Your SlideShare is downloading. ×
0
Highlighted Successes: Rick Anderson, Roger Ferguson, Corrin Condon
Highlighted Successes: Rick Anderson, Roger Ferguson, Corrin Condon
Highlighted Successes: Rick Anderson, Roger Ferguson, Corrin Condon
Highlighted Successes: Rick Anderson, Roger Ferguson, Corrin Condon
Highlighted Successes: Rick Anderson, Roger Ferguson, Corrin Condon
Highlighted Successes: Rick Anderson, Roger Ferguson, Corrin Condon
Highlighted Successes: Rick Anderson, Roger Ferguson, Corrin Condon
Highlighted Successes: Rick Anderson, Roger Ferguson, Corrin Condon
Highlighted Successes: Rick Anderson, Roger Ferguson, Corrin Condon
Highlighted Successes: Rick Anderson, Roger Ferguson, Corrin Condon
Highlighted Successes: Rick Anderson, Roger Ferguson, Corrin Condon
Highlighted Successes: Rick Anderson, Roger Ferguson, Corrin Condon
Highlighted Successes: Rick Anderson, Roger Ferguson, Corrin Condon
Highlighted Successes: Rick Anderson, Roger Ferguson, Corrin Condon
Highlighted Successes: Rick Anderson, Roger Ferguson, Corrin Condon
Highlighted Successes: Rick Anderson, Roger Ferguson, Corrin Condon
Highlighted Successes: Rick Anderson, Roger Ferguson, Corrin Condon
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Highlighted Successes: Rick Anderson, Roger Ferguson, Corrin Condon

219

Published on

A case for engaging wine and spirits enthusiast via mobile

A case for engaging wine and spirits enthusiast via mobile

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
219
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Enrichment of the customers experience with F44.
  • France 44 and the businessPhilosophy and cultureEnhancing brand and loyaltyThe project and technical considerationsResults and FeedbackFuture plans
  • Passionate and enthusiastic about the industry and in sharing these insightsSingle location in a heavily residential areaNot widely known as a brand, but enjoys a very loyal customer base
  • More interested in the relationship than the saleWe want to be the place we our selves would choose to shop Our mission is to lead our customers, not judge themThose who work at the store love what they do, and share in the rewards of our growthLife long learners and are very passionate about the products
  • What’s in it for the customer?Useful Information – Purchase history, tailored recommendations, upcoming tastings and eventsEngagement – Users tailor their own lists to match their tastes, in return, we are able to tailor our recommendations to themImproved Experience – User has access to all their store credits, and is able to better find their favorite products when they return to the store
  • Intelligence - Track user interactions to understand and predict market trends (and demand) Account Management – enable members to manage gift cards (and maintain profile in a future phase)Target marketing – sales, events, hard to find itemsOmni-channel – Integration with point of sale system and websiteLoyalty – retain and attract loyal customersReinforce the brandBuild goodwillMigrate some communications away from postal deliveryImprove customer retention and loyaltyExtension of the store, culture and brand:Increase number of ‘club’ membersIncrease per member purchasing and store visits
  • Marching OrdersUseful and easy It has to be easy to useIntuitive Quick Gift cards at the cash register – can’t slow the check out workflow Wish lists/Points – 1 stop shopping Non- Intrusive - Purposely excluded features like Push Notifications to respect the end users’ time and to not be “In your face” Direct User Marketing Brand Familiarity The second you open the app, you have to feel like you are at the store Extending the store to the phone Coolness factor Engaging and fun Social Connections and Stickiness - It has to add value to the customer so we can continue to engage them
  • iOS Native applicationCloud based business intelligence and logicIntegrated with legacy Point of Sale (POS) systemOptimized synchronization scripts near-real time data with POS Administration Panel to engage with end users through the applicationSend direct user notifications Notify users of upcoming events at the store
  • User Experience Color schemes Translating the user experience from the store to the mobile application.Struggled with the color schemes. The France 44 colors look great in the store and on print design. With the backlight screen, we struggled to find the right color blend that looked good on a mobile screen, yet still represented the France 44 brand Screen Layouts that are easy but informativeLot of information displayed on the screen Prioritizing features within the individual screens to ensure users were focusing on the right information Pull the user into the store - Get the user to the store more often Scope scope scope! Development Built the application to be FLEXIBLE to the database organization and structure. Integral to features the More Like This, Hit Me and other important algorithms pulled the correct products from the database - Scope – Lots of ideas, but needed to focus the team and the client on the action plan
  • We have new customers that found us just via the app in the Apple StoreReaction is overwhelmingly positiveNew customers due to social networking (friends of members)
  • Although France 44 has realized a return on it’s investment in the mobile loyalty app, the net results are much more extensive.Enhanced customer service (Long term annuity)Our marketing approach has been driven largely by word-of-mouth, so the app is part of our marketing, not just an IT expense.The customers who use it, love it, and are beginning to depend upon it. Part of our omni-channel approach (in-store, web, and mobile)Gift Cards? Some members discovered via the mobile app that they had “lost” gift cards or Store Credits. This is a “Win / Win”.Customer feels good about having a perceived new gift card and they use the card on their next purchase. They experiment on new varieties and/or brands with this “Free Money”.On the surface, this appears to be a ‘loss’ for the store. However, the result has been that the customer is “delighted” by this and thus they use the credits and end up ‘buying even more’. Customer goodwill“Cool ness” (setting the stage for future France 44 iPhone innovation). Customers “gotta have it”.
  • Transcript

