My recent keynote presentation at Melbourne Spring Fashion Week on mobile and the changing face of retail. iPhone 5 NFC mis-prediction as well ...

1. THE
FUTURE
OF
MOBILE
RETAIL
Towards
mul,-­‐device
retail
strategies
Dr
Rod
Farmer
(@rodfarmer),
Melbourne
Spring
Fashion
Week
Business
Series.
September
5,
2012

2. WHAT
I’D
LIKE
FROM
TODAY
...
- Get
you
thinking
about
“mobility”
rather
than
“mobile”
- Crea,ng
a
truly
effec,ve
mobility
strategy
- What’s
around
the
corner
...
but
here
now
- Leave
you
with
a
few
Monday
morning
ac,on
items

3. FOLLOW
ME
ON
TWITTER
@rodfarmer

4. About
me
The
old
and
the
new
4

5. MOBILE
STRATEGY
AND
UX
GUY
(10+
YEARS)
5

6. MY
OLD
COMPANY
MOBILE
EXPERIENCE
-­‐
RESEARCH
-­‐
STRATEGY
-­‐
DESIGN
6

7. BASED
IN
SYDNEY
FOR
5
YEARS

8. RECENTLY
RETURNED
TO
MELBOURNE

9. SYDNEY
MIGHT
HAVE
THE
HARBOUR
BUT
WE
HAVE
...

10. I
MIGHT
NEED
TO
FIND
ONE
OF
THESE

11. thinking
azz
Isobar
Visual
J365
Director
of
User
Experience
not
just
360
11

12. WHO
ARE
WE
NOW?
a modern communications agency
of 3,000+ people in 48 offices
across 31 markets
12

13. GLOBAL
NETWORK
13

14. 2011
AGENCY
OF
THE
YEAR
Digital Agency
Of the Year 2011
14

15. SOME
OF
OUR
AUSTRALIAN
CLIENTS
15

16. Why
mobile
maVers
A
liale
scene
sebng
16

17. AMAZON
MOBILE
$1
Billion
17

18. MOBILE
RETAIL?
$1.3
Trillion
2017
18

19. SMARTPHONE
PENETRATION
65-­‐90%
2012-­‐2015
19

20. MOBILE
USAGE
IN
AUSTRALIA
~70%
Access
the
internet
mul,ple
,mes
per
day
on
their
mobile
phone
20

21. TABLET
PENETRATION
80%
2016
21

22. iPAD
BUYER
DEMOGRAPHIC
22

23. WHAT
DO
WE
DO?
Vs
MOBILE?
23

24. MOBILE
#1
EXCEPT
PURCHASING
24

25. MOBILE
IS
A
CRITICAL
INFLUENCER
25

26. VERY
SPECIFIC
INFLUENCING
CYCLES
26

27. WHERE?
80%
DOWN
TIME
27

28. WHERE?
73%
COMMUTE
28

29. WHERE?
62%
WHILST
WATCHING
TV
29

30. WHERE?
63%
WHILST
SHOPPING!!
30

31. NICHE?
NO
WAY
MOBILE
FIRST!
There
are
roughly
6
Billion
ac,ve
mobile
handsets
in
the
world
today.
Australia
is
the
3rd
most
advanced
mobile
market.
31

32. Mobile
or
mobility?
An
increasingly
important
dis,nc,on
32

33. LET’S
CONSIDER
MOBILE
...
33

34. IS
THIS
BEING
MOBILE?
34

35. IS
THIS
BEING
MOBILE?
35

36. IS
THIS
BEING
MOBILE?
36

37. IS
THIS
BEING
MOBILE?
37

38. SO,
IS
THIS
BEING
MOBILE?
38

39. THIS
DEVICE
IS
JUST
A
LENS
The
average
Australian
consumer
today
is
already
mul,-­‐
channel,
typically
ci,ng
the
use
or
influence
of
3
or
chmitz Chris Kulig Björn Hohmann Marc Lüttich
more
digital
channels
during
a
retail
purchasing
ac,vity.
Trend User Digital Professional Digital Avant Garde
39

40. CONNECTED
CONSUMERS
In
the
US,
UK
and
Australia,
>
70%
of
people
with
a
tablet
own
mul,ple
connected
devices
and
ac,vity
sync/share
content
and
media
40

41. A
FUNDAMENTAL
SHIFT
41

42. RETAIL
WAS
A
DESTINATION
42

43. ITS
ROLE
WAS
DISTRIBUTION
43

44. NOW:
CUSTOMER
IS
THE
DESTINATION.
DIGITAL
IS
THE
DISTRIBUTION
44

45. WE
NEED
COMPELLING
STORIES
Retails
just
can’t
be
about
the
product,the
packing,
or
even
the
technology.
How
can
we
engage
the
customer
across
devices,
loca,ons
and
contexts?
45

46. RETAIL
AS
EXPERIENCE
HUB:
STORY
BEGINS
NOT
ENDS
46

47. SO
WHAT’S
THE
NEW
FOCUS
FOR
RETAIL?
47

48. EXPERIENCE
OVER
PRODUCT
48

49. EXPERIENCE
OVER
PRODUCT
49

50. EXPERIENCE
OVER
PRODUCT
50

51. EXPERIENCE
OVER
PRODUCT
51

52. EXPERIENCE
OVER
PRODUCT
52

53. EXPERIENCE
OVER
PRODUCT
53

54. EXPERIENCE
OVER
PRODUCT
54

55. EXPERIENCE
ECONOMY
“As
goods
and
services
become
commodi,sed,
the
customer
experiences
that
companies
create
will
maaer
most.”
Pine.
Value
=
(Delighters
-­‐
Detractors)
/
Cost
55

56. STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
EXPERIENCE
RAIL EUROPE Research destinations, routes and products
Enter trips Review fares
Select pass(es)
Confirm
itinerary
Delivery
options
Payment
options
Review &
confirm
Wait for paper tickets to arrive Activities, unexpected changes
Share experience
Follow-up on refunds for booking changes
MAPPING Destination Look up
pages Change Check ticket Share
time tables E-ticket Print
plans status photos
at Station
Get stamp
Live chat for for refund Web
raileurope.com
questions
Plan with Map itinerary
interactive map (finding pass) Share
experience
May call if Buy additional (reviews)
DOING tickets
difficulties
occur
Kayak, View
Blogs & web/
compare maps apps
Travel sites Print e-tickets
airfare at home Paper tickets Plan/
Web arrive in mail Look up
confirm
timetables Arrange Request Mail tickets
Talk with activities
Google Research refunds for refund
friends travel
searches hotels
• What is the easiest way to get around Europe? • I want to get the best price, but I’m willing to pay a • Do I have all the tickets, passes and reservations • Do I have everything I need? • I just figured we could grab a train but there are • Trying to return ticket I was not able to use. Not
• Where do I want to go? little more for first class. I need in this booking so I don’t pay more • Rail Europe website was easy and friendly, but not more trains. What can we do now? sure if I’ll get a refund or not.
THINKING • How much time should I/we spend in each • How much will my whole trip cost me? What are my shipping? when an issue came up, I couldn’t get help. • Am I on the right train? If not, what next? • People are going to love these photos!
place for site seeing and activities? trade-offs? • Rail Europe is not answering the phone. How • I want to make more travel plans. How do I • Next time, we will explore routes and availability
• Are there other activities I can add to my plan? • What will I do if my tickets don’t arrive in time?
else can I get my question answered? do that? more carefully.
• I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly!
Mobile
retail
isn’t
about
having
an
app.
Mobile
• Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with
retail
is
about
understanding
how
people
have
• Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends.
• What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Stressed that the train won’t arrive on time for my
FEELING • Frustrated that Rail Europe won’t ship tickets connection.
• A bit annoyed to be dealing with ticket refund
• I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. • Meeting people who want to show us around is fun, issues when I just got home.
• Am I sure this is the trip I want to take?
• Happy to receive my tickets in the mail!
a
conknuous
experience
whilst
shopping.
serendipitous, and special.
Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability
EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe
Mobile
retail
is
about
conneckng
the
Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe
Opportunities
GLOBAL PLANNING, SHOPPING, BOOKING customers
buying
experience
.... POST-BOOK, TRAVEL, POST-TRAVEL
Communicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning and
proposition. need. own solutions. and booking. for making decisions. experience. booking in Europe too.
STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling
Make your customers into better, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactively help people deal Communicate status clearly at
more savvy travelers. explicit purposes. booking on the web. reasonable timeline. with change. all times.
STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel 56

57. CONTINUOUS
EXPERIENCES
The
set
of
ackvikes
from
a
user’s
perspec,ve
that
delivers
a
series
of
consistent
and
meaningful
interackons
across
devices,
and
whose
design
is
true
to
each
device,
context
and
usage.
57

58. Need
some
inspirakon?
Who’s
doing
what,
right
now?
58

59. SHIFT
#1
MOBILE
MONITORING
-­‐
Modelling
shopper
movement
-­‐
Customer
‘hang’
,me
-­‐
Product
category
engagement
-­‐
Store
visita,on
coverage
-­‐
Mul,-­‐channel
campaign
effec,veness
-­‐
Dynamic
personal
offers
and
loyalty
rewards
-­‐
Geofencing
59

60. SHIFT
#2
MOBILE
WALLETS
To
watch:
Passbook
+
NFC
300+
million
ackve
credit
cards
60

61. SHIFT
#3
MOBILISED
FLOWS
61

62. SHIFT
#4
LOCATION -­‐
TV
advert
integra,on
BASED -­‐
Loca,on-­‐based
deals
-­‐
Barcode/QR
code
integra,on
-­‐
Visita,on/loca,on
rewards
-­‐
Coupons
-­‐
Personalised
deals
Driving
people
into
Macy’s
Shopkick
contributed
$110
Million
62

63. SHIFT
#5
FROM
REWARDS
TO
PURCHASE
63

64. SHIFT
#6
CURATION
AND
LOCAL
DISCOVERY
64

65. SHIFT
#6
CURATION
AND
LOCAL
DISCOVERY
65

66. OPPORTUNITY:
PERFECT
STORM?
PINTEREST
+
WANELO
+
PAYPAL
HERE
(CURATED
+
LOCATED
+
DISCOUNTED
+
EFFORTLESS)
66

67. What
can
I
do
now?
Here
are
some
quick
win
ac,vi,es
67

68. CREATE
AN
EXPERIENCE
68

69. WI-­‐FI
CAMPING
69

70. RAPID
MOBILISATION
70

71. AND
IF
ALL
THIS
SEEMS
TOO
MUCH?
71

72. THANK
YOU
ROD
FARMER T:
@RODFARMER
DIRECTOR,
USER
EXPERIENCE E:
RFARMER@VISUALJAZZ.COM.AU
VISUAL
JAZZ
ISOBAR M:
+61
433
13
13
34
WWW.VISUALJAZZ.COM.AU L:
WWW.LINKEDIN.COM/IN/RODFARMER