MobileStore, South Africa’s Largest Marketplace for 'NEW' Mobile Deals and Devices

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MobileStore, a key player in South Africa’s mobile market, required a complete overhaul of their website to enhance user experience and streamline the purchase of mobile contracts and devices. The goal was to create a platform that provided convenience, inclusivity, and access to mobile connectivity for all South Africans by enabling customers to easily compare deals from the country’s largest Telco providers. The solution also needed to address affordability constraints by guiding users through a tailored application process.

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Objectives:

• Seamless User Experience: Enable customers to compare mobile deals and apply for contracts or purchase devices outright.
• Convenient Credit Vetting: Integrate with XDS credit bureau for real-time vetting and affordability checks.
• Inclusivity and Connectivity: Ensure declined customers receive alternative affordable deals to increase access to connectivity.
• Omnichannel Personalization: Leverage Segment CDP to orchestrate personalized customer experiences across digital channels.

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Strategy and Execution:

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1. Website Redesign Using Webflow and Shopify:
   • Webflow for Design Flexibility: The MobileStore website was built using Webflow, allowing for a highly customizable and user-centric design. This tool enabled rapid iteration, seamless design adjustments, and a responsive, mobile-first user interface to ensure convenience for users on all devices.
   • Shopify for E-commerce: Shopify was integrated to manage the product catalog, transactions, and customer orders efficiently. This ensured a smooth and secure shopping experience for users, allowing them to purchase devices outright or apply for contracts without friction.
   • Comparative Shopping Experience: Customers can now easily compare mobile deals and devices from South Africa's top Telco providers, empowering users to make informed decisions based on price, device features, and contract terms.
2. Credit Vetting and Affordability:
   • XDS Credit Bureau Integration: The website is connected to the XDS credit bureau to streamline the vetting process. Customers are quickly vetted based on their financial status, ensuring they are only shown deals that match their affordability levels.
   • Inclusivity: For customers whose applications are declined, digital flows were set up to provide alternative, more affordable options. This ensures that more users can stay connected, fostering inclusivity by helping everyone find a mobile plan or device that fits their budget.
3. Omnichannel Experience:
   • Segment CDP Integration: By integrating Segment CDP, MobileStore delivers personalized customer experiences across all digital touchpoints. This data-driven approach ensures that users are guided through a cohesive and relevant shopping journey, from their first visit to post-purchase follow-ups.
4. Scalability and Market Leadership:
   • Largest Mobile Marketplace: The newly launched platform, built using Webflow and Shopify, positioned MobileStore as the largest mobile marketplace in South Africa. The scalability of the platform allows it to handle high traffic volumes while offering a smooth, intuitive user experience.

Results:

• Market Leadership: The redesigned website established MobileStore as South Africa’s largest mobile marketplace for new devices and contracts.
• Enhanced User Experience: The new platform provides a seamless, user-friendly experience that allows customers to compare deals effortlessly and make purchases with confidence.
• Increased Inclusivity: Thanks to the affordability vetting and alternative deal flows, more South Africans now have access to mobile connectivity, helping bridge the digital divide.
• Increased Activation: MobileStore gained a 74% increase in customer activation by including Debicheck and credit score cards in the application process.

Conclusion:

Built using Webflow for design flexibility and Shopify for e-commerce functionality, the MobileStore website redesign has transformed the customer experience. It is now an inclusive, scalable platform that not only serves as South Africa’s largest mobile marketplace but also ensures access to connectivity for all citizens. By combining innovative technology with thoughtful design, MobileStore now offers a seamless, personalized, and inclusive experience, reinforcing its position as a market leader.