Mobile E-commerce.. or Mobility shopping?
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Transcript of Mobile E-commerce.. or Mobility shopping?
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+46 (0)760 405012 [email protected]
Daniel Eliasson
Speaker, advisor Founder: xwine.se GNOSCO
Bus.developer: Apegroup
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Copyright 2014 Apegroup.
There is a new drug
in the streets
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Copyright 2014 Apegroup.
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Industries are being redefined
Copyright 2014 Apegroup.
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MATURITY
TIME
Media Retail Hotels
- Healthcare - Automotive - Logistics - B2B industry - Finance
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Banking is necessary.
Copyright 2014 Apegroup.
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Banking is necessary.Banks are not.- Bill Gates
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Logistic is in transformation
Copyright 2014 Apegroup.
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Logisticsis in transformation
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Or computer on wheels
Copyright 2014 Apegroup.
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Every industry becomes a platform for innovation
A car?
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Copyright 2014 Apegroup.
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Major changes in the retail industriesE-commerce goes physical
Traditional (physical) stores goes e-commerce
and some goes full-out Omni
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What if.?
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Social players enter the commerce area
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Mobile E-commerce or
mobility shopping
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Statistics
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it is growing
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and growing
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Are you surprised by the adoption speed of mobile commerce?
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Turbo speed? It took AOL (America Online) 9 years to get to 1 million users.
It took Facebook 9 months.
It took the mobile app, Draw Something 9 days!
Copyright 2014 Apegroup.
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Copyright 2014 Apegroup.
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- Your customer journey is constantly changing
Customer Journey
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Customer Journey - always changing
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In-store (Shelf)
Mobile app
Mobile web
In-store (POS)
Tablet app
Web
Loyalty card
Outdoor media
Campaigns
In-Store (Screens)
AwarenessResearch & Compare
Evaluate fit & feel
Search Add to basket
Postal service
Purchase AnticipateDelivery / Pick-up
Return Share / reviewUse
In-store (Sta)
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Physical store - Back in the days
Copyright 2014 Apegroup.
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In-store (Shelf)
Mobile app
Mobile web
In-store (POS)
Tablet app
Web
Loyalty card
Outdoor media
Campaigns
In-Store (Screens)
AwarenessResearch & Compare
Evaluate fit & feel
Search Add to basket
Postal service
Purchase AnticipateDelivery / Pick-up
Return Share / reviewUse
In-store (Sta)
In store
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Physical store - Yesterday
Copyright 2014 Apegroup.
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In-store (Shelf)
Mobile app
Mobile web
In-store (POS)
Tablet app
Web
Loyalty card
Outdoor media
Campaigns
In-Store (Screens)
AwarenessResearch & Compare
Evaluate fit & feel
Search Add to basket
Postal service
Purchase AnticipateDelivery / Pick-up
Return Share / reviewUse
In-store (Sta)
In store
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Physical store - Today
Copyright 2014 Apegroup.
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In-store (Shelf)
Mobile app
Mobile web
In-store (POS)
Tablet app
Web
Loyalty card
Outdoor media
Campaigns
In-Store (Screens)
AwarenessResearch & Compare
Evaluate fit & feel
Search Add to basket
Postal service
Purchase AnticipateDelivery / Pick-up
Return Share / reviewUse
In-store (Sta)
In store
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Example KicksPersonel have access to information in a mobile situation, in the store.
Personel know that customer might come from digital touch points and are prepared.
Copyright 2014 Apegroup.
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E-Commerce - Back in the days
Copyright 2014 Apegroup.
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In-store (Shelf)
Mobile app
Mobile web
In-store (POS)
Tablet app
Web
Loyalty card
Outdoor media
Campaigns
In-Store (Screens)
AwarenessResearch & Compare
Evaluate fit & feel
Search Add to basket
Postal service
Purchase AnticipateDelivery / Pick-up
Return Share / reviewUse
In-store (Sta)
E-commerce
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E-Commerce - Yesterday
Copyright 2014 Apegroup.
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In-store (Shelf)
Mobile app
Mobile web
In-store (POS)
Tablet app
Web
Loyalty card
Outdoor media
Campaigns
In-Store (Screens)
AwarenessResearch & Compare
Evaluate fit & feel
Search Add to basket
Postal service
Purchase AnticipateDelivery / Pick-up
Return Share / reviewUse
In-store (Sta)
E-commerce
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E-Commerce - Today
Copyright 2014 Apegroup.
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In-store (Shelf)
Mobile app
Mobile web
In-store (POS)
Tablet app
Web
Loyalty card
Outdoor media
Campaigns
In-Store (Screens)
AwarenessResearch & Compare
Evaluate fit & feel
Search Add to basket
Postal service
Purchase AnticipateDelivery / Pick-up
Return Share / reviewUse
In-store (Sta)
E-commerce
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Example - NetonnetMobile price comparison at your competitors physical store.
