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The State of Mobile Apps for Retailers

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Today’s consumers overwhelmingly prefer to access the Internet on their mobile devices, yet only 30% use retailer applications to purchase products. This mobile mindshift in retail is not lost on marketers, who increasingly understand the importance of finding new ways to reach shoppers in these mobile moments.

Hear from industry experts on how smartphones and apps are changing the retail landscape and how retailers should respond.

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The State of Mobile Apps for Retailers

  1. 1. The State of Mobile Apps for Retailers JULIE ASK, VP & Lead Analyst, Forrester Research MICHAEL JONES, SVP, Retail & Brand Solutions, RetailMeNot
  2. 2. Why a study on mobile apps?
  3. 3. Just the mobile facts 73% Of consumers start their shopping journey on a smart phone 70% Of digital coupon users will redeem a coupon or code on a mobile device 40% Higher conversion rate among shoppers using a mobile device during their journey Sources (from left to right): Deloitte, Ninth Decimal, eMarketer.
  4. 4. 0% 10% 20% 30% 40% 50% Source: Mizuho Securities as published in MediaPost Where consumers start their shopping journey on their smartphones
  5. 5. The State Of Mobile Apps For Retailers Julie Ask, VP & Principal Analyst Study commissioned by RetailMeNot September 22, 2015
  6. 6. © 2015 Forrester Research, Inc. Reproduction Prohibited 11 Agenda › How has mobile shifted customers’ expectations? › What inhibits retailers from engaging their customers through mobile apps, and why? › What steps can retailers take to re-engage customers in their mobile moments ?
  7. 7. © 2015 Forrester Research, Inc. Reproduction Prohibited 12 Smartphones are quickly becoming the first screen for consumers while shopping Base: 511 consumers who have used their mobile phone in the past three months to perform a retail-related activity Source: A commissioned study conducted by Forrester Consulting on behalf of RetailMeNot, July 2015 “Where do you use the following devices to access the Internet/go online?” Consumers shop everywhere! … including in stores!
  8. 8. © 2015 Forrester Research, Inc. Reproduction Prohibited 13 Outside of the office, consumers lean on their smartphones Base: 511 consumers who have used their mobile phone in the past three months to perform a retail-related activity Source: A commissioned study conducted by Forrester Consulting on behalf of RetailMeNot, July 2015 Only the home office has higher PC use than smartphone use. “Where do you use the following devices to access the Internet/go online?”
  9. 9. © 2015 Forrester Research, Inc. Reproduction Prohibited 14 Consumers use smartphones to shop in many contexts Base: 511 consumers who have used their mobile phone in the past three months to perform a retail-related activity Source: A commissioned study conducted by Forrester Consulting on behalf of RetailMeNot, July 2015 “Where have you used your smartphone to perform the following shopping-related activities in the past month?” At home On the go In store while shopping Locate a store or check store hours 75% 80% 36% Check status of an order 65% 43% 22% Read customer product reviews 63% 45% 47% Purchase a product 63% 32% 24% Find a coupon or coupon code 56% 55% Compare prices with other websites/stores 55% 51% Check product availability online 55% 38% 29% Learn about in-store promotion or event 39% 33% 33% Redeem a coupon or coupon code 38% 55% 48% 42% 33% “Where have you used your smartphone to perform the following shopping-related activities in the past month?” Most activities involve research…
  10. 10. © 2015 Forrester Research, Inc. Reproduction Prohibited 15 Consumers use smartphones to shop in many contexts Base: 511 consumers who have used their mobile phone in the past three months to perform a retail-related activity Source: A commissioned study conducted by Forrester Consulting on behalf of RetailMeNot, July 2015 “Where have you used your smartphone to perform the following shopping-related activities in the past month?” At home On the go In store while shopping Locate a store or check store hours 75% 80% 36% Check status of an order 65% 43% 22% Read customer product reviews 63% 45% 47% Purchase a product 63% 32% 24% Find a coupon or coupon code 56% 55% Compare prices with other websites/stores 55% 51% Check product availability online 55% 38% 29% Learn about in-store promotion or event 39% 33% 33% Redeem a coupon or coupon code 38% 55% 48% 42% 33% “Where have you used your smartphone to perform the following shopping-related activities in the past month?” Most activities involve research… … but many consumers are buying
  11. 11. © 2015 Forrester Research, Inc. Reproduction Prohibited 16 Consumers use smartphones to shop in many contexts Base: 511 consumers who have used their mobile phone in the past three months to perform a retail-related activity Source: A commissioned study conducted by Forrester Consulting on behalf of RetailMeNot, July 2015 “Where have you used your smartphone to perform the following shopping-related activities in the past month?” At home On the go In store while shopping Locate a store or check store hours 75% 80% 36% Check status of an order 65% 43% 22% Read customer product reviews 63% 45% 47% Purchase a product 63% 32% 24% Find a coupon or coupon code 56% 55% Compare prices with other websites/stores 55% 51% Check product availability online 55% 38% 29% Learn about in-store promotion or event 39% 33% 33% Redeem a coupon or coupon code 38% 55% 48% 42% 33% “Where have you used your smartphone to perform the following shopping-related activities in the past month?” Most activities involve research… … but many consumers are buying Also important is finding deal!
