Adobe guide to mobile marketing and merchandising Create engaging, relevant, mobile commerce experiences

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1 Adobe guide to mobile marketing and merchandising Create engaging, relevant, mobile commerce experiences

2 The case for mobile merchandising #1 What is mobile merchandising? 84% Smartphones are their primary mobile device. Source: Adobe Mobile Consumer Survey, 2014 Imagine a mobile shopping experience that features products specific to your customers personal tastes, is easy to navigate on a 4-inch screen, and sends context-specific offers. Or it switches to store mode to help customers easily find their products of choice on the shelf when it senses that they re present in the store. Mobile merchandising entails marketing the right product at the right time to each customer and creating an engaging experience in the context of the customer s behavior specific to the mobile device. Why is mobile merchandising important in 2015? Online shopping is rapidly shifting to mobile 47% of people report shopping on a tablet as a common activity.1 The rise of mobile commerce and emerging trends such as retina displays, in-store kiosks, and even wearable devices provide new opportunities to forge closer relationships with loyal customers. Successful businesses are continuing to evolve their mobile strategies to reach consumers at the instant they are ready to interact, regardless of the device. Accordingly, responsive design is the number one feature that digital marketers plan to add to their websites in As mobile technologies become more robust, businesses can deliver more relevant, contextual, and optimized experiences and capture their customers attention throughout the purchase lifecycle. Adobe guide to mobile marketing and merchandising 47% of people report shopping on a tablet device as a common activity, up from 43% in % 43% 2

3 Mobile devices enable new merchandising opportunities Mobile devices have changed the way people shop. They can also improve or augment in-store shopping experiences. An online store can offer a wider array of merchandise, including a fuller selection of colors, styles, sizes, and personalization options, than a brick-and-mortar store. For example, for customers who are shopping for furniture, it is impossible to carry all inventory in a store. You don t want to miss the opportunity to capture your customers attention and loyalty regardless of how and where they shop. Mobile Elite user trends. 22% used mobile wallets in last 3 months (14% of average mobile users). 13% used apps with augmented reality in last 3 months (9% of average mobile users). 36% used mobile assisted in-store shopping (33% of average mobile users). ADOBE DIGITAL INDEX U.S. Mobile Benchmark Report 2014 Adobe guide to mobile marketing and merchandising 3

4 Mobile shopping experiences must be device specific Mobile optimized experience On smartphones prominently feature search and filter on the home page. Show right sized product image in result. People shop differently on smartphones than they do on tablets. On tablets, consider leading with rich media content that requires fewer clicks to purchase. For instance, make lifestyle images, look books, and videos targeted and shoppable to reduce page drop-off and increase conversion. On smartphones, ensure your site is optimized for easy search and filtering of search results. Reduce image sizes and crop to the region of interest to effectively drive sales on small screen real estate. Read on to understand the top techniques to consider as you evolve your mobile and responsive experiences and work to maximize your mobile conversion this year. Efficient, mobile-optimized shopping experiences drive conversion. Tablet optimized experience On product detail pages, optimize for touch and swipe gestures. Incorporate inline zoom to show details. On tablet devices, create a shoppable experience on the home page by adding interactive hotspots. Use quick views to show product detail. Ensure Add to Cart button is visible and clickable. Adobe guide to mobile marketing and merchandising 4

5 1 Design experiences in the context of the device Responsive design is more than just resizing images and creating a fluid experience in the browser it is context and content specific to the device. It is media optimized not just for size, but also for format, pixel density, stream rate, crop and more. For example, on a desktop or tablet device, it makes sense to show a handbag in the context of its use. On a smartphone, however, it is a best practice to crop to the region of interest the handbag itself. Furniture Row uses responsive design on the SofaMart site, modifying the site layout and featuring large search boxes, filters, and navigation specific to the mobile device. Images are resized and reformatted automatically based on page break points. On mobile devices, the zoom experience is inline with the image rather than popup or flyout. Responsive design gives users a relevant experience optimized for their device. Replace static images with responsive, dynamic rich media that resize and re-format automatically. Furniture Row uses responsive design to optimize shopping experiences for every device. Adobe guide to mobile marketing and merchandising 5

6 2 Build apps with mobile shopping behavior in mind Mobile shoppers are typically on the go, browsing quickly, scanning for in-store availability or price comparisons, or checking reviews and recommendations. ebags designed an experience specific to the way that people shop on mobile devices. Their Obsession app allows customers to love or leave a bag with a simple swipe gesture rather than having to navigate to a category page or scroll through search results. The app tracks hundreds of variables and provides images of bags tailored to each shopper s preferences. The use of responsive media enables the app to quickly load and display a rich variety of images for each choice. Conversion rates have reached double digits. Mike Frazzini, ebags senior vice president of technology, says, We are proud of our site and ebags Obsession, and the flexibility that Adobe Experience Manager provides our team. LEAVE IT LOVE IT ebags uses dynamic media technology that is available to any marketer using Adobe Experience Manager. The industry-leading online bag retailer shows five or six photos per bag, enabling customers to view bags from all angles inside and outside, zoom in, and spin as they select their products. Adobe guide to mobile marketing and merchandising 6

