DELIVERING HIGH-
PERFORMANCE RETAIL
APPS
A case study with House of Fraser
Antonio Tella
Mobile Business Development Manager
Michael Langguth
Co-Founder
AGENDA
1. Introduction to app commerce
2. House of Fraser’s app journey
3. Integrating your retail app into Demandware
4. ...
APP COMMERCE
APPS DOMINATE MOBILE
APP COMMERCE
$61m app revenue in 2014
+90% growth
THE FASTEST GROWING
SEGMENT IN ECOMMERCE
$126m app revenue in 2014
+91% growth
APP CO...
Retail apps capture 42% of mobile revenue for the top 500 retailers,
according to Internet Retailer’s 2015 Mobile 500 repo...
APP COMMERCE
HOUSE OF FRASER’S
JOURNEY
House of Fraser, the UK’s premium department store
Source: Deloitte, Mobile Consumer 2014: The UK Cut
How long is the interval
between waking up and
looking at your
smartpho...
40% of UK online sales take place on a smartphone or a tablet
Tablet m.site Mobile Apps
Source: IMRG & Capgemini, Q4 Repor...
Why did House of Fraser invest in apps?
Strong sales and organic growth
High engagement
Strong conversion
A multi channel approach
2 x 1.5 x 8 x
Source: House of Fraser
Clear functional, technological and brand benefits:
House of Fraser
So why invest in mobile apps?
A mobile app philosophy at House of Fraser
Some simple principles:
Consistent, native and personalised experience to give
...
Rewind to July 2014
Replicate iPhone
functionality
Centrally manage
content
Merchandising
Innovate and iterate
The solution, a platform based approach with Poq
Fast and iterative app releases
Full merchandising control
Optimised navi...
The solution, a platform based approach with Poq
Fully functional and branded Android app
9 real-time enterprise grade int...
Sustaining this over the next 12 months
User centred design as a pillar of
the mobile philosophy
Rewarding loyalty and
strengthening the customer
relationship
Per...
INTEGRATING
DEMANDWARE
SAAS PLATFORM
FOR NATIVE APPS
INTEGRATING DEMANDWARE
INTEGRATION POINTS
1. Integrating product related content into the app
Poq Studio Link Cartridge (d...
INTEGRATING DEMANDWARE
INTEGRATION POINTS
2. Sending orders into DWRE
Bag sync with login for returning users
3. Standard ...
INTEGRATING DEMANDWARE
WHAT RESOURCES ARE NEEDED?
1. Project manager
1. Design (in-house, SI, or Poq)
1. Integration
a. Te...
WHAT’S THE BUSINESS
CASE FOR AN APP?
THE BUSINESS CASE FOR RETAIL APPS
Browsing duration rivals desktop
Source: Poq Studio Platform Report (2015)
THE BUSINESS CASE FOR RETAIL APPS
More interaction than any other channel
Source: Poq Studio Platform Report (2015)
THE BUSINESS CASE FOR RETAIL APPS
Conversion rates rivaling desktop
App
1.8%
Mobile
Website
0.73%
Tablet &
Desktop
2.4%
So...
THE BUSINESS CASE FOR RETAIL APPS
Highest average order value of any digital
channel
Source: Poq Studio Platform Report (2...
THE BUSINESS CASE FOR RETAIL APPS
Conceptual image full bleed
THE BUSINESS CASE FOR
SAAS IN APPS
ECOMMERCE EVOLVED
TO SCALABLE PLATFORMS…
IT’S ABOUT TIME
MOBILE DID, TOO.
TEST ENVIRONMENTPLATFORM ADVANTAGE
WHY IS THAT
IMPORTANT?
• Future proof – innovate with
quarterly releases and partner
plugins
• Focus on retailing – reliab...
WHAT’S
NEXT?
What is the future of mobile apps?
Diversification of devices leading to opportunities in
new channels
WHAT’S NEXT?
THE FUTURE OF APP COMMERCE
Use the single-
customer view to
personalize every
experience.
Pay with a
swipe of...
IN SUMMARY…
Mobile apps provide a gateway to a
brands most loyal customers and by
optimising this experience it is
possibl...
Q&A
poqstudio.com
of 46

Delivering High-Performance Retail Apps - A Case Study of House of Fraser and Poq

Our co-founder Michael Langguth held a webinar with Demandware and House of Fraser's Mobile Business Development Manager, Antonio Tella, about how the retailer has managed to achieve remarkable results with its current iOS and Android app offering. Questions covered in the webinar include: How can apps be used to design a great multichannel experience for consumers? What’s the business case for an app when your website is mobile optimised? Which key metrics do House of Fraser use to measure the performance of the app? How can Demandware Commerce and your warehouse management system be integrated with your app? Which issues did Poq and House of Fraser consider when they integrated a native app with Demandware Commerce? What are the advantages and disadvantages of building an app on a SaaS platform? To watch the webinar, visit: http://bit.ly/1cMBe0S To find out more about the Poq app commerce platform, visit: http://poqcommerce.com
Published on: Mar 4, 2016
Published in: Mobile      
Source: www.slideshare.net


Transcripts - Delivering High-Performance Retail Apps - A Case Study of House of Fraser and Poq

