trends 2015: a new world of digital opportunities to delight your customer

Welcomedigital innovationbreakfast briefing

Digital commerce agency

Driving digital change culturally

The digital experience company

MYLES DAVIDSON - iKOS DIGITAL

ADAM GOSWELL - LUSH DIGITAL ANDY RUSSELL - LUSH DIGITAL

RAY GRADY - ACQUIA INC

A new world of digital opportunities - 2015 Trends

How LUSH Embraced Digital for Dramatic Results

Engaging Today's Consumer: Make Commerce Beautiful

topic: speakers:

Trends 2015to delight your customer

a new world of digital opportunities

MYLES DAVIDSONmanaging director iKOS Digital

myles@i-KOS.com@mylesdavidson@i_KOS

DIGITAL ISATION

“Our customers expect to engage with us instantly through a myriad of digital and social platforms, and the expectations of the business on us have never been higher.

These new technologies and new channels require us to transform not only what we do, but how we do it”.

Caroline Taylor, CMO, IBM Europe

RIPPLE EFFECT

AGE OF CUSTOMER EXPERIENCE

Customers are driving us

Massive change has already happened

Poor customer experience companies are dying

TRANSFORMATION IS NOT OPTIONALOrganisations who focus on customer experience are thriving in the face of competition

Multichannel customer worth circa 4x a single-channel customer with some retailers now saying 8~12x!

Sources: Forrester Research and Wartermark Consulting. Aberdeen; interviews; JC Williams Group; McKinsey analysis

BARRIERS: SILO’S

IF THE TECH IS WRONG THE EXPERIENCE WILL NEVER WORK RIGHT

CLUTTERED - systems & processes are tactical & single-channel

CONSIDERED - individual systems & processes are customer focussed but lack links cross channel

CAPABLE - integrated systems & processes but not fully harnessed

CULTURAL - fully integrated across channels

GETTING TO A SINGLE VIEW OF A CUSTOMER

JUST 4% CLAIM TO HAVE JOINED UP SYSTEMS

Source: e-Consultancy report - single view of customer

HOW DO LEADERS ENGAGE WITH THE CUSTOMER?

Use the power of social and mobileExtend physical experiences with digital Create experiences that bring people togetherInteract with customers on a personal levelUse digital to enhance personal interaction

01

STEP ONE“from cluttered to considered”

Every fresh ingredient has a story

Every product has its inspiration

Content and Commerce are unified to tell the story of the brand

CONSIDERED: Content Driven Commerce

Content & Commerce

Kitchen:Today’s menureal time manufac. live social voting

SOME RESTURANT WEBSITE

MenuHow to find us About usMake a booking

02

STEP TWO“capable”

extending the platform

Cloud Infrastructure, Content & Commerce eco-system

Finance ERP'sCRM &

Business Intelligence

Order Management &

Fulfilment

Web & Mobile AppsOut

notifications, alerts

In info & data

Customer Engagement

Customer & Business Services

Platform

All Powerful Integrations*

APIs are the bridge between IT requirements and the digital economy

*API is an abbreviation of application program interface

Yesterday we mapped the worldCellular data and GPS can get you to your destination and generally gets us outside a building

Now it’s time to go indoorsThe devices we carry today have motion sensors and chips that can determine your precise indoor position and direction

The possibilities Way-findingFind you

(made possible because of the published APIs)

alert: gate 23 is closing in 15 minutes and is 8 min walk, turn right at Harrods

take the lift to the 4th floor, Janet is in room 402

drink: ordered in room and delivered to you at your table

RIP:death to the wooden spoon :-(

Location in contextiBeaconBluetooth Smart

Tiny devices placed in venues, that (via APIs) can communicate with your devices

The possibilities Navigate to POI Proximity alerts 2nd screen interactionsBroadcast of location specific offers

Proximity alert: killer shoes inside

Broadcast of location specific offers

Behavioural patterns:such as dwell time A selection of neutral coloured shirts have been added to your wish list

Behavioural patterns:changing room one little black dress has been added to your basket

2nd screen: alerts, directions and interactions

Link training and health apps

Wearablesconcierge treatment with face detection

1978 CALORIES The nearest pharmacist is 1.2km away

Blink commerce

POPUP STORE

Hail, ride, arrive, paid, reviewFrictionless payment outside

10.2 min*Book, review menu,order, refill, pay frictionless inside

The drones are coming

Digital showroom

BIG DATA READYCustomer touch points via APIs will multiply the amount and type data (geospatial, behavioural…) you collect exponentially

Traditional systems and processes won’t deliver

The possibilities Build powerful predictive models:

Customer ServicesMarketing

Customer Service Shift from reactive to proactive

Better understand satisfactionIdentify at risk customers before a complaintIdentify and fix root causes

MarketingTurn your visitor data into actionable insight at scale

Drive contextual experiences in real-time through unified view of customers

Optimise conversion dynamically via pattern recognition of customers with highest potential

03

STEP THREE“cultural”

joined up thinking

RESHUFFLE

The shift you need to be ready forTraditional Information Technology

Siloed teams with different solutions delivering disjointed experiences

Disciplined (slow) processes for building and deploying digital experiences

Proprietary solutions whose technology evolves too slow

On-premise infrastructure with rigid & costly capital expenses

New Business Technology

Integrated teams with a shared solution delivering unified experiences

Agile (fast) process for building and deploying digital experiences

Open Source solutions that evolve at the speed of the web

Cloud-based infrastructure with flexible and lower cost operational expenses

THE AGE OF CUSTOMER EXPERIENCE

TRANSFORMATION IS NOT OPTIONAL

THE RIGHT TECHNICAL PLATFORM

THE EXPERIENCE AND SYSTEMS NEED

TO BE SEAMLESS

RECAP

“Start with the consumer. Focus on the consumer experience, challenge everything that you thought was true and if you can change the way you do things internally and make the consumers life easier it will pay off.”

Abhi Dhar, Chief Technology Officer. Walgreens

THANK YOU

MYLES DAVIDSONiKOS Digital

myles@i-KOS.com@mylesdavidson@i_KOS

ADAM GOSWELL - Digital Design Manager

ANDY RUSSELL - Creative Director

How LUSH Embraced Digitalfor Dramatic Results