Advancements in mobile technologies are impacting nearly every aspect of the retail industry. As our research confirms, retailers can no longer treat individuals and market segments as one homogenous entity. Winning in mobile commerce will depend on companies' ability to capture and analyze optimum, real-time data from digital, physical and personal sources, and deliver highly personalized, contextually relevant experiences to today's "markets of one."
2ND ANNUAL IN-STORE DIGITAL RETAIL STUDY: EXPLORING THE REALITY OF THE DIGITA...aeinhorn2
How does your brand respond to the challenge of the digitally-connected customer? SapientNitro recently conducted a study to find out which brands are responding to this challenge, and the results were surprising.
Catch and Keep Digital Shoppers - How To Deliver Retail Their WayHiten Sethi
A new study by the Cisco Internet Business Solutions Group (IBSG) reveals that web-based digital content is now the most powerful influence on buying decisions for shoppers across all retail channels. The study surveyed 5,000 shoppers across five countries: the United States, United Kingdom, Brazil, Mexico, and China.
As online technology and services develop, mobile online technology and services of the same kind are sure to follow. This is true of mobile commerce. E-commerce has grown significantly over the past 10 years; and today, mobile commerce not only offers shoppers the same browser-based purchasing services via mobile, but in fact, allows more seamless crossing of channels from digital shopping to in-store shopping.
Here is our latest white paper, Passport To Purchase: M-Commerce, and read more abut the mobile evolution and its implications on CPGs, cross-channel approaches, target demographics, purchase behaviors, and more.
1) The retail industry in Mexico has undergone significant changes with the rise of digital technologies and ecommerce, though many retailers have failed to fully leverage the potential of digital channels.
2) Digital devices are increasingly influencing consumer purchasing behaviors both online and in stores.
3) Retailers need to integrate their digital and physical shopping experiences and properly address consumer needs and wants in order to close the "new digital divide".
Digital Shopping Behavior in an ‘Internet of Everything’ WorldHiten Sethi
Cisco's annual study on consumer shopping behavior once again pushes the envelop to establish a well-known fact - the store has gone 'digital'! We saw a 64% rise in the Uber Digital population that now frequently uses smartphones and tablets to shop! A new-wave is coming in digital shopping, and we hope that retailers are awake.
Mobile advertising spend is up 80% over the last year, but sales from mobile represent only 1% of commerce. While initial mobile performance seems low, analytics tools cannot fully measure mobile's impact because they fail to track how consumers use multiple devices before purchasing. To better understand mobile's influence, retailers must analyze consumer behavior and measure metrics beyond single-device transactions, such as how mobile drives in-store sales and new customer registrations.
The Shopping Mindset of the Mobile ConsumerLee Hanxue
The document discusses findings from a survey about mobile shopping behaviors. Some key points:
1) While many consumers own smartphones, mobile shopping experiences still need improvement in areas like usability and security. Shopping app usage is currently limited.
2) Smartphones are commonly used to locate stores, research products and prices before visits and in stores. Over 60% of smartphone owners have made purchases on their phone.
3) Common pre-store shopping activities on smartphones include checking store locations, sales, competitive prices, browsing online stores, and reading reviews. In-store activities focus on coupons, price checks, and further product research.
4) Mobile shopping is expected to grow significantly in the near future
2ND ANNUAL IN-STORE DIGITAL RETAIL STUDY: EXPLORING THE REALITY OF THE DIGITA...aeinhorn2
How does your brand respond to the challenge of the digitally-connected customer? SapientNitro recently conducted a study to find out which brands are responding to this challenge, and the results were surprising.
Catch and Keep Digital Shoppers - How To Deliver Retail Their WayHiten Sethi
A new study by the Cisco Internet Business Solutions Group (IBSG) reveals that web-based digital content is now the most powerful influence on buying decisions for shoppers across all retail channels. The study surveyed 5,000 shoppers across five countries: the United States, United Kingdom, Brazil, Mexico, and China.
As online technology and services develop, mobile online technology and services of the same kind are sure to follow. This is true of mobile commerce. E-commerce has grown significantly over the past 10 years; and today, mobile commerce not only offers shoppers the same browser-based purchasing services via mobile, but in fact, allows more seamless crossing of channels from digital shopping to in-store shopping.
Here is our latest white paper, Passport To Purchase: M-Commerce, and read more abut the mobile evolution and its implications on CPGs, cross-channel approaches, target demographics, purchase behaviors, and more.
1) The retail industry in Mexico has undergone significant changes with the rise of digital technologies and ecommerce, though many retailers have failed to fully leverage the potential of digital channels.
2) Digital devices are increasingly influencing consumer purchasing behaviors both online and in stores.
3) Retailers need to integrate their digital and physical shopping experiences and properly address consumer needs and wants in order to close the "new digital divide".
Digital Shopping Behavior in an ‘Internet of Everything’ WorldHiten Sethi
Cisco's annual study on consumer shopping behavior once again pushes the envelop to establish a well-known fact - the store has gone 'digital'! We saw a 64% rise in the Uber Digital population that now frequently uses smartphones and tablets to shop! A new-wave is coming in digital shopping, and we hope that retailers are awake.
Mobile advertising spend is up 80% over the last year, but sales from mobile represent only 1% of commerce. While initial mobile performance seems low, analytics tools cannot fully measure mobile's impact because they fail to track how consumers use multiple devices before purchasing. To better understand mobile's influence, retailers must analyze consumer behavior and measure metrics beyond single-device transactions, such as how mobile drives in-store sales and new customer registrations.
The Shopping Mindset of the Mobile ConsumerLee Hanxue
The document discusses findings from a survey about mobile shopping behaviors. Some key points:
1) While many consumers own smartphones, mobile shopping experiences still need improvement in areas like usability and security. Shopping app usage is currently limited.
2) Smartphones are commonly used to locate stores, research products and prices before visits and in stores. Over 60% of smartphone owners have made purchases on their phone.
3) Common pre-store shopping activities on smartphones include checking store locations, sales, competitive prices, browsing online stores, and reading reviews. In-store activities focus on coupons, price checks, and further product research.
4) Mobile shopping is expected to grow significantly in the near future
The document provides an overview of trends in the in-store consumer shopping experience as it relates to the evolution of point-of-sale (POS) technology and digital/mobile commerce. It notes that consumers are increasingly using mobile technologies like smartphones to research products, compare prices, and make purchases both in-store and online. This has disrupted traditional retail models and benefited online retailers. It also discusses the convergence of coupons, loyalty programs, and payments onto digital platforms and the growth of mobile payments. Retailers face threats from "showrooming" but can counter this with integrated digital offerings that provide personalized deals and experiences to consumers.
The connected shopper. Fallacy fad or reality?Simon Etchells
Does the connected shopper really exist? Is ominchannel a trend or the future?
As the line between physical and digital begins to blur, what is the role, relevance and importance of the various channels in “omni channel”? With examples, case studies and insights I explore what the connected shopper paradigm means for now and the future.
Ubiquitous Computing and the In-Store Shopping ExperienceRosetta Marketing
Jonathan Morgan, Experience Director at Rosetta, unpacks "Ubiquitous Computing and the In-Store Shopping Experience" in his presentation to UXPA Cleveland.
Rethink Retail: Create the Future of Shopping TodayCognizant
Rethink Retail: Create the Future of Shopping Today discusses how retailers can transform their business for the modern, multi-channel shopping environment. Today's consumers shop across multiple channels and expect seamless, personalized experiences. The document recommends that retailers focus on understanding their customers, leveraging customer insights, delivering relevant experiences across channels, and building solutions that can solve problems today and adapt for the future. Retailers need to get products and information to customers on any device and through emerging technologies, while also optimizing their operations and organizational structure for the new landscape.
Consumers are asking for tomorrow, today. Hence it is important to engage and understand customers to deliver personalized shopping experiences. The following study from IBM talks about how brands can leverage the power of Big Data and Analytics to optimise and deliver omni-channel retail experiences.
Global eCommerce Trends - Archanaa JohnArchanaa John
This document discusses global trends in ecommerce and mobile commerce adoption. It finds that global ecommerce is growing rapidly at 19.4% annually and is projected to reach $1 trillion by 2016. Mobile commerce is also growing significantly, with Forrester estimating that 38% of smartphone owners and 31% of tablet owners will make purchases on mobile devices in 2014. The document also examines ecommerce trends and adoption levels in different geographic regions, finding the US and Europe to be the most mature markets while markets in Asia-Pacific like India are growing rapidly.
