Mobile First Platform use cases for the Retail Industry

© 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


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


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?


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



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


Mobile capabilities that enable a seamless shopping experience


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


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



MOBILE INNOVATION IN RETAIL drives real business value


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


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


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


Thank You