#CNX14 - The Future of Connected Products in your Customers' Journeys
-
Upload
salesforce-marketing-cloud -
Category
Documents
-
view
1.108 -
download
1
description
Transcript of #CNX14 - The Future of Connected Products in your Customers' Journeys
Track: Mobile & Web Marketing
#CNX14
#CNX14
The Future of Connected Products in Your Customers' Journeys
Kären Haley, Executive Director, Indianapolis Cultural Trail, Inc.
Doug Wilson, Director, Mobile Products
Kevin Martin, Director, Connected Products
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
“50 Billion Connected Things by 2020”
- Cisco IBSG
Track: Mobile & Web Marketing
#CNX14
Connecting the Indianapolis Cultural Trail: A Legacy of Gene and Marilyn Glick
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
The Trail
• 8 mile urban bicycle and pedestrian path• Linear park• Downtown hub for Central Indiana Greenway system• Connects 5 downtown cultural districts• Includes $2M in public art• Beautifully maintained • Cleared of snow and ice
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Connected Trail & Bikes to Create a Better Trail Experience
Track: Mobile & Web Marketing
#CNX14
First Four Months
• 61,652 Trips
• 1330Annual Members
• 18,630 24 Hour passes
• Average Trips Time: 15 Minutes
• July 28, 2014: 50,000 Bike Trips
Track: Mobile & Web Marketing
#CNX14
Evolving the Experience
Track: Mobile & Web Marketing
#CNX14
Today
1 2 3
Using Passive GPS Data from Bikes
Kiosk InteractionsAnnual Pass and Daily Customer
Marketing
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Trail & Rider Journeys
Track: Mobile & Web Marketing
#CNX14
First time bikeshare customer journey
Customer enters Bikeshare station geofence.
Customer receives text message for 20% off their
next ride.
Customer purchases Bikeshare ride.
Increase traffic on the Cultural Trail
Message for 20% off at restaurant appears on
bike screen.
Bikeshare rider uses coupon at restaurant.
Bikeshare rider has docked bikeshare bike
Nearby businesscustomer journey
Track: Mobile & Web Marketing
#CNX14
10:21Pacers BikeshareWelcome to Indy’s Cultural Trail! There’s lots to see along the way…
10:34Pacers BikeshareYou’re close to Red Lion Grog House. Visit now and get 20% off.
Track: Mobile & Web Marketing
#CNX14
Trail-adjacentbusiness journey
Geofence shows how many people pass by each
station
Businesses receive weekly summary of trail traffic
Businesses contribute to support Trail and Bikeshare
Raise Funds & Awareness for Trail
Trail user receives personalized educational
trail content
Trail user encouraged to donate to support Trail
Beacon picks up Trail user
Trail users journey
Track: Mobile & Web Marketing
#CNX14
Maintenance Challenges
Customer reports bike issues
Bike locked and tech contacted
Tech repairs bike
Efficient Bikeshare Operations
Receive notification that bikes are needed at X station in that direction
Rider is rewarded for balancing trip
PIck up bike and head in certain direction
Bike Balancing
Track: Mobile & Web Marketing
#CNX14
Current location on map with distance/time to next closest station in each direction
GPS provides current bike location
On screen bike display shows users how close
they are to check-in time
Customer checks in bike with peace of mind
30 Minute Peace of Mind
Bikeshare app shows users what bikes are available
Customer checks out bikeGeofence picks up Trail user
Shows bikes that are available in 10 min/15 min/20 min
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Lessons Learned & Guiding Principles:
Not interrupting the expected trail and rider experience
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Take the after-session survey!
Take the Survey in the Connections 2014 Mobile App
Join the Conversation!
#CNX14
$50Starbucks
Gift Card
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Questions?
Track: Mobile & Web Marketing
#CNX14
CUSTOMER JOURNEY SHOWCASE
MARKETING THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY& ROADMAP
PERSONAL TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB MARKETING
DEVELOPERS HANDS-ON TRAINING
INDUSTRY TRENDSETTERS
CREATIVITY & INNOVATION
SALESFORCE FOR MARKETERS
ROUNDTABLES
Track: Mobile & Web Marketing
#CNX14