1) The document discusses how brands and retailers need to maximize their mobile ecommerce strategies ahead of 2013. Mobile usage for activities like search and purchases are growing significantly year-over-year. 2) Key metrics show mobile is becoming increasingly important, such as over 50% of Olympic queries coming from mobile devices. However, search performance and conversion rates still vary significantly by device. 3) The document provides tips for retailers to make mobile work harder, such as optimizing their mobile site, managing mobile budgets effectively, and expressing relevancy to drive traffic and conversions. Communicating effectively with mobile customers and measuring mobile integration with physical stores are also emphasized.

1. Maximise Mobile Ecommerce
ahead of 2013
Sri Sharma, Managing Director

2. A search and display specialist driving
a step change in performance

3. Clients

4. “50% of Olympic
queries were from
mobile devices”
Source: Locog

5. Consumers using mobile
Data usage Up x3 year on year
Searching Up 130% year on year
Purchasing Up 53% year on year
Source: UK Mobile Network; IgnitionOne; Centre for Retail Research (UK)

6. Brands using mobile
Search
advertising Up 205% year on year
Display
advertising Up 95% year on year
Mobile site < 50 %
Source: FirstPartner (UK); Retail Week (UK)

7. Search performance varies by device
Average cost per conversion by device
165
100
Cost per
conversion
(indexed)
Source: Marin

8. • Communicate more effectively
with mobile customers
• Measure and improve mobile
integration with in-store
• Make mobile search work
harder

9. Communicate more effectively
with mobile customers

10. Mobile customer map
Specific needs Device
Customer
Location Time

11. Improving mobile search
conversion rate

12. Sk:n mobile customer map
• Immediacy Specific needs Device • 85% on
• Personal
smartphone
advice
Customer
• On the move • 82% of
• 40% of searches
searches for
local centres
Location Time within call-
centre hours

13. Approach
• Access to the website blocked from mobile paid
search
• Launch of a click to call campaign
• Messaging that emphasized local and free
advice/consultation

14. Results:
• Leads increased x26
• Conversion rate up x2.2

15. Measure and improve mobile
integration with in-store

16. Drive in-store footfall

17. Drive in-store footfall
Location
‘Blue Dot’

18. Driving measurable in-store
sales using Google Offers

19. Google Offers

20. Approach
• Use Google Offers to create measurability
• Radius targeting selected stores
• Offer customers a barcode, mobile QR code or
discount code

23. Make mobile search work
harder - 5 tips

24. Tip 1: SEO will prefer mobile sites in 2013
Mobile site

25. Tip 2: Manage your mobile budget
effectively this Christmas
27.5% of December’s mobile sales occurred between 25th and 30th December
Mobile
sales
December 2011
Source: Net Media Planet (retail clients Q4 2011)

26. Tip 3 : Express relevancy to improve
traffic and conversion rate
+ 20%
CTR

27. Tip 4: Drive brand awareness cost
effectively using mobile generics

28. Tip 5: Make email on mobile easy to
navigate this Christmas
73% increase in emails opened
on mobile devices in December
Source: Net Media Planet (retail clients Q4 2011)

29. In-store mobile online

30. Top 3 Takeaways
• Understand your different mobile customers
• Measure and improve mobile integration with
in-store
• Make mobile search work harder for you

31. A search and display specialist driving
a step change in performance

32. Smartphones for
Smart Loyalty
Ray Dogra
3rd October 2012
© Movanta 2012. All Rights Reserved 32

33. A truly amazing tool
© Movanta 2012. All Rights Reserved 33

34. It’s not really a phone
Social Networking
Internet 14% Music
12%
Only 9%
of time is
19% spent making calls
Games
11%
Other 4%
Reading 7%
books 7% 9% Making calls
8% 9%
TV / video
SMS Email
Time spent on a smartphone1
Source: 1. O2 UK “All About You” report July 2012. Total time = 128 min / day
© Movanta 2012. All Rights Reserved 34

35. It’s the Greatest Marketing Tool (ever?)
92% Reach 60%
UK Population With a Smartphone
150 90%
times / day
Frequency Will read an SMS
within 1 hour
Targeted Two Way Measure
© Movanta 2012. All Rights Reserved Sources: Ofcom 2012; IAB / DMA Mobile Messaging Study Sept 2010 35

