How to activate your

customers via mobile:myShopi case study

Mobile Day – November 2014

Toon Coppens Strategy & innovation manager

@me_toon toon@myShopi.com

The context:

A digital shopping list in 2011

A « mobile only » strategy for mobile natives

0

100000

200000

300000

400000

500000

600000D

OW

NL

OA

DS

DATE

Android cumul iOS cumul WP cumul

500k app downloads by 10/2014

Advise #1: address all OS

505k

220k

1500k

100k

135k

235k

450k

4m+ app downloads worldwide

700k

Advise #2: Crowdsourcing

Advise #3: Offline app usage

2012: 100% Digital Cashbacks

Disrupting traditional couponing space

Challenge: B2C & B2B education

2013: addition of a website for 40+

Advise #4: re-think design - native apps

Female 55%

Male 45%

*Reference Belgian population:

Female – 51% / Male: - 49%

Gender

French 48%

Dutch 52%

*Reference Belgian population:

Dutch – 60% / French - 40%

Language

*Reference Belgian population

Age

6%

78%

15%

11%

53%

36%

< 25 y

25 - 54 y

+ 55 y

32%

28%

18%

25 - 34 y

35 - 44 y

45 - 54 y

A shopping audience

Advise #5: Extreme consumer centricity

Adding features on consumer request

Advise #6: zero entry barrier

Advise #7: don’t be greedy on data

Qualitative data: buying intent

Advise #8: lean & agile approach

App store rankingGood old days: app store

ranking

More reach: moving beyond the early adopters

Omni-channel marketing

myShopi B2C

marketing

SEO

SEA

Socialmedia

Content marketing

1-2-1 marketing automatio

n

Radio, TV, Print

Door2Door

Challenge: Multi-feature app

communication

Advise #9: optimize push

communication

Ibeacon + video

Targeting: context based: beacon

1. Technical feasibility

2. Consumer feedback

3. Marketing impact

Inform shoppers outside the store

about interesting promotions

Drive traffic to the soft drink isle

Generate impulse buying

Goals & results

Prerequisites

App popularity

Advise #10: revisit: create or join?

Future #1: internationalization

Future #2: Targeted promos on buying intent

Future #3: Smart watch shopping list

RECAP

ADVISES

1 Address all OS

2 Offline app usage

3 Crowdsourcing

4 Re-think design per platform - native apps

5 Extreme consumer centricity

6 Zero entry barrier

7 Don’t be greedy on data

8 Lean & agile approach

9 Optimize your push communication approach

10 Revisit your app strategy: create or join?

Thank youhttp://www.myShopi.com

@myShopi

@me_toon

toon@myShopi.com