Developing a Successful Mobile Commerce Strategy...Developing a Successful Mobile Commerce Strategy...

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Developing a Successful Mobile Commerce Strategy SPEAKERS: Tim Ahlenius, E-commerce Strategic Manager, Americaneagle.com Andrew Opdyke, Department Manager of Mobile Development, Americaneagle.com

Transcript of Developing a Successful Mobile Commerce Strategy...Developing a Successful Mobile Commerce Strategy...

Page 1: Developing a Successful Mobile Commerce Strategy...Developing a Successful Mobile Commerce Strategy SPEAKERS: Tim Ahlenius, E-commerce Strategic Manager, Americaneagle.com Andrew Opdyke,

Developing a

Successful Mobile

Commerce Strategy

SPEAKERS:

Tim Ahlenius, E-commerce Strategic Manager, Americaneagle.com

Andrew Opdyke, Department Manager of Mobile Development, Americaneagle.com

Page 2: Developing a Successful Mobile Commerce Strategy...Developing a Successful Mobile Commerce Strategy SPEAKERS: Tim Ahlenius, E-commerce Strategic Manager, Americaneagle.com Andrew Opdyke,

SPEAKERS

© 2011 Americaneagle.com All Rights Reserved.

Tim AhleniusE-commerce Strategic

Manager

Andrew OpdykeDepartment Manager

of Mobile Development

Page 3: Developing a Successful Mobile Commerce Strategy...Developing a Successful Mobile Commerce Strategy SPEAKERS: Tim Ahlenius, E-commerce Strategic Manager, Americaneagle.com Andrew Opdyke,

• Why Now? Making Mobile a Priority

• Unique features that Mobile provides

• How to identify and understand your audience

• Best practices for strategizing mobile commerce

• CASE STUDY: Stuart Weitzman

• Understanding mobile tools

• How to get started

© 2011 Americaneagle.com All Rights Reserved.

AGENDA

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© 2011 Americaneagle.com All Rights Reserved.

MAKE MOBILE A PRIORITY

Mobile Commerce is expected to grow significantly in the next few years.

A recent Forrester study indicates that 57% of retailers have already

implemented a mobile commerce strategy or have plans to do so.

Page 5: Developing a Successful Mobile Commerce Strategy...Developing a Successful Mobile Commerce Strategy SPEAKERS: Tim Ahlenius, E-commerce Strategic Manager, Americaneagle.com Andrew Opdyke,

More consumers will access the Internet by mobile than by desktop or laptop computers by 2013.

-Morgan Stanley Research

• People want to find a specific piece of information immediately vs. browsing on a desktop when using their mobile device.

• This opens your organization to the new type of shopper

© 2011 Americaneagle.com All Rights Reserved.

MAKE MOBILE A PRIORITY

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© 2011 Americaneagle.com All Rights Reserved.

UNIQUE FEATURES FOR MOBILE

• Location-based

– Use the mobile device’s GPS to

make it easy to find close

locations or get directions.

• Quick call

– Allows visitor to click on your

phone number and call

immediately from their mobile

devices

Mobile smartphones offer unique features that can be applied to a mobile commerce site:

Page 7: Developing a Successful Mobile Commerce Strategy...Developing a Successful Mobile Commerce Strategy SPEAKERS: Tim Ahlenius, E-commerce Strategic Manager, Americaneagle.com Andrew Opdyke,

© 2011 Americaneagle.com All Rights Reserved.

• Determine your approach using analytics

– Identify which devices are being used to access your site

– Do most people that log onto your site go on certain pages when using a

mobile device?

• Mobile commerce affects your SEO within mobile

search engines

– This provides another avenue for your company to be found

WHO IS YOUR AUDIENCE

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© 2011 Americaneagle.com All Rights Reserved.

BEST PRACTICES:

Strategizing

Mobile Commerce

Page 9: Developing a Successful Mobile Commerce Strategy...Developing a Successful Mobile Commerce Strategy SPEAKERS: Tim Ahlenius, E-commerce Strategic Manager, Americaneagle.com Andrew Opdyke,

© 2011 Americaneagle.com All Rights Reserved.

