webinar: poq & localytics present how to transform your retail brand from digital to mobile
TRANSCRIPT
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Why Apps Are The New Loyalty Cards
Transform Your Retail Brand From Digital to Mobile
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Questions During The Webinar?
Tweet Us @Localytics using #AppAnswers
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Meet Your Hosts
Aaron Sawitsky Product Marketing Manager
@Localytics
Michael Langguth Co-Founder
@PoqCommerce
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About Localytics
User Insights Understand your users. • Sessions & Events • Conversion, Retention, LTV • Attribution • Profiles • Web Analytics
Smart Targeting Make every message personal. • Audiences • Predictions • Personalized Messaging
Marketing Automation Know what works & do more. • Push • In-App • App Inbox • Email • Geofences • Remarketing • A/B Testing & True Impact
Localytics is a Mobile Engagement Platform:
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About Poq
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Agenda
The Rise of Mobile Commerce
Transitioning to Mobile
Retaining Your Mobile Shoppers
Key Takeaways, Q&A
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Let’s Take a Trip Down Memory Lane…
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2014 Mobile Commerce grows to become 24% of all U.S. e-commerce. - Internetretailer.com
2015 Mobile Commerce continues to grow and now makes up 30% of all U.S. e-commerce. - Internetretailer.com
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Now a Little Glimpse Into The Future…
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2016 Mobile will generate over $79 Billion in commerce. - BI Intelligence Report, 2016
2017 U.S. customers’ mobile engagement behavior will drive mobile commerce revenue to 50% of U.S. digital commerce revenue. - Gartner, Inc.
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Okay, so you have to go Mobile…
How do you make the transition?
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1. Touch all aspects of app commerce 2. Choose the right features 3. Leverage prebuilt third-party integrations 4. Decide on resources 5. Set realistic deadlines
5 Best Practices for going mobile:
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#1 App Commerce
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#2 Choose the Right Features
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There are 3 main categories of features:
1. General shopping features
2. Personal & social features
3. In-store features
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General Shopping Features
• Wishlist • Shoppable lookbooks • Product zoom* • Push notifications • Search • Filter* • Sort
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Personal & Social Features
• Profile login • Loyalty card integration • Reviews* • Set favourite store • Set personal sizes • Social media share*
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In-Store Features
• Barcode scanner • Showing loyalty card in
store* • Store directions • Store mode • Store stock checker*
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Shoppable Lookbook
• 2x higher AOV • 2x longer browsing time
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Wishlist
• 1.8x higher conversion rate • 3.6x longer browsing • 5% lower AOV
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Social Media Share
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In-Store Loyalty
• 2.1x higher conversion rate • 4.2x longer browsing • Average AOV
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Recap: Basic Must-Have Features
General • Wishlist • Shoppable
Lookbooks • Sort & Filter • Product
Zoom
Personal & Social • Social Share • Reviews
In-Store • Barcode Scanner • Store Stock Checker • Loyalty Card
Integration
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#3 Leverage the Ecosystem
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Reviews
• 3x higher conversion rate • 5.3x longer browsing • Average AOV
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Interactive Catalogues & Shop Windows
• 20% higher AOV • 1.8x longer browsing
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One-Click Checkout
• 3 seconds to buy • Optional registration • No passwords
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#4 Decide Which Resources You Need
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Resource Decisions
Start by Assigning a
Project Manager
Design • In-House • Systems Integrator • Poq
Integration • Tech support: In-house
or SI • Front-end development:
In-house or Poq
Content & Testing • In-House • Agency • QA Vendor
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#5 Set Realistic Deadlines
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Example Timelines
Boohoo: 12 weeks from signature to launch • 5 integra*ons with back-‐end systems and third party technologies • iOS app launch 12 weeks from signature to launch, followed by Android Launch 2
weeks later
House of Fraser: 11 weeks from signature to launch • 9 integrations with back-end systems and third party technologies
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#6 Integrate All Activities
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Push notification
Email Home screen
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Once I have a mobile app, I’m good to go, right?
Not so fast…
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23% of users abandon an app after one use. - Localytics, 2016
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75% of users abandon an app within 90 days of downloading it. - Localytics, 2016
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There is good news though
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Users with push enabled average
3x more app launches than users with push disabled.
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In-App Messaging can improve user retention by
46%
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Only
29% of users will churn if they have 3 sessions in the first 3 days of downloading your app.
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How to Retain Your Mobile Shoppers
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The key to retention:
Create a mobile strategy that consistently provides value to the user.
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Use analytics to learn where users are finding value in your app
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Use funnels to pinpoint where users are dropping off on the path to conversion
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Personalize engagement based on a user’s shopping behaviors
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Onboard new users. Teach them how to get the most out of your app
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Educate users on updates that make your app even better
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Ask for feedback to improve the customer experience and increase app store ratings
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Use location to hyper-personalize & improve the in-store experience
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Go beyond push and in-app messages.
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A/B test your campaigns to see what resonates.
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1. Mobile continues to grow as a critical channel for retail 2. Certain features have an outsized impact on your app’s
performance. 3. Maintain a consistent experience across your mobile and digital
channels
4. Once you’ve built your app, retention will be one of your biggest challenges
5. To retain users, you have to make sure your app consistently provides value to your users
Key Takeaways
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Q&A
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