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M-commerce has arrived…
here’s how to win!
Andy Zavattero
Director, Product
Fanatics, Inc.
Fanatics is the largest retailer of officially
licensed sports merchandise in the world
We operate hundreds of online stores
including for all the major N. American pro sports
leagues (NFL, MLB, NBA, NHL, NASCAR, MLS,
PGA), major media brands and over 200
collegiate and professional team stores
We have our own Fanatics and
FansEdge brands
We’re a mobile leader with hundreds of
mobile optimized sites and 5-star rated
apps for iOS and Android
3
Who recorded 680 tackles in
his first four seasons as a
Chicago Bear?
A) Mike Singletary
B) Richard Dent
C) Brian Urlacher
D) Dick Butkus
Timeout for Trivia #1
4
Timeout for Trivia #1
BRIAN URLACHER
5
$100B spent on mobile in 2015
90% Facebook / 70% Amazon
users are mobile
Mobile Q4 ‘15 sales grew 58.5% YoY
Desktop / Tablet share of sales
and traffic declining
M-commerce has arrived…
6
Smartphone sales growing worldwide
 Smartphone sales
nearly tripled from
2011-2014
 By 2017, 34% of the
world, 62% of North
America, 66% Western
Europe will own a
smartphone
 In 2015, B2C spending
via smartphones
jumped 95% YoY to
$39.4BData: Statista | eMarketer
7
M-commerce sales seeing incredible growth
 Mobile spending
has doubled from
2013-2015
 In 2016, mobile
will be 32% of
e-commerce
sales
 By 2017, mobile
e-commerce
sales is expected
to pass $150B
Data: Statista | eMarketer
8
2015 Holiday- The season of mobile
“If there is an underlying takeaway from this holiday
season, I think it will be remembered as the one
where mobile ate brick-and-mortar.”
- Gian Fulgoni (comScore chairman emeritus)
9
2015 Holiday- Mobile dominated e-retail sales growth
Data: comScore | Adobe Systems Inc
 Mobile purchases surged 58.5% YoY to $12.65 billion (18% of
total U.S. online retail sales)
 Smartphones had the highest growth rates YoY accounting for
17% of online sales vs 9% LY; visits increased to 39% vs 30%
LY
 Amazon saw nearly 70% of its customers used a mobile device
to shop; shopping on their mobile app more than doubled.
 Desktop and tablet saw YoY declines in share of sales and
traffic
10
Mobile impact felt across all industries
Social- Facebook E-Retail- FanaticsMobile Payments- PayPal
11
Social: Facebook
Data: SEC filings
 90.6% of Facebook active users in Q4 ‘15 accessed the
social network from a mobile device
 Mobile usage rose 21% YoY to 1.44B MAU’s
 On track to pass 1B DAU mobile users
by the end of Q1 ’16 (25% YoY growth
each quarter)
 80% of ad revenue, >$10B, came from
mobile in 2015
12
Mobile Payments: PayPal
 Mobile payments accounted for 25% of total payment
volume in Q4 ‘15.
 Mobile payments were up 45% YoY in Q4 ‘15 and
surpassed $20B
 Venmo (mobile peer-to-peer) payment volume increased
174% YoY to $2.5B
Data: PayPal
13
E-Retail: Fanatics- Mobile traffic growth
 Phones traffic %
has grown 55%
< 2 years; hit a
new high of 53%
in Jan ‘16
 Phone traffic
exceeded 50% of
total starting in
July
 At current
trajectory, phone
should cross
60%, total mobile
70% by Q4 ‘16Data: Fanatics
14
E-Retail: Fanatics- Mobile revenue growth
 Phones rev %
has doubled in
< 2 years; hit a
new high of
31% in Jan ‘16
 Total mobile
rev hit a new
high of 44% in
Jan ‘16
 At current
trajectory,
mobile should
cross 50% in
2016
Data: Fanatics
15
Fanatics- Hot market phenomenon
 Hot Market was coined to
describe the influx of traffic
we see immediately after the
conclusion of a major
sporting event
 Seeing major shift into
mobile devices in the first
few hours
 SB 50- 81% of traffic was
mobile (66% phone); 67% of
rev was mobile (46% phone)
Data: Fanatics
16
The Chicago Cubs franchise
was founded in 1876. What
was their original name?
