1. Today’s Tablets Mean Bigger
Consumer Engagement
Connected Customer Strategies Track
Linda Brown, Wolverine World Wide
Joaquín Ruiz, Catalog Spree
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2. What is Catalog Spree?
iPad and Mobile Web “Digital Mall”
Points of View
• Digital window shopping
• Brand & product discovery
• Fun
• Customer prospecting
• Path-to-purchase funnel
• Asset leveraging
Over 150 retail brands including: L.L. Bean  Nordstrom  West Elm  Horchow  Boston Proper 
Merrell  Bare Necessities Coldwater Creek  Woolrich  Hanna Andersson 2

3. Who is Wolverine World Wide?
FOOTWEAR CONSUMER APPAREL
WHOLESALE DIRECT & ACCESSORIES
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4. A Tale of Four Disruptions
Music Books Retail Magazines
Past
Present
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5. Yet Again: Omni-Channel
• Be where your customers are...
and tie it all together Methods US Online Shoppers
Discover Nurture Plan to Use to Shop in 2012
Engage Sell % of respondents
Primarily
Incent Reward Mostly
Mobile, 1
Stores, 12
Surprise Re-engage %
%
Mostly
Link, link, link Online, 42
%
Track, track, track Combined,
45%
• Build to and measure your
company’s Path-to-Purchase Source: PriceGrabber, “2012 Shopping Outlook”
• Offline meets Online
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6. Portable, Instant Access
IDC: Worldwide smartphone shipments already more than PCs
2016
1,600m smartphones
2011
492m smartphones 500m PCs
350m PCs
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7. A Tidal Wave of Tablets
• Tablets growing 19 times
faster than PCs.
• Tablets growing 60% faster
than the smartphone.
• By 2016, 126m tablets will
be in use by US consumers.
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8. Unbelievable (but true) Forecast
NPD Group: Tablets to overtake notebooks in 2016
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9. Mobile Share of E-commerce Traffic
Doubled in Less Than 6 Months
100% 8%
Dec-11 Apr-12 Dec-11 Apr-12
90% 7%
80%
6%
70%
60% 5%
50% 4%
40% 3%
30%
2%
20%
10% 1%
0% 0%
PC Mobile iPad iPhone Other (Android)
The iPad alone accounts for half of traffic from mobile devices
Source: Catalog Spree Retailer Survey, April 2012 9

10. Omni-channel Implications
• Design for mobile first…
at the very least test on mobile
– 40%-60% of retail email
opened on smartphone
– Optimize “first click”
• Highest value retail
customers are
– iPad owners
– Shop in stores
– Use catalogs
…Leveraging and integrating
all your channels is vital
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11. Regarding Mobile:
“Not since the dot-com boom has a
consumer trend single-handedly
turned the retail industry upside
down…
Customers are demanding mobile-
centric solutions that personalize
and improve the shopping
experience.”
Source: NRF Stores, Nov 2011
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12. Product Demo: iOS& Web
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13. Data: Shoppers spend
95+ minutes/month on app
• Saturday/Sunday are biggest shopping days
• Peak shopping time is between 6-9 PM PST
Monday 0:00
1
Sunday 12:00 0.9 Monday 12:00
Sunday, 17% 0.8
Monday, 12% 0.7
Sunday 0:00 Tuesday 0:00
0.6
0.5
0.4
Tuesday, 12% 0.3
Saturday 12:00 0.2 Tuesday 12:00
0.1
0
Saturday, 17%
Saturday 0:00 Wednesday 0:00
Wednesday, 13%
Friday, 15% Friday 12:00 Wednesday 12:00
Thursday, 14%
Friday 0:00 Thursday 0:00
Thursday 12:00
traffic breakdown by day Usage per time and day of the week
Source: Catalog Spree data, April 2012
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14. 45 million people, 47% of all
smartphone owners,usedmobileappsin the
Nielsen-defined Shopping/Commercecategoryin June 2012.
It was Nielsen's first study of a particular
category of mobile app.
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15. Most of the top 10 apps
in the category just
help users find deals
ororganizetheir shopping.
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16. What does mobile mean to WWW?
eCommerce Mobile Revenue Share by Period
eCommerce Mobile Revenue Share by Period
Europe United States
14.0%
12.0%
10.0%
8.0%
6.0%
4.0%
2.0%
0.0%
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P1 P2 P3 P4 P5 P6 P7 P8
2011 2012
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17. What does mobile mean to WWW?
