Moda in Pelle Mobile App presentation 2013
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Transcript of Moda in Pelle Mobile App presentation 2013
Stephen Sumner - Marketing & eCommerce Director
Shoes for every look and occasion we operate in three key market
sectors…fashion, style and celebration
We are a credible 35+ year old brand making original footwear. Developing our
own designs with interesting detail is what sets us apart. Style, quality and
comfort are essential to our audience…it’s all in the detail!
Aimed at affluent 30+ sophisticated women who like to look good and feel great
Female age 30-54, affluent professionals, homeowners with assets, income
£75k+, interests in fashion, travel and eating out
“I like to look after myself
so I eat well and take
going on holiday!” age 40
“Quality is important to me
and I like to be comfortable.
I’m prepared to spend a bit
more to get good quality”
“I do go out, but usually for
dinner with my husband, or
a nice lunch with the girls”
“We tend to book
activity holidays with
the kids and go
somewhere with a
pool ” age 35/40’s
“Cooking is a favourite hobby
of mine…I went on a great
cookery course recently which
was handy for dinner parties
and entertaining” age 40/50
“I always do my food
shopping online it’s
so much more
convenient” age 50
Q -Who has an App & Who has a Mobile version?
Mobile revenues are expected to exceed £6.1 billion in the UK by 2017, according to Forrester
The stats and predictions are overwhelming:
• Mobile app downloads doubled in 2012 to 46 billion
• Downloads will double again in 2013, reaching 81 billion, on their way to 310 billion by 2016
• Mobile apps will generate $35 billion in revenue by 2014 and $74 billion by 2016.
• 10% of online retail dollars spent in Q3 2012 were on mobile devices, and that share is expected to increase to 12-13% during Q4 2012.
• Customers expect apps to be part of how they interact with your business
• Gartner predicts that “by 2016, mobile app use will surpass the use of Internet domain names, making apps the No. 1 way of engaging with brands.
Brands are starting to treat their
apps as more than just another
channel – they’re treating them
as a business. And they’re
getting serious about marketing
their apps, by putting the
marketing resources behind
them and incorporating apps as
part of their ongoing strategy. Source – Fiksu.com
The majority of eCommerce platform providers see mobile as an ‘add on’
• From January to September
2012 we received £205k worth of
sales via mobile devices at a 1%
– Apple iPad 143k 1.67%
– Apple iPhone 49k 0.6%
– (not set) 2k 0.4% conversion
– Samsung Galaxy S 1.7K
0.47% conversion rate
• Poq Studio to develop a mobile App and website for Moda in Pelle, on a commission only basis.
• Project start date end Oct 2012
• Ambitious launch goal of 4 weeks. (Nov/early Dec 2012)
– Leverage Xmas traffic store/online
– Pre-Sale period
• App only available on iPhones and iPads at launch
• Single payment option – ‘Paypal’
• Multi-channel marketing launch
– In-Store POS & download Incentive
– Online e-mail & homepage
– PR activity
Social sharing In- app purchasing Push-messaging
• 85% of our mobile visitors use iPhone/iPads.
• 83% of our online customers purchase using a discount code.
• Only 30% use Paypal – resulting in abandoned baskets.
• Key changes via website back-end at the same time as the App was being developed
• Poor communication between MIP & Poq Studio
– Image & Feed problems
– Delay in App submission
– Delay in App launch
– Reached 8th place in ‘Catalogue rankings’
– Could have reached No1….
• Over 6,700 downloads so far…
• On average that’s 56 downloads a day.
• When we were ranked 8th in the ITunes app store – we reached 200 in one day!
• The majority (85%) of downloads
come from the UK.
• The average order value is £48
• Average number of orders per day
• ‘Push Notifications’ see a triple
jump in usage.
• The app was particularly
successful during the January
sales, which brought the biggest
single order so far of £225.
• The app has also been
downloaded in more than 50
countries, including Venezuela,
Kazakhstan, Brazil, Luxembourg,
and The Phillipines!
• Number of session are increasing over time – but especially during sales and
new collection launches
On the way to work: 9am-10am
Lunch time: 1am
On the way home: 7pm
On the sofa 10pm
1. Bring Mobile/App stakeholders together as one team
2. Put dedicated marketing resources behind your Mobile/App
3. Set Mobile/App-Oriented marketing goals
4. Market Your Mobile/App on mobile media
5. Target Optimal App Store Rank
6. Target loyal users
7. Use optimization technology to drive marketing performance
8. Choose a proven Mobile Marketing Technology Partner
9. Test, Learn, Implement, Repeat
10. Establish A Feedback Loop With Mobile/App development and business stakeholders
• Rank – Reach (and maintain) a target app store rank, either overall and/or in-category
• Downloads – Generate a certain number of app downloads on a daily/weekly/monthly basis
• Loyal user acquisition – Drive downloads from users that make a purchase, use the app repeatedly, or take other actions that support your overall app strategy
• Revenue – Hit targets for revenue generated directly through the app
• Organic user acquisition – Acquire a target number of organic users – those who download the app without paid marketing influence
• KPIs – Post-download user actions: repeat use, clicks, session length, clicks to online store, in-app purchase
• Competition – Achieve higher app store rank or more downloads that competitors
• New customer acquisition – Acquire a target number of new customers
• Existing customers – Generate a target number of downloads from existing customers
• Velocity – Meet defined metrics within specific timeframe
What needed to be
• Slow loading when
opening the app
(only reason for bad
• More branding and
• More engagement to
• Search / sorting of
• Product wish-lists
• More payment
• More space
of the nearest
• Direct click-
• Direct link to
The new app
allows us to re-
What happened to your Mobile version Sumner?
• Poq Studio to develop a mobile
App and website for Moda in
Pelle, on a commission only basis.
• We already pay for traffic to our
• Directing traffic to our mobile
versions meant we would be
paying commissions twice.
• We are re-platforming and using
the platform providers capability –
only one relationship to manage.
• A chance to pause and review our
learning's from the App.
• We will be live for our A/W season
with our mobile version.