enhanced
experience through its camera
function

3. 

4. 2013: The Tipping Point


5. Mobile Usage

 Which of the following activities have you completed online, using your
smartphone, in the process of shopping?

6. Mobile Camera Use Just Started


7. Image Recognition Is Nexting

http://www.youtube.com/watch?v=FpczQ7tJ-L8
http://www.ad-dispatch.com

8. 

9. Couch Commerce


10. Different Behaviour on
Tablets


11. Two More Devices Between
Store and Web


12. Experience Designed Specifically
for the Tablet is Emerging

Screen space & resolution
social
location
tactile nature

13. Retail tablet catalogs combining the
traditional catalog & e-commerce sites are
also emerging.


14. Tablet Shopping Shows
Impressive Numbers

 29% tablet owners completed a purchase via their
device
(Source: AskingCanadiansTM, Oct 2011, Canadian Consumers)
 48% tablet owners completed a purchase via their
device
(Source: comScore, Sept 2011, U.S. Consumers)

15. 

16. Approach


17. Iterative Process


18. 

19. Mobile Site Designed for Consumers
On the Go


20. Enhancing In-Store
Experience with Scannable
Codes


21. Engagement through Innovative
Gamification Tactics


22. Key Takeaways

1.Start with understanding your customers’ mobile behavior
and usage
2.Consider each web device as a unique experience
- Use tech savvy customers as window into the future
3. Business Case should reflect improved customer
satisfaction through self-service and in-store efficiencies
4. Mobile is inherently social and local