tag:econsultancy.com,2008:/topics/mobile Latest Mobile content from Econsultancy 2016-08-25T10:52:46+01:00 tag:econsultancy.com,2008:BlogPost/68206 2016-08-25T10:52:46+01:00 2016-08-25T10:52:46+01:00 UberEats vs. Deliveroo: A comparison of the app user experience Nikki Gilliland <p>Two of the biggest food delivery apps are Deliveroo and the newly-launched UberEats.</p> <p>They both offer the same service - but which one’s best? </p> <p>Here's a helpful comparison...</p> <p>*Disclaimer: I have previously ordered from Deliveroo and regularly use Uber taxis. This means that my PayPal details and home address were already saved on the two apps. From what I remember, registering was similarly quick and painless on both.</p> <h3>Deliveroo</h3> <p>The first thing that strikes me about Deliveroo's homescreen is how glorious it looks.</p> <p>Along with its bright and eye-catching turquoise branding, the food imagery is slick, high-quality and designed to grab the user's attention.</p> <p>The offer for free delivery during the month of August is also nicely highlighted, giving users an incentive to sign up to Apple Pay.</p> <p>While it allows you to filter by how hungry you are, this seems like a rather pointless feature - who orders a takeway hours in advance?</p> <p>Delivery ASAP, please.</p> <p><img src="https://assets.econsultancy.com/images/0007/8217/homescreen.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0007/8223/deliver_asap.PNG" alt="" width="300" height="532"></p> <p>On the left hand side-bar, there is a handy synopsis of the user's account. With options to edit delivery and payment details and what-not, everything is very self-explanatory.</p> <p>The 'my orders' tab is pretty handy - it allows you to view what you've previously ordered (if you can't remember or want to repeat it).</p> <p>As you can see below, pizza is clearly my takeaway of choice. Not even sorry.</p> <p> <img src="https://assets.econsultancy.com/images/0007/8218/my_account.PNG" alt="" width="300" height="532"><img src="https://assets.econsultancy.com/images/0007/8224/my_orders.PNG" alt="" width="300" height="532"></p> <p>Though I've never actually used one myself, Deliveroo offers a money-off incentive when you share a code.</p> <p>However, when I recently sent it to my esteemed Editor, David Moth, he could only access it on the Deliveroo website (which wasn't very helpful at all as we were testing the mobile apps).</p> <p><img src="https://assets.econsultancy.com/images/0007/8219/refer_a_friend.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0007/8220/promo_code.PNG" alt="" width="300" height="532"></p> <p>Deliveroo's categories are easy to decipher, ranked according to the amount of restaurants in the local area. </p> <p>With Soho as my location, I was surprised to see salads come out on top with a whopping 42 options. That's far too much choice for my liking, so for this part of the test, I opted for a fail-safe burger.</p> <p>In the list of burger restaurants, I found the clear labelling of features like 'free delivery' and 'new' particularly helpful. For regular users, the latter would be an especially nice touch.</p> <p><img src="https://assets.econsultancy.com/images/0007/8221/categories_and_filter.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0007/8225/burgers.PNG" alt="" width="300" height="532"></p> <p>The search bar is brilliantly responsive, delivering the desired result in just a few taps.</p> <p>The chosen page includes an handy synopsis of the restaurant. Arguably unnecessary, but I think this adds a bit of personality.</p> <p> <img src="https://assets.econsultancy.com/images/0007/8222/search.PNG" alt="" width="300" height="532"><img src="https://assets.econsultancy.com/images/0007/8226/patty_and_bun.PNG" alt="" width="300" height="532"></p> <p>Speaking of copy, when entering a new address (I was prompted due to being somewhere other than my usual stomping-ground) I rather enjoyed the humourous options given.</p> <p>With the street name appearing on the integrated map, entering a new address was easy enough, but I was disappointed to find that my location wasn't automatically detected.</p> <p><img src="https://assets.econsultancy.com/images/0007/8229/address.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0007/8230/entering_address.PNG" alt="" width="300" height="532"></p> <p>Finally, although I didn't actually order food here (more on that later) - I still did a run-through of the choosing food and checking out process.</p> <p>Overall I found it to be a fluid and intuitive experience. The prices are nicely highlighted and the total sum is updated as you go.</p> <p> <img src="https://assets.econsultancy.com/images/0007/8238/burger.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0007/8237/sides.PNG" alt="" width="300" height="532"> </p> <p>Likewise, the basket summary is nicely set-out, including estimated delivery time, options to tip the driver as well another prompt to enter a promo code.</p> <p>The only negative is the dreaded Deliveroo fee of £2.50 added onto the total. </p> <p><img src="https://assets.econsultancy.com/images/0007/8239/sides.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0007/8240/basket.PNG" alt="" width="300" height="532"></p> <h3>UberEats</h3> <p>Like Deliveroo, the homepage for UberEats utilises high quality imagery of delicious-looking food.</p> <p>Not quite as appealing to look at, although this might be my own OCD, as I put this down to the white borders and lack of design symmetry.</p> <p><img src="https://assets.econsultancy.com/images/0007/8241/home.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0007/8243/imagery.PNG" alt="" width="300" height="532"></p> <p>Again, the user is given a convenient summary of their account. </p> <p>It's pretty much a carbon copy of Deliveroo, apart from the 'help' section which is definitely an added bonus.</p> <p>The offer incentive is certainly where UberEats has succeeded. By heavily using this to promote its launch, it managed to garner huge interest and entice even Deliveroo-loyal customers to download.</p> <p><img src="https://assets.econsultancy.com/images/0007/8244/account.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0007/8245/offer.PNG" alt="" width="300" height="532"></p> <p>On to the search and category options, which in all honesty I found to be a bit baffling.</p> <p>There are seemingly random options at top (sea bass, anyone?) before the categories become alphabetical as you scroll down.</p> <p>Also note the two search suggestions of 'burger' and 'burgers' in the below right image. This seems entirely pointless seeing as there is no difference in the results.</p> <p><img src="https://assets.econsultancy.com/images/0007/8247/categories_2.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0007/8246/categories.PNG" alt="" width="300" height="532"></p> <p>When clicking on a category, the app returns both restaurants and related items on a menu.</p> <p>While I understand this in theory - it's obviously designed to showcase the variety of restaurants where you might not realise you could get a burger - it is a bit off-putting.</p> <p>Why not just list the restaurants themselves? Maybe I'm missing something here.</p> <p>On the other hand, the search bar is lightning fast - it returns queries instantly, alongside estimated delivery times.</p> <p><img src="https://assets.econsultancy.com/images/0007/8248/burgers.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0007/8250/search.PNG" alt="" width="300" height="532"></p> <p>The use of imagery on the main restaurant pages is also great - I particularly like that you can see what specific items look like. </p> <p>Likewise, the suggested <a href="https://econsultancy.com/blog/62864-nine-tips-to-help-improve-your-product-filtering-options/">filter options</a> make choosing from the menu a quick process.</p> <p><img src="https://assets.econsultancy.com/images/0007/8251/patty_and_bun.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0007/8252/suggested_filter.PNG" alt="" width="300" height="532"></p> <p>Onto the checkout, and like its competetor, it's a fast and easy experience.</p> <p>While some aspects are very good indeed (like choosing sauces at the same time as sides), it lets itself down by not updating the basket's total price.