Mobile IQ

Transcription

Mobile IQ

January 11, 2012
SCOTT GALLOWAY
NYU Stern
Mobile IQ
© L2 2012 L2ThinkTank.com
Clinic
Mobile
nyc
January 19, 2012 NYU Stern
register now
Paris
January 24, 2012 Palais Brongniart
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Module 1: Welcome
Scott Galloway Founder, L2
Digital Omnivores: Key Insights Into Today’s
Connected Consumer
Mark Donovan SVP Mobile, comScore, Inc.
Mobile is Dead, Long Live Mobile
Andy Weissman Partner, Union Square Ventures
The Game Changer on the Path to Purchase
Jeremy Arnon Strategic Partner Development, Google
Q&A Session
Module 2: Evolving Strategy for Creative Execution in Mobile
Nuri Djavit Partner & CEO, Last Exit
HTML5: Going Web vs. Going App
Jason Baptiste Cofounder & CEO, OnSwipe
Lessons from “The Collection”
MZ Goodman & Simone oliver New York Times
Influencing Real Life Networks
Module 1: Welcome
Scott Galloway Founder, L2
The Mobile Landscape in Europe
Jeremy Copp VP, Mobile, Europe, comScore, Inc.
Evolving Strategy for Creative Execution in Mobile
Kent Valentine Engagement Director, Last Exit
Retail … Forever Transformed
Chuck Goldman Chief Strategy Officer, Apperian, Inc.
Case Studies & Best Practices in Prestige Mobile
Patrick Sarkissian CEO & Founder, Sarkissian Mason
Q&A Session
Module 2: The Google Mobile Platform
Robbie Douek Head of Mobile Sales & Operations, Google France
L2 Mobile Research
Maureen Mullen & Colin Gilbert Research & Advisory, L2
Hugo Boss: A Case Study
Tanuj Parikh Business Development Manager, GroupMe
Markus Aller Teamleader, Online Media, Hugo Boss
Joachim Bader Director, Mobile, SapientNitro
Insights from Prestige 100®: Mobile IQ
Q&A Session
MAUREEN MULLEN & Colin Gilbert Research & Advisory, L2
Q&A Session
Want to know more about your brand’s Mobile IQ?
CONTACT US
Mobile IQ
Mobile:
End of the Beginning
1. “Smartphone Shipments
Surpass PCs for the First
Time. What’s Next?” Chloe
Albanesius, PC Magazine,
February 8, 2011.
2. “IDC: Mobile Internet to
Pass PCs by 2015,” Mark
Hachman, PC Magazine,
September 12, 2011.
3. “Mobile Commerce
Forecast: 2011 to 2016,”
Sucharita Mulpuru, Forrester,
June 17, 2011.
4. “Shoppers Research Deals
via Mobile and Online Ahead
of 2011 Black Friday Sales,”
Miranda Miller, Search Engine
Watch, November 28, 2011.
5. “Tablets: Ultimate Buying
Machines,” Dana Mattioli,
Wall Street Journal,
September 28, 2011.
6. “Why Millionaires Love
Steve Jobs (and the iPad),”
Robert Frank,
WSJ Blog: The Wealth Report,
August 25, 2011.
In the fourth quarter of 2010, more smartphones
were shipped than PCs for the first time.1 By 2015, more
APPeal
users will access the Internet wirelessly via a mobile device than
Prestige brands have been prudish with mobile.
from a wired Ethernet connection.2 Over the next five years,
The mobile strategy for most brands has been dominated by
m-commerce sales are set to quintuple.3 On the year’s biggest
blind investments in iOS apps that lack utility and “stickiness.”
shopping day, Black Friday, online retail traffic from mobile
Seven in 10 brands in the Index maintain at least one iOS app, but
devices comprised 14.3 percent of page views, up from 5.6
less than a third of all apps produced are commerce-enabled.
percent last year, and mobile sales ballooned to 9.8 percent of
Use of features such as notifications, geolocation, and
online sales, up from 3.2 percent last year.4 Throughout the past
language specification is more limited. Less than a fifth of
decade, analysts have relentlessly predicted “The Year of Mobile.”
brands have developed a distinct, iPad-specific experience.
It now looks as if we are in the fledgling innings of a mobile era.
Game Changer
M-Commerce
The introduction of the iPad in April 2010 has escalated the mobile opportunity. Tablets register e-commerce
We believe the game will be won or lost via development and optimization of robust, device-agnostic
mobile commerce sites. Although two-thirds of brands
conversion rates of four to five percent versus three percent on
currently maintain a mobile site (the majority launched within
traditional PCs.5 The user demographics for the iPad and other
the past year), only 67 percent of these sites are commerce-
tablets illuminate the opportunity for prestige brands: 20 percent
enabled. Furthermore, use of such marketing tactics as mobile-
of individuals with $1 million or more in investable assets own
optimized search marketing, cross-platform mobile promotion,
a tablet and spend 50 percent more time on the device than
and mobile display advertising is scant.
on their smartphone.6
3
CONTACT US
Mobile IQ
p r e stig e 1 0 0 ® mobil e i n v e stm e n ts
Iconic, but Immobile
(December 2011)
While more than half the brands in the Index maintain
both an app and a mobile site, 16 percent of brands
have yet to produce either. Icons such as Hermès, Patek
Philippe, Bottega Veneta, and Marc Jacobs rely exclusively on
their traditional site experience, which in some cases proves
inaccessible on mobile devices. Mobile competence may be a
crystal ball for a brand’s global prospects. Ground zero for growth
70%
in prestige exists in emerging markets among a burgeoning
52%
Mobile App
middle class who are increasingly turning to a small screen to
66%
Both
16%
MobileOptimized
Site
learn about and ultimately purchase prestige brands’ products.
Neither
Mobile IQ = Innovation’s Canary
in the Coal Mine
Our thesis is that competence in mobile is
inextricably linked to shareholder value in the
prestige industry. Key to managing and developing a
competence is an actionable metric. This study attempts
mobil e comm e r c e sal e s F O RE C A S T 2 0 1 0 – 2 0 1 6
to quantify the mobile and tablet competence of Prestige
United States
100 brands. Our aim is to provide a robust tool to diagnose
®
(Source: Forrester, June 2011)
strengths and weaknesses and help managers achieve
31
greater return on incremental investment.
Like the platforms we are assessing, our methodology is
that improve our investigation and findings. You can reach
me at scott@stern.nyu.edu.
Regards,
Scott Galloway
Founder, L2
25
cagr: 39%
BILLIONS OF DOLLARS
dynamic, and we hope you will reach out to us with comments
19
14
10
6
3
Clinical Professor of Marketing, NYU Stern
2010
2011
2012
2013
2014
2015
2016
4
CONTACT US
Mobile IQ
Methodology
Mobile IQ Classes
40%
mobile sites:
Mobile-Optimized Sites:
Tablet Experience:
• Technology
• Compatibility
• Navigation & Search
• Ability to Transact
• Social Media Integration
• HTML5 Support
IQ Range
Class
140+
GENIUS
Mobile competence is a point of
differentiation. Brands pursue a
device-agnostic app/site strategy,
embrace m-commerce, and
consciously integrate mobile
across wider digital footprint.
• Customer Service
• Product Page
• Account & Check-Out
110–139
30%
Mobile Applications:
Availability:
App Store Performance:
Functionality:
• iOS (iPad Differentiation)
• Ratings
• Navigation
• Android
• Comments
• Pathway to Purchase
• Blackberry
• Update Frequency
• Personalization
• Windows Phone Series 7
• Language Support
• Phone Feature Utilization
Brands demonstrate high-quality,
high-impact approach to mobile within
a select dimension, sometimes at the
expense of a wider mobile offering.
90–109
AVERAGE
Efforts are siloed and inconsistent.
Mobile presence suggests explicit
preference for site versus app
strategy or is primarily concentrated in
low-cost entry platforms (e.g., geolocal).
• Symbian
15%
GIFTED
mobile marketing:
• Mobile SEO on Google & Bing
• Email: Mobile Compatibility & Cross-Promotion of Mobile Properties
• SMS: Sign-Up & Activity
15%
70–89
Limited mobile investment reflects
low prioritization relative to other
digital efforts.
innovation & integration:
• Integration: Promotion of Mobile Efforts on Site, Facebook, and Twitter
• Geolocal: Presence & Activity on Foursquare
• Innovation: Mobile Ad Campaigns, QR Codes, Mobile Wallet Support, etc.
CHALLENGED
< 70
FEEBLE
Investment does not match
opportunity.
