EXCELCENTRE LEARNING INSTITUTE 061 043 9805
PU E
SHI
NG Y L E NC
OU TO THE GATE OF EXC EL
Education is the most powerful weapon which you can use to change the world
,EXCELCENTRE LEARNING INSTITUTE 061 043 9805
WARNING: PLEASE NOTE THAT PLAGIARISM IS A SERIOUS ACADEMIC
OFFENSE, therefore students must use this document ONLY as a guideline. Hence
students have regenerated their own (personalized) solutions paying particular
attention to module contents as prescribed by module facilitators, lecturers and
supervisors. This document’s purpose is to compact all sources of information that
might be relevant to students’ assignments, hence additional knowledge on the
provided information is not restricted by the authors. However, submitting this
document as one’s final work is considered unethical, and students should be
penalized. If this document is plagiarized by the users and fails, EXCELCENTRE
should not be rendered accountable since the contents in this document only give
learners a kick-start on what is expected of them from their areas of specialty.
CAUTION: STUDENTS ARE NOT MANDATED TO USE EVERY DETAIL IN THIS
DOCUMENT IN WRITING THEIR ASSIGNMENT
Education is the most powerful weapon which you can use to change the world
, EXCELCENTRE LEARNING INSTITUTE 061 043 9805
Table of Contents
Business Case for a Mobile Application: Exclusive Books South Africa ..................... 4
Introduction ................................................................................................................ 4
QUESTION 1: BUSINESS OPPORTUNITY ANALYSIS ............................................ 4
1.1 Current Customer Experience and Digital Presence ............................................ 4
1.2 Strategic Business Opportunity One: Personalised Customer Experience .......... 5
1.3 Strategic Business Opportunity Two: Omnichannel Convenience and Sales
Growth........................................................................................................................ 6
1.4 Strategic Business Opportunity Three: Customer Data, Engagement and
Relationship Marketing ............................................................................................... 7
1.5 Critical Analysis: Why Exclusive Books Should Invest ......................................... 8
QUESTION 2: MOBILE APP STRATEGY .................................................................. 9
2.1 Recommended Feature One: Personalised Discovery and Omnichannel Shopping
................................................................................................................................... 9
2.2 Recommended Feature Two: Fanatics Digital Loyalty and Reader Community 10
QUESTION 3: CUSTOMER ACQUISITION AND ENGAGEMENT STRATEGY ...... 12
3.1 Customer Acquisition Strategy: Convert Existing Digital and Fanatics Customers
................................................................................................................................. 12
3.2 Customer Engagement Strategy: Deliver Continuous and Relevant Value ........ 12
3.3 Customer Loyalty and Retention Strategy: Make Fanatics the Core Relationship
Mechanism ............................................................................................................... 13
QUESTION 4: EVALUATING SUCCESS................................................................. 14
4.1 KPI One: App-Assisted Purchase Conversion Rate ........................................... 14
4.2 KPI Two: 90-Day App User Retention Rate ....................................................... 15
4.3 Overall Measurement Approach ......................................................................... 17
Conclusion ............................................................................................................... 17
References ............................................................................................................... 19
Education is the most powerful weapon which you can use to change the world
PU E
SHI
NG Y L E NC
OU TO THE GATE OF EXC EL
Education is the most powerful weapon which you can use to change the world
,EXCELCENTRE LEARNING INSTITUTE 061 043 9805
WARNING: PLEASE NOTE THAT PLAGIARISM IS A SERIOUS ACADEMIC
OFFENSE, therefore students must use this document ONLY as a guideline. Hence
students have regenerated their own (personalized) solutions paying particular
attention to module contents as prescribed by module facilitators, lecturers and
supervisors. This document’s purpose is to compact all sources of information that
might be relevant to students’ assignments, hence additional knowledge on the
provided information is not restricted by the authors. However, submitting this
document as one’s final work is considered unethical, and students should be
penalized. If this document is plagiarized by the users and fails, EXCELCENTRE
should not be rendered accountable since the contents in this document only give
learners a kick-start on what is expected of them from their areas of specialty.
CAUTION: STUDENTS ARE NOT MANDATED TO USE EVERY DETAIL IN THIS
DOCUMENT IN WRITING THEIR ASSIGNMENT
Education is the most powerful weapon which you can use to change the world
, EXCELCENTRE LEARNING INSTITUTE 061 043 9805
Table of Contents
Business Case for a Mobile Application: Exclusive Books South Africa ..................... 4
Introduction ................................................................................................................ 4
QUESTION 1: BUSINESS OPPORTUNITY ANALYSIS ............................................ 4
1.1 Current Customer Experience and Digital Presence ............................................ 4
1.2 Strategic Business Opportunity One: Personalised Customer Experience .......... 5
1.3 Strategic Business Opportunity Two: Omnichannel Convenience and Sales
Growth........................................................................................................................ 6
1.4 Strategic Business Opportunity Three: Customer Data, Engagement and
Relationship Marketing ............................................................................................... 7
1.5 Critical Analysis: Why Exclusive Books Should Invest ......................................... 8
QUESTION 2: MOBILE APP STRATEGY .................................................................. 9
2.1 Recommended Feature One: Personalised Discovery and Omnichannel Shopping
................................................................................................................................... 9
2.2 Recommended Feature Two: Fanatics Digital Loyalty and Reader Community 10
QUESTION 3: CUSTOMER ACQUISITION AND ENGAGEMENT STRATEGY ...... 12
3.1 Customer Acquisition Strategy: Convert Existing Digital and Fanatics Customers
................................................................................................................................. 12
3.2 Customer Engagement Strategy: Deliver Continuous and Relevant Value ........ 12
3.3 Customer Loyalty and Retention Strategy: Make Fanatics the Core Relationship
Mechanism ............................................................................................................... 13
QUESTION 4: EVALUATING SUCCESS................................................................. 14
4.1 KPI One: App-Assisted Purchase Conversion Rate ........................................... 14
4.2 KPI Two: 90-Day App User Retention Rate ....................................................... 15
4.3 Overall Measurement Approach ......................................................................... 17
Conclusion ............................................................................................................... 17
References ............................................................................................................... 19
Education is the most powerful weapon which you can use to change the world
