How to execute a mobile strategy that effectively acquires, engages and services the customer?
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Transcript of How to execute a mobile strategy that effectively acquires, engages and services the customer?
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How to execute a mobile strategy that effectively acquires, engages and services the
customer?
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Who am I?
Co-founder foodpanda singapore, hong kong
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What is foodpanda?
Our customers have 2 payment option:Cash on delivery and online payment
Partner restaurants
Online food ordering marketplace
Order placement1
Delivery details2
Food delivery3
Customers
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#1 app on the free F&B category on app store
WHY AM I HERE ?
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We are the Michael Schumacher of 2002!
7 time F1 champion - 1994, 1995, 2000, 2001, 2002, 2003, 2004
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Mobile Strategy
Introduction
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What is #1 rule for mobile strategy?
“It's not about mobile its about mobility”
Focus is not on app downloads, always on creating value to customers
- Microsoft CEO Satya Nadella
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Key figures to digest first
• Time spent on apps is 80%• People on average use 24 apps monthlyBUT• People spend 80% of their time on 5 apps
there is even an App Inspired by App Overload
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Don’t be a Zombie app
an app that does not attract enough measurable attention to regularly receive rankings in the App Store lists
• 1.6 million apps on Apple store• 80% apps are Zombie
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Mobile Strategy
Product Focus
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Give what customers want
• Adapt to their needs. Eg – Korea’s #1 food delivery player baedari minjok (call-to-order button)
• Win the early adopters but always keep eye on the masses
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always listen to them first
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Be original, not someone you are not
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Mobile Strategy
Understand your goals
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why is mobile a big focus for us at foodpanda?
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1. CUSTOMER BEHAVIOUR
Loyalty on mobile is 3 times more than on the web and 8 times more than phone
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2. REVENUE
• Additional platform channel• Higher Frequency - Customer lifetime value• Higher basket
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3. Look at COMPETITION(direct/indirect)
Grubhub in States, 60% MOBILE
nearly 40% orders are on mobile in SG as we speak today!
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4. Market conditions
Eg - Africa no desktop age, directly into mobile
- Mobile phones raise long-term growth rates, 2x - Extra 10 phones per 100 people increases GDP growth by 0.6
% points
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cashless payments/operator billing
Its time for africa!
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Acquisition
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Internet.org by Mr. Zuckerburg
• Partner with telcos in developing markets to give this app for free with facebook and other services
• One of the strongest customer acquisition tools to partner with OEM/telcos
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Pre-installations
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MWC 14, barcelona
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Tie-up with WeChat
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Paid vs Organic channels
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Splash page (brand)
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Splash page (non-brand)
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Engaging
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be more than an app
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• Synonymous to food, fun, family, weekend, party - lifestyle choice
Panda is everyone’s best friend
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Or atleast we try to be
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Gradual transition from performance marketing to brand marketing
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Push notifications
-Targeted by time, frequency, customer behavior
-Don’t become noise!
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Reviews – customer generated content
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Servicing customer
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Continuous innovation
Noone is invincible!
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Samsung story
From one of the leading smartphone makers to a 60% profit slump
“what is next is now, tomorrow is today” - Samsung galaxy s6 launch, MWC15 Barcelona
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Always keep reading the customer journey
• the customer cycle by tracking every step CR(for every step) and not just overall
Improving Conversion = double sales with 0 incremental marketing spend
We know which area of singapore likes pizza and which likes more sushi
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Delight the customer Past History and Re-order button
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Other interesting findings
1. user preferences – More sensitive to min delivery amount, delivery time >>> ratings, reviews. Also love for deals.
2. Guest checkout super successful
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Adding current GPS tracker
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Deals section
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One product for all countries
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Localisation of product
Even use different sorting logics for different customers
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More upcoming features
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Social Facebook login
• Easy login and registration
• First step towards personalisation
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Group ordering
friends can order together with a shared link on their own device, viral spread of app + higher basket size
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Delight your partners, processesApp for restaurants, delivery riders
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And many more :
• Better search –> restaurants + product• upsell option• Giftcards• Photo blogs (more user content)• Live chat with customer service
Keep innovating
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commit to highest service levelsto win in the long run
Net promoter score – how many new people will promote/demote
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foodpanda :gateway to m-commerce for asia?
• Traditional industry of food ordering always existed
• Low basket• Much higher repeat cycles• Cash on delivery
And you have to eat 3 times a day
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Topics for group discussion
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1. Have Mobile apps completely replaced the mobile Web ?
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2. How to migrate current customers to mobile?
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3. Paid vs organic ways of getting app downloads
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1. Have mobile apps completely replaced the mobile web?
2. How to migrate current customers to mobile?
3. Paid vs organic ways of getting app downloads