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Today’s Webinar
Drive Revenue and Loyalty by
Engaging Mobile and Social Consumers
Dr. Phil Hendrix
Founder and Director,
immr and GigaOm
Pro analyst
@phil_hendrix
Doug Stephens
Retail Prophet
@retailprophet
Ashok Kartham
Founder and CEO, Mize
@mizecom
Sponsored by Mize, Inc.
#smarterengagementApril 11, 2013
2Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
Overview – Topics/Agenda
� Loyalty and Engagement
� The Mobile Opportunity
� Consumer Motivations – Frictions, Shoulds and Wants
� Consumer Experience and Moments of Truth
� PEERSM Strategies
� Mobile Impacts
� Customer Expectations
� Key Success Factors
� m1ize vision/platform
3Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
For Additional Perspectives, Discussion
• The Third Shelf• The End of Marketing• The Future of The Retail
Store• The Real Competition Isn’t
Your Competitors
4Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
Loyalty and its Rewards
5Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
In the Ideal World5.
6Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
In the Real World, Gears Often Aren’t Aligned
Gaps, disconnects and conflicts
7Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
Symptoms of EDD (Engagement Deficit Disorder)
Showrooming
Returns
Churn Rate
Marketing $
Failure Rate
Uncertainty
Time
Risks
Costs
Indifference Regret
8Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
“Terms of Engagement”
9Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
Loyalty is Elusive
10Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
The Mobile Opportunity
“[How long] could your business survive without marketing?”Doug Stephens, @RetailProphet
“Soon [your mobile device] will be a remote control for your life5”Peter Fenton, Benchmark Capital, 12/2012
11Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
Moments of Truth
12Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
Are Retailers Delighting Consumers?
Avg – 25%
13Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
The Consumer Journey – aka “The Third Shelf”
14Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
How Happy Are Consumers?
immr Shopping Study
Smart phone owners in the U.S.
n = 500
15Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
Consumer Motivations
MinimizingFriction
Tim
e
Annoyances
Uncert
ain
ty Cost
Bad o
utc
om
es
Ris
k
EnablingShoulds
Fit
ness
Savin
gs
So
cia
l
Gre
en
Ed
ucati
on
MaximizingWants
Fu
n
Fo
od
Accep
tan
ce
Avoid, minimize, or eliminate
“Satisfice” “Maximize”
En
tert
ain
men
t
Reco
gn
itio
n
“Good for You”(Resolutions)
16Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
Engaging Customers with PEERSM Strategies
†Securely, with full transparency
Reinforce
Surprise/Delight
Remove Frictions
Learn† &Adapt
17Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
Mobile ���� Ever Connected
18Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
Consumers’ Expectations
What I Like
Who I am… Where I
am
What’sNearby
What’s going On
What I respond to
What I’vebought
Where I’ve been What
I need
Where I’m going
Source: Dr. Phil Hendrix, How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing
Trusted Business Partners should know…
19Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
More about PEERSM Strategies
Personalize
Leverage data about consumers and their
context to increase the relevance,
timeliness and value of communications,
offers and customer experiences
Allows airports to tailor info
for travelers based on
profile, destination
Enable
Help customers complete tasks and
accomplish their goals by minimizing the
risk, time, and effort as they shop,
compare, purchase and use your products Mini owners can detect
other owners, share tips
Enhance
Surprise and delight customers by
anticipating and helping them fulfill
functional requirements, emotional needs
and aspirations
Guests can manage
experience (FastPasses,
reservations, rides, etc.)
Reward
Using feedback, encouragement, rewards
and social influence, reinforce customers
as they engage in behaviors that are
mutually beneficial
Allows hotels to
personalize rewards,
experiences based on
guest’s social profile
20Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
Mobile Improves Consumers’ Experience
21Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
Digital Signals ���� Key to Personalization
22Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
More on PEERSM Strategies
See also:
Raising the Bar – Mobile and Customer Loyalty†
Engaging Connected Consumers – Strategies for
Brands, Retailers and Local Businesses†
23Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
Ready to Engage?
