mca 2013 - paul skeldon
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TRANSCRIPT
Paul Skeldon, Editor, M-Retailing.net
Paul Skeldon, Author, M-Commerce
Mama, we’re all mobile now...
...well we’re all multichannel, but...
• ... we all live in a mobile world
• ... consumer habits are changing
• ... retailer habits are changing
• ... the future is going to look really different
We’re all mobile now
We’re all mobile now (the boring stats bits)• two thirds of devices are smartphones in
developed European countries
• 50% droid, 30% iOS – though iOS users spend more
• 25% of internet users are mobile only
• tablet ownership now stands at 19%
We’re all mobile now (the boring stats bits)
• 81% are browsing the web
• 77% are searching
• 68% are using an app
• 48% are watching a video
We’re all mobile now (the boring stats bits)• 93% use their smartphone at home
• 33% while watching TV and 22% while reading a newspaper (38% on the toilet!)
• 71% of smartphone users who see something in print or on TV will immediately do a mobile search
• 90% of people move between devices (including TV!) according to Google
We’re all mobile now (the interesting retail bits)• 79% of smartphone users use the
phone while shopping ([x]cube labs)
• 74% to make a purchase
• 70% in store
• 54% to find a store
• 49% to compare prices
• 48% to get coupons and 44% to find product
We’re all mobile now (the interesting retail bits)• In the UK £7.5 billion was spent on mobile in
2012 (IMRG)
• eBay looking for at least £20 billion in sales through mobile in 2013 (eBay)
• Half of all UK smartphone owners shop via mobile at least once a week (EpiSERVER)
• Men more likely to do m-shopping than women (EpiSERVER)
In the real world...
• Meet the Wrights...
• Mr & Mrs Wright and their 3 kids
Meet the Wrights
• 4 iPods
• 3 iPhones
• 5 iPads
• 1 iPad mini
• ... and a Kindle Fire (one of their kids is a rebel)
What they spend per month via mobile devices
• Olly (2) – iPad spent £2.76 in a month
• Ellie (5) – iPad and iPhone spent £51:64
• Molly (7) – iPad and iPhone spent £41:53
• Josh (9) – iPad, iPhone and Kindle Fire spent £254:24!
• Mum and Dad – won’t say! But it’s 7% of their household outgoings goes via mobile
What do they buy?
• Food
• Clothes
• Insurance
• holidays
• Gadgets
• stuff they see advertised on TV
How does this change retail?
•IT DOESN’T
What does it mean?
• Mobile doesn’t really change how retailers operate, but it needs to be looked at when assessing how customer shop
• It also needs to be looked at as to how it can be used to engage consumers
What does it mean?
• Most retailers are now multichannel – mobile is just part of that
• The real challenge mobile brings to retailers is understanding why they use the channels they use and when...
What does it mean?
• Mobile also offers the chance to reach out to consumers and drive them to the channel of choice
• It also offers a unique chance to turn ‘Patronage’ into Loyalty
What future?
• As an online sales channel it’s really just a different set of devices doing e-commerce...
• ... but for the high street store its a game changer
What future?
• Mobile will revolutionise the bricks and mortar retail environment
• bring the web to the store
• bring the customers to the store
• bring promiscuous customers to loyalty
Payments
• Will the mobile future of retail also include payments?
• Only if it offers something that cash and cards don’t...
