Mobile Merchandising: one customer, many channels, a
merchandising dilemma or opportunity
Presented by Lauren Freedman
October, 2013
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1 in 3 retailers project mobile will be more
than 10% of their holiday revenues
Q3
e-tailing group/Baynote 2013 Holiday Survey
Are You Prepared?
the e-tailing group - PAGE 3 -
16 years e-commerce consulting
Author, It’s Just Shopping
50+ years traditional retail and catalog
experience
Fortune 500 client projects ranging
from strategic planning, merchandising,
marketing, to technology development
and messaging
Cross-category projects spanning
specialty retail to department stores
Proprietary research studies on
mystery shopping, merchandising,
mobile and consumer behavior
The Voice of Cross-Channel
Merchandising
Straight talk from “in-the-trenches”
online merchandising experts
the e-tailing group - PAGE 4 -
MOBILE CONSUMER
INSIGHTS-2013
Sponsored by
Create a co-branded thought leadership study that
explores evolving consumer behavior and intent relative to
the mobile channel and mobile devices
the e-tailing group - PAGE 5 -
1204 consumers completed an online questionnaire
in July, 2013
Q5, 18-20
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Consumers spend significant time browsing retail stores
where 63% browse at least once a month
44% are active browsing several times a month
Q2
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Almost 1 in 2 consumers are “active” browsing and
researching retail sites via their smartphone at least weekly
1 in 4 embrace everything from opening retail email to purchasing
Q9
Q. How frequently do you typically do each of the
following via your smartphone? Please select one in
each row.
Answer Options Active/At
Least
Weekly Monthly
A few
times a
year Never
Browse retail sites of interest 48% 27% 19% 6%
Research products you intend to purchase from retailer sites 43% 30% 18% 9%
Research and subsequently make a purchase at a local store 30% 34% 22% 14%
Open email from retailers and make a purchase later on via PC or tablet 28% 26% 25% 22%
Open email from retailers and make a purchase on your smartphone 27% 19% 16% 38%
Open email from retailers and make a purchase in store 27% 26% 27% 20%
Make a purchase from a retailer’s site 25% 24% 19% 32%
Purchase product as a result of text messages sent to your smartphone by retailers 22% 14% 15% 49%
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Shoppers do their homework checking prices at Amazon, perusing
ratings & coupons to make confident shopping decisions
Q13
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The smartphone serves as a valuable tool for the active and
interested as they compare prices on Amazon, check product
ratings, access coupons and more
Answer Options Already do Wish I could do Not interested in doing
Look for competitive pricing at Amazon 59% 16% 25%
Check for product ratings and reviews 57% 15% 28%
Access promotional coupons for redemption at the store 50% 25% 24%
Look on retailer’s website for product or information beyond what they carry in
the store 49% 18% 33%
Look on the retailer’s website for additional products beyond what they carry in
the store 48% 18% 34%
Scan bar codes and compare prices to other retailers 41% 23% 35%
Look for competitive prices on product at retailers online other than Amazon via
Red Laser or other apps 40% 18% 42%
Purchase a product from the retailer’s website because they do not have
inventory at that physical location 40% 23% 38%
Scan bar codes to learn more about a specific product (i.e. product information,
product images, video, etc.) 39% 23% 37%
Check in to receive promotions or reward points from a specific retailer or
marketing efforts such as ShopKick, FourSquare, Belly or other solutions 33% 22% 45%
Make a purchase on your phone from another retailer 32% 19% 49%
Self-checkout 28% 25% 47%
Q. Which describes your use of your smartphone when visiting
a retail store? Please select one in each row.
Q14
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Satisfaction is a mixed bag with work to be done from a
retail perspective
Q11
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Credit card protection and difficulties in checking out
keep shoppers from buying more via smartphones
1 in 5 shoppers still faces challenges with imagery, finding product,
slow connection speeds and limited product information
Q12
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Consumers overwhelmingly desire consistency
across channels
From pricing through promotions and of course free shipping
Q17
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What Shoppers Want to Do Via Mobile
Connect to a Store
(find a store, check in-store product availability, reserve a product for store pickup,
read weekly circular)
Visit a Retailer’s Mobile Site including key pages (Home, Category, Product Page,
Search Results, Shopping Cart)
Search for Product
Research a Product
Buy a Product
Seek Customer Service
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EG Mobile50
1-800-Flowers CVS Harry & David Omaha Steaks The North Face
Amazon Dell Home Depot Petco Tiffany & Co.
American Eagle
Outfitters
Dick’s Sporting
Goods
HSN Pottery Barn Tiger Direct
American Girl DSW J Crew REI Tory Burch
Bath & Body Works eBags JCPenney Saks Fifth Avenue Toys ‘R Us
Best Buy Estee Lauder L.L. Bean Sears Urban Outfitters
Chico’s FTD Lowes Sephora Victoria’s Secret
Coach Foot Locker Macy’s Staples Walgreen’s
Crate & Barrel Gap Nordstrom Steve Madden Walmart
Crutchfield Golfsmith Office Depot Target Williams-
Sonoma
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the e-tailing group 3rd Annual Mobile Customer
Experience Index
Top-6 Performing Websites
(Scoring rounded out of a possible 100)
EG50 MOBILE MERCHANTS 69.73
Toys ‘R Us 83.50
American Eagle Outfitters 82.50
Crate & Barrel 82.25
Nordstrom 80.25
Sephora 80.25
Foot Locker 80.25
Learn from the Leaders
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The store locator tops of list of important mcommerce
features
Detailed product information, locating and finding product along with
reviews also merit attention
Q15
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Connection to retail clear
In-store pickup: 39%* Store Product Locator: 50%
Subset of EG50
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Go the extra mile
Reserve in store: 18% In-Store Pickup: 39%
Subset of EG50
Walmart
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Merchandising matters Home Page Score: 4.46/5.00
Retailers have made investments in the home page experience
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The role of search should not be underestimated
Refine Results: 78% Landing Page Sorts: 80%
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Product information powerful
Product Page Ranking………………………………………………4.06/5.00
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User-generated content sees value pre-store and in-store
Product Reviews: 84%
Ability to Sort Reviews: 52%*
Subset of EG50
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Consumer interest in non-store channels suggests
continued growth in PC and mobile channels
Q6
Almost 1 in 3 will be buying more via tablets and smartphones
Based on number who own/use channel
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The majority (55%) have made at least one purchase on
their smartphone
Q3
43% have made 2 or more
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Clothing, books/magazines, music, tickets, consumer
electronics and gift cards top the list of purchases
Consumption seen across the category spectrum
Q10
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Conveniences include coupon code entry,
password and customer service access
Efficient checkout and payment options also essential
Q16
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Checkout conveniences critical
Paypal: 96%* One-Click Checkout: 40%
*subset of EG50
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Customer service counts
Sufficient Information to Answer Questions: 2.46/3 where 3 is sufficient