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Wine: M-Sites Versus Apps.


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Slides da apresentação da Wine durante o IRCE 2013.

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Wine: M-Sites Versus Apps.

  1. 1. Cam FortinSenior Director of Product DevelopmentM-sites vs. AppsWhen does a site work and when is an app thebetter approach?
  2. 2. • The leading and only national online wine store• Founded in 1998 and acquired the Wine.comname in 2002• Our business:− Customers: consumers (novice through collector),corporate accounts and partner websites− Products: bottles, gifts, clubs, and futures – from$6 to $6k− Purchase occasions: everyday consumption,collecting and gifting2Who We Are
  3. 3. Selection305001,0001,5002,0002,5003,0003,500Liquor stores SupermarketsValueConvenience InformationMaplewood,  NJS an  Francisco,  C A(Headquarters)Berkeley,  C AMedley,  FLAvon,  MADurham,  NCWestbury,  NYHouston,  TX4 days1 day2 days3 daysTime in transit via groundHeadquartersWarehouseWhy buy from
  4. 4. Source: Euromonitor, Forrester Research. estimates of 2% online wine penetration based on $200M online wine retailestimate and $10B target market (off premise, over $7/bottle).4Online Wine Market – lots of room forgrowth!1% 2%9%15%24%58%0%10%20%30%40%50%60%70%(online share of retail spending)Online penetration by retail categoryTotalretail8%Total retail8-10%
  5. 5. World is going mobile, and is going mobileeven faster (38% mobile traffic, up from 27% a year ago!)5April  12   April  13  Other  Mobile   6%   9%  iPhone   10%   17%  iPad   11%   12%  Desktop   73%   62%  0%  10%  20%  30%  40%  50%  60%  70%  80%  90%  100%  Traffic  by  Device  Type  
  6. 6. App or m site?Unfortunately, the answer is “it depends”, maybe “both”and one likely answer isn’t even in the question…•  What are you selling?•  How do customers engage with your brand?•  How do they find you?•  How often do they buy and visit?•  What functionality do you want to offer?•  How large is your development team and whattechnologies do they know?
  7. 7. Our Mobile formobile phonesApp & Wine.comfor iPad
  8. 8. chose an app for iPad andan m. site for (so far)Why an m site for phones?•  Cohesive experience for multi-device user•  Many “1 and done” gifters who would never download an app•  We rely heavily on search and email for customer acquisition•  Older demographic who are used to sites not apps•  We wanted our first mobile presence to be commerce based•  Works on all phones, not just built for iOS (although that’s where the $ is!)•  Updates on our schedule•  Our team already knows web technology (3rd party built out iPad app)•  HTML5 makes a lot of “app like” behavior possibleWhy an app for iPad?•  Site worked already for tablets, needed something exciting•  More screen real-estate to create interesting and unique experience•  Harness device-specific functionality (performance, camera, shake…)•  In the future we might pre-load catalogue for speed and offline usage
  9. 9. Biggest reason for going “m” site first?Creating a cohesive customer experience!Our customers use multiple devices to interact with us9Add to cart at dinner onyour phoneOpen abandon cart emailon desktop the next dayEven if you just visit the desktop site, as longas we know you, your cart is waiting!Click through ON ANY deviceand your cart is waiting
  10. 10. If you decide to go web, an “m” sitemight not even be the right option!Screen sizes and operating systems are proliferating fast– there isn’t a “desktop” and “mobile” userSources: internal data, is starting to penalize m sites, if paid and naturalsearch are important to you a responsive site might be theanswer
  11. 11. Quick Responsive Example
  12. 12. App, M site or responsive?Pros ConsM Sites •  Specialized site for one form factor•  Straight-forward to create•  If you are a web shop, sametechnology•  Less code = “Lighter”•  Faster release cycles•  Bad for SEM and SEO (Duplicated content)•  Hard to maintain two code bases, createsFeature Divide•  Only optimized for smart phonesResponsive •  Optimized mobile experience forall devices – including ones thatdon’t exist•  Paid Search and SEO friendly•  Aligned with best practices - EvenGoogle recommends it.•  Coexists well with Mobile Apps•  Takes more up front time to design and develop•  Performance, as sites have to perform all serverside functions, regardless of display•  Challenging to set-up, maintain and test•  Difficult to apply to large existing sites•  No unique device experiencesApps •  PUSH PUSH PUSH•  Harness all device functionality anddevice specific capabilities•  Very specialized and optimizedtask-focused experience•  Constant reminder of your brand/site•  Can act as user acquisition if youshow for highly searched terms•  Possible to use offline•  Users have to actively update to newer versions•  Difficult to create and must be created forrapidly changing platforms (ios, android,windows, blackberry)•  Harder to maintain and update, without adedicated team. Creates Feature Divide•  Must packaged for multiple app stores•  Sits outside the CMS•  Different analytics needed•  Barrier, as a customer must download andinstall appM and Responsive sites are generally more immediate, findable,shareable and upgradeable.
  13. 13. What other people sayMark, School Webmaster“All depends on the content....if you need the functionality of the mobile device (making calls, calendar,contacts, maps) then an app is the way to go. Otherwise, if its a mostly static site then a responsive/mobile site is cheaper and sufficient. (But Im no expert...)”Kyle, UI Design Guru“I think each approach has its benefits and drawbacks. App benefits: increased functionality, potentiallybetter design (although not so much anymore given HTML5s capabilities), greater presence on usersdevice. App drawbacks: barrier to entry (having to download the app), siloed from other web contentand from search entry points; more work required to develop and maintain across multiple platforms.Mobile site benefits: easier to build and maintain across platforms, easy to keep seamless with thedesktop experience. Mobile site drawbacks: inability to fully utilize devices native functions.”Chris, Lead PM at PeaPod“I agree with Mark & Kyle, but there is another factor - developer resources. If I had a developer for eachplatform, then building rich & native applications is definitely the way to go (again, depending on thecontent). As a product manager, our focus should always be providing the best possible customerexperience to as many customers (or potential customers) as possible. What you can do these dayswith HTML and Javascript is incredible, and building an app for the web allows you to create an almost-as-good-as-native customer experience across all platforms with just one web developer. You alsohave the hybrid approach (Like PetDuel) where you develop in HTML & JS but use a framework to buildmulti-platform applications that have access to native APIs (like Camera, GPS, Accelerometer, etc).”Max, Designer“Mobile sites. There are too many apps! If the mobile site can look & work like an app thatd be best Ithink. The designer can update it without everyone having to update constantly. Less clutter. Myopinion!”