</p> <p><img src="https://assets.econsultancy.com/images/0007/8253/chips.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0007/8254/drinks.PNG" alt="" width="300" height="532"></p> <p>The final checkout page saves it, however, with a prompt for notes like 'extra napkins, extra sauce' bringing back the focus on user experience.</p> <p>Even better, the reassurance that there's 'no need to tip'.</p> <p><img src="https://assets.econsultancy.com/images/0007/8255/checkout.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0007/8256/checkout_2.PNG" alt="" width="300" height="532"></p> <h3>Real-time delivery test</h3> <p>After going through the motions above, I realised it'd only be fair to test out the actual delivery of both apps.</p> <p>While David used Deliveroo to order Japanese from Matsuri, I used UberEats to get a big salad from the Good Life Eatery.</p> <p>Yes, I'm clearly trying to offset all that pizza.</p> <h4>Deliveroo</h4> <p>David's order was easy to place, however from this moment on, the app failed to update him of its progress.</p> <p>This annoyingly meant he had to keep checking his phone to find out where the food was.</p> <p>Moreover, when opening the app to check, the homescreen kept appearing which meant he had to navigate through the app to find the order status.</p> <p><img src="https://assets.econsultancy.com/images/0007/8351/Screenshot_20160823-113254.png" alt="" width="300" height="533"> <img src="https://assets.econsultancy.com/images/0007/8349/order_submitted.png" alt="" width="300" height="533">  </p> <p>Another negative was that despite being under the impression that the app would alert him when the food arrived, he only realised it had when the driver called from downstairs. </p> <p>It did only take about 20 minutes though, which was very speedy indeed.</p> <p>The food itself was mediocre. Not Deliveroo's fault obviously, but just in case you're on the edge of your seat...</p> <p> <img src="https://assets.econsultancy.com/images/0007/8350/preparing.png" alt="" width="300" height="533"> <img src="https://assets.econsultancy.com/images/0007/8352/arrived.png" alt="" width="300" height="533"></p> <h4>UberEats</h4> <p>From the moment I ordered by 'goodness bowl', UberEats kept me updated with its progress through its push notifications option.</p> <p><img src="https://assets.econsultancy.com/images/0007/8344/good_life.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0007/8345/push.PNG" alt="" width="300" height="532"></p> <p>I was also notified whenever the status of my order changed, which meant I could get on with what I was doing instead of checking my phone every few minutes in anticipation.</p> <p><img src="https://assets.econsultancy.com/images/0007/8346/food_journey.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0007/8347/notification.PNG" alt="" width="300" height="532"></p> <p>As well as allowing me to watch my driver's journey in real-time on the app, it alerted me when he arrived at the 40-minute mark (before the estimated 54 mins).</p> <p>All in all, the process was entirely smooth. And the food was delicious, FYI.</p> <h3>Conclusion...</h3> <p>In terms of initial impressions, it was a tightly-run race.</p> <p>But while I do prefer Deliveroo's straightforward design and category options, the superior location-based functionality and money-off incentive gives UberEats the edge.</p> <p>This verdict was also cemented in the delivery experiment. Deliveroo was a real let-down when it came to giving updates.</p> <p>So, despite its competitor arriving first, my fuss-free customer journey meant UberEats was well worth the wait. </p> <p><em><strong>Uber’s Marketing and Business Director, Rachael Pettit, will be speaking at the <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">Festival of Marketing 2016</a>, which takes place in London on October 5-6.</strong></em></p> tag:econsultancy.com,2008:BlogPost/68197 2016-08-24T09:57:53+01:00 2016-08-24T09:57:53+01:00 Which restaurants deliver the best mobile web UX? Nikki Gilliland <p>A mobile-optimised site will go a long way to helping get customers through the door. </p> <p>In fact, research shows that nearly <a href="http://www.xad.com/press-releases/80-percent-of-uk-mobile-restaurant-searchers-make-a-purchase-most-within-the-day-says-xadtelmetrics-2013-u-k-mobile-path-to-purchase-study/">80% of mobile searches for UK restaurants result in a booking</a>.</p> <p>Of course, mere optimisation is not always enough. There are four extra features which combine to greatly improve the user experience. </p> <ul> <li>Online menu (no pesky PDF's).</li> <li>Location-based services.</li> <li>Ability to book a table.</li> <li>Opening times and click to call.</li> </ul> <p>Here are some examples that deliver!</p> <h3>Online menu</h3> <h4>Nandos</h4> <p>We all know what’s on the Nandos menu, right? We don't even need to look before ordering.</p> <p>However, one thing that’s really great about the mobile site is that – as well as a handy spice-meter – it allows the user to calculate the nutritional value of a meal.</p> <p>A feature that’s likely to be ignored by the masses, but it’s a lovely little touch for anyone on a diet and still in the mood for a cheeky bit of chicken.</p> <p><img src="https://assets.econsultancy.com/images/0007/8100/nandos_2.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8101/nandos_3.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8103/nandos_4.PNG" alt="" width="200" height="355"></p> <h4>Wagamama</h4> <p>There’s a vast amount of choice, but with its easy-to-navigate and in-depth mobile menu, Wagamama hopes to reduce the amount of time diners spend deciding at the table.</p> <p>A short synopsis explains each meal and a handy side-bar means users can easily switch between categories.</p> <p><img src="https://assets.econsultancy.com/images/0007/8104/Wagamama.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8105/Wagamama_2.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8106/wagamama_3.PNG" alt="" width="200" height="355"></p> <h4>Jamie’s Italian</h4> <p>It’s easy to dismiss the 40-strong Jamie's Italian as yet another chain, but its mobile site reflects its focus on delivering transparency to the customer.</p> <p>There is a lot of information about nutrition, allergens and even gluten-free eating, and the comprehensive menu conveniently includes a filter to select vegan and healthy options.</p> <p><img src="https://assets.econsultancy.com/images/0007/8115/jamies.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8117/jamies_3.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8116/jamies_2.PNG" alt="" width="200" height="355"></p> <h3>Location-based services</h3> <h4>Homeslice</h4> <p>A restaurant address is all well and good, but any decent mobile site will have a location-based service.</p> <p>Homeslice cleverly uses copy to point the user’s attention towards its onsite map. Even better, it’s ‘take me there’ button opens up Google Maps.</p> <p><img src="https://assets.econsultancy.com/images/0007/8123/homeslice.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8124/homeslice__2_.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8125/homeslice_3.PNG" alt="" width="200" height="355"></p> <h4>Dirty Burger</h4> <p>With eleven restaurants in London alone, Dirty Burger’s website it designed around locations. </p> <p>Clicking onto each one, the user is met with contextual copy and an integrated Google Map.</p> <p>The only feature that’s missing is to be able to click out to the app itself, however the added convenience of Deliveroo integration means that it's slightly forgiven.</p> <p><img src="https://assets.econsultancy.com/images/0007/8126/dirty_brger.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8127/dirty_burger_2.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8128/burger_deliveroo.PNG" alt="" width="200" height="355"></p> <h4>Social Eating House</h4> <p>With its one-click navigation, Social Eating House is one of the most basic mobile restaurant sites I’ve come across. Yet, all the information is there.</p> <p>The 'location’ tap takes users through to Google Maps with just one click – simple yet very effective.</p> <p> <img src="https://assets.econsultancy.com/images/0007/8110/SEH_1.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8111/SEH_2.