The e-tailing group GETTING MOBILE ENGAGEMENT RIGHT: MEASUREMENT TOOLS & BEST PRACTICES

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Transcript of The e-tailing group GETTING MOBILE ENGAGEMENT RIGHT: MEASUREMENT TOOLS & BEST PRACTICES

  • Slide 1
  • the e-tailing group GETTING MOBILE ENGAGEMENT RIGHT: MEASUREMENT TOOLS & BEST PRACTICES
  • Slide 2
  • the e-tailing group Agenda Introduction to the e-tailing group Are merchants mobile-minded? Research highlights the 4 touchpoints Calculating your own mobile-minded readiness Mobile engagement must-dos & tips for improvement Q & A Lauren Freedman President, the e-tailing group
  • Slide 3
  • the e-tailing group 20 years e-commerce consulting Author, Its Just Shopping 50+ years traditional retail and catalog experience Fortune 500 client projects ranging from strategic planning, merchandising, marketing, to technology development and messaging Projects spanning retail landscape with global coverage Proprietary research studies on mystery shopping, merchandising, mobile and consumer behavior The Voice of Cross-Channel Merchandising Straight talk from in-the-trenches online merchandising experts
  • Slide 4
  • the e-tailing group I. ARE MERCHANTS MOBILE- MINDED?
  • Slide 5
  • the e-tailing group The State of Mobile Usage is Growing 55% of time spent online in June, 2014 occurred on mobile devices comScore; 2014 1 56% of U.S. Internet users use both desktops and mobile devices to access digital content online 1 Theres a Shift in Device Usage Mobile is accounting for an increasing percentage (10.5% in 2013) of ecommerce spending and is growing at significantly faster rates (23%) 1 In 2014, 124.8 million U.S. consumers will shop on a smartphone representing 63.5% of digital shoppers 2 Tablets will outpace smartphone growth In 2014 $38.02 billion in sales on tablets compared to $18.49 billion on smartphones (this already exceeds a 2-to-1 ratio) 2 By 2018, 72.6% of m-commerce will take place on tablets, totaling $96.31 billion 2 Shopping is Accelerating U.S. retail mobile commerce sales will soar from $42.13 billion in 2013 (16% of total web sales) to $132.69 billion in 2018 (27% of web sales) 3 1 comScore 2 eMarketer 3 Forrester (all 2014)
  • Slide 6
  • the e-tailing group Now is the Mantra of the Connected Consumer Im not getting the attention I deserve so Im going to send a tweet and expect a responseNOW I prefer email to get product information so Im willing to wait but want to do it.NOW Theres nothing like live chat to solve a problemNOW Im on my way home from work and could stop at the store if is knew they had what I needed so Ill give them a quick callNOW I always have my phone so its my preferred way to interact with retailers.NOW
  • Slide 7
  • the e-tailing group Research Goal Explore 2 Sides to Mobile-Mindedness Coin Customer: Customer engagement via mobile device where customer needs are resolved in a timely fashion suitable to their device and touch-point of choice. Retail: The degree, to which an organization has implemented a coordinated set of people, processes, and technology specifically aimed at addressing the service needs of mobile consumers across distinct communication channel touch-points. Provide insight into mobile engagement to assess how mobile-minded todays retailers really are across all available touchpoints
  • Slide 8
  • the e-tailing group Research Methodology Access merchants mobile site using either an Android or iOS phone (all chats on iOS) Contact via suggested channel (email, phone, Twitter, live chat) Ask a single question across all touchpoints which prompts a product recommendation from the retailer Note quantitative aspects of the experience (time to respond, button location, hold time, etc.) Record any positive or negative experiences to provide color commentary about the experience (ineffective for mobile device, CSR goes extra mile from a service standpoint, etc.) Calculate a mobile-minded score by touchpoint (contact visibility, resolution, response time, response quality)
  • Slide 9
  • the e-tailing group The Mobile 50 AbtFlexShopperQVC AmazonFoot Locker Saks American Eagle Outfitters Forever 21 Sears AutoZone FTDSephora Barnes & Noble Gaiam Staples Best Buy Gap Sullivan University* Blue NileHarry & DavidSundance Build.com HSNTarget Chico'sJ.CrewThe Home Depot Coach Macy'sThe North Face Crate and Barrel NAPA The Vitamin Shoppe CrutchfieldNeweggToys R Us DICKS Sporting Goods Nordstrom ULTA Beauty DSWOffice Depot Urban Outfitters eBagsPetcoUS-Mattress Estee LauderLionsDealVictorias Secret Filson*Lowes Walmart Williams-Sonoma * Live Chat Only
  • Slide 10
  • the e-tailing group 4 Touchpoints & Insights # Retailers Based on 50 Retailers Mobile-Minded Score 1-3 where 3=best Key Issues Live Chat25 experiences 11 phone/apps 14 tablets 2.12Mobile-centricity Email3982%2.07 Long response times Twitter4998%1.93Non-responders Call Center4794%1.70Long resolution times due to holds
