Are you fit for Mobile?

Transcription

1 Are you fit for Mobile? Using M-Commerce Benchmarking to ensure that you are SIteMini s MiniMonday Presented by Jill Dvorak Sr. Consultant & mcommerce Specialist March 14,

2 About FitForCommerce FitForCommerce is a consultancy founded to help online businesses figure out what they need and how/where to find it Team of former multichannel retailers, marketers, technologists and service providers, with hands-on expertise in ecommerce and mcommerce ecommerce Diligence is a philosophy and methodology based on diligent preparation and decision-making to ensure success Strategic Diligence emerchandising, emarketing, Multichannel, Operations, Technology, Organization, Financial Planning Requirements/RFP/Selection for ecommerce technologies and providers including: ecommerce and mcommerce platforms, point solutions, back-end solutions ecommerce Marketing strategy, tactics, planning, budgeting Implementation Coaching ecommerceknowhow.com is the first ecommerce knowledge base: Best Practices, feature evaluations, expert advice Provider directory and solution comparative info FFC Verification good housekeeping seal for ecommerce providers A self-service opportunity corner for retailer-vendor matching A budget calculator for ecommerce technology planning mcommerce Benchmark & Buyers Guide benchmark of 150+ m-sites across 100 best practices and guide to mcommerce technologies and providers (2Q 2011) 2

3 FitForCommerce mcommerce Benchmarking, Assessment & Consulting

4 What we re seeing Retailers are hustling to get sites ready, apps built and partners lined up Best Practices are quickly evolving Trending towards a more affluent customer base Shoppers who have been satisfied with a mobile site are 32% more likely to buy online from that retailer, and 31% more likely to make a purchase offline. 33 percent of U.S. respondents visited an online retailer from their mobile device in that time, compared with 24 percent in 2009* 11 percent of shoppers reported making a purchase from their phones this holiday season, compared with two percent that did so the previous year* *January ForeSee Results Survey 4

5 FFC M-Commerce Benchmark About the FFC M-Commerce Index 200 multichannel retailers 160 mobile commerce sites 100 best practices and criteria 13 categories: Apparel/Accessories - Luxury Apparel Discount/Auction Sites - General/Department Gifting - Healthy/Beauty Mass Merchant - Specialty Travel - Books/Media Office Supplies - Electronics Food - TBD: Financial Svcs How does this help? Answers: How do you get started? Where do you stack up? What capabilities should you focus on next? How do you build the business case for further investment? 5

6 #1 Think about the Mobile Moments Limited Time Only Discount Auction sites have one of the highest mobile site penetration at 89%. (ebay not included). This first-come, first served sales model are leaders in many features because they have to be. The ability to easily and quickly shop by phone is critical as inventory is slim. Enhancing web experience Gilt Group even notifies your phone when items in your cart are about to expire. This is an add-on from the web; there is a timer, but no sound or vibration notification. 6

7 #2 Limited Real Estate Decide what you want to portray on the first page. Sears2Go About 30% of retailers with B&M stores ask for location/push notifications which pop on first entry of the site. Other sites let you input later. With Sears, this occurs every time you update your version of their app. More popular is to have users agree to the license terms at checkout. 7

8 #3 Simple Navigation The apparel vertical is the champion of Category Site Navigation. Over 98% of apparel m-sites have some category navigation as the home page. Most popular categories should be listed first. Lessen confusion Other verticals top out at 75% having guided navigation on first/home page 8

9 #4 Home Page sets CTA Crutchfield s mobile site clearly communicates 4 CTA s: Promotion, Search (if it s this bold, it better be good), Call and Shop Electronics as a category 100% have some promotion on Home Page Best Practice in apparel is less featured promotions and more straight to navigations. Lifestyle brands include imagery. 9

10 #5 Site Search Varies Navigated to Paint Brushes Search: Paint Brush Search: Paintbrush On almost 50% of sites!! 10

11 #6 Always Present Search Search box should present on every page or tool tip below within the phone. 14% out of 160 retailers surveyed have this. 11

12 #7 Search Best Practice Hunter vs. Gatherer mentality on Mobile web Typing is not easy! Steve Madden and New Egg are in the minority by using an Auto Complete functionality to help guide the customer to what they are looking for faster. Advanced Search - 20% sites have it, but the irony is that it s almost impossible to find. 12

13 #8 No Results & Hard Declines Just like on web, there should never be no items found. Always have a soft decline of suggested items. Whether it s typo/spelling or inventory issue. Apparel retailers do not offer Soft Declines for no result searches as often as Electronics and Gifting. 13

