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HOW BEACONS SUPPORT OMNICHANNEL.
PRESENT & FUTURE.
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Customer journey in past
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Simple purchase process:
Simple decision path Only one purchase channel available:
single channel, no device
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Customer journey today
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Older, easier path gets more & more complicated…
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Our brain during shopping: Dreaming -> exploring -> locating
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IKEA
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NIKE
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LEGO
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Todays’ journey looks more like a labirynth. Not many have found their way as of now.
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Evolution:
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Customers tend to drift towards channels with better shopping experience.
We value: • fast way of retreiving data • easy product comparison • convenient search features
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Mobile technologies have permanently changed our habits
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How mobile are poles?
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Polish preferred shopping devices
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Men vs. Women - influence of sex on what we look for
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From impulse to informed decisions - the way we change with time
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Anonymous quote:
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The outcome: unified formula for arranging processes and channels
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Omnichannel explained
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Omnichannel is not rocket science
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Omnichannel from customers’ point of view. Channels.
Please offer us a unified brand presence in each of these channels: • WWW • Mobile Web • Mobile App • Direct points of sale • Contact Center?
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Basic processes: • Product purchase • Convenient pickup / Click&Collect • Claims/Return/Product exchange -
from online to offline • Same prices • Same promotions • Same functionality for logged users
Omnichannel from customers’ point of view. Proces.
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Big unification of each of the activities: • Processes • Communication • Planning • Pricing Strategies • Data gathering and creating unified customer profiles
Omnichannel requires new kind of organizations and new ways of thinking.
Challenge no. 1: Different channels need to stop competing - AND START TO COOPERATE!
Omnichannel from organizations’ point of view.
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Dla organizacji, omnichannel to czas na „porządki po zimie”
Wielka unifikacja dla wszystkich kanałów: • Procesów • Komunikacj • Planowania
Omnichannel lets us evaluate perfomance channel by channel:
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Beacons i Omnichannel - support areas
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Beacons are „glue” that joins offline and online
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Dla organizacji, omnichannel to czas na „porządki po zimie”
Wielka unifikacja dla wszystkich kanałów: • Procesów • Komunikacji • Planowania
ONLINE OFFLINE
E-commerce store Mobile app Store
URL Product shelves
„cookies” beacons
browser smartphone/tablet
Cursor Us :)
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Beacons can glue together online with offline
Why beacons are cool?
• Support by handset and mobile OS manufacturers (Google, Apple, Microsoft)
• Unique way of integrating BLE signals with mobile operating systems - background communication
• Unified standard and protocol • Low energy usage (1/10 of „classic” bluetooth) • Easy installation • Gets cheap quick lowering the entry barriers and accelerating adoption
of technology
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What the market thinks about beacons?
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Czemu beacony są fajne?
• Wsparcie po stronie producentów mobilnych urządzeń i ich systemów operacyjnych (Google, Apple, Microsoft) • Unikalny sposób integracji sygnałów BLE z systemem operacyjnym - wykrywanie w tle
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Czemu beacony są fajne?
• Wsparcie po stronie producentów mobilnych urządzeń i ich systemów operacyjnych (Google, Apple, Microsoft) • Unikalny sposób integracji sygnałów BLE z systemem operacyjnym - wykrywanie w tle
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Czemu beacony są fajne?
• Wsparcie po stronie producentów mobilnych urządzeń i ich systemów operacyjnych (Google, Apple, Microsoft) • Unikalny sposób integracji sygnałów BLE z systemem operacyjnym - wykrywanie w tle
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Beacons and retail
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Beacons in retail
• Analytics • Personalization • Communication • Navigation • Integration of offline and online data -> cohesive and
complete customer profile
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Finally we can transfer all of the e-commerce experience to offline retail
• A/B tests, • integration with loyalty platforms, • marketing automatowy, • remarketing, • gamification, • customer segmentation….
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CX - Customer Experience
First and foremost - ability to provide new, better shopping experience
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Examples
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Navigation in large stores
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Toys’R’Us
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Toys’R’Us
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Walgreens
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Walgreens
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Engagement, defending against „showrooming”
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Lord&Taylor
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Loyalty, Customer Experience, foot traffic
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Macy’s
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There’s more! We have yet to discover all the potential use-cases!
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Beacons and wearables
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Physical retargeting
YT link: https://www.youtube.com/watch?v=p_gbXbWySt8
Knorr Foodtruck Swedish tabloid mobile app
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Ordering and Payments
Copa Blue, Palo Alto
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Future
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Where are we now?
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Where are we now?
We are at a stage of developing „foundation” software for omnichannel
Early on in the process of developing necessary tools
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Linteri - Google Analytics for the real world
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Communication
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Navigation
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Analytics
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Managing proximity infrastructure
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Open API
Open architecture allows integration with 3rd-party systems: • checkout, • loyalty, • CRM platforms • or data warehouses.
API is read/write
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Problems and challenges facing omnichannel
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Problems and challenges
Biggest challenges: • lack of people who understand omnichannel, and are able
to create and execute cohesive communications strategy across channels with customers
• organizations willing to coordinate efforts of different departments towards this goal
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Channel coordination problems
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Attribution problems
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Willingness vs decisions. Retailers and their interest with in-store analytics
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Willingness vs decisions. Retailers and their actual use of in-store analytics.
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Uncertainty regarding the future of technology
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Beacons and IoT - there’s dissapointment before enlightment
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Challenges ahead of beacons
1. Current way BLE is implemented: • Still need „classic” bluetooth to be turned on • Sometimes also need localication services
2. Fragmentation: apps are required to cooperate with beacons
3. Overzealous marketers - abuse of push notifications
4. Concerns regarding privacy of data collected
5. Price. $100 -> $10 -> … ?
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Łukasz Felsztukier, Founder&CEO [email protected] Tel. +48 664 952 859
Linteri Sp. z o.o. ul. Nowogrodzka 42/9
00-695 Warszawa
Thank You.