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Mobile Commerce – The New Must Have

Presenters
Scott Todaro, Sr. Director Product Strategy, Demandware
Brian Walker, Principle Analyst, Forrester Research
Larry Promisel, VP eCommerce, Barneys New York

A Few Housekeeping Items Before We Get Started:


• To Join the Teleconference: 1 (916) 233-3087 or Use Microphone and Headset
• Access Code: 263-406-747
• Presentation Content:
• Will be made available for download at www.demandware.com
• Email will be sent to notify you of its availability

• Questions: Please ask questions via Chat

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Agenda

Demandware Mobile
Scott Todaro, Demandware

Mobile Landscape
Brian Walker, Forrester Research

Mobile in Action
Larry Promisel, Barneys New York

2 Copyright 2010 Demandware, Inc. - Confidential


Demandware Solution
Demandware combines the leading, on-demand ecommerce platform, a community of knowledge
contributors and assets, and a marketplace of pre-built ecommerce integrations to empower retailers to
deliver the most effective and tailored shopping experiences for consumers across all digital channels.

On-Demand eCommerce Platform


• Feature-rich, enterprise-class
• Industry leading merchandising
• Continuous innovation through
automatic upgrades
Community and • Secure, reliable, scalable Integrated 3rd Party
Knowledge Assets • Highly-extensible
Extensions & Applications
• Standards-based

• Documentation • Email
• APIs • Recommendations
• Knowledge base • Analytics
• Forums • Marketing
• Expertise • Ratings & Reviews

Copyright 2010 Demandware, Inc. - Confidential


Demandware Mobile
The First Browser-Agnostic Mobile Storefront

“Our customers are using their


phones to check their email,
look up information and shop,
so a mobile storefront is a great
opportunity for us to broaden
the ways our consumers can
interact with our brand”
Paul Zaengle, Sr. Director eCommerce,
Columbia Sportswear

Core Features Unique Features


• Search • Checkout • Works with all major smartphone browsers
• Store Locator • Content • Active Merchandising®
• Navigation • Security • Present personalized content
• Catalog • Inventory • Dynamic search results and ordering
• Pricing • HTML 5 • Tailored promotions
• Experience optimization with A/B tests
4 Copyright 2010 Demandware, Inc. - Confidential
Brian Walker, Principle Analyst, Forrester
Research Focus
• Brian serves eBusiness & Channel Strategy professionals
• He researches the effect that technology advancements, operational needs, and
changing consumer behaviors have on the online retail industry

Previous Work Experience


• Brian is a seasoned Internet and eCommerce leader with extensive experience
working with a wide range of commerce platforms and related technologies
• Brian has more than 13 years of experience in eCommerce and online marketing:
– Amazon.com
– Classmates Online
– Eddie Bauer
– Expedia.com

5 Copyright 2010 Demandware, Inc. - Confidential


Mobile Commerce: Getting started
and mapping out your strategy

Brian K. Walker
Principal Analyst, Commerce
Forrester Research

June 15, 2010

Entire contents © 2009 Forrester Research, Inc. All rights reserved.


Agenda

•The state of mobile commerce today


•A look at the mobile ecosystem
•Getting started
•Integrating Mobile into your eCommerce
environment
•Recap

Entire contents © 2009 Forrester Research, Inc. All rights reserved.


The State of Mobile Commerce

Entire contents © 2009 Forrester Research, Inc. All rights reserved.


One in four Gen Yers owns a smartphone

See the January 14, 2010 “2009: The Year Of High-End Phones” report.

9 Entire contents © 2009 Forrester Research, Inc. All rights reserved.


Daily Usage Of Mobile Data Soars Among
US Smartphone Users

Entire contents © 2009 Forrester Research, Inc. All rights reserved. January 2010 “Engaging Smartphone Users”
Broad spectrum of categories have been
purchased via mobile commerce

11 Entire contents © 2009 Forrester Research, Inc. All rights reserved.


But Customers Use Devices For
Multichannel Scenarios

12 Entire contents © 2009 Forrester Research, Inc. All rights reserved.


88% of US smartphone owners were satisfied
with their most recent purchase via their phone

Entire contents © 2009 Forrester Research, Inc. All rights reserved.


Mobile Presence Of Retailers Today
“Which of the following best describe your mobile eCommerce?”

Nothing special; our site unoptimized 55%

A special site optimized for mobile browsers 35%

iPhone app 33%

SMS 14%

Android app 8%

Blackberry app 8%

Third party partnership (e.g. Cellfire) 8%

Other mobile app 4%

Source: The State of Retailing Online 2010: Marketing Report, a Shop.org report
14 Entire contents © 2009 Forrester Research, Inc. All rights reserved. conducted by Forrester Research
Types Of Mobile Content & Capability Offered
By Retailers
“What kind of information and alerts does your company currently offer customers via its mobile app/site?”

Most popular Other less popular features


1. Product and price information • Store maps/layouts
2. Store information • In-store product availability
3. Alerts for online sales & • User manuals and other product
specials information
4. Customer ratings and reviews • Expert reviews
5. Coupons • Gift registry access
6. Shipping notification • Easy payment options
• Loyalty program access in
stores

Source: The State of Retailing Online 2010: Marketing Report, a Shop.org report
15 Entire contents © 2009 Forrester Research, Inc. All rights reserved. conducted by Forrester Research
The Mobile Traffic Is Already There
“What percent of your company's online traffic comes through mobile browsers?”
4.0%
3.6%
3.5% 3.3%

3.0% 2.8% 2.8% 2.9% 2.8%


2.5%
2.5% 2.2%
2.0% 1.8%

1.5%

1.0%

0.5%

0.0%
All companies Young Medium Mature Small Medium Large Pureplay Multichannel

Web Tenure Web Revenue Channels of Operation

Young: <4 years in operation; Medium: 4-10 years in operation; Mature: 10 years+ in operation
Small: <$10MM revenue; Medium: $10-100MM revenue; Large: $100MM+ revenue
Multichannel includes bricks and mortar, catalogs, television and other channels

Source: The State of Retailing Online 2010: Marketing Report, a Shop.org report
16 Entire contents © 2009 Forrester Research, Inc. All rights reserved. conducted by Forrester Research
Percent of Revenue from Mobile
“What percent of your company's total online revenue do you expect to be transacted
via mobile apps/devices in 2010?”

3.0%

2.4% 2.5% 2.4%


2.5% 2.3% 2.3%
2.0%
2.0% 1.8%
1.5% 1.6%
1.5%

1.0%

0.5%

0.0%
All Young Medium Mature Small Medium Large Pureplay Multichannel
companies

Web Tenure Web Revenue Channels of Operation

Young: <4 years in operation; Medium: 4-10 years in operation; Mature: 10 years+ in operation
Small: <$10MM revenue; Medium: $10-100MM revenue; Large: $100MM+ revenue
Multichannel includes bricks and mortar, catalogs, television and other channels

Source: The State of Retailing Online 2010: Marketing Report, a Shop.org report
17 Entire contents © 2009 Forrester Research, Inc. All rights reserved. conducted by Forrester Research
Most Retailers Are Very Early In Their
Mobile Planning
“Which of the following best describes your mobile strategy today?”

More mature
Have a strategy, implemented it, now refining it
20%

Have a strategy and starting work 10%


Have a strategy
8%

Early stage; developing a strategy


36%

Don’t have a strategy 26%

Less mature

Source: The State of Retailing Online 2010: Marketing Report, a Shop.org report
18 Entire contents © 2009 Forrester Research, Inc. All rights reserved. conducted by Forrester Research
Planned Mobile Investment Levels For 2010
“What kind of investment in mobile has your company planned for 2010?”

$500 $465
$450
$400
$350
$300 $287
000s

$244
$250
$200 $170
$150
$100 $88 $82
$40 $36
$50 $16
$0
All Young Medium Mature Small Medium Large Pureplay Multichannel
companies

Web Tenure Web Revenue Channels of Operation

Young: <4 years in operation; Medium: 4-10 years in operation; Mature: 10 years+ in operation
Small: <$10MM revenue; Medium: $10-100MM revenue; Large: $100MM+ revenue
Multichannel includes bricks and mortar, catalogs, television and other channels

Source: The State of Retailing Online 2010: Marketing Report, a Shop.org report
19 Entire contents © 2009 Forrester Research, Inc. All rights reserved. conducted by Forrester Research
The Mobile Ecosystem

Entire contents © 2009 Forrester Research, Inc. All rights reserved.


Apps Ecosystem
Windows Samsung
iPhone App Android App Blackberry’s Palm App
Phone Nokia Ovi Mobile
Store Mkt AppWorld Catalog
Marketplace Applications

Launched 7/2008 11/2008 4/2009 11/2009 6/2009 11/2009 1/2009

Number of
> 185K >30K >3K < 1K <1K <1K .<5K
Apps

Apps
> 3B > 100M N/A N/A >1M N/A
Downloaded

Approx.
46%
Device Mkt 18% 3.5% 21% 9% (WM) 2% N/A
(Symbian)
Share

Entire contents © 2009 Forrester Research, Inc. All rights reserved. Source: Gizmodo, Distimo, jkontherun.com, Morgan Stanley Research, Forrester Research
The Information Age Enters A New Era

22 Entire contents © 2009 Forrester Research, Inc. All rights reserved. January 2010 “The Splinternet” by Josh Bernoff
In the past eCommerce was focused on one
site, maybe optimized for multiple browsers.

23 Entire contents © 2009 Forrester Research, Inc. All rights reserved.


But now that investment and effort is
splintered across multiple platforms.

24 Entire contents © 2009 Forrester Research, Inc. All rights reserved.


We Are Early In The Evolution Of Mobile
Commerce

Un-optimized Mobile Web Mobile Web iPhone App Android App HTML 5?
website optimized site optimized sites
with detection Windows
Mobile App

RIM App

Entire contents © 2009 Forrester Research, Inc. All rights reserved. Image Source: http://nearemmaus.files.wordpress.com/2010/04/evolution.jpg
Getting Started

Entire contents © 2009 Forrester Research, Inc. All rights reserved.


Remember - Consumers have three
needs that must be met across channels:

1. Information
2. The ability to transact
3. Service

App or no app, not necessarily important to the customer

Source: “Using Digital Channels To Create Breakthrough Multichannel Relationships” by Henry Hartevelt
Entire contents © 2009 Forrester Research, Inc. All rights reserved.
The Mobile Web Is Where You Should Focus
Today
•Serves a majority of customer use cases
•Does not require a customer download
•Lower development and service costs
•Easier to manage the changes happening to
the applications ecosystem
•Interesting customer experiences are possible
on the mobile web too

Entire contents © 2009 Forrester Research, Inc. All rights reserved.


Build Apps to Drive Brand, Loyalty, Experience,
& Enhance Speed
• Examine what your brand and
products and examine if an
application is needed to support
that customer experience
• Particularly suited to very sticky
sites with frequent visitors
• Other benefits include improved
speed or the interaction, offline use
• If apps make sense, for most it will
make sense to focus on iOS
– Largest share of the smartphone market
– Simplify execution by focusing
Entire contents © 2009 Forrester Research, Inc. All rights reserved.
Measurement: Key Mobile KPIs Closely
Mirror eCommerce KPIs
1. Revenue transacted through mobile devices
2. Mobile site traffic
3. Average order value
4. Number of mobile app downloads
5. Number of customers who have opted in for SMS, daily
deals, coupons, etc.
6. Product searches via mobile devices
7. Repeat visits/log-ins
8. Mobile site/app satisfaction

Entire contents © 2009 Forrester Research, Inc. All rights reserved. *Ranked in order of usage
Integrating Mobile Into Your
eCommerce Environment

Entire contents © 2009 Forrester Research, Inc. All rights reserved.


Don’t make this mistake when implementing mobile
websites, replicating data & causing mgmt challenges.

Device/Browser Detection

WAP Site iPhone/ Windows Regular


Android Mobile Site Website
Site orders

eCommerce
content content content Platform / Services

content customer Orders

32 Entire contents © 2009 Forrester Research, Inc. All rights reserved.


Build a scalable approach to serving your mobile web
sites which leverages your eCommerce ecosystem.

Device/Browser Detection

WAP Site iPhone/ Windows Regular


Android Mobile Site Website
Site

eCommerce Platform / Services

content customer Orders

33 Entire contents © 2009 Forrester Research, Inc. All rights reserved.


And as you develop applications, this same approach is
a requirement, leveraging a services based approach.

Device Device Mobile Web eCommerce


App App Sites Sites

mCommerce Shopping WebServices

eCommerce Platform / Services

34 Entire contents © 2009 Forrester Research, Inc. All rights reserved.


Mobile Reporting Structure
“Who owns mobile strategy and management within your organization?”

No one…yet, 8%

President or
other division
head, 4%

Web/eCommerce
team, 46%

Marketing/CMO,
42%

Source: The State of Retailing Online 2010: Marketing Report, a Shop.org report
35 Entire contents © 2009 Forrester Research, Inc. All rights reserved. conducted by Forrester Research
Final thoughts

Entire contents © 2009 Forrester Research, Inc. All rights reserved.


is now…

Entire contents © 2009 Forrester Research, Inc. All rights reserved.


Entire contents © 2009 Forrester Research, Inc. All rights reserved.
As a result, eCommerce is now…

eCommerce

Entire contents © 2009 Forrester Research, Inc. All rights reserved.


eCommerce

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Develop an approach where you can
serve customers in context

?
41 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
Context

Customer

Content Capability

Entire contents © 2009 Forrester Research, Inc. All rights reserved.


Thank You
Brian K. Walker

blogs.forrester.com/brian_walker

twitter.com/bkwalker

Entire contents © 2009 Forrester Research, Inc. All rights reserved.


Larry Promisel, VP eCommerce

• Leads the ecommerce team at Barneys New York


• Incredible growth rates at Barneys New York
• Industry speaker and panelist
• Seasoned veteran with luxury ecommerce at
Bluefly, Coach, and Bloomingdales
Barneys.com
Going Mobile
Mobile Assessment
• Prior to Q4 2009
– Users presented with full site
– Mobile presence difficult to shop
– Opportunity and landscape
• Strategy
– Compelling presence and brand extension
• Upwardly mobile
– Easy to shop
– Accessible
– Mitigate technical and management resources
Buy or Build?
• Several compelling 3rd party vendors
– Similar offerings
– Cost & integration
– Management & resources
• Demandware
– Mutually beneficial
– Built in and upgrades
– Cost and resource effective
To App or not to App?
• Decided on multi platform
– Cast wide net
– Build with potential extensions
– Experience/ branding vs. selling
Launch Q4 2009
• Phase I
– Full catalog
– Active inventory
– Intuitive navigation
• Mimics full site
• One handed
– Searchable
– Tailored images
– Secure checkout
– Shared cart
– Configurable
• By device
• By browser
Post Launch
• Innovate and integrate – Phase II
– Restaurants
– Social media
– Marketing
• Google
• Partners
• Email
– Direct to mobile
– Optimize by device
– Lifestyle
– Shortcodes/ SMS
• Phase III
– IPhone/ IPad App
– Location based
– Service/ feedback
Marketing
• Email
– Link - Bberry users
– Email to promote
• Partners
• Marketing collateral
• Site
Analytics
• Consider, Measure, Compare
– Traffic, Sales, Conversion, Average Order
– Devices, Browsers, Operating Systems
– Marketing Sources
– Search
– Store Drivers
– Loyalty
Thank You!
Q&A via GoToMeeting

Copyright 2010 Demandware, Inc. - Confidential

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