7 3 Deliver interactive, engaging, and efficient shopping experiences Experience-driven commerce starts with the experience: engaging and relevant content that is then made shoppable. When a new or returning customer reaches your site, you have several objectives: find the best gear at the best prices my account 3 Climb Cycle Fitness Run Paddle Snow Travel Men Women Kids Footwear More Promote your brand with attractive imagery and videos. Provide rich visual information to aid purchase decision. Boost conversion with efficient commerce experiences. The best online merchandisers do all this in an appealing way that draws the customer into the showroom where content is curated and then lets them add a particular product or entire ensemble to cart in as few clicks as possible. $ Gregory Forester Backpack Design offers three ways to get at your gear with both top-loading, front panel access and bottom access to the main compartment U-shaped front access panel zips open revealing center of main Add to Cart Here are some recommendations to improve your site experience: Group related products and allow customers to configure an entire ensemble to improve average order value with enhanced cross-sell and upsell opportunities. Add clickable product hotspots within banners or videos that give a quick view of product details and the ability to quickly add to cart. Make it easy to shop on a mobile device, save choices, and review later on a larger device. While mobile may impose some requirements, in the end your multidevice customers need a unified and seamless experience across all the devices they use. Associate hotspot with product SKU. add clickable hotspots to banners. Adobe guide to mobile marketing and merchandising 7

8 4 Personalize mobile shopping experiences with data You have data about your customers and insight into their shopping behavior. Now you need to create a targeted and more personalized experience. In the past, this would have been costly and required a long lead time working with a creative agency to produce all the variations of content required in advance. But now you can use dynamic banner templates to deliver personalized creative on demand. Find a store 1 Fast, Free Shipping to Los Angeles, CA. Jessica, ready to catch a wave? Find a store 1 Fast, Free Shipping to Dayton, OH. Anika, ready to run? Personalizing digital content makes your site experience more like being in a store with a personal shopper. Marketers who can use their data to produce and deliver dynamic creative to all marketing channels will benefit from increased customer engagement and conversion. Shop Now Save now on surfing gear. Get top quality surfing gear at bargain prices. Shop Now Find a store 1 Fast, Free Shipping to Boulder, CO. John, ready to hit the trails? Here are some tips to offer targeted shopping experiences on demand: Use dynamic media templates and feed in data to create personalized creative on demand. This frees your creatives and budget for new media instead of variations of the same content. Target banner images based on beacons or geolocation, or feature previously browsed products or items left in a shopping cart when shopping history is known. Include calls to action to drive conversion. Save now on shoes and running gear. Get top-quality running gear at bargain prices. Shop Now Save now on bikes and biking gear. Get top-quality biking gear at bargain prices. Adobe guide to mobile marketing and merchandising 8

9 4a Extend personalization to Your brand s mobile strategy must consider as well. Smartphone and tablet devices now account for over 62% of opens 4, so your mobile marketing strategy is not complete until you optimize for this channel as well. With campaigns, you have more information about your customers than you do in any other marketing channel. Take advantage of this opportunity to include targeted and even personalized offers to increase open rate and conversion. To: Johnadams@revolution.net ONLINE VERSION FORWARD UNSUBSCRIBE Share f ENDS JUNE 15 SHOP NOW Create campaign. Leverage user segments based on campaign data to dynamically modify banner and messaging. A recent survey indicated that less than half of respondents used any personalization in s beyond the customer s name. 5 Another survey showed that only 22% of responding marketers considered their to be very optimized for mobile. 6 Mountain Biking Anika, hit the road with these top new products! Marketers who use data such as location, previous purchases, and dynamic media in content templates to drive product recommendations and personalized offers will stand out in a crowded inbox. Tips for success: John, hit the trails with these top new products! It s all about the journey. Here at Geometrixx, we know that every hill makes it s own set of unique memories and experiences. With our wide array of top-of-the-line biking gear, you can be ready for every adventure, every terrain, every new story. Jessica, catch some waves with these top new products! A dynamic banner template can be inserted into an campaign in much the same way as on a web page. Save now on bikes and biking gear. Get top-quality biking gear at bargain prices. Feed real-time data into your dynamic banner template to generate different images and text for different customer segments on demand. For instance, instead of static banners, show personalized banners that can include: Fast, Free Shipping to Boulder, CO. The recipient s name John, find new heights with these top new products! A curated selection of products based on interests (for example: for the business traveler, a selection of luggage and shirts; for the fashionista, a selection of luxury handbags and shoes) For personalized products, a monogram of the recipient s initials on linens In this way, you are sending relevant, personalized messages that have a better chance of engaging the recipient. According to a recent Forrester survey, companies that are personalizing web experiences are seeing, on average, a 19% uplift in sales. 7 Adobe guide to mobile marketing and merchandising 9

