The SoMoLo ImperativeSocial, Mobile, Local Shopping Reaches the Tipping Point

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Join the Conversation!

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SOMOLO

What is a

Shopper?#CommerceInMotion

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SOCIALMOBILELOCAL

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Why Did We Study These “SoMoLo” Shoppers?

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Because They’reEverywhere…

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Research Approach

Specialty Electronics Grocery Big Box CPG Other

Study ConductedDecember 1 - 18, 2011282 Respondents

To pinpoint the expectations of today’s SoMoLo shopper, and how B2C and B2B businesses are responding and adapting to these wants and needs

Objective

Revenue Breakdown$100M - $500M: 59% Greater than $500M: 41%

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We WantSocialIntegration!I Yshopping

on my iPad!

GotLocal???

Shopper Demands Keep Escalating…

ScanThis!!

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57%expect discounts sent to their phone

46%expect to place orders via their phone

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Mobility Matters

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40% expect to use QR codes to access content on their phone

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50%expect to shop via tablet

Tablets AreTriumphant

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38%expect to use social

sites to browse, shop, and buy

(Only)

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Social: Sizzling, Or Fizzling?

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28%expect department-specific messages and offers to be sent to their phones when

they are inside a store

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Locking In on (Micro) Local

14#CommerceInMotionThe Great Divide

RETAILERS

SHOPPERS

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Retail Has a Long Way to Go to Meet SoMoLo Demands

Place Orders via Smartphone46% 38%

CustomersExpecting

RetailersDelivering

Availability and Pricing on Phone42% 30%

Order Status Updates on Phone44% 30%QR Code Access

to Product Content40% 33%Browse/Shop/Buy

via Social Sites38% 22%Location-SpecificOffers via Phone26% 20%

Dept-SpecificOffers via Phone28% 12%

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A Long Road…

13%average

gap

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33%

36%

Lack of Corporate Commitment

Inability to Integrate New Channels

Limited Inventory Visibility Across Channels

Stores Unable to Support New Challenges25%

36%

SoMoLo Roadblocks#CommerceInMotion

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Good Intentions…

Order on Phone----------------------------------------------Product Availability/Pricing on Phone---------------Order Status and Updates on Phone-----------------QR Code Access to Content on Phone--------------Push Local Offers to Phone When Near Store----Department-Specific Offers Inside a Store---------Browse/Shop/Buy App via Social Network---------

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38%30%30%33%20%12%22%

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Strategic Shortcomings?

Currently have no specific mobile commerce strategy and/or are just experimenting50%

30%64%

Currently have no specific social commerce strategy and/or are just experimenting

Currently have no specific local commerce strategy and/or are just experimenting

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Conclusions & Takeaways

1. Retailers must adapt to meet the escalating demands of the increasingly social, mobile, local shopper

2. As a whole, it appears that the industry feels the pressure to react

3. Executive commitment, clearly defined strategies, and technology plans need to evolve quickly to close the gap

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Full Study Available Online

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www.CommerceInMotion.com/feature/SoMoLo-Imperative

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Coming Soon: B2B Study Results

50%of B2B executives indicate that buyer purchasing behaviors closely mirror those of consumers

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What Does this Mean to their Selling Strategies?

Thank YouDavid.Bruno@RedPrairie.com

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