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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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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

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Increase Your Speed to Market with Mobile:Manage Customer Experience Across Multiple Channels