A NEW CUSTOMER

JOURNEY FROM PATH TO PURCHASE TO EXPERIENCE DESIGN

twitter @johnbatistich

“physical stores are still the primary way

people acquire merchandise, & i think that

will be true 50 years from now” ron johnson former president jc penney

but online is gaining rapid share

Source: Forrester HBR December 2011

“a structural change is

currently underway in the

retail industry as a result of

changing consumer

preferences & spending”

“there will be more change in how

consumers shop & pay in the next 3 years

than we have seen in the last 20” john donahue ceo ebay

1. ubiquitous mobile connectivity

2. democratisation of production tools

3. access to higher data speed/more storage

technology enabled connectivity 1 billion pcs & 4 billion mobiles

location-based services

mobile & social payments

intelligent vending

3d screens

rising transparency & amplification

increasing collaboration

personalisation

acceleration of everything

hunger for real shared experiences

source: richard watson

“we want to be the most

customer centric

organisation on the earth” jeff bezos ceo amazon

“Our core purpose is to create value for

customers to earn their lifetime loyalty”

“Company operations start with the

demands of the customer being

channelled by the store. Customer desire

for fashion is taken into overall account,

considering everything that complements

the buying experience”

“Macy’s embraces customers and

strives to provide an experience

that transcends ordinary shopping”

“H&M aims to constantly meet or

exceed customer expectations”

“By understanding our customers

individual needs and anticipating their

desires...We are creating connections

that are personal< relevant and oh-so

rewarding”

“In customer facing initiatives, we

are enriching our connections on

many fronts”

“We want to be more customer focused.

Instead, we’re working to become a truly

customer driven organisation”

“Saving people money to help them live

better lives...For millions of customers who

shop in our stores around the world each

week, it means they can trust that our brand

means we have everyday low prices”

the best are keeping their customers close

SHOPPER BEHAVIOUR Seismic shifts in shopper behaviour driven by technology enabled connectivity

command & clicks

text & 2d

single task

appointment to view

desk/laptop search & email

ecommerce

store trading hours

mobile communication

entertainment & retail

seasonal sales

quality relationships

private

knowledge

touch, voice & gesture

video & 3d

multi-task

time shifting

social & mobile search

mcommerce

shop anytime anywhere

local where service finds you

tcommerce

global price transparency

quantity relationships

public

resourcefulness

old ways new behaviours

source: psfk

SHOPPER JOURNEYS the old linear model is being replaced by a network to advocacy

see an ad receive catalogue

mail or edm

visit

store

consult

sales

person buy

sign up for

loyalty

card

contact

customer

service

the old linear path to purchase less relevant

awareness consideration trial purchase repeat

Reach Purchase Influence

new channels with new roles

Acquire

Click & collect

Click & return

Buy in-store home delivery

In Store

Online

In store only

Web to store

Store to web

Online only

Any owned,

bought or earned

communication

channel(s)

Share

Share moments

that influence

reach

Search Buy Try

with 5 moments of truth

Share Cry

Influence In-Store

Purchase In-Store

Eg: Groceries/Services

~50%

Influence Online

Purchase In-Store

Eg: Apparel/Homewares

~44%

Influence Online

Purchase Online

Eg: Music/Books/Travel

~5%

Influence In-Store

Purchase Online

Eg: Consumer Electronics/Footwear

~1%

channels of influence and purchase

Use &

Share

how does a customer become aware

with your products or services? how does a customer gain knowledge about

our products and those of your competitors?

where do they go to learn and compare?

how does a customer

transact with your

company? what are the

dynamics of the

purchase process?

how does a customer

take delivery of our

product or service?

what are logistics of

getting it?

how does a customer use our product in daily life? what do they

have to do to take advantage of its benefits? what are the

components of the user experience?

how does a customer interact

with our company post

purchase? what are the

interactions that promote

loyalty and advocacy rather

than frustration?

Buy

Find

Relationship (if you want it?)

creates a new shopper journey

Acquire

Discover

Source: Conlumino

Channels

% of Shoppers

number of channels used

to buy fashion increasing

Source: Conlumino

Duration of Purchase Time Spent on

Process Purchasing

0.5 days 83 minutes

3.4 days 111 minutes

Minutes

Customer Experience Stage

average duration & length of

purchase process increasing

rail europe’s customer journey

Source: http://www.slideshare.net/jaminhegeman/mapping-the-journey-experience-beyond-the-screen

STAGE 1: DISCOVERY I am looking for inspiration browsing in an area of interest

it usually starts with a

search. “80% of shopping

starts with google”. john stine director of internet business solutions cisco

DISCOVERY

receive a

enewsletter

(40%)

DISCOVERY

go to a brand page or get a news

feed for news & offers (23%)

