Mais conteúdo relacionado Finding the Silver Bullet for Retail Mobility2. The State of Retail Mobility
Shannon Warner
Cognizant
Shannon.Warner@Cognizant.com
4. Mobility is having a profound impact on
consumers’ lives
Source: Telenav 2011
Copyright © 2012 Kony Solutions, Inc. CONFIDENTIAL 4 4
5. Fueled by the smartphone, mobile devices
are becoming the screen of choice for
customers
Today
7.3 Billion Vs. 10 Billion
Estimated global population in Estimated number of smartphones
2016 and tablets worldwide by 2016
– United Nations – Cisco
Copyright © 2012 Kony Solutions, Inc. CONFIDENTIAL 5 5
6. In fact, smartphone and tablet adoption rates
surpass that of any other technology in recent
human history!
Copyright © 2012 Kony Solutions, Inc. CONFIDENTIAL 6 6
7. Unprecedented adoption is forcing retailers to
embrace mobility to stay relevant to their
customers
We asked retailers…
What is the impact of the following factors on your consumer
mobile strategy?
Source: RIS / Cognizant Survey, March 2012
Copyright © 2012 Kony Solutions, Inc. CONFIDENTIAL 7 7
8. Retailers are embracing mobility
initiatives with an unaccustomed speed
We asked retailers…
What option best describes your approach to bringing your mobile
offerings to market?
Source: RIS / Cognizant Survey, March 2012
Copyright © 2012 Kony Solutions, Inc. CONFIDENTIAL 8 8
9. It is thus no surprise that mobility is
already mainstream in retail
Source: Cognizant Research
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10. Retailers have however adopted a scatter-
shot approach to which mobile platforms
they support
Source: Cognizant Research
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11. Retailers offer a broad range of features…
Source: Cognizant Research
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12. …Retailer mobile apps have fallen short of
customer expectations
Source: Cognizant Research
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13. Shoppers like to use digital resources to make
purchase decisions, but not mobile and tablet
apps
Chart Title
Store’s website
3.0
2.5
2.0
1.5
1.0
Other Internet 0.5 Consumables
Store’s mobile
searches and -
smartphone app Specialty
websites
Rank order of resources used to make
purchase decisions for specialty products
Other Internet searches and websites 1st
Store’s tablet Store’s website 2nd
Print materials 3rd
Information provided on product packaging 4th
Television 5th
Shelf signs or interactive product displays 6th
Friends and family 7th
Store associates 8th
Social media 9th
Store’s mobile smartphone app 10th
Source: Cognizant/RIS 2012 Shopper Study Store’s tablet 11th
Copyright © 2012 Kony Solutions, Inc. CONFIDENTIAL 13 13
14. Retailers are threatened by 3rd party mobile
apps as 5% of shoppers use their mobile
phone to find product elsewhere.
We asked shoppers…
What do you do when you can't find what you want?
9%
Leave the store and look for the
same product elsewhere
Leave the store and look for the
same product during a future visit
20%
Ask an associate to help you locate
49% the right item
Purchase an alternative item
available in that store
Use your mobile phone to identify
6% the product elsewhere
Check the retailer’s in-store kiosk (if
5% available)
11%
Source: Cognizant/RIS 2012 Shopper Study
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15. Although help from a live person is most
preferred, shoppers are beginning to consider
mobile assistance while shopping
We asked shoppers…
When you need assistance while shopping, how likely are you to use the following
customer service options?” Call customer service #
4.00
3.50
3.00
Go to in-store customer
Social media page 2.50 service desk
2.00
1.50
1.00
18-33
0.50
34-45
-
46-64
65 and over
Mobile text message Online chat
Mobile chat Video chat
Source: Cognizant/RIS 2012 Shopper Study
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16. Shoppers want personalized experiences
while
in-store
We asked shoppers…
When shopping for specialty products, how much would each of the following techniques to
personalize your shopping experience influence your shopping choices, if available?
- 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 5.00
Special treatment in the store based on loyalty 3.44
Offers delivered in a store that are personalized 3.17
Acknowledgement of status as a highly valued customer while in the
3.15
store
Website recommendations based on other products you searched for 2.91
E-mails with personalized messages 2.88
Website recommendations based on products others have searched
2.76
for
Personal greeting in the store 2.72
Offers delivered via a mobile phone that are personalized 2.26
Source: Cognizant/RIS 2012 Shopper Study
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17. …But shoppers are skeptical about sharing
information, including using geo-location
We asked shoppers…
How willing are you to share the following information with stores in order to have a more
personalized shopping experience?
0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 5.00
Information tracked by loyalty number 2.89
Name, address, e-mail for website account 2.69
E-mail collected at point of sale 2.60
Phone number collected at point of sale 2.26
Have cookies placed on your computer to allow tracking 1.86
Locations you are at tracked using geo location service on
1.83
your phone
Information tracked by credit card number 1.82
Source: Cognizant/RIS 2012 Shopper Study
Copyright © 2012 Kony Solutions, Inc. CONFIDENTIAL 17 17
18. The ever evolving and complex mobile
ecosystem is a key challenge in developing a
compelling mobile offering
What are the primary challenges your company faces to succeed
with its customer-facing mobile strategy?
