The Challenges and Choices Fashion Brands face when going Mobile

Jonathan Setty, Sales Director, MoPowered PLC

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Lancaster London Lancaster Terrace,

London W2 2TY

8th April 2014

I love this slide…!

• 2008 – this is the year of mobile

• 2009 – THIS is the year of mobile

• 2010 – this IS the year of mobile

• 2011 – this is THE year of mobile

• 2012 – this is the YEAR of mobile

• 2013 – this is the year of MOBILE

• 2014 – this is the year of mobile SHOPPING

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Consumer adoption vs. Mobile Shopping lag Popula

tion

Time

Mobile Adoption

Mobile Shopping

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Challenges Facing Fashion Retailers – what to consider ?

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• Key Challenge I – Checkout Abandonment : Monetising Mobile

• Key Challenge II - Apps - “…but all the other stores have one”

• Key Challenge III - Future proofing your fashion brand

• Wearable tech - …would you wear this ?!

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The MoPowered PLC story

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2007 2009 2012 2014+

120 customers across mobile

web/apps/tablet Developed the MoPowered

m-commerce Platform

Additional in-App commerce

functionality

Pioneered Mobile

Banking

“MoBank”

The MoPowered PLC story

Partners with Leading e-commerce Technology Companies

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120+ retailers on our platform

and over 50 more.

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Key Challenge I – Monetising the Mobile Channel

• What am I looking to achieve for my fashion brand. Revenue Uplift? Customer Experience? Engagement?

• How do I demonstrate an ROI?

• What do I need to address to achieve the above?

In mobile,

you need to

rethink payment

and provide the

best user

experience M-commerce

is set to

quadruple to 2017

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Factors that affect success on Mobile

Speed/performance

Navigation

Checkout

• Page weight

• Image size

• Web technology

• Simple/mobile specific

• Task driven

• Quick/text light

• Mobile payment

options

Lots of ££ spent on branding & acquiring traffic…

Paid Display Paid Search Affiliate Sponsorship

Earned SEO WOM Buzz Viral

Owned Websites Mobile Blogs Social Accounts

ROI

Traffic acquisition spend

“For every £80 spent on acquisition only £1 is spent on conversion.”

Forrester Research

Low relevance and poor experience produces low:

• Engagement • Conversion rates • Average order value • Retention

3%

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Checkout abandonment is the biggest challenge

97%

Mobile

shopping

basket attrition

rates are

around 97%

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Mobile Channel Business Case

Solving the Problem by Addressing the Issues

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Every

100ms delay

costs

1% of sales

• Turn frustrated browsers into happy buyers through speed and performance improvements

• Develop navigation on mobile which is contextual and follows best practice

• Tailor your checkout to the mobile experience

“There’s a direct correlation between page load speed and conversion”

Andy Harding (Executive Director,

Multi Channel @ House of Fraser)

Streamlining Checkout – Fast. Light. Easy

Streamlining Checkout – Fast. Light. Easy

= £££

Challenge I - Summary

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• Select a partner with demonstrable mobile experience with live “successful” sites

• Ensure any partner is willing to commit to an ROI based on conversion uplift

• Ensure the cost of support and maintenance is in-line with an on-going ROI – no

nasty surprises!

Before Difficult to

view, browse, checkout

After Easy to shop and purchase

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The Mobile vs. App debate…

Key Challenge II – I want an App too…

Mobile vs. App

Not strictly an either or decision.

Use

r E

xp

eri

en

ce

Cost & Time to Market

Mobile Web RIM

iOS

Windows

Android

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Challenge II - Summary

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• Use data to determine the outcome

» – your customers are your insights!

• Leverage off the existing integration / mobile site

» Speed

» Navigation

» Checkout

Key Challenge III - Future-Proof your Fashion Brand

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1

2

3

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Key Challenge III - Future-Proof your Fashion Brand

If possible, leverage off the existing integration / mobile site when building for new devices

NFC

Heartbeat

Service Availability

QR Codes

Uptime

MI

Vouchers

Messaging

CMS

Data Access Layer

Business logic

HMTL rendering/device API

A truly modular architecture, delivers across devices

CLIENT

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iBeacon

How times have changed…

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And finally… would you ever wear this ??!

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Holographic leather reacts to sound. As volume increases, it begins to illuminate and make "visual music." The bathing suit reacts to light, with the centre panel turning into purple dots in the sun

Eye-tracking technology, - move when someone is looking at them. When the garment is gazed at for a time, tiny motors move parts of it in patterns. They also glow. covered in photo-luminescent thread

Thank you…

Jonathan Setty 07798 886 526

Jonathan.setty@mopowered.co.uk

@sonjetty

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