office max mobile strategy
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http://www.mobilemarketer.com/cms/news/advertising/11208.htmlTRANSCRIPT
Mobile FirstLook 2012
Jeff Haddon
Mobile Program Manager
Confidential and Proprietary Information © 2012 OMX, Inc.
OfficeMax Office Depot Staples
Revenue $7.1 B $11.6 B $24.5 B
U.S. Stores 900 1100 1500
Employees 30,000 40,000 53,000
Market Cap $395 MM $589 MM $10.2 B
Company Overview
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Technology Black Hole
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© 2012 OMX, Inc.
Images: computermuseum.li, tnr.com
Philosophy
© 2012 OMX, Inc.
convenient access to customers customer convenience and access to our brand
customer benefits before sales and ROI*
“Apps before Ads”
do something NOW!
learnings become intellectual property
* but definitely sales and ROI!!
Philosophy
© 2012 OMX, Inc.
2009 • Ecommerce site
2010 • MaxPerks loyalty site • OfficeMax App • SMS program launch • Holiday Party Bingo apps
2011 • OfficeMax App adds e-commerce • Print Center App • iPad app • Testing & expansion: SMS, QR, NFC
Mobile Program Snapshot
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• Relevance is critical (7x opt-out rate) • Engagement and response is high (8x) • Friend acquisition
• 70% retention, 20% redemption
SMS Insights
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Campaign Promo7on Channels Premium Count
Deplete Time
Resp. Rate
$5 coupon card Email, OfficeMax.com 5,000 5.6hrs 890/hr
Free pen TwiSer, Facebook 20,000 18 hrs 1111/hr
$5 coupon card TwiSer, Facebook 10,000 1.8 hrs 5555/hr
• HTML5 enhancements – “Use my current location” – Swipeable homepage banner – Expandable menus
• Significant 2011 growth – In absolute terms – As % of OfficeMax.com
Mobile Sites
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• The Basics – Current offers – Store locator – Cross promotion
• MaxPerks account info, offers and rewards • Ecommerce – full catalog
OfficeMax App
© 2012 OMX, Inc.
iPad App
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Holiday Party Bingo
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Holiday Party Bingo
© 2012 OMX, Inc.
© 2012 OMX, Inc.
• Access documents on phone: – email attachments – HDD/SD card – Google Docs
• Full-service formatting (colored paper, binding) • Ready for pick-up
Mobile Print Center App
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• Refine and enhance everything – Apps – Mobile sites – SMS integrations and segmentation
• QR and NFC testing • Organizational infiltration
– Decentralization – Awareness of capabilities and vocabulary
2012 Priorities
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Catalog Showrooms
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BEST Model 1. Product showroom 2. Order at counter 3. Product pulled from on-‐site
warehouse
Images: blog.uonodesign.com
David & Goliath(s)
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• All the songs have NOT been written. • Opportunities for innovation are enormous. • We can’t foresee everything, so we watch users. • Our consumers are only part cyborg.
The Punchlines
© 2012 OMX, Inc.