Presented by Samantha Deese, Product Marketing Manager, Shopgate
Tailored For Mobile:
Why Apps Are The
New Black
Featuring Brian Hill of Phoenix Fashion Week and Jessica Couch of Luxor + Finch

The Current State of Mobile for Fashion
2

Mobile Devices Are Preferred For Retail Shoppers
3Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience
Growth in Digital Media Time Spent
1,600,000
1,400,000
1,200,000
1,000,000
800,000
600,000
400,000
200,000
0
476,553
409,847
77,081
480,967
621,410
97,440
550,522
778,984
118,229
Jun, 2013 Jun, 2014 Jun, 2015
+53%
vs 2013
+90%
vs 2013
+16%
vs 2013
Desktop Mobile App Mobile Browser

90% Of Time On Mobile Is Spent In Apps
4
10% Browser
90% Apps
The average user spends 3 hours and 40 minutes per day on their mobile device.
Source: Flurry Mobile, eMarketer, GP Shopper
Mobile users are spending most of their
mobile time in apps.
The average consumer for top retail apps spent
201.8 minutes a month in the app vs. 10.9
minutes on the mobile site.

5Source: Business Intelligence Report
$100
$300
$500
$700
Billions
US Mobile Commerce Forecast 2015–2020
2015
81%
62% 60%
2016 2017 2018 2019 2020
35%
38%
42%
45%
47%
49%
eCommerce Mobile commerce
mCommerce Will Be Nearly 50% Of All eCommerce By 2020
$200
$400
$600

Mobile Is Dominating Both Traffic And Search
6
2011 2012 2013 2014 2015
20
40
60
80
100
89%
11%
23%
32%
51%
56%
77%
68%
49% 44%
Desktop Mobile
In 2015, 56% of all retail traffic came from mobile
devices and over 50% of search queries took place
on mobile. These numbers are continuing to grow.
Mobile-friendly websites are already favored in
mobile search and now search engines are making
it easier to find app results with app indexing and
deep linking. This means:
As mobile search experience improves, the shift
to mobile search will continue to grow
App results will begin to compete with other
results in mobile search
Desktop sites will continue to drop in rank against
mobile sites and apps
Source: Internet Retailer, Google

Fashion Shoppers Prefer An Omnichannel Experience
Not only does mobile increase your online sales, mobile impacts in-store sales as well! More than 90%
of shoppers use their mobile device in-store. Your customers are constantly using their phones to make
purchase decisions, so making an informative, user-friendly mobile site and app is important for brick &
mortar stores too. Here’s the breakout of what your shoppers are doing:
7
54%Compare
Prices 28% Scan Barcodes
& QR Codes
23% Buy Products
Through An App
22% Buy Products Through
A Mobile Site48% Search For Product
Information 29% Take Pictures
Of An Ad
Source: SessionM, GFK

8
Mobile Trends for Fashion Retailers

What’s Next For Fashion Retailers
9
● Increasing Payment Options - Lessen the guilt of purchase by integrating more payment
options, such as:
■ Credit card scanners with payment info saving options
■ One-touch payment options like Apple Pay and Android Pay
■ Common alternative likes Paypal and Amazon Payments
● Improving The Customer Experience - Cart abandonment is a huge issue for all retailers.
Of the estimated $4 trillion missed revenue in 2016 due to cart abandonment, 63%* could
be recoverable by a savvy retailer.
● Increased Effort In Customer Engagement Over Acquisition - An engaged, loyal customer
costs a third to an eighth as much per purchase as a new acquisition. Due to this, brands
are going to spend more time investing in customer engagement to grow their sales.
Source: BI Intelligence Report

What’s Next For Fashion Retailers - Continued
10
● Evolving Data Collection To Analyze The Full Path to Purchase - The key for the future is
omnichannel. Retailers will begin to update their data collection to track the full path to
purchase and update both physical and digital stores for the omnishopper.
● Social Selling - Options for selling on social media are continuing to increase as retailers
adopt solutions like Soldsie and Like2Buy. Social platforms are making updates to make it
easier for retailers to sell on their platforms, with Instagram, Facebook, Twitter, and
Pinterest all using Buy buttons.
● Customized And Simplified Product Offerings - While a large inventory of options can be
beneficial for certain industries, shoppers are getting overwhelmed with options. Simplified
and customized options & offers are becoming more popular and retailers are looking for
ways to capitalize on this trend.

