2nd Mobile Marketing event

5/2/2014

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A presentation by Chryssa Vrouzi,

Internal Communication & Digital Manager

Every moment is mobile:

how brand-consumer relationship is

changing

Agenda

• Digital reality

• AB digital ecosystem

• Examples in AB & abroad

• Next digital plans & Vision

| 3

Digital reality

1. Multiple devices, context driven

| 5

Source: Google

Smartphones/context

| 6

• Mobile phone use is

growing / “just talking” has

shrunk

• 55% of Smartphone users

in Europe consider their

devices to be theirs alone

vs e-readers, laptops,

tablets, PCs

• In 2016, 85% of devices in

Greece will be smart

phones

• Smartphone penetration

in Greece (end 2013) 53%

(estimate)

Source: Google

2. Mobile plays increasingly important role in pre/shopping

3. What’s all the fuss about big data?

• Business challenges

– Value

• Technical challenges

– Volume

– Velocity

– Variety

Can we do new things

with old tools?

Just some AB stats: 266 stores, 1.2 mil. active customers, 70,000 SKUs & 1,400 cash

machines

AB digital ecosystem

AB Digital ecosystem - As is situation

2011 2014 1999 2013

2015-2021

PHASE 1 PHASE 2

NEW DIGITAL VEHICLES EXPANSION

PHASE 3

OPTIMIZE & SUPPORT

EXISTING PORTFOLIO &

ADD NEW ONES

www.ab.gr

under hybris

relaunch

150,000 unique

visitors /month

Expansion to 51 kiosks

Direct communication with

60,000 customers

Geotargeted campaigns/ push

notifications to 72.812 customers

2012

260.400 fans

93.032 views of 158 videos

41.593 check-ins

E-shop pilot 10 instore kiosks

to redeem coupons

Digital Goals: Marketing plan support, loyalty increase, digital brand awareness,

content creation that answers customers needs

1.636 followers

social media

launch

2010

Self check-out

How mobile story started in AB

| 13

Athensbook – MARCH 2010 Fweebi – July 2011 AB mob app – our

native app - MAY 2013

AB Mob app now, in a month, in a year

May 2013 February 2014 2015

| 14

Examples in AB & abroad

AB successful examples

09/12/2013 Wine Festival

Sent to 5.401 devices

Views 10.204

Open rate 97%

| 17

AB successful examples

| 18

05/12/2013 AB leaflet offers

Sent to 66.807 devices

Views 50.922

Open rate 30.51%

12/11/2013 Bonus push

Sent to 62.603 devices

Views 20.560

Open rate 32.84%

05/11/2013 Coco-mat push

Sent to 59.498 devices

Views 24.477

Open rate 41.14%

AB successful examples -SUPPLIERS

| 19

02/10/2013

Heineken push

Sent to 51.334 devices

Views 3.123

Open rate 6.08%

• 72.812 AB Mobile App downloads (60.95% iOS & 39.05% Android)

Shop For Groceries On Train Platforms from Virtual

Grocery Displays

Delhaize Cube Direct

Next digital plans & Vision

ΑΒ Omni Digital Vision 2021

By following our dynamic customers

journey, meeting them where they

are,…

…offering a unique, personalized

experience throughout & turning them into

resellers.

Create an omnichannel, consistent & branded digital ecosystem for AB that will

strengthen existing and build new customer relationships.

Newsletter

Social media

Loyalty portal

E-SHO

P

M-SHOP

Touch Point

Corporate site

Big data