Before long, all shoppers will be mobile shoppers. The answers about how to win with mobile shoppers are not about technology. It’s not about mobile sites versus apps, iPhone versus Android or even retailers versus manufacturers. The answers are found by looking through the eyes of the mobile shopper.

1. +
America’s most
important
shopping partner
A mobile shopper research study
2011 Leo Burnett & Arc Worldwide

2. Before too long, all shoppers are going to become mobile shoppers. The answers about how to win with
mobile shoppers are not about technology. It’s not about mobile sites vs. apps, iPhone vs. Android or even retailers vs. manufacturers.
The answers are found by looking through the eyes of the mobile shopper.
The sheer volume of mobile shopping has increased dramatically Goal About Arc Worldwide
over the last few years, and it is expected to continue growing
Introduce you to mobile shoppers – who they are and how they use Arc Worldwide is the global marketing services company of the
at a rapid pace. This growth is largely driven by the increase in
their mobile phones to help them shop. Leo Burnett Group and a specialist in cross-channel activation.
Smartphones. By the end of the year, Nielsen tells us to expect
With expertise in digital, direct, promotion and shopper/retail
50% of US wireless subscribers to own one.
Shopping, of course, includes many more activities than simply marketing, Arc moves people everywhere they move – to
making a purchase. Shopping encompasses everything from experience, to purchase, to recommend and to return. By
With all of these technologically advanced phones in peoples’
searching for an item, comparing products, and evaluating prices unearthing a deeper understanding of how and why people do
pockets and purses wherever they go, the way people shop is
– to researching benefits, gathering information about where to what they do, Arc develops award-winning creative solutions
changing. Shoppers are beginning to develop preferences for
buy it, and actually completing the transaction. The shopping that measurably impact behavior on behalf of the world’s leading
retailers that enable them to use their mobile phone to shop, but
experience can also include activities done after the purchase, such marketers – including McDonald’s, The Coca-Cola Company,
retailers are still playing catch-up.
as returning or servicing a product. Mobile shopping includes using Procter & Gamble, MillerCoors and many others.
your phone to facilitate any part of the shopping experience, from
Research conducted by Brand Anywhere and Luth tells us 51%
looking up a store address, to reading reviews, sharing product
of consumers are more likely to purchase from retailers that have Contact for more information
photos, tweeting price details, or using virtual shopping tools to help
a mobile-specific website – but that only 4.8% of retailers actually Molly Garris
visualize the product.
have one. And web retailers who have a mobile-specific website molly.garris@arcww.com
can increase consumer engagement by 85%.
Process For copies of this white paper visit
Mobile phones are proving important in-store as well. Accenture
conducted research that shows that 73% of mobile shoppers We conducted a nationwide quantitative survey interviewing 1800 http://leolens.leoburnett.com/
favor using their phone to take care of simple tasks in a store, mobile phone owners. We used these quantitative findings to
while only 15% favor interacting with an employee. identify the different types of mobile phone owners. From this, we
uncovered which types use their phone for shopping and which
don’t; which use it a lot, and which just occasionally; how they
There is simply no escaping the reality that
use their phones within the shopping process; in what product
people are using their mobile phones to shop. categories the mobile phone is used and in what ways.
While it’s clear that the phone is quickly becoming an important
We conducted qualitative research with 30 mobile shoppers. These
shopping partner, as we looked around, we found that very little
people used webcams and flip video to share their stories with
was clear about when, where, how and why people
us. We also shopped with them as they used their phones in and
mobile shopped.
around the retail environment. This qualitative research helped us to
better understand why they do what they do; what they like about
the experience, and what they don’t; and what they’ll do in one
category versus another.
©2011 Leo Burnett & Arc Worldwide | 2

3. KEY FINDINGS
1 THE path to purchase is dead.
Now there are MANY paths to purchase. 6 Not all categories are mobile shopped
to the same extent and in the same way.
2 As mobile changes the way we shop, category
norms may also need to be re-examined. 7 Certain categories deliver a more satisfying
mobile shopping experience than the others.
3 8
Even though half of all mobile phone owners Many drivers of positive and negative mobile
are mobile shoppers, not all mobile shopping experiences are similar regardless
shoppers are created equal. of the category shopped.
