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

© 2016 DM

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

© 2016 DM


MANAGED MOBILITYSERVICES

BIG DATA INSIGHTS

UX & APP DEVELOPMENT

BRAND & MARKETING

OMNI-CHANNEL COMMERCE

DIGITAL STRATEGY

INTEGRATED APPROACH

2

© 2016 DM


CHICAGO

BOSTON

NEW YORK

WASHINGTON D.C.

CINCINNATISAN FRANCISCO

PUNE

CHENNAI

LONDON

NEW DELHI

PHNOM PENH

BARCELONA

$330MREVENUE

1,800EMPLOYEES

2002ESTABLISHED

GLOBAL FOOTPRINT

PITTSBURGH

3

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4

DMI RETAIL

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5

DMI RETAIL

© 2016 DM

I CONFIDENTIAL & PROPRIETARY A TALE OF TWO

COMPANIES

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7

A TALE OF TWO COMPANIES

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

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8


› $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.

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9


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

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10


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

© 2016 DM


Jeremy Gilman January 15, 2017 |

NRF

ARE RETAILERS MEETING THE MOBILE NEEDS OF

CUSTOMERS? Global Study Says No.

© 2016 DM


Audrey Hartland

talk track - 100% seamless; automated, its really awesome. path to get you where you are to this - is long and meandering and there are tons of obsticals to get there.

Audrey Hartland

is it amazon full scale automation or is it the mobile phones that comes through your store everyday?

Audrey Hartland

just by doing things better on one device - we can drive these outcomes

Audrey Hartland

image of amazon go

Audrey Hartland

outcomes... 1,2,3 heres what we're gonna talk about

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FUTURE TODAY

VS.

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

devices that walk into our stores everyday.

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THE IMPACT

89%IMPROVED BRAND PERCEPTION

85%INCREASED LIKELIHOOD TO

BUY SOMETHING

88%MORE LIKELY TO SHOP AT YOUR

STORE OVER COMPETITOR

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No one is doing this very well

today.There is no roadmap.

© 2016 DM


OUR APPROACH

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

experience today and how stores are performing.

© 2016 DM


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

OUR FINDINGS

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What Shoppers Want

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Surveyed 5,000 Shoppers In USA &

Europe

© 2016 DM


PRICINGINVENTORY PRODUCT REVIEWS & ADVICEPERSONALIZATION STORE GUIDANCECHECKOUT & LOYALTY

SIX KEY CATEGORIES

© 2016 DM


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

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Save Time & Save Money

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An Important New Audience

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The Mobile Reliant

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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?

© 2016 DM


145%

MORE LIKELY TO BE25-34

WHO ARE THE MOBILE RELIANTS?

250%

MORE LIKELY TO EARN MORE THAN

$150,000

320%

MORE LIKELY TO BE PARENTS

417%

MORE LIKELY TO USE AN

APPLE DEVICE

© 2016 DM


80%GENERAL POPULATION

91%MOBILE RELIANT

WOULD IMPROVE THE IN-STORE SHOPPING EXPERIENCE

© 2016 DM



89%MOBILE RELIANT

WOULD POSITIVELY IMPROVE A CUSTOMERS PERCEPTION

© 2016 DM



88%MOBILE RELIANT

MORE LIKELY TO SHOP AT YOUR STORE OVER COMPETITOR

© 2016 DM



85%MOBILE RELIANT

MORE LIKELY TO BUY SOMETHING WHEN VISITING

© 2016 DM


Who’s Doing In-Store Mobile Well

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Department stores and big box stores are leading the pack

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

Lowes 6. CVS 7.

Bloomingdale’s 8.Walmart 9.

Kohl’s 10.

TOP TEN RETAILERS - USA

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

Debenhams 6. Elgiganten 7.

Dia 8.H&M 9.

Mango 10.

TOP TEN RETAILERS - EUROPE

© 2016 DM


20AVERAGE SCORE

17OUT OF

100 OUT OF

100

USA EUROPE

© 2016 DM


HIGHEST SCORE

51 42OUT OF

100 OUT OF

100

USA EUROPE

© 2016 DM


AREA OF OPPORTUNITY

PRICING

INVENTORY

PRODUCTREVIEWS &

ADVICE PERSONALIZATION

STORE GUIDANC

E

CHECKOUT &

LOYALTY

CUSTOMER DESIRABILITY

AVERAGE CATEGORY SCORE

High

Low

Audrey Hartland

what's most important to consumers; 2. what the industry is doing/average score 3. what the leaders are doing

Audrey Hartland

GIANT GAP between what customers want and what retailers deliver

© 2016 DM


Our Conclusions

© 2016 DM


88%MORE LIKELY TO SHOP AT YOUR

STORE OVER COMPETITOR

NOT

USE MOBILE TO HELP

CUSTOMERS 1. Save time2. Save money

IF YOU DO…

OUR CONCLUSIONS

© 2016 DM


THANK YOU JEREMY GILMAN VP Strategy, DMI

[email protected]

mailto:[email protected]

Date post:	07-Feb-2017
Category:	Retail
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