• Learn about Doctor• Schedule an

appointment• Look up office

locations

MOBILE WEBSITE VS. MOBILE APP

MOBILE APPLICATION: A product that is downloaded

from a virtual store to a mobile device

• May be treated as a stand-alone product

• May have one purpose/theme

• Can choose to create a paid app, another source of revenue

• Apps have to be developed separately for different devices

– iPhone, iPad, Android, Blackberry

MOBILE WEBSITE: A website that is designed to be mobile-

friendly, brought up on a Web browser.

• An extension of your standard website

• Choose only the most important areas of your website to put on your mobile

website

• Only developed once to be viewed on different devices

Determine if you want to develop a

mobile commerce website or app.

Page 10: Developing a Successful Mobile Commerce Strategy...Developing a Successful Mobile Commerce Strategy SPEAKERS: Tim Ahlenius, E-commerce Strategic Manager, Americaneagle.com Andrew Opdyke,

© 2011 Americaneagle.com All Rights Reserved.

AGENDAOPTIMIZING A SITE FOR MOBILE

A mobile commerce site should load quickly and

make finding products or information easy.

• Determine what visitors are reviewing with analytics

• Simplify navigation

• Use only the most important/relevant content

• Limit use of imagery

• Avoid Flash

• Offer an option to view your standard/full site

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© 2011 Americaneagle.com All Rights Reserved.

TOP AREAS FOR MOBILE COMMERCE

Navigation and Features to Include on a Mobile

Commerce Website:

• Click to touch functionality

• Location-based features– Utilize GPS on phones

– Store Locator

• News/Pressroom feed

• Events

• Product features

Page 12: Developing a Successful Mobile Commerce Strategy...Developing a Successful Mobile Commerce Strategy SPEAKERS: Tim Ahlenius, E-commerce Strategic Manager, Americaneagle.com Andrew Opdyke,

© 2011 Americaneagle.com All Rights Reserved.

PAYMENT PROCESSING

Simplify your checkout process.

• Member sign-on

• Wish lists

• One-page checkout

• Instant Calling

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© 2011 Americaneagle.com All Rights Reserved.

CASE STUDY: STUART WEITZMANSUMMARY

• Stuart Weitzman is a high-end shoe designer.

GOALS

• Give customers the option to shop through

their mobile devices

• Increase online sales through an mobile-

friendly interface.

STRATEGY/RESULTS

• Revenues from mobile purchases has grown

over 500%

• The mobile site receives 9,000 visits per

month (on average)

• ROI achieved within 4 months of launching

the mobile commerce site

• Significant improvements made to optimize

the site for iPad users.

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© 2011 Americaneagle.com All Rights Reserved.

UNDERSTANDING TOOLS

• How is a mobile site content populated?

• What do I need to consider with different operating

systems?

– Flash vs. HTML 5

– 1 App on different operating systems

– Screen Resolution

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© 2011 Americaneagle.com All Rights Reserved.

GETTING STARTED

Strategy Technology Marketing• Analytics• Main purpose• Unique mobile features

• Mobile site vs. Mobile app• Operating systems

• QR Codes• Mobile-only Promotions• Social Media

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© 2011 Americaneagle.com All Rights Reserved.

Q & A

Page 17: Developing a Successful Mobile Commerce Strategy...Developing a Successful Mobile Commerce Strategy SPEAKERS: Tim Ahlenius, E-commerce Strategic Manager, Americaneagle.com Andrew Opdyke,

THANK YOU.

877.932.6691

[email protected]

www.americaneagle.com/events

SPEAKERS:

Tim Ahlenius, E-commerce Strategic Manager, Americaneagle.com

Andrew Opdyke, Department Manager of Mobile Development, Americaneagle.com

Additional Resource:

www.americaneagle.com/eaglevision