As mobile shopping moves from a fringe to a
4 mainstream behavior, we need to look to a small
group of Light Mobile Shoppers whose needs
represent the future role for mobile in shopping.
9 There is a need for mobile sites and apps.
5 10
Shoppers look to retailers first, but they use
Mobile shopping is not one activity, it is many. manufacturers for specialized support
Not all mobile activities are created equal. when they shop.
©2011 Leo Burnett & Arc Worldwide | 3

4. KEY FINDING 1
THE path to purchase is dead.
Now there are MANY paths to purchase.
The shopping journey is no longer predictable, A planned decision can be over-turned in the store as the
shopper accesses new information. Shoppers are doing their
linear nor straightforward
homework a little more casually.
The mobile phone is the most proximate shopping option for First, people asked a friend’s
people. It’s the “anywhere device” that people always carry with opinion before going to a
store to buy something.
them. Without the limits of sitting at a computer or stepping in a A planned decision to purchase
They make
can be over-turned with the
store, there are many different triggers for and moments people shopping decisions
benefit of more information. “real-time”
will consider mobile shopping. We like to call this a
“shopping blip”. 1 2 3 planned decision to purchase
If you have a few free moments while you’re waiting to pick up
your child after school you might do some “bite-size” shopping May need to improvise
They take advantage of on-the-spot
where you’re looking at a Groupon deal of the day. Or maybe Then, people could
access information and
read the reviews or
you are in the doctor’s office and just passing the time with some deals later in the process.
products online.
“down-time” shopping. The mobile phone provides an “always
on” opportunity. Think of it as the 21st century version of
Before using mobile, shoppers did most of their checking for
window shopping. product availability before they ever went to the store. Now we
see that there is a large group of shoppers that are shifting this
deals of
the day towards the middle of the shopping process. This trend is also
‘Bite-size’
happening with other activities like using a search engine or
in the shopping
checking a retailer’s website. We are seeing the shift happening
doctor’s office
with browsing for coupons too. With the economy the way it’s
been, and the offers we’ve given them to entice them to buy,
‘Down-time’ we have trained people to continue looking for a deal throughout
1 2
shopping their shopping process. And with mobile, they can and do.
IMPLICATION
watching your
Always ‘on’
bid on ebay
shopping Now, people can use their mobile Give people the access they want, when they want it.
phones to digitally solicit opinions
from friends and strangers while Understand that there are now many paths to purchase. What’s
shopping in the store. the user experience if they start their shopping journey on the
mobile site and they are looking for broad information? What
Mobile is forging shoppers’ digital and if they visit the mobile site mid-journey looking to see if a
analog worlds into one retailer carries a specific brand? Or, what if they’ve made their
Before, people would browse a circular at home and bring a product selection and are just looking to score a deal? Each of
coupon to the store. People searched and used coupons online. Mobile is allowing people to shop on the spot these shoppers is looking for something different, but all are
important and need to come away with a positive experience.
Now, people can browse online, download on a phone, and use What once was a planned purchase, now may be less
Make information available to shoppers in meaningful ways
a coupon in-store. Everything can be done at the same time. It’s pre-planned at home. Information is continually gathered and and important places. Don’t assume you know when your
not such a sequential plotted path. The mobile phone is allowing decisions are altered as people move through the shoppers will interact with your mobile sites and apps. Make
shoppers to extend the steps along the path to purchase beyond shopping process. sure you are creating relevant mobile interactions that can
their traditional confines. happen early, mid, late or repeatedly in the process.
©2011 Leo Burnett & Arc Worldwide | 4

5. KEY FINDING 2
As mobile changes the way we shop,
category norms may also need to be re-examined.
IMPLICATION
Considered becomes casual Casual becomes considered
Categories that were shopped with great consideration may now The opposite is also happening. Categories that may have gotten Think outside of category norms.
see a more casual approach. For instance when shopping for minimal consideration before, now receive more attention. Take If you assume shoppers are well-planned, they may not be.
appliances, people do their “homework” to shortlist, but often something as simple as getting coffee. It’s no longer just a matter Be prepared for a more casual, improvised and real-time
need to improvise or access more information in-store anyway. of walking into a coffee shop. At Starbucks, people can look up interaction. If you think shoppers are not involved - think again
The model they have selected may not be on the floor and now locations, load up their reward card, explore nutritional information - they may be up for a more engaging shopping experience
they need to re-evaluate their choice and learn about a similar and even pay in select stores. than we currently offer.
model or a competing brand.
