Case study developed through a series of researches. Class: "Reaching the Third Screen, Mobile Marketing" @ NYU, NYC.

1. MADE FOR MOBILE
Mary Gallatin
Julien Perez
Gabriele Redina
Carol Robinson
Mauricio Silva
Andrea Soares Auad
Charlotte Tregoning

2. • 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
MADE FOR MOBILE
BACKGROUND

3. (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

4. • Increase brand awareness and enhance brand engagement
• Drive store traffic and increase average customer purchase
• Encourage repeat purchases and brand loyalty
• Acquire customer data and feedback
• Facilitate future e-commerce capability
MADE FOR MOBILE
GOALS

5. • 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
• Use Foursquare to reinforce community approach to drive store traffic and enhance brand engagement
• Use QR codes to drive users to the optimized mobile website
• Utilize current marketing channels to promote mobile techniques
MADE FOR MOBILE
STRATEGY

6. • 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
• Profit Margin: 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

7. 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
User
texts
UNIQLO
to 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

8. • Introduce QR codes to drive traffic to mobile
website 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
• Drive store traffic with check-ins and specials
• Create events that drive Foursquare traffic
• 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% Percent of traffic and data of the mobile
website generated by QR codes

9. MADE FOR MOBILE
BUDGET
Mobile Optimized Website
$ 50,000
Revise UNIQLOOKS app
$ 65,000
SMS Text Campaign
$ 55,000(a)
Mobile Marketing Manager(b)
$ 75,000
Contingency
$ 5,000
QR code & Foursquare(c)
$ 0
TOTAL (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

10. 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