sean mckee - schuh - mobile retail summit
TRANSCRIPT
Tapping Into The Revolution
… the mobile story
Sean McKee
Head of Ecommerce and Customer Services
Retailer of branded fashion footwear in UK/Ireland, started 1981
Mid-market brands for women, men and kids
3700 employees
80 schuh stores, 3 kids stores
A focus on larger population clusters
Sales density
Mass market, full-price editorial position
Target customer 15-25 years old
Customer service orientation
A multi-channel mindset
Technology has a defined role
Acquired by Genesco Inc. June 2011
Who we are
March 2013 Visit Share
18%
28% 54%
Desktop
Mobile
Tablet
March 2013 Revenue Share
17%
15%
68%
Desktop
Mobile
Tablet
A pragmatic evolution
2008 schuh.mobi
2011 free iphone app
monster app
check and reserve
uk mobile site
2012 irish mobile site
tablet site
A mobile strategy?
Sell first
Clear strategic fit
Use of resources backed by data
Risk-averse process
Smartphone
iPhone app
Mobile optimised site
Basic offer
-Transactional
-Locate store
-Check stock
-Buy/deliver to store
- Track order
+
Mapping
Home store
Store job vacancies
+
Check and Reserve
t.schuh.co.uk
December 2012
Tablet
Different strokes for different folks
Higher Medium Lower
Traffic Desk Mob Tab
Conversion Desk Tab Mob
Basket size Tab Desk Mob
% Growth Tab Mob Desk
What’s working
Sales volume
Growth
Store friendly behaviour
Data driven change
A clear plan
Known unknowns
Known knowns
June 2013: 50% of UK web traffic
Spring 2014: Responsive design
December 2014: 50% of UK web sales
In 2013
35-40% of UK internet sales
will come via a mobile device
