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This presentation discusses how to create a mobile in-store experience that is capable of measuring return on investment, as well as 6 different ways in which you can quantify the ROI impact on your business. By implementing eCommerce experiences and tactics to enhance your in-store experience, you will learn how to track the impact that your digital experiences have on your consumer’s behavior at the cash register. Chris Bryson, CEO of Unata shares case study results and his company's work with Longo’s, one of Canada’s most well respected grocery chains, which will illustrate how Longo’s is measuring their mobile ROI, and what success they have achieved.
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4 concepts that we see as essential to success, if you are managing or planning to build Apps in 2015.
Mobile Strategy
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YANKSONSOCIAL | SOCIAL MEDIA AGENCY, LONDON (http://yanksonsocial.ga) - Our #1 Goal Is To Help You Increase Your Bottom Line. Contact Us Today To Learn How To End Your Frustrations
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The main ob¬jective of Brand Reputation Monitoring to collect valuable information from the available Web sources about a company or a brand, analyze on how on how the consumer takes away from the brand, and the relationship that they have with that brand and implement effective strategies for maintaining the desired reputation with consumers.
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The Transformation of Retail in Quebecretaicouncil
Christian Bourque
Executive Vice-President and Senior Partner
Leger
Jacques Nantel, Ph.D
Professor, HEC Montreal
Academic Associate & Executive Vice-President
Leger
La transformation du commerce de détail au Québecretaicouncil
Christian Bourque, Vice-président exécutif et associé, Léger
Jacques Nantel, Ph.D, Professeur, HEC Montréal, Membre du comité académique et vice-président exécutif, Léger
Showrooming, webrooming et outshopping : Comment s’adapter à ces tendancesretaicouncil
Sylvain Sénécal, Professeur de marketing, Titulaire de la Chaire de commerce électronique RBC Groupe Financier,
Co-directeur du laboratoire Tech3Lab HEC Montréal
2. Objective:
Launch mobile apps that deliver the same
customer intimacy that made Longo’s successful
Longo’s Family, 2012
3. Achieve Competitive Differentiation
Engage Current Loyalty Members
Drive New Member Acquisition
Gather New Forms of Customer Data
Leverage Data to Cut Other Costs
Drive Increased Loyalty & Spend
1
2
3
4
5
6
Targets for achieving ROI
4. How Unata measured ROI
1
2
3
4
5
Connected mobile experience to loyalty program
!
Connected mobile experience to products & promotions
Tracked all mobile behaviour; connect to purchase event
Measured behaviour changes & influence of digital on basket
Benchmarked changes against non-digital users
Didn’t launch an app. Implemented a platform.
5. • Launched July 23, 2013: iPhone, Android, Web in Jan
• Integrated in 3 months
• Connected to Longo’s Thank You Rewards Program
• Each shopper’s content is personalized by Unata’s platform, based on purchase history
• All users behaviors tracked by Unata’s platform
Automated
Personalization
Engine
Longo’s
CRM
API &
Cloud DB
Longo’s
ERP, POS
Content
Management
SystemAnalytics
Engine
Platform Implementation
6. Loyalty
• Scan card off
phone
• Points balance
• Points needed to
earn next reward
List
• Create list from
full inventory &
prices
• Sort by
department
• Personalized
recommendations
7. Incentives
• Earn incentives
for downloading
app / rating
purchases
Personal
Flyer
• Products on sale
that the shopper
has previously
purchased
• Other relevant
specials based on
buying preferences
8. Push Notification
• Alerts for personal flyer
being updated
• Sent weekly
• Highlights number of
items on sale that the
user has previously
purchased
11. ROI 1. Achieve Competitive Differentiation
The Longo’s Mobile App is the only Canadian mobile app that:
• Is connected to the full catalogue and all specials (not just the flyer)
• Has a personal flyer, personalized recommendations, access to user’s purchases
• Allows users to earn points for digital behaviors
14. =
1% of total loyalty spend
ROI 3. New member acquisition
1
3
of mobile logins are
new members to
the loyalty program
>
15. when & where
mobile sessions
happen
ROI 4. New Customer Data
48%
21%
31% Within 1hr of purchase
1-24hrs before purchase
> 1 day before purchase
41% viewing
personal flyer
36% rating
products
45%
creating lists
• Lift in spend from app usage & each feature
• 52% of items added to the list are purchased
what
customers do
impact
on purchase
17. ROI 5. Leverage data to cut other costs
• Adjust flyer production at select locations after hitting mobile targets
• Decrease production of plastic loyalty cards & supporting mailings
• Leverage customer product ratings from mobile app to enhance merchandising;
>600K product ratings have been submitted since launch across 20K items
21. of products added to the
list and purchased had
never been purchased
10% Goes great with...
22. Achieved Competitive Differentiation
Engaged Current Loyalty Members
Drove New Member Acquisition
Gathered New Forms of Customer Data
Leveraged Data to Cut Other Costs
Drove Increased Loyalty & Spend
1
2
3
4
5
6
How Longo’s achieved ROI
23. Beacons: The Next Major Evolution
Create Different Triggers for Different Distances
24. Empower the Retailer
• Personal Flyer, Targeted Offers upon entry
• Increase Loyalty data capture (easy access @ checkout)
• Store staff retrieving shopper profile via their own app
Empower Manufacturers
• Interactive In-Aisle Signage
• Fully customizable content: videos, signage, etc
• Engagement vs. Purchase Analytics
25.
26. Chris Bryson
Founder & CEO
chris@unata.com
Thank You! Any Questions?
Ken Kuschei
Director of Consumer Insights
ken.kuschei@longos.com