5
CONTACT US
Mobile IQ
Brand
Ranking
Beauty &
Skincare
Rank Brand
Category
1
SEPHORA
Retail
2
NORDSTROM
3
Hospitality
Retail
Watches
& Jewelry
Mobile IQ Class
Description
LVMH
164
Genius
Long-standing, sustained, iterative investment in mobile pays off
Retail
Nordstrom, Inc.
156
Genius
New mobile app leapfrogs peer efforts with firm link between in-app and
in-store experience
MACY’S
Retail
Macy’s, Inc.
155
Genius
Active SMS program and Xmas app experience add unique elements to strong
mobile portfolio
4
NET-A-PORTER
Retail
Compagnie Financière
Richemont S.A.
143
Genius
Unique apps for local promotions, store exclusives, and spinoffs complement
strong mobile site
5
BLOOMINGDALE’S
Retail
Macy’s, Inc.
135
Gifted
Engaging, offer-centric mobile site overshadows generic iPad catalog app
6
L’OCCITANE EN
PROVENCE
Beauty & Skincare
L’Occitane
International S.A.
133
Gifted
Both mobile app and site feature weak aesthetics, but excel in functionality
6
TIFFANY & CO.
Watches & Jewelry
Tiffany & Co.
133
Gifted
“What Makes Love True” mobile app demonstrates strong geolocal aptitude
8
NEIMAN MARCUS
Retail
Neiman Marcus Group
125
Gifted
Differentiated app approach on iPhone (“Gifts”) vs. iPad (“Catalog”) works
to its advantage
9
INTERCONTINENTAL
HOTELS & RESORTS*
Hospitality
InterContinental
Hotels Group plc
119
Gifted
Presence across four of the five mobile app platforms; “Concierge Insider
Guides” iPad app provides unparalleled local insights for 100+ global properties
10
ESTÉE LAUDER
Beauty & Skincare
Estée Lauder
Companies, Inc.
115
Gifted
“Illumination” iAd campaign and high-functioning mobile site compensate for
one-dimensional apps
11
AVEDA
Beauty & Skincare
Estée Lauder
Companies, Inc.
113
Gifted
New “My Style” app invites users to upload personal hairstyle while mobile site
provides exclusive offers for mobile customers
12
RALPH LAUREN
Fashion
Ralph Lauren
Corporation
112
Gifted
Digital innovator demonstrates balanced investment across mobile app, mobile
site, tablet experience, and mobile advertising
13
SAKS FIFTH AVENUE
Retail
Saks, Inc.
111
Gifted
Strong iPad catalog app compensates for low-impact mobile site
Parent
Fashion
6
CONTACT US
Mobile IQ
Brand
Ranking
Beauty &
Skincare
Rank Brand
Category
13
YVES SAINT LAURENT
Fashion
15
DAVID YURMAN
Watches & Jewelry
16
DIANE VON
FURSTENBERG
17
Hospitality
Retail
Watches
& Jewelry
Mobile IQ Class
Description
Gucci Group (PPR)
111
Gifted
New mobile site brings fashion label in sync with advanced, beauty-centric apps
David Yurman, Inc.
104
Average
Mobile site launched in November is a welcome replacement for aging iPhone app
Fashion
Diane Von Furstenberg
102
Average
M-commerce does not carry over from site to app; instead promotes exclusives like
Signature Skin iPhone covers, the App Wrap dress, and DVF-endorsed music
ERMENEGILDO ZEGNA
Fashion
Ermenegildo Zegna
Holditalia S.p.A.
101
Average
Singular focus on iPad virtual store, which is consistently promoted across all
digital properties
17
MANDARIN ORIENTAL
hotel group
Hospitality
Jardine Matheson
Group
101
Average
“Cities by MO” provides expansion content for “MOHotels” app depending on
user’s destination or interest
17
RITZ-CARLTON*
Hospitality
Marriott International,
Inc.
101
Average
Simple, streamlined mobile site and “World Concierge” campaign on Foursquare
compensate for disappointing apps
20
FOUR SEASONS HOTELS
AND RESORTS
Hospitality
Four Seasons
Hotels, Inc.
100
Average
Industry leader in Foursquare followers, with tips for 83 properties
20
GUCCI
Fashion
Gucci Group (PPR)
100
Average
Sophisticated, technologically advanced “Gucci Style” app immerses user in
brand-curated content that extends well beyond the clothes
22
BURBERRY
Fashion
Burberry Group plc
99
Average
Second highest-scoring mobile site in Fashion enables brand to compete without
investing in apps
22
CLINIQUE
Beauty & Skincare
Estée Lauder
Companies, Inc.
99
Average
Early adopter of in-store iPad kiosks and one of only three beauty brands with an
active SMS campaign
22
JW MARRIOTT*
Hospitality
Marriott International,
Inc.
99
Average
Universal “Marriott International” app allows booking at JW properties and
provides external links to strong mobile web assets
25
PARK HYATT*
Hospitality
Hyatt Hotels
Corporation
98
Average
Cross-brand “Hyatt” app allows booking at Park Hyatt hotels; parent’s mobile site
provides extensive photo galleries of Park Hyatt properties
26
CLARINS
Beauty & Skincare
Clarins S.A.
94
Average
Strong search elements on mobile site; fragrance release (Thierry Mugler Angel)
proves a fan favorite in the app store
Parent
Fashion
7
CONTACT US
Mobile IQ
Brand
Ranking
Beauty &
Skincare
Rank Brand
Category
26
GIORGIO ARMANI
Fashion
26
OMNI HOTELS & RESORTS
Hospitality
29
TORY BURCH
Fashion
30
BERGDORF GOODMAN
Retail
31
COACH
Fashion
31
SOFITEL*
Hospitality
33
CHANEL
Fashion
33
CONRAD HOTELS
& RESORTS*
33
Hospitality
Retail
Watches
& Jewelry
Mobile IQ Class
Description
Giorgio Armani S.p.A.
94
Average
Touch-enabled mobile site compensates for unfocused, fragrance-centric app
store offering
TRT Holdings
94
Average
Mobile app and site do little to go beyond the basics
Tory Burch LLC
92
Average
Mobile store finder features Foursquare integration; no apps
Neiman Marcus Group
91
Average
“Shoe Salon” app and Foursquare Mayor specials prevent brand from falling too
far behind fellow retailers in absence of mobile site
Coach, Inc.
90
Average
Mobile users greeted with in-store signage that unlocks exclusive information on
Kristin collection
Accor
90
Average
Leverages “Accor Hotels” app and parent’s mobile site to its advantage, but
these assets dilute Sofitel brand
Chanel S.A.
89
Challenged
Fashion and accessories elements of mobile site still prove inaccessible, forcing
strict reliance on apps
Hospitality
Hilton Worldwide
89
Challenged
Unique app development for “Conrad” brand that proves interoperable with Hilton
Honors account
DOLCE & GABBANA
Fashion
Dolce & Gabbana
Industria S.p.A.
89
Challenged
“Fashion Channel” replicated across both mobile site and apps, but stops short
of m-commerce
36
ORIGINS
Beauty & Skincare
Estée Lauder
Companies, Inc.
88
Challenged
Mobile site features extensive user reviews of products but provides no way to
submit one’s own opinions on the go
37
CARTIER
Watches & Jewelry
Richemont S.A.
87
Challenged
Multiple iPad apps and strong universal “Cartier Bridal” app, but mobile shopping
experience leads to Call an Advisor
37
FAIRMONT HOTELS
& RESORTS
Hospitality
Fairmont Raffles
Hotels International
87
Challenged
President’s Club participation allows guests to share stories, with user photos
appearing alongside official property images
39
CALVIN KLEIN
Fashion
PVH Corporation
86
Challenged
CK One augmented reality experience available on three of the five mobile
platforms assessed
Parent
Fashion
8
CONTACT US
Mobile IQ
Brand
Ranking
Rank Brand
Beauty &
Skincare
Category
Parent
Fashion
Hospitality
Retail
Watches
& Jewelry
Mobile IQ Class
Description
Starwood Hotels &
Resorts Worldwide, Inc.
85
Challenged
Innovative ad campaign in Weather Channel iPad app takeover; eight property-specific
apps with limited functionality undercut superior utility of “SPG” cross-brand app
LVMH
84
Challenged
Innovative tie-in between Amble app and Foursquare does not save dead-end
mobile site experience
40
WESTIN HOTELS
& RESORTS*
Hospitality
41
LOUIS VUITTON
Fashion
41
M·A·C COSMETICS
Beauty & Skincare
Estée Lauder
Companies, Inc.
