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Mobile for retailers - an introduction

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Presentation given at retailer-focussed comferences in March 2011

Presentation given at retailer-focussed comferences in March 2011

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  • Insert your presentation title here 29 October 2004 Rabobank
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Mobile for retailers - an introduction Mobile for retailers - an introduction Presentation Transcript

  • Mobile for retailers Jason Cross 24 th March, 2011
  • Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends Summary
  • State of the Nation
    • Over the last 12 months brands have started to offer what consumers were happy to do all the time
    • With many sites looking the same, the opportunity now exists to:
      • improve the UX/UI and so differentiate the offering
      • offer implicit and explicit personalisation i.e. join up the web and mobile sites
      • deliver e-commerce best practice
    • Provide complete mobile integration
  • State of the Nation
    • People do it – 51% of the UK engage in M-Commerce
    • People like it – 42% say they use their mobile because it is the easiest way to research/buy
    • M-Commerce will continue to grow
      • 49% of non M-Commerce users say they will purchase in the future
      • Smartphone users are 63% more likely to engage in M-Commerce
      • only 9% mention security issues
    Source: IAB Consumer M-Commerce Study October 2010 Base All UK Mobile Users (1039)
  • State of the Nation of adults with phones have ever used their mobile to purchase a service/product via cards/bank details/pay pal Source: IAB Consumer M-Commerce Study October 2010 Base All UK Mobile Users (1039) 27%
  • Sales shifting to mobile
    • More than 30% of UK shoppers have visited a retailers website on their mobile
    • 67% of these have done so in the retailer’s store
    • more than 25% look at competitor websites to compare prices and offerings when in rival stores
    Source: www. foreseeresults.com
  • Barriers
    • But 28% of those who have tried it find it a difficult way to shop.
    • despite the popularity of APPs, just 15% feel a specific commerce applications would entice them to shop
    • The survey shows use of m-commerce would increase if retailers offered customers more personal optimised experiences to suit changing lifestyles and tastes.
    38% of UK consumers have tried to shop online from their mobile phones
  • What does your website look like?
    • Of those that have
      • 41% admit their website has a reduced appearance
      • 36% offer reduced functionality
    • The survey ( from 1&1 Internet) also finds that 65% of firms have not optimised their websites for mobile usage and have no plans to do so
    Half of UK firms fail to check their own website from mobile devices
  • Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends Summary
  • Incentivated - Mobile Specialists
    • Technologies
      • 5 mobile formats
        • Enterprise Messaging (SMS, MMS etc)
        • Mobile Internet
        • Apps
        • Short codes and QR codes
        • Location marketing
    • Services
      • 2 consultancy offerings
        • Creative
        • Strategy
    • Needs
      • 3 key areas of client activity
        • Acquisition
        • After Sales / CRM
        • mCommerce
  • Incentivated – How we work with clients Messaging Gateway & Software Company Mobile Marketing, Internet & mCommerce Platform Marketing, Creative & Advertising Agency
    • Campaign strategy and execution
    • Design, build & hosting of mobile internet sites*
    • Mobile advertising planning & buying
    • Consulting, insight & post campaign analysis
    • SMS, PSMS, MMS, LBS, 2D (QR etc) barcodes
    • Mobile content management system (CMS)**
    • Systems integration and various APIs
    • Development of both handset & server-side apps
    • Mobile and email marketing
    • Mobile internet site publisher
    • mCommerce suite
    • Self-serve functionality (“SaaS”)
    CLIENTS Global acquisition, retention (CRM) and m-commerce campaigns and services Engagement is spread across three levels *Includes iPhone and other ‘smartphone’ specific sites **Phone capabilities database
  • Mobile’s role in your business strategy Attract (Acquisition ) Interact (mCRM ) Transact (mCommerce )
  • Some of Incentivated’s retail & FMCG clients
  • Incentivated – mobile web tools Numerous APIs as well as system integration and design resource
  • Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends Summary
  • iris – Tools for Mobile Your customers SMS Location based Alerts MMS Bluetooth Applications Mobile video Mobile ticketing Mobile Internet Mobile donations Sampling Text & Win
  • Mobile App or Mobile Web? Although apps are ‘cool’, mobile sites reach more people
  • Mobile App or Mobile Web? Although apps are ‘cool’, mobile sites reach more people Mobile Applications Mobile Web Site Cross-Platform App Online content Y Y Y Offline content Y Y (HTML 5 data store) Y Audio / Video Y Y Y Interactive graphics Y Limited Y Install on ‘home screen’ Y Y (iPhone) Y Multi-platform Build for each device Y Y Single entry-point (URL) Requires install step Y Requires install step Location Services (GPS) Y Y Y Notifications Y N Y Development costs Once per OS Once Once Maintenance costs Repeated per OS Once Once App store required (cost) Y N Y
  • ‘Cookie cutter’ or bespoke approach to a site?