In-Store Digital Retail Study: Exploring the Reality of the Digitally-Enabled...Hilding Anderson
The document discusses in-store digital retail and the changing retail landscape. It provides 6 research highlights from a study on in-store digital experiences. The highlights show that mobile tools and omni-channel shopping capabilities are widespread but interactive tools and cross-channel storytelling need more focus. The study also identifies 5 truths for the future of retail, including that physical and digital spaces have collapsed, stores still matter for services and interaction, and experiences need to be participatory and built around themes.
Omni-Channel Marketing – Bridging the Gap between Insight & ExecutionG3 Communications
This webinar discussed omnichannel marketing challenges in retail. Key points included:
1. Retailers need a single customer view, segmentation, revenue attribution across channels, and channel execution capabilities.
2. Recommendations involved a strategic framework to enable customer insight, automation, and execution across channels.
3. Case studies showed how data integration helped target promotions and personalize the in-store experience.
This document summarizes research from the Altagamma-McKinsey Online Observatory on digital trends in the luxury goods market. Some key findings include:
- Digital interactions now influence over 45% of luxury purchases, with pure online sales doubling in recent years and expected to reach 20 billion euros or 6% of the total luxury market by 2017.
- More than 70% of luxury shoppers own smartphones and about half own tablets, driving greater mobile engagement with brands online and influencing in-store purchases.
- While social media accounts for over half of all online mentions of luxury brands, fewer than one in three luxury shoppers actively post opinions online, and only 3% of posts are negative in sentiment.
The document summarizes key findings from a global survey of nearly 23,000 online shoppers conducted by PwC on consumer shopping behaviors and retail trends. Some of the main points from the summary are:
1) Chinese consumers are early adopters of new shopping behaviors like mobile commerce and provide insight into future global trends. What is popular in China now will become more widespread globally in the coming years.
2) While consumers prioritize value, price remains very important across all income levels and countries. However, value also incorporates intangibles like convenience and trust in addition to just price.
3) Affordability is a major driver of shopping decisions due to slow global economic growth. Consumers are
Top E-commerce Trends to Watch Out for in 2017i95Dev
Find out the top e-commerce trends that will drive the momentum of the e-commerce industry in North America (USA, Canada) and rest of the world in 2017.
The document discusses challenges facing Canadian retailers in creating personalized customer experiences. It outlines that Canadian shoppers now expect seamless omni-channel experiences but many retailers struggle to understand customers and integrate channels. The report advocates that retailers must refocus on customers by analyzing their shopping journeys and using insights from engagement to improve loyalty programs and personalization.
Algorithms Over Brands: How to Reach Today’s and Tomorrow’s AI-Augmented Cust...Cognizant
The rise of AI-powered systems is delivering new levels of consumer-augmented intelligence that brands must understand and interact with in order to stay relevant in their business categories.
The world can be your shopping cart in the post digital era. The digital world has transformed the way we shop. Our Retail team focuses on enhancing the shopping experience in clients’ retail locations by using innovative mobile, signage, and touchscreen technologies to create fully integrated stores. We call it retail with substance.
Consumer Packaged Goods (CPG) Industry - 5 Digital TransformationsNitin Jain
The document discusses five key digital transformations in the consumer packaged goods (CPG) industry: 1) Establishing direct consumer relationships through digital and social media platforms, 2) Harnessing data and predictive analytics to gain insights, 3) Leveraging mobility, social media, and location-based services, 4) Driving demand through digitally-enabled innovations like online ordering and home delivery, and 5) Adapting to consumers' multi-channel shopping behaviors across digital and physical channels. The CPG industry is rapidly adapting to remain relevant in the new digital landscape and directly engage with consumers.
This document outlines plans to transform digital retail marketing efforts according to 8 principles: always learning, creating experiences for all touchpoints, connecting with customers online, helping customers shop anywhere, listening to understand customer needs, knowing key metrics, quickly providing solutions, and collaborating across teams. The goal is to satisfy changing consumer expectations for seamless, personalized shopping. Retailers are urged to improve their online presence, engage customers on social media, respond to reviews, and enable digital shopping in stores. Teams are asked to assess skills, share best practices, and ensure top customer experiences online and through new technologies.
Global eCommerce sales are growing at 19% annually and accounted for $2.8 trillion in 2017. In Latin America, eCommerce sales reached $45 billion in 2017 and are projected to continue growing 20% annually. Mexico and Brazil lead Latin American eCommerce, with Mexico reaching $7.6 billion in sales in 2017 growing 23% and Brazil reaching $17.4 billion growing 10%. Major eCommerce players like Amazon and MercadoLibre dominate sales, but growth opportunities remain in categories like appliances and personal goods.
Consumers are increasingly in control of their shopping experiences, deciding where, how, and what to buy based on their own research. New technologies like smartphones and tablets are empowering consumers. Retailers are striving to provide omni-channel experiences across online and offline, but this is complex. While ecommerce is still a small percentage of total retail, it is growing rapidly and disrupting traditional retailers. Data and personalized experiences are key to meeting evolving consumer demands.
As the immediacy of receiving the products you need becomes a non-issue in e-commerce due to increasingly smart logistics, the main challenge left is the desire to try or feel the products first. This might be the simplest explanation for the rise of omni-channel, where the online, mobile or social channels, and brick & mortar stores, are mixed into a seamless shopping experience, each leveraging its own virtues and supporting the other channels at the same time. E-commerce is not, nor has it ever been, merely a ͞sales channel͟, and companies have adapted to this notion. ͞Don’t think of e-commerce as a channel. It’s a way for consumers to research, to buy, to experience brands and then, ultimately, to have them have fulfilled͟, says Coca-Cola North America’s EVP Sandy Douglas. E-commerce, therefore, is becoming a component of omni-channel commerce. Brick & mortar competitors establish digital presence, and previously pure-play digital competitors establish a physical presence. Recent acquisitions have established the market’s dynamics even further – e.g., Amazon’s acquisition of Whole Foods Market, and Walmart’s acquisition of Jet.com and Bonobos. More retailers today use stores as display spaces that support the need to try out and try on prior to purchasing online.
The Business Case for On-Demand Test ServicesCognizant
On-demand services offer a superior alternative to traditional QA service delivery models by providing a pay-per-use approach and enabling greater operational agility.
With iOS 8, Apple has built on the new IT model for a mobile workforce. Here is a quick guide for the enterprise on how iOS 8 may impact mobile initiatives.
The document provides an overview of trends in the in-store consumer shopping experience as it relates to the evolution of point-of-sale (POS) technology and digital/mobile commerce. It notes that consumers are increasingly using mobile technologies like smartphones to research products, compare prices, and make purchases both in-store and online. This has disrupted traditional retail models and benefited online retailers. It also discusses the convergence of coupons, loyalty programs, and payments onto digital platforms and the growth of mobile payments. Retailers face threats from "showrooming" but can counter this with integrated digital offerings that provide personalized deals and experiences to consumers.
The connected shopper. Fallacy fad or reality?Simon Etchells
Does the connected shopper really exist? Is ominchannel a trend or the future?
As the line between physical and digital begins to blur, what is the role, relevance and importance of the various channels in “omni channel”? With examples, case studies and insights I explore what the connected shopper paradigm means for now and the future.
Ubiquitous Computing and the In-Store Shopping ExperienceRosetta Marketing
Jonathan Morgan, Experience Director at Rosetta, unpacks "Ubiquitous Computing and the In-Store Shopping Experience" in his presentation to UXPA Cleveland.
Rethink Retail: Create the Future of Shopping TodayCognizant
Rethink Retail: Create the Future of Shopping Today discusses how retailers can transform their business for the modern, multi-channel shopping environment. Today's consumers shop across multiple channels and expect seamless, personalized experiences. The document recommends that retailers focus on understanding their customers, leveraging customer insights, delivering relevant experiences across channels, and building solutions that can solve problems today and adapt for the future. Retailers need to get products and information to customers on any device and through emerging technologies, while also optimizing their operations and organizational structure for the new landscape.
Consumers are asking for tomorrow, today. Hence it is important to engage and understand customers to deliver personalized shopping experiences. The following study from IBM talks about how brands can leverage the power of Big Data and Analytics to optimise and deliver omni-channel retail experiences.
Global eCommerce Trends - Archanaa JohnArchanaa John
This document discusses global trends in ecommerce and mobile commerce adoption. It finds that global ecommerce is growing rapidly at 19.4% annually and is projected to reach $1 trillion by 2016. Mobile commerce is also growing significantly, with Forrester estimating that 38% of smartphone owners and 31% of tablet owners will make purchases on mobile devices in 2014. The document also examines ecommerce trends and adoption levels in different geographic regions, finding the US and Europe to be the most mature markets while markets in Asia-Pacific like India are growing rapidly.
