How to activate your
customers via mobile:myShopi case study
Mobile Day – November 2014
Toon Coppens Strategy & innovation manager
@me_toon [email protected]
A digital shopping list in 2011
A « mobile only » strategy for mobile natives
0
100000
200000
300000
400000
500000
600000D
OW
NL
OA
DS
DATE
Android cumul iOS cumul WP cumul
500k app downloads by 10/2014
Advise #1: address all OS
505k
220k
1500k
100k
135k
235k
450k
4m+ app downloads worldwide
700k
Advise #2: Crowdsourcing
Advise #3: Offline app usage
2012: 100% Digital Cashbacks
Disrupting traditional couponing space
Challenge: B2C & B2B education
2013: addition of a website for 40+
Advise #4: re-think design - native apps
Female 55%
Male 45%
*Reference Belgian population:
Female – 51% / Male: - 49%
Gender
French 48%
Dutch 52%
*Reference Belgian population:
Dutch – 60% / French - 40%
Language
*Reference Belgian population
Age
6%
78%
15%
11%
53%
36%
< 25 y
25 - 54 y
+ 55 y
32%
28%
18%
25 - 34 y
35 - 44 y
45 - 54 y
A shopping audience
Advise #5: Extreme consumer centricity
Adding features on consumer request
Advise #6: zero entry barrier
Advise #7: don’t be greedy on data
Qualitative data: buying intent
Advise #8: lean & agile approach
App store rankingGood old days: app store
ranking
More reach: moving beyond the early adopters
Omni-channel marketing
myShopi B2C
marketing
SEO
SEA
Socialmedia
Content marketing
1-2-1 marketing automatio
n
Radio, TV, Print
Door2Door
Challenge: Multi-feature app
communication
Advise #9: optimize push
communication
Ibeacon + video
Targeting: context based: beacon
1. Technical feasibility
2. Consumer feedback
3. Marketing impact
Inform shoppers outside the store
about interesting promotions
Drive traffic to the soft drink isle
Generate impulse buying
Goals & results
Prerequisites
App popularity
Advise #10: revisit: create or join?
Future #1: internationalization
Future #2: Targeted promos on buying intent
Future #3: Smart watch shopping list
RECAP
ADVISES
1 Address all OS
2 Offline app usage
3 Crowdsourcing
4 Re-think design per platform - native apps
5 Extreme consumer centricity
6 Zero entry barrier
7 Don’t be greedy on data
8 Lean & agile approach
9 Optimize your push communication approach
10 Revisit your app strategy: create or join?
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