Stephen Sumner - Marketing & eCommerce Director

Proposition:

Shoes for every look and occasion we operate in three key market

sectors…fashion, style and celebration

The Insight:

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!

Brand Target

Aimed at affluent 30+ sophisticated women who like to look good and feel great

The Customer:

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

regular exercise

…particularly before

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”

age 40/50

“I do go out, but usually for

dinner with my husband, or

a nice lunch with the girls”

age 30/40

“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%

conversion rate.

Top devices

– Apple iPad 143k 1.67%

conversion rate

– Apple iPhone 49k 0.6%

conversions rate

– (not set) 2k 0.4% conversion

rate

– 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

(website higher)

• Average number of orders per day

is 2.

• ‘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

improved?

• Slow loading when

opening the app

(only reason for bad

reviews)

• More branding and

merchandising

opportunities

• More engagement to

incentivize repeat

use

• Search / sorting of

products

• Product wish-lists

• Stock

clearance

features:

discounts /

promotions

• More payment

options:

PayPal &

SagePay

Redesigned

product page:

• Wishlist

button

• Easier

navigation

between

pictures

• More space

for product

description

Store finder:

• Location-

based sorting

of the nearest

store.

• Direct click-

to-call the

store

• Direct link to

find directions

• Opening

hours

Shoppable

lookbook:

The new app

allows us to re-

use our

lookbooks to

engage fashion

shoppers and

sell more

products.

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

website.

• 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.