In-Store Digital Retail Study: Exploring the Reality of the Digitally-Enabled...Hilding Anderson
The document discusses in-store digital retail and the changing retail landscape. It provides 6 research highlights from a study on in-store digital experiences. The highlights show that mobile tools and omni-channel shopping capabilities are widespread but interactive tools and cross-channel storytelling need more focus. The study also identifies 5 truths for the future of retail, including that physical and digital spaces have collapsed, stores still matter for services and interaction, and experiences need to be participatory and built around themes.
Omni-Channel Marketing – Bridging the Gap between Insight & ExecutionG3 Communications
This webinar discussed omnichannel marketing challenges in retail. Key points included:
1. Retailers need a single customer view, segmentation, revenue attribution across channels, and channel execution capabilities.
2. Recommendations involved a strategic framework to enable customer insight, automation, and execution across channels.
3. Case studies showed how data integration helped target promotions and personalize the in-store experience.
This document summarizes research from the Altagamma-McKinsey Online Observatory on digital trends in the luxury goods market. Some key findings include:
- Digital interactions now influence over 45% of luxury purchases, with pure online sales doubling in recent years and expected to reach 20 billion euros or 6% of the total luxury market by 2017.
- More than 70% of luxury shoppers own smartphones and about half own tablets, driving greater mobile engagement with brands online and influencing in-store purchases.
- While social media accounts for over half of all online mentions of luxury brands, fewer than one in three luxury shoppers actively post opinions online, and only 3% of posts are negative in sentiment.
The document summarizes key findings from a global survey of nearly 23,000 online shoppers conducted by PwC on consumer shopping behaviors and retail trends. Some of the main points from the summary are:
1) Chinese consumers are early adopters of new shopping behaviors like mobile commerce and provide insight into future global trends. What is popular in China now will become more widespread globally in the coming years.
2) While consumers prioritize value, price remains very important across all income levels and countries. However, value also incorporates intangibles like convenience and trust in addition to just price.
3) Affordability is a major driver of shopping decisions due to slow global economic growth. Consumers are
Top E-commerce Trends to Watch Out for in 2017i95Dev
Find out the top e-commerce trends that will drive the momentum of the e-commerce industry in North America (USA, Canada) and rest of the world in 2017.
The document discusses challenges facing Canadian retailers in creating personalized customer experiences. It outlines that Canadian shoppers now expect seamless omni-channel experiences but many retailers struggle to understand customers and integrate channels. The report advocates that retailers must refocus on customers by analyzing their shopping journeys and using insights from engagement to improve loyalty programs and personalization.
Algorithms Over Brands: How to Reach Today’s and Tomorrow’s AI-Augmented Cust...Cognizant
The rise of AI-powered systems is delivering new levels of consumer-augmented intelligence that brands must understand and interact with in order to stay relevant in their business categories.
The world can be your shopping cart in the post digital era. The digital world has transformed the way we shop. Our Retail team focuses on enhancing the shopping experience in clients’ retail locations by using innovative mobile, signage, and touchscreen technologies to create fully integrated stores. We call it retail with substance.
Consumer Packaged Goods (CPG) Industry - 5 Digital TransformationsNitin Jain
The document discusses five key digital transformations in the consumer packaged goods (CPG) industry: 1) Establishing direct consumer relationships through digital and social media platforms, 2) Harnessing data and predictive analytics to gain insights, 3) Leveraging mobility, social media, and location-based services, 4) Driving demand through digitally-enabled innovations like online ordering and home delivery, and 5) Adapting to consumers' multi-channel shopping behaviors across digital and physical channels. The CPG industry is rapidly adapting to remain relevant in the new digital landscape and directly engage with consumers.
This document outlines plans to transform digital retail marketing efforts according to 8 principles: always learning, creating experiences for all touchpoints, connecting with customers online, helping customers shop anywhere, listening to understand customer needs, knowing key metrics, quickly providing solutions, and collaborating across teams. The goal is to satisfy changing consumer expectations for seamless, personalized shopping. Retailers are urged to improve their online presence, engage customers on social media, respond to reviews, and enable digital shopping in stores. Teams are asked to assess skills, share best practices, and ensure top customer experiences online and through new technologies.
Global eCommerce sales are growing at 19% annually and accounted for $2.8 trillion in 2017. In Latin America, eCommerce sales reached $45 billion in 2017 and are projected to continue growing 20% annually. Mexico and Brazil lead Latin American eCommerce, with Mexico reaching $7.6 billion in sales in 2017 growing 23% and Brazil reaching $17.4 billion growing 10%. Major eCommerce players like Amazon and MercadoLibre dominate sales, but growth opportunities remain in categories like appliances and personal goods.
Consumers are increasingly in control of their shopping experiences, deciding where, how, and what to buy based on their own research. New technologies like smartphones and tablets are empowering consumers. Retailers are striving to provide omni-channel experiences across online and offline, but this is complex. While ecommerce is still a small percentage of total retail, it is growing rapidly and disrupting traditional retailers. Data and personalized experiences are key to meeting evolving consumer demands.
As the immediacy of receiving the products you need becomes a non-issue in e-commerce due to increasingly smart logistics, the main challenge left is the desire to try or feel the products first. This might be the simplest explanation for the rise of omni-channel, where the online, mobile or social channels, and brick & mortar stores, are mixed into a seamless shopping experience, each leveraging its own virtues and supporting the other channels at the same time. E-commerce is not, nor has it ever been, merely a ͞sales channel͟, and companies have adapted to this notion. ͞Don’t think of e-commerce as a channel. It’s a way for consumers to research, to buy, to experience brands and then, ultimately, to have them have fulfilled͟, says Coca-Cola North America’s EVP Sandy Douglas. E-commerce, therefore, is becoming a component of omni-channel commerce. Brick & mortar competitors establish digital presence, and previously pure-play digital competitors establish a physical presence. Recent acquisitions have established the market’s dynamics even further – e.g., Amazon’s acquisition of Whole Foods Market, and Walmart’s acquisition of Jet.com and Bonobos. More retailers today use stores as display spaces that support the need to try out and try on prior to purchasing online.
The Business Case for On-Demand Test ServicesCognizant
On-demand services offer a superior alternative to traditional QA service delivery models by providing a pay-per-use approach and enabling greater operational agility.
With iOS 8, Apple has built on the new IT model for a mobile workforce. Here is a quick guide for the enterprise on how iOS 8 may impact mobile initiatives.
Customer Experience Management: The New Playbook for Indian Manufacturing Org...Cognizant
In an era of fraying customer loyalty and tightening competition in the Indian market, manufacturers need a well-defined customer experience management strategy to enhance customer satisfaction and consequently, revenues.
Sliding Oil Prices: Predicament or ProspectCognizant
Sliding oil prices have led to cost-cutting across the oil and gas industry. Upstream companies are reducing operational costs through layoffs and postponing capital spending. However, the document recommends that companies revisit their "value tree" to identify non-essential processes and projects to optimize, prioritizing safety and regulatory compliance. Specific strategies discussed include optimizing maintenance costs, prioritizing quick IT wins, outsourcing non-critical business processes to the cloud, and using analytics to improve asset performance and reduce non-production time.
Why Your Best Salesperson May Be a Customer Support RepCognizant
This document discusses how customer support organizations can be transformed into sales channels by focusing on providing a positive customer experience. It proposes that support teams should prioritize resolving issues on the first call to increase customer satisfaction and retention. The document also describes a customer care transformation framework that uses customer usage data and feedback to identify and fix recurring problems, empowering agents and customers to resolve issues themselves through self-service tools. This framework aims to transform dissatisfied customers into advocates by resolving the root causes of their issues.
Making Life Easier for Investigators: A Shared Solution for Smarter, Faster C...Cognizant
The industry's Shared Investigator Platform significantly reduces the time and cost of clinical trials, simplifying work for investigators and bringing promising therapies to market more quickly.
Transcending the Hype: A Transformative IoT EmergesCognizant
The document discusses several examples of companies implementing Internet of Things (IoT) technologies in pilots and early projects. It describes pilots by a food and beverage company to remotely monitor and manage beverage vending machines, an oilfield services company connecting submersible pumps to remotely update software, and a fast food chain retrofitting fryers with sensors to monitor cooking processes. It also mentions a healthcare provider creating a remote patient monitoring system and an insurance company prototyping a wearable device system for claims adjusters. The document advocates starting with small, targeted IoT projects to explore opportunities before attempting to think too broadly about implementation.
A Next-Generation Approach to Integrated Warranty ManagementCognizant
For today's manufacturers, warranty management is one of the most tangible customer-facing functions. A next-generation, closed-loop warranty system can help companies automate and integrate warranty-related data to enhance field service and improve the management of returns, repairs and claims.
