STORES 2014 BIG Show Daily - January 14, 2014 - 4


4
Tuesday
Retailers Prioritizing Mobile, but with Modest Expenditures
expected for 2014.
S
All the same, retailers should an-
ticipate choppy waters in a few distinct
areas, according to the Monday morning
session "First Look: 2014 Outlook for
Digital Retail."
Sucharita Mulpuru, VP and principal
analyst at Forrester Research, gave
a rundown of year-to-year trends and
various statistics during the well-attended
breakout session, and then brought Jason
Goldberg, VP of strategy, multi-channel
commerce and content for digital agency
Razorfish, on stage for additional comments.

As for the things retailers should be
"keenly aware of," according to Mulpuru:
The last mile wars are just beginning.
Mobile should be a key investment - and
not just a stated priority. And the days of
everyday low pricing are gone.
First, that last mile. There probably
isn't going to be a reprieve in shipping
expenses in coming months, she said, but
omni-channel investments can help insulate
retailers from unwelcome surprises.
Mulpuru and Goldberg talked much about
o yes, there was some smooth
sailing for online retail in 2013,
and another "fabulous" year is
that is really topping that list of where
they plan to spend. At same time ... even
though it's a top priority, they're not
investing a ton in mobile. In fact, what
you see is that more than half of retailers
- even large enterprise-level companies -
are still investing less than $1 million in
their mobile initiatives."
That's not completely surprising,
Sucharita Mulpuru
rising customer demand for same-day delivery,
with Goldberg noting that he was
"fascinated by the psychology of it, but
not particularly enamored by the business
model of it."
Interestingly, research has shown
that even when same-day delivery is
not free, shoppers are still affected by
it: When the option is in the online buy
box, sales go up. Perhaps it's because it
presents the retailer as on top of things;
perhaps it makes the customer feel better
about paying the rates for other shipping.
Jason Goldberg
As for shipping overall, Mulpuru said
that retailers were conservative when
promising holiday delivery in 2012, but
in 2013 there was a little bit of overconfidence
in the ability to get orders out,
creating an "unprecedented crunch."
In terms of mobile, about 20 percent
of sales for retailers are happening on
smartphones and tablets. "The retailers
that we've talked to are really prioritizing
mobile," Mulpuru said. "That is their key,
key area of investment for 2014. There's
no question that there isn't anything else
however, since customer expectations
and technology continues to rapidly
change; the only environment in which
it's an absolute home run to be a first
mover is where the technology remains
the same. "And there's nothing in that,
that's at all descriptive of what's happening
in mobile today, because it is
incredibly fast-paced."
Goldberg's take on mobile includes
his most important recommendation for
retailers in the days ahead: Rather than
continuing to work with third-party mobile
sites, move toward native websites
that optimize themselves for mobile.
Finally, in terms of EDLP, consumers
have realized that there's always a lower
price online. What Mulpuru expects to see
here, however, is more dynamic, personalized
pricing in-store to help meet customer
expectations.
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Table of Contents for the Digital Edition of STORES 2014 BIG Show Daily - January 14, 2014

STORES 2014 BIG Show Daily - January 14, 2014 - 1
STORES 2014 BIG Show Daily - January 14, 2014 - 2
STORES 2014 BIG Show Daily - January 14, 2014 - 3
STORES 2014 BIG Show Daily - January 14, 2014 - 4
STORES 2014 BIG Show Daily - January 14, 2014 - 5
STORES 2014 BIG Show Daily - January 14, 2014 - 6
STORES 2014 BIG Show Daily - January 14, 2014 - 7
STORES 2014 BIG Show Daily - January 14, 2014 - 8
STORES 2014 BIG Show Daily - January 14, 2014 - 9
STORES 2014 BIG Show Daily - January 14, 2014 - 10
STORES 2014 BIG Show Daily - January 14, 2014 - 11
STORES 2014 BIG Show Daily - January 14, 2014 - 12
STORES 2014 BIG Show Daily - January 14, 2014 - 13
STORES 2014 BIG Show Daily - January 14, 2014 - 14
STORES 2014 BIG Show Daily - January 14, 2014 - 15
STORES 2014 BIG Show Daily - January 14, 2014 - 16
STORES 2014 BIG Show Daily - January 14, 2014 - 17
STORES 2014 BIG Show Daily - January 14, 2014 - 18
STORES 2014 BIG Show Daily - January 14, 2014 - 19
STORES 2014 BIG Show Daily - January 14, 2014 - 20
STORES 2014 BIG Show Daily - January 14, 2014 - 21
STORES 2014 BIG Show Daily - January 14, 2014 - 22
STORES 2014 BIG Show Daily - January 14, 2014 - 23
STORES 2014 BIG Show Daily - January 14, 2014 - 24
STORES 2014 BIG Show Daily - January 14, 2014 - 25
STORES 2014 BIG Show Daily - January 14, 2014 - 26
STORES 2014 BIG Show Daily - January 14, 2014 - 27
STORES 2014 BIG Show Daily - January 14, 2014 - 28
STORES 2014 BIG Show Daily - January 14, 2014 - 29
STORES 2014 BIG Show Daily - January 14, 2014 - 30
STORES 2014 BIG Show Daily - January 14, 2014 - 31
STORES 2014 BIG Show Daily - January 14, 2014 - 32
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