10. program focus mobile apps SMS 1 2 6 3 4 5 mobile websites mobile advertising mobile in store internal use
11. “Don’t fret about choosing a long-term solution; get in the game.” - Forrester Source: Forrester Market Overview: Mobile Commerce Solutions for Retail, Aug. 4 2011
Thanks, Steve. I’m Jeff Haddon, Mobile Marketing and Technology Lead at OfficeMax. I was part of the launch of our mobile initiatives back in 2009, and I’m very excited to be here with you at Lake Tahoe this week. I’m really looking forward to the speakers and presentations and the opportunity to get to know many of you over the next few days. I certainly don’t consider myself a mobile marketing guru, but we at OfficeMax have done some interesting things, and I hope what I have to say will be helpful in some way to at least some of you.
Our ability to access more customers is important and beneficial, but secondary to acting human, being a helpful brandfriendInvite and welcome customers A focus on pushing more offers at customers to DRIVE them somewhere fails to realize the promise of mobile and social: a two way interaction with your customers.
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This is the way I often see retailers approaching mobile.[click] This is how we approach mobile.The primary focus changes the priorities of the areas of focusPushing to customer inviting the customer
MaxPerks account accessMember numberWhere’s the eCommerce?
Brand engagementPlay with a virtual version of our RBB
Documents trapped, unleash themBusiness travelers, road warriors, in and out of town50 states covered by 900 print locations
I really labored for a long time over this slide. How to represent SMS? How about the text…sms?After all the glitz and glamour of apps and mobile sites, text messaging just sounds so dull. But I could easily spend 20 minutes talking just about SMS. Why? Because it’s probably our most personal mobile connection point with our customers and we’ve learned a lot about what seems to work and what doesn’t. And I feel like we’ve scarcely scratched the surface.I could talk about SMS subscribers converting at 6-8 times higher rate than email on a per-subscriber basis, or the huge range of opt out rates we’ve determined depending on the type of message we send and the source of the subscriber. But rather than burning up all of the Q&A time by taking you through a laundry list of what we’ve been up to and what we’ve learned, I’ll just take you through a fun text to win campaign we executed last holiday season with a little glitz and glamour of its own.
That there is a photo of our first ever Macy’s Thanksgiving Day Parade float entitled “Elves Raise the Roof” based on our annual ElfYourself.com site.
Anybody ever receive one of these silly, but hilarious emails?
This float was a significant event for our company because, I’m told it’s the first time a retailer, other than Macy’s was allowed in the parade. We wanted to make sure people, especially our customers, noticed