Transforming Manufacturing with the Internet of ThingsCognizant
We are entering a golden age for innovation in manufacturing products and processes, all enabled by the Internet of Things (IoT). This IDC market spotlight can help you understand the approach you will have to follow to derive value some of the considerations for driving value from connected products, connected supply chains, smart manufacturing and IoT.
With a fundamental shift in the CFO mission, the finance function has become a critical change agent across organizations. The role of financial leaders such as CFOs is evolving, from a traditional financial controller, to one that drives performance improvements across the organization.
Real-World Evidence: A Better Life Journey for Pharmas, Payers and PatientsCognizant
Driven partly by regulatory pressure, stakeholders in the healthcare ecosystem—including payers and patients—now want real-world evidence (RWE) about wellness to supplement and expand randomized control trial (RCT) input from pharmas about pharmaceuticals' efficacy and effectiveness.
Ovum Decision Matrix: Selecting an Outsourced Testing Service Provider 2014–15Cognizant
Cognizant has been recognized as “Market Leader” in Ovum Decision Matrix on Outsourced Testing Service Providers. According to the report, Cognizant stands out for how it articulates the implications of end-to-end responsibility and aligns them with organizational issues around testing services.
The Case for Mobility: How New-Age Utilities Can Energize Operations and Boos...Cognizant
For utilities feeling the pinch, mobility offers a vast array of potential increased efficiencies and customer service activities. We outline a multi-stage path to become a mobility-enabled utility enterprise.
Using Predictive Analytics to Optimize Asset Maintenance in the Utilities Ind...Cognizant
Predictive analytics is a process of using statistical and data mining techniques to analyze historic and current data sets, create rules and predict future events. This paper outlines a game plan for effective implementation of predictive analytics.
Synergizing Master Data Management and Big DataCognizant
Master data management (MDM) is key to organizing, standardizing and linking volumes of big data that characterize today's information-driven environments. Understanding how MDM and big data inform and complement one another can offer organizations deeper, more actionable insights and a "single version of the truth" to support better decisions and realize new competitive advantages.
The "Retailification" of the Car Rental IndustryCognizant
Rental cars are on the verge of becoming commodities. To overcome this issue, car rental companies can look to the best practices of the retail industry and use their own channels to offer customers a value-rich, rewarding and consistent experience at every touch point, supported by a "mobile first" omni-channel strategy.
Harnessing the Power Whitepaper-EN.PDFEric Simmons
Mobile and digital technologies are radically transforming the retail landscape. Retail leaders like Amazon, Apple and eBay are using innovations like drones for delivery, iBeacons for targeted promotions, and digital storefronts. This is shifting consumers to make more mobile-assisted purchases. The document discusses how retailers can harness mobile solutions to boost personalization, productivity and profits through approaches like omni-channel marketing and leveraging customer data. Success requires understanding new mobile customer behaviors and developing strategies to create seamless shopping experiences across both digital and physical stores.
Why Your Business Needs a Mobile Websitee-point SA
This document discusses why businesses need a mobile-friendly website. It notes that consumers are increasingly using mobile devices to search for information and make purchases. Many mobile users search for local businesses and services on their phones. Having an optimized mobile site allows businesses to reach these customers. The document recommends using services like Google My Business to create a free digital business profile that includes contact and location information.
This document discusses how mobile devices are changing consumer shopping behavior in 7 key ways:
1. Mobile is becoming the primary platform for online shopping research and purchases, with the majority of digital shoppers expected to be mobile shoppers by 2016.
2. Reviews and customer content significantly increase mobile conversion rates. Including these on mobile sites and apps can boost sales.
3. Holiday shopping sees spikes in mobile traffic, and mobile shoppers who use their devices over the holidays tend to continue mobile shopping year-round.
4. While mobile showrooming does impact purchases, it can also drive in-store sales if retailers encourage mobile research and offer price matches.
5. Store-specific
Todays consumer behaviour demands a new data modelPaul Kennedy
The consumer society of 2013 enables commercial opportunities that were previously not possible but it also brings massive challenges. How should all of these digitally recorded actions, movements and behaviours be interpreted and used to help us engage with consumers and promote our offerings? What customer journeys are being enacted offline, online and on premise?
Marketing data should reflect the buyer decision process and therefore what people are doing, feeling and thinking. What needs are being satisfied? What preferences, interests and influences come into play? How relevant is context and place?
1. The document discusses recent trends in the retail industry, including the rise of omnichannel retailing, increasing online shopping and mobile payments, and a focus on personalized customer experiences.
2. Key trends include increasing consumer interconnectivity and demand for individualized experiences, as well as the growth of social media and data collection about customers.
3. Retailers face issues around managing large amounts of customer data while respecting privacy, and need to listen to consumers through multiple new channels to understand changing needs and spot trends.
The Future of Retail - Marketing and Merchandising Trend ReportNurun
Nurun's Toronto office has created a Marketing and Merchandising report that offers a thought-provoking look at six key trends:
Social Product Discovery, Consideration and Evaluation
Product Placement Morphs into Content + Commerce
The Integrated Expansion of the Omni-Channel Storefront
The New Geography of Merchandising
I’ll Trade My Privacy for a $5 Coupon
Sophisticated Frugality
This is the first of five trend reports. The culmination of trend scanning and subsequent phases will inform future scenarios in our final strategic foresight report, to be released in 2013.
Capgemini has been tracking consumer shopping since 2002, gathering insights into the changing patterns of purchasing behavior from traditional high-street to multi-channel shopping.
Our most recent research - the Digital Shopper Relevancy Report 2014 - surveyed more than 18,000 digital shoppers from 18 countries.
Read the report to find out the role and use of digital channels (and devices), across the consumer purchasing journey today and in the future.
Informes PwC - Encuesta Total Retail GlobalPwC España
El informe "Hacia un modelo de Total Retail", elaborado por PwC, analiza las expectativas y hábitos de consumo del comprador online, a partir de 15.000 entrevistas a compradores digitales de todo el mundo, y las implicaciones para las compañías del sector de distribución y consumo en los próximos años.
Informe de PwC sobre las expectativas y hábitos de consumo del comprador onlineMaría Bretón Gallego
The document discusses 8 customer expectations for retailers identified from a survey of 15,000 online shoppers. The first expectation is a compelling brand story that promises a distinctive experience. The survey found that consumers are consolidating their shopping to just a few favorite retailers. This presents an opportunity for retailers that can emotionally connect with consumers through a strong brand narrative. Retailers need to focus on cultivating their brand to provide a consistent experience across all channels.
Harnessing Social and Mobile to Court the Digital ConsumerCognizant
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Cutting Through Chaos in the Age of "Mobile Me"
1. Cutting Through Chaos
in the Age of “Mobile Me”
Today’s retailers are crippled by blind spots, confusion
and dead ends. As our latest primary research reveals,
these businesses need to deepen and refine their
customer knowledge in order to deliver more relevant
and personalized shopping experiences and remain at
the forefront of mobile commerce.
2. 2 KEEP CHALLENG ING November 2015
Executive Summary
Our shopping experiences continue to change. Today, we use smartphones,
tablets and laptops to shop, purchase and track shipments online, from
anywhere at any time. We bring mobile devices into retail stores to
compare prices and learn more about products on the shelf. We search
for available inventories, the nearest store locations, and for new, used,
shared and auctioned products and services. These digital transformations
are profoundly altering the nature of retailing, and their velocity will only
accelerate.
Mobile commerce now represents 34% of the world’s e-commerce
transactions — a figure that is expected to rise to 47% by 2018.1
We are
racing into the digital unknown and reacting daily to changing consumer
behaviors.
Extraordinary advancements in mobile technologies are impacting nearly
every aspect of retail — placing intense pressure on CIOs and CEOs to
transform their operating models, strategies, processes and infrastructures,
while answering consumer demand for more personalized, contextually-
relevant experiences as well as instant access to products and services.
Unfortunately, this is widening the gap between retailers that are prepared
for mobile commerce and those that are not. What was cutting-edge just
24 months ago — the “mobile app” popularized by Apple and Google — is
already heading for extinction. Consumers are no longer satisfied with
apps designed to serve mass markets; rather, they look for a real-time
experience that reflects their personal preferences, activities and lifestyles,
illuminated by Code Halos — the digital information that surrounds people,
processes, organizations and devices.2
These expectations present both a challenge and an opportunity for retailers
and marketers. To succeed — and avoid the perils of unforgiving, rapid
transformation — companies must refine their strategies, operating model,
business processes and IT infrastructure and carefully examine their budget
priorities.
