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Listen via your computer speakers or on the phoneUK: +44 (0) 207 151 1848Access Code: 305-458-385
Brought to you by In association with
Increase Your Speed to Market with Mobile:Manage Customer Experience Across Multiple Channels
Phillip ClementMarketing and Sales DirectorSDL Bemoko
Tim GreenhalghSenior ConsultantLiberate Media
Today’s SpeakersManage Customer Experience Across Multiple Channels
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SDL Proprietary and ConfidentialSDL Proprietary and Confidential
Increase Your Speed To Market With Mobile
• Snapshot of mobile• Challenges of delivery• Practical ways to:
– Simplify mobile and tablet delivery– Adapt your campaigns for mobile faster– Manage customer experience across multiple channels– Respond to the rapidly changing needs of your customers
Introduction
Doing mobile is not the challenge.
• Delivering against expectation• Keeping pace with change• Controlling Budgets
Overview
Delivering against expectation
Increase your speed to market with mobile
• Price, items in stock and knowledgeable staff are primary factors for shoppers
• The use of mobile technology is a significant factor for in-store purchasing decisions
• Greater availability of information is changing consumer expectations in relation to convenience and speed
• Shoppers will readily switch channels and stores to benefit from cheaper price or immediacy
• Shoppers will pay a price premium for convenience and speed
• YouGov research suggests that successful companies will need to adapt their business models to attract the customer of tomorrow
Delivering against expectation
YouGov Report 2011
90% of online shoppers now want delivery within
2 days
More than half of consumers who’ve
shopped using their mobile have abandoned a
purchase because of poor navigation
90%12
YouGov SixthSense The Rapid Retailing Research Report 2011
46% of online shoppers will switch to another
retailer if they experience a 30 second delay on a
website
46%
More than a third of consumers want items
either same day or next day in all product
categories
13
Delivering against expectation
Multi-channel consumers spend
82% more per transaction than customers who only
shops in-store.
82%
A 1 second delay in a page response can result in
a 7% reduction in conversions
7%
Keeping pace with change
Increase your speed to market with mobile
1983 2006
Keeping pace with change
Keeping pace with change
2007
Nokia at the top but other manufacturers are gaining traction
2006
The forerunner to the iPhone – Motorola with iTunes
29th June – the iPhone is launched
2008 2009 2010 2011
October - the first Android is launched
iPad is launched and iPad 2 follows a year later
2012
- HTML5- Apps are commoditised
- Greater diversification- Death of the PC- M-commerce
Rise of Apps
Microsoft the number one OSIE the number one browser
Mobile web is centre stage
Within 4 years there are over 60 browsers and numerous operating systems
Keeping pace with change
Keeping pace with change
New consumer product interface technologies will forever change the way humans and machines interact. We are opening a Pandora's box of compelling and consistent digital experiences that extend the value of physical products into the realm of digital experience.
Thomas Husson. VP, Principal Analyst Forrester
“ “
Keeping pace with change
Controlling Budgets
Increase your speed to market with mobile
Ashley Payne
Head of Digital Operations, Debenhams
• Customers are adopting new technologies faster than we can deliver• The business wants to adopt new technologies quickly and cheaply• The business short-cuts IT processes for change and deployment• A fragmented architecture develops, no clear owner• Innovation is at the expense of business tooling and flexibility• Proof of concepts and experiments evolve into business critical
systems• Small teams and partners are asked to provide 24/7 support• Our best resources are bogged down in support and maintenance • Traditional ‘online’ teams are being pushed to innovate:
– Adopt more channels– Increase range – Better, targeted marketing– Grow sales
Controlling budgets
What is your digital marketing spend expectation?
Increase 25%+ 8.66%Increase 5‐25% 48.82%Stay the same 40.16%Decrease 5‐25% 2.36%Decrease 25%+ 0.00%
Are there silos within your organisation?
No 19.69%Yes, but we're working to remove 51.18%Yes, we're working slowly 28.35%
How well do you engage with your audience via mobile?
No strategy 24.41%Basic ‐ website & emails look ok 44.88%Developed ‐ multi‐device 26.77%Full ‐ location/apps/social/context 3.15%
CXM Survey, March 2013Marketingfinder.co.uk in association with SDL
Controlling Budgets
Quick Poll
Business - IT Business - commercial Customer
Business critical requirement to deliver secure and resilient systems at sustainable costs
Commercially critical need to drive innovation and keep pace with technology trends
Controlling budgets
Customer
Agile Technology Layer Product & Service
Design, Testing and Refinement
Commercialisation Idea
Generation
Controlling budgets
Analytics
DeliveryRestaurant
Pizza Hut Central System
PC
DeliveryRestaurant
DeliveryRestaurant
DeliveryRestaurant
• Heavily integrated • Mission critical• Foundation based in desktop• Does its job well but for the desktop • No mobile expertise
Pizza Hut case study (3 options for omni-channel)
Developing in silos (option 1)
Analytics
DeliveryRestaurant
Pizza Hut Central System
PC
DeliveryRestaurant
DeliveryRestaurant
DeliveryRestaurant
• Dedicated user experience• Quick to market• Increasing management effort
Developing in silos (option 1)
Analytics
DeliveryRestaurant
Pizza Hut Central System
PC
DeliveryRestaurant
DeliveryRestaurant
DeliveryRestaurant
• Dedicated user experience• Slow to react• Managing multiple variants• Compromise starts to creep in
Developing in responsive design (option 2)
Analytics
DeliveryRestaurant
Pizza Hut Central System
PC
DeliveryRestaurant
DeliveryRestaurant
DeliveryRestaurant
• One site to manage • One size fits all• Slow• Poor analytics• Grows in complexity• Poor user experience• Poor m-commerce
Chosen option
Analytics
DeliveryRestaurant
Omni-channel technology layer
Pizza Hut Central System
PC
DeliveryRestaurant
DeliveryRestaurant
DeliveryRestaurant
• Connect to existing API• Hosted in Pizza Hut Datacentre• No impact on existing PC site• Seamless Integration
All channels supported in one place
Analytics
DeliveryRestaurant
Omni-channel technology layer
Pizza Hut Central System
Smart Phones Tablets
PC
DeliveryRestaurant
DeliveryRestaurant
DeliveryRestaurant
All Channels
• Dual running• Low risk• Analyse usage• Optimise UX
• (Two sites to manage)
Switch desktop
Analytics
DeliveryRestaurant
Omni-channel technology layer
Pizza Hut Central System
DeliveryRestaurant
DeliveryRestaurant
DeliveryRestaurant
All Channels
PCSmart Phones Tablets
• Incremental change• One site to manage• Best of both worlds
Future proof
Analytics
DeliveryRestaurant
Omni-channel technology layer
Pizza Hut Central System
TV Wearable's
DeliveryRestaurant
DeliveryRestaurant
DeliveryRestaurant
All Channels
Smart Phones Tablets PC
Summary
• Early adopters and late to market businesses are now on a level playing field
• Traditional methods will bog down progress and increase cost
• Customers’ expectations are high
• Businesses with agile technology platforms will succeed and grow faster than their competition
• Deploying the right technology:
– Empower IT staff – Speed commercial innovation without compromising resilience– Put businesses ahead of customer adoption– Reduce cost and complexity of delivery
Phillip ClementMarketing and Sales DirectorSDL Bemoko@phillipclement
Tim GreenhalghSenior ConsultantLiberate Media@timsgreenhalgh
Your QuestionsManage Customer Experience Across Multiple Channels
Thank You
Brought to you by In association with
Increase Your Speed to Market with Mobile:Manage Customer Experience Across Multiple Channels
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