  12. 12. © 2015 Forrester Research, Inc. Reproduction Prohibited 17 “We found that mobile is the hub of our girl’s life. It’s how she interacts with friends, learns news, engages with brands, and more. We see the phone as the connection between digital and in-store.” -- Director of mobile and omnichannel, women’s clothing retail chain Smartphones have become the epicenter of shopping
  13. 13. © 2015 Forrester Research, Inc. Reproduction Prohibited 18 Companies have historically had the power . . .
  14. 14. © 2015 Forrester Research, Inc. Reproduction Prohibited 19 . . . but technology has empowered customers
  15. 15. © 2015 Forrester Research, Inc. Reproduction Prohibited 20 Mobile has shifted your customers’ expectations.
  16. 16. © 2015 Forrester Research, Inc. Reproduction Prohibited 21 The expectation that I can get what I want in my immediate context and moments of need.
  17. 17. © 2015 Forrester Research, Inc. Reproduction Prohibited 22 21%
  18. 18. © 2015 Forrester Research, Inc. Reproduction Prohibited 23 50%
  19. 19. © 2015 Forrester Research, Inc. Reproduction Prohibited 24 Immediacy • “On sale now!” “Card stolen now!” • Shipping notifications • Product/pricing/inventory What has changed? Consumers expect:
  20. 20. © 2015 Forrester Research, Inc. Reproduction Prohibited 25 Simplicity • Push notifications • Curated content • Task-oriented design flow Immediacy • “On sale now!” “Card stolen now!” • Shipping notifications • Product/pricing/inventory What has changed? Consumers expect:
  21. 21. © 2015 Forrester Research, Inc. Reproduction Prohibited 26 Simplicity • Push notifications • Curated content • Task-oriented design flow Context • Deals nearby • Relevancy based on past behavior • Time-sensitive notifications Immediacy • “On sale now!” “Card stolen now!” • Shipping notifications • Product/pricing/inventory What has changed? Consumers expect:
  22. 22. © 2015 Forrester Research, Inc. Reproduction Prohibited 27 Simplicity Context Immediacy Convenience What has changed? Consumers expect:
  23. 23. © 2015 Forrester Research, Inc. Reproduction Prohibited 28 Flight Event Shifted expectations change how you engage with your customers. Airline Example -2 days • Change seat • Request upgrade -2 weeks • Book ticket • Change reservation -2 hours • Check in • Check gate • Departure time • Lounge access • Arrival time • Food order • Movies • Wi-Fi • Duty Free +2 weeks +2 days +2 hours • Ground transport • Lost luggage • Navigation • Mileage points earned • Customer service survey • Mileage status • Reward travel • Upcoming reservations
  24. 24. © 2015 Forrester Research, Inc. Reproduction Prohibited 29 A point in time and space when someone pulls out a mobile device to get what he or she wants immediately, in context.