  • ‘ Explicit’ personalisation
    • The person browsing the website has been to the site before
    • They have previously provided feedback that they are interested in.
    Logo Menu item 1 Menu item 2 Personalised banner Promoting something they are Interested in Welcome back: FRED SMITH When you were last here, you looked at The following products Product 1 Product 2 Product 3
  • ‘ Implicit’ personalisation
    • Based on past behaviour, we know what the person is interested in.
    • This can be derived from the categories and products they have previously looked at or the keyword they searched for in a search engine to get to the mobile site
    Logo Menu item 1 Menu item 2 Personalised banner Based on the search engine keyword You recently looked at XXX Here are some more products you might Be interested in Product 1 Product 2 Product 3
  • Location aware
    • Based on their location, we can add promotion based adverts or advise them where their local store is.
    Logo Menu item 1 Menu item 2 Personalised banner Based on their location You are near: XXX Our nearest store is XX metres away Get directions Menu item 3 Menu item 4
  • Time aware
    • Based on the time of day, a person may be interested in different things.
    • During the weekday they are at work. During the evenings they could be out or watching TV.
    Logo Menu item 1 Menu item 2 Personalised banner Based on the time of day It is 11:00am On TV later is XXX
  • Location and time aware
    • Based on the time of day, a person could be interested in different things in their area.
    • In the morning, they would want to read a newspaper or know where to buy a coffee.
    • In the afternoon it could be where to buy lunch or go shopping and in the evening it could be best restaurants
    Logo Menu item 1 Menu item 2 Time based banner It is 12:00 and you are near XXX Favourite places for lunch are: XXX XXX Good shopping places are: XXX XXX
  • Generic landing page Data capture form (Name, Email, Phone #, ZIP) Link to Ts+Cs Customer receives SMS, clicks on URL Video Gallery Photo Gallery The customer journey – an example site Audio Gallery Customer sees CTA and texts in to shortcode Generic Home page - unlocked access to all new XJ material To maximise interaction within sites, nothing is more than 3 clicks away Ts+Cs page E-Brochure delivered to collected email address Incentivated ‘sniff’s’ handset type and delivers WAP, iPhone or Android site Incomplete or invalid details page Prospect’s contact details forwarded to client FMN dealer page FMN dealer results page E-brochure order page E-brochure confirm page * Phones that do not support ‘spin around’ will be served an animated GIF SPLASH: Interactive 360 ° XJ spin (iPhone & Android only)*
  • Information Architecture
    • Ability to manage all product centrally
    • Taxonomy to be shared across multiple sites
    • Segmented deployment to campaign sites
    Product Category Hierarchy Master Category Structure Campaign Site Primary Site Mobile Site
  • Enterprise Content Management Master Content English German French UK Website UK Mobile site UK Mobile App Campaigns Social Email/SMS Head Office Created Content Translation Layer Channel Content Italian
  • Enterprise CMS
    • The Master Content layer is where the content is created by a central office. This content is then automatically ‘inherited’ down the ‘blueprint’ structure.
    • Content can then be localised at any lower level with workflow added to provide an approval mechanism for the change
    • The translation layer can be combined with a translation memory solution and workflow to automate the translation process.
    • The multi-channel management on the bottom layer can be implemented for ANY client wishing to create content once but publish to multiple channels.
    If the e-commerce systems is multi-national then so should mobile be
  • eCommerce CMS with mobile support?
    • Multiple presentation layers required
    • Accurate handset detection and complete capabilities database
    • Genuine uniqueness
      • Half to three quarters of UUs missed by Google Analytics
    • Support for apps
    Few if any provide genuine mobile delivery
  • Integration options Customer Database Retailer Systems Databases Product Database Transactions Database Product Information Promotions Loyalty Programs Stock/Order Management Customer Management Application Servers Mobile Data Internet Data Secure Transfer Protocol / Firewall Commerce Channels 3 rd Party eCommerce Platform Incentivated Payment Order Management Mobile CMS Network Wired Network / WIFI / 3G / GPRS Encryption Protocols / Wireless Security Mobile Environment Ecommerce Website Incentivated Capability Detection Content Repurposed Designed for Mobile Location Detection Redirect to Mobile Site (i) Back office
  • Option 1 – back office integration
    • Diagram shows supplier’s platform integrated directly with client’s back office system.
      • Doesn’t display the complete set of modules.
    • The integration route could be as simple as integrating with one consolidated data source the client has put in place.
      • More likely take advantage of multiple existing data-feeds
    • The supplier platform will offer content repurposing, reporting etc.
    • If the client ever wanted to change their eCommerce platform, they can without impacting their mCommerce site.
    • Disadvantages would be:
      • For internal reporting, separation of the orders placed on the mCommerce site will have to be differentiated some way within the back office platform,
      • There will be two commerce platforms to monitor,
      • Two lots of statistical web reporting.
