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Presentation on theme: "The webinar will begin shortly Listen via your computer speakers or on the phone UK: +44 (0) 207 151 1848 Access Code: 305-458-385 Brought to you by In."— Presentation transcript:

1 The webinar will begin shortly Listen via your computer speakers or on the phone UK: +44 (0) Access Code: Brought to you by In association with Increase Your Speed to Market with Mobile: Manage Customer Experience Across Multiple Channels

2 Phillip Clement Marketing and Sales Director SDL Bemoko Tim Greenhalgh Senior Consultant Liberate Media Today’s Speakers Manage Customer Experience Across Multiple Channels

3 Follow the conversation on twitter #HASHTAG Interact with us

4 SDL Proprietary and Confidential Increase Your Speed To Market With Mobile

5 Snapshot of mobile Challenges of delivery Practical ways to: –Simplify mobile and tablet delivery –Adapt your campaigns for mobile faster –Manage customer experience across multiple channels –Respond to the rapidly changing needs of your customers Introduction

6 Doing mobile is not the challenge. Delivering against expectation Keeping pace with change Controlling Budgets Overview

7 Delivering against expectation Increase your speed to market with mobile

8 Price, items in stock and knowledgeable staff are primary factors for shoppers The use of mobile technology is a significant factor for in-store purchasing decisions Greater availability of information is changing consumer expectations in relation to convenience and speed Shoppers will readily switch channels and stores to benefit from cheaper price or immediacy Shoppers will pay a price premium for convenience and speed YouGov research suggests that successful companies will need to adapt their business models to attract the customer of tomorrow Delivering against expectation YouGov Report 2011

9 90% of online shoppers now want delivery within 2 days More than half of consumers who’ve shopped using their mobile have abandoned a purchase because of poor navigation 90% 1 2 YouGov SixthSense The Rapid Retailing Research Report % of online shoppers will switch to another retailer if they experience a 30 second delay on a website 46% More than a third of consumers want items either same day or next day in all product categories 1 3 Delivering against expectation Multi-channel consumers spend 82% more per transaction than customers who only shops in-store. 82% A 1 second delay in a page response can result in a 7% reduction in conversions 7%

10 Keeping pace with change Increase your speed to market with mobile

11 Keeping pace with change

12 2007 Nokia at the top but other manufacturers are gaining traction 2006 The forerunner to the iPhone – Motorola with iTunes 29 th June – the iPhone is launched October - the first Android is launched iPad is launched and iPad 2 follows a year later HTML5 - Apps are commoditised - Greater diversification - Death of the PC - M-commerce Rise of Apps Microsoft the number one OS IE the number one browser Mobile web is centre stage Within 4 years there are over 60 browsers and numerous operating systems

13 Keeping pace with change

14 New consumer product interface technologies will forever change the way humans and machines interact. We are opening a Pandora's box of compelling and consistent digital experiences that extend the value of physical products into the realm of digital experience. Thomas Husson. VP, Principal Analyst Forrester “ “

15 Keeping pace with change

16 Controlling Budgets Increase your speed to market with mobile

17 Ashley Payne Head of Digital Operations, Debenhams Customers are adopting new technologies faster than we can deliver The business wants to adopt new technologies quickly and cheaply The business short-cuts IT processes for change and deployment A fragmented architecture develops, no clear owner Innovation is at the expense of business tooling and flexibility Proof of concepts and experiments evolve into business critical systems Small teams and partners are asked to provide 24/7 support Our best resources are bogged down in support and maintenance Traditional ‘online’ teams are being pushed to innovate: –Adopt more channels –Increase range –Better, targeted marketing –Grow sales Controlling budgets

18 What is your digital marketing spend expectation? Increase 25%+ 8.66% Increase 5 ‐ 25% 48.82% Stay the same 40.16% Decrease 5 ‐ 25% 2.36% Decrease 25%+ 0.00% Are there silos within your organisation? No 19.69% Yes, but we're working to remove 51.18% Yes, we're working slowly28.35% How well do you engage with your audience via mobile? No strategy 24.41% Basic ‐ website & s look ok 44.88% Developed ‐ multi ‐ device 26.77% Full ‐ location/apps/social/context 3.15% CXM Survey, March 2013 Marketingfinder.co.uk in association with SDL Controlling Budgets

19 Quick Poll

20 Business - IT Business - commercial Customer Business critical requirement to deliver secure and resilient systems at sustainable costs Commercially critical need to drive innovation and keep pace with technology trends Controlling budgets

21 Customer Agile Technology Layer Product & Service Design, Testing and Refinement Commercialisation Idea Generation Controlling budgets

22 Analytics Delivery Restaurant Pizza Hut Central System PC Delivery Restaurant Delivery Restaurant Delivery Restaurant Heavily integrated Mission critical Foundation based in desktop Does its job well but for the desktop No mobile expertise Pizza Hut case study (3 options for omni-channel)

23 Developing in silos (option 1) Analytics Delivery Restaurant Pizza Hut Central System PC Delivery Restaurant Delivery Restaurant Delivery Restaurant Dedicated user experience Quick to market Increasing management effort

24 Developing in silos (option 1) Analytics Delivery Restaurant Pizza Hut Central System PC Delivery Restaurant Delivery Restaurant Delivery Restaurant Dedicated user experience Slow to react Managing multiple variants Compromise starts to creep in

25 Developing in responsive design (option 2) Analytics Delivery Restaurant Pizza Hut Central System PC Delivery Restaurant Delivery Restaurant Delivery Restaurant One site to manage One size fits all Slow Poor analytics Grows in complexity Poor user experience Poor m-commerce

26 Chosen option Analytics Delivery Restaurant Omni-channel technology layer Pizza Hut Central System PC Delivery Restaurant Delivery Restaurant Delivery Restaurant Connect to existing API Hosted in Pizza Hut Datacentre No impact on existing PC site Seamless Integration

27 All channels supported in one place Analytics Delivery Restaurant Omni-channel technology layer Pizza Hut Central System Smart PhonesTablets PC Delivery Restaurant Delivery Restaurant Delivery Restaurant All Channels Dual running Low risk Analyse usage Optimise UX (Two sites to manage)

28 Switch desktop Analytics Delivery Restaurant Omni-channel technology layer Pizza Hut Central System Delivery Restaurant Delivery Restaurant Delivery Restaurant All Channels PC Smart Phones Tablets Incremental change One site to manage Best of both worlds

29 Future proof Analytics Delivery Restaurant Omni-channel technology layer Pizza Hut Central System TV Wearable's Delivery Restaurant Delivery Restaurant Delivery Restaurant All Channels Smart Phones Tablets PC

30 Summary Early adopters and late to market businesses are now on a level playing field Traditional methods will bog down progress and increase cost Customers’ expectations are high Businesses with agile technology platforms will succeed and grow faster than their competition Deploying the right technology: –Empower IT staff –Speed commercial innovation without compromising resilience –Put businesses ahead of customer adoption –Reduce cost and complexity of delivery

31 Phillip Clement Marketing and Sales Director SDL Tim Greenhalgh Senior Consultant Liberate Your Questions Manage Customer Experience Across Multiple Channels

32 Thank You Brought to you by In association with Increase Your Speed to Market with Mobile: Manage Customer Experience Across Multiple Channels


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