customer centric retail: nine lessons from the digital frontline

1!

Customer Centric Retail!

Amanda Squires and Richard Sedley!Directors Forum – Wednesday 20 June 2012!

Nine lessons from the digital frontline!

2!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

Amanda Squires!Ecommerce Strategy Baobaz!

Richard Sedley!Customer Strategy Foviance!

3!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

understand/! define/! design & build/! assess/!

4!

our clients don’t guess!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

5!Directors’ Forum – Retail : Wednesday 20 June 2012!

Customer Centric Retail!

Nine lessons from the digital frontline!•  3 things to do!

•  3 things not to do!

•  3 engagement tips whatever the channel!

6!Directors’ Forum – Retail : Wednesday 20 June 2012!

Customer Centric Retail!

Six Dimensions of Awesomeness!

What makes you seem awesome to your customers!

7!Directors’ Forum – Retail : Wednesday 20 June 2012!

Customer Centric Retail!

Clarity & Simplicity!

Integrity & Service!

Seduction& Delight!

Recognition & Reaction!

Glide & Flow!

Brand & Ambition!

8!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

3 things to do to be customer centric!•  Design based on customer understanding!

•  Define your digital brand voice!

•  Support core customer journeys !

9!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

Three things to do to be customer centric!

1. Design based on customer understanding!

10!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

What do you know about your customers?!•  Who are your customers (potential customers)?!

•  What do they need?!

•  What do they do? What do they think?!

•  What triggers their attention? !

•  How do they make decisions!

11!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

12!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

Heat map at 5 seconds

Legend: Fixation Time (ms) 0 100 200 280

Heat map at 10 seconds

Heat map at 15 seconds

13!

Nine lessons from the digital frontline!

Directors’ Forum – Retail : Wednesday 20 June 2012!

Mental Model!BUYING A SUIT ONLINE!I need to feel

the fabric!

I need to see the fabric/

pattern!

Zoom!

Composition!

Full screen image!

Closer Zoom!

Different views!

Fabric information?

Video? Detailed

description!

I need to try it on!

I want to be able to change

my mind!I want to find the best price!

I feel better when I’m

dealing with a specialist!

I need to get the fit right first time!

What are the trends in

men’s suits?!

I want to see what is out

there? Colours/ trends?!

Size guide!

Video!

Other dimensions!

Dressing room!

Reviews – fit?!

Availability + local store stock level!

Return to store – maybe not

obvious enough!

Help me find nearest

clothing store!

Save for later!

Our suit buyers!

Highlight brands/ heritage!

Price filter!

Save for later/ comparison!

Social networking/

reviews!

Other customers

bought!

Lifestyle images!

Features on trends!

Look book!

Legend! Believes/emotions! Features - existing! Features – new!

14!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

15!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

16!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

17!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

Three things to do to be customer centric!

2. Define your digital brand voice!

18!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

19!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

20!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

21!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

Details for Men!Details for Women!

British Tailoring brings you a contemporary cut for a sleek and stylish design. This super slim fit suit creates a modern look and fresh, edgy style. Cut in a slim fit with traditional shoulders, lapels and waist for a comfortable timeless look, it features a single breasted front…!

22!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

Details for Men!Details for Women!

Makes you look cool!

23!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

24!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

25!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

26!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

Three things to do to be customer centric!

3. Support & optimise customer journeys!

28!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

29!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

30!Directors’ Forum – Retail : Wednesday 20 June 2012!

Customer Centric Retail!

3 things to NOT do!•  Do NOT overload with choice!

•  Do NOT ignore your brand story!

•  Do NOT forget the real world!

31!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

Three things NOT to do!

1. Do NOT overload with choice!

32!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

33!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

25p! 27p!

34!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

25p! 29p!

35!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

42 different jams 60% looked 3% bought 3 different jams 40% looked 30% bought

1000 browsers, £1 per jar

42 jams = £18

3 jams = £120

36!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

37!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

Three things NOT to do!

2. Do NOT forget your stories!

38!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

25p! 29p!

39!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

Why?!

price!for sale!

made!

What?!made of!price!

will it do for me?!

40!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

41!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

42!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

43!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

Three things NOT to do!

3. Do NOT ignore the real world!

44!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

45!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

46!Directors’ Forum – Retail : Wednesday 20 June 2012!

Customer Centric Retail!

3 engagement tips whatever channel!•  Design for behaviour!

•  Plan your layout and environment!

•  Think about price!

47!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

Three engagement tips whatever the channel!

1. Design for behaviour!

48!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

1 2 3

4 5 6

7 8 9

LOYALTY CARD A! LOYALTY CARD B!

1 2 3

4 5 6

7 8 9

10 11 12 7% return rate

32% return rate

49!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

Increased satisfaction by 41%

50!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

51!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

Three engagement tips whatever the channel!

2. Plan your layout and environment!

52!

Increased ARPU by 0.21%

Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

53!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

Increased ARPU by 6% & 7% of the relevant wine

54!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

55!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

56!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

57!

ONLY!

£1.99!

Foviance: Behaviour Experts!

Nine lessons from the digital frontline!

Three engagement tips whatever the channel!

3. Shape price!

58!Directors’ Forum – Retail : Wednesday 20 June 2012!

Nine lessons from the digital frontline!

59!Directors’ Forum – Retail : Wednesday 20 June 2012!

Customer Centric Retail!

Clarity & Simplicity!

Integrity & Service!

Seduction& Delight!

Recognition & Reaction!

Glide & Flow!

Brand & Ambition!

60!Directors’ Forum – Retail : Wednesday 20 June 2012!

Customer Centric Retail!

Thanks for listening!

Be awesome!!!

Amanda Squires!amanda.squires@baobaz.com!Richard Sedley!richard.sedley@foviance.com!!