@weburnthesky
Delivering Connected
Experiences
Mobile Retail Summit
Rob Thurner
5th June 2014
@weburnthesky
Who we are
Burn The Sky is a mobile
communications agency
We focus on creating better
connected customer
exp...
@weburnthesky
» Dare
digital brand communications, platforms and publishing
» Elvis
customer experience, digital and direc...
@weburnthesky
Clients
@weburnthesky
Opportunity - Door to Store
At
Home
Out &
About
In
Store
Mainly WiFi
Connect app to TV via audio
watermarkin...
@weburnthesky
LAN
Experience Planning Process
@weburnthesky
Mobile personas
John Lewis segmentation
Rely on mainstream brands to
reassure on performance and
quality
Bra...
@weburnthesky
Location Screen size
Handset
capabilities
Connectivity
Goals/Task
in mind
Available
time
Some steps to consi...
@weburnthesky
Don’t forget the obvious … SMS
90% of all
incoming
SMS read
within 3
minutes
@weburnthesky
Mobile Retail Pioneers
Single Product
Domino’s Pizza
Starbucks
Ease of interface
Simple menu
Menu
Payment
Ch...
@weburnthesky
• $18 billion has been loaded on loyalty
card to date
• 14% of all transactions are via mobile in
the US
Sta...
@weburnthesky
Super Retail Pioneers
Single Product
Domino’s Pizza
Starbucks
Ease of interface
Simple menu
Menu
Payment
Che...
@weburnthesky
Amazon one-click purchase app
- ease, convenience, personalisation
@weburnthesky
eBay – responsive site, multiple apps
@weburnthesky
Mobile Retail Pioneers
Single Product
Domino’s Pizza
Starbucks
Ease of interface
Simple menu
Menu
Payment
Ch...
@weburnthesky
Customer journeys – more complex
@weburnthesky
Your mobile customer journey
In Store Behaviour
22%
12%
7%
2%
1%
Role of mobile
FRIDAY
Mobile Research
SATUR...
@weburnthesky
Westfield app – customer first
@weburnthesky
Westfield app – customer first
@weburnthesky
Connected Solutions
Cellular
WiFi
iBeacon
NFC &
QR
Codes
@weburnthesky
QR Codes: Adoption levels?
@weburnthesky
iBeacon – think UX!
@weburnthesky
EAT - Weve ‘Pouch’
@weburnthesky
In-store WiFi
• 60% of supermarket, dept store & high street shoppers try to
access internet in-store
• Only...
@weburnthesky
In-store WiFi - pays dividends
Source: Arquiva - Wireless Nation
@weburnthesky
Performance optimisation - Amazon
Source: 10 key decisions for mCommerce success
@weburnthesky
Use location, preferences, and
purchasing history to segment
audiences
Delight users with highly
contextual ...
@weburnthesky
Macy’s - Segment-based app push
Use existing content Enable customers to add
offers to Passbook
Make offers ...
@weburnthesky
In-home - Connected TV app
@weburnthesky
Take outs
 Fine tune mobile personas
 Make it easy, convenient, personalised
 Test, measure, analyse, lea...
@weburnthesky
Rob Thurner
Managing Partner
E : rob@burnthesky.com
M : +44 (0)7793 804419
W : burnthesky.com
@ : weburnthes...
@weburnthesky
Walgreens uses mobile for valuable
services
@weburnthesky
Google Mobile Search extensions
Click-
to-call
Click-to-
download
Site-
Links
Hyper
Local
@weburnthesky
Role of mobile & tablet in the
customer journey
@weburnthesky
79% of mobile searches lead to
follow-up actions
Source: Google/Nielsen 2013
@weburnthesky
Mobile Barometer –
assess 6 performance factors
1. Technology
What mobile technologies are you offering your...
