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ANDREW RAUCH, SENIOR DIRECTOR OF GLOBAL CRM AND CUSTOMER ANALYTICS, URBAN OUTFITTERS
A CASE STUDY IN MOBILE GROWTH:
BEST PRACTICES FOR ACQUISITION, RETENTION, MONETIZATION
SPENCER BURKE, VP OF CUSTOMER SUCCESS, APPBOY
2
INTRODUCTIONS
ANDREW RAUCH
SENIOR DIRECTOR OF GLOBAL CRM & CUSTOMER ANALYTICS,
URBAN OUTFITTERS
SPENCER BURKE
VP OF CUSTOMER SUCCESS,
APPBOY
3
Operating 200 stores across THREE continents
with 10,000 employees
Founded in 1970 in Philadelphia, PA
Offering experiential retail and online environments with
a well-curated mix of women’s, men’s, accessories and
home product assortments.
Last year, we shipped to over 120 countries around the globe
“THE KEY TO SUCCESS IS BEING A STUDENT OF THE CUSTOMER. WE JUST TRY TO GIVE OUR CUSTOMERS WHAT THEY WANT.” — RICHARD HAYNE, PRESIDENT AND CEO OF
4
M E S S AG E S / M O. E V E N T S / M O.
Founded in 2011
115+ employees and growing
Offices in NYC, SF and LONDON
M AU / M O.
400 +
APPBOY - THE LEADING CUSTOMER RELATIONSHIP SUITE FOR MOBILE-FIRST MARKETERS
M 2 +B 100 +B
5
WE EMPOWER BRANDS TO BUILD LONG-TERM RELATIONSHIPS WITH THEIR CUSTOMERS
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MOST OF YOU WILL ONLY RETAIN BETWEEN 10-20%OF YOURCUSTOMERS.
0
25
50
75
100
0 1 3 7 14 30 60 90
N E X T 5 0 0 0A P P S
D AY S S I N C E A P P I N S TA L L
SOURCE: QUETTRA VIA ANDREW CHEN
N E X T 1 0 0 A P P S
N E X T 5 0A P P S
T O P 1 0A P P S
7
SO, HOW DO YOU INCREASE RETENTION AND GROWTH IN THIS COMPLEX LANDSCAPE?
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HERE ARE FIVE COLLECTIVE LEARNINGS FOR HOW TO INCREASE RETENTION + GROWTH.
9
01: ONBOARDING IS ESSENTIAL.
1 0
PUSH NOTIFICATIONS ARE A MOBILE MARKETER’S BEST FRIEND.
Apps that implement push see a
71% increase in two-month retention
SOURCE: APPBOY PROPRIETARY DATA: *PURCHASES, CUSTOM EVENTS, APP USAGE
Urban OutfittersReceive 30% Off Sale Merchandise at our 25th Anniversary Party @ UO Seattle!
2m ago
slide to view
P U S H O P T- I N R AT E S ( I O S )
B2B + FINANCE
26%
RETAIL + COMMERCE
37%
UTILITY
40%
MEDIA + ENTERTAINMENT
46%
MEDICAL + HEALTH + FITNESS
54%
TRAVEL + TRANSPORTATION
50%
GAMING
32%
SOCIAL + MESSAGING
38%
FOOD + BEVERAGE
47%
EDUCATION
32%
1 1
IOS PUSH NOTIFICATION OPT-IN RATES ARE LOWER THAN YOU THINK.
SOURCE: APPBOY PROPRIETARY DATA
BOOST OPT-IN RATES WITH PROPER PRIMING.
1 2
1 3
WELCOME PUSH NOTIFICATIONS NEW LOYALTY MEMBER NEWS FEED
TO EARN TRUST, URBAN OUTFITTERS SHARES TIPS WITH NEW USERS.
1 4
02: LEVERAGE MULTIPLE CHANNELS.
1 5
BE SURE TO MATCH EACH MESSAGE TO THE MEDIUM.
UO PUT THIS TO THE TEST TO DRIVE RESULTS…
SIMPLE CONTENT
RICH CONTENT
HIGH URGENCY
LOW URGENCY
P U S H E M A I L
I N - A P P / B R O W S E R
N OT I F I C AT I O N S
N E W S F E E D
16
PUSH
NEWS FEED HIGHLIGHTS OFFER IN-APP
EMAIL WARNING OF THE SALE’S FINAL DAY
1.7X LIFT WHENUSING MULTIPLE CHANNELS IN TANDEM.
UO SEES A
1 7
03: GET CREATIVE WITH ENGAGEMENT EFFORTS
1 8
ADDING AN IMAGE TO YOUR MESSAGES RESULTS IN A 57% UPLIFT IN CONVERSIONS
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WHEN USING PERSONALIZATION, CONVERSION RATES ARE 3X HIGHER.
2 0
04: START EXPERIMENTING, ITERATE QUICKLY.
CUSTOMERS WHO TEST, INCREASE THEIR CONVERSION RATES BY 40%.
2 1
VARIANT 1 VARIANT 2 VARIANT 3
WHEN WE TEST, WE SEE HIGHER RESULTS.
2 2
VARIANT A VARIANT B
PROJECTED WINNER
25%LIFT WITH
“VARIANT B”
2 3
05: BE YOUR CUSTOMERS’ RITUAL
2 4
PEOPLE ARE CREATURES OF HABIT. CONSISTENT ENGAGEMENT IS KEY FOR A HEALTHY RELATIONSHIP.
2 5
ONLY 55% OF YOUR CUSTOMERS WILL RETURN IN THE NEXT THREE MONTHS.
2 6
IF YOU IGNORE THE RELATIONSHIP IN THE FIRST MONTH, RETENTION DROPS TO 23%.
2 7
LOCATION SPECIFIC NEWS FEED WITH IN-STORE EVENTS AND OFFERS
FIND KEY MOMENTS TO INCENTIVIZE CUSTOMERS THROUGH LOYALTY.
2 8
KEY TAKEAWAYS
2 9
1 / ONBOARDING IS ESSENTIAL
2 / LEVERAGE MULTIPLE CHANNELS
3 / GET CREATIVE WITH ENGAGEMENT EFFORTS
4 / START EXPERIMENTING, ITERATE QUICKLY
5 / BE YOUR CUSTOMERS’ RITUAL
3 0
SAN FRANCISCO
THE BATTERY
MAY 17, 2016
8:30AM
30% OFF USING CODE LTR_MAU
3 1
THANK [email protected]@APPBOYAPPBOY BUSINESS INTELLIGENCE / /