  25. 25. © 2015 Forrester Research, Inc. Reproduction Prohibited 30 Flight Event Your app needs to morph or “change its color” based on context. Airline Example -2 days -2 weeks -2 hours +2 weeks +2 days +2 hours
  26. 26. © 2015 Forrester Research, Inc. Reproduction Prohibited 31 Mobile moments are present throughout the shopper’s journey Branding moment Research moment Influenced-sales moment Conquest sales moment Guided selling moment Impulse purchase moment Social depth moment Sharing moment Self-service moment Loyalty moment Setup moment Customer care moment
  27. 27. © 2015 Forrester Research, Inc. Reproduction Prohibited 32 Retailers own or manufacture some of these mobile moments Branding moment Research moment Influenced-sales moment Conquest sales moment Guided selling moment Impulse purchase moment Social depth moment Sharing moment Self-service moment Loyalty moment Setup moment Customer care moment
  28. 28. © 2015 Forrester Research, Inc. Reproduction Prohibited 33 Retailers own or manufacture some of these mobile moments Conquest sales moments & impulse sales moments Flash Expiring inventory Limited availability Spontaneous Gifts
  29. 29. © 2015 Forrester Research, Inc. Reproduction Prohibited 34 Retailers own or manufacture some of these mobile moments Conquest sales moments & impulse sales moments Flash Expiring inventory Limited availability Spontaneous Gifts Guided selling moments B2C in stores, at branches B2C for high consideration sales at home / at sales location B2B
  30. 30. © 2015 Forrester Research, Inc. Reproduction Prohibited 35 Retailers own or manufacture some of these mobile moments Conquest sales moments & impulse sales moments Flash Expiring inventory Limited availability Spontaneous Gifts Guided selling moments B2C in stores, at branches B2C for high consideration sales at home / at sales location B2B Influenced-sales moments Price comparisons Product ratings and reviews Digital in-store orders
  31. 31. © 2015 Forrester Research, Inc. Reproduction Prohibited 36 Impulse sales moments drive incremental revenue. Source: WTSO mobile appl (push notification)
  32. 32. © 2015 Forrester Research, Inc. Reproduction Prohibited 37 Conquest sales moment Source: Meatpack
  33. 33. © 2015 Forrester Research, Inc. Reproduction Prohibited 38 Influenced sales in mobile moments is the biggest opportunity. $689 Billion in 2017
  34. 34. © 2015 Forrester Research, Inc. Reproduction Prohibited 39 Guided selling moment Source: Able-Air1, Trane
  35. 35. © 2015 Forrester Research, Inc. Reproduction Prohibited 40 Brands can manufacture moments to offer utility • Sponsored content • Tens of millions plus downloads • Offers utility • Promoted on website Source: iPhone screenshot: Sit Or Squat mobile application
  36. 36. © 2015 Forrester Research, Inc. Reproduction Prohibited 41 But there are challenges…
  37. 37. © 2015 Forrester Research, Inc. Reproduction Prohibited 42 Mobile moments come in 3 forms BorrowedManufacturedOwned Owned Customer already has a relationship with the brand
  38. 38. © 2015 Forrester Research, Inc. Reproduction Prohibited 43 Mobile moments come in 3 forms BorrowedManufactured Manufactured Brand creates an opportunity for engagement Owned Owned Customer already has a relationship with the brand
  39. 39. © 2015 Forrester Research, Inc. Reproduction Prohibited 44 Mobile moments come in 3 forms BorrowedManufactured Manufactured Brand creates an opportunity for engagement Owned Owned Customer already has a relationship with the brand Borrowed Brand infiltrates (borrows) the moments of another brand
  40. 40. © 2015 Forrester Research, Inc. Reproduction Prohibited 45 Owned and manufactured mobile moments are precious and scarce for retailers “It’s harder to get a consumer to download an app if there is no reason for them to interact.” --Divisional VP and general manager, mobile and community experiences, US retailer holding company
  41. 41. © 2015 Forrester Research, Inc. Reproduction Prohibited 46 Consumers will not hesitate to delete an underperforming app Base: 403 consumers who have used their mobile phone in the past three months to perform a retail-related activity Source: A commissioned study conducted by Forrester Consulting on behalf of RetailMeNot, July 2015 “What do you do if a retailer’s application delivers a poor experience or does not meet your expectations?” (Select all that apply)
  42. 42. © 2015 Forrester Research, Inc. Reproduction Prohibited 47 Meanwhile, few retailers will ever obtain the mass reach they seek Subscribers Platform Subscribers KakaoTalk 130M WhatsApp 450M WeChat 270M Line 400M Viber 300M Facebook 1,000M Source: Mobidia, Expandedramblings.com, Techcrunch.com Source: March 27, 2014, “Mobile's Trojan Horse: The Messaging Platform” Forrester report (not Messenger)
