mobile commerce for moda in pelle - case study from poq studio
DESCRIPTION
This case study shows how Poq Studio developed a mobile app for the footwear retailers Moda in Pelle, doubling their mobile conversion rate and engaging their customers. It also sets out the Poq Studio version 2 mobile platform.TRANSCRIPT
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Case Study: Opening a new channel for
Michael Langguth – Poq founder
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2013:YEAR OF MOBILE
¼ of smartphone owners have used their device for shopping in the last 30 days (Econsultancy).
Gartner predicts that “by 2016, apps will be the No.1 way of engaging with brands”.
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Brick-and-Mortar Stores
eCommerce mCommerce 0
10
20
30
40
50
60
70
80
90
2011 (actual)2015 (estimate)
How mobile commerce is growing
Source: Gartner (March 2013)
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Moda in Pelle - The Brand:
“Shoes for every look and occasion: fashion, style and celebration.”
Their Target Customer:
Female age 30-55, affluent professionals, homeowners, income £75k+, interested in fashion.
MIP problem statement:
A low mobile conversion rate (<1%)Low mobile engagement
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• Develop a mobile iPhone and iPad app• Enhancing mobile UX for fashion consumers• Paypal payment option• Integration to sync with website• CMS to empower Moda In Pelle to make
changes• Push-notifications to engage mobile
consumers• Ambitious launch goal of 4 weeks. (Nov - Dec
2012)
Version 1.0
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The mobile app
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App reviews
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1st Finding
7,600+ downloads in total & growing at a constant rate!
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2nd FindingShopping time of the day: we can see what time people shop on their mobile - and where.
Best shopping times:
• 9-10am: on the way to work
• 13pm: lunch break
• 6-7pm: on the way home
• 10-11pm: on the sofa
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3rd Finding
80% of downloads subscribe to push-notifications. Push-notifications cause a 300% uptake in app sessions.
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An engaged customer base on mobile:7,600 total downloads so far, 400 joining each week
A way to reach super-fans – via push-notifications.
A whole new sales channel – in-app sales.
> 100% increase in their mobile conversion rateUp from less than 1% to more than 2%
High mobile retention30% of downloads become monthly active users
Results
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We used the feedback from Moda in Pelle and our other 17 clients, together with consumer research to further enhance our apps.
The Version 2 of the Poq Mobile Commerce Platform incorporates all of the improvements.
What’s next?
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Version 2.0
Branded and editable home-screen to engage consumers
Many more customisation options for brands
Promotional codes
Multiple payments solutions
New features added continuously
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NEW FEATURE #1:
SHOPPABLE LOOKBOOKS
KEY BENEFIT FOR RETAILERS:Increase cross-selling and upselling of products
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KEY BENEFIT FOR RETAILERS:More customers in-store
NEW FEATURE #2:
STORE FINDER
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Based on extensive research amongst consumers.
Easier navigation and more space for product descriptions.
Product wish-lists to share on Facebook with their friends
KEY BENEFIT FOR RETAILERSMore sales on mobile!
NEW FEATURE #3:
NEW PRODUCT PAGES
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Easier navigation through instant-search and sorting.
More information on product list to support quicker buying decision.
KEY BENEFIT FOR RETAILERSReduce customer drop-out on mobile
NEW FEATURE #4:
SEARCH AND SORTING
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Responsive design will look great and function perfectly on any phone or tablet.
NEW FEATURE #5:
HTML5 MOBILE WEBSITES
KEY BENEFIT FOR RETAILERSReach your customers whatever device they’re using!
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1000’s of product pictures are being uploaded to social media sites.
Poq Fan galleries allow brands to recognise their super-fans and encourage further sharing.
KEY BENEFIT FOR RETAILERSLeverage consumer engagement to drive more sales.
NEW FEATURE #6:
SOCIAL MEDIA FAN GALLERIES
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TIME TO GET MOBILE?We’re the first mobile-commerce platform for fashion.
Our apps are always up to date and come with technical support, marketing advice, and new features.
Interested? We’d love to chat!