IRCE16 Jump Start Guide

MOBILE

There’s no doubt that mobile is here to stay. The changing shopping patterns of the hyper-connected customer

are quickly dictating the growing role of mobile in retail. But figuring out how to make mobile a key component

of your overall strategy can be challenging. Should you prioritize mobile marketing, email/SMS, ads or

commerce functionality – or all? Should you focus on a responsive design, a mobile-optimized site or mobile

app? And how do you ensure a seamless experience across mobile, web and store? These are questions that

should be top of mind when you develop your mobile strategy.

RE L ATE D SE SSIONS

DATE

7th Tue

8th Wed

9th Thu

9th Thu

9th Thu

10th Fri

TIME

2:45pm-3:15pm

3:45pm-4:15pm

8:15am-8:45am

10:30am-11am

4:15pm-4:45pm

8:30am-3:30pm

SESSION TITLE

Using Mobile Technology to Keep Sales Reps in the Game – And Hitting Home Runs

What the Growing Role of Apps Means for Retailers and Brands

How Steve Madden Keeps it Edgy at Every Touchpoint,Digital and Beyond

Secrets of Successful Videos from a Viral Video Master

What Do Mobile Users Want? A Recipe for Success

Mobile Workshop*

TRACK

[workshop registrationrequired]

Success Strategies

General - Keynote

Video in E-Commerce

Design & Merchandising

[workshop registrationrequired]

W W W.IRCE.COM | #IRCE16

There are many different solutions and services to help you make the most of mobile including responsive web design, mobile commerce technologies, mobile marketing solutions, branded apps, third-party apps, mobile payments and more.

RE L ATE D RE SOURCE S

FitForCommerce has also developed Best Practice

Guides and Key Questions to Ask Providers

designed to help you prepare and make the most

out of your time at IRCE. For example, here is our

Best Practices for Omnichannel.

To help you navigate the exhibit floor at IRCE, here is

a category map for some of the mobile solutions and

technologies that you will want to explore.

SAMPLE

Be sure to stop by the FitForCommerce booth #1701 to pick up other Jump Start Guide topics and Best

Practice Checklists. Email us with any of your questions at IRCEguide@fitforcommerce.com.

SAMPLE

W W W.IRCE.COM | #IRCE16

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Shopgate Kadro LiveIntentSMARTASSISTANT Mad Mobile Mobile1stTangiblee Royal Cyber Inc. Next CallerUnbound Commerce Shopgate RetailMeNot, Inc.

Unbound Commerce SteelHouse

#7Sent by

Mobile

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EXHIBIT ENTRANCE Need Help Deciding Where To Go? Visit FitForCommerce's Booth For Guidance: #1701 EXHIBIT ENTRANCE

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eCommerce Diligence™ Checklist

For 1000s of Best Practices and Advice across 100s of topics: Join eCommerceKnow-How.com!

©FitForCommerce

Mobile Commerce Best Practices1. Not mobile yet? Mobile optimize your site. A mobile optimized site is a must today. If you already

have an ecommerce site, most solution providers offer responsive design solutions. If not, then use a third-party mobile commerce solution to build a mcommerce site from your ecommerce site.

2. Look for ecommerce platforms or third parties to seamlessly build your mcommerce offyour site. Whenever possible, you want to build a single website that works across platforms, i.e.; mobile anddesktop. Some ecommerce providers support both and some require a third party. As mobile is starting to gaintraction and ecommerce platforms tend to last 3-5 years, decisions today should be sure to include mobilestrategy.

3. To Mobile App or not to Mobile App… Many brands achieve great success with mobile apps. Not all do.Research your target audience and look at your site traffic to determine if you have a significant amount oftraffic from mobile devices. Look at your competition, do they have mobile apps yet? The expense ofdeveloping and maintaining an app may or may not make sense presently. Continue to evaluate the costs-benefits to determine the appropriate time to implement.

4. Omnichannel Marketing. Create an omnichannel marketing plan that supports customer interactions bybuilding value-added services that weave through all channels. For example, a customer comes to a store, optsin for emails, which is then tied to their ecommerce account for promotions.