  • 1. DELIVERING HIGH- PERFORMANCE RETAIL APPS A case study with House of Fraser
  • 2. Antonio Tella Mobile Business Development Manager Michael Langguth Co-Founder
  • 3. AGENDA 1. Introduction to app commerce 2. House of Fraser’s app journey 3. Integrating your retail app into Demandware 4. What is the business case for an app? 5. What’s next?
  • 4. APP COMMERCE
  • 5. APPS DOMINATE MOBILE APP COMMERCE
  • 6. $61m app revenue in 2014 +90% growth THE FASTEST GROWING SEGMENT IN ECOMMERCE $126m app revenue in 2014 +91% growth APP COMMERCE $260m app revenue in 2014 +116% growth $144m app revenue in 2014 +140% growth Source: Internet Retailer Mobile 500 (2014)
  • 7. Retail apps capture 42% of mobile revenue for the top 500 retailers, according to Internet Retailer’s 2015 Mobile 500 report. APP COMMERCE APP COMMERCE WILL OVERTAKE THE MOBILE WEB IN 2016
  • 8. APP COMMERCE
  • 9. HOUSE OF FRASER’S JOURNEY
  • 10. House of Fraser, the UK’s premium department store
  • 11. Source: Deloitte, Mobile Consumer 2014: The UK Cut How long is the interval between waking up and looking at your smartphone for the first time? The first thing in the morning, the last thing at night
  • 12. 40% of UK online sales take place on a smartphone or a tablet Tablet m.site Mobile Apps Source: IMRG & Capgemini, Q4 Report (2014)
  • 13. Why did House of Fraser invest in apps?
  • 14. Strong sales and organic growth
  • 15. High engagement
  • 16. Strong conversion
  • 17. A multi channel approach 2 x 1.5 x 8 x Source: House of Fraser
  • 18. Clear functional, technological and brand benefits: House of Fraser
  • 19. So why invest in mobile apps?
  • 20. A mobile app philosophy at House of Fraser Some simple principles: Consistent, native and personalised experience to give every customer a VIP experience Act as a point of differentiation from other channels and clear use cases over and above other mobile channels Provide a link between other channels to drive traffic to the app, online and in store H o u s e o f F r a s e r
  • 21. Rewind to July 2014 Replicate iPhone functionality Centrally manage content Merchandising Innovate and iterate
  • 22. The solution, a platform based approach with Poq Fast and iterative app releases Full merchandising control Optimised navigation supporting other channels API based integration for better stability Reduced development time New functionality and technology integration Strong performance!
  • 23. The solution, a platform based approach with Poq Fully functional and branded Android app 9 real-time enterprise grade integrations Live in under 11 weeks, and just in time for peak trading (October 2014) We are extremely pleased with the design and functionality of the app, especially the ability it has given us to innovate on top of a stable ecommerce platform giving us the flexibility to make changes to the app without requiring any additional bespoke development. - Andy Harding, Chief Customer Officer, House of Fraser
  • 24. Sustaining this over the next 12 months
  • 25. User centred design as a pillar of the mobile philosophy Rewarding loyalty and strengthening the customer relationship Personalised, VIP approach Pillars for future mobile app development
  • 26. INTEGRATING DEMANDWARE
  • 27. SAAS PLATFORM FOR NATIVE APPS
  • 28. INTEGRATING DEMANDWARE INTEGRATION POINTS 1. Integrating product related content into the app Poq Studio Link Cartridge (demandware.com/link-marketplace/poq-studio) Open Commerce API (OCAPI) • Product information (name, price, pictures, variations, etc.) • Category information • Content (e.g. size guide) • Store stock • Login / Sign up • Account information (order history, bag sync, etc.)
  • 29. INTEGRATING DEMANDWARE INTEGRATION POINTS 2. Sending orders into DWRE Bag sync with login for returning users 3. Standard pre-built third party integrations: a. Analytics: Google Analytics, Coremetrics, DC Storm b. Push notifications with Urban Airship & Mixpanel c. Payments: Paypal, Stripe, Braintree 4. Loyalty card number from DWRE and 3rd party CRM
  • 30. INTEGRATING DEMANDWARE WHAT RESOURCES ARE NEEDED? 1. Project manager 1. Design (in-house, SI, or Poq) 1. Integration a. Technical support: in-house or SI b. Front end developer for checkout styling and integration (Poq or in-house) 1. Content and testing
  • 31. WHAT’S THE BUSINESS CASE FOR AN APP?
  • 32. THE BUSINESS CASE FOR RETAIL APPS Browsing duration rivals desktop Source: Poq Studio Platform Report (2015)
  • 33. THE BUSINESS CASE FOR RETAIL APPS More interaction than any other channel Source: Poq Studio Platform Report (2015)
  • 34. THE BUSINESS CASE FOR RETAIL APPS Conversion rates rivaling desktop App 1.8% Mobile Website 0.73% Tablet & Desktop 2.4% Source: Poq Studio Platform Report (2014)
  • 35. THE BUSINESS CASE FOR RETAIL APPS Highest average order value of any digital channel Source: Poq Studio Platform Report (2015)
  • 36. THE BUSINESS CASE FOR RETAIL APPS Conceptual image full bleed THE BUSINESS CASE FOR SAAS IN APPS
  • 37. ECOMMERCE EVOLVED TO SCALABLE PLATFORMS…
  • 38. IT’S ABOUT TIME MOBILE DID, TOO.
  • 39. TEST ENVIRONMENTPLATFORM ADVANTAGE
  • 40. WHY IS THAT IMPORTANT? • Future proof – innovate with quarterly releases and partner plugins • Focus on retailing – reliable and scalable, market leading solution • In-house control – Make changes internally, rather than relying on external partners
  • 41. WHAT’S NEXT?
  • 42. What is the future of mobile apps?
  • 43. Diversification of devices leading to opportunities in new channels
  • 44. WHAT’S NEXT? THE FUTURE OF APP COMMERCE Use the single- customer view to personalize every experience. Pay with a swipe of your finger in-app and in-store. Pre-fill login details across the app eco- system. Your app as the personal shopper in the store.
  • 45. IN SUMMARY… Mobile apps provide a gateway to a brands most loyal customers and by optimising this experience it is possible to significantly increase engagement, loyalty and ultimately sales.
  • 46. Q&A poqstudio.com

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