Do it, read it.

1. M O B I L E F I R S T M E N TA L I T Y | T U R N I N G B R O W S E R S I N T O B U Y E R S

2. M O B I L E F I R S T M E N TA L I T Y | T U R N I N G B R O W S E R S I N T O B U Y E R S
mobileshoppingeu.wbresearch.com
“THE BEST EVENT TO MEET WITH
THE RIGHT PEERS WITHIN MY
INDUSTRY. MOBILE SHOPPING
DELIVERS SOLUTIONS,
INNOVATION AND IDEAS THAT
SIMPLY CAN’T BE MISSED”
– PHILIP WARD,
HEAD OF EXPERIENCE AND DEVELOPMENT,
CARPHONE WAREHOUSE

3. M O B I L E F I R S T M E N TA L I T Y | T U R N I N G B R O W S E R S I N T O B U Y E R S
mobileshoppingeu.wbresearch.com
TABLE OF
CONTENTS
INTRODUCTION
PART 1 | BUSINESS GROWTH & INVESTMENT
PART 2 | IT’S REALLY APPENING
PART 2 | MOBILE TACTICS
ABOUT WBR DIGITAL
ABOUT MOBILE SHOPPING

4. M O B I L E F I R S T M E N TA L I T Y | T U R N I N G B R O W S E R S I N T O B U Y E R S
mobileshoppingeu.wbresearch.com
INTRODUCTION
PARTICIPATION
BY JOB TITLE
GEOGRAPHICAL
PARTICIPATION
Mobile is very much front of mind for retailers
today. It’s an efficient way to shop, and,
enabled by greatly enhanced computing
power, is now also an increasingly successful
sales channel.
Where phones and tablets were once used
mostly for window shopping, today the
percentage of transactions completed
via mobile is steadily increasing. However,
many retailers are still perfecting the
mobile strategies required to turn browsers
into buyers.
Will Mobile finally be first?
Leading up to the Mobile Shopping 2017
conference, we wanted to dig into how the
mobile-first agenda is affecting growth and
shaping wider business strategy.
To find out, we interviewed 100
leading executives including heads of
E-Commerce, Heads of Mobile and Heads
of Digital at some of the biggest retailers
across Europe. You can see the results in
the following pages.
t UK 80%
t France 7%
t Switzerland 3%
t Germany 3%
t Italy 2%
t Belgium 1%
t Denmark 1%
t Ireland 1%
t Luxembourg 1%
t Netherlands 1%
Chief, Lead,
Senior Product
Owner:
Mobile, Apps
30%
Director/Head of:
Mobile, M-Commerce,
E-Commerce, Multi-
channel, Omni-
channel, UX, UI
70%

5. M O B I L E F I R S T M E N TA L I T Y | T U R N I N G B R O W S E R S I N T O B U Y E R S
mobileshoppingeu.wbresearch.com
P A R T 1
B U S I N E S S G R O W T H
& I N V E S T M E N T

6. M O B I L E F I R S T M E N TA L I T Y | T U R N I N G B R O W S E R S I N T O B U Y E R S
mobileshoppingeu.wbresearch.com
Have you successfully achieved a mobile-
first mentality in-house when working on
digital designs?
Mobile is clearly critical
for retailers, 41% believe
they have implemented
a mobile-first mentality
with a further 49%
‘working on it’.
It’s hard to over-invest in in
mobile, as usage, particularly
among 16-24 year olds, is
consistently on the rise.
Retailers not only need to invest
in tech that supports seamless
interactions, but also need to
change their internal culture
to put mobile at the forefront
of everything they do. If not, they
risk being left behind.
Yes
41%
No
10%
Still
working
on it
49%

7. M O B I L E F I R S T M E N TA L I T Y | T U R N I N G B R O W S E R S I N T O B U Y E R S
mobileshoppingeu.wbresearch.com
How much of your digital budget is spent on
m-commerce optimisation?
More than half of retailers
are spending a minimum of
21% of their digital budget on
optimising m-commerce. Mobile
is clearly critical to a successful
omnichannel proposition. To
succeed in today’s environment,
brands need to ensure that they
consider the mobile influence at
every step of the way.
y 0-5% 0%
y 6-10% 10%
y 11-20% 33%
y 21-30% 36%
y 31-40% 20%
y 41-50% 1%
y 51%+ 0%

