Presentation: Ice mobile
- 1. Creating relevant experiences based on motivations 25 NOVEMBER 2016 RUTGER VAN BERGEN
- 2. Plus The Netherlands Appie (AH) The Netherlands Azbuka Russia Carrefour France Big C Thailand Alfa Mart Indonesia IceMobile: Worldwide experience with a strong focus on Loyalty & Retail
- 4. “Big Data is like teenage sex: everyone talks about it, nobody really knows how to do it, but everyone thinks everyone else is doing it, so everyone claims they are doing it.” - Dan Ariely
- 5. Big Data isn’t the key to Getting Personal
- 6. About machines Shows scale Slow and expensive Big data tells you what About people Shows opportunity Fast and cheap Small data tells you why
- 7. Big and small data at IceMobile BI Department UX Lab
- 8. GoPro visitor Small data: research made fast Context Chat Desk Research online & offline Interviews
- 9. Leveraging big data with small data through Experience Mapping
- 10. Anatomy of an Experience Map (Customer Journey 2.0)
- 11. Segmentation on Motivation instead of behaviour
- 15. Opportunities focused on Moments of Truth
- 16. The three elements of an Experience Map 1. Segmentation on motivation instead of behaviour and demographics 2. Holistic customer journey focused on the experience instead of channels 3. Leverage moments of truth with actionable opportunities
- 19. Aspires to get full set of rewards, but does not expect it Is afraid to be disappointed
- 21. "You have collected enough stamps to get WMF cookware!" "Pick up extra WMF cookware at your Superbrugsen store" Journey of Realistic Rose
- 22. "You have enough stamps to pick up a piece of WMF cookware at your Superbrugsen store" "You're on track to collect enough stamps for four pieces of WMF cookware" "Pick up extra WMF cookware at your Superbrugsen store" Solution for Realistic Rose
- 23. Results 49% open rate of push messages Tenfold higher app visits same day +144% registrations after notification +12% collectors after notification +27% redeemers after notification
- 24. Take-outs on tech • It has to work all the time • It has to work everywhere • It has to work smoothly • Engagement, and timing of it, is key → AWS services enable high availability → AWS’ data centers are available across the globe → AWS services are scalable, and can even auto-scale → AWS SNS enables individual and segmented push