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@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
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Group clients
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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
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LAN Experience Planning Process
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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
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Loca/on Screen size Handset
capabili/es
Connec/vity Goals/Task in mind
Available /me
Some steps to consider – Think about the user’s:
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Don’t forget the obvious … SMS
90% of all incoming SMS read within 3 minutes
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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
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Super Retail Pioneers
Single Product
Domino’s Pizza Starbucks
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
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Amazon one-click purchase app - ease, convenience, personalisation
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eBay – responsive site, multiple apps
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Mobile Retail Pioneers
Single Product
Domino’s Pizza Starbucks
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
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Customer journeys – more complex
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Your mobile customer journey
In Store Behaviour
22%
12%
7%
2%
1%
Role of mobile
FRIDAY Mobile Research
SATURDAY Visit Store
MONDAY Mobile Purchase
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Westfield app – customer first
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Westfield app – customer first
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Connected Solutions
Cellular
WiFi
iBeacon
NFC & QR
Codes
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QR Codes: Adoption levels?
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iBeacon – think UX!
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EAT - Weve ‘Pouch’
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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
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In-store WiFi - pays dividends
Source: Arquiva - Wireless Nation
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Performance optimisation - Amazon
Source: 10 key decisions for mCommerce success
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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
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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
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In-‐home -‐ Connected TV app
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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