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8112/SEH.PNG" alt="" width="200" height="355"></p> <h3>Ability to book a table</h3> <h4>Pizza Express</h4> <p>Whether you need to actually book at Pizza Express is debatable, however its mobile system is definitely worth a mention here.</p> <p>With its bright and friendly design, it’s super easy to find the desired location.</p> <p>What’s more, it gives the option to book with a MyPizzaExpress account, meaning loyal customers will get extra incentives and offers in future.</p> <p><img src="https://assets.econsultancy.com/images/0007/8129/pizza_express.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8130/pizza_express_2.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8131/pizza_express_3.PNG" alt="" width="200" height="355"></p> <h4>Spring</h4> <p>It’s unusual to find a high-end restaurant affiliated with a third-party booking system, but I was pleasantly surprised to discover Spring on OpenTable.</p> <p>With its simple and elegant typography, the mobile site is very easy on the eyes, too. Being able to book a table makes it a dream.</p> <p><img src="https://assets.econsultancy.com/images/0007/8132/Spring.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8133/Spring_2.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8134/Spring_3.PNG" alt="" width="200" height="355"></p> <h4>STK</h4> <p>Most mobile booking systems tend to send you onto the third-party (e.g Bookatable), however STK’s is integrated into its own mobile site.</p> <p>The reason I like this is that it makes the whole experience feel entirely seamless, allowing users to search and book a table without leaving the page.</p> <p>Oh, and the prominent purple 'Book' button is impossible to miss.</p> <h3> <img src="https://assets.econsultancy.com/images/0007/8135/STK.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8136/STK_2.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8137/STK_3.PNG" alt="" width="200" height="355"> </h3> <h3>Opening times &amp; click to call</h3> <h4>Caravan</h4> <p>Caravan splits its information by two locations - listing both its opening times and contact details on one page.</p> <p>Although the phone number could be made clearer, it is clickable, and its location features are also easy to find here.</p> <p><img src="https://assets.econsultancy.com/images/0007/8139/caravan.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8140/caravan_2.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8141/caravan_3.PNG" alt="" width="200" height="355"></p> <h4>Wahaca</h4> <p>Another restaurant website that is split into locations, Wahaca's contact details are clear and precise - and pink, of course!</p> <p>In fact, its mobile-site is generally above average across the board.</p> <p><img src="https://assets.econsultancy.com/images/0007/8145/wahaca.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8146/wahaca_2.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8147/wahaca_3.PNG" alt="" width="200" height="355"></p> <h4>Hubbard and Bell</h4> <p>Finally, Hubbard and Bell is hot on letting its customers know how to get in touch.</p> <p>Even better, it deserves extra points for including a phone number alongside its mobile booking sytem.</p> <p>Wait, calling to reserve a table, in London? Well I never.</p> <p><img src="https://assets.econsultancy.com/images/0007/8149/HB.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8150/HB_2.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8151/HB_3.PNG" alt="" width="200" height="355"></p> <p><strong>Food &amp; Drink is one of the sectors covered at the <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog" target="_blank">Festival of Marketing 2016</a>, which takes place in London on October 5-6.</strong></p> tag:econsultancy.com,2008:Report/3008 2016-08-24T09:35:00+01:00 2016-08-24T09:35:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/68192 2016-08-23T11:56:27+01:00 2016-08-23T11:56:27+01:00 How can mobile payment actually improve customer experience? Ben Davis <p>But payment has also improved many experiences - contactless payment has smoothed the flow of commuters on the London Underground, and PayPal has long since made eBay a safe place to shop.</p> <p>Let's look at payment now, as well as looking forward a few years to innovations by Google, amongst others, and examine how payments can continue to innovate the customer experience.</p> <h3>At the moment, mobile payment in stores is disappointing users</h3> <p>The smartphone as a form of payment in-store is currently disappointing users. The US uptake of Apple Pay attests to this fact.</p> <p>In a country where contactless cards are virtually non-existent, one would expect the dominant mobile proximity payment service to be thriving.</p> <p>However, repeat usage of Apple Pay in the US decreased from March 2015 to March 2016 and there was a drop-off in eligible transactions from 5.9% to 3.5% (<a href="http://www.pymnts.com/nfc/2016/uk-lessons-for-us-mobile-payments-adoption/">stats via PYMNTS.com</a>).</p> <p>In the UK, the picture is different. <a href="http://www.theukcardsassociation.org.uk/2016-facts-figures/debit_card_reports_2016.asp">63% of all debit cards are contactless</a> and contactless accounted for <a href="http://www.theukcardsassociation.org.uk/wm_documents/Card%20Expenditure%20Report%20-%20May%202016.pdf">18% of card payments</a> in May 2016, available at c.19% of all card terminals.</p> <p>Indeed, <a href="https://econsultancy.com/blog/68091-how-five-charities-are-innovating-with-contactless-payment-technology">charity is one sector making the most of this ease of payment</a>.</p> <p>Yes, user adoption and rollout of infrastructure go hand in hand, but this stark comparison between Apple Pay in the US and contactless cards in the UK shows us that one technology significantly improves the customer experience, and the other does not.</p> <p><img src="https://assets.econsultancy.com/images/0007/8153/apple_pay.jpg" alt="apple pay" width="615"></p> <p><em><a href="https://www.flickr.com/photos/samchurchill/">via flickr</a></em></p> <h3>Why is in-store mobile payment disappointing?</h3> <p>Again using Apple Pay as an example - it is slower than a contactless card, and often slower than EMV (chip and pin) because a PIN number is sometimes still requested with Apple Pay (varies by country, amount and whether set up as a debit or credit card).</p> <p>Ease of use is complicated by its availability ("Do you take Apple Pay?") and set-up.</p> <p>Users with contactless cards have zero set-up, whereas they have to enter payment details into Apple Pay, add their thumbprint etc.</p> <p>The reason why these are seen as annoyances is because there is no perceived value exchange for the customer.</p> <p>There are, of course, well known exceptions - examples of mobile payment being adopted as part of an improved customer experience.</p> <h3>The exceptions</h3> <p><strong>Starbucks Order &amp; Pay, Dunkin Donuts</strong></p> <p>Loyalty apps that include payment are generally confined to the food and drink market, where regular purchases and many store locations make this a welcome way of tracking spend and loyalty, and speeding up checkout.</p> <p>Starbucks' <a href="https://econsultancy.com/blog/66997-starbucks-new-click-collect-app-is-it-any-good/">Order &amp; Pay</a> allows users to bypass the queue altogether.</p> <p><img src="https://assets.econsultancy.com/images/resized/0006/7604/img_2188-blog-flyer.png" alt="order &amp; pay" width="300"></p> <p><strong>Disney MagicBand</strong></p> <p>Even more of a captive market - when you create your own world, it's easier to introduce a mobile payment band that's accepted everywhere.</p> <p>The band changes the sales dynamic, allowing Disney to sell benefits up front and customers to skip queues, unlock their hotel room door, pay for meals etc.</p> <p>In many ways, this is a utopian microcosm where one mobile (non-card) payment method is fully integrated and its adoption is high due to many perceived benefits.</p> <p><strong>Walmart and CVS</strong></p> <p>Grocery and pharmacy are other sectors where the loyalty/customer experience app with integrated payment makes sense.