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@ryanmcraver
Location Done Right: From The Customer’s Perspective Ryan M Craver – June 9, 2015
@ryanmcraver
MOBILE BEACONS
IoT
DISPLAY VIRAL VIDEO NATIVE
PPC EMAIL
AFFILIATES RETARGETING
SEARCH SOCIAL
LIVE CHAT
CALL CENTER STORE SUPPORT
TV PRINT RADIO
OUTDOOR
PR BOPUS
DIRECT MAIL CATALOG PROMOS
POS EVENTS
BRAN
D SALES STORES
DIGITAL
LEAD GENERATION
ADVERTISING
Sources: Chris Lake, @ryanmcraver
1 Location empowers the contextual layer and data set sitting square in the middle…
@ryanmcraver
-‐ STRICTLY CONFIDENTIAL AND FOR INTERNAL USE ONLY -‐
CONNECTIVITY DISTRIBUTION SCALABILITY
Infinite computing power and storage on an inexpensive,
pay-as-you-go basis
By the year 2020, 80% of the adults on earth will
have a smartphone
Limitless customer touch points and
borderless commerce at your fingertips
The effect is an informed customer with an overwhelming amount of choice and heightened level of service
Sources: a16z, How Google Works, @ryanmcraver
New Normal of Retail Enablers 2
@ryanmcraver
Customer journey of today…is always connected 3
RISE
Brand interaction
through email, social
or casual browsing via
mobile
COMMUTE
Brand interaction
through geolocation
push notifications via mobile
WORK
Casual work browsing via
corporate desktop or
laptop
VISIT
Webrooming or casual browsing through a
brick & mortar visit
LOUNGE
Late night browsing and shopping via
tablet
Customer lifecycles can span multiple channels, technologies and interaction points
@ryanmcraver
It’s our job to provide relevant experiences that aren’t an annoyance… 4
GEO PUSH PERSONALIZE BEACONS Engage customers
through beacons based on progression through
store
Geo-locate customers based on proximity to
store
Engage customers through personalized offers using browsing/
clipping/purchase behavior
SEARCH Promote offering or inventory through mobile search ads based on proximity
Mobile, Beacons/IoT and WiFi is providing the bridge for
offline brick & mortar to online analytics
@ryanmcraver
Location is already driving worthwhile customer experiences…
@ryanmcraver
Thank you for your time