This is the second presentation from the eCommerceNG event "Maximize the Potential of Mobile Commerce" that took place in Leeds on 19-Apr-2013. This was delivered by Stephen Sumner, Sales and Marketing Director of Moda in Pelle and hugely experience eCommerce expert.

1. sponsored by
Site Search
Maximize the Potential of Mobile
Commerce
eCommerce NG
Excellence and innovation in e-
commerce

2. Site Search
www.colbenson.com
@Colbenson | @eCommerceNG | #eCommerceNG

3. Stephen Sumner - Marketing &
eCommerce Director

4. Proposition:
Shoes for every look and occasion we operate in three key market sectors…
fashion, style and celebration
The Insight:
We are a credible 35+ year old brand making original footwear. Developing our
own designs with interesting detail is what sets us apart. Style, quality and
comfort are essential to our audience…it’s all in the detail!
Brand Target
Aimed at affluent 30+ sophisticated women who like to look good and feel great
The Customer:
Female age 30-54, affluent professionals, homeowners with assets, income
£75k+, interests in fashion, travel and eating out
Who are we
stuff?

5. “I like to look after myself
so I eat well and take
regular exercise …
particularly before going
on holiday!” age 40
“Quality is important to me
and I like to be comfortable.
I’m prepared to spend a bit
more to get good quality”
age 40/50
“I do go out, but usually for
dinner with my husband, or
a nice lunch with the girls”
age 30/40
“We tend to book
activity holidays with
the kids and go
somewhere with a
pool ” age 35/40’s
“Cooking is a favourite hobby
of mine…I went on a great
cookery course recently which
was handy for dinner parties
and entertaining” age 40/50
“I always do my food
shopping online it’s
so much more
convenient” age 50
What does
she say?

8. The Ugly
Stuff

9. The ‘Real’ Ugly
Stuff

10. Why
Mobile?

11. Why
Mobile?

12. Show me the
money?
Q -Who has an App & Who has
a Mobile version?

13. Why are we
doing this?

14. Mobile revenues are expected to exceed £6.1
billion in the UK by 2017, according to
Forrester
The stats and predictions are overwhelming:
• Mobile app downloads doubled in
2012 to 46 billion
• Downloads will double again in 2013,
reaching 81 billion, on their way to
310 billion by 2016
• Mobile apps will generate $35 billion
in revenue by 2014 and $74 billion
by 2016.
• 10% of online retail dollars spent in Q3
2012 were on mobile devices, and that
share is expected to increase to 12-13%
during Q4 2012.
• Customers expect apps to be part of how
they interact with your business
• Gartner predicts that “by 2016, mobile
app use will surpass the use of Internet
domain names, making apps the No. 1
way of engaging with brands.
The Industry
Stuff
Brands are starting to treat their
apps as more than just another
channel – they’re treating them
as a business. And they’re
getting serious about marketing
their apps, by putting the
marketing resources behind
them and incorporating apps as
part of their ongoing strategy.
Source – Fiksu.com
The majority of eCommerce platform providers see mobile as an ‘add on’

15. • From January to September 2012
we received £205k worth of sales
via mobile devices at a 1%
conversion rate.
Top devices
– Apple iPad 143k 1.67%
conversion rate
– Apple iPhone 49k 0.6%
conversions rate
– (not set) 2k 0.4% conversion
rate
– Samsung Galaxy S 1.7K
0.47% conversion rate
Our Stuff

16. • Poq Studio to develop a mobile
App and website for Moda in
Pelle, on a commission only basis.
• Project start date end Oct 2012
• Ambitious launch goal of 4 weeks.
(Nov/early Dec 2012)
– Leverage Xmas traffic
store/online
– Pre-Sale period
• App only available on iPhones and
iPads at launch
• Single payment option – ‘Paypal’
• Multi-channel marketing launch
– In-Store POS & download
Incentive
– Online e-mail & homepage
– PR activity
The Approach

17. App in action

18. App in action
Social sharing In- app purchasing Push-messaging

19. The Ugly
Stuff

20. The ‘Real’ Ugly Stuff

21. • 85% of our mobile visitors use
iPhone/iPads.
• 83% of our online customers
purchase using a discount code.
• Only 30% use Paypal – resulting in
abandoned baskets.
• Key changes via website back-end
at the same time as the App was
being developed
• Poor communication between MIP &
Poq Studio
– Image & Feed problems
– Delay in App submission
– Delay in App launch
– Reached 8th
place in ‘Catalogue
rankings’
– Could have reached No1….
Doh!

