1.Owning the Decision Point:The Future of the In-store Mobile ExperiencePatrick Collins5th Finger CEO5thfinger2. What you’ll learn …• What is in-store mobile?• Where is in-store mobile heading?• What are the key challenges?5thfinger 3. Is This In-Store Mobile?5thfinger 4. Is This In-Store Mobile?5thfinger 5. Is This In-Store Mobile?5thfinger 6. Is This In-Store Mobile?5thfinger 7. Is This In-Store Mobile? 5thfinger 8. Is This In-Store Mobile?5thfinger 9. Is This In-Store Mobile?5thfinger 10. In-Store MobileIn-store mobile is:Leveraging the power of mobile’sdeep consumer relationship toconnect with shoppers insidea bricks and mortar location.At 5th Finger, we call this:Bricks and Mobile 5thfinger 11. In-Store Mobile Is Important5thfinger 12. Consumers Are Already Using It70% of smartphone ownershave used their mobile whileshopping in-store-Google Insights, May 2011• Price Comparisons• Customer Reviews & Ratings• Stock Checks• Check-in• Coupons• Access Promotions 5thfinger 13. Consumers Are Already Using It“During the 2011 holiday season, 25% of cell owners usedtheir phone inside stores to gather price comparisons; 24%used them to look up online reviews.”Pew Internet – January 2012 5thfinger 14. Shoppers Prefer Mobile When SeekingFurther Product InformationHow 5th Finger retail client customers prefer to find product details while in-store. (app users)5thfinger 15. 5thfinger 16. Mobile Motivation: It’s About ConvenienceTarget Makes Shopping Simpler Tip Customers over the threshold to certainty of purchase. Scan products in-store and view product specifications, features and read reviews.5thfinger 17. Mobile Motivation: It’s About InspirationInspire with Look Matching… Drive basket size with inspiration in-app and on mobile web. Scan products to unlock matching product looks, matches and ideas.5thfinger 18. Mobile Motivation: It’s About EngagementShopkick Uses Achievement to MotivateA retailer agnosticapproach that gamifiesthe shopping experiencewith offers and dealsprovided by brands.The clever sub-audible in-store location tool providesthe best heads up displaypotential in the markettoday as someone walksaround the store. 100 million check-ins in the first six months 5thfinger 19. WHAT ABOUT QR CODES?5thfinger 20. 5thfinger 21. QR Codes Are Used In-Store 50% of smartphone users have scanned a code with their mobile 1 in 5 of those said QR codes were part of the purchase processSource: cmb consumerpulse, Jan 20125thfinger Source: MGH/ComScore 22. QR Won: The Code War Is Over5thfinger Source: NellyMoser 2012 23. WHAT ABOUT NFC?5thfinger 24. 5thfinger 25. Fragmentation is already an issue…vs5thfinger 26. IN-STORE MOBILE:THE 4 KEY CHALLENGES5thfinger 27. Challenges to In-store MobileChallenge 1: Improving signal in the store5thfinger 28. Challenges to In-store MobileChallenge 2: Bridging Store and Online inventoryStore Inventory Online Inventory Mobile experienceYay! Scan of in-store says, “Sorry I don’t product producesknow that digital reviews and product.”information5thfinger 29. Challenges to In-store MobileChallenge 3: Mapping the Store 5thfinger 30. Challenges toIn-store MobileChallenge 4:In-store Promotion 5thfinger 31. In Summary• The in-store mobile opportunity is huge• consumers are already doing it• Consumer motivations to tap into:– Convenience (think information and reviews)– Inspiration (think product matching)– Engagement (think loyalty and gaming)• 4 key challenges: In-store reception, BridgingOnline/Store Inventory, Mapping the Store,Effective in-store promotion 5thfinger 32. Thank YouContact: patrick.collins@5thfinger.com5th_finger_booth_card_front.pdf 1 2/7/12 3:11 PM C M YCMMYCYCMY K5thfinger

The Future of the In-store Mobile Experience

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1.Owning the Decision Point:The Future of the In-store Mobile ExperiencePatrick Collins5th Finger CEO5thfinger2. What you’ll learn …• What is in-store mobile?• Where…