With gas prices the way they are today, people are giving this
Before, this shopper may have returned home to conduct more category a lot more consideration as well. The GasBudyy app helps
research on the computer or he may have relied solely on in- shoppers find the cheapest gas nearby.
store customer service to make his choice. Now he has access
to new information through his phone. This helps shoppers be
a bit more casual about what they need to have in place before
entering the store.
Take Volkswagen for example. They recently launched the GTI
exclusively with an iPhone app. It became the number one
downloaded app in 36 countries. It was an idea that seamlessly
integrated the brand with play and utility for a real measureable
return and it redefined how a car can be sold in the digital age.
People casually browsed for a car just because they could.
{ Casual }
{ Considered }
+ { Casual } + { Considered }
©2011 Leo Burnett & Arc Worldwide | 5

6. KEY FINDING 3
Even though half of all mobile phone owners are mobile Skew dramatically younger
67% are 18-34 yrs
shoppers, not all mobile shoppers are created equal. 57% male Leaders and in-the-know
More likely single
They are more open-minded
and willing to try more with
their phones
Likely to have
Meet the mobile shopper One size does not fit all the latest phones Funnel their lives, including
When we look at adults 18-64 in the US, we see that 10% don’t So let’s look at a few examples of the difference in activities. 93% of all their shopping through
have mobile phones. We also see that an additional 40%, while their phones
heavies look up store addresses, hours or locations. Only 47% of iPhone dominant
owning mobile phones, are not mobile shoppers. Approximately lights do. And interestingly, this is the most commonly done activity 59% have at least
50% of adults 18-64 in the US are currently mobile shopping. among the light users. That’s quite a gap. But the gap gets bigger. 2 shopping apps on phone
Looking at shopping apps, we see that 55% of heavies use them
More mobile shopping activities, Polar income levels
These people fall into two groups, and there are some real once a week or more – and that 51% of light mobile shoppers use and in more categories - below $40K or over $75K
differences between them. The critical point to note is that a very them once a month or less. When we get to specialized activities
small group (around 20% of all mobile shoppers) are driving a the gap widens even more dramatically. Using gift guides on a
{ 20% of Mobile Shoppers are Heavy Mobil Shopper }
majority of the mobile shopping activity volume. mobile is done by almost 7 times as many heavy mobile shoppers
as light mobile shoppers. vs.
Heavy Mobile Shoppers 10 % Light Mobile Shopper { 80% of Mobile Shoppers are Light Mobile Shopper }
Once a
39.1 % Heavy Mobile Shopper
Light Mobile Shoppers
week 52% female Limited view of how to use
or more mobile phone in shopping
Mobile Non-Shoppers 40.6 %
57% are 25-44 yrs
55 % Lack of trust
No Mobile Phone 10.3 %
93 % Handicapped by technology
- BlackBerry and
Less into both mobile
% of Total US Adult Population, Age 18 - 64 and shopping
Once a Android apps
The gap between heavy and light mobile shoppers is enormous, month 54 %
and it centers around the nexus of mobile and shopping. Heavies
47 % or less
78% have downloaded
an app, only half have used
Engrained non-mobile behaviors
love their phones. They do things like share photos, download 51% 8% an app for shopping
27% own a BlackBerry
music and check the news. They also love just plain shopping – 25% own an iPhone
Look up store address, Use mobile Use gift guides on
whether it is at home, on a computer, or in the store. AND THEY hours or locations shopping apps mobile
ARE REALLY INTO MOBILE SHOPPING. When it comes to 40% earn $75K +
High correlation between amount a category
mobile shopping, Heavies index 10 times higher than Lights.
At the most fundamental level, light mobile shoppers have a rather is mobile shopped and level of satisfaction
Mobile Activity Index General Shopping Index Mobile Shopping Index
narrow outlook toward mobile with regard to shopping. They see it
primarily as a mini-portable computer, and therefore primarily use
57 it in the car and on the go. 62% of light mobile shoppers told us it IMPLICATION
161 118
was just easier to go online from a computer vs. shopping on
their phone.
