2nd Mobile Marketing event
5/2/2014
Powered by:
Every moment is mobile:
how brand-consumer relationship is
changing
A presentation by Chryssa Vrouzi,
Internal Communicati...
Agenda

•
•
•
•

Digital reality
AB digital ecosystem
Examples in AB & abroad
Next digital plans & Vision

|3
Digital reality
1. Multiple devices, context driven

Source: Google
|5
Smartphones/context
•

•

•

•

Mobile phone use is
growing / “just talking” has
shrunk
55% of Smartphone users
in Europe ...
2. Mobile plays increasingly important role in pre/shopping
3. What’s all the fuss about big data?
• Business challenges Can we do new things
with old tools?
– Value
• Technical chal...
AB digital ecosystem
AB Digital ecosystem - As is situation
Digital Goals: Marketing plan support, loyalty increase, digital brand awareness,
c...
How mobile story started in AB

Athensbook – MARCH 2010

Fweebi – July 2011

AB mob app – our
native app - MAY 2013
| 13
AB Mob app now, in a month, in a year

May 2013

February 2014

2015
| 14
Examples in AB & abroad
AB successful examples
09/12/2013
Wine Festival
Sent to 5.401 devices
Views 10.204
Open rate 97%

| 17
AB successful examples

05/11/2013
Coco-mat push
Sent to 59.498 devices
Views 24.477
Open rate 41.14%

05/12/2013

12/11/2...
AB successful examples -SUPPLIERS
•

72.812 AB Mobile App downloads
(60.95% iOS & 39.05% Android)

02/10/2013
Heineken pus...
Shop For Groceries On Train Platforms from Virtual
Grocery Displays

Delhaize Cube Direct
Next digital plans & Vision
ΑΒ Omni Digital Vision 2021
Create an omnichannel, consistent & branded digital ecosystem for AB that will
strengthen exis...
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Every moment is mobile: how brand-consumer relationship is changing

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A presentation by Chryssa Vrouzi, Internal Communication and Digital Manager, AB Vassilopoulos

This presentation was part of the 2nd Mobile Marketing event by Warply. Top executives from leading brands, media agencies and Greek media presented trends of the mobile industry and real examples of how they engage their customers and capitalize on the shift towards a mobile-first reality.

The event was powered by:
Warply
Microsoft Innovation center
Nespresso
Papadopoulou Biscuits

Published in: Marketing, Business, Technology
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Every moment is mobile: how brand-consumer relationship is changing

  1. 1. 2nd Mobile Marketing event 5/2/2014 Powered by:
  2. 2. Every moment is mobile: how brand-consumer relationship is changing A presentation by Chryssa Vrouzi, Internal Communication & Digital Manager
  3. 3. Agenda • • • • Digital reality AB digital ecosystem Examples in AB & abroad Next digital plans & Vision |3
  4. 4. Digital reality
  5. 5. 1. Multiple devices, context driven Source: Google |5
  6. 6. Smartphones/context • • • • Mobile phone use is growing / “just talking” has shrunk 55% of Smartphone users in Europe consider their devices to be theirs alone vs e-readers, laptops, tablets, PCs In 2016, 85% of devices in Greece will be smart phones Smartphone penetration in Greece (end 2013) 53% (estimate) Source: Google |6
  7. 7. 2. Mobile plays increasingly important role in pre/shopping
  8. 8. 3. What’s all the fuss about big data? • Business challenges Can we do new things with old tools? – Value • Technical challenges – Volume – Velocity – Variety Just some AB stats: 266 stores, 1.2 mil. active customers, 70,000 SKUs & 1,400 cash machines
  9. 9. AB digital ecosystem
  10. 10. AB Digital ecosystem - As is situation Digital Goals: Marketing plan support, loyalty increase, digital brand awareness, content creation that answers customers needs 260.400 fans Expansion to 51 kiosks 41.593 check-ins Direct communication with 60,000 customers Geotargeted campaigns/ push notifications to 72.812 customers 1.636 followers 93.032 views of 158 videos social media launch Self check-out relaunch www.ab.gr 10 instore kiosks 150,000 unique to redeem coupons visitors /month 1999 2010 PHASE 1 2011 E-shop pilot under hybris 2012 PHASE 2 NEW DIGITAL VEHICLES EXPANSION 2014 2015-2021 2013 PHASE 3 OPTIMIZE & SUPPORT EXISTING PORTFOLIO & ADD NEW ONES
  11. 11. How mobile story started in AB Athensbook – MARCH 2010 Fweebi – July 2011 AB mob app – our native app - MAY 2013 | 13
  12. 12. AB Mob app now, in a month, in a year May 2013 February 2014 2015 | 14
  13. 13. Examples in AB & abroad
  14. 14. AB successful examples 09/12/2013 Wine Festival Sent to 5.401 devices Views 10.204 Open rate 97% | 17
  15. 15. AB successful examples 05/11/2013 Coco-mat push Sent to 59.498 devices Views 24.477 Open rate 41.14% 05/12/2013 12/11/2013 AB leaflet offers Bonus push Sent to 66.807 devices Views 50.922 Open rate 30.51% Sent to 62.603 devices Views 20.560 Open rate 32.84% | 18
  16. 16. AB successful examples -SUPPLIERS • 72.812 AB Mobile App downloads (60.95% iOS & 39.05% Android) 02/10/2013 Heineken push Sent to 51.334 devices Views 3.123 Open rate 6.08% | 19
  17. 17. Shop For Groceries On Train Platforms from Virtual Grocery Displays Delhaize Cube Direct
  18. 18. Next digital plans & Vision
  19. 19. ΑΒ Omni Digital Vision 2021 Create an omnichannel, consistent & branded digital ecosystem for AB that will strengthen existing and build new customer relationships. Loyalty portal Social media Newsle tter Corp orate site Touch Point ESHO P Big data By following our dynamic customers journey, meeting them where they are,… MSHOP …offering a unique, personalized experience throughout & turning them into resellers.

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