Taking offline retail into a digital world (andre)

© PriceCheck 2015

@adw365

WHY MOBILE IS CHANGING

SHOPPING FOREVER

© PriceCheck 2015

@adw365

SHOPPING ISN’TSOMEWHERE YOUGO

© PriceCheck 2015

@adw365

SHOPPING IS SOMETHING YOUDO

1. As of today, there are more mobile subscribers in Africa than Europe and the USA combined.

2. Mobile phones in Africa have been adopted more quickly than TV, and electricity.

3. More people in Africa have access to a mobile phone than have water, clean water, or even sanitation.

MOBILE ADOPTION IN AFRICA

1%ONLINE

99%OFFLINE

RETAIL

STOREWEB

Over the past 18 months we have seen numerous retailers fall victim to their own inability to adapt to fast-changing consumer demands.

The majority of brick and mortar stores are inexperienced. As mobile commerce grows, the inclusion of mobile poses fundamental challenges for every business

E-COMMERCE NOW MEANS

EVERYWHERE COMMERCE

1. The face of retail has changed almost beyond recognition over the past decade.

2. The drivers behind it are diverse and many, yet are primarily deeply rooted in two associated places:

THE CHALLENGE FOR RETAIL

THE CHALLENGE FOR RETAIL 1. TECHNOLOGY Ubiquitous internet connectivity, the predominance of connected mobile devices, the continued evolution of e-commerce and social media have given retailers a host of new channels to engage with the consumer.

THE CHALLENGE FOR RETAIL 2. THE DIGITALLY SAVVY CONSUMER Access to feedback, reviews, price comparisons and the ease of the online transaction mean shoppers now have more information and choice at their fingertips that until recently wasn’t even conceivable.

THE STRATEGY

1. Consumers want to interact with retail brands digitally, and they’re increasingly using their mobile devices to do it.

2. The opportunity for retailers to optimise their mobile experiences using location and immediacy is significant, as is the need to ensure a good small screen experience.

3. It’s important for retailers to take the same approach with their advertising. If their customers are shifting to mobile, then their media budgets should follow suit.

MULTI-DEVICE SHOPPING

3 THINGS HOW IN-STORE RETAIL CAN REMAIN

RELEVANT IN A DIGITAL WORLD

NOTHING GETS YOU CLOSER THAN MOBILELeveraging mobile to close the gap between product discovery and purchase intent is the lynchpin that connects offline retail with connected customers

1.BE THERE

AND EVERYWH

ERE

Smart phones

ACTIVE SMARTPHONE USERS

Smart phones

60%

IN-STORE PURCHASES INFLUENCED BY MOBILE

Smart phones

NEW DEVICESSALES -

SMARTPHONES

70% 80%33%

• Mobile isn’t an option, it’s an imperative.• Mobile can be used to get customers to the

store and keep them there.• Increased use and portability of mobile is

driving significant offline, in-store activity• Recognise the pivotal role of mobile to your

overall marketing strategy.• Measure conversion types.

THE ONLINE PRODUCT CATALOGUE, AN INVALUABLE ASSET TO THE STOREDigital catalogues allows every offline store to feature on local digital search and get rich up-to-date product information. Digital catalogues should always be at the centre of your retail strategy

2.DIGITISE THE REAL WORLD

Smart phones

Without a strong Online

Product Catalogue, reaching

out to the (connected)

consumers and convincing

them of the value of your

offering will become more

and more difficult.

Activate your location Product discovery Catalogue offers close to you

Select offer Store information

CATALOGUES UP 480%

Catalogue page view monthly

milli

ons

480%

TREAT THE ENTIRE SHOPPING EXPERIENCE AS A PLACE WHERE CUSTOMERS CAN PAY OR COLLECT

Leveraging mobile payment solutions to allow purchases to seamlessly take place anywhere

3.KILL THE CHECKOU

T

© PriceCheck 2015

@atheunissen

Smart phonesINCREASE ON CLICK

AND COLLECT

SALES

Smart phones

60%ONLINE ORDERS

WERE COLLECTED IN STORE

Smart phones

OF ORDERSWERE

COLLECTEDIN STORE

70% 80%

79% OF CONSUMERS HAVE USED CLICK-AND-COLLECT IN 2013

60%

KEY FOCUS AREAS

ACROSS ALL PLATFORMS

Smart phones

Catalogues

Comparison

Location

Payments

Drop Points

Collect In-store

$

TO SUM IT UP

Consumers are relying on their devices as everyday, essential decision making tool

Mobile is a powerful part of consumer purchase decisionsMost mobile activity takes place at the start of the purchase funnel but decisions are faster

Increased use and portability of mobile is driving significant offline, in-store activity

Proximity and easy access to location information are key

YOU DON’T NEED TO CHANGE RETAIL.YOU HAVE TO BETTER IT.

THANKS@adw365

andre@pricecheck.co.za