tag:www.econsultancy.com,2008:/topics/android Latest Android content from Econsultancy 2015-08-20T15:03:49+01:00 tag:www.econsultancy.com,2008:BlogPost/66837 2015-08-20T15:03:49+01:00 2015-08-20T15:03:49+01:00 Three points to consider when developing a mobile app strategy Carin Van Vuuren <p>Apps have quickly become a source of information, utility and point of contact between users and brands.</p> <p>In fact, according to Flurry, a staggering 86% of all time spent on mobile devices is now happening within apps, with users converting at a 21% higher rate than in-store.</p> <p>Brands that are not considering an app are avoiding an essential question that should be answered when planning a mobile strategy.</p> <p>Every brand’s mobile strategy must be designed to meet the unique needs and challenges of its business, brand identity and customer preferences.</p> <p>Determining whether your brand needs an app and uncovering its potential are vital steps in building out a winning mobile strategy. Here are some things to keep in mind...</p> <h3><strong>Mobile app vs. mobile web</strong></h3> <p>Before investing in an app, consider the benefits, possible disadvantages, required resources and associated costs.</p> <p>Unless you have a clear strategy, target audience and distinct use case in mind, pursuing a mobile app may not make sense.</p> <p>For instance, if you’re satisfied with the level of engagement on and repeat visits to your mobile site, or if you don’t have the budget to experiment with an app, you should focus on further optimizing the mobile web experience.</p> <p>Like apps, the mobile web has its advantages and is especially crucial for audiences just discovering your site. According to Usablenet's study, 67% of mobile users are more likely to make a purchase via website than app.</p> <p>Mobile apps, on the other hand, allow for <a href="https://econsultancy.com/blog/66444-how-consumers-behave-on-ecommerce-apps">deeper interaction with consumers</a>. Personalized content in an app is powerful, whereas mobile web often seems less specific or aimed toward a larger audience.</p> <p>Before coming to a final decision, however, you should first evaluate the use case and value of native device functionality to determine which strategy is best aligned with both your business and users’ needs.</p> <p><img src="https://assets.econsultancy.com/images/0006/3089/apps_iphone.jpg" alt=""></p> <h3><strong>Balancing efficiency with customer experience</strong></h3> <p>When deciding to build an app, pay close attention to the tasks customers perform at the highest frequency.</p> <p>Is there room to simplify these processes and streamline the brand experience? This evaluation will help determine where an app can add value to the customer journey and why they’ll be encouraged to download the app.</p> <p>That said, you must also pay special mind to the interplay between apps and web. The last thing that you want is for your mobile experiences to cannibalize each other.</p> <p>Next, consider which native capabilities best support use cases that can differentiate the experience. It is imperative to gauge the value of third party integrations and APIs that make apps more useful and transform the mobile experience.</p> <p>Repeat use is central to an app’s long-term success. Of users who make an in-app purchase, 44% do not do so until they have interacted with an app at least 10 times.</p> <p>Similarly, users who interact with an app multiple times before making a purchase also make 25% more in-app purchases during their consumer lifetime.</p> <p>For high-frequency engagement, apps must remain current and content must be refreshed, requiring a long-term commitment to innovation and marketing investment.</p> <p>Nothing in the mobile world exists in a vacuum, just as apps require regular updates, efforts to promote your app must continue on a sustained basis to bring the most value to both brand and consumer. </p> <p><img src="https://assets.econsultancy.com/images/0005/8317/apps.png" alt=""></p> <h3><strong>Ensuring (sustained) quality execution</strong></h3> <p>Once a comprehensive strategy is in order, brands should ensure apps will be executed in an efficient manner.</p> <p>Examine the resources you’ll need when building an app and prioritize them internally.</p> <p>Primarily, it is important to ensure your development team has deep user experience capabilities, the ability to deliver high-performing apps within a specific timeframe and budget and technical skill to integrate the app with an existing platform, channel or API.</p> <p>The team should also have the flexibility to provide ongoing support after the app’s launch, including updates to and refreshes of the user experience. </p> <p>Once an app is complete, pay close attention to users’ reactions by evaluating ratings and downloads in the app store.</p> <p>Further engage in frequent UX audits to gauge which functionalities can be improved and which features or aspects of the experience best drive repeat visits.</p> <p>Ultimately, the measure of an app’s success comes from the combination of engagement and transactions. By keeping end goals in mind and conferring with user preference, you just may find your app at the top of the charts.</p> <p><em>For more data and insight download our <a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-the-quest-for-mobile-excellence">The Quest for Mobile Excellence</a> briefing, perfect for those wishing to benchmark their own activities around mobile, and to elevate the importance of related business initiatives within their organisations.</em></p> tag:www.econsultancy.com,2008:BlogPost/66474 2015-05-21T14:59:01+01:00 2015-05-21T14:59:01+01:00 Six ways mobile can ease traveler stress and increase bookings Carin Van Vuuren <p dir="ltr">In order to reduce travel stress and bolster brand loyalty, brands should:</p> <h3 dir="ltr"><strong>Optimize travel trust</strong></h3> <p dir="ltr">Mobile provides consumers access to the world right at their fingertips.</p> <p dir="ltr">In a few quick taps, globetrotters can scope out destinations and amenities halfway around the world -- yet according to <a href="http://pages.usablenet.com/WC2015-03TraveleBook_Registration.html?_ga=1.162818812.1968264689.1425913433">research we recently conducted</a>,<strong> 41% refrain from researching on mobile,</strong> a stark contrast from the whopping 87% that browse by tablet.</p> <p dir="ltr">Despite the swarms of mobile-centric travelers, many travel sites are not properly optimized for mobile. Photos and videos are difficult to view, navigation is flawed and filtering is insufficient.</p> <p dir="ltr">To optimize travel trust and ensure experiences are seamless and consistent on all channels, brands are advised to carry out an audit of their customer experience and see where consumer pain points lie.</p> <p dir="ltr">By ensuring content is consistent across all touchpoints, brands can minimize the risk of unnecessary misunderstanding and eliminate the frustration associated with planning a trip.</p> <h3 dir="ltr"><strong>Use visuals to drive excitement</strong></h3> <p dir="ltr">To make the mobile experience more conductive for researching trips, <strong>brands should pay special attention to high-quality visual content. </strong></p> <p dir="ltr">Images and videos are the selling point during the research and booking phases and often greatly impact travelers’ decisions. Yet, visuals are a key aspect travelers feel is missing from their mobile experience.</p> <p dir="ltr">To drive excitement, brands must provide a visual representation of the experience they will be receiving.</p> <p dir="ltr">Engage travelers with rich visual content throughout the experience, leveraging location-specific videos and user-generated reviews.</p> <p dir="ltr">By incorporating best UX practices, which also include eliminating “pinch and zoom” and pixelated  images,  users will feel more confident about making a booking decision on mobile.</p> <h3 dir="ltr"><strong>Soothe insecurities</strong></h3> <p dir="ltr">Research shows that insecurity is a prominent emotion during the booking stage of the consumer journey.</p> <p dir="ltr">During this phase, travelers worry whether sensitive information is safe over open and unsecured connections, a factor that can drastically affect one’s willingness to book and pay on mobile.</p> <p dir="ltr">In fact, <strong>51% of travelers are not likely to use mobile payment while 58% of travelers are apprehensive to book by mobile.</strong></p> <p dir="ltr">To ease such concerns, travel brands should incorporate feedback and security elements throughout the journey, such as progress bars and visual security cues, and embrace language ensuring users their personal information is safe.</p> <p dir="ltr">By adding UX elements that increase the users’ sense of reassurance, brands can reduce stress and increase traveler confidence.</p> <h3 dir="ltr"><strong>Fight frustration with feedback</strong></h3> <p dir="ltr">Nobody likes sparring with tech support. While researching and booking trips, travelers are frustrated by slow load times and fear losing connection in the midst of transactions, anxieties heightened by the crucial role these stages play.</p> <p dir="ltr">To soothe tension, <strong>brands must gauge if their sites are user friendly and aptly designed for performance. </strong></p> <p dir="ltr">In particular, users crave timely feedback on their actions; the use of a spinner indicates the system is working, addressing dreaded lag times.</p> <p dir="ltr">Including a numbered step indicator throughout the core booking stages also helps users maintain a sense of progress.</p> <p dir="ltr">By paying attention to technical issues that may arise on mobile, and updating the user during their experience, brands can eliminate frustration and decrease the number of drop offs on mobile.</p> <p dir="ltr">Brands should also streamline operations by reducing the number of lengthy pages and streamlining forms to include only those fields vital to checkout.</p> <p dir="ltr">Designing functionalities tied to user activity can diffuse frustration while increasing performance and decreasing the likelihood of technical issues.</p> <h3 dir="ltr"><strong>Build anticipation through apps</strong></h3> <p dir="ltr">Once travelers arrive at their destination, they yearn to explore their surroundings, not wait on a lengthy check-in line.</p> <p dir="ltr">More and more, hoteliers are embracing functionalities like mobile check-in and keyless entry, streamlining the admissions process.</p> <p dir="ltr">Mobile is truly a one-stop shop for travelers; devices could be used to order room service, request housekeeping and access other amenities.</p> <p dir="ltr">Opportunities exist to create apps that focus on specific use cases, such as Virtual Concierge, Food &amp; Beverage, Beauty Services, or Banqueting.</p> <p dir="ltr">Meanwhile, rather than carry guidebooks, <a href="http://pages.usablenet.com/WC2015-03TraveleBook_Registration.html?_ga=1.162818812.1968264689.1425913433">61% of travelers value local information</a> on a brand’s mobile site to help plan their stay.</p> <p dir="ltr">A well-trained staff could support and complement new technologies while user testing can find the right balance between human interaction and automation.</p> <p dir="ltr">By providing a personalized experience, users will be more eager to use mobile throughout the journey.</p> <h3 dir="ltr"><strong>Incentivize sharing, streamline redemption</strong></h3> <p dir="ltr">After getaways, travelers return home with stories to tell, yet smartphones seldom do the sharing. </p> <p dir="ltr">Fewer than four out of 10 travelers share mobile photos on a brand’s social media pages and nearly all said they would not be inclined to share their travel experience unless it was beneficial to them.</p> <p dir="ltr">There is a prime opportunity for brands to offer customers incentives to share and book directly through their site. Getting customers to interact directly through your site creates a sense of excitement in travelers and increases the likelihood they’ll return to your site in the future.</p> <p dir="ltr">Loyalty programs are also a massive missed opportunity. Though the majority of travelers collect loyalty points, programs as a whole are underleveraged; <a href="http://pages.usablenet.com/WC2015-03TraveleBook_Registration.html?_ga=1.162818812.1968264689.1425913433">less than a third redeem points on mobile</a>.</p> <p dir="ltr">Brands must take measures to incorporate loyalty into mobile and market it as an extension of their brand. Design sites that allow travelers to seamlessly access their points and stress that interactions will be beneficial to them and their wallets.</p> <p dir="ltr">JetBlue, for example, allows loyalty members to pay for flights using acquired points. By clearly depicting this option, travelers see the value of such a program and can seamlessly claim their reward.</p> <p dir="ltr"><strong><img src="https://assets.econsultancy.com/images/0006/3368/jetBlue_Loyalty__1_.PNG" alt="" width="600"></strong></p> <p dir="ltr">While brands are accustomed to understanding a traveler’s practical needs and personal preferences, it is also valuable to respond to the emotional states of their customers.</p> <p dir="ltr">From the earliest rounds of research to boarding the flight home, emotions play a key role in travelers’ mobile experience; how brands cater to these sentiments can make or break relationships.</p> <p dir="ltr">Travel brands should proactively conduct a UX audit to see how see how functionalities perform. To best engage audiences, invite users to browse and book with compelling visual navigation, advanced search options and rich visual content.</p> <p dir="ltr">By <a href="https://econsultancy.com/blog/65347-10-essential-features-for-mobile-travel-sites">improving the user experience of mobile offerings</a>, brands heighten the overall travel experience for guests and inspire repeat business.