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Using Mobile To Delight: In-Store,
On-the-Go, and At Home.
!
!
!
Sumit Oberai
EXECUTIVE VICE PRESIDENT TECHNOLOGY, LOYAL...
Average Ratings of Top 5 Canadian Retailers
Canadian Retailers Are Letting The
Potential of Mobile Pass Them By
2643 ratin...
CHALLENGES FACING
MOBILE MARKETERS
Balancing customer and business needs.
Challenges Cross Platform Efficiencies Vendor Sele...
Would be great to access
my wish lists and gift lists in
store.
I am constantly forgetting to put
my Plum card in my purse...
BUILDING A MOBILE STRATEGY
TO CREATE A “WINNING” EXPERIENCE, INDIGO FOCUSED ON THESE THREE THINGS:
Search & Discovery
!
To...
Be able to engage with the Indigo
brand anywhere and anytime with a
mobile app that supports what I want to
do at this mom...
ON - BOARDING
Bring the Indigo eCommerce
experience to life for the mobile
user.
CHALLENGE
Re-define the Indigo
experience by delivering an
omni-channel experience that
brings discovery, utility, loyalty,
and beaut...
Giving the customer
the same ‘warm
feeling’ they receive
walking in the front
door.
SEARCH, DISCOVERY
& COMMERCE
Browse the latest
merchandising or quickly
narrow in on something
specific - yours to explore with
ease and clarity.
SEARCH...
Browse the latest
merchandising or quickly
narrow in on something
specific - yours to explore with
ease and clarity.
SEARCH...
Tap to Add to Cart or Drag and
Drop - purchasing made simple
and fun.
SEARCH, DISCOVERY
& COMMERCE
Tap to Add to Cart or Drag and
Drop - purchasing made simple
and fun.
SEARCH, DISCOVERY
& COMMERCE
Indulge in your very own
personalized shopping
experience with information at
your finger tips and
convenience on the go.
L...
LOYALTY INTEGRATION
Indulge in your very own
personalized shopping
experience with information at
your finger tips and
conv...
Bump into friends and make
the in-store experience more
memorable.
SOCIAL INTEGRATION
Find that book that inspires
you and share it with your
friends in one tap.
SOCIAL INTEGRATION
APP SUCCESS
4.5 / 4 star rated app in iTunes / Google Play
8% greater y/y increase in spend amongst app users driven by bo...
SETTING YOURSELF UP FOR
SUCCESS IN MOBILE
Keep The Customer As The Focus
One Product Owner
Debate Over Prescribed Requirem...
a@bnotions.com soberai@indigo.ca
Thank You
Using Mobile to Delight (In-Store, On-the-Go and At Home) - Mobile Day Presentation
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Using Mobile to Delight (In-Store, On-the-Go and At Home) - Mobile Day Presentation

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An exploration into the challenges preventing brands from delivering superior mobile experiences and a case study of a customer centric mCommerce experience.

Published in: Mobile, Technology, Business

Using Mobile to Delight (In-Store, On-the-Go and At Home) - Mobile Day Presentation

  1. 1. ! Using Mobile To Delight: In-Store, On-the-Go, and At Home. ! ! ! Sumit Oberai EXECUTIVE VICE PRESIDENT TECHNOLOGY, LOYALTY, STRATEGY @ INDIGO ! Alkarim Nasser / @alkarim MANAGING PARTNER, PRODUCT, INVESTMENTS @ BNOTIONS !
  2. 2. Average Ratings of Top 5 Canadian Retailers Canadian Retailers Are Letting The Potential of Mobile Pass Them By 2643 ratings 5181 ratings
  3. 3. CHALLENGES FACING MOBILE MARKETERS Balancing customer and business needs. Challenges Cross Platform Efficiencies Vendor Selection Internal Product Ownership CUSTOMER’S NEEDS Great Mobile Exp BUSINESS’ NEEDS POOR USER EXPERIENCE INCOHERENT NARRATIVE DISSATISFIED CUSTOMERS RESULTING IN LITTLE/NO ROI
  4. 4. Would be great to access my wish lists and gift lists in store. I am constantly forgetting to put my Plum card in my purse. It would be great if there was an Indigo app with a virtual Plum card kinda like Starbucks. The phone can replace the kiosk to help find more information or ratings and reviews on products.
  5. 5. BUILDING A MOBILE STRATEGY TO CREATE A “WINNING” EXPERIENCE, INDIGO FOCUSED ON THESE THREE THINGS: Search & Discovery ! To drive conversion in- store and via device, we need to allow users to find the products they’re looking for quickly and easily. Loyalty Integration Our rewards program is one of the highest penetrated in Canada and we want to continually improve member satisfaction by delivering what our members are asking for Augment In-Store Experience Make our customers lives easier by creating a contextually-aware app that will sync their wish lists, show them inventory in store, allow them to scan products and give them relevant information about the store they are in
  6. 6. Be able to engage with the Indigo brand anywhere and anytime with a mobile app that supports what I want to do at this moment Have visibility into loyalty with a virtual card, points balance and redemption levels CUSTOMER GOALS FOR MOBILE 1 2 Create industry leading, cross-channel mobile experience that drives customer engagement and increases sales Create a highly compelling offering that our customers will love to use INDIGO’S GOALS FOR MOBILE 1 2
  7. 7. ON - BOARDING
  8. 8. Bring the Indigo eCommerce experience to life for the mobile user. CHALLENGE
  9. 9. Re-define the Indigo experience by delivering an omni-channel experience that brings discovery, utility, loyalty, and beauty to every consumer touchpoint. OPPORTUNITY
  10. 10. Giving the customer the same ‘warm feeling’ they receive walking in the front door. SEARCH, DISCOVERY & COMMERCE
  11. 11. Browse the latest merchandising or quickly narrow in on something specific - yours to explore with ease and clarity. SEARCH, DISCOVERY & COMMERCE
  12. 12. Browse the latest merchandising or quickly narrow in on something specific - yours to explore with ease and clarity. SEARCH, DISCOVERY & COMMERCE
  13. 13. Tap to Add to Cart or Drag and Drop - purchasing made simple and fun. SEARCH, DISCOVERY & COMMERCE
  14. 14. Tap to Add to Cart or Drag and Drop - purchasing made simple and fun. SEARCH, DISCOVERY & COMMERCE
  15. 15. Indulge in your very own personalized shopping experience with information at your finger tips and convenience on the go. LOYALTY INTEGRATION
  16. 16. LOYALTY INTEGRATION Indulge in your very own personalized shopping experience with information at your finger tips and convenience on the go.
  17. 17. Bump into friends and make the in-store experience more memorable. SOCIAL INTEGRATION
  18. 18. Find that book that inspires you and share it with your friends in one tap. SOCIAL INTEGRATION
  19. 19. APP SUCCESS 4.5 / 4 star rated app in iTunes / Google Play 8% greater y/y increase in spend amongst app users driven by both frequency and basket across both retail and online channels Greater increase in sales of Indigo’s new categories (General Merchandise / Kids) among app users as well 2014 Winner The Communicator Awards is an annual competition honoring the best in advertising, corporate communications, public relations and identity work for print, video, interactive and audio.
  20. 20. SETTING YOURSELF UP FOR SUCCESS IN MOBILE Keep The Customer As The Focus One Product Owner Debate Over Prescribed Requirements Design Matters Always Agile Less is More Tell a Great Story
  21. 21. a@bnotions.com soberai@indigo.ca Thank You

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