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Semelhante a Mobile commerce for fashion retail - everything you need to know
Semelhante a Mobile commerce for fashion retail - everything you need to know (20)
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Mobile commerce for fashion retail - everything you need to know
- 1. MOBILE COMMERCE: A worthy venture for your retail business? Michelle Lee, Keungzai Mike Hann, Poq Studio #Pure34
- 2. Quick Hello
- 3. IT’S THE BIG DEBATE A mobile future? 1% 33% of visits
- 4. IT’S THE BIG DEBATE A mobile fashion future? 1% 41% Fashion Retail
- 5. IT’S THE BIG DEBATE % of UK online retail 1% 20% 2010 2013
- 6. IT’S THE BIG DEBATE What are people buying? 1% 42% fashion
- 7. IT’S THE BIG DEBATE When will mobile surpass desktop? 1% 20%
- 8. IT’S THE BIG DEBATE % Confused? Here’s why:
- 9. IT’S THE BIG DEBATE A mobile future? Mobile search will overtake desktop search by 2014. 3 out of 4 in the UK popula?on will own smartphones by 2016
- 10. IT’S THE BIG DEBATE A mobile future? Mobile search will overtake desktop search by 2014. 3 out of 4 in the UK popula?on will own smartphones by 2016
- 11. IT’S THE BIG DEBATE A mobile future? Mobile search will overtake desktop search by 2014. 3 out of 4 in the UK popula?on will own smartphones by 2016
- 12. IT’S THE BIG DEBATE PlaKorm shiL This isn’t just the odd customer browsing on their phone or iPad. This is a fundamental plaGorm shiH on how we interact with the internet.
- 13. Case Study A mobile site and app for this stylish women’s and maternity brand
- 18. Why mobile? 25% 40% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 2012 2013 Seeing a big increase in mobile traffic
- 19. • Professional ABC1 women • Pregnant • New mums • Mul?-‐tasking mums on-‐the-‐go • Working mums Keungzai consumer profile
- 20. • Professional ABC1 women • Pregnant • New mums • Mul?-‐tasking mums on-‐the-‐go • Working mums Keungzai consumer profile
- 21. • Professional ABC1 women • Pregnant • New mums • Mul?-‐tasking mums on-‐the-‐go • Working mums Keungzai consumer profile Miranda Kerr with her liSle boy.
- 22. • Professional ABC1 women • Pregnant • New mums • Mul?-‐tasking mums on-‐the-‐go • Working mums Keungzai consumer profile Credit: Janine of Pret-‐a-‐Pregnant working out with her toddler
- 23. • Professional ABC1 women • Pregnant • New mums • Mul?-‐tasking mums on-‐the-‐go • Working mums Keungzai consumer profile
- 24. The app and mobile site hPp://m.keungzai.com
- 28. Reviews: A 5 star ra?ng in the app store, and great feedback from Keungzai customers
- 29. • Bounce rate for all mobile visitors reduced by 24.47% • Users spend more ?me on mobile. Average visit dura?on increased by 3 minutes. The results
- 30. The results Bounce rate on the mobile site was 21.2% lower than the Desktop site during the first quarter
- 31. June mobile sales: 20% higher than desktop The results
- 32. IT’S THE BIG DEBATE 5 Mcommerce Tips
- 33. IT’S THE BIG DEBATE Op]on Overload • Mobile website Eg: Reiss, Balenciaga • App Eg: Zara, Net-‐A-‐Porter, Amazon • Responsive site Eg: Radley, Wool & The Gang
- 34. IT’S THE BIG DEBATE 55% 29% 13% 3% iPad iPhone Android Other Tip 1: Make friends with Analy]cs
- 35. Tip 2: Test it for yourself How does your brand experience feel? Can you even buy? Test for yourself -‐ right through to checkout.
- 36. IT’S THE BIG DEBATE Tip 3: Make it beau?ful Fashion consumers want clear, high-‐res images and they want lots of them
- 37. Tip 4: Make it fast 74% abandon aLer 5 secs
- 38. Tip 3: Don’t DIY it! Mobile technologies are constantly changing. You need exper?se to stay up to date.
- 39. IT’S THE BIG DEBATE The business case for mobile
- 40. Increase current performance 2x conversion rate
- 41. Incremental app revenue 10% extra sales
- 42. The new email 400% Session upliL
- 43. Connected customers x2 Pageviews Time on site
- 44. About Poq: Trusted by 20+ fashion retailers
- 45. Any ques]ons? @poqstudio www.poqstudio.com @Keungzai www.keungzai.com #Pure34
Notas do Editor
- What’s thehashtag?Credibility.
- (Put white v2 image here and just talk about us. )Poq have a mobile commerce platform, that enables retailers to easily launch and maintain mobile sites and apps. And it’s exclusively designed for fashion retailers. We work with 20 clients and help the likes of Moda in Pelle and Hudson go mobile.What\s happening in mobile
- A third of all traffic in the UK now comes from smartphones and tablets. We actually see 40% plus in the fashion sector
- A third of all traffic in the UK now comes from smartphones and tablets. We actually see 40% plus in the fashion sector
- Mobile now accounts for 20% of the UK online retail market, up from 1% in 2010 - IMRG
- 42% of consumers are buying clothes on smartphones aloneDrapers reported 39% - so very similar.Nearly 50% of consumers have already bought clothes on their smartphones – a massive audience, and growing.
