BEYOND THE RACK:
THE MOBILE STORY
CMA/MARKETING MOBILE DAY PRESENTS:
INTRODUCTION
Richard Cohene
Director, Marketing
richard@beyondtherack.com
!
beyondtherack.com
@BeyondtheRack
Offices in Montreal, New York, Las
Vegas and Toronto
Launched in 2009
#3 fastest growing company in
Canada for 2012 (Profit ...
Sep Seyedi
CEO
sep@plasticmobile.com
plasticmobile.com
@PlasticMobile@PlasticMobile
Offices in New York and Toronto
!
Launched in 2007
!
Most awarded mobile agency in Canada
!
Extensive portfolio of top-tier...
THE MOBILE IMPACT
THE MOBILE OPPORTUNITY
42% of smartphone
shoppers left the site after
trying to view just one page
on their mobile devices.
“I have not failed, I’ve just
found 10,000 ways that just
don’t work.”
!
-Thomas Edison
MOBILE WEB
60%
15% 15%
What about 

an app?
MOBILE APP: OBSTACLES
!
1. Marketing taking the lead
!
Technically handcuffed2.
!
Mobile app expectations3.
ENTER: PLASTIC MOBILE
Obstacle 1: Marketing taking the lead
!
Solution:
Translate business needs
into mobile solutions
!
!
!
Solution:
Build systems from
the ground up
Obstacle 2: Technically handcuffed
!
!
!
!
Solution:
UX defines success
in apps
Obstacle 3: Mobile expectations
MOBILE APP STRATEGY
ALL IDEAS, CONCEPTS, VISUALIZATIONS, AND CONTENT ARE COPYRIGHT © AND INTELLECTUAL PROPERTY OF PLASTIC MOBILE INC.
UX comes...
ALL IDEAS, CONCEPTS, VISUALIZATIONS, AND CONTENT ARE COPYRIGHT © AND INTELLECTUAL PROPERTY OF PLASTIC MOBILE INC.
Data needs to support
UX strategies
28
MOBILE UX: SCROLLING
28
MOBILE UX: SCROLLING
Maximize
available
real estate
2929
Encourage discoverability
30
MOBILE UX: SCROLLING
30
MOBILE UX: SCROLLING
Easy check out,
means easy conversions
Checkout in just three taps
Using urgency to push impulse purchases
Leverage
personalized
push notifications to
drive engagement
!
THE RESULTS
Just getting Started
117K
downloads

without any 

promotions.
Existing
members who
downloaded
the app spend
10% more
1% of our mobile app users
members are generating 6%
of our TOTAL revenues
Acquiring mobile app users
is half the cost, compared
to other channels, and are
worth drive engagement
as much
Leverage
existing
assets to
promote
the app
5% 5%
KEY LEARNINGS
Client-vendor relationship1.
!
Data analytics is key2.
!
Mobile strategy3.
!
Staying one step ahead4.
THANK YOU
richard@beyondtherack.com
!
beyondtherack.com
sep@plasticmobile.com
!
plasticmobile.com
Beyond the Rack: The Mobile Story
Beyond the Rack: The Mobile Story
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Beyond the Rack: The Mobile Story

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A mobile app success story, from strategy to results.

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Beyond the Rack: The Mobile Story

  1. 1. BEYOND THE RACK: THE MOBILE STORY CMA/MARKETING MOBILE DAY PRESENTS:
  2. 2. INTRODUCTION
  3. 3. Richard Cohene Director, Marketing richard@beyondtherack.com ! beyondtherack.com @BeyondtheRack
  4. 4. Offices in Montreal, New York, Las Vegas and Toronto Launched in 2009 #3 fastest growing company in Canada for 2012 (Profit Magazine) #1 fastest growing online retailer for 2011 (Internet Retailer)
  5. 5. Sep Seyedi CEO sep@plasticmobile.com plasticmobile.com @PlasticMobile@PlasticMobile
  6. 6. Offices in New York and Toronto ! Launched in 2007 ! Most awarded mobile agency in Canada ! Extensive portfolio of top-tier brands including OLG, Shoppers Drug Mart and
  7. 7. THE MOBILE IMPACT
  8. 8. THE MOBILE OPPORTUNITY
  9. 9. 42% of smartphone shoppers left the site after trying to view just one page on their mobile devices.
  10. 10. “I have not failed, I’ve just found 10,000 ways that just don’t work.” ! -Thomas Edison
  11. 11. MOBILE WEB
  12. 12. 60% 15% 15%
  13. 13. What about an app?
  14. 14. MOBILE APP: OBSTACLES
  15. 15. ! 1. Marketing taking the lead
  16. 16. ! Technically handcuffed2.
  17. 17. ! Mobile app expectations3.
  18. 18. ENTER: PLASTIC MOBILE
  19. 19. Obstacle 1: Marketing taking the lead ! Solution: Translate business needs into mobile solutions
  20. 20. ! ! ! Solution: Build systems from the ground up Obstacle 2: Technically handcuffed
  21. 21. ! ! ! ! Solution: UX defines success in apps Obstacle 3: Mobile expectations
  22. 22. MOBILE APP STRATEGY
  23. 23. ALL IDEAS, CONCEPTS, VISUALIZATIONS, AND CONTENT ARE COPYRIGHT © AND INTELLECTUAL PROPERTY OF PLASTIC MOBILE INC. UX comes down to science
  24. 24. ALL IDEAS, CONCEPTS, VISUALIZATIONS, AND CONTENT ARE COPYRIGHT © AND INTELLECTUAL PROPERTY OF PLASTIC MOBILE INC.
  25. 25. Data needs to support UX strategies
  26. 26. 28 MOBILE UX: SCROLLING 28 MOBILE UX: SCROLLING Maximize available real estate
  27. 27. 2929 Encourage discoverability
  28. 28. 30 MOBILE UX: SCROLLING 30 MOBILE UX: SCROLLING Easy check out, means easy conversions
  29. 29. Checkout in just three taps
  30. 30. Using urgency to push impulse purchases
  31. 31. Leverage personalized push notifications to drive engagement !
  32. 32. THE RESULTS
  33. 33. Just getting Started 117K downloads without any promotions.
  34. 34. Existing members who downloaded the app spend 10% more
  35. 35. 1% of our mobile app users members are generating 6% of our TOTAL revenues
  36. 36. Acquiring mobile app users is half the cost, compared to other channels, and are worth drive engagement as much
  37. 37. Leverage existing assets to promote the app
  38. 38. 5% 5%
  39. 39. KEY LEARNINGS
  40. 40. Client-vendor relationship1.
  41. 41. ! Data analytics is key2.
  42. 42. ! Mobile strategy3.
  43. 43. ! Staying one step ahead4.
  44. 44. THANK YOU richard@beyondtherack.com ! beyondtherack.com sep@plasticmobile.com ! plasticmobile.com

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