Embed Size (px)
Citation preview
!
Using Mobile To Delight: In-Store, On-the-Go, and At Home. !
!
!
Sumit Oberai EXECUTIVE VICE PRESIDENT TECHNOLOGY, LOYALTY, STRATEGY @ INDIGO
!
Alkarim Nasser / @alkarim MANAGING PARTNER, PRODUCT, INVESTMENTS @ BNOTIONS
!
Average Ratings of Top 5 Canadian Retailers
Canadian Retailers Are Letting The Potential of Mobile Pass Them By
2643 ratings 5181 ratings
CHALLENGES FACING MOBILE MARKETERSBalancing customer and business needs.
Challenges Cross Platform Efficiencies Vendor Selection Internal Product Ownership
CUSTOMER’S NEEDS
Great Mobile
Exp
BUSINESS’ NEEDS
POOR USER EXPERIENCE
INCOHERENT NARRATIVE
DISSATISFIED CUSTOMERS
RESULTING IN
LITTLE/NO ROI
Would be great to access my wish lists and gift lists in
store.
I am constantly forgetting to put my Plum card in my purse. It
would be great if there was an Indigo app with a virtual Plum
card kinda like Starbucks.
The phone can replace the kiosk to help find more information or
ratings and reviews on products.
BUILDING A MOBILE STRATEGYTO CREATE A “WINNING” EXPERIENCE, INDIGO FOCUSED ON THESE THREE THINGS:
Search & Discovery
!To drive conversion in-
store and via device, we need to allow users to find
the products they’re looking for quickly and
easily.
Loyalty Integration
Our rewards program is one of the highest
penetrated in Canada and we want to continually
improve member satisfaction by delivering what our members are
asking for
Augment In-Store Experience
Make our customers lives easier by creating a
contextually-aware app that will sync their wish
lists, show them inventory in store, allow them to scan
products and give them relevant information about
the store they are in
Be able to engage with the Indigo brand anywhere and anytime with a mobile app that supports what I want to do at this moment
Have visibility into loyalty with a virtual card, points balance and redemption levels
CUSTOMER GOALS FOR MOBILE
1
2
Create industry leading, cross-channel mobile experience that drives customer engagement and increases sales
Create a highly compelling offering that our customers will love to use
INDIGO’S GOALS FOR MOBILE
1
2
ON - BOARDING
Bring the Indigo eCommerce experience to life for the mobile user.
CHALLENGE
Re-define the Indigo experience by delivering an omni-channel experience that brings discovery, utility, loyalty, and beauty to every consumer touchpoint.
OPPORTUNITY
Giving the customer the same ‘warm feeling’ they receive walking in the front door.
SEARCH, DISCOVERY & COMMERCE
Browse the latest merchandising or quickly narrow in on something specific - yours to explore with ease and clarity.
SEARCH, DISCOVERY & COMMERCE
Browse the latest merchandising or quickly narrow in on something specific - yours to explore with ease and clarity.
SEARCH, DISCOVERY & COMMERCE
Tap to Add to Cart or Drag and Drop - purchasing made simple and fun.
SEARCH, DISCOVERY & COMMERCE
Tap to Add to Cart or Drag and Drop - purchasing made simple and fun.
SEARCH, DISCOVERY & COMMERCE
Indulge in your very own personalized shopping experience with information at your finger tips and convenience on the go.
LOYALTY INTEGRATION
LOYALTY INTEGRATION
Indulge in your very own personalized shopping experience with information at your finger tips and convenience on the go.
Bump into friends and make the in-store experience more memorable.
SOCIAL INTEGRATION
Find that book that inspires you and share it with your friends in one tap.
SOCIAL INTEGRATION
APP SUCCESS
4.5 / 4 star rated app in iTunes / Google Play
8% greater y/y increase in spend amongst app users driven by both frequency and basket across both retail and online channels
Greater increase in sales of Indigo’s new categories (General Merchandise / Kids) among app users as well
2014 Winner The Communicator Awards is an annual competition honoring the best in advertising, corporate communications, public relations and identity work for print, video, interactive and audio.
SETTING YOURSELF UP FOR SUCCESS IN MOBILE
Keep The Customer As The Focus One Product Owner
Debate Over Prescribed Requirements Design Matters
Always Agile Less is More
Tell a Great Story
