driving mobile engagement sumaya shakir - app world 2016

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<<Below was my original excerpt for my talk at Apps World Santa Clara 2016 for Driving Mobile Engagement beyond transactions”. Unfortunately due to schedule conflicts I decided to be part of the panel instead. >> Intro: Hello!! My name is Sumaya Shakir and I travelled all the way from DC to join you all today. Although home is right here in Bay Area, California, my work requires me to have a second home in DC. I smell Silicon Valley right here in this room and it is the best place to be at, amongst the most intelligent and elite professionals. I am an enterprise technologist with 18 years of experience in various technology ecosystem including mobile and digital. I currently work at Amtrak, where I help manage IT Modernization and IT transformation initiatives which includes mobile and digital technologies. A little disclaimer that any of my insights offered here today are not in any way related to what is being done at Amtrak and are solely my knowledge and insights. How consumers are increasingly moving towards an impulse and last-minute purchase frame of mind, and why brands have to be smart about how they analyzing Big Data, understanding that behavior and building useful and personalized experiences that add value in a crowded landscape It’s indeed an APP WORLD, latest data from Yahoo's Flurry analytics shows that 90% of consumer's mobile time is spent in apps. Source: It’s an App World. The Web Just Lives in It. #truism Two things before the deep dive - First: People don't make purchases for logical reasons. They buy for emotional reasons. They then utilize the logic to justify it. We all know that when people are emotional, they are impulsive. Mobile devices just empower them to do that. Mobile devices are ever so personal, almost an extension part of the modern human physiology, perhaps the first generation human/machine. Smartphone is man’s auxiliary brain and window to his world. It is the first thing he touches even before he opens his eyes and the last thing to put down before sleeping. It’s a source of comfort, knowledge, companionship, fulfillment and a door to his numerous worlds. Second: Big data doesn’t have to be scary….it’s scary only when you are approaching it from the wrong angle. It starts with gathering the right relevant data that will give you the customer insight. o Know your customers o Know your customer’s needs o Know your customer’s behaviors o Make your customer’s life easy o Build a relationship with your customer o Start a conversation with your customer o Make your customer fall in love with you

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Page 1: Driving mobile engagement   Sumaya Shakir - App world 2016

<<Below was my original excerpt for my talk at Apps World Santa Clara 2016 for Driving Mobile Engagement

beyond transactions”. Unfortunately due to schedule conflicts I decided to be part of the panel instead. >>

Intro:

Hello!!

My name is Sumaya Shakir and I travelled all the way from DC to join you all today. Although home is

right here in Bay Area, California, my work requires me to have a second home in DC. I smell Silicon

Valley right here in this room and it is the best place to be at, amongst the most intelligent and elite

professionals. I am an enterprise technologist with 18 years of experience in various technology

ecosystem including mobile and digital. I currently work at Amtrak, where I help manage IT

Modernization and IT transformation initiatives which includes mobile and digital technologies. A little

disclaimer that any of my insights offered here today are not in any way related to what is being done at

Amtrak and are solely my knowledge and insights.

How consumers are increasingly moving towards an impulse and last-minute

purchase frame of mind, and why brands have to be smart about how they

analyzing Big Data, understanding that behavior and building useful and

personalized experiences that add value in a crowded landscape

It’s indeed an APP WORLD, latest data from Yahoo's Flurry analytics shows that 90% of consumer's

mobile time is spent in apps. Source: It’s an App World. The Web Just Lives in It. #truism

Two things before the deep dive -

First: People don't make purchases for logical reasons. They buy for emotional reasons. They

then utilize the logic to justify it. We all know that when people are emotional, they are

impulsive. Mobile devices just empower them to do that. Mobile devices are ever so personal,

almost an extension part of the modern human physiology, perhaps the first generation

human/machine. Smartphone is man’s auxiliary brain and window to his world. It is the first

thing he touches even before he opens his eyes and the last thing to put down before sleeping.

It’s a source of comfort, knowledge, companionship, fulfillment and a door to his numerous

worlds.

Second: Big data doesn’t have to be scary….it’s scary only when you are approaching it from

the wrong angle. It starts with gathering the right relevant data that will give you the customer

insight.

o Know your customers

o Know your customer’s needs

o Know your customer’s behaviors

o Make your customer’s life easy

o Build a relationship with your customer

o Start a conversation with your customer

o Make your customer fall in love with you

Page 2: Driving mobile engagement   Sumaya Shakir - App world 2016

o And remember, your customers are your brand influencers

Google says 61% of users are unlikely to return to a mobile site

they had trouble accessing and 40% visit a competitor’s site

instead. (MicKinsey & Company, 2014)

There you go, you know the customer’s psychology and you have the big data! Brands need to take

advantage of this and do everything to be the winner in a crowded landscape to offer the customer the

best retail therapy experience. According to the Pew Research Center survey, 68% of adults in the United

States currently own a smartphone, up from 35% four years ago

The customer is already one step closer to make that impulsive decision by having access to a

smartphone. Emarketer estimates that there are now over 145 million shoppers using their

smartphones, an increase of 23 million since 2013. The marketer mind should include not just

Brick-and-Mortar but Mobile Click-and-Order.

