Branchout 2017 - Day 2 Session - Dave Nickens
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The document discusses the integration of augmented reality (AR) into the Build.com mobile shopping experience, highlighting its impact on consumer engagement and sales. Build.com, founded in 2000 and acquired by Wolseley, has developed a successful mobile app that enhances user interaction through AR features, showing a significant increase in product sales post-launch. Key takeaways emphasize the importance of exclusivity in AR products, the necessity of immersive online shopping, and the value of strong partnerships.
Branchout 2017 - Day 2 Session - Dave Nickens
- 1. @DaveNickens #branchout17 Merging AR with the Mobile App Experience Virtual Showrooming – The Future of Home Shopping Dave Nickens Mobile Director
- 2. Who is Build.com? • 2000 - FaucetDirect.com Founded by Christian Friedland & David Boctor • 2007 - Purchased by British Firm Wolseley • 2010 - Renamed to Build.com • #68 of the Top 100 US Internet Retailers • 630 Employees • Nearing first $1B Sales Year Wolseley Founded 1887 Ferguson Founded in 1953 Largest US Distributor of Plumbing Employees: 25,000 $15 Billion in Sales Number of showrooms: 270 Number of distribution centers: 10
- 3. Yeah, but Who is Build.com?
- 4. 4 Build.com Mobile App iOS (75%) & Android (25%) - One App for Tablet, Phablet, Phone • 200k Downloads; 1M Sessions • Ranked in the top 200 Lifestyle Apps (Apple) • Average Session ~6min iOS, ~5min Android • Improvements over Mobile Web 52% Conversion increase $75 more AOV +++ Launched Oct 12, 2016
- 5. 5 Build.com App Growth Stack Attribution Event Tracking Stability Push/In-App Deep Linking/Testing + ASO/Store Ranking App Ratings/Customer Voice
- 6. AR + Home Improvement ● Home Improvement purchases is an emotional decision! ● How can we make everyone an interior designer? ● Market timing... 6 “58% of consumers want to use AR to see how products will look before purchasing them — and the furniture and home improvement markets are quickly moving on this trend.” -- Business Insider (9/19/17)
- 7. 7 Build.com App Augmented Reality Metrics Religion: Conversion; Returns • 10 Week, 12 Resource effort • Launched September 19th on Apple iOS 11 + iPhone 6s or newer + iPad Pro’s • 35 products in 90 finishes • Featured in the apple app store for AR Shopping Limited Launch Partners
- 8. Build App AR Making News 8
- 9. - DEMO -
- 10. 1 0 Build App AR Early Metrics
- 11. 1 1 Build App AR Early Engagement Metrics
- 12. 1 2 Build App AR Early Sales Metrics AR enabled Product sales... October +16% increase November +89% increase 0.0047% of our total products available are AR Enabled Nov 45% of Users Enabled
- 14. Final Thoughts 1. Not all products are made for AR; be exclusive & have a religion 2. Emmersive online shopping will be required to compete and sell online 3. 3D Modelers are worth their weight in gold 4. Don’t fake it.....customers know 5. Find excellent partners 6. Keep it Stupid Simple 7. Have Fun! 14