Research from IMRG and Capgemini shows that 23% of all online sales in Q2 2013 came from mobile devices and of this proportion, tablet devices accounted for 85% of mobile sales with smartphones making up the remaining 15%. In this half hour webinar on Tuesday 19th November at 10am, Mubaloo will be looking at the key areas of the retail opportunity in mobile, from shaping your in-store experiences and using analytics to respond to changing consumer behaviour, to making more sales through your mobile apps. Talking through a number of case studies and market leading examples, we’ll look at the current capabilities and future opportunities, providing you with a wealth of ideas to move your mobile strategy to the next level.

1. THE MOBILE RETAIL OPPORTUNITY
19th November 2013
Tuesday, 19 November 2013

2. THE MOBILE RETAIL OPPORTUNITY
19th November 2013
Tuesday, 19 November 2013

3. WHO WE ARE
Tuesday, 19 November 2013

4. OUR CLIENTS
Finance
Public
Enterprise
Retail
Gaming
Finance
Tuesday, 19 November 2013
Insurance
Logistics
Telco
IT
Facilities Management
Other

5. WHAT WE DO
USER EXPERIENCE!
MOBILE STRATEGY!
IT INFRASTRUCTURE!
APP & WEB DELIVERY!
Operational Delivery!
Tuesday, 19 November 2013
Tactical Solutions!
Mobile Ecosystem!
Strategic Consultancy!

6. THE MARKETPLACE
Tuesday, 19 November 2013

7. MOBILE IS BOOMING & EXPECTATIONS ARE HIGH
Tuesday, 19 November 2013

8. THE AUDIENCE
Source: Adobe 2013
Tuesday, 19 November 2013

9. THE NUMBERS ARE GROWING
Source: Adobe 2013
Tuesday, 19 November 2013

10. MEET YOUR USER’S EXPECTATIONS
Tablet shoppers are more likely
to purchase products
(55%)
Source: Adobe 2013
Tuesday, 19 November 2013
Smartphone
shoppers more
likely to use for
product
comparison
(47%)

11. THE EVOLVING RETAIL JOURNEY
Tuesday, 19 November 2013

12. EMBRACING THE CHANNEL
Tuesday, 19 November 2013

13. EMBRACING THE CHANNEL
Explore
Mobile features & functions
Personalisation
Loyalty programmes
Wish lists
Joined up app & web experience
Time based
Location based
Ease of purchase
Store finder
Browse & compare
Tap & collect
Quick purchase
Barcode/QR Scan
In-store WiFi
Mobile payments
Staff enablement
Adding value
Vouchering
PUSH
Tuesday, 19 November 2013
Gifting
Purchase

14. EMBRACING THE CHANNEL
Explore
Mobile features & functions
Personalisation
Loyalty programmes
Wish lists
Joined up app & web experience
Time based
Location based
Ease of purchase
Store finder
Browse & compare
Tap & collect
Quick purchase
Barcode/QR Scan
In-store WiFi
Mobile payments
Staff enablement
Adding value
Vouchering
PUSH
Tuesday, 19 November 2013
Gifting
Purchase

15. EMBRACING MOBILE AS A NEW CHANNEL
John Lewis
Retail App
• Facilitating a mobile shopping experience
- at home and in store
• Just under 50% of visits last Christmas
from mobile devices
• Encouraging in-store mobile use - in store
WiFi & barcode scans for full product
details/reviews
• Mobile sales of big ticket items increasing
including £7,000 TV
• Could do better - purchasing experience
Tuesday, 19 November 2013

16. DEVELOP THE IN STORE & MOBILE RELATIONSHIP
• 33%* of smartphone owners compared competitor prices in store
• Be transparent, encourage users to engage with the web in store by offering additional
sales content or reviews
• Facilitate mobile and offer a joined up experience between desktop & mobile
• Give users a smooth app experience to purchase or reserve products
Source: Vibes Mobile Consumer 2012
Tuesday, 19 November 2013