  • Integration option (ii) eCommerce platform Retailer Systems Product Information Promotions Loyalty Programs Stock/Order Management Customer Management Application Servers Mobile Data Internet Data Secure Transfer Protocol / Firewall Commerce Channels Incentivated Micro Payment Order Management Mobile CMS Network Wired Network / WIFI / 3G / GPRS Encryption Protocols / Wireless Security Mobile Environment Ecommerce Website Incentivated Capability Detection Content Repurposed Designed for Mobile Location Detection Redirect to Mobile Site Customer Database Product Database Transactions Database 3 rd Party eCommerce Platform
  • Option 2 – eCommerce platform integration
    • Diagram shows supplier’s platform integrated directly with client’s eCommerce platform.
    • Benefits are, the same administration tool used for the eCommerce platform can be used for the mobile site.
    • Supplier does not need to know how the client’s back office platform works or have access to it.
    • Disadvantages would be:
      • It will require a lot more work to integrate with an existing eCommerce platform successfully
      • Most eCommerce platforms are proprietary applications and not all offer integration options
      • For internal reporting, separation of the orders placed on the mCommerce site will have to be differentiated some way within the eCommerce platform
  • Other considerations
    • Deep-link mapping from desktop to mobile site
    • Integration
    • Promote your site/app
    • Click-through from SMS using unique trackable link
  • Integrated thinking Press ads Website DM Social media Email Mobile banner ads Mobile loyalty service
  • Promote your site NY - newstands
  • 2010 WINNER Most Effective Mobile CRM/Enterprise Messaging Campaign The campaign reached out to those who signed up for picture (MMS) messages and text (SMS) alerts with offers, deals, promotions and news about M&S. This enabled M&S to engage with their customers through mobile directly and use it to complement existing DM and email contact strategies. Click-through from SMS & MMS The ongoing campaign had recruited more than 700,000 opt-in customers to the mobile database with a minimal opt-out rate.
  • Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends Summary
  • Examples
    • Enterprise Messaging – British Airways
    • Location Based Services – Levonelle & Mothercare
    • Mobile Internet – M&S Wallace and Gromit
    • Application – Waitrose Christmas & King of Shaves
    • QR Codes – lots of examples..
    • CRM - Strongbow
  •  
  •  
  •  
  •  
  • King of Shaves – mCommerce app Home Page Payment options Delivery details m-Video
  • QR codes go mainstream
  • M&S mobile barcodes customer journey 2D Barcode on juice bottle Scan image Provenance story Mobile voucher
  •  
  • Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends Summary
  • Pay-buy-mobile
    • 52 mobile operators, serving over 1.7 billion subscribers, support the Pay-Buy-Mobile (“PBM”) project worldwide
    • PBM allows mobile phone to be used at point of sale to purchase goods and services
    • Near Field Communication (“NFC”) chip installed on the phone allows credit card (stored securely within the mobile’s SIM) to be ‘swiped’. The customer confirms their transaction by inputting PIN at POS
    • More than one credit or debit card can be stored in the same SIM
    • Data transfer uses the same secure process as for credit or debit card transactions
    Mobile wallet – cash & credit
  • Payment: Visa (NFC)
    • Visa are trialling cashless payment on New York public transport
    • Users install a visa smart chip in to their smartphone and log in to the Visa app when travelling
    • When they travel swipe the phone over a receiver to pay for their travel on New York transport
    Google adding NFC chips to new phones Barclaycard trialling NFC card payments in UK
  • Mobile ticketing
    • The airline industry is the most advanced user of mobile barcodes in the Western hemisphere
    • Travellers download an Aztec or Data Matrix 2D barcode boarding pass to their phone
    • Both MMS and Mobile Internet are used
  • HTML 5
    • Next major revision of HTML standard
    • Includes ground-breaking technology to improve user experience
      • Form field attributes
      • Location Based Detection
      • Offline caching
      • Dynamic drawing
    • HTML5 is an extension to XHTML: any site developed in HTML5 will be backwards compatible with XHTML browsers.
    The future of web (and web-app) design?
  • Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends Summary
  • In summary
    • Mobile is a ‘hot topic’ for retailers
    • Customers are using mobile – whether you are set up to provide the experience you want them to have or not
    • mCommerce should be treated as part of the wider brand experience
      • Including acquisition and after sales support/CRM
    • Integrated solution reduces demands on content editors
      • Write once, publish to multiple sites
    • Mobile allows segmentation, profiling, personalisation
    • Use a mobile specialist; avoid having to re-do the basics
    • Keep an eye on developments; it’s a fast-moving landscape at the moment
  • Closing thought
    • People with smartphones in the world today
      • Plus 4 billion with internet-capable feature phones
    At the time of the dotcom bubble, i.e. around 2000, there were 350 million people online. 400m For a copy of our mCommerce white paper, please visit our stand here at the Expo
  • (No code reader? Text CODE to 62233 for a link to a reader appropriate for your phone) Jason Cross Marketing Director [email_address] @jcmobile10 Incentivated 23 Curtain Road London EC2A 3LT Tel: 020 7392 2323