</p> <p>Walmart has 22m MAUs of its app. The retailer has recently implemented <a href="https://econsultancy.com/blog/67326-six-implications-of-walmart-pay-for-mobile-retail/">Walmart Pay</a> across all of its stores, using a QR system similar to Starbucks.</p> <p>This means payment occurs through the app, effectively as an online payment at the till.</p> <p>Reasons for the development of this system were to allow access from any device (as opposed to the fairly selective systems of Apple, Samsung and Android Pay) and to encourage more engagement with the app.</p> <p>Loyalty and payment becomes one interaction.</p> <p><img src="https://assets.econsultancy.com/images/0006/9980/walmart_pay.jpeg" alt="walmart pay" width="400"></p> <p><strong>But..</strong></p> <p>These examples are all very specific use cases and not something a smaller business could easily adopt.</p> <h3>So, what will improve customer experience further?</h3> <p>Unsuprisingly, Google is the company creating the most excitement, through two ventures in particular.</p> <p><strong>Google Hands Free</strong></p> <p>What if your face was your mobile wallet? That's the idea with <a href="https://get.google.com/handsfree/">Google Hands Free</a>, where users would tell the cashier they want to 'pay with Google' and facial recognition would debit an account.</p> <p>This has quite obvious benefits for customer experience - one could leave the house with nothing and still make a speedy transaction.</p> <p>As an identical twin though, I hope the tech will know the difference between me and my brother.</p> <p>Security can be greatly increased by biometrics, if it means less leaving your card in a machine.</p> <p><img src="https://assets.econsultancy.com/images/0007/8154/Screen_Shot_2016-08-17_at_12.28.13.png" alt="google hands free" width="615"></p> <p><strong>Google Nearby and Android Instant Apps</strong></p> <p>One of the main problems with apps in general, but also mobile payment in-app, is encouraging users to download the app in the first place.</p> <p>Google's announcement of <a href="https://econsultancy.com/blog/67866-five-implications-of-android-instant-apps-for-marketers/">Android Instant Apps</a>, where part of app functionalty can be streamed in browser with fairly light data usage, hints at a future where much more functionality can be offered for mobile users, quickly and easily.</p> <p>Taking advantage of offers in store or paying for something (let's again use the example of a service, such as parking) could be done via Instant App.</p> <p>And if a URL could be served directly to the customer, perhaps via a beacon or NFC, this seems an easy way to integrate experiences into shopping.</p> <p>Integrated with <a href="https://support.google.com/accounts/answer/6260286?hl=en">Google Nearby</a>, Google's new way of flagging up nearby services and offering access to them (over WiFi, bluetooth or sound), the phone can be envisaged suddenly as the best way to get value from a retailer/event/service, with payment included.</p> <p><img src="https://2.bp.blogspot.com/-mVhKMMzhxms/VzyKg25ihBI/AAAAAAAADEM/dJN6_8H7qkwRyulCF7Yr2234-GGUXzC6ACLcB/s800/Park%2Band%2BPay%2B-%2BDevice%2Bwith%2BMeter%2B%2528Final%2529.gif" alt="android instant apps" width="300"></p> <h3>But do online wallets need to improve?</h3> <p>There's one catch to the Google scenarios discussed above - some form of mobile wallet still needs to be adopted by the customer for Google Hands Free, and also ideally for Instant Apps (to avoid clunky payment fields).</p> <p>Granted, new mobile payment methods will always require the user to set them up, adding their bank details, but there's still the prospect of a fragmented ecosystem forcing the customer to do this too often.</p> <p>Coming back to the present day, this lack of decent UX in online payment is being addressed by some. The following innovations are worth taking note of.</p> <p><strong>ActBlue</strong></p> <p>One-click political donation was enabled in-app, a significant contributor to Bernie Sanders' fundraising efforts.</p> <p><strong>SouthWest Airlines</strong></p> <p>Travellers can pay by Amazon for inflight products (such as WiFi), using the Amazon entertainment system.</p> <p>Amazon is developing 'Pay with Amazon', the ability for users to checkout with their Amazon account, or to 'check-in', where they authorise a service to use one-click checkout any time it is needed.</p> <p><strong>KLM</strong></p> <p>Allows <a href="https://blog.klm.com/passengers-can-now-pay-via-social-media/">payment within social media channels</a>, alongside providing information and boarding passes.</p> <p><strong>Domino's</strong></p> <p>Ordering via Messenger is <a href="https://econsultancy.com/blog/68184-domino-s-introduces-dom-the-pizza-bot-for-facebook-messenger/">possible with the DomBot</a>, once payment and regular order has been set up.</p> <p><img src="https://assets.econsultancy.com/images/0007/8017/Dom_the_Pizza_Bot_2.PNG" alt="domino's pizza bot" width="615"></p> <p><strong>But...</strong></p> <p>While all these are great experiences that involve payment, no online wallet is really being adopted far and wide (i.e. the ability to avoid entering card details when on a website).</p> <p>Apple Pay does allow this, though the user must be in Safari on a Mac and have an iPhone 6, so not much use really. The hype has died down on other online wallets, too.</p> <p>Payment companies such as Visa are pushing their own online wallets, and perhaps this is where the biggest change is set to come over the next few years.</p> <h3>In conclusion...</h3> <p>There's plenty to be excited about when it comes to mobile experiences that include payment.</p> <p>Personally, I'm betting physical infrastructure is going to fall away even further and the number of services we access or pay for via mobile will increase dramatically - from ticketing to food.</p> <p>As banking on mobile increases (an ING study of 15,000 mobile owners across 13 European countries, the US and AU, showed 41% used mobile banking), and apps get slicker (such as the peer-to-peer payment app Venmo), the link between mobile and money will only get stronger in the user's mind.</p> tag:econsultancy.com,2008:BlogPost/68203 2016-08-22T14:33:00+01:00 2016-08-22T14:33:00+01:00 Six 'millennial UX' lessons from insurance brand Back Me Up Ben Davis <h3>1. Information pyramid / visual saliency</h3> <p>The <a href="https://www.backmeup.co.uk/">Back Me Up website</a> has a really clear proposition, never in danger of reaching information overload.</p> <p>To do this, it uses a long explainer page with plenty of white space, high-contrast sizeable text, pictures and iconography.</p> <p>In terms of conveying information, the page doesn't walk before it can run. Think of it as a pyramid, with less information given at the top and more as you move through the signup process.</p> <p>Very cleverly, there is some content that is extremely useful but is nevertheless tucked away in a little JavaScript foldout, available to users when they are ready to click (see an example below).</p> <p>This streamlines the core messaging on the page.</p> <p><em>The 'See here how Back Me Up compares with other insurances' section is tucked away to improve salience of homepage. </em></p> <p><img src="https://assets.econsultancy.com/images/0007/8258/back_me_up_home.gif" alt="back me up homepage" width="478" height="301"> </p> <p>The homepage serves to hold the customer's hand and talk them through the service slowly. It's not a question of digesting lots of size 10 font.</p> <p>The saliency is further improved by some neat and large subheaders - 'How it works', 'Core cover', 'Bolt ons'.</p> <p><img src="https://assets.econsultancy.com/images/0007/8259/Screen_Shot_2016-08-18_at_17.47.23.png" alt="back me up subheaders" width="615" height="403"></p> <p>Compare this 'information pyramid' approach with a more traditional insurer's website, also presenting information about personal posessions insurance.</p> <p>Below I've included screenshots of Co-op Insurance and Direct Line.</p> <p>Neither are terrible, but they both hit the customer with much more information right from the get go, with smaller font and much less clarity.</p> <p>Of course, Co-op and Direct Line both offer many more products and don't have the luxury of such as refined proposition, but the point about information architecture still stands.