11
Mobile Strategies for Fashion Retailers

Apps: An Exceptional Mobile Shopping Experience
12
Apps provide an entirely new sales channel for retailers. And
since the consumer path-to-purchase has become an omni-
channel experience, a strong app presence can help improve
your sales across multiple touchpoints.
Apps also increase loyalty by providing a better overall mobile
experience. A small increase in your customer retention has
an exponentially larger impact on profits. And unlike desktop
or mobile websites, apps reach customers directly by utilizing
device capabilities like push notifications, creating sustained
engagement and a streamlined conversion pathway.

Acquisition
Cross-Promotion - Promote your app across all your channels: desktop, mobile website, email, social, etc.
Tools like Smart Banners on your mobile website can help redirect consumers to your app - either
encouraging them to download or redirecting them to browse on the installed app.
ASO - App Store Optimization. Targeted keywords, accurate descriptions, beautiful screenshots, and
positive customer reviews are all important factors in having a top-ranking app.
Paid Installs - Paid social advertising can be an effective tool to garner additional app downloads. And with
deep linking, you can use tools like Facebook Engagement Ads to send customers directly to a page on
your app.
First-Time Discounting - Provide an extra incentive to download. Offering first-time discounts or Coupons
for customers that install the app can be the extra push your fans need to get on board.
13
Encourage both new customers and loyal fans to download your app.

Engagement
Push notifications - Push Notifications allow you to go direct to the consumer. On average, 68% of
consumers will enable push notifications & push notifications have a 50% higher open rate than email.
14
After the initial install, keep your customers attention.
278% Higher Engagement with Push Enabled
As Measured by App Launches
eCommerce Music Travel Food & Drink Photography Games Social
Networking
Education Sports Health &
Fitness
278%
177%
109% 109%
81%
62% 60%
50%
36% 34%

Retention
15
Provide an exceptional mobile experience that will keep customers coming back.
Beautiful UI/UX - Keep the Design simple and make your app tap
and swipe friendly.
Expedited Checkout - To reduce cart abandonment and remind
your customers why the app shopping experience is the best one,
provide options to get them through the checkout as quickly as
possible. Make the account setup process more simple with
options like guest checkout or Facebook Login.
Increased Payment Options - Remove the manual entry of credit
card information with tools like Credit Card Scanner or Apple Pay.
Users can utilize their mobile device’s camera to scan credit card
information or can set-up fingerprint-based one-touch payments.

16
The Shopgate Opportunity

Custom In-House App Development Is Expensive & Slow
17
7 months
Average app development
timeline
Source: Kinvey
$270k
Average initial
development cost
$5,000 - $11,000
Average maintenance cost
per month

The Complete Shopping Apps Solution
18
Shopgate converts online shops into beautiful iOS & Android smartphone and tablet apps, an Apple
TV app, and a mobile website—all hosted and maintained on a single, all-inclusive platform.
Your online shop Android appsiOS Apps Apple TV apps

App-y Fashion Retailers
19
“Shopgate has more
than tripled our
mobile sales and
with more than 50%
of our visitors coming
from mobile devices,
we trust them with
more than half our
online business.”
- Teresa and Christina
Le, Founders of JLUX
“The Shopgate
checkout process is
next to impeccable.
Our conversions
rose to 4%+ after
going mobile, which
is when we realized
ease of checkout is
a big factor.”
- Tim Jensen, COO of
Grunt Style
344%
Lift in Mobile Sales
112k
App Downloads