10 5 Optimize with mobile-specific analytics Mobile shopping experiences will differ per device to support separate goals and behavior, so your mobile optimization strategy should measure the unique customer journey for smartphones, tablets, and desktops differently as well. Ensure that you review conversion, customer path, and page drop-off by device. For instance, the abandonment rate is high for pages with slow load times. Mobile exacerbates this issue with varying bandwidth speeds and device processing power. Using mobile-specific analytics, you can identify drop-off points in the customer journey and modify your mobile site or app navigation and content to create an improved experience. Tips for mobile performance optimization: Use front-end optimization to improve site performance: Dynamic media technology can be used to render the right size media on demand and deliver it to the mobile device ready to view. No processing on the device is needed. Think of it as a single master asset that responds to the device and delivers an optimal experience no matter what device, resolution, or bandwidth is used. Refine and optimize mobile experiences based on customer lifecycle metrics. Use best-practice video encoding profiles and an adaptive streaming service that can detect both device characteristics and bandwidth to serve optimized content on demand. Keep a close watch on your engagement and conversion trends across all devices. Create measurable key performance indicators to determine if you need to make changes to improve device-specific content experiences. Adobe guide to mobile marketing and merchandising 10

11 Design Summary Optimize Build Shopping behavior is rapidly evolving. Your experiences need to reflect these trends. At the center of your mobile marketing strategy should be the ability to manage digital assets effectively across the entire lifecycle of a new campaign or product launch. This allows you to collaborate with creative agencies and teams to streamline launch activities from shot list to production and deliver optimized media to any screen or device. With the right tools and techniques outlined in this report, you ll be able to orchestrate a game-changing multichannel digital experience now. 1. Design responsive experiences in the context of the device. 2. Build apps influenced by device-specific behavior to increase mobile conversion. Manage 3. Deliver interactive, engaging and efficient shopping experiences on any device. 4. Personalize offers in campaign banners, product detail pages, and to improve relevance and build loyalty. 5. Optimize with mobile-specific analytics. Personalize Deliver Adobe guide to mobile marketing and merchandising 11

12 About Adobe Experience Manager Learn more about Adobe Experience Manager assets: Blog: Adobe Experience Manager Assets Responsive Media Demo Page: Adobe Experience Manager is the Adobe Marketing Cloud solution that helps businesses deliver relevant, immersive experiences to customers at every stage of the purchase journey across every channel, including web, mobile apps, digital in-store experiences, forms, and communities. With the ability to deliver next-generation experiences across both online and in-person interactions, you can increase demand and build lasting brand loyalty. Experience Manager integrates with the other Adobe Marketing Cloud solutions to provide a digital marketing solution to manage content across owned, earned, and paid initiatives. It integrates Adobe s broad portfolio of industry-leading tools to empower marketers to execute with ease, agility, and effectiveness. Experience Manager also facilitates collaboration with IT by providing the unified tools and platform to enable them to rapidly develop, manage, and deploy to business users new templates, designs, and components for web, mobile, and social channels. About Adobe Experience Manager assets and dynamic media Adobe Experience Manager assets and dynamic media capability enable marketers to manage and deliver rich visual merchandising and marketing assets on demand, automatically scaled for consumption via web, mobile, social, in-store, , or print. It uniquely incorporates robust digital asset management technology with cloud-based dynamic media delivery to simplify and streamline the digital campaign management process. Utilizing a set of master assets, dynamic media generates and delivers multiple variations of rich content in real time through its global, scalable, performance-optimized network. Dynamic media serves interactive media experiences that help drive conversion, including responsive imaging, zoom, 360-degree spin, color swatch, adaptive video, image hotspots and other effects. In addition, it helps marketers ensure the highest probability of success by delivering dynamically personalized and localized brand and campaign content in videos, banners, and images. Adobe Systems Incorporated 345 Park Avenue, San Jose, CA USA Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners Adobe Systems Incorporated. All rights reserved. Printed in the USA. 1/15 References: 1. Adobe 2014 Mobile Consumer Survey, econsultancy, Delivering Digital Experiences, Swrve, Mobile Apps: The Data, Movable Ink, US Consumer Device Preference Report, eference+report+-+q pdf 5. Ayez Nanji, How Much Do Retail Marketers Personalize Web Sites and s? s? MarketingProfs, September charts/2014/25927/how-much-do-retail-marketers-personalize-websites-and- s#ixzz3cjj1jtvm 6. econsultancy, Quarterly Digital Intelligence Briefing: Finding the Path to Mobile Maturity, Forrester CIO/CMO survey, The CMO And CIO Must Accelerate On Their Path To Better Collaboration, The+CMO+And+CIO+Must+Accelerate+On+Their+Path+To+Better+Collaboration/fulltext/-/E-RES Adobe guide to mobile marketing and merchandising 12