</p> <p><em>Contrast with a more traditional insurer such as Coop (top) and Direct Line (bottom)</em></p> <p><em><img src="https://assets.econsultancy.com/images/0007/8261/coop_insurance.gif" alt="coop insurance" width="508" height="301"></em></p> <p><img src="https://assets.econsultancy.com/images/0007/8260/direct_line_insurance.gif" alt="direct line insurance" width="508" height="301"></p> <h3>2. Life through a lens</h3> <p>Customers must photograph their stuff in order to insure it.</p> <p>The idea of photographing the items one wants to insure is inspired. Millennials instinctively relate to snap and share culture.</p> <p>Photos can be uploaded via the Back Me Up website, though it's the app that really captures the imagination. Taking photos on mobile is about as close to intuitive as it gets for younger users.</p> <p>Of course, this benefits the insurer, too, as pictoral evidence provides extra information with which to validate a claim.</p> <p>While <a href="https://econsultancy.com/reports/the-reality-of-multichannel-marketing/">multichannel marketing</a> is still relevant (integrating nicely with web, email and direct mail), the more of the signup process a finance brand can bundle into a mobile app, the more younger users will take to it.</p> <p>This is truly mobile-first design.</p> <p><img src="https://assets.econsultancy.com/images/0007/8269/my_stuff.jpg" alt="my stuff" width="300"></p> <h3>3. Video explainers</h3> <p>This is probably my favourite part of the site. There are a number of videos embedded throughout, explaining parts of the service.</p> <p>They are superbly scripted and presented, pitched neither too high or too low. This video content is something financial services brands could learn a lot from.</p> <p>Here's an example...</p> <p><iframe src="https://www.youtube.com/embed/ndXxUWOa9rE?wmode=transparent" width="560" height="315"></iframe></p> <h3>4. Language</h3> <p>We've mentioned already the simple subheaders, but the brand goes much further in its copy, using colloquial/informal language to make everything easier to understand.</p> <p>It's easy to read this copy and hear David Brent in your head, but when this language is in the context of the full webpage, it makes the content easier to scan.</p> <p><strong>'Stuff'</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0007/8266/Screen_Shot_2016-08-18_at_18.10.44.png" alt="stuff" width="200"></strong></p> <p><strong>'Chill'</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0007/8263/Screen_Shot_2016-08-18_at_18.12.21.png" alt="chill" width="200"></strong></p> <p><strong>'Join us'</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0007/8264/Screen_Shot_2016-08-18_at_18.11.18.png" alt="join us" width="200"></strong></p> <p><strong>'Tell your mates'</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/8268/Screen_Shot_2016-08-18_at_18.26.22.png" alt="tell your mates" width="220"></p> <p><strong>'Don't freak out'</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0007/8265/Screen_Shot_2016-08-18_at_18.11.08.png" alt="don't freak out" width="250"></strong></p> <p><strong>'When things go wrong'</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0007/8262/Screen_Shot_2016-08-18_at_18.13.00.png" alt="when things go wrong" width="400" height="234"></strong></p> <h3>5. Bold aesthetic</h3> <p>The big blue colours, the chunky iconography - there isn't any new service that isn't confidently branded any more.</p> <p>It was mobile that kickstarted this revolution of bold and <a href="https://econsultancy.com/blog/64732-16-beautiful-examples-of-flat-design-in-ecommerce/">flat design</a>, and it's a visual language that younger users innately trust.</p> <h3>6. Sharing/community</h3> <p>The Back Me Up website has a fairly prominent community section, and everybody who joins the service already has a username with which they are identified.</p> <p>Okay, forums are nothing new, but positioning this community at the heart of the service helps to instill almost a co-op feel.</p> <p>There's something of the spirit of Airbnb in these conversations, where new customers can ask old timers anything they want.</p> <p>Contribution is even gamified with a score assigned to each contributor.</p> <p><img src="https://assets.econsultancy.com/images/0007/8272/Screen_Shot_2016-08-19_at_08.58.48.png" alt="community" width="615" height="404"></p> <h3>Conclusion</h3> <p>There is so much to learn here:</p> <ul> <li> <a href="https://econsultancy.com/blog/68159-five-ways-fintech-upstarts-are-disrupting-established-financial-institutions/">unbundling</a>/rebranding of a product (Back Me Up was created by parent group Ageas).</li> <li>clearly-defined target audience.</li> <li>clarity of proposition.</li> <li>beautifully honest explainer videos.</li> <li>incorporation of selfie/smartphone culture.</li> <li>non-sanitised language.</li> </ul> <p>Hat tip to Back Me Up.</p> tag:econsultancy.com,2008:BlogPost/68199 2016-08-18T12:07:34+01:00 2016-08-18T12:07:34+01:00 Beyond the hype: How should marketers really use iBeacons? Ben Davis <p>To get the skinny on this subject, I caught up with former Econsultancy writer and social media man, Matt Owen, now head of inbound marketing at blueSense Networks, a beacon tech business.</p> <h3>At this moment in time, Matt, what are the most elegant, useful and promising <a href="https://econsultancy.com/blog/65221-ibeacon-trials-13-brands-trying-to-find-a-use-case/">use cases for beacons</a>?</h3> <p>Well, it’s very different for each industry.</p> <p>For example, a hospital might decide to use beacons to track expensive medical devices as they move around the building. That way you minimize loss and risk, but you also have faster access in an emergency.</p> <p>For an airport, it could be a use case for security, but also for guiding passengers to their gates, or automatically printing boarding passes to avoid queuing.</p> <p>I’m a big fan of passive monitoring – tracking user flow and using that data to optimize spaces – rather than interruptive marketing.</p> <p>It’s important to understand that beacons allow you to add a data layer to the real world, but driving people to check their screens all the time probably isn’t the best thing to do in a physical environment, so you need to focus on experience.</p> <p>Anything that makes my trip less stressful is useful.</p> <p><em>Early iBeacon trial <a href="https://blog.virgin-atlantic.com/t5/Our-Future/Virgin-Atlantic-lights-the-way-with-Apple-s-iBeacon-technology/ba-p/26359#.U8-cc4BdXw9">from Virgin Atlantic</a></em></p> <p><em><img src="https://assets.econsultancy.com/images/resized/0005/0813/virgin_image-blog-full.jpeg" alt="ibeacon trial" width="615" height="390"></em></p> <h3>Do you see the future of beacons as a passive technology or one that initiates experiences?</h3> <p>Beacons are inherently passive. I think there’s a bit of a misunderstanding as many marketers assume the beacon itself delivers content to users.</p> <p>It’s really just a relay that passes information on when it is asked for, so my thinking is that they are best used to supply information when a customer specifically asks for it.</p> <p>That said, it’s a lot like Google Now, answering questions before you need to ask them. As with all things, the real key is in that relevance.</p> <p>Couponing has been the major use case so far for beacons because it is the most obvious, but as we’ve seen from the rest of the internet, interruptive ads aren’t effective, so the messaging needs to be useful and relevant.</p> <p>For example, I wouldn’t mind my car getting a message about the number of parking spaces available without needing to ask.</p> <p><em>Couponing from the MLB</em></p> <p><img src="https://assets.econsultancy.com/images/0005/0762/MBL_ibeacon.jpg" alt="mlb" width="500"></p> <h3>So, is retail a bit of a red herring? Do we need distractions in store?</h3> <p>I think we need to get beyond the urge to sell, but that’s been true of all types of marketing over the years.</p> <p>If you can genuinely add to the in-store experience, then retail is an excellent use case.</p> <p>Some of the examples we’ve seen have been stores using them to direct customers to click-and-collect points.</p> <p>There is also an obvious case for joining up online and offline customer profiles here, which is probably where retail would see the most value overall.