Kamran Saeed - Brainstorm - Mobile Retail Summit - April 2013

Putting the consumer at the centre of your brands' mobile

experience

24th April Kamran Saeed

{ ex•pe•ri•ence -‐ (n.) something personally lived through or encountered }

Who are Brainstorm?

A leading provider of mobile solutions that drive positive engagement with end-users through highly targeted,

relevant and contextually rich experiences.

ex•pe•ri•ence -‐ (n.) something personally lived through or encountered

Where is technology today?

DATA (meaningful data extracted from

insight)

SMARTER DEVICES & UBIQUITY (toggling between devices)

PRESENCE (being locaOonally

aware)

BIGGER SPEND (the boQom

line)

4G (accessing more

sophisOcated services faster than before)

PAYMENT TECHNOLOGY (bricks and mortar to digital)

SOCIAL (influence of senOment and recommends)


Defining the brand mobile experience

TARGETED ENGAGEMENT

BROWSING & SEARCH

(on the move)

CHECKOUT (compleOng on a single device experience)

SHOWROOMING, SOCIAL

INFLUENCE & RECOMMENDATIONS


REWARDS (keeping them and keeping them happy)

ACQUISITION

RETENTION

Why brands struggle with mobile?


•  An inconsistent and isolated experience

•  Any app or mobile offering will do

•  Not optimised for mobile

•  Anonymous touch points •  Lack of relevance and context

= Ultimately this leads to unsophisticated engagement

Importance of sophisticated engagement?


•  First point of exposure

•  Sets the tone

•  Compels an action

•  Implants the brand and influences the experience

83m UK mobile subscribers at the close of ‘12

Making data more meaningful


DATA CONSOLIDATION & SEGMENTATION merge, enrich and profile into segments

DATA MINING idenOfy paQerns

SINGLE VIEW OF THE CUSTOMER

INSIGHT AND ACTIONABLE USER PROFILES

•  Majority of companies struggle to fully understand their

customers and leverage their customer data as a strategic asset

•  Segmenting your audience appropriately will allow you to target your content and make the device experience more relevant to every individual

APPR

OAC

H

Harnessing location


GPS GSM Localisation

Close Proximity

Prerequisite for successful engagement


DON’T ABUSE Customer data is privileged information, so don’t overkill or abuse it and regulate the contact

SUPER CONTEXT AND VALUE

Understand your customers persona and why you’re communicating with them

OPTIMISED JOURNEY

What you provide must be of value to your customers and serve a need or desire

CONTINUITY Connected customers expect a seamless journey from initial contact and throughout

Consumption via mobile is different so getting this right is the ultimate game changer

MEASURE Understand the value of your efforts in terms of leads, customer experience and revenue

Compelling examples M

ob

ile M

ark

etin

g

Shopping

-‐  driving foo+all -‐  enhancing the customer experience -‐  driving brand advocacy -‐  growing revenue

-‐  seamless brand experience -‐  reducing opera:onal cost -‐  driving brand advocacy -‐  growing revenue

Custo

me

r Drive

n Servic

es

Lifestyle and health

What’s the common theme?

The ultimate goal ‘smarter and more-timely relationships’

‘one-on-one engagement’

‘emotional and connected experiences’

“aligning technology with the journey to create a relevant and contextual experience”


Kamran Saeed - Brainstorm - Mobile Retail Summit - April 2013

Technology