36. Who’s doing more with mobile:
Consumers or Merchants?
© Movanta 2012. All Rights Reserved 36

37. Consumers: Use mobile
Will find their own tools
79%
of Smartphone users want
coupons on their phones1
85%
of Smartphone users
look for local info2
ShopSavvy Amazon
© Movanta 2012. All Rights Reserved Sources: 1. Accenture 2010. 2. Google / IPSOS May 2012 37

38. Consumers: Respond to mobile
Drives Footfall …
55%
of customers who receive a
message say it increases
likelihood to visit the store1
… and Basket Sizes
79%
of customers bought other products
in addition to the promotion1
© Movanta 2012. All Rights Reserved Sources: 1. O2 Presentation July 2012 38

39. Merchants: Planning for mobile
78%
of retailers are planning
to invest in mobile1
>50%
of UK retailers don’t have a
mobile compatible website2
52%
of UK retailers don’t have
any form of mobile app1
Source: 1. E-tailing Group 2011; 2. Retail Week June 2012; 3. Retail Week Database,
© Movanta 2012. All Rights Reserved August 2012; Movanta analysis of retailers’ mobile app functions August 2012 39

40. A Mobile App or Mobile Brochure?
Top 100 Retailers1 48% have a 35% have an app with at
mobile app2 least one mobile feature2
30% Store Finder
25% Buy via App
12% Barcode
Scanner
5% Alerts /
Messages
3% Loyalty Card
11% Other
© Movanta 2012. All Rights Reserved Source: 1. Retail Week Database, August 2012; 2. Movanta analysis of retailers’ mobile app functions August 2012 40

41. Feels like the web 10 years ago
M = E-10
© Movanta 2012. All Rights Reserved 41

42. A little less conversation …
“… a little more action”
© Movanta 2012. All Rights Reserved 42

43. Putting it another way …
“Apps have become the new High Street”
Philip Clarke, Tesco Group CEO
Speaking at World Retail Congress, September 2012
© Movanta 2012. All Rights Reserved 43

44. Getting started – The Basics
The Basics Next Steps Deep Cuts Complete Set
Name
1 SMS / MMS Supporting Above the Line
2 Mobile Optimised Website
3 Mobile App (feat. Mobile functions)
“90% of success is showing up”
Preview All
© Movanta 2012. All Rights Reserved 44

45. Getting started – Next Steps
The Basics Next Steps Deep Cuts Complete Set
Name
1 Integrate with IT and Multichannel operations
2 Features across the customer journey
Create an integrated experience
Preview All
© Movanta 2012. All Rights Reserved 45

46. Moving on – Deep Cuts
The Basics Next Steps Deep Cuts Complete Set
Name
1 Trial emerging technologies / platforms
2 Run multiple A-B tests on consumer behaviours
Trial & learn to improve
Preview All
© Movanta 2012. All Rights Reserved 46

47. Idea #1 – Event Based Messaging
“Get ‘em in”
“Well done The Toon.
Celebrate with us …”
“It’s raining …”
“Sale Ends tomorrow”
© Movanta 2012. All Rights Reserved 47

48. Idea #2 – Smart Loyalty Card
Increase Engagement
Always Carried
Measure the Results
Drive Behaviour
“We’ve missed you”
“Forward to Five Friends”
“Like us on Facebook”
“Birthday Bonus”
© Movanta 2012. All Rights Reserved 48

49. Idea #3 – Follow Ups
“Get ‘em back”
(with their friends)
Easy to be an advocate
Get Feedback
“People who bought … “
© Movanta 2012. All Rights Reserved 49

50. Idea #3 – “People who bought …”
Recommendation Personalised
Matching Offer
We hope you love the
jacket you bought from
us last week.
We’ve got some new
scarves in that we think
Purchase history
will go great with it.
(online & offline)
Preferences Come in and buy one in
Friends’ input the next 30 days and
… receive 20% off
© Movanta 2012. All Rights Reserved 50

51. Putting it together
Get ‘em in
Build Loyalty
Repeat Visits
Advocates
Get ‘em back Engage Share of Spend
(with their friends)
© Movanta 2012. All Rights Reserved 51

52. About Movanta
Smarter Loyalty
Expertise in Mobile, Loyalty,
Payments, Analytics
Lassi Platform
© Movanta 2012. All Rights Reserved 52

53. Summary
Mobile Matters
Act Now
Mobile gets Loyalty.
Loyalty gets Results
© Movanta 2012. All Rights Reserved 53

54. www.movanta.com
© Movanta 2012. All Rights Reserved 54