14 #9 Pick up in Store not prevalent Opportunity exists for multichannel retailers to better market to customers, based on location. Walgreens, Macy s, Sears and JC Penney are some of the only retailers who market their store-specific promotions based on the shopper s location. 12% of all benchmarked retailers. With all the GPS technology available, development in this area should be big win for multichannel crosspromotions. 14

15 #10 Mass Merchants have Micro Level Item Search Target not only tells you which local store has your item in stock, but it tells you the aisle location and section of the store. You can add this item to your shopping list to view while you are in store. < 2% Benchmark that has Brick and Mortar. Roadmap item, needs high level of integration 15

16 #11 Compare is Rare Electronics, Books & Media, and Home are the few that have mobile sites allowing a shopper to compare product features. Electronics is the category best-suited to providing comparison functionality, since there are so many distinct specifications for each product. Electronics shoppers view this as a must have, so providing it on a mobile site gives the retailer an advantage. 16

17 #12 Instant & Constant Confirmation Verification of items added to cart. Godiva lets the customer know with an immediate pop up from the Product Detail page that this item has been added and gives you a shortcut to checkout or to keep shopping. 45% of benchmark have some form of mini cart. Ever-present Mini-Cart is a consistent way of demonstrating add to cart completion. User is 1 click away from the cart. 83% in apparel 66% in gifting 90% home 17

18 # 13 Share to Social Apparel mobile sites are the first to seriously integrate with social networking sites. Of the 34 Apparel sites in the benchmark, 35% including Luxury and Discount (e.g., GAP, Barney s, Gilt) are the only ones who have real penetration into social sites, including sharing product info on Facebook and Twitter. Across the rest of the benchmark, only about 3% have some sort of sharing capability. In the Electronics vertical (8), only 1 executes this! For gifting season, this was a big miss. Given the amount of connectivity and time spent on social networks, chances are your customer will share. Make it easy! 18

19 #14 Encourage Repeat Visitors Try differentiating yourself within your app or site (Overstock.com Discount vertical). 100% Daily Auction sites have this inherently Product based daily promotions (Amazon Books & Media vertical) Gap s App sometimes features offers 19

20 #15 Reducing barriers to purchase Steve Madden, Best Buy both guarantee that the prices will not be any different from its online experience. Lends credibility and peace of mind to the mobile shopper that they are not missing out on a deal. Benchmark: Electronics 90% Gifting 30% Apparel 20% Discount 0% 20

21 #16 Gift Messaging Opportunity As smartphones gain in popularity, retailers should promote gifting to capitalize on the buy anywhere, anytime shopper. Canned messages that can be edited 66% Gifting (October was 33%) 40% Apparel 35% Home 16% Books / Media 10% Electronics 10% Beauty 21

22 #17 Luxury Retailers Lag Behind 21% (7 out of 32) are transactional Worst offenders since many have a large majority of their photographic assets in Flash technology, which does not work at all on Apple products. Frette doesn t identify the mobile device, but alerts user that they need Flash. When trying to find a local Burberry, you ll get Burberry-branded error message, followed by a hard decline and no info on retail locations. A simple Google Maps integration here using the GPS or zip locator would be a better solution. Dior knows you re getting here from a mobile phone and tells you we can t help you. 22

23 #18 Going half way Footer navigation is for mobile site. Product pages are on regular html site. This is pretty uncommon across the benchmark and sports category. Some ipad sites have this experience. Not advised, confuses users. Hopefully a very short stop-gap. 23

24 #19 Don t forget to keep marketing Asking for permissions is very common across the benchmark 20%. Retailers want mobile to help bring customers into stores using smart location or GPS based coupons, push notifications, special offers, etc. Ask for mobile opt ins at s and all checkout locations (store, online, catalog, mobile). Include cross promotions where relevant. Treat mobile marketing like any other marketing, segment and don t abuse! 24

25 #20 Testing/Measuring Define your success criteria early on Measure mcommerce as you would ecommerce Some KPIs may not yet be trackable Testing, testing, testing Use sniffer test for pre-tailing There is an identifying string or an agent that can tell you the device someone is using and then appropriately display the right type of experience. 25

26 Parting thoughts You don t really have much of a choice. Your competitors AND your customers are already mobile. Always understand what your audience s mobile moments are. Use your top 10 ecommerce features or values to guide what to prioritize on your mobile site/app. Treat mcommerce as another channel, not just another feature set. Invest in it as if it were a new business line. Cross-channel, cross-channel, cross-channel. Benchmark your mobile site/app so that you know where you stand where to prioritize focus and get budget! 26

27 Q&A Jill Dvorak Sr. Consultant & mcommerce Specialist FFC M-Commerce Benchmark Thank You 27