</p> <h3>What is the bigger challenge - data, infrastructure or creative?</h3> <p>Because it’s such an early-stage tech right now, it is a mixture of all three. We’ve certainly seen lots of creative uses.</p> <p>The example I keep going back to is the Barbican in London, which has beacons that invite visitors to explore the space and learn about the history of the building in a non-linear way.</p> <p>It’s creative and really makes you appreciate the space you are in on a deeper level.</p> <p><em><a href="http://www.barbican.org.uk/apps/">Edgelands</a> at the Barbican</em></p> <p><img src="https://assets.econsultancy.com/images/0007/8163/edgelands.jpeg" alt="edgelands" width="250"></p> <p>Data is actually fairly easy, as nothing can be used without express permission from the customer, which again means you are kind of forced to add a lot of value in return.</p> <p>I do think there is still a lot of education to be done here though, which is why we’ve been offering consulting to our customers, to help them think about what they are providing for customers and how it helps them. </p> <p>It’s actually very aligned with the focus on CX which marketing is increasingly adopting.</p> <p>Infrastructure is evolving – I do see a time when beacons are installed in the same way telephone lines or internet cabling is now.</p> <p>Actually, telco’s are uniquely positioned to take advantage of this, as they have physical locations as well as interests in mobile, online and more.</p> tag:econsultancy.com,2008:BlogPost/68124 2016-08-16T12:08:00+01:00 2016-08-16T12:08:00+01:00 A day in the life of... a head of product marketing Ben Davis <p>If you're looking for a new challenge in digital <a href="https://jobs.econsultancy.com/">our jobs board</a> lists hundreds of open positions, and you can benchmark your own digital knowledge using our <a href="https://econsultancy.com/training/digital-skills-index-lite/">Digital Skills Index</a>.</p> <h3>Please describe your job: What do you do?</h3> <p>I’m Head of Product Marketing at <a href="http://www.proxama.com/">Proxama</a>, a mobile proximity marketing firm.</p> <p>I’m responsible for all aspects of marketing – from product positioning and propositions, to PR and digital.</p> <p>My role also includes leading our Client Services team and working directly with brands to ensure the business case for using proximity as part of their marketing strategy is satisfied, resulting in the best possible consumer experience.</p> <p><img src="https://assets.econsultancy.com/images/0007/8048/Lou_Proxama_.jpg" alt="louise thompson proxama" width="500" height="375"></p> <h3>Whereabouts do you sit within the organisation? Who do you report to?</h3> <p>Inconveniently right under one of our air-conditioning units! Or rather conveniently for the two days of summer!</p> <p>On a serious note, I report directly to our CEO – John Kennedy. At Proxama we operate within a flat structure and have a really close-knit team.</p> <p>We work in an extremely fast-paced environment, so effective communication is of paramount importance. </p> <h3>What kind of skills do you need to be effective in your role?</h3> <p>For me, innovation is key when working with mobile. You have to be prepared to be on the forefront and not be afraid to take risks.</p> <p>It’s imperative to be quick thinking with the ability to make snap decisions, especially in the digital world where trends come into fashion as quickly as they fall out of it.</p> <p>Proxama is an agile company and having cross-functional teams is imperative.</p> <p>It is therefore necessary for me to be adaptable and flexible as any typical day can involve working across several departments.</p> <p>And lastly, excellent communication skills - a marketer’s bread and butter! If I can’t ensure people understand our products then I’m not doing the job properly. </p> <h3>What do you love about your job? What sucks?</h3> <p>I love that my role is an eclectic mix of working directly with clients as well as marketing and elements of product design - it certainly ensures that no two days are the same.</p> <p>I’m lucky that my team sits in the heart of the business and get to be involved across the board.</p> <p>As a company, we really are working at the cutting edge of technology and are lucky to be working with sector leaders to deliver a lot of ‘firsts’ within mobile.</p> <p>To be surrounded by a team of intelligent, passionate people makes the job one that I love.  </p> <h3>Tell us about a typical working day... </h3> <p>There’s only one typical element to my day and that is it must start with coffee.</p> <p>Short of that, you could find me working with our programme team reviewing our roadmap or with the marketing team briefing in the latest piece of PR.</p> <p>On another day I could be running a brand workshop for proximity use cases, positioning our products or even programming beacons! </p> <h3>What kind of goals do you have? What are the most useful metrics and KPIs for measuring success? </h3> <p>From a client perspective my ultimate goal every day is ensuring that we as a team help brands deliver engaging experiences which deliver real results that meet campaign objectives. </p> <p>Whether that’s an increase to their app active user base or new customers resulting from a successful in-app proximity triggered advertising campaign.</p> <p>A recent example of such an achievement was our work with Mapway and its Bus London app – seeing click through rates of 44% and 10-15% on served interstitial ads compared to typical market standards of 1-2%.</p> <p>From a marketing perspective, it’s everything you would expect from website activity to PR performance.</p> <p><em>Mapway’s Bus Times London app</em></p> <p><img src="https://assets.econsultancy.com/images/0007/8050/proximity.png" alt="proximity campaign" width="600"></p> <h3>What are your favourite tools to help you to get the job done?</h3> <p>There are all the usual platforms I and everyone else couldn’t live without, but most importantly I couldn’t do my job without my team – any leader’s essential tool to ensure we hit our goals consistently.</p> <p>Oh and it goes without saying... my mobile phone, the lifeline of our business and essential for testing our products.</p> <h3>How did you get started in the digital industry, and where might you go from here?</h3> <p>I come from an ad agency and marketing background and although I had exposure to online, mobile, UX and consumer journeys, Proxama has been my first fully mobile focused role.</p> <p>It has been and continues to be a learning experience.</p> <p>In my time here I’ve seen a huge evolution of product from <a href="https://econsultancy.com/blog/65307-five-retailers-using-nfc-and-rfid-to-enhance-shopping-but-do-they-work/">NFC</a> to <a href="https://econsultancy.com/blog/64626-five-examples-of-how-marketers-are-using-ibeacons/">ibeacon</a> and now onto Physical Web and Google Nearby and I’m sure the next evolution is just around the corner.</p> <p>Short of winning the lottery, Proxama is where I want to be right now and I can’t wait to see where we go next. </p> <h3>Which brands do you think are doing digital well?</h3> <p>From a Proxama perspective, we get to work with many brands who are fronting exciting and engaging work.</p> <p>I really admire the work of one of our clients, Skyscanner, a company that is really embracing the immersive experience of out-of-home and mobile, utilising our proximity network to push physical web experiences – the company's innovative attitude is to be admired.</p> <p>And at the time of writing this I can’t not mention <a href="https://econsultancy.com/blog/68081-pokemon-go-zappar-founder-tells-us-what-it-really-means-for-augmented-reality/">Pokémon Go</a>. Something that seems to be taking our office by storm.</p> <p>In all seriousness, the game's use of location-based <a href="https://econsultancy.com/blog/67713-augmented-reality-vs-virtual-reality-where-should-brands-focus/">augmented reality</a> has been viral from day one, an incredible way of aligning the physical world with virtual content as a shared, social experience. </p> tag:econsultancy.com,2008:BlogPost/68179 2016-08-15T11:54:44+01:00 2016-08-15T11:54:44+01:00 Monster Supplies review: The UK’s first pet food delivery app Nikki Gilliland <p>Now, we all know how <a href="https://econsultancy.com/blog/68166-how-pets-at-home-s-omnichannel-strategy-is-driving-sales-growth/" target="_blank">gaga people can be over their pets</a>. But is there <em>really</em> a need for a dedicated delivery service, especially when animal food and treats can simply be added on to a regular supermarket shop?