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
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
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)
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
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!