5. Build mobile apps that customers want to use and download, not just for shopping. Thereare so many apps available today and customers are choosy on which ones to download. The most successfulmobile apps are built to entertain and build brand awareness. If your app does this, or has a real or innovativepurpose that cannot be satisfied by a mobile site, then it is more likely to be downloaded and used.

6. Look for mobile platforms to leverage one mobile app across multiple devices. Several mobileplatforms enable building a single app for multiple devices by ‘wrapping’ the app in a device specific‘translator’. The net result is that you can create one app and roll it out to multiple devices quickly.

7. Design and build your ecommerce site taking into consideration mobile commerce. Toeffectively manage ecommerce and mcommerce on one site, take a minimalist approach to site structure, andarrange the site in such a way that it would make sense to read it top to bottom. You can change the structurewith CSS or JavaScript in the presentation or behavior layer, but in XHTML, you want simplicity.

8. Tie your mobile and social strategies together. Twitter, Facebook, Pinterest, Instagram etc., all haveintegrations to both your website and to mobile. Be sure you have a consistent strategy online and for mobile.

9. Take advantage of native functionality of mobile apps. The benefits of mobile apps are some ofthe native functionality that you can tap into. For instance, leverage geolocation data and push notifications topresent valuable messages and offers at the right time and place. What could be more compelling thanpresenting a valuable offer right as a customer walks by your door or a specific aisle?

10. Allow customers to manage their accounts via the mobile device. This is a loyalty-builder.Management of accounts is an impulse action that customers will want to take care of “now.” Also make surethat shoppers can save products to their carts and complete the purchase later on another device.

eCommerce Diligence™ Checklist

For 1000s of Best Practices and Advice across 100s of topics: Join eCommerceKnow-How.com!

©FitForCommerce

Mobile Commerce Key Questions to Ask Providers

Company

1. How long have you been in this business? 2. How many clients have you sold? How many have

you lost, and why?

3. What size or types of clients fall into your “sweet spot”?

Products/Services

1. Is your solution offered as perpetual licensed software or on-demand multi-tenant solution? a. What are the client support requirements for

each? b. What is the process to add features you

currently don’t have? 2. What is your solution built on (which OS, code base

and database)? 3. Please describe your architecture. 4. How long to launch a basic site or campaign? A

sophisticated one? 5. What type of training do you provide to use your

solution?

6. What skills does my organization (or hired third party) need to implement this platform?

7. What technical support services are available? a. Are there human beings I can reach during

reasonable hours (chat or phone) or do I have to wait over 24 hours for an email response or callback?

b. Is your support team located in the US or abroad? What is your SLA for support issues?

8. Do you have a support knowledgebase, community forum, or applications that are shared by customers?

Features

1. What key features are included in your solution? a. Is there a feature you have that no one else has? b. What features are currently missing that many

of your competitors have? c. What features are on your roadmap?

2. What is your product‘s competitive advantage over other packages? Why? a. Price? Features? Ease of use? Flexibility? Don’t

say “all of the above”. 3. Does your solution build mcommerce or mobile apps?

Please describe their features. 4. Can I use your solution to build one app and use it

across all devices? How is this done? 5. Does your solution depend upon the ecommerce

features, e.g. map to its pages/processes, or does it have its own solution set independent of the eCommerce site?

6. Can I integrate my own ecommerce system with your mobile solution? Mcommerce and apps? a. Is the data held on the mobile platform or on the

eCommerce system?

b. Please list the ecommerce solutions for which you have standard and custom integrations already built.

7. Does your solution have B2B features? a. Describe the features that you consider B2B.

8. Do you have a management console? What can I manage with it? a. Does it include reporting and a dashboard?

i. Please describe your reporting capabilities, ad hoc reports, etc.

ii. Please provide a list of standard reports. 9. How does your mobile platform address the evolving

security standards? Has it been certified by independent third parties as PCI DSS compliant or do you just promise it is?

10. What analytics tools does your solution include? a. Does it provide the ability to analyze cart

abandonment, quantify browser searches, tie product purchases to search terms, etc.?

Pricing

1. What is the license fee (if perpetual license)? 2. What are the pricing schedules and what features do

they include? On what are they based? Provide an annual estimate of cost, based on some performance metrics.

3. How do you charge for annual support? What about maintenance?

4. Are there any hidden fees (e.g., implementation, transaction costs, revenue sharing)?