RETAIL – FINDING THE RIGHT KIND OF NEW - Tug Life 2015 - Oisin Lunny - OpenMarket
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Delighted to contribute to the very cool Tug Life "pop-up expo" in Old St underground station this morning. I was talking about mobile trends, the invisible glue between the physical world and our digital selves, and how the right kind of new might be over 20 years old! (Cover photo from http://www.thedrum.com)
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RETAIL – FINDING THE RIGHT KIND OF NEW - Tug Life 2015 - Oisin Lunny - OpenMarket
- 1. Oisin Lunny, OpenMarket June 17, 2015 RETAIL – FINDING THE RIGHT KIND OF NEW
- 10. Technology trends 7,527,980,005 mobile connections 7,322,186,465 current world population
- 13. Your customers are changing MILLENIALS now outnumber BABYBOOMERS Young,'Educated,'Social'&'Mobile'
- 14. Your customers are changing MILLENIALS own more THAN
- 15. Your customers are changing Customer support Purchasing Security !Appointment Reminders Online banking Satisfaction survey of text messages read within the first 98% 10 minutes Service alerts
- 17. B. Bonin Bough (@boughb) “Mobile(devices(are( as(addic/ve(as( cocaine.”
- 18. Technology trends A Planet Of The Smartphones …populated by ….phono-sapiens.
- 19. Technology trends The phono-sapien in numbers: • The average American is on their smartphone for over two hours every day. • Asked which media they would miss most, British teenagers pick mobile devices over TV sets, PCs and games consoles. • Nearly 80% of smartphone-owners check messages, news or other services within 15 minutes of getting up. • About 10% admit to having used the gadget during sex.
- 20. So, basically…
- 22. Retail IMRG’s eRetail Index guide (UK): 45% YoY growth in the use of mobile devices for retail 1 in 4 of UK mobile commerce sales from smartphones 21% YoY growth for tablets Predicted that 1/3 of all online sales in the UK will take place via smartphones and tablets UK retail mCommerce sales predicted to reach £19.9bn in 2015 Apple Pay, Apple Watch, iBeacon, NFC Closed ecosystem with fingerprint ID for payments Marketing Data Driven, Mass Personalisation, Contextual Commerce
- 23. Retail - iBeacon example
- 24. Retail - Apple Pay (NFC) example
- 25. Retail
- 26. Customer Service Zero tolerance 86% of customers quit doing business with a company because of a bad CX, up from 59% four years ago 1% drop in service = 15% drop in customer satisfaction Make it mobile 64% of consumers prefer to use texting over voice as a customer service channel 44% of consumers prefer to send a text, rather than waiting on hold to speak with an agent 81% of consumers are frustrated being tied to a phone or computer to wait for customer service help 77% of consumers aged 18-34 are likely to have a positive perception of a company that offers texting
- 27. Media
- 28. The mobile effect Good for business “every ten extra mobile phones per 100 people increases the rate of growth of GDP-per-person by more than one percentage point” Exponential growth built in: The industry is constantly growing (because the mobile industry is highly scalable) Traditional (data) infrastructure is prohibitively expensive Opportunities for rapid transformation: Taxis -> Uber (2009) Hotels -> AirBnB (2008) Kodak -> Instagram (2010)
- 31. Silo smashing
- 32. Use mobile as the glue… Embrace mobile “Operationalise mobile, don’t treat is as a project. Its an enabling technology that will transform your business.” Julie Ask, Forrester Expect the unexpected Nimble start ups are disrupting massive global businesses. Adapt, and adopt, new technology.
- 34. Buy anything: local / anywhere
- 35. Joining the physical and digital
- 36. Joining the physical and digital Average annual value of each an SMS subscriber: • Pete’s Ace Hardware in Castro Valley, California – $401 • Brentwood Ace Hardware in Brentwood, California – $529 • Dale Hardware in Fremont, California – $267 “Pete’s Ace Hardware now knows that each new SMS subscriber will generate $401 in new annual retail sales.”
- 38. • About the same amount to people use their smartphones for calls, apps and SMS • SMS is the most frequently used, calls least used • Just over half use smartphone for email • Over half of people prefer to use text messages on the go & millennials prefer SMS • 43% are happy to give out numbers • Email is the most popular channel for promotional offers, SMS for time limited offers Research
- 39. • SMS has a higher open rate than emails, double that push notifications • Emails good for promotions & purchase info • 16% of people never read messages sent by push • SMS best for click and collect & order alerts • 50% of people want “on the day” delivery messages by SMS • People prefer feedback surveys by email • 60% of people would prefer to use text over IVR for customer support Research
- 44. 45 THANK*YOU