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Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility
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Kony-Cognizant Webinar: Finding the Silver Bullet in Retail Mobility

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In this joint Cognizant and Kony webinar, Shannon Warner (Sr. Director and Practice Leader, Multichannel) and Chris Dean (Director of Product Marketing) discuss the effects of the Smartphone in the …

In this joint Cognizant and Kony webinar, Shannon Warner (Sr. Director and Practice Leader, Multichannel) and Chris Dean (Director of Product Marketing) discuss the effects of the Smartphone in the retail world and strategies to get more value out of a mobile strategy.

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  • 1. Finding  the  Silver  Bullet  For  Retail  Mobility  August  16,  2012  
  • 2. The  State  of  Retail  Mobility  Shannon  Warner  Cognizant  Shannon.Warner@Cognizant.com  
  • 3. What’s  cooking?  Copyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   3   3  
  • 4. Mobility  is  having  a  profound  impact  on   consumers’  lives   Source: Telenav 2011Copyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   4   4  
  • 5. Fueled  by  the  smartphone,  mobile  devices   are  becoming  the  screen  of  choice  for   customers   Today 7.3 Billion Vs. 10 Billion Estimated global population in Estimated number of smartphones 2016 and tablets worldwide by 2016 – United Nations – CiscoCopyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   5   5  
  • 6. In  fact,  smartphone  and  tablet  adopJon  rates   surpass  that  of  any  other  technology  in   recent  human  history!  Copyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   6   6  
  • 7. Unprecedented  adopJon  is  forcing  retailers   to  embrace  mobility  to  stay  relevant  to  their   customers   We asked retailers… What  is  the  impact  of  the  following  factors  on  your  consumer   mobile  strategy?   Source: RIS / Cognizant Survey, March 2012Copyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   7   7  
  • 8. Retailers  are  embracing  mobility   iniJaJves  with  an  unaccustomed  speed   We asked retailers… What  op(on  best  describes  your  approach  to  bringing  your  mobile   offerings  to  market?   Source: RIS / Cognizant Survey, March 2012Copyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   8   8  
  • 9. It  is  thus  no  surprise  that  mobility  is   already  mainstream  in  retail   Source: Cognizant ResearchCopyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   9   9  
  • 10. Retailers  have  however  adopted  a  scaer-­‐ shot  approach  to  which  mobile  pla^orms   they  support   Source: Cognizant ResearchCopyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   10   10  
  • 11. Retailers  offer  a  broad  range  of  features…   Source: Cognizant ResearchCopyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   11   11  
  • 12. …Retailer  mobile  apps  have  fallen  short  of   customer  expectaJons   Source: Cognizant ResearchCopyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   12   12  
  • 13. Shoppers  like  to  use  digital  resources  to  make   purchase  decisions,  but  not  mobile  and  tablet   apps   Chart  Title   Store’s  website      3.0      2.5      2.0      1.5      1.0     Other  Internet    0.5     Consumables   Store’s  mobile   searches  and    -­‐         smartphone  app     Specialty   websites   Rank order of resources used to make purchase decisions for specialty products Other  Internet  searches  and  websites   1st   Store’s  website     2nd   Store’s  tablet     Print  materials   3rd   InformaJon  provided  on  product  packaging   4th   Television   5th   Shelf  signs  or  interacJve  product  displays   6th   Friends  and  family   7th   Store  associates     8th   Social  media   9th   Store’s  mobile  smartphone  app     10th  Source: Cognizant/RIS 2012 Shopper Study Store’s  tablet     11th   Copyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   13   13  
  • 14. Retailers  are  threatened  by  3rd  party  mobile   apps  as  5%  of  shoppers  use  their  mobile   phone  to  find  product  elsewhere.   We asked shoppers… What  do  you  do  when  you  cant  find  what  you  want?   9%   Leave  the  store  and  look  for  the   same  product  elsewhere   Leave  the  store  and  look  for  the   same  product  during  a  future  visit   20%   Ask  an  associate  to  help  you  locate   49%   the  right  item     Purchase  an  alternaJve  item   available  in  that  store   6%   Use  your  mobile  phone  to  idenJfy   the  product  elsewhere   5%   Check  the  retailer’s  in-­‐store  kiosk  (if   available)   11%  Source: Cognizant/RIS 2012 Shopper Study Copyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   14   14  
