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Mobile 360: Developing Your Comprehensive Digital Strategy

FK Funderburke, Director, Digital Merchandising & Strategy Vivek Agrawal, Director, Mobile & Digital Display Group Russell Young, Director, Strategic Alliances

ALL ABOUT MOBILE Multi-channel as it relates to the mobile device is all about the user experience. This consists of engagement strategy, digital display and merchandising, tablet assisted selling, mobile commerce, endless aisle, mobile wallet, in-venue kiosk, specialty mobile, apps, loyalty, and targeting. But how do we help our clients capitalize on the current trends in the marketplace? Multi-channel: The new customer journey Consumer behavior is changing, and that means brands must do the same. Its always on, Internet-enabled, digitally native, socially connected, mobile-powered, and uses non-linear purchase paths. And customers are smarter, more tech savvy, and are able to connect with your brand in a number of different ways, however and whenever they want. Intuitive, technology-driven experiences are enriching and connecting moments that are changing the way people shop. Brands are looking for ways to best embrace, define, and capitalize on the new customer journey. Six big impacts affecting brands and consumers today include: 1. Blurred channels. Customers are bringing the Internet in store to price compare, look up reviews, and learn more about products, brands, and experiences. Brands are looking to differentiate themselves from direct competitors and aggregators. 2. Expanding Consumer Packaged Goods (CPGs) and retailers. CPGs and retailers are looking to connect with emerging markets that are lifestyle driven and high-tech savvy. 3. Smarter engagement. Consumers are now willing to tell you when they walk in the store, the bank, or the stadium and expect acknowledgement and a reward for doing so. 4. Better tools. This results in the ability of brands to connect with customers throughout the journey and aid them throughout purchases and product exploration. 5. Optimized experiences. Shoppers are leaning toward mobile and smart displays as the preferred channel. 6. Social connections. Shoppers want real-time opinions and are more apt to proxy shop for others using mobile and share-enabled tools. Brands are looking how to better target their prospects and collect data. The bottom line? Brands much create technologically enabled, relevant, compelling moments that culminate in lasting, consumer-brand relationships.

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Sapient Corporation 2011

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How can brands capitalize on this? Brands and companies may know that mobile is big, and that in-store experiences have changed, but they may not be sure what to do in order to stay relevant in their industry or against the competition. Some important factors to consider in developing a mobile engagement strategy: 1. Define the opportunity and the business need. Figure out what the brand is trying to achieve and what the issues are. 2. Identify the most valuable consumer segments. Who are you trying to engage and what actions do you want them to take? 3. Create the consumer ecosystem. Where does the target customer play and shop? Answering that question will help create the right touch points within the ecosystem. 4. Map out the customer journey. Understand how to make the brand an intuitive, congruent user experience and fulfill the customers needs. 5. Define the brands point of view. Identify what the brand stands for, whats right for the brand, and what solutions make the most sense. 6. Understand market trends. Research what is possible and how to best leverage those possibilities. 7. Consider the device and platforms. Make sure that any recommendation fits in with existing technologies, brand image, and what the client is already doing. 8. Concept the experience solution. Identify the most influential moments in the consumers journey and conceptualizes the brand experience, either through an overall strategic direction or on one or more specific touch points.

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Sapient Corporation 2011

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One of the biggest benefits from this strategy is the development of one view of the consumer. And getting to that viewpoint is all about data. Every device interaction, whether its in-store, dotcom, kiosk, or otherwise provides data that is directly relevant to what the consumer is doing at each moment within their customer journey. Capturing, interpreting, and using data is critical to developing a relevant strategy for each unique brands business plan. That data informs us as to what the experience needs to be and how to make the experience better. All the while, the consumer has a quick, seamless, positive experience with the brand. Its about the ecosystem not the device It is not necessarily about the device. Its about the experience and the ecosystem that supports that experience. This ecosystem must ENGAGE the consumer, ENHANCE their experience, and then EXTEND the footprint of the brand.