Future growth will come from the light
Light Mobile mobile shoppers.
Shopper
In contrast, Heavy mobile shoppers know and use mobile as a While heavy mobile shoppers have entirely driven the growth
specialized tool for shopping. of mobile shopping thus far, the growth in the future is going
to come from light shoppers who have a very different outlook
300 358 779 toward mobile today. Engaging them, and as a result, winning
in the future, is going to require a very different approach than
Heavy Mobile
Shopper
what may have attracted the current group of heavy
mobile shoppers.
©2011 Leo Burnett & Arc Worldwide | 6

7. KEY FINDING 4
As mobile shopping moves from a fringe to a mainstream behavior,
we need to look to a small group of Light Mobile Shoppers whose needs
represent the future role for mobile in shopping.
There are several factors that hold them back from converting their help this reframing. They are heavily promoting this app in their
Lights shall inherit the future love for mobile and love for shopping into mobile shopping. Quite store windows and at store shelves.
From the nearly 40% of light mobile shoppers there is a small simply, they have limited awareness of what the mobile phone can
group of people that have the greatest potential of becoming do with respect to shopping. They get the basics, like search, and
heavy mobile shoppers. will visit mobile sites. They also check their mail for deals
they’ve received.
Heavy Mobile Shoppers 10 %
Their knowledge of shopping apps is limited. They aren’t even
Light Mobile Shoppers 39.1 % aware that many of their favorite mobile sites are also available
as easily usable apps. And this is really no surprise when we visit
the Apple app store, for example. There are over 300,000 apps
to choose from. These apps are organized into categories, and
shopping isn’t one of them. There were some apps grouped
5.8 % together over the holidays, and this may have helped some, but it’s
High Potential Mobile Shopper not typical or permanent.
These High Potentials share a similar level of engagement in Not all shoppers are the benefits of mobile
mobile activities and shopping activities with the heavy mobile One example of the varied behavior between these two groups is
shoppers. But they haven’t really converted their shopping how they behave when the store is out a product they are searching
activities onto their mobile phones. for. The high potential heavy mobile shopper abandoned the sale
when she got to the store and they didn’t have the product on
the shelf. Alternately, the heavy mobile shopper jumped on his cell
Mobile Activity Index General Shopping Index Mobile Shopping Index
phone and bought the out-of-stock item from the store’s
mobile website.
57
161 118
Converting these high potential mobile shoppers into heavy
Light Mobile mobile shoppers requires reframing the perception of mobile
Shopper for shopping. Because these shoppers aren’t into the novelty
and experimentation, they need to see the functional benefits of
shopping with a mobile phone.
305 289 113 IMPLICATION
The phone is a specialized shopping tool
High Potential
Reframe the perception of mobile for shopping.
The challenge is to help the next generation of shoppers move
Mobile Shopper Emphasize the functional benefits. Position mobile as a
from thinking of mobile as “an inferior substitute for the computer”
specialized shopping tool that helps save time and money.
to “a tool that helps me save time and money, and enhances my
Reinforce mobile’s ability to give more control and an enhanced
shopping experience on the go and in the store”. If we look to
300 358 779 Sephora, for example, we see how they are helping shoppers
shopping experience in the store and on the go.
see the benefits of mobile. In a mailing sent to their current
Heavy Mobile customer base they communicate that they have a mobile app and
Shopper
specifically speak to its benefits as a shopping tool, a clear effort to
©2011 Leo Burnett & Arc Worldwide | 7

8. KEY FINDING 5
Mobile shopping is not one activity, it is many.
Not all mobile activities are created equal.
The Target app creates tools that are
helpful broadly across a variety of
categories. For example, when you set
your Target store, the app will tell you if
Heavy Mobile Shopper
Activities are influenced by mobile and your store has the item you want in stock
Light Mobile Shopper
and even what aisle to find it in.
