Why Apps Are The New Loyalty Cards

Transform Your Retail Brand From Digital to Mobile

Questions During The Webinar?

Tweet Us @Localytics using #AppAnswers

Meet Your Hosts

Aaron Sawitsky Product Marketing Manager

@Localytics

Michael Langguth Co-Founder

@PoqCommerce

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:

About Poq

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…

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…

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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