The Future of Customer Experience In A Connected World

1. The Future Of Customer
Experience InA
Connected World
Tom Burrell, Head of Social, CRM & Analytics
Digitas LBI
May 2014

2. Slide on the rate of change
• Digital technology and rate of change slide

3. A presentation about change
Changing
Consumer
Behavior
Taking advantage
of this change
Business
Readiness

4. Changing Consumer Behavior

5. 100%
UAE set to become
first country in the
world to have 100%
household broadband
penetration
UAE, Telecoms Minister,
May 1st 2014
DIGITAL IS MAINSTREAM…
9.9hrs
Under 25s in the
Middle East spend
almost 10 hours per
day online
53%
of consumers state
digital is the best way
to connect with brands
which matter to them

6. Top 5 Smartphone Penetration
Mobile Behaviors
And they cant live
without their mobile phones
MENA CONSUMERS ARE MOBILE…

7. advocate
3/10
sharing brand content
Have sent a video clip,
link or image about a
product or brand
7/10
Became a 'fan‘ of a
brand, product or
company they like
purchase decisions
5/10
Social Media helps me
decide what I want
before I go Shopping
50% of all social
traffic is on
mobile
Do people in UAE trust
comments people write about
brands in social?
… AND MENA CONSUMERS ARE SOCIAL
85%HAVE AT LEAST 1
SOCIAL MEDIA
ACCOUNT
61%HAVE 2+
ACCOUNTS
60%VISIT A SOCIAL
NETWORK DAILY
Avg. time spent on
Social per day: 2
hours

8. 81%
19%
UAE POPULATION
EmiratiNationals
Expats
When we say
digital in the UAE…
We are not just referring to locals.
Expats bring digital behaviours from
their home countries

9. To guide brands through the « next » purchasing ecosytem,
DigitasLBi has conducted a first-of-its-kind, in-depth Global survey
of connected customer experience
NB: Study conducted online from February 2 to March 28, 2014.
Sample size: 1,000 web users per country across 15 markets, aged
18+ yrs (quota method: gender, age, income or social profile,
region).
GLOBAL RESEARCH

10. 69.5%
SMARTPHONE
39.4%
TABLET
WHICH DEVICES DO PEOPLE USE?
58%
DESKTOP
76%
LAPTOP
QUESTION:
Personally, what do you use?
27%
SMART TV

11. People use, on average, 2.69 connected devices.
MULTI-DEVICE BEHAVIORS
Anytime, anywhere, any device (ATAWAD)
QUESTION:
Personally, what do you use ?

12. QUESTION:
In the last 3 months, have you
purchased an item on……
HOW DO PEOPLE SHOP?
TABLET
SMARTPHONE
DESKTOP & LAPTOP
SMART TV

13. Research Online, Purchase Offline
58%
of global consumers search a product online
before buying in-store88%
of people who use a smartphone to search
for information on a product or service do it
in a public place or on the go

14. of consumers think that having the option to compare and get more information about products
via their mobile phone in the store can affect their buying decisions.
71
%
QUESTION:
You are in a store about to buy a
product but then you find, via your
mobile, that it's less expensive
elsewhere (online or in another
store). Would you be motivated to
buy the product elsewhere if…
SHOWROOMING HAS BECOME COMMON PRACTICE

15. 1
PEER & EXPERT REVIEWS CHANGE BEHAVIOUR
of global consumers
consult their family,
friends, or acquaintances
before buying a product.
PEERS
81%
CONSUMER OPINIONS
80%
PRO/EXPERT
67%
of global consumers
consult consumer
opinions before buying a
product.
of global consumers
consult the
professionals, experts,
journalists, or bloggers
before buying a product.
QUESTION:
Do you read consumer reviews before buying a product
More specifically, when it comes to reviews and
recommendations, please class the following by order of
importance for you
94% people read consumer reviews before buying a product (31% do
it in store)

16. of people think that in-store
sales advisors would be more
efficient if they had tablets
providing all available product
information.
92% in China, 87% in Singapore, 83% in
Spain, 80% in Italy, 65% in Sweden, 59% in
Germany.
74%
QUESTION:
If all in store sales advisors had tablets
providing
all available product information, do you
think
they would be more efficient?
A REAL NEED: USING DIGITAL TO IMPROVE SALES FORCE
PERFORMANCE

