canadian mobile shopper [apr 2013]
Post on 18-Oct-2014
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Rosalina Lin-Allen
Head of Strategy
Delvinia
www.delvinia.com
@Delvinia
Randy Fougere
SVP, Sales & Marketing
Tenzing
www.tenzing.com
@TenzingHosting
The Canadian
Mobile Shopper
Presented by: Sponsored by:
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Tenzing designs, deploys and fully manages IT infrastructure for organizations running
mission-critical E-commerce, SaaS, and Enterprise Web applications.
We work collaboratively with customers to achieve their goals through our
ITIL-based service management and a comprehensive portfolio of services.
Company Highlights • Founded in 1998 with 400 customers
• Data Centres in Toronto, Kelowna, Vancouver, and Dallas TX (May 15th)
• Tenzing clients power some of the world’s most recognizable brands
• SSAE 16 Type II, ISO 27001, PCI Level 1 Compliant Service Provider
• Specialized in Oracle ATG, IBM WCS, Magento, Hybris and others
• Partnered with leading E-commerce eco-system providers
Tenzing Overview
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Delvinia Overview
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DATA to INSIGHT We review all the data and look for key
insights that will create real business
value and innovation.
CUSTOMER-CENTRIC, FACT BASED
STRATEGY to ACTION Finally, we prepare and deliver all plans, and
content to the client. No plan is complete until
it’s put into action, measured and refined.
How We Work
INSIGHT to STRATEGY Working in collaboration with the client,
Delvinia brings its multi-disciplinary team of
anthropologists, MBA’s, engineers &
designers - to craft the digital experience
strategy.
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Our Clients
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Voice of the Customer
TOOLS & PLATFORMS
AskingCanadians™ Our proprietary online research community of
200,000+ Canadians from all walks of life
who have opted-in to give us their thoughts
and opinions.
Customer Listening Platforms From social listening to customer satisfaction
surveys, our tools enable you to uncover key
customer insights and turn them into action.
Customer Experience Evaluation Our process uncovers ways to improve and
innovate the customer experience. Usability
testing, expert UX evaluation and customer
journey mapping.
Experience Design Our digital design experts use insights and
creative thinking to inspire, engage and
elevate the customer experience across all
screens and digital platforms.
Digital Strategy Our digital strategy experts help define a
clear vision for todays new empowered and
connected customer.
Customer Insight Our insight team use both qualitative and
quantitative research methods that uncover
deep emotional and behavioural insights.
Customer Experience
STRATEGY & DESIGN
Our Capabilities
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The Canadian
Mobile Shopper
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• MOBILE LANDSCAPE
• KEY IMPACTS & OPPORTUNITIES
• HOW TO APPROACH MOBILE
Agenda
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THE MOBILE LANDSCAPE
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52% of Canadians own
21% of Canadians own
(Source: , Dec 2012)
The Mobile First Era
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THE SHOPPING COMPANION Transforming consumers into savvier shoppers
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20% of Canadians have shopped via mobile
in the past 12 months. (Source: )
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• Tablets are mostly used at home while smartphones are used on-the-go
• Smartphone tends to be used closer to the decision point for offline purchases
• Higher percentage of tablet shoppers buy through their tablet device
Divergent Use of Smartphones & Tablets
16% used their smartphones and
43% used their tablets to make a purchase
in the past 12 months.
(Source: )
1. NEXT LEVEL OF CONNECTIVITY
2. PORTABILITY
3. RICH CONTEXT
4. COMMERCE
5. CUSTOMER INTELLIGENCE
Key Impacts & Opportunities
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NEXT LEVEL OF
CONNECTIVITY
IMPACT #1
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PHYSICAL
WORLD
FAMILY &
FRIENDS
LIKE-MINDED
PEOPLE ONLINE
WORLD
Mobile the Connector
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Online to Offline Customers can specify which store they want to shop from
and find out which location has inventory.
