eretail europe 2015 - jaap van oort - digitaslbi
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Presentation name second line Place, date 2015
Building blocks for an online flagship store A Strategic Framework eRetail 2015 - October 7th, 2015
Who am I?
Jaap van Oort Strategy Director
Where do I work?
A global marketing and technology agency that transforms businesses for
the digital age.
DigitasLBi
6,000+ people
40 offices across 25 countries
San Francisco
Costa Rica
Atlanta
Norway
China
Singapore
Australia
Hong Kong
Japan
UAE
Denmark
From where do we help our clients
USA 2850
UK 900
Europe West 550
Germany 450
Nordics 250
APAC 1100
São Paulo 30
Africa 150
Today
1. Framework for your Flagship store
2. An Extraordinairy Flagshipstore: Vertu
Building blocks for an
online flagship store
What is an online flagship store
Your primary online brand location with a experience and/or
merchandising mix that is distinctly different from other online sales
points.
And is seamless connected to the brick & mortar stores.
If you are not a brand, you are a commodity
Creating a strong Brand Experience, with impact
… and commodities get crushed by the big forces on the internet
commodity in a box
Third Wave
From fulfilling demand to generating demand.
From selling
to telling.
Standard e-commerce vs.
a Branded Shopping Experience
The anatomy of a flagship store
Connect the dots and make “the golden triangle”
This requires a modular setup, mixing inspirational content and a seamless shopping flow
Building Blocks of your Online Flagship store
Standard Components vs.
Branded Experiences
Best Practices, they are all there.
But how do you pick & use the
right ingredients
1. User insights
Third Wave
Start with your target group in mind
Window Shoppers
Discount Hunters
Power Shoppers
One-time Shoppers
Regular Shoppers
Choose to spend time on your site Inspiration seekers; see what’s changed Preparing offline shopping?
Looking for best deal possible Price focused Use of couponing for one time purchase
Collecting information Visits multiple sites Trust is important: consistent & reliable information
Not familiar with site Might not be familiar with brand & product(category). Easy guest check-out
Wants to be recognized and appreciated Mixes on- and offline touch points. Expects personalized experience.
Choose 3 segments, as a maximum, to bring focus in your shopping experience.
2. Shared view of Goals
Shared view of business goals
Om de driehoek heen zetten
Sell more 1. More customers
• From competition • To category
2. More per customer • Per purchase (AOV) • Frequency
Spend Less • Decrease Returns • Decrease CPA
Build brand • Create Awareness • Change Perception
What are your key objectives, this determines the building blocks you want to invest in.
Half of the projects
start with a lack focus
From minimal viable product valuable
3. Customer Journey
Customer Journey Remove friction and make people happy
Window shopper unfamiliar with
category
Discount shopper who shops at marketplaces
Power shopper who currently orders one
time per year
Customer Journey Remove friction and make people happy
Customer Journey Remove friction and make people happy
Window shopper unfamiliar with
category
Discount shopper who shops at marketplaces
Power shopper who currently orders one
time per year
Customer Journey
lead
store visit
sale
Customer Journey Remove friction and make people happy Customer Journey Remove friction and make people happy
Cus
tom
er S
atis
fact
ion
time
Average is not good enough
People don’t judge on the
average sum of the
experience ..
… they judge on
‘peak’ and the ‘end
experience’
Cus
tom
er S
atis
fact
ion
time
Customer Journey Remove friction and make people happy
Peak- End Rule Barbara Fredrickson and Daniel Kahneman
their most intense point
end point
Invest in 1. Outstanding design, with eye for details
2. Unique content about brand & product story 3. Deep integration with social media
4. Exceptional services that spread the word
4. Building Blocks
5. Find your Crown Juwel
Find the crown juwel
What you want to tell as a brand
What people interested in
relevance
Window shopper unfamiliar with
category
Discount shopper who shops at marketplaces
Power shopper who currently orders one
time per year
Find your gem
lead
store visit
sale
Invest &
put it at the heart of your experience
… an extraordinairy case to make my point.
ONLINE FLAG SHIPSTORE
O N L I N E F L A G G S H I P S T O R E D I A P R E S E N T A T I E - 1 5 A P R I L 2 0 1 5
Segment
high-net-worth
individual
Insight They are in it for
the hunt.
The hunt for something
extraordinairy
GLOBAL COMMERCE CHALLENGE
…
1. Introduce the brand & the product in new markets
2. Increase footfall to boutiques
3. Generate online sales • To existng customers • To non-converters in stores
CHN
London Amsterdam
RUS
AR
Framework and building blocks
Customer Journey Remove friction and make people happy Customer Journey Remove friction and make people happy
Sto
ryte
lling
Pro
duc
t S
pec
ifica
tio
n
Pre
miu
m
Del
iver
y
case
Customer Journey Remove friction and make people happy Customer Journey Remove friction and make people happy
Sto
ryte
lling
Pro
duc
t sp
ecifi
cati
on
Pre
miu
m
Del
iver
y
Personalize your own Vertu
Cus
tom
er S
atis
fact
ion
time
The Vertu Extraordinairy “End Experience”
White glove delivery
jaap.vanoort@digitaslbi.com
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