8. M O B I L E F I R S T M E N TA L I T Y | T U R N I N G B R O W S E R S I N T O B U Y E R S
mobileshoppingeu.wbresearch.com
The top six mCommerce challenges
STRUGGLING TO TRACK CUSTOMER ONLINE BEHAVIOUR
Customers now readily use multiple touch points on the path to purchase, so it can be
hard for retailers to understand which device or channel is the best to communicate
offers. This applies in particular to millennials, who are native multichannel shoppers.
LACK OF IN-HOUSE MOBILE TALENT
Businesses are striving to implement a mobile first mentality. But creating the
most attractive and efficient mobile experiences means having the right people
working behind the scenes. To achieve this, retailers are now looking for ways to
make their companies more attractive places for graduates to start a career.
STRUGGLING TO DRIVE UP MOBILE CONVERSION RATES
Until now smartphones and tablets have been primarily been used to research
potential purchases, with the final transaction happening on the desktop. This
is now starting to change. However, friction rates at the check out on mobile
devices remain high, so retailers must make the payment as safe, secure and
seamless as possible if they want to increase mobile conversion rates.
TECHNOLOGY AND SYSTEMS
The speed of mobile evolution far exceeds the rate at which retailers can update
their existing systems. Companies with heavy legacy systems are looking for the
best ways to integrate or to bolt on new technologies that can help drive mobile
sales. However, this must be managed carefully, as it has the potential to cause
a lot of friction and possibly even end up hindering the purchase.
COMPANY CULTURAL MIND-SET
Retailers can find it hard to convince board members about the ROI of
mobile. For one thing, it is often seen as an influencer on the path to purchase
and rarely a converter. On top of that, few people have really nailed down
an attribution model which can correctly weight the influence of mobile.
Challenging these kinds of presuppositions amongst the upper echelons of
management is fundamental to staying ahead of the pack, and winning new
business amongst millennials.
PAYMENT OPTIONS
Payments should be at the core of mCommerce strategy, but getting this crucial
stage of the checkout journey right is easier said than done. One big challenge
for retailers is taking account of cultural preferences when it comes to payment
options – and while a German shopper may prefer an invoice, an Indian might
like to pay in cash. Being sensitive and nimble enough to respond to these local
preferences is the key to success.
01
02
03
04
05
06

9. M O B I L E F I R S T M E N TA L I T Y | T U R N I N G B R O W S E R S I N T O B U Y E R S
mobileshoppingeu.wbresearch.com
Have you implemented responsive design
on your mobile websites?
Do you plan to increase your investment
in mobile over the coming year?
Clearly, the move to responsive
design is a big priority or
retailers, not least because
Google prefers responsively
designed websites. Getting this
done is especially important for
retailers who seek to aggressively
drive sales on mobile.
80% of retailers are planning
to increase their investment
in mobile over the coming
year. Mobile is continuing to
rise in importance, and further
investment is needed for
many retailers if they are to
most effectively capitalise on
changing shopper habits.
Yes
47%
No
8%
In progress
45%
Yes
80%
Unsure
20%

10. M O B I L E F I R S T M E N TA L I T Y | T U R N I N G B R O W S E R S I N T O B U Y E R S
mobileshoppingeu.wbresearch.com
P A R T 2
I T ’ S R E A L LY
A P P E N I N G

11. M O B I L E F I R S T M E N TA L I T Y | T U R N I N G B R O W S E R S I N T O B U Y E R S
mobileshoppingeu.wbresearch.com
Do you have a mobile app?
If yes, how many mobile apps do you have?
Most major retailers have at
least one app to support their
business initiatives and to
connect more effectively with
their customers. However, an app
is not necessarily a panacea
– 25% of respondents don’t
consider a mobile app to be the
right fit for their business.
YES 75%
25%
7%
55%
28%
11%
1
2
3
4+
NO

12. M O B I L E F I R S T M E N TA L I T Y | T U R N I N G B R O W S E R S I N T O B U Y E R S
mobileshoppingeu.wbresearch.com
What type of app do you offer?
Just over half of the retailers
we surveyed offer at least
one hybrid app. Hybrid apps
are built using both web
technologies and native app
code – which then match with
the specific device in use. They
are increasingly popular with
retailers due to the wealth of
data they can provide, data
which can be used to improve
and optimise marketing strategy
and execution.
Progressi
ve
webapp
Native
app
Hybridapp
28%
20%
52%

