Slides & Recording of Webinar: Drive Revenue and Loyalty by Engaging Mobile and Social Consumers

Today’s Webinar

Drive Revenue and Loyalty by

Engaging Mobile and Social Consumers

Dr. Phil Hendrix

Founder and Director,

immr and GigaOm

Pro analyst

@phil_hendrix

Doug Stephens

Retail Prophet

@retailprophet

Ashok Kartham

Founder and CEO, Mize

@mizecom

Sponsored by Mize, Inc.

#smarterengagementApril 11, 2013

2Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement

Overview – Topics/Agenda

� Loyalty and Engagement

� The Mobile Opportunity

� Consumer Motivations – Frictions, Shoulds and Wants

� Consumer Experience and Moments of Truth

� PEERSM Strategies

� Mobile Impacts

� Customer Expectations

� Key Success Factors

� m1ize vision/platform


For Additional Perspectives, Discussion

• The Third Shelf• The End of Marketing• The Future of The Retail

Store• The Real Competition Isn’t

Your Competitors


Loyalty and its Rewards


In the Ideal World5.


In the Real World, Gears Often Aren’t Aligned

Gaps, disconnects and conflicts


Symptoms of EDD (Engagement Deficit Disorder)

Showrooming

Returns

Churn Rate

Marketing $

Failure Rate

Uncertainty

Time

Risks

Costs

Indifference Regret


“Terms of Engagement”


Loyalty is Elusive


The Mobile Opportunity

“[How long] could your business survive without marketing?”Doug Stephens, @RetailProphet

“Soon [your mobile device] will be a remote control for your life5”Peter Fenton, Benchmark Capital, 12/2012


Moments of Truth


Are Retailers Delighting Consumers?

Avg – 25%


The Consumer Journey – aka “The Third Shelf”


How Happy Are Consumers?

immr Shopping Study

Smart phone owners in the U.S.

n = 500


Consumer Motivations

MinimizingFriction

Tim

e

Annoyances

Uncert

ain

ty Cost

Bad o

utc

om

es

Ris

k

EnablingShoulds

Fit

ness

Savin

gs

So

cia

l

Gre

en

Ed

ucati

on

MaximizingWants

Fu

n

Fo

od

Accep

tan

ce

Avoid, minimize, or eliminate

“Satisfice” “Maximize”

En

tert

ain

men

t

Reco

gn

itio

n

“Good for You”(Resolutions)


Engaging Customers with PEERSM Strategies

†Securely, with full transparency

Reinforce

Surprise/Delight

Remove Frictions

Learn† &Adapt


Mobile �� Ever Connected


Consumers’ Expectations

What I Like

Who I am… Where I

am

What’sNearby

What’s going On

What I respond to

What I’vebought

Where I’ve been What

I need

Where I’m going

Source: Dr. Phil Hendrix, How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing

Trusted Business Partners should know…


More about PEERSM Strategies

Personalize

Leverage data about consumers and their

context to increase the relevance,

timeliness and value of communications,

offers and customer experiences

Allows airports to tailor info

for travelers based on

profile, destination

Enable

Help customers complete tasks and

accomplish their goals by minimizing the

risk, time, and effort as they shop,

compare, purchase and use your products Mini owners can detect

other owners, share tips

Enhance

Surprise and delight customers by

anticipating and helping them fulfill

functional requirements, emotional needs

and aspirations

Guests can manage

experience (FastPasses,

reservations, rides, etc.)

Reward

Using feedback, encouragement, rewards

and social influence, reinforce customers

as they engage in behaviors that are

mutually beneficial

Allows hotels to

personalize rewards,

experiences based on

guest’s social profile


Mobile Improves Consumers’ Experience


Digital Signals �� Key to Personalization


More on PEERSM Strategies

See also:

Raising the Bar – Mobile and Customer Loyalty†

Engaging Connected Consumers – Strategies for

Brands, Retailers and Local Businesses†


Ready to Engage?

Smarter Customer Engagement

Ashok Kartham

CEO

24

The overwhelming majority of

advertising/promotion/marketing/branding

investments and expenditures most

organizations make today are more about

"selling things" than "helping customers.“

– Michael Schrage “Invest in Your Customers More

Than Your Brand”

25

Transform how you engage customers

Transform how you engage customers

Brand centric focus Smarter Engagement

• Customer- Centric

• Want/Intent driven

• Relevant/ Personalized

• Utility & Service at every

touch point

• Helping customers

• Advice & Education

• Powered by Customers

26

to

Smarter Customer Engagement

27

Systems of

Record

Systems of

Engagement

Product Discovery to Decision

28

Friend’s recommendation Learn more


29

Friends’ adviceCompare Products


30

My Want List Buy from Retailer

Product Ownership and Support

31

Manage all products I own Easy access to Support

Product Ownership and Support

32

Order Accessories or consumables Warranty status & options

Warranty

status

Ext

Warranty

options

Consumer-Centric Smart Channel

Unified access to Products, Knowledge, Services

m-ize Smart Blox portfolio

34

Customer touch points

Branded Customer experience powered by

Value for Consumers & Brands

Simplify Customer

Experience

Transform How

Brands Engage

Consumers make faster &

more confident decisions<=> Better sales conversion &

accelerated revenue

Better value with product

purchase and use <=> Lower Marketing & Support

cost per Customer

Conveniently track all

products owned/wanted <=> Engage customers at all

touch points

Easier access to Brands and

Friends<=> Better customer loyalty &

advocacy

35


Q & A

Thank You

Mize, Inc.

