STORE 2016
Grocery Shopping Simplified: The Making of the New IGA Mobile App
Judith Blackburn
Manager, Digital Communications, Sobeys Québec
Simon Audet Partner and VP Strategic Alliances, Mirego
o About IGA, Sobeys Québec
o The Joy of Eating Better
o Online Grocery at IGA
o IGA Mobile Application
o How we built the app
o IGA Mobile App: features
o Results
o Next steps
Agenda
About IGA • IGA, Sobeys Québec's retail brand, one of the largest groups of
independent grocers in Canada and its presence in Quebec dates to 1953.
• The IGA banner includes over 300 IGA, IGA extra, IGA express, and IGA mini stores.
IGA – The Joy of Eating Better • In 2014 , The Joy of Eating Better movement
• Our Mission: Helping people to eat better
• Based on 4 pillars: – Making responsible choices
– Eating healthier
– Discovering local and international flavors
– Cooking differently and more often
IGA – Online Grocery
• In 1996, IGA was the first banner in Quebec to offer online grocery shopping.
• Over the past 10 years, revenue has increased by 15% each year.
• In February 2015, we have launched a brand new version of our online grocery.
IGA Mobile Application
• Last year, Sobeys Québec chose Mirego as a partner
• Mirego has a strong mobile expertise
• Mirego is a leader in mobile strategies and solutions in Québec
Simon Audet Partner, VP Strategic Alliances [email protected]
OVER
150 PRODUCTS
MOBILE
IGA MOBILE APP
TYPICAL ECOMMERCE DEPLOYMENTS
IGA ECOMMERCE DEPLOYMENT
We bring retail experiences, data and operations together in one solution, to deliver unified commerce without re-platforming.
IGA ECOMMERCE DEPLOYMENT
MOBILE OFF-THE-SHELF DEPLOYMENT
A MAJOR USER EXPERIENCE PROBLEM
MOBILE OFF-THE-SHELF DEPLOYMENT
A MAJOR USER EXPERIENCE PROBLEM
CUSTOM APP DEPLOYMENT
Design : iterate on user experience (less expensive)
SPEND MORE TIME ITERATING BEFORE DEVELOPMENT
Strategy : iterate on ideas first (not expensive) 1
2
A
B
C
D
E
Features
• Shopping list
• Scan functionality
• Online Grocery
• Product recommendations
• Recipes
• Personalized flyer
• Store locator
3
4
Design : iterate on user experience (less expensive)
Engineering: iterate on development (more expensive)
Product : iterate on product at last
SPEND MORE TIME ITERATING BEFORE DEVELOPMENT
Strategy : iterate on ideas first (not expensive) 1
SPEND LESS MONEY ITERATING WHILE DEVELOPING
2
OCTOBER 2015
PROJECT KICKOFF
FEBRUARY 28, 2016
INITIAL PRODUCT LAUNCH
SEPTEMBER 2015
FIRST CLIENT MEETINGS
COMING
MONTHLY UPDATES
VERY QUICK
DEVELOPMENT TIMELINE
Results after 3 months
• +75,000 downloads
• +2,000 average daily active users
• 7 minutes average session duration
• 53% Android, 47% iOS
• Almost doubled revenues from mobile
• Conversion Rate is increasing everyday
Next Steps
• Offline shopping list accessibility
• Wider selection of recipes
• Tablet version
• And much more…
Lessons Learned
• The launch is the just the beginning
• Listen to comments and analytics
• Plan for quick updates
THANK YOU!
