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Salesforce amsterdam-emark


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Salesforce amsterdam-emark

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Salesforce amsterdam-emark

  1. 1. Emark is the largest Salesforce Marketing Cloud expert center in Europe. Emark is an international marketing performance company. Our consultants and architects • Implementation advise, implement, sell and service the world’s best digital marketing automation platform to execute the • Activation business goals. After implementation, we leverage the • Service investments by activating your customer journeys across every touchpoint - email, mobile, social, web and beyond - helping marketers to put customers at the center • Campaign Management of everything they do. We service and support +2500 users and deliver consultancy to major companies like Scotch & Soda, KLM, PostNL, ING, B O U W M A A T Randstad, Greetz, Corona Direct, MS Mode, ING, Omoda and many more. We have offices and partnerships in Haarlem (the Netherlands), Stockholm (Sweden), Copenhagen (Denmark) and Krakow (Poland). • • +31 (0)23 551 88 99 • Wilhelminastraat9 • 2011 VH Haarlem •The Netherlands
  2. 2. The Internet of Things is the Future of Retail By Ubbo Maagdenberg, CIO at Emark In the past decennia we converted the physical world into the digital realm of the Internet. From entertainment and shopping to media consumption and work, everything moved online. Today, we are at a tipping point of a reversedtransition: the digital transformation of our physical world with the Internet of Things as the main driver. The Internet of the physical world is basicallya network of have Beacons in place to inform shoppers about everything from digitallyenabled communicating objects,products and services. productinformation to campaigns and coupons. So far they have Thermostats,cars,stores and bus stops,everything will soon have seen a 6% CTR on the Beacon-enabled communication.a connection to the Internet. Research firm Gartner predicts thatby 2020 we will have 26 billion smartand connected products Gamified loyalty programs are also well fitted for the use of in use.This translates to an average of 3.3 devices per person Beacons.A consumer who scans a Beacon for more information (smartphones and tablets excluded). on a productcould be awarded a certain amountofpoints.These points can eventually be returned to the store for a discounton So, what are “things,” and whatare they capable of? There are an item of choice.Shopkick, a Beacon-partner for big retailers like “things” thatsimplytransmitpre-programmed data,there are Macy’s and Bloomingdale’s,recently announced that their 7,500 “things” that transmitdata aboutwhat they are able to sense and Beacons implementations in 300 stores have generated over there are “things” that can autonomouslyrespond to changes in 50 million verified store walk-ins and over 100.000.000 producttheir environment.These deeper levels of connectivity present scans.a new range of consumer touch points and opportunities for personalization and hybrid shopping in retail.This means that Beacons can also actas building blocks for new shopping offline retail stores are increasinglymoving towards the cloud experiences.The French store Klépierre has developed an as well. This calls for designing hybrid customer journeys that inspiration corridor thatallows shoppers to receive recommended work simultaneouslyoffline and online.Retail is destined to be clothing using a Microsoft Kinect to make body scans.Using one ofthe sectors thatbenefit the mostfrom the rise of the Beacons the booth knows which clothes are with the customer Internet of things according to research done by PwC. We would and can tell the Kinectto show similar options on your body in like to put it even bolder:the Internet of Things is going to real time. Ebay, in collaboration with designer Rebecca Minkhoff, radicallychange retail forever:
  3. 3. created a store with magical mirrors.Shoppers tell the digital • Objects in the physical world will become increasingly • • +31 (0)23 551 88 99 • Wilhelminastraat9 • 2011 VH Haarlem •The Netherlands mirror which pieces ofclothing they would like to try on and receive a notification on their phone as soon as the shop assistantprogrammable and interactive:everything could act as a potential has collected all of the requested clothing in the right size. Using interface • The for a service. Internet of Things equals new data streams that,in embedded RFID-tags the mirror recognizes whatthe shopper is wearing and suggests similar options or pos sible additions ofcombination with real time analytics,have the potential to jewelry. Shoppers can also pay using their PayPal-credit and the revolutionize • The ability to the manage relationship data between retailers and consumers. efficiently and effective has never goods will be home delivered,easyand convenient. been so critical for success. Adding connectivity to extend customer journeys to every non- digital productis not yet costeffective today. Future products In this article we presentwhatthis means for retailers using however, will act as apps with over the air updates for functionality examples thatleverage Internet of Things technology. and optimization.Orbotix is a good example on how actionable data from connected products could work.Orbotix is monitoring the activation data of their products.This data is then transmitted to Extending and Enhancing Customer Journeys planning and acts as a trigger to increase or decrease production based on an analysis ofactivation data and the current amountofRetail is increasinglyless abouttransactions and more and products in stock. more focused on the relationship between buyers and sellers.The Internet of Things emphasizes this shiftwith a focus on Tool manufacturer Black & Decker is using Salesforce as the personalization.A mix of new connected touch points and platform for their future of connected tools.Using integrated chips realtime access to customer data allow retailers to offer better in tools allows for communication between the tools and Black & and personalized promotions and customer experiences. Decker: wrenches could notifyowners that they need a review of the current settings and drills could notifythe manufacturer Beacons are a big part of the near future of retail. Beacons are little that the battery needs changing.Tools in general can get a layer interactive objects that can send out(personalized) messages of predictive data that can be leveraged by the manufacturer to whenever they are triggered,by a smartphone for instance. better serve customers with supportand maintenance.The message could be everything ranging from a coupon to a welcome message.London’s Regent Street is currently the