84
Challenged
Strong video content and M·A·C Artist profiles only exist on mobile site, not the
app store
43
LANCÔME
Beauty & Skincare
L’Oréal Group
82
Challenged
Advanced user-generated content element of mobile apps only partially
compensate for lack of mobile site
43
ST. REGIS*
Hospitality
Starwood Hotels &
82
Challenged
E-Butler app provides guest-specific functionality that goes beyond the basic
guest services book
43
WALDORF ASTORIA*
Hospitality
Hilton Worldwide
82
Challenged
Brochure-ware app mitigated by functional mobile site leveraging Hilton
Honors system
46
KIEHL’S
Beauty & Skincare
L’Oréal Group
81
Challenged
Clean mobile site navigation provides outlet for browsing but not buying
(Call to Order)
46
LE MÉRIDIEN*
Hospitality
Starwood Hotels &
81
Challenged
Heavy reliance on “SPG” app for mobile bookings; property-specific app limited
to Dubai
48
BARE ESCENTUALS
Beauty & Skincare
Shiseido Company,
Limited
80
Challenged
“Be a Force of Beauty” campaign incorporated QR codes tied to model’s bio,
look, and associated beauty products
49
RAYMOND WEIL
Watches & Jewelry
Raymond Weil S.A.
79
Challenged
December launch of official app rounds out mobile investment
50
AUDEMARS PIGUET
Watches & Jewelry
Audemars Piguet
Holding S.A.
76
Challenged
Comprehensive promotion of mobile footprint on site as brand extends app
experience to Android
50
RELAIS & CHÂTEAUX
Hospitality
n/a - Global Fellowship
76
Challenged
App “Guides” provide novel path to property discovery, but R&C remains the only
hospitality brand without a mobile site
50
SHANGRI-LA HOTELS
AND RESORTS
Hospitality
Shangri-La Asia
Limited
76
Challenged
Tokyo and Manila property apps do not extend to wider resort portfolio; mobile
site allows for limited property exploration
9
CONTACT US
Mobile IQ
Brand
Ranking
Beauty &
Skincare
Rank Brand
Category
53
HUGO BOSS
Fashion
53
JAEGER-LECOULTRE
55
Hospitality
Retail
Watches
& Jewelry
Mobile IQ Class
Description
Valentino Fashion
Group S.p.A.
75
Challenged
Site and apps still lack m-commerce, but do include innovative features like color
matching via camera image
Watches & Jewelry
Richemont S.A.
75
Challenged
“My Reverso” app provides user the freedom to visualize custom engraving
before reaching out to a concierge
SWAROVSKI
Watches & Jewelry
Swarovski AG
73
Challenged
SCVNGR hunt in London demonstrates willingness to experiment beyond the
app store
56
JUMEIRAH
Hospitality
Jumeirah Group
71
Challenged
Emirates Towers property claims sole app; iPad defaults to mobile site designed
for smaller screen
57
MORGANS HOTEL GROUP
Hospitality
Morgans Hotel Group
69
Feeble
Sections of mobile site (City Guides) revert back to main site; iPad defaults to
mobile optimized site designed for a smaller screen
58
PHILOSOPHY
Beauty & Skincare
Coty Inc.
68
Feeble
Strong gift finder and navigation filters differentiates mobile site
58
VALENTINO
Fashion
Valentino Fashion
Group S.p.A.
68
Feeble
Encyclopedic iPad app lacks personalized features, but mobile-optimized
shopping portal hints of progress
60
OMEGA
Watches & Jewelry
The Swatch Group, Ltd.
66
Feeble
Parallel mobile app/site designs feature comprehensive search tools
61
SMASHBOX
Beauty & Skincare
Estée Lauder
Companies, Inc.
65
Feeble
Innovative product QR codes direct users to video tutorial by makeup artist Lori
Taylor; recently optimized email marketing for mobile screens
61
VAN CLEEF & ARPELS
Watches & Jewelry
Richemont S.A.
65
Feeble
Mobile placeholder site offers access to catalog and store locator, circumventing
flash-heavy site
63
HUBLOT
Watches & Jewelry
LVMH
64
Feeble
360-degree product views, augmented reality features, and video content in app
do not distract from aging mobile site
63
ROSEWOOD HOTELS
& RESORTS
Hospitality
New World Hospitality
64
Feeble
One of only two hospitality brands without an app store presence
65
BULGARI
Watches & Jewelry
LVMH
61
Feeble
Brand replicates all product-specific apps across iPhone and iPad without
customization; “Bulgari Touch” site lacks m-commerce
Parent
Fashion
10
CONTACT US
Mobile IQ
Brand
Ranking
Beauty &
Skincare
Rank Brand
Category
66
BENEFIT cosmetics
Beauty & Skincare
67
THE PENINSULA HOTELS
Hospitality
67
ROLEX
Watches & Jewelry
69
BARNEYS NEW YORK
Retail
69
MONTBLANC
71
Hospitality
Retail
Watches
& Jewelry
Mobile IQ Class
Description
LVMH
59
Feeble
August test of in-store iPad kiosks demonstrates increasing innovation in mobile
space beyond HTML5 site
Hongkong and Shanghai
Hotels, Limited
58
Feeble
Mobile site requires guest to call or email reservations desk, forcing reliance on
buggy app
Rolex Holding S.A.
58
Feeble
Strong demand for third-party reference apps demonstrates (missed) opportunity
beyond mobile site and tablet e-magazine
Istithmar PJSC
57
Feeble
Remains the only retailer in the Index to shy away from the app store; no longer
redirecting to mobile site
Watches & Jewelry
Richemont S.A.
57
Feeble
Strong app presence and product specific-promotions do not compensate for
lack of a mobile site
CHOPARD
Watches & Jewelry
Chopard Holding S.A.
56
Feeble
App presence focused exclusively on “Happy Diamonds” collection; mobile site
features simple photo gallery
72
HARRY WINSTON
Watches & Jewelry
Harry Winston, Inc.
52
Feeble
“Harry Winston Timepieces” app has limited functionality; HTML5 enables solid
tablet experience
73
ELIZABETH ARDEN
Beauty & Skincare
Elizabeth Arden
51
Feeble
Mobile site for Prevage line of skincare products only
74
TOD’S
Fashion
Tod’s S.p.A.
50
Feeble
Limited mobile site and heavily promoted iPad apps are all about presentation,
not functionality
75
ALFRED DUNHILL
Fashion
Richemont S.A.
49
Feeble
E-magazine iPad app tests mobile aptitude by mirroring “Day 8” microsite
76
SHISEIDO
Beauty & Skincare
Shiseido Company,
Limited
48
Feeble
App store experience caters exclusively to Chinese market
77
BOBBI BROWN
Beauty & Skincare
Estée Lauder
Companies, Inc.
47
Feeble
Mobile-friendly email marketing demonstrates awareness of mobile consumers,
despite the lack of mobile apps/site
77
DE BEERS
Watches & Jewelry
LVMH
47
Feeble
Lack of a mobile site and apps partially offset by move to HTML5
Parent
Fashion
11
CONTACT US
Mobile IQ
Brand
Ranking
Beauty &
Skincare
Rank Brand
Category
79
IWC SCHAFFHAUSEN
Watches & Jewelry
79
MARC JACOBS
Fashion
79
PANDORA
Watches & Jewelry
82
CHLOÉ
83
Hospitality
Retail
Watches
& Jewelry
Mobile IQ Class
Description
Richemont S.A.
44
Feeble
Best-in-class quarterly e-magazine content does not include comments/ratings
LVMH
44
Feeble
Popularity on Foursquare compensates for continuing lack of
mobile apps/site
Pandora A/S
44
Feeble
Mobile app with updatable catalog and gift finder make up for the absence
of mobile site
Fashion
Richemont S.A.
43
Feeble
Mobile site provides look book, but no m-commerce functionality; no apps
VERSACE
Fashion
Gianni Versace S.p.A
40
Feeble
Lack of a mobile site and apps partially offset by move to HTML5
84
BOTTEGA VENETA
Fashion
Gucci Group (PPR)
39
Feeble
Catalogs featured on main site require Flash player, but email marketing
is mobile friendly
84
NARS
Beauty & Skincare
Shiseido Company,
Limited
39
Feeble
Full HTML5 site provides a strong asset from which to build a
mobile-specific experience
84
TAG HEUER
Watches & Jewelry
LVMH
39
Feeble
Mobile site is relegated to in-site map; multiple apps pulled from iTunes store
during study period
87
CHRISTIAN DIOR
Fashion
Christian Dior S.A.
| LVMH
37
Feeble
App presence only partially compensates for frustrating mobile
browsing experience
88
PRADA
Fashion
Prada Group
35
Feeble
Site browsing experience proves untenable on mobile device
89
VACHERON CONSTANTIN
Watches & Jewelry
Richemont S.A.
