Mobile technologies provided brands with new opportunities to reshape the conventional retail experience. Hopi – as a customer engagement platform – provides its brand network with competitive advantages that will help them differentiate themselves in terms of experience and campaign offerings in the market. In this session, Hüseyin will tell us about how Hopi shapes the shopping behaviour of customers in Turkey, how they design the experience around the contexts which are important for the users, how they orchestrate various touchpoints on an extensive platform like this and how they measure their performance in terms of the quality of experience they design.

1. Hopi Case:
From touch points to journeys: How to design a holistic
customer experience on mobile
Hüseyin KIRAN
February ‘18

2. UXIstanbul 2018
What is Hopi?

3. A customer engagement platform that provides its brand network with capabilities that
will help them differentiate themselves in terms of personalized experience and
campaign offerings in the market.
UXIstanbul 2018

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What is Hopi for?

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For Customers
Personalized - Continuous communication
Easy & Fun shopping
Increase in the purchasing power
For Brands
Increase in share of wallet
Customer loyalty
New customer acquisition

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Shoppers are bombarded with mass campaigns and ads.

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Shoppers are bombarded with mass campaigns and ads.

8. segmented
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9. segment of one
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We want to attract the attention at the right context.

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We want to attract attention at the right context.
ShoppingPre-Shopping
Post-Shopping

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Pre-Shopping
Discovery
Brand awareness
Inspiration
Shopping
Contextual notifications
Lead generation
Offers
Mobile payment
Post Shopping
Cross-sell
Complementary brand/products
Renewals
Surveys
Big Data Platform

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In the office
Just exploring the app Driving
Searching for a specific product
Expecting a baby
Looking for new ideas
Planning a vacation
Want to make a restaurant reservation
In the shopping mall
Immersive shopping experience for different contexts.
At home

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Hopi surrounds customers 360 degree.
Health
Travel
Food
Clothing
Entertainment
Telecommunication
Fuel
Decoration

15. Customers leave a digital trace everywhere....

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How to pinpoint those moments
Affinity models
Transaction Data
Beacons / GPSIn-App clickstream
Hopi Survey
In-App search queries
Time of day
Favorites
Weather conditions
…and many more
Speed

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Our real-time engine take all those parameters into account and
decides what to send next on different touch points.
Real-time Engine
Upcoming touch points?
Web-push
Conversation Bubble
Email
FeedPush Notification
In-App Message
SMS

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How do we orchestrate those messages on different touch points?
Push Notification > In-App Message > SMS = Mobile & Desktop Web-push > Email

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How do we orchestrate those messages on different touch points?
In which state is the customer in?
Push Notification > In-App Message > SMS = Mobile & Desktop Web-push > Email

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Shopping Journey of a Customer at a Shopping Mall
Nearby the shopping mall In the shopping mall In the store In a section
Shopping Intent
Tolerance to
get messages

21. Some cool examples 😎

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Contextual in-app prompts

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Contextual push notifications

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26. BP Case
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28. Customer empowerment at pre-shopping stage

29. Product discovery made easy and fun with Visual Search
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32. Customer empowerment at shopping stage

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Payment is as simple as to say
“I want to pay with Hopi”

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35. We get continuous feedback
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36. In-App Surveys
1:1 User Interviews
Focus Groups
UXIstanbul 2018

37. We are in dialogue with the customers
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39. Hopi Case:
From touch points to journeys: How to design a holistic
customer experience on mobile
Hüseyin KIRAN
February ‘18