  4. 4. The possibilities ofscaleable connectivity supports business biggestBeacon experimenton the planetwith over 80 stores that model innovation in other sectors as well.The rise of the have deployed Beacons to communicate with consumers.They quantified self,wearables and connected cars offer insurance
  5. 5. companies new ways of organizing their offerings. If a wearable health tracker shows that a customer is living a healthy life and is therefore a less risky client, their monthly fee could come down. Dutch insurer Menzis is already experimenting with this model.Similar models will have an impact on car insurance as well. Belgium car insurer Axa is working on an app that could use your driving behavior to set a variable monthly fee. Now it’s an app on your phone,it will be only your car in justa couple of years. About halfof the Dutch citizens are interested in trade-offs that include swapping data for discounts.A model that centers trading data that supports customer insights into behavior and intentions for discounts is an easy applicable model for other sectors as well. Pilot Your Own Future of Retail The convergence of the physical and digital world is the future of retail. In this future consumers only care about the brand and their experience interacting with the brand. In order to align your brand with next generation shopping experiences, focus on these three actions: 1. Think services,not products.The Internet of Things enables an ecosystem around a product.Think of the connected thermostatNestthatuses all the data from individual devices to fine-tune their energy saving algorithms. Nestsells a productand provides the service of optimizing the way it works.Service thinking is as much about products as it is aboutcustomer experiences.Take Disneyfor example.Disneyoffers visitors a RFID enabled device called the MagicBand.The MagicBand acts as a room key for the hotel, an authentication for booked reservations for shows and restaurants and as a paymentmethod for the entire park. Using this band Disneyoffers the service of leaving your stuff in the hotel and enjoying the park in a friction free manner. Consumers do notmake a distinction between a productand the accompanying services.This calls for thinking about services you can offer that really add value to the customer experience.This way of thinking is called Service Design Thinking,an approach that combines differentmethodologies and tools from several disciplines. To get started with Service Design Thinking use these five principles: • User-Centered:Services should be experienced through the customer’s • Co-Creative: eyes. All stakeholders should be included in the service design • Sequencing:process. The service should be visualized as a sequence ofinterrelated • Evidencing:actions. Intangible services should be visualized in terms of physical • Holistic:artifacts. The entire environmentof a service should be considered. Start doing this by organizing a workshop with all stakeholders in order to create or improve services that support your customer experience. 2. Personalize:Optimize with Data and Profiling Customer experience should always have the highestpossible level of personalization.New data streams supportthis goal byadding new layers of information.Context is the key concepthere. Understanding when and how a customer is using your product,how a customer is moving inside the store,when a customer is mostlikelyto be receptive to an interruption,and whatkind of interruption will be experienced as the mostvaluable at that particular moment.Making these types of data actionable is key in creating better experiences.As we said before, the ability to manage data efficiently and effective has never been so critical for success. It’s crucial to get an understanding ofwhatcontext means for your business.The answer is often found in combining existing and new sources of data made available due to mobile interactions, sensors and social media. In thinking aboutcontext we can distinguish human factors and physical environment factors. Human factors related to context are about information on the user(knowledge of habits, emotional state, historic contact- and transactional data, behavioral patterns, co-location of others and social interaction). Context related to physical environment factors is
  6. 6. about location (current position, location history, shared locations), infrastructure (surrounding resources for computation, communication, task performance) and physical conditions such as noise and light. Start by analyzing what contextual data you are already collecting and see if you can combine different data sets to gain new insights. Also check what types of contextual data you are not gathering at all and prioritize those in your data strategy. 3. Design,Experimentand TestNon-Linear Customer Journeys Consumers are moving increasinglynon-linear between mobile,web and physical experiences with a growing number ofalways - on devices. This calls for the need to keep experimenting with existing and new touch points thatfit your customer journey.Look for the digital touch within the physical experience.What can Beacons teach you aboutthe relationship between an online purchase and a store walk-in? Look for cases and information to getcreative. Take a look at this research on In-Store marketing with micro-locations for instance to learn aboutdifferent types of Beacons and how they will supportyou goals.Work fast, iterate ideas,prototype experiences and pilotwith relevant stakeholders. The acceleration of technology driven innovations and the growing adoption by consumers is speeding up. If your attitude is wait and see, you’re basically inviting someone to make you irrelevant. New technological possibilities present a type of digital Darwinism: adapt or die! About Ubbo Maagdenberg With his valuable insightand entrepreneurial vision,Ubbo is considered to b e a front runner in the implementation ofnew business concepts based on online structures.He combines an analytical background with firm knowledge ofbrand strategy and sales,to create, marketand activate the worlds best marketing data platforms in the cloud. Ubbo is one of the founders of Emark and currently acting CIO. • • +31 (0)23 551 88 99 • Wilhelminastraat9 • 2011 VH Haarlem •The Netherlands