A lecture held by our Business Developer Daniel Eliasson during a conference about retail and e-commerce. Where he go trough the customer journey and the importance of those. What is connecting customer journeys? Superdigital and Superhuman - use the best of the two worlds. The importance of one-to-one marketing, loyalty and mobile payment solution. How these should wok together for best effect. Relevant cases like McDonalds, Kicks.

1. +46 (0)760 405012
daniel.eliasson@apegroup.com
Daniel Eliasson
Speaker, advisor
Founder: xwine.se GNOSCO
Bus.developer: Apegroup

2. Copyright©2014Apegroup.
Thereisa
newdrug
inthestreets

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5. Industriesarebeingredefined
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MATURITY
TIME
Media Retail Hotels
- Healthcare
- Automotive
- Logistics
- B2B industry
- Finance

6. Banking is
necessary.
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Banking is
necessary.
Banksare
not.
- Bill Gates

7. Logisticisintransformation
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Logistics
isin
transformation

8. Orcomputer
onwheels
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Every industry becomes a
platform for innovation
A car?

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Majorchanges
intheretail
industries
E-commerce goes physical
Traditional (physical) stores
goes e-commerce
…and some goes full-out Omni

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Whatif….?

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Socialplayers
enterthe
commercearea

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MobileE-commerce
or
mobilityshopping

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Statistics

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…itisgrowing

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…and
growing

17. Are you surprised by the adoption
speed of mobile commerce?
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18. Turbospeed?
• It took AOL (America Online) 9 years to get to 1 million users.
• It took Facebook 9 months.
• It took the mobile app, “Draw Something” 9 days!
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- Your customer journey is
constantly changing
CustomerJourney

20. CustomerJourney-alwayschanging
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In-store (Shelf)
Mobile app
Mobile web
In-store (POS)
Tablet app
Web
Loyalty card
Outdoor media
Campaigns
In-Store (Screens)
Awareness
Research &
Compare
Evaluate
fit & feel
Search Add to basket
Postal service
Purchase Anticipate
Delivery /
Pick-up
Return Share / reviewUse
In-store (Staff)

21. Physicalstore-Backinthedays
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In-store (Shelf)
Mobile app
Mobile web
In-store (POS)
Tablet app
Web
Loyalty card
Outdoor media
Campaigns
In-Store (Screens)
Awareness
Research &
Compare
Evaluate
fit & feel
Search Add to basket
Postal service
Purchase Anticipate
Delivery /
Pick-up
Return Share / reviewUse
In-store (Staff)
In store

22. Physicalstore-Yesterday
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In-store (Shelf)
Mobile app
Mobile web
In-store (POS)
Tablet app
Web
Loyalty card
Outdoor media
Campaigns
In-Store (Screens)
Awareness
Research &
Compare
Evaluate
fit & feel
Search Add to basket
Postal service
Purchase Anticipate
Delivery /
Pick-up
Return Share / reviewUse
In-store (Staff)
In store

23. Physicalstore-Today
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In-store (Shelf)
Mobile app
Mobile web
In-store (POS)
Tablet app
Web
Loyalty card
Outdoor media
Campaigns
In-Store (Screens)
Awareness
Research &
Compare
Evaluate
fit & feel
Search Add to basket
Postal service
Purchase Anticipate
Delivery /
Pick-up
Return Share / reviewUse
In-store (Staff)
In store

24. Example
Kicks
Personel have access to information in
a mobile situation, in the store.
Personel know that customer might
come from digital touch points and are
prepared.
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25. E-Commerce-Backinthedays
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In-store (Shelf)
Mobile app
Mobile web
In-store (POS)
Tablet app
Web
Loyalty card
Outdoor media
Campaigns
In-Store (Screens)
Awareness
Research &
Compare
Evaluate
fit & feel
Search Add to basket
Postal service
Purchase Anticipate
Delivery /
Pick-up
Return Share / reviewUse
In-store (Staff)
E-commerce

26. E-Commerce-Yesterday
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In-store (Shelf)
Mobile app
Mobile web
In-store (POS)
Tablet app
Web
Loyalty card
Outdoor media
Campaigns
In-Store (Screens)
Awareness
Research &
Compare
Evaluate
fit & feel
Search Add to basket
Postal service
Purchase Anticipate
Delivery /
Pick-up
Return Share / reviewUse
In-store (Staff)
E-commerce

27. E-Commerce-Today
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In-store (Shelf)
Mobile app
Mobile web
In-store (POS)
Tablet app
Web
Loyalty card
Outdoor media
Campaigns
In-Store (Screens)
Awareness
Research &
Compare
Evaluate
fit & feel
Search Add to basket
Postal service
Purchase Anticipate
Delivery /
Pick-up
Return Share / reviewUse
In-store (Staff)
E-commerce

28. Example-Netonnet
Mobile price comparison at your competitors physical store.
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Example
Netonnet
Mobile price comparison at your
competitors physical store.

