aaaaaa aaaaaa aaaaaa aaaaaa aaaaaa aaaaaa aaaaaa aaaaaa aaaaaa aaaaaa aaaaaa aaaaaa aaaaaa aaaaaa The impact of mobile technology on all aspects of the shopping experience is expanding rapidly. Smartphones influenced 5.1% of retail store sales in 2012, or $159 billion, according to research from Deloitte Consulting. This total is expected to grow to 19%, or $689 billion, in brick-and-mortar transactions by 2016. The 3 C’s Of Future Mobile Success Context, Content And Consistency Drive Successful Mobile Strategies Sponsored by WHITE PAPER
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The impact of mobile technology on all aspects of the shopping experience is expanding rapidly. Smartphones influenced 5.1% of retail store sales in 2012, or $159 billion, according to research from Deloitte Consulting. This total is expected to grow to 19%, or $689 billion, in brick-and-mortar transactions by 2016.
The 3 C’s Of Future Mobile SuccessContext, Content And Consistency Drive Successful Mobile Strategies
Sponsored by
White PaPer
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A R E T A I L T O U C H P O I N T S W H I T E P A P E R 2 0 1 3 2 2
Overall, 48% of smartphone owners said their devices have influenced their decision to purchase an item in a store, according to the Deloitte survey titled: The Dawn of Mobile Influence: Discovering The Value of Mobile In Retail. Additionally, 61% of smartphone subscribers who have used their devices to shop have done so while in a store.
Smartphone shoppers are 14% more likely to convert in-store
compared to non-smartphone shoppers; and, as many as 85% of consumers who shop for a gift on one device make their purchase on another, according to Google.
Retailers cannot afford to ignore these statistics.
To succeed in this mobile-influenced marketplace, retailers must plan all-channel business strategies with mobile technology in mind. “As we enter the era of ubiquitous computing, winning brands will offer transparently dechanneled customer experiences,” according to Tim Walters, Ph.D., in the report titled: Understanding The “Mobile Shift.” To accomplish this task, Walters continued, businesses must “Stop thinking in terms of channels, and start thinking in terms of task orientations . . .”
48% of smartphone owners said their devices have influenced their decision to purchase an item in a store.
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“As we enter the era of ubiquitous computing, winning brands will offer transparently dechanneled customer experiences.”
—Tim Walters, Ph.D
The fact is that mobile has empowered consumers to browse, shop and access services in ways that force businesses to recognize the imperative of thinking about the customer needs and seamless experiences, instead of through channels and siloed technologies.
The Deloitte study echoes Walters’ sentiments: “Store-based retailers should consider mobile as a strategic imperative because it affects the entire
business, not just online or mCommerce sales. Mobile should be used as a strategic lever to boost sales across the business. And it should be a C-suite issue, not a minor topic buried at the bottom of the e-Commerce division’s to-do list.”
The question is: Are retailers ready for this mobile revolution? Many merchants may have launched a mobile site—as an optimized web experience, not necessarily testing it for its ability to transform engagement and improved customer service. Now is the time to revisit the mobile web site and the entire mobile strategy to be sure the brand is ready to deliver a seamless experience to the mobile customer, regardless of screen or channel.
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Optimizing critical user journeys, like cart and check-out, is now a basic customer expectation.
Honing The E-Commerce Experience
In order to move forward into mobile, merchants first must ensure that their overall e-Commerce strategy is optimized to meet customer expectations on mobile. According to Forrester Research, shoppers will abandon online purchases if the user experience is less than optimal. Optimizing critical user journeys, like cart and check-out, is now a basic customer expectation.
To improve the user experience, merchants should consider four recommendations, as outlined by James Packer in a report titled: e-Signature Enhances Consumer Trust & Confidence and is a Non-factor in Shopping Cart Abandonment.
Emphasizing that check-out is not an e-commerce deterrent,
he outlined the following UX considerations to enhance the user experience:
1. Required registration can result in 14% cart abandonment;
2. Too many pages from cart-to-order confirmation deters shoppers (but too many functions on one page also is a deterrent);
3. Inconsistent site functionality from shopping to purchase process confuses and disorients consumers; and
4. Emotions play a role. Shoppers may be anxious when engaging in purchase completion — therefore many merchants are adding a “step indicator” to alleviate shoppers’ pre-purchase concerns.
This white paper outlines the three C’s of an advanced mobile experience —Context, Content and Consistency—and lays the groundwork for helping many more retailers embrace the new world of mobile commerce.
