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The Future of In-Store Mobile: Driving Engagement and Sales
1. Owning the Decision Point:
The Future of the In-store Mobile Experience
Steen Andersson, 5th Finger
Pete Zophy, Jos. A. Bank Clothiers, Inc.
Tim Katz, Pacific Sunwear
Sheri Gurock, Magic Beans
2. Owning the Decision Point:
The Future of the In-store Mobile Experience
Steen Andersson
5th Finger VP &
Co-Founder
9. In-Store Mobile
In-store mobile is:
Leveraging the power of mobile’s
deep consumer relationship to
connect with shoppers inside
a bricks and mortar location.
At 5th Finger, we call this:
Bricks and Mobile
12. Consumers Are Already Using It
70% of smartphone owners
have used their mobile while
shopping in-store
-Google Insights, May 2011
• Price Comparisons
• Customer Reviews & Ratings
• Stock Checks
• Check-in
• Coupons
• Access Promotions
13. Price Comparisons Are Happening
Amazon, eBay, RedLaser
and others are providing
retail customers a mobile
solution to research,
compare and purchase while
in-store.
49% of smartphone owners
have used their mobile to
compare prices.
-Google Insights, May 2011
14. Shoppers Prefer Mobile When Seeking
Further Product Information
How 5th Finger retail client customers prefer to find product details while in-store. (app users)
15. Mobile Shoppers Love Promotions
Percentage of
survey respondents
that indicated
mobile app feature
as a high priority
16. They Are Checking-Out Via Mobile
In-store ordering and check-out system via Demonstration of the Starbucks Card Mobile App
iPad at Specialty’s in San Francisco. on a smart phones at the Capital Gallery Starbucks
in Washington, DC. / Garrett Hubbard/USAT
(Paying with Starbucks card)
17. It’s About Convenience
Target Makes Shopping Simpler
Tip Customers over
the threshold to
certainty of purchase.
Scan products in-store
and view product
specifications, features
and read reviews.
18. It’s About Engagement
Shopkick Uses Achievement to Motivate
A retailer agnostic
approach that gamifies
the shopping experience
with offers and deals
provided by brands.
The clever sub-audible in-
store location tool provides
the best 'heads up display'
potential in the market
today as someone walks
around the store.
100 million check-ins in
the first six months
20. Asia- Pacific is Ahead
Percentage of mobile subscribers accessing mobile web at least monthly
47% 16%
43%
8%
22%
12%*
Source: Forrester (June 2011)
21. Mobile Will Be…
Your Wallet Your Mobile Associate
Convenience and speed drive purchase Basket expansion
24. Our Path to Mobile
Found A
Partner
Customers
Asked For It
Built a Mobile App!
Strategic Plan
Goal = to build engagement,
drive foot-traffic & provide
an additional sales channel.
25. What we have done
JoS. A. Bank Mobile Site JoS. A. Bank App
Average time
spent in App: 54
seconds
60% of users use
the App 1-2
times per month
29. We are explorers of style, creators of culture,
and instigators of fun.
30. Objectives
• Support brand image
• Leverage current technology
• Efficiently leverage store network
• Easy to manage and update
• Cost effective
• Quick to market
The iPad had to show true ROI and be a tool
our associates would love to use.
31. Features
• Native App with configurable
content management system
• E-Commerce Powered by existing
Mobile Web site
• Nightly updates for optimal
performance on store network
• Lookbooks, Photos, Videos
The backoffice allows us to communicate with our
associates on a more frequent and personal level
35. Results and Future Plans
• Positive Field Adoption and Response
• Proved Partner Capabilities
• ROI exceeding expectations
• Listen, learn and improve
400 Store rollout by holiday and all stores by next year
38. What is Magic Beans?
• Founded in 2004
• Sells a combination of toys and baby gear
• 4 Boston-area locations (5th store coming soon)
• mbeans.com website has an international
customer base
• Designed for parents by parents
• Has been named Best of Boston by Boston
Magazine 4 out of the last 5 years
40. Why Mobile Commerce at Magic Beans?
• Typical shopper is an early adopter with access to a
smartphone
• Customers are typically more educated about purchases
and more time-sensitive during in-store trips
• Highly-trained staff under-utilized behind traditional POS
• Tech-savvy company culture – have been connecting
with customers via blog & social media for over 5 years
41. Mobile Strategy Benchmarks
Education
Putting information in the shoppers’ hands
Promotions
Provide dynamic, hyper-individualized up-sell and
cross-sell opportunities
Convenience
Skip stressful checkout lines during hectic
shopping periods
43. Magic Beans Mobile Goal
Empower customers
with mobile solution to
increase satisfaction
during in-store visits.
44. Magic Beans App Benefits
• Dynamic mobile application
for iPhone, Android and
BlackBerry
• Scan and interact with
products
• Access ratings, reviews and
detailed product information
45. Magic Beans App Benefits
• Receive relevant promotions
and targeted discounts
• Store account information
and purchase history
• Checkout without having to
wait in line
46. Magic Beans App Full Feature List
• Product information •Barcode Scanning
• Dynamic cross- •Location awareness
sells/upsells •Advanced digital wallet
• Pricing •Digital receipts
• Promotions/offers/deals •Optimized mobile browsing
• Coupons •Maps
• Multi-channel Checkout •Wish Lists
• Account management •Social media
• Analytics •Rating & reviews feeds
• Customizable dashboard
47. 2010 Holiday Results
42% of smartphone
owners chose mobile
self-checkout instead of
waiting in line at a
Magic Beans during the
holiday season.
48. 2010 Holiday Results
12% of all
transactions during
the holiday season
were completed
through Magic
Beans mobile self-
checkout app.
49. 2010 Holiday Results
60% of consumers who scanned a
product with their smartphone purchased
that product.
50. 2010 Holiday Results
Shoppers using the
Magic Beans app
rang up tickets that
averaged 8% more
than register based
transactions.
51. The Future of Mobile Commerce
at Magic Beans!
Tablet-Assisted Shopping!
