This presentation discusses how to create a mobile in-store experience that is capable of measuring return on investment, as well as 6 different ways in which you can quantify the ROI impact on your business. By implementing eCommerce experiences and tactics to enhance your in-store experience, you will learn how to track the impact that your digital experiences have on your consumer’s behavior at the cash register. Chris Bryson, CEO of Unata shares case study results and his company's work with Longo’s, one of Canada’s most well respected grocery chains, which will illustrate how Longo’s is measuring their mobile ROI, and what success they have achieved.

1. measuring
mobile ROI
Chris Bryson. Unata Founder & CEO

2. Longo’s Family, 2012
Objective:
Launch mobile apps that deliver the same
customer intimacy that made Longo’s successful

3. Targets for achieving ROI
1
Achieve Competitive Differentiation
2
Engage Current Loyalty Members
3
Drive New Member Acquisition
4
Gather New Forms of Customer Data
5
Leverage Data to Cut Other Costs
6
Drive Increased Loyalty & Spend

4. How Longo’s could track ROI
Connect mobile to loyalty program
1
•
Allow users to “log in” with loyalty card / create account
!
2
Connect mobile to products & promotions
3
Track all mobile behavior, connect to purchase event
4
Measure behaviour changes, digital influence on basket
5
Compare against non-digital users
Didn’t launch an app. Implemented a platform.

5. Platform Implementation
Longo’s
CRM
Longo’s
ERP, POS
API &
Cloud DB
Automated
Personalization
Engine
Analytics
Engine
Content
Management
System
•
Launched July 23, 2013: iPhone, Android, Web in Nov
•
Integrated w/ Longo’s systems in 3 months
•
Connected to Longo’s Thank You Rewards Program
•
Each shopper’s content personalized by Unata’s platform based on purchase history
•
All users behaviors tracked by Unata’s platform

6. Loyalty
•
Scan card off
phone
•
Points balance
•
Points needed to
earn next reward
List
•
Create list from
full inventory &
prices
•
Sort by
department
•
Personalized
recommendations
•
All interactions
tracked

7. Incentives
•
Earn points for
downloading
app, rating
purchases
Personal
Flyer
•
Products on sale
that the shopper
has previously
purchased
•
Relevant specials
based on their
purchase history

8. Weekly Push
Notification
Alerts the shopper that
their personal flyer has
been updated
Sent every Friday
Highlights the number of
items on sale that the
user has previously
purchased

9. Continuously
improving
experience
Access
personalized
content via app
Make purchase
with loyalty card
Personalized content
automatically refreshed
Purchase data linked to mobile
data, compared to other shoppers

10. Achieving ROI: 6 Different Ways

11. ROI 1. Achieve Competitive Differentiation
• Only
mobile app connected to full catalogue & all specials
• Only
app with a personal flyer, personalized recommendations, past purchases
• Only
app that allows users to earn points for digital behaviors

12. ROI 2. Engage current members
Monthly Spend
41%
higher
2007
Average Loyalty Member
Mobile Loyalty Member
+6% higher retention

13. ROI 2. Engage current members
Mobile Gender & Age Distribution consistent with loyalty program
60+ 0-20
3%
5%
!
50-60
14%
40-50
26%
20-30
19%
30-40
33%
Male
37%
Female
63%

14. ROI 3. New member acquisition
1
3
of mobile logins are
new members to
the loyalty program
=
> 0.5% of total loyalty spend

15. ROI 4. New Customer Data
what customers do
54% creating
SKU-based lists
!
!
32% viewing
personal flyer
39% rating
products
!
when & where mobile sessions happen
!
!
!
!
48%
31%
Within 1hr of purchase
1-24hrs before purchase
> 1 day before purchase
Avg of 2 mobile sessions before
each purchase
21%
!
impact on purchase
•
!
•
41% of items added to the list are purchased; other 59% stored
tracking conversion of each section & feature

16. ROI 4. New Customer Data
Add to List conversion to purchase by section
60%
51%
31%
30%
previous purchases
in-list recommendations
personal flyer
incremental up-sell

17. ROI 5. Leverage data to cut other costs
• Adjust
flyer production at select locations after hitting mobile targets
• Decrease production of plastic loyalty cards & supporting mailing
• Decrease volume of calls to the call center

18. ROI 6. Drive Increased Loyalty & Spend

19. ROI 6. Increased loyalty & spend
Spend vs. Previous 4 Months
Title 23 ’13-Jul 22 ’13
Jul 23 ’13-Nov 23 ’13 VS. Mar
5.7%
-0.3%
Average Loyalty Member
2007
Mobile Loyalty Member
Mostly driven through lift in frequency of visit

20. Personal Flyer driving spend
Lift per Avg Transaction $
vs. Prev 4 months
Title
6.2%
-1.4%
Average 2007 Member
Loyalty
Personal Flyer User*
*Based on transactions where the user viewed Personal
Flyer and subsequently made a purchase within 6 days

21. List Users spending more
Lift per Avg Transaction $
Title
vs. Prev 4 months
11.4%
-1.4%
Average Loyalty Member
Mobile List User*
2007
*Based on transactions where the user created a digital
shopping list and subsequently made a purchase within 6 days

22. of products added to
the list and purchased
10%
had never been
purchased by the
shopper
Goes great with...

23. How Longo’s achieved ROI
1
Achieved Competitive Differentiation
2
Engaged Current Loyalty Members
3
Drove New Member Acquisition
4
Gathered New Forms of Customer Data
5
Leveraging Data to Cut Other Costs
6
Drove Increased Loyalty & Spend

24. Thank You! Any Questions?
Chris Bryson
Founder & CEO
chris@unata.com / 416.707.0925