DIGITAL MULTI SCREEN STRATEGY 2013 December 2013

Shay Rosen, Head of Strategy & consulting

Shayr@realcommerce.co.il

http://www.linkedin.com/in/shayrosen

http://www.facebook.com/shayrs

http://www.slideshare.net/shayrs

M: 052-5118539

SHAY ROSEN Head of Strategy & Consulting realcommerce

Major change in day to day life

2010

1ST MULTI SCREEN STRATEGY

WWW app

Mobile web

1990’s

2000’s

2008

2010

2014 ?

2014

Change is the

only constant.

SO? What do we need?

A Multiscreen Strategy

• Clear Customer Engagement Strategy

• Rapid Development process

• Measurement and Optimization

• Enabling infrastructure

• Braveness

• Clear Customer Engagement Strategy

• Rapid Development process

• Measurement and Optimization

• Enabling infrastructure

• Braveness

MULTI SCREEN Ecosystem

800px 640px 1024px

Marketing app(s)

Innovation App(s)

Self care/ commerce

app(s)

Types of Customer Engagement

Potentials

Casual

Regular

Website/ Marketing app

Website/ Self care app

Self care app

Attract/ Provide info

Create relationship

Retention

REAL LIFE CUSTOMER BEHAVIOR

The Multi Screen Customer Journey

Awareness Consideration Purchase Decision Post Sale

Website

Mobile Website

Mobile app

Attraction Information Sales Tools/ upsell Service

3 Key questions to ask

Frequency of use

High Low

Importance of UX

Critical Not

Critical

Type of customer

Existing New

app app app Web Web Web

USAA – MULTI SCREEN + INNOVATION

A MULTI SCREEN ORGANIZATION

A MULTI SCREEN ORGANIZATION

Case Study (1) – Supermarket Chain

Expected frequency of use: Once a week Importance of user experience: Critical Type of customer: Existing

Supermarket Multi Screen Customer Journey

Awareness Consideration Purchase Decision Post Sale

Website

Mobile Web

Mobile app

Attraction Information Sales Tools/ upsell Service

Supermarket Chain Strategy – Website + app

Case Study (2) – Strauss Water Israel

Expected frequency of use: not frequent Importance of user experience: medium Type of customer: New & Existing

Strauss Water Multi-screen Customer Journey

Awareness Consideration Purchase Decision Post Sale

Website

Mobile Web

Mobile app

Attraction Information Sales Tools/ upsell Service

• Clear Customer Engagement Strategy

• Rapid Development process

• Measurement and Optimization

• Enabling infrastructure

• Braveness

Design Briefing

Development process Today

RFP UI Spec Dev

Spec UI

Rapid Development process

Design Dev

Spec UI

Rapid Development process

Design Dev

Spec UI

Rapid Development process

Design Dev

Spec UI

Rapid Development process

Design Dev

Spec UI

Rapid Development process

Design Dev

Spec UI

Measurement and optimization

Design Measure

Optimize

Dev

• Clear Customer Engagement Strategy

• Rapid Development process

• Measurement and Optimization

• Enabling infrastructure

• Braveness

Enabling infrastructure

Company’s Legacy system’s

CRM ERP Finance

Customer facing apps – Web, mobile, tablet etc.

Enabling infrastructure

CMS

Company’s Legacy system’s

CRM ERP Finance

Application Layer

Integration Layer

Customer facing apps – Web, mobile, tablet etc.

Enabling infrastructure

CMS

Company’s Legacy system’s

CRM ERP Finance

Application Layer

Integration Layer

Customer facing apps – Web, mobile, tablet etc.

Architecture

• Clear Customer Engagement Strategy

• Rapid Development process

• Measurement and Optimization

• Enabling infrastructure

• Braveness

• Launch

• Make mistakes

• Measure, Listen to feedback

• Get better

Wrap up

Change is the only constant

Create an enabling infrastructure

Shorten development cycles

Keep the customer journey in mind

Learn on the go

Listen – Get better

30% of your traffic comes from Non Desktop devices. It’s only growing.

Multiscreen is here to stay!

How can realcommerce help?

Plan your Multi-Screen strategy right

Create a winning UX& UI on all screens

Build a robust Mobile Development Infrastructure with

Plan & develop

Native & Hybrid smartphone apps

Responsive website

THANKS! December 2013 Shay Rosen, Head of Strategy & consulting

Shayr@realcommerce.co.il

http://www.linkedin.com/in/shayrosen

http://www.facebook.com/shayrs

http://www.slideshare.net/shayrs

M: 052-5118539

SHAY ROSEN HEAD OF STRATEGY & CONSULTING REALCOMMERCE