Case Study - Brick Meets Click

evolve the shopper
experience
Case Study
Sept 2013
Highlights
•
Launched for iPhone & Android
•
Integrated w/ Longo’s legacy
systems in 3 months
•
Delivered “Flyer of the Future”
•
•
Content is fully personalized &
shopper actions are tracked to
purchase
Adopted by the highest value
Longo’s shoppers
• spend 61% more
•
visit store 72% more
•
Adoption across all age groups
•
Shoppers engaging before visit to
store, in-store, post-purchase
Loyalty
Access Longo’s
Thank You Rewards
points balance and
display app to earn
points at checkout.
Interactive List
Build a shopping list
sorted by department,
with access to
previous purchases
and personalized
recommendations.
Incentives
Shoppers can
instantly earn points
for actions including
rating purchased
products, creating
lists, and interacting
with in-store signage.
Personal Flyer
The personalized flyer
highlights products on
sale that the user has
previously purchased
and specials that they
are likely to enjoy.
Ever-improving customer experience
Customer uses
mobile experience
before purchase
Customer makes
purchase showing
loyalty card
Personalized content
is automatically
refreshed based on
new customer data
Unata receives
purchase data,
associates mobile
interaction data
Promotion & Coverage
“Because Unata has a fully-formed backend of Longo’s products,
as well as access to its Rewards database, the experience is
personalized more so than any single shopping experience” - BetaKit
•
Featured by Apple on front page of the iTunes Store,
in “What’s New” & “What’s Hot”
•
Top 10 on iTunes App Store during launch week,
#1 in Food & Drink
•
Minimum 6 months of in-store exposure by Longo’s
In-store marketing across all locations
Unata’s mobile experience
attracts high value shoppers
Monthly Spend
Visits / Month
61%
higher
Average 2007
Loyalty Member
Mobile Loyalty Member*
72%
higher
2007
*defined as shoppers who logged in to app
and used it before more than 1 purchase
Mobile shoppers spread across all segments
59% are 30-50 yrs old
63% Female
3%
5%
14%
19%
37%
63%
26%
33%
0-20
30-40
50-60
20-30
40-50
60+
Female
Male
Unata
tracking
&
influencing
Longo’s
Longo’s Results: Usage
the shoppers
pathacross
to purchase
Unata’sshoppers
apps are tracking &across
influencing Longo’s
the Path to Purchase
Pre-Purchase
In-Store
Post-Purchase
85%
54%
43%
41%
39%
39%
used
the
app
of app users
within 24 hrs of
created a digital
purchase
shopping list
used the app
of products
within an hour of
added to the list
purchase
were purchased
54%
41%
43%
of app users
created a digital
shopping list
of products added
used the app
to the list were
within
an
hour
of
purchased
purchase
rated
purchased
rated a product
products
to
earn
to earn points;
points
avg of 61 ratings
submitted
61
average number of
ratings submitted
per user
all results are from shoppers who logged in to app and used it before more than 1 purchase
Shopping List Creation
Over 50% of products added to list sourced from personalized content sections
19%
15%
14%
25%
previous purchases
in-list recommendations
personal flyer
full catalogue section
488 Wellington St W, Suite 300
Toronto, Ontario
[email protected]
(416) 479 0775