3. CUTTING THROUGH CHAOS IN THE AGE OF “MOBILE ME” 3
Increasingly, consumers use multiple devices, apps and websites from
differentlocationsatdifferenttimesofthedaytodotheirmobileshopping—
leaving retailers with a fragmented, limited view of customers and their
behaviors. As a result, they miss sales opportunities — often operating
“blindfolded” — unable to recognize and influence consumers on their
path-to-purchase journeys. Removing these roadblocks requires fresh
strategies and updated business models. It also obliges companies
to leverage customer data-sharing through partnerships, and utilize
advanced data collection, analytics and real-time information logistics to
improve recognition and engagement.
This report, based on proprietary and secondary research sources,
identifies the major challenges retailers confront with mobile commerce,
and what they imply for the industry and every consumer-facing
organization. It also offers concrete recommendations for developing and
implementing more personalized, even curated, shopping strategies that
can help your business take advantage of new waves of technology and
keep up with unyielding change.
4. 4 KEEP CHALLENGING November 2015
Key Findings
Along with retail industry publication RIS (Retail Info Systems), we surveyed 5,000
consumers across North America3
to learn more about their shopping behaviors,
technology preferences, attitudes and activities (see Appendix, page 17). We also
analyzed dozens of secondary research sources to consolidate the following key
findings:
• The growth rate of mobile commerce is set to leave e-commerce in the dust.
Globally, mobile commerce now represents 34% of e-commerce transactions,
with the compound annual growth rate (CAGR) projected to increase by 42%
between 2013 and 2016 — far surpassing e-commerce’s 13% CAGR.4
• Mobile shoppers are sophisticated, knowledgeable and extremely price-
sensitive. Mobile consumers behave very differently than e-commerce (computer-
based) shoppers, and thus require different sales, marketing and service strate-
gies. Most important, they check prices and research products while in stores at
a rate much higher than computer-based online shoppers (see Figure 1).
• Mobile shoppers are bargain hunters. If they think the price of a product in a
store is too high, they look for a better deal online. They even scan barcodes to
learn more about products — at a rate 47% higher than computer shoppers.5
• The mobile market is a “market of me’s.” For retailers, mobile consumers are
not one homogenous market; quite the contrary. The millions (billions) of indi-
viduals who make up the “market of me’s” differ widely in their behavior, depend-
ing upon their age, gender, technology preferences and education level. As just
one example, men are 27% more likely than women to subscribe to and receive
location-based alerts when near a retailer’s store location.6
• The mobile market is at the forefront of the “personalization vs. privacy”
dichotomy. Mobile shoppers want the benefits of personalization without the
downsides. They are willing to share detailed personal information and brand/
product preferences within loyalty and rewards programs, but not outside of
those parameters. This must be recognized and exploited in retail strategies.
• Code Halos are key. There are many emerging business opportunities for inno-
vators to introduce new products and services based on advanced data collection
and Code HaloTM
strategies, which inform meaning-making initiatives and power
competitive outperformance.
47%
Mobile shoppers scan
barcodes to research
products in-store
than computer-based
shoppers.
Far fewer
computer-based
shoppers research
products and
prices online while
in stores.
MORE
Different Segments = Different Behaviors = Different Strategies
Source: RIS and Cognizant’s 2015 Shopper Experience Study
Figure 1
5. CUTTING THROUGH CHAOS IN THE AGE OF “MOBILE ME” 5
Mobile is Huge, Getting Bigger,
and Changing Everything
Retailers Face Unprecedented Turmoil
Consumers once walked through the entrances of retail stores on a predictable
path-to-purchase that led them in a straight line, intersected at 90-degree angles,
past product-lined shelves and shiny aisles. To connect with customers during this
journey, retailers had only to strategically position promotional items and custom-
er-service personnel along the way.
Today, however, there are many digital paths that customers and prospects
can take — smartphones, tablets or other devices — that have replaced a once-
predictable shopping scenario.
Our survey of North American consumers found that 56% use multiple platforms
and mobile devices when shopping online
(see Figure 2).7
As a result, many retailers
feel under siege. Their path-to-purchase
strategies are crumbling as customers
swarm in from all digital directions —
taking unpredictable paths and exhibiting
confusing shopping behaviors.
Google reports8
that 79% of consumers
now use smartphones to help with shopping
activities, and among smartphone users,
82% research products and compare
prices in stores.
At the same time, our research reveals that
73%9
of consumers still use desktops and
laptop computers for the majority of their
shopping activities.
There is no question that consumers’
buying behaviors10
are changing at an
unprecedented pace. Shoppers now have instant visibility into pricing, competing
products, inventory levels, locations and user reviews anytime and anywhere.
Traditional marketing and selling strategies and techniques simply don’t work for
the mobile consumer.
Crippled by Blind Spots and Dead Ends
Our research confirms that many of the steps in a path-to-purchase journey are
completed before retailers are made aware of a consumer’s interests. These “blind
spots” deny businesses the chance to promote their products and services and
influence consumers in their target markets. Retailers that take immediate steps
to remove these obstructions and actively engage with customers throughout
their purchase journey will gain a significant competitive advantage. This requires
harvesting and harnessing large quantities of data and developing an intimate
understanding of its meaning.
In our book, “Code Halos: How the Digital Lives of People, Things, and Organizations
are Changing the Rules of Business,” 11
we state that “meaning-making potential
(can be found) almost everywhere; the information surrounding every individual,
product and organization is fantastically rich with clues and cues about past
Source: RIS and Cognizant’s 2015
Shopper Experience Study
Figure 2
Mobile Devices Are Dramatically
Altering Commerce
of online shoppers use both
computers and mobile devices
to shop online.
56%
6. 6 KEEP CHALLENGING November 2015
behaviors, current needs, and future possibilities. But we must actively cultivate
meaning through analysis and interpretation. This allows organizations to create
value based on insights.”
Such insights can be gleaned from the metadata that resides nearly everywhere.
The accurate interpretation of data cues can often be supported by big data analysis,
which identifies patterns of behaviors. For example, when a person sells her home
and moves to another town, she incurs predictable expenses, such as movers,
storage, boxes, replacement furniture, rental vans and trucks. She may also need
help remodeling her new house, finding a new bank, joining a new club, contract-
ing for landscape maintenance, or finding a music teacher for her child. The data
cues associated with her move can translate into sales opportunities for businesses
smart enough to collect and analyze the right data.
Fragmented Behaviors Create Strategic Havoc
There are multiple steps in a consumer’s path to purchase. While they are unique to
each shopper, they can encompass search; discover; education; reviews; trials; social
media inquiries; purchases; post-purchase customer service, and loyalty programs.
Ideally, a seller is aware of a prospect’s interest in a product and engages with him
as early as possible to influence his buying decisions. However, the consumer can
complicate these efforts by using various technology platforms as he makes his way
along the purchase path.
Our research tells us that consumers often use different IT platforms at different
times of the day, at different locations. Not surprisingly, purchases on desktop
computers tend to happen during work, with shoppers switching to mobile devices
during breaks. Smartphones are popular during the early hours of the morning,
while tablets are generally preferred in
the evening. This kind of fragmentation
blocks retailers from recognizing individual
users and their path-to-purchase journeys —
thwarting efforts to provide personalized,
contextually-relevant shopping experiences.
As IT platforms become increasingly
complex, businesses must design new
strategies for collecting and analyzing
larger quantities of data, and develop new methodologies for identifying and
gleaning insights from path-to-purchase data in order to outmaneuver rivals.
Supporting multiple mobile devices and computers in a consumer’s path-to-pur-
chase is challenging enough. Add business process reengineering for mobile devices,
upgrading IT environments to support real-time mobility, and developing person-
alization strategies for fast-changing consumer behaviors and the task becomes
overwhelming.
Nonetheless, retailers must commit to continuous business and IT transforma-
tion at the same pace as consumers adopt new mobile technologies and shopping
behaviors. They need to strengthen their relationships with consumers to the level
of trusted partner, which involves providing value (rewards, special treatments
and discounts) in return for customers’ personal profiles and preference data.
Companies must also refine their data-collection and analytics systems, skills and
strategies to become more data-driven, in ways that consumers find acceptable
Smartphones are popular
during the early hours of the
morning, while tablets are
generally preferred in the evening.
7. CUTTING THROUGH CHAOS IN THE AGE OF “MOBILE ME” 7
(i.e., Google’s “Do no evil” maxim). By applying Code Halo thinking, companies can
enhance their ability to understand and support customers with “made to order”
experiences that build if not enhance shopper loyalty and basket size, and fuel top-
and bottom-line improvements.
