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In this joint Cognizant and Kony webinar, Shannon Warner (Sr. Director and Practice Leader, Multichannel) and Chris Dean (Director of Product Marketing) discuss the effects of the Smartphone in the retail world and strategies to get more value out of a mobile strategy.
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Finding the Silver Bullet For Retail Mobility August 16, 2012
Shannon Warner Cognizant [email protected]
The State of Retail Mobility
3 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 3
What’s cooking?
4 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 4
Mobility is having a profound impact on consumers’ lives
Source: Telenav 2011
5 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 5
Fueled by the smartphone, mobile devices are becoming the screen of choice for customers
Today
7.3 Billion Estimated global population in 2016
– United Nations
10 Billion Estimated number of smartphones and tablets worldwide by 2016
– Cisco
Vs.
6 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 6
In fact, smartphone and tablet adopJon rates surpass that of any other technology in recent human history!
7 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 7
Unprecedented adopJon is forcing retailers to embrace mobility to stay relevant to their customers
Source: RIS / Cognizant Survey, March 2012
What is the impact of the following factors on your consumer mobile strategy?
We asked retailers…
8 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 8
Retailers are embracing mobility iniJaJves with an unaccustomed speed
What op(on best describes your approach to bringing your mobile offerings to market?
Source: RIS / Cognizant Survey, March 2012
We asked retailers…
9 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 9
It is thus no surprise that mobility is already mainstream in retail
Source: Cognizant Research
10 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 10
Retailers have however adopted a sca\er-‐shot approach to which mobile pla^orms they support
Source: Cognizant Research
11 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 11
Retailers offer a broad range of features…
Source: Cognizant Research
12 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 12
…Retailer mobile apps have fallen short of customer expectaJons
Source: Cognizant Research
13 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 13
-‐ 0.5 1.0 1.5 2.0 2.5 3.0
Store’s website
Store’s mobile smartphone app
Store’s tablet
Other Internet searches and websites
Chart Title
Consumables
Specialty
Shoppers like to use digital resources to make purchase decisions, but not mobile and tablet apps
Other Internet searches and websites 1st Store’s website 2nd Print materials 3rd
InformaJon provided on product packaging 4th Television 5th
Shelf signs or interacJve product displays 6th Friends and family 7th Store associates 8th
Social media 9th Store’s mobile smartphone app 10th
Store’s tablet 11th
Rank order of resources used to make purchase decisions for specialty products
Source: Cognizant/RIS 2012 Shopper Study
14 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 14
Retailers are threatened by 3rd party mobile apps as 5% of shoppers use their mobile phone to find product elsewhere.
20%
9%
49%
11%
5%
6%
Leave the store and look for the same product elsewhere
Leave the store and look for the same product during a future visit
Ask an associate to help you locate the right item
Purchase an alternaJve item available in that store
Use your mobile phone to idenJfy the product elsewhere
Check the retailer’s in-‐store kiosk (if available)
We asked shoppers… What do you do when you can't find what you want?
Source: Cognizant/RIS 2012 Shopper Study
15 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 15
Although help from a live person is most preferred, shoppers are beginning to consider mobile assistance while shopping
-‐
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00 Call customer service #
Go to in-‐store customer service desk
Online chat
Video chat Mobile chat
Mobile text message
Social media page
18-‐33
34-‐45
46-‐64
65 and over
When you need assistance while shopping, how likely are you to use the following customer service op(ons?”
We asked shoppers…
Source: Cognizant/RIS 2012 Shopper Study
16 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 16
Shoppers want personalized experiences while in-‐store
3.44
3.17
3.15
2.91
2.88
2.76
2.72
2.26
-‐ 1.00 2.00 3.00 4.00 5.00
Special treatment in the store based on loyalty
Offers delivered in a store that are personalized
Acknowledgement of status as a highly valued customer while in the store
Website recommendaJons based on other products you searched for
E-‐mails with personalized messages
Website recommendaJons based on products others have searched for
Personal greeJng in the store
Offers delivered via a mobile phone that are personalized
When shopping for specialty products, how much would each of the following techniques to personalize your shopping experience influence your shopping choices, if available?
Source: Cognizant/RIS 2012 Shopper Study
We asked shoppers…
17 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 17
…But shoppers are skepJcal about sharing informaJon, including using geo-‐locaJon
2.89
2.69
2.60
2.26
1.86
1.83
1.82
0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 5.00
InformaJon tracked by loyalty number
Name, address, e-‐mail for website account
E-‐mail collected at point of sale
Phone number collected at point of sale
Have cookies placed on your computer to allow tracking
LocaJons you are at tracked using geo locaJon service on your phone
InformaJon tracked by credit card number
How willing are you to share the following informa(on with stores in order to have a more personalized shopping experience?
We asked shoppers…
Source: Cognizant/RIS 2012 Shopper Study
18 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 18
The ever evolving and complex mobile ecosystem is a key challenge in developing a compelling mobile offering
What are the primary challenges your company faces to succeed with its customer-‐facing mobile strategy?
