Contenu connexe Similaire à Sapient-Oracle Oct-9 2012 Similaire à Sapient-Oracle Oct-9 2012 (20) Sapient-Oracle Oct-9 20122. Agenda
The Changing Face of Engagement
Innovation in Experience Design
Some Great Experiences
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3. The Changing Face of
Engagement
Innovation
9 October 2012
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4. Opening Thoughts
How customers engage with brands is changing at an
incredible rate.
Research Online, Pick Up In Store
Social Opinions and User Generated Content
Experience Marketing, Experience Shopping
Loyalty
Personalization
Seamless Experiences
Mobile, Mobile, Mobile
Touch (and the Other Senses)
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5. Challenges
What are the associated challenges?
Being Relevant
Standing Out Amidst the Noise
Leveraging Previous Investments
Build Once, Deploy Often
Developing the Right Experience for your Target Market
Brand Appropriateness
Customer Experience Strategy
Knowing Your Customers
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6. Emerging Trends and Technologies
Smart
Branded Phones
Check-In
Tablet
s
Digital
Signage
Interactive
Kiosks
Social
Media
Spot
Vending
Augmente
d Reality
QR Codes
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7. Are Transforming Today’s Guest Experiences
Loyalty and
Check In
Measurement
Tablets / Mobile
Commerce /
Virtual Catalogue One View
of
Customer
Interactive Displays Product data Concierge Kiosk
Customer data
Merchandising data
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9. ACCESS: the ability to reach other
persons, activities, resources,
services, information, or places
CONTROL: the degree to which
the use of things, activities, and
spaces is controlled by their users
FIT: the match between a person
and their surroundings to support
the activities in which they will
customarily engage
VITALITY: the tapping of human
EXPERIENCE powers: functions and emotions
DIMENSIONS SENSE: the ability to know identity
and place – where or when one is
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10. ACCESS
the ability to reach other
persons, activities,
resources, services,
information, or places
• Delivering connected experiences,
any time, anywhere, across any
device.
• In-store, on-line, in branch, on-
the-go, whatever, whenever.
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12. CONTROL
the degree to which the
use of things, activities,
and spaces is controlled
by their users
• Enabling the user by giving them
control (e.g., over preferences,
information).
• Putting the user in the driver
seat with usefulness, usability,
and desirability
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14. FIT
the match between a
person and their
surroundings to support
the activities in which
they customarily engage
• Offering context and orientation,
supporting the user at the right
time and place with the right
content
• The right experience at the right
moment in the customer journey
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16. VITALITY
the tapping of human
powers: functions and
emotions
• Expressing personality, creating
desire, extending physical
abilities
• Differentiating the brand in
appropriate ways
• Bringing the brand to life
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18. SENSE
the ability to know
identity and place –
where or when one is
• Giving the user the cues they
need to make sense of their
experience (way finding,
auditory cues, clarity and
consistency)
• Making sense of the experience
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23. the brief – E&E
• convert more of loyal guests into E&E shoppers by
creating differentiation beyond price and
convenience
• capitalize more on our strengths of surprising and
delighting our guests while providing an engaging
environment that inspires her to buy
24. accessories, dvds, cds, cameras, games, tvs,
music, peripherals, whole tablets, ereaders
category consideration
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26. our insight
simply put, moms are empowered by
technology.
however, most moms are just not inspired
by it.
so what does inspire her?
29. the brief - reframed
inspire mom to integrate
electronics into her life
by bringing life to our
electronics.
31. The Challenge
Establish an interaction model,
standard visual design system
that can be leveraged globally
to support the expansion of
product market share
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32. Audi mobile Portal
Goal: best possible mobile user experience
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34. Case Study:
Audi A-1 iPad App
Case Study:
Multi-Channel Recreation
Mobile App Design
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36. Audi A1 iSpecial iPad
Extending app to iPad
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37. Audi A-1 iPad Application, Configurator, and Rich brochure
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38. Launch Campaign Audi Q3
Android and iPhone App
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39. Audi A7 Sportback iPad App
Launch campaign new A1 Audi – community app
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40. Support the expansion into the emerging market
Reduction in investment development and unit cost
Increased flexibility to support the various requirements
of the individual markets
Establishment of a balanced global footprint Mobile
Portal available in 15+ Countries and 18 Languages
Audi A1 App: available in all app stores in the following
languages: EN, DE, IT, ES, FR, NL, RU
Audi Q3 App: available in all app stores in the following
languages: EN, DE, TR, IT; ES; FR; NL; PT
Audi A7 App: available in all app stores in DE and EN
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44. The threat…
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45. What stores will always have…
• Sense Immersiveness
• Fit Associates
• Control Immediacy
• Access Social
• Vitality Fun
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48. General Premise
Behind every product is a need.
For every need there is a solution.
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53. Fashionable | In-store Touch Experience
Story:
Designed for in-store placement, the SapientNitro
In-store Touch Experience enables customers and
sales associates to engage with the full inventory of a
retailer, whether it’s in store or online.
Features & Benefits:
• 46” HD interactive display
• Integration with inventory, POS, and back end
systems
• Outfit Builder offers Up-sell / Cross-sell
opportunities
•Social media tie in
•Ad space / product placement for manufacturers
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54. Marks & Spencer | Endless Aisle Kiosk
Marks & Spencer has opened its new
flagship store at 100 Avenue des Champs-
élysées in Paris. Trading over three floors,
the 1,400 square meter store is part of
M&S' ‘bricks & clicks' strategy, as it returns
to the French market with a combined store
and e-commerce offer.
The store uses the latest technology to
extend the M&S product range available to
customers.
Two touch screen order points and two
fixed tablets make it easy for customers to
shop from over 10,000 products available
online.
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55. Marks & Spencer | Magic Mirror
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