ANDREW RAUCH, SENIOR DIRECTOR OF GLOBAL CRM AND CUSTOMER ANALYTICS, URBAN OUTFITTERS

A CASE STUDY IN MOBILE GROWTH:

BEST PRACTICES FOR ACQUISITION, RETENTION, MONETIZATION

SPENCER BURKE, VP OF CUSTOMER SUCCESS, APPBOY

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INTRODUCTIONS

ANDREW RAUCH

SENIOR DIRECTOR OF GLOBAL CRM & CUSTOMER ANALYTICS,

URBAN OUTFITTERS

SPENCER BURKE

VP OF CUSTOMER SUCCESS,

APPBOY

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Operating 200 stores across THREE continents

with 10,000 employees

Founded in 1970 in Philadelphia, PA

Offering experiential retail and online environments with

a well-curated mix of women’s, men’s, accessories and

home product assortments.

Last year, we shipped to over 120 countries around the globe

“THE KEY TO SUCCESS IS BEING A STUDENT OF THE CUSTOMER. WE JUST TRY TO GIVE OUR CUSTOMERS WHAT THEY WANT.” — RICHARD HAYNE, PRESIDENT AND CEO OF

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M E S S AG E S / M O. E V E N T S / M O.

Founded in 2011

115+ employees and growing

Offices in NYC, SF and LONDON

M AU / M O.

400 +

APPBOY - THE LEADING CUSTOMER RELATIONSHIP SUITE FOR MOBILE-FIRST MARKETERS

M 2 +B 100 +B

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WE EMPOWER BRANDS TO BUILD LONG-TERM RELATIONSHIPS WITH THEIR CUSTOMERS

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MOST OF YOU WILL ONLY RETAIN BETWEEN 10-20%OF YOURCUSTOMERS.

0

25

50

75

100

0 1 3 7 14 30 60 90

N E X T 5 0 0 0A P P S

D AY S S I N C E A P P I N S TA L L

SOURCE: QUETTRA VIA ANDREW CHEN

N E X T 1 0 0 A P P S

N E X T 5 0A P P S

T O P 1 0A P P S

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SO, HOW DO YOU INCREASE RETENTION AND GROWTH IN THIS COMPLEX LANDSCAPE?

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HERE ARE FIVE COLLECTIVE LEARNINGS FOR HOW TO INCREASE RETENTION + GROWTH.

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01: ONBOARDING IS ESSENTIAL.

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PUSH NOTIFICATIONS ARE A MOBILE MARKETER’S BEST FRIEND.

Apps that implement push see a

71% increase in two-month retention

SOURCE: APPBOY PROPRIETARY DATA: *PURCHASES, CUSTOM EVENTS, APP USAGE

Urban OutfittersReceive 30% Off Sale Merchandise at our 25th Anniversary Party @ UO Seattle!

2m ago

slide to view

P U S H O P T- I N R AT E S ( I O S )

B2B + FINANCE

26%

RETAIL + COMMERCE

37%

UTILITY

40%

MEDIA + ENTERTAINMENT

46%

MEDICAL + HEALTH + FITNESS

54%

TRAVEL + TRANSPORTATION

50%

GAMING

32%

SOCIAL + MESSAGING

38%

FOOD + BEVERAGE

47%

EDUCATION

32%

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IOS PUSH NOTIFICATION OPT-IN RATES ARE LOWER THAN YOU THINK.

SOURCE: APPBOY PROPRIETARY DATA

BOOST OPT-IN RATES WITH PROPER PRIMING.

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WELCOME PUSH NOTIFICATIONS NEW LOYALTY MEMBER NEWS FEED

TO EARN TRUST, URBAN OUTFITTERS SHARES TIPS WITH NEW USERS.

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02: LEVERAGE MULTIPLE CHANNELS.

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BE SURE TO MATCH EACH MESSAGE TO THE MEDIUM.

UO PUT THIS TO THE TEST TO DRIVE RESULTS…

SIMPLE CONTENT

RICH CONTENT

HIGH URGENCY

LOW URGENCY

P U S H E M A I L

I N - A P P / B R O W S E R

N OT I F I C AT I O N S

N E W S F E E D

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PUSH

NEWS FEED HIGHLIGHTS OFFER IN-APP

EMAIL WARNING OF THE SALE’S FINAL DAY

1.7X LIFT WHENUSING MULTIPLE CHANNELS IN TANDEM.

UO SEES A

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03: GET CREATIVE WITH ENGAGEMENT EFFORTS

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ADDING AN IMAGE TO YOUR MESSAGES RESULTS IN A 57% UPLIFT IN CONVERSIONS

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WHEN USING PERSONALIZATION, CONVERSION RATES ARE 3X HIGHER.

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04: START EXPERIMENTING, ITERATE QUICKLY.

CUSTOMERS WHO TEST, INCREASE THEIR CONVERSION RATES BY 40%.

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VARIANT 1 VARIANT 2 VARIANT 3

WHEN WE TEST, WE SEE HIGHER RESULTS.

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VARIANT A VARIANT B

PROJECTED WINNER

25%LIFT WITH

“VARIANT B”

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05: BE YOUR CUSTOMERS’ RITUAL

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PEOPLE ARE CREATURES OF HABIT. CONSISTENT ENGAGEMENT IS KEY FOR A HEALTHY RELATIONSHIP.

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ONLY 55% OF YOUR CUSTOMERS WILL RETURN IN THE NEXT THREE MONTHS.

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IF YOU IGNORE THE RELATIONSHIP IN THE FIRST MONTH, RETENTION DROPS TO 23%.

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LOCATION SPECIFIC NEWS FEED WITH IN-STORE EVENTS AND OFFERS

FIND KEY MOMENTS TO INCENTIVIZE CUSTOMERS THROUGH LOYALTY.

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KEY TAKEAWAYS

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1 / ONBOARDING IS ESSENTIAL

2 / LEVERAGE MULTIPLE CHANNELS

3 / GET CREATIVE WITH ENGAGEMENT EFFORTS

4 / START EXPERIMENTING, ITERATE QUICKLY

5 / BE YOUR CUSTOMERS’ RITUAL

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SAN FRANCISCO

THE BATTERY

MAY 17, 2016

8:30AM

30% OFF USING CODE LTR_MAU

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THANK YOUMARKETING@APPBOY.COM@APPBOYAPPBOY BUSINESS INTELLIGENCE / /