A) Chicago White Sox
B) Chicago White Stockings
C) Chicago Orphans
D) Chicago Colts
Timeout for Trivia #2
17
Timeout for Trivia #2
CHICAGO WHITE STOCKINGS
18
How to “Hit for the cycle”…
Grow Your Traffic
Care About UI/UX
Be Agile
(Listen / Innovate / Optimize)
Get Connected
1B
2B
3B
HR
Mel Ott
youngest
player to hit for
cycle (20y75d)
19
Mobile marketing channels
Must Do
1. mWeb / mApp
2. Email
3. Search Engine Marketing (SEM)
• Pay Per Click (PPC)
• Search Engine Optimization (SEO)
• Product Listing Ads (PLA)
4. Social
5. Location Based / Proximity
6. MMS / SMS
7. Affiliates- Linkshare, CJ, SAS, id.me
8. Display Ads
9. Display / Retargeting
10.Market Places / Feeds
20
Spotlight: Mobile App
 Integrates with native app
features
(camera, contacts, wallet)
 1 to 1 communication
(push notification)
 Sleaker and faster user
experience
 Tap into GPS / Location
based services
 Offline connectivity
3 of 5
consumers
used shopping
apps in Dec
‘15
21
Spotlight: SEM (PPC/SEO)
PPC
SEO
 Paid advertising
 Rankings based on
keyword bidding / cost
 Text only
 Ability to target
keywords, time of day,
and rank
 Immediate traffic driver,
ramp up time is
immediate
 3rd party tools needed to
manage (i.e. Google
AdWords)
 Organic (unpaid advertising)
 Rankings based on what
best satisfies what the user
is looking for, mobile friendly
is key
 Slow to ramp up but long
lasting
 “Content is king” but “the
user is queen”
 Optimize for user intent-
focus on title tag, meta
description, page title and
headers, body text, call to
action
22
Spotlight: SEM (PLA)
PLA
 Paid advertising similar
to PPC
 More traffic- higher CTR
 Better leads- product
image, price, and ratings
drive purchase behavior
 More robust campaign
management- product
attribute vs keyword
 Broader presence-
multiple products listed
per search. Double dip
with text ads
23
How to “Hit for the cycle”…
Pete Rose
746 2b’s- NL record
Grow Your Traffic
Care About UI/UX
Be Agile
(Listen / Innovate / Optimize)
Get Connected
1B
2B
3B
HR
24
Speed is a feature- your users expect it
 Minimize pixels and
trackers and/or load
them asynch; use
monitoring to find bad
actors
 Pay attention to
images: load the right
size, use sprites
 Kill features that slow
down pages – they’re
not worth it
Only 6% of
users
continue
using a site
that is slow
25
Keep it clean and easy to use (simple is key)
*Pro hint: good mobile design will make your desktop site better
47% of
users will be
less likely to
make a
purchase if it
is difficult to
navigate
26
Don’t dumb down your mobile site
 Users want full
functionality to
research and shop
on mobile
 The age of going to
the “full” site for the
complete feature set
has past
27
Drive for consistency across platforms
 Ensure features,
UX, and design
language are
consistent
 Assume
customers shop
cross platform
 Responsive is the
best but done
right adaptive is
just fine
28
How to “Hit for the cycle”…
TY COBB
295 3b’s- 2nd All time
Grow Your Traffic
Care About UI/UX
Be Agile
(Listen / Innovate / Optimize)
Get Connected
1B
2B
3B
HR
29
Listen to your...
Customers!
Tirelessly seek their feedback. Understand their needs,
likes, concerns, issues. Be their voice.
Data!
Watch your KPI’s. Use it to make informed decisions. It’s a
key component to any great strategy.
The Market!
Understand your marketplace. Keep a keen eye on your
competition. Assess the present. Predict the future.
30
Innovate
innovate and disrupt;
make fundamental change
engage and delight customers;
build brand loyalty
“my mantras are focus
and simplicity… you
have to work hard to
get your thinking clean
to make it simple.”
