Post on 20-Aug-2015
Mobile Moment of Truth
Where, How, and Why Millennials Use Mobile In-StoreWhere, How, and Why
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• THE FIRST MOMENT OF TRUTH •
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• THE MOBILE MOMENT OF TRUTH •
50%21%
Source: American Millennials: Deciphering the Enigma Generation
September, 2011
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• SPRINT MOBILE MOMENT OF TRUTH STUDY•
•Online survey of 1106 smartphone users
- Ages 18 – 65
- August 14-18, 2012
•Qualifications
- Smartphone users
- Use top shopping apps
- Used phone in grocery, mass or warehouse club in last month
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50.4% have smartphones
89% use smartphones while shopping
45% of US consumers
x =
Source: Nielsen, 2012
estimated
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• MOBILE MOMENT OF TRUTH COMMUNITY •
Use smartphones “most of the time”
at grocery and mass
10%Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
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• THE SHOPTIMIZERS •
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
“I’ve been shopping this way for about 6 years now, so it is a part of me. . . .
If I didn't have my phone, I would be considered a blind shopper.”
– Henry, 35-49
Attitude, Not Age
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• SHOPTIMIZERS •
Wendalyn PCentral Florida27-34
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“I was at Target and shopped the grocery area, pharmacy, personal care items and cat stuff.”
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“Yes, I'm a cat lady. Don't judge me.”
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“I did use three apps in the store: Notes, of course, for my shopping list...”
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“...Pinterest to check out a chicken ranch taco recipe to see if I needed to purchase any ingredients...”
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“...and Amazon to check their price of Systane eye drops.”
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“I have an Amazon subscription for these eyedrops, but I had a coupon for them at Target which ultimately made them cheaper, so while in the store I canceled my subscription through Amazon.”
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• WHAT THEY SHOPPED FOR •
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
Items shopped for with a smartphone in the last month
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• WHERE THEY SHOPPED •
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
Q: Thinking about just the items you shopped for in the past month, WHERE did you use your smartphone to help you shop while in a store?
MILLENNIALS OLDER SHOPPERS
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• HOW THEY SHOPPED - GROCERY •
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
Q: Which of the following ways do you use your smartphone when shopping at a grocery store?
MILLENNIALS OLDER SHOPPERS
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• HOW THEY SHOPPED - MASS •
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
Q: Which of the following ways do you use your smartphone when shopping at a mass merchandise store?
MILLENNIALS OLDER SHOPPERS
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• ALL STORE TYPES •
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
40% used smartphone on last visit
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0% 8% 16% 24% 32% 40%
12%
6%
3%
4%
7%
10%
9%
12%
12%
11%
13%
21%
6%
7%
8%
8%
8%
9%
9%
9%
11%
11%
18%
26%
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QR Reader
shopper
• SHOPPING APPS •
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
Q: Which apps do you use regularly or occasionally to help you while shopping?
MILLENNIALS OLDER SHOPPERS
Download 200,000+ brand logos in vector format for freehttp://www.logoeps.com/
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• OTHER SHOPPING APPS •
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
Q: What OTHER shopping apps are currently installed on your smartphone?
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• WEBSITES BY STORE TYPE •
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
Q: Did you visit any websites the LAST time you used your smartphone while shopping at ...
MILLENNIALS OLDER SHOPPERS
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Source: Sprint Moment of Truth, Millennials & Mobile Survey
August 2012 (n=1106)
• SITES OR APPS? •
“I LOVE Target stores, but the app isn't user friendly and besides seeing coupons, there isn't a motivating factor to use it.”
– Megan, 27-34
APP SKEPTICISM• Lack of Utility
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Source: Sprint Moment of Truth, Millennials & Mobile Survey
August 2012 (n=1106)
• SITES OR APPS? •
APP SKEPTICISM• Lack of Utility• Lack of Information
“Most of the time, apps are useful when you already know what you want, but doesn't give much extra information.”
– Stuart, 27-34
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Source: Sprint Moment of Truth, Millennials & Mobile Survey
August 2012 (n=1106)
• SITES OR APPS? •
APP SKEPTICISM• Lack of Utility• Lack of Information• Lack of Trust
“I don’t use the Walmart app, and I rely on the website . . . the whole website has deals on it that aren’t reflected in the app. . . . So I don’t trust that the app has the best info.”
