A presentation by Chryssa Vrouzi, Internal Communication and Digital Manager, AB Vassilopoulos This presentation was part of the 2nd Mobile Marketing event by Warply. Top executives from leading brands, media agencies and Greek media presented trends of the mobile industry and real examples of how they engage their customers and capitalize on the shift towards a mobile-first reality. The event was powered by: Warply Microsoft Innovation center Nespresso Papadopoulou Biscuits

1. 2nd Mobile Marketing event
5/2/2014
Powered by:

2. Every moment is mobile:
how brand-consumer relationship is
changing
A presentation by Chryssa Vrouzi,
Internal Communication & Digital Manager

3. Agenda
•
•
•
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Digital reality
AB digital ecosystem
Examples in AB & abroad
Next digital plans & Vision
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4. Digital reality

5. 1. Multiple devices, context driven
Source: Google
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6. Smartphones/context
•
•
•
•
Mobile phone use is
growing / “just talking” has
shrunk
55% of Smartphone users
in Europe consider their
devices to be theirs alone
vs e-readers, laptops,
tablets, PCs
In 2016, 85% of devices in
Greece will be smart
phones
Smartphone penetration
in Greece (end 2013) 53%
(estimate)
Source: Google
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7. 2. Mobile plays increasingly important role in pre/shopping

8. 3. What’s all the fuss about big data?
• Business challenges Can we do new things
with old tools?
– Value
• Technical challenges
– Volume
– Velocity
– Variety
Just some AB stats: 266 stores, 1.2 mil. active customers, 70,000 SKUs & 1,400 cash
machines

9. AB digital ecosystem

10. AB Digital ecosystem - As is situation
Digital Goals: Marketing plan support, loyalty increase, digital brand awareness,
content creation that answers customers needs
260.400 fans
Expansion to 51 kiosks
41.593 check-ins
Direct communication with
60,000 customers
Geotargeted campaigns/ push
notifications to 72.812 customers
1.636 followers
93.032 views of 158 videos
social media
launch
Self check-out
relaunch
www.ab.gr
10 instore kiosks 150,000 unique
to redeem coupons visitors /month
1999
2010
PHASE 1
2011
E-shop pilot
under hybris
2012
PHASE 2
NEW DIGITAL VEHICLES EXPANSION
2014
2015-2021
2013
PHASE 3
OPTIMIZE & SUPPORT
EXISTING PORTFOLIO &
ADD NEW ONES

11. How mobile story started in AB
Athensbook – MARCH 2010
Fweebi – July 2011
AB mob app – our
native app - MAY 2013
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12. AB Mob app now, in a month, in a year
May 2013
February 2014
2015
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13. Examples in AB & abroad

14. AB successful examples
09/12/2013
Wine Festival
Sent to 5.401 devices
Views 10.204
Open rate 97%
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15. AB successful examples
05/11/2013
Coco-mat push
Sent to 59.498 devices
Views 24.477
Open rate 41.14%
05/12/2013
12/11/2013
AB leaflet offers
Bonus push
Sent to 66.807 devices
Views 50.922
Open rate 30.51%
Sent to 62.603 devices
Views 20.560
Open rate 32.84%
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16. AB successful examples -SUPPLIERS
•
72.812 AB Mobile App downloads
(60.95% iOS & 39.05% Android)
02/10/2013
Heineken push
Sent to 51.334 devices
Views 3.123
Open rate 6.08%
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17. Shop For Groceries On Train Platforms from Virtual
Grocery Displays
Delhaize Cube Direct

18. Next digital plans & Vision

19. ΑΒ Omni Digital Vision 2021
Create an omnichannel, consistent & branded digital ecosystem for AB that will
strengthen existing and build new customer relationships.
Loyalty
portal
Social
media
Newsle
tter
Corp
orate
site
Touch
Point
ESHO
P
Big data
By following our dynamic customers
journey, meeting them where they
are,…
MSHOP
…offering a unique, personalized
experience throughout & turning them into
resellers.