1. achieving
mobile ROI
for in-store retail
Ken Kuschei. Longo’s Director Consumer Insights
Chris Bryson. Unata Founder & CEO

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

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

4. How Unata measured ROI
1
2
3
4
5
Connected mobile experience to loyalty program
!
Connected mobile experience to products & promotions
Tracked all mobile behaviour; connect to purchase event
Measured behaviour changes & influence of digital on basket
Benchmarked changes against non-digital users
Didn’t launch an app. Implemented a platform.

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

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

7. Incentives
• Earn incentives
for downloading
app / rating
purchases
Personal
Flyer
• Products on sale
that the shopper
has previously
purchased
• Other relevant
specials based on
buying preferences

8. Push Notification
• Alerts for personal flyer
being updated
• Sent weekly
• Highlights 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
The Longo’s Mobile App is the only Canadian mobile app that:
• Is connected to the full catalogue and all specials (not just the flyer)
• Has a personal flyer, personalized recommendations, access to user’s purchases
• Allows users to earn points for digital behaviors

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

13. 51+
20%
40-49
26% 30-39
32%
20-29
19%
0-19
3%
Male
40%
Female
60%
!
ROI 2. Engage current members
Mobile Gender & Age Distribution consistent with loyalty program

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

15. when & where
mobile sessions
happen
ROI 4. New Customer Data
48%
21%
31% Within 1hr of purchase
1-24hrs before purchase
> 1 day before purchase
41% viewing
personal flyer
36% rating
products
45%
creating lists
• Lift in spend from app usage & each feature
• 52% of items added to the list are purchased
what
customers do
impact
on purchase

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

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 mailings
• Leverage customer product ratings from mobile app to enhance merchandising;
>600K product ratings have been submitted since launch across 20K items

18. Title
2007
5.7%
-0.3%
Average Loyalty Member
Mobile Loyalty Member
ROI 6. Drive Increased Spend
Spend vs. Previous 4 Months
Jul 23 ’13-Nov 23 ’13 VS. Mar 23 ’13-Jul 22 ’13

19. Title
2007
6.2%
-1.4%
Average Loyalty Member
Personal Flyer User*
Lift per Avg Transaction $
vs. Prev 4 months
Personal Flyer driving spend
Mar 23 ’13-Jul 22 ’13 VS. Jul 23 ’13-Nov 23 ’13

20. Title
2007
11.4%
-1.4%
Average Loyalty Member
Mobile List User*
List Users spending more
Lift per Avg Transaction $
vs. Prev 4 months
Mar 23 ’13-Jul 22 ’13 VS. Jul 23 ’13-Nov 23 ’13

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

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

23. Beacons: The Next Major Evolution
Create Different Triggers for Different Distances

24. Empower the Retailer
• Personal Flyer, Targeted Offers upon entry
• Increase Loyalty data capture (easy access @ checkout)
• Store staff retrieving shopper profile via their own app
Empower Manufacturers
• Interactive In-Aisle Signage
• Fully customizable content: videos, signage, etc
• Engagement vs. Purchase Analytics

26. Chris Bryson
Founder & CEO
chris@unata.com
Thank You! Any Questions?
Ken Kuschei
Director of Consumer Insights
ken.kuschei@longos.com