  • Slide 11
  • the e-tailing group A Phone Call Provides the Quickest Path to Resolution Average TimeResolutionHome Page Visibility Score (out of.5) Call Center6 minutes*81% (47 calls).36 Live Chat8 minutes*88% (25 chats).36 Twitter5 hours: 9 minutes80% (30 tweets).29 Email25 hours: 23 minutes82% (38 responses).36 *Rounded to nearest minute
  • Slide 12
  • the e-tailing group II. RESEARCH HIGHLIGHTS THE 4 TOUCHPOINTS
  • Slide 13
  • the e-tailing group A. EMAIL
  • Slide 14
  • the e-tailing group Email: What Makes a Mobile-Minded Experience Providing an email form with a required subject to direct inquiry to appropriate department 2 or less clicks to email contact info Timely response on first request within 24 hours Question is answered comprehensively with alternative products recommended A personalized response and tone that establishes a relationship with the customer Links/attachments for product recommendations are mobile-enabled Add to cart and/or save cart functionality provided within the context of the email Articles/guides supporting product usage are a value add Remember, it never hurts to ask for the order Mobile-Minded Score: 2.07/3.00
  • Slide 15
  • the e-tailing group Direct Inquiries to Appropriate Departments Facilitate Finding the Right Answer Email Contact% Penetration 41 retailers with email access Contact Via Email82% For Product Questions95%* Contact Us Form68%* Contact Via Email Address34%* Email Inquiry Department/Subject Required56%* # Clicks to Email Contact Information2.10* 39 sites allow product inquiries Confirmation Received On Mobile Device56%* Confirmation Received Via Email36%* Never Answered Question3%* *subset of M50
  • Slide 16
  • the e-tailing group Let Shoppers Know Your Turnaround Time % Penetration 38 sites answered emails Answer Email Question Correctly/Issue Resolved82%* Automated Response13%* Human Response87%* Email Personalized in Salutation95%* Product Link Provided in Email Response68%* Product Link Mobile Optimized77%* Response on 1 st Email 85%* 2 nd email Required to Resolve Issue15%* # of Hours Between Auto Email Response or Personalized Response (Minutes)-1 st email 13 hours 49 minutes* # of Hours Between Auto Email Response or Personalized Response (Minutes)-2 nd email 101 hours 41 minutes.* Average Response Time for all Emails25 hours and 23 minutes* *subset of M50
  • Slide 17
  • the e-tailing group Gap: Providing Choices with Branding From: Gap.com Customer Service Date: Tue, Aug 5, 2014 at 4:40 PM Subject: RE: Question > To: [email protected]@[email protected] Dear Renee, Thank you for your interest in Gap and our awesome jean selection! My name is Brandy, and I am happy to help today. After looking around on our site, I found a few pairs you might like, depending on your style! Our Curvy Skinny Indigo Jeans (item #929042) come in a nice dark wash, which is great for work or a night on the town. They are a mid-rise and curvy through the hip and thigh to sculpt your shape.Curvy Skinny Indigo Jeans We also have our Super Stretch Legging Jeans (item #495984) are black with a nice stretchy denim for that active position. They are also a mid-rise with that trendy skinny fit.Super Stretch Legging Jeans Finally, our Destructed Sexy Boyfriend Jeans (item #960153) come in a great Medium dark blue with fading and whiskering. The holes and subtle distressed accents are unique and vary jean to jean. They are a low rise jean with a relaxed fit.Destructed Sexy Boyfriend Jeans You can view any of these jeans by entering the 6 digit item number on our website or clicking the link provided in the title of each pair. If you would like further assistance with placing an order please contact us at the number below. Thank you again for contacting us! We look forward to shopping with you again soon. If we may be of further assistance, please contact us at [email protected] or by calling 1-800-GAP-STYLE (1-800-427-7895)[email protected](1-800-427-7895 Sincerely, Brandy Gap Inc Customer Service Your feedback is important to us. We invite you to take a few minutes to fill out our Gap Email Customer Satisfaction Survey by following the link below: https://gap.ehosts.net:443/CIMSurvey/default.aspx?SurveyID=11&InstanceID=1750645&KeyName=MessageID&KeyID=10567943 Can you recommend a pair of women's jeans I can wear to work?
  • Slide 18
  • the e-tailing group Petco: Going the Extra Mile with Product & Category Content From: [email protected] [mailto:[email protected]] Sent: Tuesday, August 5, 2014 2:28 PM To: Renata Akers Subject: Your Petco Inquiry # [email protected]:[email protected] Dear Renata, I hope you had a nice weekend. I researched