17. EMBRACING THE CHANNEL
Explore
Mobile features & functions
Personalisation
Loyalty programmes
Wish lists
Joined up app & web experience
Time based
Location based
Ease of purchase
Store finder
Browse & compare
Tap & collect
Quick purchase
Barcode/QR Scan
In-store WiFi
Mobile payments
Staff enablement
Adding value
Vouchering
PUSH
Tuesday, 19 November 2013
Gifting
Purchase

18. EMBRACING THE CHANNEL
Explore
Mobile features & functions
Personalisation
Loyalty programmes
Wish lists
Joined up app & web experience
Time based
Location based
Ease of purchase
Store finder
Browse & compare
Tap & collect
Quick purchase
Barcode/QR Scan
In-store WiFi
Mobile payments
Staff enablement
Adding value
Vouchering
PUSH
Tuesday, 19 November 2013
Gifting
Purchase

19. BUILDING BETTER CUSTOMER SERVICE
Lowe’s
Employee and customer apps
• Employee apps allowing staff on the shop
floor to check stock and key product info
• Manager app allowing handling of
administrative tasks
• Staff iPhones encased in custom solution
including bar code scanner, credit card
reader and battery
• Customer app with how-to videos, product
prices and reviews, store locator & gifting
Tuesday, 19 November 2013

20. MOBILITY IS ABOUT MORE THAN B2C APPS
• 42%* of companies are considering apps for staff compared to 43% looking at apps for
consumers
• Think about how staff enablement can encourage sales
• Improve the in-store experience through fluid interaction
Source: Antenna Software 2012
Tuesday, 19 November 2013

21. EMBRACING THE CHANNEL
Explore
Mobile features & functions
Personalisation
Loyalty programmes
Wish lists
Joined up app & web experience
Time based
Location based
Ease of purchase
Store finder
Browse & compare
Tap & collect
Quick purchase
Barcode/QR Scan
In-store WiFi
Mobile payments
Staff enablement
Adding value
Vouchering
PUSH
Tuesday, 19 November 2013
Gifting
Purchase

22. EMBRACING THE CHANNEL
Explore
Mobile features & functions
Personalisation
Loyalty programmes
Wish lists
Joined up app & web experience
Time based
Location based
Ease of purchase
Store finder
Browse & compare
Tap & collect
Quick purchase
Barcode/QR Scan
In-store WiFi
Mobile payments
Staff enablement
Adding value
Vouchering
PUSH
Tuesday, 19 November 2013
Gifting
Purchase

23. USING PUSH TO TARGET USERS
Victoria’s Secret
Shopping app
• Bespoke messaging to incentivise
shopping online and in store
• Using user behaviour to drive messaging
• Review PUSH analytics to work out what
is most effective
• Could also combine behaviour with
location to drive tailored messaging
Tuesday, 19 November 2013

24. USE MOBILE AS YOUR NEW MESSAGING CHANNEL
• Personalise offers based on what you know about the user
• Use location to maximise results
• Review analytics and tailor your messaging
• Consider PUSH for delivering exclusive & personalised content (use of PUSH
demonstrates 80% increased retention rate, 50% increased visits*)
Source: Urban Airship 2013
Tuesday, 19 November 2013

25. EMBRACING THE CHANNEL
Explore
Mobile features & functions
Personalisation
Loyalty programmes
Wish lists
Joined up app & web experience
Time based
Location based
Ease of purchase
Store finder
Browse & compare
Tap & collect
Quick purchase
Barcode/QR Scan
In-store WiFi
Mobile payments
Staff enablement
Adding value
Vouchering
PUSH
Tuesday, 19 November 2013
Gifting
Purchase

