Shay Rosen presents a strategy for developing a digital multi-screen presence. The strategy involves having a clear customer engagement strategy, a rapid development process, measurement and optimization of apps and websites, enabling infrastructure to integrate digital assets, and an willingness to take risks. Rosen provides examples of applying a multi-screen strategy for a supermarket chain and water company. The presentation emphasizes the need for organizations to develop a multi-screen strategy as customers increasingly use multiple devices.

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

5. Major change in day to day life

6. 2010

7. 1ST MULTI SCREEN STRATEGY
WWW
app

8. Mobile web

10. 1990’s

11. 2000’s

12. 2008

13. 2010

14. 2014 ?

15. 2014

16. Change is the
only constant.

17. SO?
What do we need?

18. A Multiscreen Strategy

19. •
•
•
•
•
Clear Customer Engagement Strategy
Rapid Development process
Measurement and Optimization
Enabling infrastructure
Braveness

20. •
•
•
•
•
Clear Customer Engagement Strategy
Rapid Development process
Measurement and Optimization
Enabling infrastructure
Braveness

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

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

23. REAL LIFE CUSTOMER BEHAVIOR

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

25. 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

26. USAA – MULTI SCREEN + INNOVATION

27. A MULTI SCREEN ORGANIZATION

28. A MULTI SCREEN ORGANIZATION

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

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

31. Supermarket Chain Strategy – Website + app

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

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

34. •
•
•
•
•
Clear Customer Engagement Strategy
Rapid Development process
Measurement and Optimization
Enabling infrastructure
Braveness

35. Development process Today
Briefing
RFP
UI
Design
Spec
Dev

36. Rapid Development process
UI
Design
Spec
Dev

37. Rapid Development process
UI
Design
Spec
Dev

38. Rapid Development process
UI
Design
Spec
Dev

39. Rapid Development process
UI
Design
Spec
Dev

40. Rapid Development process
UI
Design
Spec
Dev

41. Measurement and optimization
UI
Design
Spec
Dev
Optimize
Measure

42. •
•
•
•
•
Clear Customer Engagement Strategy
Rapid Development process
Measurement and Optimization
Enabling infrastructure
Braveness

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

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

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

46. Architecture

47. •
•
•
•
•
Clear Customer Engagement Strategy
Rapid Development process
Measurement and Optimization
Enabling infrastructure
Braveness

48. •
•
•
•
Launch
Make mistakes
Measure, Listen to feedback
Get better

49. 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!

50. 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

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

52. 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