- Forrester are now asking retailers when mobile will overtake, not if. And many expect it to be Black Friday. Which begs the question of what website will be the primary site?For some emerging retailers, like Fab.com, this has already happened, with over 50% of their revenue coming from apps alone.
- So just like Cara, I was thinking why is this happening?
- Consumer PC’s now in decline, with tablets soon overtaking. Smartphone’s seeing explosive growth.
- Where this gets really interesting is when you look at the Mobile industry – which has always been bigger than tech. 58% now. 75% expected
- Talk about the future of mobile – Every European country now has at least 50% smartphone penetration, in the UK it’s already at 58%
- This isn’tjust the oddcustomerbrowsing on their phone oriPad. This is a fundamental platform shift on how we interact with the internet.
- About Keungzai – a stylish maternity brand for bump and beyond
- Increasingly important for the businessMobile traffic has increased: 25% in 2012 < 40% in 2013
- Created by Poq Studio, the mobile website draws in casual browsers, whereas the app is perfect for more dedicated customers.A mobile website is a must – if you don’t have one, go into Google Analytics and check your bounce rate from mobile users. Make sure you exclude tablet, as most websites display well on them without any optimisation. You’ll probably be surprised at how many potential customers are bouncing away from your site because it looks bad on mobile.An app is the next level of mobile commerce, connecting you with customers and letting you send push notifications, add editorial content like videos and blogs, and give special offers to mobile users.
- Created by Poq Studio, the mobile website draws in casual browsers, whereas the app is perfect for more dedicated customers.A mobile website is a must – if you don’t have one, go into Google Analytics and check your bounce rate from mobile users. Make sure you exclude tablet, as most websites display well on them without any optimisation. You’ll probably be surprised at how many potential customers are bouncing away from your site because it looks bad on mobile.An app is the next level of mobile commerce, connecting you with customers and letting you send push notifications, add editorial content like videos and blogs, and give special offers to mobile users.
- Created by Poq Studio, the mobile website draws in casual browsers, whereas the app is perfect for more dedicated customers.A mobile website is a must – if you don’t have one, go into Google Analytics and check your bounce rate from mobile users. Make sure you exclude tablet, as most websites display well on them without any optimisation. You’ll probably be surprised at how many potential customers are bouncing away from your site because it looks bad on mobile.An app is the next level of mobile commerce, connecting you with customers and letting you send push notifications, add editorial content like videos and blogs, and give special offers to mobile users.
- Created by Poq Studio, the mobile website draws in casual browsers, whereas the app is perfect for more dedicated customers.A mobile website is a must – if you don’t have one, go into Google Analytics and check your bounce rate from mobile users. Make sure you exclude tablet, as most websites display well on them without any optimisation. You’ll probably be surprised at how many potential customers are bouncing away from your site because it looks bad on mobile.An app is the next level of mobile commerce, connecting you with customers and letting you send push notifications, add editorial content like videos and blogs, and give special offers to mobile users.
- Created by Poq Studio, the mobile website draws in casual browsers, whereas the app is perfect for more dedicated customers.
- Created by Poq Studio, the mobile website draws in casual browsers, whereas the app is perfect for more dedicated customers.
- Created by Poq Studio, the mobile website draws in casual browsers, whereas the app is perfect for more dedicated customers.
- You need a mobile siteApp is good for Repeat customers.How do you decide?
- If you read the press, you’ll find that Android has around 75% market share. But are these smartphones? Are these fashion consumers?Have a look in your Analytics to find out. 85% plus is typical for the fashion sector. Where it gets funky, is if you look at revenue, which is 95% plus from iOS.
- So your new friend Analytics, he tells you great gossip, but you’re not sure if it’s true – so there’s only one way to find out!Does it work? Is it possible to buy something. iPad should be fine. Hover/flash.If you don’t have the device, Google “Screenfly” to test how your site looks on different mobile devices
- specialists Practicology, womenswear model shots sell between 5% & 20% better
- Mobile site - Crazy tech like image loading, lazy loading, etcMobile apps can save customer details making checkout easier and faster(can we make this look like a clock?)
- Tip 5: Don’t DIY it!Technologies are constantly changing – you need to always be up to date.Compare to custom build > platform story with ecom
- The Free People shopping app added 10% of extra sales for the company in it’s first week, without cannibalising their main website or existing mobile site. Find out more at http://mashable.com/2013/07/14/free-people-app/(What’s Urban Outfitters relationship)10% on established ecommerce business
- Put something here
- Bounce rate halved. Double time on site and pageviews.Personal experience.
- Created by Poq Studio, the mobile website draws in casual browsers, whereas the app is perfect for more dedicated customers.