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Innovationin a disrupted market
Vincent MalarmeRetail & Consumer Goods Industry Solutions Leader
@vincentmalarme
The future of mobileMarketing & eCommerce
2
Disruption
Challenges
Solutions
Trends
The future of mobileMarketing & eCommerce
3
The Retail Big Show
550 exhibitors
34 000 visitors
85 countries
Trends
4
Retail Big Show: Key trends
1INNOVATION
DRIVING SUCCESS
Trends
5
Retail Big Show: Key trends
2A DISTRIBUTION STRATEGY
…THAT PLAYS WITH
COMPLEMENTARY CHANNELS
Trends
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Retail Big Show: Key trends
84%go online to prepare their store visit
40%more conversion from users having gone online
22%spend more if they’d been online
75%users using social networks say they are more loyal
3
INCREASINGLY THE
CUSTOMER JOUNEY
BEGINS WITH
DIGITAL COMMERCE
Trends
7
Retail Big Show: Key trends
4… & DIGITAL COMMERCE
NEEDS TO…
ENABLE EXPERIENCES BASED
UPON WHERE A CUSTOMER IS
IN THEIR JOURNEY
Trends
7
Content optimized for
any device
Availability & Fulfillment
Personalized and relevant
offers
Rich and engaging
content
8
Retail Big Show: Key trends
5GROWING APPETITE FOR
MOBILE INNOVATION
Trends
88
InStoreMobile
Experiences
Apps
Client Telling
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Retail Big Show: Key trends
6FROM TRANSACTIONS
TO RELATIONSHIPS
TO SUBSCRIPTIONS
Trends
10
“The last, best
experience
that anyone has
anywhere
becomes the minimum
expectation for the
experiences they
want everywhere.”
Trends
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The traditional boundaries are
dead.
The focus is now on Human-to-Human
interactions.
Experience is the new competitive
battleground
Trends
12
Innovating in disrupted market
Innovating
Trends
Trends
Trends
Trends
Trends
FastFollowing≠
Disruption
Trends
13
Understanding the roots of Technology Disruption
Systems of Insight
How are you harnessing Big Data for competitive advantage?
Systems of Engagement
How are you harnessing mobile and social to transform relationships with customers, employees and citizens?
Systems of Record
How are you transforming your existing IT systems for the requirements of the new era?
Systems of
Insight
Enterprise
Innovation
Systems of
Record
Systems of
Engagement
Systems of Record
Systems of Insight
Systems of Engagement
Pervasive Security Intelligence
Enabled by Cloud
EnterpriseInnovation
Disruption
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True Innovation
System
s of
Insight
Enterpri
se
Innovati
onSystems of
Record
Systems of
Engagement
Record
Insight
Engagement
Security
Cloud
Innovation
Disruption
15
Litmus test test for a successful Mobile Strategy
1. Create new business value
2. Powered by analytics
3. Designed first for mobile
4. Create unique user experience (consumers or employees)
5. Powered by scalable cloud
6. Pervasive Security Intelligence
Disruption
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1. Create new business value: The great internal divide
Challenges
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2. Powered by analytics: the great customer experience divide…
Challenges
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3. Design first for mobile
1
8
Take 2 minutes &design a vase
design a better way for people to enjoy flowers in their home
Challenges
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Design
a vase
Design a better way for
people to enjoy flowers
in their home
Product or Task Focused Experience Focused
Challenges
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Design is not just what it
looks like & feels like.
Design is how it works.
- Steve Jobs
Challenges
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This is not a user experience
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Challenges
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This is a user experience
Challenges
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66% of adults say they receive too many promotions
and are exposed to too many adverts
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Source: Upstream 2011
4. Create unique user experience: Customer attention is scarce
Challenges
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Align your IT and Marketing Strategy around the Customer Journey
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Solutions
CIO
CMO
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What do we offer ?
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Flexible software solutions so that you can begin anywhere and grow in any direction
Solutions
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IBM Design ThinkingPlacing people at the heart of the design process
Agile & DevOpsNew ways of working - iterative, rapid
and agile
DedicatedConcentration of experience design, analytics and strategy skills
InnovationHands-on innovations and demos
MobileIntegrated mobile development
Co-locationWith clients and the best of IBM
IBM Studios for the best mobile innovation
Solutions
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The Big Data you need to deeply understand your customerThe Corporate App Store you need to unleash empowered mobile employees
Solutions
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Just of some of the companies we keep
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Solutions
3030
A few partners we play with
Solutions
3131
Some of our recent awards
LEADER in Digital Marketing
The LARGEST Digital Agency network in the
world - 2014
LEADER in EnterpriseMobility Services
LEADER in Business Consulting
LEADER in Mobile App
Development
LEADER in CRMThe SECOND LARGEST Digital
Agency in the UK -2014
Solutions
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Vincent Malarme
Retail & Consumer Goods
Industry Leader
IBM Benelux
@vincentmalarme
+32 475 29 42 43
be.linkedin.com/in/malarme
