An Experience Starts Here: Connecting Experiences at the Point of Engagement

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Most discussions of digital experiences skip the most important part - how to activate them. This presentation explores a variety of techniques and options available to trigger a digital experience.

Most discussions of digital experiences skip the most important part - how to activate them. This presentation explores a variety of techniques and options available to trigger a digital experience.

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  • 1. An Experience StartsConnectingexperiencesatthepointofengagement By Charlie Sayers, SapientNitro
  • 2. BEFOREWE CAN ENGAGEA DIGITAL EXPERIENCE,WE HAVETO GETTO IT
  • 3. ANDWE EXPECTTHAT CONNECTIONTO BE INSTANTANEOUS
  • 4. But while the distance between virtual and physical worlds continues to move closer, there will always be a CONNECTION GAP
  • 5. ENGAGEMENT TRIGGERS BRIDGE THE GAP
  • 6. TRIGGERS STIMULATE EXPERIENCE CONNECTIVITY (But they should not be a noticeable part of the connected experience)
  • 7. The best triggers must (and will be) invisible
  • 8. Within the next 12-18 months, QRC will become more widely used and engaged to connect virtual and physical experiences at the point of sale.
  • 9. • Strong awareness and association between code and coupon and display • Can be used as both a trigger and data storage * • Can be incorporated into existing packaging inexpensively • Are versatile and flexible • Can be easily tracked • Can be shared both physically and digitally • Can be produced quickly with little to no cost *Can store 7,089 numeric characters, 4,296 alphanumeric characters, 2,953 binary units, 1,817 Kanj/Kana
  • 10. But NFC (Near Field Communication) triggering will also play a prominent role in the future
  • 11. Within the next 1-3 years, NFC will become the most commonly used contextual trigger to connect physical and virtual experiences at the point of sale.
  • 12. • Increasingly becoming a standard smart phone feature • Single global standard • Works with or without an Internet connection • Provides seamless connection to wide range of experiences – without the need for an intermediary app • Performs consistently well in all physical conditions and environments
  • 13. THEREARE MULTIPLE OPTIONS QRC NFC Sensory RecognitionBarcodes Mobile Bluetooth But no clear winner in consumer preference
  • 14. DEMAND FOR CONTEXTUAL CONNECTIVITY IS GROWING Barcode, QR Code Scanners and pricing apps downloaded last year* *SOURCE: Nielsen State of Mobile Apps
  • 15. QRC offers a quick method to relay information from print to mobile platforms
  • 16. 19% 15% 14% 13% 15% 27% US UK Germany France 4-Country Average4-Country Average (ages 18-34) QR CODE ACTIVITY IS GROWING SLOWLY 19% of the US population has scanned a QR code QR Code Usage, by Country (% of respondents who have used a QR code) January2013 SOURCE: Pitney Bowes
  • 17. USAGE IN THE UNITED STATES IS NOT YET MAINSTREAM 24%ofAmericansmartphoneusersreportedscanningabarcodeorQRcodeinthe previous30days.Thatrankedbehindmobilebanking(38%)andlocation-based services/GPS(48%)inuse,butfaraheadofNFC/mobilewalletuse(3%). 39% 56% 52% 85% 42% 46% 59% 10% 34% 48% 40% 28% 42% 42% 22% 43% 51% 4% 28% 38% 14% 22% 30% 30% 14% 12% 38% 38% 18% 24% 4% 11% 20% 20% 3% 11% 13% 15% 4% 3% Australia Brazil China India Italy Russia South Korea Turkey UK US Location-based services/GPS Mobile banking Barcode or QR scanning NFC/Mobile wallet Smartphone CommerceActivities Selected activities performed among smartphone users within the past 30 days February2013 SOURCE: Neilsen
  • 18. THE AUDIENCE IS CURRENTLY YOUNGER,TRENDING OLDER But still predominantly male 11% 22% 28% 22% 10% 7%8% 16% 35% 20% 12% 9%8% 16% 26% 24% 15% 11% Under 18 18-24 25-34 35-44 45-54 55+ Q4 2011 Q1 2012 Q2 2012 Mobile Barcode Scanners, byAge (% share) Q42011–Q22012 SOURCE: Scanbuy
  • 19. SCANNERS ARE LOOKING FOR… Product information (69%) | Promotions (65%) | Deals & Discounts (57%) 9% 29% 40% 42% 57% 65% 69% Other Store Location Loyalty/Rewards Product Reviews Price Promotions General Product Information QR Code UsesAmong Smartphone Shoppers (% among smartphone shoppers who have used QR codes, indicating for which types of information they used a code) January2013 SOURCE: Perception Research Services International
  • 20. QR CODES AREN’T ALWAYS THE BEST SUPERMARKET COMPANION Shoppers responsible for at least half of their household’s grocery purchases , were generally less likely to use QR codes to obtain product reviews (42%), loyalty rewards (40%), or to find a store’s location (29%).
