Delivering High-Performance Retail Apps - A Case Study of House of Fraser and Poq
Transcript of Delivering High-Performance Retail Apps - A Case Study of House of Fraser and Poq
DELIVERING HIGH-PERFORMANCE RETAIL APPS
A case study with House of Fraser
Antonio TellaMobile Business Development
Manager
Michael LangguthCo-Founder
AGENDA
1. Introduction to app commerce
2. House of Fraser’s app journey
3. Integrating your retail app into Demandware
4. What is the business case for an app?
5. What’s next?
APP COMMERCE
APPS DOMINATE MOBILEAPP COMMERCE
$61m app revenue in 2014+90% growth
THE FASTEST GROWING SEGMENT IN ECOMMERCE
$126m app revenue in 2014
+91% growth
APP COMMERCE
$260m app revenue in 2014
+116% growth
$144m app revenue in 2014
+140% growth
Source: Internet Retailer Mobile 500 (2014)
Retail apps capture 42% of mobile revenue for the top 500 retailers, according to Internet Retailer’s 2015 Mobile 500 report.
APP COMMERCE
APP COMMERCE WILL OVERTAKE THE MOBILE WEB IN
2016
APP COMMERCE
HOUSE OF FRASER’S JOURNEY
House of Fraser, the UK’s premium department store
Source: Deloitte, Mobile Consumer 2014: The UK Cut
How long is the interval between waking up and looking at your smartphone for the first time?
The first thing in the morning, the last thing at night
40% of UK online sales take place on a smartphone or a tablet
Tablet m.site Mobile Apps
Source: IMRG & Capgemini, Q4 Report (2014)
Why did House of Fraser invest in apps?
Strong sales and organic growth
High engagement
Strong conversion
A multi channel approach
2 x 1.5 x 8 x
Source: House of Fraser
Clear functional, technological and brand benefits:
House of Fraser
So why invest in mobile apps?
A mobile app philosophy at House of Fraser
Some simple principles:
Consistent, native and personalised experience to give every customer a VIP experience
Act as a point of differentiation from other channels and clear use cases over and above other mobile channels
Provide a link between other channels to drive traffic to the app, online and in store
H o u s e o f F r a s
e r
Rewind to July 2014
Replicate iPhone functionality
Centrally manage content
Merchandising
Innovate and iterate
The solution, a platform based approach with Poq
Fast and iterative app releases
Full merchandising control
Optimised navigation supporting other channelsAPI based integration for better stability
Reduced development time
New functionality and technology integrationStrong performance!
The solution, a platform based approach with Poq
Fully functional and branded Android app
9 real-time enterprise grade integrations
Live in under 11 weeks, and just in time for peak trading (October 2014)
We are extremely pleased with the design and functionality of the app, especially the ability it has given us to innovate on top of a stable ecommerce platform giving us the flexibility to make changes to the app without requiring any additional bespoke development.
- Andy Harding, Chief Customer Officer, House of Fraser
Sustaining this over the next 12 months
User centred design as a pillar of the mobile philosophy
Rewarding loyalty and strengthening the customer relationship
Personalised, VIP approach
Pillars for future mobile app development
INTEGRATING DEMANDWARE
SAAS PLATFORMFOR NATIVE APPS
INTEGRATING DEMANDWARE
INTEGRATION POINTS1. Integrating product related content into the app
Poq Studio Link Cartridge (demandware.com/link-marketplace/poq-studio)Open Commerce API (OCAPI)
• Product information (name, price, pictures, variations, etc.)
• Category information• Content (e.g. size guide)• Store stock • Login / Sign up • Account information (order history, bag sync, etc.)
INTEGRATING DEMANDWARE
INTEGRATION POINTS2. Sending orders into DWRE
Bag sync with login for returning users
3. Standard pre-built third party integrations:
a. Analytics: Google Analytics, Coremetrics, DC Stormb. Push notifications with Urban Airship & Mixpanelc. Payments: Paypal, Stripe, Braintree
4. Loyalty card number from DWRE and 3rd party CRM
INTEGRATING DEMANDWARE
WHAT RESOURCES ARE NEEDED? 1. Project manager
2. Design (in-house, SI, or Poq)
3. Integration
a. Technical support: in-house or SIb. Front end developer for checkout styling and
integration (Poq or in-house)
4. Content and testing
WHAT’S THE BUSINESS CASE FOR AN APP?
THE BUSINESS CASE FOR RETAIL APPS
Browsing duration rivals desktop
Source: Poq Studio Platform Report (2015)
THE BUSINESS CASE FOR RETAIL APPS
More interaction than any other channel
Source: Poq Studio Platform Report (2015)
THE BUSINESS CASE FOR RETAIL APPS
Conversion rates rivaling desktop
App1.8%
Mobile Website0.73%
Tablet & Desktop
2.4%
Source: Poq Studio Platform Report (2014)
THE BUSINESS CASE FOR RETAIL APPS
Highest average order value of any digital channel
Source: Poq Studio Platform Report (2015)
THE BUSINESS CASE FOR RETAIL APPS
Conceptual image full bleed
THE BUSINESS CASE FOR SAAS IN APPS
ECOMMERCE EVOLVED TO SCALABLE PLATFORMS…
IT’S ABOUT TIME MOBILE DID, TOO.
TEST ENVIRONMENTPLATFORM ADVANTAGE
WHY IS THAT IMPORTANT?• Future proof – innovate
with quarterly releases and partner plugins
• Focus on retailing – reliable and scalable, market leading solution
• In-house control – Make changes internally, rather than relying on external partners
WHAT’S NEXT?
What is the future of mobile apps?
Diversification of devices leading to opportunities in new channels
WHAT’S NEXT?
THE FUTURE OF APP COMMERCE
Use the single-customer view to personalize every experience.
Pay with a swipe of your finger in-app and in-store.
Pre-fill login details across the app eco-system.
Your app as the personal shopper in the store.
IN SUMMARY…
Mobile apps provide a gateway to a brands most loyal customers and by optimising this experience it is possible to significantly increase engagement, loyalty and ultimately sales.
Q&A
poqstudio.com