    • 1. 1
    • 2. A Case for Engaging Wine and Spirits Enthusiasts via Mobile: Rick Anderson Proprietor, France 44 2
    • 3. Introductions Rick Anderson Proprietor, France 44 Roger Ferguson Vice President, MentorMate Corrin Condon Senior Project Manager, MentorMate Rick Anderson Proprietor, France 44 3
    • 4. Context We will examine how mobile fits into an experiencefocused retailer’s customer loyalty strategy. The consumer-facing mobile app serves to cement the tight relationship with existing customers while building credibility and brand image to those who are not familiar with the retailer’s market approach. Let’ s watch this video: A trip through France44 Rick Anderson Proprietor, France 44 4
    • 5. What we will talk about • • • • • • France 44 and the business Philosophy and culture Enhancing brand and loyalty The project and technical considerations Results and Feedback Future plans Rick Anderson Proprietor, France 44 5
    • 6. About France 44 3rd Generation family owned and operated business – Growing 10 to 12% per year, since 2007 – Online sales are growing 30-40% per year since 2009 – Also offering a gourmet cheese shop in 2 locations, with business growing 25% per year since 2007 Rick Anderson Proprietor, France 44 6
    • 7. Industry Realities • Non-proprietary (common products across retail outlets) and products are commoditized • Highly regulated, but non-uniform application across geographical locations (e.g. states, municipalities) • Industry in transition (e.g. consolidation across the entire life cycle) • People still enjoy shopping at retail stores • Fulfillment and distribution remains a challenge outside of a retail outlet location • Consumer enthusiasm is challenged by mystification and constant change (e.g. brands, vintages, varieties) Rick Anderson Proprietor, France 44 7
    • 8. Our Philosophy and Culture • Relationship driven • Our mission is to lead our customers, not judge them • Those who work at the store love what they do, and share in the rewards of our growth • Life long learners and are very passionate about the products Rick Anderson Proprietor, France 44 8
    • 9. Why we did it Improve the customer’s experience and loyalty by: • Making the shopping experience richer and easier • Respecting their time and attention • Providing them information that is useful to them • Giving them access to their rewards and point status • Facilitate exploration of new products • ‘Stickiness’ and ‘cool factor’ Rick Anderson Proprietor, France 44 9
    • 10. Enhancing Brand and loyalty What’s in it for us? Intelligence Account Management Target marketing Omni-channel Loyalty Rick Anderson Proprietor, France 44 10
    • 11. Development Guidelines • • • • • Useful and Easy Non-Intrusive Brand Familiarity ‘Coolness’ Factor Social Connections and Stickiness Rick Anderson Proprietor, France 44 11
    • 12. Technical Approach • • • • iOS Native application Cloud based business intelligence and logic Integrated with legacy Point of Sale (POS) system Optimized synchronization scripts to enable near real-time data exchange with POS • Administration Panel to engage with end users through the application Rick Anderson Proprietor, France 44 12
    • 13. Challenges • • • • Translate the store experience Pull the user into the store Color schemes Screen Layouts that are easy but informative • Flexible database architecture Rick Anderson Proprietor, France 44 13
    • 14. First Quarter Results • • • • • 33% downloaded by our most active club members Store traffic is up 5% Revenues are up 11% New customers due to social networking Geo affect from searches within iOS 7 Rick Anderson Proprietor, France 44 14
    • 15. A Long Term Annuity What is the value of a happy long-term customer? Rick Anderson Proprietor, France 44 15
    • 16. Future Plans • • • • • • • • Rick Anderson Tie in with a new, responsive website Android version Replacement of costly mailings Distribution and delivery flexibility Social sharing and enthusiasm In app purchasing Advanced profile management Analytics and reporting Proprietor, France 44 16
    • 17. Thank you Questions and Answers Rick Anderson, France44 Rick@france44.com Roger F Ferguson, MentorMate Roger.ferguson@mentormate.com Corrin Condon, MentorMate Corrin.condon@mentormate.com Neil Sontag, Video Production njsontag@gmail.com Rick Anderson Proprietor, France 44 17

    ×