The State of Mobile Shopping Apps

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Presenters:

• Sharon Magen, Director Mobile Solution Sales, International, Teradata Marketing Applications

• Yael Kochman, Head of Content Marketing, International, Teradata Marketing Applications

Follow us: @YaelKochman @SharonMagen

Webinar hashtag: #shoppingapps

3© 2015 Teradata

Trusted by Industry Leaders

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Question: Does your company have a mobile app?

5 @YaelKochman @TD_Mobile

Are Retailers Getting Everything They Can From Mobile Apps?

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State of Mobile Shopping

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Traffic Share: Mobile VS Desktop

2007 2008 2009 2010 2011 2012 2013 2014 2015

2,000

1,800

1,600

1,400

1,200

1,000

800

400

200

0

600

NumberofGlobalUsers(Millions)

Desktop

Mobile

Source:Comscore–MorganStanlyResearch

@YaelKochman @TD_Mobile© 2015 Teradata

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Mobile Accounts For 62% of Digital Time Spent, with App Activity Holding 54%

Source:comScoreMediaMetrixMulti-Platform&MobileMetrixU.S.

@YaelKochman @TD_Mobile© 2015 Teradata

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App vs. Mobile Browser Share of Mobile Transactions

© 2015 Teradata

Source: Criteo : State of Mobile Commerce

@YaelKochman @TD_Mobile

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Mobile Browser vs. App Funnel Metrics

© 2015 Teradata

Source: Criteo : State of Mobile Commerce

@YaelKochman @TD_Mobile

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Growth in Spend Per Device 2014 vs. 2013

© 2015 Teradata

Source: RetailMeNot

@YaelKochman @TD_Mobile

UK Germany France

4.1%14.4% 9.3%

117.2% 134.9%117.4%

PC Smartphones

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UK Mobile Shopping Trends

Mobile Retail Conversion Rates, Q2 2015

Mobile Overall

Android Smartphone

iPhone Android Tablet

iPad

4.2%2.9% 3.4%

4.8%

6.0%

Share of eCommerce Transactions by Device

 Android

Smartphone iPhone Android tablet iPad Total Mobile

Q2 2015 6% 14% 4% 21% 46%

Q1 2015 6% 12% 4% 20% 43%

0%

6%Smartphone vs. Tablet (% Mobile Transactions)

Q2 2015 Q1 2015

46% 44%

54% 56%Tablets

Source: Criteo : State of Mobile Commerce

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Overview of Research

14© 2015 Teradata

About The Study

@YaelKochman @TD_mobile

The top 50 online retailers in each country were identified

Apps from these retailers’ websites were downloaded

Push notifications were enabled and engaged user activity was stimulated over a four-week period

15© 2015 Teradata

Participating Countries

@YaelKochman @TD_Mobile

16© 2015 Teradata

Industries

@YaelKochman @TD_Mobile

Fashion

DIY TravelDepartment Stores

Communication Entertainment

I.T.

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Key Findings

18© 2015 Teradata

Out of The Top 50 Online Retailers, How Many Have Apps?

UK Germany France US

96%

70%62%

94%

How Many Have Apps

@YaelKochman @TD_Mobile

19© 2014 Teradata

Apps Per Enterprise

@YaelKochman @TD_Mobile

UK Germany France US Total

4.14 3.9

1.98

5.76

3.94

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Question: Are you sending

push messages?

21© 2015 Teradata

Out of The Ones Who Have Apps, How Many Sent Push Notifications

@YaelKochman @TD_Mobile

UK Germany France US

21% 20%

29%

35%

Series1

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Recommendations: Sending Push Messages

© 2015 Teradata @YaelKochman @TD_Mobile

23© 2015 Teradata

How Many Used a Push Preference Center

UK Germany France US

56%

20% 19%

64%

Push preference center

@YaelKochman @TD_Mobile

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Recommendations: Push Preference Center

© 2015 Teradata @YaelKochman @TD_Mobile

25© 2015 Teradata @YaelKochman @TD_mobile

26© 2015 Teradata

How Many Ask Users to Sign In

@YaelKochman @TD_mobile

23%

61%

16%

France

42%

8%

50%UK14%

80%

6%

Germany

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Recommendations:Sign In

© 2014 Teradata

28© 2015 Teradata

In Europe, None of The Apps Sent an Abandon Cart Campaign

@YaelKochman @TD_Mobile

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Last Minute Travel DealsDon’twaitinlinebookahead!AmazingActivities,ToursandAttractionsinLondon!

now

Slidetoview

Company: Last Minute Travel

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Problem• Drive increased revenue usage with promotions

and special offersStrategy & Tactics• Offer to book activities in the last destination

searchedResults• 19% click through rate• 6% conversion rate for purchase

Case Study: Abundant Cart Campaign Increases Revenue

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How Many Individualized Their App’s Content

© 2015 Teradata @YaelKochman @TD_Mobile

UK Germany France US

31%

3%0%

9%

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How Many Individualized Push Messages

© 2015 Teradata

UK Germany France

13%

3%0%

@YaelKochman @TD_Mobile

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Recommendations: Individualization

© 2015 Teradata

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How Many Apps Incentivized Users to Buy

© 2015 Teradata @YaelKochman @TD_Mobile

UK Germany France

54.0%

74.3%

67.7%63.0%

6.4% 6.4%

Incentive to buy in store Incentive to buy online

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Recommendations:Incentivizing Users to Buy Online

© 2015 Teradata

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In Europe, None Used a Push Message Call to Action!

© 2015 Teradata @YaelKochman @TD_Mobile

36© 2015 Teradata

Recommendations:Call to Action / Action Buttons

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How Many Asked For Location?

© 2015 Teradata

Uk

67%

29%23%

Germany France

@YaelKochman @TD_Mobile

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Recommendations: Location

© 2015 Teradata

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Conclusions

40© 2015 Teradata

Summary of Findings

@YaelKochman @TD_mobile

Only 21-35%

Offered incentives to buy in store, but in some countries only a few

incentivized to buy online

54-73%Used push notifications to

engage their app users

Only 31%Of UK apps individualized their app’s content, with

other countries legging far behind

62-96%Of top 50 brands in each

country have at list 1 mobile app

41© 2015 Teradata

Summary of Recommendations

@YaelKochman @TD_mobile

CommunicatewithyourusersacrossallavailablechannelsOmni-Channel Strategy

Itis…Proper Onboarding Process

ClickicontoaddpictureSend push notificationsDon’t be afraid to engage your users!

Use insightsTo individualize your mobile marketing

Let them chooseUse a push preference center to allow your users to control the content they’d like to opt-in to

Enable email sign inIn order to integrate data. But make sure it’s not mandatory

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Thank You!

Q&Awww.marketing.teradata.com/mobile