in 2020 maatwerk verwacht van retailer
DESCRIPTION
In de presentatie wordt ingegaan op de aanbevelingen van de werkgroep "Selection" van het onderzoeksprogramma Shopping 2020. Meer specifiek op wat retailers nu al zouden moeten doen om de steeds kritisch wordende klant te helpen bij het selecteren van producten en diensten. Bij het maken van een keuze voor een bepaald product of dienst worden gepersonaliseerde, relevante en accurate informatie en slimme hulpmiddelen zoals interactieve spiegels en klantherkenning steeds meer de norm. In de presentatie wordt ook ingegaan op hulpmiddelen voor retailers zoals kernvragen, handvaten, best practices, technologieen en boodschappenlijstjes. Over de spreker: Jerry heeft langjarige consulting ervaring met retail en wholesale bedrijven over de hele wereld. Voor IBM Benelux is Jerry de SME die betrokken wordt als het gaat om complexe vraagstukken die verband houden met bijvoorbeeld de planning en implementatie van omnichannel initiatieven, het opstellen van roadmaps en het identificeren van relevante retail trends. Smarter Commerce is het IBM initiatief dat een aantal oplossingen rondom naadloze omnichannel combineert en waar Jerry uiteraard ook bij betrokken is. Jerry studeerde rechten aan de Universiteit van Utrecht en behaalde zijn MBA aan Nyenrode Universiteit.TRANSCRIPT
In 2020 verwacht de consument (meer) maatwerkExpert Group SelectionApril 2014 – Multichannel Conference
© Shopping 2020 3
Selection is the second step in the Customer journey, one of the micro research programs of Shopping 2020
Selection: An introduction
© Shopping 2020
Selection complexity increases
4
© Shopping 2020 7
Key questions for 2020 customers
Sephora and Pantone: Color IQ
https://www.youtube.com/watch?v=D5G7xDrVT5Y
Sephora and Pantone: Color IQ
Sephora and Pantone: Color IQ
Sephora and Pantone: Color IQ
© Shopping 2020
Sephora’s new social shopping destination: Beauty Board
© Shopping 2020 13
Key retailer questions
© Shopping 2020 14
Passive shopper
Shopping is like visiting the dentist
Source: Dé shopper bestaat niet - almere, 26 september 2013 - eerste uitkomsten van de expertgroep shopper behavior
Passive shopper
© Shopping 2020 15
Passive shopper
Shopping is like visiting the dentist
Price confirmation
Search in filtered assortment SubscriptionReputation
ReliableRelevant summary
Direct Q: what are you
looking for?
Quickly to detail to show results Easy reordering
See physical location
immediately
Simple
ConfirmationStock
information in physical store
Allow for free returns
Pick-up / home delivery
Recommen-dations
Lowest price guarantee
Actionable knowledge ExperienceProvide content Proposition
Help meMake it personal Make it relevant Convenient selection
He checks the website of his favourite drugstore for recommendations
In addition to a regular purchase, the store offers him a subscription model,
with new razors every month
The straightforward navigation make it easy for Mark to select razors
and foam
A presentation of the three top selling shaving foams
grabs his interest
Reviews from people with the same skin type help
in the decision making process
Home delivery and fre returns saves him from
a trip into town
Mark’s ran out or razors, so he desperately needs
to buy new ones
Purchase history Less choice
Very clear navigation
Complete Looks
Return policy
Personal profile
Limited assortment
Ranked reviewsReviews
Video usage instruction
Reminder service
Usage storiesSimple
Wizards Return policy Subscriptions
Passive shopper
© Shopping 2020
Indochino: Cutting Edge Technology in Retail
16
http://youtu.be/6NKdNbkoAe8
© Shopping 2020 17
Amazon Prime
Subscription model lowers barriers
• Amazon offers a (shipping) membership model
• The customer can buy without paying (extra) for shipping
• Thus Amazon removes an important barrier to buy and receive purchases at home
• This creates lock-in and stimulates impulse buying
• In addition to free shipping, members are entitled to other benefits including video and e-books
Passive shopper
© Shopping 2020
Sears: in-Vehicle Pickup
18
https://www.youtube.com/watch?v=P0_mW3PxXm0
© Shopping 2020 19
Key retailer requirements
© Shopping 2020 20
Knowledge creates kings
Understand as much as you can
• What do we already know of this customer• What information do we already have on him• What is the customer (lifetime) value• Is it realistic and beneficial to us to create a relationship• What role does our customer play in this decision making process• Decision maker online vs decision maker in stores• Where is the customer with regard to duration / timing• Not all customers decide today and need it within the hour• What role does price play• Role of search engines and review sites
• What incentives work(ed) with this customer• Improve profitable conversion
Customer knowledge
© Shopping 2020 21
Content to enable customer journeys
Content is more than information from your ERP
• Use rich and accurate product data
• Reliable, structured and normalized data is (even) more important than incorporating photo´s, video´s, reviews, blogs, forums
• Make product information comparable
• Provide product information in consistent, comparable views
• Redefine products
• Offer subscriptions, bundles, experiences, value patterns
• Simplify complex products• Provide wizards, configurators, kiosks, remote experts
• Optimize search functionality
• Optimize search based on customer profile, preferences and behavior
Content
© Shopping 2020 22
Customer offerings per shopper type
Align the customer offering with the shopper type
• Put the customer at the heart of your decision making
• Enable personalization, personal profiles etc
• Define end-to-end customer offerings• Including returns, refunds• Understand the role of shared values, communities • Price is not always the key differentiator• Start with the mobile experience in mind• Desktop and laptop are becoming less important• Enable fast opportunity based navigation• Simplify as much as possible• Offer wizards and preselections• Offer options for quick selection, navigation and configuration• Use remarketing to increase conversion• Using shopping basket, recently viewed, previous purchases
Customer offering
© Shopping 2020 23
Envision customer experiences
Determine who you want to be in omnichannel
• Decide on your “role in retail”• For example Superaggregator of Professional curator
• What role do you want your brand(s) to play• As related to experience and relevance in decision making process
• What role do you want others to play• Use of partner programs, shared lockers, use of LSP´s
• What is your preferred degree of cross-channel integration when• For example Order online, add to basket in store
• How do you plan to use visuals / content in the overall experience
• Visuals become ever more important• What is the role of your store employees• Define their role in the overall customer experience• How do you plan to use assortment / products• Use products / assortment to create compelling customer journeys
Customer experience
© Shopping 2020 24
Selection shopping list for retailers
© Shopping 2020 25
Selection recommendations
© Shopping 2020 26
© Shopping 2020 27
Jerry J. Stam MBA MsC LLM
Senior Managing Consultant
+31651285639
www.shopping2020.nl
@ibm_retail_nl
nl.linkedin.com/in/jerrystam
© Shopping 2020
Tesco & Oculus Rift
28
https://www.youtube.com/watch?v=08S86X_5Crs