Social, Mobile, and Local shopping behaviors have become a permanent fixture in the lives of many consumers, and to date there has been little research available to truly define the impact of SoMoLo shopping on today's retail operations. This presentation summarizes the results of a new benchmark study from CommerceinMotion.com that was designed to shed new light on the ever-increasing number -- and expectations -- of SoMoLo shoppers, and reveal how businesses around the globe are adapting their strategies, marketing, supply chains, and sales operations to capture these lucrative and demanding customers. To download a full copy of the report, visit http://www.commerceinmotion.com/feature/somolo-imperative.

1. The SoMoLo Imperative
Social, Mobile, Local Shopping Reaches
the Tipping Point
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2. Join the
Conversation!
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3. What is a
SO
MO
LO
Shopper?
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4. SOCIAL
MOBILE
LOCAL
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5. Why Did We Study These
“SoMoLo” Shoppers?
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6. Because They’re
Everywhere…
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7. Research Approach
Objective
To pinpoint the expectations of today’s SoMoLo shopper, and
how B2C and B2B businesses are responding and adapting to
these wants and needs
Study Conducted
December 1 - 18, 2011
282 Respondents
Revenue Breakdown
$100M - $500M: 59%
Greater than $500M: 41%
Specialty Electronics Grocery Big Box CPG Other
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8. Scan
This!! Got
Local???
Shopper Demands
Keep Escalating…
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9. 57%
expect discounts sent to their phone
46%
expect to place orders via their phone
Mobility Matters
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10. 40% expect to use QR codes
to access content on
their phone
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11. 50%
expect to shop via tablet
Tablets Are
Triumphant
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12. (Only)
38%
expect to use social
sites to browse, shop,
and buy
Social: Sizzling, Or Fizzling?
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13. 28%
expect department-specific
messages and offers to be
sent to their phones when
they are inside a store
Locking In on (Micro) Local
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14. The Great Divide
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15. Retail Has a Long
Way to Go to Meet
SoMoLo Demands
A Long Road… Customers
Expecting
Retailers
Delivering
46% Place Orders
via Smartphone 38%
42% Availability and
Pricing on Phone 30%
44% Order Status
Updates on Phone 30%
40% QR Code Access
to Product Content 33%
38% Browse/Shop/Buy
via Social Sites 22%
26% Location-Specific
Offers via Phone 20%
13%
average
28% Dept-Specific
Offers via Phone 12%
gap
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16. 33% Lack of Corporate
Commitment
36% New Channels
Inability to Integrate
36% Across Channels
Limited Inventory Visibility
25% Support New Challenges
Stores Unable to
SoMoLo Roadblocks #CommerceInMotion 16

17. Order on Phone---------------------------------------------- 38%
Product Availability/Pricing on Phone--------------- 30%
Order Status and Updates on Phone----------------- 30%
QR Code Access to Content on Phone-------------- 33%
Push Local Offers to Phone When Near Store---- 20%
Department-Specific Offers Inside a Store--------- 12%
Browse/Shop/Buy App via Social Network--------- 22%
Good Intentions… #CommerceInMotion 17

18. 50% Currently have no specific mobile commerce
strategy and/or are just experimenting
30% Currently have no specific social commerce
strategy and/or are just experimenting
64% Currently have no specific local commerce
strategy and/or are just experimenting
Strategic Shortcomings?
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19. 1. Retailers must adapt to meet the escalating
demands of the increasingly social, mobile,
local shopper
2. As a whole, it appears that the industry feels
the pressure to react
3. Executive commitment, clearly defined
strategies, and technology plans need to evolve
quickly to close the gap
Conclusions & Takeaways
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20. Full Study Available Online
www.CommerceInMotion.com/feature/SoMoLo-Imperative
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21. Coming Soon: B2B Study Results
50%
of B2B executives indicate that buyer purchasing
behaviors closely mirror those of consumers
What Does this Mean to
their Selling Strategies?
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22. Thank You
David.Bruno@RedPrairie.com
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