shopping behaviors
There are some well-adopted activities and others that are Native Mobile Activities
used much less frequently. Some of these activities are highly
influenced by mobile behaviors. Others are strongly influenced by 93%
shopping behaviors. 70%
47%
Mobile shopping activities can be grouped into four quadrants. 15%
Shoppers like to price compare
At the top of this chart we see activities that are born out of Look up store address, hours, location Receive, share photos of products
Retailers need to look at how they provide this capability. In
mobile behaviors. Activities on the bottom of the chart are
the absence of a custom retailer solution, shoppers will turn
derived from fundamental shopping behaviors. Within this
to an app like amazon price checker or red laser. With these a
structure there are more adopted and less adopted activities. CORE MOBILE TASKS SPECIALIZED MOBILE TASKS
retailer risks losing the sale to a competitor. However, Target,
The less adopted tend to be more specialized or advanced. CORE SHOPPING TASKS ADVANCED SHOPPING TASKS
More Adopted Less Adopted Best Buy and Toys R Us are examples of retailers that have
built a price check feature into their own app. With this, they
Native Mobile Activities have the opportunity to not only provide pricing information but
83% also provide product information that is seen as valuable to the
63%
shopper and can potentially keep the sale within your store.
20% 9%
CORE MOBILE SPECIALIZED
Look for deals for nearby stores Use gift cards Retailers have the opportunity to get their inventory in front of
TASKS MOBILE TASKS local shoppers by partnering with Milo, a local shopping search
engine. Milo searches the shelves of local stores to find the
Native Shopping Activities best prices and availability, thus satisfying the need of instant
gratification for shoppers.
More Adopted Less Adopted
CORE SHOPPING ADVANCED IMPLICATION
TASKS SHOPPING TASKS Leverage existing platforms for the native mobile shopping
behaviors and design proprietary mobile solutions for native
shopping behaviors.
Native Shopping Activities The Home Depot app is highly Core mobile tasks: Cover the basics such as optimizing email and
customized to meet the needs of search functionalities with technology vendors such as google.
the do-it-yourself home repair person. Core shopping tasks: Create proprietary retailer solutions
Some activities are done more than others based on core shopping behaviors and customized by category.
Stepping back, we see through these four examples how
Specialized mobile tasks: Partner with industry leaders such
activities that are basic are most adopted, particularly those as facebook or YouTube.
native to mobile. Penetration drops off the most when we move
Advanced shopping tasks: Take core shopping activities and
into the advanced activities derived from native
enhance them within your own platform. Understand that these
shopping activities. shoppers are looking for functional benefits.
©2011 Leo Burnett & Arc Worldwide | 8

9. KEY FINDING 6
Not all categories are mobile phones either. Knowing which activities fall into this group and
de-prioritizing such efforts can allow retailers and manufacturers to
Apparel shoppers are very responsive to deals, hence they use
their mobile phones to receive deals notifications all the time. Here
shopped to the same extent focus on the solutions that matter most to shoppers. too, shoppers are open to using the mobile phone to get real-time
opinions of friends and family who may not be in the store with
and in the same way. them, even if they may not be ready to use public social networks
Each category has a unique activity radar. to do the same. And, because an in-person store visit is so
Where each specific activity falls on this map will depend on the important to an apparel shopper to see the product fit and to feel
We looked at mobile shopping in 36 different product and service
category being examined, such that each category would have a it, the relevance of public opinions may not have much relevance.
categories and observed a remarkable difference in penetration
unique imprint or “radar.” Some examples of activities for the four
levels, with some categories like travel being significantly higher
categories examined are shared here. Shopping for appliances is a complex, information-intensive, and
than categories like CPGs. Moreover, the relative gap between time-consuming process. Oftentimes, the products people find on
heavy and light mobile shoppers also widened as category Core
Considered
the shop floor are different from the products they had shortlisted
penetration fell. Here you see in depth how those levels vary Locating Product/
Not Relevant Retailers in their desk research. Shoppers have shown the resourcefulness
for four categories—restaurants, apparel, appliances, and a
Getting Service/ Finding Coupons/ to whip out their mobile phones in-store and access the details of
collection of CPGs. Support Offers/Sales
new products as they encounter them. Using mobile phones to
20
Light Mobile Shopper make a shopping list is a different story, given the limited number
Heavy Mobile Shopper
2
of items people are usually shopping for.
