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Benchmarking 125 Mcommerce
       Sites and Apps across
        13 Retail Categories
       A LIVE Mobile Commerce Daily webinar
                presented May 24, 2011 by




                  and sponsored by




1
TODAY‟S PANELISTS
                         Bernardine Wu
                       CEO, FitForCommerce
                      bwu@fitforcommerce.com

                            Dave Sikora
                             CEO, Digby
                         dsikora@digby.com

                            Janet Jaiswal
    Mobile Product Mgr. and Sr. Dir., Product Marketing, TRUSTe
                        jjaiswal@truste.com

                    Moderated by Mickey Alam Khan
      Editor in Chief, Mobile Marketer and Mobile Commerce Daily
                       mickey@mobilemarketer.com


2
3
About FitForCommerce
                        “ Life Coach and eHarmony of eCommerce ”

    •   FitForCommerce is a consultancy founded to help online businesses „figure out what
        they need and how/where to find it‟
         –   Team of former multichannel retailers, marketers, technologists and service providers, with
             hands-on expertise in eCommerce and mCommerce

    •   eCommerce Diligence™ is a philosophy and methodology based on diligent
        preparation and decision-making to ensure success
         –   Strategic Diligence – eMerchandising, eMarketing, Multichannel, Operations, Technology,
             Organization, Financial Planning
         –   Selection Diligence – Requirements, RFP, Selection of eCommerce technologies and
             providers including: platforms, mCommerce, back-end, all point solutions, 3PL/CS
         –   mCommerce Strategy
         –   eCommerce Marketing
         –   Implementation Coaching

    •   eCommerceKnowHow.com is the first eCommerce knowledge base:
         –   1000s of best practices, feature evaluations, expert advice and community content on 100s
             of features, functions and topics
         –   100s of provider and solution comparative info

    •   FFC mCommerce Benchmark & Buyers Guide is a structure benchmark to assess
        the market, compare where you stack up, help prioritize improvements


4
FFC M-Commerce Benchmark
    About the FFC M-Commerce Index
    • 125 mobile commerce sites
    • 100+ best practices and criteria
    • 13 categories:
         –   Apparel/Accessories      - Luxury Apparel
         –   Discount/Auction Sites   - General/Department
         –   Gifting                  - Healthy/Beauty
         –   Mass Merchant            - Specialty
         –   Home                     - Books/Media
         –   Office Supplies          - Electronics
         –   Food

    •   Also surveyed include:
         – Travel, Financial, Consumables

    How does this help? Get answers to:
    • How do you get started?
    • Where do you stack up?
    • What capabilities should you focus on next?
    • How do you build the business case for further investment?


5
What We‟re Seeing
    Best Practices have quickly evolved

    Those who are Mobile:
    • 53% have an outside vendor manage the mobile efforts
    • 42% retailers have ecommerce driving mobile efforts
    • Almost 50% haven‟t measured any ROI on their Mobile efforts
    • More than half will continue to enhance their mobile site and app this
      year

    Those who are not Mobile:
    • 26% of people who aren‟t mobile have plans to go mobile in the next
      7-12 months
    • 50% of retailers surveyed have no mobile site, app or marketing
      program
    • Half said it was b/c they thought the investment was too much.
    • 18% said it was due to an incompatibility with their current
      ecommerce system


                Source: FitForCommerce M-Commerce Survey April 2011
6
#1 Transactional Sites
         • Across total M-Commerce Benchmark only
           16%* of mobile sites are not transactional

         • *Only takes into account the sites or apps
           that are optimized for mobile devices. If the
           html site comes up on mobile browsers, we
           removed them from the number.

         • Not always a bad thing, sites can still add
           value.
            • i.e. CVS has fantastic value adds, you
               can refill a prescription, make a clinic
               appt, check the sales, find a store, but
               you can not „checkout‟ in a typical way
               on their mobile site and app



7
#2 Build to the “Mobile Moments”
    •   “Limited Time Only” Discount Auction sites
        have one of the highest mobile site
        penetration at 89% of the Benchmark (eBay
        not included).
    •   The Flash Sale sites are “first-come, first
        served” and lead in this space, because
        they have to be accessible anywhere, any
        time.
    •   The ability to easily and quickly shop by
        phone is critical as inventory is slim.
    •   Sites are even enhancing web experience –
        Gilt Group even notifies your phone when
        items in your cart are about to expire. On
        Web, there is a timer, but no sound or
        vibration notification.
    •   Expedia does a great job of using large
        icons for the traveler using one hand while
        navigating their site


8
#3 Scanning Functionality
    •   Predominantly prevalent in retailers who sell multiple brands - pricing
        comparison is most common (Sears, Amazon, Target, etc.)
    •   14% Benchmark and 70% Mass have a scanning capability
    •   Walgreens you can refill a prescription by scanning the bottle code
    •   J&R has an app to read QR codes for more product information, ratings,
        reviews and technical details that don‟t fit on the sign




9
#4 Rich Media Scarce
     • Apps showcase rich media images, swatching and added functionality more
       than the mobile sites - can slow down load times
     • Rich Media has a low 5% Benchmark penetration
     • Victoria‟s Secret shows only 1 color in PD detail image and 20+ swatches.




