The Canadian Mobile ShopperSponsored by: Presented by:Steve Bielawski Rosalina Lin-AlleneCommerce Practice Director Director, Client StrategyTenzing Delviniawww.tenzing.com www.delvinia.com

Business Digital Strategy & Customer Experience Design Firm. End Consumers Delvinia370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9

Why all this Hype? Personalized device that goes everywhere with its owner Mobile is inherently social Puts location into context Opportunity for an enhanced experience through its camera function370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9

Blogs, My Ratings & Social Reviews Sphere Search Product Brick & Mortar Word of Mouth Social Site Product Sites My Social Sphere Brick & Mortar Product Product Blogs, Social Sites Product Ratings & Site Sites Reviews RESEARCH CONVERT ADVOCATE370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9

2013 Will Be the Tipping Point 40% use their smartphone to By 2013, more people will shop browse the web via mobile devices . Gartner 32% Canadian population that owns a By 2013, there will be more mobile phones shipped smartphone globally than desktop and laptops. Mobile Internet Retailer Summit The shift from e-commerce to Source: AskingCanadiansTM, Dec 2010, Canadian Consumers m-commerce will reach something of a tipping point by 2015. Gartner 370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9

Mobile Adoption Informational Utility Transactional Start integrate web more Main Stream More for the technology savviesACTIVITIESCONSUMER into their daily lives Transient part of life CORE Research information Use more for info & utility Comfortable and expect to be Interactive content Still reluctant to transact able to transact` online CONSUMER CONCERNS Security & privacy concerns Can live with the security and Declining security & privacy privacy risks relative to the act as barriers concern value 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9

Mobile Usage camera function Informational Which of the following (product research) activities have youcompleted online, usingyour smartphone, in the process of shopping? utility transactional social network (Source: AskingCanadiansTM, Dec 2010, Based: Canadian Smartphone Owners, n=237) 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9

Mobile Camera Use Just Started QR CodeData Matrix Code Source: AskingCanadiansTM,, Jan 2011 Bar Code 4 out of 5 smartphone 16X growth under 2 years owners have seen a 2D code 86% identify it correctly 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9

Image Recognition Is Nexting http://www.youtube.com/watch?v=FpczQ7tJ-L8 http://www.ad-dispatch.com370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9

Do consumers shop on tablets the same way they shop on smartphones?370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9

Different Behaviour on Tablets 8% owns a tablet(Source: Pew Research, May 2011, U.S. Consumers) iPad owns 68% of tablet market share worldwideThe device between the The Best browsing PC/laptop & the smartphone experience you ever had. You can see the whole web page and you can manipulate it with your fingers. - Steve Jobs370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9

Two More Devices Between Store and Web370 King Street West, 5th Floor, Box 4 Source: AskingCanadians Dec 2010, n=500Toronto, OntarioM5V 1J9

Experience Designed Specifically for the Tablet is EmergingScreen space & resolution, location, social and tactile nature of tablets are taken into consideration. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9

Retail tablet catalogs combining the traditional catalog and e-commerce sites are also emerging.IKEA iPad Catalog Google iPad Catalog Victoria Secret iPad Catalog 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9

Tablet Shopping Shows Impressive Numbers 29% tablet owners completed a purchase via their device (Source: AskingCanadiansTM, Oct 2011, Canadian Consumers) 48% tablet owners completed a purchase via their device (Source: comScore, Sept 2011, U.S. Consumers)370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9

What is the approach to meet the needs of mobile shoppers?370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9

Approach P eople What is your customers mobile ownership and mobile behaviour? Objectives What are our objectives (e.g. brand engagement, transaction, self service)? What is customer attitude towards interacting with our products/services through mobile (e.g. security, privacy)? S trategy What do you want your customer to do on the mobile device? T actics What are the tactics, functionality and processes to support your strategy?370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9

Iterative Process People + Objectives Tactics Strategy370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9

What are Product and Retail Brands Doing on the Mobile Channel? - Some Examples -370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9

Mobile Site Designed for Consumers On the Go Best Buy Mobile Site eBay Shopping App Manulife Travel370 King Street West, 5th Floor, Box 4Toronto, Ontario Insurance SiteM5V 1J9

Enhancing In-Store Experience with Scannable Codes 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9

Engagement through Innovative Gamification Tactics 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9

Key Takeaways 1.Start with understanding your customers mobile behaviour and usage 2.Consider each web device as a unique experience Use tech savvy customers as window into the future 3.Business Case should reflect improved customer satisfaction through self-service and in-store efficiencies 4.Mobile is inherently social and local370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9

Past Webinar Up Next 85% 65% of Canadian consumers research of Canadians look for consumer price online as part of their reviews and recommendations when shopping process. researching products online. Download the Join us for the Canadian Multichannel Canadian Social Shopper Shopper Webinar Webinar ww.tenzing.com/archives-downloads/W008-webinar- 2PM, Wednesday, November 30, 2011 280911.asp370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9

Other Great Resources370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9

The Canadian Mobile Shopper Presented by: Rosalina Lin-Allen Steve Bielawski Director, Client Strategy eCommerce Practice Director Tel.416-364-1455 X271 Email. rlinallen@delvinia.com Tel. 877-767-5577 x436 www.twitter.com/rlinallen Email. steve.bielawski@tenzing.com www.linkedin.com/rlinallen Tenzing Delvinia www.tenzing.com370 King Street West, 5th Floor, Box 4Toronto, Ontario www.delvinia.comM5V 1J9