Remodista Leadership Session Insights Gained Q3 2012
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Transcript of Remodista Leadership Session Insights Gained Q3 2012
(re – mo – dist – a) – proper n. pl.
Remodista is a savvy retailer’s forum for all things mobile, taking its name—and mission—from core principles of retail and mobility distilled into one community. Fresh content from industry thought leaders and peer reflection meet in a collaborative environment for retailers to learn, share and bring visionary strategies to market.
Remodista = Retail and Mobility Distilled
“We are rapidly getting to the point where the single most important medium that people have is
their wireless device. It’s with them every single moment of the day.
It’s genuinely the convergence box that everyone’s been talking about for so many years.”
Andrew Robertson Chief Executive of BBDO “More people
own a cellphone than own a toothbrush.”
“There are more mobile subscrip9ons than people who have access to safe drinking water.”
“Mobile as ‘FIRST-‐SCREEN’ for all web usage will happen between 2013 to
2015.”
Smartphones are domina9ng
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Some9me this year, more than 126 million U.S. consumers are expected to own a Smartphones
Both in U.S. and Interna9onally
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Yet, the global focus depends on the size and sophis9ca9on of the retailer itself. Even though some aren’t yet ready to scale, by u9lizing digital and mobile they can expand to a global footprint.
Global smartphone sales are up 63.1% from 2010
488.5 million units sold in 2011
In last 3 years, apps downloaded 10.9 billion times
In January 2012, 8.5% of global website hits came from a mobile device… Double the amount compared to same time last year.
> 40 million tablets in use in U.S.
And tablets are making a huge impact
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Sources: Forrester, Morgan Stanley
“Tablet design and experience are not the same as the experience for the phone.” ~ Alexandra Wilkis Wilson, Co founder and CMO of Gilt Groupe at the Remodista Leadership Session – Chicago, April 18, 2012
• less than 2 years aWer launch • Smartphones took 7 years • Television took 16 years
mCommerce is rapidly evolving
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Source: Forrester “Mobile Commerce Forecast: 2010 to 2016”
With a Compound Annual Growth Rate (CAGR) of 39% for mobile commerce over next four years, mobility is about mee9ng consumers at their point of need.
Consumers’ expecta9ons are based on their experiences with mobile leaders
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» Expecta9ons for mobile are being
set at the macro level… not just by
individual industries
» “The more we step into mobile, the more we realize that it is more about the mobility of the consumer, than the device.”
» Kelly Stickel, President and Founder of Remodista
The ubiquity of mobile creates connec9on demands
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By focusing on the juncture of retailer and customer, mobile extends the brand and the buying journey
Social shopping: Women want to stay connected so they can find the best deals for their families.
Retailers need to think about social integra9on through connec9ng the dots through web sites, commerce, and social
The only way to bridge the gap between digital and real-‐world is through mobile experiences
Mobile is a tool for engagement and ac9on…
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Even though some retailers may view mobile as a “frenemy,” it truly bridges the gap between online and in-‐store.
Whether QR code, mvs, or keyword, ac9va9on mobile is increasingly leveraged by retailers to ac9vate consumers to interact with the brand… in store, online, at home, and on-‐the-‐go.
Many routes to ac9vate consumers using mobile, but consistent component is ensuring content meets context.
Whether exclusive content, products, loyalty programs, coupons, or vo9ng, op9mize experience for mobile and plan for na9ve capabili9es to the device, gps, camera… APIs like Instagram and Facebook
…which responds to the flexible nature of the shopper
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Although the mobile landscape has seen a tremendous evolu9on in the past
few years and many organiza9ons are beginning to mature their offerings,
there are several key things to keep in mind when considering your mobile efforts:
Evolving the business defini9on of “customer” to know your mobile
audience
Establishing and governing a consistent brand experience
Don’t miniaturize… Mobilize
Driving enterprise customer intelligence by expanding the reach of customer knowledge capture and dissemina9on through mobility
Implemen9ng capabili9es to measure and track progress toward
improving customer sa9sfac9on, sales, and profitability
Game-‐changing business drivers that blur the physical and the digital are inspiring enterprises around the globe:
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Fast return on investment (ROI)
Increased employee produc9vity
Direct interac9on with the customer
Ability to airact the best talent
Speed of decision
You might see mobile as another channel, but…
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Compe
99ve Advantage
This is a Direc9on, not des9na9on
LEADER “FAST” FOLLOWER GAP WILL CONTINUE TO INCREASE
CATCH UP
This line will keep moving…quickly
STAY THE COURSE
This path is harder than you think it is.
Time Leadership in the mobile space relies on commitment to a path forward
Every device is different
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Design and build programs accordingly. Know when, where, and how your consumer uses each device.
Smartphone is lean-‐forward, quick snack, scan-‐and-‐scram Tablets are lean-‐back, highly involved, entertainment and
content-‐oriented
Provide content, services, and design that taps into natural behaviors exclusive to each device.
Shopping lists Wish lists Coupons In-‐store product loca9on In-‐store inventory guidance On phone purchasing
Competitive advantage
dynamic reduce cost
impact productivity
collaboration sales force multiplier intelligence
proprietary
customer
just-in-time
brand
We see mobility having unimaginable impact across the enterprise
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brand interaction at moments of decision
in the context of daily workflow
speed of decision
Partners Employees Management Customers
knowledge sharing & collaboration
…enabling an intelligent, connected, agile business
content process efficiency
revenue
Don’t shrink… re-‐think
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30% of consumers 25-‐44 consider a retailer’s “mobile competence” a cri9cal element of the shopping experience.
47% of smartphone users have used their device to view product reviews while shopping in brick-‐and-‐mortar store.
53% of shopper indicated a willingness to share loca9on-‐based personal info in exchange for value-‐added content and an augmented shopping experience.
EXPERIMENT and keep it fresh: Pop-‐up shops Social / Mobile campaigns and flash sales Augmented reality
Consumers will experiment with you and like being surprised. ext level?
You have to examine the right ques9ons
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How does a mobile-enabled business act?
What is the role of mobility in my business? What is the set of mobility experiences people want from us?
What are the mobile capabilities we need to succeed? What are the benefits and how do we measure results?
What should we do first (i.e. IMMEDIATELY)?
What does mobility success look like when we get there? What is the business model that ensures long-term success?
Connect to Learn More
Kelly SOckel Founder and President of Remodista www.remodista.com [email protected] 312-‐371-‐9302 @ks9ckel @bricksandmobile @moximorés @mobile4mommies