49 % 49 % Ordering and Paying Making Lists
41 %
19 15
25 % 25 % 1
12 %
14 5 CPGs are truly different and, given their relatively low level of
2% 7% 4
10
adoption for mobile shopping, only activities such as searching
6
Restaurants Apparel Appliances Average CPG for coupons or making lists are something shoppers are currently
18 16
13 11
Earning Rewards Framing Options doing, and that too in a rather rudimentary fashion. There is
3 opportunity for retailers and manufacturers to bring some
There is a range of activity relevance. 9 12 7 advanced functionality with mobile apps to these activities and
17
We also examined 33 different mobile shopping activities across to move additional items into the shopper’s consideration set.
Choosing 8 Using and Giving
the four categories above, and developed a framework for From Options Ratings/Reviews
examining activity relevance based on adoption levels and Some activities are so integral to shopping that their relevance
Comparing
activity type. Prices is evident across multiple categories. Pricing information is
so valuable to shoppers that this is an example of an activity
Restaurants Apparel that shoppers would highly consider doing while shopping for
Some activities are core to a category—they are intrinsic to how 1 Look up location, hours, etc. 5 Receive coupons & sales notifications
people shop the category and therefore are activities shoppers 2 Make a shopping list 6 Gather ideas and information
appliances (given the price tag), for apparel (given the possibility
have naturally become adapted to doing on their mobile phones
3 Give a public review or rating 7 Ask opinions from friend/family of finding deals) and CPGs (given the ease).
4 Order for pick up and payment in store 8 Access public opinions
9 Scan barcode to compare prices
in some form or another. Manufacturers and retailers can offer
mobile solutions that improve the way shoppers are adopting In contrast, some activities may be well adopted in one category,
Appliances CPG
such activities. 10 Make a shopping list 15 Find coupons and deals
but not relevant in another. For example, an activity such as using
11 Look up reviews and ratings 16 Gather ideas and information your mobile phone to place and order, and then later paying
12 Scan barcode to compare prices 17 Scan barcode to compare prices
Then there are considered activities that are relevant to the 13 Look up product information 18 Participate in retailer loyalty program and picking up in-store is already a core behavior in fast-food
category but not currently being done on the mobile phone.
14 Order for pick up and payment in store 19 Order for pick up and payment in store shopping. To create efficiency in their weekly routine behaviors,
20 Tweet for customer support
The barrier to adoption is often a lack of awareness and CPG shoppers might also consider doing such an activity. But for
understanding. Once exposed to such activities, shoppers appliance shoppers this has little relevance, since they want to
In the restaurants category, for example, people use their mobile first see the product before they decide to purchase it.
appreciate their utility and they are open to integrating such
phone to locate restaurants and read reviews and ratings—activities
activities into their lives. Developing these types of solutions
they might have previously been doing on their computers. And
offers the greatest potential in changing behaviors and driving IMPLICATION
because they use customer reviews and ratings, they are also
mobile adoption.
open to giving such reviews and ratings themselves. Here, a mobile Mobile shopping solutions should be designed category up.
phone can provide an effortless and fun way for shoppers to It’s not a one-size-fits-all. Underlying category behaviors are
Lastly, there are activities that are not relevant to the category and
capture and share reviews real-time so as to avoid losing the review a good indicator of which mobile shopping activities will play
hence something shoppers will not consider doing on their mobile a prominent role and which will not.
in the time it takes to get home.
©2011 Leo Burnett & Arc Worldwide | 9

10. KEY FINDING 7
Certain categories deliver a more satisfying
mobile shopping experience than the others.
Overall, we see that light mobile shoppers are satisfied in fewer place to eat and the opportunity to read reviews from an active
Light mobile shoppers have less satisfaction categories. The category penetration levels tend to go hand-in-hand community of locals in the know.
based on inexperience with the satisfaction levels. The lower the penetration, the lower the
We looked at mobile shopping satisfaction in 36 categories. We satisfaction. And in general, the satisfaction levels are lower than But with something like appliances or apparel, the shopper needs
see that the satisfaction levels vary quite a bit between heavy those of a heavy mobile shopper. With heavy mobile shoppers, we to walk into the store to view the product. Seeing a washer or
and light mobile shoppers. The horizontal access on this chart have to take a closer look at satisfaction levels. a pair of jeans on a phone will not provide enough information
shows mobile shopping penetration. The vertical access shows to make a confident and informed purchase decision. So even
the percent of people satisfied with their experience. The dots though full service restaurants and apparel share a similar
represent different product or service categories. Even with similar usage levels, penetration level, the apparel mobile shopping experience has
people are more satisfied with experiences many fewer satisfied shopping experiences.
