How to Measure ROI for In-Store Mobile Retail

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This presentation discusses how to create a mobile in-store experience that is capable of measuring return on investment, as well as 6 different ways in which you can quantify the ROI impact on your business. By implementing eCommerce experiences and tactics to enhance your in-store experience, you will learn how to track the impact that your digital experiences have on your consumer’s behavior at the cash register. Chris Bryson, CEO of Unata shares case study results and his company's work with Longo’s, one of Canada’s most well respected grocery chains, which will illustrate how Longo’s is measuring their mobile ROI, and what success they have achieved.

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How to Measure ROI for In-Store Mobile Retail

  1. 1. measuring mobile ROI Chris Bryson. Unata Founder & CEO
  2. 2. Longo’s Family, 2012 Objective: Launch mobile apps that deliver the same 
 customer intimacy that made Longo’s successful
  3. 3. Targets for achieving ROI 1 Achieve Competitive Differentiation 2 Engage Current Loyalty Members 3 Drive New Member Acquisition 4 Gather New Forms of Customer Data 5 Leverage Data to Cut Other Costs 6 Drive Increased Loyalty & Spend
  4. 4. How Longo’s could track ROI Connect mobile to loyalty program 1 • Allow users to “log in” with loyalty card / create account ! 2 Connect mobile to products & promotions 3 Track all mobile behavior, connect to purchase event 4 Measure behaviour changes, digital influence on basket 5 Compare against non-digital users Didn’t launch an app. Implemented a platform.
  5. 5. Platform Implementation Longo’s 
 CRM Longo’s 
 ERP, POS API & Cloud DB Automated 
 Personalization Engine Analytics Engine Content Management System • Launched July 23, 2013: iPhone, Android, Web in Nov • Integrated w/ Longo’s systems in 3 months • Connected to Longo’s Thank You Rewards Program • Each shopper’s content personalized by Unata’s platform based on purchase history • All users behaviors tracked by Unata’s platform
  6. 6. Loyalty • Scan card off phone • Points balance • Points needed to earn next reward List • Create list from full inventory & prices • Sort by department • Personalized recommendations • All interactions tracked
  7. 7. Incentives • Earn points for downloading app, rating purchases Personal Flyer • Products on sale that the shopper has previously purchased • Relevant specials based on their purchase history
  8. 8. Weekly Push Notification Alerts the shopper that their personal flyer has been updated 
 Sent every Friday 
 Highlights the number of items on sale that the user has previously purchased
  9. 9. Continuously improving experience Access personalized content via app Make purchase with loyalty card Personalized content automatically refreshed Purchase data linked to mobile data, compared to other shoppers
  10. 10. Achieving ROI: 6 Different Ways
  11. 11. ROI 1. Achieve Competitive Differentiation • Only mobile app connected to full catalogue & all specials • Only app with a personal flyer, personalized recommendations, past purchases • Only app that allows users to earn points for digital behaviors
  12. 12. ROI 2. Engage current members Monthly Spend 41% higher 2007 Average Loyalty Member Mobile Loyalty Member +6% higher retention
  13. 13. ROI 2. Engage current members Mobile Gender & Age Distribution consistent with loyalty program 60+ 0-20 3% 5% ! 50-60 14% 40-50 26% 20-30 19% 30-40 33% Male 37% Female 63%
  14. 14. ROI 3. New member acquisition 1
 3 of mobile logins are new members to the loyalty program = > 0.5% of total loyalty spend
  15. 15. ROI 4. New Customer Data what customers do 54% creating SKU-based lists ! ! 32% viewing personal flyer 39% rating products ! when & where mobile sessions happen ! ! ! ! 48% 31% Within 1hr of purchase 1-24hrs before purchase > 1 day before purchase Avg of 2 mobile sessions before each purchase 21% ! impact on purchase • ! • 41% of items added to the list are purchased; other 59% stored tracking conversion of each section & feature
  16. 16. ROI 4. New Customer Data Add to List conversion to purchase by section 60% 51% 31% 30% previous purchases in-list recommendations personal flyer incremental up-sell
  17. 17. ROI 5. Leverage data to cut other costs • Adjust flyer production at select locations after hitting mobile targets • Decrease production of plastic loyalty cards & supporting mailing • Decrease volume of calls to the call center
  18. 18. ROI 6. Drive Increased Loyalty & Spend
  19. 19. ROI 6. Increased loyalty & spend Spend vs. Previous 4 Months Title 23 ’13-Jul 22 ’13 Jul 23 ’13-Nov 23 ’13 VS. Mar 5.7% -0.3% Average Loyalty Member 2007 Mobile Loyalty Member Mostly driven through lift in frequency of visit
  20. 20. Personal Flyer driving spend Lift per Avg Transaction $ vs. Prev 4 months Title 6.2% -1.4% Average 2007 Member Loyalty Personal Flyer User* *Based on transactions where the user viewed Personal Flyer and subsequently made a purchase within 6 days
  21. 21. List Users spending more Lift per Avg Transaction $ Title vs. Prev 4 months 11.4% -1.4% Average Loyalty Member Mobile List User* 2007 *Based on transactions where the user created a digital shopping list and subsequently made a purchase within 6 days
  22. 22. of products added to the list and purchased 10% had never been purchased by the shopper Goes great with...
  23. 23. How Longo’s achieved ROI 1 Achieved Competitive Differentiation 2 Engaged Current Loyalty Members 3 Drove New Member Acquisition 4 Gathered New Forms of Customer Data 5 Leveraging Data to Cut Other Costs 6 Drove Increased Loyalty & Spend
  24. 24. Thank You! Any Questions? Chris Bryson Founder & CEO chris@unata.com / 416.707.0925

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