Overview:

The retail industry is speedily evolving with spectacular changes in consumer buying behavior. Retailers need to have new strategies to satisfy their customers and enrich their buying experience. Online shopping is getting popular day by day and it is more popular than ever, but brick-and-mortar stores still dominate and have a larger share of the pie. Retailers are now thinking that they need to make their stores more attractive to shoppers who are completely satisfied shopping online.

Showrooming is the practice of checking out products in a traditional brick and mortar retail store without buying it and then shopping online to get a lower price for the same item. Online stores usually offer lesser prices than their brick and mortar counterparts, because they do not have the same overhead expenses.

This research addresses retail, in-store challenges and concerns including the so called "showrooming" trend. The report evaluates solutions to improve in-store sales, increase shopper loyalty, and overall engagement. These solutions include mobile shopping applications, friend locator and recommended buying, location-based marketing/advertisements, embedded entertainment (also known as "gamification"), social commerce, data intelligence, and more. The report provides retailer strategies and solutions. The report also evaluates the anticipated evolution to the smartphone enabled, socially connected, entertained shopper.

This report is a must-read for anyone involved in retail sales, in-store merchandising, mobile commerce, and smartphone applications.

Target Audience:

Mobile network operators
Mobile commerce companies
Wireless handset manufacturers
Retail consumer goods companies
Application development companies
Corporate and Institutional Investors
Embedded entertainment companies
Mobile marketing/advertising companies

Companies in Report:

ABC Carpet
Adobe
Alibaba
Amazon
American Express
Android Headlines
Apple
Appliances Online
Babble
Barnes & Noble
Best Buy
BI Intelligence
Bloomingdale
Bloomingdales
Charmin
Costco
Currys
eBay
Engadget
Epilogue
Fab
Facebook
Forrester
Gilt
Google
Groupon
Habitat
Hewlett Packard
Home Depot
Instagram
Jack Threads
JC Penney
JiWire
John Lewis
LivingSocial,
Macy's
Marketforce Inc
Marketoonist
Marks & Spencer
Mckinsey
Microsoft
Moontoast
Nielson
Nike
Nordstrom
Office Depot
Old Spice
One King's Lane
PayPal
PCWorld
Pepsi,
Pinterest
Pinterest
Placed
Reebok
Reevoo's
RSR Research
Samsung
ScanLife
Scoutmob
Shazam integration
Staples
Starbucks
Stylebop.com
Swaag.it
Taco Bell
Target
Teleflora
Tesco
The New York Times
TNS
Tumblr
TurnTo
Twitter
Vera Wang
Vibes Mobile
Walmart
Yipit
YouTube
ZDnet