One Size Does Not Fit All
Asking developers to merely reformat existing e-commerce websites to accom-
modate mobile screens and operating systems undermines the behavioral
patterns associated with e-commerce and m-commerce. For example, in physical
stores, mobile shoppers check prices at competing
stores and/or websites at a rate nearly 70% higher
than computer-based shoppers.12
Retailers cannot
assume their mission is accomplished once a
consumer enters a store. Mobile devices in the hands
of sophisticated mobile shoppers guarantees that
competitive battles for product sales will continue
in store aisles and won’t end until the cash register
rings. Retailers need to identify individual mobile
shoppers and their locations, and provide additional
incentives for purchasing products onsite.
Simply stated, supporting mobile shoppers is good
business. We find that these consumers shop online
once or more a week, at rates 82% higher than
computer-based shoppers (see Figure 3). We also
know that mobile shoppers are early adopters, and
are willing to support retail innovations at higher
rates than computer-based shoppers. When digital
and physical shopping processes are combined to
enable customers to order online for local store
pick-up, mobile shoppers participate at rates over
100% higher than computer-based shoppers.13
Mobile consumers are also more sophisticated in
their use of digital shopping resources. For example,
they are very likely to scan the barcodes of products
on the shelf to learn more about them, at rates 61%
higher than computer-based consumers (see Figure 4, next page). They also read
product reviews on their mobile devices while in stores at a rate 46% higher than
computer-based shoppers.
Mobile consumers also understand how to maximize deals, rewards and other
benefits. Our research reveals that they are willing to promote a product or brand
on their social network to earn rewards — at a rate 49% higher than computer-based
shoppers — and are happy to pay higher prices in order to earn loyalty/rewards
Retailers must commit to continuous business and IT
transformation at the same pace as consumers adopt new
mobile technologies and shopping behaviors.
BUYALL.COM
BUY
Mobile users shop online
once a week or more — at a rate
82% higher
than computer-based shoppers.
Supporting Mobile Shoppers Pays Off
Source: RIS and Cognizant’s 2015 Shopper Experience Study
Figure 3
8. 8 KEEP CHALLENGING November 2015
points, at a rate 19% higher than those who use their laptops or desktops to shop
online. In fact, we found that mobile shoppers are members of three or more retail/
rewards/loyalty programs — at a rate 32% higher than computer-based shoppers.
Mobile consumers are not only smart shoppers; they are vocal and influential. Our
research tells us they post product reviews online at a rate 46% higher than com-
puter-based shoppers (see Figure 5).
Mobile shoppers scan barcodes
in-store to learn more — at a
than computer-based shoppers.
61%
higher rate
Mobile Consumers Leverage Digital Tools In-Store
Mobile shoppers
are early
adopters, and
willing to support
retail innovations
at higher rates
than computer-
based shoppers.
Mobile shoppers post
online reviews at a rate
46%
higher than
computer-based shoppers.
More Mobile Shoppers Post Reviews
Source: RIS and Cognizant’s 2015 Shopper Experience Study
Figure 5
Source: RIS and Cognizant’s 2015 Shopper Experience Study
Figure 4
9. CUTTING THROUGH CHAOS IN THE AGE OF “MOBILE ME” 9
The Demographics of “Mobile Me”
Men, Women and Mobile Commerce
Consumers’ behavioral differences extend far beyond mobile device enthusiasts
and luddites (those who resist new technologies). Our research reveals significant
variations among numerous demographic characteristics. This starts with basic
disparities in how men and women shop and engage in mobile commerce. Female
mobile shoppers use mobile devices “mostly” when shopping online, at rates 61%
higher than male mobile shoppers. They also shop late at night, at rates 67%
higher than male consumers. They are far more interested in researching prices,
discounts, promotions, return policies and shipping costs on their mobile devices
than their male counterparts. When female mobile shoppers believe the price of
an item in a store is too high, they are far more likely to leave and look for a lower
price on their mobile device than male shoppers.
How Age Impacts Mobile Commerce
Our study finds significant discrepancies in mobile consumers’ behaviors among
different age groups. Roughly 82% of 25-34 year-olds purchase products online
using mobile devices at least once a month, compared with 76% of 45-54 year-
olds.14
Consumers between the ages of 18-34 shop late at night using mobile
devices — more than any other age
group — and research and check prices
while in stores more often. They also
read more product reviews on mobile
devices and scan barcodes to learn
product details more than other
age groups. They check in on social
network sites and post reviews of
products and/or store experiences online more than other age groups. They are
willing to order products online and pick up at local stores at rates 21% higher than
the general population of mobile shoppers.
Mobile shoppers ages 18-34 are the “canary in the coal mine” for mobile commerce.
They are the early adopters and early indicators of important trends retailers must
understand.
Education Levels Affect Mobile Behaviors
Our research further reveals that shopping behavior varies by education level.
Consumers with four-year degrees or higher engage in mobile-commerce activities
at a rate 13% higher than those without college degrees, and shop online two or
more times per month at rates 35% higher. They also use mobile devices to shop
in the early evening, at a rate 26% higher than those without college degrees, and
research and compare prices on mobile devices while in stores at rates 18% higher
(see Figure 6, next page).15
A Tactical Playbook for Winning
the M-Commerce War
Our research underscores that retailers cannot approach individuals and market
segments as one homogenous entity. Recognizing and appreciating their differenc-
es and complexities, and using that insight to gain competitive advantage through
personalization is how retailers will prevail in mobile commerce.
Mobile shoppers ages 18-34
are the “canary in the coal mine”
for mobile commerce.
10. 10 KEEP CHALLENGING November 2015
One of the first challenges enterprises encounter when orienting themselves to
the new world of Code Halos is understanding the sensitivities that lie at the heart
of consumers’ wants and needs, i.e., to receive the benefits of personalized goods
and services while having their privacy
respected — what might be called the
“personalization versus privacy paradox.”
Personalization vs. Privacy
Data is the ingredient that makes per-
sonalization possible. Collecting more
personal data to gain deeper insights is
critical to creating an effective, contextu-
ally-relevant personalization strategy. The
challenge is that consumers consistently
voice opposition to sharing personal data
with retailers.16
At the same time, they
embrace loyalty and rewards programs
and the personalization of digital expe-
riences that requires them to do so. In
fact, our research confirms that 81% of
consumers belong to one or more17
loyalty
and rewards programs. When asked why,
74% answered that receiving points or
rewards for each dollar spent was their
primary reason. The research also reveals
that the main reason shoppers don’t purchase from the lowest-priced vendor is to
take advantage of loyalty and rewards program benefits.18
Four-year college graduates
make use of mobile commerce at a rate 13%
higher
and shop online at rates
35%
higher than those without college degrees.
Our research underscores
that retailers cannot approach
individuals and market segments
as one homogenous entity.
Recognizing and appreciating
their differences and complexities,
and using that insight to gain
competitive advantage through
personalization is how retailers
will prevail in mobile commerce.
The Educated Consumer
Figure 6
11. CUTTING THROUGH CHAOS IN THE AGE OF “MOBILE ME” 11
Mobile shoppers are the super fans of loyalty and
rewards programs (see Figure 7, next page), and are
32% more likely to belong to three or more programs
than computer shoppers.19
Plus, they are willing to
provide detailed personal profiles in order to enjoy a
more personalized shopping experience, at a rate 46%
higher than computer-based buyers.
The dichotomy of not wanting to share personal
data but doing it in exchange for rewards, special
treatment and a more personalized experience must
be recognized and understood. Consumers are demon-
strating by their actions if not their voices their willing-
ness to share personal information for value (rewards
and benefits).
The onus is now on retailers to offer and promote loyalty/rewards programs that
provide enough value and motivation to justify, in the eyes of the consumer, the
need to collect personal data to support an effective personalization strategy.
However, having a loyalty or rewards program is only the beginning. Approximately
73% of retailers surveyed still do not offer mobile access to their loyalty programs.20
This means that even the best-designed programs are in jeopardy of being inacces-
sible to important segments of the market.
Mobile Data Partnerships Drive Profits and Loyalty
Companies need more (and better) customer data to improve personalization and
relevance. This data should be collected and analyzed with the full knowledge and
consent of the customer. Correctly managing this requirement is essential; our
research shows that consumers oppose sharing personal information with retailers
unless there is a positive give-to-get ratio. As our book, Code Halos: How the Digital
Lives of People, Things, and Organizations are Changing the Rules of Business
explains, “A positive give-to-get ratio is one where the value of the code [data]
the consumer provides about herself (or that her system, process, or that product
provides about itself) is exceeded by the value of what she receives.”21
Value is often delivered through loyalty programs in the form of rewards, discounts
and special treatment for each dollar spent. Companies that win in mobile commerce
will form data-contribution and usage partnerships with their customers. We call
these MME (Mobile Me) data partnerships. They are explicit agreements between
retailers and customers — designed to mutually benefit from the collection and use
of a defined set of personal data.
