Today’s Webinar
Drive Revenue and Loyalty by
Engaging Mobile and Social Consumers
Dr. Phil Hendrix Doug Stephens Ashok Kartham
Founder and Director, Retail Prophet Founder and CEO, Mize
immr and GigaOm @retailprophet @mizecom
Pro analyst
@phil_hendrix
Sponsored by Mize, Inc.
April 11, 2013 #smarterengagement

Overview – Topics/Agenda
Loyalty and Engagement
The Mobile Opportunity
Consumer Motivations – Frictions, Shoulds and Wants
Consumer Experience and Moments of Truth
PEERSM Strategies
Mobile Impacts
Customer Expectations
Key Success Factors
m1ize vision/platform
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
2
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

For Additional Perspectives, Discussion
• The Third Shelf
• The End of Marketing
• The Future of The Retail
Store
• The Real Competition Isn’t
Your Competitors
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
3
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

Loyalty and its Rewards
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
4
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

In the Ideal World5.
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
5
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

In the Real World, Gears Often Aren’t Aligned
Gaps, disconnects and conflicts
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
6
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

Symptoms of EDD (Engagement Deficit Disorder)
Showrooming Uncertainty
Churn Rate Risks
Returns Time Costs
Marketing $
Failure Rate Indifference Regret
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
7
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

“Terms of Engagement”
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
8
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

Loyalty is Elusive
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
9
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

The Mobile Opportunity
“[How long] could your
business survive
without marketing?”
Doug Stephens, @RetailProphet
“Soon [your mobile
device] will be a remote
control for your life5”
Peter Fenton, Benchmark Capital, 12/2012
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
10
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

Moments of Truth
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
11
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

Are Retailers Delighting Consumers?
Avg – 25%
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
12
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

The Consumer Journey – aka “The Third Shelf”
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
13
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

How Happy Are Consumers?
immr
Shopping Study
Smart phone
owners in the U.S.
n = 500
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
14
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

Consumer Motivations
Minimizing Enabling Maximizing
Friction Shoulds Wants
Avoid, minimize, “Good for You”
Recognition
or eliminate (Resolutions)
Entertainment
Acceptance
Education
Savings
Food
Social
Fitness
Fun
Green
Cost
Annoyances
Time
Bad outcomes
Uncertainty
“Satisfice” “Maximize”
Risk
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
15
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

Engaging Customers with PEERSM Strategies
Learn† &
Adapt
Surprise/
Delight
Remove
Frictions
Reinforce
†
Securely, with full transparency
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
16
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

Mobile Ever Connected
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
17
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

Consumers’ Expectations
Trusted Business Partners should know…
Who I
What am… Where I
I Like am
What I What’s
respond to Nearby
What I’ve What’s
bought going On
Where Where
I’ve been What I’m going
I need
Source: Dr. Phil Hendrix, How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
18
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

More about PEERSM Strategies
Leverage data about consumers and their
Personalize context to increase the relevance,
timeliness and value of communications,
Allows airports to tailor info
for travelers based on
offers and customer experiences profile, destination
Help customers complete tasks and
accomplish their goals by minimizing the
Enable risk, time, and effort as they shop,
Mini owners can detect
compare, purchase and use your products
other owners, share tips
Surprise and delight customers by
anticipating and helping them fulfill
Enhance functional requirements, emotional needs Guests can manage
experience (FastPasses,
and aspirations
reservations, rides, etc.)
Using feedback, encouragement, rewards
and social influence, reinforce customers
Reward as they engage in behaviors that are
Allows hotels to
personalize rewards,
mutually beneficial experiences based on
guest’s social profile
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
19
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

Mobile Improves Consumers’ Experience
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
20
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

Digital Signals Key to Personalization
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
21
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

More on PEERSM Strategies
See also:
Raising the Bar – Mobile and Customer Loyalty†
Engaging Connected Consumers – Strategies for
Brands, Retailers and Local Businesses†
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
22
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

Ready to Engage?
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
23
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

Smarter Customer Engagement
Ashok Kartham
CEO
24

Transform how you engage customers
The overwhelming majority of
advertising/promotion/marketing/branding
investments and expenditures most
organizations make today are more about
"selling things" than "helping customers.“
– Michael Schrage “Invest in Your Customers More
Than Your Brand”
25

Transform how you engage customers
Brand centric focus Smarter Engagement
• Customer- Centric
• Want/Intent driven
• Relevant/ Personalized
to • Utility & Service at every
touch point
• Helping customers
• Advice & Education
• Powered by Customers
26

Smarter Customer Engagement
Systems of
Engagement
Systems of
Record
27

Product Discovery to Decision
Friend’s recommendation Learn more
28

Product Discovery to Decision
Compare Products Friends’ advice
29

Product Discovery to Decision
My Want List Buy from Retailer
30

Product Ownership and Support
Manage all products I own Easy access to Support
31