17. 1. MENA consumers and in particular those from the UAE are among the
most connected, with the highest smartphone penetration in the world
2. MENA consumers are very social, spending a large proportion of their days
every day on social networks
3. Globally consumers use multiple devices to engage with brands, shop and
research
4. Researching online and purchasing offline is ubiquitous
5. Showrooming has become common practice
6. 94% of consumers read consumer reviews before buying a product and
they are more heavily influenced by peers and other consumers than by
experts
7. In this digital age consumers feel salespeople should as equipped as they
are with information about the products and services they sell
KEY FINDINGS

18. Taking advantage of this change

20. Traffic Creation
Customization
Digital Distribution
Seamless Ecosystem
OMNI-CHANNEL FUTURE TRENDS

21. #1 – TRAFFIC CREATION TRENDS
In a few years, the impact that digital will have on a connected and geo-localized
population will be very high. We estimate that it will be the main traffic-creation
driver for commercial offers.
Trends to focus on:
• Store locator + click & collect – standardization & industrialization processes
• Geofencing mobile - undergoing testing of new technologies (manufacturers, retailers, Brands
and pure players)
• Mobile SEO with results specific to precise location – still in testing phase

22. Click to Collect

23. Geofencing: Sends push based on geographic position

24. Google search results made relevant to your physical location

25. Traffic Creation
Customization
Digital Distribution
Seamless Ecosystem
OMNI-CHANNEL FUTURE TRENDS

26. #2 – CUSTOMISATION TRENDS
In the next few years we envisage brands taking the opportunity to connect
digital and physical spaces to bring digital customisation advantages into
physical spaces driving product choice, service, and personalisation
• Digital shopping guides – tools that enable digital content access in physical space
• Immersive Digital experience – in store digital experiences that enable customised product
access
• Ibeacons – location specific content access
• Facial Recognition–supports personalisation and payment

27. Digital Shopping Guides triggered by QR code or Mobile Image Recognition

28. Automotive: Creating immersive digital experiences in store

29. Retail: Klepierre inspiration corridor

30. Beacon allows the interaction between an application and a physical place

31. The first solution compatible with iOS and Android

32. How it works
Beacon
Application
Content, promotions
or messaging

33. Facial Recognition supports advertising and payment
NEC: Personalised
advertising
UNIQUL: Faster
payments – face
recognition for payment
WALLS: Gesture based
advertising

34. Traffic Creation
Customization
Digital Distribution
Seamless Ecosystem
OMNI-CHANNEL FUTURE TRENDS

35. #3 – DIGITAL DISTRIBUTION
The digital era will revolutionize the way we access services and make
transactions.
• Tools to reduce showrooming– Google glass, wish list integration, socially connected
digital displays
• Augmented salesforce– experience personalisation based on profile, product inventory
access
• Make tasks simpler – applications that make consumers lives simpler at home, lifestyle
management, mobile payments

36. Connected Glass for Intermarche

37. Integrated and customisable wishlists across channel

38. Magic Mirrors and intelligent displays support the shopping experience

39. Clinique’s clienteling tool provides personalised skin care recommendations

40. BA introduce IPADs for Cabin Crew to provide personalised service

41. Iberia and airberlin develop smart watch boarding passes

42. Wärtsilä Flexicycle™ 3D

43. British Gas launches a smartphone application that control home temperatures

44. PAY EG SQUARE
Square enables consumers to check out anywhere in the store

45. Traffic Creation
Customization
Digital Distribution
Seamless Ecosystem
OMNI-CHANNEL FUTURE TRENDS

46. #4 – SEAMLESS INTERCONNECTED ECOSYSTEM
Omni-channel means developing a seamless ecosystem where everything is
interconnected and synchronized:
• Master product / data catalogue
• Master client knowledge
• Analytics integration to monitor cross-
channel performances (in-store analytics,
offline attribution to online traffic, etc.)

