Increase Your Speed to Market with Mobile:
Manage Customer Experience Across Multiple Channels
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Today’s Speakers
Manage Customer Experience Across Multiple Channels
Phillip Clement
Marketing and Sales Director
SDL Bemoko
Tim Greenhalgh
Senior Consultant
Liberate Media
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Increase Your Speed
To Market With
Mobile
SDL Proprietary and Confidential
Introduction
• Snapshot of mobile
• Challenges of delivery
• Practical ways to:
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Simplify mobile and tablet delivery
Adapt your campaigns for mobile faster
Manage customer experience across multiple channels
Respond to the rapidly changing needs of your customers
Overview
Doing mobile is not the challenge.
• Delivering against expectation
• Keeping pace with change
• Controlling Budgets
Increase your speed to market with mobile
Delivering against expectation
Delivering against expectation
•
Price, items in stock and knowledgeable staff are primary factors for
shoppers
•
The use of mobile technology is a significant factor for in-store
purchasing decisions
•
Greater availability of information is changing consumer expectations in
relation to convenience and speed
•
Shoppers will readily switch channels and stores to benefit from cheaper
price or immediacy
•
Shoppers will pay a price premium for convenience and speed
•
YouGov research suggests that successful companies will need to adapt
their business models to attract the customer of tomorrow
YouGov Report 2011
Delivering against expectation
1
2
46%
82%
More than half of
consumers who’ve
shopped using their mobile
have abandoned a
purchase because of poor
navigation
46% of online shoppers
will switch to another
retailer if they experience a
30 second delay on a
website
Multi-channel consumers
spend
82% more per transaction
than customers who only
shops in-store.
90%
90% of online shoppers
now want delivery within
2 days
1
3
More than a third of
consumers want items
either same day or next
day in all product
categories
7%
YouGov SixthSense The Rapid Retailing Research Report 2011
A 1 second delay in a
page response can result in
a 7% reduction in
conversions
Increase your speed to market with mobile
Keeping pace with change
Keeping pace with change
1983
2006
Keeping pace with change
Nokia at the top but
other manufacturers are
gaining traction
The forerunner to
the iPhone –
Motorola with
iTunes
2006
Microsoft the
number one OS
IE the number one
browser
29th June – the
iPhone is
launched
iPad is launched
and iPad 2 follows
a year later
Mobile web is
centre stage
October - the
first Android is
launched
Rise of Apps
2007
2008
- Greater diversification
- Death of the PC
- M-commerce
2009
- HTML5
- Apps are
commoditised
2010
Within 4 years there are
over 60 browsers and
numerous operating
systems
2011
2012
Keeping pace with change
Keeping pace with change
We are opening a Pandora's box of compelling and consistent
digital experiences that extend the value of physical products into
the realm of digital experience.
Thomas Husson. VP, Principal Analyst Forrester
“
“
New consumer product interface technologies will forever change
the way humans and machines interact.
Keeping pace with change
Increase your speed to market with mobile
Controlling Budgets
Controlling budgets
Ashley Payne
Head of Digital Operations, Debenhams
•
•
•
•
•
•
•
•
•
Customers are adopting new technologies faster than we can deliver
The business wants to adopt new technologies quickly and cheaply
The business short-cuts IT processes for change and deployment
A fragmented architecture develops, no clear owner
Innovation is at the expense of business tooling and flexibility
Proof of concepts and experiments evolve into business critical systems
Small teams and partners are asked to provide 24/7 support
Our best resources are bogged down in support and maintenance
Traditional ‘online’ teams are being pushed to innovate:
– Adopt more channels
– Increase range
– Better, targeted marketing
– Grow sales
Controlling Budgets
What is your digital marketing spend expectation?
Increase 25%+
Increase 5‐25%
Stay the same
Decrease 5‐25%
Decrease 25%+
8.66%
48.82%
40.16%
2.36%
0.00%
Are there silos within your organisation?
No
19.69%
Yes, but we're working to remove 51.18%
Yes, we're working slowly
28.35%
How well do you engage with your audience via mobile?
