eMarketer Webinar: How Mobile Is Transforming the Path to Purchase

May 23, 2013

How Mobile Is Transforming the Path to Purchase

Presented by:Noah ElkinPrincipal Analyst

Sponsored by:

Agenda

eMarketer’s mcommerce outlook

Defining today’s mobile shopper

Meeting the challenge of the mobile-enabled path to purchase

Brands that are dealing effectively with the “showrooming” test

Twitter Hashtag – #eMwebinar

eMarketer’s Mcommerce Outlook

Mobile is becoming a more prominent channel for retail transactions

But mobile itself is no longer amonolithic category

Source: eMarketer 2013

Consumers will continue to adopt smart devices at a rapid rate

Source: eMarketer, March 2013

2013 140.0M users 123.1M users

When it comes to shopping, smartphones and tablets are taking separate paths

More smartphone owners shop but more tablet owners buy

101.8M shoppers

Smartphones

Tablets

75% of smartphone owners shop

52.3M buyers

39% of smartphone owners buy

94.2M shoppers

84% of tablet

owners shop

70.6M buyers

63% of tablet

owners buy

Source: eMarketer, April 2013

Tablets tend to be associated with higher average purchase values …

… but in a fast-evolving market, the data tends to be fluid

Are tablets becoming the new PC?

For certain activities, the

answer appears to be “yes”

Consumer are starting to prefer tablets for some mobile activities like shopping

Tablets will drive the rise in higher value “couch and pillow” commerce

Tablets will represent 72% of mcommerce sales by 2017

Defining Today’s Mobile Shopper

Today’s shopper is literally and geographically all over the map

Note: All data are for the US

The customer is in charge of the customer journey

The smartphone-equipped, socially connected shopper is here to stay

Showrooming will continue to gain momentum

Marketers stand a good chance

of keeping purchases

in-store: 46% of

“showroomers” buy where they

search (Pew, Jan. 2013)

But not everything about showrooming is negative: Some aspects point to advanced shopping behaviors

Shopping is about me: Satisfying my needs and enjoying a personalized experience

It’s not always about the sale

Today’s consumers

expect marketers to engage them

with stories

That is why content marketing has surged on marketers’ priority lists

If content is king, context is queen in today’s mobile-enabled world

The shopping cart isn’t always the endpoint

Think of it as a place to consolidate information, not necessarily the final step before a purchase

Meeting the Challenge of the Mobile-Enabled Path to Purchase

Remember that primetime is anytime when it comes to mobile

Consider how mobile ads drive action

The display-search relationship works similarly in a mobile context

Note that smartphones and tablets have increasingly distinct usage patterns

Also pay attention to location, channel and intent

A lot of mobile search activity is

designed to qualify future

purchases, not to satisfy immediate

Advertise locally for consumers who shop globally

Take advantage of the unique attributes of mobile, including:

Location targeting

Highly personalized ads

Keep in mind that in-store shoppers tend to be more receptive to ads

Brands That Are Dealing Effectively with the Showrooming Test

Retailers are focusing more attention on showrooming as the behavior moves to the mainstream

Brands like Tesco that remove the barrier of place will win out in an omnichannel environment. Consumers expect to shop anytime, anywhere

through their interface of choice—you need to be there to serve them.

Take the store out of the store

Showrooming is largely about price and convenience, but there’s more to an ongoing customer relationship than the best deal and fast delivery. Physical

stores like Walgreens trump online shopping by adding services that facilitate repeat purchases and loyalty.

Focus on value-added services

Smart brands like Apple combine the human desire to experience the product in a tangible way with superlative customer service and a purchase process

that negates the most common frustrations of the brick-and-mortar experience.

Emphasize merchandizing and the human element

Cultivate the branded in-store experience

People crave unique experiences, and brands like Williams-Sonoma that make the shopping process pleasurable and engaging will win out with many

consumers over the quick-and-easy allure of an online purchase.

Brands like Nordstrom see showrooming as a way to forge a better relationship with the customer. Supporting socially engaged, commerce-enabled,

responsive interactions across all device platforms will create a truly seamless shopping experience.

Embrace change and raise your digital IQ

Tablets exceed Smartphones: Global share of page views

Feb 2013

Source: Adobe Digital Index

Conversion rates by mobile device type

Source: Adobe Digital Index

Adobe® Creative Cloud™

Adobe®Marketing Cloud

Mobile Sites

Mobile Apps

Mobile Tactics

QR Codes

Display and Search Ads

Adobe & Mobile Marketing

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Learn more about Adobe solutionsSales: 877.722.7088

Marketing Cloud: http://www.adobe.com/solutions/digital-marketing.html

Digital Index: http://www.adobe.com/solutions/digital-marketing/digital-index.html

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