Khurram Khan, VP of Technology and Product at Skava, presented in a tech talk at Shop.org. Today, mobile is much more than simplifying customer facing user experiences; it's about the backend experience as well.

1. The Role of Mobile in
Omnichannel Ecommerce

2. The Role of Mobile in
Omnichannel Ecommerce
SEPTEMBER 2017

3. CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED.
Mobile (Retail / Commerce)
3
Retail shopping where merchandise is
purchased using smartphones, tablets or
other mobile devices

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Omnichannel
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A type of retail that integrates the different
methods of shopping available to consumers
(e.g., online, in a physical store, or by phone).

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Mobile’s role …
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•Pay careful attention to mobile’s role as
an influencer in the customer journey
•Mobile is the first point of engagement
for the customer
•Mobile is outpacing desktop and
overshadows all other channels
•Mobile is more readily accessible
and customer interface is
continuously improving
Source: eMarketer, Jan 2013
Note: Ages 14; mobile device users who have used their mobile device to browse, research, or compare
products via web, browser or mobile app within the past year, but have not necessarily made a purchase via
mobile device.
Mobile shoppers % of digital shoppers
US Mobile Shoppers and Penetration, 2011-2016
millions and % of digital shoppers
68.4
94.8
118
139.7
159.1
174.9
84.6%79.1%71.5%
62.2%
51.5%
38.4%

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Mobile’s role …
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Source: eMarketer, Jan 2013
Note: Ages 14; mobile device users who have used their mobile device to browse, research, or compare products via web, browser or mobile app within the past year, but have not necessarily made a purchase via mobile device.
Mobile shoppers
% of digital shoppers
US Mobile Shoppers and Penetration, 2011-2016
millions and % of digital shoppers
68.4
94.8
118
139.7
159.1
174.9
201620152014201320122011
84.6%
79.1%
71.5%
62.2%
51.5%
38.4%

7. CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED. 8CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED.
Chat with
Staples
through
Messenger

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Apple AR to preview instore displays
9CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED.
A new framework that allows you to easily
create unparalleled augmented reality
experiences for iPhone and iPad.
• Merchandising
Display Planners
• Preview of Planograms
• Assisted Selling

9. CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED. 10CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED.
Store associates
are empowered
more than ever
with mobile

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Store associates are empowered
more than ever with mobile
11
Arm store associates with mobile
devices so they have access to
information that currently sits in
their back-office systems
• Product information
• Real time inventory check
• Customer data
• Logistics / operations
• Customer service
• Corporate communications
CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED.

11. CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED. 12CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED.
Mobile Fulfillment
to simplify
monitoring and
tracking

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Mobile Fulfillment
Using a single, mobile-ended device for
cross-channel fulfillment to improve the
accuracy of picking process
• Demand based picking
• Easier replacement / substitutions
• Streamlined tracking
• Open to more employees
CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED.

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Walmart is creating an “Uber” for delivery
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“What I’m most proud of is how all areas of Walmart,
from e-commerce to store operations to supply chain,
came together to innovate rapidly for our customers—
and in a way that puts our associates in control
Marc Lore,
President and CEO, Walmart U.S. Ecommerce
”

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Walmart’s Associate Delivery
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Arm store associates with mobile
devices so they have access to
information that currently sits in
their back-office systems
• Faster Delivery
• Add on experience
• Last mile innovation
CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED.

15. CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED.
"Nordstrom Pacific Centre Vancouver" by GoToVan is licensed under CC BY 2.0
16CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED.
Nordstrom to roll out
smaller stores with
no merchandise,
more experiences
Mobile enables a personal
shopping type experience

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Amazon Go
Enough Said

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I’m sure there is a convention
that showcases new
experiences and retail
technologies?
Hint: Look behind you

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BYOD!
Bring Your Own Device

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BYOD
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A lot of pushback from IT
• Is it secure?
• Can I monitor what the associate is doing?
• My store networks can handle that many
devices
• Etc.
CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED.

20. CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED.
Store associates are empowered
more than ever with mobile
21
Arm store associates with mobile
devices Applications so they have
access to information that currently sits in
their back-office systems
• Product information
• Real time inventory check
• Customer data
• Logistics / operations
• Customer service
• Corporate communications
CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED.

21. CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED.
BYOD
22
Benefits outweigh the costs.
•Associates / Employees are already
using their own devices.
•They want to use their own devices
Just waiting on Product Managers to
push these apps within their
organizations.
CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED.

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What is the role
of mobile today?

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Today, mobile is much more
than simplifying customer facing
user experiences

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Mobile’s role five years ago…
26
Source: eMarketer, Jan 2013
Note: Ages 14; mobile device users who have used their mobile device to browse, research, or compare products via web, browser or mobile app within the past year, but have not necessarily made a purchase via mobile device.
Mobile shoppers
% of digital shoppers
US Mobile Shoppers and Penetration, 2011-2016
millions and % of digital shoppers
68.4
94.8
118
139.7
159.1
174.9
84.6%
79.%
71.5%
62.2%
51.5%
38.4%
201620152014201320122011

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Should we still be looking at mobile
as a percent of Desktop / Digital?

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Should we be looking at other
channels as a percent of Mobile?

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Mobile is the Primary Screen

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84% of All Shoppers are
“Mobile Shoppers”
Source: eMarketer, Jan 2013
Note: Ages 14; mobile device users who have used their mobile device to browse, research, or compare
products via web, browser or mobile app within the past year, but have not necessarily made a purchase via
mobile device.

29. CONFIDENTIAL AND PROPRIETARY. ALL RIGHTS RESERVED.
Mobile payment services are becoming the norm
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* Cowen and Company, Forrester Research
BY
mobile commerce sales are
forecasted to account for
49% of e-commerce or
$252B,
according to a 2015 report by
Forrester Research†
SINCE
mobile commerce has
grown from 2% of digital
spending to 20%*

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Full Circle?

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Why are we concerned
only with Shoppers?

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What are we doing for our
Internal Customers?

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Mobile Version
Responsive Version

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What does it mean to be
a Mobile First Business

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Are we approaching Singularity?

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Q&A
Khurram Khan
Vice President, Product &
Technology
khurram@Skava.com

37. Thank You
skava.com
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