Omni Channel Marketing Conference - Mal Chia

Mobile Commerce:

Are You Ready?

Mal Chia

Digital Marketing Manager

Mobile is growing

• 68% smartphone penetration amongst 15-65yo

Australians

• 2nd highest smartphone penetration (behind

Singapore)

• Mobile internet usage will overtake desktop by

2014

• 2 billion iOS app downloads per month

• 2.7 hours social networking per day from mobile

56%

23%

7%

2% 12%

Android

Apple

Blackberry

Windows

Other

60% 15%

2%

9%

14%

Android

Apple

Blackberry

Windows

Other

Future state?

Is Apple in danger of becoming your

parents phone?

Mobile commerce is growing

• 60% of Australians have purchased from a

smartphone

• 58% purchase at least once a month

Mobile commerce in Australia has grown from

$155 million in 2010 to $5.6 billion in

2012

(that’s >3500% growth in 2 years)

Mobile commerce is where e-commerce was in

2000: new, strange but with the potential to change

everything.

Transforming customer experience

• Research products

• Compare prices

• Read reviews

• Scan QR code

• Check stock levels

• Find the nearest location

• Look up retailer information

• Pick-up in-store

Barriers to purchasing on smartphone

Where do we research?

Where do we purchase?

Insight: Security and comfort are crucial to mobile

purchasing

Want more stats?

http://www.thinkwithgoogle.com/mobileplanet/

Apps vs. Mobile site

Native App Mobile Website

Superior UI Can recreate look of an app but without fluidity or polish

Integrate with native functionality Works on every device

Cache for offline viewing No way to notify if new features/updates

Faster No integration with native features

Innovation is faster due to aggressive competition in mobile industry

Slower to load

Must be downloaded from an app store Available to anyone online

Native development is expensive and time consuming

Cheaper but with several disadvantages

Consider the user experience

• Design mobile forms

• Don’t make registration compulsory

• Provide a progress meter

• Only collect the essentials

• Clearly label links

• Large CTAs

• Keep pages small

• Anticipate and correct common errors – Search

The mobile paradox

of choice:

less is often best

Is your website responsive?

Product pages

• Price

• Product description

• Detailed product information

• Images

• Add to cart

• Delivery charges

• Average review score

• Customer service number

97% of shopping

carts on mobile devices

are abandoned

Optimise the check out

• Keep it smooth

• Keep form filling to a minimum

• Make sure it’s mobile friendly

• Provide security reassurances

Payment options

• Standard credit / debit card checkout

• Pre-registered users

• PayPal

• Cash on delivery

• Click-to-call

• Charge to phone bill

Track and measure everything

What about QR codes?

Key takeaways

• Native app or mobile website

• What behaviour are you trying to influence

• Simplify everything

• Optimise checkout

Is Google Glass Commerce next?

Questions?

mal@noq.com.au

@malchia