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P r e s e n t e d B y :
T i m B a r r e t t , G l o b a l R e t a i l i n g A n a l y s t , E u r o m o n i t o r I n t e r n a t i o n a l
D a n n y S i l v e r m a n , S V P C u s t o m e r S u c c e s s , C l a v i s I n s i g h t
GLOBAL MOBILE SHOPPING TRENDS AND BEST PRACTICES
TO WIN THE DIGITAL SHELF
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
About Clavis Insight – The Global Hub of eCommerce Intelligence
Our technology visits online retailers anywhere in the world…
…captures anything the shopper might see…
…and delivers actionable insights to drive sales, protect brands and increase share
Technology Excellence
Comprehensive Analytics
Global Footprint
Thought Leadership
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
About Euromonitor International
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
Today’s Speakers
Tim Barrett is a Global Retailing Analyst at Euromonitor International who previously covered a number of FMCG categories across the US. Tim’s professional interests include the evolving grocery landscape and online marketplace growth.
Danny Silverman is Senior Vice President of Customer Success for Clavis Insight. In his role, Danny helps brands enhance equity and drive sales at online retailers with data driven insights and experience informed action.
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
Internet Retailing Trajectory
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Sale
s (
Re
al $
US
bill
ion
s)
Global & Local E-commerce Sales
World USA
CAGR
16.6%
CAGR
12.7%
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
Online Assortment is Changing
0%
5%
10%
15%
20%
2001 2003 2005 2007 2009 2011 2013 2015
Global Internet Retailing Share by Product Category, 2001-2015
Apparel and Footwear Consumer Appliances Media Products Consumer Electronics
+3.6% +2.6% -2.1% -4.9%
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
Category Close-Ups: Consumer Electronics
2005 Sales 2015 Sales 2005 Share 2015 Share Share Change
$12.8 billion $37.8 billion 18.9% 13.9% -5%
• Maturity
Growth Limiters
• Product Cycles • Price Erosion
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
Category Close-Ups: Food & Drinks in the US
2005 Sales 2015 Sales 2005 Share 2015 Share Share Change
$2.1 billion $7.6 billion 3.1% 2.8% -0.3%
• Expensive
Growth Limiters
• Not widespread • Fresh problems
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
Still Early Innings for the Digital Revolution Globally…
0
2
4
6
8
10
12
14
16
18
20
2010 2015 2020
US$
Tri
llio
n
Global Retail Sales by Channel
M-commerce
E-commerce
In-store
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
…but Asia Pacific is Leading the Way
75 80 85 90 95 100
Middle East and Africa
Latin America
Eastern Europe
Australasia
Western Europe
North America
Asia Pacific
% of Sales by Channel in 2020
In-Store
E-commerce
M-commerce
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
The Smartphone Age is Upon Us…
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
…and it’s Helping Drive Internet Retailing
-
100
200
300
400
500
600
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Sale
s (R
eal $
US
bill
ion
s)
US E-commerce & M-Commerce Sales
E-Commerce M-Commerce
CAGR
12.4%
CAGR
34.3%
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
Which Means It’s Growing Ever More Important
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Sale
s (R
eal $
US
bill
ion
s)US M-Commerce Share of Total Ecommerce
E-Commerce
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
How much of E-Commerce Growth is coming from Mobile?
Top Countries for Internet Retailing Growth, Absolute Growth in real US$ millions, 2016-2020
Country Internet Mobile % from Mobile
China 205,574 178,351 87%
USA 174,640 110,483 63%
Japan 35,513 24,950 70%
United Kingdom 27,083 25,675 95%
India 26,976 5,577 21%
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
Mobile Usage is High and Getting Higher for Purchases
0% 10% 20% 30% 40% 50%
Never
0-3 hours
3-6 hours
6-8 hours
8+ hours
Daily Smartphone Usage by 15-29 Year Olds, 2013
10%
15%
20%
25%
2011 2013 2015
Global Internet Connected Users Buying At Least Weekly with their
Mobile Phone
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
Mobile-First Marketplaces Spring to Life
•Easy to browse•Social components baked in•Makes purchasing easy
B2C
Cross Border
C2C
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
Mobile First Doesn’t Mean Mobile Only
In-store experience supplements App-only experiments fail
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
The Future of Functionality
Payment Social
Social StoresRewards
Diehards Geofencing
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
The Future of Functionality
Search Seamlessness
Voice APIs & Deep Linking
Visual World Blending
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
Key Takeaways
Mobile Usage Is Ubiquitous
• But mobile shopping habits aren’t
It is Accelerating E-Commerce
• And possibly cannibalizing it
It Needs to Make Life Easier
• In the entire path to purchase
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As an E-Commerce Manager, What do I Need to Know About the Mobile Shelf?
