This document summarizes a presentation about how mobile is transforming the path to purchase. It discusses eMarketer's outlook for mobile commerce growth driven by increasing smartphone and tablet adoption. It defines today's mobile shopper as using multiple devices throughout the shopping process. It also discusses challenges for brands in meeting mobile-enabled shoppers, like showrooming, and examples of brands effectively dealing with this like Apple, Nordstrom, and Walgreens through experiences, services and seamless shopping.

1. ©2013 eMarketer Inc.
May 23, 2013
How Mobile Is
Transforming the Path
to Purchase
Presented by:
Noah Elkin
Principal Analyst
Sponsored by:

2. ©2013 eMarketer Inc.
Agenda
 eMarketer’s mcommerce outlook
 Defining today’s mobile shopper
 Meeting the challenge of the
mobile-enabled path to purchase
 Brands that are dealing effectively with
the “showrooming” test
Twitter Hashtag – #eMwebinar

3. ©2013 eMarketer Inc.
eMarketer’s
Mcommerce Outlook

4. ©2013 eMarketer Inc.
Mobile is
becoming a
more
prominent
channel for
retail
transactions

5. ©2013 eMarketer Inc.
Smartphone
Users
57% of mobile
users (2013)
Mobile Phone Users
78% of population
(2013)
iPad Users
61% of tablet users
(2013)
Tablet Users
39% of population
(2013)
But mobile itself is no longer a
monolithic category
Source: eMarketer 2013

6. ©2013 eMarketer Inc.
Consumers
will continue
to adopt
smart
devices at a
rapid rate
Source: eMarketer, March 2013
2013 140.0M users 123.1M users
2014 159.9M users 143.2M users
2015 178.0M users 157.1M users
2016 193.7M users 168.1M users
2017 207.4M users 178.0M users

7. ©2013 eMarketer Inc.
When it comes to shopping, smartphones
and tablets are taking separate paths

8. ©2013 eMarketer Inc.
More smartphone owners shop but more
tablet owners buy
101.8M
shoppers
Smartphones
Tablets
75% of
smartphone
owners
shop
52.3M
buyers
39% of
smartphone
owners buy
94.2M
shoppers
84% of
tablet
owners
shop
70.6M
buyers
63% of
tablet
owners buy
Source: eMarketer, April 2013

9. ©2013 eMarketer Inc.
Tablets tend to be associated with higher
average purchase values …

10. ©2013 eMarketer Inc.
… but in a fast-evolving market, the data
tends to be fluid

11. ©2013 eMarketer Inc.
Are tablets
becoming
the new PC?
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For certain
activities, the
answer appears
to be “yes”

12. ©2013 eMarketer Inc.
Consumer are starting to prefer tablets
for some mobile activities like shopping

13. ©2013 eMarketer Inc.
Tablets will drive the rise in higher value
“couch and pillow” commerce
Tablets will represent 72% of mcommerce sales by 2017

14. ©2013 eMarketer Inc.
Defining Today’s Mobile
Shopper

15. ©2013 eMarketer Inc.
Today’s shopper is literally and
geographically all over the map
Note: All data are for the US
Tablets are used primarily
at home; smartphones
are used primarily on the go
(xAd/telmetrics)
67% of US consumers start
shopping on one device and
continue on another
(Google)
86 million search for local
business information
(15miles/Neustar Localeze)
74% of smartphone-
related purchases are
completed offline (xAd/
Telmetrics)
74% of US internet users
who “showroom” buy online
because of better prices
(comScore)
54% of tablet-related
purchases are completed
online via PC or mobile
device (xAd/Telmetrics)

16. ©2013 eMarketer Inc.
The customer is in charge of the
customer journey
The
smartphone-
equipped,
socially
connected
shopper is
here to stay

17. ©2013 eMarketer Inc.
Showrooming will continue to gain
momentum
Marketers
stand a good
chance of
keeping
purchases
in-store:
46% of
“showroomers”
buy where they
search (Pew,
Jan. 2013)

18. ©2013 eMarketer Inc.
But not
everything
about
showrooming
is negative:
Some aspects
point to
advanced
shopping
behaviors

