#CNX14 - The Future of Connected Products in your Customers' Journeys

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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

description

It is predicted there will be over 200 billion connected devices by 2020, and businesses are scrambling to harness the power of the Internet of Things and the data behind it. In this session, you’ll hear about the future of connected products and spaces, and demonstrate how you can create connected experiences to personalize your marketing and the customer journey.

Transcript of #CNX14 - The Future of Connected Products in your Customers' Journeys

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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

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“50 Billion Connected Things by 2020”

- Cisco IBSG

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Connecting the Indianapolis Cultural Trail: A Legacy of Gene and Marilyn Glick

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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

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Connected Trail & Bikes to Create a Better Trail Experience

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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

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Evolving the Experience

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Today

1 2 3

Using Passive GPS Data from Bikes

Kiosk InteractionsAnnual Pass and Daily Customer

Marketing

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Trail & Rider Journeys

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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

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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.

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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

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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

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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

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Lessons Learned & Guiding Principles:

Not interrupting the expected trail and rider experience

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Take the after-session survey!

Take the Survey in the Connections 2014 Mobile App

Join the Conversation!

#CNX14

$50Starbucks

Gift Card

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Questions?

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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

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