</p> <p dir="ltr">Implementing simple fixes can help ensure a user’s next vacation won’t be their last vacation with you.</p> tag:www.econsultancy.com,2008:Report/3773 2015-04-29T11:30:00+01:00 2015-04-29T11:30:00+01:00 Quarterly Digital Intelligence Briefing: The Quest for Mobile Excellence <p><strong>The Quest for Mobile Excellence </strong>briefing, produced by Econsultancy in partnership with <strong><a title="Adobe" href="http://www.adobe.com/solutions/digital-marketing.html">Adobe</a></strong>, provides data and insights for those wishing to benchmark their own activities around mobile, and to elevate the importance of related business initiatives within their organisations.</p> <p>This research comes 12 months after Econsultancy and Adobe published the <strong><a title="Quarterly Digital Intelligence Briefing: Finding the Path to Mobile Maturity" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-finding-the-path-to-mobile-maturity/">Finding the Path to Mobile Maturity report</a></strong>, giving us a great opportunity to assess the progress that companies have made in the intervening period.</p> <p>This year’s research is based on a global survey of nearly 3,000 marketers and digital professionals, providing another robust data set with which to compare last year’s findings.</p> <p>The following sections are featured in the report:</p> <ul> <li>Companies rise to the mobile challenge</li> <li>The desktop bias</li> <li>Investment and experimentation</li> <li>The need for mobile measurement</li> <li>The rise and rise of mobile apps</li> <li>Measuring, testing and optimising apps</li> <li>Ownership of mobile in a multichannel world</li> </ul> <h3> <strong>Findings</strong> include:</h3> <ul> <li>Almost two-thirds of companies (62%) are planning to <strong>increase their mobile investments in 2015</strong> compared to only 3% who are decreasing budgets. </li> <li>Around a fifth (19%) of companies now <strong>regard themselves as ‘mobile-first’</strong> compared to 13% last year.</li> <li>A third of companies (34%) said they had <strong>‘a defined mobile strategy that goes out at least 12 months’</strong>, down from 36% who agreed with this statement last year.</li> <li>The vast majority of respondents (71%) say that <strong>the desktop website is their top priority</strong> when it comes to providing a consistent customer experience, ahead of mobile site (16%), smartphone applications (10%) and tablet apps (3%). </li> <li>Only 11% strongly agree that they understand <strong>how mobile fits into the customer journey</strong> across devices and channels.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <p>A <strong>free sample</strong> is available for those who want more detail about what is in the report.</p> <h4> <strong>Econsultancy's Quarterly Digital Intelligence Briefings, sponsored by <a title="Adobe" href="http://www.adobe.com/uk/marketing">Adobe</a>, look at some of the most important trends affecting the marketing landscape. </strong><strong>You can access the other reports in this series <a title="Econsultancy / Adobe Quarterly Digital Intelligence Briefings" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefings">here</a>.</strong> </h4> tag:www.econsultancy.com,2008:BlogPost/66061 2015-02-09T14:05:50+00:00 2015-02-09T14:05:50+00:00 Homebase’s new mobile commerce app reviewed David Moth <p>Available on iOS and Android, the app enables customers to browse the entire product range, make a purchase, or check stock at their local store.</p> <p>Homebase receives more than 50% of its traffic through mobile devices and the new app has already been downloaded more than 70,000 times.</p> <p>Here’s what I thought of it, and for more on this topic read our posts on mobile apps from <a href="https://econsultancy.com/blog/62489-b-q-s-club-app-is-the-perfect-mobile-loyalty-scheme/">B&amp;Q</a> and <a href="https://econsultancy.com/blog/65663-house-of-fraser-unveils-new-android-app-with-real-time-stock-checker/">House of Fraser</a>...</p> <h3>Login and homepage</h3> <p>Upon opening the app for the first time, users are asked whether they want to login or register with Homebase.</p> <p>On the assumption that most people downloading the app will already be Homebase customers, I signed up to make sure I got the full in-app experience.</p> <p>The registration form was really simple. It just needed my name, email address and postcode.</p> <p><img src="http://i.imgur.com/wbNcAyN.png" alt="" width="200">   <img src="http://i.imgur.com/2nboIkZ.png" alt="" width="200"></p> <p>The homepage itself is a bit random. Underneath the big sales promotion there are two product categories that users can swipe to explore.</p> <p>They are labelled ‘popular products’ and ‘best sellers’, which surely mean the same thing? And they do indeed contain many similar products.</p> <p>Also, the items bear no relation to each other. For example, ‘popular products’ contains an outdoor storage unit, wall tiles, indoor dining furniture, a home alarm and laminate flooring.</p> <p>It might be more useful to have links to different product categories on the home screen.</p> <h3>Navigation</h3> <p>If you do want to navigate to product categories you have to choose the ‘browse’ option from the hamburger menu.</p> <p>This isn’t particularly clear in my opinion as ‘browse’ uses the same magnifying glass logo as the search tool.</p> <p>The category options and their sub-sections use big icons that include text and attractive imagery, so it’s very easy to navigate around the app.</p> <p>One criticism here would be that the app includes a category for ‘Christmas’, which isn’t very useful in February.</p> <p><img src="http://i.imgur.com/WvPmldJ.png" alt="" width="200">   <img src="http://i.imgur.com/y4iXUlQ.png" alt="" width="200"></p> <p>I’m currently thinking about doing some work to my garden so I’m in the market for some trellis.</p> <p>The app makes it very easy to browse the different options, with each item including a big image, cost, star rating (where available), and fulfilment options (in-store/home delivery).</p> <h3>Search tool</h3> <p>As with most apps, the search results were a mixed bag.</p> <p>Though I could find what I was looking for by doing a bit of scrolling, there were quite a few erroneous or irrelevant results.</p> <p>For example, the top results in my search for ‘trellis’ were a pair of children’s playhouses.</p> <p>Also, it doesn’t offer predictive search or alternative spelling suggestions, which are fairly common UX features.</p> <h3>Product pages</h3> <p>The product pages have a clear, uncluttered design so it’s easy to find all the relevant information.</p> <p>They provide big product images, customer reviews, a decent description, delivery options, and alternative product recommendations.</p> <p>There are a few inconsistencies though, which are presumably an inevitable consequence of stocking such a broad range of products.</p> <p><img src="http://i.imgur.com/K9ix5sD.png" alt="" width="200">   <img src="http://i.imgur.com/5XCwF3l.png" alt="" width="200"></p> <p>Some pages have several images while others only have one, and the stock checking function isn’t universally available.