+46 (0)760 405012 [email protected] Daniel Eliasson Speaker, advisor Founder: xwine.se GNOSCO Bus.developer: Apegroup
Aug 03, 2015
+46 (0)760 405012 [email protected]
Daniel Eliasson
Speaker, advisor Founder: xwine.se GNOSCO
Bus.developer: Apegroup
Copyright © 2014 Apegroup.
There is a new drug
in the streets
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Industries are being redefined
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MATURITY
TIME
Media Retail Hotels
- Healthcare - Automotive - Logistics - B2B industry - Finance
Banking is necessary.
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Banking is necessary.Banks are not.- Bill Gates
Logistic is in transformation
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Logisticsis in transformation
Or computer on wheels
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Every industry becomes a platform for innovation
A car?
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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
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!
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- Your customer journey is constantly changing
Customer Journey
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 (Staff)
Physical store - Back in the days
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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 (Staff)
In store
Physical store - Yesterday
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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 (Staff)
In store
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 (Staff)
In store
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.
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E-Commerce - Back in the days
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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 (Staff)
E-commerce
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 (Staff)
E-commerce
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 (Staff)
E-commerce
Example - NetonnetMobile price comparison at your competitors physical store.
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Example NetonnetMobile price comparison at your competitors physical store.
Example - Zalando, SportamoreClothes and Media leads mobile device purchase
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Example Zalando, SportamoreClothes and Media leads mobile device purchase
Journey across touch points
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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 (Staff)
In store
E-commerce
Example Kicks
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Add on to existing e-commerce order
Payment solution that is totally seamless between e-commerce and physical store
You constantly have to analyse how your customers are moving between touch-points and by that constantly improve the experience
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Use a LAB
Experimenting with the lovely mess of digital and physical
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Connecting customer journeys
Do you own the complete customer journey?
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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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Example mathem.se
mathem.se have their own drivers and delivery trucks in order to secure the customer experience
Do you own the complete customer journey?
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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
Focus on the product and its ecosystem
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Do you own the complete customer journey?
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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
Qliro/Cdon
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Espresso HouseA more integrated and customised mobile payment solution
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Focus on every part of the journey, and you will have happier customers
and by that more revenue
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Mobility shoppingIt is digital and physical
and the combination of both
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 can’t 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 Tandläkare
Frisören Sören
Espressohouse Starbucks
McDonalds ICA SL
Frequent purchaseSeldom purchase
Low loyalty
Highloyalty
Identify what kind of customers and purchase behaviour you have and then adapt the experience
and the mobile payment solutions
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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
Focus on loyalty and one-to-one marketing…and through that successfully introduce
mobile payment
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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
Super Human Experience
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Customer (Human)
Staff & Organsiation (Human)
Super Digital Experience
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Customer (Human)
Digital services (Digital)
A digital supporting experience
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Digital services (Digital)
Staff & Organsiation (Human)
Integrated Experience - Super Digital AND Super Human
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Staff & Organsiation (Human)
Customer (Human)
Digital services (Digital)
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It doesn’t 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…