Consumers recognize there is value in their personal data, and they want that value
realized in their vendor relationships. MME data partnerships enable consumers to
contribute personal data — historic and current — in exchange for clearly defined
rewards and personalized digital experiences through new or existing loyalty
programs.
The dichotomy of not wanting
to share personal data but
doing it in exchange for
rewards, special treatment
and a more personalized
experience must be recognized
and understood.
Approximately 73% of retailers surveyed still do not offer
mobile access to their loyalty programs.
12. 12 KEEP CHALLENGING November 2015
Managing data with sensitivity and respect is critical.
Smartphones and tablets are highly personal. Most people
are within arm’s length of their mobile devices 24 hours
a day. The devices record and reflect the life of the user,
including their habits, patterns, preferences, communica-
tions, contacts, relationships, social networks and lifestyles.
This is not the kind of information one turns over to strangers
for their critical review and analysis. Retailers must be trust-
worthy, and walk with the customer hand-in-hand to find and
receive mutual benefits from personal data.
These issues are complex, and require constant calibration
as attitudes toward personalization and privacy morph by
virtue of changing social norms and the impact of worldwide
and regional legislation. They will never be “solved” with a
one-time, “set and forget” formula. However, once they are
understood and initial policies are in place, retailers can
move on to address the myriad other factors in play.
Mobile Me Experiences are the Only
Experience that Matters
For too long, retailers developed mobile applications that
were no more than mere digital replicas of their retail stores.
The goal was to extend in-store shopping capabilities and
business processes to mass online markets. Although this
was a reasonable starting point, treating customers as a
homogenous, “one size fits all” market is a strategy destined
for failure.
Recognizing the uniqueness and behavioral patterns of
various demographic segments, then personalizing experi-
ences for each individual in a segment, requires a Mobile
Me (MME) strategy — designed around the only experience a
consumer cares about.
To support MME initiatives, retailers must stop developing mobile applications
designed for mass markets in favor of ones that offer personalized experiences
to each customer. They must also adopt a strategy of winning the business of
each customer, one by one. This involves identifying individual customers and the
data (analyzed and interpreted) related to them, then feeding those insights into
Mobile shoppers are willing
to provide detailed personal
profiles in order to have a
more personalized shopping
experience — at a rate 46%
higher than computer-based
consumers.
Treating customers as a
homogenous,“one size fits
all” market is a strategy
destined for failure.
Source: RIS and Cognizant’s 2015
Shopper Experience Study
Figure 7
more likely to belong to three
or more loyalty programs.*
32%
more likely to provide personal
information to enjoy a more
personalized shopping experience.*
46%
COFFEE
Mobile shoppers are:
*Compared with computer-based shoppers
Mobile Shoppers: The Super Fans
of Rewards and Deals
13. CUTTING THROUGH CHAOS IN THE AGE OF “MOBILE ME” 13
a personalization engine to deliver a customized digital
experience. This will necessitate different system and
application designs, development skills, IT infrastruc-
tures, business models, analytical strategies and person-
alization platforms.
To implement MME strategies, retailers must understand
more than the general preferences of their target
audience; they must understand individuals and micro-
markets. Success will come from competing and winning
based on the metadata mined from thousands of
individual transactions and interactions — in essence, by
applying Code Halo thinking.
3D-Me: Digital, Physical and Personal
A retailer’s ability to implement a successful MME strategy is directly tied to its
ability to collect data and find business meaning as informed by Code Halo thinking.
Yet according to our recent study on digital experiences, only 16% of executives
surveyed believe their organizations are effective at collecting and leveraging
customer data from digital interactions.22
We recommend that enterprises implement 3D-Me data strategies (three dimension-
al), which involve exploiting three data-rich sources for personalization initiatives:
• Digital: Mobile apps and websites.
• Physical: Wearables and IoT sensors that measure and monitor physical envi-
ronments and objects.
• Personal: Historic and current data — personal, preference and transactional —
volunteered by the consumer.
Triangulating data from these three rich sources affords deeper insights and
greater personalization than ever before possible.
3D-Me data fills many gaps related to individual preferences, product usage and
mobile consumer behaviors that have historically kept companies guessing. It
provides benefits for both consumers and retailers: for the customer, through
rewards, discounts, special treatment and MME personalized experiences; for the
retailer, through increased sales and loyalty, lower costs of sales, better planning
and improved forecasting — plus the ability to develop innovative, data-driven
products, services and businesses.
Keeping Your Finger on CROME Triggers
Receiving a message on your smartphone about a shoe sale (your favorite brand
and style) that ended yesterday at a location hundreds of miles away is an example
of personalization without value. Even though personalization is employed, it is
irrelevant. Personalization using 3D-Me data is a tactic in an incomplete strategy.
Personalization presented out of context is trivia. Value is only realized when
3D-Me data is combined with contextually-relevant opportunities, moments and
environments (CROME) to trigger a just-in-time MME experience. CROME triggers
are meaningful bits of data that when captured and analyzed activate time-sensi-
tive and relevant personalization activities.
CROME triggers transform the potential value of personalization into kinetic value.
Receiving an alert about a back-to-school sale at a retail store you pass on the
way home a week before school starts is an example of using CROME triggers (e.g.,
Retailers must be
trustworthy, and walk
with the customer
hand-in-hand
to find and receive
mutual benefits from
personal data.
14. 14 KEEP CHALLENGING November 2015
back-to-school date, sales, location, time, driving
route, children, etc.) within an overall Code Halo
strategy to offer a relevant MME experience to the
customer.
Using CROME to Recognize
Steps in the Journey
As discussed, one of the biggest challenges
retailers face is knowing when a consumer is on
a path-to-purchase journey, then identifying the
steps they take along the way. The earlier a retailer
has this information, the more opportunities it has to influence buying decisions.
CROME triggers, configured to recognize and then notify when path-to purchase
activities are occurring, can become competitive game-changers.
An example of a CROME trigger is an application download. The act of download-
ing a mobile application for finding homes for sale can signal an alert that the
user may be looking to move, change jobs, get married, have another child, etc.,
and therefore may need an array of new products and business services in the
near future. The larger the number of CROME triggers deployed and activated, the
deeper the potential business insight.
Operational Speeds
To realize MME strategies and goals, IT infrastructures must be equipped to per-
sonalize experiences based on collected and analyzed metadata, and apply these
insights and foresights at real-time speeds. Yet many companies find themselves
unable to utilize their existing IT environments to meet this benchmark, and lack
the skills necessary for contextual personalization. These deficiencies are major
obstacles that must be overcome.
Retailers must develop the capability to operate at
the speeds required by impatient mobile shoppers.
Today, success in mobile commerce requires
mobile retailers to operate in real time; business
processes and IT systems that are incapable of
this must be upgraded or replaced in order for
businesses to successfully compete. Enterprises
must test and document IT systems and review
associated business processes to clearly
understand the size and scope of necessary upgrades, then develop strategies and
budgets around them to achieve real-time IT speeds and operational tempos.23
Opportunities for Innovators
Implementations of Code Halo thinking and 3D-Me data strategies open the door
to new and innovative business opportunities. Effective implementations will
quickly reveal purchasing and behavioral patterns across groups of individuals with
similar preferences, priorities, consumption rates and tastes. We call groups with
similar 3D-Me data profiles MME micro-markets. Recognizing these markets, then
predicting “markets of one” demand, will allow retailers to develop new solutions
and services. (For example, pre-ordering and negotiating additional discounts from
suppliers. These discounts can then be used to reward loyalty program members
and motivate others to join. Amazon Prime employs this model daily.24
CROME triggers are
meaningful bits of data that
when captured and analyzed,
activate time-sensitive
and relevant personalization
activities.
Retailers must develop the
capability to operate at the
speeds required by impatient
mobile shoppers.
15. CUTTING THROUGH CHAOS IN THE AGE OF “MOBILE ME” 15
3D-P&Ls: Dynamic Pricing and Rewards for Markets of One
Code Halos and 3D-Me data strategies permit innovators to develop P&L (profit and
loss) statements specific to individual customers. Achieving clarity on the economic
value of an individual customer makes it possible for retailers to customize the
rewards and benefits of loyalty programs for use both online and in store.
Our Center for the Future of Work calls these 3D-P&Ls. Analysis of an individual’s
3D-Me data can provide the required information to generate accurate 3D-P&Ls,
which can be used to customize loyalty programs. Consumers can use mobile apps
and websites, or check in at physical store locations to receive rewards and benefits
calculated in real time, based on 3D-P&L algorithms.
