Remodista = Retail and Mobility Distilled(re – mo – dist – a) – proper n. pl.Remodista is a savvy retailer’s forum for all thingsmobile, taking its name—and mission—from coreprinciples of retail and mobility distilled into onecommunity. Fresh content from industry thoughtleaders and peer reflection meet in a collaborativeenvironment for retailers to learn, share and bringvisionary 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 about for so many years.”
Andrew Robertson
“More
people
Chief Executive of BBDO
own
a
cellphone
than
own
a
toothbrush.”
“There
are
more
mobile
subscrip9ons
“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
domina9ng
Some9me
this
year,
more
than
126
million
U.S.
consumers
are
expected
to
own
a
Smartphones
4

5. Both
in
U.S.
and
Interna9onally
 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
sophis9ca9on
of
the
retailer
itself.
Even
though
some
aren’t
yet
ready
to
scale,
by
u9lizing
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
aWer
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
mee9ng
consumers
at
their
point
of
need.
Source:
Forrester
“Mobile
Commerce
Forecast:
2010
to
2016”
7

8. Consumers’
expecta9ons
are
based
on
their
experiences
with
mobile
leaders
» Expecta9ons
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
connec9on
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
integra9on
through
connec9ng
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
ac9on…
 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,
ac9va9on
mobile
is
increasingly
leveraged
by
retailers
to
ac9vate
consumers
to
interact
with
the
brand…
in
store,
online,
at
home,
and
on-­‐the-­‐go.
 Many
routes
to
ac9vate
consumers
using
mobile,
but
consistent
component
is
ensuring
content
meets
context.

Whether
exclusive
content,
products,
loyalty
programs,
coupons,
or
vo9ng,
op9mize
experience
for
mobile
and
plan
for
na9ve
capabili9es
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
evolu9on
in
the
past
few
years
and
many
organiza9ons
are
beginning
to
mature
their
offerings,
there
are
several
key
things
to
keep
in
mind
when
considering
your
mobile
efforts:
 Evolving
the
business
defini9on
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
dissemina9on
through
mobility
 Implemen9ng
capabili9es
to
measure
and
track
progress
toward
improving
customer
sa9sfac9on,
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
produc9vity
 Direct
interac9on
with
the
customer
 Ability
to
airact
the
best
talent
 Speed
of
decision
12

13. You
might
see
mobile
as
another
channel,
but…
This
is
a
Direc9on,
not
des9na9on
LEADER
Compe99ve
Advantage
“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
Time
Leadership
in
the
mobile
space
relies
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
loca9on
 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
cri9cal
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
loca9on-­‐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
ques9ons
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
SOckel
Founder
and
President
of
Remodista
www.remodista.com
kelly@remodista.com
312-­‐371-­‐9302
@ks9ckel
@bricksandmobile
@moximorés
@mobile4mommies