Presentation of Paul Skeldon at Mobile Convention Amsterdam 2015

1. M-COMMERCE
What it’s really about

2. Paul Skeldon
Editor, m-retailing.net, telemedia-news.com
Author, M-Commerce (Crimson publishing) 2011

3. What many
retailers think
m-commerce is

4. UK RETAILERS MISSING OUT ON
£6.6 BILLION EACH YEAR BY
NOT EMBRACING MOBILE
What many
retailers think
m-commerce is

5. What shoppers
are really like
• They don’t think in
‘channels’
• They channel hop
• They are
(s)HOPPERS

6. What shoppers
are really like
• 33% of online sales in 2015 will be on
mobile
• Mobile will hit “at least” 44% by 2019
• “digital shopping and buying long ago entered
the mainstream for most UK consumers, and
buying via mobile is just the next step”
• “device-agnostic
buying, thanks to users’ familiarity
with these various device types, is becoming
the norm”

7. What shoppers
are really like
• Average consumer across 17
countries including Australia, China,
India, Japan, the UK and the USA
• Typical shopper uses 5 devices in
shopping journey…
• … up from 2.8 in 2014
• 70% would consider embracing
being tracked if they got personalised
offers

8. What shoppers
are really like
• 55% of its 1million members
use at least two different devices to browse
and buy
• Mobile now accounts for 50% of its
sales
• Mobile sales has grown by 44% in a year
• 66% use the site to find in-
store promos to use on their mobile in
a store

9. What shoppers
are really like
• 65% of consumers TODAY want wearables to influence their experience of
retailing
• 27% want one-click payment with wearables
• 17% of consumers have some sort of wearable tech
• 34% of those that have a smartwatch already shop on it

10. Why do what
shoppers want?

11. Why do what
shoppers want?
• It’swhere consumers are
•It’salreadyworth £18billion in
UKalone
• itwill beworth £53bn in 2019 in
the UK
• mobile is e-commerce on steroids

12. More than
just shopping
• M-commerce is more than just e-comm on a
phone mobile is also good at:
•engagement
•payments
•re-engagement
•social
•location
•context
•interaction

13. More than
just shopping

14. More than
just shopping
•engagement
•re-engagement
•location
•context
•interaction

15. More than
just shopping
Rail travellers spend on average 20 mins on
mobile, tablet or laptop when on train
58% listen to music
43% are working
26% are shopping
48% are prompted by on
train adverts – with 24%
actually buying something
advertised

16. More than
just shopping
•Payments
•multiple
channels
• Engagement

17. More than
just shopping
92% of UK mobile users will make a mobile
payment in 2015
75% of customer use 4 channels to interact
with a retailer: website,
social media,
email and either app or
SMS up to the point of purchase
50% of consumers act on a voucher
10% of people spend more if contacted by
retailer via mobile

18. More than
just shopping
SMS and email are
key engagement channels
53% want retailers to use SMS for
telling them timely things
85% priorities unopened text over email
59% want to receive promos by email
BUT 43% are
unwilling to share
their mobile number

19. Where next?
Net-a-porter using brain like
image recognition to let you use phone to shop
for things you see

20. Where next?
Christian Aid using PowaTag’s
app and audio signal recognition to allow the
app to make a donation

21. Where next?
Vente-privee one of the first
retailers to offer a watch app that you can
shop from

22. Where next?
Premier Inn Hub
Hotel in London now allows users to
control the room using Apple Watch

23. Where next?
Royal Caribbean lets you
order your cocktail by app – and then have it
made by robots

24. But
what
do I
know?
Let’s meet a real
shopper…

25. Paul Skeldon
paulskeldon@me.com
@MrSkeldon
@Etail_paul
www.telemedia-news.com
www.internetretailing.net
www.eseller.net