  • 21. NFC offers the ability to trigger,link and transfer information seamlessly Image courtesy of Flkr.com and TapitNFCMarketing
  • 22. ININSmartphoneswillhaveNFCfunctionalityby2014* *SOURCE: Juniper Research
  • 23. NFC IS MOVING BEYOND MOBILE PAYMENT Press Kits Digital Cameras Home appliances Remote Controls Heart Monitors Smart Meters
  • 24. SensoryTriggers (such as those associated with augmented reality) offer the ability to connect experiences with the distinctive characteristics of an object
  • 25. LIKE QR CODES, SENSORY TRIGGERS ARE NOT YET NATIVE TO MOBILE DEVICES And with a vast and growing variety of competing options, a global standard will be difficult to attain
  • 26. © COPYRIGHT 2013 SAPIENTNITRO | CONFIDENTIAL | 27
  • 27. Samsung recentlyannouncedthatitwillsellprogrammablestickers,calledTecTiles,thatcanbeusedto automatedailyorrepetitivesmartphoneoperationswithjustonetap.EachTecTilestickerisaboutthesize ofapostagestampandfeaturesanembeddedNFCchip. TIC-TEC-TILES
  • 28. CLICK IT YOURSELF HomeDepothasrolledoutanationwidemobiletagprogramtosolidifypurchase intentinitsstorebydeliveringadditionalproductinformationdirectlytoa customer’ssmartphone.TheeffortincorporatesQRcodesontoproducttags, whichgivecustomersimmediateaccesstorelevantinformationsuchasratings, reviews,how-toguides,andvideosonspecificproducts.Additionalcodeswillbe placedondirectmailpiecesandonstoreshelves. HomeDepothasrolledoutanationwidemobiletagprogramtosolidifypurchase intentinitsstorebydeliveringadditionalproductinformationdirectlytoa customer’ssmartphone.TheeffortincorporatesQRcodesontoproducttags, whichgivecustomersimmediateaccesstorelevantinformationsuchasratings, reviews,how-toguides,andvideosonspecificproducts.Additionalcodeswillbe placedondirectmailpiecesandonstoreshelves.
  • 29. Coding Coupons Shopsavvy,GroceryIQ,ShoppingList,recipe.comand RememberTheMilkcan recognizeproductphotos,locatediscountsandcoupons,createashoppinglist. Shopsavvy,GroceryIQ,ShoppingList,recipe.comand RememberTheMilkcan recognizeproductphotos,locatediscountsandcoupons,createashoppinglist.
  • 30. Save Bumps Strappyandallowstrainpassengersin Japantoaccessadvertisementsand otherinformationviaaNearField Communication(NFC)equippedstrap cover.Passengerssimplytouchtheir compatiblephonetothestrapcoverand getimmediateaccesstothecontent beingdeliveredtothatNFCpoint. Strappyandallowstrainpassengersin Japantoaccessadvertisementsand otherinformationviaaNearField Communication(NFC)equippedstrap cover.Passengerssimplytouchtheir compatiblephonetothestrapcoverand getimmediateaccesstothecontent beingdeliveredtothatNFCpoint.
