Uniqlo made for mobile - NYU
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The document outlines a mobile marketing strategy for Uniqlo to enhance brand engagement and drive store traffic through optimized mobile tools. It details a $250,000 budget allocation for developing a mobile website, improving the Uniqlooks app, and executing an SMS campaign, along with the projected ROI from these efforts. Key initiatives include utilizing QR codes, Foursquare integration, and a focus on customer data acquisition to promote Uniqlo's Manhattan retail stores.
Uniqlo made for mobile - NYU
- 1. MADE FOR MOBILE Mary Gallatin Julien Perez Gabriele Redina Carol Robinson Mauricio Silva Andrea Soares Auad Charlotte Tregoning
- 2. • Three UNIQLO stores located in Manhattan • Current UNIQLO mobile techniques: • Four mobile apps, including UNIQLOOKS • Foursquare activity • No e-commerce currently available in US • $250,000 budget to develop mobile campaign to promote Manhattan retail stores • Competition • Zara mobile site MADE FOR MOBILE BACKGROUND
- 3. (a) Source: Daily Finance; “Can UNIQLO’s Clever Clother Refashion the US Retail Market?”, 10/29/2011 (b) Source: Alexa.com M A D E F O R M O B I L E AUDIENCE • Broad demographic target(a) • Male and Female • Age 16 to 60 • Income $35,000 to $100,000 • Typical customer target(b) • Female • Age 25 • Income $35,000 Increasing mobile marketing makes sense for UNIQLO
- 4. • Increase brand awareness and enhance brand engagement • Drive store traffic and increase average customer purchase • Encourage repeat purchases and brand loyalty • Acquire customer data and feedback • Facilitate future e-commerce capability MADE FOR MOBILE GOALS
- 5. • Develop mobile optimized web site that considers mobile use cases to locate UNIQLO stores and promote events, sales and other programs. • Improve existing UNIQLOOKS app • Execute SMS text campaign to deliver promotions and acquire customer data • Use Foursquare to reinforce community approach to drive store traffic and enhance brand engagement • Use QR codes to drive users to the optimized mobile website • Utilize current marketing channels to promote mobile techniques MADE FOR MOBILE STRATEGY
- 6. • Create mobile optimized website for UNIQLO USA. • Feature store locator, store information and catalog. • Showcase promotional offers and specials. • Enable users to request items for store pick-up. • Include a product wish list. • Promote UNIQLOOKS app with download link on mobile site. • Provide landing pages for QR code and SMS campaigns. M A D E F O R M O B I L E MOBILE OPTIMIZED WEBSITE ROI - Mobile Website • Monthly page visits: 18,000* • Conversion Rate: 5% • Average Purchase: $40.00 • Profit Margin: 20% • Total Cost: $50,000 • ROI: 44% *Based on 10% of UNIQLO website visits ROI - Mobile App • Downloads: 30,000* • Activation Rate: 50% • Value of User: $10.00 • Total Cost: $65,000 • ROI: 130.77% *Source: Quora.com
- 7. ROI - SMS Text Campaign • Text Impressions (10 months/100k per month: 1,000,000) • Conversion Rate: 2% • Value of Action (Average purchase $40 and margin 20%: $10.00) • Total Cost: $55,000 • ROI: 263.64% • Create an SMS campaign to deliver promotions and acquire customer data • Build a mobile phone number list for future actions User texts UNIQLO to 33322 M A D E F O R M O B I L E SMS TEXT CAMPAIGN Annual Value of SMS Loyalty List • List: 100,000 • Conversion Rate: 2% • Value of Action: $12.00 • Messages per month : 1 • Cost per message: $.05 • Annual Value of SMS Loyalty List: $228,000
- 8. • Introduce QR codes to drive traffic to mobile website landing pages • Utilize existing promotional channels to promote mobile techniques M A D E F O R M O B I L E INTEGRATION Foursquare A Location Based Service with 10 million users worldwide, and 5 million in the US. • Remind users of nearby store locations and sustain brand visibility • Drive store traffic with check-ins and specials • Create events that drive Foursquare traffic • Connect Foursquare content with community members featured in UNIQLO People campaign • Shopping bags • Print Advertising • Outdoor Posters • In Store Posters ROI - Foursquare • Monthly check-ins target: 1000 • Monthly Unique visitors: 500 • Content adoption: 10% ROI - QR Codes • 5% Percent of traffic and data of the mobile website generated by QR codes
- 9. MADE FOR MOBILE BUDGET Mobile Optimized Website $ 50,000 Revise UNIQLOOKS app $ 65,000 SMS Text Campaign $ 55,000(a) Mobile Marketing Manager(b) $ 75,000 Contingency $ 5,000 QR code & Foursquare(c) $ 0 TOTAL (USD) $250,000 (a) (100,000 phone numbers x 10 messages (back/forth) x $0.05 = $50,000 + $5000 (campaign set up fee) (b) Mobile Marketing Manager cost for one year (c) QR codes and Foursquare are no-cost services used to promote existing campaigns and specials
- 10. November - December 2011 • Strategic Planning • Creative Development • Client Sign-offs January - March 2012 • Develop Mobile Website • Revise Catalog App Generate QR codes • Rent Short code List • Develop FourSquare Campaign April 2012 • Launch May - December 2012 • Track Results • Monitor ROI M A D E F O R M O B I L E TIMING AND DELIVERY