3D-P&Ls and Gamification Drive Profitable Behaviors
and Strengthen Loyalty
The data and algorithms that make up 3D-P&Ls, personalized pricing and dynamic
loyalty rewards for individuals can also be used to motivate profitable behaviors in
customers while increasing their loyalty. This can be promulgated with gamification
strategies. For example, if big data analysis determines that each customer visit
to a store is worth $5.00 in additional store profit, the retailer has a reason to
encourage additional customer visits with additional rewards. Using powerful visuals
in mobile dashboards to project the three-to-five-year value of these benefits to
the customer can serve as a powerful motivator for them to achieve the highest
rewards level possible. These visuals can be in the form of progress bars or other
dynamic charts that show what must be done or bought to reach the next level of
discounts and rewards.
Recommendations and Action Steps
Mobile consumers are uprooting legacy businesses models and IT strategies. Their
behaviors are forcing enterprises to digitally transform or face failure. At first
glance, mobile applications may appear to be clever add-ons to lines of business;
however, they are now driving digital transformation across the retail industry. The
cost of supporting mobile commerce may ultimately involve rethinking, reengineer-
ing and redesigning the entire business. If consumers are adopting mobile shopping
at a pace faster than a retailer can keep up with, there is an opportunity for a more
nimble competitor to step in and fill the gap.
The following five key recommendations are the result of our analysis of Cognizant’s
2015 Shopper’s Survey and our ongoing research and consulting work with clients
worldwide.
1. Retailers must recognize individual consumers and their unique path-
to-purchase journeys while sorting the signal from the noise. Mobile
consumers rely on multiple technology platforms, Web and mobile applications,
social and online reviews, plus traditional in-store experiences while they shop.
Retailers must learn to recognize and understand these behaviors and market
At first glance, mobile applications may appear to be clever
add-ons to lines of business; however, they are now driving
digital transformation across the retail industry.
16. 16 KEEP CHALLENGING November 2015
segments, then use the insights they glean to optimize sales, customer sat-
isfaction and loyalty. These findings point to the need to adopt new business
models, carve new strategies and implement digital transformation initiatives to
compete and win.
2. Online retailers must deliver optimized Mobile Me experiences. To win in
mobile commerce, retailers must collect and analyze consumer data and employ
advanced MME personalization platforms, concepts and strategies to provide
deeply curated digital experiences.
3. Develop partnerships with customers to mutually benefit from data. Our
analysis finds that enterprises require 3D-Me data strategies involving the
strategic collection of data from three key sources: digital, physical, and personal.
A retailer’s success with mobile commerce is impacted by its ability to collect,
analyze and deliver relevant, personalized mobile experiences. Gathering
increasing volumes of data is not just a technology imperative; it is about forming
new kinds of relationships with consumers. This starts with MME data partner-
ships, in which consumers receive recognized value and mutual benefits from
sharing personal information and agreeing to specific use cases.
4. Polish your customer CROME. Contextual personalization implies real value
and delightful customer experiences. Out-of-context personalization is irrelevant
(or worse, fatal). CROME triggers (contextually-relevant opportunities, moments
and environments) connect in real time, and apply user-specific data in context to
drive meaningful transactions and interactions for consumers and retailers alike.
This enables time-sensitive personalization (think coupons, messaging, social
connections, route guidance, and recommended next-best actions). Retailers
must map data to an ideal journey through space and time as a set of CROME
experiences that capture optimal, real-time user data. This is a first step in taking
customers on an engaging personal excursion.
5. Develop data-driven 3D-PLs to increase sales and customer loyalty. The
implementation of MME personalization, 3D-Me and Code Halo data strategies
and CROME triggers opens up opportunities for data-driven innovations such as
3D-PLs. 3D-PLs afford a unique view into the past, current and future business
value of individual customers — providing the fuel that powers real-time person-
alization of loyalty and rewards programs for use both online and in stores. The
algorithms used for determining business value can then be applied to inform
gamification designs, tactics and strategies, motivate desired behaviors, and
incentivize customers to buy more and remain loyal.
Today’s retailers compete on a complex, mobile landscape populated by ever-
increasing streams of real-time data. The winners will be those that are best able
to capture and analyze data and deliver optimally personalized and relevant digital
experiences to markets of one.
Note: Code Halo is a trademark of Cognizant Technology Solutions.
Retailers must map data to an ideal journey through
space and time as a set of CROME experiences that
capture optimal, real-time user data. This is a first step
in taking customers on an engaging personal excursion.
17. CUTTING THROUGH CHAOS IN THE AGE OF “MOBILE ME” 17
Appendix
RIS (Retail Info Systems) and Cognizant’s 2015 Shopper Survey was conducted in
April of 2015, and involved 5,000 participants (3,373 females and 1,627 males) in
the United States between the ages of 18-65+. The survey was balanced by age and
income and conducted online.
Footnotes
1
Goldman Sachs, https://www.internetretailer.com/2014/03/10/mobile-commerce-
will-be-nearly-half-e-commerce-2018.
2
http://www.futureofwork.com/codehalo.
3
RIS and Cognizant’s 2015 Shopper Experience Study, http://www.cognizant.com/
InsightsWhitepapers/2015-Shopper-Experience-Study.pdf.
4
http://www.criteo.com/media/1894/criteo-state-of-mobile-commerce-q1-2015-ppt.
pdf.
5
RIS and Cognizant’s 2015 Shopper Experience Study, http://www.cognizant.com/
InsightsWhitepapers/2015-Shopper-Experience-Study.pdf.
6
Ibid.
7
Ibid.
8
http://marketingland.com/google-says-micro-moments-are-the-new-path-to-pur-
chase-131009.
9
RIS and Cognizant’s 2015 Shopper Experience Study, http://www.cognizant.com/
InsightsWhitepapers/2015-Shopper-Experience-Study.pdf.
10
According to comScore, in the first quarter of 2014, 78% of the U.S. population age 15
and above bought something online. In Cognizant’s 2015 Shopper Experience Study,
we found 77% of 18-24 year olds purchase online using mobile devices (and desktop/
laptops) at least monthly. How much do they spend? BusinessInsider.com reports
that 18-34 year olds spend nearly $2,000 per year online. To further understand
the demographics of online shoppers, an Experian study found that 55% of online
shoppers in the U.S. live in households with incomes above $75,000 (40% were in
households earning $100,000 and above). These numbers demonstrate the current
and future value of online shoppers to retailers.
11
“CodeHalos:HowtheDigitalLivesofPeople,Things,andOrganizationsareChanging
the Rules of Business,” by Malcolm Frank, Paul Roehrig and Ben Pring, published
by John Wiley Sons. April 2014, http://www.wiley.com/WileyCDA/WileyTitle/
productCd-1118862074.html.
12
RIS and Cognizant’s 2015 Shopper Experience Study, http://www.cognizant.com/
InsightsWhitepapers/2015-Shopper-Experience-Study.pdf.
13
Ibid.
14
Ibid.
15
Ibid.
16
RIS and Cognizant’s 2014 Shopper Experience Study, http://www.cognizant.com/
InsightsWhitepapers/2015-Shopper-Experience-Study.pdf.
17
RIS and Cognizant’s 2015 Shopper Experience Study of 5,000 in North America.
18
Ibid.
19
Ibid.
20
Boston Retail Partners, August, 2015.
18. 18 KEEP CHALLENGING November 2015
21
“Code Halos: How the Digital Lives of People, Things, and Organizations are
Changing the Rules of Business,” Page 133, by Malcolm Frank, Paul Roehrig and Ben
Pring, published by John Wiley Sons. April 2014, http://www.wiley.com/WileyCDA/
WileyTitle/productCd-1118862074.html.
22
http://www.futureofwork.com/images/article/documents/putting-the-experience-in-
digital-customer-experience.pdf.
23
For more insight, see our infographics on this topic at http://www.cognizant.com/
latest-thinking/perspectives/the-significance-of-real-time-mobile-infrastructure
and http://www.cognizant.com/latest-thinking/perspectives/a-race-to-support-real-
time-mobility.
24
Amazon Prime is a subscription service offered by Amazon.com. Its most popular
benefits are the reduction or elimination of shipping costs on all purchases that are
fulfilled directly by Amazon, and streaming media services such as TV shows and
movies.
About the Author
Kevin Benedict is a Senior Analyst with Cognizant’s Center for the Future of Work,
and a popular technology pundit, writer and keynote speaker with over 30 years of
experience. He brings a unique perspective as a veteran mobile industry executive
who has taught IT and business strategy workshops in 17 different countries over
the past three years, and written over 3,000 articles. Kevin can be reached at Kevin.
Benedict@cognizant.com | LinkedIn: https://www.linkedin.com/in/kevinbenedict |
Twitter: @krbenedict. Read Kevin Benedict’s blog at http://www.futureofwork.com/
author/details/kevin-benedict.