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Usablenet // Tablets Fact Sheet — Feb. 2013 pg. 1

TableTs:A CritiCAl Customer touChpoint in the omniChAnnel universe

Tablets may still be “the new screen in town,”

but with increasing market penetration and their

convenient size and portability, tablets are rapidly

taking their place in the multichannel universe.

Fitting perfectly in size and functionality between a smartphone and a laptop,

tablets are an increasingly important customer touchpoint for retail companies,

as well as travel and hospitality organizations, financial services and insurance

firms, and other verticals. As a result, they are becoming a key driver of customer

experience and brand engagement, providing an exciting new way for marketers

to accomplish their business goals.

While the tablet market is still young, competition is growing fast and

research data suggests that the number of people with tablets and the number

of things users will do with them will be enjoying impressive growth in the

years to come.

Home Depot’s Home Decorators Collection tablet site is a custom experience that merges catalog browsing with the ability to purchase, review, and share. Using Usablenet’s agile web services, the Home Decorators tablet site was built to showcase the product catalog and optimize critical pages like product videos. Scrolling banners engage the on-the couch tablet shopper who wants to tap, swipe, and visually interact with the brand.

Netshoes – Chuteira Umbro Fast ID

Usablenet // Tablets Fact Sheet — Feb. 2013 pg. 2

Growing Penetration, More Opportunities

Forrester Research anticipates that in the

next two to five years, tablet commerce will

outpace mobile commerce, even though

smartphone penetration is currently

much greater — and will continue to be

so. Furthermore, tablet engagement has

especially increased among retail shoppers.

According to eMarketer, tablets accounted

for 57% of U.S. m-commerce in 2012. That

figure is expected to increase to 62.5% by

the end of 2013.

While research shows that users are

increasingly comfortable making

purchases from their tablets — an Adobe

study found that 55% of tablet owners use

their device to purchase products and a

recent study by Deloitte shows that tablet

users spend over 50% more per purchase

than smartphone users — the truth is that

users still tend to use a variety of screens

and devices in their purchasing process.

A smartphone may most conveniently

capture images and information on a store

shelf; a tablet may be used to research

the purchase and compare rival offerings;

and a laptop may ultimately be where the

purchase is consummated.

Because of this, marketers need to consider

their approach to tablet devices in the

context of their other channel touchpoints

to ensure consistency of experience and

optimum usability. At the same time, there

are a myriad of different ways businesses

can utilize the tablet channel in reaching

their customers, such as Internet browsing,

downloadable apps, in-store kiosks, and

employee-facing POS devices. The next

section deals with these issues.

Marks & Spencer and Usablenet developed an employee-facing tablet app to improve the customer experience in-store. Store employees can assist shoppers with their virtual basket by scanning a barcode or from the in-store kiosk. Equipped with iPads, M&S employees can readily look up inventory, order and ship products free of charge to any M&S location.

Netshoes is one of the largest international online retailers of sporting goods. Using web services, the Netshoes tablet site was custom designed for tablet. It is fully optimized in all orientations, offering scrolling menus and experiences not available on the desktop, such as social sharing, mini-cart and optimized checkout.

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Usablenet // Tablets Fact Sheet — Feb. 2013 pg. 3

UX Considerations

Through the growth of mobile commerce

over the past few years, both marketers

and consumers know by now that it’s

impractical to simply take the user

experience of the desktop site and

right-size it to fit a smaller screen. Doing

so creates an experience that is low on

functionality and high on frustration.

While the tablet is a less constrained

environment than a smartphone, it

still requires a specially adapted user

experience that takes advantage of its

innate capabilities and the way that

users interact with it. For the tablet

environment, UX designers should be sure

to include explicit navigational buttons

and minimize the need for typing.

Consumers expect to browse and use media

on their tablets. Unlike many mobile users,

tablet users tend to have easy access to

desktop-enabled devices and are likely to

be interacting with a brand’s website on

multiple devices, often in the same day if

not in the same hour. They don’t want to

face surprises when they move from one

device to the other.

Responsive design is a good choice for

companies that want to effectively

translate a lot of content from their

desktop website experience to a tablet-

sized screen. However, many times a

site can be too complex to benefit from

responsive design, in which case an

HTML5-based design approach might

work better.

Web or App?

An early choice that marketers need to

make is whether to offer a browser-based

site based on their desktop website or

whether to develop a native app.

They both have their advantages, and

yes, most brands will want to do both to

cover all their bases and provide the most

complete experience for their customers.

