Our friends at Google Wallet and Fanatics joined us on May 9th to talk about the role of the digital wallet in mCommerce today and how retailers can capitalize on current and future opportunities in this space. We invite you to watch the session replay here: https://gopivotal.webex.com/gopivotal/lsr.php?RCID=06524ddf01b21822526565de8f2b6ee7

1. GOOGLE WALLET
THE FANATICS EXPERIENCE

2. SPEAKERS
Steve Klebe
BD for Google Payments
Google
sklebe@google.com
Stephen Derksen
BD, Mobile Retail
Pivotal Labs
sderksen@pivotallabs.com
Brian Yu
Director of Mobile Apps
Fanatics, Inc.
bsyu@fanatics.com
MODERATOR PANELISTS
David Katz
SVP/GM Mobile
Fanatics, Inc.
dkatz@fanatics.com

3. KEY TAKEAWAYS
Google Wallet helps address this
issue by boosting conversions
Your customers are using mobile
throughout the shopping journey
You’re losing $$ because most
mCommerce purchases aren’t completed
BUT…

4. AGENDA
What is
Google Wallet?
Our Relationship
with Fanatics
and Google
Fanatics’
Experience
Trends Q and A

5. INTRO TO FANATICS
World’s largest retailer of officially licensed sports merchandise
+ more than 200 others
Operates online stores for:
• Fanatics and FansEdge brands
• All major N. American pro sports leagues
• Over 200 major media brands
• Pro and college teams

6. We helped develop the Android and iOS apps for this billion-dollar apparel
powerhouse, including Google Wallet functionality on Android to give fans a quick
and easy way to purchase their favorite team’s merchandise.
OUR RELATIONSHIP
WITH FANATICS AND GOOGLE

7. ROI, PERSONALIZATION, LOYALTY, ENGAGEMENT
REVENUE
CONVERSIONS
DOWNLOADS
REPEAT VISITS
TRAFFIC
2,920 Ratings 1,121 Ratings

8. WHERE ARE YOUR CUSTOMERS TODAY?
• More time on mobile
internet than on PCs
• Using mobile throughout
the shopping journey
• Blurring online and offline
The Rapid Rise of mCommerce
U.S retail mobile commerce sales (in billion dollars)
Source: eMarketer

9. OUR OBSERVATIONS
A typical mobile checkout requires over 20 steps to submit an order
Shopping Cart Confirm order Fill out forms Order complete

10. HOW DOES THIS AFFECT YOU?
Most mCommerce purchases are not completed
Not much time to
complete purchases
on the go
Inconvenient to type
on a small screen
Payment
credentials not
at hand
Consumers don’t want
to remember another
account’s credentials

11. SO WHAT CAN YOU DO ABOUT IT?
The old dream of the digital
wallet is coming true in a
very mobile-led fashion
Business Insider
“
”

12. GOOGLE WALLET INSTANT BUY
AVAILABLE FOR:

13. HOW DO YOU USE IT?
FREE API
(Android, Mobile/Desktop Web)
• Users’ Wallet details are sent directly to your
servers with no forms to fill out
INTEGRATED WITH GOOGLE SIGN IN
• Provides much more than just
payment information
WORKS WITH ANY GOOGLE ACCOUNT
• 1B+ Google accounts today
IT IS NOT:
• A payment processor
• Going to interfere with your customer
relationships

14. NO CHANGES TO YOUR PAYMENT PROCESSING
No need to change existing processing infrastructure and relationships
Google does not charge any fees (you continue to pay your existing processor)
Google generates a one-time use debit card
number for each purchase
Enhances security leveraging Google’s Risk
Based Authentication
Normal functions (auth, re-auth, refunds, etc)
work as with any other payment card
Limitations (for now): US only and $2,000
transaction limit
ONE-TIME USE VIRTUAL CARD

15. OTHER BENEFITS
Instant Buy offers superior benefits to other cloud wallets with easier integration
2-click checkout without filling in any fields. Customers stays
in context on your site/app.
Frictionless account creation and login. More logged in users
across all platforms.
Exceptional Google reach. 1B+ Google accounts and 500M+
Android devices. Automatic login.
Lightweight integration and no fees. Use your existing
processing infrastructure; most integrations done in ~3 weeks.
Drive app downloads with automatic over-the-air installs.

16. CASE STUDIES
higher average order value
for Google Wallet users
than credit card purchasers
conversion increase across
all purchase channels
increase in purchase
conversion on mobile
website
higher conversion rate for
Google Wallet users who
signed in with Google
increase in purchase
conversion for Google Wallet
users on Android app
of all transactions were
made with Google Wallet
11% 20% 2x
71% 4x 25%

17. LEARN FROM YOUR PEERS:
FANATICS’ EXPERIENCE

18. WHY WE IMPLEMENTED GOOGLE WALLET
• Opportunity to increase sales
and revenue
• Fast checkout critical after big
game events
• Improve user experience,
especially Android customers
• Be where the fans are

19. INTEGRATION PROCESS
• Easy and fast
• Integration with a proxy card
was a key consideration
• No back-end integration with
our payment systems

20. INTEGRATION OUTCOME
• 7% of share of Android
transactions
• No evidence it cannibalizes other
sales (they would have happened
anyways)
• Positions us as innovators

21. WHAT OUR FANS ARE SAYING

22. KEY TAKEAWAYS/Q&A
Eyes on the prize.
Conversions. Conversions. Conversions.
Stop leaving $$ on the table by not
catering to customers on mobile.
Simplify and customize the check-out process.
Google Wallet streamlines the shopping experience.

23. Thank you!
STEPHEN DERKSEN
sderksen@pivotallabs.com
STEVE KLEBE
sklebe@google.com
DAVID KATZ
dkatz@fanatics.com
BRIAN YU
bsyu@fanatics.com