34
Feeble
“Snow Golf” makes for a poor outing in an industry obsessed with apps
90
SK-II
Beauty & Skincare
Procter & Gamble
32
Feeble
Flash fail on site; meanwhile, app store presence caters exclusively
to Korean market
91
FENDI
Fashion
LVMH
31
Feeble
Aging mobile site resembles brochure-ware
Parent
Fashion
12
CONTACT US
Mobile IQ
Brand
Ranking
Beauty &
Skincare
Rank Brand
Category
92
SALVATORE FERRAGAMO
Fashion
93
PIAGET
Watches & Jewelry
94
HERMÈS
95
Parent
Fashion
Hospitality
Retail
Watches
& Jewelry
Mobile IQ Class
Description
Salvatore Ferragamo
S.p.A.
29
Feeble
Seamless tablet experience has yet to migrate to the phone
Richemont S.A.
28
Feeble
The brand’s two product-specific apps have not been updated since August 2009
and August 2010, respectively
Fashion
The Hermès Group
26
Feeble
No app, no mobile site
ALEXANDER MCQUEEN
Fashion
Gucci Group (PPR)
25
Feeble
Flash fail on homepage, but online store functions
96
BALENCIAGA
Fashion
Gucci Group (PPR)
24
Feeble
Whatever you do, don’t pinch and zoom
97
OSCAR DE LA RENTA
Fashion
Oscar de la Renta,
Limited
22
Feeble
Flash fail exacerbates lack of mobile site/apps
98
BACCARAT
Watches & Jewelry
Baccarat Crystal
17
Feeble
Flash fail; relies on Neiman Marcus to facilitate m-commerce
99
MOVADO
Watches & Jewelry
Movado Group, Inc
13
Feeble
Site browsing experience proves untenable on mobile device
100
PATEK PHILIPPE
Watches & Jewelry
Patek Philippe S.A.
8
Feeble
Please Note: the “next generation” doesn’t use Flash
*Hospitality brands that leverage mobile assets maintained by a parent company and/or shared by sister brands (reward programs, booking systems, etc.) receive credit for those components
13
CONTACT US
Mobile IQ
MOBILE IQ DISTRIBUTION
Key
Findings
% of Brands per Mobile IQ Class
Sephora
Dispersion
Bloomingdale’s
L’Occitane en Provence
Almost half the brands in the Index register
4%
Tiffany & Co.
as “Feeble”—demonstrating widespread
underinvestment in mobile by a considerable
GENIUS
Estée Lauder
portion of the prestige sector. The disparity
>140
GIFTED
Neiman Marcus
InterContinental Hotels & Resorts
Nordstrom
mobile IQ
mobile IQ
110–139
10%
Aveda
between the Index leader (164 IQ points)
Ralph Lauren
and the Index laggard (8 IQ points) suggests
Saks Fifth Avenue
that this “mobile gap” is more the result of
Yves Saint Laurent
19%
With a median score of only 76, the majority
of brands are just beginning to make mobile
David Yurman
JW Marriott
Diane Von
Furstenberg
Park Hyatt
Ermenegildo Zegna
Giorgio Armani
Ritz-Carlton
Chanel
St. Regis
Waldorf Astoria
Dolce & Gabbana
Le Méridien
Origins
Cartier
Fairmont Hotels
& Resorts
Calvin Klein
Westin Hotels
& Resorts
Louis Vuitton
M·a·c Cosmetics
Lancôme
mobile IQ
Gucci
90–109
Burberry
Coach
CHALLENGED
Bergdorf Goodman
Sofitel
Morgans Hotel Group
Iwc Schaffhausen
Philosophy
Marc Jacobs
Valentino
Pandora
Omega
Chloé
Smashbox
Versace
Van Cleef & Arpels
Bottega Veneta
Relâis & Chateaux
Hublot
Nars
Shangri-La Hotels
& Resorts
Rosewood Hotels
& Resorts
Tag Heuer
Hugo Boss
Bulgari
Jaeger-LeCoultre
Benefit
Prada
Kiehl’s
Bare Escentuals
Raymond Weil
Audemars Piguet
Swarovski
mobile IQ
70–89
23%
FEEBLE
The Peninsula Hotels
Jumeirah
Rolex
Barneys New York
Montblanc
44%
mobile IQ
<70
Chopard
Harry Winston
Elizabeth Arden
Tod’s
Alfred Dunhill
Shiseido
Bobbi Brown
Omni Hotels
& Resorts
Tory Burch
Clinique
Conrad Hotels
& Resorts
Clarins
Four Seasons Hotels
& Resorts
investments, while a select few early investors
are pulling away from the pack.
Net-A-Porter
Mandarin Oriental
AVERAGE
nonparticipation than subpar performance.
Macy’s
De Beers
Christian Dior
Vacheron Constantin
Sk-Ii
Fendi
Salvatore Ferragamo
Piaget
Hermès
Alexander McQueen
Balenciaga
Oscar de la Renta
Baccarat
Movado
Patek Philippe
14
CONTACT US
Mobile IQ
Key
Findings
Mobile Site
Homepage
In the Company of Genius:
Sephora
While there are four Genius brands in the
Prestige 100®, Sephora exists in a class
of its own.
The brand’s mobile site feature product videos
organized by content type and filterable by
brand. Other key features include a GPS-based
store locator, shopping list creator, order
history/tracking, and a section for mobileexclusive offers.
iPad App Home Screen
Sephora’s iPhone app and mobile site share
the same basic look and feel, with the latter
offering additional features such as a “Beauty
Advice” section, “Try It On”—a tool that allows
Mobile Site
Product Ratings
Mobile Site
Video Library
iPhone App “Try It On” Tool
the user to adjust skin tone and nail polish
color on a virtual hand, and barcode scanning
functionality to augment in-store shopping.
The brand’s iPad app features how-to videos with
a side-by-side mirror powered by the device’s
camera, allowing users to see their own faces
while following makeup application instructions.
15
CONTACT US
Mobile IQ
Key
Findings
Beauty &
Skincare
Disparity
107
Genius
that achieved “Genius” or “Gifted” status, half
were retailers.
platforms. However, many investments from
125
101
Gifted
among the first to actively invest in mobile
Disparity
Disparity
140
customer set, hospitality brands have been
the 2009 timeframe are beginning to show their
Watches
& Jewelry
180
the Index, retail stands apart. Of the 14 brands
just below “Average.” Catering to a peripatetic
Retail
(December 2011)
contributes at least two brands to the top 20 of
Hospitality plays runner-up to retail, hovering
Hospitality
M obil e I Q D ist r ibutio n BY I N D U S T R Y
Mind the Gap
Although each of the five industries reviewed
Fashion
Disparity
AVG IQ
62
126
Disparity
90
110
Average
age—more than 15 percent of hospitality apps
have not been updated in the past 12 months.
90
Challenged
70
AVG IQ
86
AVG IQ
77
AVG IQ
65
AVG IQ
Feeble
58
Je
w
n= elr y
24
&
es
ch
W
at
&
ty
au
Be
Fa
s
n= hion
29
Sk
in
c
n= are
18
sp
it
n= ality
20
Ho
Re
t
n= ail
9
0
16
CONTACT US
Mobile IQ
Key
Findings
Beauty &
Skincare
180
Disparity
133
Disparity
20
Genius
terms of Mobile IQ.
Disparity
Of the larger and more diversified parent
115
AVG IQ
145
140
Disparity
34
Gifted
score skews toward the upper range of the
disparity. Six of the seven Estée Lauder
Disparity
68
brands register a mobile site score above
110
performance in one of the four dimensions.