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I. COnTexT: Solidify Solidify The Foundation With Localization, Personalization And Socialization
Shoppers want to know that their favorite merchants know what they want, when they want and where they want to receive their purchases. Perhaps the term SoLoMo (Social, Local, Mobile) — used by so many industry experts to define the latest trends in retail — should also include “Per,” for Personalized. It’s really a SoLoMoPer environment.
With that in mind, many retailers are hard at work designing and implementing strategies that create context, and for good reason. Of the more than 5,000 smartphone and tablet users polled by Keynote Competitive Research, 88% sought out local information on their devices, according to a September 2012 article published by Retail TouchPoints. More consumers also are location-tagging their posts on social networking sites.
This is good news for retailers, because up to 75% of mobile searches lead to some type of shopper action, according to Google and Nielsen in a recent report. As many as 36% of searches lead to continued research; 25% lead to a shopper visiting a retailer’s web site;
and 17% prompt a shopper to visit a store.
These findings underscore the growing opportunities for retailers to connect with shoppers on a more local, direct and intimate level. Results from the JiWire Mobile Audience Insights Report showed that 60% of Facebook users between the ages of 25 and 54 location-tag their posts and photos on the site. Similar tagging behaviors were noted on Instagram (64%) and Twitter (66%).
Overall, 22.1% of merchants surveyed in September 2012 utilize location-based targeting in their marketing mix, according to recent research from Retail TouchPoints. An additional 12.8%
of merchants said they planned to pursue this strategy before March 2013, while 18.8% planned to do so by September 2013.
Retailers also are utilizing personalization as an integral part of the online browsing and buying experience, the Retail TouchPoints study revealed. Personalized strategies most utilized by retailers on e-Commerce sites include:
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Caché Invests In Context
Caché, a nationwide specialty retailer of lifestyle wear for style-conscious women sets a good example of using context to enhance the mobile experience. In line with the company’s efforts to design personalized experiences for its customers, Caché partnered with Usablenet to design a unique mobile experience.
“Caché recognizes the importance of mobile in connecting all the online and offline aspects of the brand experience,” said Carin van Vuuren, Chief Marketing Officer of Usablenet, which
supports the Caché mobile platform. “The brand’s goal is to provide an optimal way for consumers to leverage mobile across various touch points.”
Approximately 95% of the Caché customer base owned an iPhone or iPad as of January 2013. A large percentage of those users view the web site from their
“By focusing on context and gathering shopper response to different campaigns and promotions, marketers are able to hone and improve their engagement with their mobile customers.”
—Carin van Vuuren, Usablenet
Approximately 95% of the Caché
customer base owned an iPhone or
iPad as of January 2013; and a large
percentage of those users access digital
data before entering one of 261 Caché
stores nationwide.
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devices, as well as access digital data before entering one of 261 Caché stores nationwide.
The retailer launched a mobile app shopping experience to complement the Caché mobile web store. “Caché wanted to support a shopping experience via mobile app, but ensure that it delivers context,” said van Vuuren. “The goal was to make Caché’s constantly changing collections readily available on mobile, and to drive sales by connecting with customers through relevant push notifications that increase personalization and special deals that bring social and local features together for the user.”
Developed in partnership with Xtify, the app delivers push notifications targeted by location, history and user preference to provide relevant information about new collections and promotions, while simultaneously driving traffic to nearby Caché locations. A barcode and QR code scanner connect in-store shoppers with Caché warehouse information to help locate
designs in alternate colors and sizes not available in stores, and enable consumers to complete an online purchase directly through their smartphones.
In-store mobile barcode scanning also allows Caché shoppers to receive content such as expanded product information as well as ratings and user reviews. Additionally, push notifications are a valuable piece of the new mobile app, which uses geo-targeting capabilities to identify the location of a Caché customer’s mobile device, and deliver a push message with a special offer from a Caché store nearby.
“The combination of in-app barcode scanning and push notifications (both in app and on the mobile browser) is very effective as a way to signal context to a shopper,” van Vuuren explained. “By focusing on context and gathering shopper response to different campaigns and promotions, marketers are able to hone and improve their engagement with their mobile customers.”
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II. COnTenT: Design The Mobile experience To Join Customers On Their Selected Journeys
Once committed to delivering an optimum mobile experience, merchants must prioritize their strategies. Mobile sites and apps can deliver a variety of types of
content, from promotions and coupons to product information and store location. According to recent research from Forrester, retailers are investing in Product and price information (76%) and Customer ratings and reviews (71%) as their top two mobile feature priorities.