  • 15. Although  help  from  a  live  person  is  most   preferred,  shoppers  are  beginning  to  consider   mobile  assistance  while  shopping   We asked shoppers… When  you  need  assistance  while  shopping,  how  likely  are  you  to  use  the  following   customer  service  op(ons?”     Call  customer  service  #    4.00      3.50      3.00     Go  to  in-­‐store  customer   Social  media  page    2.50     service  desk    2.00      1.50      1.00     18-­‐33    0.50     34-­‐45    -­‐         46-­‐64   Mobile  text  message   Online  chat   65  and  over   Mobile  chat   Video  chat  Source: Cognizant/RIS 2012 Shopper Study Copyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   15   15  
  • 16. Shoppers  want  personalized  experiences   while     in-­‐store   We asked shoppers… When  shopping  for  specialty  products,  how  much  would  each  of  the  following  techniques  to   personalize  your  shopping  experience  influence  your  shopping  choices,  if  available?      -­‐          1.00      2.00      3.00      4.00      5.00     Special  treatment  in  the  store  based  on  loyalty    3.44     Offers  delivered  in  a  store  that  are  personalized    3.17     Acknowledgement  of  status  as  a  highly  valued  customer  while  in  the    3.15     store   Website  recommendaJons  based  on  other  products  you  searched  for    2.91     E-­‐mails  with  personalized  messages    2.88     Website  recommendaJons  based  on  products  others  have  searched    2.76     for   Personal  greeJng  in  the  store    2.72     Offers  delivered  via  a  mobile  phone  that  are  personalized    2.26    Source: Cognizant/RIS 2012 Shopper Study Copyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   16   16  
  • 17. …But  shoppers  are  skepJcal  about   sharing  informaJon,  including  using  geo-­‐ locaJon   We asked shoppers… How  willing  are  you  to  share  the  following  informa(on  with  stores  in  order  to  have  a  more   personalized  shopping  experience?     0.00   0.50   1.00   1.50   2.00   2.50   3.00   3.50   4.00   4.50   5.00   InformaJon  tracked  by  loyalty  number   2.89   Name,  address,  e-­‐mail  for  website  account   2.69   E-­‐mail  collected  at  point  of  sale   2.60   Phone  number  collected  at  point  of  sale   2.26   Have  cookies  placed  on  your  computer  to  allow  tracking   1.86   LocaJons  you  are  at  tracked  using  geo  locaJon  service  on   1.83   your  phone   InformaJon  tracked  by  credit  card  number   1.82  Source: Cognizant/RIS 2012 Shopper Study Copyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   17   17  
  • 18. The  ever  evolving  and  complex  mobile   ecosystem  is  a  key  challenge  in  developing  a   compelling  mobile  offering   What  are  the  primary  challenges  your  company  faces  to  succeed   with  its  customer-­‐facing  mobile  strategy?   Source: RIS / Cognizant Survey, March 2012Copyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   18   18  
  • 19. Despite  challenges,  success  can  be  achieved   by  taking  a  comprehensive,  360  degree  view   of  mobile  1   Move  fast   Else  your  customers  and  compe((on  will  leave  you  behind  2   Establish  an  enterprise  mobile  strategy   Piecemeal,  scaFer-­‐shot  approaches  just  don’t  work  3   Don’t  be  afraid  to  experiment  and  innovate   Avoid  a  “Me-­‐Too’  approach;  look  for  experiences  for  your  unique  context  4   Future  proof  your  mobile  offerings   Invest  in  processes  and  technologies  that  are  flexible  and  scalable     Copyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   19   19  
  • 20. PracJcal  Mobility  in  Retail  -­‐  Design  for  Success    Chris  Dean  Kony  SoluJons,  Inc.  chris.dean@kony.com  
  • 21. Kony  Overview   Markets:    MulJ-­‐Channel  Enterprise  ApplicaJon  Pla^orm   Financials:        MulJ-­‐Channel  B2C  &  B2E  Apps   6X  growth  over  last  2  years    MulJ-­‐Channel  ApplicaJon  Management           Ver8cals:    Financial  Services  |Travel  |  Retail  |  AutomoJve   2010   2011   2012     Healthcare  |  UJliJes  |  TelecommunicaJons      Manufacturing  |  Oil  &  Gas  |  Media  &   Entertainment  |  TransportaJon       Employees:       From  200  to  950  employees   Customers:    Over  1  billion  end  user  sessions  annually      More  than  60  blue-­‐chip  deployments   2010   2011   2012        Deployed  in  38  countries         2007   2008   2010         2011   2012   2015     Founded   Launch   Cash  Flow  PosiJve   4X  Topline  Growth     275%  ACV  Growth   $500M  Company         Kony  Mobile  App  Management         Kony  Apps       Feature  Complete,  Extensible,  Configurable   KonyOne  Pla=orm     Offices:       From  2  to  10  offices  worldwide   Write  Once,  Run  Everywhere  Copyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   21   21  
