Mobile in Consumer Business - End-to-End Consumer Experience - Deloitte
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Transcript of Mobile in Consumer Business - End-to-End Consumer Experience - Deloitte
Mobile in Consumer Business –
Amstelveen, March 22, 2012
End-to-End Consumer Experience
Michiel Peters
Dirk Van Peteghem
© 2012 Deloitte The Netherlands
Mobile commerce is growing rapidly, and retailers need to act quickly to
capitalize on this opportunity
1 Mobile in Consumer Business – End-to-End Consumer Experience
120
75
35
12
2014 2013 2012 2015
Dutch mobile commerce advertising market (€m) (I.)
I. Source: Gartner (December 2011)
Mobile Device Sales to End Users by Device Category,
2008-2015 (Thousands of Units) – Dutch market (I.) 8.000
7.000
6.000
0
2015 2014 2013 2012
5.000
4.000
3.000
2.000
1.000
2011 2010 2009 2008
Smartphones (Premium Communication Devices)
Regular mobile phones (Low-Cost Mobile and Basic Communication Devices)
Mobile Device Users enter a new era...
Smartphones are emerging as the most dominant consumer
technology platform, organisations cannot mention multi-channel
without also discussing mobile
Mobile consumers are no longer just early adopters: They
represent a broad range of consumer segments and have
become part of the mainstream population
Since a significant population of mobile users has not even
reached shopping age, organisations can anticipate that mobile,
and all the capabilities and opportunities it offers, will be top of
mind among retailers in 2012
... and this has implications for e.g. retailers
For retailers looking to remain relevant in this connected
consumer environment, the ability to leverage mobile to deliver
an improved customer experience will be a critical success
factor
However, many retailers are diving in without a clear strategy,
and few have launched an integrated multi-channel experience
Retailers that can deliver an integrated customer experience
demonstrating a clear understanding of consumer preferences
and behaviours across the purchase process will have an
advantage over the competition
© 2012 Deloitte The Netherlands
Due to new technologies the ‘Consumer Connection’ is evolving to a 24/7
global community and retailers need to act upon
2 Mobile in Consumer Business – End-to-End Consumer Experience
'Consumer Connection' evolution
Past Friends and
Family
1 on 1
conversations
First-hand
knowledge
Local
environment
Fixed time
slots
Future Virtual
networks 1-n broadcasts
All available
information Global 24 / 7
Who How What When 12
6
3 9
Where
155B social connections on Facebook and Twitter
50% of the adults has joined a social network in 2012
40 websites are visited by the average consumer each day4
50% of the Americans has a smartphone in 2012
70% of Facebook & 60% of Twitter users are from outside the U.S.
65 languages are supported by Facebook
300% more media is currently used in comparison to 1960
10M tweets are brand or product related daily
2%-5% is the range of all twitter activity for each hour of the day
9am and 9pm are peak hours on Facebook7
© 2012 Deloitte The Netherlands
Mobile solutions can deliver an end-to-end consumer experience which is
available anytime, anywhere
3 Mobile in Consumer Business – End-to-End Consumer Experience
Pre-Purchase Purchase Post-Purchase
Mobile
Social
Interaction
Interactions
between
customers or
between
customers and
associates via
social networks
on mobile
devices
Mobile
Marketing
Mobile device as
a marketing
channel,
leveraging
technologies
such as location
based services
to deliver a
uniquely
personalized
experience
Mobile
Product
Discovery
Customers
searching for
products,
ratings, reviews
and price
comparison
whenever and
wherever they
want
Mobile In-
store
Purchase
Customers use
mobile device as
physical
payment device
Mobile Self-
Checkout
Customer using
mobile device to
scan products
for in-store
checkout without
the need for
traditional POS
systems
Mobile
Internet
Purchase
Customers
purchasing
through the
mobile device
with a registered
payment
instrument
Customer
Device
Customers
using mobile to
manage
products or
services
purchased, and
to provide
feedback
Wide range of opportunities:
Additional consumer touch points
Robust and timely customer data
Ability to personalize the shopping experience
Seamless integration of the traditional and e-commerce
channels
As a differentiator of existing e-commerce operations
Other retailers „in your store‟ via mobile product and price
comparisons
Integration with existing business strategies and systems
Overwhelming number of ever-changing opportunities
Less control over the customer experience
© 2012 Deloitte The Netherlands
Deloitte’s European eCommerce assessed the maturity of European e-
retailers in mobile and online
4
Personalisation &
recommendations
Multi-channel Rich content
Mobile commerce
Social media
integration Globalisation
Extended capabilities
Storefront
Fulfilment
User
experience Product search Catalog
User
management Shopping cart
Shipping &
fulfilment
Shipping
details Manage orders Place orders
Customer
service Payments
Top 200 European e-retailers in 8 sectors were assessed on 17 dimensions and 140 criteria
© 2012 Deloitte The Netherlands
Mobile commerce is most mature in UK and France
5
Leve
l o
f m
obile
ma
turity
NL SE DE SP IT FR UK TR
Mobile site/app
Share with friends
Mobile store navigation
Mobile barcode scanning
General merchandise and Fashion have the most advanced adoption
Consumer electronics falls behind in mobile capabilities
© 2012 Deloitte The Netherlands
Top performers in mobile per sector
6
Consumer electronics Fashion General Merchandise
FNAC
France
Topshop
UK
Debenhams
UK
Siba
Sweden
Zara
Spain
Tesco
UK
Mediaworld
Italy
H&M
NL
Argos
UK
Mobile site/
app Mobile barcode
scanning Mobile store
navigation
Share with
friends
© 2012 Deloitte The Netherlands
Buy or check stock Social sharing Barcode scanning
Mobile best practice
7
Browse catalog View products Remember your size Topshop (UK)
© 2012 Deloitte The Netherlands
Deloitte supported Avon in making their on-the-go representatives more
successful in selling their products
• The easy-to-use iPhone application sells one item a day until
it is sold out or until the deal is replaced.
