The document discusses the growing impact of mobility on retail. Smartphone and tablet adoption rates are unprecedented and forcing retailers to embrace mobility. Most retailers have adopted mobile strategies and offer apps on multiple platforms, but apps have fallen short of expectations. While live help is still preferred, shoppers are beginning to consider mobile assistance and want more personalized in-store experiences.

1. Finding
the
Silver
Bullet
For
Retail
Mobility
August
16,
2012

2. The
State
of
Retail
Mobility
Shannon
Warner
Cognizant
Shannon.Warner@Cognizant.com

3. What’s
cooking?
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©
2012
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SoluJons,
Inc.
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3

4. Mobility
is
having
a
profound
impact
on
consumers’
lives
Source: Telenav 2011
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2012
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SoluJons,
Inc.
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4

5. Fueled
by
the
smartphone,
mobile
devices
are
becoming
the
screen
of
choice
for
customers
Today
7.3 Billion Vs. 10 Billion
Estimated global population in Estimated number of smartphones
2016 and tablets worldwide by 2016
– United Nations – Cisco
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SoluJons,
Inc.
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5

6. In
fact,
smartphone
and
tablet
adopJon
rates
surpass
that
of
any
other
technology
in
recent
human
history!
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SoluJons,
Inc.
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6

7. Unprecedented
adopJon
is
forcing
retailers
to
embrace
mobility
to
stay
relevant
to
their
customers
We asked retailers…
What
is
the
impact
of
the
following
factors
on
your
consumer
mobile
strategy?
Source: RIS / Cognizant Survey, March 2012
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©
2012
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SoluJons,
Inc.
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7

8. Retailers
are
embracing
mobility
iniJaJves
with
an
unaccustomed
speed
We asked retailers…
What
op(on
best
describes
your
approach
to
bringing
your
mobile
offerings
to
market?
Source: RIS / Cognizant Survey, March 2012
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©
2012
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SoluJons,
Inc.
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8

9. It
is
thus
no
surprise
that
mobility
is
already
mainstream
in
retail
Source: Cognizant Research
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2012
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SoluJons,
Inc.
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9

10. Retailers
have
however
adopted
a
scaer-­‐
shot
approach
to
which
mobile
pla^orms
they
support
Source: Cognizant Research
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2012
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SoluJons,
Inc.
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10

11. Retailers
offer
a
broad
range
of
features…
Source: Cognizant Research
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2012
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SoluJons,
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12. …Retailer
mobile
apps
have
fallen
short
of
customer
expectaJons
Source: Cognizant Research
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2012
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SoluJons,
Inc.
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12

13. Shoppers
like
to
use
digital
resources
to
make
purchase
decisions,
but
not
mobile
and
tablet
apps
Chart
Title
Store’s
website
3.0
2.5
2.0
1.5
1.0
Other
Internet
0.5
Consumables
Store’s
mobile
searches
and
-­‐
smartphone
app
Specialty
websites
Rank order of resources used to make
purchase decisions for specialty products
Other
Internet
searches
and
websites
1st
Store’s
website
2nd
Store’s
tablet
Print
materials
3rd
InformaJon
provided
on
product
packaging
4th
Television
5th
Shelf
signs
or
interacJve
product
displays
6th
Friends
and
family
7th
Store
associates
8th
Social
media
9th
Store’s
mobile
smartphone
app
10th
Source: Cognizant/RIS 2012 Shopper Study Store’s
tablet
11th
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SoluJons,
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13

14. Retailers
are
threatened
by
3rd
party
mobile
apps
as
5%
of
shoppers
use
their
mobile
phone
to
find
product
elsewhere.
We asked shoppers…
What
do
you
do
when
you
can't
find
what
you
want?
9%
Leave
the
store
and
look
for
the
same
product
elsewhere
Leave
the
store
and
look
for
the
same
product
during
a
future
visit
20%
Ask
an
associate
to
help
you
locate
49%
the
right
item
Purchase
an
alternaJve
item
available
in
that
store
6%
Use
your
mobile
phone
to
idenJfy
the
product
elsewhere
5%
Check
the
retailer’s
in-­‐store
kiosk
(if
available)
11%
Source: Cognizant/RIS 2012 Shopper Study
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2012
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SoluJons,
Inc.
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14

15. Although
help
from
a
live
person
is
most
preferred,
shoppers
are
beginning
to
consider
mobile
assistance
while
shopping
We asked shoppers…
When
you
need
assistance
while
shopping,
how
likely
are
you
to
use
the
following
customer
service
op(ons?”
Call
customer
service
#
4.00
3.50
3.00
Go
to
in-­‐store
customer
Social
media
page
2.50
service
desk
2.00
1.50
1.00
18-­‐33
0.50
34-­‐45
-­‐
46-­‐64
Mobile
text
message
Online
chat
65
and
over
Mobile
chat
Video
chat
Source: Cognizant/RIS 2012 Shopper Study
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15