29. Example-Zalando,
Sportamore
Clothes and Media leads mobile device purchase
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Example
Zalando,
Sportamore
Clothes and Media leads
mobile device purchase

30. Journeyacrosstouchpoints
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In-store (Shelf)
Mobile app
Mobile web
In-store (POS)
Tablet app
Web
Loyalty card
Outdoor media
Campaigns
In-Store (Screens)
Awareness
Research &
Compare
Evaluate
fit & feel
Search Add to basket
Postal service
Purchase Anticipate
Delivery /
Pick-up
Return Share / reviewUse
In-store (Staff)
In store
E-commerce

31. Example
Kicks
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Add on to existing e-commerce
order
Payment solution that is totally
seamless between e-commerce
and physical store

32. You constantly have to analyse how your
customers are moving between touch-points
and by that constantly improve the experience
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UseaLAB
Experimenting with
the lovely mess of
digital and physical

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Connecting
customerjourneys

35. Doyouownthecompletecustomerjourney?
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Awareness
Research &
Compare
Evaluate
fit & feel
Search Add to basket Purchase Anticipate
Delivery /
Pick-up
Return Share / reviewUse
Prisjakt,
etc.
Your Company
Payment
company
(Klarna,
Dibs, etc.)
Logistic
company
Many other
products in
the eco-
system
Your
company

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Example
mathem.se
mathem.se have their own drivers
and delivery trucks in order to
secure the customer experience

37. Doyouownthecompletecustomerjourney?
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Awareness
Research &
Compare
Evaluate
fit & feel
Search Add to basket Purchase Anticipate
Delivery /
Pick-up
Return Share / reviewUse
Prisjakt,
etc.
Your Company
Payment
company
(Klarna,
Dibs, etc.)
Logistic
company
Many other
products in
the eco-
system
Your
company

38. Focuson
theproduct
andits
ecosystem
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39. Doyouownthecompletecustomerjourney?
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Awareness
Research &
Compare
Evaluate
fit & feel
Search Add to basket Purchase Anticipate
Delivery /
Pick-up
Return Share / reviewUse
Prisjakt,
etc.
Your Company
Payment
company
(Klarna,
Dibs, etc.)
Logistic
company
Many other
products in
the eco-
system
Your
company

40. Qliro
/Cdon
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41. EspressoHouse
A more integrated and customised mobile payment solution
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42. Focus on every part of the journey,
and you will have happier customers
and by that more revenue
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Mobilityshopping
It is digital and physical
and the combination of both

44. Pre-open
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45. Beacons
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46. Loyalty
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Loyalty and mobile
shopping is the
perfect match

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Youcan’treally
talktoanyone
throughaplastic
card,nowcanyou?

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Netonnet
Mediamarkt
Dormy
Apoteket
Lunchrestauranger
Linas Matkasse
Middagsfrid
Lensway
IKEA
SF
SATS
Tandläkare
Frisören Sören
Espressohouse
Starbucks
McDonalds
ICA
SL
Frequent purchaseSeldom purchase
Low
loyalty
High
loyalty

49. Identify what kind of customers and purchase
behaviour you have and then adapt the experience
and the mobile payment solutions
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McDcase

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One-To-One
conversation

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Driving
footfall

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Easy
payment

54. Focus on loyalty and one-to-one marketing
…and through that successfully introduce
mobile payment
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55. Combine
superdigital
andsuperhuman
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56. Superdigitalbutnothuman
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57. Superhumanbutnotdigital
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Example-AppleStore

59. SuperHumanExperience
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Customer (Human)
Staff & Organsiation
(Human)

60. SuperDigitalExperience
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Customer (Human)
Digital services
(Digital)

61. Adigitalsupportingexperience
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Digital services
(Digital)
Staff & Organsiation
(Human)

62. IntegratedExperience-SuperDigitalANDSuper
Human
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Staff & Organsiation
(Human)
Customer (Human)
Digital services
(Digital)

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Itdoesn’t
havetobe
thathard…
…asmallbus
companycan
doit..

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1. Think both digital and physical world when you choose payment solution
2. Every single part of your customer journey is important
3. Loyal customers or not - identify where you are and adapt the experience and
mobile payment solution accordingly
4. You have to provide an end-to-end solution for mobile payment, loyalty and one-to-
one marketing communication
Tosumitup…

65. Thanks!
Daniel Eliasson
+46 (0)760 405012
daniel.eliasson@apegroup.com