{"id":4420,"date":"2015-10-01T16:14:28","date_gmt":"2015-10-01T14:14:28","guid":{"rendered":"http:\/\/mobtimizers.com\/?p=4420"},"modified":"2015-10-23T09:14:08","modified_gmt":"2015-10-23T07:14:08","slug":"tre-mobile-tendenser-i-detailhandlen","status":"publish","type":"post","link":"https:\/\/mobtimizers.com\/da\/app-strategi\/tre-mobile-tendenser-i-detailhandlen\/","title":{"rendered":"Tre mobile tendenser i detailhandlen"},"content":{"rendered":"

Artiklen herunder blev trykt f\u00f8rste gang i Superavisen, d. 24 September 2015<\/a>. L\u00e6s artiklen herunder.<\/em><\/p>\n

Vores mobiltelefon influerer 28% af alle vores k\u00f8b i fysiske butikker og har dermed stor indflydelse p\u00e5 vores k\u00f8bsadf\u00e6rd. Butikkerne m\u00e5 l\u00e6re at navigere og finde ind i forbrugerens digitale verden, hvis de vil v\u00e6re en del af k\u00f8bsbeslutningen. De kan starte med at sk\u00e6ve til disse tre mobile tendenser leveret af en mobilekspert og en fremtidsforsker.<\/b><\/h6>\n

\u201dDet er sv\u00e6rt for detailhandlen at v\u00e6lge, hvilke teknologier og muligheder, man skal g\u00e5 efter. \u00a0Detailbranchen kan ikke bare halse efter alle de teknologiske muligheder. De m\u00e5 identificere kundernes adf\u00e6rd, og hvorn\u00e5r de bruger mobilen, og s\u00e5 m\u00e5 de l\u00e6gge en strategi derudfra,\u201d siger Brian Egerup Kj\u00e6rulff, mobilspecialist og partner i bureauet Mobtimizers, og giver hermed indblik i tre tendenser, der kan hj\u00e6lpe detailbranchen med at pejle.<\/p>\n

Den fysiske butik mister indflydelse<\/b><\/h3>\n

\u201dIf\u00f8lge nye tal fra Deloitte* influerer mobilen 28% af alle vores indk\u00f8b i fysiske butikker. Vi har den med os overalt og bruger den til research, i forbindelse med st\u00f8rre k\u00f8b foretager kunden en masse research p\u00e5 egen h\u00e5nd, s\u00e5 forbrugerens viden ofte matcher eller overg\u00e5r ekspedientens,\u201d mener Brian Egerup Kj\u00e6rulff.<\/p>\n

\u201cDetailk\u00e6der m\u00e5 v\u00e6re mere proaktive i forhold til forbrugerens research-adf\u00e6rd, og droppe skellet mellem webshop og fysisk handel. Butikker, der form\u00e5r at udvikle mobile og digitale l\u00f8sninger, der hj\u00e6lper kunden med at g\u00f8re det bedste k\u00f8b online eller offline f\u00e5r en stor konkurrencefordel,\u201d siger han.<\/p>\n

\u201cDen gamle skelnen mellem offline og online forsvinder. N\u00e5r du er i et butiksmilj\u00f8, er der en forventning om, at du har digitale muligheder \u2013 og her er forventningen is\u00e6r, at den digitale dimension er mobil,\u201d vurderer fremtidsforsker Carsten Beck fra Institut for Fremtidsforskning.<\/p>\n

Oplevelsen skal v\u00e6re personlig<\/b><\/h3>\n

Den individuelle kundeoplevelse, tilbud skr\u00e6ddersyet til dine pr\u00e6ferencer og butikker, der kender dine b\u00f8rns allergier. Det er fremtiden.<\/p>\n

\u201cTilbud skal v\u00e6re relevante for den enkelte forbruger. Ved at integrere kundens smartphone fx ved hj\u00e6lp af en loyalitets-app, kan butikken indsamle data og skabe en st\u00e6rkere kunderelation med mere personlige rabatter. Medlemskortet er allerede ved at blive erstattet af s\u00e5danne apps,\u201d vurderer Brian Egerup Kj\u00e6rulff.<\/p>\n

