This document discusses the shift from brick-and-mortar to online and mobile commerce. It notes that while mobile websites are convenient, consumers generally prefer apps which provide immersive shopping experiences. The document advocates that retailers determine if their customers want a mobile app based on factors like online sales proportion and loyal customer base. Case studies show apps can significantly increase sales and engagement for fashion brands. The future of mobile commerce is seen to involve deeper integration of physical and digital retail through in-store tech and location-aware personalized experiences.

1. Michael Langguth
Co-founder Poq Studio
Mobile – Commerce
Platform

2. Brick-and-Mortar Stores
eCommerce
mCommerce
Brick-and-Mortar Stores
eCommerce
mCommerce
2011 – Actual %
83.2
11.2
1.8
2015 – Estimate %
70.8
CHANNEL REVENUE % SPLITS
RETAIL IS CHANGING

3. IT’S THE BIG DEBATE
IT’S THE BIG DEBATE
Do you need a
mobile app
if you already have
a mobile website?

4. WOULD AN APP BENEFIT YOUR BUSINESS?
THE POQ STUDIO CHECKLIST
o Significant income from online sales or a multi-channel brand
with a growing proportion of sales online.
o A loyal customer base.
o A high proportion of web visits from one mobile platform
(iOS or Android).

5. ALREADY GOT A MOBILE WEBSITE?
WHY WOULD YOU NEED AN APP?
We think this is the wrong question to ask.
The right one is:
Do your customers
want to shop from
you using a mobile
app?

6. ALREADY GOT A MOBILE WEBSITE?
WHY WOULD YOU NEED AN APP?
According to
Econsultancy, 85%
of consumers prefer
apps to mobile
websites.

7. THE BENEFITS FOR CONSUMERS
Apps are immersive, with your product
images filling the full-screen.
They are faster, smoother to use, load right
from the customer’s homescreen, and give
brand updates in the form of push
notifications.

8. THE BENEFITS FOR RETAILERS:
o A new marketing channel.
o Target your most valuable customers.
o More features available.
o Better conversion rate.

9. APP VS MOBILE WEB:
WHAT DO CONSUMERS
THINK?
There are two separate
audiences.
APP
“Because I’ve got the apps
that I tend to look at
regularly, that’s where I’d
start. I’d go to my shopping
folders, start looking and
just click through and start
shopping“
MOBILE WEB
“I prefer the mobile web
because I'm often on other
websites and it's easier to
switch between web pages
than to go in and out of
different apps.”.”
Quotes from consumer interviews conducted by Poq Studio

10. APP VS MOBILE WEB:
WHAT DO RETAILERS THINK?
“A mobile site is quick and convenient for shoppers,
who will maybe download your app one day. An app is
for your brand advocates, where the key is loyalty and
engagement“
Caroline Rolfe, eCommerce Director at Belstaff

11. o Fab.com made 50% of their $100m online
revenue through their mobile and tablet apps
o Free People increased total sales by 10%
with an iPhone app in the first week of
launching it.
SUCCESSFUL MCOMMERCE APPS
US BRANDS ARE SHOWING THE WAY

12. o A whole new sales channel – in-app sales.
Our data shows no cannibalisation of other
mobile sales.
o More than 100% increase in their mobile
conversion rate - Up from <1% to >2%
CASE STUDY
MODA IN PELLE – IPHONE APP

13. o A way to reach super-fans – 400% increase
of sessions after push-notifications.
o High mobile retention - 30% of downloads
become monthly active users.
CASE STUDY
MODA IN PELLE – IPHONE APP

14. MCOMMERCE INSIGHTS
FROM THE POQ MOBILE PLATFORM
o The peak time to shop for fashion on mobile
in London is 10.45pm – at home!

15. MCOMMERCE INSIGHTS
FROM THE POQ MOBILE PLATFORM
o Brands are getting a steady flow of
downloads from the iTunes Store and through
banners on their websites.
o On average downloads increase by about
25% each month.

16. THE FUTURE OF MCOMMERCE
IS ROOTED IN PHYSICAL RETAIL
Online
Shopping
Mobile
Physical
Retail

17. THE FUTURE OF MCOMMERCE
IN-STORE INTERACTION

18. THE FUTURE OF MCOMMERCE
CONTEXT AND LOCATION AWARENESS

19. THE FUTURE OF MCOMMERCE
UNIVERSAL ANALYTICS

20. We’d love to help you engage
with your most loyal customer
on mobile.
Talk to us to find out what we can do!
michael@poqstudio.com
020 7749 7211
poqstudio.com