Describes 8 ways to improve a mobile customers experience: C-U-S-T-O-M-E-R = Convenience, Utility, Showrooming, TImeliness, Offers, Mobility, Easy of Use, Relevance. It shows why experience counts more than SoLoMo technology.

1. PART I MOBILE MARKETING TRENDS
Customer Experience Gap
Using C-U-S-T-O-M-E-R Rules
Dr. Jim Barry
March 4, 2013

2. More Experience, Less SoLoMo
Common 2014 Predictions
• SoLoMo marketing will materialize in a big way.
• Much has to do with big data solutions and
skyrocketing mobile phone usage.
• But should bullish forecast rely on device/data enabling
or consumers expecting better experiences?
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3. Mobile Growth
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4. Gap
Marketing is failing to prioritize the
mobile customer experience
• 89% of mobile consumers want personalization
• But only 18 percent of retailers actually make an
effort in social and mobile marketing
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5. Mobile Growth
Experts attribute most of slow
response to the following
• Desktop first, ‘mobile second’ design philosophy
Big Data
Mobile User
Marketing
• Failure to adequately map a mobile customer’s end-toend journey
• Immature technologies addressing mobile payment
apps, multiple operating systems and in-store shopping
infrastructures
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6. Mobile Users Want More but Less
Want greater
• Friendliness
• Context
• Personalization
• Speed
Want less
40% to 61% of customers
who visit a site that isn’t
mobile-friendly are likely
to visit a competitor’s site.
• Detail
• Navigation
• Links
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7. Mobile User Experience Expectations
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8. Convenience
Consumers expecting quick-and-easy
mobile experiences
• Location triggers
• Mobile payments in hassle-free steps
• Reminders
• Directions
• Instant call
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“We like mobile devices because they
make our lives more convenient.”
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9. Mobile Wallet
Wallets offer more than payment
• Rewards
• Tracking for personalization
• Convenience
Technology not yet resolved
• Google Wallet & Apple Passbook
• iBeacons/Bluetooth LE vs. NFC
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10. Utility
“Self-Help” Apps & Useful Links
• App that helps plan healthier meals built
by a grocery store chain
• Quick financial wrap up report delivered
via email from a financial advisor
• Blog that gives useful tips for customers
to put into practice right away
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11. Youtility
Examples of “Friend-of-Mine” Apps
• Clorox MyStain app
• Angie’s list
• Geek squad
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12. Showrooming
Instant In-Store Research for
• Products
• Competitive Prices
• Ratings & Reviews
Research shows high usage
• Since 2012, the number of consumers who purchased a product from a
competitor while in a retail store increased 156% (Vibes study)
• After consumers compare prices on their phones while in-store
• 47% move onto complete a transaction
• 45% go elsewhere to purchase items
• 7% do not make purchases.
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13. Timeliness
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14. Timeliness
Timely Reminders
• Health, meetings, calendar events
• Expect links to address books, calendars,
directions, etc.
Timely Offers
• Store proximity offers
• In-store offers
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15. Offers
Special Offers
• Reward for downloading apps
• Way to fend off showrooming opportunism
• Bottom of Funnel incentive
Emotional Connection from Gifting
• Opportunity for social sharing
• Real-time loyalty
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16. Mobility
Mobility more than Mobile
• User experience includes all
in one all the time
• Tablets & some smartphones
can gather all intel
• Phones are within reach most
of the day
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17. Easy-to-Use
Distinction of Mobile
• Shorter attention spans
• Closer to “closure”
• Prone to video
• Fat thumb restricted
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18. Easy-to-Use
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19. Easy-to-Use
Understand End-to-End Journey
• Sometimes just location & call
• Simplify and shorten steps
Make Hassle Free
• Less is more
• No scrolling
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20. Relevance
Contextual relevance
• Proximate relevance
• Relevant to user mobile journey
• Native Ads
• Anticipatory needs
• SoLoMo relevant
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21. Summary
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22. What’s Next? SoLoMo Context Marketing
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23. What’s Next? Wearables & IoT
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24. What’s Next? In-Store Shopping
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25. What’s Next? Rich Media & Native
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