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Seamless Customer
Experience
Cole Whitney




© 2012 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T
marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated
companies. All other marks contained herein are the property of their respective owners.
Mobile’s role in segment of one marketing …
Identify Where and When They Want to Be Engaged Across All Channels




                                          Acquisition                                                Consumer        Retention
                                                                                                     Life Cycle

                                                                                                     Profitability




2   © 2012 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T
    marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated
    companies. All other marks contained herein are the property of their respective owners.
… enables a seamless customer experience …


                                                                                                     Your Customer is Here! Are You?
                                            Online


        Social                                                                    Offline
                                                                                                            Builds bridges across
                                                                                                            channels!
3   © 2012 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T
    marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated
    companies. All other marks contained herein are the property of their respective owners.
… drives more intelligent supply chain.

             Routing                                                                           Merchandizing   Facility / Logistics




4   © 2012 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T
    marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated
    companies. All other marks contained herein are the property of their respective owners.
Mobile intelligence for a seamless retail experience.

               Where?
Like?
            Age?                     Who?
When?                    Married?


                                                                                                    Location       Facebook




 Text Messaging                                                                   In-Store / Showrooming
   © 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T
   © 2012 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and allaffiliated
   marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T other AT&T
                                                                                                               Online – mCom/eCom
   marks contained herein are contained herein are Intellectual Property and/or AT&T affiliated
   companies. All other marks trademarks of AT&T the property of their respective owners.
   companies. All other marks contained herein are the property of their respective owners.
The Big Reveal!
Click below to play a video of the seamless customer experience!




                                          Acquisition                                                Click Here!
                                                                                                                     Retention

                                                                                                     Profitability




6   © 2012 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T
    marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated
    companies. All other marks contained herein are the property of their respective owners.
Thank you!
                                                                                                                                   Cole Whitney
                                                                                                               Retail Industry Solutions Practice
                                                                                                              AT&T Advanced Mobility Solutions
                                                                                                                                     Dallas, TX
                                                                                                                         Mobile: 972.529.8233
© 2012 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T                   E-mail: cole.whitney@att.com
marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated
companies. All other marks contained herein are the property of their respective owners.

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AT&T Retail Overview

  • 1. Seamless Customer Experience Cole Whitney © 2012 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
  • 2. Mobile’s role in segment of one marketing … Identify Where and When They Want to Be Engaged Across All Channels Acquisition Consumer Retention Life Cycle Profitability 2 © 2012 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
  • 3. … enables a seamless customer experience … Your Customer is Here! Are You? Online Social Offline Builds bridges across channels! 3 © 2012 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
  • 4. … drives more intelligent supply chain. Routing Merchandizing Facility / Logistics 4 © 2012 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
  • 5. Mobile intelligence for a seamless retail experience. Where? Like? Age? Who? When? Married? Location Facebook Text Messaging In-Store / Showrooming © 2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T © 2012 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and allaffiliated marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T other AT&T Online – mCom/eCom marks contained herein are contained herein are Intellectual Property and/or AT&T affiliated companies. All other marks trademarks of AT&T the property of their respective owners. companies. All other marks contained herein are the property of their respective owners.
  • 6. The Big Reveal! Click below to play a video of the seamless customer experience! Acquisition Click Here! Retention Profitability 6 © 2012 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
  • 7. Thank you! Cole Whitney Retail Industry Solutions Practice AT&T Advanced Mobility Solutions Dallas, TX Mobile: 972.529.8233 © 2012 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T E-mail: cole.whitney@att.com marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

Editor's Notes

  1. Here at AT& T we have identified a few Mobile Marketing Best Practices and a holistic view of the Consumer is at the heart of those Best PracticesFirst- Mobile Marketing should be Part of an Overall Comprehensive Strategy, not an after-thoughtSecond, Understand Your Customer Beyond Demographics. Earlier we discussed conducting survey’s to understand Behavior, Value, and Drivers (such as location) that result in Purchase.Third, Identify when and where consumers want to be engaged throughout the purchasing cycle. Mobility enables Retailers to Deliver Valuable and Relevant Content, or Experience, at each Point and Time of Interest. Whether that is in the Acquisition (Pre-Sale), Retention (Sale), or Profitability (Post Sale) phase of the Purchasing Cycle.Fourth, Invest in what works and Provides improved measurement capabilities. Capturing Real-Time Consumer Data enables Predictive Analytics. Localization, Personalization (Better Targeting)Finally, Mobile Marketing not a case of “If you build it, they will come.” or technology for technology sake. To be successful, you should build integrated marketing campaigns that coincide with the launch of your Mobile Marketing efforts. Promote, Promote, Promote
  2. Here at AT& T we have identified a few Mobile Marketing Best Practices and a holistic view of the Consumer is at the heart of those Best PracticesFirst- Mobile Marketing should be Part of an Overall Comprehensive Strategy, not an after-thoughtSecond, Understand Your Customer Beyond Demographics. Earlier we discussed conducting survey’s to understand Behavior, Value, and Drivers (such as location) that result in Purchase.Third, Identify when and where consumers want to be engaged throughout the purchasing cycle. Mobility enables Retailers to Deliver Valuable and Relevant Content, or Experience, at each Point and Time of Interest. Whether that is in the Acquisition (Pre-Sale), Retention (Sale), or Profitability (Post Sale) phase of the Purchasing Cycle.Fourth, Invest in what works and Provides improved measurement capabilities. Capturing Real-Time Consumer Data enables Predictive Analytics. Localization, Personalization (Better Targeting)Finally, Mobile Marketing not a case of “If you build it, they will come.” or technology for technology sake. To be successful, you should build integrated marketing campaigns that coincide with the launch of your Mobile Marketing efforts. Promote, Promote, Promote