Offline retail is losing ground to more tech-savvy competitors as online retail grows faster, undergoing transformations through new business models enabled by mobile and social commerce. The mobile opportunity for retail includes developing mobile apps that allow being a store on the go for customers, building multichannel strategies through a single codebase that adapts to different devices, and using mobile in stores to enhance the customer experience through associate apps and operational efficiencies.

1. Cristiano B. M. Oliveira
SVP, Business Applications
cbmo@kony.com
How mobile is changing retail:
challenges and opportunities

2. Agenda
 Offline Retail has been loosing ground to more agile,
tech-savvy competitors

3. Online is still a small fraction of total
retail sales in the US…
Source: Business Insider, Federal Reserve
Online Retail
Offline Retail

4. … however online is growing much faster
than offline retail sales
Online Retail
Offline Retail
Source: Business Insider, comScore, US Department of Commerce

5. Agenda
 Offline Retail has been loosing ground to more agile,
tech-savvy competitors
 Online Retail is also undergoing through a major
transformation

6. Online Retail itself has also been
disrupted by new business and
engagement models
 Social Commerce
 Subscription Commerce
 Curated Commerce
 Distributed Commerce
 Crowdsourced Commerce
 Flash Sales/Daily Deals
 Same-day Delivery
 Mobile Commerce

7. In 4 years, 6 out of 10 Mobile Internet
Users will be Mobile Retail User in the US

8. Agenda
 Offline Retail has been loosing ground to more agile,
tech-savvy competitors
 Online Retail is also undergoing through a major
transformation
 The mobile opportunity in Retail
 Be a store on the go

9. The mobile opportunity in Retail
Be a store on the go
 Still a green field for both
Online and Offline
Retailer
 Users expect full feature
set, not a scale-down of
e-commerce Web site
 Users expect a tailored
experience for mobile, not
a repackaged Web site
 Context-awareness as
key to build relevant
propositions/experiencesKony Mobile Commerce
Application

10. Agenda
 Offline Retail has been loosing ground to more agile,
tech-savvy competitors
 Online Retail is also undergoing through a major
transformation
 The mobile opportunity in Retail
 Be a store on the go
 Build a multichannel presentation layer

11. The mobile opportunity in Retail
Build a multichannel presentation layer
 Build a multichannel
strategy for online retail
 Single, decoupled e-
commerce engine
providing services to all
interaction channels
 In the presentation layer,
take a platform approach
and deploy a single,
future-proof codebase
that dynamically adapts to
multiple channels
Kony Mobile & Multichannel
Platform
DEPLOY EVERYWHERE
Tablet
Smartphone
Other screens
Desktop
DEVELOP ONCE
A single code base

12. Agenda
 Offline Retail has been loosing ground to more agile,
tech-savvy competitors
 Online Retail is also undergoing through a major
transformation
 The mobile opportunity in Retail
 Be a store on the go
 Build a multichannel presentation layer
 Rethink in-store experience

13. The mobile opportunity in Retail
Rethink in-store experience
 Shoppers go online for
price, selection,
convenience
 Shoppers go offline to
experience, interact, take
home faster
 Smartphone as a center
piece of in-store
experience
 People willing to trade data
for better services,
personalization
Apple Store, Amsterdam

14. Agenda
 Offline Retail has been loosing ground to more agile,
tech-savvy competitors
 Online Retail is also undergoing through a major
transformation
 The mobile opportunity in Retail
 Be a store on the go
 Build a multichannel presentation layer
 Rethink in-store experience
 Create a new breed of sales associate

15. The mobile opportunity in Retail
Create a new breed of sales associate
 61% of shoppers say they
are better connected to
product information than
store associates
 67% of shoppers say they
have superior store
experience when store
associates have real time
access to information
 Mobile apps on the hands
of sales associates are
key to increase shoppers
spending, loyalty today
Kony Mobile Application
In-store Sales
Source: Motorola

16. Agenda
 Offline Retail has been loosing ground to more agile,
tech-savvy competitors
 Online Retail is also undergoing through a major
transformation
 The mobile opportunity in Retail
 Be a store on the go
 Build a multichannel presentation layer
 Rethink in-store experience
 Create a new breed of sales associate
 Streamline store operations

17. The mobile opportunity in Retail
Streamline store operations
 Increase the efficiency
and effectiveness of store
operations team
 Store staff is mobile by
design, so their software
should be too
 Go beyond bar code
scanning to electronic
forms to imagine
recognition
 Connect staff to
consumers through
mobile
Kony Mobile Application
Planogram Audit

18. Agenda
 Offline Retail has been loosing ground to more agile,
tech-savvy competitors
 Online Retail is also undergoing through a major
transformation
 The mobile opportunity in Retail
 Be a store on the go
 Build a multichannel presentation layer
 Rethink in-store experience
 Create a new breed of sales associate
 Streamline store operations
 Final Thoughts