Satisfaction with shopping experience in some categories than others
(% Top-3-Box on 10-pt scale)
80 Satisfaction with shopping experience IMPLICATION
(% Top-3-Box on 10-pt scale)
80 In low involvement categories, you have to deliver exponential
60 value vs. the required effort to change behavior. For instance,
deliver deals that are only available on the phone, or provide
tools that deliver greater efficiency.
40
60
With higher involvement categories, mobile has to add value
20 by enhancing the necessary in-store experience in order for
satisfaction ratings to rise. For instance, in categories like
40 autos and furniture, provide ratings and reviews that are easily
0 accessible in the store to enhance shopping experience.
0 20 40 60
Light Mobile Product category penetration
(% ever shopped with mobile phone)
Shopper 20
Satisfaction with shopping experience
(% Top-3-Box on 10-pt scale)
80 0
0 20 40 60
Heavy Mobile Product category penetration
(% ever shopped with mobile phone)
60 Shopper
40 Why is it that even within the same level of penetration there are
different levels of satisfaction? Take restaurants. Here we see high
20 satisfaction levels, even with different penetration levels between
quick service and full service restaurants.
0
0 20 40 60
With restaurants, people rely on the comments of others to predict
Product category penetration
a good dining experience. Apps like Yelp make it easy to set up
Heavy Mobile
Shopper
(% ever shopped with mobile phone) a successful purchase experience with the ability to search for a
©2011 Leo Burnett & Arc Worldwide | 10

11. KEY FINDING 8
Many drivers of positive and negative mobile shopping experiences
are similar regardless of the category shopped.
Difficulties in narrowing or refining a product search.
:(
Positive experiences
Generally, people like sites that load quickly and give the essential Too much information to navigate on a small screen.
:(
information. They like the freedom of accessing information
anywhere. They like discovering new apps or sites that work well, Having to opt in and register for an app
:(
and when their expectations are exceeded that’s pleasing as well. before you know if you even want it,
and filling in too many fields of information.
Sites that load quickly Unmet reward expectations.
:(
:)
Ability to make a purchase decision regardless of where
:)
you are
Performance counts
Instant access to product, inventory and price information Clearly, performance is critical. Here are some specific
:)
suggestions.
The excitement of discovering a new mobile activity, app
:)
or mobile site that works well TEST across as many handsets, platform and browser
combinations as possible using online testing tools and
When experience exceeds expectations preferably, where possible, actual handsets.
:)
Sites that provide essential information CONSIDER limited memory resources and optimize to use the
:)
minimum amount of memory.
REMOVE unnecessary code and features.
Optimize the mobile user experience LOAD test to measure performance and scalability.
Amazon does a great job of optimizing the user’s mobile
Negative experiences CONSIDER power consumption to conserve phone
experience. On the website, the new customer is asked to create battery power.
a lengthy profile about herself and her preferences. But, on mobile, When it comes to negative experiences, people are annoyed by
Amazon realizes the person is on the go and offers a streamlined technology bugs. They don’t like getting bounced from an app to
experience, so the user is only prompted to fill in basic fields. a site because the app isn’t fully useful. They dislike when they are IMPLICATION
given information overload or have to opt-in too early in the process.
All this means that it’s important to conduct rigorous Quality
Macy’s did a great job of exceeding shopper expectations with They also don’t like having their rewards expectations go unmet. Assurance testing to eliminate bugs, and to ensure you’ve
their mobile site over the holidays. They had a special holiday designed your user experiences for a mobile phone, not a
feature called “Macy’s Believe”. To unlock the magic, the user was computer. Provide consistent information across channels, and
Technology bugs like slow loading sites, crashing apps,
:(
instructed to turn their iPhone horizontal. This unlocked different price scans that don’t work, limited phone reception. surprise and delight mobile shoppers.
content. Macy’s then delivered a page refresh that surprised
shoppers with a fun and unexpected experience. Getting bounced from an app to a website. It’s only half
:(
useful.
Inconsistent information between the store, mobile site
:(
and an app.