The brands can be one more step closer by providing a customer friendly mobile experience

with all critical features to empower the customer to make that impulse decision faster than a

pulse. Ex. Amazon’s new checkout process and one screen layout -> instant conversion

Brands need to tap into customers “data fingerprints” or “digital breadcrumbs” and location

data. Each tap and swipe the customer makes on the mobile devices gives an insight. Brands

need to decode these data trails to better understand the customer’s wants and needs.

Tracking your mobile customer’s actions should be the first step that gives you a rich data set.

Even store sales are influenced by mobile. Confirming the findings of many earlier surveys, 90%

of customers use their smartphones in stores while shopping. The top activities on smartphones

while in-stores were the following:

Price comparisons — 54 percent

Looking up product information — 48 percent

Checking reviews online — 42 percent

Seeking coupons or deals

Page 3: Driving mobile engagement   Sumaya Shakir - App world 2016

Everything starts with a search on the mobile device… the buying journey starts there…

o According to research from BIA/Kelsey, 63% of actions resulting from mobile searches

occur within 1 hour of the search, compared to 55% for purchases.

Don’t be intrusive

o Direct sales approach vs. informational/social/making recommendations

Eg. Pinterest, Snapchat , Facebook

Don’t take your shoppers via confusing purchase paths

Mobile optimization, seamless experience

Shoppers consult 3 or more channels (often while shopping) before making a purchase.

o Provide access to products ratings and reviews so they don’t leave your app to search

elsewhere

o Your goal is to keep the customer on your app until they make that purchase. Don’t let

them leave.

Retargeting, retaining, ongoing engagement, app abonnement

o There’s a 60% chance users who don’t come back after 7 days never return

o On average, loyal customers are worth up to 10 times as much as their first

purchase (source)

Shoppers look for deals

o Provide access to discounts, coupons, etc in an accessible way

o Make them feel this is the best deal and they don’t have to leave your app to look for a

coupon

Page 4: Driving mobile engagement   Sumaya Shakir - App world 2016

Customers spend more when they use coupons they find on mobile devices.

According to Juniper Research, 77% of consumers spend $10-$50 more than

anticipated when redeeming mobile coupons.

Mobile optimization

Customer engagement is a two way street

Promote new features

Take advantage of holiday seasons

Reduce the number of steps

o Offer mobile payments options

o Go paperless coupons

Make them feel special and a sense of winning

o Deals and loyalty programs

Action analytics

Topic 2: The opportunity of mobile to deliver more a personalized, relevant

experiences beyond transactions

If you have already captivated your customer to make a single purchase, you have opened up an

opportunity for a long term future. Your customer has already provided you enough data to lure them

back again.

The future of retail success is not a single transaction, but by the level and quality of consumer

engagement. Once a brand has managed the first transaction, it’s time to manage the relationship,

striving to move past a single transaction to an ongoing interaction.

1. Constant updates about current order including shipping notifications, soliciting ratings and

feedback

a. Utilize every opportunity to talk to the customer

b. Be personal and authentic

2. Offer loyalty points, coupons, or discounts.

3. Offer usage tips and ideas

4. Increase user engagement up to 4x with automated push notifications an - Make it personal,

make it all about the customer.

Topic 3: The importance of mobile in enabling a more direct connection between

brands and consumers

I am pretty much going to quote everything from Christ Brandt , CMO of Taco Bell shared in his

interview with fastToCreate. Nothing can be more truer than what Chris shared. Taco Bell recently

made the list for top 10 innovative companies for marketing in 2015.

Page 5: Driving mobile engagement   Sumaya Shakir - App world 2016

Mobile apps provide a medium to enable direct interactions between brands and customers. Eg.

Snapchat, pinterest, etc. People are literally attached to their smart phones and is now a primary means

of communication. With social media, now there is a two way voice and brands can use it to personalize

customer experience realtime. With more and more content being generated through conversations

and shares on social media, customers have a direct impact on the life of a brand.

From Chris’s point of view, transparency is the new black. Customers want to know who they are

dealing with and brands need to be as genuine and authentic as possible and they want the brands to

have a conversation with them and create stories with them. Nobody wants sales people on their faces

trying to sell something but people appreciate conversations. Brands should look to create engagement

and conversations at every consumer touch point. Everything from there on happens spontaneously.

In near future 90% of branded content will come from consumers. User generated content will far

exceed branded content and brands need to embrace this and accept they aren’t in complete control of

their own brand. As such, it’s imperative that brands create a strong identity in the minds and hearts of

consumers.

Taco Bell takes a look at three approaches to content: Create, Co-Create, and Curate. Create is the

brand’s own content, co-create is content created in partnership with consumers, and curate is taking

the user generated content we like and showing it to more people. The most important ingredient in all

of this is authenticity.