Disparity
87
Disparity
AVG IQ
108
Average
the Index average, demonstrating consistent
Watches
& Jewelry
(December 2011)
hospitality typically perform above average in
organization for which the portfolio’s average
Retail
M obil e I Q D isp e r sio n by O w n e r ship
parent companies with a portfolio in retail or
companies, Estée Lauder is the only
Hospitality
Organizations with More than One Brand Represented in Index
Good Genes
In line with our industry-specific observations,
Fashion
AVG IQ
2
100
Disparity
7
AVG IQ
86
AVG IQ
87
Disparity
AVG IQ
83
5
Disparity
AVG IQ
82
1
Disparity
7
AVG IQ
72
AVG IQ
66
AVG IQ
63
AVG IQ
60
Feeble
70
Challenged
90
ld
w
Re
n= ide
so
2
rts
W
or
ld
w
n= ide
3
Va
L’O
le
ré
nt
a
in
lG
o
ro
Fa
sh
n= up
io
2
n
Gr
ou
p
S.
p
Co
n= .A .
m
pa
2
gn
ie
Fi
na
LV
nc
M
ièr
n= H
eR
9
ich
em
on
t
n= S.A
Gu
10 .
cc
iG
ro
up
(P
P
n= R)
5
Hi
lto
n
W
or
es
,I
n= nc.
7
Ho
te
ls
&
La
u
e
té
Es
ni
pa
om
rC
de
In
tt
rio
ar
M
St
ar
wo
od
na
io
at
rn
te
M
an
im
Ne
l,
I
n= nc.
2
Gr
o
n= up
2
s
ar
M
cu
ac
y’
s
I
n= nc.
2
10
17
CONTACT US
Mobile IQ
Key
Findings
mai n sit e s v s . mobil e sit e s
Prevalence of Basic Features
Mobile Commerce vs.
Mobile Experience
(December 2011, N=66)
In 2011, seven percent of all U.S. Internet
traffic came from mobile devices. Many
Prestige 100® brands are catching on to the
82%
82%
79%
growing importance of robust, multifunctional
mobile sites. While Google estimates that
just 21 percent of its advertisers have mobile
sites, two-thirds of brands in the Index
=
=
74%
67%
MAIN SITE
MOBILE SITE
67%
maintain them, and 67 percent of those sites
are m-commerce enabled.7
However, participation in m-commerce does not
fully capture the quality of the mobile experience.
In aggregate, across every category measured,
44%
41%
mobile sites examined consistently failed to
41%
replicate key features and functionalities found
on the main sites including videos, product
30%
search, and user ratings.
27%
26%
23%
20%
14%
9%
E-/M- Commerce
Enabled
7. “Google’s Battle
for the Mobile Web,”
Michael Boland,
Search Engine Watch,
November 25, 2011.
Store Locator
Video
Product/
Property Search
Multiple
Languages
Order/
Reservation
Tracking
User Ratings
Facebook
“like” API
18
CONTACT US
Mobile IQ
Key
Findings
P r e stig e 1 0 0 ® A P P L I C AT I O N S A c r oss S ma r tpho n e P latfo r ms
(December 2011)
# of Apps per Platform
iWorld
In mid-December 2011, the millionth app
was released in the mobile marketplace. 8
Approximately 15,000 apps are currently
released every week, a pace of development
that exceeds every competing form of media.
% of Brands in Index
196
iOS
70%
Seventy percent of Prestige 100 ® brands
have produced apps for mobile devices.
Development efforts are skewed heavily
toward the iOS platform. Every brand that
supports an app has developed for the iOS
platform and average nearly three unique
apps for Apple devices. While this investment
Android
does not map to device market share (Gartner
22%
estimates that Android represented 52.5
16%
Symbian
percent of smartphone sales in the third
Blackberry
quarter of 2011), it does reflect Apple’s
demographic advantage.
7%
9
Windows Phone 7
2%
8. “One Million Mobile
Apps, and Counting at
a Fast Pace,” Shelly
Freierman, New York
Times, December 11,
2011.
According to Hunch data released in August, compared to Android users, iOS users are:10
67% 60% 50% 37% 27% 18%
9. “Gartner Says Sales
of Mobile Devices
Grew 5.6 Percent in
Third Quarter of 2011;
Smartphone Sales
Increased 42 Percent,”
Press Release, Gartner,
November 15, 2011.
more likely to...
10. “Android vs.
iPhone: Battle of the
Mobile Operating
Systems,” Amanda
Green, Hunch, August
15, 2011.
Have an Annual
Household Income
of $200k or more
Have an
American Express
card
Have visited more
than five countries
Have a
graduate degree
Live in a city
Be women
19
CONTACT US
Mobile IQ
Key
Findings
Tablets: iOpportunity
Apple ended the first half of 2011 with nearly
D e v ic e - S p e cific app D e v e lopm e n t fo r i O S P latfo r m
37%
iPhone
62%
Both
16%
21%
a 70 percent share of the global market for
= UNIQUE IPAD CONTENT
= REPLICATED ON
BOTH DEVICES
tablets. As a product class, tablet devices
11
have proven a boon to m-commerce. Tablet
shoppers demonstrate a conversion rate
of four to five percent compared with three
percent on a PC.12 Even when compared directly
to smartphones, 25 percent of “dual owners”
surveyed by Ipsos demonstrate a preference
45%
to purchase on sites while using a tablet.13
iPad
Despite the evidence underscoring the growing
need to cater to tablet users, prestige brands
have been slow to adapt. Although 37 percent
of all brands have a presence on both the
iPhone and iPad, only 16 percent have created
a unique experience for iPad users rather than
simply replicating the same app across
Tabl e t E x p e r i e n c e
Site Optimization for Safari Browser on iPad
(December 2011)
both devices.
Loads
iPad Site
Development of iPad-specific site experiences
also lags. While 66 percent of brands maintain
11. “Media Tablet
and eReader Markets
Beat Second Quarter
Targets, Forecast
Increased for 2011,
According to IDC,”
IDC, Press Release,
September 14, 2011.
a mobile site, only seven have an iPad-specific
12. “Tablets: Ultimate
Buying Machines,”
Dana Mattioli, Wall
Street Journal,
September 28, 2011.
percent of brands that default to the PC site,
13. eMarketer, “Tablet
Owners Most Active
in M-Commerce,”
October 19, 2011.
components, which iOS does not support.
Loads
Mobile Site
7%
11%
experience. Furthermore, 11 percent of brands
in the Index are redirecting to their mobile site
on the iPad, often failing to take advantage of
the uptick in potential conversion. Of the 82
eighteen percent lack full functionality because
of the lingering presence of Adobe Flash
Loads Completely
Broken Site
Loads Partially
Broken Site
9%
9%
64%
Loads Site
20
CONTACT US
Mobile IQ
i O S A pps
Prevalence of Basic Features
(December 2011)
Key
Findings
Brochure-Ware
Rich Media & Interactivity
While iPhone apps dominate, sophistication
Social Media Integration
Personalization
51%
lags across the Prestige 100®. The majority of
brands have failed to adopt platform-specific
functionality that keeps the user experience
“sticky.” Less than a third of apps provide
integration with the iPhone’s GPS and native
40%
mapping software. Adoption of other features
39%
is even further behind: 17 percent of apps
35%
include iOS notifications, only 16 percent
incorporate the phone’s camera, and a mere
31%
five percent utilize the three-axis gyroscope
(the internal component that detects the de-
28%
vice’s orientation in space and translates the
user’s movements via tilt, shake, and
other motions).
22%
19%
17%
16%
16%
14%
9%
7%
Sh
ar
ing
via
Em
ail
Via
Fa
ce
bo
ok
Lin
Vi
ks
a
to
Tw
SM
itte
r
Br
an
d
Pa
ge
s
InAp
p
Ac
co
un
tS
ign
-In
Bo
ok
m
ark
Ining
Ap
p
La
S
ng
ea
ua
rc
ge
h
Sw
Un
i
t
c
loc
hin
ka
g
ble
M
Co
ini
nt
-G
en
am
t
eE
lem
en
ts
5%
sc
op
e
lity
Re
a
Gy
ro
m
er
a
ted
Ca
en
Au
gm
t
No
t
ific
ati
t
en
Su
pp
or
Co
nt
GP
S
de
o
Vi
on
s
5%
21
CONTACT US
Mobile IQ
Key
Findings
( L ack of ) Localizatio n
Language Support for Apps Posted to U.S. App Store (iOS)
Language Barriers
(December 2011)
Within the U.S. iTunes Store, only 27 percent
of the 196 apps reviewed provide support for
more than one language, and only 14 apps
90%
provide trilingual support for English, French,
and German. According to data from App
Annie, the U.S. accounts for 28 percent of the
download market for free iOS apps.14 France
and Germany are among the top-five nonEnglish-speaking markets for apps, together
representing seven percent of the download
market.
Unlike Asian markets, content within the
European iTunes Stores closely mimics that of
the U.S. For instance, in the French iTunes Store
87 percent of Prestige 100® brands produce
mirrored content with no perceptible alteration.
