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BEYOND THE RACK:
THE MOBILE STORY
CMA/MARKETING MOBILE DAY PRESENTS:
INTRODUCTION
Richard Cohene
Director, Marketing
richard@beyondtherack.com
!
beyondtherack.com
@BeyondtheRack
Offices in Montreal, New York, Las
Vegas and Toronto
Launched in 2009
#3 fastest growing company in
Canada for 2012 (Profit Magazine)
#1 fastest growing online retailer for
2011 (Internet Retailer)
Sep Seyedi
CEO
sep@plasticmobile.com
plasticmobile.com
@PlasticMobile@PlasticMobile
Offices in New York and Toronto
!
Launched in 2007
!
Most awarded mobile agency in Canada
!
Extensive portfolio of top-tier brands
including OLG, Shoppers Drug Mart and
THE MOBILE IMPACT
Beyond the Rack: The Mobile Story
Beyond the Rack: The Mobile Story
THE MOBILE OPPORTUNITY
42% of smartphone
shoppers left the site after
trying to view just one page
on their mobile devices.
“I have not failed, I’ve just
found 10,000 ways that just
don’t work.”
!
-Thomas Edison
MOBILE WEB
60%
15% 15%
What about 

an app?
MOBILE APP: OBSTACLES
!
1. Marketing taking the lead
!
Technically handcuffed2.
!
Mobile app expectations3.
ENTER: PLASTIC MOBILE
Obstacle 1: Marketing taking the lead
!
Solution:
Translate business needs
into mobile solutions
!
!
!
Solution:
Build systems from
the ground up
Obstacle 2: Technically handcuffed
!
!
!
!
Solution:
UX defines success
in apps
Obstacle 3: Mobile expectations
MOBILE APP STRATEGY
ALL IDEAS, CONCEPTS, VISUALIZATIONS, AND CONTENT ARE COPYRIGHT © AND INTELLECTUAL PROPERTY OF PLASTIC MOBILE INC.
UX comes down to science
ALL IDEAS, CONCEPTS, VISUALIZATIONS, AND CONTENT ARE COPYRIGHT © AND INTELLECTUAL PROPERTY OF PLASTIC MOBILE INC.
Data needs to support
UX strategies
28
MOBILE UX: SCROLLING
28
MOBILE UX: SCROLLING
Maximize
available
real estate
2929
Encourage discoverability
30
MOBILE UX: SCROLLING
30
MOBILE UX: SCROLLING
Easy check out,
means easy conversions
Checkout in just three taps
Using urgency to push impulse purchases
Leverage
personalized
push notifications to
drive engagement
!
THE RESULTS
Just getting Started
117K
downloads

without any 

promotions.
Existing
members who
downloaded
the app spend
10% more
1% of our mobile app users
members are generating 6%
of our TOTAL revenues
Acquiring mobile app users
is half the cost, compared
to other channels, and are
worth drive engagement
as much
Leverage
existing
assets to
promote
the app
5% 5%
KEY LEARNINGS
Client-vendor relationship1.
!
Data analytics is key2.
!
Mobile strategy3.
!
Staying one step ahead4.
THANK YOU
richard@beyondtherack.com
!
beyondtherack.com
sep@plasticmobile.com
!
plasticmobile.com

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