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Highlighted Successes: Rick Anderson, Roger Ferguson, Corrin Condon

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A case for engaging wine and spirits enthusiast via mobile

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Highlighted Successes: Rick Anderson, Roger Ferguson, Corrin Condon

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  2. 2. A Case for Engaging Wine and Spirits Enthusiasts via Mobile: Rick Anderson Proprietor, France 44 2
  3. 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. 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. 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. 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. 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. 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. 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. 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. 11. Development Guidelines • • • • • Useful and Easy Non-Intrusive Brand Familiarity ‘Coolness’ Factor Social Connections and Stickiness Rick Anderson Proprietor, France 44 11
  12. 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. 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. 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. 15. A Long Term Annuity What is the value of a happy long-term customer? Rick Anderson Proprietor, France 44 15
  16. 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. 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

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