• The deal is presented to the iPhone user and with a few
simple taps the purchase is made.
• Orders are automatically submitted to Avon and are delivered
with the representative's next shipment.
• Avon representatives can get daily Avon deals sent directly to
their iPhone or iPod Touch.
• Purchases are secure and password-protected. The app
stores credit card information
© 2012 Deloitte The Netherlands
Defining and delivering the right mobile consumer experience yields
tangible financial results
10 Mobile in Consumer Business – End-to-End Consumer Experience
Revenue
Financial Benefits
of Mobile
Increase
Basket Size
Increase
Traffic
Increase
Brand
Loyalty
Increase
Conversion
Product
recommen-
dation
In-aisle
marketing
Mobile product
search
Targeted/
personalized
couponing
Mobile
checkout
Price
comparison
In-store
navigation
Proximity
marketing
Store-specific
information
Social
marketing
Mobile loyalty
Account
management
Personalization
Costs
Reduce
Labour
Costs
Increase
Marketing
Efficiency
SG&A
Self-checkout
(in-store and
out-of-store)
Product recom-
mendation
Customer
service
Mobile-
checkout
(potentially
lower
interchange
fees)
Social
marketing
Location based
marketing
Personalized
marketing
Example: Mobile shopping tools to drive traffic and increase
conversion:
Example: Mobile shopping tools to drive traffic and
increase conversion:
Customer is near a retail store
Retailer sends a message to the customer letting
him/ her know that the grocery items on his/ her
shopping list are on sale today
Customer is also informed of other related items
that would be of interest
Customers search for items and
discover where item is located in store
Customers can avoid long lines at
check-out by checking out themselves
Mobile payment solutions may lower
interchange fees
© 2012 Deloitte The Netherlands
Deloitte’s comprehensive mobile service offerings support companies at all
levels of mobile maturity
11 Mobile in Consumer Business – End-to-End Consumer Experience
1 Strategy
Programme Management
Mobile Organisation & Governance
User Experience / Interface Design
Security & Privacy Mobile Sourcing
Mobile IT Integration
2 Implementation
Compliance Performance Management
Mobile Data Analytics
Customer Interaction & Feedback
App Life Cycle Management Mobile Content Management
3 Operations
Customer Behaviour & Needs Mobile Trends Assessment
Mobile Strategy Roadmap Mobile Capabilities Assessment Business Case Development
Competitive Assessment
© 2012 Deloitte The Netherlands
Deloitte has proven its mobile capabilities for leading clients
12 Mobile in Consumer Business – End-to-End Consumer Experience
Different market analyses on
several segments of the Dutch and
international markets
Online and mobile commerce
market
Including mobile advertising and
couponing
Assessment of NFC developments
and impact on the market
Basis for business cases for
mobile strategy
Market analyses for
Mobile Commerce
Market analysis of Dutch and
international markets for NFC
services, both for payment and
other services
Development of business strategy
and go-to-market strategy
Improved programme control due
to a renewed governance structure
and processes for program
management and intelligent PMO
Execution of programme
management, intelligent PMO and
support for various work streams
Strategy and programme
management
for Mobile Payments
Charity fundraising through mobile
payments in emerging countries
Focus on 3rd party payment
gateways and Telco‟s as payment
method
Modular business case model for
analyzing different scenarios for
accessing these (mobile) payment
methods in different countries
Resulting in which country to
include and a high-level roadmap
to estimate project costs and
guidance for roll-out
Business case development
for Global Mobile Digital
Payment Platform
© 2012 Deloitte The Netherlands
Recently Deloitte has acquired Übermind and established the lead position
in the Mobile Revolution
January 2012, Deloitte acquired Seatle based company Übermind, an innovative mobile agency
With this acquisition Deloitte strengthens its position in the mobile market with Übermind‟s capabilities
in mobile strategy, engineering, design and creative talent
Übermind is leading mobile agency helping companies using disruptive technologies to create inspiring
and intuitive mobile applications designed to both strengthen brand and transform the business
13 Mobile in Consumer Business – End-to-End Consumer Experience
© 2012 Deloitte The Netherlands
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