</p> <p>To find out, I delved into what the app has to offer.</p> <h3>Money-off incentives</h3> <p>The <a href="https://www.monsterpetsupplies.co.uk/" target="_blank">main Monster Pet Supplies website</a> features a lot of ‘tail-waggingly good’ deals and discounts.</p> <p>Likewise, the app appears to be using the money-off angle as its main selling-point, as well as its strategy to encourage downloads.</p> <p>First impressions deliver on this promise, as I am met with a veritable slideshow of savings.</p> <p><img src="https://assets.econsultancy.com/images/0007/7961/IMG_2253.PNG" alt="" width="200" height="354"> <img src="https://assets.econsultancy.com/images/0007/7962/IMG_2255.PNG" alt="" width="200" height="354"> <img src="https://assets.econsultancy.com/images/0007/7963/IMG_2254.PNG" alt="" width="200" height="354">  </p> <p>Opening the app further, I was naturally intrigued by the 'free food' button in the main menu, which promised me £10 off an order if I shared the promotion.</p> <p><img src="https://assets.econsultancy.com/images/0007/7964/IMG_2273.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0007/7965/IMG_2259.PNG" alt="" width="300" height="532"></p> <p>Sounds good. I'm in.</p> <p>I soon discovered that this meant £5 off for me, and £5 off for the recipient (only if they go on to use it, of course). Less good.</p> <p>Despite this, the free delivery over £29 and focus on competitive prices are definitely a plus.</p> <p>With most supermarkets and large pet stores charging for shipping, this will be an obvious draw for new consumers.</p> <h3>Homepage and navigation</h3> <p>The main carousel on the homepage once again highlights the various savings to be had.</p> <p>One thing that is immediately obvious is the heavy promotion of Purina products. </p> <p>Unsurprising given the sponsorship, yet it still feels a little too biased... when you search by brand, Purina even gets its own dedicated filter.</p> <p><img src="https://assets.econsultancy.com/images/0007/7966/IMG_2258.PNG" alt="" width="300" height="512"> <img src="https://assets.econsultancy.com/images/0007/7969/IMG_2275.PNG" alt="" width="300" height="503"></p> <p>In terms of the main navigation, the search and filter options are fluid and easy-to-use.</p> <p>Allowing you to search by type of food, brand, life-stage and specific flavour - it's easy to find what you're looking for.</p> <p><img src="https://assets.econsultancy.com/images/0007/7970/IMG_2260.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0007/7972/IMG_2276.PNG" alt="" width="300" height="532"></p> <p>With many dedicated pet owners likely to have an existing favourite brand or treat, this makes features like the favourite list and automatic repeated delivery all the more convenient.</p> <p><img src="https://assets.econsultancy.com/images/0007/7989/IMG_2256.PNG" alt="" width="200" height="354"> <img src="https://assets.econsultancy.com/images/0007/7990/IMG_2257.PNG" alt="" width="200" height="354"> <img src="https://assets.econsultancy.com/images/0007/7991/IMG_2278.PNG" alt="" width="200" height="354"></p> <h3>Product range and pricing</h3> <p>Despite the bias towards Purina, there is a large variety of brands to choose from.</p> <p>The only downside is that the app so far only caters for dogs and cats, meaning other small pet owners are left out entirely.</p> <p>In terms of pricing, there is a clear focus on beating the recommended retail price.</p> <p>However, this appears to be a bit hit and miss, as while some products are certainly cheaper, I found other items selling for less on rival pet websites.</p> <p><img src="https://assets.econsultancy.com/images/0007/7992/IMG_2261.PNG" alt="" width="200" height="353"> <img src="https://assets.econsultancy.com/images/0007/7993/IMG_2262.PNG" alt="" width="200" height="353">  <img src="https://assets.econsultancy.com/images/0007/7994/IMG_2263.PNG" alt="" width="200" height="354">  </p> <h3>Checkout</h3> <p>One of the main reasons you might use an app like Monster Pet Supplies is convenience.</p> <p>In line with this, I found the checkout process to be surprisingly fast and easy.</p> <p>Allowing the user to enter details without the need for multiple click-throughs or waiting for pages to load, it was one of the fastest checkouts I've experienced in an app.</p> <p>The option for Paypal checkout was similarly pleasing.</p> <p><img src="https://assets.econsultancy.com/images/0007/7995/IMG_2264.PNG" alt="" width="200" height="354"> <img src="https://assets.econsultancy.com/images/0007/7996/IMG_2279.PNG" alt="" width="200" height="353">  <img src="https://assets.econsultancy.com/images/0007/7997/IMG_2280.PNG" alt="" width="200" height="353"></p> <h3>In summary...</h3> <p>Despite some negatives like heavy-handed sponsorship and embellishment of the amount of savings on offer, it's a pretty decent ecommerce app overall.</p> <p>Going back to the initial point - will people use it to buy their pet food instead of a regular supermarket?</p> <p>If the app is able to deliver on its promise of price and convenience, I don't see why not.</p> <p>Like any new service, it all depends on how Monster Supplies is able to connect with the target market and whether it's actually solving a genuine problem for its user.</p> tag:econsultancy.com,2008:BlogPost/68184 2016-08-15T11:23:20+01:00 2016-08-15T11:23:20+01:00 Domino’s introduces 'Dom the Pizza Bot' for Facebook Messenger Nikki Gilliland <p>Is it a gimmick or a pizza-lover’s dream?</p> <p>Here’s a bit more info.</p> <h3>How to sign up</h3> <p>Before you get too excited, the chatbot doesn’t just provide pizza on-demand. Dom is a bit more discerning that that.</p> <p>First, customers are required to sign up to the Easy Order system, which along with an address and contact details, saves a ‘favourite basket’ which can be requested via the chatbot in future.</p> <p><img src="https://assets.econsultancy.com/images/0007/8014/Dominos_easy_order.PNG" alt="" width="750" height="347"></p> <p>While this might sound ultra-convenient, my concern is that it surely takes away the opportunity for spontaneous pizza behaviour...</p> <p>I mean, say a person comes home after a few too many carbonated beverages and thinks ‘I don’t fancy the same old cheese and tomato with a side of dough balls… Bring on the MEAT FEAST’.</p> <p>Sadly, Dom will only remember the meal that's been previously selected, meaning that the customer would need to change their basket or just order like normal. Oh, the agony.</p> <p><img src="https://assets.econsultancy.com/images/0007/8015/Easy_Order.PNG" alt="" width="600" height="618"></p> <h3>How it works</h3> <p>Chatbot technology is taking off, and nowhere more so than via apps like Facebook Messenger where it is able to facilitate direct communication between brands and consumers.</p> <p>For a company like Domino’s, the chance to provide a specific service as well as build a one-to-one connection with customers is incredibly valuable.</p> <p>So, what does Dom sound like?</p> <p>During a recent conversation in the name of research, I was pleasantly surprised to find that he’s not just a dough-brained bot, but one with a bit of a sense of humour at least.</p> <p><img src="https://assets.econsultancy.com/images/0007/8016/Dom_Pizza_Bot.PNG" alt="" width="750" height="516"></p> <p>With an irreverent tone of voice, Dom brings a refreshingly human feel to an otherwise faceless brand.</p> <p><img src="https://assets.econsultancy.com/images/0007/8017/Dom_the_Pizza_Bot_2.PNG" alt="" width="750" height="355"></p> <p>Of course, there are limitations, and as <a href="http://qz.com/653084/microsofts-disastrous-tay-experiment-shows-the-hidden-dangers-of-ai/" target="_blank">Microsoft's Tay proved</a> there's always the danger that this early-stage technology can go awry.</p> <p>But as chatbots go, Dom's got a little personality at least.</p> <h3>Will it take off?