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Using Mobile to Delight (In-Store, On-the-Go and At Home) - Mobile Day Presentation

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Alkarim Nasser
Alkarim Nasser

An exploration into the challenges preventing brands from delivering superior mobile experiences and a case study of a customer centric mCommerce experience.

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! 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 !
Using Mobile to Delight (In-Store, On-the-Go and At Home) - Mobile Day Presentation
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 MARKETERS Balancing 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 STRATEGY TO 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
a@bnotions.com soberai@indigo.ca Thank You

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Using Mobile to Delight (In-Store, On-the-Go and At Home) - Mobile Day Presentation

  • 1. ! 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 !
  • 3. Average Ratings of Top 5 Canadian Retailers Canadian Retailers Are Letting The Potential of Mobile Pass Them By 2643 ratings 5181 ratings
  • 4. CHALLENGES FACING MOBILE MARKETERS Balancing 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
  • 5. 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.
  • 6. BUILDING A MOBILE STRATEGY TO 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
  • 7. 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
  • 9. Bring the Indigo eCommerce experience to life for the mobile user. CHALLENGE
  • 10. Re-define the Indigo experience by delivering an omni-channel experience that brings discovery, utility, loyalty, and beauty to every consumer touchpoint. OPPORTUNITY
  • 11. Giving the customer the same ‘warm feeling’ they receive walking in the front door. SEARCH, DISCOVERY & COMMERCE
  • 12. Browse the latest merchandising or quickly narrow in on something specific - yours to explore with ease and clarity. SEARCH, DISCOVERY & COMMERCE
  • 13. Browse the latest merchandising or quickly narrow in on something specific - yours to explore with ease and clarity. SEARCH, DISCOVERY & COMMERCE
  • 14. Tap to Add to Cart or Drag and Drop - purchasing made simple and fun. SEARCH, DISCOVERY & COMMERCE
  • 15. Tap to Add to Cart or Drag and Drop - purchasing made simple and fun. SEARCH, DISCOVERY & COMMERCE
  • 16. Indulge in your very own personalized shopping experience with information at your finger tips and convenience on the go. LOYALTY INTEGRATION
  • 17. LOYALTY INTEGRATION Indulge in your very own personalized shopping experience with information at your finger tips and convenience on the go.
  • 18. Bump into friends and make the in-store experience more memorable. SOCIAL INTEGRATION
  • 19. Find that book that inspires you and share it with your friends in one tap. SOCIAL INTEGRATION
  • 20. 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.
  • 21. 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