How beacons support omnichannel. Present and Future

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  • HOW BEACONS SUPPORT OMNICHANNEL.

    PRESENT & FUTURE.

  • Customer journey in past

  • Simple purchase process:

    Simple decision path Only one purchase channel available:

    single channel, no device

  • Customer journey today

  • Older, easier path gets more & more complicated

  • Our brain during shopping: Dreaming -> exploring -> locating

  • IKEA

  • NIKE

  • LEGO

  • Todays journey looks more like a labirynth. Not many have found their way as of now.

  • Evolution:

  • Customers tend to drift towards channels with better shopping experience.

    We value: fast way of retreiving data easy product comparison convenient search features

  • Mobile technologies have permanently changed our habits

  • How mobile are poles?

  • Polish preferred shopping devices

  • Men vs. Women - influence of sex on what we look for

  • From impulse to informed decisions - the way we change with time

  • Anonymous quote:

  • The outcome: unified formula for arranging processes and channels

  • Omnichannel explained

  • Omnichannel is not rocket science

  • Omnichannel from customers point of view. Channels.

    Please oer us a unified brand presence in each of these channels: WWW Mobile Web Mobile App Direct points of sale Contact Center?

  • Basic processes: Product purchase Convenient pickup / Click&Collect Claims/Return/Product exchange -

    from online to oline Same prices Same promotions Same functionality for logged users

    Omnichannel from customers point of view. Proces.

  • Big unification of each of the activities: Processes Communication Planning Pricing Strategies Data gathering and creating unified customer profiles

    Omnichannel requires new kind of organizations and new ways of thinking.

    Challenge no. 1: Dierent channels need to stop competing - AND START TO COOPERATE!

    Omnichannel from organizations point of view.

  • Dla organizacji, omnichannel to czas na porzdki po zimie

    Wielka unifikacja dla wszystkich kanaw: Procesw Komunikacj Planowania

    Omnichannel lets us evaluate perfomance channel by channel:

  • Beacons i Omnichannel - support areas

  • Beacons are glue that joins oline and online

  • Dla organizacji, omnichannel to czas na porzdki po zimie

    Wielka unifikacja dla wszystkich kanaw: Procesw Komunikacji Planowania

    ONLINE OFFLINE

    E-commerce store Mobile app Store

    URL Product shelves

    cookies beacons

    browser smartphone/tablet

    Cursor Us :)

  • Beacons can glue together online with oline

    Why beacons are cool?

    Support by handset and mobile OS manufacturers (Google, Apple, Microsoft)

    Unique way of integrating BLE signals with mobile operating systems - background communication

    Unified standard and protocol Low energy usage (1/10 of classic bluetooth) Easy installation Gets cheap quick lowering the entry barriers and accelerating adoption

    of technology

  • What the market thinks about beacons?

  • Czemu beacony s fajne?

    Wsparcie po stronie producentw mobilnych urzdze i ich systemw operacyjnych (Google, Apple, Microsoft) Unikalny sposb integracji sygnaw BLE z systemem operacyjnym - wykrywanie w tle

  • Czemu beacony s fajne?

    Wsparcie po stronie producentw mobilnych urzdze i ich systemw operacyjnych (Google, Apple, Microsoft) Unikalny sposb integracji sygnaw BLE z systemem operacyjnym - wykrywanie w tle

  • Czemu beacony s fajne?

    Wsparcie po stronie producentw mobilnych urzdze i ich systemw operacyjnych (Google, Apple, Microsoft) Unikalny sposb integracji sygnaw BLE z systemem operacyjnym - wykrywanie w tle

  • Beacons and retail

  • Beacons in retail

    Analytics Personalization Communication Navigation Integration of oline and online data -> cohesive and

    complete customer profile

  • Finally we can transfer all of the e-commerce experience to oline retail

    A/B tests, integration with loyalty platforms, marketing automatowy, remarketing, gamification, customer segmentation.

  • CX - Customer Experience

    First and foremost - ability to provide new, better shopping experience

  • Examples

  • Navigation in large stores

  • ToysRUs

  • ToysRUs

  • Walgreens

  • Walgreens

  • Engagement, defending against showrooming

  • Lord&Taylor

  • Loyalty, Customer Experience, foot traic

  • Macys

  • Theres more! We have yet to discover all the potential use-cases!

  • Beacons and wearables

  • Physical retargeting

    YT link: https://www.youtube.com/watch?v=p_gbXbWySt8

    Knorr Foodtruck Swedish tabloid mobile app

  • Ordering and Payments

    Copa Blue, Palo Alto

  • Future

  • Where are we now?

  • Where are we now?

    We are at a stage of developing foundation software for omnichannel

    Early on in the process of developing necessary tools

  • Linteri - Google Analytics for the real world

  • Communication

  • Navigation

  • Analytics

  • Managing proximity infrastructure

  • Open API

    Open architecture allows integration with 3rd-party systems: checkout, loyalty, CRM platforms or data warehouses.

    API is read/write

  • Problems and challenges facing omnichannel

  • Problems and challenges

    Biggest challenges: lack of people who understand omnichannel, and are able

    to create and execute cohesive communications strategy across channels with customers

    organizations willing to coordinate eorts of dierent departments towards this goal

  • Channel coordination problems

  • Attribution problems

  • Willingness vs decisions. Retailers and their interest with in-store analytics

  • Willingness vs decisions. Retailers and their actual use of in-store analytics.

  • Uncertainty regarding the future of technology

  • Beacons and IoT - theres dissapointment before enlightment

  • Challenges ahead of beacons

    1. Current way BLE is implemented: Still need classic bluetooth to be turned on Sometimes also need localication services

    2. Fragmentation: apps are required to cooperate with beacons

    3. Overzealous marketers - abuse of push notifications

    4. Concerns regarding privacy of data collected

    5. Price. $100 -> $10 -> ?

  • ukasz Felsztukier, Founder&CEO lukasz@linteri.com Tel. +48 664 952 859

    Linteri Sp. z o.o. ul. Nowogrodzka 42/9

    00-695 Warszawa

    Thank You.