19. ©2013 eMarketer Inc.
Shopping is
about me:
Satisfying my
needs and
enjoying a
personalized
experience
Twitter Hashtag – #eMwebinar

20. ©2013 eMarketer Inc.
It’s not always about the sale
Today’s
consumers
expect
marketers to
engage them
with stories

21. ©2013 eMarketer Inc.
That is why content marketing has surged
on marketers’ priority lists

22. ©2013 eMarketer Inc.
If content is
king, context
is queen in
today’s
mobile-enabled
world

23. ©2013 eMarketer Inc.
The shopping
cart isn’t
always the
endpoint
Think of it as a
place to
consolidate
information, not
necessarily the
final step before
a purchase

24. ©2013 eMarketer Inc.
Meeting the Challenge
of the Mobile-Enabled
Path to Purchase

25. ©2013 eMarketer Inc.
Remember that primetime is anytime
when it comes to mobile

26. ©2013 eMarketer Inc.
Consider how mobile ads drive action
 The
display-search
relationship
works similarly
in a mobile
context
 Note that
smartphones
and tablets have
increasingly
distinct usage
patterns

27. ©2013 eMarketer Inc.
Also pay attention to location, channel
and intent
A lot of mobile
search activity
is designed to
qualify future
purchases, not
to satisfy
immediate
needs
Twitter Hashtag – #eMwebinar

28. ©2013 eMarketer Inc.
Advertise locally for consumers
who shop globally
Take advantage
of the unique
attributes of
mobile, including:
 Location targeting
 Highly
personalized ads

29. ©2013 eMarketer Inc.
Keep in mind that in-store shoppers tend
to be more receptive to ads

30. ©2013 eMarketer Inc.
Brands That Are
Dealing Effectively with
the Showrooming Test

31. ©2013 eMarketer Inc.
Retailers are
focusing more
attention on
showrooming
as the
behavior
moves to the
mainstream
Twitter Hashtag – #eMwebinar

32. ©2013 eMarketer Inc.
Brands like Tesco that remove the barrier of place will win out in an
omnichannel environment. Consumers expect to shop anytime, anywhere
through their interface of choice—you need to be there to serve them.
Take the store out of the store

33. ©2013 eMarketer Inc.
Showrooming is largely about price and convenience, but there’s more to an
ongoing customer relationship than the best deal and fast delivery. Physical
stores like Walgreens trump online shopping by adding services that facilitate
repeat purchases and loyalty.
Focus on value-added services

34. ©2013 eMarketer Inc.
Smart brands like Apple combine the human desire to experience the product in
a tangible way with superlative customer service and a purchase process that
negates the most common frustrations of the brick-and-mortar experience.
Emphasize merchandizing and the human
element

35. ©2013 eMarketer Inc.
Cultivate the branded in-store experience
People crave unique experiences, and brands like Williams-Sonoma that make
the shopping process pleasurable and engaging will win out with many
consumers over the quick-and-easy allure of an online purchase.

36. ©2013 eMarketer Inc.
Brands like Nordstrom see showrooming as a way to forge a better relationship
with the customer. Supporting socially engaged, commerce-enabled,
responsive interactions across all device platforms will create a truly seamless
shopping experience.
Embrace change and raise your digital IQ

38. Tablets exceed Smartphones: Global share of page views
Feb 2013
Source: Adobe Digital Index

39. Conversion rates by mobile device type
1.1%
Source: Adobe Digital Index

40. Adobe®
Creative Cloud™
Adobe®
Marketing Cloud
Mobile
Sites
Mobile
Apps
Mobile
Tactics
QR Codes
SMS
Display and
Search
Ads
Adobe & Mobile Marketing
CREATE
DELIVERANALYZE
OPTIMIZE MANAGE

41. Learn more about Adobe solutions
Sales: 877.722.7088
Marketing Cloud: http://www.adobe.com/solutions/digital-marketing.html
Digital Index: http://www.adobe.com/solutions/digital-marketing/digital-index.html

42. ©2012 eMarketer Inc.
Sponsored by:
You will receive an email
tomorrow with a link to
view the deck and
webinar recording.
Noah Elkin
Q&A Session
How Mobile Is
Transforming the
Path to Purchase
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