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Mobile Retail: How Mobile Drives Consumer Engagement
By: Nishant DograFounder & CEO @ Mobile Strategy
About Mobile Strategy
Full service mobile agency from Utrecht, The Netherlands, specialized
in Mobile Commerce
We create high quality, conversion driven, mobile websites (HTML 5)
and native mobile applications (iOS/Android) for retailers & brands
Mobile & Consumer Engagement
Mobile commerce
Mobile commerce is not just about moving the online retail experience
to mobile phones.
Mobile commerce is also about how phones and tablets are changing
the way how consumers find that brand, interact with that brand,
review and recommend that brand and tell their friends about it.
In short, mobile commerce is about the whole customer experience of
what a company does, and how that can lead to sales...
“
”
The New Customer Journey
source: McKinsey, 2013
Getting consumers back into the stores
“Retailers & Brands have really been focused
on their digital presence the past few years.
Now it’s time to run back to brick-and-mortar,
make it smart and really give smart tools to
customers & sales associates to focus on the
real physical store, which will then connect
back to the digital flagship.”
Getting consumers back into the stores
“and create a strong bond...”
Organizing for the future
source: McKinsey, 2013
In-Store Tablets
Site or App?
1. Mobile Site = For the Mass
2. Mobile App = For the Loyal
Social Media
Social = Mobile = Local
CASE 1:
Hunkemöller - Mobile Loyalty
MOBILE STRATEGY
NEW LOYALTY PROGRAM
+ 40.000 facebook/ membercard connects
MOBILE STRATEGY
• 180.000 Downloads
• 50.000 + Mobile Membercard Users
• 10% + Response Rate Mobile Coupons
• 25% + Retention Rate APP
• x 4 Mobile Site Visitors & Conversion
• 500 New APP Downloads per day
RESULTS
CASE 2:
9straatjes - QR Shopping
QR-Shopping
MOBILE STRATEGY
+
Relatively Easy & Cheap
Enrich Customer Experience
Lower Stock + Store size (reduce cost)
Window Shopping (when stores are closed)
_
Low usage of QR-scanners during shopping (< 5%)
Collaboration is needed for success
CASE 3:
Apple Passbook & Wallets
Passbook & Other Mobile Wa#ets
MOBILE STRATEGY
+
Easy for consumers
Lower development cost for retailers/brands
_
Low usage of Apple Passbook (<5%)
Too many Mobile Wallets
No real branding & loyalty
Starting With Mobile:
10 Takeaways
10 Takeaways
1. Start with understanding the new customer journey, a mobile strategy
& long term objectives
2. Build an effective Projectteam
3. Be Creative
4. Brand consistency
5. It’s a# in the details
10 Takeaways
6. Test Test Test
7. Integrate (online & offline)
8. Invest in Marketing
9. Use analytics
10. Stay interesting
Questions ?
Thank You!For more information:
www.mobilestrategy.nl
Follow us on Twitter:
MobileStrategy_