Source: RIS / Cognizant Survey, March 2012
19 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 19
Despite challenges, success can be achieved by taking a comprehensive, 360 degree view of mobile
1
Move fast Else your customers and compe((on will leave you behind
2
Establish an enterprise mobile strategy Piecemeal, scaFer-‐shot approaches just don’t work
3
Don’t be afraid to experiment and innovate Avoid a “Me-‐Too’ approach; look for experiences for your unique context
4
Future proof your mobile offerings Invest in processes and technologies that are flexible and scalable
PracJcal Mobility in Retail -‐ Design for Success
Chris Dean Kony SoluJons, Inc. [email protected]
21 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 21
Financials: 6X growth over last 2 years
Employees: From 200 to 950 employees
Markets: MulJ-‐Channel Enterprise ApplicaJon Pla^orm MulJ-‐Channel B2C & B2E Apps MulJ-‐Channel ApplicaJon Management
Ver8cals: Financial Services |Travel | Retail | AutomoJve
Healthcare | UJliJes | TelecommunicaJons Manufacturing | Oil & Gas | Media & Entertainment | TransportaJon
Customers: Over 1 billion end user sessions annually
More than 60 blue-‐chip deployments Deployed in 38 countries
Kony Overview
KonyOne Pla=orm Write Once, Run Everywhere
Kony Apps Feature Complete, Extensible, Configurable
Kony Mobile App Management
2010 2011 2012
2010 2011 2012
Offices: From 2 to 10 offices worldwide
2007 Founded
2008 Launch
2010 Cash Flow PosiJve
2015 $500M Company
2011 4X Topline Growth
2012 275% ACV Growth
22 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 22
Change Once, Change Everywhere Tim
e
Effort Alterna8ve Solu8ons
OS Update
Update Features
New FuncJonality
Add Languages
Add Security
Custom App + Mobile Web 40% – 70% TCO Savings
Mobile Retail Design
24 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 24
Mobile Web vs. NaJve – Industry Avgs
§ More channels = more customers § Mobile web represents half of all traffic § NaJve apps together also represent half of
traffic § Adding any channel permanently increases
visits – some customers will sJll only interact with you in a parJcular channel
§ Conversion rates vary by channel § iPhone naJve apps 30% more
than mobile web § Rates likely to dramaJcally change
with short noJce
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25 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 25
Mistakes in Mobile Retail
§ Not solving pain points for the consumer § Starbucks, for example, was reducing in-‐store POS Jmes, not
maximizing loyalty card adopJon with its app
§ Siloed mobile efforts § Consumers – loyalty or not – want a ‘joined-‐up’ experience across
channels, and want to interact with you the way they want, not the way you want
§ Under-‐resourced team § Mobile isn’t going anywhere. ‘Well, let’s try it and if it doesn’t work at
least we tried’ is not a strategy § TransacJonal or InformaJonal ?
§ Driving consumers to transact is ouen incompaJble design-‐wise with a brand awareness/informaJonal app
26 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 26
Mistakes in Mobile Retail (cont’d)
§ Poor Design § Apps are important but are currently being designed and deployed
poorly by a many retailers
§ Reasons for regular and ‘sJcky’ engagement are few § GamificaJon elements missing
§ Loyalty programs are chunky § Basic, Intermediate, Advanced ‘Jckles’ and rewards
§ Few mobile-‐specific, well integrated campaigns § Consuming campaigns and offers should be seamless across all digital
channels
§ Disconnected experiences across channels § Consistent informaJon, experiences and ‘remember me’ lacking. Apps
different device-‐to-‐device
27 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 27
GamificaJon & The Changing face of Apps
How long to reach 1 million users ?
AOL took 9 years
Facebook took 9 months
DrawSomething took 9 days
28 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 28
Design Principles for PersonalizaJon
§ Look-‐and-‐feel – 70/30 rule § Implement visual appeal
§ Color coding, visual clues, icon usage and branding § Homogenous design principles § Keep it simple -‐ Less text, single way to do things, intuiJve navigaJon/flow § User awareness – Maintain context ; remember me, minimize user entry § Preferences
§ Let user create customized experience § Template preferences based on user type – defaults
§ Temporal/Spa8al/User awareness – Date ; Time ; LocaJon ; User ; User type ; User’s process step
§ Local data storage
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29 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 29
Release OpJons and Challenges
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§ Big Bang – mobilize all or most desktop web features at launch § Market changing during development § Complexity risks delays § Risk releasing nothing
§ Agile – quickly release a ‘table stakes’ mobile version § IniJal release risks becoming the only release § Maintenance challenges cannibalize innovaJon § Device variaJons increase complexity § Offering could fall behind
§ Wait and See – watch and learn from your compe(tors prior to investment § “Fast followers” difficult to catch up § Difficult to leapfrog the compeJJon § Hard to gain experience § Make similar mistakes
as early movers § Lose customers
Kony for Retail
31 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 31
Kony Mobile Retail
§ Complete Secure Retail SoluJon § Fully FuncJonal, pre-‐built Feature Set § Highly Brand-‐able § Social Media IntegraJon § Configurable and Extensible § Universal IntegraJon § InternaJonalizaJon Ready
§ Full Channel Support § NaJve Mobile Devices § Mobile Web § Tablets
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Reach All Your Customers
32 Copyright © 2012 Kony SoluJons, Inc. CONFIDENTIAL 32
QuesJons?
§ More informaJon on www.kony.com/resources § www.kony.com
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Thank you