The mobile-enabled consumer
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Transcript of The mobile-enabled consumer
© 2015 IBM Corporation
The Mobile-enabled consumer
Katrina Read Analytics Client Architect Leader
IBM Asia Pacific
Seize the Moment
© 2015 IBM Corporation
Mobile devices have fundamentally changed daily life
Mobile Devices
Connected to a network
Attached to a real person Real time information processed
Easily carried anywhere
Mobile Characteristics
Smartphones
Tablets
Wearables
Portable Connected
Personal Intelligent
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© 2015 IBM Corporation
e.g. mobile payments and deposits
Extra way to connect e.g. alerts and notifications
e.g. providing product details Different mode to provide information
Additional transaction channel
Many organisations view mobile as just another channel
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Likewise, many companies failed to recognise the internet’s potential
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Just another channel?
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84% of CIOs rate mobility solutions as a critical area for investment to
get closer to customers
94% of CMOs rank mobility apps as a
critical part of their digital marketing plans
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The (emotional) State of Digital Shopping!
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18% of recent purchases were made online, up from 15% last year. Globally it’s closer to 29%!
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© 2015 IBM Corporation Source: IBM IBV surveys 2014- 2015, Australia, n= 3,385 Q:21: Last Purchase Channel
As the population ages, more purchases will be made online.
0%
5%
10%
15%
20%
25%
30%
35%
Age
18-1
9
Age
20-2
4
Age
40-4
9
Age
30-3
9
Age
25-2
9
Age
50-5
9
Age
60+
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41% luxury brands
36% consumer electronics
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27% of Australians prefer to shop online
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Australians rank retail sales staff last on their list
of information sources.
① Friends/Family ② Product Experts ③ Reviews on retailer websites ④ Reviews on independent sites ⑤ Manufacturers ⑥ Retail employee / sales staff
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My Message, My Terms!
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78% Australians own a smartphone.
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63% would happily share information with a retailer in
exchange for personalised offers.
Including their location (24%) and mobile (31%)
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By 2019, 49% of all online physical goods purchases will be
made with a mobile device
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50% of Australians would prefer to “control”
the identification process via mobile apps vs automatic recognition (24%)
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A Shopper’s Last, Best Experience!
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26% of Australians use their own mobile to fix an out of stock issue
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The mobile transformation!
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80% of apps are used once then deleted
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Analytics is critical to capturing the Mobile-enabled consumer
Systems of insight
Systems of engagement
Systems of record
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IBM Analytics Platform IBM Predictive Customer Intelligence
IBM MobileFirst IBM ExperienceOne
Lily
Lily launches VT Living app, browses the natural bamboo cutting boards and organic cotton sheets
Drops cotton sheets in her basket, but closes app without making a purchase
Lily Millennial Female Shopper
Opt-in
Offer 1
Lily receives a concierge text message at the entrance
Welcome to the Brooklyn store, Lily! We have the organic cotton sheets in the Your Home Department. Click here to view our Brooklyn Store layout for your convenience.
Offer 2
After wandering more than 10 minutes in Your Home zone
Receive 10% off select Bamboo cutting boards. Valid today only!
Lily Lily receives a third offer
We appreciate your business and would like to
offer you free 2 day express shipping on home soda makers. No more bottles
to recycle!
Email …
We appreciate your business and would like
to offer you free 2 day express shipping on
home soda makers. No more bottles to recycle!
Love VT Living for rewarding return customers. Thx for the deals #FavStore
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IBM MobileFirst simplifies the end-to-end delivery process for new and existing apps
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Transform the value chain to drive growth and ROI
Engage customers in context by leveraging mobile insights
Protect and manage the mobile
infrastructure to op;mize performance
Build and deploy mobile applica;ons efficiently
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IBM ExperienceOne delivers mobile customer insights and experiences that differentiate your brand or service
Gain complete mobile visibility to op:mize the mobile customer experience.
Engage each customer in a real-‐:me dialogue that
builds on past and current behavior.
Create a highly effec:ve, device-‐op:mized shopping experience.
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IBM Analytics Platform delivers customer insight and measures success
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New/Enhanced Applications All Data
Real-time analytics zone Enterprise
warehouse data mart and analytic appliances zone
Information governance zone
Exploration, landing and archive zone
Information ingestion and operational information zone
What could happen?
Predictive analytics and modeling
What action should I take?
Decision management
What is happening?
Discovery and exploration
Why did it happen?
Reporting, analysis, content analytics
Cognitive Fabric
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IBM Predictive Customer Intelligence delivers personalised marketing offers to systems of engagement
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Chat
Voice Email
Social media
Interactive Voice
Response
Mobile apps
Short Message Service
Web
Big Data IBM Predictive
Customer Intelligence Enterprise Marketing Multi-channel
Customer Interactions
HOW? Interaction data
WHY? Attitudinal data
WHO? Descriptive data
WHAT? Behavioral data
Acquisition models
Campaign response models
Churn models
Customer lifetime value
Market basket analysis
Price sensitivity
Product affinity models
Segmentation models
Sentiment models
Campaigns
Offers
Lead Management
Cross-channel Campaign Mgmt
Real-time Marketing
Digital Marketing
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Identify high-value opportunities
Establish the right architecture for business and IT
Prove value to business leaders through pilot programs
Scale by expanding to additional use cases
Transform to a data-driven culture
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• Leverage what you have • Add what you need • Move at your own pace
• with governance and security
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© 2015 IBM Corporation
Seize the Moment
© 2015 IBM Corporation
Are you ready?
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Start Today
Katrina Read [email protected] @katsinsight http://linkedin.com/in/katread
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