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Mobile Apps in Retail – Study by Capgemini Consulting
Technical innovation does not stop at stationary retail in Germany. This is happening at a rapid pace. After many retailers have already marketed their products in their own online shops or on Amazon, they are already confronted with the next wave of disruption. Mobile commerce is well on its way to becoming the number one online channel. Mobile apps on smartphones enable companies to interact digitally and in real time with customers. This creates completely new shopping experiences.
Capgemini Consulting, the global strategy and transformation consultancy of the Capgemini Group, has presented a study on the use of smartphones in stationary retail. It was examined in which phases of the purchasing process consumers are already using mobile devices today and what benefits they achieve.
Photo/Screenshot: Capgemini Consulting
The study:
Study “Mobile Apps in Retail” (pdf)
More about Capgemini Consulting:
www.capgemini.com/de
Connectivity services must be better integrated into the customer’s ecosystem
As part of the empirical study “Customer Insights: Connected Car Services in Germany”, which Prof. Dr. Hans Christian Riekhof and Marc Scholz conducted for the Private University of Göttingen, the following interview with Robert Stolt was created. Stolt has been a Senior Manager in the New Mobility division of Porsche Consulting for five years. Both privately and in his professional life, he deals with topics related to New Mobility (Mobility Services, Electromobility, Connected Car, Autonomous Driving). The answers and opinions expressed in this interview represent his own point of view and not that of Porsche AG or Porsche Consulting.
Professor Riekhof: What importance do you attach to connectivity services compared to other new topics in the automotive industry, such as electrification, mobility services, autonomous driving?
Robert Stolt: From my point of view, connectivity services are primarily assigned the importance of being an enabler for topics such as mobility services and autonomous driving. In this context, connectivity represents part of the components along the technological development.
Nevertheless, connectivity services can deliver added value for the customer through the possibility of individualization. Connectivity services can thus both drive new topic areas in the field of mobility and be an independent business area.
Professor Riekhof: What technological trends will further promote the topic of connectivity in the future?
Robert Stolt: I think that strong technological drivers in the connectivity environment will be services to extend vehicle functions via over-the-air updates on the one hand. And on the other hand, vehicle-to-everything (V2X) communication. In the future, communication with the charging station will also be important due to electrification.
Professor Riekhof: What measures do you think could be taken to further promote the spread of connectivity services?
Robert Stolt: To further promote the spread of connectivity services, it requires a simplification of the use of Connected Car Services and an accelerated integration of the services into the vehicle ecosystem. Likewise, the handling of Connected Car Services can be improved by voice control in the vehicle.
This function greatly simplifies the usability of the services. Likewise, connectivity services must be better integrated into the customer’s ecosystem. Ultimately, online training or “how-to-use” videos from the manufacturer or the sales consultant in the car dealership could also be a way to support customers in dealing with the services or in activation.
Professor Riekhof: How important do you think future collaborations with third-party providers, such as streaming providers or payment service providers, will be in the context of vehicle connectivity?
Robert Stolt: I think that collaborations with third-party providers can be helpful in order to keep the focus on one’s own core competencies in the sense of Connect Services. However, own services should also be offered that have added value for the customer in relation to the own brand. In this context, Porsche, for example, offers the Porsche Track Precision App to promote brand loyalty of customers through Connect Services.
Professor Riekhof: Our study shows that almost a third of respondents are not willing to pay for Connected Car Services. Are you considering models of flexible pricing or on-demand pricing to increase acceptance for Connected Car Services?
Robert Stolt: At Porsche, a free usage period for the Connect Services is included for the customer at the beginning. After this usage period has expired, the Connect Services are offered at fixed package prices.
Professor Riekhof: Do you see different needs regarding the Connectivity Services for fleet customers and private customers?
Robert Stolt: Yes. Fleet customers usually place greater value on connectivity services that can lead to more efficiency or transparency of the total cost of ownership, while private customers also request infotainment services in addition to safety features.
Professor Riekhof: According to our study, there is great trust in the premium manufacturers in the use of data from the Connectivity Services, Apple is in 4th place ahead of other European manufacturers. Facebook and Google are clearly lagging behind. How do you assess this result?
Robert Stolt: Apple differs from Facebook and Google in that they invest heavily in the perception as a data protection technically secure company. This image and the external impact of Apple is very positively perceived by customers, especially in Europe.
In the future, data protection features will be in even greater demand, which will make Apple’s lead over the other internet companies even more relevant. In general, Connectivity Services should primarily offer added value from the customer’s point of view – e.g. when using the vehicle, and no data should be sold to other companies.
Photos: Robert Stolt, UnicConsult
Further links:
More on the study “Customer Insights: Connected Car Services in Germany” (Riekhof/Scholz, published 2020)