Source: RIS / Cognizant Survey, March 2012
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19. Despite challenges, success can be achieved
by taking a comprehensive, 360 degree view
of mobile
1
Move fast
Else your customers and competition will leave you behind
2
Establish an enterprise mobile strategy
Piecemeal, scatter-shot approaches just don’t work
3
Don’t be afraid to experiment and innovate
Avoid a “Me-Too’ approach; look for experiences for your unique context
4
Future proof your mobile offerings
Invest in processes and technologies that are flexible and scalable
Copyright © 2012 Kony Solutions, Inc. CONFIDENTIAL 19 19
20. Practical Mobility in Retail - Design for Success
Chris Dean
Kony Solutions, Inc.
chris.dean@kony.com
21. Kony Overview
Markets: Multi-Channel Enterprise Application Platform Financials:
Multi-Channel B2C & B2E Apps 6X growth over last 2 years
Multi-Channel Application Management
2010 2011 2012
Verticals: Financial Services |Travel | Retail | Automotive
Healthcare | Utilities | Telecommunications
Manufacturing | Oil & Gas | Media &
Entertainment | Transportation
Employees:
From 200 to 950 employees
Customers: Over 1 billion end user sessions annually
More than 60 blue-chip deployments 2010 2011 2012
Deployed in 38 countries
2007 2008 2010 2011 2012 2015
Founded Launch Cash Flow Positive 4X Topline Growth 275% ACV Growth $500M Company
Kony Mobile App Management
Kony Apps
Feature Complete, Extensible, Configurable
Offices:
KonyOne Platform
Write Once, Run Everywhere From 2 to 10 offices worldwide
Copyright © 2012 Kony Solutions, Inc. CONFIDENTIAL 21 21
22. Change Once, Change Everywhere
Effort New Functionality
Add Security Alternative
Solutions
Add Languages
Update Features
Custom App + Mobile Web
OS Update
40% – 70% TCO Savings
Time
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24. Mobile Web vs. Native – Industry Avgs
More channels = more customers
Mobile web represents half of all traffic
Native apps together also represent half of
traffic
Adding any channel permanently increases
visits – some customers will still only
interact with you in a particular channel
Conversion rates vary by channel
iPhone native apps 30% more
than mobile web
Rates likely to dramatically change
with short notice
Copyright © 2012 Kony Solutions, Inc. CONFIDENTIAL 24
24 24
25. Mistakes in Mobile Retail
Not solving pain points for the consumer
Starbucks, for example, was reducing in-store POS times, not
maximizing loyalty card adoption with its app
Siloed mobile efforts
Consumers – loyalty or not – want a ‘joined-up’ experience across
channels, and want to interact with you the way they want, not the
way you want
Under-resourced team
Mobile isn’t going anywhere. ‘Well, let’s try it and if it doesn’t work at
least we tried’ is not a strategy
Transactional or Informational ?
Driving consumers to transact is often incompatible design-wise with a
brand awareness/informational app
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26. Mistakes in Mobile Retail (cont’d)
Poor Design
Apps are important but are currently being designed and deployed
poorly by a many retailers
Reasons for regular and ‘sticky’ engagement are few
Gamification elements missing
Loyalty programs are chunky
Basic, Intermediate, Advanced ‘tickles’ and rewards
Few mobile-specific, well integrated campaigns
Consuming campaigns and offers should be seamless across all digital
channels
Disconnected experiences across channels
Consistent information, experiences and ‘remember me’ lacking. Apps
different device-to-device
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27. Gamification & The Changing face of Apps
How long to reach 1 million users ?
AOL took 9 years
Facebook took 9 months
DrawSomething took 9 days
Copyright © 2012 Kony Solutions, Inc. CONFIDENTIAL 27 27
28. Design Principles for Personalization
Look-and-feel – 70/30 rule
Implement visual appeal
Color coding, visual clues, icon usage and branding
Homogenous design principles
Keep it simple - Less text, single way to do things, intuitive navigation/flow
User awareness – Maintain context ; remember me, minimize user entry
Preferences
Let user create customized experience
Template preferences based on user type – defaults
Temporal/Spatial/User awareness – Date ; Time ; Location ; User ; User type ;
User’s process step
Local data storage
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29. Release Options and Challenges
Big Bang – mobilize all or most desktop web features at launch
Market changing during development
Complexity risks delays
Risk releasing nothing
Agile – quickly release a ‘table stakes’ mobile version
Initial release risks becoming the only release
Maintenance challenges cannibalize innovation
Device variations increase complexity
Offering could fall behind
Wait and See – watch and learn from your competitors prior to investment
“Fast followers” difficult to catch up
Difficult to leapfrog the competition
Hard to gain experience
Make similar mistakes
as early movers
Lose customers
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31. Kony Mobile Retail
Complete Secure Retail Solution
Fully Functional, pre-built Feature Set
Highly Brand-able
Social Media Integration
Configurable and Extensible
Universal Integration
Internationalization Ready
Full Channel Support
Native Mobile Devices
Mobile Web
Tablets
Reach All Your Customers
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32. Questions?
More information on www.kony.com/resources
www.kony.com
sales@kony.com
Copyright © 2012 Kony Solutions, Inc. CONFIDENTIAL 32 32 32
Notas do Editor Source: http://www.cartoonstock.com/directory/s/smartphone.asp Source: Telenav Survey Source: http://www.technologyreview.com/business/40321/ In a typical month, how often do you use the following resources to help you make informed purchase decisions of products in the following category(s)? ~3 minKony’s Change Once, Change Everywhere abilities give you significantly better TCO than building it yourself You get the best of both worlds: the time to market and stability of buying, with the flexibility and agility of custom development Plus, you’re future proofed: we let you focus on your product roadmap, rather than device fragmentation Source: Gartner ComScore Mobile Lens Data (http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/) Here the 70/30 rule applies to maintaining 70% of the parent brand look-and-feel and identity, but reserving 30% to be new and innovative, and different