Remodista is a savvy retailer’s forum for all things mobile, taking its name—and mission—from core principles of retail and mobility distilled into one community. Fresh content from industry thought leaders and peer reflection meet in a collaborative environment for retailers to learn, share and bring visionary strategies to market.

1. Insights Gained: Remodista Leadership Session
Retail & Mobility Distilled
Q3 2012

2. Remodista = Retail and Mobility Distilled
(re – mo – dist – a) – proper n. pl.
Remodista is a savvy retailer’s forum for all things
mobile, taking its name—and mission—from core
principles of retail and mobility distilled into one
community. Fresh content from industry thought
leaders and peer reflection meet in a collaborative
environment for retailers to learn, share and bring
visionary strategies to market.

3. ―We are rapidly getting to the point where
the single most important medium that people have is
their wireless device.
It’s with them every single moment of the day.
It’s genuinely the convergence box that
everyone’s been talking aboutfor so many years.‖
Andrew Robertson
“More people Chief Executive of BBDO
own a cellphone
than own a
toothbrush.”
“There are more
mobile subscriptions
“Mobile as ‘FIRST- than people who
SCREEN’ for all web have access to safe
usage will happen drinking water.”
between 2013 to
2015.”

4. Smartphones are dominating
Sometime this year, more than 126 million U.S. consumers are
expected to own a Smartphones
4

5. Both in U.S. and Internationally
 Global smartphone
sales are up 63.1%
from 2010
 488.5 million units
sold in 2011
 In last 3 years, apps
downloaded
10.9 billion times
 In January
2012, 8.5% of
global website hits
came from a mobile
device… Double
the amount
compared to same
time last year.
Yet, the global focus depends on the size and sophistication of
the retailer itself. Even though some aren’t yet ready to scale, by
utilizing digital and mobile they can expand to a global footprint.
5

6. And tablets are making a huge impact
>40 million
tablets in use in U.S.
• less than 2 years after launch
• Smartphones took 7 years
• Television took 16 years
Sources: Forrester, Morgan Stanley
“Tablet design and experience are not the same as the experience
for the phone.” ~ Alexandra Wilkis Wilson, Co founder and CMO of Gilt Groupe at
the Remodista Leadership Session – Chicago, April 18, 2012
6

7. mCommerce is rapidly evolving
With a Compound Annual Growth Rate (CAGR) of 39% for
mobile commerce over next four years, mobility is about
meeting consumers at their point of need.
Source: Forrester “Mobile Commerce Forecast: 2010 to 2016”
7

8. Consumers’ expectations are based on
their experiences with mobile leaders
» Expectations for mobile are being
set at the macro level… not just by
individual industries
» “The more we step into mobile, the
more we realize that it is more about
the mobility of the consumer, than the
device.”
» Kelly Stickel, President and Founder of Remodista
8

9. The ubiquity of mobile creates
connection demands
 By focusing on the juncture of retailer and customer, mobile extends
the brand and the buying journey
 Social shopping: Women want to stay connected so they can find
the best deals for their families.
 Retailers need to think about social integration through connecting
the dots through web sites, commerce, and social
 The only way to bridge the gap between digital and real-world is
through mobile experiences
9

10. Mobile is a tool for engagement and action…
 Even though some retailers may view mobile as a “frenemy,” it truly
bridges the gap between online and in-store.
 Whether QR code, mvs, or keyword, activation mobile is increasingly
leveraged by retailers to activate consumers to interact with the
brand… in store, online, at home, and on-the-go.
 Many routes to activate consumers using mobile, but consistent
component is ensuring content meets context.
 Whether exclusive content, products, loyalty programs, coupons, or
voting, optimize experience for mobile and plan for native
capabilities to the device, gps, camera… APIs like Instagram and
Facebook
10

11. …which responds to the flexible
nature of the shopper
Although the mobile landscape has seen a tremendous evolution in the past
few years and many organizations are beginning to mature their offerings,
there are several key things to keep in mind when considering your mobile
efforts:
 Evolving the business definition of “customer” to know your mobile
audience
 Establishing and governing a consistent brand experience
 Don’t miniaturize… Mobilize
 Driving enterprise customer intelligence by expanding the reach of
customer knowledge capture and dissemination through mobility
 Implementing capabilities to measure and track progress toward
improving customer satisfaction, sales, and profitability 11

12. Game-changing business drivers that
blur the physical and the digital are
inspiring enterprises around the globe:
 Fast return on investment (ROI)
 Increased employee productivity
 Direct interaction with the customer
 Ability to attract the best talent
 Speed of decision
12

13. You might see mobile as another
channel, but…
This is a Direction,
not destination
Competitive Advantage
LEADER
“FAST” FOLLOWER GAP
WILL CONTINUE TO
INCREASE
This line will keep
moving…quickly
CATCH UP
This path is harder
than you think it is.
STAY THE COURSE
Leadership in the mobile space relies Time
on commitment to a path forward 13

14. Every device is different
Design and build programs accordingly. Know when, where, and how
your consumer uses each device.
 Smartphone is lean-forward, quick snack, scan-and-scram
 Tablets are lean-back, highly involved, entertainment and
content-oriented
Provide content, services, and design that taps into natural behaviors
exclusive to each device.
 Shopping lists
 Wish lists
 Coupons
 In-store product location
 In-store inventory guidance
 On phone purchasing
14

15. We see mobility having unimaginable
impact across the enterprise
reduce revenue brand impact productivity dynamic
cost Customers just-in-time Partners proprietary Employees
Competitive advantage
Management
intelligence
customer sales force multiplier collaboration process efficiency content
brand interaction at in the context of knowledge sharing speed of
moments of decision daily workflow & collaboration decision
…enabling an intelligent, connected, agile business
15

16. Don’t shrink… re-think
 30% of consumers 25-44 consider a retailer’s “mobile competence” a
critical element of the shopping experience.
 47% of smartphone users have used their device to view product reviews
while shopping in brick-and-mortar store.
 53% of shopper indicated a willingness to share location-based personal
info in exchange for value-added content and an augmented shopping
experience.
 EXPERIMENT and keep it fresh:
 Pop-up shops
 Social / Mobile campaigns and flash sales
 Augmented reality
 Consumers will experiment with you and like being surprised.
ext level?
16

17. You have to examine the right questions
How does a mobile-enabled business act?
What is the role of mobility in my business?
What is the set of mobility experiences people want from us?
What are the mobile capabilities we need to succeed?
What are the benefits and how do we measure results?
What should we do first (i.e. IMMEDIATELY)?
What does mobility success look like when we get there?
What is the business model that ensures long-term success?
17

18. Connect to Learn More
Kelly Stickel
Founder and President of Remodista
www.remodista.com
kelly@remodista.com
312-371-9302
@kstickel @bricksandmobile @moximorés @mobile4mommies