26. EMBRACING THE CHANNEL
Explore
Mobile features & functions
Personalisation
Loyalty programmes
Wish lists
Joined up app & web experience
Time based
Location based
Ease of purchase
Store finder
Browse & compare
Tap & collect
Quick purchase
Barcode/QR Scan
In-store WiFi
Mobile payments
Staff enablement
Adding value
Vouchering
PUSH
Tuesday, 19 November 2013
Gifting
Purchase

27. LEADING MOBILE PAYMENTS & LOYALTY
Starbucks
Loyalty app
• Tying together mobile payments & loyalty
• Facilitating a smooth customer experience
in store
• 3 million mobile payments every week
• 10 million active users
Tuesday, 19 November 2013

28. ENCOURAGE A CLOSER RELATIONSHIP
• Make your app key to your engagement with customers - mobile payments are a growing
space
• Users have an expectation of immediacy with mobile apps - consider payment options
such as PingIt, Paddle and Paypal (there are more!)
• Remember your app is a part of your customer’s experience of your brand, not just a
campaign tool
Tuesday, 19 November 2013

29. EMBRACING THE CHANNEL
Explore
Mobile features & functions
Personalisation
Loyalty programmes
Wish lists
Joined up app & web experience
Time based
Location based
Ease of purchase
Store finder
Browse & compare
Tap & collect
Quick purchase
Barcode/QR Scan
In-store WiFi
Mobile payments
Staff enablement
Adding value
Vouchering
PUSH
Tuesday, 19 November 2013
Gifting
Purchase

30. EMBRACING THE CHANNEL
Explore
Mobile features & functions
Personalisation
Loyalty programmes
Wish lists
Joined up app & web experience
Time based
Location based
Ease of purchase
Store finder
Browse & compare
Tap & collect
Quick purchase
Barcode/QR Scan
In-store WiFi
Mobile payments
Staff enablement
Adding value
Vouchering
PUSH
Tuesday, 19 November 2013
Gifting
Purchase

31. USING LOCATION FOR YOUR BENEFIT
Meat Pack
Guerilla geofencing app
• Set up geofences around competitor
stores
• Any user with app entering store gets
a notification
• App starts with 100% discount and
counts down 1% per second
• Within 1 week - 600 shoppers stolen
from competitors
Tuesday, 19 November 2013

32. TAKE ADVANTAGE OF TIME & LOCATION
• Time and location are the key things we have on mobile users we don’t have on desktop
• Location is becoming more accurate with new technologies
• Think about how buying habits change based on time and day
• Capture users when they’re in hotspot locations
• Don’t be afraid to engage users with something brand new and risqué!
Tuesday, 19 November 2013

33. THE FUTURE
Tuesday, 19 November 2013

34. NEW HARDWARE COULD CHANGE THE RETAIL EXPERIENCE
Tuesday, 19 November 2013

35. MOBILE PAYMENTS WILL BECOME AN EXPECTATION
Tuesday, 19 November 2013

36. LOCATION WILL BE EVEN MORE TARGETED
50m range
Tuesday, 19 November 2013

37. WHERE TO START
Tuesday, 19 November 2013

38. TOP TIPS
1. Remember mobile should play a part in all of your channels, it’s not a flash in the pan!
2. Be wary of creating a disjointed experience, maintain a company app strategy
3. Keep your ideas simple
4. Think about one subtle behaviour change you want to address & consider rapid prototyping
5. Remember performance is key - bad ratings will follow you forever!
6. Learns from user behaviour and respond
Tuesday, 19 November 2013

39. CONTACT US
Emma-Claire Pengelly
Mobile Strategy Consultant
emma.pengelly@mubaloo.com
@emmaradio
LONDON
85 Strand
London
WC2R 0DW
+44 (0) 20 7125 0384
BRISTOL
@Mubaloo
/Mubaloo-Limited
/MubalooLtd
/Mubaloo
Tuesday, 19 November 2013
Embassy House
Queen’s Avenue
Bristol
BS8 1SB
+44 (0) 117 973 3983