10
#5 Site Search Varies
     Navigated to Paint Brushes    Search: Paint Brush   Search: Paintbrush




       On 40% of Mobile Benchmark sites!!

11
#6 Search Best Practice
     • Hunter vs. Gatherer
       mentality on Mobile web
     •   Typing is not easy!
     •   Steve Madden and New Egg
         are in the forward thinking
         minority by using an Auto
         Complete functionality
     •   Help guide the customer to
         what they are looking for
         faster.
     •   About 33% of all sites
     •   Advanced Search - 40%
         sites have it, but the irony is
         that it‟s almost impossible to
         find.


12
#7 Ratings & Reviews Growing
     •   Majority of all verticals are now
         showcasing Ratings and Reviews.
     •   Our Fall 2010 benchmark showed
         less than 50% of mobile sites had
         this feature
     •   Of those Books & Media Retailers
         that are mobile, 100% show ratings
         and reviews
     •   66% of Office Supply companies
     •   50% of Electronics vertical have
         ratings and reviews
     •   Mass Retail has about 45%
         penetration
     •   20% Specialty retailers (see right)
     •   Consumables don‟t have much of
         this, but makes sense based on their
         products.


13
#8 Store Locator a Must Have
     • 33% in total Benchmark
     • 90% of those who have physical stores
     • Most store locators have similar functionality and branded uniquely
         – i.e. Orvis – lifestyle
         – i.e. CVS functional with pertinent fields for filtering reasons




14
#9 Catalog Quick Search
     •   20% Total Benchmark
     •   Barnes and Noble‟s App gave surprising
         results – can‟t search by isbn, but you can
         take a photo of the isbn, for bn.com to
         search for the item.

     • Highest penetration in
       Department Stores
       category at 50%
     • Examples from Brooks
       Brothers and Zappos
       both leave what you
       searched for on screen
     • Good feature to add to
         speed up checkout time




15
#10 Store Product Locator
•    Lowes lets you put in zip code on
     results pages to see what is in stock
     near you.
•    Lowes has a Key on PD pages
•    Would be ideal to show this key on
     results pages too
•    Target not only tells you which local
     store has your item in stock, but it
     tells you the aisle location and
     section of the store. Possible bad
     experience if store managers move
     things.
•    < 5% Benchmark that has Brick and
     Mortar
•    Still going to be a Roadmap item,
     needs high level of integration



16
#11 Pick Up In-Store Functionality Grows
     •   Opportunity exists for
         multichannel retailers to
         better market to customers,
         based on location.
     •   Walgreens, Macy‟s, Sears and
         JC Penny are some of the only
         retailers who market their store-
         specific promotions based on
         the shopper‟s location.
     •   12% of all Benchmark retailers.
         Hasn‟t changed much since
         October Benchmark
     •   Great roadmap item – mobile
         site needs to need to include
         store locator, real time
         inventory sync, sales reps,
         location based technology


17
#12 Share to Social
     •   Apparel mobile sites were the first to
         seriously integrate with social networking
     •   Of the 34 Apparel sites in the benchmark,
         41% including Luxury and Discount (e.g.,
         GAP, Burberry, Gilt Group) are the only ones
         who have real penetration into social sites,
         including sharing product info on Facebook
         and Twitter.
     •   Up from 35% in October 2010
     •   Across the rest of the benchmark, only about
         3% have some sort of sharing capability.
     •   Sephora does a great job in their app.
     •   For gifting season, this could be a big win.
     •   Given the amount of connectivity and time
         spent on social networks, chances are your
         customer will share. Make it easy!


18
#13 Preorder Capabilities
     • Rare but this can be a great win for
       the holidays and trendy items
       (electronics, books, fashion)
     • Preordering a „hot‟ new item from a
       mobile site is a great way of getting
       people to get used to mobile site
     • If your brand or technology does not
       allow for preordering, taking the email
       address on the PD page and sending
       a timely „in stock‟ notification is a way
       to capture the ROI and take
       advantage of the buzz.
     • Radio Shack allows preordering on
       the website but not on the mobile site.
     • New Egg has no „ship‟ date shown
     • Currently on:
          – 60% of Books and Media sites
          – 45% Electronics
          – 100% Mass

19
#14 Instant & Constant Confirmation
     • Verification of items added to cart. Godiva lets   • Ever-present Mini-Cart is a
       the customer know with an immediate pop up           consistent way of demonstrating
       from the Product Detail page that this item has      „add to cart‟ completion.
       been added and gives you a shortcut to             • User is 1 click away from the cart:
       checkout or to keep shopping.                      • 83% in apparel, 66% in gifting and
     • 45% of benchmark have some form of mini cart.        90% home




20
#15 Stored Wallets
     •   50 out of 125 sites let you store credit cards as
         payment info (40%)
     •   Most of these port the wallet over from the
         ecommerce sites (90%)
     •   Not all require log in and will allow you to alter
         shipping address – security issue if you lose
         your phone?
     •   Southwest lets you decide whether to „save‟
         your profile on your device or not
     •   One view of customer is great, especially in
         certain verticals
          – Auction Sites where checkout is time
             related, one-2 click based on limited
             inventory i.e. Haute Look
          – Travel Vertical




21
#16 Accurate Freight Estimation
     •   Entering in Zip Code for accurate freight
         costs or delivery time frames
     •   Not every industry is utilizing this feature,
         but fit is or large and bulky items, it‟s a
         great educational tool
     •   Some need more intelligence built in:
          – On Office Max‟s mobile site, I got site
            wide free shipping (over $50 in cart),
            but I still had to enter in my zip code
            before proceeding to PD page
     •   66% of Office Supply companies require a
         zip code before proceeding to PD page
         for costs.
     •   50% Home Stores have a zip code look
         up feature for shipping rates and in store
         pick up



22
#17 Apps
     •   50% (65 of 125) have apps (either Android or
         Apple)
     •   60% of those apps are transactional
     •   Most include a special technology that can be
         native to the phone‟s OS.
          – i.e. vibration alerts, drag and drop,
            accelerometer, shake , flip book capability,
            configurator, switch orientations
     •   Many using HTML 5, rich media, video




23
#18 – Feedback Mechanism
                      •   Give your users an easy
                          and quick place to tell you
                          when something is wrong
                          with the mobile app or site

                      •   100% of Office Supply
                          vertical (Office Depot
                          pictured)

                      •   20% of Discount vertical

                      •   Certain mobile platform
                          providers build this in.
                          Saw patterns




24
#19 – Location, location
                   •   Asking for location permissions is
                       common - 60% of benchmark
                   •   Up from 20% in penetration since
                       October 2010
                   •   Retailers want mobile to help
                       bring customers into stores using
                       smart location or GPS based
                       coupons, push notifications,
                       special offers, etc.
                   •   Ask for mobile opt ins at emails
                       and all checkout locations (store,
                       online, catalog, mobile)
                   •   Treat mobile marketing like any
                       other marketing, segment and
                       don‟t over use your list



25
#20 – Testing/Measuring

     • Define your internal Mobile success criteria early on
     • Measure mCommerce as you would any other new
       channel:
        – Analytics installed and reviewed
        – QA
        – Testing
        – Cross Promotion
        – Marketing opt ins
     • Some KPIs may not yet be fully „trackable‟‟ or
       identified
     • Use redirects if you have to, but not too many slow
       load times




26
Parting Thoughts…
     •   Always understand what your audience’s “mobile moments” are
     •   Use your top 10 eCommerce features or values to guide what to prioritize
         on your mobile site/app
     •   Mobile should be part of your existing analytics to understand visitor
         behavior
     •   Treat mCommerce as another channel, not just another feature set
     •   Decide who will own this channel internally, from strategy to build and once
         live, then improvements
     •   Benchmark your mobile site/app so that you know where you stand where
         to prioritize focus…and get budget
     •   Invest in it as if it were a new cross-channel business line
     •   You don’t really have much of a choice. Your competitors AND your
         customers are already “mobile”



27
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About TRUSTe

                       Founded in 1997

                       4,000+ clients

                       Offers online privacy solutions for all major
                       customer channels.


     We offer privacy certifications, seals and solutions for:




      Mobile Apps    Websites           Platforms & Apps        Advertising
     & Mobile Web
29
Why are some retailers not mobile? What are the road blocks ahead and what issues do
      they face?

        Retailers want to collect as much info as possible from consumers to engage and
        personalize their experience. However, road blocks remain.


                                                              Nearly nine in ten (85%) restrict
                                                              at least some types of
                                                              information sharing on mobile
                                                              apps
                                                               • Users are more comfortable
                                                                 with sharing a user name and
                                                                 password
                                                               • Users are less comfortable
                                                                 with location, age or gender




     Source: Harris Interactive and TRUSTe Survey, Feb 2011
30
Why are some retailers not mobile? What are the road blocks ahead and what issues do
      they face?

        Advertising using behavioral tracking techniques is especially popular for reaching
        shoppers on the mobile devices. However, it must be utilized in a responsible manner.


        Advertising tracking worries
        consumers
          • 85% of consumers want the option
            to opt-out of targeted mobile ads.
          • 74% of users are not comfortable
            with the idea of advertisers
            tracking their data for targeting
            purposes.
          • 68% of consumers say they are
            being tracked for mobile ad
            targeting (an awareness far higher
            than the actual practice).




     Source: Harris Interactive and TRUSTe Survey, Feb 2011
31
What are some of the security issues that need to be overcome?

     Users that feel you are taking their security and privacy seriously are less likely to turn to your competitors.

                      Payment –Find a secure m-commerce platform provider that offers:
                        • SSL-encrypted transaction support
                        • Alternative payments such as PayPal and Amazon‟s payment system.

                      Secure Information Collection – Only ask for information that you absolutely need and
                      don‟t collect extra information until after you‟ve established a trusted relationship.
                      When collecting Personally Identifying Information (credit card #, geo-location etc.) be sure
                      it‟s encrypted.
                          • During transmission
                          • When it‟s stored
                          • When it‟s turned over to vendors.

                      Geo-location – A user‟s location info is considered a gold mine especially when tied with
                      profile information
                         • Ask for permission before you collect this information
                         • Explain why you are collecting it

                      Behavioral-based Advertising – Generally, okay to do as long as it‟s used to enhance the
                      service you provide to them.
                         • Do not share with a party unless they need it to support the primary service you provide
                           the user.
                         • Obtain users‟ permission before you collect info, if the data you collect is for other 3rd
                           party purposes
Images courtesy of ITPAtraining.com, topnews.net.nz and bgnentrepreneur.net
32
How can retailers resolve users‟ privacy concerns?

      1. Think Strategically About Privacy
          Proactively stay ahead of these trends to maximize brand affinity and obtain loyalty
          •    74% of consumers believe it‟s “very important” or “extremely important” to
               understand what personal information a mobile app collects
      2. Always Ask Before Collecting Location Data
          Only 36% of consumers felt that they had a choice regarding the collection and use
          of their location data
      3. Offer Opt-Outs For Mobile Ad Targeting
          85% of consumers want to be able to opt-in or
          out of targeted mobile ads

      4. Give Shoppers Transparency & Choice
          98% of consumers believe it‟s important for
          mobile apps to provide easy access to
          controls for collecting and sharing personal
          information

      5. Get Your App Privacy Certified
          Only 1 in 3 consumers feel in control of their
          personal information when using their mobile
          devices
     Source: Harris Interactive and TRUSTe Survey, Feb 2011

33
Best practice tips for getting started in mobile commerce
               To lessen user privacy concerns and increase your mobile commerce success,
               develop an overall strategy on how to reduce privacy concerns at all customer
               touch points….mobile, website, platform, call center etc.

                        Provide users with transparency and remain accountable
                            Use clear messaging re: use of location data
                            Secure this data through encryption etc.
                            Ensure adequate consumer redress mechanisms for those who want to
                            remove their location data

                        Provide users with choice (i.e. ask users permission to use their location
                         information before you collect it)
                             Meaningful choice is when consumers understand the implications of
                             sharing their data.

                                     Have a privacy trust mark– Users will reward companies who make strong
                                       commitments to their privacy
                                         Users recognize established trust marks (like TRUSTe) means a
                                         company has undergone rigorous vetting by an independent 3rd party
                                             Trust
                                             # and purchase amount
                                             # of downloads
     Images courtesy of Justmeans.com,
     gamesetwatch.com                        # of registrations
34
35
QuickTime™ and a
     Digby Introduction           decompressor
                          are needed to see this picture.




• Headquartered in Austin, TX
• Singularly focused on
  building the Mobile Channel
  and In-store Engagement for
  Retailers
• Enabled 45+ top retail brands
  with 90+ storefronts
• Enterprise grade
  environment with PCI Level 1
  Certification and 24/7
  support

36
QuickTime™ and a
     Best Practices In A Successful Mobile Commerce Strategy
                                             decompressor
                                     are needed to see this picture.




                                                              What Activities are Critical? 7) Metrics &
                                                                           How Frequent?      Measure
     Today‟s Focus:
                                                                             6) Go To
     Best Practices in Platform and Design                                    Market
                                                                5) Manage Where is the Leverage?
                                                               Expectations Who do you need to reach?
                                                               What is Realistic?
                                             4) Design         What is Optimistic?
                     Own
                      Or                  Usability Will Play a
                   License?   3) Platform Significant Role in Success

                 2) Make or What Mediums and
                 Buy/Partner Devices Do your Customers Use?
      1) Goals
     Use Cases
 How Will You Engage
 Your Customers?
37
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     The Platform           decompressor
                    are needed to see this picture.




38
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                         are needed to see this picture.




                                                           45.15%
                                                           40.92%
                                                           7.72%
                                                             5.09%
                                                            0.32%
                                                             0.24%




39
QuickTime™ and a
     Mobile Design Considerationsdecompressor
                         are needed to see this picture.




                      • Mobile Users are in a hurry
                      • Not “EXCLUSIVELY” focused on the
                        device - Multi-tasking is a given
                      • Very Impatient - need “Snappy”
                        experience
                      • Impulse and Convenience
        Time          • “Snack” versus “Dine”
      Sensitivity



40
QuickTime™ and a
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                          are needed to see this picture.




      • Time Sensitivity and Clean Process Flows
      • Compel Application “Open” as frequently
        as possible
      • Form Factor
      • Use of Device Resources (location,
        address book, calendar)
      • Shelf-life and adaptability
      • Closed Loop Tasks
      • Weight, Download Size
      • Network Latency


41
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                         are needed to see this picture.




                      • Web Form Factor Mismatch
                      • The Web is not compatible with a 2”
                        screen
                      • Looks are important; Process flows are
                        key to “Elegant Solution”
                      • Forms and Data Entry problems
                      • “Sticky Notes” design process




42
QuickTime™ and a
     Mobile Design Considerations decompressor
                          are needed to see this picture.




