Understand the medium and the context 9 Features What it means: GPS Location-Aware Touch Intimate and Interactive Sensors (A/V) Physical Intelligence Contacts Personal and Social Portability Relevant at Point of Consideration
The traditional purchase funnel is outdated 10
The Customer Hourglass looks at the entire experience 11
The Customer Hourglass looks at the entire experience 12
Airport retailers advertise in GateGuru 13 Airport retailers purchase location-aware advertising on GateGuru to drive users into stores. GateGuru is an airport resource for travelers.
Increase foot traffic with location-based Facebook Check-in Deals 14
North Face utility app Snow Report (and Trailhead) reach its target demographics 15 Snow Report users view weather and snow updates, as well as tweets from and about their favorite resorts.
Nestle Purina builds pet-friendly utility app 16 Purina created a location-aware database of pet-friendly places in the US to increase brand awareness and affinity.
Location data provides context When earned advocacy (the last phase) is done well, it fuels awareness Expect paid media to fuel this first phase Key Take-Aways 17
The Customer Hourglass looks at the entire experience 18
PlaceCast sends opt-in ShopAlerts based on virtually bounded target areas 19 After opting-in to ShopAlerts, consumers receive discount alerts based on “geo-fenced,” or virtual boundaries.
Browse engagement rings and save favorites in Tiffany’s app 20 With Tiffany’s app, users can browse rings, learn about settings, save favorites, and determine a ring size.
Use QR codes to help prospects with their purchasing decisions http://www.slideshare.net/PSFK/psfk-presents-future-of-mobile-tagging-report 22 Learn more about Meyer’s natural beef processes. Get a tour of Windermere real estate properties.
Mobile professionals find office space worldwide with Regus augmented reality app 23 Users can locate and schedule a viewing at any Regus global network office center. The app features search filters, maps, turn-by-turn directions, and augmented reality overlays of location and distances on real-time views.
Repurpose your product inventory information and apply onto the real world Allow consumers to opt-in to receiving information on deals readily Yet don’t over-invest in “Machine Language” like QR codes as new technology will provide instant context using mobile and social data Key Take-Aways 24
The Customer Hourglass looks at the entire experience 25
Target shoppers create wedding and baby shower registry lists – and share 26
For holidays, kids drag toys into Toys R’ Us Christmas wish list iPad app 27 Parents can view and edit their childrens’ wish list and share it with family and friends through email, Facebook, SMS and the Toys “R” Us Wish List.
View and add weekly sales items to ShopRite shopping list – and sync between mobile and website 28
Reduce friction and allow purchasing to happen from simple clicks
While still emerging, social commerce will fuel increase in sales for mobile commerce by populating shopping lists based on social and location data
Expect next-generation applications to pre-populate these lists based on historical and social data
Key Take-Aways 29
The Customer Hourglass looks at the entire experience 30
Over 3M have paid with Starbuck’s mobile app 31 The mobile card program was tested in 2009, and found to be the fastest way for customers to pay. It’s available at 6800 stores. Customers purchase credit via PayPal or credit card.
Refill prescriptions with Walgreens’ scan app 32 In addition, over 1 million customers have subscribed to Walgreens’ prescription text alerts.
Check in store inventory with Crate & Barrel’s mobile website 33 Customers can browse and read reviews from their mobile phones, and then check in-store availability.
4% of total sales come from Gilt Groupe’s interactive iPad app 34 177,000 shoppers have downloaded the app and as of January 2011 about 100,000 actively use it on a monthly basis, according to Gilt Groupe.
LeWeb attendees connect with colleagues other via LinkedIn integration LeWeb 2010 attendee profiles are updated with LinkedIn information, after logging on with their LinkedIn accounts. This feature is provided through Presdo Match.
Load up most frequented asked questions first Then follow up by providing the ability for them to conduct peer to peer support Finally provide them with direct-to-company support when these avenues have quickly been exhausted Key Take-Aways 41
The Customer Hourglass looks at the entire experience 42
Starbucks partners with Foursquare to offer barista badges and drink discounts to Mayors 43
Kraft’s top selling iFood app keeps cooks coming back with recipes, coupons, and sharing features 44 A top paid selling app, users come back for new recipes and Kraft coupons. In addition, Kraft gathers user data to understand customer behaviors and preferences.
Loyalty programs of the past are based on long term commitment and total potential spending value
In the future, factor in social influence, as well as ability to share with others into your loyalty programs by recognizing then to their peers
The natural outgrowth of loyalty programs involves social gaming, where increased spend and social capital are factored in
Key Take-Aways 45
The Customer Hourglass looks at the entire experience 46
Tasti D-Lite rewards brand advocates with points that translate into free products 47 Tasti D-Lite customers earn TastiRewards every time they make a purchase using a rewards card that can automatically trigger updates to Facebook, Twitter, or Foursquare accounts.
First, understand how your customer uses mobile technologies in their customer hourglass. Think bigger than the marketing department –your customers desire a full experience. Seek input from marketing, sales, support, and loyalty programs Use data types in combination for deadly advantage: social profiles, with location data with historical preference Summary 51
52 THANK YOU Jeremiah Owyang firstname.lastname@example.org web-strategist.com/blog Twitter: jowyang With assistance from Researchers Christine Tran and Andrew Jones
53 ABOUT US Altimeter Group is a research-based advisory firm that helps companies and industries leverage disruption to their advantage. Visit us at http://www.altimetergroup.com or contact email@example.com.