customer centric retail: nine lessons from the digital frontline
DESCRIPTION
3 things to do to be customer centric, 3 things NOT to do and 3 engagement tips whatever the channel Presentated at Retail Customer Engagement Directors' Forum. 20 June 2012 by Amnada Squires and Richard SedleyTRANSCRIPT
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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/!
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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!
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Nine lessons from the digital frontline!
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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
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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!
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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!
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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 [email protected]!Richard [email protected]!!