Sprint Mobile Moment of Truth

Mobile Moment of Truth

Where, How, and Why Millennials Use Mobile In-StoreWhere, How, and Why

SPRINT // Mobile Moment of Truth

2


3

• THE FIRST MOMENT OF TRUTH •


4

• THE MOBILE MOMENT OF TRUTH •

50%21%

Source: American Millennials: Deciphering the Enigma Generation

September, 2011


5

• 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


6

50.4% have smartphones

89% use smartphones while shopping

45% of US consumers

x =

Source: Nielsen, 2012

estimated


7

• 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)


8

• 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


9

• SHOPTIMIZERS •

Wendalyn PCentral Florida27-34


10

“I was at Target and shopped the grocery area, pharmacy, personal care items and cat stuff.”


11

“Yes, I'm a cat lady. Don't judge me.”


12

“I did use three apps in the store: Notes, of course, for my shopping list...”


13

“...Pinterest to check out a chicken ranch taco recipe to see if I needed to purchase any ingredients...”


14

“...and Amazon to check their price of Systane eye drops.”


15

“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.”


16

• WHAT THEY SHOPPED FOR •


August 2012 (n=1106)

Items shopped for with a smartphone in the last month


17

• WHERE THEY SHOPPED •


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


18

• HOW THEY SHOPPED - GROCERY •


August 2012 (n=1106)

Q: Which of the following ways do you use your smartphone when shopping at a grocery store?



19

• HOW THEY SHOPPED - MASS •


August 2012 (n=1106)

Q: Which of the following ways do you use your smartphone when shopping at a mass merchandise store?



20

• ALL STORE TYPES •


August 2012 (n=1106)

40% used smartphone on last visit


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%

21

QR Reader

shopper

• SHOPPING APPS •


August 2012 (n=1106)

Q: Which apps do you use regularly or occasionally to help you while shopping?


Download 200,000+ brand logos in vector format for freehttp://www.logoeps.com/


22

• OTHER SHOPPING APPS •


August 2012 (n=1106)

Q: What OTHER shopping apps are currently installed on your smartphone?


23

• WEBSITES BY STORE TYPE •


August 2012 (n=1106)

Q: Did you visit any websites the LAST time you used your smartphone while shopping at ...



24

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


25


August 2012 (n=1106)


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


26


August 2012 (n=1106)


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


27

• 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


August 2012 (n=1106)


28

• INFLUENCE ON PURCHASE •


August 2012 (n=1106)

Q: Did your mobile device influence your decision the LAST time you used it at a _________ store?


29

• SHOWROOMING •


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?


30


August 2012 (n=1106)

• SHOWROOMING - WHAT? •

Q: What was the last item you purchased online?


31


August 2012 (n=1106)

• SHOWROOMING - WHERE? •

Q: Which store(s) did you visit in person before purchasing?


32


August 2012 (n=1106)

• SHOWROOMING - WHO? •

Q: What website or app did you use to make the purchase?


33

• 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


August 2012 (n=1106)


Q: Why did you purchase online or using an app rather than in a store?


34


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


“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

35


August 2012 (n=1106)

• EPIC DEALS •


“If you make a bad purchase decision today, you’re lazy.”

@jaybaer

36


August 2012 (n=1106)


37

LEARN?WHAT DID WE


38

• #1 IT’S NOT JUST MILLENNIALS •

Mobile shopping is a mindset that transcends age.


39

• #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


40

• #3 SHOPPERS HAVE BASIC EXPECTATIONS •

Mobile shoppers expect their experience to be connected, informed and flexible to meet their needs.


41

ADAPTHOW CAN RETAILERS

SALE!

TO THIS TREND?SALE!


42

• 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


43

• REWARD THE BEHAVIOR •

Give shoppers incentives for using their mobile devices in store ... and make it fun. SALE!SALE!


44

• LEARN AND ADAPT •

The wealth of analytics allow retailers to adapt to what shoppers are doing and are asking for.

100110001000100100110111010010011101100101010010100001001101


45


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


46


August 2012 (n=1106)


• 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


47


August 2012 (n=1106)


• 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


48

1. Examine shopper behaviors in

your environment

2. Delve into the numbers

3. Test, test, test

• MOVING FORWARD •


49

Download report:Wholesale.Sprint.com/MobileMomentOfTruth

Sprint Mobile Moment of Truth

Documents

Transcript of Sprint Mobile Moment of Truth