How to execute a mobile strategy that effectively acquires, engages and services the customer?
-
Upload
philippa-chase -
Category
Documents
-
view
231 -
download
0
Transcript of How to execute a mobile strategy that effectively acquires, engages and services the customer?
How to execute a mobile strategy that effectively acquires, engages and services the
customer?
Who am I?
Co-founder foodpanda singapore, hong kong
What is foodpanda?
Our customers have 2 payment option:Cash on delivery and online payment
Partner restaurants
Online food ordering marketplace
Order placement1
Delivery details2
Food delivery3
Customers
#1 app on the free F&B category on app store
WHY AM I HERE ?
We are the Michael Schumacher of 2002!
7 time F1 champion - 1994, 1995, 2000, 2001, 2002, 2003, 2004
Mobile Strategy
Introduction
What is #1 rule for mobile strategy?
“It's not about mobile its about mobility”
Focus is not on app downloads, always on creating value to customers
- Microsoft CEO Satya Nadella
Key figures to digest first
• Time spent on apps is 80%• People on average use 24 apps monthlyBUT• People spend 80% of their time on 5 apps
there is even an App Inspired by App Overload
Don’t be a Zombie app
an app that does not attract enough measurable attention to regularly receive rankings in the App Store lists
• 1.6 million apps on Apple store• 80% apps are Zombie
Mobile Strategy
Product Focus
Give what customers want
• Adapt to their needs. Eg – Korea’s #1 food delivery player baedari minjok (call-to-order button)
• Win the early adopters but always keep eye on the masses
always listen to them first
Be original, not someone you are not
Mobile Strategy
Understand your goals
why is mobile a big focus for us at foodpanda?
1. CUSTOMER BEHAVIOUR
Loyalty on mobile is 3 times more than on the web and 8 times more than phone
2. REVENUE
• Additional platform channel• Higher Frequency - Customer lifetime value• Higher basket
3. Look at COMPETITION(direct/indirect)
Grubhub in States, 60% MOBILE
nearly 40% orders are on mobile in SG as we speak today!
4. Market conditions
Eg - Africa no desktop age, directly into mobile
- Mobile phones raise long-term growth rates, 2x - Extra 10 phones per 100 people increases GDP growth by 0.6
% points
cashless payments/operator billing
Its time for africa!
Acquisition
Internet.org by Mr. Zuckerburg
• Partner with telcos in developing markets to give this app for free with facebook and other services
• One of the strongest customer acquisition tools to partner with OEM/telcos
Pre-installations
MWC 14, barcelona
Tie-up with WeChat
Paid vs Organic channels
Splash page (brand)
Splash page (non-brand)
Engaging
be more than an app
• Synonymous to food, fun, family, weekend, party - lifestyle choice
Panda is everyone’s best friend
Or atleast we try to be
Gradual transition from performance marketing to brand marketing
Push notifications
-Targeted by time, frequency, customer behavior
-Don’t become noise!
Reviews – customer generated content
Servicing customer
Continuous innovation
Noone is invincible!
Samsung story
From one of the leading smartphone makers to a 60% profit slump
“what is next is now, tomorrow is today” - Samsung galaxy s6 launch, MWC15 Barcelona
Always keep reading the customer journey
• the customer cycle by tracking every step CR(for every step) and not just overall
Improving Conversion = double sales with 0 incremental marketing spend
We know which area of singapore likes pizza and which likes more sushi
Delight the customer Past History and Re-order button
Other interesting findings
1. user preferences – More sensitive to min delivery amount, delivery time >>> ratings, reviews. Also love for deals.
2. Guest checkout super successful
Adding current GPS tracker
Deals section
One product for all countries
Localisation of product
Even use different sorting logics for different customers
More upcoming features
Social Facebook login
• Easy login and registration
• First step towards personalisation
Group ordering
friends can order together with a shared link on their own device, viral spread of app + higher basket size
Delight your partners, processesApp for restaurants, delivery riders
And many more :
• Better search –> restaurants + product• upsell option• Giftcards• Photo blogs (more user content)• Live chat with customer service
Keep innovating
commit to highest service levelsto win in the long run
Net promoter score – how many new people will promote/demote
foodpanda :gateway to m-commerce for asia?
• Traditional industry of food ordering always existed
• Low basket• Much higher repeat cycles• Cash on delivery
And you have to eat 3 times a day
Topics for group discussion
1. Have Mobile apps completely replaced the mobile Web ?
2. How to migrate current customers to mobile?
3. Paid vs organic ways of getting app downloads
1. Have mobile apps completely replaced the mobile web?
2. How to migrate current customers to mobile?
3. Paid vs organic ways of getting app downloads