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Today’s Tablets Mean Bigger
Consumer Engagement
Connected Customer Strategies Track
Linda Brown, Wolverine World WideJoaquín Ruiz, Catalog Spree
1
‹#›
Who is Wolverine World Wide?APPAREL
& ACCESSORIES
CONSUMER
DIRECT
FOOTWEAR
WHOLESALE
3
A Tale of Four Disruptions
4
Music Books Retail Magazines
Past
Pre
sen
t
Yet Again: Omni-Channel
• Be where your customers are... and tie it all togetherDiscover NurtureEngage SellIncent RewardSurprise Re-engageLink, link, linkTrack, track, track
• Build to and measure your company’s Path-to-Purchase
• Offline meets Online
Mostly Online, 42
%
Combined,45%
Mostly Stores, 12
%
Primarily Mobile, 1
%
Methods US Online Shoppers Plan to Use to Shop in 2012% of respondents
Source: PriceGrabber, “2012 Shopping Outlook”
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Portable, Instant Access
IDC: Worldwide smartphone shipments already more than PCs
350m PCs492m smartphones
2011500m PCs
1,600m smartphones
2016
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A Tidal Wave of Tablets
• Tablets growing 19 times
faster than PCs.
• Tablets growing 60% faster
than the smartphone.
• By 2016, 126m tablets will
be in use by US consumers.
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Unbelievable (but true) Forecast
NPD Group: Tablets to overtake notebooks in 2016
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
PC Mobile
Dec-11 Apr-12
0%
1%
2%
3%
4%
5%
6%
7%
8%
iPad iPhone Other (Android)
Dec-11 Apr-12
The iPad alone accounts for half of traffic from mobile devices
Source: Catalog Spree Retailer Survey, April 2012
Mobile Share of E-commerce Traffic Doubled in Less Than 6 Months
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• Design for mobile first… at the very least test on mobile
– 40%-60% of retail email opened on smartphone
– Optimize “first click”
• Highest value retail customers are– iPad owners– Shop in stores– Use catalogs
…Leveraging and integrating all your channels is vital
Omni-channel Implications
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‹#›
Product Demo: iOS& Web
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Monday, 12%
Tuesday, 12%
Wednesday, 13%
Thursday, 14%Friday, 15%
Saturday, 17%
Sunday, 17%
00.10.20.30.40.50.60.70.80.9
1Monday 0:00
Monday 12:00
Tuesday 0:00
Tuesday 12:00
Wednesday 0:00
Wednesday 12:00
Thursday 0:00
Thursday 12:00
Friday 0:00
Friday 12:00
Saturday 0:00
Saturday 12:00
Sunday 0:00
Sunday 12:00
Data: Shoppers spend
95+ minutes/month on app
traffic breakdown by day Usage per time and day of the week
• Saturday/Sunday are biggest shopping days• Peak shopping time is between 6-9 PM PST
Source: Catalog Spree data, April 201213
45 million people, 47%of all
smartphone owners,usedmobileappsin the
Nielsen-defined Shopping/Commercecategoryin June 2012.
It was Nielsen's first study of a particular category of mobile app.
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Most of the top 10 apps
in the category just
help users find deals
ororganizetheir shopping.
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What does mobile mean to WWW?
eCommerce Mobile Revenue Share by Period
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0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P1 P2 P3 P4 P5 P6 P7 P8
eCommerce Mobile Revenue Share by PeriodEurope United States
2011 2012
What does mobile mean to WWW?
Distribution of Mobile Visits & Sales by Device
0%
10%
20%
30%
40%
50%
60%
70%
80%
Apple iPad Apple iPhone Droid (Any) Other Apple iPod Touch
% o
f e
Co
mm
erc
e B
usi
ne
ss
% Visits % Revenue
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Community vs. Affinity
Own Apps
+ Brand-immersed
+ Loyalty Builder
– Costly
– Maintenance Commitment
– Platform choice
± Awareness
± User experience
Aggregation Apps
+ Branded experience
+ Large Distribution
+ Easy MultiChannel: Web, App, Own-site
+ Ease of social integration
+ Scaled expense
± One of a crowd
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Community
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Community
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Community
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Community
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Affinity (Aggregation) App
• Objectives
– Prospecting
– Participating
– Positioning
• Challenges
– Low Awareness
– User-Experience Limits
– Lack of Personalization
• Cost Structure
– 3-15% Commission per Sale
– Other fees• Setup Charge
• Cost Per View
• Cost Per Lead/Subscription
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Vendor Selection
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Leverage your assets to provide a unified point of view.
Don’t overcomplicate things.
Make it easy to use.
Meet expectations before you exceed them.
Design
http://thoughtleadershipleverage.com/wp-content/uploads/2011/09/leverage11.jpg
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Design
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Page Processing Systems:
Single pages (not spreads)
• CMYK or RGB
• 300 x 300 dpi
• Editable
“Design for Mobile”
• Landscape to portrait
• Fold out spreads to singles
• Products that cross spreads may need adjusting
• Avoid distortion by translating to a uniform page size.
The Nitty-Gritty
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Data Feed Systems
Before “go live”
• May use GAN feed
• May use your own web site for sales or separate channel.
• Be proactive
• Determine all needed fields
• Provide test files for review
• Confirm meets specifications
After ‘go live’
• Babysit
• Changes cause “Item Not Available”
• Coordinate updates around catalog publishing cycles
The Nitty-Gritty
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Beyond Response: KPIs
Catalog Spree Calculated KPIs Merrell Spring x100Unique Viewers 2,718 271,800Total View Time 155 hours 15,500View Time per Person 2 min 2 min
Time per page 5-6 seconds 5-6 secAvg# Products Zoomed 2.25 2.25
% of Zoomed to See More Button 8% 8%Number of Viewers to Website 225 people 22,500Actual Direct Conversion 1 person 100Actual Direct Revenue $125 $12,500
Potential 2% Conversion 5 people 500Potential Revenue $625 $62,500
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0.6%
Beyond Response: Attribution
All Attribution Merrell Spring ’12 Catalog; 400K Circ.
GWP promocode(i.e. RetailMeNot.com) +$0.17/book
Website catalog request +$0.03/book
Visit website catalog & buy +$0.002/book
Merrell B&M stores +$0.27/book
All Digital Catalogs (Combined) +$0.003/book
$0.475/book
Spring ’12 Added Revenue Contribution = $190,000
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External Promotion
• Ongoing promotion on all channels:– B&M signs including driver QR codes
– Social Media including contests
– Emails regularly as primary story
– Emails always in footer
Internal Promotion
• Who owns it?
• Small team focus
• Report KPIs
Be the Cheerleader
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• Cookie tracking
• Social Shopping
• Use eCatalog sweepstakes for email growth
• More brands / more creative look & feel
What’s Next?: WWW Perspective
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Electronic Omni-channel:
• “Social Shopping”• Tight integration with social
and interest networks• Community annotations
• Demographic prospecting & VIP services
• Targeted recommendations• Targeted promotions• In-store services• Phone-centric offers & updates
• HTML5 distribution• More platforms
The Future: Spree’s Perspective
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Conclusions
• The acceleration of digital space creates opportunity.
• The tablet creates a unique marketing opportunity.
• Experiment on multiple platforms
– Make sure user-experience fits your brand
– Set up a data and learning discipline
– Use 1 or more of the community apps
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Q&A
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