DIGITAL
MULTI SCREEN
STRATEGY 2013
December 2013
Shay Rosen, Head of Strategy & consulting
SHAY ROSEN
Head of Strategy & Consulting
realcommerce
Shayr@realcommerce.co.il
http://www.linkedin.com/in/shayrosen
http:/...
Major change in day to day life
2010
1ST MULTI SCREEN STRATEGY

WWW

app
Mobile web
1990’s
2000’s
2008
2010
2014 ?
2014
Change is the
only constant.
SO?
What do we need?
A Multiscreen Strategy
•
•
•
•
•

Clear Customer Engagement Strategy
Rapid Development process
Measurement and Optimization
Enabling infrastructu...
•
•
•
•
•

Clear Customer Engagement Strategy
Rapid Development process
Measurement and Optimization
Enabling infrastructu...
MULTI SCREEN Ecosystem

1024px

Self care/
commerce
app(s)

800px

Marketing
app(s)

640px

Innovation
App(s)
Types of Customer Engagement
Attract/
Provide info

Potentials

Website/
Marketing app

Casual
Create
relationship

Websit...
REAL LIFE CUSTOMER BEHAVIOR
The Multi Screen Customer Journey
Awareness
Attraction

Website
Mobile
Website

Mobile
app

Consideration
Information

Dec...
3 Key questions to ask
Frequency of
use

Importance of
UX

Type of
customer

High

Low

Critical

Not
Critical

Existing

...
USAA – MULTI SCREEN + INNOVATION
A MULTI SCREEN ORGANIZATION
A MULTI SCREEN ORGANIZATION
Case Study (1) – Supermarket Chain

Expected frequency of use: Once a week
Importance of user experience: Critical
Type of...
Supermarket Multi Screen Customer Journey
Awareness
Attraction

Website
Mobile
Web

Mobile
app

Consideration
Information
...
Supermarket Chain Strategy – Website + app
Case Study (2) – Strauss Water Israel

Expected frequency of use: not frequent
Importance of user experience: medium
Type ...
Strauss Water Multi-screen Customer Journey
Awareness
Attraction

Website
Mobile
Web

Mobile
app

Consideration
Informatio...
•
•
•
•
•

Clear Customer Engagement Strategy
Rapid Development process
Measurement and Optimization
Enabling infrastructu...
Development process Today

Briefing

RFP

UI

Design

Spec

Dev
Rapid Development process

UI

Design

Spec

Dev
Rapid Development process

UI

Design

Spec

Dev
Rapid Development process

UI

Design

Spec

Dev
Rapid Development process

UI

Design

Spec

Dev
Rapid Development process

UI

Design

Spec

Dev
Measurement and optimization

UI

Design

Spec

Dev

Optimize

Measure
•
•
•
•
•

Clear Customer Engagement Strategy
Rapid Development process
Measurement and Optimization
Enabling infrastructu...
Enabling infrastructure
Company’s Legacy system’s

CRM

ERP

Finance

Customer facing apps – Web, mobile, tablet etc.
Enabling infrastructure
Company’s Legacy system’s

CRM

ERP

Finance

Integration Layer

Application Layer
CMS
Customer fa...
Enabling infrastructure
Company’s Legacy system’s

CRM

ERP

Finance

Integration Layer

Application Layer
CMS
Customer fa...
Architecture
•
•
•
•
•

Clear Customer Engagement Strategy
Rapid Development process
Measurement and Optimization
Enabling infrastructu...
•
•
•
•

Launch
Make mistakes
Measure, Listen to feedback
Get better
Wrap up
Change is the only constant

Create an enabling infrastructure
Shorten development cycles

Keep the customer journ...
How can realcommerce help?
Plan your Multi-Screen strategy right
Create a winning UX& UI on all screens

Build a robust Mo...
THANKS!
December 2013
Shay Rosen, Head of Strategy & consulting
SHAY ROSEN
HEAD OF STRATEGY & CONSULTING
REALCOMMERCE
Shayr@realcommerce.co.il
http://www.linkedin.com/in/shayrosen
http:/...
Building a successful Multi-Screen Digital Strategy
Building a successful Multi-Screen Digital Strategy
Building a successful Multi-Screen Digital Strategy
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Building a successful Multi-Screen Digital Strategy

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New digital channels are popping and adopted by customers everyday in a growing pace. Organizations need to develop a strategy that will enable fast response and service exposure on every new channel. The digital strategy should contain 4 main pillars to be successful: Customer engagement strategy, rapid development process, measurement and optimization means and an enabling technology infrastructure. Presentation discusses how to put it all together.

