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Increase Your Speed to Market with Mobile: Manage Customer Experience Across Multiple Channels. The webinar will begin shortly Listen via your computer speakers or on the phone UK: +44 (0) 207 151 1848 Access Code: 305-458-385. Brought to you by. In association with. Today’s Speakers - PowerPoint PPT Presentation
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The webinar will begin shortly
Listen via your computer speakers or on the phoneUK: +44 (0) 207 151 1848Access Code: 305-458-385
Brought to you byIn association with
Increase Your Speed to Market with Mobile:Manage Customer Experience Across Multiple Channels
Phillip ClementMarketing and Sales DirectorSDL BemokoTim GreenhalghSenior ConsultantLiberate Media
Todays SpeakersManage Customer Experience Across Multiple Channels
Follow the conversation on twitter #HASHTAGInteract with us
SDL Proprietary and ConfidentialSDL Proprietary and ConfidentialIncrease Your Speed To Market With MobileSnapshot of mobileChallenges of deliveryPractical ways to:Simplify mobile and tablet deliveryAdapt your campaigns for mobile fasterManage customer experience across multiple channelsRespond to the rapidly changing needs of your customersIntroduction
Doing mobile is not the challenge.
Delivering against expectationKeeping pace with changeControlling BudgetsOverview
Delivering against expectationIncrease your speed to market with mobile
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
Delivering against expectation
YouGov Report 201190% of online shoppers now want delivery within 2 days More than half of consumers whove shopped using their mobile have abandoned a purchase because of poor navigation 90%12YouGov SixthSense The Rapid Retailing Research Report 201146% of online shoppers will switch to another retailer if they experience a 30 second delay on a website 46%More than a third of consumers want items either same day or next day in all product categories 13Delivering against expectationMulti-channel consumers spend 82% more per transaction than customers who only shops in-store.82%A 1 second delay in a page response can result in a 7% reduction in conversions
7%Keeping pace with changeIncrease your speed to market with mobile
19832006Keeping pace with change
Keeping pace with change2007Nokia at the top but other manufacturers are gaining traction2006The forerunner to the iPhone Motorola with iTunes
29th June the iPhone is launched2008200920102011October - the first Android is launched
iPad is launched and iPad 2 follows a year later2012- HTML5- Apps are commoditised - Greater diversification- Death of the PC- M-commerceRise of Apps
Microsoft the number one OSIE the number one browser
Mobile web is centre stageWithin 4 years there are over 60 browsers and numerous operating systems
Keeping pace with change
Keeping pace with change
New consumer product interface technologies will forever change the way humans and machines interact. 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
Keeping pace with change
Controlling BudgetsIncrease your speed to market with mobile
Ashley PayneHead of Digital Operations, Debenhams
Customers are adopting new technologies faster than we can deliverThe business wants to adopt new technologies quickly and cheaplyThe business short-cuts IT processes for change and deploymentA fragmented architecture develops, no clear ownerInnovation is at the expense of business tooling and flexibilityProof of concepts and experiments evolve into business critical systemsSmall teams and partners are asked to provide 24/7 supportOur best resources are bogged down in support and maintenance Traditional online teams are being pushed to innovate:Adopt more channelsIncrease range Better, targeted marketingGrow sales
Controlling budgets
What is your digitalmarketingspend expectation?
Increase25%+ 8.66%Increase525% 48.82%Staythesame 40.16%Decrease525% 2.36%Decrease25%+ 0.00%
Aretheresiloswithinyourorganisation?
No 19.69%Yes,butwe'reworkingtoremove 51.18%Yes,we'reworkingslowly28.35%
Howwelldoyouengagewithyouraudienceviamobile?
Nostrategy 24.41%Basicwebsite&emailslookok 44.88%Developedmultidevice 26.77%Fulllocation/apps/social/context 3.15%
CXMSurvey,March2013Marketingfinder.co.ukinassociationwithSDL
Controlling BudgetsQuick Poll
Business - IT Business - commercial CustomerBusiness critical requirement to deliver secure and resilient systems at sustainable costsCommercially critical need to drive innovation and keep pace with technology trendsControlling budgets
Customer Agile Technology Layer Product & Service Design, Testing and Refinement Commercialisation Idea GenerationControlling budgets
AnalyticsDeliveryRestaurantPizza Hut Central System
PC
DeliveryRestaurantDeliveryRestaurantDeliveryRestaurantHeavily integrated Mission criticalFoundation based in desktopDoes its job well but for the desktop No mobile expertise
Pizza Hut case study (3 options for omni-channel)
Developing in silos (option 1)
AnalyticsDeliveryRestaurantPizza Hut Central System
PC
DeliveryRestaurantDeliveryRestaurantDeliveryRestaurant
Dedicated user experienceQuick to marketIncreasing management effort
Developing in silos (option 1)AnalyticsDeliveryRestaurantPizza Hut Central System
PC
DeliveryRestaurantDeliveryRestaurantDeliveryRestaurant
Dedicated user experienceSlow to reactManaging multiple variantsCompromise starts to creep in
Developing in responsive design (option 2)AnalyticsDeliveryRestaurantPizza Hut Central System
PC
DeliveryRestaurantDeliveryRestaurantDeliveryRestaurant
One site to manage One size fits allSlowPoor analyticsGrows in complexityPoor user experiencePoor m-commerce
Chosen optionAnalyticsDeliveryRestaurantOmni-channel technology layerPizza Hut Central System
PC
DeliveryRestaurantDeliveryRestaurantDeliveryRestaurantConnect to existing APIHosted in Pizza Hut DatacentreNo impact on existing PC siteSeamless Integration
All channels supported in one placeAnalyticsDeliveryRestaurantOmni-channel technology layerPizza Hut Central SystemSmart PhonesTablets
PC
DeliveryRestaurantDeliveryRestaurantDeliveryRestaurant
All ChannelsDual runningLow riskAnalyse usageOptimise UX
(Two sites to manage)
Switch desktopAnalyticsDeliveryRestaurantOmni-channel technology layerPizza Hut Central SystemDeliveryRestaurantDeliveryRestaurantDeliveryRestaurant
All Channels
PC
Smart PhonesTablets
Incremental changeOne site to manageBest of both worlds
Future proof
AnalyticsDeliveryRestaurantOmni-channel technology layerPizza Hut Central System
TV
Wearable'sDeliveryRestaurantDeliveryRestaurantDeliveryRestaurant
All ChannelsSmart PhonesTablets
PC
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:
Empower IT staff Speed commercial innovation without compromising resiliencePut businesses ahead of customer adoptionReduce cost and complexity of deliveryPhillip ClementMarketing and Sales DirectorSDL Bemoko@phillipclementTim GreenhalghSenior ConsultantLiberate Media@timsgreenhalgh
Your QuestionsManage Customer Experience Across Multiple ChannelsThank You
Brought to you byIn association with
Increase Your Speed to Market with Mobile:Manage Customer Experience Across Multiple Channels