M A D E F O R M O B I L EMary GallatinJulien PerezGabriele RedinaCarol RobinsonMauricio SilvaAndrea Soares AuadCharlotte Tregoning

• Three UNIQLO stores located in Manhattan• Current UNIQLO mobile techniques:

• Four mobile apps, including UNIQLOOKS• Foursquare activity

• No e-commerce currently available in US• $250,000 budget to develop mobile campaign to promote

Manhattan retail stores• Competition

• Zara mobile site

M A D E F O R M O B I L E BACKGROUND

(a) Source: Daily Finance; “Can UNIQLO’s Clever Clother Refashion the US Retail Market?”, 10/29/2011

(b) Source: Alexa.com

M A D E F O R M O B I L E AUDIENCE

• Broad demographic target(a)

• Male and Female• Age 16 to 60• Income $35,000 to $100,000

• Typical customer target(b)

• Female• Age 25• Income $35,000

Increasing mobile marketing makes sense for UNIQLO

• Increase brand awareness and enhance brand engagement• Drivestoretrafficandincreaseaveragecustomerpurchase• Encourage repeat purchases and brand loyalty• Acquire customer data and feedback• Facilitate future e-commerce capability

M A D E F O R M O B I L E GOALS

• Develop mobile optimized web site that considers mobile use cases to locate UNIQLO stores and promote events, sales and other programs.

• Improve existing UNIQLOOKS app• Execute SMS text campaign to deliver promotions and acquire customer data• UseFoursquaretoreinforcecommunityapproachtodrivestoretrafficandenhancebrand

engagement• Use QR codes to drive users to the optimized mobile website• Utilize current marketing channels to promote mobile techniques

M A D E F O R M O B I L E STRATEGY

• Create mobile optimized website for UNIQLO USA.• Feature store locator, store information and catalog.• Showcase promotional offers and specials.• Enable users to request items for store pick-up.• Include a product wish list.• Promote UNIQLOOKS app with download link on mobile site.• Provide landing pages for QR code and SMS campaigns.

M A D E F O R M O B I L E MOBILE OPTIMIZED WEBSITE

ROI - Mobile Website • Monthly page visits: 18,000* • Conversion Rate: 5%• Average Purchase: $40.00• ProfitMargin:20%• Total Cost: $50,000• ROI: 44%

*Based on 10% of UNIQLO website visits

ROI - Mobile App • Downloads: 30,000* • Activation Rate: 50%• Value of User: $10.00• Total Cost: $65,000• ROI: 130.77%

*Source: Quora.com

ROI - SMS Text Campaign • Text Impressions

(10 months/100k per month: 1,000,000)• Conversion Rate: 2%• Value of Action

(Average purchase $40 and margin 20%: $10.00)• Total Cost: $55,000• ROI: 263.64%

• Create an SMS campaign to deliver promotions and acquire customer data • Build a mobile phone number list for future actions

UsertextsUNIQLOto 33322

M A D E F O R M O B I L E SMS TEXT CAMPAIGN

Annual Value of SMS Loyalty List• List: 100,000 • Conversion Rate: 2%• Value of Action: $12.00• Messages per month : 1• Cost per message: $.05• Annual Value of SMS Loyalty List: $228,000

• IntroduceQRcodestodrivetraffictomobilewebsite landing pages

• Utilize existing promotional channels to promote mobile techniques

M A D E F O R M O B I L E INTEGRATION

Foursquare A Location Based Service with 10 million users worldwide, and 5 million in the US.• Remind users of nearby store locations and

sustain brand visibility• Drivestoretrafficwithcheck-insandspecials• CreateeventsthatdriveFoursquaretraffic• Connect Foursquare content with community

members featured in UNIQLO People campaign

• Shopping bags• Print Advertising• Outdoor Posters • In Store Posters

ROI - Foursquare• Monthly check-ins target: 1000• Monthly Unique visitors: 500• Content adoption: 10%

ROI - QR Codes• 5%Percentoftrafficanddataofthemobile

website generated by QR codes

M A D E F O R M O B I L E BUDGET

Mobile Optimized Website $ 50,000Revise UNIQLOOKS app $ 65,000SMS Text Campaign $ 55,000(a)

Mobile Marketing Manager(b) $ 75,000Contingency $ 5,000QR code & Foursquare(c) $ 0TOTAL (USD) $250,000

(a) (100,000 phone numbers x 10 messages (back/forth) x $0.05 = $50,000 + $5000 (campaign set up fee)(b) Mobile Marketing Manager cost for one year(c) QR codes and Foursquare are no-cost services used to promote existing campaigns and specials

November - December 2011 • Strategic Planning• Creative Development• Client Sign-offs

January - March 2012 • Develop Mobile Website• Revise Catalog App

Generate QR codes• Rent Short code List• Develop FourSquare Campaign

April 2012 • Launch

May - December 2012 • Track Results• Monitor ROI

M A D E F O R M O B I L E TIMING AND DELIVERY