</p> <p>Another minor problem is that the red special offer promo isn’t showing properly, as you can see on the above screenshot.</p> <h3>Stock checker</h3> <p>Mobile apps have the potential to be an integral part of a retailer’s multichannel offering, but only if they offer the right functionality.</p> <p>Homebase’s app has a really useful stock checker tool that will likely help to drive footfall in-store.</p> <p><img src="http://i.imgur.com/IKoyLXx.png" alt="" width="200">   <img src="http://i.imgur.com/C5guYVL.png" alt="" width="200"></p> <p>It works extremely quickly, enabling customers to see where the product is available, the store’s location and its opening times.</p> <p>However you can’t actually reserve the product through the stock-checking tool, so you have to gamble that it won’t have sold out by the time you arrive.</p> <h3>The checkout</h3> <p>When you select an item using the excellent ‘add to basket’ CTA it’s not immediately obvious how to then get to the shopping basket.</p> <p>While most apps either take you there automatically or have a basket icon in the top right-hand corner, in Homebase’s app the basket is only available in the hamburger menu.</p> <p>This isn’t a major flaw, but it probably isn’t what most users would expect.</p> <p>Unfortunately the next stage of the process does suffer from a major flaw.</p> <p>Having selected in-store pickup I’m then routed to a desktop site to complete the order, which ironically includes a banner ad encouraging me to download the new app.</p> <p><img src="http://i.imgur.com/SRA0Ajm.png" alt="" width="200">   <img src="http://i.imgur.com/r4eMxHH.png" alt="" width="200"></p> <p>For some reason my login then wouldn’t work, and the guest checkout required a huge amount of form filling and pinching and zooming.</p> <p>This is a massive barrier to purchase and should really have been sorted out prior to launch.</p> <h3>In conclusion...</h3> <p>Homebase’s app has the potential to be really good, but it currently has way too many rough edges and UX flaws.</p> <p>These range from minor issues (e.g. ‘browse’ and ‘search’ icons are the same, shopping basket located in the hamburger menu) to big problems such as the lack of <a href="https://econsultancy.com/blog/65493-10-of-the-world-s-best-mobile-commerce-checkouts/">a mobile checkout</a>.</p> <p>I’m sure these problems will be fixed as Homebase upgrades and develops the app, in which case it could be a very important sales channel, particularly given the growing usage of <a href="https://econsultancy.com/blog/63815-15-stats-that-show-why-click-and-collect-is-so-important-for-retailers/">click-and-collect services</a>.</p> <p>But at the moment the app is really only useful for product research as there are too many barriers to purchase.</p> tag:www.econsultancy.com,2008:BlogPost/65972 2015-01-16T10:58:54+00:00 2015-01-16T10:58:54+00:00 Start Me Up! A profile of social treating app Givvit David Moth <p>Launching a new app is no easy task, so we spoke to co-founder Alex Kennedy to find out more about <a href="http://www.givvit.com/">Givvit</a>...</p> <h3>In one sentence, what is your product/service?</h3> <p>Givvit is an app that lets you send little treats such as coffees, drinks and snacks to friends, family and colleagues for them to pick up at our range of high street retail partners.</p> <h3>What problem(s) does it solve?</h3> <p>There is no effective method to digitally treat a friend, colleague, customer or employee to an everyday, low cost treat such as a coffee, cake or a beer.</p> <p>Treating is a universal behaviour which can be effectively used to highlight and augment a particular thought or message to distinguish it from the crowd but there is currently no way to properly enable this.</p> <p><iframe src="https://player.vimeo.com/video/79595480?title=0&amp;byline=0&amp;portrait=0" width="615" height="346"></iframe></p> <p>Online communication has become increasingly impersonal, with email overload and over 5bn daily likes and 500m daily tweets; messages often get lost in the ’noise’.</p> <p>Wouldn’t it be nice if there was an easy, fun and good value method to reward customers, incentivise employees and help people show their loved ones they care?</p> <h3>What are your immediate goals?</h3> <p>To build an engaged user base, get more retail “treat” partners on board and generally spread the good word of Givvit! </p> <h3>What were the biggest challenges involved in building the tech or your team?</h3> <p>We have had a million challenges to get it from an idea to a live and functioning product. </p> <p>The biggest one has been the tech as neither I, nor my co-founder James can write a line of code. </p> <p>So our partnership with Shaping Cloud helped us surmount that challenge, it helped that I went to school with Carlos the founder. </p> <p>We have worked very hard to ensure that anyone we have taken on has been of the same ethos and beliefs as James and I, and probably by luck more than design the guys working on Givvit now are all amazing.</p> <h3>How will the company make money?</h3> <p>We will make a very small margin on each treat bought. So we’ll only make money if we have real scale… the battle is on.</p> <p><img src="https://assets.econsultancy.com/images/0005/8214/Screen_Shot_2015-01-14_at_17.32.07.png" alt="" width="999" height="655"></p> <h3>Who is in your team?</h3> <p>My co-founder James Cullen and I started Givvit, and we were joined last summer by our operations manager Diane Fawkes and creative director Dan Corbett. </p> <p>Our tech partner Shaping Cloud has a team who make the whizzy tech magic happen; Carlos, James W, Anita, Cliff, Dave, John, Nick and Tom.</p> <h3>Where would you like to be in one, three and five years’ time?</h3> <p>One year: To be a fully established, recognised app in the UK market with a bigger range of retailers on and an active and engaged user base.</p> <p>Three years: To be booming in the UK and have launched in the US and Europe.</p> <p>Five years: To be in as many countries across the world as possible. Helping friends and family treat each other every day and enabling all manner of corporate and brand rewards and loyalty treating. </p> <h3>Other than your own, what are your favourite websites / apps / tools?</h3> <p>I am a music buff first and foremost and absolutely love Spotify and it basically soundtracks my life. </p> <p>App-wise it has to be Instagram (obvious choice I know) and YPlan, and the best tool we use is Dropbox as it makes working disparately very easy.</p> tag:www.econsultancy.com,2008:BlogPost/65549 2014-10-07T11:01:00+01:00 2014-10-07T11:01:00+01:00 Mothercare's mobile strategy: apps, iBeacons & content, but no RWD David Moth <h2>Interaction over transaction</h2> <p>Like all retailers, Mothercare has to consider how it can compete with Amazon online.</p> <p>Trying to compete on price will result in a race to the bottom and will ultimately drive Mothercare out of business. </p> <p>Singh said that in the past the company has relied too heavily on its reputation as a specialist retailer, and is now implementing a new strategy where the customer is at the heart of all business decisions. </p> <blockquote> <p>Our customers don’t just want to buy things. They want advice and product information. We haven’t got that right before, but mobile has given us opportunity to address that.</p> </blockquote> <p>Mothercare uses its mobile apps to provide useful content that pregnant women and mothers will want to interact with on a daily basis, even if they don’t end up buying anything.</p> <p><em><strong>Mothercare's desktop site</strong></em></p> <p><a href="http://www.mothercare.com/"><img src="https://assets.econsultancy.com/images/resized/0005/4672/screen_shot_2014-10-06_at_18.15.08-blog-full.png" alt="" width="615" height="314"></a></p> <p>Though mobile conversions remain low compared to desktop, judging the channel’s success purely on sales overlooks its potential for creating valuable interactions with potential customers.</p> <blockquote> <p>If we can create great user experiences on mobile, the transactions will take care of themselves.</p> </blockquote> <h2>Content</h2> <p>Creating these valuable interactions relies on having engaging, useful content.</p> <p>For Mothercare this includes a range of features within the app, such as advice videos, quirky baby tunes, classical music (some people believe this is useful for pregnant women), and the ability to take pictures of their kids within the app.</p> <h2>iBeacons</h2> <p>As mentioned, Mothercare plans to begin trialling <a href="https://econsultancy.com/blog/63478-ibeacons-what-are-they-and-why-should-marketers-care">iBeacons</a> in 2015.</p> <p>It’s in a strong position as it already has a popular range of apps, plus hundreds of stores in which to test the technology.</p> <p>One criticism occasionally levelled at iBeacons is that they are only used for discounting and coupons, but Singh said Mothercare will more likely go down the customer service route.</p> <p>This is similar to the approach adopted by some airlines and retailers, including Tesco.</p> <p>The grocery giant began a trial earlier this year in its Chelmsford store and has said that the technology won’t be used to push out marketing messages.</p> <p>Instead the iBeacons notify shoppers that their pre-ordered goods are waiting for them.</p> <p>Ultimately iBeacons could be a central feature in Tesco’s new beta MyStore app, helping customers to find specific items in-store.</p> <p><em><strong>Mothercare's mobile site</strong></em></p> <p>             <img src="https://assets.econsultancy.com/images/resized/0005/4680/mobile_site_2-blog-third.png" alt="" width="200" height="356">   <img src="https://assets.econsultancy.com/images/resized/0005/4681/mobile_site-blog-third.png" alt="" width="200" height="356"></p> <p>At Mothercare Singh said that he also hopes to use iBeacons to improve the in-store experience.</p> <p>Therefore the trials are likely to include the use of rich content (i.e. video), detailed product information, and advice on how to navigate round the store.</p> <p>Mothercare does a lot of in-store events, which is another area where iBeacons could be used to enhance the customer experience.</p> <h2>Privacy</h2> <p>The use of mobile apps and iBeacons brings with it a greater focus on privacy. </p> <p>Mothercare’s customers are understandably sensitive to privacy issues, and the company already gets comments from people who can’t understand why the company's apps need access to their photos and contacts.</p> <p>The use of location data will only add to these problems, but Singh believes these concerns can be overcome with a combination of the right messaging, prompt responses to customer comments, and a sensitive approach that doesn’t overwhelm people with new technology.</p> <h2>Responsive design</h2> <p>Mothercare has opted for a separate mobile site rather than using <a href="https://econsultancy.com/blog/64072-responsive-design-25-of-the-best-sites-from-2013">responsive design</a>.</p> <p>Singh explained that his team was cautious as it’s still a relatively new concept and it would be a huge job to retrofit the brand’s “super-complex sites.”</p> <p>Any decision on moving to responsive design would have to be taken in the context of improving the customer experience.</p> <blockquote> <p>We want a faster mobile site, richer photography, a better checkout, more video content. We’re trying to optimise our existing mobile site and improve the overall experience, rather than focusing on responsive design.</p> </blockquote> <p>That said, Mothercare did move its customer help site to responsive design, which Singh described as a “useful test.”</p> tag:www.econsultancy.com,2008:BlogPost/65312 2014-08-15T09:00:00+01:00 2014-08-15T09:00:00+01:00 Mobile Asia: Growth in Hong Kong, India and Taiwan Luke Richards <h2><strong>Hong Kong</strong></h2> <p>Earlier this year We Are Social published a lengthy presentation giving an overview of internet and mobile across the APAC region.</p> <p>The stats showed Hong Kong to have one of the highest rates of mobile penetration in the region at 228%, with more than 16m active subscriptions.</p> <p>Last month, international data and mobile ad specialists Vpon dropped more trends that dug a little deeper into the make-up of the market. Android dominates, being the operating system in use on more than 86% of devices. And of these, nearly 56% are larger ‘phablet’ devices.</p> <p><img src="https://assets.econsultancy.com/images/0005/1464/mobile_asia_1.png" alt="" width="465" height="471"></p> <p>While Android wins in the OS stakes, most mobile internet browsing (40.6%) happens via Safari over Android’s browser (35.3%) and Chrome (24.1%).</p> <h2><strong>India</strong></h2> <p>By comparison to the far smaller Hong Kong market, <a title="We Are Social India 2014" href="http://wearesocial.net/blog/2014/07/social-digital-mobile-india-2014/" target="_blank">We Are Social’s more recent presentation on India</a> sees 28% of the population using mobile devices. This is still a massive 349m unique users who own one.</p> <p>One similarity with Hong Kong is the likelihood that many Indian mobile users own more than one device. The data also highlights that there are 886m active subscriptions across the country.</p> <p>There are some interesting mobile internet stats among We Are Social’s latest India slides too. 185m people use their mobile devices to go online in the country, that’s 15% of the overall population.</p> <p>[See our <a title="India: Digital Market Landscape Report" href="https://econsultancy.com/reports/india-digital-market-landscape-report" target="_blank">India: Digital Market Landscape Report</a> for more data and trends from the analysts and businesses in the country.]</p> <h2><strong>Taiwan</strong></h2> <p>Back to Vpon’s latest round of reports and its data looking at the Taiwan market. In the Asia, Taiwan sits somewhere in between Hong Kong’s saturated market and India’s growth potential.