Presentation given to #mRetailSummit on delivering connected experiences for onmichannel shoppers across multiple screens. Includes dual screening, in-store, WiFi, iBeacons, mobile commerce, mobile CRM.

1. @weburnthesky
Delivering Connected
Experiences
Mobile Retail Summit
Rob Thurner
5th June 2014

2. @weburnthesky
Who we are
Burn The Sky is a mobile
communications agency
We focus on creating better
connected customer
experiences across all
connected screens.
Strategy
Design
& Build
Distribution Data

3. @weburnthesky
» Dare
digital brand
communica/ons,
pla3orms
and
publishing
» Elvis
customer
experience,
digital
and
direct
» Citizen
PR,
social
and
experien/al
» Identica
branding
and
design
» Burn the Sky
engaging
consumers
through
any
connected
screen
Digital agency group

4. @weburnthesky
Group clients

5. @weburnthesky
Opportunity - Door to Store
At
Home
Out &
About
In
Store
Mainly WiFi
Connect app to TV via audio
watermarking
Connect strategy with light/
non-linear TV viewers
Contract & WiFi hotspots
Reminder during points of
consideration
Geo-targeting
Mainly contract
Inspiration and function
(e.g. NFC & iBeacons)
Extend advertising into the
last 5 metres

6. @weburnthesky
LAN
Experience Planning Process

7. @weburnthesky
Mobile personas
John Lewis segmentation
Rely
on
mainstream
brands
to
reassure
on
performance
and
quality
Brand
Lovers
Crave
the
right
brands
and
value
newness
and
unique
products
that
inspire
Time-Short
Urbanites
Value
their
long
standing
rou/nes
and
invest
in
products
that
will
last
Routine
Loyalists
Love
searching
for
the
best
deals
and
see
shopping
as
a
fun
ac/vity
Deal Seekers
Func/onal
in
outlook
and
scep/cal
about
what
addi/onal
value
brands
can
deliver
Function
Followers
On
a
strict
budget
and
will
trade
down
in
quality
for
the
lowest
price
Household
Budgeters

8. @weburnthesky
Loca/on
Screen
size
Handset
capabili/es
Connec/vity
Goals/Task
in
mind
Available
/me
Some steps to consider –
Think about the user’s:

9. @weburnthesky
Don’t forget the obvious … SMS
90%
of
all
incoming
SMS
read
within
3
minutes

10. @weburnthesky
Mobile Retail Pioneers
Single
Product
Domino’s
Pizza
Starbucks
Ease
of
interface
Simple
menu
Menu
Payment
Checkout

11. @weburnthesky
• $18 billion has been loaded on loyalty
card to date
• 14% of all transactions are via mobile in
the US
Starbucks Rewards program
- ease, convenience, personalisation

12. @weburnthesky
Super Retail Pioneers
Single
Product
Domino’s
Pizza
Starbucks
Ease
of
interface
Simple
menu
Menu
Payment
Checkout
Digital
Na/ve
Amazon
eBay
Kayak
Low
cost
of
entry
Own
the
whole
journey
Personalisa/on
Constant
retarge/ng
Data-­‐centric

13. @weburnthesky
Amazon one-click purchase app
- ease, convenience, personalisation

14. @weburnthesky
eBay – responsive site, multiple apps

15. @weburnthesky
Mobile Retail Pioneers
Single
Product
Domino’s
Pizza
Starbucks
Ease
of
interface
Simple
menu
Menu
Payment
Checkout
Digital
Na/ve
Amazon
eBay
Kayak
Low
cost
of
entry
Own
the
whole
journey
Personalisa/on
Constant
retargeUng
Data-­‐centric
Mul/
Channel
John
Lewis
Marks
&
Spencer
B
&
Q
Relevance
at
every
part
of
the
customer
journey
Exceeding
expecta/ons
Deep
linking
all
ac/vity
Segmen/ng
customers

16. @weburnthesky
Customer journeys – more complex

17. @weburnthesky
Your mobile customer journey
In
Store
Behaviour
22%
12%
7%
2%
1%
Role
of
mobile
FRIDAY
Mobile
Research
SATURDAY
Visit
Store
MONDAY
Mobile
Purchase

18. @weburnthesky
Westfield app – customer first

19. @weburnthesky
Westfield app – customer first

20. @weburnthesky
Connected Solutions
Cellular
WiFi
iBeacon
NFC &
QR
Codes

21. @weburnthesky
QR Codes: Adoption levels?

22. @weburnthesky
iBeacon – think UX!

23. @weburnthesky
EAT - Weve ‘Pouch’

24. @weburnthesky
In-store WiFi
• 60% of supermarket, dept store & high street shoppers try
to access internet in-store
• Only 14% of top 50 UK retailers provide in-store WiFi
Source: IAB UK

25. @weburnthesky
In-store WiFi - pays dividends
Source: Arquiva - Wireless Nation

26. @weburnthesky
Performance optimisation - Amazon
Source: 10 key decisions for mCommerce success

27. @weburnthesky
Use location, preferences,
and purchasing history to
segment audiences
Delight users with highly
contextual messages
The Burberry Store Opening Event is
today in the Macy's Herald Square Store!"
Macy’s!
Encourage in-store
visits
Burberry - Location–based app push
Source:
Urban
Airship

28. @weburnthesky
Macy’s - Segment-based app push
Use
exis/ng
content
Enable
customers
to
add
offers
to
Passbook
Make
offers
more
ac/onable
Source:
Urban
Airship

29. @weburnthesky
In-­‐home
-­‐
Connected
TV
app

30. @weburnthesky
Take outs
Ø Fine tune mobile personas
Ø Make it easy, convenient, personalised
Ø Test, measure, analyse, learn, adapt
Ø Create better connected customer experiences

31. @weburnthesky
Rob Thurner
Managing Partner
E : rob@burnthesky.com
M : +44 (0)7793 804419
W : burnthesky.com
@ : weburnthesky
Thank you