How beacons support omnichannel. Present and Future.

Download How beacons support omnichannel. Present and Future.

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<ul><li><p>HOW BEACONS SUPPORT OMNICHANNEL. </p><p>PRESENT &amp; FUTURE.</p></li><li><p>Customer journey in past</p></li><li><p>Simple purchase process: </p><p>Simple decision path Only one purchase channel available:</p><p>single channel, no device</p></li><li><p>Customer journey today</p></li><li><p>Older, easier path gets more &amp; more complicated</p></li><li><p>Our brain during shopping: Dreaming -&gt; exploring -&gt; locating</p></li><li><p>IKEA</p></li><li><p>NIKE</p></li><li><p>LEGO</p></li><li><p>Todays journey looks more like a labirynth. Not many have found their way as of now.</p></li><li><p>Evolution:</p></li><li><p>Customers tend to drift towards channels with better shopping experience. </p><p>We value: fast way of retreiving data easy product comparison convenient search features</p></li><li><p>Mobile technologies have permanently changed our habits</p></li><li><p>How mobile are poles?</p></li><li><p>Polish preferred shopping devices</p></li><li><p>Men vs. Women - influence of sex on what we look for</p></li><li><p>From impulse to informed decisions - the way we change with time</p></li><li><p>Anonymous quote:</p></li><li><p>The outcome: unified formula for arranging processes and channels</p></li><li><p>Omnichannel explained</p></li><li><p>Omnichannel is not rocket science</p></li><li><p>Omnichannel from customers point of view. Channels.</p><p>Please oer us a unified brand presence in each of these channels: WWW Mobile Web Mobile App Direct points of sale Contact Center?</p></li><li><p>Basic processes: Product purchase Convenient pickup / Click&amp;Collect Claims/Return/Product exchange - </p><p>from online to oline Same prices Same promotions Same functionality for logged users</p><p>Omnichannel from customers point of view. Proces.</p></li><li><p>Big unification of each of the activities: Processes Communication Planning Pricing Strategies Data gathering and creating unified customer profiles </p><p>Omnichannel requires new kind of organizations and new ways of thinking. </p><p>Challenge no. 1: Dierent channels need to stop competing - AND START TO COOPERATE!</p><p>Omnichannel from organizations point of view.</p></li><li><p>Dla organizacji, omnichannel to czas na porzdki po zimie </p><p>Wielka unifikacja dla wszystkich kanaw: Procesw Komunikacj Planowania </p><p>Omnichannel lets us evaluate perfomance channel by channel:</p></li><li><p>Beacons i Omnichannel - support areas</p></li><li><p>Beacons are glue that joins oline and online</p></li><li><p>Dla organizacji, omnichannel to czas na porzdki po zimie </p><p>Wielka unifikacja dla wszystkich kanaw: Procesw Komunikacji Planowania </p><p>ONLINE OFFLINE</p><p>E-commerce store Mobile app Store</p><p>URL Product shelves</p><p>cookies beacons</p><p>browser smartphone/tablet</p><p>Cursor Us :)</p></li><li><p>Beacons can glue together online with oline</p><p>Why beacons are cool? </p><p> Support by handset and mobile OS manufacturers (Google, Apple, Microsoft) </p><p> Unique way of integrating BLE signals with mobile operating systems - background communication </p><p> Unified standard and protocol Low energy usage (1/10 of classic bluetooth) Easy installation Gets cheap quick lowering the entry barriers and accelerating adoption </p><p>of technology</p></li><li><p>What the market thinks about beacons?</p></li><li><p>Czemu beacony s fajne? </p><p> Wsparcie po stronie producentw mobilnych urzdze i ich systemw operacyjnych (Google, Apple, Microsoft) Unikalny sposb integracji sygnaw BLE z systemem operacyjnym - wykrywanie w tle </p></li><li><p>Czemu beacony s fajne? </p><p> Wsparcie po stronie producentw mobilnych urzdze i ich systemw operacyjnych (Google, Apple, Microsoft) Unikalny sposb integracji sygnaw BLE z systemem operacyjnym - wykrywanie w tle </p></li><li><p>Czemu beacony s fajne? </p><p> Wsparcie po stronie producentw mobilnych urzdze i ich systemw operacyjnych (Google, Apple, Microsoft) Unikalny sposb integracji sygnaw BLE z systemem operacyjnym - wykrywanie w tle </p></li><li><p>Beacons and retail</p></li><li><p>Beacons in retail</p><p> Analytics Personalization Communication Navigation Integration of oline and online data -&gt; cohesive and </p><p>complete customer profile</p></li><li><p>Finally we can transfer all of the e-commerce experience to oline retail</p><p> A/B tests, integration with loyalty platforms, marketing automatowy, remarketing, gamification, customer segmentation.</p></li><li><p>CX - Customer Experience</p><p>First and foremost - ability to provide new, better shopping experience</p></li><li><p>Examples</p></li><li><p>Navigation in large stores</p></li><li><p>ToysRUs</p></li><li><p>ToysRUs</p></li><li><p>Walgreens</p></li><li><p>Walgreens</p></li><li><p>Engagement, defending against showrooming</p></li><li><p>Lord&amp;Taylor</p></li><li><p>Loyalty, Customer Experience, foot traic</p></li><li><p>Macys</p></li><li><p>Theres more! We have yet to discover all the potential use-cases!</p></li><li><p>Beacons and wearables</p></li><li><p>Physical retargeting</p><p>YT link: https://www.youtube.com/watch?v=p_gbXbWySt8</p><p>Knorr Foodtruck Swedish tabloid mobile app</p></li><li><p>Ordering and Payments</p><p>Copa Blue, Palo Alto</p></li><li><p>Future</p></li><li><p>Where are we now?</p></li><li><p>Where are we now?</p><p>We are at a stage of developing foundation software for omnichannel</p><p>Early on in the process of developing necessary tools</p></li><li><p>Linteri - Google Analytics for the real world</p></li><li><p>Communication</p></li><li><p>Navigation</p></li><li><p>Analytics</p></li><li><p>Managing proximity infrastructure</p></li><li><p>Open API </p><p>Open architecture allows integration with 3rd-party systems: checkout, loyalty, CRM platforms or data warehouses. </p><p>API is read/write</p></li><li><p>Problems and challenges facing omnichannel</p></li><li><p>Problems and challenges</p><p>Biggest challenges: lack of people who understand omnichannel, and are able </p><p>to create and execute cohesive communications strategy across channels with customers </p><p> organizations willing to coordinate eorts of dierent departments towards this goal</p></li><li><p>Channel coordination problems</p></li><li><p>Attribution problems</p></li><li><p>Willingness vs decisions. Retailers and their interest with in-store analytics</p></li><li><p>Willingness vs decisions. Retailers and their actual use of in-store analytics.</p></li><li><p>Uncertainty regarding the future of technology</p></li><li><p>Beacons and IoT - theres dissapointment before enlightment</p></li><li><p>Challenges ahead of beacons</p><p>1. Current way BLE is implemented: Still need classic bluetooth to be turned on Sometimes also need localication services </p><p>2. Fragmentation: apps are required to cooperate with beacons </p><p>3. Overzealous marketers - abuse of push notifications </p><p>4. Concerns regarding privacy of data collected </p><p>5. Price. $100 -&gt; $10 -&gt; ?</p></li><li><p>ukasz Felsztukier, Founder&amp;CEO lukasz@linteri.com Tel. +48 664 952 859 </p><p>Linteri Sp. z o.o. ul. Nowogrodzka 42/9 </p><p>00-695 Warszawa </p><p>Thank You.</p></li></ul>