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  • Perfectly Described about customer engagement Strategies. Digital marketing plays vital role now a days. Due to rapid growth in technology world things which was 10years before is totally different from now. social Media platform, Developed version of mobiles, Tablets all are part of our life. Isn't it amazing. here is few ideas which helps to engage your customers are described here -
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Building a successful Multi-Screen Digital Strategy

  1. 1. DIGITAL MULTI SCREEN STRATEGY 2013 December 2013 Shay Rosen, Head of Strategy & consulting
  2. 2. SHAY ROSEN Head of Strategy & Consulting realcommerce Shayr@realcommerce.co.il http://www.linkedin.com/in/shayrosen http://www.facebook.com/shayrs http://www.slideshare.net/shayrs M: 052-5118539
  3. 3. Major change in day to day life
  4. 4. 2010
  5. 5. 1ST MULTI SCREEN STRATEGY WWW app
  6. 6. Mobile web
  7. 7. 1990’s
  8. 8. 2000’s
  9. 9. 2008
  10. 10. 2010
  11. 11. 2014 ?
  12. 12. 2014
  13. 13. Change is the only constant.
  14. 14. SO? What do we need?
  15. 15. A Multiscreen Strategy
  16. 16. • • • • • Clear Customer Engagement Strategy Rapid Development process Measurement and Optimization Enabling infrastructure Braveness
  17. 17. • • • • • Clear Customer Engagement Strategy Rapid Development process Measurement and Optimization Enabling infrastructure Braveness
  18. 18. MULTI SCREEN Ecosystem 1024px Self care/ commerce app(s) 800px Marketing app(s) 640px Innovation App(s)
  19. 19. Types of Customer Engagement Attract/ Provide info Potentials Website/ Marketing app Casual Create relationship Website/ Self care app Regular Retention Self care app
  20. 20. REAL LIFE CUSTOMER BEHAVIOR
  21. 21. The Multi Screen Customer Journey Awareness Attraction Website Mobile Website Mobile app Consideration Information Decision Tools/ upsell Purchase Sales Post Sale Service
  22. 22. 3 Key questions to ask Frequency of use Importance of UX Type of customer High Low Critical Not Critical Existing New app Web app Web app Web
  23. 23. USAA – MULTI SCREEN + INNOVATION
  24. 24. A MULTI SCREEN ORGANIZATION
  25. 25. A MULTI SCREEN ORGANIZATION
  26. 26. Case Study (1) – Supermarket Chain Expected frequency of use: Once a week Importance of user experience: Critical Type of customer: Existing
  27. 27. Supermarket Multi Screen Customer Journey Awareness Attraction Website Mobile Web Mobile app Consideration Information Decision Tools/ upsell Purchase Sales Post Sale Service
  28. 28. Supermarket Chain Strategy – Website + app
  29. 29. Case Study (2) – Strauss Water Israel Expected frequency of use: not frequent Importance of user experience: medium Type of customer: New & Existing
  30. 30. Strauss Water Multi-screen Customer Journey Awareness Attraction Website Mobile Web Mobile app Consideration Information Decision Tools/ upsell Purchase Sales Post Sale Service
  31. 31. • • • • • Clear Customer Engagement Strategy Rapid Development process Measurement and Optimization Enabling infrastructure Braveness
  32. 32. Development process Today Briefing RFP UI Design Spec Dev
  33. 33. Rapid Development process UI Design Spec Dev
  34. 34. Rapid Development process UI Design Spec Dev
  35. 35. Rapid Development process UI Design Spec Dev
  36. 36. Rapid Development process UI Design Spec Dev
  37. 37. Rapid Development process UI Design Spec Dev
  38. 38. Measurement and optimization UI Design Spec Dev Optimize Measure
  39. 39. • • • • • Clear Customer Engagement Strategy Rapid Development process Measurement and Optimization Enabling infrastructure Braveness
  40. 40. Enabling infrastructure Company’s Legacy system’s CRM ERP Finance Customer facing apps – Web, mobile, tablet etc.
  41. 41. Enabling infrastructure Company’s Legacy system’s CRM ERP Finance Integration Layer Application Layer CMS Customer facing apps – Web, mobile, tablet etc.
  42. 42. Enabling infrastructure Company’s Legacy system’s CRM ERP Finance Integration Layer Application Layer CMS Customer facing apps – Web, mobile, tablet etc.
  43. 43. Architecture
  44. 44. • • • • • Clear Customer Engagement Strategy Rapid Development process Measurement and Optimization Enabling infrastructure Braveness
  45. 45. • • • • Launch Make mistakes Measure, Listen to feedback Get better
  46. 46. Wrap up Change is the only constant Create an enabling infrastructure Shorten development cycles Keep the customer journey in mind Learn on the go Listen – Get better 30% of your traffic comes from Non Desktop devices. It’s only growing. Multiscreen is here to stay!
  47. 47. How can realcommerce help? Plan your Multi-Screen strategy right Create a winning UX& UI on all screens Build a robust Mobile Development Infrastructure with Plan & develop Native & Hybrid smartphone apps Responsive website
  48. 48. THANKS! December 2013 Shay Rosen, Head of Strategy & consulting
  49. 49. SHAY ROSEN HEAD OF STRATEGY & CONSULTING REALCOMMERCE Shayr@realcommerce.co.il http://www.linkedin.com/in/shayrosen http://www.facebook.com/shayrs http://www.slideshare.net/shayrs M: 052-5118539

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