So You've Got a Mobile Commerce Website. Now What?
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Transcript of So You've Got a Mobile Commerce Website. Now What?
Copyright 2010 Demandware, Inc. - Confidential
So You’ve Got a Mobile Commerce Website. Now What?
Copyright 2010 Demandware, Inc. - Confidential
Welcome!
2
Craig ShieldsVP of eCommerce [email protected]
Gary LombardoThe Multichannel & Mobile Commerce [email protected]: @garylombardo
Copyright 2010 Demandware, Inc. - Confidential
What’s On Tap for Today….
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• Where Mobile Commerce is Today
• 7 Ideas to Evolve Your Mobile Strategy Now That You Have a Mobile Commerce Website
Copyright 2010 Demandware, Inc. - Confidential
Some Housekeeping….
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• Recording link & slides will be sent to you after the webinar
• Please follow & participate along in Twitter using hashtag #mcommercenext
• Please ask questions- we’ll do our best to address them at the end
Copyright 2010 Demandware, Inc. - Confidential
Scenario #1
Spring Collection Landing PageWhere Mobile Commerce Is Today
Copyright 2010 Demandware, Inc. - Confidential
eCommerce
Call CenterSocial
Fulfillment
mPOS
Mobile
Store POS
Consumers Are Engaging Brands Across Multiple Touchpoints
Copyright 2010 Demandware, Inc. - Confidential
Mobile is Playing a Leading Role
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More than half of online shoppers are either already using or plan on using mobile for retail purposes.
Copyright 2010 Demandware, Inc. - Confidential
Retailers Have Focused on the Mobile Web
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Copyright 2010 Demandware, Inc. - Confidential9
Now What?
Copyright 2010 Demandware, Inc. - Confidential10
• Jewelry Television founded in 1994 – Knoxville TN
• Seen in over 80 million unique US homes
• Largest pure jewelry TV retailer in the US
• Largest retailer of loose gemstones in the world
• Top 10 jewelry retailer in US
• 4th largest retailer of jewelry on web
• Over 5 million packages shipped annually
• Nearly 1,000,000 customers
About JTV
Copyright 2010 Demandware, Inc. - Confidential11
About JTV
• jtv.com is primary web destination
• Also operates JTVauctions.com and DiamondDesignGallery.com
• Switched to Demandware platform 2009
• Web sales represent nearly 30% of company sales
• 90% female audience ranging from 40 - 65
• Over 50,000 skus
• Heavy video production (live programming 24X7)
• Mobile execution non-existent in May 2010
Copyright 2010 Demandware, Inc. - Confidential12
One year ago mobile sales were < 1% of total online sales
We launched our mobile site 6 months ago and since then mobile has become 6% of total online sales…and is growing fast!
10% of visits online are from mobile devices.
Sales via mobile apps are roughly 25% of total mobile sales
JTV Mobile Success
Copyright 2010 Demandware, Inc. - Confidential
Scenario #1
Spring Collection Landing Page7 Ideas to Evolve Your Mobile Strategy Now That You Have a Mobile Commerce Website
Copyright 2010 Demandware, Inc. - Confidential14
# 1 Know What to Measure
Copyright 2010 Demandware, Inc. - Confidential15
JTV Key Metrics
JTV.com (tablet)
Mobile Site
Native Apps
Total Mobile Sales• Standard Mobile reports in Web
Analytics tools aren’t enough
• KPIs measured across all include• Sales• Unique Visitors• AOV• Conversion Rate• Time on site• Percent Tablet
• KPIs unique to native apps• Cumulative installs• Active installs
Copyright 2010 Demandware, Inc. - Confidential16
# 2 Continue to Invest in the Mobile Web
Copyright 2010 Demandware, Inc. - Confidential
Consumers Want More From Your Mobile Website
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• Ensure you have “core” mobile functionality
– Store locator– Search– Catalog– Pricing– Product Images– Checkout– Promotions
• Add “enhanced” mobile functionality
– Price checking– Product
recommendations– Wish list– Mobile couponing– Loyalty rewards– Product reviews
Copyright 2010 Demandware, Inc. - Confidential18
JTV: Product Reviews
• Mobile can present new integration challenges for 3rd party services• Old iframe approach doesn’t work
well• Migrated all integrations to new
APIs available• Worth the investment
• Product reviews increased conversion by over 35%!
Copyright 2010 Demandware, Inc. - Confidential19
#3: Enrich the Mobile Experience: Go Native
Copyright 2010 Demandware, Inc. - Confidential
JTV - Mobile Native App
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• Watch Live
• Current Item On Air
• Recent Items
• Shopping via mobile site
• Educational Material
• Program Guide
• Location-based channel finder
• Push Alerts
Copyright 2010 Demandware, Inc. - Confidential
Tap the Native Capabilities of the Device
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• Native apps are main way to get there today
– Pros: native capabilities, faster speed, appstore ‘prestige’, tap into ‘app culture’
– Cons: platform specific development & maintenance, updates incumbent upon users, appstore ‘noise’
• Hybrid apps are an emerging alternative– Bring native device capabilities to mobile web– Eliminates cons of native apps while
maintaining the pros– Not ready for prime time yet; Technology gap
still closing
• Let your consumers drive your decision to go native
Copyright 2010 Demandware, Inc. - Confidential22
Active App Users & Sales
• Native app sales 25% of total mobile
• iOS and Android have similar download and install metrics – almost 50/50
• But sales are slow on Android – only 30% of app sales
Copyright 2010 Demandware, Inc. - Confidential23
#4: Engage Mobile Consumers
Copyright 2010 Demandware, Inc. - Confidential
Make Mobile an Integral Part of Your Interactive Marketing Strategy
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• Provide mobile specific content
– promotions– offers– personalize based on mobile user
• Promote through capabilities unique to mobile
– Push offers: SMS coupons, mobile alerts
– Pull offers: SMS short codes, QR codes
• Promote through traditional marketing
– SEM, email
• Leverage social media– Integrate as part of mobile
experience– Single-sign on, social sharing,
personalization
• Get the word out– Promote on main website, in-store,
in-app
Copyright 2010 Demandware, Inc. - Confidential
JTV Interactive Promotions & Campaigns
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• Alerts on special promotions
• Exclusive offers for mobile consumers
• Non- SMS push notifications
• Timing & content important
• Run & measured like a campaign
Copyright 2010 Demandware, Inc. - Confidential
Get JTV Your Way
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Copyright 2010 Demandware, Inc. - Confidential27
JTV On Air Promotions
• When we were really ready to raise awareness we launched promotions on TV tied into a multi-channel sweepstakes:– TV, JTV.com,
Facebook, YouTube, etc.
Copyright 2010 Demandware, Inc. - Confidential28
#5: Look Beyond the Smartphone:Tablets
Copyright 2010 Demandware, Inc. - Confidential
It’s All About the iPad (in the short-term)
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• Understand consumer adoption– 82 million consumers in US will be using
tablets by 2015– Tablet sales will be on par with PC sales by
2015– Consider your consumers
• Focus attention on iPad – Apple iOS (iPad) will dominate tablet
market– Android will also be strong
• Make website iPad friendly– don’t redirect to smartphone site– landscape & portrait modes– “right size” product images & video– minimize content on the site– make content “swipeable”
• Leverage native capabilities– Similar decision as smartphone– Native apps, hybrid
Copyright 2010 Demandware, Inc. - Confidential30
Tablet vs. Non-tablet time spent
Dec-10 Jan-11 Feb-11 Mar-110.00
5.00
10.00
15.00
20.00
25.00
30.00
Time on JTV.com site - tablet
Time on JTV.com site - non-tablet
Time on Mobile Site - non-tablet
Added Live
Video• Video was made
available on all mobile devices in February
• Tablet users consume more video than smart phone users
Copyright 2010 Demandware, Inc. - Confidential
Tablets: JTV
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• JTV’s view
• Tablet has quickly become a large percentage of mobile sales (25%) driven by key customer segments
• Combined TV and Tablet use in the living room is a natural combination for JTV customers
• Provides customer a rich video and educational experience
Copyright 2010 Demandware, Inc. - Confidential32
#6 Create a Richer In-Store Experience
Copyright 2010 Demandware, Inc. - Confidential
Consumers love in-store technology to help with information and overall experience
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Copyright 2010 Demandware, Inc. - Confidential
Many Forms of Mobile Technology Are Emerging In-Store
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Mobile Point-of-Sale (mPOS)
iPad Clienteling
2D Codes
Location based services
Mobile wallet
Augmented
RealityiPad Kiosks
Copyright 2010 Demandware, Inc. - Confidential35
#7: Think Outside the (Set Top) Box:Internet TV
Copyright 2010 Demandware, Inc. - Confidential36
Internet TV is on the Rise….
• Over 43 million homes will have Internet connected TV’s by 2015.
• Connected TV sales rising fast, but consumer adoption slower
• Primary use by consumers today is viewing media from the Internet and that makes it relevant for JTV
Copyright 2010 Demandware, Inc. - Confidential
JTV: Internet TV
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• Base case is delivering our network into living rooms
• Also looking at integrating commerce functionality
Copyright 2010 Demandware, Inc. - Confidential
Approaching the “Now What?” Question
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• If you don’t have a mobile website, start there
• Ensure consistent experience across multichannel touch points– mobile is one type of touch point & is leading the way
• Practice the 7 ideas for evolving your mobile commerce strategy now that you have a mobile commerce website
# 1 Know what to measure
# 2 Continue to invest in the mobile web
#3 Enrich the mobile experience: go native
#4 Engage mobile consumers
#5 Look beyond the smartphone: tablets
#6 Create a richer in-store experience
#7 Think outside the box: Internet TV
Copyright 2010 Demandware, Inc. - Confidential
Demandware MobileGet Started Today
Schedule a free consultation today:
+1 (888) 553-9216
Copyright 2010 Demandware, Inc. - Confidential
Thank You
Gary LombardoThe Multichannel & Mobile Commerce [email protected]: @garylombardo
Craig ShieldsVP of eCommerce [email protected]