The overwhelming majority of
advertising/promotion/marketing/branding
investments and expenditures most
organizations make today are more about
"selling things" than "helping customers.“
– Michael Schrage “Invest in Your Customers More
Than Your Brand”
25
Transform how you engage customers
Transform how you engage customers
Brand centric focus Smarter Engagement
• Customer- Centric
• Want/Intent driven
• Relevant/ Personalized
• Utility & Service at every
touch point
• Helping customers
• Advice & Education
• Powered by Customers
26
to
Product Ownership and Support
32
Order Accessories or consumables Warranty status & options
Warranty
status
Ext
Warranty
options
Value for Consumers & Brands
Simplify Customer
Experience
Transform How
Brands Engage
Consumers make faster &
more confident decisions<=> Better sales conversion &
accelerated revenue
Better value with product
purchase and use <=> Lower Marketing & Support
cost per Customer
Conveniently track all
products owned/wanted <=> Engage customers at all
touch points
Easier access to Brands and
Friends<=> Better customer loyalty &
advocacy
35
36Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
Q & A
Thank You
Mize, Inc.
www.m-ize.com
(813) 971-2666
8610 Hidden River Pkwy, Suite 200
Tampa, FL 33637
YouTube
Blog
38Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
Bio – Dr. Phil Hendrix
Dr. Phil Hendrix
Director, immrwww.immr.org
+1 (770) 61211488
@phil_hendrix
Dr. Phil Hendrix is the founder and director of immr, a research and advisory firm focused on
market opportunities afforded by new technologies, and an analyst with GigaOm Pro. He
specializes in helping organizations evaluate and capitalize on opportunities that are new>to>
customers and new>to>market. Dr. Hendrix has extensive experience uncovering customer
needs, identifying triggers and hurdles to adoption, and developing strategies that unlock
market opportunities, both B2C and B2B.
As an analyst, Phil focuses on mobile innovation and the implications for companies across
industries. He is a regular contributor at leading industry conferences, including GigaOm’s
Mobilize, Structure:Data, Street Fight (hyperlocal), ad:tech, iMedia Summit, Social>Loco and
others. His current work focuses on mobile and its impact on consumer behavior, especially
shopping, M>commerce and mobile payment.
As a consultant and advisor, Phil has led significant engagements with startups and Fortune
100 clients in mobile, consumer electronics, and related categories, including financial
services, transportation, insurance and others. He works closely with senior management
and project teams on key issues, including market sizing, segmentation, positioning, and
branding as well as innovation, user experience, and customer retention. Over the course of
his career, Phil has helped clients conceive and successfully launch dozens of new products,
services and businesses.
Before founding immr, Phil was a partner with DiamondCluster (strategy and technology
consultancy), founder and head of IMS (Integrated Measurement Systems), and a principal
with Mercer Management Consulting (now Oliver Wyman). He has held faculty positions at
Emory University and the University of Michigan, where he taught courses in marketing,
research, and buyer behavior for MBAs and executives. While at Michigan Dr. Hendrix also
held a joint appointment as a research scientist in the Survey Research Center, Institute for
Social Research.
Additional information on immr perspectives and reports prepared by Dr. Hendrix is available
at immr and Slideshare, with additional information available at GigaOm Pro.
39Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
Bio – Doug Stephens
Doug Stephenswww.retailprophet.com
@retailprophet
Doug Stephens is the founder of Retail Prophet and is one of the world's leading retail
industry futurists. He is an in>demand speaker for global organizations, governments and
trade associations on the future of consumerism.
Doug's work has influenced many of North America's best>known retailers and brands
including Wal>Mart, Home Depot, Razorfish, Citibank, Disney, WestJet and Air Miles. His
thinking has been featured in publications like Advertising Age, Profit, Canadian Business,
The Globe & Mail and Forbes.
Prior to founding Retail Prophet, Doug spent over 20 years in the retail industry. He has held
senior international roles including the leadership of one of New York City's most historic retail
chains.
He is the author of the groundbreaking book, The Retail Revival: Reimagining Business For
The New Age of Consumerism. Doug is also a regular guest on the acclaimed television
series App Central TV and a contributor to CBC Radio. He sits on the advisory boards of a
mobile technology company and the Dx3 digital conference.
40Drive Revenue and Customer Loyalty by Engaging Mobile and Social ConsumersWebinar sponsored by Mize – April 11, 2013 © immr 2013 – #SmarterEngagement
immr – Recent and Forthcoming Reports
� Drive Revenue and Customer Loyalty by Engaging Mobile and Social Consumers†
� Engaging Connected Consumers – Strategies for Brands, Retailers and Local
Businesses†
� If Shopping is Broken, Can Mobile Fix it?†
� Raising the Bar – Mobile and Customer Loyalty†
� Social + Location + Mobile: SoLoMo Analytics and the Transformation of Shopping†
� How Consumers Are Using Local Search
� Mobilizing the Enterprise with Custom Mobile Solutions: Pt. 1 and 2
� The Promise of Hyperlocal: Opportunities for Publishers and Developers
� Tuning into Consumers’ Digital Signals
� How SoLoMo is Empowering Consumers, Transforming
Shopping, and Disrupting Advertising and Retailing
� Location – the Epicenter of Mobile Innovation†Forthcoming