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
Clavis R&D has Conducted Extensive Comparative Testing and Analytics
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
In Mobile, the Fundamentals Remain the Same
• Copy & Content
• Ratings & Reviews
• Merchandising Media5. Engage
• Varies by retailer
• Varies by fulfillment
4. Get Assortment Right
• Title
• Product Information
• Image and Video
3. Ensure Accurate Fundamentals
• Navigation location
• Keyword search2. Be Discoverable
• Available to buy Online
• Available in Store only1. Get and Stay In-Stock
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
In Mobile, the Fundamentals Remain the Same
• Copy & Content• Ratings & Reviews
• Merchandising Media
5. Engage
• Varies by retailer
• Varies by fulfillment
4. Get Assortment Right
• Title
• Product Information
• Image and Video
3. Ensure Accurate Fundamentals
• Navigation location
• Keyword search2. Be Discoverable
• Available to buy Online
• Available in Store only1. Get and Stay In-Stock
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
But There are Differences!
Images are smaller!
Titles are shorter
Content fields may be shortened or missing
Search results may vary
Availability may vary
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
Shoppers search primarily by scanning the images
On average the image for each product gets 70% (time on) of the attention• Title and other copy gets 30%
On mobile it’s even greater:
98% on online shoppers make the buy/add to basket decision from hero or
primary image only**
*Clavis, Sticky research on Amazon.com desktop
**Omniture Clickstream from Tesco.com (2.4 million shoppers)
On Average Visitors Scan the Search Page in 7 seconds*
September 20th, Chicago
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
Do Conventional Pack Shots Work on Mobile? (EXERCISE)
• What is the brand? - MAYBE
• Is it shampoo or conditioner? - NO
• Is it 400 ML or 250 ML?
• Intensive Repair or Colour Care? - NO
- NO
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
Unilever has been Pioneering Better Primary and Hero Images for Any Screen Size
before
afterHero Images highlight the BASICS:Brand, Type of product, Flavor or variant and Pack size / Pack count
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
Do Hero Images Work on Mobile?
• What is the brand?
• Is it shampoo or conditioner?
• Intensive Repair or Colour Care?
• Is it 400 ML or 250 ML?
- YES
- YES
- YES
- YES
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
Open Sourced Layered ArtworkGoogle: Cambridge E-Commerce Inclusive DesignLinkedIn: Oliver BradleyTwitter: @eCommerceULVR
October 5th, London
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Global Mobile Shopping Tends and Best Practices to Win the Digital Shelf
Titles are Truncated, Typically Based on Character Width-Not Count
Retailer Mobile App Mobile Web
Walmart ~50 ~70
Amazon ~59-125 ~59-125
Peapod Unlimited Unlimited
Ocado Unlimited 52
Asda ~28 per line Unlimited
Tesco Unlimited Unlimited
Yihaodian Unlimited Unlimited
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Global Mobile Shopping Tends and Best Practices to Win the Digital Shelf
Features and Descriptions are Partly Hidden, Often Requiring a Tap or a Swipe, or Sometimes Missing Entirely
Mobile Web Mobile App
*Walmart feature bullets for apps are incorporated into description w/out bullets.
*Amazon tablet app did not support A+ content until recently
Mobile Web Mobile App
*Peapod app did not include Personal Care ingredients until recently
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Global Mobile Shopping Tends and Best Practices to Win the Digital Shelf
What’s Happening When you Search for ‘Diapers’? (US)
DESKTOP: returns results
within Baby
1 2
1
2
APP: returns results within ‘All
Departments’
DESKTOP: ‘All Departments’
1
2
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Global Mobile Shopping Tends and Best Practices to Win the Digital Shelf
What’s Driving the Differences: Technology, Not Insights!
• Retailers have a patchwork of back end technologies for each platform that do not share common features and functionality
• China may be the exception
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But it Doesn’t Have to Be that Way!
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Global Mobile Shopping Trends and Best Practices to Win the Digital Shelf
Key Take-Aways
Fundamentals are the same across platforms
Images are smaller – winning brands will adopt new standards
Titles are shorter – prioritize the first few words
Content fields may be shortened or missing – lead with impactful copy
Search results may vary – test and learn to build understanding
Availability may vary – get in stock, stay in stock!
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Questions and Answers
Tim Barrett Global Retailing Analyst
Danny SilvermanSVP, Customer Success
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Insights via web-based solution…delivering actionable data, analysis & insights to drive sales and share.
Audit + Analysis…captures anything theshopper might see…
Portfolio/Availability
Content
Search & Menu Placement
Rating, Reviews & Sentiment
Media
Price/Promotions
Advanced Modules
(e.g. POS Correlation)
TechnologyVisits online retailers on desktop, mobile web and mobile app, anywhere in the world…
About Clavis Insight
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Questions and Answers
Tim Barrett Global Retailing Analyst
Danny SilvermanSVP, Customer Success
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Upcoming EventsClavis Insight 2016 Americas eCommerce Accelerator Summit
Thursday, September 15State RoomBoston, MA
Clavis Insight 2016 EMEA eCommerce Accelerator Summit
Wednesday, October 5Altitude London
Path-to-Purchase Institute eCommerce Symposium
Tuesday, September 20Donald Stephens Convention Center
Rosemont, IL
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