An exploration into the challenges preventing brands from delivering superior mobile experiences and a case study of a customer centric mCommerce experience.

1. !
Using Mobile To Delight: In-Store,
On-the-Go, and At Home.
!
!
!
Sumit Oberai
EXECUTIVE VICE PRESIDENT TECHNOLOGY, LOYALTY, STRATEGY @ INDIGO
!
Alkarim Nasser / @alkarim
MANAGING PARTNER, PRODUCT, INVESTMENTS @ BNOTIONS
!

3. Average Ratings of Top 5 Canadian Retailers
Canadian Retailers Are Letting The
Potential of Mobile Pass Them By
2643 ratings 5181 ratings

4. CHALLENGES FACING
MOBILE MARKETERS
Balancing customer and business needs.
Challenges Cross Platform Efficiencies Vendor Selection Internal Product Ownership
CUSTOMER’S
NEEDS
Great
Mobile
Exp
BUSINESS’
NEEDS
POOR USER
EXPERIENCE
INCOHERENT
NARRATIVE
DISSATISFIED
CUSTOMERS
RESULTING IN
LITTLE/NO ROI

5. Would be great to access
my wish lists and gift lists in
store.
I am constantly forgetting to put
my Plum card in my purse. It
would be great if there was an
Indigo app with a virtual Plum
card kinda like Starbucks.
The phone can replace the kiosk
to help find more information or
ratings and reviews on products.

6. BUILDING A MOBILE STRATEGY
TO CREATE A “WINNING” EXPERIENCE, INDIGO FOCUSED ON THESE THREE THINGS:
Search & Discovery
!
To drive conversion in-
store and via device, we
need to allow users to find
the products they’re
looking for quickly and
easily.
Loyalty Integration
Our rewards program is
one of the highest
penetrated in Canada and
we want to continually
improve member
satisfaction by delivering
what our members are
asking for
Augment In-Store
Experience
Make our customers lives
easier by creating a
contextually-aware app
that will sync their wish
lists, show them inventory
in store, allow them to scan
products and give them
relevant information about
the store they are in

7. Be able to engage with the Indigo
brand anywhere and anytime with a
mobile app that supports what I want to
do at this moment
Have visibility into loyalty with a
virtual card, points balance and
redemption levels
CUSTOMER GOALS FOR MOBILE
1
2
Create industry leading, cross-channel
mobile experience that drives customer
engagement and increases sales
Create a highly compelling offering
that our customers will love to use
INDIGO’S GOALS FOR MOBILE
1
2

8. ON - BOARDING

9. Bring the Indigo eCommerce
experience to life for the mobile
user.
CHALLENGE

10. Re-define the Indigo
experience by delivering an
omni-channel experience that
brings discovery, utility, loyalty,
and beauty to every consumer
touchpoint.
OPPORTUNITY

11. Giving the customer
the same ‘warm
feeling’ they receive
walking in the front
door.
SEARCH, DISCOVERY
& COMMERCE

12. Browse the latest
merchandising or quickly
narrow in on something
specific - yours to explore with
ease and clarity.
SEARCH, DISCOVERY
& COMMERCE

13. Browse the latest
merchandising or quickly
narrow in on something
specific - yours to explore with
ease and clarity.
SEARCH, DISCOVERY
& COMMERCE

14. Tap to Add to Cart or Drag and
Drop - purchasing made simple
and fun.
SEARCH, DISCOVERY
& COMMERCE

15. Tap to Add to Cart or Drag and
Drop - purchasing made simple
and fun.
SEARCH, DISCOVERY
& COMMERCE

16. Indulge in your very own
personalized shopping
experience with information at
your finger tips and
convenience on the go.
LOYALTY INTEGRATION

17. LOYALTY INTEGRATION
Indulge in your very own
personalized shopping
experience with information at
your finger tips and
convenience on the go.

18. Bump into friends and make
the in-store experience more
memorable.
SOCIAL INTEGRATION

19. Find that book that inspires
you and share it with your
friends in one tap.
SOCIAL INTEGRATION

20. APP SUCCESS
4.5 / 4 star rated app in iTunes / Google Play
8% greater y/y increase in spend amongst app users driven by both frequency and
basket across both retail and online channels
Greater increase in sales of Indigo’s new categories (General Merchandise / Kids) among
app users as well
2014 Winner
The Communicator Awards is an annual competition honoring the
best in advertising, corporate communications, public relations
and identity work for print, video, interactive and audio.

21. SETTING YOURSELF UP FOR
SUCCESS IN MOBILE
Keep The Customer As The Focus
One Product Owner
Debate Over Prescribed Requirements
Design Matters
Always Agile
Less is More
Tell a Great Story

22. a@bnotions.com soberai@indigo.ca
Thank You