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© 2015 IBM Corporation
IBM MobileFirst Platform use casesfor the Retail Industry
© 2015 IBM Corporation2
Mobile is reinventing enterprise strategy
When your app disappointsusers, 65% of them will not
buy your other products
Mobile engagement is the consumer battleground
Mobile requires anew approach to IT
100% of the LOB apps incustomer-facing roles will be
built for mobile-first consumptionby 2017
81% of companies haveemployee owned devices
accessing their network butonly 48% have a mobile
security strategy
The impact of mobile
© 2015 IBM Corporation3
Mobile innovations are driving personalized engagement in retail
Bypass the checkout line by enabling mobile payments, paperless coupons and automatically applying loyalty points.
Make useful recommendations to customers based on trends, local events, weather and presence within or nearby the store
Proactively offer dinner reservation options to a mall shopper based on time of day, location, dwell time and context of the customer’s preferences
Get access to expertise for gear selection, trip planning and weather/condition alerts with a connected experience online, in the mobile app or in the store.
Prescriptive recommendations
EfficiencyExceptional experiences
Blur digital with physical
© 2015 IBM Corporation4
Consumers expect:
A seamless and integrated experience as they move across mobile, online and offline channels
To be treated as an individual, recognizing interests, preferences, behaviors and interactions
Relevant, personalized & timely interactions in the right place and at the right time for maximum relevance
Retailers must synchronize across channels
Can your customers pick up where they left off no matter what device they’re using?
Can you create targeted offers based on the loyalty, preferences and past behavior?
What value-add experiences are you delivering to increase customer wallet share while on location?
What’s your approach?
© 2015 IBM Corporation5
SEAMLESS SHOPPING EXPERIENCECreate an engaging, digital one-stop shopping experience that extends the value of your brand and drives loyalty
RELEVANT REAL-TIME ENGAGEMENT IN THE MOMENTLeverage context, time and location to create a personalized in-app experience within the physical store location that converts browsers into buyers and increases cross sell/up sell
LOYALTY AND LIFETIME VALUECapture and respond to the customer’s digital voice by tapping in to in-app activity, sentiment and conversions
Key usage patterns for mobile help retailers achieve a personalized customer experience
© 2015 IBM Corporation6
© 2015 IBM Corporation6
Based on Jane’s wish list, she receives a notification about a new line of yoga apparel and an in-app store map with the location
She receives a welcome message that her order is ready and launches the app
A store associate is alerted to Jane’s presence and assists her in finding the answer. Store associate sees Jane’s loyalty status and rewards her with a 20% off coupon for the yoga pants which Jane can initiate through the app as she checks out
Lingering in the yoga aisle for 5 minutes Jane tries to figure out if the new yoga line meets her preference for organically grown material
Jane arrives at the store to pick up her son’s gifts and connects to store Wi-fi as an opt-in client
Recognize opportunities to convert wish lists and abandoned carts, provide in-the-moment solutions and create high value relationships by building location and context into the mobile app. Arm store associates with the ability to deliver superior customer service
© 2015 IBM Corporation7
Mobile capabilities that enable a seamless shopping experience
© 2015 IBM Corporation7
Seamless shopping
experience
Capabilities that make a
great app
Jane launches the store mobile app to search for products of interest
Give details she wants on products, customer reviews and availability for shipping or pick up by integrating with merchandising, inventory and scheduling systems
The app servesup related products based on Jane’s current search and history/profile
Apply real time analytics on current browsing patterns in context of buying history provided by CRM and marketing systems
Jane adds suggestions to basket, browses yoga pants and adds to wish list
Capture Jane’s activity and push data to marketing and CRM systems
The app indicates product availability by location and prompts Jane to chat with a store associate
Secure SMS enables in-app chat so Jane can request a transfer of one of her items to a closer location assisted by geo-location in the phone and access to cloud services
Jane wants to pay for and pick up birthday gifts in a nearby store
Protect the search, pick up and payment transactions withdata encryption, app authentication and transactional security
© 2015 IBM Corporation8
Before: Existing mobile site was a mobile catalogue of
company inventory Consumers unable to login, navigate through
the site and complete a purchase 25% of overall traffic coming from tablets and
smart phones not being converted to sales
Today: E-commerce strategy extends across desktop
store-front and consumer-facing mobile capabilities
Adaptive, reusable and scalable platform allows for code re-use across channels, eliminating duplicative development
Customers are served seamlessly across any device including tablet, mobile and desktop
h.h.gregg delivers a seamless shopping experience across channels with IBM MobileFirst Platform
© 2015 IBM Corporation8
© 2015 IBM Corporation9
MOBILE INNOVATION IN RETAIL drives real business value
© 2015 IBM Corporation9
Increase Average Basket Size
Improve % Purchase FrequencyPersonalized and Contextual Content
Improve % Coupon Redemption
Improve % Promotion Basket Lift
Increase # Loyalty Program members
Recognize and Reward Behaviour Increase Buyer Frequency
Reduce % Client Attrition
Thevalue
Increase Loyalty and Lifetime Value
(LTV)
Personalize the Shopping
Experience
Relevant Real-time
EngagementLocation Based
Services Improve % Cross-sell
Improve # Categories Shopped
Increase Basket Size
© 2015 IBM Corporation10
A personalized mobile customer experience:built on the IBM MobileFirst Platform
APIs
Software or As-a-ServiceOn premises Cloud
Native HTML5Hybrid3rd party tools
IBM MobileFirst Platform Modular Services
Analytics Deploy GIS
Cloud Services
Payments/Wallets
Partner Offers
Systems of Record
IMS OMS ERP CRM
Systems of Insight
LoyaltyPreferencesMarketing Campaigns
Contextualize& Personalize
SecureContinuously Improve
Enrich with Data
© 2015 IBM Corporation11
IBM Ready App for Retail:Personalized shopping experience
11 11
Using contextual notifications and beacons, the app understands the customer in context of their journey and focuses on real time personalization and engagements.
+ Personalized & Contextual Notifications.+ Location Awareness, Indoor Location.+ Hybrid + Native UI integration+ Backend Integration for Data Access+ Secure, Authentication, Encrypted Local
Storage+ Apple Watch Extension
© 2015 IBM Corporation12
Thank You
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