Presentation for the eCommerce B2C Italia 2011, Politecnico di Milano, 10/11/11

1. The multichannel
shopping experience
Mobile Commerce in Italy 2011
Gianluca Brugnoli
INDACO – Politecnico di Milano
10 Novembre 2011

2. The Customer Journey analysis:
introduction
Gianluca Brugnoli – Politecnico di Milano
The Multichannel Shopping Experience – Mobile Commerce in Italy 2011 2

3. The benchmark
The services selected for the analysis
20 Italian e-Commerce mobile
optimized websites and app
The benchmark is based on 20 Italian leading ecommerce services available on
the mobile channel selected from the following key market sectors:
5 – Fashion: Yoox, Diesel, Zara, Privalia, La Redoute
2 – Couponing: Goupon.it, Glamoo
4 – Consumer electronic: Mediaworld, ePlaza, Euronics, Marcopoloshop
2 – Book, music and DVD: Amazon.it, La Feltrinelli
4 – Travel and booking: Booking.com, Volagratis, Alitalia, Trenitalia
2 – Insurances: Genertel, Europ Assistance
1 – Classified: eBay.it
Goal of the research is to provide an overview of the status of the Italian mobile
commerce services and not to assess or compare single applications.
Gianluca Brugnoli – Politecnico di Milano
The Multichannel Shopping Experience – Mobile Commerce in Italy 2011 3

4. The benchmark
The comparison points used in the analysis
50 points of comparison
The benchmark is based on 50 parameters distributed on the five steps of
the Customer Journey:
1. PROMOTIONS AND 2. NAVIGATION 3. PRODUCT 4. CART MANAGEMENT 5. CLIENT SUPPORT
LANDING PRODUCT DISCOVERY PRESENTATION CHECK OUT AND MANAGEMENT
How users enter the site How users find and From exploration to From selection to Tools and features to
or the app and get discover products, and product selection. purchase: shopping cart support the user and
engaged with the mobile get information about How users narrow the features and checkout provide advanced
store experience. them. choice to a few selected process. services.
products.
KEY POINTS KEY POINTS KEY POINTS KEY POINTS KEY POINTS
Mobile SEO, Landing Browsing logic and Product information and Shopping lists creation User profile
pages, newsletter, organization, search details, pictures, features and management, wish management,
promotions, user engines, guided product comparison, price list, coupons and personalization features,
identification, social filtering. Promotions, display, promotions, promotion, codes, order management and
platforms integration. cross-product/brand reviews, checkout features, tracking, customer
navigation, related recommendations, mobile payment services support.
products and social platforms and solutions.
recommendations, social connections
platforms connections.
Gianluca Brugnoli – Politecnico di Milano
The Multichannel Shopping Experience – Mobile Commerce in Italy 2011 4

5. The Customer Journey
Mobile is part of a multichannel experience
The multichannel shopping user experience flows on a service platform
made of di erent channels and touch points.
1. INGRESSO E 2. RICERCA NEL 3. PRESENTAZIONE 4. GESTIONE CARRELLO 5. SUPPORTO E
PROMOZIONI CATALOGO PRODOTTO E PAGAMENTO GESTIONE UTENTI
Web site
eMail
Mobile
Store
Call Center
Paper
Gianluca Brugnoli – Politecnico di Milano
The Multichannel Shopping Experience – Mobile Commerce in Italy 2011 5

6. The Customer Journey
Mobile is part of a multichannel experience
End users build their own experience across the multichannel platform,
jumping from a channel to another, connecting the available touch points.
1. INGRESSO E 2. RICERCA NEL 3. PRESENTAZIONE 4. GESTIONE CARRELLO 5. SUPPORTO E
PROMOZIONI CATALOGO PRODOTTO E PAGAMENTO GESTIONE UTENTI
Web site
eMail
Mobile
Store
Call Center
Paper
Gianluca Brugnoli – Politecnico di Milano
The Multichannel Shopping Experience – Mobile Commerce in Italy 2011 6

7. Results and key takeaways

8. Overview
General considerations
Mobile commerce in Italy is taking its
first steps, but the direction is right.
Most of the services analyzed in the Some Italian players are delivering
research (native and web apps) are interesting mobile solutions, although still
meaning business, enabling a complete pretty basic.
experience on the smartphone, from
landing and product discovery to Online services appear to be one step
checkout. ahead, especially looking at customer-
support applications.
The big international players provide the
most comprehensive experience, and Many Retailers are coming into play,
beyond standard ecommerce features although their mobile apps seems to be
they o er some mobile-based features, more interested in keeping the client in
such as barcode scanners and context- contact with the stores, rather than
aware search. closing the transaction online.
Gianluca Brugnoli – Politecnico di Milano
The Multichannel Shopping Experience – Mobile Commerce in Italy 2011 8

9. Attention points
A basic landing.
The menu is not the experience
Many apps still display just an essential and flavorless menu in the start screen: no
products or promotions, no news, no user personalization. The contrary of the user
experience on the web channel.
Keep me logged-in
Usually user login is lost through di erent visits. Smartphones are personal devices by
definition, and many apps keep the user session alive after the first login. Enabling login
persistence makes the user experience easier at each access, keeps the cart alive and
enables personalization features such as notifications and targeted promotions.
Where is the mobile version?
Many systems recognize that the user is browsing with a mobile client and load the
mobile version automatically. Anyhow a standard nomenclature for mobile versions is
missing. Moreover is recommended to provide a link to the mobile version on the web
home page.
Gianluca Brugnoli – Politecnico di Milano
The Multichannel Shopping Experience – Mobile Commerce in Italy 2011 11

10. Attention points
Cross-channel integration.
Newsletters don’t see the channels
Mobile devices are becoming the first email viewer. Many eCommerce newsletters
are not compatible with small screens, and from a smartphone they don’t land on a
mobile version.
No social integration
Mobile is a key channel for social platforms. Mobile apps with a social platform
integration are very few.
Disconnected shopping carts
Items saved in a shopping cart on the web site are often not available in the mobile
cart and vice-versa. This is also related to the login persistence. There should be just
one user and one cart across the various channels.
Gianluca Brugnoli – Politecnico di Milano
The Multichannel Shopping Experience – Mobile Commerce in Italy 2011 12

11. Attention points
Simple should be smart.
The product page is a dead end
The mobile experience must be easy and smart. Browsing and searching for a
product on the little screen of a smartphone has many usability issues. Once the user
reached the product page there are no opportunities to continue the exploration
further, and usually the user has to start over. For example with smart
recommendations and related products.
Keep my favorite products at hand
Help your users retrieve their favorite products saved during various sessions: whish-
list, shopping list, dream box are must-have features.
Specific mobile features
Barcode scanners, context-aware searches promotions, check-in systems,
augmented reality, connections with in-store touch points, and so on.
Gianluca Brugnoli – Politecnico di Milano
The Multichannel Shopping Experience – Mobile Commerce in Italy 2011 13

12. Grazie
Thank you
gianluca.brugnoli@polimi.it
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