Insights

Widespread in-store mobile testing, with adoption to follow.

2012-06-13T13:53:34Z

Yet another recent study supports the storm of mobile devices rolling-in to take over the in-store experience. Using supportive data from Motorola’s Mobile POS study, Retail Touch Point’s Alicia Fiorletta goes into detail on the subject, but the following excerpt summarizes it fairly well:

“…most are deploying smartphones and tablets to complete coverage on the floor (31.3%), aid in line-busting (23.5%) and provide mobile device-based loyalty programs (18.7%).”

Read the full article here.

Sephora tops 2012 Mobile IQ Study

2012-01-18T13:50:46Z

Women aren't the only ones paying close attention to Sephora these days. A very well crafted report from NYU's Stern School of Business ranks the cosmetics retailer as the most mobile compoetent brand of 2011. And for good reason.

Sephora's mobile competence, specifically with its mobile site and apps optimized for both iPhone and iPad, earned it a MOBIILE IQ of 164, well ahead of second and third place finishers: Nordstrom and Macy's. 100 Luxury brands and retailers were analyzed then ranked for their talents across all major mobile shopping platforms from iPad apps to mobile sites; m-commerce to e-mail.

In-store interactive experiences, while not specifically measured, were frequently mentioned.

This 40-page report, L2 Prestige 100 Mobile IQ, is intensely dense, yet incredibly readable. With a dozen case studies and twice as many comparitive charts, it'll take more than a whole lunch break to devour it all. In the mean time, here are five key findings to tide you over:

1. Only 52 of the 100 brands studied have developed both an app and a mobile site.

2. Fewer than 25% have m-commerce enabled apps.

3. 30% still haven't developed their first mobile app.

4. 33% have yet to optimize their web site for mobile.

5. 16% still have no mobile strategy at all.

Download the full report here.

Tomorrow (1/19/12) @ NYU, L2's Maureen Mullen and Colin Gilbert will be sharing insights from the report at a special Mobile Clinic for brand and retail professionals.

Analytics are the are the real needle-mover.

2012-01-06T15:18:05Z

One of the most powerful rewards of an in-store tablet app is analytics. In fact, many of our customers see the intelligence gained from an in-store iPad system as the largest element of a rapid ROI.

There are a few ways to slice analytics. They can be organized in hierarchy in terms of depth. These are more commonly called key performance indicators (KPIs) and we like to rate them as primary, secondary and forensic. Their names are fairly self-explanatory with KPIs like units per transaction and dollars per transaction being primary. A specific example of secondary analytics using our Smart Room fitting room system is items tried on, but not purchased. Trends in this area can make a dynamic difference with future purchasing and immediate in-store pricing and marketing decisions. At the other end of the continuum are forensic analytics, which are almost always unique to a particular retailer. There are not universal examples since these are so unique to each retailer, but they will be specific to a current campaign or initiative. They might also be monitoring an exact product to an exact demographic integrated with customer loyalty.

Another way we categorize analytics are specific to the use of the in-store iPad system. These are behavioral and transactional. Behavioral analytics tell us how the user (shopper, associate or both) is interacting with the iPad. We can learn where they are spending most of their time and what the exits points are in the app. Transactional analytics are either pulled from the e-commerce or POS integration or a simulated transaction that can lead to conclusions when cross-referenced with transactional reports.

Lastly, an important measurable to ensure the success of a successful in-store iPad system is associate surveys. All the technology in the World will not be worth a penny if it is comfortable for the associates and shoppers. In many ways, this is the most important. How many times have you been in a department or grocery store and experienced the associates complaining about the fancy new technology that makes their jobs harder? For me it is a weekly occurrence.

For Kokley, in-store iPad solutions are not entertainment. They are not to keep the spouse busy while the their husband or wife shops. Our solutions are “needle-movers”. They produce dynamic results and a rapid return on investment. Analytics are a major ingredient in the process.

The unsung hero of a complete iPad system.

2012-01-03T03:41:31Z

The integration of hardware and software is important to a complete in-store iPad solution, but I give my unsung hero award to hardware. The obvious is the device. Less obvious is the hardware supporting the architecture. But the real hero is the iPad docking hardware.

Concepts come easy. Well built, refined, smoothly executed and stable concepts are far less common. Top that with concepts that attract and engage the shopper to increase sales, and you are now talking about a rare species. Regardless, we are talking about the app and its corresponding integration and supporting architecture. What about the system beyond the app?

For a complete system, you need the support of hardware, and of course, an ongoing management system. For this post, I am going to focus on the docking system (again) as the unsung hero.

For a current project, we are sourcing the Pad Loc dock from Rose Displays. Let me the top four reasons why a good dock is so important, if not vital to the longevity of an in-store iPad system:

Security: The iPad will have a safe home when not in the hands of a shopper or associate.

Power: The iPad will be charging when not in the line of duty.

Durability: The docking system will minimize time when damage can occur.

Longevity: The 30 pin connector (the devices Achilles heal) will be perfectly aligned every time the connection is made, extending the connection's life exponentially.

The list is much longer, but these are the top reasons a good docking system is imperative hardware. Without a system like Pad Loc, there will be numerous thefts, a lot of damage and unnecessary wear and tear on the device. Don’t cut your system short on non retail ready hardware. It will cost you a bundle.

We have thought about this stuff!

2011-12-30T02:45:43Z

As Kokley officially launches it’s blog, I am particularly excited about our “insights” section. This is where we get to offer our expertise to anyone who will listen. I say this with a bit of sarcasm and a bit of confidence knowing that we have some of the brightest bulbs out there. The Kokley team and our partners have worked around the globe with major brands and led our niche with innovative solutions. I hesitate from calling what we do an industry, because it is truly a specialty.

Kokley does not develop mobile apps; we develop in-store apps. We consider integrated hardware and software solutions to create experiences. We focus on topics such as shopper behavior and confidence. Our goals go beyond ROI, as we benchmark KPIs like DPC, UPC and conversion ratios. We provide an end-to-end solution called Kokley Complete. Our ongoing system management platform, Kokley Connect, allows on demand control of thousands of iPads globally. Ultimately, we have brought together a team that turns an interdisciplinary process into an integrated solution. We are not a fit for every need, but we are a needle-mover when the chemistry is right.