</p> <p>The top 10 mobile devices in the country makes for interesting reading, with iPhone 5 ranked number one and the 5s number three.</p> <p><img src="https://assets.econsultancy.com/images/resized/0005/1465/mobile_asia_2-blog-full.png" alt="" width="615" height="433"></p> <p>But Android really rules the market here too, with 81% of devices running the Google OS. Phablets are also the most popular devices in the country too, though only slightly.</p> <p>46% of Android devices on the market are the bigger phablet design compared to 44% phones and 10% tablets. Phablets have increased in popularity from 43% share in Q1.</p> <h2><strong>Takeaways</strong></h2> <p>It’s good to see some mobile data from Asia looking at some of the smaller countries alongside those with such huge growth potential, if only to reiterate the variety of the region. </p> <p>The popularity of phablets in the more mature markets is an intriguing trend – and one that those from the smartphone-centric west should be taking note of, especially if they are keen to make in-roads in the east.</p> <p>This is also notable in relation to the fact that mobile users – across Hong Kong, India and Taiwan at least – are likely to have more than one mobile device, and phablets may be doing best at providing the functionality of larger and smaller devices for those who have become used to owning several.</p> <p><strong><em>Please complete our 5-10mins Mobile Marketing in APAC research survey to get a free copy of the full report.</em></strong></p> <p><strong><em>Pick the survey according to where you are based:</em></strong></p> <ul> <li><strong><em><a href="http://ecly.co/mobile-survey-singapore">Singapore</a></em></strong></li> <li><strong><em><a href="http://ecly.co/mobile-survey-australia">Australia</a></em></strong></li> <li><strong><em><a href="http://www.surveygizmo.com/s3/1768672/mobile-china-mandarin">China</a></em></strong></li> <li><strong><em><a href="http://ecly.co/mobile-survey-india">India</a></em></strong></li> <li><a href="http://ecly.co/mobile-survey-apac"><strong><em>Rest of APAC</em></strong></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/65271 2014-08-01T10:40:03+01:00 2014-08-01T10:40:03+01:00 Nine intriguing internet marketing statistics we've seen this week David Moth <h2>Fixed in a day</h2> <ul> <li>One day. That's all it took for <a href="https://econsultancy.com/blog/65261-gov-uk-fixes-reddit-user-s-bug-in-just-a-day">a Gov.uk developer to fix a bug on the site</a> after it was flagged up by a Reddit user. High standards indeed.</li> </ul> <h2>We're all talking about wearables</h2> <ul> <li>New data published by Brandwatch shows that social media conversations around wearables have increased 190% from Q1 2013 (973,300 mentions) to Q1 2014 (2,816,814 mentions).</li> <li>Wearables still seem to be struggling to find a real purchase outside of the US – the US market accounts for over half (70%) of the conversation about the technology, followed by the UK (7%), Canada (3%), Australia (2%) and India (2%).</li> <li>Google Glass, Fitbit and Pebble emerged as the top three products mentioned by volume in the US, while in the UK the rankings stood as Fitbit, Nike Fuelband and Google Glass.</li> <li>For a look at some smart products that are destined for failure, read Ben Davis' post on <a href="https://econsultancy.com/blog/65270-smart-cups-toothbrushes-has-the-internet-of-things-jumped-the-shark">whether the Internet Of Thing has jumped the shark</a>.</li> </ul> <h2>App users more valuable than mobile web users</h2> <ul> <li>App users are more engaged and more valuable than mobile web users, according to new data from <a href="http://poqstudio.com/">Poq Studio</a>.</li> <li>Not only did app users look at more pages per session than mobile web users in Q1 and Q2, but the conversion rate and average order value was also higher from apps.</li> </ul> <p><em><strong>Average conversion rate from 1m sessions from January to June 2014</strong></em></p> <p><img src="http://i.imgur.com/LLMmEf4.jpg" alt="" width="615"></p> <ul> <li>However the mobile web still accounted for more than two-thirds of revenue from m-commerce (76% in Q1 and 69% in Q2) as it generated a higher number of visits.</li> <li>The data comes from 17 of Poq Studio's clients in Q1 and Q2 2014.</li> </ul> <h2>Facebook is still king for social logins</h2> <ul> <li>Data from Gigya shows that Facebook is by far the most popular social login on third-party sites, with Google+ coming second.</li> <li>In North America Facebook accounts for just over half (53%) of social logins compared to 29% for Google+ and 12% for Yahoo, but Facebook's share rises to 62% in Europe and 82% in both South/Central America and the Middle East.</li> </ul> <h2>Twitter reports revenue of $312m in Q2</h2> <ul> <li>Twitter published its Q2 financial report this week, including revenue of $312m and earnings of $0.02 per share. Year-on-year revenue was up 124%.</li> <li>81% of Twitter's ad revenue came from mobile advertising.</li> <li>The network's user base continued to grow, with 271m monthly active users in Q2 compared to 255m in Q1.</li> </ul> <h2>Giffgaff's payout</h2> <ul> <li>Mobile phone network giffgaff has paid out £1.7m to its customers so far this year as part of its online incentive scheme.</li> <li>The company rewards its customer with points if they help answer questions in the giffgaff community forums or recommend the network to friends and family.</li> <li>One individual earned just over £10,000 as part of the scheme.</li> </ul> <h2>Android continues to dominate</h2> <ul> <li>The latest smartphone sales data from Kantar Worldpanel shows that for the three months to June 2014 Android achieved a 74% share of the European market.</li> <li>Apple came in second with 15.3% while Windows share was 8.8%.</li> <li>Samsung remains the dominant manufacturer of Android handsets with a 44.1% share across the five largest European markets.</li> </ul> <h2>Chinese ecommerce sales worth $446bn</h2> <ul> <li>A new report from iResearch predicts that ecommerce sales in China will rise by more than 45% this year to $446.6bn.</li> <li>The company had previously stated that online sales would increase to $396.4bn, but has increased this figure in part due to information included <a href="https://econsultancy.com/blog/64830-alibaba-30-amazing-stats-on-china-s-ecommerce-giant">in Alibaba's IPO documents</a>.</li> </ul> <h2>The guide to remarketing</h2> <ul> <li>And finally, this infographic from SaleCycle highlights the trends in global sales and abandonment across different industries.</li> </ul> <p><a href="http://i.imgur.com/7FSoN0Z.png"><img src="http://i.imgur.com/7FSoN0Z.png" alt="" width="615"></a></p> tag:www.econsultancy.com,2008:BlogPost/65221 2014-07-23T10:40:00+01:00 2014-07-23T10:40:00+01:00 iBeacon trials: 13 brands trying to find a use case David Moth <h2>Pouch</h2> <p>Pouch is a mobile app owned by Weve, which is an m-commerce venture in the UK backed by EE, O2 and Vodafone.