muji final presentation

Karen BienertJared Zeide

Consuelo GonzalezCihan Ergur

mobile site SSmobile site & applications current status

Adults 25+ both Male &Female

Urban & Professional

High education

Metropolitan lifestyle

Tech-FriendlyWell traveled

Mobile Connected

Environment Conscious Unconventional

Target Audience Customers

“ Everything I’d use my computer for, I use my phone *”

* Source: Interview Muji customer Alissa

Daily-All day long-several times a day → Social Media, News, SearchOnce/Twice a week→ Shopping (Favorites App,Music…Uber, Fandango)

WHATSocial Media

NO MOBILE FRIENDLY WEB

SITES

Shopping & Services

Where is not relevant: Commuting, out of home, at home, in store

There are still some LIMITS in buying goods from mobile.

Music Search

NO SERVICESNO CONVENIENCE

Current Usage of Mobile Tech

WHEN

WHY

WHERE

WHY NOT

Customers’ Unknown Desires Not Met

THE IN STORE ENVIRONMENT ON LINE

THE BENEFITS TO BE A LOYAL MUJI CUSTOMER

THE CONVENIENCE TO BUY ONLINE & PICK UP IN

STORE

EXPERIENCE... ...EXPERIENCE... ...EXPERIENCE…!

Muji customer love the in store experience while online (web site and App) Muji seems to exploit partially its potential of engagement.

Muji customer would appreciate to be part of the Muji world and be treated as a special customer:

- Privileged deals- Meet Muji experts about

Home & Travel arrangements In store & Online

Muji primary audience is located in metropolitan areas and can easily get to the store.

Taking It To the Streets!The Consumers Have Spoken; Insights from Field Research & Interviews

Insight #2: Muji In-Store Retail is an Experience

Insight #1: Mobile Web Browsing Over App (84%)

Insight #3: Digital Engagement Via Content & Incentives

Problems To Solve

How to drive more in-store retail visits?

Keeping Muji mobile current and 2015 ready

Leverage & engage brand’s cult following

Lack of customer CRM/loyalty program

Overall Strategy

Concurrent: Grow e-commerce by offering convenience and loyalty perks

Engage the consumer by creating enticing

incentives and immersive content

In-store purchases

In-store visits

Mobile Technology

Create Content Both Useful & Engaging

Nuts & Bolts: Store Locator, Search Box, Promos & Special Offers

Metropolitan lifestyleMe

Video: Travel with Muji, Travel with Style

Leverage User Generated Content

Product-Centric Lifestyle Content

Objectives

1. Improve User Experience on Mobile

4. Create a Greater Foothold in E-Commerce

2. Engage & Immerse Consumers in the “Cult of Muji” via Content

3. Drive in-store retail visits & purchases

ExecutionOPTIMIZE MOBILE SITECreate a responsive design to avoidportions of the website from gettingcut off and for easier scrolling

ENHANCE APPS Add Store Locator,

Products, and Online Store to app settings menu to increase brand awareness and sales

Paid Placements

Invest in Search Engine Marketing to drive traffic directly to Muji website instead of third party websites such as Amazon, Ebay, or Etsy

Partnerships with Home Decorating Blogs

(Muji product)

Maintain brand integrity by marketing products through home decorating blogs

Market the Campaign Thru Social Media

Campaign awareness internally and to the media

- Press Release- Media Kits- Internal memos/emails- Phone calls to major

media outlets- Website copy- Social media

KPI’s

Download number of web catalogsIncrease in-store traffic

KPI’s Increase:● time on site● traffic on mobile● video view● app download

Video views● Product● Lifestyle

Social Media● follower & content

share● CTR

how will our campaign be relevant?