“Mobile at THE ICONIC: Serving Australia’s Next Generation of Online Shoppers” Tuesday 13 th March, 2013 #ATSYD Aurélien Labonne Head of Online Customer Experience [email protected]
Mobile at THE ICONIC: Serving Australia’s Next Generation of Online Shoppers
Aug 12, 2015
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“Mobile at THE ICONIC:Serving Australia’s Next Generation of Online Shoppers”
Tuesday 13th March, 2013
#ATSYD
Aurélien Labonne
Head of Online Customer [email protected]
Agenda
• Who are we?• Why mobile is important for us• Our mobile strategy…• …Across devices• Design• Test and optimisation• Targeting and personalisation• Gamification
#ATSYD
#ATSYD
WHO AREWE?
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#ATSYD
Why mobile is so important for us
Australian Market – Dec 12
Source: Telsyte
Iconic Mobile traffic – Jan 12 / Jan 13
THE ICONIC mobile strategy
#ATSYD
Our customers shop how they want
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Engaging customers across devices
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Design for use cases : Focus on the flow
#ATSYD Morgan Brown – smashingmagazine.com
Designing for mobile
• Who are my users?• How do they shop?• What are the barriers to purchase?
• Don’t try to reinvent the wheel • Multi-device design: mobile first• Responsive vs standalone?
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Leveraging testing and optimisation to drive conversions
Optimisation results
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1280
800
+$2.3M
Targeting and personalisation
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Gamification and mobile the winning couple
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THANK YOU!!!!
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