Even if the choice is to do both, it’s a

good idea to start with the app. Apps are

particularly beneficial to loyal customers

who frequently return to the site using their

tablet. A tablet-specific native app allows

for a quick portal and omnipresent gateway

to the brand and its offerings. With an

app, marketers can take advantage of push

notifications to drive customer engagement

with the brand.

According to a Google study, many tablet

users don’t recall all of the apps they’ve

downloaded on their devices. Therefore,

when creating a tablet app it’s important

to make sure that customers are directed

to download it and reminded to use it.

In terms of design, the app should

simplify key tasks and be consistent in

experience, making it a more intuitive

tool for customers.

In-store/POS

An increasing number of retail outlets are

arming their sales associates with tablets,

utilizing them as mobile POS devices.

This enables what Forrester calls a “buy

anywhere, fill anywhere” capability, in which

checkout lines are replaced by roaming

sales clerks who can conduct transactions

from any location on the floor. In-store

tablets create an endless aisle, allowing

customers to access additional items and

enabling stores to capture revenue that

might otherwise walk out the door.

Tablets can also be implemented as in-store

kiosks, enabling retail organizations to

expand their store footprint and give their

customers instant access to inventory.

Kiosks can connect to the brand’s commerce

platform and/or website while incorporating

a unique experience that is appropriate for

in-store customers. Offering an interactive

digital engagement in the brick-and-mortar

store helps to cement the connection

between customers and the brand.

Facts About Tablets:

• 27% of the US population owns tablets (Deloitte)

• 66% use their tablet to look up product information (Latitude)

• 61% of tablet owners use tablets to compare prices (Latitude)

• 57% of tablet owners check user ratings (Latitude)

• 55% of tablet owners use their device to purchase products (Adobe)

• 2 of 5 retailers listed “mobile and tablet” in their top three initiatives this year (Forrester)

• Most tablet owners have a household income greater than $75k (ComScore)

• According to a study by Kontagent, tablets are most often a starting point for shopping

and trip planning, but not necessarily the tool used in checkout. Today’s shoppers like

to begin their process on one device, save to cart, and checkout on another. Tablet UX

designers should include a virtual cart.

Usablenet // Tablets Fact Sheet — Feb. 2013 pg. 4

Fashion-forward teen retailer Aeropostale created a custom in-store tablet experience to establish an emotional connection with the brand while meeting the personal style and needs of its millennial customers.

Developed as an iPad application, it offers a range of experiences targeted at the social nature of the millennial shopper. The kiosk includes curated videos of trending styles, a Style Guide to view and shop trending Looks, as well as Build-Your-Own Outfit Guide, which can be emailed. Shoppers can use the native camera to scan barcodes for more product information, access the optimized version of Aeropostale’s ecommerce site, and vote on the music playlist in the store.

Tablets within an Omnichannel Strategy

Today’s consumers make meaningful

distinctions between their various screens

and devices, creating a multichannel

ecosystem for themselves where each device

has its place depending on where the user

is and what he or she wishes to accomplish.

For marketers then, the tablet is a vital

component of an omnichannel strategy,

where all digital touchpoints must be

seamlessly connected, creating a continuous,

branded experience for customers.

When planning a tablet strategy, marketers

should know how and when their customers

are using their tablets: at home or in store?

For browsing or purchasing? Are they

seeking information or hoping to receive

coupons and offers? It is important that the

company’s business goals be aligned with

customer preferences and expectations.

So what is the best way forward?

First, understand that a tablet is not a

mini-laptop — it has its own strengths

and weaknesses, and owners rely on it for

specific tasks and journeys. Optimizing the

desktop site for the tablet environment

requires an understanding of how

customers use the tablet in conjunction

with — not necessarily instead of — their

smartphones and other digital devices.

Decisions on whether to lead with a

dedicated tablet-specific website or a

dedicated app strategy should fall naturally

from that understanding.

Either way, tablets have already carved

out a unique and essential niche in the

omnichannel universe in spite of their

youth. This means marketers have an

exciting new opportunity to increase brand

engagement, provide an excellent customer

experience, and drive additional revenue.

About Usablenet

Usablenet is the leader in mobile and multi-channel technology. We have

four offices globally and over 350 clients. as the pioneer in usability and web

accessibility, our proven technology platform helps companies create and

deliver high-performing sites and unique experiences across all channels.

We have successfully launched over 500 sites globally across all industries,

and have built end-to-end traditions to support our clients. Our strategic

partnership approach and commitment to delivering high-performing

experiences in mobile and multi-channel drive our continued growth

and success. We are proud to have been named one of the Top 10 Most

Innovative companies in mobile by Fast Company magazine, and recognized

by Forbes as one of america’s Most Promising Companies in 2013.