©2011 Leo Burnett & Arc Worldwide | 11

12. KEY FINDING 9
There is a need for Mobile web can Apps have their advantages too
bridge shoppers to
mobile sites and apps. more functionality
Mobile apps are necessary too. Downloading apps is a common
activity for heavy mobile shoppers. Apps are pre-loaded to their
The Mobile web is great at phones and offer custom information within a touch or two.
achieving the basics but today’s And Apps deliver a predictable experience. Apps have their
Smartphones have the ability to do unique advantages. They can take advantage of the phone’s
Mobile sites have their advantages so much more – like determining functionalities, like the accelerometer or use location-aware
your location with GPS or functionality to deliver more customized engagements. Apps are
Mobile sites are necessary. Visiting mobile sites is one of the few
capturing images with the phone’s built for specific platforms, so they can deliver a rich
activities that light mobile shoppers do, and shoppers regularly
cameras. As a result, to create app user-friendly experience.
rely on mobile sites when apps crash. Mobile sites can deliver
awareness and nudge shoppers to
real-time information.
the optimized experience, brands
IMPLICATION
and retailers put banners on their
The Mobile web has evolved. For phones like iPhone and Android
mobile site for devices that have Offer a fluid and functional shopping experience that
that use Webkit browsers, enabling retailers and brands to deliver
an app available. recognizes the unique role for both. A strong mobile site
app-like experiences without the need for an app download. should focus on delivering a simple experience, or shoppers
For other phones that can access the mobile web, similar will navigate elsewhere. Use an app to integrate the phone’s
experiences can be created to increase engagement. functionalities to automatically pull GPS coordinates or pull
colors from photos.
For example, the Bloomingdale’s mobile website can be viewed
on a Blackberry or an iPhone. But for Blackberry users, the Know that shoppers may search for your mobile website or
menus are extended to mimic a scrolling Blackberry user. While Retailers and manufacturers need to treat apps open your app, without thinking about why they selected one
the iPhone site is more compact for quick touch navigation. differently than mobile web or the other, so be consistent with information. The heavy
shopper, however, will clearly appreciate the more advanced
Apps have to be treated differently than mobile websites. For
customization and fun that your app delivers.
These customized experiences help transfer current mobile example, Kraft uses their mobile website to deliver basic content
behaviors to mCommerce sites. such as recipes. Their app, on the other hand, provides the
opportunity to use a phone’s camera function to take pictures of
• Eliminates the need for a download
food items in the cabinet and add them to a shopping list. Coupons
• Easily optimized for search can be scanned and added to loyalty cards.
• Stronger reach
©2011 Leo Burnett & Arc Worldwide | 12

13. KEY FINDING 10
Shoppers look to retailers first,
but they use manufacturers for specialized support when they shop.
L’Oréal partnered with Walgreens by creating endcaps featuring
Information found on retailer sites isn’t enough Manufacturers and retailers must work together Youth Code. Often times shoppers are overwhelmed with
They may go to retailers first and more often, but they don’t find While retailers have been leading the way with mobile product choices in the skincare category. With this display,
all that they need so they also have to visit manufacturer sites to initiatives, they may not always have access to detailed product shoppers can use their phones to learn more about the product.
find that information. Rather than risk losing shoppers, provide specifications, lists of matching accessories, warranty information
important manufacturer information within the retail experience. and other data that could influence their purchase.
Some shoppers told us that with retailer websites they don’t find
the details they need to make a decision. And the information Here we see Target partnering with Giada to offer exclusive
they are given seems more like an ad. Mobile Shoppers are product. Using mobile, shoppers can scan a QR code found in
looking for a balance of retail and manufacturer data. a holiday gift guide to access relevant holiday recipes that are
co-branded with Giada. This sits within the Target mobile site for
Light Mobile Shopper
quick access to other products.
Heavy Mobile Shopper 91 %
31 %
Visit retailer website
IMPLICATION
79 % Manufacturers and retailers must work together. Retailers need
to lead, but partner with manufacturers to deliver category-
21% specific content. Manufacturers that create content that directs
shoppers to a specific retailer offer those same shoppers the
opportunity to have a comprehensive experience that pulls
them all the way through the purchase.
Visit manufacturer website
Scan for Giada De Laurentis’ Seafood Shrimp
Cocktail recipe or visit Target.com/Giada
for this recipe and more.
©2011 Leo Burnett & Arc Worldwide | 13