No strategy
Basic ‐ website & emails look ok
Developed ‐ multi‐device
Full ‐ location/apps/social/context
24.41%
44.88%
26.77%
3.15%
CXM Survey, March 2013
Marketingfinder.co.uk in association with SDL
Quick Poll
Controlling budgets
Business - IT
Business critical requirement to
deliver secure and resilient
systems at sustainable costs
Customer
Business - commercial
Commercially critical need to
drive innovation and keep pace
with technology trends
Controlling budgets
Customer
Idea
Generation
Commercialisation
Product & Service
Agile Technology Layer
Design, Testing and
Refinement
Pizza Hut case study (3 options for omni-channel)
•
•
•
•
•
PC
Heavily integrated
Mission critical
Foundation based in desktop
Does its job well but for the desktop
No mobile expertise
Pizza Hut
Central System
Delivery
Restaurant
Delivery
Restaurant
Delivery
Restaurant
Analytics
Delivery
Restaurant
Developing in silos (option 1)
•
•
•
PC
Dedicated user experience
Quick to market
Increasing management effort
Pizza Hut
Central System
Delivery
Restaurant
Delivery
Restaurant
Delivery
Restaurant
Analytics
Delivery
Restaurant
Developing in silos (option 1)
•
•
•
•
PC
Pizza Hut
Central System
Delivery
Restaurant
Delivery
Restaurant
Delivery
Restaurant
Dedicated user experience
Slow to react
Managing multiple variants
Compromise starts to creep in
Analytics
Delivery
Restaurant
Developing in responsive design (option 2)
•
•
•
•
•
•
•
PC
Pizza Hut
Central System
Delivery
Restaurant
Delivery
Restaurant
Delivery
Restaurant
One site to manage
One size fits all
Slow
Poor analytics
Grows in complexity
Poor user experience
Poor m-commerce
Analytics
Delivery
Restaurant
Chosen option
•
•
•
•
PC
Connect to existing API
Hosted in Pizza Hut Datacentre
No impact on existing PC site
Seamless Integration
Omni-channel technology layer
Pizza Hut
Central System
Delivery
Restaurant
Delivery
Restaurant
Delivery
Restaurant
Analytics
Delivery
Restaurant
All channels supported in one place
Smart Phones
Tablets
PC
All Channels
Omni-channel technology layer
Pizza Hut
Central System
Delivery
Restaurant
Delivery
Restaurant
Delivery
Restaurant
Analytics
Delivery
Restaurant
•
•
•
•
Dual running
Low risk
Analyse usage
Optimise UX
•
(Two sites to manage)
Switch desktop
Smart Phones
Tablets
PC
•
•
•
All Channels
Omni-channel technology layer
Pizza Hut
Central System
Delivery
Restaurant
Delivery
Restaurant
Delivery
Restaurant
Analytics
Delivery
Restaurant
Incremental change
One site to manage
Best of both worlds
Future proof
Smart Phones
Tablets
PC
TV
All Channels
Omni-channel technology layer
Pizza Hut
Central System
Delivery
Restaurant
Delivery
Restaurant
Delivery
Restaurant
Analytics
Delivery
Restaurant
Wearable's
Summary
•
Early adopters and late to market businesses are now on a level playing field
•
Traditional methods will bog down progress and increase cost
•
Customers’ expectations are high
•
Businesses with agile technology platforms will succeed and grow faster than
their competition
•
Deploying the right technology:
–
–
–
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Empower IT staff
Speed commercial innovation without compromising resilience
Put businesses ahead of customer adoption
Reduce cost and complexity of delivery
Your Questions
Manage Customer Experience Across Multiple Channels
Phillip Clement
Marketing and Sales Director
SDL Bemoko
@phillipclement
Tim Greenhalgh
Senior Consultant
Liberate Media
@timsgreenhalgh
Increase Your Speed to Market with Mobile:
Manage Customer Experience Across Multiple Channels
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