Exploring the DNA of a mobile first business

Rachael PollardGlobal Performance Marketing Director

How do we get there quicker?

The story so far

Exponential growth in UK eCommerce

Source : ONS

Over 50%

growth driven

through

mobile

However, 60% takeaway orders still via phone in the UK & 90% in Italy

Shifting

behaviour

Source : Just Eat

In the UK we check

our phones on

average 200 times

per day

Fun facts

Within the first 15

minutes of waking up, 4

out of 5 of us check our

phones

Source : Google

Mobile evolution

Opportunity to build much richer relationships

Image courtesy of Google Images.

● Need to offer genuine value

● Heightened expectations

● Deliver a seamless customer

experience, in real-time, across

multiple devices...

● Mobile is the channel of choice, and it’s personal

New challenges

● Marketing Tech needs to catch up

● Achieving a SCV across devices and channels

● Making sense of HUGE data and…

● …using insight before it turns stale

● MVT at scale and speed

● Mobile media scalability & quality

Image courtesy of Google Images.

Challenge of choice

Source : Just Eat

Over 100k chicken curry options in SE1

Demographic prediction: Montreal

Source : Just Eat

Demographic prediction: SE Montreal

Source : Just Eat

Street by street

Source : Just Eat

Show and tell

Promoting the app Italian-style

App Download emails around the world

Mobile CRM

Digital media in the UK

Same rules, new toys, warp speed

Real-time targeted messages, delivered across the

full digital and mobile ecosystem

● Brilliant basics – Right person, time, message, and place

● Take time to understand customers’ needs

● Use data wisely – Personalisation, not stalking

● Be RELEVANT

Image courtesy of Google Images.

Thank you.Questions?

@Rae232