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Offline to Online Walmart (USA) makes it easy for customers to move from offline to online – from
researching on their e-commerce site while in-store, to flipping to buying online while
in-store in the case an item is out of stock.
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Bring the Store to the Customer
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73%
of Canadians use customer reviews &
ratings as part of their purchase journey.
It is the second most sought after piece of information for
online product research, after price.
Source: , December 2012
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Fan Sourced Customer Support Skull Candy leveraged Needle’s chat platform
to connect prospects with fans.
20% conversion
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PORTABILITY
IMPACT #2
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Some parts of the purchase journey
make sense on the go
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Layar
Ad Dispatch
Paypal
Ad Dispatch
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JCPenny enables sales associates to better service customers
and help them check-out using iPod Touch devices.
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RICH CONTEXT
IMPACT #3
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(Source: , Dec 2012)
Location
Proximity
Accelerator
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GlucoDock
used the camera function on
their phone to take pictures of
items they may want to buy in
the past month.
50%
Geo-fenced
travel insurance
presence at major
Canadian airports.
Location-based
targeting to drive
prospects to
e-commerce.
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used the camera function on
their phone to take pictures of
items they may want to buy in
the past month.
(Source: , Dec 2012)
50%
Location
Proximity
Accelerator
Weather
Air Quality
Noise/Ambience
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GlucoDock
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22% are comfortable sharing their
mobile information with retailers
they trust
(Source: )
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CUSTOMER INTELLIGENCE
IMPACT #4
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Source: ID&C Source: Concierge of Springboard Retail Networks
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Mobile Based Rsearch
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MOBILE
COMMERCE
IMPACT #5
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NEAR FIELD COMMUNICATIONS (NCF) MOBILE WALLET MOBILE
OPTIMIZED
COMMERCE
SITES/APPS
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M-Commerce represented 16% of total sales (averaging to £1 Million per week)
(Source: Domino’s Q1 2012 Interim Management Statement)
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CHANGE THE WAY YOU DELIVER PRODUCTS & SERVICES
On Way
to Work
Arrive at
Coffee Shop
Arrive at
Coffee Shop
Get Order
& Go to Work
Order & Pay
Via Mobile
Order
Pay for Order Wait for Coffee
& Keep
Checking Time
Get Order
& Go to Work
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What’s
NEXTing
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INTERNET OF THINGS INTERNET OF THINGS
WEARABLE TECHNOLOGIES (GOOGLE GLASS) WEARABLE TECHNOLOGIES
FRAGMENTATION OF MOBILE DEVICES
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How to Approach
MOBILE
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How do you remove customer
barriers to convert with you?
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How do you remove customer
barriers to convert with you?
What are your customers’ current pain points and what do they
value in their path to purchase?
What is the role of mobile in your customers’ path to purchase?
What are the opportunities in leveraging mobile to better enable
your front line staff?
Share your Tweets by using #cdnmobileshopper
How do you remove customer
barriers to convert with you? Start with understanding the
customers’ paths to purchase.
What are your customers’ current pain points and what do they
value in their path to purchase?
What is the role of mobile in your customers’ path to purchase?
What are the opportunities in leveraging mobile to better enable
your front line staff?
Share your Tweets by using #cdnmobileshopper
Not all Customer Paths to
Purchase are the Same
Customer path to purchase differs from product to
product and from segment to segment.
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How do you remove customer
barriers to convert with you? Start with understanding the
customers’ paths to purchase.
What are your customers’ current pain points and what do they
value in their path to purchase?
What is the role of mobile in your customers’ path to purchase?
What are the opportunities in leveraging mobile to better enable
your front line staff?
Share your Tweets by using #cdnmobileshopper
Rosalina Lin-Allen
Head of Strategy
Delvinia
www.delvinia.com
@Delvinia
Randy Fougere
SVP, Sales & Marketing
Tenzing
www.tenzing.com
@TenzingHosting
Presented by: Sponsored by:
Thank You!
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