Mobile Commerce Best Practices

Mobile CommerceBest PracticesKen Burke

MarketLive, Inc.

Mobile Commerce Best Practices

Today’s Presentation

Mobile Landscape

Mobile Success Factors – Merchant Example

• Key Decision Points• Developing Mobile Customer Experience• Defining Success Criteria• Evaluating Mobile Solution Providers

Mobile Integration for Success

Trends in Mobile Commerce Customer Experience

Mobile Landscape

Mobile Commerce is Booming

• In Q1 2011, 13% of US online adults used their mobile phones to purchase a product.

• Mobile Commerce in the US will grow at an average of 39% per year over the next five years, reaching $31Billion by 2016.

• 57% of online retailers have already developed a Mobile Commerce strategy, and 48% already have a mobile-optimized Mobile Commerce site.

• 69% of eBusiness managers plan to increase their investment in mobile-optimized websites and mobile applications during 2011.

Market Overview: Mobile Commerce Solutions For Retail, August 2011, Forrester.

Today’s Consumer Experience

…is Highly Isolated & Highly Fragmented

Search

EngagementConversion ConversionResearch Retention Acquisition

Off-line/

Meeting Customer Expectations

…Requires seamless integration, supporting consumer goals across touch points.

Search

Mobile Success FactorsH2O Plus Case Study

H2O Plus: 31 Countries, 2,500 Points of Sale

Vancouver, Canada

Beijing, ChinaChicago, USA

Key Decision Points for H20 Plus

1. Mobile Website vs. Mobile Application

Both offer different benefits and serve different audiences. They should be considered complimentary, not mutually exclusive.

Mobile Websites:

• Cost less to reach a wider audience• Increase exposure across multiple mobile devices and OS.

Mobile Applications: Make the most of smartphone features but…

• Have increased barriers to entry: purchase, download.• Lack frequent use: Non-gaming/entertainment apps have

only a 5% success rate in repeat usage within 30 days.Market Overview: Mobile Commerce Solutions For Retail, August 2011, Forrester.


2. Choosing the Right Technology & Service Approach

“How did your company build its mobile site?”

The State of Retailing Online 2011, a Shop.org study conducted by Forrester.


3. Using an Integrated eCommerce Platform Solution

MarketLive Platform Advantages for H20 Plus Project:

• Turn-key solution integrated with existing infrastructure and web business solution.

• 2-3 week launch time.

• Worry-free IT with managed hosting and services.

• Single point of contact for all digital business.

• Leverage existing security and PCI compliant systems.

• Cost savings to launch on existing infrastructure.


MarketLive Platform Advantages, continued:

Single administration interface to manage all commerce sites.

Leverage shared assets and content between digital properties.

Consistent consumer experience across platforms.

Established relationship and vendor understanding of H2O Plus brand, products, and business goals.

Market Overview: Mobile Commerce Solutions For Retail, August 2011, Forrester.

H2O Plus: Developing Mobile Experience

Merchants Must Help Consumers:

1. Buy a product.

2. Research a product.

3. Get customer service help.

4. Support their lifestyle.

5. Give social feedback.

1. Buy a Product

Focus navigation & features on key goals specific and relevant to your mobile customers: Loyal Buyers:

• Emphasis on “Customer Favorites” and simplified category hierarchies to showcase product collections.

• Emphasis on Store Locator in main navigation

1. Buy a Product

Directed Buyers: Mobile Site Search• Visual display hierarchy• Showing full breadth & depth• Entire product catalog available

through mobile site search regardless if featured on mobile site.

2. Researching a Product

First Time Buyers Elevate brand value

proposition

2. Researching a Product

First Time Buyers Elevate product discovery

tools

3. Getting Customer Service Help

Store Locator Contact 800 Number

4. Supporting Their Lifestyle

Access to Expert Advice

4. Supporting Their Lifestyle

Social Integration

Defining Success Criteria for H2O Plus

Industry Objectives

“What are your company’s top three priorities/objectives for mobile?”

Q2 2010 Global eBusiness And Channel Strategy Professional Online Survey, Forrester

Defining Success Criteria for H2O Plus

1. Engage the Consumer When and Where She is Spending Her Time (Increasingly on Mobile)

Mobile Traffic 8-10% of Online Visits Bounce Rate 45% Average Time on Site 3:53 Average Pages/Visit 5.2

2. Support All Sales Channels for Research and Brand Discovery

Top Mobile Page – Store Locator

3. Grow Mobile Commerce Revenue Conversion Rate for Mobile 1% (not counting iPad)

Evaluating Mobile Solution Providers

Questions you should ask any provider about their Mobile Solution

• How well does the platform support ratings and

reviews?

• How does the platform address mobile checkout challenges?

• How easy is content management? And how does it integrate with my current site?

• How often are platform enhancements made available?

Driving Mobile Awareness & Customer Engagement

Mobile Integration for Success

Driving Mobile Awareness

Promote mobile offerings across channels & media

Driving Mobile Awareness

Email cross-media promotion: A|X Results

• Increased AOS

• 3x Conversion Increase

Driving Customer Engagement

A Great Marketing Plan Leverages Mobile

print

Driving Customer Engagement

14 Million Americans Used QR Codes in June 2011• QR codes provide a unique link between the physical world and a limitless supply of digital content.

• QR codes provide consumers with instant rewards/immediate gratification.

QR Code Examples

Immediate access to engaging content:• Product Details• Customer Reviews• Styling Ideas• Videos (How-to/Product Demos)

QR Code Examples

The more exclusive the content, the better

QR Code Examples

Supports Sweepstakes Entry

QR Code Examples

Drives to unique shopping experience • Microsite • Holiday Buying Guide• Exclusive Deal of the Day

QR Code Examples

Drives to useful shopping toolsStore Locator tied to print coupon

QR Code ExamplesSupports Social Initiatives• Drive community engagement• “Like” a Brand or specific

product

Trends in Mobile Commerce

Customer Experience


Use of imagery to support product navigation and create more visual engagement

From these….

Product Discovery - Navigation

…to These

Icon navigation

Visual Representation




Product Discovery - NavigationSolutions-Oriented,Persona-Based Navigation



Support of consistent product discovery features across touch points

Product Discovery – Feature Parity


Consider using Squinch Merchandising to promote multiple campaigns

Campaign Promotion

Auto-scroll

User-Initiated Film Strip Merchandising


Featured Products Elevation of product promotion on home page/gateway pages

Featured Products


Featured Products

Elevation of product promotion on home page/gateway pages

Few are leveraging “Best Sellers or Top Rated”

Featured Products


Advanced Imaging FeaturesAdvanced Imaging Features 52% of merchants now integrating advanced imaging

functionality


Promoting Cross-sell & Up-sells Increases AOV

Promoting Cross-Sells and Up-Sells


Completing the Purchase • Persistent Cart across Touch-points

Completing the Purchase

Q & AMobile Commerce Best Practices

Mobile Commerce Best Practices

Technology

Transcript of Mobile Commerce Best Practices