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1 Unlocking Today’s Mobile Shopper: What Drives Them to Buy

Unlocking Today’s Mobile Local Shopper 10 evolving consumer trends from research to purchase

Krillion mobile local shopper insights survey: Q4 2013, Q1 2014


Consumers ask three questions Krillion’s dynamic data platform provides retailers & brands multiple channels to engage consumers wherever they research online

Retailers Manufacturers Web & Mobile Publishers & Search Engines

Developers

Innovative solutions for:

1. Is it carried near me?

2. Is it available in-store?

3. How much does it cost?


Key questions Marketing to an evolving mobile local shopper • 10 trends and behaviors shaping retail marketing

Gauging smartphone interest and dependency • Research-readiness prior to and during store visits • Key information resources and time savers

Moving from research to transaction • Initiation and decision drivers along the path to purchase • Category and gender nuances Use cases: enhancing local relevance in mobile marketing • Triggers and preferences from browse to buy • Ways to leverage data for marketing


#1 – Mobile is merging local and online -IBM


Pre-Store Mobile Shopping Patterns and Information Resources

Krillion Mobile Local Shopper Insights Q4’13


#2 – Consumers are purpose-driven

Mobile drives active, purpose-driven Local shopping

Smartphone research is closely tied to subsequent store visits

believe their smartphone is a great tool when shopping at local stores

often research before a store visit—67% check for store inventory in advance

access store information before a visit – 62% increase year over year

Pre-store shopping information via smartphone has soared

Overall shopping research on smartphones continues acceleration

Increase in smartphone product research this year— 34% in 2012 vs. 73% in 2013

72% 114%

76% 72%



#3 Time in-market is compressed - shoppers move from intent to purchase within hours

On average how much time do you typically spend researching via your smartphone prior to making a purchase at a local retailer for each of these categories?



#4 Consumers using mobile to research short-term needs and longer-consideration items

When using your smartphone to make a purchase at a LOCAL retailer what percentage of the time would you estimate you are in the following mindset?

All of the time/Some of the time



#5 Cross-channel conveniences are key drivers of store sales

Which CROSS-CHANNEL CONVENIENCES make your shopping more efficient by reducing the number of steps you

may need to make a decision about a purchase at a local retailer?



#6 Mobile consumers demand a complete view of product & store information

How critical is each of the following product, price, and store elements in making shopping decisions from a local retailer when using your smartphone?


Essentials to local pre-purchase research


Research update: Mobile Search and Purchasing Patterns, further down the path



3-out-of-4 shoppers go directly to search engines when conducting product research on their mobile device

Q. When thinking about your use of mobile devices for product research, how often do you search in each of these ways? Top-2: All the time/Most of the time

Krillion Mobile Local Shopper Study Q1’14


Women are more

influenced by email 33% women vs. 27% men

Men slightly favor

search results listings 51% Men vs. 48% women

#7 Significant patterns by gender exist

Q. When you use your mobile device to research, find and buy a product at a local store, what categories of products do you search for? Please check all that apply.



Android users search for

movies/music/videos more then iPhone Users (47% v.s.43%)

iPhone users

search for clothing and Accessories more than Android users (55% v.s.46%)

Clothing/accessories & consumer electronics top the list of most searched categories via mobile

Q: When you use your mobile device to research, find and buy a product at a local store, what categories of products do you search for? Please check all that apply.


#8 Mobile sales prompted by promotion-driven communications

• Localized product listings are gaining influence

• Peer reviews and ratings single most “outside” influencer

• Personalized, rich content via email plays a significant role, followed availability

When researching a purchase on your mobile device, which of the following prompts played a role in influencing your purchase decision? Choose your top 3.



Favorite shopping apps

Unaided response of the shopping apps consumers use: “please list the three that you use most frequently.”



#9 We are rapidly moving toward mobile purchasing

Q. How many times over the past 3 months have you used your smartphone to pay for a purchase in store?


Visa and PayPal rank as most trusted brands for mobile wallet, followed by Apple

You now have the option to use an electronic wallet to pay for purchases in retail stores via your mobile phone. Please rank which brand you would be most comfortable using for payment 1-9 where 1 is your favorite.


#10 Security and privacy are still the top reasons that shoppers aren’t using smartphones to pay in-store

1-in-3 simply don’t choose to buy in-store via mobile devices

Stores where I shop are not suited to accept mobile payment

Nervous about trying as I have no experience

Confusing or time consuming check out process

Difficulty in navigating on my phone

There is no one to assist me if I have trouble with the transaction

27% 20% 17% 16% 12%

-45+ customer base has

13% higher concern around security vs. 18-29 counterparts (50% vs. 37%)

Q. What are the reasons that you’ve rarely or never used your smartphone to pay for a purchase in-store? Check all that apply.


Survey Update: Demographics Sample: online survey of 1,294 consumers



Location-based Marketing Client use-cases



• Adds localized where-to-buy functionality to product pages

• Engages ready-to-buy shoppers with all buying options

• Desktop, mobile and tablet compatible

Where-to-buy solutions


Havvit

• Search and sort products by brand and category

• Tracks favorites, price history – sends alerts when the price is right

• Real-time local availability

• Price comparison at multiple locations

IOS7-enabled shopping app


• Dynamic, localized data, powered by Krillion

• Highly relevant, up to the minute local store and product information

• Improve user engagement with forward-thinking design and flexible data elements

Dynamic, data-driven, interactive advertising


The Krillion local data platform


Sherry Thomas-Zon [email protected] Local Corporation | 7555 Irvine Center Drive | Irvine CA 92618 | 949.784.0800 www.localcorporation.com

Forward Looking StatementsThis presentation contains certain forward-looking statements that are based upon current expectations and involve certain risks and uncertainties within the meaning of the U.S. Private Securities Litigation Reform Act of 1995. Words or expressions such as "anticipate," "plan," "will," "intend," "believe" or "expect'" or variations of such words and similar expressions are intended to identify such forward-looking statements. These forward-looking statements are not guarantees of future performance and are subject to risks, uncertainties, and other factors, some of which are beyond our control and difficult to predict and could cause actual results to differ materially from those expressed or forecasted in the forward-looking statements. Key risks are described in the filings we make with the U.S. Securities and Exchange Commission. The forward-looking statements in this release speak only as of the date they are made. We undertake no obligation to revise or update publicly any forward-looking statement for any reason.

Adtech Booth 2418

mailto:[email protected]

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Documents

evolving mobile local

mobile drives active

store mobile shopping

mobile marketing triggers

local retailer

local relevance

local stores

store shopping information