1.
Mobile and Retail!

2.
!
M-Commerce Still Has a Way to Go!
As mobile shopping becomes more available, the amount of people purchasing on their
mobile devices is not growing as much as expected. Desktop is still the main device for
online shopping.!
M-commerce accounts for less
than 1% of total retail sales.!
At home, 87% of the people with
smartphones and tablets prefer to
do shopping on a tablet device.!
People might research products on
a smartphone device, but are more
likely to finish it on a desktop or
tablet.!
How many devices it takes for costumers
to get their shopping done:!

3.
! o
S
what is the role of smartphones
in retail shopping?!
Mobile influences more sales than getting them
done. People are not shopping on mobile phones
as much as retailers wanted. However, the vision
of digital may be realized, but offline. !
!
While it is estimated that online
sales (PC + mobile) will reach
$262 billion in 2013, the
Internet will influence $1.3
trillion of sales in 2013, a
full 40% of total retail sales. !

4.
!
So
what is the role of smartphones
in retail shopping?!
By 2016, $689 billion in sales will be influenced by mobile, more
than 20 times the m-commerce market currently. !
Mobile-influenced Store Sales vs. M-Commerce and E-Commerce Sales!
M-Commerce!
Mobile Influence!
on Store Sales !
E-commerce Sales!

5.
!
Retailers want to merge
online and offline,!
but haven’t made the effort yet!
Even though mobile devices have the power to
influence so much, retailers are not using it to their full
potential. While 69% of retailers support online
purchase with in-store return, just 14% have made the
requisite investments at point of sale to support in-store
pickup—and only a handful have the capability to ship
from the store, a service that provides for more flexible
inventory management. !
There is also substantial opportunity for retailers to make more tactical
investments, including store locator optimization, use of email marketing to
drive customers in-store, and robust local search engine marketing.!

6.
!
Retailers want to merge
online and offline,!
but haven’t made the effort yet!
Just 30% of prestige retailers
provide a link to the store
locator from product pages.!
Just 10% offer in-store
pickup of online orders. !
Only 22% provide real-time
inventory integration on their
sites to the SKU (stockkeeping unit) level at the
brick-and- mortar boutiques.!

7.
! etailers
R
are not taking advantage
of cross-device m-commerce!
48% of the time spent
browsing retail sites occurred
on mobile devices. 77% of
Index retailers now have
mobile sites.!
H&M and White House | Black
Market are the only two brands to
have optimized their site experience
for tablets, while 86% still redirect
tablet users to desktop sites. !
Furthermore, just 61% have incorporated cart
continuity across the tablet and PC, catering
to users who begin shopping on one device
and elect to check out on another. !

8.
!
People are more satisfied
when they research!
Customers like the advantage of using
the smartphones to do their research. !
They feel like they have made the
smartest and safest decision after
the transaction is over when
compared to shopping without their
mobile phones, when often they
wonder if they could have made a
better purchase.!

9.
!
People are more satisfied
when they research!
Being able to shop and make purchases on my mobile device(s)
makes me feel more _____________ about shopping and my life.!
68% Money-smart!
67% Efficient!
54% Informed!
53% Exploratory!
45% Locally-aware!

10.
!
It saves them time!
People want to use their smartphones on the go to make
sure they don’t waste any time in-store looking around. !
Top shopping behaviors on smartphones:!
While on an online store:!
Locate a store: 72%!
It saves me time 73%!
Look up/compare
I can find the best deals 69%!
pricing: 66%!
I can do it on-the-go 69%!
Look up product
I can do it while multitasking 63%
information: 58%!
I don’t have to wait in line 55%
!
!

11.
!
“Get directions” can be
effective for mobile search!
In many cases brands are further behind on
mobile. Only Gap, Urban Outfitters, and Ann
Taylor incorporate “Get Directions”
functionality for mobile paid search.!
Given that 24% of shopping-related mobile
searches result in a visit to a store, it is
almost more important to make these
functionalities accessible from a mobile
device than from the desktop.!

12.
!
The best of both worlds!
People want real-time information on products they see in a store and
suggestions of what they might like, which can be offered through a!
smart device, but with the
advantage of trying on, seeing
different colors of the product
and, mainly, getting immediate
access to the products they
just bought. !
Combining assets from online
and offline can make for the
ultimate shopping experience. !

13.
! Shoppers expect mobile to improve
their in-store retail experiences!
60% of people have used a mobile device while shopping in store to look up
product information, run price comparisons, and even make online purchases.
Retailers have an opportunity to leverage these behaviors by providing the
information themselves that people are already looking for—or don’t even
know they want yet. !
79% of shoppers are interested in the possibility of having digital content—
product recommendations, demo videos, virtual “try on” simulations, and so
on— delivered to their mobile phones while shopping in a store. !
In fact, 77% of dual owners have already used or would be interested to use
their tablets while shopping in a store. !

14.
!
When shopping online,
people miss the most:!
52% trying products in real life!
39% immediate access to purchases !
39% getting out of the house!
32% shopping with friends or family!
25% window shopping !

15.
!
Getting to know your customers
and making recommendations!
More like this:!
Shoppers have mastered “pulling” information from
mobile, and now they are looking for more. People
expect smart, location-aware communications to
reach them at the right times and places (e.g.,
when a recommended or sought-after item is
nearby or on sale), exposing them to things that
they would genuinely be pleased to learn about.!
More than half claim that a well-executed alert makes them
more likely to visit the website or the store soon, while 20%
say they’re more likely to make a purchase or to make a pitstop at the store that day. !
!

16.
! Mobile can help physical shopping!
"One thing I like about online stores is that
when you’re looking at a product, the site will
show you which other products shoppers
have viewed and whether they ultimately buy
the original item or another one. If my
smartphone could show me information like
that when I’m looking at physical products,
that would be fabulous."!

17.
!
In the future, how people would
like to shop:!
Get recommendations:!
Efficiency!
82% View similar products bought by others!
95% Self-scan
79% Receive a list of a store’s most popular items!
items for check-out!
Product information!
Customization!
94% Compare products!
79% Virtually “try on” clothes!
79% Watch demo videos!
72% See if items’ colors match!
Navigation!
Get deals!
87% Access store maps to locate products!
92% Tap
86% Be alerted when near a store with sought-after items!
“smart” coupons!

18.
! Shopping with a device in your hand !
33% of people have used their tablet while shopping in a store,
while 44% never did, but might be interested to do so.!
With mobile, retailers can offer people the
expertise that traditional, face-to-face customer
service provides, but in a more personalized, realtime way. This might include an app that
recommends other items in a store that would pair
well with a specific piece, or one that already
knows your personal preferences and provides a
list of products based on that.!

19.
!
Key takeaways!
•
Mobile will not take the place of retail any time soon, but it can enhance the
overall experience.!
•
Customers want to do the most informed decision when they are shopping,
and that information can be provided through smartphones by retailers.!
•
There are aspects from both mobile and offline shopping that, combined, can
enhance the shopping experience.!
•
People are interested in and willing to shop with a mobile device in their
hands.!