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Retail and Mobile Data In Store Using Scanning Technology
- 1. A MOBILE APP STRATEGY PROSPECTUS BY BRANDON BREON | UX DESIGNER WEST MARINE PRO
- 2. I. Introduction II. Features III. Summary of Research Conducted IV. Cost Benefit Analysis V. Strategic Vision for The App VI. Next Steps VII.Appendix AT A HIGH LEVEL
- 3. The Mobile Landscape Smartphone Adoption & Growth Source: Comscore January 2017
- 4. 0 550 1100 1650 2200 0 65 130 195 260 2015 2016 2017 Unique Visitors Page Views Page Views Page Views VisitsVisitsVisits West Marine Pro Mobile Traffic 3.84% Of all traffic on West Marine Pro is Mobile Traffic for 2017 Of overall visits on West Marine Pro Mobile Yielded a conversion to purchase. ADDITIONAL DATA 6.29%
- 5. West Marine Pro Customers Are Searching on Mobile • Mobile Search Yielding a Positive Increase From 2016 to 2017 • Search on Mobile Continuing a Steady Increase for 2017 YTD • Search is a PRO focal point • 38% of retail visits result in a search in 2016 • 70% of visits result in a search in 2017 West Marine Pro Internal Numbers
- 6. The most fundamental question we asked ourselves before creating this app is” “What can we do to BETTER the overall customer experience”? OUR CHALLENGEPONDERING “OUR EXPERIENCE”
- 7. I. OBSERVATIONS A. West Marine Pro Customers, in particular our mobile customers, are known to come in our stores on frequent occasions to buy products from our shelves. 90% of mobile pro customers shop in our stores B. Each pro customer that comes in to our stores has a different “Pro Pricing Tier” C. These pro customers are usually constrained by time and have a sense of urgency in their work day II. PROBLEM TO BE SOLVED • How do we make it EASIER and QUICKER to obtain your pro pricing on mobile? III. NEW FEATURE • By creating a new mobile scanning app for pro customers we can increase the speed at which they obtain pricing and with less friction all while increasing overall customer loyalty and satisfaction • We believe this new product will yield a higher repeat purchase and result in some increase in sales revenues EVERY GREAT PRODUCT SOLVES A PUZZLE
- 8. I. Features Overview • Mobile App is a single function app • West Marine Pro customer logs into their account from our mobile site • A notification window informs the user they can scan from their mobile device now on West Marine Pro • Pros customer clicks on the on the download link sending them into the App Store or Google Play Store to download the app. • The user then installs the app on their phone • The user then scans the bar code on the product in the stores allowing them to be taking directly to the PDP and reveal their pro pricing on that particular product • UPC Scan lives in the search bar for continual use for our customers Back to West Marine Pro Back to West Marine Pro Back to West Marine Pro or go to West Marine Pro mobile site SCAN BARCODE FOR YOUR PRO PRICING Browser or NEW MOBIILE PRICE SCANNING APP!NEW MOBIILE PRICE SCANNING APP! Take me back to West Marine Pro Back to West Marine Pro Back to West Marine Pro Back to West Marine Pro or go to West Marine Pro mobile site SCAN BARCODE FOR YOUR PRO PRICING or NEW MOBIILE PRICE SCANNING APP!NEW MOBIILE PRICE SCANNING APP! Take me back to West Marine Pro Back to West Marine Pro Back to West Marine Pro Back to West Marine Pro or go to West Marine Pro mobile site SCAN BARCODE FOR YOUR PRO PRICING or LE PRICE SCANNING APP!LE PRICE SCANNING APP! back to West Marine Pro Back to West Marine Pro Back to West Marine Pro Back to West Marine Pro or go to West Marine Pro mobile site SCAN BARCODE FOR YOUR PRO PRICING
- 9. Summary of Research Conducted I. Competitive Landscape Audit A. Collective meetings with management, product and engineering teams to secure confirmation of functionality B. External design audit was conducted of best practices of other applications functionality in the scanning category II. In - Store Research Trip - Methodology A. 9 Customers were given mocks and scenario based questions III. Research Outcomes A. On a scale of 1 - 10 of overall value, 3 customers gave it 5 rating, 2 customers gave it a 6 rating, 3 customers rated the app a 10 & 1 said would not use at all (he uses a flip phone)
- 10. Cost Benefit Analysis Summary I. List of Potential Costs • Development • Sprint Time = Estimated 12 days 2 Developers • Publishing Cost • Android = $25/one time fee • Apple Developer program = $99 per year • *Mac Book Computer = approx $2,500 II. List of Benefits A. Less Time Searching For Pro Pricing B. Increased Customer Satisfaction C. Increased Sales Revenues D. Increase Frequency of Purchase E. Added Intangible Value to Our Overall Brand
- 11. Cost Benefit Analysis - Quantitative Modeling Estimates Customer Name Current Annual Average Number of Visits Average time to get Pro Pricing Total Time Just Waiting for Pro Pricing Per Year Average Dollar Amount Spent Each Visit Estimated Total Dollar Amount Robert B 104 (2 visits per week X 52 weeks) 7 minutes 12.1 Hours per year 100 $10,400 AFTER APP New Avg Time to Get Pro Pricing Total Time Saved New Average Estimated Spent each year New Annaul Estimated Dollar Amount Spent in Store 120 1 minute 11 Hours per year $150 $18,000 Summary 11 Annual Hours Saved 6 Minutes Average Estimated Time Per Visit Saved Increased number of store visits Increaed total dollar amount per visit Increased annual dollar amount spent in store Added Annual Revenue of $7,600 per customer
- 12. Risk Associated with The App I. Cost to post App to App Store(s) • Low = budget of $500 in 2018 II. Cost to Maintain code in app • Low = Responsibility to maintain within the product team III. Contact Center Increased Support • Low = Train contact center to support calls
- 13. Measuring Success I. Defining Our Success • Total number of users for new app • Total number of scans • Total new installs • Increased spending II. What Time Frame? • Recommended quarterly reviews over the course of 12 months should be implemented III. Methodology For Measuring Success • Review customer feedback • Analyze overall mobile install numbers
- 14. Strategic Vision/Outlook for the Future I. In Store Product Locator II. Quote Builder III. On the job live video chat IV. Virtual Parts Recognition V. One Step Buy/Checkout VI. Work Scheduler VII. Inventory Management VIII. Self - Service Store Check Out
- 15. Professional Recommendation & Next Steps I. Phase 1 • Collective team agreement on final execution/design • Solidify estimates of development hours needed • Identify which design sprint to be included in • Develop solid deadlines II. Phase 2 • Building and executing the code for the application • Development of app • Q&A • Testing III. Phase 3 • Publishing to the App Store (10 day Apple Review Policy) • Work with West Marine Marketing and Team Managers to market the new app • Communicate with customer base IV. Phase 4 • Review initial feedback • Monitor the download/install rates • Keep an eye out for any potential bugs or hang ups
- 16. Thank You
- 17. Appendix I. Should the app have issues it can be pulled from the app store and re - published II. It was our intention to not create a fully functional app but rather to have this in the mobile site experience Steps on Removing The App from The App Store • https://developer.apple.com/library/content/documentation/LanguagesUtilities/Conceptual/ iTunesConnect_Guide/Chapters/TransferringAndDeletingApps.html Steps on Removing The App from Google Play • https://help.swiftic.com/hc/en-us/articles/201581962-Delete-Your-App-from-Google-Play