</p> <p>In February it began what was claimed to be the country’s first ever iBeacon trial in partnership with fast food chain Eat.</p> <p>Initially launched with just 100 users, the trial involved sending marketing messages to customers as they entered one of Eat’s stores.</p> <p>The idea was to scale it up gradually throughout the year until the iBeacon feature was available to around 10,000 users. Weve also hoped to bring more retailers onboard with the trial.</p> <p>Interestingly, this trial was carried out with Android users rather than iPhone.</p> <h2>Major League Baseball</h2> <p>MLB added an iBeacon feature to its already popular At The Ballpark app for the start of the 2014 season.</p> <p>The technology enabled fans at 20 baseball stadiums to check-in at games and receive exclusive offers.</p> <p>New features were due to be added as the season wore on while additional stadiums would also be installing iBeacons.</p> <p><img src="https://assets.econsultancy.com/images/0005/0762/MBL_ibeacon.jpg" alt="" width="515" height="450"></p> <h2>Virgin Atlantic</h2> <p>Keen to play up to its image as an innovator, <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">Virgin Atlantic began an iBeacon trial</a> in Heathrow Airport at the beginning of this year.</p> <p>Virgin passengers with an electronic boarding pass loaded in their iPhone Passbook app could receive messages relevant to their location within the airport.</p> <p>For example, passengers in the departures section of the airport would be sent special offers such as a commission-free currency exchange.</p> <p><img src="https://assets.econsultancy.com/images/resized/0005/0813/virgin_image-blog-full.jpeg" alt="" width="615" height="390"></p> <p>Or as Upper Class passengers approached the private security gate their phone would automatically load their boarding pass ready for inspection.</p> <p>New features were being added every few weeks with the aim of creating different, relevant interactions throughout the entire passenger journey.</p> <h2>Ruben’s House </h2> <p>A museum in Antwerp has been using iBeacons for several months to enable visitors to guide themselves around the various exhibits.</p> <p>Using the Ruben’s House app, visitors can navigate galleries and find out more about different paintings and galleries.</p> <p>This video explains more:</p> <p><iframe src="https://player.vimeo.com/video/84760383?title=0&amp;byline=0&amp;portrait=0&amp;color=00e4f0" width="615" height="346"></iframe></p> <h2>Macy’s</h2> <p>Towards the end of 2013 Macy’s began trialling iBeacons using Shopkick’s mobile loyalty app.</p> <p>Shopkick is a US smartphone app that offers rewards for entering retail stores and scanning items. It can also be linked to a credit card so users can earn points for making purchases.</p> <p>Its new shopBeacon function allows retailers to send relevant messages to iPhone users via iBeacons, which is what Macy’s did in a pair of its stores in New York and San Francisco.</p> <p><iframe src="https://www.youtube.com/embed/c3h0eKGfUfI?rel=0&amp;wmode=transparent" width="615" height="346"></iframe></p> <p>When Shopkick users entered one of the stores they were sent a message alerting them to deals and relevant sale items.</p> <p>The trial was initially only conducted among a few Shopkick employees and I cant find any information suggesting that it has been rolled out to the public yet.</p> <h2>American Eagle</h2> <p>Another trial in conjunction with Shopkick, this time taking place at 100 American Eagle and Aerie stores in the US.</p> <p>It went live in February this year and as yet I can’t find any public results, although American Eagle already uses the original Shopkick app in its US stores so there’s huge potential to scale it up.</p> <p>According to the PR blurb:</p> <blockquote> <p>ShopBeacon will welcome and show [shoppers] location-specific rewards, deals, discounts and product recommendations – without them even having to remember to open the app.</p> </blockquote> <h2>Odeon Cinemas</h2> <p>In June Odeon Cinemas announced that it planned to imminently begin trials with iBeacons to welcome people to its cinemas, share information and inform them of special offers.</p> <p>In a talk at Marketing Week Live commercial director Andy Edge said that <a href="http://www.marketingweek.co.uk/sectors/travel-and-leisure/odeon-to-embrace-mobile-phones-in-cinemas-with-ibeacon-trial/4010937.article">iBeacons also offered Odeon the opportunity to gain more insights on its visitors</a>.</p> <p>Around a third of its customers, or 2.5m people, have signed up to the Odeon loyalty scheme and a third of those people have also agreed to CRM.</p> <p>That’s an impressive figure, but also means there’s a big chunk of customers that the cinema chain knows nothing about.</p> <blockquote> <p>As a retailer we are looking at how we can use WiFi and iBeacon technology to give us more insight. Without being intrusive we want to understand things like using mobile technology to see average dwell time in the foyer, what is people’s route through the cinema, do you go in and come back again?</p> </blockquote> <h2>EasyJet</h2> <p>Following in Virgin’s footsteps, easyJet has installed iBeacons at London Luton and Gatwick in the UK, and at Charles De Gaulle Airport in Paris.</p> <p>The aim is to help passengers navigate around the airport by sending relevant messages at different locations.</p> <p>The technology will initially be deployed at bag drop offs and security areas to notify passengers that they need to have documentation ready, such as passports and boarding passes.</p> <p>Unlike other trials, anyone using the easyJet app can take part, which includes more than 9m passengers. </p> <h2>Japan Airlines</h2> <p>Japan Airlines has just begun a trial involving both iBeacons and smartwatches at Tokyo’s Haneda Airport.</p> <p>However it doesn’t appear that consumers will be directly involved. Instead the iBeacons allow the airline to locate staff wearing one of the smartwatches and assign them tasks.</p> <p><img src="https://assets.econsultancy.com/images/0005/0757/japan_airlines.png" alt="" width="360" height="239"></p> <p>Frontline staff can also check and share the latest information related to their business activities by using the smartwatch.</p> <p>It’s interesting to see a brand trialling iBeacons to improve business processes rather than pushing out special offers and coupons.</p> <h2>Tesco</h2> <p>Tesco’s trial began earlier this year in its Chelmsford store. It has said that the technology won’t be used to push out marketing messages, but will instead notify shoppers that their pre-ordered goods are waiting for them.</p> <p>Ultimately iBeacons could be a central feature in Tesco’s new beta MyStore app, helping customers to find specific items in-store.</p> <h2>Waitrose</h2> <p>Not to be outdone, UK supermarket chain Waitrose also began testing iBeacons in its Swindon store in May.