ADOBE SYMPOSIUM Extending the Digital Customer Journey to the Physical World

Extending the Digital Customer Journey to the Physical World

1. PETER BUCKMASTER - Director Digital Experience Design, NSW Department of Education

2. MARK SZULC - Principal Solution Consultant, Adobe APAC

Extending the Digital Customer Journey to the Physical World

NSW Department of Education

August 2018

AGENDA1. Being Digital and the Experience Economy

2. Becoming Phygital

3. Phygital and Education

4. Creating a Single Destination

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BEING DIGITAL• Nicholas Negroponte’s 1996 book

Being Digital, tells of life in the future, a digital age at a time when the world was analogue.

• Our customers are past this – we now live in Phygital.

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PHYGITAL - ALWAYS ON

In the beginning electricity was only available in the evening. Dialup was also limited.

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GOVERNMENT IS CHANGING• Customers expect to engage

24/7.

• Digital is the underlying channel to deliver this

• Digital and physical experiences are converging (phygital)

• Government experience need to evolve to mainstream experiences

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WELCOME TO THE EXPERIENCE ECONOMY

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• Products and Services are becoming commoditised

• Millennials now value “experience over tangibles”

.

LEARN TO LEARNAlvin Toffler tells us that… “It’s not the rate of change but our ability to absorb it”

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LEARN TO LEARNIO The Moon

Our Personas

DATA COLLECTION AND PERSONALISATION

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Data collection and personalisation will enable individual experience not just in digital spaces but physical

CONVERGENCE OF DIGITAL AND PHYSICALBoundaries will become more burred as we combine

• Virtual Reality

• Augmented Reality

• Artificial Intelligence/Machine Learning

• Voice

• Personalised learning

• Data capture and visualisation

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AI & MACHINE LEARNING

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Students will program their own AI Image scanning and voice connect the digital & physical worlds

DIGITAL TWIN

Students being able to create a digital twin (virtual model of a process) or scenario

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SINGLE DESTINATION• DoE process has started with consolidation of its digital ecosystem

• This has started wit hub and spoke approach –

• School Website Service – 2,000 plus websites

• Facebook consolidation of 1,500 FB pages

• We are moving to a personalised spaces

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The future is already here – it’s just not evenly distributed

William Gibson

“”

TAKE AWAYS1. Digital and physical spaces and converging

2. Education is moving to a personalized experience to meet learning modes

3. The future is already here it’s just not evenly distributed

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Extending the Digital Customer Journey to the Physical WorldMark Szulc | Principal Solution Consultant

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Brands must elevate in-store

experiencesto survive in the

digital age

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91% Buy in-store

40% Learn in-store

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Source: Forrester, “The Digital Signage And Display Opportunity In 2016”

In-venue digital screens give brands a powerful tool to augment in-store experiences

2-5XImpressionsPer Patron

66%more

purchases

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DESIGNING EXPERIENCES

ADVERTISING

EXPERIENTIAL

INFORMATIONAL

BRANDING

Asking“WHY?”“FOR WHO?”

Informs“WHAT”

Content & Audience should drive technology decisions

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Key Elements to a Digital Signage Solution

Your Content Your Computer Internet

Media Player #1 Media Player #2

Media Player #3

Server

Screen #1

Screen #3

Screen #2

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Content Strategy: Experience

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Common Mistakes in Content Strategy decisions:

Content not optimizedfor Application

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Content Strategy: Simplicity

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3 - 4 - 5 Rule

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Use cases for Digital Signage Experiences

Use case Retail Auto Telco T&H FSI

Content playlist Y Y Y Y Y

Video wall Y Y Y Y Y

Lift & Learn Y Y

Inventory based offers Y Y Y Y

Digital Menu Board Y

Product configurator Y Y Y Y

UGC Recommendations Y Y Y

Wayfinding Y Y

Dynamic content (ie. weather, stock tickers)

Y Y Y Y Y

Connected experience Y Y Y Y

Sensor trigger content Y Y Y Y Y9

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Build for re-use and consistency across digital touch points

CONSIDERATION

AWARENESS

CONSUMER

PURCHASE

SERVICE

LOYALTY

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Before & After – Part of the Digital Journey

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Sales Assistance

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Environment Variables Foot Traffic

Web & App Traffic

Temporal Variables

Transaction Data

Digital Fingerprint of the Store

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Real Time Viewer Analysis

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Team alignment & Planning

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Store Operations

Marketing Agency ITA/V Integrator

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Day 2 Support, Helpdesk & NOC

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Make Hardware Decisions for Now & Future

REMEMBER!

System lasts 5+ yrs.

Content Strategy will likely evolve

Evaluate Trade-Offs

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Adopting a phased approach

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Creative StrategyConsulting & Ideation

Functionality Testing

AV/IT Engineering & Design

AV/IT Documentation

Project Management

Content Management

Device Remote Monitoring

& Management

Tech Dispatch & Onsite Issue

Resolution

Equipment Sourcing, Kitting

& Distribution

InstallationServices

Complete Solution

MANAGEBUILDDESIGN

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Business Value

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Revenue upliftTime-to-MarketCost savings and efficiency

Productivity & Collaboration

Branding & Omnichannel CX

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Web Content Management

Analytics Digital Asset Management

Personalization

Campaign ManagementData Management Platform

Goal: Manage in-store experiences as easily as web experiences

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Screens extends AEM’s experience delivery to physical locations

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Web Mobile IoTScreens Social

Experience Management

DataContent Localization & Personalization

Adobe Sensei

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