Case Study: Opening a new channel for

Michael Langguth – Poq founder

2013:YEAR OF MOBILE

¼ of smartphone owners have used their device for shopping in the last 30 days (Econsultancy).

Gartner predicts that “by 2016, apps will be the No.1 way of engaging with brands”.

Brick-and-Mortar Stores

eCommerce mCommerce 0

10

20

30

40

50

60

70

80

90

2011 (actual)2015 (estimate)

How mobile commerce is growing

Source: Gartner (March 2013)

Moda in Pelle - The Brand:

“Shoes for every look and occasion: fashion, style and celebration.”

Their Target Customer:

Female age 30-55, affluent professionals, homeowners, income £75k+, interested in fashion.

MIP problem statement:

A low mobile conversion rate (<1%)Low mobile engagement

• Develop a mobile iPhone and iPad app• Enhancing mobile UX for fashion consumers• Paypal payment option• Integration to sync with website• CMS to empower Moda In Pelle to make

changes• Push-notifications to engage mobile

consumers• Ambitious launch goal of 4 weeks. (Nov - Dec

2012)

Version 1.0

The mobile app

App reviews

1st Finding

7,600+ downloads in total & growing at a constant rate!

2nd FindingShopping time of the day: we can see what time people shop on their mobile - and where.

Best shopping times:

• 9-10am: on the way to work

• 13pm: lunch break

• 6-7pm: on the way home

• 10-11pm: on the sofa

3rd Finding

80% of downloads subscribe to push-notifications. Push-notifications cause a 300% uptake in app sessions.

An engaged customer base on mobile:7,600 total downloads so far, 400 joining each week

A way to reach super-fans – via push-notifications.

A whole new sales channel – in-app sales.

> 100% increase in their mobile conversion rateUp from less than 1% to more than 2%

High mobile retention30% of downloads become monthly active users

Results

We used the feedback from Moda in Pelle and our other 17 clients, together with consumer research to further enhance our apps.

The Version 2 of the Poq Mobile Commerce Platform incorporates all of the improvements.

What’s next?

Version 2.0

Branded and editable home-screen to engage consumers

Many more customisation options for brands

Promotional codes

Multiple payments solutions

New features added continuously

NEW FEATURE #1:

SHOPPABLE LOOKBOOKS

KEY BENEFIT FOR RETAILERS:Increase cross-selling and upselling of products

KEY BENEFIT FOR RETAILERS:More customers in-store

NEW FEATURE #2:

STORE FINDER

Based on extensive research amongst consumers.

Easier navigation and more space for product descriptions.

Product wish-lists to share on Facebook with their friends

KEY BENEFIT FOR RETAILERSMore sales on mobile!

NEW FEATURE #3:

NEW PRODUCT PAGES

Easier navigation through instant-search and sorting.

More information on product list to support quicker buying decision.

KEY BENEFIT FOR RETAILERSReduce customer drop-out on mobile

NEW FEATURE #4:

SEARCH AND SORTING

Responsive design will look great and function perfectly on any phone or tablet.

NEW FEATURE #5:

HTML5 MOBILE WEBSITES

KEY BENEFIT FOR RETAILERSReach your customers whatever device they’re using!

1000’s of product pictures are being uploaded to social media sites.

Poq Fan galleries allow brands to recognise their super-fans and encourage further sharing.

KEY BENEFIT FOR RETAILERSLeverage consumer engagement to drive more sales.

NEW FEATURE #6:

SOCIAL MEDIA FAN GALLERIES

TIME TO GET MOBILE?We’re the first mobile-commerce platform for fashion.

Our apps are always up to date and come with technical support, marketing advice, and new features.

Interested? We’d love to chat!

michael@poqstudio.com