Are Retailers Meeting the Mobile Needs of Customers? Global Study Says No

transcript

I CONFIDENTIAL & PROPRIETARY

ARE RETAILERS MEETING THE MOBILE NEEDS OF CUSTOMERS? GLOBAL STUDY SAYS NO

ANDREW FARRELL, Dir., Retail Industry Solutions, DMIJEREMY GILMAN, VP, Strategy, DMI

MANAGED MOBILITYSERVICES

BIG DATA INSIGHTS

UX & APP DEVELOPMENT

BRAND & MARKETING

OMNI-CHANNEL COMMERCE

DIGITAL STRATEGY

INTEGRATED APPROACH

CHICAGO

BOSTON

NEW YORK

WASHINGTON D.C.

CINCINNATISAN FRANCISCO

CHENNAI

LONDON

NEW DELHI

PHNOM PENH

BARCELONA

$330MREVENUE

1,800EMPLOYEES

2002ESTABLISHED

GLOBAL FOOTPRINT

PITTSBURGH

DMI RETAIL

I CONFIDENTIAL & PROPRIETARY A TALE OF TWO

COMPANIES

A TALE OF TWO COMPANIES

Retail organizations that only react to market disruption for adjusting consumer behavior are not optimizing implementation of emerging technology.

› $5 Billion› 8,000 retail stores› 60,000 employees› 43 million U.S. memberships

Retail organizations that only react to market disruption for adjusting consumer behavior are not optimizing implementation of emerging technology.

Retail organizations who anticipate opportunities with adjusting consumer behavior may leverage emerging technology to exponentially increase profit and revenue.

Guests use bands instead of:› Tickets› Reservations› Guides› Photo pass› Cash› Room keys

ROI from bands:› Additional purchases› Consumer behavior› Additional product sales of

bands› Analysis of consumer

preferences› Planning

Jeremy Gilman January 15, 2017 |

ARE RETAILERS MEETING THE MOBILE NEEDS OF

CUSTOMERS? Global Study Says No.

FUTURE TODAY

Today, we can transform the experience for customers by better utilizing the millions of

devices that walk into our stores everyday.

THE IMPACT

89%IMPROVED BRAND PERCEPTION

85%INCREASED LIKELIHOOD TO

BUY SOMETHING

88%MORE LIKELY TO SHOP AT YOUR

STORE OVER COMPETITOR

No one is doing this very well

today.There is no roadmap.

OUR APPROACH

Research & benchmarking study to understand what shoppers want out of a mobile in-store

experience today and how stores are performing.

■What Shoppers Want On MobileAn Important New AudienceWhich Retailers Are Giving Customers What They Want (If Any)

OUR FINDINGS

What Shoppers Want

Surveyed 5,000 Shoppers In USA &

Europe

PRICINGINVENTORY PRODUCT REVIEWS & ADVICEPERSONALIZATION STORE GUIDANCECHECKOUT & LOYALTY

SIX KEY CATEGORIES

1SEE STORE SPECIFIC OFFERS &

PROMOTIONS

TOP 10 MOST-DESIRED MOBILE FEATURES

2SEE REWARDS BALANCE AT

ANY TIME

3INSTANTLY CHECK AN

ITEM’S PRICE AND INVENTORY

VIA SCAN

4RECEIVE

NOTIFICATION WHEN ITEM IS

READY (I.E. RX)

5CHECK

YOURSELF OUT

6VIEW ALL

AVAILABLE INVENTORY AT SINGLE STORE

7SCAN ITEMS AS

YOU SHOP

8USE DEVICE TO EARN REWARDS

POINTS

9SAVE PAYMENT INFORMATION

10RESERVE

INVENTORY VIA MOBILE PRIOR

TO VISIT

Save Time & Save Money

An Important New Audience

The Mobile Reliant

Describe daily mobile usage as “a lot” or “all day”

Use mobile device while shopping every time or regularly

Have 3+ mobile shopping applications on device

Made a purchase on mobile device in past 6 months

33% of survey

respondents

WHO ARE THE MOBILE RELIANTS?

MORE LIKELY TO BE25-34

WHO ARE THE MOBILE RELIANTS?

MORE LIKELY TO EARN MORE THAN

$150,000

MORE LIKELY TO BE PARENTS

MORE LIKELY TO USE AN

APPLE DEVICE

80%GENERAL POPULATION

91%MOBILE RELIANT

WOULD IMPROVE THE IN-STORE SHOPPING EXPERIENCE

89%MOBILE RELIANT

WOULD POSITIVELY IMPROVE A CUSTOMERS PERCEPTION

88%MOBILE RELIANT

MORE LIKELY TO SHOP AT YOUR STORE OVER COMPETITOR

85%MOBILE RELIANT

MORE LIKELY TO BUY SOMETHING WHEN VISITING

Who’s Doing In-Store Mobile Well

Department stores and big box stores are leading the pack

1.Home Depot2.Macy’s3.Nordstrom4.Walgreens5.Sephora

Lowes 6. CVS 7.

Bloomingdale’s 8.Walmart 9.

Kohl’s 10.

TOP TEN RETAILERS - USA

1.Massimo Dutti2. Leroy Merlin3.Class Ohlson4. Ikea5.Migros

Debenhams 6. Elgiganten 7.

Dia 8.H&M 9.

Mango 10.

TOP TEN RETAILERS - EUROPE

20AVERAGE SCORE

17OUT OF

100 OUT OF

USA EUROPE

HIGHEST SCORE

51 42OUT OF

100 OUT OF

USA EUROPE

AREA OF OPPORTUNITY

PRICING

INVENTORY

PRODUCTREVIEWS &

ADVICE PERSONALIZATION

STORE GUIDANC

CHECKOUT &

LOYALTY

CUSTOMER DESIRABILITY

AVERAGE CATEGORY SCORE

Our Conclusions

88%MORE LIKELY TO SHOP AT YOUR

STORE OVER COMPETITOR

USE MOBILE TO HELP

CUSTOMERS 1. Save time2. Save money

IF YOU DO…

OUR CONCLUSIONS

THANK YOU JEREMY GILMAN VP Strategy, DMI

jgilman@dminc.com