- Steve Jobs
solve a customer
need
get there first
31
Optimize- Instrument & measure everything
 Need a good A/B
platform
 Don’t be scared to
run all kinds of A/B
tests, no idea is too
weird to try
 Don’t be afraid to kill
a 3 month project if
customers don’t like
it or are not ready
32
Optimize- Test on different devices
 User experience can vary
widely by device - Android is
a particular challenge
 Test across OS type and
version, screen resolution,
and browser
 Don’t go broke on devices;
use emulators and analytics
to ID top devices on your
sites and apps
33
Optimize- Android OS Dominates
 Android market
share world
wide is 80%;
iOS is 2nd with
16%
 In the U.S. the
gap is much
closer as
Android has
50% and iOS
42% market
share
Data: Statista
34
Optimize- Practice agile / lean methodologies
 Agile Development is the anti-waterfall approach. It’s based on the
concept of iterative development, where requirements and solutions
evolve through collaboration between cross-functional teams
 Benefits of agile development include improved stakeholder
engagement, team communication, transparency, quality,
speed to market
 Be an MVP… bring features to
market quickly, test and optimize.
Rinse and repeat.
35
How to “Hit for the cycle”…
WILLIE
McCOVEY
18 GS- NL record
Grow Your Traffic
Care About UI/UX
Be Agile
(Listen / Innovate / Optimize)
Get Connected
1B
2B
3B
HR
36
Who is the connected consumer?
50% of consumers search for
products on their mobile phones while
inside a store
43% of U.S consumers go online
while watching TV
The average consumer uses a total
of 5 devices when making a purchase
Data: Research on Global markets | Connected Consumer Survey | Connected Commerce
37
What is a connected company?
“A company that operates not as a machine but as a learning
organism, purposefully interacting with its environment and
continuously improving, based on experiments and feedback.”
- Excerpt from David Gray’s “The Connected Company”
38
Inspiring Examples- Fanatics
Persist info across all devices- rewards (Fan Cash), shopping cart, save
for later, login. Any changes are seamlessly updated across all
platforms in real-time.
Highly relevant emails- see items and teams of interest based on past
browsing and purchase behavior. Manage email preferences on any
device.
Mobile app- Location based push notifications based on proximity to
sporting events / stadiums
39
Inspiring Examples- Starbucks
Loyalty- able to check and reload your reward card via phone,
website, in-store, or on the app.
Mobile Order and Pay- lets customers purchase coffees and pastries
on their smartphones before walking in the store, thus bypassing the
line.
Powermat Charging Spots- in-store small devices that charge a
consumer’s smartphone without needing a traditional charger or
an outlet.
40
Inspiring Examples- SF 49ers / Levi Stadium
Location based awareness- over 2,000
beacons are able to track the fans movement
throughout the stadium
Fan Convenience- the Levi’s stadium app can direct a fan the nearest
bathroom, to his parking spot from his seat, show concessions with
the shortest lines, send push notifications about in-stadium events.
Seamless usage between the 49ers app and the Levi’s Stadium
app. Push notification can open either app based on
location/need.
Beacons are small pieces of hardware that
can be placed anywhere and that use
Bluetooth technology to send messages to
nearby consumers’ smartphones
41
Beacon Map
www.thebeaconmap.com
42
What professional basketball
team won a league-record 72
games in 1995-96?
A) San Antonio Spurs
B) Los Angeles Lakers
C) Chicago Bulls
D) Boston Celtics
Timeout for Trivia #3
43
Timeout for Trivia #3
CHICAGO BULLS
44
Game Over- Key Takeaways
Mobile has arrived. By 2017,
mobile will be $150B and ~40%
of ecommerce sales
Fanatics is your one stop shop
for all officially licensed sports
merchandise
4 ways to win in mobile… grow
traffic, care about UI/UX, be
agile, get connected.
MOBILE FIRST!
45
46
Chicago Blackhawks joined
the NHL in which year?
A) 1998
B) 1970
C) 1924
D) 1926
Timeout for Trivia #4
47
Timeout for Trivia #4
1926
Thank You
Andy Zavattero
azavattero@fanatics.com
Director, Product
Fanatics, Inc.