  • 22. Change  Once,  Change  Everywhere  Effort   New  FuncJonality   Add  Security   Alterna8ve   Solu8ons   Add  Languages   Update  Features   Custom  App  +    Mobile  Web   OS  Update   40%  –  70%  TCO  Savings           Time   Copyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   22   22  
  • 23. Mobile  Retail  Design  
  • 24. Mobile  Web  vs.  NaJve  –  Industry  Avgs   §  More  channels  =  more  customers   §  Mobile  web  represents  half  of  all  traffic   §  NaJve  apps  together  also  represent  half  of   traffic   §  Adding  any  channel  permanently  increases   visits  –  some  customers  will  sJll  only   interact  with  you  in  a  parJcular  channel   §  Conversion  rates  vary  by  channel   §  iPhone  naJve  apps  30%  more     than  mobile  web   §  Rates  likely  to  dramaJcally  change   with  short  noJce  Copyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   24   24   24  
  • 25. Mistakes  in  Mobile  Retail   §  Not  solving  pain  points  for  the  consumer   §  Starbucks,  for  example,  was  reducing  in-­‐store  POS  Jmes,  not   maximizing  loyalty  card  adopJon  with  its  app   §  Siloed  mobile  efforts   §  Consumers  –  loyalty  or  not  –  want  a  ‘joined-­‐up’  experience  across   channels,  and  want  to  interact  with  you  the  way  they  want,  not  the   way  you  want   §  Under-­‐resourced  team     §  Mobile  isn’t  going  anywhere.  ‘Well,  let’s  try  it  and  if  it  doesn’t  work  at   least  we  tried’  is  not  a  strategy   §  TransacJonal  or  InformaJonal  ?   §  Driving  consumers  to  transact  is  ouen  incompaJble  design-­‐wise  with  a   brand  awareness/informaJonal  app  Copyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   25   25  
  • 26. Mistakes  in  Mobile  Retail  (cont’d)   §  Poor  Design   §  Apps  are  important  but  are  currently  being  designed  and  deployed   poorly  by  a  many  retailers   §  Reasons  for  regular  and  ‘sJcky’  engagement  are  few   §  GamificaJon  elements  missing     §  Loyalty  programs  are  chunky   §  Basic,  Intermediate,  Advanced  ‘Jckles’  and  rewards   §  Few  mobile-­‐specific,  well  integrated  campaigns   §  Consuming  campaigns  and  offers  should  be  seamless  across  all  digital   channels   §  Disconnected  experiences  across  channels   §  Consistent  informaJon,  experiences  and  ‘remember  me’  lacking.  Apps   different  device-­‐to-­‐device  Copyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   26   26  
  • 27. GamificaJon  &  The  Changing  face  of  Apps     How  long  to  reach  1  million  users  ?     AOL  took  9  years     Facebook  took  9  months     DrawSomething  took  9  days     Copyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   27   27  
  • 28. Design  Principles  for  PersonalizaJon   §  Look-­‐and-­‐feel  –  70/30  rule   §  Implement  visual  appeal   §  Color  coding,  visual  clues,  icon  usage  and  branding   §  Homogenous  design  principles   §  Keep  it  simple  -­‐  Less  text,  single  way  to  do  things,  intuiJve  navigaJon/flow   §  User  awareness  –  Maintain  context  ;  remember  me,  minimize  user  entry   §  Preferences   §  Let  user  create  customized  experience   §  Template  preferences  based  on  user  type  –  defaults   §  Temporal/Spa8al/User  awareness  –  Date  ;  Time  ;  LocaJon  ;  User  ;  User  type  ;   User’s  process  step   §  Local  data  storage  Copyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   28   28  28  
  • 29. Release  OpJons  and  Challenges  §  Big  Bang  –  mobilize  all  or  most  desktop  web  features  at  launch   §  Market  changing  during  development   §  Complexity  risks  delays   §  Risk  releasing  nothing  §  Agile  –  quickly  release  a  ‘table  stakes’  mobile  version   §  IniJal  release  risks  becoming  the  only  release   §  Maintenance  challenges  cannibalize  innovaJon   §  Device  variaJons  increase  complexity   §  Offering  could  fall  behind  §  Wait  and  See  –  watch  and  learn  from  your  compe(tors  prior  to  investment   §  “Fast  followers”  difficult  to  catch  up   §  Difficult  to  leapfrog  the  compeJJon   §  Hard  to  gain  experience   §  Make  similar  mistakes   as  early  movers   §  Lose  customers   Copyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   29   29  29  
  • 30. Kony  for  Retail  
  • 31. Kony  Mobile  Retail   §  Complete  Secure  Retail  SoluJon   §  Fully  FuncJonal,  pre-­‐built  Feature  Set   §  Highly  Brand-­‐able     §  Social  Media  IntegraJon         §  Configurable  and  Extensible     §  Universal  IntegraJon   §  InternaJonalizaJon  Ready     §  Full  Channel  Support     §  NaJve  Mobile  Devices     §  Mobile  Web   §  Tablets   Reach All Your CustomersCopyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   31   31  31  
  • 32. QuesJons?   §  More  informaJon  on  www.kony.com/resources   §  www.kony.com   sales@kony.com  Copyright  ©  2012  Kony  SoluJons,  Inc.    CONFIDENTIAL   32   32  32  
  • 33. Thank  you  

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