22. The Not so Ugly
Stuff

23. • Over 6,700 downloads so far…
• On average that’s 56 downloads a day.
• When we were ranked 8th
in the ITunes app store – we reached 200 in one day!
Result?

24. • The majority (85%) of downloads
come from the UK.
• The average order value is £48
(website higher)
• Average number of orders per day
is 2.
• ‘Push Notifications’ see a triple
jump in usage.
• The app was particularly
successful during the January
sales, which brought the biggest
single order so far of £225.
• The app has also been
downloaded in more than 50
countries, including Venezuela,
Kazakhstan, Brazil, Luxembourg,
and The Phillipines!
Result?

25. • Number of session are increasing over time – but especially during sales and
new collection launches
Result?

26. what time of the day do
they shop on mobile?

27. 1. Bring Mobile/App stakeholders
together as one team
2. Put dedicated marketing resources
behind your Mobile/App
3. Set Mobile/App-Oriented marketing
goals
4. Market Your Mobile/App on mobile
media
5. Target Optimal App Store Rank
6. Target loyal users
7. Use optimization technology to drive
marketing performance
8. Choose a proven Mobile Marketing
Technology Partner
9. Test, Learn, Implement, Repeat
10. Establish A Feedback Loop With
Mobile/App development and
business stakeholders
If I did it
again

28. • Rank – Reach (and maintain) a target app
store rank, either overall and/or in-category
• Downloads – Generate a certain number of
app downloads on a daily/weekly/monthly
basis
• Loyal user acquisition – Drive downloads
from users that make a purchase, use the
app repeatedly, or take other actions that
support your overall app strategy
• Revenue – Hit targets for revenue
generated directly through the app
• Organic user acquisition – Acquire a
target number of organic users – those who
download the app without paid marketing
influence
• KPIs – Post-download user actions: repeat
use, clicks, session length, clicks to online
store, in-app purchase
• Competition – Achieve higher app store
rank or more downloads that competitors
• New customer acquisition – Acquire a
target number of new customers
• Existing customers – Generate a target
number of downloads from existing
customers
• Velocity – Meet defined metrics within
specific timeframe
Measure

29. What needed to be
improved?
• Slow loading when
opening the app
(only reason for bad
reviews)
• More branding and
merchandising
opportunities
• More engagement
to incentivize repeat
use
• Search / sorting of
products
• Product wish-lists
Launching new Moda
in Pelle app

30. Launching new Moda
in Pelle app
• Stock
clearance
features:
discounts /
promotions
• More payment
options:
PayPal &
SagePay
Redesigned
product page:
•Wishlist button
•Easier
navigation
between
pictures
•More space for
product
description

31. Launching new Moda
in Pelle app
Store finder:
•Location-
based sorting
of the nearest
store.
•Direct click-to-
call the store
•Direct link to
find directions
•Opening hours
Shoppable
lookbook:
The new app
allows us to re-
use our
lookbooks to
engage fashion
shoppers and
sell more
products.

32. Just one
more thing?
What happened to your Mobile
version Sumner?

33. • Poq Studio to develop a mobile
App and website for Moda in
Pelle, on a commission only basis.
• We already pay for traffic to our
website.
• Directing traffic to our mobile
versions meant we would be
paying commissions twice.
• We are re-platforming and using
the platform providers capability –
only one relationship to manage.
• A chance to pause and review our
learning's from the App.
• We will be live for our A/W season
with our mobile version.
What about our
Mobile site?

35. BREAK

36. sponsored by
Site Search
Maximize the Potential of Mobile
Commerce
eCommerce NG
Excellence and innovation in e-
commerce