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Maximise Mobile Ecommerce Ahead Of 2013 Net Media Planet
- 1. Maximise Mobile Ecommerce aheadof 2013 Sri Sharma, Managing Director
- 2. A search anddisplay specialist driving a step change in performance
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- 4. “50% of Olympic queries were from mobile devices” Source: Locog
- 5. Consumers using mobile Data usage Up x3 year on year Searching Up 130% year on year Purchasing Up 53% year on year Source: UK Mobile Network; IgnitionOne; Centre for Retail Research (UK)
- 6. Brands using mobile Search advertising Up 205% year on year Display advertising Up 95% year on year Mobile site < 50 % Source: FirstPartner (UK); Retail Week (UK)
- 7. Search performance variesby device Average cost per conversion by device 165 100 Cost per conversion (indexed) Source: Marin
- 8. • Communicate moreeffectively with mobile customers • Measure and improve mobile integration with in-store • Make mobile search work harder
- 9. Communicate more effectively withmobile customers
- 10. Mobile customer map Specific needs Device Customer Location Time
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- 12. Sk:n mobile customermap • Immediacy Specific needs Device • 85% on • Personal smartphone advice Customer • On the move • 82% of • 40% of searches searches for local centres Location Time within call- centre hours
- 13. Approach • Access to the website blocked from mobile paid search • Launch of a click to call campaign • Messaging that emphasized local and free advice/consultation
- 14. Results: • Leads increasedx26 • Conversion rate up x2.2
- 15. Measure and improvemobile integration with in-store
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- 17. Drive in-store footfall Location ‘Blue Dot’
- 18. Driving measurable in-store salesusing Google Offers
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- 20. Approach • Use Google Offers to create measurability • Radius targeting selected stores • Offer customers a barcode, mobile QR code or discount code
- 23. Make mobile searchwork harder - 5 tips
- 24. Tip 1: SEOwill prefer mobile sites in 2013 Mobile site
- 25. Tip 2: Manageyour mobile budget effectively this Christmas 27.5% of December’s mobile sales occurred between 25th and 30th December Mobile sales December 2011 Source: Net Media Planet (retail clients Q4 2011)
- 26. Tip 3 :Express relevancy to improve traffic and conversion rate + 20% CTR
- 27. Tip 4: Drivebrand awareness cost effectively using mobile generics
- 28. Tip 5: Makeemail on mobile easy to navigate this Christmas 73% increase in emails opened on mobile devices in December Source: Net Media Planet (retail clients Q4 2011)
- 29. In-store mobile online
- 30. Top 3 Takeaways • Understand your different mobile customers • Measure and improve mobile integration with in-store • Make mobile search work harder for you
- 31. A search anddisplay specialist driving a step change in performance
- 32. Smartphones for Smart Loyalty Ray Dogra 3rd October 2012 © Movanta 2012. All Rights Reserved 32
- 33. A truly amazingtool © Movanta 2012. All Rights Reserved 33
- 34. It’s not reallya phone Social Networking Internet 14% Music 12% Only 9% of time is 19% spent making calls Games 11% Other 4% Reading 7% books 7% 9% Making calls 8% 9% TV / video SMS Email Time spent on a smartphone1 Source: 1. O2 UK “All About You” report July 2012. Total time = 128 min / day © Movanta 2012. All Rights Reserved 34
- 35. It’s the GreatestMarketing Tool (ever?) 92% Reach 60% UK Population With a Smartphone 150 90% times / day Frequency Will read an SMS within 1 hour Targeted Two Way Measure © Movanta 2012. All Rights Reserved Sources: Ofcom 2012; IAB / DMA Mobile Messaging Study Sept 2010 35
- 36. Who’s doing morewith mobile: Consumers or Merchants? © Movanta 2012. All Rights Reserved 36
