View
41
Download
0
Category
Tags:
Preview:
Citation preview
AGENDA
1. Introduction to app commerce
2. House of Fraser’s app journey
3. Integrating your retail app into Demandware
4. What is the business case for an app?
5. What’s next?
$61m app revenue in 2014+90% growth
THE FASTEST GROWING SEGMENT IN ECOMMERCE
$126m app revenue in 2014+91% growth
APP COMMERCE
$260m app revenue in 2014+116% growth
$144m app revenue in 2014+140% growth
Source: Internet Retailer Mobile 500 (2014)
Retail apps capture 42% of mobile revenue for the top 500 retailers, according to Internet Retailer’s 2015 Mobile 500 report.
APP COMMERCE
APP COMMERCE WILL OVERTAKE THE MOBILE WEB IN 2016
Source: Deloi,e, Mobile Consumer 2014: The UK Cut
How long is the interval between waking up and looking at your smartphone for the first time?
The first thing in the morning, the last thing at night
40% of UK online sales take place on a smartphone or a tablet
Tablet m.site Mobile Apps
Source: IMRG & Capgemini, Q4 Report (2014)
A mobile app philosophy at House of Fraser
Some simple principles:
Consistent, native and personalised experience to give every customer a VIP experience
Act as a point of differentiation from other channels and clear use cases over and above other mobile channels
Provide a link between other channels to drive traffic to the app, online and in store
Hous e of Fraser
Rewind to July 2014
Replicate iPhone functionality
Centrally manage content
Merchandising
Innovate and iterate
The solution, a platform based approach with Poq
Fast and iterative app releases
Full merchandising control
Optimised navigation supporting other channels
API based integration for better stability
Reduced development time
New functionality and technology integration
Strong performance!
The solution, a platform based approach with Poq
Fully functional and branded Android app
9 real-time enterprise grade integrations
Live in under 11 weeks, and just in time for peak trading (October 2014)
We are extremely pleased with the design and functionality of the
app, especially the ability it has given us to innovate on top of a
stable ecommerce platform giving us the flexibility to make changes
to the app without requiring any additional bespoke development.
- Andy Harding, Chief Customer Officer, House of Fraser
User centred design as a pillar of the mobile philosophy
Rewarding loyalty and strengthening the customer relationship
Personalised, VIP approach
Pillars for future mobile app development
INTEGRATING DEMANDWARE
INTEGRATION POINTS1. Integrating product related content into the app
Poq Studio Link Cartridge (demandware.com/link-marketplace/poq-studio)
Open Commerce API (OCAPI)
• Product information (name, price, pictures, variations, etc.)
• Category information
• Content (e.g. size guide)
• Store stock
• Login / Sign up
• Account information (order history, bag sync, etc.)
INTEGRATING DEMANDWARE
INTEGRATION POINTS2. Sending orders into DWRE
Bag sync with login for returning users
3. Standard pre-built third party integrations:
a. Analytics: Google Analytics, Coremetrics, DC Storm
b. Push notifications with Urban Airship & Mixpanel
c. Payments: Paypal, Stripe, Braintree
4. Loyalty card number from DWRE and 3rd party CRM
INTEGRATING DEMANDWARE
WHAT RESOURCES ARE NEEDED? 1. Project manager
2. Design (in-house, SI, or Poq)
3. Integration
a. Technical support: in-house or SIb. Front end developer for checkout styling and integration (Poq or
in-house)
4. Content and testing
THE BUSINESS CASE FOR RETAIL APPS
Browsing duration rivals desktop
Source: Poq Studio Platform Report (2015)
THE BUSINESS CASE FOR RETAIL APPS
More interaction than any other channel
Source: Poq Studio Platform Report (2015)
THE BUSINESS CASE FOR RETAIL APPS
Conversion rates rivaling desktop
App1.8%
Mobile Website
0.73%
Tablet & Desktop
2.4%
Source: Poq Studio Platform Report (2014)
THE BUSINESS CASE FOR RETAIL APPS
Highest average order value of any digital channel
Source: Poq Studio Platform Report (2015)
WHY IS THAT IMPORTANT?• Future proof – innovate with
quarterly releases and partner plugins
• Focus on retailing – reliable and scalable, market leading solution
• In-house control – Make changes internally, rather than relying on external partners
WHAT’S NEXT?
THE FUTURE OF APP COMMERCE
Use the single-customer view to personalize every experience.
Pay with a swipe of your finger in-app and in-store.
Pre-fill login details across the app eco-system.
Your app as the personal shopper in the store.
IN SUMMARY…
Mobile apps provide a gateway to a brands most loyal customers and by optimising this experience it is possible to significantly increase engagement, loyalty and ultimately sales.
Recommended