  • 31. Peanut Butter andWiFi Customerswillingtoreceiveoffersinreturncangainconvenientaccessadecent Wi-FinetworkinstorechainssuchasTesco,HouseofFraserandJohnLewis. Customerswillingtoreceiveoffersinreturncangainconvenientaccessadecent Wi-FinetworkinstorechainssuchasTesco,HouseofFraserandJohnLewis.
  • 32. FLASH FOOD Peapod.comisputtingvirtualstoresfeaturingbillboardsoflarger-than-lifegrocery aislesontrainplatformswherecustomerscanshopusingPeapod'smobileapp. Commuterscanusetheappandthenshopbyscanningbarcodesofproducts displayedonthebillboards.Thepurchasesarethenscheduledfordeliveryatatime ofthebuyer'schoosing. Peapod.comisputtingvirtualstoresfeaturingbillboardsoflarger-than-lifegrocery aislesontrainplatformswherecustomerscanshopusingPeapod'smobileapp. Commuterscanusetheappandthenshopbyscanningbarcodesofproducts displayedonthebillboards.Thepurchasesarethenscheduledfordeliveryatatime ofthebuyer'schoosing.
  • 33. VS. VS.
  • 34. 93% 94% 98% 51% 45% 63% 65% 85% 18% 20% *SOURCE: pushqr.com HAVE USED AWARE OF CURRENT STATE OF AWARENESS AND USE
  • 35. ACCESSIBILITY EASEOFUSE PERFORMANCE RESPONSIVENESS CONSISTENCY SECURITY INVESTMENT HIGH Manycodescanning appsavailable MODERATE Requiresan internet connection LOW Lighting. Appperformance. LOW Slow. LOW Multipletech variations LOW Coderesponsecanbe alteredby3rd party LOW Technologycurrently exists. Simplycreate andscan MODERATE Butgrowinginvariety ofnewtechreleases HIGH Nativedevice functionality HIGH Nolightingissuesor aestheticrequirement HIGH Rapiddateexchange. HIGH Singleglobalstandard HIGH Builtintodevice HIGH NeedtoembedNFC tiles/signalsinto packagingand displays LOW Limitedappoptions. MODERATE Incorporatesappand cameraintegration LOW Lighting. Visualnoise. Distinctivefocalpoint. LOW Slow. HIGH Basedondistinctive characteristicsof targetimage HIGH Responsetieddirectly toproprietarybrand design MODERATE Requiresconnectionto proprietarypackaging orbrandimagery. NFC MAINTAINS AN EXPERIENTIAL EDGE
  • 36. PLOTTING HIGH-YIELD RETURN ON INNOVATION Benefit (Desire + Differentiation) Value(Contribution+Readiness) Targeted Win High Value / High Benefit: High-yield, High priority innovation Strategic Investment High Benefit / High Contribution/Low Readiness High-yield ROE investment provided cost and complexity ease over the engagement life of the experience Table stakes Low Value / High Benefit: Negligible impact on ROE but may satisfy foundational experience expectations Costly Risk Low Value / Low Benefit Re-evaluate assumptions related to cost, value, and benefit to determine if improved experience design and engagement can make sound investment sense
  • 37. Before your can engage an experience, you need a trigger to bridge the virtual and physical gap The best engagement triggers are effortless, immediate and invisible QRC is a good, low-cost starting point Explore ways to add scanning functionality to your proprietary apps (if you have them) to reduce dependency on third-parties to bridge the Connection Gap As NFC functionality becomes a standard smartphone feature, more efficient and less complex ways to connect to experiences will increase 1 2 3 4 5
  • 38. CHARLIE SAYERS Director,ExperienceStrategy&Innovation@SapientNitro,Atlanta