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Mobile E-commerce.. or Mobility shopping?

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From one of my speech during conference about retail and e-commerce. Going trough customer journey and the importance of those. What is connecting customer journeys? Superdigital and Superhuman - use the best of the two worlds. The importance of one-to-one marketing, loyalty and mobile payment solution. How these should wok together for best effect. Relevant cases like McDonalds, Kicks.

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Mobile E-commerce.. or Mobility shopping?

  1. 1. +46 (0)760 405012 daniel.eliasson@apegroup.com Daniel Eliasson Speaker, advisor Founder: xwine.se GNOSCO Bus.developer: Apegroup
  2. 2. Copyright©2014Apegroup. Thereisa
 newdrug
 inthestreets
  3. 3. Copyright©2014Apegroup. 3
  4. 4. Copyright©2014Apegroup. 4
  5. 5. Industriesarebeingredefined Copyright©2014Apegroup. 5 MATURITY TIME Media Retail Hotels - Healthcare - Automotive - Logistics - B2B industry - Finance
  6. 6. Banking is necessary. Copyright©2014Apegroup. 6 Banking is necessary. Banksare not. - Bill Gates
  7. 7. Logisticisintransformation Copyright©2014Apegroup. 7 Logistics
 isin transformation
  8. 8. Orcomputer onwheels Copyright©2014Apegroup. 8 Every industry becomes a platform for innovation A car?
  9. 9. Copyright©2014Apegroup. 9 Majorchanges
 intheretail
 industries E-commerce goes physical Traditional (physical) stores goes e-commerce …and some goes full-out Omni
  10. 10. Copyright©2014Apegroup. 10 Whatif….?
  11. 11. Copyright©2014Apegroup. 11 Socialplayers enterthe commercearea
  12. 12. Copyright©2014Apegroup. 12 MobileE-commerce or mobilityshopping
  13. 13. Copyright©2014Apegroup. 13 Statistics
  14. 14. Copyright©2014Apegroup. 14
  15. 15. Copyright©2014Apegroup. 15 …itisgrowing
  16. 16. Copyright©2014Apegroup. 16 …and growing
  17. 17. Are you surprised by the adoption speed of mobile commerce? Copyright©2014Apegroup. 17
  18. 18. Turbospeed? • 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©2014Apegroup. 18
  19. 19. Copyright©2014Apegroup. 19 - Your customer journey is constantly changing CustomerJourney
  20. 20. CustomerJourney-alwayschanging Copyright©2014Apegroup. 20 In-store (Shelf) Mobile app Mobile web In-store (POS) Tablet app Web Loyalty card Outdoor media Campaigns In-Store (Screens) Awareness Research & Compare Evaluate fit & feel Search Add to basket Postal service Purchase Anticipate Delivery / Pick-up Return Share / reviewUse In-store (Staff)
  21. 21. Physicalstore-Backinthedays Copyright©2014Apegroup. 21 In-store (Shelf) Mobile app Mobile web In-store (POS) Tablet app Web Loyalty card Outdoor media Campaigns In-Store (Screens) Awareness Research & Compare Evaluate fit & feel Search Add to basket Postal service Purchase Anticipate Delivery / Pick-up Return Share / reviewUse In-store (Staff) In store
  22. 22. Physicalstore-Yesterday Copyright©2014Apegroup. 22 In-store (Shelf) Mobile app Mobile web In-store (POS) Tablet app Web Loyalty card Outdoor media Campaigns In-Store (Screens) Awareness Research & Compare Evaluate fit & feel Search Add to basket Postal service Purchase Anticipate Delivery / Pick-up Return Share / reviewUse In-store (Staff) In store
  23. 23. Physicalstore-Today Copyright©2014Apegroup. 23 In-store (Shelf) Mobile app Mobile web In-store (POS) Tablet app Web Loyalty card Outdoor media Campaigns In-Store (Screens) Awareness Research & Compare Evaluate fit & feel Search Add to basket Postal service Purchase Anticipate Delivery / Pick-up Return Share / reviewUse In-store (Staff) In store
  24. 24. Example Kicks Personel 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©2014Apegroup. 24
  25. 25. E-Commerce-Backinthedays Copyright©2014Apegroup. 25 In-store (Shelf) Mobile app Mobile web In-store (POS) Tablet app Web Loyalty card Outdoor media Campaigns In-Store (Screens) Awareness Research & Compare Evaluate fit & feel Search Add to basket Postal service Purchase Anticipate Delivery / Pick-up Return Share / reviewUse In-store (Staff) E-commerce
  26. 26. E-Commerce-Yesterday Copyright©2014Apegroup. 26 In-store (Shelf) Mobile app Mobile web In-store (POS) Tablet app Web Loyalty card Outdoor media Campaigns In-Store (Screens) Awareness Research & Compare Evaluate fit & feel Search Add to basket Postal service Purchase Anticipate Delivery / Pick-up Return Share / reviewUse In-store (Staff) E-commerce