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Burn the sky rob thurner

  1. 1. @weburnthesky Delivering Connected Experiences Mobile Retail Summit Rob Thurner 5th June 2014
  2. 2. @weburnthesky Who we are Burn The Sky is a mobile communications agency We focus on creating better connected customer experiences across all connected screens. Strategy Design & Build Distribution Data
  3. 3. @weburnthesky » Dare digital brand communications, platforms and publishing » Elvis customer experience, digital and direct » Citizen PR, social and experiential » Identica branding and design » Burn the Sky engaging consumers through any connected screen Family
  4. 4. @weburnthesky Clients
  5. 5. @weburnthesky Opportunity - Door to Store At Home Out & About In Store Mainly WiFi Connect app to TV via audio watermarking Connect strategy with light/non-linear TV viewers Contract & WiFi hotspots Reminder during points of consideration Geo-targeting Mainly contract Inspiration and function (e.g. NFC & iBeacons) Extend advertising into the last 5 metres
  6. 6. @weburnthesky LAN Experience Planning Process
  7. 7. @weburnthesky Mobile personas John Lewis segmentation Rely on mainstream brands to reassure on performance and quality Brand Lovers Crave the right brands and value newness and unique products that inspire Time-Short Urbanites Value their long standing routines and invest in products that will last Routine Loyalists Love searching for the best deals and see shopping as a fun activity Deal Seekers Functional in outlook and sceptical about what additional value brands can deliver Function Followers On a strict budget and will trade down in quality for the lowest price Household Budgeters
  8. 8. @weburnthesky Location Screen size Handset capabilities Connectivity Goals/Task in mind Available time Some steps to consider – Think about the user’s:
  9. 9. @weburnthesky Don’t forget the obvious … SMS 90% of all incoming SMS read within 3 minutes
  10. 10. @weburnthesky Mobile Retail Pioneers Single Product Domino’s Pizza Starbucks Ease of interface Simple menu Menu Payment Checkout
  11. 11. @weburnthesky • $18 billion has been loaded on loyalty card to date • 14% of all transactions are via mobile in the US Starbucks Rewards program - ease, convenience, personalisation
  12. 12. @weburnthesky Super Retail Pioneers Single Product Domino’s Pizza Starbucks Ease of interface Simple menu Menu Payment Checkout Digital Native Amazon eBay Kayak Low cost of entry Own the whole journey Personalisation Constant retargeting Data-centric
  13. 13. @weburnthesky Amazon one-click purchase app - ease, convenience, personalisation
  14. 14. @weburnthesky eBay – responsive site, multiple apps
  15. 15. @weburnthesky Mobile Retail Pioneers Single Product Domino’s Pizza Starbucks Ease of interface Simple menu Menu Payment Checkout Digital Native Amazon eBay Kayak Low cost of entry Own the whole journey Personalisation Constant retargetting Data-centric Multi Channel John Lewis Marks & Spencer B & Q Relevance at every part of the customer journey Exceeding expectations Deep linking all activity Segmenting customers
  16. 16. @weburnthesky Customer journeys – more complex
  17. 17. @weburnthesky Your mobile customer journey In Store Behaviour 22% 12% 7% 2% 1% Role of mobile FRIDAY Mobile Research SATURDAY Visit Store MONDAY Mobile Purchase
  18. 18. @weburnthesky Westfield app – customer first
  19. 19. @weburnthesky Westfield app – customer first
  20. 20. @weburnthesky Connected Solutions Cellular WiFi iBeacon NFC & QR Codes
  21. 21. @weburnthesky QR Codes: Adoption levels?
  22. 22. @weburnthesky iBeacon – think UX!
  23. 23. @weburnthesky EAT - Weve ‘Pouch’
  24. 24. @weburnthesky In-store WiFi • 60% of supermarket, dept store & high street shoppers try to access internet in-store • Only 14% of top 50 UK retailers provide in-store WiFi Source: IAB UK
  25. 25. @weburnthesky In-store WiFi - pays dividends Source: Arquiva - Wireless Nation
  26. 26. @weburnthesky Performance optimisation - Amazon Source: 10 key decisions for mCommerce success
  27. 27. @weburnthesky Use location, preferences, and purchasing history to segment audiences Delight users with highly contextual messages The Burberry Store Opening Event is today in the Macy's Herald Square Store! Macy’s Encourage in-store visits Burberry - Location–based app push Source: Urban Airship
  28. 28. @weburnthesky Macy’s - Segment-based app push Use existing content Enable customers to add offers to Passbook Make offers more actionable Source: Urban Airship
  29. 29. @weburnthesky In-home - Connected TV app
  30. 30. @weburnthesky Take outs  Fine tune mobile personas  Make it easy, convenient, personalised  Test, measure, analyse, learn, adapt  Create better connected customer experiences
  31. 31. @weburnthesky Rob Thurner Managing Partner E : rob@burnthesky.com M : +44 (0)7793 804419 W : burnthesky.com @ : weburnthesky Thank you
  32. 32. @weburnthesky Walgreens uses mobile for valuable services
  33. 33. @weburnthesky Google Mobile Search extensions Click- to-call Click-to- download Site- Links Hyper Local
  34. 34. @weburnthesky Role of mobile & tablet in the customer journey
  35. 35. @weburnthesky 79% of mobile searches lead to follow-up actions Source: Google/Nielsen 2013
  36. 36. @weburnthesky Mobile Barometer – assess 6 performance factors 1. Technology What mobile technologies are you offering your customers? 2. User Experience How do your customers engage with the brand on mobile? 3. Marketing What mobile marketing is being viewed, created and shared by your customers? 1. CRM & Loyalty How is mobile being used to encourage loyalty and cross sell? 2. Data Is there a Single Customer View across all the consumer touch points? 3. Business Structure Do your business structure and processes support or obstruct mobilising the business?

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