kamran saeed - brainstorm - mobile retail summit - april 2013
TRANSCRIPT
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Putting the consumer at the centre of your brands' mobile
experience
24th April Kamran Saeed
{ ex•pe•ri•ence -‐ (n.) something personally lived through or encountered }
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Who are Brainstorm?
A leading provider of mobile solutions that drive positive engagement with end-users through highly targeted,
relevant and contextually rich experiences.
ex•pe•ri•ence -‐ (n.) something personally lived through or encountered
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Where is technology today?
DATA (meaningful data extracted from
insight)
SMARTER DEVICES & UBIQUITY (toggling between devices)
PRESENCE (being locaOonally
aware)
BIGGER SPEND (the boQom
line)
4G (accessing more
sophisOcated services faster than before)
PAYMENT TECHNOLOGY (bricks and mortar to digital)
SOCIAL (influence of senOment and recommends)
ex•pe•ri•ence -‐ (n.) something personally lived through or encountered
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Defining the brand mobile experience
TARGETED ENGAGEMENT
BROWSING & SEARCH
(on the move)
CHECKOUT (compleOng on a single device experience)
SHOWROOMING, SOCIAL
INFLUENCE & RECOMMENDATIONS
ex•pe•ri•ence -‐ (n.) something personally lived through or encountered
REWARDS (keeping them and keeping them happy)
ACQUISITION
RETENTION
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Why brands struggle with mobile?
ex•pe•ri•ence -‐ (n.) something personally lived through or encountered
• An inconsistent and isolated experience
• Any app or mobile offering will do
• Not optimised for mobile
• Anonymous touch points • Lack of relevance and context
= Ultimately this leads to unsophisticated engagement
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Importance of sophisticated engagement?
ex•pe•ri•ence -‐ (n.) something personally lived through or encountered
• First point of exposure
• Sets the tone
• Compels an action
• Implants the brand and influences the experience
83m UK mobile subscribers at the close of ‘12
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Making data more meaningful
ex•pe•ri•ence -‐ (n.) something personally lived through or encountered
DATA CONSOLIDATION & SEGMENTATION merge, enrich and profile into segments
DATA MINING idenOfy paQerns
SINGLE VIEW OF THE CUSTOMER
INSIGHT AND ACTIONABLE USER PROFILES
• Majority of companies struggle to fully understand their
customers and leverage their customer data as a strategic asset
• Segmenting your audience appropriately will allow you to target your content and make the device experience more relevant to every individual
APPR
OAC
H
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Harnessing location
ex•pe•ri•ence -‐ (n.) something personally lived through or encountered
GPS GSM Localisation
Close Proximity
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Prerequisite for successful engagement
ex•pe•ri•ence -‐ (n.) something personally lived through or encountered
DON’T ABUSE Customer data is privileged information, so don’t overkill or abuse it and regulate the contact
SUPER CONTEXT AND VALUE
Understand your customers persona and why you’re communicating with them
OPTIMISED JOURNEY
What you provide must be of value to your customers and serve a need or desire
CONTINUITY Connected customers expect a seamless journey from initial contact and throughout
Consumption via mobile is different so getting this right is the ultimate game changer
MEASURE Understand the value of your efforts in terms of leads, customer experience and revenue
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Compelling examples M
ob
ile M
ark
etin
g
Shopping
-‐ driving foo+all -‐ enhancing the customer experience -‐ driving brand advocacy -‐ growing revenue
-‐ seamless brand experience -‐ reducing opera:onal cost -‐ driving brand advocacy -‐ growing revenue
Custo
me
r Drive
n Servic
es
Lifestyle and health
What’s the common theme?
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The ultimate goal ‘smarter and more-timely relationships’
‘one-on-one engagement’
‘emotional and connected experiences’
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“aligning technology with the journey to create a relevant and contextual experience”
ex•pe•ri•ence -‐ (n.) something personally lived through or encountered