Gertin Schraa

Consumer engagement: ‘the value of a brand store in the consumer decision journey’

Koninklijke Philips N.V.

Headquarter Amsterdam

Employee base 116,100 (April 2013)

Mission:Improving people’s lives through meaningful innovation

Businesses:

Healthcare Lighting Consumer Lifestyle

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Community of 2.7 Billion people

…the Consumer Decision Journey has changed

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The central purpose of managing consumer relationships is for the

enterprise to focus on increasing the overall value of its consumer base

D. Peppers & M. Rogers

Consumer Decision Journey: “Brands need to understand and recognize the touch points in order to win”

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Philips Online Shop:What do you believe is our best selling product?

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In quantities

In value

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An Online Brand Store delivers great value add in this journeyWhy do consumer want to buy directly at the manufacturer

………….and we’re not the only one….

Source: PWC 2013

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The Philips Online Shop has a key role to play in the digital user experience

Philips Online Shop

Delivering best possible

Digital User Experience

Test & Learn

Consumer Engagement

Sales

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Support & push conversion to salesPushing tailored offers, on the right channel, at the right time

- Availability & find ability- Build expertise- New channel development- New digital propositions

ANYWHEREANY TIMEANY DEVICE

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Deepen relationships

Offering advanced 'care’, support, information

KEEP THE DIALOGUE!

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Stimulate loyalty and repurchase

Stimulating re-purchase to cross-sell & up-sell

CREATE BRAND PREFERENCE

15 Understanding and connecting the touch points…….

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….will be the winners!