A presentation given at the event with LUSH, Acquia and iKOS

1. Welcome
digital innovation
breakfast briefing

2. Digital commerce agency
Driving digital change culturally
The digital experience company

3. MYLES DAVIDSON - iKOS DIGITAL
ADAM GOSWELL - LUSH DIGITAL
ANDY RUSSELL - LUSH DIGITAL
RAY GRADY - ACQUIA INC
A new world of digital
opportunities - 2015 Trends
How LUSH Embraced Digital
for Dramatic Results
Engaging Today's
Consumer: Make Commerce
Beautiful
topic: speakers:

4. Trends 2015
to delight your customer
a new world of digital opportunities

5. MYLESDAVIDSON
managingdirector
iKOSDigital
myles@i-KOS.com
@mylesdavidson
@i_KOS

6. DIGITAL
ISATION

7. “Our customers expect to engage with us instantly
through a myriad of digital and social platforms, and the
expectations of the business on us have never been higher.
These new technologies and new channels require us to
transform not only what we do, but how we do it”.
Caroline Taylor, CMO, IBM Europe

8. RIPPLE
EFFECT

9. AGE OF CUSTOMER EXPERIENCE
Customers are driving us
Massive change has already happened
Poor customer experience companies are dying

10. TRANSFORMATION IS NOT OPTIONAL
Organisations who focus on customer experience
are thriving in the face of competition
Multichannel customer worth circa 4x a single-
channel customer with some retailers now saying
8~12x!
Sources: Forrester Research and Wartermark Consulting. Aberdeen;
interviews; JC Williams Group; McKinsey analysis

11. BARRIERS:
SILO’S

12. IF THE TECH
IS WRONG THE
EXPERIENCE
WILL NEVER
WORK RIGHT

14. CLUTTERED - systems & processes are tactical & single-channel
CONSIDERED - individual systems & processes are customer
focussed but lack links cross channel
CAPABLE - integrated systems & processes but not fully harnessed
CULTURAL - fully integrated across channels
GETTING TO A SINGLE VIEW OF A CUSTOMER

16. JUST 4% CLAIM
TO HAVE JOINED
UP SYSTEMS
Source: e-Consultancy report - single view of customer

17. HOW DO LEADERS ENGAGE WITH
THE CUSTOMER?
Use the power of social and mobile
Extend physical experiences with digital
Create experiences that bring people together
Interact with customers on a personal level
Use digital to enhance personal interaction

18. 01
STEP ONE
“from cluttered to considered”

20. Every fresh ingredient has a story
Every product has its inspiration
Content and Commerce are unified to tell the story of the
brand
CONSIDERED: Content Driven Commerce

21. Content
& Commerce

23. Kitchen:
Today’s
menu
real time
manufac.
live social
voting

24. SOME RESTURANT WEBSITE
Menu
How to find us
About us
Make a booking

27. 02
STEP TWO
“capable”
extending the platform

28. Cloud Infrastructure, Content & Commerce eco-system
Finance ERP's
CRM &
Business
Intelligence
Order
Management &
Fulfilment
Web & Mobile Apps
Out
notifications,
alerts
In
info & data
Customer
Engagement
Customer &
Business
Services
Platform

29. All Powerful Integrations*
APIs are the bridge between IT
requirements and the digital economy
*API is an abbreviation of application program interface

30. Yesterday we mapped the world
Cellular data and GPS can get you to your
destination and generally gets us outside a building

31. Now it’s time to go indoors
The devices we carry today have motion sensors
and chips that can determine your precise indoor
position and direction

32. The possibilities
Way-finding
Find you
(made possible because of the published APIs)

33. alert:
gate 23 is
closing in
15 minutes
and is 8 min
walk, turn
right at
Harrods

34. take the lift
to the 4th
floor, Janet
is in room
402

35. drink:
ordered in
room and
delivered to
you at your
table

36. RIP:
death to the
wooden
spoon :-(

37. Location in context
iBeacon
Bluetooth Smart
Tiny devices placed in venues, that (via APIs) can
communicate with your devices

38. The possibilities
Navigate to POI
Proximity alerts
2nd screen interactions
Broadcast of location specific offers

39. Proximity
alert: killer
shoes inside

40. Broadcast
of location
specific
offers

41. Behavioural
patterns:
such as dwell
time
A selection of
neutral coloured
shirts have been
added to your
wish list

42. Behavioural
patterns:
changing room
one little black
dress has been
added to your
basket

43. 2nd screen:
alerts,
directions
and
interactions

44. Link training
and health
apps

45. Wearables
concierge
treatment
with face
detection

46. 1978
CALORIES
The nearest
pharmacist
is 1.2km
away

47. Blink
commerce

48. POPUP
STORE

50. Hail, ride,
arrive, paid,
review
Frictionless
payment
outside

51. 10.2 min*
Book,
review
menu,order,
refill, pay
frictionless
inside

52. The drones
are coming

53. Digital
showroom

54. BIG DATA READY
Customer touch points via APIs will multiply the
amount and type data (geospatial, behavioural…)
you collect exponentially
Traditional systems and processes won’t deliver

55. The possibilities
Build powerful predictive models:
Customer Services
Marketing

56. Customer Service
Shift from reactive to proactive
Better understand satisfaction
Identify at risk customers before a complaint
Identify and fix root causes

57. Marketing
Turn your visitor data into actionable insight at scale
Drive contextual experiences in real-time through
unified view of customers
Optimise conversion dynamically via pattern
recognition of customers with highest potential

58. 03
STEP THREE
“cultural”
joined up thinking

59. RESHUFFLE

60. The shift you need to be ready for
Traditional Information Technology
Siloed teams with different solutions
delivering disjointed experiences
Disciplined (slow) processes for building
and deploying digital experiences
Proprietary solutions whose technology
evolves too slow
On-premise infrastructure with rigid &
costly capital expenses
New Business Technology
Integrated teams with a shared solution
delivering unified experiences
Agile (fast) process for building and
deploying digital experiences
Open Source solutions that evolve at the
speed of the web
Cloud-based infrastructure with flexible and
lower cost operational expenses

61. THE AGE OF
CUSTOMER
EXPERIENCE
TRANSFORMATION
IS NOT OPTIONAL
THE RIGHT
TECHNICAL
PLATFORM
THE EXPERIENCE
AND SYSTEMS NEED
TO BE SEAMLESS
RECAP

62. “Start with the consumer. Focus on the consumer
experience, challenge everything that you thought was
true and if you can change the way you do things internally
and make the consumers life easier it will pay off.”
Abhi Dhar, Chief Technology Officer. Walgreens

63. THANKYOU
MYLESDAVIDSON
iKOSDigital
myles@i-KOS.com
@mylesdavidson
@i_KOS

64. ADAM GOSWELL - Digital Design Manager
ANDY RUSSELL - Creative Director
How LUSH Embraced Digital
for Dramatic Results