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Mario Thomas - Managing Director - Chapter Eight
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Chapter EightA Case Study: The Gift Experience Cracks the QR Code
A (little) bit about us...
• Founded in 2002
• Full service ecommerce specialist
• Specific focus on multi-channel retail
• Now have over 500 websites under management
• Have an extensive UK reseller network as well as corporate accounts
• One of only a handful of PCI DSS Level 1 Certified providers in UK
• Also now a Payment Service Provider (including acquiring)
Vital Statistics
• Over 70 million visits to Chapter Eight websites in 2010
• Served over 480m page impressions in 2010
• Served over 20m unique visitors in 2010
• Sent over 28m emails in 2010
• Over 500 customers across 25 different industry sectors
• Reseller network of 15 resellers (one with a further 250 resellers)
• Over 2 million pages published on our client websites
• Over 1 million pages indexed in Google
• Over 50,000 page one positions
• Over 10,000 number one positions
• Publish to multiple platforms; desktop, mobile, tablet
• Standards compliant websites
• Naturally search engine friendly
• Processed £194m in ecommerce transactions in 2010
• Over 528,000 purchases made on our websites in 2010
• £457,213,474 of orders taken on our websites
•Will hit £500,000,000 in November 2011
• Hit 1.5m purchases in February 2010
• Over 425,000 product lines (unique SKU’s)
On Cyber Monday 2010we processed £37 per second of transactions
What Are QR Codes?
• A ‘new’ type of barcode
• Actually been around since 1994
• Originally used by a Toyota subsidiary for tracking parts
•Marketing take up began around 2009
• Advent of smart phones and Apps has seen explosion in use
• Seen everywhere and in some places you might not expect
Where Can They Be Used?
• Everywhere!
• From clothing labels, to billboards
• Business cards
• Flyers
•Websites
• The list is endless!
Should I Be Using QR Codes?
• Are your customers likely to be using QR codes
• Are your customers using mobile
• Are your customers reaching you online
• Try it, you’ll never know otherwise
• Limit initial trials if you feel uncomfortable about them
• Then broaden scope of use into wider marketing campaigns
•Mobile is everywhere
• Customers expect you to support it
• QR codes is a great way of driving traffic
• Include them in your mobile plans
• 44% of handsets are smart phones - companies need to respond
• Gives a personalised service to customers coming to you from them
•Mobile marketing - QR codes - bringing web & mobile together
• Fully trackable and can be linked to existing customer profile data
How Do I Create Them?
• Lot’s of websites that do it for you
• It’s free - so create as many as you want
• Not like barcodes - can be generated at will
• http://qrcode.kaywa.com/ - easy to use and understand
The Gift Experience
• Client since 2003
• Privately Held Company
• One of the UK’s top 5 gift websites
• Over 150,000 customers
• Pure play online retailer
•Wanted to reach a mobile audience
• And then drive traffic from mobile in new ways
• Enter:
• A mobile website
• QR Codes
Going Mobile
• Reach a growing mobile audience
• All using the existing website on mobile devices
• Ensure checkout was as seamless as possible
• Try to increase order values and conversion rates over main website
• Had to be managed alongside existing site - same back office
•We developed a mobile website
• Great for product browsing
• The first in the UK to use PayPal Mobile Payments
• Targeted at iPhone, Android, Windows Mobile, Blackberry
• Optimised for 3G networks, fast and lightweight
• Fully integrated with existing website
• Single customer view means joined up customer experience
• Support for multiple platforms (removes App/Web debate)
• Achieves ‘The Martini Effect’ for customers
• 58% increase in mobile traffic since launch
• 123% increase in mobile orders since launch
• 1121% uplift in year-on-year revenue since launch
• Average order value is higher on mobile than full website
• Customers LOVE it!
Cracking the QR CodeWhat We Did Next
•Wanted to drive more traffic to the mobile website
• Using QR codes seemed like an obvious route
• Integrated with the WebGains voucher code tool
• Provided multi-format tracking across web, mobile and print
Cracking the QR CodeHow it Works
• QR Code is generated
• Displayed through active campaigns across
•Mobile
•Website
• Customer scans QR code with QR Reader App
• App reads code and finds URL information
• App opens web page using mobile browser
•Website detects platform and displays mobile site to customer
• Now for the clever stuff!
• URL in QR code contains unique redemption code
•When customer goes to shopping basket, code is auto-filled
• Code is tracked through WebGains
• Sale is tracked and affiliate commissions are calculated and paid to referrer
Cracking the QR CodeResults
• Customers love QR codes
• Because they are personalised they really engage with them
• A wider range of mobile devices are using the mobile site
• Not just the iPhone generation
• Conversion rates on QR originating orders with custom promo code are 32% higher than non-QR originating orders.
Cracking the QR CodeThe Future
• Extension of use to flyers sent in purchase packaging
•Will play a key part in all collateral (both online and offline)
• All campaigns now consider use of QR
•Mobile engagement key to future revenue growth
Cracking the QR CodeConclusions
• If you’re not mobile - don’t worry, but try and get there soon
• Low cost of entry means anybody can and should try QR codes
• Try a small campaign first to gauge how your customers react
• Try to go mobile this side of August
Thanks for Listening
www.chaptereight.comwww.thegiftexperience.co.uk
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