MCA 2013 - Mobile Strategy - Nishant Dogra

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MCA 2013 - Mobile Strategy - Nishant Dogra

  1. 1. Mobile Retail: How Mobile Drives Consumer Engagement By: Nishant Dogra Founder & CEO @ Mobile Strategy
  2. 2. About Mobile Strategy Full service mobile agency from Utrecht, The Netherlands, specialized in Mobile Commerce We create high quality, conversion driven, mobile websites (HTML 5) and native mobile applications (iOS/Android) for retailers & brands
  3. 3. Mobile & Consumer Engagement
  4. 4. Mobile commerce Mobile commerce is not just about moving the online retail experience to mobile phones. Mobile commerce is also about how phones and tablets are changing the 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 of what a company does, and how that can lead to sales... “ ”
  5. 5. The New Customer Journey source: McKinsey, 2013
  6. 6. Getting consumers back into the stores “Retailers & Brands have really been focused on 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 to customers & sales associates to focus on the real physical store, which will then connect back to the digital flagship.”
  7. 7. Getting consumers back into the stores “and create a strong bond...”
  8. 8. Organizing for the future source: McKinsey, 2013
  9. 9. In-Store Tablets
  10. 10. Site orApp? 1. Mobile Site = For the Mass 2. Mobile App = For the Loyal
  11. 11. Social Media Social = Mobile = Local
  12. 12. CASE 1: Hunkemöller - Mobile Loyalty
  13. 13. MOBILE STRATEGY NEW LOYALTY PROGRAM + 40.000 facebook/ membercard connects
  14. 14. 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 day RESULTS
  15. 15. CASE 2: 9straatjes - QR Shopping
  16. 16. QR-Shopping MOBILE STRATEGY + Relatively Easy & Cheap Enrich Customer Experience Lower Stock + Store size (reduce cost) Window Shopping (when stores are closed) _ Low usage of QR-scanners during shopping (< 5%) Collaboration is needed for success
  17. 17. CASE 3: Apple Passbook & Wallets
  18. 18. Passbook & Other Mobile Wa#ets MOBILE STRATEGY + Easy for consumers Lower development cost for retailers/brands _ Low usage of Apple Passbook (<5%) Too many Mobile Wallets No real branding & loyalty
  19. 19. Starting With Mobile: 10 Takeaways
  20. 20. 10 Takeaways 1. Start with understanding the new customer journey, a mobile strategy & long term objectives 2. Build an effective Projectteam 3. Be Creative 4. Brand consistency 5. It’s a# in the details
  21. 21. 10 Takeaways 6. Test Test Test 7. Integrate (online & offline) 8. Invest in Marketing 9. Use analytics 10. Stay interesting
  22. 22. Questions ?
  23. 23. Thank You! For more information: www.mobilestrategy.nl info@mobilestrategy.nl Follow us on Twitter: MobileStrategy_

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