Sephora Sees 167% Boost in Mobile Orders During 2012 (Retail TouchPoints)

Mobile has become an essential shopping tool for consumers. In fact, during the 2012 holiday season, 80% of smartphone and tablet users tapped their devices to browse and buy inventory, according to research from Google. To keep pace with these mobile behaviors, retailers must strive to create more seamless experiences across digital and physical channels.

Sephora actively pursues this goal by investing in cutting-edge mobile strategies that address consumers’ growing dependence on tablets and smartphones. During a keynote presentation at the January 2013 Mobile FirstLook conference, titled: Sephora: How the World’s Largest Retailer of Fragrances and Beauty Products Views the Future of Mobile Retail, Johnna Marcus, Director of Mobile and Digital Store Marketing, discussed the brand’s past mobile investments, as well as top priorities in 2013.

Internal consumer research validates the retailer’s increased focus on mobile marketing and commerce: More than 50% of Sephora emails are opened via smartphones and tablets, Marcus revealed. Additionally, one-third of all Sephora e-Commerce traffic is derived from mobile devices. Improving service to these on-the-go consumers has been profitable for Sephora: the retailer has seen a 167% increase in mobile orders from December 2011 to 2012.Tools and strategies currently leveraged by the retailer include: iPhone and iPad apps, Passbook integration with gift cards and the Beauty Insider loyalty program, as well as a mobile-optimized web site.

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Why Couch Commerce will Thrive in 2013 (Mobile Commerce Daily)

Tablets have no doubt changed mobile shopping behavior and now smart retailers are delivering tablet-specific experiences that are integrated with their current ecommerce offerings....

Couch commerce will thrive this year as tablets become increasingly affordable and accessible to the public, per Joey Rahimi, counder/chief information officer of Branding Brand, Pittsburgh, PA.

Although tablets have historically been linked to an affluent demographic, they are now entering the mainstream.

“Over the last year, we saw tablet traffic grow by 174 percent, with 95 percent of all visits coming from iPads. In the same period, tablet revenue increased 166 percent,” Mr. Rahimi said.

“More and more consumers are sitting down with their tablets in the evening,” he said. “Across our platform, the peak hour for tablet traffic and revenue is 9PM Eastern.

“As a combined source of traffic, smartphones and tablets will eclipse desktop by November 2013. Although these mobile devices currently provide on average 14 percent of online revenue, this should increase to an estimated 24 percent by year end.”

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Proximity Payment Is Fastest-growing Segment of Mobile Payments: Forrester (Mobile Marketer)

The growth in mobile proximity and in-store payments will far outpace growth in mcommerce and mobile peer-to-peer transactions over the next several years, according to a new report from Forrester Research....

Forrester segments mobile payments into three categories: mobile proximity payments or in-store payments, mobile peer-to-peer or remittances and mobile remote commerce or mcommerce. While all three will grow over the next few years, the growth in mobile proximity payments will far outpace the growth of the other two....

“Mobile is actually unleashing convenient commerce and enabling consumers to purchase how and when they want whether on a phone or in a store,” said Christina Koshzow, co-founder and chief marketing officer at Branding Brand, Pittsburgh, PA.

“In-store is not dead – it is only going to get more interesting,” she said....

“Buy-in is key,” Ms. Koshzow said. “If it is not convenient, it is not going to take off.

“For the mobile wallets, it is a land race – they need widespread adoption,” she said.

“The best technologies have a way of sussing themselves out. The customer will decide.”

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M-Commerce Boom Over Holidays: One-Third Of E-Commerce Traffic Was Mobile; Sales Up 171%, Conversions Up 30% (TechCrunch)

According to new figures released today from mobile commerce startup Branding Brand, mobile commerce over the 2012 holiday season saw major gains, with visits to m-commerce websites up 109 percent year-over-year, page views up by 116 percent, conversions up 30 percent, and sales up by a whopping 171 percent.

The company pulled the data from 84 mobile websites across a number of verticals, including apparel, health and beauty, and home goods. As usual, its report offers an interesting slice of the overall e-commerce industry and associated trends, as Branding Brand works exclusively with retailers to build smartphone-optimized mobile sites and mobile apps. That means the data it collects reflects the behavior taking place on mobile-friendly websites, as opposed to non-optimized desktop sites that users happen to visit on their mobile phones.

Branding Brand’s clients also include many big-name brands. Although the company is not permitted to reveal its full client list, those it works with include American Eagle Outfitters, Anthropologie, Brookstone, The Children’s Place, Costco, Crate & Barrel, Dick’s Sporting Goods, Drugstore.com, Eastern Mountain Sports, GNC, Nautica, Ralph Lauren, Sephora, Spanx, Steve Madden, Timberland, Tumi, and West Marine.

For the purposes of this latest report, the company examined sales starting the day before Thanksgiving through (and including) Christmas Day. This index of websites, in aggregate, saw 77 million visitors, 413 million page views (63 percent iOS and 33 percent Android), 620,000 orders (69 percent iOS and 28 percent Android), and average order values of $84.66 ($85.21 iOS and $81.54 Android). When charting the sales growth, it should be noted that Branding Brand’s index included smartphone websites that were live in both Holiday 2011 and 2012....

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[INFOGRAPHIC]: Holiday 2012



Branding Brand Mobile Commerce Index Shows Holiday Sales up 171%, Conversion up 30% (Press Release)

Branding Brand, a mobile commerce platform used by major retailers, today announced the results of its Mobile Commerce Index for Holiday 2012, which showed substantial increases in consumers shopping on smartphones. The analysis spanned a 35-day period, from the day before Thanksgiving through and including Christmas Day.

The Branding Brand Mobile Commerce Index is a compilation of 84 mobile sites developed by Branding Brand for retailers across a variety of industries including apparel, health and beauty, and home goods. The Index is the largest collection of data on commerce sites specifically designed for smartphones, as opposed to non-optimized desktop sites with mobile traffic.

The Index had the following results for the Holiday 2012 period:

  • 77 million visitors
  • 413 million page views (63% iOS; 33% Android)
  • 620,000 orders (69% iOS; 28% Android)
  • $84.66 average order value ($85.21 iOS; $81.54 Android)
  • 21% of total e-commerce traffic came from smartphones


“During the holiday period on average, there were 137 page views every second, and 12 orders every minute, running through Branding Brand mobile sites,” said Chris Mason, co-founder and CEO of Branding Brand. “Whether consumers were shopping, researching product, or interacting with the in-store experience, it is clear that they were doing so with their phones.”

Compared to the 2011, the Branding Brand Mobile Commerce Index showed the following year-over-year holiday gains for the 21 sites that were live during both periods:

  • Visits increased 109%
  • Page views increased 116%
  • Average order value decreased 5%
  • Mobile sales increased 171%
  • Conversion rate was up 30%


“While the year-over-year growth and traffic demonstrated the explosion in mobile as a channel, we are also seeing dramatic conversion rate improvements as a result of optimization work throughout our technology platform,” said Mason.

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ABOUT BRANDING BRAND: Branding Brand powers mobile commerce sites and apps for the world's leading retailers, including American Eagle Outfitters, Anthropologie, Brookstone, The Children's Place, Costco, Crate & Barrel, Dick's Sporting Goods, Drugstore.com, Eastern Mountain Sports, Nautica, Ralph Lauren, Sephora, Spanx, Steve Madden, Timberland, and Tumi.

Based in Pittsburgh, PA, it is the largest and fastest-growing mobile commerce platform in the industry. It is also a Google Commerce Search Partner, Google Wallet Partner, and PayPal Channel Partner. For more information, visit http://www.brandingbrand.com.