Yoc camerjam mobile marketing masterclass retail
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Transcript of Yoc camerjam mobile marketing masterclass retail
Building a transactional mobile website
May 2012
At a glance
Founded in 2000 and listed on the Frankfurt Stock Exchange since 2006 230+ employees across 6 European offices Over 40 employees in the UK Established in the UK in 2004 Turnover £35m and EBITDA £2.8m Current Market capitalisation £30.5m
Some of our Clients
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1. Mobile Stats 2. Think Multi-Channel 3. Ensure Secure Payment 4. Measure Performance
5. Build For The Future
6. Checklist
Agenda
Mobile Stats
European Smartphone Market
ComScore 2011, Morgan Stanley 2010, 2011
Global Smartphone Sales
Global Destkop & Notebook Sales
Mobile browsing is projected to outstrip
desktop browsing by 2014
Inflection Point
32% own a smartphone - UK
75% predicted to own a smartphone by 2015
Industry stats
Usage mobile websites 8x more growth than apps
Tomorrow Focus Media 2011
+ 22,4 % Mobile sites
+ 2,8 % Apps
Industry stats
Mobile Commerce Growth driver for mobile technology (in billion $)
Coda Research 2010, comScore 2011
UK
• Peoples’ average transaction value for purchases with a credit card/ bank details/ PayPal grew by 43% from 2010 to 2011
• 52% (25,2220,000) use mobile commerce
• 45% use their mobile to conduct research for a purchase
• 38% use mobile to find shop locations, opening hours, contact details, check prices
• 54% would buy more on their mobile if websites were optimised for mobile
Industry stats
NMA 2011
Industry stats
Ebay
• $2.2 billion in 2010 – globally
• £3.3 million in 2010 - UK
Amazon
• $1 billion in 2010 globally
Asos
• £1 million within one month (December 2010)
Air Berlin
• £1 million within first 12 months
Title of presentation 10
412,581 unique visits
3,626,909 unique visits
307,224 unique visits
841,250 unique visits
74,222 unique visits
30,099 unique visits
Mobile traffic arriving at desktop site
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Mobile is a Retail Gamechanger! It is revolutionizing retail for both consumers and
marketers. Jason Spero
Head of Mobile, Americas, Google
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To ensure great customer experience, usability and increased sales, consider three points:
1) Think Multi Channel 2) Ensure Secure Payment 3) Measure Performance 4) Build For The Future
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Think about all the touch points for mobile across your customer journey…
Transaction Buy postage stamps and track parcels via integrated bar code scanner or serial number
Innovation Augmented reality and radar tools to locate the closest Service Point.
Interaction Design postcards on the phone and let DHL send a physical version to your friends.
Deutsche Post DHL
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Think Multi-Channel
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The web will have more touch points
in a larger digital ecosystem
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Multi-Channel User Experience - Mercedes
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35% are concerned about security while shopping on a mobile device
Ensure Secure Payment
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On-premise installation to ensure highest security standards
Use well-known payment options (i.e. PayPal ….)
Do not link to non – mobile-optimized websites
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Measure Performance Response Time, Availability, Consistency
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Mobile Sites Response Time In Seconds
Baur 5,823
Twenga 9,434
ladenzeile 10,157
Otto 10,507
Average 10,744
Conrad 10,785
Amazon 10,967
Ebay 10,993
Bonprix 11,579
Weltbild 11,974
3suisses 12,194
Neckermann 13,776
Response Time Definition: Average time it takes to fully load a mobile site and complete a task
Compuware Germany, 2012
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Winner – Response Time & Consistency
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Mobile Sites Availability in %
Amazon 98,40
3suisse 97,46
Ebay 96,07
Ladenzelle 96,01
Otto 95,05
Baur 88,91
Neckermann 87,46
Average 86,00
Weltbild 74,77
Twenga 72,03
Bonprix 70,10
Conrad 69,78
Availability Definition: Measured the time a mobile homepage didn’t load within 60 seconds – either due to back-end/ it related issues or network connection
Compuware Germany, 2012
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Mobile Sites Response time in seconds
Baur 6,561
Bonprix 7,555
Twenga 8,235
Weltbild 8,319
Conrad 10,156
Ladenzeile 10,834
Average 11,244
Ebay 11,658
Otto 13,610
3suisse 14,281
Amazon 14,325
Neckermann 18,147
Consistency Definition: Standard deviation of sites based on the time and day accessed.
Compuware Germany, 2012
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Ted Baker - Launch
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Build For The Future Proxy-Transcoding vs. API Integration &
When To Develop In-House
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When To Develop In-House
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Full-Service Option
Consulting Concept
Wireframing
Implementation Programming Design
Go Live
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In-House Development + Support
Consulting
Support Workshops FITML Templates
Consulting
Support
Implementation Programming Design
Support
Go Live
Concept
Wireframing
Measure Performance Think Multi-Channel
Works on all devices & operating systems
Optimises content for each device
Response Time
Availability
Consistency
Checklist
Ensure Secure Payment
On-Premise Installation
Use Established Payment Providers
Only link to mobile-optimised sites
Build for the Future
Works with new and existing sources
Offers ability to move development
in-house
External advice & support available if and when needed
Thank You