13. M O B I L E F I R S T M E N TA L I T Y | T U R N I N G B R O W S E R S I N T O B U Y E R S
mobileshoppingeu.wbresearch.com
What percentage of your total
digital sales does your mobile app
and website contribute?
It’s not surprising that in-app
purchases are increasing as a
percentage of digital sales. A
growing number of consumers
prefer mobile apps to traditional
websites.
0-10% 2%
10-30%
30-50%
50-70%
70%+
50%
36%
12%
0%

14. M O B I L E F I R S T M E N TA L I T Y | T U R N I N G B R O W S E R S I N T O B U Y E R S
mobileshoppingeu.wbresearch.com
P A R T 3
M O B I L E T A C T I C S

15. M O B I L E F I R S T M E N TA L I T Y | T U R N I N G B R O W S E R S I N T O B U Y E R S
mobileshoppingeu.wbresearch.com
What percentage of drop-offs are
you currently experiencing at checkout
on mobile?
Nearly half of retailers expect
between 30% and 50% of their
mobile baskets to ultimately
be abandoned. This can be
for a number of reasons, from
a perceived lack of payment
options, to the fact that a lot of
consumers still don’t fully trust
mobile sites. Payments via a
mobile device need to be fast,
convenient and seamless to
inspire customers to complete
a purchase, and keep coming
back for more.
0-10% 2%
10-30%
30-50%
50-70%
70%+
37%
46%
15%
0%

16. M O B I L E F I R S T M E N TA L I T Y | T U R N I N G B R O W S E R S I N T O B U Y E R S
mobileshoppingeu.wbresearch.com
84% now have, or are planning
to add, an in-store mode to
help customers on their mission
around the store. In-store modes
can help shoppers to do things
like check the availability of
stock, and guide shoppers
around the store. This is great
for retailers, as not only can
they use this to draw attention
to promotions, they can also
target them more effectively with
personalised recommendations.
Yes
47%
No
16%
We will be
adding this
function
37%
Do you have an in-store mode on your
mobile offering to help your customers on
their mission around your store?

17. M O B I L E F I R S T M E N TA L I T Y | T U R N I N G B R O W S E R S I N T O B U Y E R S
mobileshoppingeu.wbresearch.com
How effective have relevant and
personalised notifications been in bringing
your shoppers back to your store?
Ultimately the final judge
of whether notifications are
relevant and personalised is the
customer. A customer-centric
approach to relevant and
personalised messaging must
be in-line with the customers’
shopping goals.
t Very effective 11%
t Effective 49%
t Has had little impact 32%
t Not effective 3%
t We’ve not tried it 5%

18. M O B I L E F I R S T M E N TA L I T Y | T U R N I N G B R O W S E R S I N T O B U Y E R S
mobileshoppingeu.wbresearch.com
How many payment options do you
currently have for your shoppers on
mobile?
Over half of retailers are
providing more than four
payment options. Retailers
are realising that in order to
serve the needs of their global
customer base, they need to
offer culturally recognisable
payment options to shoppers
locally.
1
2%
2
14%
3
29%
4+
55%

19. M O B I L E F I R S T M E N TA L I T Y | T U R N I N G B R O W S E R S I N T O B U Y E R S
mobileshoppingeu.wbresearch.com
Are your store associates using mobile
devices in-store to help make shopper
recommendations?
Today’s shoppers are more
informed than ever, they’ve
probably researched their
purchase before even walking
into your store, and may even
know more about that product
than your staff do. Giving your
store staff access to technology
helps them get ahead of the
game, and puts them in a strong
position to advise, and ultimately
to close the sale.
90% of retailers either
have already, or are in
the process of letting
store associates use
mobile devices to assist
their customers more
effectively.
Yes
64%
No
10%
We are
in the process
of introducing
mobile in-store
26%

20. M O B I L E F I R S T M E N TA L I T Y | T U R N I N G B R O W S E R S I N T O B U Y E R S
mobileshoppingeu.wbresearch.com
Are you using location-based services to
send offers to customers who are nearby
the store?
Location-based services can
help in-store retailers drive
footfall by sending relevant offers
to customers on the go. This
enables them to tap into sales
from opportunistic shoppers who
are on-the-move or nearby.
89% are either already
using location-based
services, or are looking
to introduce them.
Yes
54%
No
11%
We are looking
at introducing
location based
service
35%