Product Ownership and Support
Warranty
status
Ext
Warranty
options
Order Accessories or consumables Warranty status & options
32

Consumer-Centric Smart Channel
Unified access to Products, Knowledge, Services

m-ize Smart Blox portfolio
Customer touch points
Branded Customer experience powered by
34

Value for Consumers & Brands
Simplify Customer Transform How
Experience Brands Engage
Consumers make faster & Better sales conversion &
more confident decisions
<=> accelerated revenue
Better value with product Lower Marketing & Support
purchase and use
<=> cost per Customer
Conveniently track all Engage customers at all
products owned/wanted
<=> touch points
Easier access to Brands and Better customer loyalty &
Friends
<=> advocacy
35

Q&A
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
36
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

Thank You
Facebook
Twitter
Mize, Inc.
info@m-ize.com
www.m-ize.com
YouTube
(813) 971-2666
8610 Hidden River Pkwy, Suite 200
Tampa, FL 33637
LinkedIn
Blog

Bio – Dr. Phil Hendrix
Dr. Phil Hendrix is the founder and director of immr, a research and advisory firm focused on
market opportunities afforded by new technologies, and an analyst with GigaOm Pro. He
specializes in helping organizations evaluate and capitalize on opportunities that are new>to>
customers and new>to>market. Dr. Hendrix has extensive experience uncovering customer
needs, identifying triggers and hurdles to adoption, and developing strategies that unlock
market opportunities, both B2C and B2B.
As an analyst, Phil focuses on mobile innovation and the implications for companies across
Dr. Phil Hendrix industries. He is a regular contributor at leading industry conferences, including GigaOm’s
Director, immr Mobilize, Structure:Data, Street Fight (hyperlocal), ad:tech, iMedia Summit, Social>Loco and
www.immr.org others. His current work focuses on mobile and its impact on consumer behavior, especially
+1 (770) 61211488 shopping, M>commerce and mobile payment.
phil.hendrix@immr.org As a consultant and advisor, Phil has led significant engagements with startups and Fortune
@phil_hendrix 100 clients in mobile, consumer electronics, and related categories, including financial
services, transportation, insurance and others. He works closely with senior management
and project teams on key issues, including market sizing, segmentation, positioning, and
branding as well as innovation, user experience, and customer retention. Over the course of
his career, Phil has helped clients conceive and successfully launch dozens of new products,
services and businesses.
Before founding immr, Phil was a partner with DiamondCluster (strategy and technology
consultancy), founder and head of IMS (Integrated Measurement Systems), and a principal
with Mercer Management Consulting (now Oliver Wyman). He has held faculty positions at
Emory University and the University of Michigan, where he taught courses in marketing,
research, and buyer behavior for MBAs and executives. While at Michigan Dr. Hendrix also
held a joint appointment as a research scientist in the Survey Research Center, Institute for
Social Research.
Additional information on immr perspectives and reports prepared by Dr. Hendrix is available
at immr and Slideshare, with additional information available at GigaOm Pro.
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
38
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

Bio – Doug Stephens
Doug Stephens is the founder of Retail Prophet and is one of the world's leading retail
industry futurists. He is an in>demand speaker for global organizations, governments and
trade associations on the future of consumerism.
Doug's work has influenced many of North America's best>known retailers and brands
including Wal>Mart, Home Depot, Razorfish, Citibank, Disney, WestJet and Air Miles. His
thinking has been featured in publications like Advertising Age, Profit, Canadian Business,
The Globe & Mail and Forbes.
Doug Stephens
www.retailprophet.com
Prior to founding Retail Prophet, Doug spent over 20 years in the retail industry. He has held
@retailprophet
senior international roles including the leadership of one of New York City's most historic retail
chains.
He is the author of the groundbreaking book, The Retail Revival: Reimagining Business For
The New Age of Consumerism. Doug is also a regular guest on the acclaimed television
series App Central TV and a contributor to CBC Radio. He sits on the advisory boards of a
mobile technology company and the Dx3 digital conference.
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
39
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

immr – Recent and Forthcoming Reports
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers†
Engaging Connected Consumers – Strategies for Brands, Retailers and Local
Businesses†
If Shopping is Broken, Can Mobile Fix it?†
Raising the Bar – Mobile and Customer Loyalty†
Social + Location + Mobile: SoLoMo Analytics and the Transformation of Shopping†
How Consumers Are Using Local Search
Mobilizing the Enterprise with Custom Mobile Solutions: Pt. 1 and 2
The Promise of Hyperlocal: Opportunities for Publishers and Developers
Tuning into Consumers’ Digital Signals
How SoLoMo is Empowering Consumers, Transforming
Shopping, and Disrupting Advertising and Retailing
Location – the Epicenter of Mobile Innovation †
Forthcoming
Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers
40
Webinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement