How to activate your customers via Mobile by Toon Coppens (myShopi)
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How to activate your customers via mobile: myShopi case study Mobile Day – November 2014 Toon Coppens Strategy & innovation manager @me_toon [email protected]
description
myShopi has been among the leading apps in the Belgian market since 2011. Numerous features have been added over time and consumer insights have been captured. This session presents lessons learned to activate consumers via mobile for offline retail sales.
Transcript of How to activate your customers via Mobile by Toon Coppens (myShopi)
How to activate your
customers via mobile:myShopi case study
Mobile Day – November 2014
Toon Coppens Strategy & innovation manager
@me_toon [email protected]
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?
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