16. Shoppers
want
personalized
experiences
while
in-­‐store
We asked shoppers…
When
shopping
for
specialty
products,
how
much
would
each
of
the
following
techniques
to
personalize
your
shopping
experience
influence
your
shopping
choices,
if
available?
-­‐
1.00
2.00
3.00
4.00
5.00
Special
treatment
in
the
store
based
on
loyalty
3.44
Offers
delivered
in
a
store
that
are
personalized
3.17
Acknowledgement
of
status
as
a
highly
valued
customer
while
in
the
3.15
store
Website
recommendaJons
based
on
other
products
you
searched
for
2.91
E-­‐mails
with
personalized
messages
2.88
Website
recommendaJons
based
on
products
others
have
searched
2.76
for
Personal
greeJng
in
the
store
2.72
Offers
delivered
via
a
mobile
phone
that
are
personalized
2.26
Source: Cognizant/RIS 2012 Shopper Study
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SoluJons,
Inc.
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16

17. …But
shoppers
are
skepJcal
about
sharing
informaJon,
including
using
geo-­‐
locaJon
We asked shoppers…
How
willing
are
you
to
share
the
following
informa(on
with
stores
in
order
to
have
a
more
personalized
shopping
experience?
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
5.00
InformaJon
tracked
by
loyalty
number
2.89
Name,
address,
e-­‐mail
for
website
account
2.69
E-­‐mail
collected
at
point
of
sale
2.60
Phone
number
collected
at
point
of
sale
2.26
Have
cookies
placed
on
your
computer
to
allow
tracking
1.86
LocaJons
you
are
at
tracked
using
geo
locaJon
service
on
1.83
your
phone
InformaJon
tracked
by
credit
card
number
1.82
Source: Cognizant/RIS 2012 Shopper Study
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SoluJons,
Inc.
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17

18. The
ever
evolving
and
complex
mobile
ecosystem
is
a
key
challenge
in
developing
a
compelling
mobile
offering
What
are
the
primary
challenges
your
company
faces
to
succeed
with
its
customer-­‐facing
mobile
strategy?
Source: RIS / Cognizant Survey, March 2012
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©
2012
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SoluJons,
Inc.
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18

19. Despite
challenges,
success
can
be
achieved
by
taking
a
comprehensive,
360
degree
view
of
mobile
1
Move
fast
Else
your
customers
and
compe((on
will
leave
you
behind
2
Establish
an
enterprise
mobile
strategy
Piecemeal,
scaFer-­‐shot
approaches
just
don’t
work
3
Don’t
be
afraid
to
experiment
and
innovate
Avoid
a
“Me-­‐Too’
approach;
look
for
experiences
for
your
unique
context
4
Future
proof
your
mobile
offerings
Invest
in
processes
and
technologies
that
are
flexible
and
scalable
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2012
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19

20. PracJcal
Mobility
in
Retail
-­‐
Design
for
Success
Chris
Dean
Kony
SoluJons,
Inc.
chris.dean@kony.com

21. Kony
Overview
Markets:
MulJ-­‐Channel
Enterprise
ApplicaJon
Pla^orm
Financials:
MulJ-­‐Channel
B2C
&
B2E
Apps
6X
growth
over
last
2
years
MulJ-­‐Channel
ApplicaJon
Management
Ver8cals:
Financial
Services
|Travel
|
Retail
|
AutomoJve
2010
2011
2012
Healthcare
|
UJliJes
|
TelecommunicaJons
Manufacturing
|
Oil
&
Gas
|
Media
&
Entertainment
|
TransportaJon
Employees:
From
200
to
950
employees
Customers:
Over
1
billion
end
user
sessions
annually
More
than
60
blue-­‐chip
deployments
2010
2011
2012
Deployed
in
38
countries
2007
2008
2010
2011
2012
2015
Founded
Launch
Cash
Flow
PosiJve
4X
Topline
Growth
275%
ACV
Growth
$500M
Company
Kony
Mobile
App
Management
Kony
Apps
Feature
Complete,
Extensible,
Configurable
KonyOne
Pla=orm
Offices:
From
2
to
10
offices
worldwide
Write
Once,
Run
Everywhere
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22. Change
Once,
Change
Everywhere
Effort
New
FuncJonality
Add
Security
Alterna8ve
Solu8ons
Add
Languages
Update
Features
Custom
App
+
Mobile
Web
OS
Update
40%
–
70%
TCO
Savings
Time
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23. Mobile
Retail
Design

