What do customers really want in their mobile experience?

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What do customers really want in their mobile experience?

  1. 1. MOBILE COMMERCEWhat do customers really want in theirmobile experience?#BBJMobileNitzan ShaerManaging PartnerHigh Start GroupApril 2012
  2. 2. Agenda1 The dawn of mobile commerce2 Disrupting every stage of the customer lifecycle3 Strategies to navigate the new landscape 2
  3. 3. Mobile commerce is set to eclipse desktop1 commerce as online & offline worlds merge 3
  4. 4. …and the revolution has already begunWebsite hits from mobile 90% of mobile web Over 300,000 apps havedevices DOUBLED from searches result in action been developed resulting Jan. 2011 – Jan. 2012 (e.g. purchases, store in 10.9 billion downloads visits, etc) Mobile payments are expected PayPal says it did $4 billion in to reach $630 billion in value mobile volume in 2011, by 2014 = 5% of all e- projects $7 billion for 2012 commerce sales Starbucks has handled more 2/3 of smartphone users say Top 4 most used apps of 2011than 42 million transactions via they will share personal infoits mobile payments app since with marketers in order toits launch in the US in January reap the benefits of2011 – 1 in 4 of all transactions personalized services 4
  5. 5. Mobile transactions are growing rapidly…Source: AlixPartners, Mobile Financial Services Tracking Study, April 2012 5
  6. 6. …and changing the way we shopSource: AlixPartners, Mobile Financial Services Tracking Study, April 2012 6
  7. 7. …across multiple commerce categories The darker growth areas clearly show that between 2010 and 2012 clothing and footwear, health and beauty products and household supplies have seen the biggest increase in mobile purchases.Source: AlixPartners, Mobile Financial Services Tracking Study, April 2012 7
  8. 8. Mobile is disrupting every step of the2 customer lifecycle… one scenario at a time. Awareness Interest Social Customer Lifecycle Cross Action Sell Purchase 8
  9. 9. Mobile is disrupting every step of the2 customer lifecycle… one scenario at a time. A In store price comparison & reviews Awareness Interest Social Customer Lifecycle Cross Action Sell Purchase 9
  10. 10. A Price comparison Amazon Price Check RedLaser Consumer Save money Retailer Customer acquisition and loyalty (for low cost provider) Buy.com Advertiser Rich data on shopping behaviors to serve more targeted ads 10
  11. 11. Mobile is disrupting every step of the2 customer lifecycle… one scenario at a time. A In store price comparison & reviews Awareness Interest Social Customer B Mobile payment Lifecycle Cross Action Sell Purchase 11
  12. 12. B Mobile payment LevelUp Consumer  Rewards / offers  Convenience Retailer  Loyalty  Encourage specific behavior  Targeted marketing Square Barclaycard  Customer acquisition Advertiser Measure impact of ads and offers (click to buy) 12
  13. 13. Mobile is disrupting every step of the2 customer lifecycle… one scenario at a time. A In store price comparison & reviews Awareness Interest Social Customer B Mobile payment Lifecycle Cross Action Sell Purchase C Self checkout 13
  14. 14. C Self checkout AisleBuyer (Intuit) Consumer  Save time  Save money Retailer  Save personnel  Up sell in store  Lower cost to serve Modiv Media Advertiser Up sell - Super targeted ads (based on in-store scan) at the point of decision-making (in store, before checkout) 14
  15. 15. Mobile is disrupting every step of the2 customer lifecycle… one scenario at a time. D Shop on the A In store price go comparison & reviews Awareness Interest Social Customer B Mobile payment Lifecycle Cross Action Sell Purchase C Self checkout 15
  16. 16. D Shop on the goGroupon Staples Consumer  Convenience  Impulse buying Retailer  Capture impulse buying  Engender loyalty through personalizationTarget Advertiser New advertising opportunity (Click to buy in real world) and turns the merchant into an advertiser in their own stores 16
  17. 17. Mobile is disrupting every step of the2 customer lifecycle… one scenario at a time. D Shop on the A In store price go comparison & reviews Awareness Interest Social Customer B Mobile payment Lifecycle Cross Action Sell E Online Purchase C Self checkout experience in the real world 17
  18. 18. E Online experience in real worldGoogle Goggles Consumer  Product info & ratings  Drives engagement Retailer  Customer satisfaction  Creates new purchase “moments”Shazam Entertainment Star Walker Advertiser  Product reviews and shopping assistance in real world purchases  Word-of-mouth and community-based “noise” 18
  19. 19. Mobile is disrupting every step of the2 customer lifecycle… one scenario at a time. D Shop on the A In store price go comparison & reviews Awareness Interest Social Customer B Mobile paymentF Real world experience Lifecycle Cross Action online Sell E Online Purchase C Self checkout experience in the real world 19
  20. 20. F Real world experience onlineJP Morgan Check Deposit Consumer Integration of customer experiences across all channels and new experiences Retailer New “data” on customers behaviors to inform product strategiesNike+ FuelBand Hulu Plus and marketing activities Advertiser  Creates brand engagement  Benefits from customer “self- segmentation” based on media consumption 20
  21. 21. Mobile is disrupting every step of the2 customer lifecycle… one scenario at a time. D Shop on the A In store price go comparison & reviews AwarenessG Enhanced Interest social Social Customer B Mobile paymentF Real world experience Lifecycle Cross Action online Sell E Online Purchase C Self checkout experience in the real world 21
  22. 22. G Enhanced Social Consumer Unbiased feedback and reviews from customers and peers Retailer  Direct engagement from loyalists and dissenters  New marketing channels Advertiser  Rich data to better target ads and promotions  Access to large groups (creating the „viral storm‟) 22
  23. 23. Businesses need to rapidly adapt3 …to changing consumer expectations MOBILE COMMERCE 23
  24. 24. Retailers Threat Opportunity Price pressures Enhance in-store and out-of-store experience Retailer Specific Goal: Provide the best in-store and out-of-store experienceStrategy to drive loyalty, through personalization, reviews, rewards, up sell, recommendations and navigation Examples: Starbucks, Target, Staples 24
  25. 25. Retail aggregators Threat Opportunity Local stores provide Capture sales from superior experience brick and mortar Consolidated Shopping Goal: Drive users to a single destination for all retailStrategy shopping needs by providing best price, speedy delivery, trust, rewards and service Examples: Amazon, Google Shopper, Ebay (RedLaser) 25
  26. 26. Banks, card issuers and payment solutions Threat Opportunity Lose payment Provide revenue differentiated value Increase transaction share Ultimate Payment Solution Goal: Become the payment solution of choice forStrategy consumers and retailers through offers, customer incentive, retailer economics, user experience, fraud reduction Examples: GoogleWallet, Square, Paypal, LevelUp, Isis 26
  27. 27. Marketers Threat Opportunity Traditional methods Highly effective less effective targeting of ad dollars Personalized loyalty Goal: Track and drive customer behavior throughout onlineStrategy and offline path, in a highly personalized way Examples: AdMob, JumpTap, DataXu 27
  28. 28. Who Will Emerge as Leader of the MobileCommerce Revolution?
  29. 29. Are you ready to seize the mobile opportunity? Nitzan Shaer nshaer@highstartgroup.comFollow us:Twitter: @highstartgroup Blog: blog.highstartgroup.com Web: www.highstartgroup.com 29

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