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Social, Mobile & The Future of Retail
- 1. Social, Mobile & The Future of Retail Shiv Kamal Growth & Analytics Manager at Rangle.io
- 2. Retail and E-Commerce Apps That Move As Fast As Your Business
- 4. Mobile has become an essential part of retail omni- channel strategy
- 5. Why is building a mobile experience treated like plumbing?
- 6. The future of creating mobile shopping experiences is lean, agile, and data-driven
- 7. Learn to iterate on results and make rapid changes. Days, not months.
- 8. Analytics and user testing are essential.
- 9. Adapt to changes rapidly or end up being left behind. Adopt continuous delivery
- 10. What should I consider for the experience of the future?
- 11. Understand your users and support their goals.
- 12. Make the interface easy to learn and enjoyable to use.
- 13. Personalization; age, demographics. Can your app achieve these kinds of things?
- 14. In general a good mobile application provides more utility than the web site counterpart.
- 15. The Modern mobile device is 120,000,000 times more powerful than the computers that sent the man to the moon. Harness that power. Location Awareness In Store Experience Offline Access Micro Location in Store Beacon Technology Contextual Personalization See in store. Buy online.
- 16. Build your platform so you can support an omnichannel experience on the same codebase. Omni-Channel code base Mobile Code Desktop Mode Native App Code Data Center (backend)
- 17. Focus on deep user experiences. Build rapidly. Test everything. Make decisions based on analytics. Adapt quickly. Utilize the device capabilities. Build reusable software. Key Takeaways
- 18. Shiv Kamal shiv.kamal@rangle.io rangle.io Thank You! Shiv Kamal Growth & Analytics Manager at Rangle.io shiv.kamal@rangle.io @shiv_kamal
Hinweis der Redaktion
- Good afternoon everyone. My name is Shiv and I am the Growth Marketer at Rangle.io - I’m here to talk to you about the future of mobile retail A quick bit about me - in the last 5 years, i’ve been covering the mobile retail space - writing and speaking on trends in mobile commerce, mobile payments and mobile user experiences. Specifically - I cover how software development, new technologies and new thinking influence this category
- So I mentioned I work at Rangle.io Rangle is a web and mobile product development firm. We use modern javascript frameworks such as Angular, React with rapid lean development practices to build mobile and web applications. These apps are built using user insights, analytics, on an shared omnichannel code base.
- Joke: This is the slide I want. Mobile future :) 2 years ago in 2014 CNN Money announced that Mobile Internet traffic in the US surpassed Desktop usage. - no surprise there Mobile devices accounted for 55% of internet usage that year. 47% from Mobile Apps, 8% mobile web Last year Google changed the SEO algorithm to evaluate the quality of mobile experiences for all websites. They ranked sites with poor mobile experiences lower than sites with a good mobile experience. Some of you may know it as Mobilegeddon What does this all mean? What’s the data trying to tell us? What are consumers trying to tell us?
- mobile is to become an essential part of a retailer’s omni-channel strategy Today, having a great mobile experience is instrumental to the livelihood of your business
- If that’s the case - then a question. Why isn’t your mobile experience treated like your brick and mortar experience. Brick and Mortar store designs change very frequently, sometimes every quarter . And rightfully so, for various reasons: to amplify their brand’s reach to cash in on season sales to constantly achieve the best sales per square foot Flows in the store are rearranged to focus on what the brand is focusing on selling. Mobile experience - whether they be apps or sites - are not treated the same. they are built and rarely modified - too often treated like plumbing. Why? Because they are being built in a way that takes too much time and money to change. Just a few years ago Forbes reported shopping apps were the fastest growing category of any apps on app stores- retailers must adapt or die. They must embrace new thinking and a new approach to the future mobile.
- And that future is that to create successful, delightful mobile shopping experiences - mobile design and development must be approached in a lean, agile, and data-driven fashion. This means having the ability to try new ideas quickly and respond to change within days, not months - which leads to a results - driven experience for your customers. We’re talking a methodology for rapid development of new user flows and features.
- Build. Measure. Learn Build your feature. Measure with your audience. Learn from the data. These new features mean more than just changing a featured product or a marketing banner. Core features user experiences onboarding checkout search loyalty all redesigned using analytics. deployed rapidly all in days, not months. We all want to compete with amazon. Amazon deploys new code every 11.6 seconds
- Analytics need to go far beyond page views. Think: Location Analytics, Beacon Analytics, Campaign Effectiveness, User Data. A deeper understanding of your user’s behaviour can help drive an experience that actually works. Get new changes to your users as soon as possible and iterate on feedback quickly. understand what your users are doing to help you make better informed decisions
- Adopting a continuous delivery model for improving and updating your mobile efforts will allow you to rapidly try new things. The result? You get out infront - NOW and Brands that don’t adapt end up chasing behind the leaders.
- what do i do? how do i adapt / or die?
- Get a deep understanding of users goals. Use analytics to understand what they want to do and make it easier. And ask them. Don’t fall into the trap applying feedback from a small group of acedddotal stories. Rely on data and facts. Someone on a mobile device using your site probably has a specific purpose. Is the optimal experience and flow the same as desktop? Make sure you evaluate if you are meeting your customers needs. Take a automotive brand as an example. Do mobile users want to build a custom vehicle on their phone as a first action? Or find a dealership?
- Surprise and delight you users. I like to call it - no unassisted thinking. if you have to explain you’ve already lost. Don’t overload them with massive amounts of information on a tiny screen. Re-organize the flow for what users are doing. lastly - Respect the form factor. On Tablets: Screen size alone dictates that tablet users can explore more than on a phone. Tablet users know that and expect more from their experience.
- Deep, social-linked, personalization is absolutely the future. Being able to mass produce personalization and build around users will continue to be a key success driver in mobile acquisition. It will also be the key to boosting your user experience. Use personalization to help customers get to what is most important first. The ability to change a flow based on who someone is and how they shop can have massive ramifications to how they use your store.
- Continue to re-think what’s possible. Real estate isn’t everything - our desktops cannot influence us the way our mobile devices can. What if I am physically in your competitor's store and you had the ability push me some information about how your prices are a actually lower. What if I knew exactly where you were and was able change the experience. Skiing in Colarado versus on the beach in Hawaii. How can your store automatically adapt to a user’s needs based on their location, recent searches or social sharing? Successful applications provide more utility than their website counterparts. They provide value beyond selling. They esssentially...
- Harness the power of the device Think about that for a second. How much of that are your apps utilizing for their experience? In store. What if I could augment the experience and know that I am looking at the newest shoe or electronic gadget. What if a beacon could influence me to buy a second pair of shoes, or figure out that if i’m standing in this isle for more than 5 minutes, i might be debating a choice or need assistance?
- And lastly, but one of the most important factors of building for the future of RETAIL.. BUILD SMART! Retailers are still stuck on managing mobile web, mobile app and desktop apps separately Why? advances in modern frameworks allow you to change one code base and deploy new features to all of your channels The result? faster time to market faster time to ROI
- Focus on deep user experiences. Build rapidly. Test everything. Make decisions based on analytics. Adapt quickly. Utilize the device capabilities. Build reusable software.