Rachael Pollard, Global Performance Marketing Director at Just-Eat reveals how mobile defines the business at MMS Mobile in London

1. Exploring the DNA of a mobile
first business
Rachael Pollard
Global Performance Marketing Director

2. How do we get there quicker?

3. The story so far

4. Exponential growth in UK eCommerce
Source : ONS
Over 50%
growth driven
through
mobile

5. However, 60% takeaway orders still
via phone in the UK & 90% in Italy
Shifting
behaviour
Source : Just Eat

6. In the UK we check
our phones on
average 200 times
per day
Fun facts
Within the first 15
minutes of waking up, 4
out of 5 of us check our
phones
Source : Google

7. Mobile evolution
Opportunity to build much richer relationships
Image courtesy of Google Images.
● Need to offer genuine value
● Heightened expectations
● Deliver a seamless customer
experience, in real-time, across
multiple devices...
● Mobile is the channel of choice, and it’s personal

8. New challenges
● Marketing Tech needs to catch up
● Achieving a SCV across devices and channels
● Making sense of HUGE data and…
● …using insight before it turns stale
● MVT at scale and speed
● Mobile media scalability & quality
Image courtesy of Google Images.

9. Challenge of choice
Source : Just Eat
Over 100k chicken curry options in SE1

10. Demographic prediction: Montreal
Source : Just Eat

11. Demographic prediction: SE Montreal
Source : Just Eat

12. Street by street
Source : Just Eat

13. Show and tell

14. Promoting the app Italian-style

15. App Download emails around the world

16. Mobile CRM

17. Digital media in the UK

18. Same rules, new toys, warp speed
Real-time targeted messages, delivered across the
full digital and mobile ecosystem
● Brilliant basics – Right person, time, message, and place
● Take time to understand customers’ needs
● Use data wisely – Personalisation, not stalking
● Be RELEVANT
Image courtesy of Google Images.

19. Thank you.
Questions?
@Rae232