</p> <p>It’s part of a wider initiative to test new technologies and shopping experiences, including a juice bar, mobile payments and free drinks for members of its loyalty scheme.</p> <p><img src="https://assets.econsultancy.com/images/resized/0005/0758/waitrose-blog-full.jpg" alt="" width="615" height="410"></p> <p>iBeacons are being trialled in a new smartphone app that would alert customers to price promotions when in the relevant section of the store.</p> <p>The app also enables customers to scan barcodes, read reviews, create a virtual shopping basket and pay using a mobile wallet.</p> <h2>St George Bank</h2> <p>Down in Australia St George Bank is to <a href="http://delimiter.com.au/2014/05/15/st-george-trials-apple-ibeacon-branches/">trial iBeacons</a> in three of its Sydney branches.</p> <p>Customers will be sent a welcome message and tailored information, and can then respond to the message or cancel the interaction.</p> <p>St George will monitor feedback to see whether the technology improves the in-branch experience and meets a customer need.</p> <h2>American Airlines</h2> <p>In what has been touted as the industry’s largest deployment of iBeacons, American Airlines launched a six-month trial at Dallas Forth Worth Airport beginning in June.</p> <p>Selected users of the American Airlines app will be sent messages aimed primarily at guiding them round the airport.</p> <p>This will include information about walking time to gates and boarding updates.</p> <p>American Airlines says that 65% of passengers arrive at their gate early because they are worried about being late or getting lost.</p> <p><img src="https://assets.econsultancy.com/images/resized/0005/0759/american_airlines-blog-full.jpg" alt="" width="615" height="410"></p> <p><em><strong>Our <a href="http://bit.ly/1jERjYT">Festival of Marketing</a> event in November is a two day celebration of the modern marketing industry, featuring speakers from brands including LEGO, Tesco, Barclays, FT.com and more.</strong></em></p> tag:www.econsultancy.com,2008:BlogPost/65132 2014-07-07T16:29:00+01:00 2014-07-07T16:29:00+01:00 Five key trends and takeouts from Google I/O 2014 David Skerrett <h2>1. Android Wear: glance-able context is the new king</h2> <p><a href="https://econsultancy.com/blog/64094-ces-2014-product-launch-roundup-yahoo-wearables-dual-os#i.uxbbzl7fpfssuh">Wearable tech</a> is the latest buzzword and top trend and Google didn’t disappoint. It showed off watches from LG, Samsung and Moto, all of which are running its software. </p> <p>The watches are simple to use. David Singleton, Google's engineering director, ordered and paid for a pizza using an app in under 20 seconds. Users can use more voice activation features and use controls on the watch to activate apps on their Android phone. </p> <p>They also feature health benefits like measuring heart rate and include a pedometer. Google's partnerships with brands like Nike, Adidas and RunKeeper could be seen as the company taking the initiative in this sector and will ultimately lead to more widespread adoption. </p> <p>Analysts predict that 19m smart watches will be sold by the end of the year. Google is well ahead in the race, as we wait for the iWatch to be announced. </p> <p><img src="http://i.imgur.com/HZLVx3X.png" alt="google watch" width="499" height="332"></p> <h2>2. Android Auto: racing ahead</h2> <p>Again, Google has partnered with top brands to get its software on the market. Audi, Hyundai, GM, Honda and Volvo are all signed up to bring a Google experience to their cars’ dashboards.</p> <p>Android Auto will work with each individual car for seamless use. From Google Maps to Google Play Music and Spotify, Android Auto will port most of the Android phone apps to your car for use while driving. </p> <p>Voice control will manage texting, calling and checking emails. Android Auto has launched with 40 well-known manufacturing partners, vastly outnumbering Apple CarPlay.</p> <p><img src="http://i.imgur.com/NJd5TxW.jpg" alt="android auto" width="497" height="330"></p> <h3>3. Android TV switches On</h3> <p>Google is moving into your living room. Following on from the failed Google TV, Android TV has upped its game.</p> <p>The TV comes with new voice search capabilities, enabling you to search for games, films and TV programmes. Google Cast will enable Android TV powered boxes to seamlessly take viewing sessions enabled on a mobile device and stream directly through the TV, as well as to screen mirroring of Chrome browsers tabs from another device. </p> <p>We’re finally seeing Google begin to catch up with Apple TV.</p> <p><img src="http://i.imgur.com/t3zxgNv.jpg" alt="android tv" width="492" height="375"></p> <h2>4. Android One: an affordable Smartphone to rule them all</h2> <p>This development really stands out to us. Google unveiled Android One, a low cost phone that positions the company at the cusp of taking over the entire world!</p> <p>The phone will be designed to have a basic set of features and be priced less than £100, targeting emerging markets, where mobile phone use is prevalent, but smartphones unaffordable.</p> <p> Starting the journey in India, where less than 10% of the Indian population have access to smartphones, Google will be able to give the next 1bn people access via Android One.</p> <p><img src="http://i.imgur.com/Vaa82lz.jpg" alt="" width="449" height="291"> </p> <h3>5. Android L: the new mobile OS to kick KitKat to the curb</h3> <p>Last but by no means least, Google showcased the next version of Android. Google will add more than 5,000 new APIs to Android L, as well as new animation capabilities, 3D review with real-time shadows, notifications on the lock screen and much better graphics. </p> <p>All very impressive. What stood out to us was that their devices will actually be 'contextually aware', knowing when users are at home and want entertainment, or when they are at work, or travelling.</p> <p>Your phone and tablet will automatically unlock whenever you're near it while wearing a Bluetooth-connected device. If it can't detect you anymore, the screen will auto-lock as a safety precaution.</p> <p><img src="http://i.imgur.com/QrHRLuE.jpg" alt="android L" width="450" height="400"></p> <h3>So what does this mean for brands?</h3> <p>I think it’s all about having the opportunity to get even closer to consumers and making the strategy and communications all about <a href="https://econsultancy.com/reports/the-realities-of-online-personalisation-report">personalisation</a>.</p> <p>With Android Auto, brands will have the opportunity to create personal experiences for their customers inside the car. Spotify has already created an app for this. With the advances in Android Wear, brands will be able to target consumers at an even more personal level than the smartphone.</p> <p>Forward thinking brands will no doubt start looking into bringing deals and payments straight to the smartwatch. Through app notifications, brands will be able to understand their users much better and continue to create even more personalised experiences, which will ultimately drive brand loyalty.</p>