How different are mobile customers?

Mobile customers +18% "TT" are different WEEKEND +59% 24 BUYING ORDER FREQUENCY +32% We all have our own way of online retailers are exploring MOBILE CUSTOMERS BUY shopping, especially online. And how it fits into their business. -12% 59% MORE OFTEN THAN EXPECTED when it comes to buying behavior on phones or tablets, one thing is clear – people are acting much How much are mobile customers DESKTOP SHOPPERS PROFIT ORDER really worth? How will their SIZE behavior change? What's the best PREDICTED 2 YEAR game plan? Here are some compelling overall differently than those shopping on LIFETIME non-mobile devices. VALUE "M-commerce" sales are projected trends observed from a combined to reach $31 billion by 2015 and 8.2 million customers. There's no easy way MOBILE CUSTOMERS COMPARED TO NON-MOBILE to categorize mobile customers – they behave differently for every retailer. RETAILER A RETAILER B RETAILER C .ו... And "TT" re's no guarantee they'll be more profitable. Here are a few specific examples EXPECTED ORDER AVG. EXPECTED ORDER AVG. EXPECTED ORDER AVG. PROFIT FREQUENCY ORDER PROFIT FREQUENCY ORDER PROFIT FREQUENCY ORDER of how mobile (tablet/mobile phone) customers compare to non-mobile customers across (CLV) SIZE (CLV) SIZE (CLV) SIZE POTENTIAL INSIGHT POTENTIAL INSIGHT POTENTIAL INSIGHT three online retailers in What if this company Maybe the mobile app user-experience needs to be re-thought? Frequency is way up but the order sizes are smaller. different industries. bought each customer a mobile device? Maybe bundling products could make a difference? MORE UNIQUE STORIES RETAILER A RETAILER A 100 +57% Weekend Time of 13% revenue from mobile customers The proportion day sales of mobile sales -50 WORK HRS. increases by 57% on Mobile sales pick up 22% NON-MOBILE weekends. outside of LEISURE HRS. the workday. MOBILE (ANDROID, ¡PHONE) RETAILER B Though vastly outnumbered, the average Android customer is more profitable than the average iPhone customer. PROFITABILITY Customer Lifetime COMPARED TOTAL CUSTOMERS TO NON-MOBILE Value of shoppers on different devices NON-MOBILE MOBILE (ANDROID, ¡PHONE) 92K 4K RETAILER C SOURCES AND METHODS Customer Lifetime Expected profits are the expected two- year values using Custora's predictive algorithms. / Order frequency is the projected number of orders a customer makes within the first two years of a relationship with a firm. / Mobile customers are defined as customers since the retailer introduced their mobile app. Workday is defined as 9-5 on M-F, and all other times are non-workday. / Regional differences are defined as looking at the projected custora Value of mobile EVERY CUSTOMER shoppers in different regions HAS A STORY. two-year value for mobile and non- mobile customers across one retailer MAKE THE MOST OF IT. who primarily purchase using a company's iOS or Android app. / Time of day graph was generated from the daily proportion of sales in the three regions with the most mobile customers. M-commerce sales projection from Business News Daily. U.S. U.K. AUS. % OF SALES -22% %27