ENGAGING YOUR MOST PROFITABLE CUSTOMERS Omni-Channel Product Strategies

By Suhail Pothigara Head of Mobile and Social Strategy @ Travelzoo

AGENDA

CUSTOMER TOUCH POINTS LOYALITY LADDER PRODUCT STRATEGIES

MOBILE WEB

SOCIAL MEDIA MOBILE APPS

Q&A - THANK YOU

A  new  approach  to  Omni-­‐Channel:  Looking  at  channels  as  more  than  just  touch  points.    Product  Strategies:  How  to  differen9ate  products  to  engage  your  most  loyal  customers.  

CUSTOMER TOUCH POINTS

Brick  &  Mortar  

Web  

E-­‐mail  

Social  Media  

Mobile  Web  

SMS  

Mobile  App  

Online  

Offline  

Push  No9fica9on  

LOYALITYLADDER

Brick  &  Mortar  

Web  

E-­‐mail  

Social  Media  

Visitor  

Customer  

Mobile  Web  

Follower         SMS  

Mobile  App  

iPad  App  

Loyalist  

Revenue  -­‐>  

Mind  Share:   1%   2%   4%   5%  

Loyalty

 -­‐>  

“Loyalist  spends  3.5  =mes  more  annually  than  tradi9onal  shoppers”  

-­‐  Commerce  in  Mo9on  

MOBILE WEB

On  the  go  users  are  task  oriented  –  highlight  search  and  category  browsing  func9onality  globally.  

Remember  Recent  Search  and  allow  users  to  favourite  items  –  Wish  list,  my  favourite      

SEARCH-ABILITY

REMEMBER ME

How  do  you  create  a  unique  proposi9on  for  on  the  go  mobile  web  users?  

Provide  instant  gra9fica9on  by  using  geo  loca9on  by  default.  

INSTANT RELEVANCE

     2%  

MOBILE WEB

Remember  Recent  Search  and  allow  users  to  favourite  items  –  Wish  list,  my  favourite      

REMEMBER ME

How  do  you  create  a  unique  proposi9on  for  on  the  go  mobile  web  users?  

Provide  instant  gra9fica9on  by  using  geo  loca9on  by  default  and  referring  search  keywords  

INSTANT RELEVANCE

On  the  go  users  are  task  oriented  –  highlight  search  and  category  browsing  func9onality  globally.  

SEARCH-ABILITY

     2%  

“65%  of  product  searches  started    on  mobile  web”  -­‐  Google  Research,  The  new  mul9screen  world.  

MOBILE WEB How  do  you  create  a  unique  proposi9on  for  on  the  go  mobile  web  users?  

Provide  instant  gra9fica9on  by  using  geo  loca9on  by  default  and  referring  search  keywords  

INSTANT RELEVANCE

On  the  go  users  are  task  oriented  –  highlight  search  and  category  browsing  func9onality  globally.  

SEARCH-ABILITY

Remember  Recent  Search  and  allow  users  to  favourite  items.  

REMEMBER ME

     2%  

“90%  use  mul9  devices  to  complete  a  task,  98%  within  the  same  day.”  -­‐  Google  Research,  The  new  mul9screen  world.  

SOCIAL MEDIA How  to  earning  social  currency  and  leverage  power  of  friends?  

     3%  

Create  Unique  content  for  your  Facebook  followers.  Worthy  of  on  news  feed,  sharing.  

LIKABLE ON FACEBOOK

Show  what  friends  are  buying  /  just  bought.  Bring  the  social  network  to  the  user  where  ever  they  are.  

LIVE FEED

Give  products  /  services  instant  credibility  by  adding  friends  endorsement.  

FRIENDS AWARE

“When  making  a  purchase  decision,  74%  of  loyalists  customers  consult  family  and  friends.”  -­‐  Edward  Digital  

Give  Products  /  Services  credibility  by  adding  a  friends  endorsement.  

FRIENDS AWARE

Create  Unique  content  for  your  Facebook  followers.  Worthy  of  on  news  feed,  sharing.  

LIKABLE ON FACEBOOK

SOCIAL MEDIA How  to  earning  social  currency  and  leverage  power  of  friends?  

     3%  

Show  what  friends  are  buying.  Bring  the  social  network  to  the  user.  

LIVE FEED

Fab.com  

“85%  would  follow  a  friend’s  advice  over  a  known  expert”  -­‐  Power  of  Trust,  Friendize  

SOCIAL MEDIA How  to  earning  social  currency  and  leverage  power  of  friends?  

     3%  

Give  Products  /  Services  credibility  by  adding  a  friends  endorsement.  

FRIENDS AWARE

Show  what  friends  are  buying  /  just  bought.  Bring  the  social  network  to  the  user  where  ever  they  are.  

LIVE FEED

Create  unique  content  for  your  Facebook  followers.  Worthy  of  their  news  feed  and  sharing.  

LIKABLE ON FACEBOOK

MOBILE APPS How  to  delight  your  most  loyal  customers  with  an  exclusive  app  experience?  

     5%  

Create  Unique  content  for  your  Facebook  followers.  Worthy  of  on  news  feed,  sharing.  

LIKABLE ON FACEBOOK

Show  what  friends  are  buying  /  just  bought.  Bring  the  social  network  to  the  user  where  ever  they  are.  

LIVE FEED

Make  your  apps  the  ul9mate  loyalist  symbol  with  an  app  only  feature  they  can  boast  about.  

APP ONLY FEATURE

Starbucks  

Give  Products  /  Services  credibility  by  adding  a  friends  endorsement.  

FRIENDS AWARE

Create  Unique  content  for  your  Facebook  followers.  Worthy  of  on  news  feed,  sharing.  

LIKABLE ON FACEBOOK

MOBILE APPS

Give  your  app  users  something  exclusive,  and  before  everyone  else.  

V.I.P ACCESS

American  Express  

How  to  delight  your  most  loyal  customers  with  an  exclusive  app  experience?  

     5%  

MOBILE APPS

Give  Products  /  Services  credibility  by  adding  a  friends  endorsement.  

FRIENDS AWARE

Show  what  friends  are  buying  /  just  bought.  Bring  the  social  network  to  the  user  where  ever  they  are.  

LIVE FEED

Think  of  your  app  as  an  assistant  –  Help  users  set  alerts  for  things  they  want.  

TIMELY NOTIFICATIONS

How  to  delight  your  most  loyal  customers  with  an  exclusive  app  experience?  

     5%  

Fare  compare  app  –  Price  drop  alerts  

THANKYOU

Download this presentation at: omnichannelguy.com

Suhail Pothigara Head of Mobile and Social Strategy @ Travelzoo