engaging your most profitable customers - mobile and social product management
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ENGAGING YOUR MOST PROFITABLE CUSTOMERS Omni-Channel Product Strategies
By Suhail Pothigara Head of Mobile and Social Strategy @ Travelzoo
AGENDA
CUSTOMER TOUCH POINTS LOYALITY LADDER PRODUCT STRATEGIES
MOBILE WEB
SOCIAL MEDIA MOBILE APPS
Q&A - THANK YOU
A new approach to Omni-‐Channel: Looking at channels as more than just touch points. Product Strategies: How to differen9ate products to engage your most loyal customers.
CUSTOMER TOUCH POINTS
Brick & Mortar
Web
E-‐mail
Social Media
Mobile Web
SMS
Mobile App
Online
Offline
Push No9fica9on
LOYALITYLADDER
Brick & Mortar
Web
E-‐mail
Social Media
Visitor
Customer
Mobile Web
Follower SMS
Mobile App
iPad App
Loyalist
Revenue -‐>
Mind Share: 1% 2% 4% 5%
Loyalty
-‐>
“Loyalist spends 3.5 =mes more annually than tradi9onal shoppers”
-‐ Commerce in Mo9on
MOBILE WEB
On the go users are task oriented – highlight search and category browsing func9onality globally.
Remember Recent Search and allow users to favourite items – Wish list, my favourite
SEARCH-ABILITY
REMEMBER ME
How do you create a unique proposi9on for on the go mobile web users?
Provide instant gra9fica9on by using geo loca9on by default.
INSTANT RELEVANCE
2%
MOBILE WEB
Remember Recent Search and allow users to favourite items – Wish list, my favourite
REMEMBER ME
How do you create a unique proposi9on for on the go mobile web users?
Provide instant gra9fica9on by using geo loca9on by default and referring search keywords
INSTANT RELEVANCE
On the go users are task oriented – highlight search and category browsing func9onality globally.
SEARCH-ABILITY
2%
“65% of product searches started on mobile web” -‐ Google Research, The new mul9screen world.
MOBILE WEB How do you create a unique proposi9on for on the go mobile web users?
Provide instant gra9fica9on by using geo loca9on by default and referring search keywords
INSTANT RELEVANCE
On the go users are task oriented – highlight search and category browsing func9onality globally.
SEARCH-ABILITY
Remember Recent Search and allow users to favourite items.
REMEMBER ME
2%
“90% use mul9 devices to complete a task, 98% within the same day.” -‐ Google Research, The new mul9screen world.
SOCIAL MEDIA How to earning social currency and leverage power of friends?
3%
Create Unique content for your Facebook followers. Worthy of on news feed, sharing.
LIKABLE ON FACEBOOK
Show what friends are buying / just bought. Bring the social network to the user where ever they are.
LIVE FEED
Give products / services instant credibility by adding friends endorsement.
FRIENDS AWARE
“When making a purchase decision, 74% of loyalists customers consult family and friends.” -‐ Edward Digital
Give Products / Services credibility by adding a friends endorsement.
FRIENDS AWARE
Create Unique content for your Facebook followers. Worthy of on news feed, sharing.
LIKABLE ON FACEBOOK
SOCIAL MEDIA How to earning social currency and leverage power of friends?
3%
Show what friends are buying. Bring the social network to the user.
LIVE FEED
Fab.com
“85% would follow a friend’s advice over a known expert” -‐ Power of Trust, Friendize
SOCIAL MEDIA How to earning social currency and leverage power of friends?
3%
Give Products / Services credibility by adding a friends endorsement.
FRIENDS AWARE
Show what friends are buying / just bought. Bring the social network to the user where ever they are.
LIVE FEED
Create unique content for your Facebook followers. Worthy of their news feed and sharing.
LIKABLE ON FACEBOOK
MOBILE APPS How to delight your most loyal customers with an exclusive app experience?
5%
Create Unique content for your Facebook followers. Worthy of on news feed, sharing.
LIKABLE ON FACEBOOK
Show what friends are buying / just bought. Bring the social network to the user where ever they are.
LIVE FEED
Make your apps the ul9mate loyalist symbol with an app only feature they can boast about.
APP ONLY FEATURE
Starbucks
Give Products / Services credibility by adding a friends endorsement.
FRIENDS AWARE
Create Unique content for your Facebook followers. Worthy of on news feed, sharing.
LIKABLE ON FACEBOOK
MOBILE APPS
Give your app users something exclusive, and before everyone else.
V.I.P ACCESS
American Express
How to delight your most loyal customers with an exclusive app experience?
5%
MOBILE APPS
Give Products / Services credibility by adding a friends endorsement.
FRIENDS AWARE
Show what friends are buying / just bought. Bring the social network to the user where ever they are.
LIVE FEED
Think of your app as an assistant – Help users set alerts for things they want.
TIMELY NOTIFICATIONS
How to delight your most loyal customers with an exclusive app experience?
5%
Fare compare app – Price drop alerts
THANKYOU
Download this presentation at: omnichannelguy.com
Suhail Pothigara Head of Mobile and Social Strategy @ Travelzoo
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