Mario Thomas - Managing Director - Chapter Eight

1. Chapter Eight
A Case Study: The Gift Experience Cracks the QR Code

2. A (little) bit about us...

3. • Founded in 2002
• Full service ecommerce specialist
• Specific focus on multi-channel retail
• Now have over 500 websites under management
• Have an extensive UK reseller network as well as corporate accounts
• One of only a handful of PCI DSS Level 1 Certified providers in UK
• Also now a Payment Service Provider (including acquiring)

4. Vital Statistics

5. • Over 70 million visits to Chapter Eight websites in 2010
• Served over 480m page impressions in 2010
• Served over 20m unique visitors in 2010
• Sent over 28m emails in 2010
• Over 500 customers across 25 different industry sectors
• Reseller network of 15 resellers (one with a further 250 resellers)

6. • Over 2 million pages published on our client websites
• Over 1 million pages indexed in Google
• Over 50,000 page one positions
• Over 10,000 number one positions
• Publish to multiple platforms; desktop, mobile, tablet
• Standards compliant websites
• Naturally search engine friendly

7. • Processed £194m in ecommerce transactions in 2010
• Over 528,000 purchases made on our websites in 2010
• £457,213,474 of orders taken on our websites
• Will hit £500,000,000 in November 2011
• Hit 1.5m purchases in February 2010
• Over 425,000 product lines (unique SKU’s)

8. On Cyber Monday 2010
we processed £37 per
second of transactions

9. What Are QR Codes?

10. • A ‘new’ type of barcode
• Actually been around since 1994
• Originally used by a Toyota subsidiary for tracking parts
• Marketing take up began around 2009
• Advent of smart phones and Apps has seen explosion in use
• Seen everywhere and in some places you might not expect

11. Where Can They Be Used?

12. • Everywhere!
• From clothing labels, to billboards
• Business cards
• Flyers
• Websites
• The list is endless!

14. Should I Be Using QR
Codes?

15. • Are your customers likely to be using QR codes
• Are your customers using mobile
• Are your customers reaching you online
• Try it, you’ll never know otherwise
• Limit initial trials if you feel uncomfortable about them
• Then broaden scope of use into wider marketing campaigns

16. • Mobile is everywhere
• Customers expect you to support it
• QR codes is a great way of driving traffic
• Include them in your mobile plans

17. • 44% of handsets are smart phones - companies need to respond
• Gives a personalised service to customers coming to you from them
• Mobile marketing - QR codes - bringing web & mobile together
• Fully trackable and can be linked to existing customer profile data

18. How Do I Create Them?

19. • Lot’s of websites that do it for you
• It’s free - so create as many as you want
• Not like barcodes - can be generated at will
• http://qrcode.kaywa.com/ - easy to use and understand

20. The Gift Experience

21. • Client since 2003
• Privately Held Company
• One of the UK’s top 5 gift websites
• Over 150,000 customers
• Pure play online retailer

22. • Wanted to reach a mobile audience
• And then drive traffic from mobile in new ways
• Enter:
• A mobile website
• QR Codes

23. Going Mobile

24. • Reach a growing mobile audience
• All using the existing website on mobile devices
• Ensure checkout was as seamless as possible
• Try to increase order values and conversion rates over main website
• Had to be managed alongside existing site - same back office

25. • We developed a mobile website
• Great for product browsing
• The first in the UK to use PayPal Mobile Payments
• Targeted at iPhone, Android, Windows Mobile, Blackberry
• Optimised for 3G networks, fast and lightweight

26. • Fully integrated with existing website
• Single customer view means joined up customer experience
• Support for multiple platforms (removes App/Web debate)
• Achieves ‘The Martini Effect’ for customers

27. • 58% increase in mobile traffic since launch
• 123% increase in mobile orders since launch
• 1121% uplift in year-on-year revenue since launch
• Average order value is higher on mobile than full website
• Customers LOVE it!

28. Cracking the QR Code
What We Did Next

29. • Wanted to drive more traffic to the mobile website
• Using QR codes seemed like an obvious route
• Integrated with the WebGains voucher code tool
• Provided multi-format tracking across web, mobile and print

30. Cracking the QR Code
How it Works

31. • QR Code is generated
• Displayed through active campaigns across
• Mobile
• Website
• Print

32. • Customer scans QR code with QR Reader App
• App reads code and finds URL information
• App opens web page using mobile browser
• Website detects platform and displays mobile site to customer

33. • Now for the clever stuff!
• URL in QR code contains unique redemption code
• When customer goes to shopping basket, code is auto-filled
• Code is tracked through WebGains
• Sale is tracked and affiliate commissions are calculated and paid
to referrer

34. Cracking the QR Code
Results

35. • Customers love QR codes
• Because they are personalised they really engage with them
• A wider range of mobile devices are using the mobile site
• Not just the iPhone generation
• Conversion rates on QR originating orders with custom promo code
are 32% higher than non-QR originating orders.

36. Cracking the QR Code
The Future

37. • Extension of use to flyers sent in purchase packaging
• Will play a key part in all collateral (both online and offline)
• All campaigns now consider use of QR
• Mobile engagement key to future revenue growth

38. Cracking the QR Code
Conclusions

39. • If you’re not mobile - don’t worry, but try and get there soon
• Low cost of entry means anybody can and should try QR codes
• Try a small campaign first to gauge how your customers react
• Try to go mobile this side of August

40. Thanks for Listening
www.chaptereight.com
www.thegiftexperience.co.uk