Shop.org 2015 Mobile Marketing Session by GPShopper and Walgreens

MOBILE MARKETING:
Your Customers
Are There. Are You?
Bill Siwicki
Vice President of Mobile Strategy
and Research, GPShopper
Mobile Marketing Adjunct Faculty
Member, Kellstadt Marketing Center,
DePaul University
@MobileSiwicki
bill@gpshopper.com
Kartik Subramanian
Director of Product Management,
Mobile Commerce, Walgreens
@ksubram1
kartik.subramanian@walgreens.com

U.S. CONSUMER DAILY TIME SPENT WITH MOBILE
2hrs
51min
(2015)

Source: eMarketer, March 2015

[VALUE]%
[VALUE]%
[VALUE]%
[VALUE]%
[VALUE]%
2014 2015 2016 2017 2018
U.S. MOBILE APP USERS AS A
PERCENT OF MOBILE USERS
Source: eMarketer, January 2015

[VALUE]%
[VALUE]%
[VALUE]%
[VALUE]% [VALUE]%
2014 2015 2016 2017 2018
U.S. MOBILE AD SPENDING
AS A PERCENT OF TOTAL
DIGITAL AD SPENDING
Source: eMarketer, February 2015

[VALUE]%
[VALUE]%
[VALUE]%
[VALUE]%
2014 2015 2016 2017
MOBILE COUPON USERS
AS A PERCENT OF
MOBILE PHONE USERS
Source: eMarketer, April 2015

“The real win is when a customer can
walk into a Sephora store and she can do
everything from one place and not have to
juggle her wallet and a card.”
- Johnna Marcus, Director of Digital Business
Development, Sephora
SEPHORA: A BEAUTIFUL MOBILE CASE STUDY
Source: eMarketer

“That was part of our decision in the first place—the
buzz [Apple creates] that we felt really strongly about.
One of the things that we layered on over time is
adding more signage. Initially we just had messaging
on the signature pads themselves, and then we started
adding things like stickers on the window or
additional signage at the cash wrap.”
- Johnna Marcus, Director of Digital Business Development, Sephora
SEPHORA: PROMOTING APPLE PAY
Source: eMarketer

SEPHORA: PASSBOOK USERS ARE SUPREME
–

80% of customers who put their
Beauty Insider card in Passbook
are what Sephora considers
active customers, those who
have made at least one
purchase in the last year.
–

More than 600,000 Sephora
customers have registered their
Beauty Insider loyalty cards in
the Passbook mobile wallet.
–

Sephora Beauty Insider
members who add their loyalty
cards and passes to the
Passbook wallet purchase twice
as much and twice as frequently
as typical Sephora customers.
80% 600,000 2x
Source: eMarketer

EBAGS: 10% CONVERSION RATE
“These mobile-only or mobile-first companies like
Tinder and Uber and OpenTable really have the lead
in mobile, and they really inspire. We can fine-tune
our assortment of 12,000 handbags just for you. It’s
a bit of gamification to help find the perfect bag. The
ultimate goal is to sell more handbags. But,
importantly, this is a cool tool.”
- Peter Cobb, Co-Founder and Senior Vice President, eBags

©2015 Walgreen Co. All rights reserved. Confidential and proprietary information.
Reimagine
Walgreens
through mobile
solutions
RBS,
QP

Connect
digital
experiences to
our stores
In-‐Store-‐Mode

Clip2Card

MOBILE’S STRATEGIC PILLARS
In-‐Store-‐Mode

Clip2Card

REFILL BY SCAN LETS YOU FILL UP
RX’S LESS THAN 15 SECONDS!
% of online refills
from mobile
We’re driving a significant
share of Rx scripts
©2015 Walgreen Co. All rights reserved.

% of online photo
prints from mobile
Mobile photo printing has seen
double-digit YoY growth
~1%
2010
Today

~40%
QUICKPRINTS LETS YOU PRINT
DIGITAL PHOTOS IN A SNAP…
©2015 Walgreen Co. All rights reserved.

OUR FIRST WATCH EXPERIENCES
TARGET DRUG ADHERENCE

PILL REMINDERS HELP CUSTOMERS
MANAGE THEIR MEDS

REMINDERS FIT THE “5 SECOND RULE” FOR
GREAT WATCH EXPERIENCE

WE BROUGHT ONE-TOUCH REFILL
REMINDERS TO APPLE WATCH

•  Uses the phone’s internal sensors to automatically track and log
steps with the aid of Apple’s HealthKit framework
•  Allows customers to automatically pass their steps data to BRhC
and be rewarded
•  Extremely convenient way to grow the reach of our program, no
need for extra hardware
BALANCE REWARDS FOR HEALTHY
CHOICES W/ APPLE HEALTH

CONNECT IS HOW WE WEAVE DIGITAL
IN AND AROUND THE STORE

When users enter the virtual
fence, we know they’re here
..
And we serve up relevant in-
store content to them at their
ﬁngertips
WE’VE CREATED VIRTUAL FENCES
AROUND OUR 8,000+ STORES
Clip
coupons
View latest
rewards
info
Send
feedback to
cust. svc

MOBILE COMMERCE TIPS FOR
THE 2015 HOLIDAYS

THE HOLIDAYS ARE UPON US
Thanksgiving through Cyber
Monday 2014, 70% of digital
traffic at Wal-Mart stemmed
from mobile devices.
Source: Walmart

For the entire 2014 holiday
season, mobile sales
accounted for 23% of all
digital sales.
Source: IBM

Mobile sales as a percentage of
digital sales for all of 2015 should
hit 30%, according to the 2016
Internet Retailer Mobile 500.

–

Plan a mobile-only deal/
special/promotion for
Thanksgiving Day.
TIP #1

–

Use push notifications
throughout the holiday
season to keep loyal
customers informed.
TIP #2

–

Speed up mobile web/
responsive design site
pages.
TIP #3

–

Examine the checkout
process to ensure it
requires as few clicks
(web or app) as possible.
TIP #4

Shop.org 2015 Mobile Marketing Session by GPShopper and Walgreens

Recommended

Recommended

More Related Content

What's hot

What's hot (18)

Similar to Shop.org 2015 Mobile Marketing Session by GPShopper and Walgreens

Similar to Shop.org 2015 Mobile Marketing Session by GPShopper and Walgreens (20)

More from GPShopper, a Synchrony solution

More from GPShopper, a Synchrony solution (12)

Shop.org 2015 Mobile Marketing Session by GPShopper and Walgreens