24. Mobile
Web
vs.
NaJve
–
Industry
Avgs
§ More
channels
=
more
customers
§ Mobile
web
represents
half
of
all
traffic
§ NaJve
apps
together
also
represent
half
of
traffic
§ Adding
any
channel
permanently
increases
visits
–
some
customers
will
sJll
only
interact
with
you
in
a
parJcular
channel
§ Conversion
rates
vary
by
channel
§ iPhone
naJve
apps
30%
more
than
mobile
web
§ Rates
likely
to
dramaJcally
change
with
short
noJce
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25. Mistakes
in
Mobile
Retail
§ Not
solving
pain
points
for
the
consumer
§ Starbucks,
for
example,
was
reducing
in-­‐store
POS
Jmes,
not
maximizing
loyalty
card
adopJon
with
its
app
§ Siloed
mobile
efforts
§ Consumers
–
loyalty
or
not
–
want
a
‘joined-­‐up’
experience
across
channels,
and
want
to
interact
with
you
the
way
they
want,
not
the
way
you
want
§ Under-­‐resourced
team
§ Mobile
isn’t
going
anywhere.
‘Well,
let’s
try
it
and
if
it
doesn’t
work
at
least
we
tried’
is
not
a
strategy
§ TransacJonal
or
InformaJonal
?
§ Driving
consumers
to
transact
is
ouen
incompaJble
design-­‐wise
with
a
brand
awareness/informaJonal
app
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26. Mistakes
in
Mobile
Retail
(cont’d)
§ Poor
Design
§ Apps
are
important
but
are
currently
being
designed
and
deployed
poorly
by
a
many
retailers
§ Reasons
for
regular
and
‘sJcky’
engagement
are
few
§ GamificaJon
elements
missing
§ Loyalty
programs
are
chunky
§ Basic,
Intermediate,
Advanced
‘Jckles’
and
rewards
§ Few
mobile-­‐specific,
well
integrated
campaigns
§ Consuming
campaigns
and
offers
should
be
seamless
across
all
digital
channels
§ Disconnected
experiences
across
channels
§ Consistent
informaJon,
experiences
and
‘remember
me’
lacking.
Apps
different
device-­‐to-­‐device
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27. GamificaJon
&
The
Changing
face
of
Apps
How
long
to
reach
1
million
users
?
AOL
took
9
years
Facebook
took
9
months
DrawSomething
took
9
days
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2012
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Inc.
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27

28. Design
Principles
for
PersonalizaJon
§ Look-­‐and-­‐feel
–
70/30
rule
§ Implement
visual
appeal
§ Color
coding,
visual
clues,
icon
usage
and
branding
§ Homogenous
design
principles
§ Keep
it
simple
-­‐
Less
text,
single
way
to
do
things,
intuiJve
navigaJon/flow
§ User
awareness
–
Maintain
context
;
remember
me,
minimize
user
entry
§ Preferences
§ Let
user
create
customized
experience
§ Template
preferences
based
on
user
type
–
defaults
§ Temporal/Spa8al/User
awareness
–
Date
;
Time
;
LocaJon
;
User
;
User
type
;
User’s
process
step
§ Local
data
storage
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Inc.
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28
28

29. Release
OpJons
and
Challenges
§ Big
Bang
–
mobilize
all
or
most
desktop
web
features
at
launch
§ Market
changing
during
development
§ Complexity
risks
delays
§ Risk
releasing
nothing
§ Agile
–
quickly
release
a
‘table
stakes’
mobile
version
§ IniJal
release
risks
becoming
the
only
release
§ Maintenance
challenges
cannibalize
innovaJon
§ Device
variaJons
increase
complexity
§ Offering
could
fall
behind
§ Wait
and
See
–
watch
and
learn
from
your
compe(tors
prior
to
investment
§ “Fast
followers”
difficult
to
catch
up
§ Difficult
to
leapfrog
the
compeJJon
§ Hard
to
gain
experience
§ Make
similar
mistakes
as
early
movers
§ Lose
customers
Copyright
©
2012
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Inc.
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29
29

30. Kony
for
Retail

31. Kony
Mobile
Retail
§ Complete
Secure
Retail
SoluJon
§ Fully
FuncJonal,
pre-­‐built
Feature
Set
§ Highly
Brand-­‐able
§ Social
Media
IntegraJon
§ Configurable
and
Extensible
§ Universal
IntegraJon
§ InternaJonalizaJon
Ready
§ Full
Channel
Support
§ NaJve
Mobile
Devices
§ Mobile
Web
§ Tablets
Reach All Your Customers
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©
2012
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SoluJons,
Inc.
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31
31

32. QuesJons?
§ More
informaJon
on
www.kony.com/resources
§ www.kony.com
sales@kony.com
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©
2012
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SoluJons,
Inc.
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32
32

33. Thank
you