Starbucks Customer Experience Re-design Lenati was engaged to redesign the drive-thru customer experience for Starbucks, starting with primary research and observations of customers in this highly competitive environment. Realizing that speed of service was the 1 customer sticky factor, we created an overall business strategy optimized for throughput, integrated with personalization.
The drugstore has been a leader in thinking about how to meet the needs of its mobile customers—both those shopping in and away from the store. We recently had a chance to meet with Dhar to hear his thoughts on how to best connect with mobile customers.
For Dhar, strengthening the connection between the brand and the shopper while she is in-store has been critical. What we want to do is to create technology that makes it easy for mobile consumers to interact with our stores and shop with us as easily as possible.
Customers can now opt-in to receive text messages when a prescription needs to be reordered. Once a customer has opted into the program, they need only reply to a text message to initiate a refill.
Both of these options speed up the prescription process and make for a seamless in-store experience. Both photo services allow for pickup in about an hour at any Walgreens store, making the printing process quick and easy. A Walgreens employee puts the order together and has it ready for the customer upon store arrival.
Walgreens mobile app users can receive coupons that can be redeemed in store, online, or both. Customers can track points and account activity via their mobile phone, enabling them to carry one less piece of plastic.
Chapter 02 How does mobile impact our digital destinations?
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A common question we hear when speaking with clients is: A mobile site is for everyone else. Having just an app is not the same as having a mobile strategy. While apps can be effective in deepening relationships with loyal customers, the majority of your traffic will likely come from the web.
And while apps must be designed for specific platforms, a mobile website is accessible by users across all screens. In other words, having just an app is not the same as having a mobile strategy. If you have to prioritize between an app and a mobile site, your first priority should be creating a mobile-optimized website.
Once your site is live, you can then launch a mobile app for your power users. Whatever the touchpoint, creating a great mobile experience for your users is key. Customers will want to see a tailored experience based on the device they use—but they still want a complete experience.
Make sure to design for mobile, rather than simply taking content from your desktop site and making it fit on a mobile screen. Your mobile site will differ from your desktop site not just because of the size of the device, but because the mobile context reveals a different mindset for your consumers.
Visitors to your mobile site may be at a different point in the purchase funnel. How does your site appear to mobile users? Are you making it easy for them to connect with you or are you putting obstacles between them and what they seek?
Home Depot optimizes content for mobile, emphasizing store locator and call-to-buy Consider the typical browsing experience from a personal computer: Contrast this with someone browsing content from a smartphone: As a result, mobile-friendly experiences typically feature very simplified navigation, quick-to-load images, and streamlined text.
Here are some initial steps you can take to define your mobile site strategy. Understand how customers currently interact with your site Analyze the traffic on your website and get an understanding of where your customers come from. You can learn at what times people visit your site, what types of content they consume, and when they use smartphones versus tablets and computers.
Adapt your value proposition to customer needs An analysis of your current website might give you hints—e.
You might learn that prioritizing specific content on the mobile-friendly version of your website will improve conversion rates and drive incremental revenue for your business.
The goal here is to tailor and rearrange content for specific audiences rather than removing it and offering a stripped down version of your website.Our latest thinking on the issues that matter most in business and management.
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Manthan adopted Amazon Web Services (AWS) after assessing multiple cloud-service providers, including Microsoft Azure. Of all the cloud providers, we felt AWS was best able to support our technology, which is built on J2EE and features multiple open-source databases,” Chidambaram says.
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