  43. 43. © 2015 Forrester Research, Inc. Reproduction Prohibited 48 A handful of companies dominate users’ time Share of US minutes spent on apps owned by major tech companies Base: 1,721 US online smartphone owners (18+) Source: Forrester’s US Consumer Technographics Behavioral Study, October 2014 To December 2014
  44. 44. © 2015 Forrester Research, Inc. Reproduction Prohibited 49 Share of US minutes spend on app categories Base: 1,721 US online smartphone owners (18+) Source: Forrester’s US Consumer Technographics Behavioral Study, October 2014 To December 2014 84% of consumer time in non- native apps is spent in five or fewer apps. Few categories dominate
  45. 45. © 2015 Forrester Research, Inc. Reproduction Prohibited 50 Share of US minutes spend on app categories Base: 1,721 US online smartphone owners (18+) Source: Forrester’s US Consumer Technographics Behavioral Study, October 2014 To December 2014 Shopping – all in – takes 5% of minutes
  46. 46. © 2015 Forrester Research, Inc. Reproduction Prohibited 51 Yes, consumers will use mobile web for shopping … “How did you perform the following shopping-related activities on your smartphone in the past 3 months?” Base: Variable consumers who have used their mobile phone in the past three months to perform a retail-related activity Source: A commissioned study conducted by Forrester Consulting on behalf of RetailMeNot, July 2015
  47. 47. © 2015 Forrester Research, Inc. Reproduction Prohibited 52 …but they choose apps in most of their mobile moments Share of time spent Total time spent per month MILLENIALS (18-34) NON- MILLENIALS (35+) Base: 20,388 US online adults (18+) who use a mobile phone Source: Forrester’s US Consumer Technographics Online Benchmark Survey (Part 1), 2015
  48. 48. © 2015 Forrester Research, Inc. Reproduction Prohibited 53 What can retailers do to reach their customers?
  49. 49. © 2015 Forrester Research, Inc. Reproduction Prohibited 54 Partners offer platforms where consumers have consolidated their time
  50. 50. © 2015 Forrester Research, Inc. Reproduction Prohibited 55 Coupons Flash sales Contests Games Apps Partners offer platforms where consumers have consolidated their time
  51. 51. © 2015 Forrester Research, Inc. Reproduction Prohibited 56 Coupons Flash sales Contests Games Apps Partners offer platforms where consumers have consolidated their time
  52. 52. © 2015 Forrester Research, Inc. Reproduction Prohibited 57 Coupons Flash sales Contests Games Apps Partners offer platforms where consumers have consolidated their time Content
  53. 53. © 2015 Forrester Research, Inc. Reproduction Prohibited 58 Coupons Flash sales Contests Games Apps Partners offer platforms where consumers have consolidated their time Content Services
  54. 54. © 2015 Forrester Research, Inc. Reproduction Prohibited 59 Coupons Flash sales Contests Games Apps Partners offer platforms where consumers have consolidated their time Content Services TBD
  55. 55. © 2015 Forrester Research, Inc. Reproduction Prohibited 60 Two things matter when selecting partners AUDIENCE DATA
  56. 56. © 2015 Forrester Research, Inc. Reproduction Prohibited 61 A handful of categories dominate one or both axes
  57. 57. © 2015 Forrester Research, Inc. Reproduction Prohibited 62 Audience = volume of mobile moments The number of mobile moments in an app is a function of: • # of users (DAUs, MAUs) AUDI ENCE
  58. 58. © 2015 Forrester Research, Inc. Reproduction Prohibited 63 Audience = volume of mobile moments The number of mobile moments in an app is a function of: • # of users (DAUs, MAUs) • Frequency of visits (weekly, daily) AUDI ENCE
  59. 59. © 2015 Forrester Research, Inc. Reproduction Prohibited 64 Audience = volume of mobile moments The number of mobile moments in an app is a function of: • # of users (DAUs, MAUs) • Frequency of visits (weekly, daily) • Length of time spent in app AUDI ENCE
  60. 60. © 2015 Forrester Research, Inc. Reproduction Prohibited 65 Consumers are selective about the number of retailer apps they download Base: 511 consumers who have used their mobile phone in the past three months to perform a retail-related activity Source: A commissioned study conducted by Forrester Consulting on behalf of RetailMeNot, July 2015 60%
  61. 61. © 2015 Forrester Research, Inc. Reproduction Prohibited 66 Those downloaded retail apps are infrequently used Base: 511 consumers who have used their mobile phone in the past three months to perform a retail-related activity Source: A commissioned study conducted by Forrester Consulting on behalf of RetailMeNot, July 2015