Table Of Contents

1.0 EXECUTIVE SUMMARY 8
2.0 RETAIL CHALLENGES 9
2.1 RETAIL DEMAND DEPENDS ON THE ECONOMY 9
2.2 INDUSTRY CONCENTRATION 9
2.3 SEASONAL CASH FLOW 9
2.4 CRIME-RELATED LOSSES 9
2.5 PROTECTING CUSTOMER INFORMATION 10
2.6 TRENDS AFFECT DEMAND 10
2.7 HIGH WORKER TURNOVER 10
2.8 CHANGING BUYERS NEED 10
3.0 SHOWROOMING 12
3.1 THE RISE OF HIGH-TECH SHOPPING 12
3.1.1 CONSUMERS ARE IN CONTROL 14
3.1.2 COMPARISON SHOPPING 14
3.2 WHICH PRODUCTS ARE VULNERABLE TO SHOWROOMING? 14
3.2.1 WHITE GOODS 14
3.2.2 GRAY AREA PRODUCTS 15
3.2.3 CLOTHES AND ACCESSORIES 15
3.3 MOBILE AND SHOWROOMING 16
3.3.1 MOBILE IS BOTH A CURSE AND A CURE FOR SHOWROOMING 16
3.3.2 WHERE ARE PEOPLE USING THE MOBILES? 16
3.3.3 MOBILE INFLUENCE 17
3.4 INCREASE IN SHOWROOMING HABITS 18
4.0 WHAT SHOULD RETAILERS DO? 19
4.1 EMBRACE, DON'T FIGHT, SHOWROOMING 19
4.2 OFFER UNIQUE PRODUCTS 19
4.3 OFFER IN-STORE REVIEWS 19
4.4 FOCUS ON BRAND 19
4.5 ENABLE AND EMPOWER SHOWROOMERS 19
4.6 DIGITIZE YOUR STORE AND YOUR EMPLOYEES 20
5.0 COMBAT SHOWROOMING 21
5.1 BOOST LOYALTY AND SALES 21
5.2 PERSONALIZING THE SHOPPING EXPERIENCE 21
5.3 ANALYZING DATA 22
5.4 FIGURING OUT THE POTENTIAL OF MOBILE DEVICES 22
5.5 EMBRACING SOCIAL MEDIA 22
6.0 TECHNOLOGY VS. SHOWROOMING: THE EPIC BATTLE 23
7.0 SOCIAL COMMERCE 24
7.1 SOCIAL COMMERCE BUSINESS MODELS 24
7.1.1 E-COMMERCE WHICH IS SOCIAL 24
7.1.2 DAILY DEALS 25
7.1.3 PEER RECOMMENDATIONS 25
7.1.4 SHOPPABLE PHOTO APPS 25
7.1.5 USER-CURATED SHOPPING 25
7.1.6 PARTICIPATORY COMMERCE 25
7.1.7 SOCIAL SHOPPING 25
8.0 SOCIAL COMMERCE AND ONLINE: AMAZON AND OTHERS 27
8.1 THE AMAZON PRIME EFFECT 28
8.1.1 AMAZON PRIME: PROFILE 28
8.1.2 AMAZON PRIME: SHOWROOMING 28
8.2 SOCIAL COMMERCE AND FACEBOOK 28
8.2.1 HAVE CLEAR ROI GOALS 28
8.2.2 IMPLEMENT AN ON- AND OFF- FACEBOOK STRATEGY 29
8.2.3 PUT FACEBOOK DATA TO WORK 29
8.2.4 USE WHAT YOU'VE GOT 29
8.2.5 HAVE CONTROL AND ITERATE FREQUENTLY 30
8.3 SOCIAL COMMERCE AND RETAIL OPPORTUNITIES 30
8.4 RETAIL DISRUPTIONS KEEP COMING AND COMING 32
8.5 CROSS-CHANNEL OPPORTUNITIES 34
8.6 THE ROLE OF SOCIAL MEDIA 34
8.7 SOCIAL COMMERCE AND BUSINESS INTELLIGENCE 35
8.8 ENGAGEMENT AREAS OF SOCIAL COMMERCE 36
8.8.1 LISTENING 36
8.8.2 ENGAGEMENT 37
8.8.3 TRANSACTION 37
8.8.4 POST-SALE SERVICE 38
8.9 EXAMPLE FOR SOCIAL COMMERCE 38
8.10 MOBILE SOCIAL COMMERCE APPLICATIONS 40
8.10.1 SOCIAL INTEGRATION 40
8.10.2 CHECK-INS 40
8.10.3 REVIEWS 41
8.10.4 GROUP BUYING AND DAILY DEALS 41
8.10.5 QandA 41
8.10.6 STYLE FEEDBACK 41
8.10.7 SHOPPING FEEDBACK 41
8.10.8 COLLECTING 42
8.11 CASE STUDY: AMEX ALLOWS SOCIAL OFFERS FOR MERCHANTS 42
9.0 SOCIAL COMMERCE ENGAGEMENT: MOBILE DEVICES 43
9.1 IN STORE USAGE OF SMARTPHONE 44
9.2 MOBILE USAGE IS MORE COMMON AMONG YOUNGER AGE GROUPS 45
9.3 BEHAVIOR CHANGES DEPENDING ON THE TYPE OF STORE 45
9.3.1 SMARTPHONE SHOPPERS VS TABLET SHOPPERS 46
9.4 REVENUE FOR RETAILER THROUGH MOBILE COMMERCE 48
9.4.1 GO BIG DATA TO DELIVER BETTER CUSTOMER EXPERIENCES 48
9.4.2 INTELLIGENT TARGETING: ANYTIME ANYWHERE MARKETING 49
9.4.3 CREATE INTERNAL APPS 49
10.0 MOBILE CHECKOUT 50
10.1 KEEP FORM FILLING TO BARE MINIMUM 50
10.2 ORGANIZE THE CHECKOUT INTO STAGES 50
10.3 ADD PROGRESS STEP LINKS OR BACK BUTTONS 51
10.4 UTILIZE FAMILIAR MOBILE UI ELEMENTS 51
10.5 ENABLE GUEST CHECKOUTS 51
10.6 OFFER QUICK PAYMENT OPTIONS 51
10.7 REMOVE DISTRACTIONS 52
10.8 PROVIDE SECURITY REASSURANCES 52
10.8.1 TAKE ADVANTAGE OF GEOLOCATION 52
10.9 KEEP IT LIGHTWEIGHT 52
11.0 SOCIAL COMMERCE AND BIG DATA 54
11.1 FINDING THE EASY DATA 55
11.2 GETTING AT "HIDDEN DATA" 55
11.3 MINING "BIG DATA" 55
12.0 DATA INTELLIGENCE AND SOCIAL COMMERCE 56
12.1 DISTRIBUTION CHANNELS 56
12.2 COMPETITIVE SUCCESS and FAILURES 56
12.3 PRODUCT DESIGN and PROMOTION 56
13.0 MOBILE SOCIAL LOCAL (MOSOLO) AND ONLINE TO OFFLINE 57
13.1 THE SET-UP: THE PRE-BUY 58
13.2 THE MOVE: IN TRANSIT 58
13.3 THE PUSH: ON LOCATION 58
13.4 THE PLAY: SELECTION PROCESS 59
13.5 THE WRAP: POINT OF PURCHASE 59
13.6 THE TAKEAWAY: POST-PURCHASE 59
14.0 MOBILE RETAIL OPPORTUNITY 60
14.1 MOBILE COMMERCE: DRIVING SALES 60
14.2 MOBILE RESEARCH: DRIVING FOOTFALL 60
14.3 MOBILE COMMERCE: BIG DEAL 60
14.4 HOW TO ENGAGE WITH MOBILE USERS? 61
15.0 STRATEGIES FOR RETAILERS 62
15.1 BIG BOX STRATEGIES TO DEFEAT OFFLINE TO ONLINE 63
15.1.1 HOW DOES ONE START? 63
15.2 BIG BOX STRATEGIES WITH MANUFACTURERS 64
15.3 HOW SMALL RETAILERS CAN GET THEIR PRODUCTS INTO A BIG BOX RETAILER 65
15.3.1 HAVE A SOLID TRACK RECORD 65
15.3.2 HAVE A UNIQUE PRODUCT 65
15.3.3 HAVE A PRODUCT LINE 65
15.3.4 CAPABLE TO MEET THE RETAILER'S NEEDS. 65
15.3.5 READY TO DO WHAT IT TAKES. 66
15.3.6 GETTING A MEETING WITH A BIG BOX BUYER 66
15.4 LEVERAGE MOBILE 66
15.4.1 MOBILE COUPONS: IN-STORE SHOPPING 66
15.4.2 QR CODES 2.0 66
15.5 LEVERAGE ONLINE TO IN-STORE 67
15.5.1 LEVERAGE YOUR ECOMMERCE SITE TO DRIVE IN-STORE SALES 67
15.5.2 WAYS TO USE THE WEB TO STORE APPROACH: 68
15.6 LEVERAGE YOUR OFFLINE CONSUMER EXPERIENCES ONLINE 68
15.6.1 EMBRACE THE OUTCOME 68
15.7 HOW RETAILERS CAN LEVERAGE SOCIAL MEDIA 69
15.7.1 FACEBOOK 70
15.7.2 TWITTER 71
15.7.3 TUMBLR 71
15.7.4 INSTAGRAM AND PINTEREST 72
15.8 DRIVING VALUE OF SOCIAL MEDIA 73
15.9 CASE STUDY 73
16.0 SOLUTION FOR RETAILERS 75
16.1 WIRELESS SOLUTIONS: 75
16.2 GAMIFICATION 75
16.2.1 MAKE IT FUN 76
16.2.2 ENHANCE THE EXPERIENCE 77
16.2.3 BEYOND SELLING 77
16.3 NFC (NEAR FIELD COMMUNICATION) 78
16.3.1 VALUE PROPOSITION OF MOBILE NFC IN RETAIL FOR SHOPPER 79
17.0 DATA ANALYTICS 83
17.1 DELIVERING EXPERIENCES TAILORED TO INDIVIDUAL SHOPPERS 83
17.2 GUIDING SHOPPERS TO DISCOVER ASSOCIATED PRODUCTS 83
17.3 TRACKING AND ANALYZING SHOPPER BEHAVIOR ACROSS VISITS 84
18.0 THE SMARTPHONE INFORMED, SOCIAL ENTERTAINED SHOPPER 85
19.0 MOBILE SOCIAL SEARCH: COMMERCE, FRIEND LOCATOR, HAPPENING AND EVENTS AND INTERESTS 87
20.0 MARKET OUTLOOK 88
21.0 CONCLUSION AND RECOMMENDATION 89

