2nd Mobile Marketing event
5/2/2014
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A presentation by Chryssa Vrouzi,
Internal Communication & Digital Manager
Every moment is mobile:
how brand-consumer relationship is
changing
Agenda
• Digital reality
• AB digital ecosystem
• Examples in AB & abroad
• Next digital plans & Vision
| 3
Digital reality
1. Multiple devices, context driven
| 5
Source: Google
Smartphones/context
| 6
• Mobile phone use is
growing / “just talking” has
shrunk
• 55% of Smartphone users
in Europe consider their
devices to be theirs alone
vs e-readers, laptops,
tablets, PCs
• In 2016, 85% of devices in
Greece will be smart
phones
• Smartphone penetration
in Greece (end 2013) 53%
(estimate)
Source: Google
2. Mobile plays increasingly important role in pre/shopping
3. What’s all the fuss about big data?
• Business challenges
– Value
• Technical challenges
– Volume
– Velocity
– Variety
Can we do new things
with old tools?
Just some AB stats: 266 stores, 1.2 mil. active customers, 70,000 SKUs & 1,400 cash
machines
AB digital ecosystem
AB Digital ecosystem - As is situation
2011 2014 1999 2013
2015-2021
PHASE 1 PHASE 2
NEW DIGITAL VEHICLES EXPANSION
PHASE 3
OPTIMIZE & SUPPORT
EXISTING PORTFOLIO &
ADD NEW ONES
www.ab.gr
under hybris
relaunch
150,000 unique
visitors /month
Expansion to 51 kiosks
Direct communication with
60,000 customers
Geotargeted campaigns/ push
notifications to 72.812 customers
2012
260.400 fans
93.032 views of 158 videos
41.593 check-ins
E-shop pilot 10 instore kiosks
to redeem coupons
Digital Goals: Marketing plan support, loyalty increase, digital brand awareness,
content creation that answers customers needs
1.636 followers
social media
launch
2010
Self check-out
How mobile story started in AB
| 13
Athensbook – MARCH 2010 Fweebi – July 2011 AB mob app – our
native app - MAY 2013
AB Mob app now, in a month, in a year
May 2013 February 2014 2015
| 14
Examples in AB & abroad
AB successful examples
09/12/2013 Wine Festival
Sent to 5.401 devices
Views 10.204
Open rate 97%
| 17
AB successful examples
| 18
05/12/2013 AB leaflet offers
Sent to 66.807 devices
Views 50.922
Open rate 30.51%
12/11/2013 Bonus push
Sent to 62.603 devices
Views 20.560
Open rate 32.84%
05/11/2013 Coco-mat push
Sent to 59.498 devices
Views 24.477
Open rate 41.14%
AB successful examples -SUPPLIERS
| 19
02/10/2013
Heineken push
Sent to 51.334 devices
Views 3.123
Open rate 6.08%
• 72.812 AB Mobile App downloads (60.95% iOS & 39.05% Android)
Shop For Groceries On Train Platforms from Virtual
Grocery Displays
Delhaize Cube Direct
Next digital plans & Vision
ΑΒ Omni Digital Vision 2021
By following our dynamic customers
journey, meeting them where they
are,…
…offering a unique, personalized
experience throughout & turning them into
resellers.
Create an omnichannel, consistent & branded digital ecosystem for AB that will
strengthen existing and build new customer relationships.
Newsletter
Social media
Loyalty portal
E-SHO
P
M-SHOP
Touch Point
Corporate site
Big data
