the mobile-enabled consumer

© 2015 IBM Corporation

The Mobile-enabled consumer

Katrina Read Analytics Client Architect Leader

IBM Asia Pacific

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Mobile devices have fundamentally changed daily life

Mobile Devices

Connected to a network

Attached to a real person Real time information processed

Easily carried anywhere

Mobile Characteristics

Smartphones

Tablets

Wearables

Portable Connected

Personal Intelligent

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e.g. mobile payments and deposits

Extra way to connect e.g. alerts and notifications

e.g. providing product details Different mode to provide information

Additional transaction channel

Many organisations view mobile as just another channel

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Likewise, many companies failed to recognise the internet’s potential

4

5

Just another channel?

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© 2015 IBM Corporation 8

84% of CIOs rate mobility solutions as a critical area for investment to

get closer to customers

94% of CMOs rank mobility apps as a

critical part of their digital marketing plans

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The (emotional) State of Digital Shopping!

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18% of recent purchases were made online, up from 15% last year. Globally it’s closer to 29%!

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© 2015 IBM Corporation Source: IBM IBV surveys 2014- 2015, Australia, n= 3,385 Q:21: Last Purchase Channel

As the population ages, more purchases will be made online.

0%

5%

10%

15%

20%

25%

30%

35%

Age

18-1

9

Age

20-2

4

Age

40-4

9

Age

30-3

9

Age

25-2

9

Age

50-5

9

Age

60+

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41% luxury brands

36% consumer electronics

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27% of Australians prefer to shop online

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Australians rank retail sales staff last on their list

of information sources.

①  Friends/Family ②  Product Experts ③  Reviews on retailer websites ④  Reviews on independent sites ⑤  Manufacturers ⑥  Retail employee / sales staff

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My Message, My Terms!

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78% Australians own a smartphone.

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63% would happily share information with a retailer in

exchange for personalised offers.

Including their location (24%) and mobile (31%)

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By 2019, 49% of all online physical goods purchases will be

made with a mobile device

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50% of Australians would prefer to “control”

the identification process via mobile apps vs automatic recognition (24%)

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A Shopper’s Last, Best Experience!

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26% of Australians use their own mobile to fix an out of stock issue

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The mobile transformation!

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80% of apps are used once then deleted

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Analytics is critical to capturing the Mobile-enabled consumer

Systems of insight

Systems of engagement

Systems of record

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IBM Analytics Platform IBM Predictive Customer Intelligence

IBM MobileFirst IBM ExperienceOne

Lily

Lily launches VT Living app, browses the natural bamboo cutting boards and organic cotton sheets

Drops cotton sheets in her basket, but closes app without making a purchase

Lily Millennial Female Shopper

Opt-in

Offer 1

Lily receives a concierge text message at the entrance

Welcome to the Brooklyn store, Lily! We have the organic cotton sheets in the Your Home Department. Click here to view our Brooklyn Store layout for your convenience.

Offer 2

After wandering more than 10 minutes in Your Home zone

Receive 10% off select Bamboo cutting boards. Valid today only!

Lily Lily receives a third offer

We appreciate your business and would like to

offer you free 2 day express shipping on home soda makers. No more bottles

to recycle!

Email …

We appreciate your business and would like

to offer you free 2 day express shipping on

home soda makers. No more bottles to recycle!

Love VT Living for rewarding return customers. Thx for the deals #FavStore

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IBM MobileFirst simplifies the end-to-end delivery process for new and existing apps

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Transform the value chain to drive growth and ROI

Engage customers in context by leveraging mobile insights

Protect and manage the mobile

infrastructure to op;mize performance

Build and deploy mobile applica;ons efficiently

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IBM ExperienceOne delivers mobile customer insights and experiences that differentiate your brand or service

Gain complete mobile visibility to op:mize the mobile customer experience.

Engage each customer in a real-‐:me dialogue that

builds on past and current behavior.

Create a highly effec:ve, device-‐op:mized shopping experience.

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IBM Analytics Platform delivers customer insight and measures success

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New/Enhanced Applications All Data

Real-time analytics zone Enterprise

warehouse data mart and analytic appliances zone

Information governance zone

Exploration, landing and archive zone

Information ingestion and operational information zone

What could happen?

Predictive analytics and modeling

What action should I take?

Decision management

What is happening?

Discovery and exploration

Why did it happen?

Reporting, analysis, content analytics

Cognitive Fabric

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IBM Predictive Customer Intelligence delivers personalised marketing offers to systems of engagement

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Chat

Voice Email

Social media

Interactive Voice

Response

Mobile apps

Short Message Service

Web

Big Data IBM Predictive

Customer Intelligence Enterprise Marketing Multi-channel

Customer Interactions

HOW? Interaction data

WHY? Attitudinal data

WHO? Descriptive data

WHAT? Behavioral data

Acquisition models

Campaign response models

Churn models

Customer lifetime value

Market basket analysis

Price sensitivity

Product affinity models

Segmentation models

Sentiment models

Campaigns

Offers

Lead Management

Cross-channel Campaign Mgmt

Real-time Marketing

Digital Marketing

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Identify high-value opportunities

Establish the right architecture for business and IT

Prove value to business leaders through pilot programs

Scale by expanding to additional use cases

Transform to a data-driven culture

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•  Leverage what you have •  Add what you need •  Move at your own pace

•  with governance and security

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Are you ready?

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Start Today

Katrina Read [email protected] @katsinsight http://linkedin.com/in/katread

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the mobile-enabled consumer

Data & Analytics