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You’ve launched a mobile commerce site, now you’re wondering what comes next. Is it a native app? iPad app? In-store mobile payments? Improvements to your existing site? All of the above? These slides are from a Demandware sponsored webinar from April 28, 2010 and features Craig Shields, Vice President of E-Commerce at Jewelry Television and Gary Lombardo, mobile & multichannel commerce lead at Demandware. The webinar focused on what you should be thinking of to evolve your mobile commerce strategy, including: The current state of mobile commerce and what retailers have done to date 7 ideas you can use to evolve your mobile commerce strategy beyond your mobile website How JTV was able to quickly and effectively launch a multi-touchpoint mobile strategy and what they’re planning next Important ways to measure success and making sure you keep your mobile strategy optimized for future growth Learn more about Demandware at www.demandware.com
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Copyright 2010 Demandware, Inc. - Confidential
So You’ve Got a Mobile Commerce Website. Now What?
Copyright 2010 Demandware, Inc. - Confidential
Welcome!
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Craig ShieldsVP of eCommerce JTVcraig.shields@jtv.com
Gary LombardoThe Multichannel & Mobile Commerce GuyDemandwareglombardo@demandware.comTwitter: @garylombardo
Copyright 2010 Demandware, Inc. - Confidential
What’s On Tap for Today….
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• Where Mobile Commerce is Today
• 7 Ideas to Evolve Your Mobile Strategy Now That You Have a Mobile Commerce Website
Copyright 2010 Demandware, Inc. - Confidential
Some Housekeeping….
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• Recording link & slides will be sent to you after the webinar
• Please follow & participate along in Twitter using hashtag #mcommercenext
• Please ask questions- we’ll do our best to address them at the end
Copyright 2010 Demandware, Inc. - Confidential
Scenario #1
Spring Collection Landing PageWhere Mobile Commerce Is Today
Copyright 2010 Demandware, Inc. - Confidential
eCommerce
Call CenterSocial
Fulfillment
mPOS
Mobile
Store POS
Consumers Are Engaging Brands Across Multiple Touchpoints
Copyright 2010 Demandware, Inc. - Confidential
Mobile is Playing a Leading Role
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More than half of online shoppers are either already using or plan on using mobile for retail purposes.
Copyright 2010 Demandware, Inc. - Confidential
Retailers Have Focused on the Mobile Web
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Copyright 2010 Demandware, Inc. - Confidential9
Now What?
Copyright 2010 Demandware, Inc. - Confidential10
• Jewelry Television founded in 1994 – Knoxville TN
• Seen in over 80 million unique US homes
• Largest pure jewelry TV retailer in the US
• Largest retailer of loose gemstones in the world
• Top 10 jewelry retailer in US
• 4th largest retailer of jewelry on web
• Over 5 million packages shipped annually
• Nearly 1,000,000 customers
About JTV
Copyright 2010 Demandware, Inc. - Confidential11
About JTV
• jtv.com is primary web destination
• Also operates JTVauctions.com and DiamondDesignGallery.com
• Switched to Demandware platform 2009
• Web sales represent nearly 30% of company sales
• 90% female audience ranging from 40 - 65
• Over 50,000 skus
• Heavy video production (live programming 24X7)
• Mobile execution non-existent in May 2010
Copyright 2010 Demandware, Inc. - Confidential12
One year ago mobile sales were < 1% of total online sales
We launched our mobile site 6 months ago and since then mobile has become 6% of total online sales…and is growing fast!
10% of visits online are from mobile devices.
Sales via mobile apps are roughly 25% of total mobile sales
JTV Mobile Success
Copyright 2010 Demandware, Inc. - Confidential
Scenario #1
Spring Collection Landing Page7 Ideas to Evolve Your Mobile Strategy Now That You Have a Mobile Commerce Website
Copyright 2010 Demandware, Inc. - Confidential14
# 1 Know What to Measure
Copyright 2010 Demandware, Inc. - Confidential15
JTV Key Metrics
JTV.com (tablet)
Mobile Site
Native Apps
Total Mobile Sales• Standard Mobile reports in Web
Analytics tools aren’t enough
• KPIs measured across all include• Sales• Unique Visitors• AOV• Conversion Rate• Time on site• Percent Tablet
• KPIs unique to native apps• Cumulative installs• Active installs
Copyright 2010 Demandware, Inc. - Confidential16
# 2 Continue to Invest in the Mobile Web
Copyright 2010 Demandware, Inc. - Confidential
Consumers Want More From Your Mobile Website
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• Ensure you have “core” mobile functionality
– Store locator– Search– Catalog– Pricing– Product Images– Checkout– Promotions
• Add “enhanced” mobile functionality
– Price checking– Product
recommendations– Wish list– Mobile couponing– Loyalty rewards– Product reviews
Copyright 2010 Demandware, Inc. - Confidential18
JTV: Product Reviews
• Mobile can present new integration challenges for 3rd party services• Old iframe approach doesn’t work
well• Migrated all integrations to new
APIs available• Worth the investment
• Product reviews increased conversion by over 35%!