     • “The Paradox of Choice” by Barry
       Schwartz
     • Too many choices drives
       consumer dissatisfaction
     • Mobile Corollary:
     • Don‟t do too much
     • Focused choices can drive higher
       satisfaction



43
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     Summary and Key Takeaways         decompressor
                               are needed to see this picture.




     • Mobile Commerce is here and now
     • Look at Mobile Commerce Strategically
        – Full Mobile Web and Rich Applications
        – Devices, Platforms, Shapes and Sizes Changing Rapidly
     • Recognize Elegance in Speed and Simplicity
        – Snappy Experiences
        – Fast Transitions and Clean Process Flows
     • Start off with One or 2 things done extremely well
     • Consider Multi-Channel Use Cases
     • The opportunity to engage with your mobile customer is now under
       your own branded mobile website and rich app




44
Thank you for your time
     The presentation will be mailed out to
                all attendees

     If you have questions, please contact
         Janet at JJaiswal@truste.com
      TRUSTe offer privacy certifications, seals and solutions for:




           Mobile Web & Apps   Websites   Platforms & Apps   Advertising




45

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Benchmarking M-commerce Best Practices for Sites and Apps

  • 1. Benchmarking 125 Mcommerce Sites and Apps across 13 Retail Categories A LIVE Mobile Commerce Daily webinar presented May 24, 2011 by and sponsored by 1
  • 2. TODAY‟S PANELISTS Bernardine Wu CEO, FitForCommerce bwu@fitforcommerce.com Dave Sikora CEO, Digby dsikora@digby.com Janet Jaiswal Mobile Product Mgr. and Sr. Dir., Product Marketing, TRUSTe jjaiswal@truste.com Moderated by Mickey Alam Khan Editor in Chief, Mobile Marketer and Mobile Commerce Daily mickey@mobilemarketer.com 2
  • 3. 3
  • 4. About FitForCommerce “ Life Coach and eHarmony of eCommerce ” • FitForCommerce is a consultancy founded to help online businesses „figure out what they need and how/where to find it‟ – Team of former multichannel retailers, marketers, technologists and service providers, with hands-on expertise in eCommerce and mCommerce • eCommerce Diligence™ is a philosophy and methodology based on diligent preparation and decision-making to ensure success – Strategic Diligence – eMerchandising, eMarketing, Multichannel, Operations, Technology, Organization, Financial Planning – Selection Diligence – Requirements, RFP, Selection of eCommerce technologies and providers including: platforms, mCommerce, back-end, all point solutions, 3PL/CS – mCommerce Strategy – eCommerce Marketing – Implementation Coaching • eCommerceKnowHow.com is the first eCommerce knowledge base: – 1000s of best practices, feature evaluations, expert advice and community content on 100s of features, functions and topics – 100s of provider and solution comparative info • FFC mCommerce Benchmark & Buyers Guide is a structure benchmark to assess the market, compare where you stack up, help prioritize improvements 4
  • 5. FFC M-Commerce Benchmark About the FFC M-Commerce Index • 125 mobile commerce sites • 100+ best practices and criteria • 13 categories: – Apparel/Accessories - Luxury Apparel – Discount/Auction Sites - General/Department – Gifting - Healthy/Beauty – Mass Merchant - Specialty – Home - Books/Media – Office Supplies - Electronics – Food • Also surveyed include: – Travel, Financial, Consumables How does this help? Get answers to: • How do you get started? • Where do you stack up? • What capabilities should you focus on next? • How do you build the business case for further investment? 5
  • 6. What We‟re Seeing Best Practices have quickly evolved Those who are Mobile: • 53% have an outside vendor manage the mobile efforts • 42% retailers have ecommerce driving mobile efforts • Almost 50% haven‟t measured any ROI on their Mobile efforts • More than half will continue to enhance their mobile site and app this year Those who are not Mobile: • 26% of people who aren‟t mobile have plans to go mobile in the next 7-12 months • 50% of retailers surveyed have no mobile site, app or marketing program • Half said it was b/c they thought the investment was too much. • 18% said it was due to an incompatibility with their current ecommerce system Source: FitForCommerce M-Commerce Survey April 2011 6
  • 7. #1 Transactional Sites • Across total M-Commerce Benchmark only 16%* of mobile sites are not transactional • *Only takes into account the sites or apps that are optimized for mobile devices. If the html site comes up on mobile browsers, we removed them from the number. • Not always a bad thing, sites can still add value. • i.e. CVS has fantastic value adds, you can refill a prescription, make a clinic appt, check the sales, find a store, but you can not „checkout‟ in a typical way on their mobile site and app 7
  • 8. #2 Build to the “Mobile Moments” • “Limited Time Only” Discount Auction sites have one of the highest mobile site penetration at 89% of the Benchmark (eBay not included). • The Flash Sale sites are “first-come, first served” and lead in this space, because they have to be accessible anywhere, any time. • The ability to easily and quickly shop by phone is critical as inventory is slim. • Sites are even enhancing web experience – Gilt Group even notifies your phone when items in your cart are about to expire. On Web, there is a timer, but no sound or vibration notification. • Expedia does a great job of using large icons for the traveler using one hand while navigating their site 8
