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

info@mobilestrategy.nl

Follow us on Twitter:

MobileStrategy_