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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?