maximise mobile ecommerce ahead of 2013

Maximise Mobile Ecommerce

ahead of 2013

Sri Sharma, Managing Director

A search and display specialist driving

a step change in performance

Clients

“50% of Olympic

queries were from

mobile devices”

Source: Locog

Consumers using mobile

Data usage

Searching

Purchasing

Up x3 year on year

Up 130% year on year

Up 53% year on year

Source: UK Mobile Network; IgnitionOne; Centre for Retail Research (UK)

Brands using mobile

Mobile site

Search

advertising

Display

advertising

< 50 %

Up 205% year on year

Up 95% year on year

Source: FirstPartner (UK); Retail Week (UK)

Search performance varies by device

Source: Marin

Average cost per conversion by device

100

165

Cost per

conversion

(indexed)

• Communicate more effectively

with mobile customers

• Measure and improve mobile

integration with in-store

• Make mobile search work

harder

Communicate more effectively

with mobile customers

Mobile customer map

Specific needs Device

Location Time

Customer

Improving mobile search

conversion rate

Sk:n mobile customer map

Specific needs Device

Location Time

Customer

• Immediacy

• Personal

advice

• On the move

• 40% of

searches for

local centres

• 82% of

searches

within call-

centre hours

• 85% on

smartphone

Approach

• Access to the website blocked from mobile paid

search

• Launch of a click to call campaign

• Messaging that emphasized local and free

advice/consultation

Results:

• Leads increased x26

• Conversion rate up x2.2

Measure and improve mobile

integration with in-store

Drive in-store footfall

Drive in-store footfall

Location

‘Blue Dot’

Driving measurable in-store

sales using Google Offers

Google Offers

Approach

• Use Google Offers to create measurability

• Radius targeting selected stores

• Offer customers a barcode, mobile QR code or

discount code

Make mobile search work

harder - 5 tips

Tip 1: SEO will prefer mobile sites in 2013

Mobile site

Tip 2: Manage your mobile budget

effectively this Christmas

27.5% of December’s mobile sales occurred between 25th and 30th December

Source: Net Media Planet (retail clients Q4 2011)

December 2011

Mobile

sales

Tip 3 : Express relevancy to improve

traffic and conversion rate

+ 20%

CTR

Tip 4: Drive brand awareness cost

effectively using mobile generics

Tip 5: Make email on mobile easy to

navigate this Christmas

73% increase in emails opened

on mobile devices in December

Source: Net Media Planet (retail clients Q4 2011)

In-store mobile online

Top 3 Takeaways

• Understand your different mobile customers

• Measure and improve mobile integration with

in-store

• Make mobile search work harder for you

A search and display specialist driving

a step change in performance

© Movanta 2012. All Rights Reserved 32

Smartphones for

Smart Loyalty

Ray Dogra

3rd October 2012


A truly amazing tool


It’s not really a phone

Only 9% of time is

spent making calls

Time spent on a smartphone1

Source: 1. O2 UK “All About You” report July 2012. Total time = 128 min / day

19%

14%

12%

11%

9%

9% 8%

7%

7%

4%

Games

Music

Social Networking

Internet

Other

Reading

books

TV / video

SMS

Making calls

Email


It’s the Greatest Marketing Tool (ever?)

Measure

Reach 92% UK Population

60% With a Smartphone

Frequency 150 times / day

90% Will read an SMS

within 1 hour

Targeted Two Way

Sources: Ofcom 2012; IAB / DMA Mobile Messaging Study Sept 2010


Who’s doing more with mobile: Consumers or Merchants?


Consumers: Use mobile

Sources: 1. Accenture 2010. 2. Google / IPSOS May 2012

Will find their own tools

85% of Smartphone users

look for local info2

79% of Smartphone users want

coupons on their phones1

ShopSavvy Amazon


Consumers: Respond to mobile

Sources: 1. O2 Presentation July 2012

Drives Footfall …

55% of customers who receive a

message say it increases

likelihood to visit the store1

… and Basket Sizes

79% of customers bought other products

in addition to the promotion1


Merchants: Planning for mobile

Source: 1. E-tailing Group 2011; 2. Retail Week June 2012; 3. Retail Week Database,

August 2012; Movanta analysis of retailers’ mobile app functions August 2012

78% of retailers are planning to invest in mobile1

>50% of UK retailers don’t have a

mobile compatible website2

52% of UK retailers don’t have

any form of mobile app1


A Mobile App or Mobile Brochure?

Source: 1. Retail Week Database, August 2012; 2. Movanta analysis of retailers’ mobile app functions August 2012

48% have a

mobile app2

35% have an app with at

least one mobile feature2

30% Store Finder

12% Barcode

Scanner

5% Alerts /

Messages

3% Loyalty Card

11% Other

25% Buy via App

Top 100 Retailers1


Feels like the web 10 years ago

M = E-10


A little less conversation …

“… a little more action”


Putting it another way …

“Apps have become the new High Street”

Philip Clarke, Tesco Group CEO

Speaking at World Retail Congress, September 2012


Getting started – The Basics

The Basics Next Steps Deep Cuts Complete Set

1

2

3 Mobile App (feat. Mobile functions)

Mobile Optimised Website

SMS / MMS Supporting Above the Line

Name

Preview All

“90% of success is showing up”


Getting started – Next Steps


1

2 Features across the customer journey

Integrate with IT and Multichannel operations

Name

Preview All

Create an integrated experience


Moving on – Deep Cuts


1

2 Run multiple A-B tests on consumer behaviours

Trial emerging technologies / platforms

Name

Preview All

Trial & learn to improve


Idea #1 – Event Based Messaging

“Get ‘em in”

“Well done The Toon.

Celebrate with us …”

“It’s raining …”

“Sale Ends tomorrow”


Idea #2 – Smart Loyalty Card

Increase Engagement

Always Carried

Measure the Results

Drive Behaviour

“We’ve missed you”

“Forward to Five Friends”

“Like us on Facebook”

“Birthday Bonus”


Idea #3 – Follow Ups

“Get ‘em back” (with their friends)

Easy to be an advocate

Get Feedback

“People who bought … “


Idea #3 – “People who bought …” Recommendation

Matching

Personalised

Offer

Purchase history

(online & offline)

Preferences

Friends’ input

…

We hope you love the

jacket you bought from

us last week.

We’ve got some new

scarves in that we think

will go great with it.

Come in and buy one in

the next 30 days and

receive 20% off


Putting it together

Get ‘em in

Engage Get ‘em back (with their friends)

Build Loyalty

Repeat Visits

Advocates

Share of Spend


About Movanta

Smarter Loyalty

Expertise in Mobile, Loyalty,

Payments, Analytics

Lassi Platform


Summary

Mobile Matters

Act Now

Mobile gets Loyalty.

Loyalty gets Results


www.movanta.com

maximise mobile ecommerce ahead of 2013

Business

store mobile

mobile integration

mobile feature2

mobile devicessource

mobile generics

mobile sites

mobile brochure

mobile ecommerceahead