Does the customer drive the technology or does technology change the customer? 50/50 flipping change.
Internet was first big change driven by tech.
Cloud was tech change.
Mobile was consumer driven.
AI and block chain are the next big change, and they are tech driven.
Anything powered by data is like applying electricity to mechanical
Block chain decentralisation of trust
VR misses the tech/customer change drive, it isn’t here to stay.
Best way to stay ahead is listen to the customer’s
Switching industry is massive as lots of companies don’t satisfy customers
Competitors are a click away
Revenue 5% – 15% increase through Personalisation
Businesses need to serve customers better than ever before.
Data and knowledge about the customer
Sift through the data to make use of it.
82% of businesses recognise that AI is going to be in their future
Stitchfix, preemptive sending of women’s clothing. Customer uses app to teach AI what they want. Customers get 40% of clothing from Stitchfix.
AI is about relationships between customers and automation.
Myf Ryan – Westfields Shopping Centre CMO
Using technology to remove pain points
If tech doesn’t remove a pain point or deliver a customer need, then we shouldn’t be using it. Don’t use it for the sake of it.
Discounts should be used to remove pain points, e.g. High prices, high stock.
Need to learn about consumers from their behaviour.
Provides first class customer experience.
Drive future engagement.
Amazon Go removes the pain point of queuing.
Are we solving a problem or enhancing the experience.
Reduce friction to increase conversion.
Understanding the consumer
Achieving single view of the customer to deliver improved customer journey.
Costumers are channel agnostic.Important that people know that you know them.
Customers have to feel that they own their own data.
Challenges for achieving the single view of customer and then segmenting customers.
Daniel Murray – Grabble & Mobula
Future gazing on the next big mobile trends.
Ecommerce is built on infrastructure that doesn’t work for mobile.
Mobile web gets all the traffic, native apps get all the time.
How do we bring them together?
Grabble started with a social commerce website, then went to a mobile app.
Ecommerce has history, mobile has none.
It needs to inspire and delight your customers.
Rules for running an innovative startup
Sometimes intuition is more important than data.
Data and experience works together.
Mobile web wasn’t made for mobile.
Native commerce is disruptive.
Dwell time, discovery (on social apps), data (consumers give their data away in return for convenience), distribution, delivery (barriers torn down by mobile).
What’s wrong with mobile web?
What’s wrong with native apps? High churn, costly to develop.
Native apps create mini Internet for a brand.
Stream apps and Instant apps from Google.
What matters is where consumers spend their time.
Native in-app content for Facebook.
Instagram native commerce.
WeChat builds commerce experience in the app.
Mobula powers native commerce and is fully modular mobile first.
Don’t send customers to the website, host an experience in native apps.
Raphael Orlando – Tesco
Head to head with Amazon is not a strategy. How do you defend against Amazon?
Not really a retailer, they are a platform business.
Have to find pure water.
The basis for retailers to win: traffic, data, point of view.
10% of groceries brought online in the UK
Sometimes digital should get out of the way and let the customer do what they want to do.
Think about what experience the customer wants.
Improvements in loyalty card and payment card on a mobile.
Stores of the future. Different vectors of change. Could be community focused, or marketplace focused. Community focused could be much more local and unique. Marketplace stores could provide outlets for other retailers.
What in technology excites you?
Pace of change. Shift in interface getting more rapid. Next ten years AR and VR.
Understanding what customers behaviours are offline.
Personalisation gives tremendous opportunity.
Understanding intent, along with behaviour. Understanding why they are doing it. Apply to look-alikes.
Legacy of embedded ways of working and mindset.
Lack of data
Prove value within the business.
How to use data to make decisions that benefit the customers.
If you ask a customer for a piece of data you should make use of it to give benefit to the customer.