  • 9. #3 Scanning Functionality • Predominantly prevalent in retailers who sell multiple brands - pricing comparison is most common (Sears, Amazon, Target, etc.) • 14% Benchmark and 70% Mass have a scanning capability • Walgreens you can refill a prescription by scanning the bottle code • J&R has an app to read QR codes for more product information, ratings, reviews and technical details that don‟t fit on the sign 9
  • 10. #4 Rich Media Scarce • Apps showcase rich media images, swatching and added functionality more than the mobile sites - can slow down load times • Rich Media has a low 5% Benchmark penetration • Victoria‟s Secret shows only 1 color in PD detail image and 20+ swatches. 10
  • 11. #5 Site Search Varies Navigated to Paint Brushes Search: Paint Brush Search: Paintbrush On 40% of Mobile Benchmark sites!! 11
  • 12. #6 Search Best Practice • Hunter vs. Gatherer mentality on Mobile web • Typing is not easy! • Steve Madden and New Egg are in the forward thinking minority by using an Auto Complete functionality • Help guide the customer to what they are looking for faster. • About 33% of all sites • Advanced Search - 40% sites have it, but the irony is that it‟s almost impossible to find. 12
  • 13. #7 Ratings & Reviews Growing • Majority of all verticals are now showcasing Ratings and Reviews. • Our Fall 2010 benchmark showed less than 50% of mobile sites had this feature • Of those Books & Media Retailers that are mobile, 100% show ratings and reviews • 66% of Office Supply companies • 50% of Electronics vertical have ratings and reviews • Mass Retail has about 45% penetration • 20% Specialty retailers (see right) • Consumables don‟t have much of this, but makes sense based on their products. 13
  • 14. #8 Store Locator a Must Have • 33% in total Benchmark • 90% of those who have physical stores • Most store locators have similar functionality and branded uniquely – i.e. Orvis – lifestyle – i.e. CVS functional with pertinent fields for filtering reasons 14
  • 15. #9 Catalog Quick Search • 20% Total Benchmark • Barnes and Noble‟s App gave surprising results – can‟t search by isbn, but you can take a photo of the isbn, for bn.com to search for the item. • Highest penetration in Department Stores category at 50% • Examples from Brooks Brothers and Zappos both leave what you searched for on screen • Good feature to add to speed up checkout time 15
  • 16. #10 Store Product Locator • Lowes lets you put in zip code on results pages to see what is in stock near you. • Lowes has a Key on PD pages • Would be ideal to show this key on results pages too • Target not only tells you which local store has your item in stock, but it tells you the aisle location and section of the store. Possible bad experience if store managers move things. • < 5% Benchmark that has Brick and Mortar • Still going to be a Roadmap item, needs high level of integration 16
  • 17. #11 Pick Up In-Store Functionality Grows • Opportunity exists for multichannel retailers to better market to customers, based on location. • Walgreens, Macy‟s, Sears and JC Penny are some of the only retailers who market their store- specific promotions based on the shopper‟s location. • 12% of all Benchmark retailers. Hasn‟t changed much since October Benchmark • Great roadmap item – mobile site needs to need to include store locator, real time inventory sync, sales reps, location based technology 17
  • 18. #12 Share to Social • Apparel mobile sites were the first to seriously integrate with social networking • Of the 34 Apparel sites in the benchmark, 41% including Luxury and Discount (e.g., GAP, Burberry, Gilt Group) are the only ones who have real penetration into social sites, including sharing product info on Facebook and Twitter. • Up from 35% in October 2010 • Across the rest of the benchmark, only about 3% have some sort of sharing capability. • Sephora does a great job in their app. • For gifting season, this could be a big win. • Given the amount of connectivity and time spent on social networks, chances are your customer will share. Make it easy! 18
  • 19. #13 Preorder Capabilities • Rare but this can be a great win for the holidays and trendy items (electronics, books, fashion) • Preordering a „hot‟ new item from a mobile site is a great way of getting people to get used to mobile site • If your brand or technology does not allow for preordering, taking the email address on the PD page and sending a timely „in stock‟ notification is a way to capture the ROI and take advantage of the buzz. • Radio Shack allows preordering on the website but not on the mobile site. • New Egg has no „ship‟ date shown • Currently on: – 60% of Books and Media sites – 45% Electronics – 100% Mass 19
  • 20. #14 Instant & Constant Confirmation • Verification of items added to cart. Godiva lets • Ever-present Mini-Cart is a the customer know with an immediate pop up consistent way of demonstrating from the Product Detail page that this item has „add to cart‟ completion. been added and gives you a shortcut to • User is 1 click away from the cart: checkout or to keep shopping. • 83% in apparel, 66% in gifting and • 45% of benchmark have some form of mini cart. 90% home 20
