longo's case study - first 30 days
DESCRIPTION
Unata is a leading Digital Shopper Marketing company that helps retailers to enhance and influence the in-store and online shopper experience through highly personalized digital experiences for mobile, tablet, and web. Unata's platform connects to a retailer's ERP/loyalty systems to deliver automatically personalized experiences, track shoppers across the path to purchase, and enable 1-to-1 marketing. Unata is headquartered in Toronto, ON. To learn more about Unata, visit www.unata.com On July 23, 2013, Unata and Longo’s Brothers Fruit Markets Inc., joined forces and launched a best in class mobile experience for Longo’s customers. Longo’s customers have embraced the Unata App, especially some of Longo’s highest valued customers. Mobile users had 61% higher spend and visited Longo’s stores 72% more frequently than the average Longo’s loyalty member. The Unata App is connected to Longo’s loyalty program, which enables loyalty members to access their points balance, use their phone as a “digital loyalty card” at checkout, and instantly earn points by completing various actions in the App. Loyalty Members can also use the App to build shopping lists from past purchases, obtain personalized product recommendations and access a personalized flyer. This case study represents the first 30 days since the launch of the Apps and highlights how Unata's platform successfully tracks & influences Longo's shoppers along the path to purchase.TRANSCRIPT
evolve the shopper experience
Case StudySept 2013
Highlights
• Launched for iPhone & Android
• Integrated w/ Longo’s legacy systems in 3 months
• Delivered “Flyer of the Future”
• Content is fully personalized & shopper actions are tracked to purchase
• Adopted by the highest value Longo’s shoppers
• spend 61% more• visit store 72% more
• Adoption across all age groups
• Shoppers engaging before visit to store, in-store, post-purchase
LoyaltyAccess Longo’s Thank You Rewards points balance and display app to earn points at checkout.
Interactive ListBuild a shopping list
sorted by department, with access to
previous purchases and personalized
recommendations.
IncentivesShoppers can instantly earn points for actions including rating purchased products, creating lists, and interacting with in-store signage.
Personal FlyerThe personalized !yer highlights products on sale that the user has previously purchased and specials that they
are likely to enjoy.
Ever-improving customer experience
Customer uses mobile experience before purchase
Customer makes purchase showing loyalty card
Personalized content is automatically refreshed based on new customer data
Unata receives purchase data, associates mobile interaction data
POS VendorsPOS Vendors
“Because Unata has a fully-formed backend of Longo’s products, as well as access to its Rewards database, the experience is
personalized more so than any single shopping experience” - BetaKit
• Featured by Apple on front page of the iTunes Store, in “What’s New” & “What’s Hot”
• Top 10 on iTunes App Store during launch week, #1 in Food & Drink
• Minimum 6 months of in-store exposure by Longo’s
Promotion & Coverage
POS VendorsPOS Vendors
In-store marketing across all locations
Unata’s mobile experience attracts high value shoppers
2007
Monthly Spend
2007
Visits / Month
61% higher
72% higher
Average Loyalty MemberMobile Loyalty Member*
*defined as shoppers who logged in to app and used it before more than 1 purchase
59% are 30-50 yrs old
5%14%
26%33%
19%
3%
0-20 20-3030-40 40-5050-60 60+
63% Female
37%
63%
FemaleMale
Mobile shoppers spread across all segments
54% of app users
created a digital shopping list
43% used the app
within an hour of purchase
41% of products
added to the list were purchased
39% rated a product to earn points;
avg of 61 ratings submitted
Pre-Purchase In-Store Post-Purchase
Longo’s Results: UsageUnata’s apps are tracking & influencing Longo’s shoppers across the Path to Purchase
54%of app users
created a digital shopping list
41%of products added
to the list were purchased
43%used the app
within an hour of purchase
39%rated purchased products to earn
points
85%used the app
within 24 hrs of purchase
61average number of ratings submitted
per user
Unata tracking & influencing Longo’s shoppers across the path to purchase
all results are from shoppers who logged in to app and used it before more than 1 purchase
POS VendorsPOS Vendors
19% previous purchases
15% in-list recommendations
14% personal flyer
Shopping List CreationOver 50% of products added to list sourced from personalized content sections
25% full catalogue section
488 Wellington St W, Suite 300
Toronto, Ontario
(416) 479 0775