Get 20% off at
Fanatics.com…
Promo Code:
Loyola20

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Loyola U- Mobile Deck

  • 1. M-commerce has arrived… here’s how to win! Andy Zavattero Director, Product Fanatics, Inc.
  • 2. Fanatics is the largest retailer of officially licensed sports merchandise in the world We operate hundreds of online stores including for all the major N. American pro sports leagues (NFL, MLB, NBA, NHL, NASCAR, MLS, PGA), major media brands and over 200 collegiate and professional team stores We have our own Fanatics and FansEdge brands We’re a mobile leader with hundreds of mobile optimized sites and 5-star rated apps for iOS and Android
  • 3. 3 Who recorded 680 tackles in his first four seasons as a Chicago Bear? A) Mike Singletary B) Richard Dent C) Brian Urlacher D) Dick Butkus Timeout for Trivia #1
  • 4. 4 Timeout for Trivia #1 BRIAN URLACHER
  • 5. 5 $100B spent on mobile in 2015 90% Facebook / 70% Amazon users are mobile Mobile Q4 ‘15 sales grew 58.5% YoY Desktop / Tablet share of sales and traffic declining M-commerce has arrived…
  • 6. 6 Smartphone sales growing worldwide  Smartphone sales nearly tripled from 2011-2014  By 2017, 34% of the world, 62% of North America, 66% Western Europe will own a smartphone  In 2015, B2C spending via smartphones jumped 95% YoY to $39.4BData: Statista | eMarketer
  • 7. 7 M-commerce sales seeing incredible growth  Mobile spending has doubled from 2013-2015  In 2016, mobile will be 32% of e-commerce sales  By 2017, mobile e-commerce sales is expected to pass $150B Data: Statista | eMarketer
  • 8. 8 2015 Holiday- The season of mobile “If there is an underlying takeaway from this holiday season, I think it will be remembered as the one where mobile ate brick-and-mortar.” - Gian Fulgoni (comScore chairman emeritus)
  • 9. 9 2015 Holiday- Mobile dominated e-retail sales growth Data: comScore | Adobe Systems Inc  Mobile purchases surged 58.5% YoY to $12.65 billion (18% of total U.S. online retail sales)  Smartphones had the highest growth rates YoY accounting for 17% of online sales vs 9% LY; visits increased to 39% vs 30% LY  Amazon saw nearly 70% of its customers used a mobile device to shop; shopping on their mobile app more than doubled.  Desktop and tablet saw YoY declines in share of sales and traffic
  • 10. 10 Mobile impact felt across all industries Social- Facebook E-Retail- FanaticsMobile Payments- PayPal
  • 11. 11 Social: Facebook Data: SEC filings  90.6% of Facebook active users in Q4 ‘15 accessed the social network from a mobile device  Mobile usage rose 21% YoY to 1.44B MAU’s  On track to pass 1B DAU mobile users by the end of Q1 ’16 (25% YoY growth each quarter)  80% of ad revenue, >$10B, came from mobile in 2015
  • 12. 12 Mobile Payments: PayPal  Mobile payments accounted for 25% of total payment volume in Q4 ‘15.  Mobile payments were up 45% YoY in Q4 ‘15 and surpassed $20B  Venmo (mobile peer-to-peer) payment volume increased 174% YoY to $2.5B Data: PayPal
  • 13. 13 E-Retail: Fanatics- Mobile traffic growth  Phones traffic % has grown 55% < 2 years; hit a new high of 53% in Jan ‘16  Phone traffic exceeded 50% of total starting in July  At current trajectory, phone should cross 60%, total mobile 70% by Q4 ‘16Data: Fanatics
  • 14. 14 E-Retail: Fanatics- Mobile revenue growth  Phones rev % has doubled in < 2 years; hit a new high of 31% in Jan ‘16  Total mobile rev hit a new high of 44% in Jan ‘16  At current trajectory, mobile should cross 50% in 2016 Data: Fanatics
  • 15. 15 Fanatics- Hot market phenomenon  Hot Market was coined to describe the influx of traffic we see immediately after the conclusion of a major sporting event  Seeing major shift into mobile devices in the first few hours  SB 50- 81% of traffic was mobile (66% phone); 67% of rev was mobile (46% phone) Data: Fanatics