</h3> <p>I doubt that occasional Domino’s customers will be inclined to use the chatbot, especially as it is a bit of a faff to set up.</p> <p>For dedicated customers, however, it might provide some amusement as well as convenience for the very laziest.</p> <p>It is perhaps a way to build brand awareness more than anything else, as well as a sign that brands are getting serious when it comes to entering <a href="https://econsultancy.com/blog/67529-the-rise-of-dark-social-everything-you-need-to-know/" target="_blank">dark social.</a></p> <h3>Who else is doing it?</h3> <p>We’ve already seen the likes of Taco Bell launching an order-based chatbot for Slack-users, offering customers the opportunity to order without leaving their desks.</p> <p><img src="https://assets.econsultancy.com/images/0007/8018/tacobot.PNG" alt="" width="750" height="512"></p> <p>Now, hot on the heels of Domino’s, Pizza Hut is set to deliver its own bot later on in the month.</p> <p>Reportedly offering extra features like customisation, Q&amp;A and specialised menus, it sounds a little more sophisticated than anything else we’ve seen so far. </p> <p>Sorry, Dom. You might need to step up your game.</p> tag:econsultancy.com,2008:BlogPost/68183 2016-08-12T13:01:36+01:00 2016-08-12T13:01:36+01:00 10 spectacular digital marketing stats from this week Nikki Gilliland <p>Don’t forget to download the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for more, and ready, set, go…</p> <h3><strong>Only 21% of businesses track return on digital marketing spend</strong></h3> <p><a href="https://www.ruleranalytics.com/Are-Businesses-Using-Analytics-&amp;-Call-Tracking-Effectively.pdf" target="_blank">New research</a> from Ruler Analytics has highlighted how marketers are failing to practice what they preach, with the industry being the worst at measuring the ROI of its marketing activity.</p> <p>Out of an index of 100, marketers and PRs scored just 28.6.</p> <p>In contrast, retailers are the most likely to be using analytics, closely followed by the travel and tourism industry.</p> <p><img src="https://assets.econsultancy.com/images/0007/8000/ROI_marketers.PNG" alt="" width="400" height="594"></p> <h3><strong>Brits will spend over 3.8bn hours reading about the Olympics online</strong></h3> <p>Teads suggests that there is a huge opportunity for brands to reach beyond traditional audiences this summer, as Olympic fever sweeps the nation.</p> <p>A study found that 55% of people who aren’t normally interested in sports plan to watch events in Rio. What’s more, 76% of them plan to read Olympic-related articles online.</p> <p>Overall, Brits will reportedly spend over half an hour each day reading sporting content this summer, amounting to 3.8bn hours in total.</p> <h3><strong>Official suppliers of Wimbledon comprise less than 1% of tournament conversion</strong></h3> <p>A new study by Black Swan has found that being an official supplier of a high profile tournament doesn’t guarantee automatic success. </p> <p>When comparing Pimms (an unofficial supplier) and Lanson (an official supplier), the latter ranked seventh in terms of volume of mentions, while the former ranked second out of nine.</p> <p>This demonstrates how sponsorship deals are no longer enough, with brands now needing to create opportunities for social sharing and earned coverage.</p> <p><img src="https://assets.econsultancy.com/images/0007/8002/Wimbledon_official_suppliers.PNG" alt="" width="750" height="493"></p> <h3><strong>Online conversation means that hotels can no longer rely on legacy reputation</strong></h3> <p>A new <a href="http://pages.crimsonhexagon.com/WC-2016-08-01-IR-AnalysingTopEuroHotels_Registration.html" target="_blank">report from Crimson Hexagon</a> has highlighted how the openness of customer feedback continues to disrupt the travel and accommodation industries.</p> <p>With 78% of conversation on hotels involving people seeking or giving feedback, brands can no longer rely on the long-standing reputation of their brand.</p> <p>Out of the most-talked about topics, 14% related to comfort and luxury, while 9% focused on convenience of hotel location.</p> <h3><strong>Adobe reports Pokemon Go and Brexit impact consumer goods prices</strong></h3> <p>Adobe’s monthly Digital Price Index has identified how the value of online consumer goods has fallen in the last six months.</p> <p>For the UK, Brexit is continuing to impact travel prices, with flights to London falling 13.3% and hotel prices in the capital dropping 9.8% since the EU referendum.</p> <p>Despite the explosion in popularity of Pokemon Go, the report also found that sales value for Pokemon items fell 2.9% month-on-month. </p> <p><img src="https://assets.econsultancy.com/images/0007/8013/pokemon.jpg" alt="" width="750" height="599"></p> <h3><strong>UK viewers clock up over 165,000 tweets during the Olympic opening ceremony</strong></h3> <p>With a live UK audience of 1.838m, data from Kantar Media has revealed how the UK reacted online during the Friday night opening ceremony.</p> <p>Londoners were the most vocal during the coverage, accounting for 15% of unique authors tweeting throughout. Moreover, men were the most active, making up 60% of the most active authors.</p> <p>Out of the 165,409 tweets overall, there was a third more positive tweets than negative ones, with the most common emotion being admiration and respect for those involved.</p> <h3><strong>60% of travel searches start on a mobile device</strong></h3> <p>Research by Hitwise, a division of Connexity, has revealed how consumers are heavily relying on mobile phones during the early stages of holiday planning.</p> <p>Based on the activity of 3m UK shoppers and 1m mobile devices, a study found that 60% of all travel site searches originated from a mobile device.</p> <p>In terms of the subject, 83% of searches were for the ‘best time’ to visit a destination, 68% for ‘flights from’ and 83% were for ‘flight status’.</p> <p>The report also found that mobile phones were the device of choice while on holiday, with ‘near me’ generating 88% of searches.</p> <p><img src="https://assets.econsultancy.com/images/0007/8009/Travel_search.PNG" alt="" width="543" height="377"></p> <h3><strong>81% of organisations have problems achieving a single customer view</strong></h3> <p>The 2016 Digital Marketer Report from Experian has found that, despite 95% of organisations wanting to achieve a single view of the customer, 81% find difficulty in doing so.</p> <p>The biggest obstacles include using technology to integrate customer data in real time, as well as gaining access to data from across organisations. </p> <p>With 95% of enterprise companies planning to run cross-channel campaigns next year, it is vital to overcome these challenges in order to do so.</p> <p><img src="https://assets.econsultancy.com/images/0007/8012/single_customer_view.PNG" alt="" width="620" height="520"></p> <h3><strong>Over 90% of publishers find off-site distribution has positive impact</strong></h3> <p>AOL have just released its <a href="http://www.aolplatforms.com/blog/2016-publisher-outlook-monetizing-age-mobile-video" target="_blank">Publisher Outlook Report</a>, based on insight from 300 premium publishers in the US.</p> <p>Despite initial panic, opinion about third-party publishing platforms now looks to be largely positive, with 90% believing distributed media has had a positive impact. Likewise, 53% deem it ‘extremely positive’</p> <p>With publishers receiving 25-50% of traffic via syndication referrals, it has become an essential part of strategy for many.</p> <h3><strong>25% of influencers asked not to disclose brand involvement</strong></h3> <p>A new survey by SheSpeaks has found that online influencers are being asked by brands to deny compensation.</p> <p>In a survey of 347 online influencers, while 95% said they were upfront with their audience about taking payment from a brand, 25% also reported that they had been specifically asked not to divulge the information.</p> <p>Despite the Federal Trade Commission stipulating that compensation or free products should be disclosed, even large corporations like <a href="https://www.ftc.gov/news-events/press-releases/2016/07/warner-bros-settles-ftc-charges-it-failed-adequately-disclose-it" target="_blank">Warner Bros have failed</a> to be up-front.</p>