mobile shopping europe: commerce in a mobile first world

COMMERCE IN A MOBILE FIRST WORLD

Momchil Kyurkchiev of Leanplum | ImranYounis of LateRooms

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THE FUTURE OF MARKETING IS MOBILE

6.1B expected smartphone users by 2020

Mobile is not a channel → shift in the enterprise

MARKET OPPORTUNITY

May 2014

Web

Mobile Apps

April 13 April 14

Time spent eclipses desktop and mobile web

MINUTES ON MOBILE IN UK

MOBILE APPS > WEB

UK MOBILE RETAIL SPEND

UK MOBILE RETAIL SPEND

14% 25%

FORMER MARKETING PRINCIPLES DO NOT APPLY

EMAIL SENDS EMAIL OPENS

ON DEMAND AND IMMEDIATE

SIMPLE AND SEAMLESS

BITE-SIZED MOMENTS

PERSONALIZED AND CONTEXTUAL

MARKETERS NEED TO EVOLVE

Source: Leanplum

REVENUE LEFT ON THE TABLE

2 0 % o f on l i n e h o l i d a y sa l e s oc c u r on m ob i l e , b u t 9 0 % o f c a r t s a re a b a nd on e d .

= $B LOST SALES!

TOO MANY ONE TIME USERS3 ou t o f 1 0 p e op le us e a n a pp on c e .Ave r a g e 3 m i n on s i n g le v i s i t .

IT’S NOT EASY

CASE STUDIES

BACKGROUNDMixbook i s a shopp ing app tha t empowers mob i le use r s to des ign cus tomizab le photo books , ca rds , and ca lendars .

CHALLENGEL ike many re ta i l apps , M ixbook suffered f rom a h igh ins tanceo f shopp ing ca r t abandonment , l os ing cus tomers be fo re the sa le was comp le te .

STRATEGYTo reduce abandonment , M ixbook teamed up w i th Leanp lum to A /B tes t push no t i fica t i ons , rem ind ing use r s abou t f o rgo t ten i tems .

RESULT14 pe rcen t l i f t i n pu rchase conve rs ions .

App: Mosaic

RESULT: 14% LIFT IN PURCHASE CONVERSIONS CASE STUDY: MIXBOOK

BACKGROUNDLas t M inu te Trave l manages book ings f o r fl igh ts , ho te l s , ren ta l ca r s , and ac t i v i t i e s i n ove r 4 ,500 c i t i e s wor ldw ide .

CHALLENGELas t M inu te Trave l wanted to in c rease i t s push no t ifica t ion op t - in r a te , wh ich was on ly a t 22 pe rcen t . I t was l os ing oppor tun i t i e s to engage and re ta in use r s .

STRATEGYI t imp lemented Leanp lum’s “So f t Ask Push Pe rmiss i ons” . Th i ssen t a pe r sona l i zed in -app message du r ing peak engagement , desc r ib ing the benefits o f push .

RESULT182 percen t i nc rease in push op t - in .

App: Last Minute Travel

CASE STUDY: LAST MINUTE TRAVEL

RESULT: 182% INCREASE IN PUSH OPT-IN

IRMAN YOUNIS, LATEROOMS

THANK YOU

Momchil Kyurkchiev of Leanplum | ImranYounis of LateRooms