cro pros - from e-commerce to me-commerce
TRANSCRIPT
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Russell Godin, Retail Strategist
18 August 2016
From eCommerceto MeCommerce
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From eCommerce to MeCommerce
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My retail journey…….
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So when we go online…….
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Click and Collect
Payment Gateway
BannerDelivery
Logistics
Search
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How do you create a seamless experience in all channels?
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eCom
mer
ce
Mar
ketin
g
IT
Prod
uct
Dig
ital
Logi
stic
s
Customer Experience
BRAND
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• Global• Hyper-relevant• Personal• Omnichannel• Contextual• Integrated• Seamless• Engaged
Experience
=Context
x• Device• Channel• Language• Location• Activity• Date/Time
Data• Customer Profile• Purchase History• Demographic• Industry• Downloads• Social Media • Customer Support
Content
+• Video• Blogs• Case Studies• Catalogues• Landing Pages• Microsites• Social Posts• Whitepapers
Digital DiscoveryDigital InspirationImmersive Digital
ExperienceDigital Retail Therapy
Digital Theatre
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More than 1/3 of retailers do not invest in expertise
to capitalize on personalization and
merchandising
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A Customer’s Journey in the Digital Theatre
Contextual Web Experience
Targeted Follow Up
Social Media EngagementPersonalised Campaigns
Personalised Web Experience
Store Experience
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Content Meets Commerce
Understand your customer
Surprise and delight your
customer with the right content in the right moment in all
channels
Drive conversion and customer
advocacy
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Waitrose
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Search – Predictive & Suggestive
Keyword Matches
Suggested Products
Inventory > X
Suggested Content
Online Bestsellers
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Search – Predictive & Suggestive
Keyword Matches
Suggested Products
Customer Reviews
Margin
Store Locations
Stock availability
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Search – Predictive & Suggestive
Keyword Matches
Suggested Products
Customer Reviews
Margin
Store Locations
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Enabling Retailers and Brands to Work Together
Modified navigation to remove Cartier brand to ensure exclusivity
Dedicated shop in shop experienced
triggered by search terms
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Data-driven Merchandising
Driven by exclusivity and newness
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Personalization & Recommendations
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Profile• Leading UK wine retailer• 208 stores• 1.3 million customers• 11.4% sales online
Requirements:• Single view of customer• Understand customer preferences• Seamless in-store, online, mobile experiences• Deliver ‘local’ offering online
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30 FREDHOPPER
Online merchandizing to increase conversionsCampaign segmentation through audience insight
End to end journeys optimized for the individual
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The digital divide-The gap between consumers’ digital behaviors and expectations and retailers ability to deliver the desired experiences
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Remain Engaged Throughout the Shopper’s Journey
Referred to eCommerce site from Pinterest
Lands on the vintage section
Filters on “Color”
Selects “retro jeans”
Creates wishlist
Consumer checks the
reviews
Select products are promoted
Signs up to receive deals Non-relevant items are hidden from
consumer in navigation
Unknown UnderstoodIdentified as“Retro Girl”
Targeted with a profile rule to contextualize next visit
Receives and opens the targeted email
Website experience (video) tailored based on historic browsing data and profile data
Decides to buys the product
Finishes the checkout process
Shares her experience on Pinterest and we reward her
Receives confirmation email
Confirmationemail send
Understood Known
Known Customer
Customer Advocate
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73% of consumers prefer to do business with brands who use personal information
to make their experience more
relevant
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What if you could ensure your customers buy the products they didn’t yet know they wanted?
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It’s Time to Make Online Selling More Like Retail Therapy
Drive customer behavior through Discovery (not just search) and Telling Stories
(not just navigation)
And profit from it
Take control of the Customer’s
Imagination (not just targeted
selling & merchandising)
Make the customer
experience more Inspiring (not just relevant),
across the Retail Theater (not
just channels and markets)
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“You’ve got to start with the customer experience and work
back toward the technology – not the other way around”
(Steve Jobs)
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Russell GodinE – [email protected] – 0405 435 543