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How to execute a mobile strategy that effectively acquires, engages and services the customer?

Learn how to effectively execute a mobile strategy that acquires, engages, and services customers. Discover the key figures and market conditions influencing mobile strategies, as well as the importance of understanding customer behavior, revenue opportunities, competition, and continuous innovation.

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How to execute a mobile strategy that effectively acquires, engages and services the customer?

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  1. How to execute a mobile strategy that effectively acquires, engages and services the customer?

  2. Who am I? Co-founder foodpanda singapore, hongkong

  3. What is foodpanda? • Order placement • Delivery details • Online food ordering marketplace • 1 • 2 • Food delivery • 3 • Customers • Partner restaurants • Our customers have 2 payment option: • Cash on delivery and online payment

  4. WHY AM I HERE ?  #1 app on the free F&B category on app store

  5. We are the Michael Schumacher of 2002! 7 time F1 champion - 1994, 1995, 2000, 2001, 2002, 2003, 2004

  6. Mobile Strategy Introduction

  7. What is #1 rule for mobile strategy?“It's not about mobile its about mobility”Focus is not on app downloads, always on creating value to customers - Microsoft CEO SatyaNadella

  8. Key figures to digest first • Time spent on apps is 80% • People on average use 24 apps monthly BUT • People spend 80% of their time on 5 apps there is even an App Inspired by App Overload

  9. Don’t be a Zombie app an app that does not attract enough measurable attention to regularly receive rankings in the App Store lists • 1.6 million apps on Apple store • 80% apps are Zombie

  10. Mobile Strategy Product Focus

  11. Give what customers want • Adapt to their needs. Eg – Korea’s #1 food delivery player baedariminjok (call-to-order button) • Win the early adopters but always keep eye on the masses

  12. always listen to them first

  13. Be original, not someone you are not

  14. Mobile Strategy Understand your goals

  15. why is mobile a big focus for us at foodpanda?

  16. 1. CUSTOMER BEHAVIOUR Loyalty on mobile is 3 times more than on the web and 8 times more than phone

  17. 2. REVENUE • Additional platform channel • Higher Frequency - Customer lifetime value • Higher basket

  18. 3. Look at COMPETITION(direct/indirect)Grubhub in States, 60% MOBILEnearly 40% orders are on mobile in SG as we speak today!

  19. 4. Market conditions Eg - Africa no desktop age, directly into mobile • Mobile phones raise long-term growth rates, 2x • Extra 10 phones per 100 people increases GDP growth by 0.6 % points

  20. Its time for africa! cashless payments/operator billing

  21. Acquisition

  22. Internet.org by Mr. Zuckerburg • Partner with telcos in developing markets to give this app for free with facebook and other services • One of the strongest customer acquisition tools to partner with OEM/telcos

  23. Pre-installations

  24. MWC 14, barcelona

  25. Tie-up with WeChat

  26. Paid vs Organic channels

  27. Splash page (brand)

  28. Splash page (non-brand)

  29. Engaging

  30. be more than an app

  31. Synonymous to food, fun, family, weekend, party - lifestyle choice Panda is everyone’s best friend

  32. Or atleast we try to be 

  33. Gradual transition from performance marketing to brand marketing

  34. Push notifications -Targeted by time, frequency, customer behavior -Don’t become noise!

  35. Reviews – customer generated content

  36. Servicing customer

  37. Continuous innovation Nooneis invincible!

  38. Samsung story From one of the leading smartphone makers to a 60% profit slump “what is next is now, tomorrow is today” - Samsung galaxy s6 launch, MWC15 Barcelona

  39. Always keep reading the customer journey • the customer cycle by tracking every step CR(for every step) and not just overall Improving Conversion = double sales with 0 incremental marketing spend We know which area of singapore likes pizza and which likes more sushi

  40. Delight the customerPast History and Re-order button

  41. Other interesting findings • user preferences – More sensitive to min delivery amount, delivery time >>> ratings, reviews. Also love for deals. 2. Guest checkout super successful

  42. Adding current GPS tracker

  43. Deals section

  44. One product for all countries

  45. Localisation of product Even use different sorting logics for different customers

  46. More upcoming features

  47. Social Facebook login • Easy login and registration • First step towards personalisation

  48. Group ordering friends can order together with a shared link on their own device, viral spread of app + higher basket size

  49. Delight your partners, processesApp for restaurants, delivery riders

  50. And many more : • Better search –> restaurants + product • upsell option • Giftcards • Photo blogs (more user content) • Live chat with customer service Keep innovating 

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