Mobile Shopping 2016Mobile Shopping Innovation

C O N T E N T S

• ABOUT ME• MOBILE SHOPPING LANDSCAPE 2016• MOBILE SHOPPING INNOVATION EXAMPLES• THE BIG CONTENT PROBLEM WITH MOBILE

FOR ME RETAIL IS IN THE BLOOD

CREATING M&S DIGITAL STORES

CREATING M&S.COM

MY BLOG

MOBILE SHOPPING LANDSCAPE 2016

• Mobile search volume has eclipsed desktop– Google

• M-commerce is 46% of online purchases in the UK – Criteo

• 80% of mobile use is done in apps – L2

• 8% of smartphone owners with at least one retail app used them daily– Forrester

• 4 out of 10 transactions now involve multiple devices – Criteo

MOBILE SHOPPING LANDSCAPE

MOBILE SHOPPING HABITS

Source: Forrester / RetailMeNot

Only 13% of people don’t shop on mobile. 79% have mobile shopping apps

Source: Criteo State of Mobile Commerce

MOBILE APP VS MOBILE WEB CONVERSION FUNNEL

Shopping apps convert far better than web

BEST RATED MOBILE SHOPPING IN THE US - CLOTHING

Source: Applause Retail App Quality - Clothing

Some very big brands are performing well below par on mobile

BEST RATED MOBILE SHOPPING IN THE US

Source: Applause Retail App Quality

MOBILE SHOPPING INNOVATIONS

GUIDED SELLING

• Recommended for You Tab

• Personalised search results with search ahead

• Guided selling

• Live chat

FULL RESPONSIVE SITE

• Full Responsive design

• Responsive Imaging

IN STORE SHOPPING

• In store navigation

• Location based live inventory

• Apple Watch shopping list

• Location aware recommendations

RESPONSIVE 3D CUSTOMISATION

• 3D product customisation

• Responsive design

MOBILE COMMUNITY

• Win reward points to spend

• Lifestyle tracking & competition

• Social community including celebrity fitness

RESPONSIVE PDP

• 3 Breakpoints

• Responsive imaging

OPTIMISED MOBILE CHECKOUT

• 15 clicks down to 2 using Buy with ApplePay

• Fingerprint recognition

• Shop the Look

RESPONSIVE NAVIGATION

• Visual filtering

• Responsive design

INSPIRATION

• Stunning inspirational photography across category pages

GUIDES & INSPIRATION

• Buying guides

• Inspiration

• Search includes editorial & products

THE BIG CONTENT PROBLEM WITH MOBILE

RETAILERS STILL PRODUCING CONTENT AND NOT PUBLISHING TO MOBILE

Performance is driven by

content Reach,

Quality and Agility

CONTENT PERFORMANCE

QUALITYAGILITY

The frequency with which content can be changed, and the speed at which the retailer can innovate are key capabilities of high performing brands.

A complex mix of existing content and customer experience systems, each with their own integrations, workflows and user experiences, makes adopting new technologies a slow and expensive process, and content update frequency is only as fast as the slowest system.

The problem can be solved..

REACH

Reach is about creating content that works optimally on every device and screen.

Content that seamlessly integrates into the ecommerce experience. 

QUALITY

Quality customer experiences combine editorial content, shoppable media, rich media, user generated content, and guided selling tools into a seamless customer journey.

They optimise and personalise the content to maximize performance.

SUMMARY

KEY TAKEAWAYS

• Responsive, mobile first design is now becoming the norm; mobile shopping differentiators will soon become rich & personalised content, in-store, social & 3D/AR.

• There are retailers doing parts of mobile commerce well but not one retailer doing all of it well.

• No retailer is creating quality content once and publishing to desktop and mobile frequently & efficiently - yet the problem can be solved.

• Consider investing in a mobile app – the conversion rate is far higher and 80% of mobile use is in apps.

FOLLOW ME / CONTACT ME

@craigwsmith

craigwilliamsmith@gmail.com

Retail Innovation

retail-innovation.com

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Mobile Shopping 2016Mobile Shopping Innovation