BEYOND THE RACK: THE MOBILE STORY

CMA/MARKETING MOBILE DAY PRESENTS:

INTRODUCTION

Richard Cohene Director, Marketing

richard@beyondtherack.com !

beyondtherack.com

@BeyondtheRack

Offices in Montreal, New York, Las Vegas and Toronto

Launched in 2009

#3 fastest growing company in Canada for 2012 (Profit Magazine)

#1 fastest growing online retailer for 2011 (Internet Retailer)

Sep Seyedi CEO

sep@plasticmobile.com plasticmobile.com

@PlasticMobile@PlasticMobile

Offices in New York and Toronto !

Launched in 2007 !

Most awarded mobile agency in Canada !

Extensive portfolio of top-tier brands including OLG, Shoppers Drug Mart and

THE MOBILE IMPACT

THE MOBILE OPPORTUNITY

42% of smartphone shoppers left the site after trying to view just one page on their mobile devices.

“I have not failed, I’ve just found 10,000 ways that just

don’t work.” !

-Thomas Edison

MOBILE WEB

60%15% 15%

What about an app?

MOBILE APP: OBSTACLES

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1. Marketing taking the lead

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Technically handcuffed2.

!

Mobile app expectations3.

ENTER: PLASTIC MOBILE

Obstacle 1: Marketing taking the lead !

Solution: Translate business needs

into mobile solutions

!

!

!

Solution: Build systems from

the ground up

Obstacle 2: Technically handcuffed

!

!

!

!

Solution: UX defines success

in apps

Obstacle 3: Mobile expectations

MOBILE APP STRATEGY

ALL IDEAS, CONCEPTS, VISUALIZATIONS, AND CONTENT ARE COPYRIGHT © AND INTELLECTUAL PROPERTY OF PLASTIC MOBILE INC.

UX comes down to science

ALL IDEAS, CONCEPTS, VISUALIZATIONS, AND CONTENT ARE COPYRIGHT © AND INTELLECTUAL PROPERTY OF PLASTIC MOBILE INC.

Data needs to support UX strategies

28

MOB I L E UX : SCROL L I NG

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MOB I L E UX : SCROL L I NG

Maximize available real estate

2929

Encourage discoverability

30

MOB I L E UX : SCROL L I NG

30

MOB I L E UX : SCROL L I NG

Easy check out, means easy conversions

Checkout in just three taps

Using urgency to push impulse purchases

Leverage personalized push notifications to drive engagement !

THE RESULTS

Just getting Started

117K downloads

without any promotions.

Existing members who downloaded

the app spend 10% more

1% of our mobile app users members are generating 6% of our TOTAL revenues

Acquiring mobile app users is half the cost, compared to other channels, and are worth drive engagement as much

Leverage existing assets to promote the app

5% 5%

KEY LEARNINGS

Client-vendor relationship1.

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Data analytics is key2.

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Mobile strategy3.

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Staying one step ahead4.

THANK YOU

richard@beyondtherack.com !

beyondtherack.comsep@plasticmobile.com

!plasticmobile.com