  • 16. 16 The Chicago Cubs franchise was founded in 1876. What was their original name? A) Chicago White Sox B) Chicago White Stockings C) Chicago Orphans D) Chicago Colts Timeout for Trivia #2
  • 17. 17 Timeout for Trivia #2 CHICAGO WHITE STOCKINGS
  • 18. 18 How to “Hit for the cycle”… Grow Your Traffic Care About UI/UX Be Agile (Listen / Innovate / Optimize) Get Connected 1B 2B 3B HR Mel Ott youngest player to hit for cycle (20y75d)
  • 19. 19 Mobile marketing channels Must Do 1. mWeb / mApp 2. Email 3. Search Engine Marketing (SEM) • Pay Per Click (PPC) • Search Engine Optimization (SEO) • Product Listing Ads (PLA) 4. Social 5. Location Based / Proximity 6. MMS / SMS 7. Affiliates- Linkshare, CJ, SAS, id.me 8. Display Ads 9. Display / Retargeting 10.Market Places / Feeds
  • 20. 20 Spotlight: Mobile App  Integrates with native app features (camera, contacts, wallet)  1 to 1 communication (push notification)  Sleaker and faster user experience  Tap into GPS / Location based services  Offline connectivity 3 of 5 consumers used shopping apps in Dec ‘15
  • 21. 21 Spotlight: SEM (PPC/SEO) PPC SEO  Paid advertising  Rankings based on keyword bidding / cost  Text only  Ability to target keywords, time of day, and rank  Immediate traffic driver, ramp up time is immediate  3rd party tools needed to manage (i.e. Google AdWords)  Organic (unpaid advertising)  Rankings based on what best satisfies what the user is looking for, mobile friendly is key  Slow to ramp up but long lasting  “Content is king” but “the user is queen”  Optimize for user intent- focus on title tag, meta description, page title and headers, body text, call to action
  • 22. 22 Spotlight: SEM (PLA) PLA  Paid advertising similar to PPC  More traffic- higher CTR  Better leads- product image, price, and ratings drive purchase behavior  More robust campaign management- product attribute vs keyword  Broader presence- multiple products listed per search. Double dip with text ads
  • 23. 23 How to “Hit for the cycle”… Pete Rose 746 2b’s- NL record Grow Your Traffic Care About UI/UX Be Agile (Listen / Innovate / Optimize) Get Connected 1B 2B 3B HR
  • 24. 24 Speed is a feature- your users expect it  Minimize pixels and trackers and/or load them asynch; use monitoring to find bad actors  Pay attention to images: load the right size, use sprites  Kill features that slow down pages – they’re not worth it Only 6% of users continue using a site that is slow
  • 25. 25 Keep it clean and easy to use (simple is key) *Pro hint: good mobile design will make your desktop site better 47% of users will be less likely to make a purchase if it is difficult to navigate
  • 26. 26 Don’t dumb down your mobile site  Users want full functionality to research and shop on mobile  The age of going to the “full” site for the complete feature set has past
  • 27. 27 Drive for consistency across platforms  Ensure features, UX, and design language are consistent  Assume customers shop cross platform  Responsive is the best but done right adaptive is just fine
  • 28. 28 How to “Hit for the cycle”… TY COBB 295 3b’s- 2nd All time Grow Your Traffic Care About UI/UX Be Agile (Listen / Innovate / Optimize) Get Connected 1B 2B 3B HR
  • 29. 29 Listen to your... Customers! Tirelessly seek their feedback. Understand their needs, likes, concerns, issues. Be their voice. Data! Watch your KPI’s. Use it to make informed decisions. It’s a key component to any great strategy. The Market! Understand your marketplace. Keep a keen eye on your competition. Assess the present. Predict the future.