In the report, titled: US Mobile Retail Forecast, 2012-2017, Forrester explained: "Mobile gives stores a welcome opportunity to use the Web to support their primary channel. As a result, more retailers are focusing on the elements of the mobile site experience that can help in-store shoppers and even store associates rather than on generating transactions via those devices. For instance, they have prioritized product information, ratings, and reviews rather than checkout and payment options."
Content is the key to making mobile experiences useful, and having a clear set of cases for mobile will help marketers determine the correct strategy for
January 2013 “US” mobile retail forecast, 2012 to 2017
Source: “The Stae of Online Retailing 2012,” a Shop.org study conducted by Forrestor Research
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aligning content with the mobile channel. A key driver of content prioritization is user insight and understanding how customers use mobile for task completion and engagement.
David’s Bridal, the bridal authority that outfits more than a third of brides in the U.S., recently expanded its My Event solution for mobile. Powered by Usablenet,
the mobile My Event experience allows brides to seamlessly and quickly plan for their “big day” and engage with their bridal party, all while on the go.
The goal of the new solution and strategy was to create a seamless mobile experience that allows busy brides to efficiently tackle all of their planning from anywhere, at any time. Mobile is a key element of the future of David’s Bridal’s multichannel experience. Being present across a broad range of consumer touch points is critical to strengthening the brand relationship with its highly motivated customers.
The My Event service can be accessed via the “my account” log-in. The updated mobile My Event solution includes: social features, a news feed, interactive shopping lists, customized task lists, a budget planner and access to shopping.
“The on-the-go shopper is growing into a significant percentage of David’s Bridal’s customer base as smartphone use continues to skyrocket and more consumers turn to their devices to research and purchase products,” said van
Powered by Usablenet, the David’s Bridal mobile My Event experience allows brides to
seamlessly and quickly plan for their “big day” and engage with their bridal party, all
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Vuuren of Usablenet. “With the launch of its mobile optimized site, David’s Bridal demonstrates its commitment to its customers by ensuring the best shopping experience, regardless of the type of device being used.”
Although the types of content are vital to program success, retailers also must consider content performance. Optimizing the user experience for interacting with different types of content will positively impact user engagement and task completion on mobile. Like many retail brands, ShopNBC has seen a steady increase in traffic from mobile devices, accounting for more than 30% of all online traffic. In response, ShopNBC updated its mobile site to increase engagement, enhance
browsing and streamline the check-out process. To support these goals, improvements were made to ShopNBC’s suite of apps and the mobile site. Some of the more compelling aspects of the mobile site include next-gen features like “Quick-Buy” which replaced the traditional check-out journey, as well as HTML 5 functionality to create a more app-like experience.
In addition to the Quick-Buy feature, the updated ShopNBC solution includes updates such as: customizable banners, optimized search, “Click-to-Call” for customer service, and integrated promotions among complementary channels.
The performance of the new mobile site has exceeded
expectations. Usage data from the mobile site indicated a 98% increase in page views and visits in 2012 over 2011. As proof of this success, in 2013 ShopNBC was named a finalist for the eTail Best-in-Class award in the Mobile Commerce/Mobile Marketing category.
ShopNBC updated its mobile site to
increase engagement, enhance browsing
and streamline the check-out process.
Optimizing the user experience for interacting with different types of content will positively impact user engagement and task completion on mobile.
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III. COnSISTenCy: Deploy Mobile Strategies effectively Across Channels
Industry experts believe many retailers have a long way to go in creating successfully consistent cross-channel experiences, adding mobile technology as the glue. “We think very few retailers truly know how to leverage mobile in their overall customer engagement strategies,” said Kasey Lobaugh, Direct-to-Consumer and Retail Multichannel Leader at Deloitte Consulting LLP, in an interview with Retail TouchPoints. “The real value of mobile is as a tool in the store, rather than an extension of the e-Commerce site.”
“Consistency of experience across channels matters greatly, and ensures that users will be able to find and accomplish what they want across multiple screens,” stated van Vuuren.
“This goes beyond ensuring image, brand and navigation consistency. The first step is to understand the customer journey holistically. Consider the entire customer journey and ask yourself how you want the experience to unfold inside any one specific channel. Create behaviors and format the technologies to enable shoppers
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to move easily across channels, recognizing that consumers may use different channels for different tasks.”
The merchants that currently are getting it right are reaping the benefits. One example of a mobile site that addressed the issue of complexity and continuity is Carphone Warehouse, the UK’s largest mobile phone retailer with more than 800 stores nationwide. Carphone Warehouse makes it possible for customers to view and buy a vast range of devices and phone plans online. The challenge of the mobile site was to simplify how users would browse and review a complex product inventory in a way that is optimized for the mobile screen.