21. M O B I L E F I R S T M E N TA L I T Y | T U R N I N G B R O W S E R S I N T O B U Y E R S
mobileshoppingeu.wbresearch.com
Are you currently using third-party
platforms to advertise your products and
offers on mobile?
Using third-party platforms can
help retailers to reach a wider
customer base and broaden
their demographic reach. It
can also help to reengage
existing customers. This tactic
is especially useful for reaching
millennials, who are always on
the lookout for a good digital
offer.
y Yes 68%
y No 1%
y We are starting to explore 31%
using third party platforms

22. M O B I L E F I R S T M E N TA L I T Y | T U R N I N G B R O W S E R S I N T O B U Y E R S
mobileshoppingeu.wbresearch.com
About Mobile Shopping
Key Agenda Highlights
Mobile sales are
forecasted to increase
by 85% in Europe whilst
desktop sales dither
comparatively at just
11%. Where are you
investing to capitalise
on this new mobile first
landscape?
Retail, travel and finance
digital leaders are
aware that to attract
and retain customers
they need to define and
implement innovative
mobile strategies to
optimise and personalise
the customer journey.
Mobile Shopping -
Europe’s No.1 forum for
defining the roadmap
to mCommerce success
within your multichannel
world - offers digital
leaders a collaborative
platform to make customer
centric mobile strategy
and technology decisions.
The Rise Of Mobile
Mobile success story:
How we leveraged
mobile as part of an
omni-channel approach
and increased our sales
by over 100% across all
touch points
Eliminating Internal
Roadblocks Moving
towards a mobile first
mentality: What is
the best approach to
achieving an internal
mind-set shift from
designing for desktop
towards priori sing
mobile?
Adopting Customer
Centricity Taking an
emotional approach to
customer engagement:
How to tap into the
psyche of your customers
to drive mobile sales and
increase brand loyalty
Mastering Mobile Design
Merging digital with
physical experiences:
How to leverage mobile
to seamlessly bring the
best of both online and
offline worlds into your
store
Driving Engagement
Moving away from
the one size fits all
approach: How can you
provide your shoppers
with personalised
online experiences to
successfully up-sell
and cross-sell relevant
products and services
Making The Right
Investments Keeping
up-to-date with future
mobile innovations:
Which types of new
personal mobile
devices are expected
to revolutionise mobile
shopping experiences
and should be
considered in your
current investment
plans?
Being Discovered On
Mobile Establishing a
winning digital road-
map for driving traffic:
How to unlock the full
potential of your m-
commerce platform
as part of your omni-
channel approach
to ensure you are
being found by mobile
browsers
Proving Mobile ROI Cross
channel attribution: How
to evaluate direct and
indirect ROI from mobile
to further build the
business case for more
related investments from
the board
Easing The Path To
Purchase Moving
towards a one-click
checkout process: How
to design a mobile
check out UX that
drastically reduces cart
abandonment
Exceeding Customer
Expectations Enabling
human interaction on
mobile: How can you
use chat bots to help
exceed mobile shoppers
expectations across the
full buying process?
Rewarding Loyal
Shoppers Rewarding
your customers on the
go: How to design an
appealing mobile loyalty
scheme that keeps your
mobile shoppers coming
back for more
With a focus on end to end mobile functionalities, you will walkaway with
all the insights you need to build a world class M-Commerce offering:

23. M O B I L E F I R S T M E N TA L I T Y | T U R N I N G B R O W S E R S I N T O B U Y E R S
mobileshoppingeu.wbresearch.com
About WBR Digital
At WBR Digital we
design and execute
bespoke content
marketing campaigns,
delivering insightful
content to our high-level
audience all year round.
We are a team of
marketers, researchers
and writers with a
passion for content
with a creative twist.
From research-based
whitepapers focused
on your priorities,
to benchmarking
reports, infographics
and webinars, we can
help you to inform
and educate your
readers and reach your
marketing goals at the
same time.
Contact us to find out
how your business could
benefit from:
v Year-round access to
the wider WBR event
database
v Lead generation
campaigns that fit your
priorities
v In-depth research on
current fast-moving
issues and future
trends
v Promoting your
expertise a thought
leader in your field
Contact:
Tanyel Crossley
Head of Digital
Publishing
Tel: +44 (0)20 7368 9708
Tanyel.Crossley@wbr.co.uk