Fremtidsforsker Carsten Beck er enig:<\/p>\n

\u201cN\u00e5r du bes\u00f8ger din lokale F\u00f8tex, er det ikke bare en F\u00f8tex, men din F\u00f8tex. De kender alt til dig, dine vaner, dine allergier osv. Det kr\u00e6ver big data-l\u00f8sninger og stor datasikkerhed.\u201d<\/p>\n

Butikkerne registrerer din f\u00e6rden<\/b><\/h3>\n

Snart vil butikkerne bruge signalet fra kundernes smartphones til at registrere deres f\u00e6rden i butikken og p\u00e5 den m\u00e5de sende dem relevante beskeder med tilbud. En af teknologierne til dette er Apple\u2019s iBeacons.<\/p>\n

Brian Egerup Kj\u00e6rulff slutter med at tage os med p\u00e5 fremtidens str\u00f8gtur:<\/p>\n

\u201cG\u00e5r jeg forbi en sportsbutik, jeg er medlem af, vil butikkens iBeacon registrere, at jeg er i n\u00e6rheden og sende mig dagens s\u00e6rlige tilbud, baseret p\u00e5 mine tidligere k\u00f8b og pr\u00e6ferencer. Jeg g\u00e5r ind i butikken, k\u00f8ber varen, og f\u00e5r nu et nyt tilbud om sko p\u00e5 tilbud i afdelingen ved siden af. Dem snupper jeg ogs\u00e5, f\u00f8r jeg g\u00e5r til kassen og betaler ved at f\u00f8re min mobil over en scanner \u2013 eller simpelthen ved bare at g\u00e5 ud af butikken. Min loyalitets-app opfanger automatisk k\u00f8bet og giver mig de optjente point.\u201d<\/p>\n

\"Digital<\/a>
If\u00f8lge en stor Deloitte-unders\u00f8gelse havde mobilen i 2014 indflydelse p\u00e5 28% af alle handler i fysiske butikker, mens digitale platforme som helhed vurderes at p\u00e5virke 49% af handlerne.<\/figcaption><\/figure>\n

Om Mobtimizers: Et nichebureau for mobil strategi og app-optimering<\/b><\/h3>\n

Mobtimizers er landets f\u00f8rste nichebureau for mobil strategi og app-optimering. Bureauet, der har afdelinger i Hellerup og New York, er stiftet af Brian Egerup Kj\u00e6rulff og Peter Munch Godtfredsen. I portef\u00f8ljen er kunder som Arla, Coop og Danfoss, som bureauet hj\u00e6lper med mobil- og appstrategi, analyse og optimering af deres mobile applikationer.<\/p>\n

Brian Egerup Kj\u00e6rulff <\/b>har 15+ \u00e5rs erfaring med digital- og mobilstrategi, analyse og optimering fra Danske Bank, Experian, GE & Arla. Brian taler p\u00e5 flere udenlandske konferencer som Adobe Summit og Superweek om strategi og optimering. Brian designer og optimerer digitale kundeoplevelser ved at koble kundeindsigter, strategi og kommunikation.<\/p>\n

Yderligere information:<\/b><\/p>\n

Mobilekspert og partner Brian Egerup Kj\u00e6rulff \/ telefon 2115 2412 eller mail brian@mobtimizers.com<\/p>\n","protected":false},"excerpt":{"rendered":"

Artiklen herunder blev trykt f\u00f8rste gang i Superavisen, d. 24 September 2015. L\u00e6s artiklen herunder. Vores mobiltelefon influerer 28% af alle vores k\u00f8b i fysiske butikker og har dermed stor indflydelse p\u00e5 vores k\u00f8bsadf\u00e6rd. Butikkerne m\u00e5 l\u00e6re at navigere og finde ind i forbrugerens digitale verden, hvis de vil v\u00e6re en del af k\u00f8bsbeslutningen. 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