Copyright 2014 Apegroup.
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Example NetonnetMobile price comparison at your competitors physical store.
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Example - Zalando, SportamoreClothes and Media leads mobile device purchase
Copyright 2014 Apegroup.
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Example Zalando, SportamoreClothes and Media leads mobile device purchase
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Journey across touch points
Copyright 2014 Apegroup.
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In-store (Shelf)
Mobile app
Mobile web
In-store (POS)
Tablet app
Web
Loyalty card
Outdoor media
Campaigns
In-Store (Screens)
AwarenessResearch & Compare
Evaluate fit & feel
Search Add to basket
Postal service
Purchase AnticipateDelivery / Pick-up
Return Share / reviewUse
In-store (Sta)
In store
E-commerce
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Example Kicks
Copyright 2014 Apegroup.
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Add on to existing e-commerce order
Payment solution that is totally seamless between e-commerce and physical store
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You constantly have to analyse how your customers are moving between touch-points and by that constantly improve the experience
Copyright 2014 Apegroup.
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Use a LAB
Experimenting with the lovely mess of digital and physical
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Connecting customer journeys
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Do you own the complete customer journey?
Copyright 2014 Apegroup.
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Awareness Research & Compare
Evaluate fit & feel
Search Add to basket Purchase Anticipate Delivery / Pick-up
Return Share / reviewUse
Prisjakt, etc.
Your Company
Payment company (Klarna,
Dibs, etc.)
Logistic company
Many other products in
the eco-system
Your company
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Copyright 2014 Apegroup.
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Example mathem.se
mathem.se have their own drivers and delivery trucks in order to secure the customer experience
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Do you own the complete customer journey?
Copyright 2014 Apegroup.
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Awareness Research & Compare
Evaluate fit & feel
Search Add to basket Purchase Anticipate Delivery / Pick-up
Return Share / reviewUse
Prisjakt, etc.
Your Company
Payment company (Klarna,
Dibs, etc.)
Logistic company
Many other products in
the eco-system
Your company
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Focus on the product and its ecosystem
Copyright 2014 Apegroup.
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Do you own the complete customer journey?
Copyright 2014 Apegroup.
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Awareness Research & Compare
Evaluate fit & feel
Search Add to basket Purchase Anticipate Delivery / Pick-up
Return Share / reviewUse
Prisjakt, etc.
Your Company
Payment company (Klarna,
Dibs, etc.)
Logistic company
Many other products in
the eco-system
Your company
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Qliro/Cdon
Copyright 2014 Apegroup.
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Espresso HouseA more integrated and customised mobile payment solution
Copyright 2014 Apegroup.
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Focus on every part of the journey, and you will have happier customers
and by that more revenue
Copyright 2014 Apegroup.
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Copyright 2014 Apegroup.
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Mobility shoppingIt is digital and physical
and the combination of both
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Pre-open
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Beacons
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Loyalty
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Loyalty and mobile shopping is the perfect match
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You cant really talk to anyone through a plastic card, now can you?
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Netonnet Mediamarkt
Dormy Apoteket
Lunchrestauranger Linas Matkasse
Middagsfrid Lensway
IKEA SF
SATS Tandlkare
Frisren Sren
Espressohouse Starbucks
McDonalds ICA SL
Frequent purchaseSeldom purchase
Low loyalty
Highloyalty
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Identify what kind of customers and purchase behaviour you have and then adapt the experience
and the mobile payment solutions
Copyright 2014 Apegroup.
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McD case
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One-To-One conversation
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Driving footfall
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Easy payment
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Focus on loyalty and one-to-one marketingand through that successfully introduce
mobile payment
Copyright 2014 Apegroup.
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Combine superdigital
and superhuman
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Super digital but not human
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Super human but not digital
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Example - Apple Store
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Super Human Experience
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Customer (Human)
Sta & Organsiation (Human)
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Super Digital Experience
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Customer (Human)
Digital services (Digital)
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A digital supporting experience
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Digital services (Digital)
Sta & Organsiation (Human)
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Integrated Experience - Super Digital AND Super Human
Copyright 2014 Apegroup.
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Sta & Organsiation (Human)
Customer (Human)
Digital services (Digital)
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It doesnt have to be that hard
a small bus company can do it..
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1. Think both digital and physical world when you choose payment solution
2. Every single part of your customer journey is important
3. Loyal customers or not - identify where you are and adapt the experience and mobile payment solution accordingly
4. You have to provide an end-to-end solution for mobile payment, loyalty and one-to-one marketing communication
To sum it up
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Thanks!Daniel Eliasson
+46 (0)760 405012 [email protected]