One of the key things Carphone Warehouse learned was acknowledging that desktop customers are not the same as mobile customers. “The essential difference between these channels is understanding user needs and enabling simplicity when it comes to mobile,” said Phil Ward, Head of Experience and Development at Carphone Warehouse.
The mobile site has experienced significant growth since it was first launched in 2012. At launch, the brand experienced an immediate increase in traffic, and traffic has doubled since then. The recent launch of the new iPhone 5 in the UK set another mobile milestone for the brand, with almost 70% of all traffic coming from mobile users.
“We attribute the success of the launch of the new handset to
Carphone Warehouse makes it possible
for customers to view and buy a vast
range of devices and phone plans online.
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recognizing the fact that mobile users tend to research on-the-go, and we made sure that every plan, handset and tariff option was easily available and comparable on mobile,” said Ward. “Working with Usablenet, we were able to develop the right mobile experience that can not only withstand but also support our growing product range.”
The mobile site allows customers to complete purchases, choose phone plans, add accessories, organize delivery/pick-up — and even complete credit checks — via mobile devices.
Features of The Carphone Warehouse mobile site include:
• Find store near me: locates the nearest store either by GPS detection or postal code.
• Deal finder: offers extensive filters to help customers quickly drill down to the cost-appropriate phones, tablets, plans, and/ or packages.
• Expandable menus: make it faster to navigate the myriad of options on small screens.
• Full mCommerce capabilities: customers can complete transactions via a variety of payment options including direct debit.
“We think very few retailers truly know how to leverage mobile in their overall customer engagement strategies. The real value of mobile is as a tool in the store, rather than an extension of the e-Commerce site.”
—Kasey Lobaugh, Direct-to-Consumer and Retail
Multichannel Leader at Deloitte Consulting LLP
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Marks & Spencer Connects Channels With Virtual Basket
Today’s retailers must focus on helping shoppers move from channel to channel with ease. Marks & Spencer’s multi-channel shopping program is called Shop Your Way and features an order and delivery service that allows shoppers to order in a variety of ways: in-store; online; via smartphones or other devices; or by telephone for delivery in the UK or internationally; or to a particular store. To encourage additional cross-channel shopping, the $12.6 billion retailer provides exclusive online promotions.
Marks & Spencer uses technology to connect mobile shoppers to additional services available in the store. By adding
“virtual basket” functionality to the mobile site, apps and in-store kiosk, the retailer enables shoppers to transfer their wish lists across devices. In addition to accessing the basket, Marks & Spencer customers also are able to access in-store kiosks to generate QR codes that can be scanned by shoppers or store associates, thereby making it possible to shop for items that are not in the store and have them delivered later. Other in-store channels make it possible for shoppers to watch videos, create outfits, shop and ship — all from inside the store. The UK-based retailer recently won a Channel Innovation Award for this implementation.
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Conclusion
Mobile technology is expected to impact as much as 19% of all brick-and-mortar transactions by 2016, a 14% increase over 2012.
This white paper has illuminated the methods for using Context, Content and Consistency to create seamless experiences for customers, which will drive future omnichannel business success.
Retailers such as Caché, ShopNBC, Carphone Warehouse and Marks & Spencer have realized the need to
employ mobile solutions throughout the customer journey, and they are seeing the results. These retail leaders are implementing custom mobile web sites, mobile apps that feature localization, and other solutions that enable consumers to select products and complete purchases within their channels of choice. To win in this hyper-competitive marketplace, retailers must embrace mobile as a key component of consumers’ cross-channel experiences.
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About Usablenet
Usablenet is a global leader in mobile and multi-channel technology. Usablenet’s powerful platform enables leading companies in all sectors to create compelling experiences for their customers across multiple channels, including mobile, tablet, social, and in-store kiosks. Usablenet customers include Marks & Spencer, Selfridges, Aeropostale, J Crew, ShopNBC,
CVS Caremark, Dell, Mercedes-Benz and FedEx. Founded in 2000, Usablenet is a private company headquartered in New York City with offices in Los Angeles, Italy and London. For more information, visit http://www.usablenet.com or on Twitter @Usablenet.
About Retail TouchPoints
Retail TouchPoints is an online publishing network for retail executives, with content focused on optimizing the customer experience across all channels. The Retail TouchPoints network is comprised of a weekly newsletter, insightful editorial blogs, special reports, web seminars, exclusive benchmark research, and a content-rich
web site featuring daily news updates and multi-media interviews, all found at www.retailtouchpoints.com. The Retail TouchPoints team also interacts with social media communities via Facebook, Twitter and LinkedIn.
