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2nd Mobile Marketing event
5/2/2014
Powered by:
Every moment is mobile:
how brand-consumer relationship is
changing
A presentation by Chryssa Vrouzi,
Internal Communication & Digital Manager
Agenda

•
•
•
•

Digital reality
AB digital ecosystem
Examples in AB & abroad
Next digital plans & Vision

|3
Digital reality
1. Multiple devices, context driven

Source: Google
|5
Smartphones/context
•

•

•

•

Mobile phone use is
growing / “just talking” has
shrunk
55% of Smartphone users
in Europe consider their
devices to be theirs alone
vs e-readers, laptops,
tablets, PCs
In 2016, 85% of devices in
Greece will be smart
phones
Smartphone penetration
in Greece (end 2013) 53%
(estimate)

Source: Google

|6
2. Mobile plays increasingly important role in pre/shopping
3. What’s all the fuss about big data?
• Business challenges Can we do new things
with old tools?
– Value
• Technical challenges
– Volume
– Velocity
– Variety
Just some AB stats: 266 stores, 1.2 mil. active customers, 70,000 SKUs & 1,400 cash
machines
AB digital ecosystem
AB Digital ecosystem - As is situation
Digital Goals: Marketing plan support, loyalty increase, digital brand awareness,
content creation that answers customers needs
260.400 fans

Expansion to 51 kiosks

41.593 check-ins

Direct communication with
60,000 customers
Geotargeted campaigns/ push
notifications to 72.812 customers

1.636 followers
93.032 views of 158 videos
social media
launch
Self check-out
relaunch
www.ab.gr
10 instore kiosks 150,000 unique
to redeem coupons visitors /month

1999

2010

PHASE 1

2011

E-shop pilot

under hybris
2012

PHASE 2
NEW DIGITAL VEHICLES EXPANSION

2014

2015-2021

2013
PHASE 3
OPTIMIZE & SUPPORT
EXISTING PORTFOLIO &
ADD NEW ONES
How mobile story started in AB

Athensbook – MARCH 2010

Fweebi – July 2011

AB mob app – our
native app - MAY 2013
| 13
AB Mob app now, in a month, in a year

May 2013

February 2014

2015
| 14
Examples in AB & abroad
AB successful examples
09/12/2013
Wine Festival
Sent to 5.401 devices
Views 10.204
Open rate 97%

| 17
AB successful examples

05/11/2013
Coco-mat push
Sent to 59.498 devices
Views 24.477
Open rate 41.14%

05/12/2013

12/11/2013

AB leaflet offers

Bonus push

Sent to 66.807 devices
Views 50.922
Open rate 30.51%

Sent to 62.603 devices
Views 20.560
Open rate 32.84%

| 18
AB successful examples -SUPPLIERS
•

72.812 AB Mobile App downloads
(60.95% iOS & 39.05% Android)

02/10/2013
Heineken push
Sent to 51.334 devices
Views 3.123
Open rate 6.08%
| 19
Shop For Groceries On Train Platforms from Virtual
Grocery Displays

Delhaize Cube Direct
Next digital plans & Vision
ΑΒ Omni Digital Vision 2021
Create an omnichannel, consistent & branded digital ecosystem for AB that will
strengthen existing and build new customer relationships.
Loyalty
portal

Social
media

Newsle
tter

Corp
orate
site

Touch
Point

ESHO
P

Big data
By following our dynamic customers
journey, meeting them where they
are,…

MSHOP

…offering a unique, personalized
experience throughout & turning them into
resellers.

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Every moment is mobile: how brand-consumer relationship is changing

  • 1. 2nd Mobile Marketing event 5/2/2014 Powered by:
  • 2. Every moment is mobile: how brand-consumer relationship is changing A presentation by Chryssa Vrouzi, Internal Communication & Digital Manager
  • 3. Agenda • • • • Digital reality AB digital ecosystem Examples in AB & abroad Next digital plans & Vision |3
  • 5. 1. Multiple devices, context driven Source: Google |5
  • 6. Smartphones/context • • • • Mobile phone use is growing / “just talking” has shrunk 55% of Smartphone users in Europe consider their devices to be theirs alone vs e-readers, laptops, tablets, PCs In 2016, 85% of devices in Greece will be smart phones Smartphone penetration in Greece (end 2013) 53% (estimate) Source: Google |6
  • 7. 2. Mobile plays increasingly important role in pre/shopping
  • 8. 3. What’s all the fuss about big data? • Business challenges Can we do new things with old tools? – Value • Technical challenges – Volume – Velocity – Variety Just some AB stats: 266 stores, 1.2 mil. active customers, 70,000 SKUs & 1,400 cash machines
  • 10. AB Digital ecosystem - As is situation Digital Goals: Marketing plan support, loyalty increase, digital brand awareness, content creation that answers customers needs 260.400 fans Expansion to 51 kiosks 41.593 check-ins Direct communication with 60,000 customers Geotargeted campaigns/ push notifications to 72.812 customers 1.636 followers 93.032 views of 158 videos social media launch Self check-out relaunch www.ab.gr 10 instore kiosks 150,000 unique to redeem coupons visitors /month 1999 2010 PHASE 1 2011 E-shop pilot under hybris 2012 PHASE 2 NEW DIGITAL VEHICLES EXPANSION 2014 2015-2021 2013 PHASE 3 OPTIMIZE & SUPPORT EXISTING PORTFOLIO & ADD NEW ONES
  • 11. How mobile story started in AB Athensbook – MARCH 2010 Fweebi – July 2011 AB mob app – our native app - MAY 2013 | 13
  • 12. AB Mob app now, in a month, in a year May 2013 February 2014 2015 | 14
  • 13. Examples in AB & abroad
  • 14. AB successful examples 09/12/2013 Wine Festival Sent to 5.401 devices Views 10.204 Open rate 97% | 17
  • 15. AB successful examples 05/11/2013 Coco-mat push Sent to 59.498 devices Views 24.477 Open rate 41.14% 05/12/2013 12/11/2013 AB leaflet offers Bonus push Sent to 66.807 devices Views 50.922 Open rate 30.51% Sent to 62.603 devices Views 20.560 Open rate 32.84% | 18
  • 16. AB successful examples -SUPPLIERS • 72.812 AB Mobile App downloads (60.95% iOS & 39.05% Android) 02/10/2013 Heineken push Sent to 51.334 devices Views 3.123 Open rate 6.08% | 19
  • 17. Shop For Groceries On Train Platforms from Virtual Grocery Displays Delhaize Cube Direct
  • 18. Next digital plans & Vision
  • 19. ΑΒ Omni Digital Vision 2021 Create an omnichannel, consistent & branded digital ecosystem for AB that will strengthen existing and build new customer relationships. Loyalty portal Social media Newsle tter Corp orate site Touch Point ESHO P Big data By following our dynamic customers journey, meeting them where they are,… MSHOP …offering a unique, personalized experience throughout & turning them into resellers.