An effective digital strategy should provide insight on: Campaign guidelines Customer base and device usage Definitions of features and functionalities for engagement Engagement of third party vendors Features and functionalities for business results (e.g., awareness, loyalty) New channels (e.g., KPIs, ROI) Options regarding building or buying Platforms best suited to the brand Specific technologies that should be used Target markets We want the brands customers to be advocates. So even if SapientNitro is only creating one experience (e.g., a mobile app), its got to have a strategy behind it. Its important to understand how the ecosystem affects the brand and, in turn, how that brand affects the ecosystem. Think long term and make sure that any digital strategy is flexible enough to adapt and incorporate other touch points down the road; otherwise, its just a one-off and todays effort will soon be discarded.

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Sapient Corporation 2011

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CASE STUDIES Take a look at some case studies that have yielded especially popular user experiences. Dunkin Donuts | Digital signage Digital menu boards for quick service restaurants have become a huge opportunity, and Dunkin Donuts is a great example of this capability. In this case, Dunkin Donuts wanted to update their restaurants with digital menu boards for a modern look to further their growth. SapientNitro designed their menu boards, user experience, and creative work. These digital menu boards are currently used in over 100 Dunkin Donuts stores nationwide. Putting together a great team, partnering with strong alliances, and understanding what the client wanted, resulted in exceeded expectations and a successful outcome for Dunkin Donuts. Capturing, interpreting, and using data is critical to developing a relevant strategy for each unique brands business plan. That data informs us as to what the experience needs to be and how to make the experience better. All the while, the consumer has a quick, seamless, positive experience with the brand. Its about the ecosystem not the device It is not necessarily about the device. Its about the experience and the ecosystem that supports that experience. This ecosystem must ENGAGE the consumer, ENHANCE their experience, and then EXTEND the footprint of the brand.

New Balance | Mobile in-store experience New Balance wanted to interact with the consumer in a different way, and chose to do so by improving the in-store experience. With retail brands that often hire young employees, the turnover rate can be quite high. So the challenge with New Balance was to find a way to make sure that employees properly represent the brand and stay updated in regards to the products. The solution is a multi-use iPad platform an interactive New Balance sales application designed to enhance, inform, and facilitate the customers in-store shopping experience. It acts as digital signage or can be used as a point of engagement during self-service and consultative sales interactions, which helps fulfill the New Balance customer promise of personalized service. The application also enables associates to quickly answer questions and effectively communicate product options using a variety of comparators including cost, value, and technology.

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Sapient Corporation 2011

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CONCLUSION Mobile channels and the mobile user experience will continue to evolve, adapt, and grow. By understanding these new trends and behaviors, you can position your brand to deliver a rich ecosystem and the right engagement strategy to your customers and potential customers in the years to follow.

ABOUT THE Authors

FK has more than 14 years of experience in interactive strategy and marketing, digital out-of-home displays, touch experiences, and digital marketing. He has subject matter expertise in experience marketing, digital strategies, and kiosks. FK has experience in developing, designing, and delivering complex digital marketing experiences and engagement management. He possesses a unique blend of marketing and functional expertise with an outstanding record in implementations of all sizes and across industry verticals.

FK Funderburke

Vivek is a director of technology and has been with Sapient for over 11 years. For Sapient, he has worked with Fortune 500 clients like Travelers, Harrahs, and Liberty Mutual to deliver large, complex content and commerce systems. He recently joined the mobile team in Atlanta to support sales, delivery, and operational activities.

Vivek Agrawal

As Director of Alliances, Russell Young has helped to establish critical strategic partnerships, originate new business opportunities, and manage partner program initiatives. Prior to joining SapientNitro, Russell spent nine years deeply involved with the digital merchandising industry, representing Fortune 100 technology companies and speaking at industry events on global trends and technologies.

Russell Young

IDEA ENGINEERS

Sapient Corporation 2011