  27. 27. E-Commerce-Today Copyright©2014Apegroup. 27 In-store (Shelf) Mobile app Mobile web In-store (POS) Tablet app Web Loyalty card Outdoor media Campaigns In-Store (Screens) Awareness Research & Compare Evaluate fit & feel Search Add to basket Postal service Purchase Anticipate Delivery / Pick-up Return Share / reviewUse In-store (Staff) E-commerce
  28. 28. Example-Netonnet Mobile price comparison at your competitors physical store. Copyright©2014Apegroup. 28 Example
 Netonnet Mobile price comparison at your competitors physical store.
  29. 29. Example-Zalando, Sportamore Clothes and Media leads mobile device purchase Copyright©2014Apegroup. 29 Example
 Zalando,
 Sportamore Clothes and Media leads mobile device purchase
  30. 30. Journeyacrosstouchpoints Copyright©2014Apegroup. 30 In-store (Shelf) Mobile app Mobile web In-store (POS) Tablet app Web Loyalty card Outdoor media Campaigns In-Store (Screens) Awareness Research & Compare Evaluate fit & feel Search Add to basket Postal service Purchase Anticipate Delivery / Pick-up Return Share / reviewUse In-store (Staff) In store E-commerce
  31. 31. Example Kicks Copyright©2014Apegroup. 31 Add on to existing e-commerce order Payment solution that is totally seamless between e-commerce and physical store
  32. 32. You constantly have to analyse how your customers are moving between touch-points and by that constantly improve the experience Copyright©2014Apegroup. 32
  33. 33. Copyright©2014Apegroup. 33 UseaLAB Experimenting with the lovely mess of digital and physical
  34. 34. Copyright©2014Apegroup. 34 Connecting
 customerjourneys
  35. 35. Doyouownthecompletecustomerjourney? Copyright©2014Apegroup. 35 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
  36. 36. Copyright©2014Apegroup. 36 Example mathem.se mathem.se have their own drivers and delivery trucks in order to secure the customer experience
  37. 37. Doyouownthecompletecustomerjourney? Copyright©2014Apegroup. 37 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
  38. 38. Focuson
 theproduct
 andits
 ecosystem Copyright©2014Apegroup. 38
  39. 39. Doyouownthecompletecustomerjourney? Copyright©2014Apegroup. 39 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
  40. 40. Qliro
 /Cdon Copyright©2014Apegroup. 40
  41. 41. EspressoHouse A more integrated and customised mobile payment solution Copyright©2014Apegroup. 41
  42. 42. Focus on every part of the journey, and you will have happier customers and by that more revenue Copyright©2014Apegroup. 42
  43. 43. Copyright©2014Apegroup. 43 Mobilityshopping It is digital and physical 
 and the combination of both
  44. 44. Pre-open Copyright©2014Apegroup. 44
  45. 45. Beacons Copyright©2014Apegroup. 45
  46. 46. Loyalty Copyright©2014Apegroup. 46 Loyalty and mobile shopping is the perfect match
  47. 47. Copyright©2014Apegroup. 47 Youcan’treally talktoanyone throughaplastic card,nowcanyou?
  48. 48. Copyright©2014Apegroup. 48 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 High
 loyalty
  49. 49. Identify what kind of customers and purchase behaviour you have and then adapt the experience and the mobile payment solutions Copyright©2014Apegroup. 49
  50. 50. Copyright©2014Apegroup. 50 McDcase
  51. 51. Copyright©2014Apegroup. 51 One-To-One conversation
  52. 52. Copyright©2014Apegroup. 52 Driving footfall
  53. 53. Copyright©2014Apegroup. 53 Easy payment
  54. 54. Focus on loyalty and one-to-one marketing
 …and through that successfully introduce mobile payment Copyright©2014Apegroup. 54
  55. 55. Combine
 superdigital
 andsuperhuman Copyright©2014Apegroup. 55
  56. 56. Superdigitalbutnothuman Copyright©2014Apegroup. 56
  57. 57. Superhumanbutnotdigital Copyright©2014Apegroup. 57
  58. 58. Copyright©2014Apegroup. 58 Example-AppleStore
  59. 59. SuperHumanExperience Copyright©2014Apegroup. 59 Customer (Human) Staff & Organsiation (Human)
  60. 60. SuperDigitalExperience Copyright©2014Apegroup. 60 Customer (Human) Digital services (Digital)
  61. 61. Adigitalsupportingexperience Copyright©2014Apegroup. 61 Digital services (Digital) Staff & Organsiation (Human)
  62. 62. IntegratedExperience-SuperDigitalANDSuper Human Copyright©2014Apegroup. 62 Staff & Organsiation (Human) Customer (Human) Digital services (Digital)
  63. 63. Copyright©2014Apegroup. 63 Itdoesn’t havetobe thathard… …asmallbus companycan doit..
  64. 64. Copyright©2014Apegroup. 64 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 Tosumitup…
  65. 65. Thanks! Daniel Eliasson +46 (0)760 405012 daniel.eliasson@apegroup.com

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