  • 30. 30 Innovate innovate and disrupt; make fundamental change engage and delight customers; build brand loyalty “my mantras are focus and simplicity… you have to work hard to get your thinking clean to make it simple.” - Steve Jobs solve a customer need get there first
  • 31. 31 Optimize- Instrument & measure everything  Need a good A/B platform  Don’t be scared to run all kinds of A/B tests, no idea is too weird to try  Don’t be afraid to kill a 3 month project if customers don’t like it or are not ready
  • 32. 32 Optimize- Test on different devices  User experience can vary widely by device - Android is a particular challenge  Test across OS type and version, screen resolution, and browser  Don’t go broke on devices; use emulators and analytics to ID top devices on your sites and apps
  • 33. 33 Optimize- Android OS Dominates  Android market share world wide is 80%; iOS is 2nd with 16%  In the U.S. the gap is much closer as Android has 50% and iOS 42% market share Data: Statista
  • 34. 34 Optimize- Practice agile / lean methodologies  Agile Development is the anti-waterfall approach. It’s based on the concept of iterative development, where requirements and solutions evolve through collaboration between cross-functional teams  Benefits of agile development include improved stakeholder engagement, team communication, transparency, quality, speed to market  Be an MVP… bring features to market quickly, test and optimize. Rinse and repeat.
  • 35. 35 How to “Hit for the cycle”… WILLIE McCOVEY 18 GS- NL record Grow Your Traffic Care About UI/UX Be Agile (Listen / Innovate / Optimize) Get Connected 1B 2B 3B HR
  • 36. 36 Who is the connected consumer? 50% of consumers search for products on their mobile phones while inside a store 43% of U.S consumers go online while watching TV The average consumer uses a total of 5 devices when making a purchase Data: Research on Global markets | Connected Consumer Survey | Connected Commerce
  • 37. 37 What is a connected company? “A company that operates not as a machine but as a learning organism, purposefully interacting with its environment and continuously improving, based on experiments and feedback.” - Excerpt from David Gray’s “The Connected Company”
  • 38. 38 Inspiring Examples- Fanatics Persist info across all devices- rewards (Fan Cash), shopping cart, save for later, login. Any changes are seamlessly updated across all platforms in real-time. Highly relevant emails- see items and teams of interest based on past browsing and purchase behavior. Manage email preferences on any device. Mobile app- Location based push notifications based on proximity to sporting events / stadiums
  • 39. 39 Inspiring Examples- Starbucks Loyalty- able to check and reload your reward card via phone, website, in-store, or on the app. Mobile Order and Pay- lets customers purchase coffees and pastries on their smartphones before walking in the store, thus bypassing the line. Powermat Charging Spots- in-store small devices that charge a consumer’s smartphone without needing a traditional charger or an outlet.
  • 40. 40 Inspiring Examples- SF 49ers / Levi Stadium Location based awareness- over 2,000 beacons are able to track the fans movement throughout the stadium Fan Convenience- the Levi’s stadium app can direct a fan the nearest bathroom, to his parking spot from his seat, show concessions with the shortest lines, send push notifications about in-stadium events. Seamless usage between the 49ers app and the Levi’s Stadium app. Push notification can open either app based on location/need. Beacons are small pieces of hardware that can be placed anywhere and that use Bluetooth technology to send messages to nearby consumers’ smartphones
  • 42. 42 What professional basketball team won a league-record 72 games in 1995-96? A) San Antonio Spurs B) Los Angeles Lakers C) Chicago Bulls D) Boston Celtics Timeout for Trivia #3
  • 43. 43 Timeout for Trivia #3 CHICAGO BULLS
  • 44. 44 Game Over- Key Takeaways Mobile has arrived. By 2017, mobile will be $150B and ~40% of ecommerce sales Fanatics is your one stop shop for all officially licensed sports merchandise 4 ways to win in mobile… grow traffic, care about UI/UX, be agile, get connected. MOBILE FIRST!
  • 45. 45
  • 46. 46 Chicago Blackhawks joined the NHL in which year? A) 1998 B) 1970 C) 1924 D) 1926 Timeout for Trivia #4
  • 48. Thank You Andy Zavattero azavattero@fanatics.com Director, Product Fanatics, Inc. Get 20% off at Fanatics.com… Promo Code: Loyola20