Only 23 percent of the apps have French
27%
language support (versus 96 percent with
English language support) and only 21 percent
19%
19%
have changed the description of the app to
more effectively cater to a French audience.
11%
8%
10%
7%
8%
3%
English
Multi-Lingual
French
German
Spanish
Italian
Portuguese
Chinese
Japanese
Korean
14. “The Importance
of Localization in App
Stores,” App Annie,
November 9, 2011.
22
CONTACT US
Mobile IQ
Key
Findings
T op 1 0 : M ost C omm e n ts R e c e i v e d ( i O S A P P S )
The Impact of Public Opinion
(January 2012, N=108)
In May, ABI Research reported that the iTunes
Store ranking algorithm would begin taking
into account qualitative information such
as user reviews and frequency of usage.15
This additional wrinkle in iTunes SEO has
SEPHORA:
Sephora to Go
285
put newfound emphasis on garnering high
CLARINS:
Thierry Mugler—Angel
ratings and significant user reviews in
addition to downloads.
The speed with which these apps have
garnered a positive reputation is reflected
in their relative standing in the App Store.
In December, Nordstrom had the highest
placement among the five Prestige 100
264
MACY’S:
Macy’s iShop
231
NORDSTROM:
Nordstrom
220
®
brands appearing on the Top-200 Free iPhone
Apps listed in the Lifestyle category (#13).
Similarly, Marriott had the highest placement
among the six Prestige 100® brands appearing
MARRIOTT INTERNATIONAL, INC.:
Marriott International
215
HILTON WORLDWIDE:
Hilton
167
on the Top-200 Free iPhone Apps listed in the
STARWOOD HOTELS
& RESORTS:
SPG Mobile App
138
BERGDORF GOODMAN:
Today’s Shoe
115
INTERCONTINENTAL
HOTELS GROUP:
Priority Club Rewards
111
LANCÔME:
Lancôme Make-Up
0
40
0
35
0
30
0
25
0
20
0
0
10
50
98
0
15. Chantal Tode,
“Changes to iTunes
app ranking algorithm
will have wide impact:
experts,” Mobile
Marketer, May 5, 2011.
15
Travel category (#26).
23
CONTACT US
Mobile IQ
i O S A pps : U s e r S e n tim e n t
The volume of ratings and comments associated with an app is largely
Number of Ratings vs. Number of Stars Received
a function of the time elapsed since release. Only three Prestige 100®
apps released in the past year appear on both the top-10 lists for overall
comments and a favorable combination of quantity vs. quality of ratings:
Giorgio Armani
Acqua for Life
Clarins
Thierry Mugler Angel
Nordstrom
CLARINS:
Thierry Mugler Angel
(v1.2)
Nordstrom
(v1.2)
Marriott
(v1.4)
September
November
August
2011
2011
2011
264
302
336
264
220
215
Marriott International
Tiffany & Co.
Engagement Ring
Finder
Release
Year
Gucci
Style
Ratings
Stars
Comments
# of ratings submitted
Note: Horizontal axis (# of ratings submitted) is graphed on a logarithmic scale.
24
CONTACT US
Mobile IQ
Key
Findings
Plain-Text MobileOptimized Email
M obil e O ptimizatio n of Email M a r k e ti n g
Email Optimization
(December 2011)
During the second half of 2011, mobile
email open rates increased 34 percent, with
consumers opening 23 percent of all emails
on their mobile devices.16 Although 78 percent
of Prestige 100® brands engage in email
marketing, only 24 percent have links to
mobile-optimized versions of their email
78%
content, and 55 percent opt to provide
links to plain HTML versions.
Low-hanging fruit abounds. Within their
marketing emails, just 18 percent of brands
with mobile sites have links to their mobile
properties and only 19 percent of the brands
53%
with mobile apps include download links to
the corresponding app store.
Regular, Non-MobileOptimized Email
24%
13%
11%
es
im
Pr
o
ize
pe
d
r ti
Si
te
ps
Ap
o
kt
ob
-O
rM
ile
he
ob
Ot
M
o
kt
kt
HTML-Based
Email In Mobile
Browser
ile
pt
Lin
o
Lin
Lin
Ac
tiv
e
Em
ail
M
ar
ke
16. “Mobile, Webmail,
Desktops: Where Are
We Viewing Email
Now?” Return Path,
research study,
December 2011.
Lin
Ve k to
rs P
ion la
of in W
Em eb
Lin
ail
kt
o
M
ob
Ve ile
rs -O
ion pt
of imiz
Em ed
ail
tin
g
2%
25
CONTACT US
Mobile IQ
T op 1 0 : F ou r squa r e B r a n d F ollow e r s
Key
Findings
(December 2011)
180
160
Check-in
140
Only five percent of Americans use geolocal
120
80
65,923
60
32,191
31,367
11,330
e
8,699
ôm
nc
La
·A
·C
ea
so
an ns
d H
Re ot
so els
r ts
de
xA
ve
M
ra
ge
15,797
rS
Fo
u
Bl
increased by nearly 30 percent, from 540,000
18,412
In
oo
Lo
Hu
go
Bo
ss
s
le’
da
m
c
ing
co
Ja
y’s
n
to
Vu
it
uis
brands with a detectable Foursquare presence
ac
0
cities, total check-ins generated by the 94
M
London, Paris, Milan, and Tokyo). Across all
Gu
cc
i
20
bs
20,098
study period (New York City, San Francisco,
ch
across the six cities L2 examined during the
ur
38,244
40
yB
growth at retail locations and local properties
49,918
To
r
Prestige 100® brands registered high check-in
ar
twice as likely to share product information.17
100
M
skew younger, register higher income, and are
(in thousands)
apps at least once a month, but these active
users represent a high-value demographic. They
170,357
to 700,000 over a four-week period.
Nonetheless, only 27 brands in the Index
T op 1 0 : F ou r squa r e Locatio n C h e ck- i n s
maintain an official Foursquare page, five of
(December 2011)
which were classified as “zombie” accounts
142,229
=
Maintains Foursquare Brand Page
=
=
=
New York City
(i.e., no recent activity registered from the
associated brand).
48,827
ve
ra
er
ide
n
ge
7,080
xA
th
Fif
17,077
Le
M
Av
en
ue
Yo
rk
ks
sN
ey
rn
Ba
18,066
In
de
21,782
ew
str
rd
Ho
tal
en
tin
No
tel
s
om
22,612
Sa
30,899
ra
ph
o
Se
Co
n
Bl
oo
m
ing
da
le’
s
W
es
an tin
d H
Re ot
so els
r ts
y’s
ac
31,727
International
er
M
or
ga
ns
Ho
t
el
Gr
17. “Marketing Via
Geosocial Apps: Why
and How,” Melissa
Parrish, Forrester
Research, December
6, 2011.
M
ou
p
36,159
San Francisco
Int
62,417
26
CONTACT US
Mobile IQ
Key
Findings
A v e r ag e G lobal M o n thly S e a r ch e s fo r P r e stig e 1 0 0 ® B r a n ds
Desktop/Laptop vs. non-PC Devices
Searching On The Go
(Source: Google AdWords, November 2011)
Fourteen percent of global monthly Google
searches for Prestige 100® brands originate
from mobile devices, which is significant
=
=
given that non-computer devices account for
less than seven percent of traffic in the U.S.
NON-PC DEVICE
dESKTOP/LAPTOP
14%
and less than five percent of traffic among
the EU5 (France, Germany, Italy, Spain, and
the U.K.).18,19
Paid mobile search is rapidly growing in
importance. In October 2011, mobile accounted
86%
for approximately 15 percent of all clicks and 13
percent of all impressions on Google. During
December, it is estimated that those figures rose
to 25 and 20 percent, respectively.20
Despite strong evidence for the need to
customize traditional SEM/SEO efforts for
mobile platforms, few Prestige 100® brands
18. “Smartphones and
Tablets Drive Nearly
7 Percent of Total
U.S. Digital Traffic,”
comScore press
release, October 10,
2011.
19. “Smartphones
and Tablets Drive
Nearly 5 Percent of
Digital Traffic in EU5,”
comScore press
release, October 26,
2011.
appear to be taking proactive steps. Of
search returns rendered on a mobile device,
only 13 percent of brands have links to any
element of their mobile presence on the
first page of Google returns. Fewer than 25
percent include customer service or contact
17% of Aveda’s Global Monthly
Searches originate from mobile
devices, which the brand capitalizes
on with mobile-specific SEO.
