4. Adults 25+ both Male
&Female
Urban & Professional
High education
Metropolitan lifestyle
Tech-Friendly
Well traveled
Mobile Connected
Environment Conscious Unconventional
Target Audience Customers
5. “ Everything I’d use my computer for, I use my phone *”
Daily-All day long-several times a day → Social Media, News, Search
Once/Twice a week→ Shopping (Favorites App,Music…Uber, Fandango)
WHAT
Social Media
NO MOBILE FRIENDLY
WEB SITES
Shopping & Services
Where is not relevant: Commuting, out of home, at home, in store
There are still some LIMITS in buying goods from mobile.
Music Search
NO SERVICES
NO CONVENIENCE
Current Usage of Mobile Tech
WHEN
WHY
WHERE
WHY NOT
6. Customers’ Unknown Desires Not Met
THE IN STORE
ENVIRONMENT ON LINE
THE BENEFITS TO BE A
LOYAL MUJI CUSTOMER
THE CONVENIENCE TO
BUY ONLINE & PICK UP IN
STORE
EXPERIENCE... ...EXPERIENCE... ...EXPERIENCE…!
Muji customer love the in store
experience while online (web
site and App) Muji seems to
exploit partially its potential of
engagement.
Muji customer would appreciate
to be part of the Muji world and
be treated as a special
customer:
- Privileged deals
- Meet Muji experts about
Home & Travel
arrangements In store &
Online
Muji primary audience is
located in metropolitan areas
and can easily get to the store.
7. Taking It To the Streets!
The Consumers Have Spoken; Insights from Field Research & Interviews
Insight #2: Muji In-Store
Retail is an Experience
Insight #1: Mobile Web
Browsing Over App (84%)
Insight #3: Digital Engagement
Via Content & Incentives
8. Problems To Solve
How to drive more in-store retail visits?
Keeping Muji mobile current and 2015 ready
Leverage & engage brand’s cult following
Lack of customer CRM/loyalty program
9. Overall Strategy
Concurrent: Grow e-commerce by offering convenience and loyalty perks
Engage the consumer by
creating enticing
incentives and immersive
content
In-store
purchases
In-store
visits
Mobile
Technology
10. Create Content Both
Useful & Engaging
Nuts & Bolts: Store Locator, Search Box,
Promos & Special Offers
Metropolitan lifestyle
Me
Video: Travel with Muji, Travel with Style
Leverage User Generated Content
Product-Centric Lifestyle Content
11. Objectives
1. Improve User Experience on Mobile
4. Create a Greater Foothold in E-Commerce
2. Engage & Immerse Consumers in the “Cult of Muji” via Content
3. Drive in-store retail visits & purchases
12. Execution
OPTIMIZE MOBILE SITE
Create a responsive design to avoid
portions of the website from getting
cut off and for easier scrolling
ENHANCE APPS
Add Store Locator,
Products, and Online Store to
app settings menu to increase
brand awareness and sales
13. Paid
Placements
Invest in Search Engine
Marketing to drive traffic
directly to Muji website
instead of third party
websites such as Amazon,
Ebay, or Etsy
14. Partnerships with Home Decorating Blogs
(Muji product)
Maintain brand integrity by marketing products through home decorating blogs
16. Campaign awareness internally and to
the media
- Press Release
- Media Kits
- Internal memos/emails
- Phone calls to major
media outlets
- Website copy
- Social media
17. KPI’s
Download number of web catalogs
Increase in-store traffic
KPI’s
Increase:
● time on site
● traffic on mobile
● video view
● app download
Video views
● Product
● Lifestyle
Social Media
● follower & content share
● CTR
