Resuscitating Your Omni-Channel Through Mobile First

© 2016 Swrve Inc.

Agenda

• The Modern Consumer

• The Customer Journey

• Omni-Channel Marketing Challenges

• A Mobile First Approach to Omni-channel Marketing

• Resuscitating Your Omni-channel With Swrve

Omni vs. multi channel

“Our customers are always online. In fact, they are on their mobiles even when they’re in the store.For all practical purposes, in a mobile world there really is no offline.”

Joe Megibow, Chief Digital Officer, American Eagle

@Swrve_Inc

Mobile is The First Screen

150 10 1 60% 54% 40%

times / day times / hour times / 6 mins check phone check phone using phoneper hour while lying in bed on toilet

Agree the worst that can happen is “losing my phone.”

94%

Millennials have their smart-phone with them all the time.

87%

The Most Personal Device

51% of all digital engagement is mobile, 66% in 2 years

Source: eMarketer / Kleiner Perkins

Brands arerisking to miss out on over half of user connections

Hours spent per Adult per Day with Digital Media in the USA

Mobile

Desktop / Laptop Other

Devices

54% of emails are opened on mobile devices

934M DAU (mobile) on FB/Instagram

90% of retail shoppers use their phones in

store

70% of Amazon customers used mobile app to shop, US mobile retail

ecommerce: $13B – 2015 holiday season

Direct Marketing News > Channels > Mobile Marketing > 30 Billion Mobile Moments a Day  Are Up forGrabs

Al Urbanski, Senior Edit1orWFollow @AIUrbanskE

November 11, 2015

30 Billion Mobile Moments a Day AreUp for Grabs

Marketersneed help to capture those moments,saysForrester,as itchristensa new vendor category: mobile engagementautomation.

Omni-channel woes as a result of data silos:1. Delayed engagement2. Non-optimized channels3. ROI deficiencies4. Non-holistic customer views5. Poor customer experiences

A non-mobile centricmarketing stack = data silos= blind to mobile moments

In a first screen world, brands must focus on the mobilecustomer experience for omni-channel success.

car

offer

mailers

desktop

emailTV

POS

location

Mobile success is to reimagine the user experience from the consumer’s perspective.

Mobile success is to reimagine how to deliver superior personal services to consumers.

Mobile success is to reimagine the experience of sports fans and sports enthusiasts.

Mobile success is to reimagine the impact of a positive customer experience on your brand.

In a first screen world, brands must focus on the optimal mobile experience for maximum omni-channel impact.

car

offer

mailers

desktop

emailTV

POS

location

“I’d put my next dollar into enhancing the actual mobile experience itselfbefore I’d put it into another ad that’s going to tell someone about how great it is.”Adam Kmiec, Sr. Diector of Mobile

“It’s all about customer experienceand the products that are driving it. Who goes to a bank anymore? You really need to be able to deliver on the [mobile] experience.”

Maja Lapcevic, SV

“That’s something we continue towork on, especially on mobile… to enhance the experience with thecustomer.”

Ojonimi Bako, CTO Strategy & Operations

“Using technology to make ourexperience more convenient is where we should spend our efforts.”

Raja Doddala, VP Omnichannel & Ventures

Today, the world’s biggest brands focus their investments on shaping the optimal mobile experience.

“Mobile user experience trumps mobile advertising any day.”

Killer Apps Are MoreImportant Than Advertising

- Oct. 12, 2015

Mobile data is a must for omni-channel relevance

last click In-Channel Multichannel Omnichannel

“Since 64 percent of adults and 89 percent of young adults currently are smartphone users, brands absolutely have to incorporate mobile into their marketing strategy to stay relevant.”

– Pew Internet research

Rakuten Attribution

How can Swrve help me build a mobile first omni-channel marketing stack?

Incorporate mobile data into your customer views acrosschannels

Unified Customer Engagement

Change messaging to a customerin real-time based on the weather in their back-yard.

Contextual Relevance

Promote tickets for specific events to customers who are fans of the artist and who are physically closeto the venue right now

Highly Personalized

Improve your re-targeting and effectiveness of your marketingcampaigns with your customer’s mobile behavioral data

Amplifying Omni Channel

MobileAnalytics

Mobile  App

Web  AnalyticsWebsite

CRMPOS Email  Marketing

Mobile  Engagement  Automation

Display  Ads

+  No  unified  customer  view+  Inconsistent  and  disconnected  marketing

How does it work?

How does it work?

MobileAnalytics

Mobile  App

Web  AnalyticsWebsite

CRMPOS Email  Marketing

Mobile  Engagement  Automation

Display  Ads

Amplify

Omni-channel Enablement

Improved Customer Experiences

» Orchestrated campaigns» Real-time, in-moment surveys» Relevant and timely delivery of content

through the right channels

» Optimal & personalized

Better Data Collection

» Amalgamate data from your existing data silos (3rd party systems & bespoke) in real-time

Enhanced Productivity

» Lowers total cost of ownership vs. BIY» Frees engineers from marketing and

marketing from development

Increased Sales

» Unify customer engagement withmulti-channel orchestration

» Real-time mobile behavior data amplifiesother channel campaigns (email, social, content, pricing)

What can I expect with a mobile first Omni-Channel?

Summary

» Maximize engagement, retention and monetization across all

channels with a mobile first approach

» Eliminate data silos – transform multi-channel ▶ omni-channel

» Mobilize and increase effectiveness of your existing

marketing stack with real-time mobile data

» Relevance and contextual for individualized experiences

@Swrve_Inc

Download your eBook today!

» Rich conversational interactions

» Real-time notifications at scale

» Ready for your mobile business

» Connects to your marketing cloud

Learn More

Upcoming Events

» Oracle MME 2016 Las Vegas Apr 26-28

» Salesforce Connections Atlanta May 10-12

» Mobile Apps Unlocked Las Vegas May 4-5

» Mobile Moments NYC May 25

» Mobile Moments San Francisco June (tbd)

Meet Swrve Mobile Strategists at these upcoming events

Thank you.

© 2016 Swrve Inc.

swrve.com@Swrve_Inc