Locations map
from the organic
results
First curated result
features links to the
location finder and
account access
info. Just over a third of the brands have store
locators and/or maps returned in their results.
20. “Mobile Paid
Search Share
to Skyrocket in
December; Remains a
Significant Bargain,”
James Beveridge,
Performics blog,
November 22, 2011.
Sponsored ad links
to mobile site
27
CONTACT US
Mobile IQ
Key
Findings
Cross-Promotion
S it e - S p e cific P r omotio n of S ocial M e dia Effo r ts v s . M obil e Effo r ts
Mobile efforts often sit in isolation from the
overall digital footprint of Prestige 100® brands.
82%
Only 28 percent of the brands in the Index are
developing mobile apps promote them on
their main sites. In contrast, 82 percent of the
brands link to their Facebook pages and 66
66%
percent to their Twitter accounts.
39%
Only three brands maintain custom tabs on
Facebook dedicated to mobile properties.
Within a sample of 50 consecutive wall posts,
20 brands linked to their iOS app pages in the
iTunes Store, four linked to their apps in the
Android marketplace, three linked to their mobile
sites, and nine linked to other mobile-related
properties like Foursquare and Instagram.
Within a sample of 100 consecutive tweets,
just 13 brands linked to their iOS apps in
the iTunes Store, one linked to its app in the
Android marketplace, three linked to their
mobile sites, and 12 linked to other mobile-
28%
related properties.
Promotion of mobile apps on Sephora’s homepage
Mobile Apps
28
CONTACT US
Mobile IQ
Flash
of Genius
Augmented Reality
Goes Mainstream
In March 2011 Calvin Klein began a global
campaign designed to relaunch “CK One” as
a lifestyle brand for the digital generation. The
Print Augmented
Reality Ads
360-degree campaign spanned television,
print, billboard, online advertising, social
media, and mobile.
The mobile component of CK One encouraged
users to find, reveal, and watch locked
multimedia content by scanning print material
Locked
Content
and billboards—effectively bridging
the traditional media and digital media
components of the campaign. The supporting
technology leveraged image recognition
instead of QR codes to enable discovery. The
campaign yielded 117 million impressions of
the augmented reality print ads. The cross-
Reveal, Find,
Watch
platform campaign was optimized for iOS,
Android, and Symbian devices.
Billboard Augmented
Reality Ads
29
CONTACT US
Mobile IQ
Flash
of Genius
Mobile Pick Me Up
Style Profile guides
you to collections
of distinct looks
In November, Nordstrom launched a new app
catapulting the brand to mobile leadership
in the competitive retail category. The app’s
built-in barcode scanner allows customers
to determine whether a particular product is
available at a local Nordstrom, including instore pickup. A calendar of upcoming events
at preferred stores further bridges the online/
offline connection. Lastly, “Style Profile”
provides users with the ability to browse a
curated product selection.
The Nordstrom app has already accumulated
nearly 200 comments in the iTunes Store.
Buy, Bookmark, Share, or…
Pick-Up In-Store
Upcoming Events at
“My Stores” bridges
in-app and in-store
experiences
30
CONTACT US
Mobile IQ
Flash
of Genius
Mirror, Mirror on the Device
Virtual makeup apps have become table
stakes in the beauty industry, making
differentiation increasingly difficult. YSL’s
ColorMirror app, released on the iPhone
and iPad in October, successfully pulls
away from the pack, providing enough
functionality to meet the needs of both
makeup enthusiasts and professionals.
The app showcases all available shades
and colors for nearly 40 products in 12
categories. With advanced layering and
opacity options, this toolbox provides the
Biometric recognition
of user image
user with freedom to experiment on a virtual
model or an imported photo. The sixty-five-
Blank Canvas
Infinite combinations
of featured YSL
beauty products
point biometrics ensures imported images
are optimized to work precisely with the
paintbrush tools. Most importantly, the app
steadily builds an informative basket of
items used to create a unique look for
offline purchase.
Shopping list of
products used to
create unique looks
Before/After
comparison
31
CONTACT US
Mobile IQ
Flash
of Genius
Mobile as Media Platform
Since late 2010, IWC has been porting the
quarterly edition of its Watch International
magazine, conceived by German design
studio Ringzwei, to the iPad. The content
found in these digital issues is diverse,
spanning sporting events, celebrity profiles,
technical innovations, and examples of
cutting-edge design.
This e-mag distinguishes itself from others
in several ways. It features superior,
Watch International e-mag
(issued quarterly)
consistent design that mimics the aesthetics
showcased in the company’s redesigned
site (launched February 2011). Furthermore, it
has several compelling interactive elements:
Intuitive navigation,
bookmarking, and
social sharing APIs
additional content is unlocked by changing
the orientation of the device, content is
easily shareable, and entries to sweepstakes
are solicited from readers within the app itself.
Select product
promotion tied to
themes explored in
each issue
32
CONTACT US
Mobile IQ
Flash
of Genius
Multiplatform
Brands in the Index struggle with multi-platform
app development. Through the Priority Club
Rewards app (shared with numerous sister
brands), prospective guests can book rooms
Discovery of 100+ properties
at InterContinental properties on iOS, Android,
BlackBerry, and Windows devices.
InterContinental Hotels Group (IHG) produces
seven additional apps for iOS, including the
innovative Concierge Insider Guides. This
iPad app provides exploration of more than
Introduction to Resident Concierge
with push to reservation system
120 global hotels. Each property has an
introductory video from the resident concierge,
insider tips, shopping and eating destinations,
and an interactive map highlighting local
points of interest. The app pushes users
to check room availability and to make a
Insider Tips pertaining
to destination
reservation through a web-based agent.
These investments appear to be paying off.
IHG’s revenues from mobile booking in 2011
are expected to exceed its previous forecast
of $130 million (up from $38 million in 2010
and $2.5 million in 2009).21
Interactive map with which
to plan travel itinerary
21. Karen Jacobs,
“InterContinental
sees mobile bookings
sales rising,” Reuters,
December 21, 2011.
33
CONTACT US
Mobile IQ
Flash
of Genius
See the French Sites
French beauty brand L’Occitane demonstrates
several best practices across the Index. It
remains the only beauty brand and one of
only 19 brands in the Index with multiple
language settings on its mobile site. The
site’s persistent navigation and search
L’Occitane’s
simple but highly
functional mobile
homepage
utility highlight L’Occitane’s commitment
to m-commerce. During the 2011 holiday
season, L’Occitane introduced a Gift Finder
tool to help users determine appropriate gifts
based on gender, ingredients, and price.
In addition, L’Occitane was one of only seven
brands to offer an FAQ section and one
of only eight brands to offer feedback on
mobile site functionality. Inclusion of email,
Includes customer
service, Facebook
“Like” API, and links
to social media
Facebook “Like” and Tweet APIs allow users
to share their favorite products.
Robust gift-generating
tool—introduced for the
holiday 2011 season
34
CONTACT US
Mobile IQ
ferragamo.com
main site with
Flash elements
Flash
of Genius
Tablet Rasa
The vast majority of brand sites (91 percent)
are viewable on Apple’s iPad tablet, which
as of October 2011 accounts for 97 percent
of all U.S. tablet impressions.22 Considerably
few, however, have developed an iPad or
Ferragamo’s iPad-specific
experience replicates
main site functionality
tablet-optimized experience.
Salvatore Ferragamo, which was criticized for
not developing a mobile site in conjunction
with its banner ads on the New York Times’
iPhone app last fall, has developed a
robust iPad site that seamlessly reflects the
aesthetic and most of the functionality of the
fashion brand’s main, nonmobile site.23
Although that site is run with Adobe Flash,
Ferragamo’s iPad offering looks, feels and
acts like ferragamo.com. The former’s
m-commerce experience mirrors the latter’s
e-commerce experience, including a scrollthrough slideshow of related items on the
bottom of each product page.
22. Terrence O’Brien,
“iPad accounts for 97
percent of U.S. tablet
traffic online,” Engadget, June 24, 2011.
23. Kayla Hutzler,
“Ferragamo misses
the mark with mobile
New York Times ads,”
Luxury Daily, September 26, 2011.
35
CONTACT US
Mobile IQ
Westin’s “Wipe
Away Your Weather”
Campaign
Flash
of Genius
“Wipe Away Your Weather”
The market for mobile ads is quite
fragmented. The total U.S. market in 2011
was a mere $630 million ($3.3 billion
globally), albeit growing at 43 percent
annually.24 Moreover, no single platform has
established dominance, with the top three
domestic players—Google, Millennial Media,
and Apple—splitting 58 percent of mobile
display ad revenue.25 This landscape affords
broad opportunity for experimentation and
innovation by brands.
