@weburnthesky

Delivering Connected Experiences

Mobile Retail Summit

Rob Thurner

5th June 2014

@weburnthesky

Who we are

Burn The Sky is a mobile

communications agency

We focus on creating better

connected customer

experiences across all

connected screens.

Strategy Design

& Build

Distribution Data

@weburnthesky

» Dare

digital brand communications, platforms and publishing

» Elvis customer experience, digital and direct

» Citizen PR, social and experiential

» Identica branding and design

» Burn the Sky engaging consumers through any connected screen

Family

@weburnthesky

Clients

@weburnthesky

Opportunity - Door to Store

At

Home

Out &

About

In

Store

Mainly WiFi

Connect app to TV via audio

watermarking

Connect strategy with

light/non-linear TV viewers

Contract & WiFi hotspots

Reminder during points of

consideration

Geo-targeting

Mainly contract

Inspiration and function

(e.g. NFC & iBeacons)

Extend advertising into the

last 5 metres

@weburnthesky

LAN Experience Planning Process

@weburnthesky

Mobile personas

John Lewis segmentation

Rely on mainstream brands to reassure on performance and quality

Brand

Lovers

Crave the right brands and value newness and unique products that inspire

Time-Short

Urbanites

Value their long standing routines and invest in products that will last

Routine

Loyalists

Love searching for the best deals and see shopping as a fun activity

Deal Seekers

Functional in outlook and sceptical about what additional value brands can deliver

Function

Followers

On a strict budget and will trade down in quality for the lowest price

Household

Budgeters

@weburnthesky

Location Screen size Handset

capabilities

Connectivity Goals/Task

in mind Available

time

Some steps to consider –

Think about the user’s:

@weburnthesky

Don’t forget the obvious … SMS

90% of all incoming SMS read within 3 minutes

@weburnthesky

Mobile Retail Pioneers

Single Product

Domino’s Pizza Starbucks

Ease of interface

Simple menu

Menu

Payment

Checkout

@weburnthesky

• $18 billion has been loaded on loyalty

card to date

• 14% of all transactions are via mobile in

the US

Starbucks Rewards program

- ease, convenience, personalisation

@weburnthesky

Super Retail Pioneers

Single Product

Domino’s Pizza Starbucks

Ease of interface

Simple menu

Menu

Payment

Checkout

Digital Native

Amazon eBay Kayak

Low cost of entry

Own the whole journey

Personalisation

Constant retargeting

Data-centric

@weburnthesky

Amazon one-click purchase app

- ease, convenience, personalisation

@weburnthesky

eBay – responsive site, multiple apps

@weburnthesky

Mobile Retail Pioneers

Single Product

Domino’s Pizza Starbucks

Ease of interface

Simple menu

Menu

Payment

Checkout

Digital Native

Amazon eBay Kayak

Low cost of entry

Own the whole journey

Personalisation

Constant retargetting

Data-centric

Multi Channel

John Lewis Marks & Spencer

B & Q

Relevance at every part of the customer journey

Exceeding expectations

Deep linking all activity

Segmenting customers

@weburnthesky

Customer journeys – more complex

@weburnthesky

Your mobile customer journey

In Store Behaviour

22%

12%

7%

2%

1%

Role of mobile

FRIDAY Mobile Research

SATURDAY Visit Store

MONDAY Mobile Purchase

@weburnthesky

Westfield app – customer first

@weburnthesky

Westfield app – customer first

@weburnthesky

Connected Solutions

Cellular

WiFi

iBeacon

NFC & QR

Codes

@weburnthesky

QR Codes: Adoption levels?

@weburnthesky

iBeacon – think UX!

@weburnthesky

EAT - Weve ‘Pouch’

@weburnthesky

In-store WiFi

• 60% of supermarket, dept store & high street shoppers try to

access internet in-store

• Only 14% of top 50 UK retailers provide in-store WiFi

Source: IAB UK

@weburnthesky

In-store WiFi - pays dividends

Source: Arquiva - Wireless Nation

@weburnthesky

Performance optimisation - Amazon

Source: 10 key decisions for mCommerce success

@weburnthesky

Use location, preferences, and

purchasing history to segment

audiences

Delight users with highly

contextual messages

The Burberry Store Opening Event is

today in the Macy's Herald Square Store!

Macy’s

Encourage in-store

visits

Burberry - Location–based app push

Source: Urban Airship

@weburnthesky

Macy’s - Segment-based app push

Use existing content Enable customers to add offers to Passbook

Make offers more actionable

Source: Urban Airship

@weburnthesky

In-home - Connected TV app

@weburnthesky

Take outs

Fine tune mobile personas

Make it easy, convenient, personalised

Test, measure, analyse, learn, adapt

Create better connected customer experiences

@weburnthesky

Rob Thurner Managing Partner E : rob@burnthesky.com M : +44 (0)7793 804419 W : burnthesky.com @ : weburnthesky

Thank you

@weburnthesky

Walgreens uses mobile for valuable services

@weburnthesky

Google Mobile Search extensions

Click-

to-call

Click-to-

download

Site-

Links

Hyper

Local

@weburnthesky

Role of mobile & tablet in the

customer journey

@weburnthesky

79% of mobile searches lead to

follow-up actions

Source: Google/Nielsen 2013

@weburnthesky

Mobile Barometer –

assess 6 performance factors

1. Technology What mobile technologies are you offering your customers?

2. User Experience How do your customers engage with the brand on mobile?

3. Marketing What mobile marketing is being viewed, created and shared

by your customers?

1. CRM & Loyalty How is mobile being used to encourage loyalty and cross

sell?

2. Data Is there a Single Customer View across all the consumer

touch points?

3. Business Structure Do your business structure and processes support or

obstruct mobilising the business?