The shift to mobile discovery engagement and commerce in retail
We are really covered by every regulatory and legal that one can imagine.
Privacy – managing information about a person in a manner consistent with the expectations of
That our customers give to us in a manner…
Ultimiately it’s primarily about maintaining trust. Everytime we fumble the trust, we put our
brand at risk and that’s simply unexceptable.
I do believe that the mobile ecostystem is a unique opportunity to promote customer centricity.
We think about short term profitablitliy. At macy’s there has been a very concerted effort to
return customer centricity, that that hypoteical customer has a seat at the table.
Another way of understna dcustomer centiricyt present the best offer to the right customer at the
optimal time via the preferred channel.
We have a unique capability now to surprise and delight customers that are uniquely relevant to
Offers can be fresh – coupons can be updated on real time, it’s available on impulse, capturing
that customer when she is ready to make an impulse purchase. Tremendous opp there, when we
unlock that piece, retailer is going to benefit to have customers pay via their mobile device.
As technology understand st he context of the consumer situation.
The tech is satisfying their requirements. They want ne capabilities
The perpetual connectivity and gelocation capability has already raise …
Elevated consumer trust – for some reason consumers presume that transactions on mobile are
more secure than o n the internet, over time if that perception persist, regulators might impomse
on us as beneficiaries of that trust. If we let consumers think that their consumers are more
secure,…we’re taking on that responsibility even if it’s onlyl imlied. For the past 15 years on so
on the intenet, you had to give notice to people about what you were doing with their info. The
quick summary is, the ftc, for boawst legal privacy policies. To bind consumers to .
How do we deliver the ciritical info to consumers in a way that we can trust
We are right now at ground zero for th nexus of regulatory scrutaniy. We’ve got all of these
location-based services. All of this is creating risk just as much as it’s creating [new
Mobile presents a tremendous opp to invite customers across channels.
Blurring the distinction between .com and brick and mortar
Multichannels customers are expedentially more valuable than single channel customers.
Customers who shop multiple channels, spend more and shop more frequently, mobile
If we can understand our customer of 30 years has a smartphone, we might pull some of her
business that might have gone to competers for us.
This can introduce privacy risk. The challenge is to give meaningful notice so customers
understand their options and then empower them to express their preferences.
At first blush, the mobile ecosystem seem sto be overwhelmingly exhibitionistic.
Consumers are putting so much info about themselves out there. Millennials care much about
privacy, but they see it diff than we do. our behaviors are driven by that desire.
If you look at the way this millennial set, it’s not that they don’t care, they’re very …they assume
there are rules, and if you break those presumed rules., then we offend those consumers and we
It all comes back to customer trancisity.
In the mobile space, mobile devices have become this persistene ubiquitious interface between
people and thin things that matter most to the,, family, friends, work
Because of that it’s increadbily easy to lose control of privacy. We all know that in the coming
years, the vast searches will come from the mobile channel, it becomes critically important that
we understand the rules of the road.
Consuemers expect that we surprise and delight them with valuable offers that interst them.
There is a fine line we need to navigate between rlevances.
We let them engage with brands they loves using the channels and technologies they choose.
They want us to honor their preference snad use the info they share with us in wy they are
We need to understand what they’re expectations and norms are.
You need to understand from the regular perscepctive what the potential harms are.
If we are asking our customers to share credit card numbers or SSNs we’re taking responsibility
for security. More challenging is the harms for privacy.
Probably most important today is remembering that even anonymous dta creates some legal
duties. This statement is ignorant of how the business works. There are so many oceans of data
available to private entities. We have a duty to comsumer sto reat anoynomous data the same we
Department fo commerce leaked a report last week.
FTC expected to release privacy freamwork.
We all need to be echoeing the same messages that there are tremendously valabluble consumer
searvice sand benefits are funded by targeted advertising.
Knowing your customers improves customer experience, optimizes efficieny, it environmentally
friendsly and makes industries more competitive.
Customer centricity is consumer protection
We don’t’ want to upset them , we don’t want to make them uncomfortable we want to keep