- Bradford, 27-34
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• IT’S NOT ALL RATIONAL •
FUNCTIONAL EMOTIONAL
ORGANIZES SHOPPING EASES STRESS
SAVES MONEY ADDS FUN
FINDS DEALS THRILL OF THE DEAL
SAVES TIME GAIN CONFIDENCE
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
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• INFLUENCE ON PURCHASE •
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
Q: Did your mobile device influence your decision the LAST time you used it at a _________ store?
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• SHOWROOMING •
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
0% 25% 50% 75% 100%
5%
4%
17%
9%
10%
13%
23%
29%
45%
45%
Within the month Within 3 months Within 6 months More than 6 months ago Never
Millennials
Older Shoppers
Q: When was the last time you PURCHASED something online after visiting one or more stores to shop for it in person?
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Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
• SHOWROOMING - WHAT? •
Q: What was the last item you purchased online?
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Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
• SHOWROOMING - WHERE? •
Q: Which store(s) did you visit in person before purchasing?
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Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
• SHOWROOMING - WHO? •
Q: What website or app did you use to make the purchase?
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• SHOWROOMING - WHY? •
0% 20% 40% 60% 80% 100%
2%
2%
6%
10%
14%
43%
71%
4%
4%
6%
11%
14%
38%
75%Found a lower price online
Store didn’t have what I wanted
Delivery
Avoid sales tax
Other
Better return policy
Sent as a gift
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
MILLENNIALS OLDER SHOPPERS
Q: Why did you purchase online or using an app rather than in a store?
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Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
• EPIC DEALS •
“I found these shoes at nordstrom that were $400 and while I was at the store, I found them on the amazon app for $100.”
- Caroline, 18-26
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“I found the same phone I was looking for in the store for 90% less! I bought it immediately online using Safari!”
- Stuart, 27-34
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Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
• EPIC DEALS •
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“If you make a bad purchase decision today, you’re lazy.”
@jaybaer
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Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
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LEARN?WHAT DID WE
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• #1 IT’S NOT JUST MILLENNIALS •
Mobile shopping is a mindset that transcends age.
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• #2 IT’S A HOLISTIC EXPERIENCE •
FUNCTIONAL EMOTIONAL
ORGANIZES SHOPPING EASES STRESS
SAVES MONEY ADDS FUN
FINDS DEALS THRILL OF THE DEAL
SAVES TIME GAIN CONFIDENCE
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• #3 SHOPPERS HAVE BASIC EXPECTATIONS •
Mobile shoppers expect their experience to be connected, informed and flexible to meet their needs.
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ADAPTHOW CAN RETAILERS
SALE!
TO THIS TREND?SALE!
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• CULTIVATE LOYALTY •
Shoppers expressed strong interest in using their smartphones to participate in loyalty programs with their favorite retailers. 70%
Want to use phone to redeem loyalty points
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• REWARD THE BEHAVIOR •
Give shoppers incentives for using their mobile devices in store ... and make it fun. SALE!SALE!
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• LEARN AND ADAPT •
The wealth of analytics allow retailers to adapt to what shoppers are doing and are asking for.
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Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
• COMBATING SHOWROOMING •
• Price Matching
“I have compared prices and selection between Amazon and Target on a number of occasions and Target rarely has the better price, and they never have a better selection of products.”
– Daniel, 35-49
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Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
• COMBATING SHOWROOMING •
• Price Matching• Inventory
“I searched far and wide for a leather bench. The store consistently had two of them... but never the color I needed without the "on display" scratches. One click on Amazon.com and two days later, the one I wanted was here! Availability and selection would have made the difference.”
- Kam, 35-49
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Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
• COMBATING SHOWROOMING •
• Price Matching• Inventory• Loyalty
“Loyalty programs also help. I love my Target Debit card because I get 5% off of all my purchases and it comes straight out of my checking account.”
– Wendalyn, 27-34
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1. Examine shopper behaviors in
your environment
2. Delve into the numbers
3. Test, test, test
• MOVING FORWARD •
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Download report:Wholesale.Sprint.com/MobileMomentOfTruth