  • 21. #15 Stored Wallets • 50 out of 125 sites let you store credit cards as payment info (40%) • Most of these port the wallet over from the ecommerce sites (90%) • Not all require log in and will allow you to alter shipping address – security issue if you lose your phone? • Southwest lets you decide whether to „save‟ your profile on your device or not • One view of customer is great, especially in certain verticals – Auction Sites where checkout is time related, one-2 click based on limited inventory i.e. Haute Look – Travel Vertical 21
  • 22. #16 Accurate Freight Estimation • Entering in Zip Code for accurate freight costs or delivery time frames • Not every industry is utilizing this feature, but fit is or large and bulky items, it‟s a great educational tool • Some need more intelligence built in: – On Office Max‟s mobile site, I got site wide free shipping (over $50 in cart), but I still had to enter in my zip code before proceeding to PD page • 66% of Office Supply companies require a zip code before proceeding to PD page for costs. • 50% Home Stores have a zip code look up feature for shipping rates and in store pick up 22
  • 23. #17 Apps • 50% (65 of 125) have apps (either Android or Apple) • 60% of those apps are transactional • Most include a special technology that can be native to the phone‟s OS. – i.e. vibration alerts, drag and drop, accelerometer, shake , flip book capability, configurator, switch orientations • Many using HTML 5, rich media, video 23
  • 24. #18 – Feedback Mechanism • Give your users an easy and quick place to tell you when something is wrong with the mobile app or site • 100% of Office Supply vertical (Office Depot pictured) • 20% of Discount vertical • Certain mobile platform providers build this in. Saw patterns 24
  • 25. #19 – Location, location • Asking for location permissions is common - 60% of benchmark • Up from 20% in penetration since October 2010 • Retailers want mobile to help bring customers into stores using smart location or GPS based coupons, push notifications, special offers, etc. • Ask for mobile opt ins at emails and all checkout locations (store, online, catalog, mobile) • Treat mobile marketing like any other marketing, segment and don‟t over use your list 25
  • 26. #20 – Testing/Measuring • Define your internal Mobile success criteria early on • Measure mCommerce as you would any other new channel: – Analytics installed and reviewed – QA – Testing – Cross Promotion – Marketing opt ins • Some KPIs may not yet be fully „trackable‟‟ or identified • Use redirects if you have to, but not too many slow load times 26
  • 27. Parting Thoughts… • Always understand what your audience’s “mobile moments” are • Use your top 10 eCommerce features or values to guide what to prioritize on your mobile site/app • Mobile should be part of your existing analytics to understand visitor behavior • Treat mCommerce as another channel, not just another feature set • Decide who will own this channel internally, from strategy to build and once live, then improvements • Benchmark your mobile site/app so that you know where you stand where to prioritize focus…and get budget • Invest in it as if it were a new cross-channel business line • You don’t really have much of a choice. Your competitors AND your customers are already “mobile” 27
  • 28. 28
  • 29. About TRUSTe Founded in 1997 4,000+ clients Offers online privacy solutions for all major customer channels. We offer privacy certifications, seals and solutions for: Mobile Apps Websites Platforms & Apps Advertising & Mobile Web 29
  • 30. Why are some retailers not mobile? What are the road blocks ahead and what issues do they face? Retailers want to collect as much info as possible from consumers to engage and personalize their experience. However, road blocks remain. Nearly nine in ten (85%) restrict at least some types of information sharing on mobile apps • Users are more comfortable with sharing a user name and password • Users are less comfortable with location, age or gender Source: Harris Interactive and TRUSTe Survey, Feb 2011 30
  • 31. Why are some retailers not mobile? What are the road blocks ahead and what issues do they face? Advertising using behavioral tracking techniques is especially popular for reaching shoppers on the mobile devices. However, it must be utilized in a responsible manner. Advertising tracking worries consumers • 85% of consumers want the option to opt-out of targeted mobile ads. • 74% of users are not comfortable with the idea of advertisers tracking their data for targeting purposes. • 68% of consumers say they are being tracked for mobile ad targeting (an awareness far higher than the actual practice). Source: Harris Interactive and TRUSTe Survey, Feb 2011 31
  • 32. What are some of the security issues that need to be overcome? Users that feel you are taking their security and privacy seriously are less likely to turn to your competitors. Payment –Find a secure m-commerce platform provider that offers: • SSL-encrypted transaction support • Alternative payments such as PayPal and Amazon‟s payment system. Secure Information Collection – Only ask for information that you absolutely need and don‟t collect extra information until after you‟ve established a trusted relationship. When collecting Personally Identifying Information (credit card #, geo-location etc.) be sure it‟s encrypted. • During transmission • When it‟s stored • When it‟s turned over to vendors. Geo-location – A user‟s location info is considered a gold mine especially when tied with profile information • Ask for permission before you collect this information • Explain why you are collecting it Behavioral-based Advertising – Generally, okay to do as long as it‟s used to enhance the service you provide to them. • Do not share with a party unless they need it to support the primary service you provide the user. • Obtain users‟ permission before you collect info, if the data you collect is for other 3rd party purposes Images courtesy of ITPAtraining.com, topnews.net.nz and bgnentrepreneur.net 32
