Building a successful Multi-Screen Digital Strategy

1. DIGITAL MULTI SCREEN STRATEGY 2013 December 2013 Shay Rosen, Head of Strategy & consulting

2. SHAY ROSEN Head of Strategy & Consulting realcommerce Shayr@realcommerce.co.il http://www.linkedin.com/in/shayrosen http://www.facebook.com/shayrs http://www.slideshare.net/shayrs M: 052-5118539

3. Major change in day to day life

4. 2010

5. 1ST MULTI SCREEN STRATEGY WWW app

6. Mobile web

7. 1990’s

8. 2000’s

9. 2008

10. 2010

11. 2014 ?

12. 2014

13. Change is the only constant.

14. SO? What do we need?

15. A Multiscreen Strategy

16. • • • • • Clear Customer Engagement Strategy Rapid Development process Measurement and Optimization Enabling infrastructure Braveness

18. MULTI SCREEN Ecosystem 1024px Self care/ commerce app(s) 800px Marketing app(s) 640px Innovation App(s)

19. Types of Customer Engagement Attract/ Provide info Potentials Website/ Marketing app Casual Create relationship Website/ Self care app Regular Retention Self care app

20. REAL LIFE CUSTOMER BEHAVIOR

21. The Multi Screen Customer Journey Awareness Attraction Website Mobile Website Mobile app Consideration Information Decision Tools/ upsell Purchase Sales Post Sale Service

22. 3 Key questions to ask Frequency of use Importance of UX Type of customer High Low Critical Not Critical Existing New app Web app Web app Web

23. USAA – MULTI SCREEN + INNOVATION

24. A MULTI SCREEN ORGANIZATION

25. A MULTI SCREEN ORGANIZATION

26. Case Study (1) – Supermarket Chain Expected frequency of use: Once a week Importance of user experience: Critical Type of customer: Existing

27. Supermarket Multi Screen Customer Journey Awareness Attraction Website Mobile Web Mobile app Consideration Information Decision Tools/ upsell Purchase Sales Post Sale Service

28. Supermarket Chain Strategy – Website + app

29. Case Study (2) – Strauss Water Israel Expected frequency of use: not frequent Importance of user experience: medium Type of customer: New & Existing

30. Strauss Water Multi-screen Customer Journey Awareness Attraction Website Mobile Web Mobile app Consideration Information Decision Tools/ upsell Purchase Sales Post Sale Service

32. Development process Today Briefing RFP UI Design Spec Dev

33. Rapid Development process UI Design Spec Dev

38. Measurement and optimization UI Design Spec Dev Optimize Measure

40. Enabling infrastructure Company’s Legacy system’s CRM ERP Finance Customer facing apps – Web, mobile, tablet etc.

41. Enabling infrastructure Company’s Legacy system’s CRM ERP Finance Integration Layer Application Layer CMS Customer facing apps – Web, mobile, tablet etc.

42. Enabling infrastructure Company’s Legacy system’s CRM ERP Finance Integration Layer Application Layer CMS Customer facing apps – Web, mobile, tablet etc.

43. Architecture

45. • • • • Launch Make mistakes Measure, Listen to feedback Get better

46. Wrap up Change is the only constant Create an enabling infrastructure Shorten development cycles Keep the customer journey in mind Learn on the go Listen – Get better 30% of your traffic comes from Non Desktop devices. It’s only growing. Multiscreen is here to stay!

47. How can realcommerce help? Plan your Multi-Screen strategy right Create a winning UX& UI on all screens Build a robust Mobile Development Infrastructure with Plan & develop Native & Hybrid smartphone apps Responsive website

48. THANKS! December 2013 Shay Rosen, Head of Strategy & consulting

49. SHAY ROSEN HEAD OF STRATEGY & CONSULTING REALCOMMERCE Shayr@realcommerce.co.il http://www.linkedin.com/in/shayrosen http://www.facebook.com/shayrs http://www.slideshare.net/shayrs M: 052-5118539

Building a successful Multi-Screen Digital Strategy

Shay Rosen (שי רוזן)

Building a successful Multi-Screen Digital Strategy