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MCA 2013 - Mobile Strategy - Nishant Dogra

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    MCA 2013 - Mobile Strategy - Nishant Dogra MCA 2013 - Mobile Strategy - Nishant Dogra Presentation Transcript

    • Mobile Retail:How Mobile Drives Consumer EngagementBy: Nishant DograFounder & CEO @ Mobile Strategy
    • About Mobile StrategyFull service mobile agency from Utrecht, The Netherlands, specializedin Mobile CommerceWe create high quality, conversion driven, mobile websites (HTML 5)and native mobile applications (iOS/Android) for retailers & brands
    • Mobile & Consumer Engagement
    • Mobile commerceMobile commerce is not just about moving the online retail experienceto mobile phones.Mobile commerce is also about how phones and tablets are changingthe way how consumers find that brand, interact with that brand,review and recommend that brand and tell their friends about it.In short, mobile commerce is about the whole customer experience ofwhat a company does, and how that can lead to sales...“”
    • The New Customer Journeysource: McKinsey, 2013
    • Getting consumers back into the stores“Retailers & Brands have really been focusedon their digital presence the past few years.Now it’s time to run back to brick-and-mortar,make it smart and really give smart tools tocustomers & sales associates to focus on thereal physical store, which will then connectback to the digital flagship.”
    • Getting consumers back into the stores“and create a strong bond...”
    • Organizing for the futuresource: McKinsey, 2013
    • In-Store Tablets
    • Site orApp?1. Mobile Site = For the Mass2. Mobile App = For the Loyal
    • Social MediaSocial = Mobile = Local
    • CASE 1:Hunkemöller - Mobile Loyalty
    • MOBILE STRATEGYNEW LOYALTY PROGRAM+ 40.000 facebook/membercard connects
    • MOBILE STRATEGY•  180.000 Downloads•  50.000 + Mobile Membercard Users•  10% + Response Rate Mobile Coupons•  25% + Retention Rate APP•  x 4 Mobile Site Visitors & Conversion•  500 New APP Downloads per dayRESULTS
    • CASE 2:9straatjes - QR Shopping
    • QR-ShoppingMOBILE STRATEGY+Relatively Easy & CheapEnrich Customer ExperienceLower Stock + Store size (reduce cost)Window Shopping (when stores are closed)_Low usage of QR-scanners during shopping (< 5%)Collaboration is needed for success
    • CASE 3:Apple Passbook & Wallets
    • Passbook & Other Mobile Wa#etsMOBILE STRATEGY+Easy for consumersLower development cost for retailers/brands_Low usage of Apple Passbook (<5%)Too many Mobile WalletsNo real branding & loyalty
    • Starting With Mobile:10 Takeaways
    • 10 Takeaways1. Start with understanding the new customer journey, a mobile strategy& long term objectives2. Build an effective Projectteam3. Be Creative4. Brand consistency5. It’s a# in the details
    • 10 Takeaways6. Test Test Test7. Integrate (online & offline)8. Invest in Marketing9. Use analytics10. Stay interesting
    • Questions ?
    • Thank You!For more information:www.mobilestrategy.nlinfo@mobilestrategy.nlFollow us on Twitter:MobileStrategy_