Distribution of Mobile Visits & Sales by Device
% Visits % Revenue
80%
70%
% of eCommerce Business
60%
50%
40%
30%
20%
10%
0%
Apple iPad Apple iPhone Droid (Any) Other Apple iPod Touch
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18. Community vs. Affinity
Own Apps Aggregation Apps
+ Brand-immersed + Branded experience
+ Loyalty Builder + Large Distribution
– Costly + Easy MultiChannel:
– Maintenance Web, App, Own-site
Commitment + Ease of social
– Platform choice integration
± Awareness + Scaled expense
± User experience ± One of a crowd
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19. Community
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20. Community
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21. Community
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22. Community
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23. Affinity (Aggregation) App
• Objectives
– Prospecting
– Participating
– Positioning
• Challenges
– Low Awareness
– User-Experience Limits
– Lack of Personalization
• Cost Structure
– 3-15% Commission per Sale
– Other fees
• Setup Charge
• Cost Per View
• Cost Per Lead/Subscription
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24. Vendor Selection
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25. Design
Leverage your assets to
provide a unified point of view.
Don’t overcomplicate things.
Make it easy to use.
Meet expectations before you
exceed them.
http://thoughtleadershipleverage.com/wp-content/uploads/2011/09/leverage11.jpg
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26. Design
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27. The Nitty-Gritty
Page Processing Systems:
Single pages (not spreads) “Design for Mobile”
• CMYK or RGB • Landscape to portrait
• 300 x 300 dpi • Fold out spreads to singles
• Editable • Products that cross spreads
may need adjusting
• Avoid distortion by translating
to a uniform page size.
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28. The Nitty-Gritty
Data Feed Systems
Before “go live” After ‘go live’
• May use GAN feed • Babysit
• May use your own web site for • Changes cause “Item Not
sales or separate channel. Available”
• Be proactive • Coordinate updates around
• Determine all needed fields catalog publishing cycles
• Provide test files for review
• Confirm meets specifications
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29. Beyond Response: KPIs
Catalog Spree Calculated KPIs Merrell Spring x100
Unique Viewers 2,718 271,800
Total View Time 155 hours 15,500
View Time per Person 2 min 2 min
Time per page 5-6 seconds 5-6 sec
Avg# Products Zoomed 2.25 2.25
% of Zoomed to See More Button 8% 8%
Number of Viewers to Website 225 people 22,500
Actual Direct Conversion 1 person 100
Actual Direct Revenue $125 $12,500
Potential 2% Conversion 5 people 500
Potential Revenue $625 $62,500
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30. Beyond Response: Attribution
All Attribution Merrell Spring ’12 Catalog; 400K Circ.
GWP promocode(i.e. RetailMeNot.com) +$0.17/book
Website catalog request +$0.03/book
Visit website catalog & buy +$0.002/book
Merrell B&M stores +$0.27/book
All Digital Catalogs (Combined) +$0.003/book 0.6%
$0.475/book
Spring ’12 Added Revenue Contribution = $190,000
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31. Be the Cheerleader
External Promotion
• Ongoing promotion on all channels:
– B&M signs including driver QR codes
– Social Media including contests
– Emails regularly as primary story
– Emails always in footer
Internal Promotion
• Who owns it?
• Small team focus
• Report KPIs
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32. What’s Next?: WWW Perspective
• Cookie tracking
• Social Shopping
• Use eCatalog sweepstakes
for email growth
• More brands / more
creative look & feel
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33. The Future: Spree’s Perspective
Electronic Omni-channel:
• “Social Shopping”
• Tight integration with social
and interest networks
• Community annotations
• Demographic
prospecting & VIP
services
• Targeted recommendations
• Targeted promotions
• In-store services
• Phone-centric offers & updates
• HTML5 distribution
• More platforms
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34. Conclusions
• The acceleration of digital space creates opportunity.
• The tablet creates a unique marketing opportunity.
• Experiment on multiple platforms
– Make sure user-experience fits your brand
– Set up a data and learning discipline
– Use 1 or more of the community apps
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35. Q&A
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36. THANK YOU
Linda.Brown@wwwinc.com
Joaquin@catalogspree.com
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