Remodista Leadership Session

Remodista Leadership Session

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  Insights Gained: RemodistaLeadership Session Retail & Mobility Distilled Q3 2012
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  Remodista = Retailand Mobility Distilled (re – mo – dist – a) – proper n. pl. Remodista is a savvy retailer’s forum for all things mobile, taking its name—and mission—from core principles of retail and mobility distilled into one community. Fresh content from industry thought leaders and peer reflection meet in a collaborative environment for retailers to learn, share and bring visionary strategies to market.
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  ―We are rapidlygetting to the point where the single most important medium that people have is their wireless device. It’s with them every single moment of the day. It’s genuinely the convergence box that everyone’s been talking aboutfor so many years.‖ Andrew Robertson “More people Chief Executive of BBDO own a cellphone than own a toothbrush.” “There are more mobile subscriptions “Mobile as ‘FIRST- than people who SCREEN’ for all web have access to safe usage will happen drinking water.” between 2013 to 2015.”
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  Smartphones are dominating Sometimethis year, more than 126 million U.S. consumers are expected to own a Smartphones 4
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  Both in U.S.and Internationally  Global smartphone sales are up 63.1% from 2010  488.5 million units sold in 2011  In last 3 years, apps downloaded 10.9 billion times  In January 2012, 8.5% of global website hits came from a mobile device… Double the amount compared to same time last year. Yet, the global focus depends on the size and sophistication of the retailer itself. Even though some aren’t yet ready to scale, by utilizing digital and mobile they can expand to a global footprint. 5
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  And tablets aremaking a huge impact >40 million tablets in use in U.S. • less than 2 years after launch • Smartphones took 7 years • Television took 16 years Sources: Forrester, Morgan Stanley “Tablet design and experience are not the same as the experience for the phone.” ~ Alexandra Wilkis Wilson, Co founder and CMO of Gilt Groupe at the Remodista Leadership Session – Chicago, April 18, 2012 6
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  mCommerce is rapidlyevolving With a Compound Annual Growth Rate (CAGR) of 39% for mobile commerce over next four years, mobility is about meeting consumers at their point of need. Source: Forrester “Mobile Commerce Forecast: 2010 to 2016” 7
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  Consumers’ expectations arebased on their experiences with mobile leaders » Expectations for mobile are being set at the macro level… not just by individual industries » “The more we step into mobile, the more we realize that it is more about the mobility of the consumer, than the device.” » Kelly Stickel, President and Founder of Remodista 8
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  The ubiquity ofmobile creates connection demands  By focusing on the juncture of retailer and customer, mobile extends the brand and the buying journey  Social shopping: Women want to stay connected so they can find the best deals for their families.  Retailers need to think about social integration through connecting the dots through web sites, commerce, and social  The only way to bridge the gap between digital and real-world is through mobile experiences 9
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  Mobile is atool for engagement and action…  Even though some retailers may view mobile as a “frenemy,” it truly bridges the gap between online and in-store.  Whether QR code, mvs, or keyword, activation mobile is increasingly leveraged by retailers to activate consumers to interact with the brand… in store, online, at home, and on-the-go.  Many routes to activate consumers using mobile, but consistent component is ensuring content meets context.  Whether exclusive content, products, loyalty programs, coupons, or voting, optimize experience for mobile and plan for native capabilities to the device, gps, camera… APIs like Instagram and Facebook 10
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  …which responds tothe flexible nature of the shopper Although the mobile landscape has seen a tremendous evolution in the past few years and many organizations are beginning to mature their offerings, there are several key things to keep in mind when considering your mobile efforts:  Evolving the business definition of “customer” to know your mobile audience  Establishing and governing a consistent brand experience  Don’t miniaturize… Mobilize  Driving enterprise customer intelligence by expanding the reach of customer knowledge capture and dissemination through mobility  Implementing capabilities to measure and track progress toward improving customer satisfaction, sales, and profitability 11
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  Game-changing business driversthat blur the physical and the digital are inspiring enterprises around the globe:  Fast return on investment (ROI)  Increased employee productivity  Direct interaction with the customer  Ability to attract the best talent  Speed of decision 12
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  You might seemobile as another channel, but… This is a Direction, not destination Competitive Advantage LEADER “FAST” FOLLOWER GAP WILL CONTINUE TO INCREASE This line will keep moving…quickly CATCH UP This path is harder than you think it is. STAY THE COURSE Leadership in the mobile space relies Time on commitment to a path forward 13
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  Every device isdifferent Design and build programs accordingly. Know when, where, and how your consumer uses each device.  Smartphone is lean-forward, quick snack, scan-and-scram  Tablets are lean-back, highly involved, entertainment and content-oriented Provide content, services, and design that taps into natural behaviors exclusive to each device.  Shopping lists  Wish lists  Coupons  In-store product location  In-store inventory guidance  On phone purchasing 14
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  We see mobilityhaving unimaginable impact across the enterprise reduce revenue brand impact productivity dynamic cost Customers just-in-time Partners proprietary Employees Competitive advantage Management intelligence customer sales force multiplier collaboration process efficiency content brand interaction at in the context of knowledge sharing speed of moments of decision daily workflow & collaboration decision …enabling an intelligent, connected, agile business 15
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  Don’t shrink… re-think 30% of consumers 25-44 consider a retailer’s “mobile competence” a critical element of the shopping experience.  47% of smartphone users have used their device to view product reviews while shopping in brick-and-mortar store.  53% of shopper indicated a willingness to share location-based personal info in exchange for value-added content and an augmented shopping experience.  EXPERIMENT and keep it fresh:  Pop-up shops  Social / Mobile campaigns and flash sales  Augmented reality  Consumers will experiment with you and like being surprised. ext level? 16
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  You have toexamine the right questions How does a mobile-enabled business act? What is the role of mobility in my business? What is the set of mobility experiences people want from us? What are the mobile capabilities we need to succeed? What are the benefits and how do we measure results? What should we do first (i.e. IMMEDIATELY)? What does mobility success look like when we get there? What is the business model that ensures long-term success? 17
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  Connect to LearnMore Kelly Stickel Founder and President of Remodista www.remodista.com [email protected] 312-371-9302 @kstickel @bricksandmobile @moximorés @mobile4mommies