Figures

Figure 1: Retail Industry is about to change 11
Figure 2: Showrooming 12
Figure 3: Showrooming compete 13
Figure 4: Venues where people use mobile 16
Figure 5: Mobile Retail Category by Platform 17
Figure 6: Showrooming Habits 18
Figure 7: Social Commerce 24
Figure 8: Estimated Social Commerce Revenues 26
Figure 9: Retailers Rise Index 27
Figure 10: Social Commerce Revenue 31
Figure 11: Social Commerce and Brands 32
Figure 12 Social Commerce: New Environment 33
Figure 13: Web Sales Prediction 35
Figure 14: Business Intelligence and Retailers 36
Figure 15: Mobile ecommerce Spend 39
Figure 16: Increasing Mobile usage for Social Media 43
Figure 17: In-store usage of Smartphone 44
Figure 18: Mobile Activity by Location 45
Figure 19: Smartphone Activity by Store Type 46
Figure 20: Tablet Shoppers: Bargains or Rich Product Images 47
Figure 21:Smartphone Shoppers: Bargain Hunters 47
Figure 22: Visualize Check Out Process 51
Figure 23: Mobile Checkout 53
Figure 24: Bigger Data for Bigger profits 54
Figure 25: Mobile Shopping Lifecycle 58
Figure 26: Social Media Strategy for Online-Retailers 69
Figure 27: social Media 70
Figure 28: Facebook Insights 70
Figure 29: Twitter 71
Figure 30: Pinterest in Retailers' Email 72
Figure 31: Enterprise Gamification 76
Figure 32: Gamification in Education 78
Figure 33: NFC 80
Figure 34: NFC In-Store Experience 81
Figure 35: NFC Personal Advertising 82
Figure 36: Customized Offers 83
Figure 37: Smart Shopper 85

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