Copyright 2010 Demandware, Inc. - Confidential19
#3: Enrich the Mobile Experience: Go Native
Copyright 2010 Demandware, Inc. - Confidential
JTV - Mobile Native App
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• Watch Live
• Current Item On Air
• Recent Items
• Shopping via mobile site
• Educational Material
• Program Guide
• Location-based channel finder
• Push Alerts
Copyright 2010 Demandware, Inc. - Confidential
Tap the Native Capabilities of the Device
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• Native apps are main way to get there today
– Pros: native capabilities, faster speed, appstore ‘prestige’, tap into ‘app culture’
– Cons: platform specific development & maintenance, updates incumbent upon users, appstore ‘noise’
• Hybrid apps are an emerging alternative– Bring native device capabilities to mobile web– Eliminates cons of native apps while
maintaining the pros– Not ready for prime time yet; Technology gap
still closing
• Let your consumers drive your decision to go native
Copyright 2010 Demandware, Inc. - Confidential22
Active App Users & Sales
• Native app sales 25% of total mobile
• iOS and Android have similar download and install metrics – almost 50/50
• But sales are slow on Android – only 30% of app sales
Copyright 2010 Demandware, Inc. - Confidential23
#4: Engage Mobile Consumers
Copyright 2010 Demandware, Inc. - Confidential
Make Mobile an Integral Part of Your Interactive Marketing Strategy
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• Provide mobile specific content
– promotions– offers– personalize based on mobile user
• Promote through capabilities unique to mobile
– Push offers: SMS coupons, mobile alerts
– Pull offers: SMS short codes, QR codes
• Promote through traditional marketing
– SEM, email
• Leverage social media– Integrate as part of mobile
experience– Single-sign on, social sharing,
personalization
• Get the word out– Promote on main website, in-store,
in-app
Copyright 2010 Demandware, Inc. - Confidential
JTV Interactive Promotions & Campaigns
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• Alerts on special promotions
• Exclusive offers for mobile consumers
• Non- SMS push notifications
• Timing & content important
• Run & measured like a campaign
Copyright 2010 Demandware, Inc. - Confidential
Get JTV Your Way
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Copyright 2010 Demandware, Inc. - Confidential27
JTV On Air Promotions
• When we were really ready to raise awareness we launched promotions on TV tied into a multi-channel sweepstakes:– TV, JTV.com,
Facebook, YouTube, etc.
Copyright 2010 Demandware, Inc. - Confidential28
#5: Look Beyond the Smartphone:Tablets
Copyright 2010 Demandware, Inc. - Confidential
It’s All About the iPad (in the short-term)
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• Understand consumer adoption– 82 million consumers in US will be using
tablets by 2015– Tablet sales will be on par with PC sales by
2015– Consider your consumers
• Focus attention on iPad – Apple iOS (iPad) will dominate tablet
market– Android will also be strong
• Make website iPad friendly– don’t redirect to smartphone site– landscape & portrait modes– “right size” product images & video– minimize content on the site– make content “swipeable”
• Leverage native capabilities– Similar decision as smartphone– Native apps, hybrid
Copyright 2010 Demandware, Inc. - Confidential30
Tablet vs. Non-tablet time spent
Dec-10 Jan-11 Feb-11 Mar-110.00
5.00
10.00
15.00
20.00
25.00
30.00
Time on JTV.com site - tablet
Time on JTV.com site - non-tablet
Time on Mobile Site - non-tablet
Added Live
Video• Video was made
available on all mobile devices in February
• Tablet users consume more video than smart phone users
Copyright 2010 Demandware, Inc. - Confidential
Tablets: JTV
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• JTV’s view
• Tablet has quickly become a large percentage of mobile sales (25%) driven by key customer segments
• Combined TV and Tablet use in the living room is a natural combination for JTV customers
• Provides customer a rich video and educational experience
Copyright 2010 Demandware, Inc. - Confidential32
#6 Create a Richer In-Store Experience
Copyright 2010 Demandware, Inc. - Confidential
Consumers love in-store technology to help with information and overall experience
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Copyright 2010 Demandware, Inc. - Confidential
Many Forms of Mobile Technology Are Emerging In-Store
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Mobile Point-of-Sale (mPOS)
iPad Clienteling
2D Codes
Location based services
Mobile wallet
Augmented
RealityiPad Kiosks
Copyright 2010 Demandware, Inc. - Confidential35
#7: Think Outside the (Set Top) Box:Internet TV
Copyright 2010 Demandware, Inc. - Confidential36
Internet TV is on the Rise….
• Over 43 million homes will have Internet connected TV’s by 2015.
• Connected TV sales rising fast, but consumer adoption slower
• Primary use by consumers today is viewing media from the Internet and that makes it relevant for JTV
Copyright 2010 Demandware, Inc. - Confidential
JTV: Internet TV
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• Base case is delivering our network into living rooms
• Also looking at integrating commerce functionality
Copyright 2010 Demandware, Inc. - Confidential
Approaching the “Now What?” Question
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• If you don’t have a mobile website, start there
• Ensure consistent experience across multichannel touch points– mobile is one type of touch point & is leading the way
• Practice the 7 ideas for evolving your mobile commerce strategy now that you have a mobile commerce website
# 1 Know what to measure
# 2 Continue to invest in the mobile web
#3 Enrich the mobile experience: go native
#4 Engage mobile consumers
#5 Look beyond the smartphone: tablets
#6 Create a richer in-store experience
#7 Think outside the box: Internet TV
Copyright 2010 Demandware, Inc. - Confidential
Demandware MobileGet Started Today
Schedule a free consultation today:
+1 (888) 553-9216
Copyright 2010 Demandware, Inc. - Confidential
Thank You
Gary LombardoThe Multichannel & Mobile Commerce GuyDemandwareglombardo@demandware.comTwitter: @garylombardo
Craig ShieldsVP of eCommerce JTVcraig.shields@jtv.com
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