  • 33. How can retailers resolve users‟ privacy concerns? 1. Think Strategically About Privacy Proactively stay ahead of these trends to maximize brand affinity and obtain loyalty • 74% of consumers believe it‟s “very important” or “extremely important” to understand what personal information a mobile app collects 2. Always Ask Before Collecting Location Data Only 36% of consumers felt that they had a choice regarding the collection and use of their location data 3. Offer Opt-Outs For Mobile Ad Targeting 85% of consumers want to be able to opt-in or out of targeted mobile ads 4. Give Shoppers Transparency & Choice 98% of consumers believe it‟s important for mobile apps to provide easy access to controls for collecting and sharing personal information 5. Get Your App Privacy Certified Only 1 in 3 consumers feel in control of their personal information when using their mobile devices Source: Harris Interactive and TRUSTe Survey, Feb 2011 33
  • 34. Best practice tips for getting started in mobile commerce To lessen user privacy concerns and increase your mobile commerce success, develop an overall strategy on how to reduce privacy concerns at all customer touch points….mobile, website, platform, call center etc.  Provide users with transparency and remain accountable Use clear messaging re: use of location data Secure this data through encryption etc. Ensure adequate consumer redress mechanisms for those who want to remove their location data  Provide users with choice (i.e. ask users permission to use their location information before you collect it) Meaningful choice is when consumers understand the implications of sharing their data.  Have a privacy trust mark– Users will reward companies who make strong commitments to their privacy Users recognize established trust marks (like TRUSTe) means a company has undergone rigorous vetting by an independent 3rd party Trust # and purchase amount # of downloads Images courtesy of Justmeans.com, gamesetwatch.com # of registrations 34
  • 35. 35
  • 36. QuickTime™ and a Digby Introduction decompressor are needed to see this picture. • Headquartered in Austin, TX • Singularly focused on building the Mobile Channel and In-store Engagement for Retailers • Enabled 45+ top retail brands with 90+ storefronts • Enterprise grade environment with PCI Level 1 Certification and 24/7 support 36
  • 37. QuickTime™ and a Best Practices In A Successful Mobile Commerce Strategy decompressor are needed to see this picture. What Activities are Critical? 7) Metrics & How Frequent? Measure Today‟s Focus: 6) Go To Best Practices in Platform and Design Market 5) Manage Where is the Leverage? Expectations Who do you need to reach? What is Realistic? 4) Design What is Optimistic? Own Or Usability Will Play a License? 3) Platform Significant Role in Success 2) Make or What Mediums and Buy/Partner Devices Do your Customers Use? 1) Goals Use Cases How Will You Engage Your Customers? 37
  • 38. QuickTime™ and a The Platform decompressor are needed to see this picture. 38
  • 39. QuickTime™ and a Mobile Web Visits By Device decompressor are needed to see this picture. 45.15% 40.92% 7.72% 5.09% 0.32% 0.24% 39
  • 40. QuickTime™ and a Mobile Design Considerationsdecompressor are needed to see this picture. • Mobile Users are in a hurry • Not “EXCLUSIVELY” focused on the device - Multi-tasking is a given • Very Impatient - need “Snappy” experience • Impulse and Convenience Time • “Snack” versus “Dine” Sensitivity 40
  • 41. QuickTime™ and a Mobile Design Considerations decompressor are needed to see this picture. • Time Sensitivity and Clean Process Flows • Compel Application “Open” as frequently as possible • Form Factor • Use of Device Resources (location, address book, calendar) • Shelf-life and adaptability • Closed Loop Tasks • Weight, Download Size • Network Latency 41
  • 42. QuickTime™ and a Mobile Design Considerationsdecompressor are needed to see this picture. • Web Form Factor Mismatch • The Web is not compatible with a 2” screen • Looks are important; Process flows are key to “Elegant Solution” • Forms and Data Entry problems • “Sticky Notes” design process 42
  • 43. QuickTime™ and a Mobile Design Considerations decompressor are needed to see this picture. • “The Paradox of Choice” by Barry Schwartz • Too many choices drives consumer dissatisfaction • Mobile Corollary: • Don‟t do too much • Focused choices can drive higher satisfaction 43
  • 44. QuickTime™ and a Summary and Key Takeaways decompressor are needed to see this picture. • Mobile Commerce is here and now • Look at Mobile Commerce Strategically – Full Mobile Web and Rich Applications – Devices, Platforms, Shapes and Sizes Changing Rapidly • Recognize Elegance in Speed and Simplicity – Snappy Experiences – Fast Transitions and Clean Process Flows • Start off with One or 2 things done extremely well • Consider Multi-Channel Use Cases • The opportunity to engage with your mobile customer is now under your own branded mobile website and rich app 44
  • 45. Thank you for your time The presentation will be mailed out to all attendees If you have questions, please contact Janet at JJaiswal@truste.com TRUSTe offer privacy certifications, seals and solutions for: Mobile Web & Apps Websites Platforms & Apps Advertising 45