47. Wireless sensor networks enable smart cities

48. Exercise

49. 1. On your table you will find an envelope, which contains one of the omni-
channel trends we have talked about today
2. Each table should contain representatives from one or more brands. Pick a
brand and then based on the trend in the envelope brainstorm an omni-
channel concept which could be used to support this brand
3. You can use the business model framework to help you brainstorm the idea
4. You have 20 minutes. Each table will be expected to present their idea
5. Prizes for the best idea
EXERCISE

51. Omni-channel trend no. 1
Digital shopping guides
– tools that enable digital
content access in physical
space

52. Omni-channel trend no. 2
Immersive Digital
experience – in store
digital experiences that
enable customised product
access

53. Omni-channel trend no. 3
Ibeacons – location
specific content access

54. Omni-channel trend no. 4
Facial Recognition–
supports personalisation
and payment

55. Omni-channel trend no. 5
Tools to reduce
showrooming– Google
glass, wish list integration,
socially connected digital
displays

56. Omni-channel trend no. 6
Augmented salesforce–
experience personalisation
based on profile, product
inventory access

57. Omni-channel trend no. 7
Make tasks simpler –
make consumers lives
simpler eg home apps,
lifestyle management,
mobile payments etc

58. Business Readiness

59. The Business Impact
Technology
Alongside the
customer facing
technologies, a
CRM &
eCommerce
backbone is
critical
People
Create the right
culture, redeploy
roles, create new
teams
Process
Mapping current
processes against
new to define
required business
change

60. !"#$%&#&'()#*
Technology
Scoring
POC
(optional)
Selection
§ Functional Requirements
§ Non - Functional Requirements
§ Prioritiseand assign w eighting
§ 3-4Vendors
§ High Level Criteria
§ IndustryAnalysts
§ LBi Experience
§ Vendor Response
§ Product Review
§ Gap Analysis
§ DefineScenarios
§ AssessDemonstration
§ Gap analysis
1
2
3
4
5
Define
Criteria
Vendor
Shortlist

62. A CHANGE IN
STRUCTURE
IS EASY.
CHANGING
HUMAN
BEHAVIOUR
IS VERY
HARD

63. CHANGE AFFECTS DIFFERENT PARTS OF THE
COMPANY IN DIFFERENT TIMELINES IN AN
UNPREDICTABLE WAY
INDIVIDUAL
LOSS OF IDENTITY
THE WHOLE COMPANY
A NEW ORGANISATION DEPARTMENT
NEW WORKFLOWS
PROJECT
NEW PROJECT MEMBERS
TEAM
NOT RELEVANT ANY LONGER
NEW TEAMS SHAPED

64. DIGITASLBI OFFER
Digital drivers to
generate traffic in-store
In–store digital experiences
as exciting, customized, and
effective as off-line
experience
Transactions & in-store
services creating value
for customers
Data and
personnalisation
Accessible digital retail
distribution in physical
spaces
Using social to improve
commercial
performances
A flexible and
seamless digital
shopping ecosystem
Organisational Design
• Mobile geofencing
• Implementation click & collect
• Local SEO, SEA and local media
• Digital OOH
• Store locator
• GPS-indoor
• Wishlist cross-device
• mobile and geolocalized coupons
• Cross-channel loyalty programs
• Cross channel recommendation engine
• Product enrichment (scan, NFC)
• Ibeacon deployment
• Interactive kiosks
• Mobile payment
• Digital devices for sales force
• Digital merchandising
• E-commerce in-store through
kiosks
• Virtual stores
• Digital pop-up store
• Vending machine new generation
• Marketplaces offline and on-line
• Digital outdoor / OOH
• Social-to-store and promotional
activities
• Social shopping
• Reviews integration in-store
• Social sharing from POS
• e-commerce platform (mobile, tablet)
• 360° customer strategies
• Acquisition strategies and Omni channel
campaigns
• Digital Business Design
• Organisational change design
• Process mapping and future state
mapping
• Data strategy (collect and analyse)
• Client segmentation
• Cross-channel tracking
• Real-time personalization
• Reporting

65. A UNIQUE INNOVATION ECOSYSTEM
• A world class digital innovation lab
• More than 200 start-up
benchmarked
• A beacon and google glass center
of excellence
• Several POC and prototypes
delivered

66. REGIONAL CLIENTS

67. TOM BURRELL
Head of Social, CRM & Analytics
Tom.Burrell@digitaslbi.com
0529 33 33 06