burn the sky mobile retail summit - share

@weburnthesky

Delivering Connected Experiences Mobile Retail Summit Rob Thurner 5th June 2014

@weburnthesky

Who we are

Burn The Sky is a mobile communications agency

We focus on creating better connected customer experiences across all connected screens.

Strategy Design

& Build

Distribution Data

@weburnthesky

»  Dare digital brand communica/ons, pla3orms and publishing

»  Elvis customer experience, digital and direct

»  Citizen PR, social and experien/al

»  Identica branding and design

»  Burn the Sky engaging consumers through any connected screen

Digital agency group

@weburnthesky

Group clients

@weburnthesky

Opportunity - Door to Store

At Home

Out & About

In Store

Mainly WiFi

Connect app to TV via audio watermarking

Connect strategy with light/

non-linear TV viewers

Contract & WiFi hotspots

Reminder during points of consideration

Geo-targeting

Mainly contract

Inspiration and function (e.g. NFC & iBeacons)

Extend advertising into the

last 5 metres

@weburnthesky

LAN Experience Planning Process

@weburnthesky

Mobile personas John Lewis segmentation

Rely on mainstream brands to reassure on performance and quality

Brand Lovers

Crave the right brands and value newness and unique products that inspire

Time-Short Urbanites

Value their long standing rou/nes and invest in products that will last

Routine Loyalists

Love searching for the best deals and see shopping as a fun ac/vity

Deal Seekers

Func/onal in outlook and scep/cal about what addi/onal value brands can deliver

Function Followers

On a strict budget and will trade down in quality for the lowest price

Household Budgeters

@weburnthesky

Loca/on Screen size Handset

capabili/es

Connec/vity Goals/Task in mind

Available /me

Some steps to consider – Think about the user’s:

@weburnthesky

Don’t forget the obvious … SMS

90% of all incoming SMS read within 3 minutes

@weburnthesky

Mobile Retail Pioneers

Single Product

Domino’s Pizza Starbucks

Ease of interface

Simple menu

Menu

Payment

Checkout

@weburnthesky

•  $18 billion has been loaded on loyalty card to date

•  14% of all transactions are via mobile in the US

Starbucks Rewards program - ease, convenience, personalisation

@weburnthesky

Super Retail Pioneers

Single Product


Ease of interface

Simple menu

Menu

Payment

Checkout

Digital Na/ve

Amazon eBay Kayak

Low cost of entry

Own the whole journey

Personalisa/on

Constant retarge/ng

Data-‐centric

@weburnthesky

Amazon one-click purchase app - ease, convenience, personalisation

@weburnthesky

eBay – responsive site, multiple apps

@weburnthesky

Mobile Retail Pioneers

Single Product


Ease of interface

Simple menu

Menu

Payment

Checkout

Digital Na/ve

Amazon eBay Kayak

Low cost of entry

Own the whole journey

Personalisa/on

Constant retargeUng

Data-‐centric

Mul/ Channel

John Lewis Marks & Spencer

B & Q

Relevance at every part of the customer journey

Exceeding expecta/ons

Deep linking all ac/vity

Segmen/ng customers

@weburnthesky

Customer journeys – more complex

@weburnthesky

Your mobile customer journey

In Store Behaviour

22%

12%

7%

2%

1%

Role of mobile

FRIDAY Mobile Research

SATURDAY Visit Store

MONDAY Mobile Purchase

@weburnthesky

Westfield app – customer first

@weburnthesky

Connected Solutions

Cellular

WiFi

iBeacon

NFC & QR

Codes

@weburnthesky

QR Codes: Adoption levels?

@weburnthesky

iBeacon – think UX!

@weburnthesky

EAT - Weve ‘Pouch’

@weburnthesky

In-store WiFi

•  60% of supermarket, dept store & high street shoppers try to access internet in-store

•  Only 14% of top 50 UK retailers provide in-store WiFi

Source: IAB UK

@weburnthesky

In-store WiFi - pays dividends

Source: Arquiva - Wireless Nation

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Performance optimisation - Amazon

Source: 10 key decisions for mCommerce success

@weburnthesky

Use location, preferences, and purchasing history to

segment audiences

Delight users with highly contextual messages

The Burberry Store Opening Event is today in the Macy's Herald Square Store!"

Macy’s!

Encourage in-store visits

Burberry - Location–based app push

Source: Urban Airship

@weburnthesky

Macy’s - Segment-based app push

Use exis/ng content Enable customers to add offers to Passbook

Make offers more ac/onable

Source: Urban Airship

@weburnthesky

In-‐home -‐ Connected TV app

@weburnthesky

Take outs

Ø  Fine tune mobile personas Ø  Make it easy, convenient, personalised Ø  Test, measure, analyse, learn, adapt Ø  Create better connected customer experiences

@weburnthesky

Rob Thurner Managing Partner E : [email protected] M : +44 (0)7793 804419 W : burnthesky.com @ : weburnthesky

Thank you