This presentation goes in-depth into the features and technology behind our new big data marketing application, BloomReach Mobile. We believe a solid mobile strategy is imperative to success in this new and emerging channel.
As you see more and more traffic migrate to your mobile site, the need for a relevant cross-channel shopping experience is becoming more and more apparent. BloomReach Mobile continuously optimizes mobile experiences for search and discovery with data-driven search, visual discovery and personalized results.
Bryson Meunier, Mobile Search Specialist & Director at Resolution Media, Joelle Kaufman, Head of Marketing at BloomReach and Raj De Datta, Co-Founder of BloomReach are the presenters.
2. 14% of US web traffic
was on mobile in 2012
MOBILE IS HERE*
*KISSmetrics, Internet Retailer, MultiChannel Media Post, IBM
39% of traffic to Top 500 retailers
will be from smartphones in 2013,
will be >50% in 2014
32% of shoppers research and
purchase on a smartphone
mobile purchases on black
Friday increased 40% from
2011 to 2012
3. BUT YOUR MOBILE GOALS ARE NOT BEING MET
your mobile traffic will surpass your
web traffic in the next 2 years…
but mobile conversions will only equal 25%
of your web conversions.
4. AND…
YOU’RE LOSING MORE THAN JUST MOBILE DOLLARS
mobile influences
ALL of your channels
for a $1B revenue
company, you lose…
($10 MM from mobile)
($70 MM from online)
($170 MM from in-store)
($250 MM total revenue)
mobile 10% revenue
7x influence factor
(Deloitte)
17x influence factor
(Deloitte)
5. 2-4 products to show
makes typing & filtering challenging
more exploration
expect ease and speed
constantly in use
manages time and is not shared
sees phone as time filler
is multi-tasking on-the-go
has limited real estate
requires screen tapping
is high frequency
is personal
THE USER
THE DEVICE
THE PROBLEM IS THAT MOBILE IS DIFFERENT
you need a technology that is built for mobile
THE USAGE
6. SO USER EXPERIENCE IS MORE CRITICAL
TO SUCCESS THAN EVER BEFORE*
*Google mobile survey, MediaPost
55% say a frustrating mobile experience
hurts the perception of the brand
61% will go elsewhere to buy if they
can’t find what they want in seconds
67% are more likely to buy
from a site that is easy to navigate
67% prefer an optimized
mobile site to a mobile app
74% will return to your mobile
site if they have a good experience
7. A DAY IN THE LIFE OF A MOBILE USER TODAY…
• demo
8. you visit your favorite
retailer to look for boots
you search for ‘boots’ and
get mens bootcut pants
you try searching
by category
and then you refine…
you try a different search
‘boots shoes’ – 2 results
and refine again…
you finally find shoes but
can’t refine by boots.
so you try your search
somewhere else…
and you find exactly what
you want, easily and fast.
60% of mobile shoppers do this everyday
9. LEVERAGE BIG DATA TO DELIVER RELEVANCE
bloomreach
web relevance engine
data & content analysis
interpretation & prediction
content & behavior analytics
machine learning optimization
your data
content
products
attributes
categorization
user
queries
actions
conversions deep web crawl
vertical specific crawl
structured data crawl
the web’s data
relevant user
experiences that
match content
with user intent
bloomreach
mobile
bloomreach
organic search
11. BLOOMREACH MOBILE IS EXPERIENCE
OPTIMIZATION FOR ALL TYPES OF MOBILE USERS
problem & persona mobile experience optimization
THE BROWSER
Browsing products is
impossible on my mobile phone.
THE LOYAL CUSTOMER
My experience should be about me.
PREDICTIVE SEARCH AND AUTO SUGGEST
make browsing easier and desired
products more discoverable
CROSS-CHANNEL PERSONALIZATION
creating personal experiences across mobile
and desktop for new and loyal users
THE SEARCHER
I just can’t find what I want.
TRENDING AND MORE LIKE THIS
enabling single tap discovery connecting users
to products using data and social signals
12. HOW IT WORKS
cross-
channel
API call
web relevance engine
mobile API’s
trending
more
like this
search
auto
suggest
experience
intent:
tory burch
handbag
13. CROSS CHANNEL OPTIMIZATION
customized search results based on
previous desktop or mobile behavior
dynamic landing pages with category &
product recommendations based on
user behavior across www and mobile
analytics that track usage from mobile
discovery to web purchase
a cross-channel experience for known and new users
14. AUTO SUGGEST AND PREDICTIVE SEARCH
suggests phrases and matches product
results to performance and intent
decrease typing with predictive search
data-driven results pages ensure only
relevant products are shown first
machine learning driven search that optimizes to RPV
15. more like this is
single tap
navigation towards
the products that
users want based
on individual user
sessions
MORE LIKE THIS & TRENDING
enhanced product discovery
trending measures
referral traffic
from social media
sites and shows
only the most
popular products
You know that mobile is a pain point. Your traffic is increasing by leaps and bounds but your conversions are not keeping pace. Couple this with the fact that research has continued to validate that people’s mobile experience directly impacts their propensity to purchase from your other channels, and you have a multi-million dollar problem. If your mobile users are not happy with their mobile experience, you lose $10 MM in mobile revenue. Which, you might say, is not worth worrying about. But what about $200+ MM? If your mobile users aren’t happy on mobile, they won’t shop on your website or in your store. Something has to change…
Mobile is a different and unique animal. The usage is different – think about your own behavior, it’s used all of the time and is YOURS. The user is different – they are multi-tasking, they are exploring, they expect ease. And the device itself is drastically different. There is limited real estate to showcase your products, you have to tap to what you want. This is a different playing field.There are no other solutions available in the market today that address the different usage, user and device. You need a technology that is built specifically for mobile.
Well, how do you overcome a challenge that massive?We tend to look only at the data associated with our own websiteWe don’t have the tools to interact with or access to that much dataFurthermore, technology does exist that allows us to collect this intelligenceOur proprietary WRE – more accurately makes that match between expression of intent and user experience at a massive scaleWe take your data and wed wide data and user interaction data and combine them in order to create more accurate conclusions about what a consumer intends when they express intent
This diagram explains how our services work. First, we only work with customers who already have a mobile site. Our services plug-in to your mobile site. Once live, every time our API is called, it pings our WRE to deliver the more relevant and data optimized experience each and every time. Since our WRE is constantly optimizing using machine learning technology, you can be assured that your content is fresh and relevant to every consumer. We have seen RPV uplifts as high as 40% for our mobile customers.
Our cross channel personalization improves user experience by utilizing user profile and past behavior cross-channel (www & mobile) to make recommendations and ranking prioritizations. We validate discovery by tracking usage across channels.
Our auto suggest is machine learning search that optimizes to RPV ensuring that your highest performing and most relevant results are shown first thus increasing the likelihood of matching your results with consumer intent. Predictive search is also optimized for performance and decreasing the thumb tapping required to help user find what they want quickly.Mobile challenge: Searchers are impatient and there is limited space to show them what they want. Predictive search helps users find what they want faster50% decrease in characters,and data-driven results pages ensure that only those most relevant products are shown first leading to larger shopping carts and revenue 2X AOV, 40% higher RPV
More like this is made for the on-the-go user and transitions users from looking for what want to what they must have. This single-tap navigation is refinement built for mobile.