Presentación Albert Serrano - eRetail Day México 2014
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Transcript of Presentación Albert Serrano - eRetail Day México 2014
SUCCESS CASE
Mobile
Commerce26th / NOVEMBER / 2014
SUMMARY
OVERVIEW
BUSINESS MODEL
RESULTS
KEY SUCCESS
FACTORS
KEY TAKE-AWAYS
PRIVALIA OVERVIEW
KEY DATA
SALES GROWTH (NET REVENUES)
2006 2007 2008 2009 2010 2011 2012 2013
2014
400
350
300
350
200
150
100
50
18M MEMBERS
3 000+ BRANDS
2006 2007 2008 2009 2010 2011 2012
2013
18
16
14
12
10
8
6
4
2
Monthly Visits: 34 M
Monthly Visitors: 4 M
Monthly Visit Frequency 8,5
PRIVALIA OVERVIEW
Inspiring people every
day
to look better and save
money
MISSION & VALUES
SUMMARY
OVERVIEW
BUSINESS MODEL
RESULTS
KEY SUCCESS
FACTORS
KEY TAKE-AWAYS
BUSINESS MODELESSENCE
BUSINESS MODELIMPACT ON CUSTOMER
BEST BRANDS & PRODUCTS
AGGRESSIVE DISCOUNTS
LIMITED TIME
LIMITED STOCK
NEW STUFF EVERY DAY
PUSH COMM
LOW PRICE POINTS
CATEGORIES
1
2
3
4
ATTRACTION
DESIRE
URGENCY
ENGAGEMENT
PURCHASING
AUTHONOMY
PRIVALIA OVERVIEWMAGIC RECIPE
DESIRE
+
URGENCY
+
ENGAGEMENT
+
AUTHONOMY
HIGHLY
MOBILE
FRIENDLY
SUMMARY
OVERVIEW
BUSINESS MODEL
RESULTS
KEY SUCCESS
FACTORS
KEY TAKE-AWAYS
RESULTS - MOBILE GROWTH
% Mobile Sales Privalia Global% Mobile traffic Privalia
Global
0%
10%
20%
30%
40%
50%
60%
70%
69%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
52%
Note: Only Online Flash Sales Businesses
TRANSFORMING INTO A MOBILE BUSINESS
TRANSFORMING INTO A MOBILE BUSINESS
RESULTS - MOBILE GROWTH
TRAFFIC SALES
68,9
%
51,6
%
76,3% 61,1
%
51,2
%
43,7%
72,4% 54,9%
Data:: September 2014
RESULTS -PLATFORM BREAKDOWN
SMARTPHONE WINS…
Visits
Sales
82% 18%
70% 30%
70% OF MOBILE SALES COMING FROM SMARTPHONES
… AND APPS DRIVING
THE MOST OF MOBILE SALES
74% APPS
26%MOBILE
BROWSER
RESULTS - DOWNLOADS
Europe Worldwide
5 million 8.5 million
8.5 MILLION
WORLDWIDE
63% 37%
iTunes
Privalia
BuyVip
Vente-Privee
Google Play
26.815 27.431
1349 276
648 3285*
* Including France
Reviews
4,0 4,1
4,2 3,9
2,7 2,2
2.512.50
2.21
0.0
0.5
1.0
1.5
2.0
2.5
3.0
2010 2011 2012 2013 W44
Accumulated App Downloads (million)
Spain Italy Brazil Mexico
1,3
TRANSFORMING INTO A MOBILE BUSINESS
SUMMARY
OVERVIEW
BUSINESS MODEL
RESULTS
KEY SUCCESS
FACTORS
KEY TAKE-AWAYS
KEY SUCCESS FACTORS
UNDERSTANDING THE RIGHT METRICS1
2
3
4
CONTENT STRATEGY
PRODUCT DEVELOPMENT
ADVERTISING
BEYOND THE POSITIVE IMPACT OF THE BUSINESS MODEL
KEY SUCCESS FACTORSUNDERSTANDING THE RIGHT METRICS
SINGLE CUSTOMER VIEW
= NO SILOS
ALL VISITORS LOGGED-IN
SAME ACCOUNT IN ALL CHANNELS
KEY SUCCESS FACTORSCONTENT STRATEGY
PRE-SALES & EXCLUSIVE EVENTS
RUN & BUY PROMOTIONS
100% EMAILS MOBILE OPTIMIZED
SHARE THE APP PROGRAM (IN BETA)
KEY SUCCESS FACTORSPRODUCT DEVELOPMENT
MARCH - 2011
MAY - 2011
MARCH - 2012
OCTOBER - 2010
JAN - 2014
IPHONE
ANDROID
IPAD
M-SITE
WINDOWS PH,
BB10…
…
UX
PAYMENT METHODS
SAVE CARD
MULTIPLE PRODUCT VIEWS)
…
KEY SUCCESS FACTORSADVERTISING
ADVERTISING INVESTMENT %
4%
12%
23%
40%
50%
0%
10%
20%
30%
40%
50%
60%
2011 2012 2013 2014 2015
INSTALLSINTERNAL PROMOTION
KEY SUCCESS FACTORSADVERTISING STRATEGY
ACQUISITION ENGAGEMENT
MOBILE
NETWORKS
SUMMARY
OVERVIEW
CHANNEL
PERFORMANCE
KEY SUCCESS
FACTORS
KEY TAKE-AWAYS
KEY TAKE-AWAYS
1. STRATEGY ACCORDING TO YOUR BUSINESS MODEL
2. BE CAREFUL WITH THE SMALL PICTURE: GATHER THE
RIGHT INSIGHTS!
3. CONTENT STRATEGY IS KEY TOO SUCCESS
4. P. DEVELOPMENT: PLATFORMS, UX & FUNCTIONALITY
5. PUT MORE MONEY ON MOBILE ADVERTISING AND MAKE
ZUCKERBERG & OTHERS HAPPY
DO I BUILD AN APP?
THANKS!