  62. 62. © 2015 Forrester Research, Inc. Reproduction Prohibited 67 Data = contextual info that makes mobile moments more relevant
  63. 63. © 2015 Forrester Research, Inc. Reproduction Prohibited 68 Consumers are hesitant to enable features in retailer apps that provide insights “Which of the following activities have you performed using mobile retailer applications on your smartphone?” Base: 403 consumers who have used their mobile phone in the past three months to perform a retail-related activity Source: A commissioned study conducted by Forrester Consulting on behalf of RetailMeNot, July 2015 Total
  64. 64. © 2015 Forrester Research, Inc. Reproduction Prohibited 69 Consumers are hesitant to enable features in retailer apps that provide insights “Which of the following activities have you performed using mobile retailer applications on your smartphone?” Base: 403 consumers who have used their mobile phone in the past three months to perform a retail-related activity Source: A commissioned study conducted by Forrester Consulting on behalf of RetailMeNot, July 2015 By retailer app use frequency
  65. 65. © 2015 Forrester Research, Inc. Reproduction Prohibited 70 Borrowing mobile moments from ecosystem partners unlocks the two axes AUDIENCE DATA
  66. 66. © 2015 Forrester Research, Inc. Reproduction Prohibited 71 Borrowing gives customers the utility and convenience they need A CTA that helps everyone Curated info drives action
  67. 67. © 2015 Forrester Research, Inc. Reproduction Prohibited 72 Borrowing lets retailers tap a user base… Image source: iPhone screen shot: WeChat mobile application
  68. 68. © 2015 Forrester Research, Inc. Reproduction Prohibited 73 …And know more about their customers
  69. 69. © 2015 Forrester Research, Inc. Reproduction Prohibited 74 Key Takeaways/Recommendations › Adopt customers’ mobile-shifted mindset • Find your customers and identify their mobile moments. • Define the context around those mobile moments.
  70. 70. © 2015 Forrester Research, Inc. Reproduction Prohibited 75 Key Takeaways/Recommendations › Adopt customers’ mobile-shifted mindset › Extend mobile strategy beyond the app and website • Buy or acquire moments in marketplaces • Share or borrow moments with ecosystem partners to offer shared services to customers—in the name of convenience
  71. 71. © 2015 Forrester Research, Inc. Reproduction Prohibited 76 Key Takeaways/Recommendations › Adopt customers’ mobile-shifted mindset › Extend mobile strategy beyond the app and website › Choose partners that can drive new customer acquisition and incremental sales • Audience and data are the two key pillars
  72. 72. © 2015 Forrester Research, Inc. Reproduction Prohibited 77 Key Takeaways/Recommendations › Adopt customers’ mobile-shifted mindset › Extend mobile strategy beyond the app and website › Choose partners that can drive new customer acquisition and incremental sales › Enable two-way data sharing with partners • Data is the foundation to discovering your customers needs. • Know what data you’ll have to share with partners, and what data you’ll get from them.
  73. 73. Questions?
  74. 74. forrester.com Thank you Julie Ask +1 415.355.6002 jask@forrester.com @JulieAsk
  75. 75. © 2015 Forrester Research, Inc. Reproduction Prohibited 80 Appendix
  76. 76. © 2015 Forrester Research, Inc. Reproduction Prohibited 81 RetailMeNot commissioned Forrester to study shoppers’ use of retail mobile apps. › We found that: • Today’s consumers overwhelmingly prefer to access the internet on their mobile devices • However, they make limited use of retailer applications to shop • Retailers need to extend their mobile strategy to reach customers on mobile and gain customer engagement
  77. 77. © 2015 Forrester Research, Inc. Reproduction Prohibited 82 Project methodology Base: 511 consumers who have used their mobile phone in the past three months to perform a retail-related activity Source: A commissioned study conducted by Forrester Consulting on behalf of RetailMeNot, July 2015 51%49% 1% Male Female Prefer not to answer “What is your gender?” 22% 31% 22% 14% 12% 18 to 24 25 to 34 35 to 44 45 to 54 55 to 88 “What is your age?” “Which of the following internet accessible devices do you currently own and use?” (Select all that apply) 100% 82% 71% 54% 50% 45% 11% 9% 0% Smartphone Laptop/notebook computer Tablet computer Gaming stations Television/video streaming Desktop computer Basic cell phone Netbook/Chromebook Other, please specify: › Qualitative interviews with 5 US retailers who have a mobile app › Quantitative survey of 511 US consumers who have used their smartphone to shop in the last 3 months

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