In October, Westin sponsored The Weather
Channel’s redesigned 3D iPad app. Users
could browse properties and book rooms
without leaving the confines of the app.27
Most notably, the advertisement began by
taking over the home screen with virtual bad
weather to match local conditions (e.g, rain
24. Press Release,
“Gartner Says Worldwide Mobile Advertising Revenue Forecast
to Reach $3.3 Billion in
2011,” Gartner, June
16, 2011.
or snow), then encouraged users to “Wipe
Away Your Weather” to reveal appealing
Westin getaways.
25. Emily Steel &
Jessica Vascellaro,
“A Rare Apple Compromise,” Wall Street
Journal, December 13,
2011.
26. Rimma Kats,
“Westin Hotels & Resorts bolsters mobile
bookings via TWC iPad
Sponsorship,” Mobile
Commerce Daily,
October 24, 2011.
Weather Channel’s
Redesigned iPad App
36
CONTACT US
Mobile IQ
Flash
of Genius
New and improved
iPhone app launched
August 30, 2011
Shoes About Town
Bergdorf Goodman’s Today’s Shoe app has
been around for two years—an eternity on the
iTunes Store. In late August, the brand released
the third version of the app, incorporating
several requested features: sort by designer,
shopping cart, and social sharing.
While these features are welcome additions,
the wider efforts of the digital team deserve
equal praise. Instead of releasing the new
and improved app in a vacuum, Bergdorf timed
the upgrade to coincide with a parallel digital
effort, all building up to the re-launch of the
physical Shoe Salon on Two. On September 12,
Blog post announcing
app upgrade
“Shoes About
Town” powered by
Instagram launched
September 12, 2011
Bergdorf introduced the Instagram-powered
Shoes About Town map, which displays user
submitted, geo-tagged images of footwear
over a stylized map of Manhattan.
In this instance, Bergdorf demonstrated a
mobile strategy that integrated disparate
efforts, experimented with an emerging
platform, and revitalized an aging asset.
37
CONTACT US
Mobile IQ
TEAM
SCOTT GALLOWAY
Clinical Professor of Marketing, NYU Stern
Founder, L2
Scott is a Clinical Professor at the NYU Stern School of Business
where he teaches brand strategy and luxury marketing and is the
founder of L2, a think tank for prestige brands. Scott is also the
founder of Firebrand Partners, an operational activist firm that
has invested more than $1 billion in U.S. consumer and media
companies. In 1997, he founded Red Envelope, an Internet-based
branded consumer gift retailer. In 1992, Scott founded Prophet, a
brand strategy consultancy that employs more than 120 professionals in the United States, Europe, and Asia. Scott was elected
to the World Economic Forum’s “Global Leaders of Tomorrow,”
which recognizes 100 individuals under the age of 40 “whose accomplishments have had impact on a global level.”
Scott has served on the boards of directors of Eddie Bauer
(Nasdaq: EBHI), The New York Times Company (NYSE: NYT),
Gateway Computer, eco-America, and UC Berkeley’s Haas School
of Business. He received a B.A. from UCLA and an M.B.A. from
UC Berkeley.
COLIN GILBERT
L2
Colin is a strategic consultant with more than three years of
experience working at the nexus of the public and private
sectors. Serving as a principal at the Civitas Group in
Washington, D.C., he helped lead research, advisory, and
due-diligence engagements for a range of clients spanning
technology start-ups, defense contractors, and government
agencies and specialized in matters pertaining to cloud
computing, cybersecurity, and online privacy. Colin received
a B.A. in History from Stanford University and an M.P.A.
from the London School of Economics. While completing
his graduate studies abroad, he worked with Accenture to
construct case material used to demonstrate the versatility
of the firm’s Public Service Value (PSV) methodology.
Maureen Mullen
L2
Maureen leads L2’s research and advisory practice where she
helped develop the Digital IQ Index®. She has benchmarked the
digital marketing, e-commerce, and social media efforts of more
than 300 brands across pharma, auto, luxury, specialty retail,
beauty, and the public sector. Maureen also has led digital strategy
consulting engagements for a variety of Fortune 1000 clients.
Before joining L2, Maureen was with Triage Consulting Group and
led managed care payment review and payment benchmarking
projects for hospitals, including UCLA Medical Center, UCSF, and
HCA. Maureen has a B.A. in Human Biology from Stanford University and an M.B.A. from NYU Stern.
JON WEINBERG
L2
Jon Weinberg began his career as a strategist and
copywriter at The Moderns, a boutique Manhattan-based
branding consultancy, where he worked with clients ranging
from start-ups to Fortune 1000 corporations. While
there, he managed digital strategy for both the firm and
its clients. Jon received an A.B. in Government with a
secondary in Near Eastern Language and Civilizations
from Harvard University, where he served as an associate
editor for the Harvard International Review.
CHRISTINE PATTON
L2
Christine is a brand and marketing consultant with more than
15 years of experience creating brand identities and marketing
communications for aspirational and luxury brands. As creative
director of L2, she leads the translation of the L2 brand across all
touchpoints, with a particular focus on the visual packaging of L2’s
research. She began her career at Cosí, where she developed the
brand and oversaw its evolution from concept through growth to
100 restaurants. Since then she has provided creative direction
for a wide array of clients, including the launch of Kidville and
CosmoGIRL! magazine. Christine received a B.A. in Economics
and Journalism from the University of Connecticut and an M.B.A
from NYU Stern.
Jessica Braga
L2
Jessica, a freelance art director, specializes in identity, iconography, event graphics, and invitations. She began her career in
fashion, designing textiles and prints at Elie Tahari’s studio in New
York City, and then focused on the Elie Tahari brand aesthetic and
consistency in design across its many developing disciplines.
Desiring to explore other facets of design, she went on to become
the art director of a small, prestigious design firm in Chelsea,
where she focused on event graphics, digital and print collateral,
and brand aesthetics for companies both large and small. Jessica
holds a B.F.A. in Graphic Design, and an A.A.S. in Illustration from
Rochester Institute of Technology.
Aaron Bunge
L2
Aaron is a freelance graphic designer who specializes in print
design, branding and identity, packaging, and web design. His
approach is both aesthetic and functional, characterized by clear,
intelligent design appropriate to the project at hand. He began his
career tailoring projects for the Chinese, Australian, and U.S. markets across multiple design disciplines and in multiple languages.
Aaron has a B.F.A. in Graphic Design from Iowa State University.
38
UPCOMING EVENTS
L2 Clinic Mobile
L2 is a think tank for digital innovation.
We are a membership organization that brings together thought leadership
from academia and industry to drive digital marketing innovation.
01.19.12 New York City
01.24.12 Paris
L2 Lunch Identifying Facebook Super Fans
Resea r ch
02.23.12 New York City
Digital IQ Index®: The definitive benchmark for online competence, Digital IQ Index® reports score
brands against peers on more than 350 quantitative and qualitative data points, diagnosing their
digital strengths and weaknesses.
L2 Clinic Mobile in APAC
03.02.12 Shanghai
EVENT S
Forums: Big-picture thinking and game-changing innovations meet education and entertainment.
L2 Lunch Google+ vs. Facebook
The largest gatherings of prestige executives in North America.
03.06.12 Paris
300+ attendees
Clinics: Executive education in a classroom setting with a balance of theory, tactics, and
case studies.
120 –180 attendees
UPCOMING Research
Working Lunches: Members-only lunches led by digital thought leaders and academics.
Digital IQ Index® Reports:
Prestige 100® Reports:
Topic immersion in a relaxed environment that encourages open discussion.
Hospitality
Brazil, Russia, India, China
40 – 80 attendees
Broadcast Media
Facebook IQ
MBA Mashups: Access and introduction to digital marketing talent from top business schools.
consultin g
Advisory Services: L2 works with brands to garner greater return on investment in digital initiatives.
Advisory work includes Digital Roadmaps, Social Media Strategy, and Site Optimization engagements.
Magazines
upcoming member benEfits
Members Site:
In the first quarter L2 will launch real-time tracking of digital
MEM BE R SHIP
For membership info and inquiries: membership@L2ThinkTank.com
metrics (vs. peers).
A Think Tank
for DIGITAL INNOVATION
51 East 12th Street, 2nd Floor
New York, NY 10003
W:L2ThinkTank.com
E: info@L2ThinkTank.com

Mobile IQ

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