[email protected]

www.m-ize.com

(813) 971-2666

8610 Hidden River Pkwy, Suite 200

Tampa, FL 33637

Twitter

YouTube

LinkedIn

Facebook

Blog


Bio – Dr. Phil Hendrix

Dr. Phil Hendrix

Director, immrwww.immr.org

+1 (770) 61211488

[email protected]

@phil_hendrix

Dr. Phil Hendrix is the founder and director of immr, a research and advisory firm focused on

market opportunities afforded by new technologies, and an analyst with GigaOm Pro. He

specializes in helping organizations evaluate and capitalize on opportunities that are new>to>

customers and new>to>market. Dr. Hendrix has extensive experience uncovering customer

needs, identifying triggers and hurdles to adoption, and developing strategies that unlock

market opportunities, both B2C and B2B.

As an analyst, Phil focuses on mobile innovation and the implications for companies across

industries. He is a regular contributor at leading industry conferences, including GigaOm’s

Mobilize, Structure:Data, Street Fight (hyperlocal), ad:tech, iMedia Summit, Social>Loco and

others. His current work focuses on mobile and its impact on consumer behavior, especially

shopping, M>commerce and mobile payment.

As a consultant and advisor, Phil has led significant engagements with startups and Fortune

100 clients in mobile, consumer electronics, and related categories, including financial

services, transportation, insurance and others. He works closely with senior management

and project teams on key issues, including market sizing, segmentation, positioning, and

branding as well as innovation, user experience, and customer retention. Over the course of

his career, Phil has helped clients conceive and successfully launch dozens of new products,

services and businesses.

Before founding immr, Phil was a partner with DiamondCluster (strategy and technology

consultancy), founder and head of IMS (Integrated Measurement Systems), and a principal

with Mercer Management Consulting (now Oliver Wyman). He has held faculty positions at

Emory University and the University of Michigan, where he taught courses in marketing,

research, and buyer behavior for MBAs and executives. While at Michigan Dr. Hendrix also

held a joint appointment as a research scientist in the Survey Research Center, Institute for

Social Research.

Additional information on immr perspectives and reports prepared by Dr. Hendrix is available

at immr and Slideshare, with additional information available at GigaOm Pro.


Bio – Doug Stephens

Doug Stephenswww.retailprophet.com

@retailprophet

Doug Stephens is the founder of Retail Prophet and is one of the world's leading retail

industry futurists. He is an in>demand speaker for global organizations, governments and

trade associations on the future of consumerism.

Doug's work has influenced many of North America's best>known retailers and brands

including Wal>Mart, Home Depot, Razorfish, Citibank, Disney, WestJet and Air Miles. His

thinking has been featured in publications like Advertising Age, Profit, Canadian Business,

The Globe & Mail and Forbes.

Prior to founding Retail Prophet, Doug spent over 20 years in the retail industry. He has held

senior international roles including the leadership of one of New York City's most historic retail

chains.

He is the author of the groundbreaking book, The Retail Revival: Reimagining Business For

The New Age of Consumerism. Doug is also a regular guest on the acclaimed television

series App Central TV and a contributor to CBC Radio. He sits on the advisory boards of a

mobile technology company and the Dx3 digital conference.


immr – Recent and Forthcoming Reports

� Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers†

� Engaging Connected Consumers – Strategies for Brands, Retailers and Local

Businesses†

� If Shopping is Broken, Can Mobile Fix it?†

� Raising the Bar – Mobile and Customer Loyalty†

� Social + Location + Mobile: SoLoMo Analytics and the Transformation of Shopping†

� How Consumers Are Using Local Search

� Mobilizing the Enterprise with Custom Mobile Solutions: Pt. 1 and 2

� The Promise of Hyperlocal: Opportunities for Publishers and Developers

� Tuning into Consumers’ Digital Signals

� How SoLoMo is Empowering Consumers, Transforming

Shopping, and Disrupting Advertising and Retailing

� Location – the Epicenter of Mobile Innovation†Forthcoming

Technology

Slides & Recording of Webinar: Drive Revenue and Loyalty by Engaging Mobile and Social Consumers