eretail europe 2015 - jaap van oort - digitaslbi

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




category



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

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Average is not good enough

People don’t judge on the

average sum of the

experience ..

… they judge on

‘peak’ and the ‘end

experience’

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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


category



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

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Framework and building blocks


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Personalize your own Vertu

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The Vertu Extraordinairy “End Experience”

White glove delivery

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