- 37. Consumers: Use mobile Will find their own tools 79% of Smartphone users want coupons on their phones1 85% of Smartphone users look for local info2 ShopSavvy Amazon © Movanta 2012. All Rights Reserved Sources: 1. Accenture 2010. 2. Google / IPSOS May 2012 37
- 38. Consumers: Respond tomobile Drives Footfall … 55% of customers who receive a message say it increases likelihood to visit the store1 … and Basket Sizes 79% of customers bought other products in addition to the promotion1 © Movanta 2012. All Rights Reserved Sources: 1. O2 Presentation July 2012 38
- 39. Merchants: Planning formobile 78% of retailers are planning to invest in mobile1 >50% of UK retailers don’t have a mobile compatible website2 52% of UK retailers don’t have any form of mobile app1 Source: 1. E-tailing Group 2011; 2. Retail Week June 2012; 3. Retail Week Database, © Movanta 2012. All Rights Reserved August 2012; Movanta analysis of retailers’ mobile app functions August 2012 39
- 40. A Mobile Appor Mobile Brochure? Top 100 Retailers1 48% have a 35% have an app with at mobile app2 least one mobile feature2 30% Store Finder 25% Buy via App 12% Barcode Scanner 5% Alerts / Messages 3% Loyalty Card 11% Other © Movanta 2012. All Rights Reserved Source: 1. Retail Week Database, August 2012; 2. Movanta analysis of retailers’ mobile app functions August 2012 40
- 41. Feels like theweb 10 years ago M = E-10 © Movanta 2012. All Rights Reserved 41
- 42. A little lessconversation … “… a little more action” © Movanta 2012. All Rights Reserved 42
- 43. Putting it anotherway … “Apps have become the new High Street” Philip Clarke, Tesco Group CEO Speaking at World Retail Congress, September 2012 © Movanta 2012. All Rights Reserved 43
- 44. Getting started –The Basics The Basics Next Steps Deep Cuts Complete Set Name 1 SMS / MMS Supporting Above the Line 2 Mobile Optimised Website 3 Mobile App (feat. Mobile functions) “90% of success is showing up” Preview All © Movanta 2012. All Rights Reserved 44
- 45. Getting started –Next Steps The Basics Next Steps Deep Cuts Complete Set Name 1 Integrate with IT and Multichannel operations 2 Features across the customer journey Create an integrated experience Preview All © Movanta 2012. All Rights Reserved 45
- 46. Moving on –Deep Cuts The Basics Next Steps Deep Cuts Complete Set Name 1 Trial emerging technologies / platforms 2 Run multiple A-B tests on consumer behaviours Trial & learn to improve Preview All © Movanta 2012. All Rights Reserved 46
- 47. Idea #1 –Event Based Messaging “Get ‘em in” “Well done The Toon. Celebrate with us …” “It’s raining …” “Sale Ends tomorrow” © Movanta 2012. All Rights Reserved 47
- 48. Idea #2 –Smart Loyalty Card Increase Engagement Always Carried Measure the Results Drive Behaviour “We’ve missed you” “Forward to Five Friends” “Like us on Facebook” “Birthday Bonus” © Movanta 2012. All Rights Reserved 48
- 49. Idea #3 –Follow Ups “Get ‘em back” (with their friends) Easy to be an advocate Get Feedback “People who bought … “ © Movanta 2012. All Rights Reserved 49
- 50. Idea #3 –“People who bought …” Recommendation Personalised Matching Offer We hope you love the jacket you bought from us last week. We’ve got some new scarves in that we think Purchase history will go great with it. (online & offline) Preferences Come in and buy one in Friends’ input the next 30 days and … receive 20% off © Movanta 2012. All Rights Reserved 50
- 51. Putting it together Get ‘em in Build Loyalty Repeat Visits Advocates Get ‘em back Engage Share of Spend (with their friends) © Movanta 2012. All Rights Reserved 51
- 52. About Movanta Smarter Loyalty Expertise in Mobile, Loyalty, Payments, Analytics Lassi Platform © Movanta 2012. All Rights Reserved 52
- 53. Summary Mobile Matters Act Now Mobile gets Loyalty. Loyalty gets Results © Movanta 2012. All Rights Reserved 53
- 54. www.movanta.com © Movanta 2012.All Rights Reserved 54