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The SoMoLo ImperativeSocial, Mobile, Local Shopping Reaches the Tipping Point
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#CommerceInMotion
Join the Conversation!
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SOMOLO
What is a
Shopper?#CommerceInMotion
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SOCIALMOBILELOCAL
#CommerceInMotion
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Why Did We Study These “SoMoLo” Shoppers?
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Because They’reEverywhere…
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Research Approach
Specialty Electronics Grocery Big Box CPG Other
Study ConductedDecember 1 - 18, 2011282 Respondents
To pinpoint the expectations of today’s SoMoLo shopper, and how B2C and B2B businesses are responding and adapting to these wants and needs
Objective
Revenue Breakdown$100M - $500M: 59% Greater than $500M: 41%
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We WantSocialIntegration!I Yshopping
on my iPad!
GotLocal???
Shopper Demands Keep Escalating…
ScanThis!!
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57%expect discounts sent to their phone
46%expect to place orders via their phone
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Mobility Matters
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40% expect to use QR codes to access content on their phone
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50%expect to shop via tablet
Tablets AreTriumphant
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38%expect to use social
sites to browse, shop, and buy
(Only)
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Social: Sizzling, Or Fizzling?
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28%expect department-specific messages and offers to be sent to their phones when
they are inside a store
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Locking In on (Micro) Local
14#CommerceInMotionThe Great Divide
RETAILERS
SHOPPERS
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Retail Has a Long Way to Go to Meet SoMoLo Demands
Place Orders via Smartphone46% 38%
CustomersExpecting
RetailersDelivering
Availability and Pricing on Phone42% 30%
Order Status Updates on Phone44% 30%QR Code Access
to Product Content40% 33%Browse/Shop/Buy
via Social Sites38% 22%Location-SpecificOffers via Phone26% 20%
Dept-SpecificOffers via Phone28% 12%
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A Long Road…
13%average
gap
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33%
36%
Lack of Corporate Commitment
Inability to Integrate New Channels
Limited Inventory Visibility Across Channels
Stores Unable to Support New Challenges25%
36%
SoMoLo Roadblocks#CommerceInMotion
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Good Intentions…
Order on Phone----------------------------------------------Product Availability/Pricing on Phone---------------Order Status and Updates on Phone-----------------QR Code Access to Content on Phone--------------Push Local Offers to Phone When Near Store----Department-Specific Offers Inside a Store---------Browse/Shop/Buy App via Social Network---------
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38%30%30%33%20%12%22%
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Strategic Shortcomings?
Currently have no specific mobile commerce strategy and/or are just experimenting50%
30%64%
Currently have no specific social commerce strategy and/or are just experimenting
Currently have no specific local commerce strategy and/or are just experimenting
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Conclusions & Takeaways
1. Retailers must adapt to meet the escalating demands of the increasingly social, mobile, local shopper
2. As a whole, it appears that the industry feels the pressure to react
3. Executive commitment, clearly defined strategies, and technology plans need to evolve quickly to close the gap
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Full Study Available Online
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www.CommerceInMotion.com/feature/SoMoLo-Imperative
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Coming Soon: B2B Study Results
50%of B2B executives indicate that buyer purchasing behaviors closely mirror those of consumers
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What Does this Mean to their Selling Strategies?
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