8 Ways to Improve a Mobile C-U-S-T-O-M-E-R Experience

Customer Experience GapUsing C-U-S-T-O-M-E-R Rules

PART I MOBILE MARKETING TRENDS

Dr. Jim BarryMarch 4, 2013

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More Experience, Less SoLoMo

Common 2014 Predictions• SoLoMo marketing will materialize in a big way. • Much has to do with big data solutions and

skyrocketing mobile phone usage. • But should bullish forecast rely on device/data enabling

or consumers expecting better experiences?

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Mobile Growth

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Gap

Marketing is failing to prioritize the mobile customer experience

• 89% of mobile consumers want personalization • But only 18 percent of retailers actually make an

effort in social and mobile marketing

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Mobile Growth

Experts attribute most of slow response to the following

• Desktop first, ‘mobile second’ design philosophy• Failure to adequately map a mobile customer’s end-to-

end journey• Immature technologies addressing mobile payment

apps, multiple operating systems and in-store shopping infrastructures

Marketing

Mobile UserBig Data

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Mobile Users Want More but LessWant greater

• Friendliness• Context• Personalization • Speed

Want less• Detail• Navigation• Links

40% to 61% of customers

who visit a site that isn’t

mobile-friendly are likely

to visit a competitor’s site.

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Mobile User Experience Expectations

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Convenience

Consumers expecting quick-and-easy mobile experiences

• Location triggers• Mobile payments in hassle-free steps• Reminders• Directions• Instant call

“We like mobile devices because they

make our lives more convenient.”

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Mobile Wallet

Wallets offer more than payment• Rewards• Tracking for personalization• Convenience

Technology not yet resolved• Google Wallet & Apple Passbook• iBeacons/Bluetooth LE vs. NFC

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Utility“Self-Help” Apps & Useful Links

• App that helps plan healthier meals built by a grocery store chain

• Quick financial wrap up report delivered via email from a financial advisor

• Blog that gives useful tips for customers to put into practice right away

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YoutilityExamples of “Friend-of-Mine” Apps

• Clorox MyStain app• Angie’s list• Geek squad

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ShowroomingInstant In-Store Research for

• Products• Competitive Prices• Ratings & Reviews

Research shows high usage• Since 2012, the number of consumers who purchased a product from a

competitor while in a retail store increased 156% (Vibes study) • After consumers compare prices on their phones while in-store

• 47% move onto complete a transaction• 45% go elsewhere to purchase items• 7% do not make purchases.

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Timeliness

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Timeliness

Timely Reminders• Health, meetings, calendar events• Expect links to address books, calendars,

directions, etc.

Timely Offers• Store proximity offers• In-store offers

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Offers

Special Offers• Reward for downloading apps• Way to fend off showrooming opportunism• Bottom of Funnel incentive

Emotional Connection from Gifting• Opportunity for social sharing• Real-time loyalty

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Mobility

Mobility more than Mobile• User experience includes all

in one all the time• Tablets & some smartphones

can gather all intel• Phones are within reach most

of the day

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Easy-to-Use

Distinction of Mobile• Shorter attention spans• Closer to “closure”• Prone to video• Fat thumb restricted

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Easy-to-Use

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Easy-to-Use

Understand End-to-End Journey• Sometimes just location & call• Simplify and shorten steps

Make Hassle Free• Less is more• No scrolling

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Relevance

Contextual relevance• Proximate relevance• Relevant to user mobile journey• Native Ads• Anticipatory needs• SoLoMo relevant

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Summary

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What’s Next? SoLoMo Context Marketing

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What’s Next? Wearables & IoT

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What’s Next? In-Store Shopping

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What’s Next? Rich Media & Native