DISCOVERY

on tv or go a little deeper on a tablet DISCOVERY

or get inspired by branded video content

DISCOVERY

or pick up on something that has gone viral

DISCOVERY

a blog might create interest

DISCOVERY

an online game might get me started

DISCOVERY

a daily deal might spark a want

DISCOVERY

STAGE 2: FIND

http://www.qualtrics.com/blog/wp-content/uploads/2010/06/market-research.jpg

I know what I want and are looking for the best option/solution

go to brand or aggregator

website to find product (50%)

FIND

go to a shopping centre website to find

a store, opening hours or offers (19%)

FIND

find a professional product review (17%)

FIND

or seek a customer review (15%)

FIND

view a catalogue or coupon

FIND

mobile search on a optimised website

70% of those using a mobile device are within an hour of buying

whereas 70% of those using a desktop are more than a week away

FIND

compare, browse, review, search,

share & buy anywhere on mobile

FIND

STAGE 3: BUY our in-store purchase decisions are more informed & faster than ever before

http://www.fastcodesign.com/

finding a convenient park near my entry

BUY

check-in for a deal BUY

41

find my way

BUY

42

take my path

BUY

get onto wifi to get fast cheap data

BUY

44

i might engage in a brand experience BUY

45

What We Do

Our Audience

Insights & Expertise

Marketing Platforms

Effective solutions

Campaign delivery

INFLUENCE & CONVERT: THE WESTFIELD SHOPPER

i might attend an event

BUY

46

experience the store

BUY

47

interact with digital pos

BUY

engage with in-store selection technologies

BUY

my mobile is now my shopping tool/weapon

BUY

get real time price reviews BUY

enable an app to get an incentive BUY

BUY

access all of my coupons

scan product for more information or to buy

BUY

or get help from an

informed sales associate

BUY

find more on the web when in store

BUY

56

take a break

http://www.google.com.au/imgres?q=westfield+food+court&hl=en&gbv=2&biw=1920&bih=1019&tbm=isch&tbnid=nprkzVoRfd5cmM:&imgrefurl=http://www.yelp.com.au/biz_photos/Lf8OUzMhb22wj1Dk3vucYQ%3Fselect%3DXIQYlU2UWKHxvzEJLRVnpw&docid=KMh3tT3yFK13IM&imgurl=http://s3-

media2.ak.yelpcdn.com/bphoto/XIQYlU2UWKHxvzEJLRVnpw/l.jpg&w=533&h=400&ei=3cZ4T6apJqnFmAXP3cTpDw&zoom=1&iact=hc&vpx=334&vpy=502&dur=120&hovh=194&hovw=259&tx=158&ty=123&sig=111856002902335195116&page=1&tbnh=154&tbnw=219&start=0&ndsp=41&ved=1t:429,r:1,s:0

BUY

retail could come to me

BUY

frictionless mobile payment systems

BUY

http://www.mobilemag.com/2012/08/06/google-wallet-update-pushes-your-cards-to-the-cloud/

http://www.geeky-gadgets.com/square-iphone-credit-card-payment-system-arrives-in-apple-stores-21-04-

2011/

changing all notions of customer

service & store design

BUY

go through purchase funnel to buy online

BUY

http://www.google.com.au/imgres?q=online+shopping&hl=en&gbv=2&biw=1920&bih=1019&tbm=isch&tbnid=39Qo5JyUmQHzpM:&imgrefurl=http ://www.oecd-antispam.org/reviews/online-shopping-for-newbies.html&docid=aDSYHwv0sc1LEM&imgurl=http://www.oecd-antispam.org/wp-content/uploads/2012/01/online-shopping.jpg&w=423&h=284&ei=VMV4T-zgA6rBiQeN7K3tBA&zoom=1&iact=hc&vpx=1457&vpy=189&dur=2128&hovh=184&hovw=274&tx=159&ty=100&sig=111856002902335195116&page=1&tbnh=135&tbnw=179&start=0&ndsp=42&ved=1t:429,r:7,s:0

STAGE 4: ACQUIRE I can buy online and pick up/return in store or buy in store and get home delivery

shop online when in store

ACQUIRE

shop online pick up in store or

buy instore & get it deliver home

ACQUIRE

get preferential click and collect

ACQUIRE

acquire through a parcel locker network

ACQUIRE

Source: Sparksheet.com

STAGE 5 & 6: USE/RELATIONSHIP post purchase expectations to know me and my needs are on the rise

Uniqlo Tokyo

store & service exceeds expectations

RELATIONSHIP

become a member of a loyalty program

RELATIONSHIP

earn and burn points online

RELATIONSHIP

behaviour based recommendations

RELATIONSHIP

get help in store or online

RELATIONSHIP

get micro-blogging news

or service support

RELATIONSHIP

i might share what i have bought

RELATIONSHIP

become part of the brand’s service ecosystem

RELATIONSHIP

or post a review of the store

RELATIONSHIP

“Consumers have

something they

have never had

before, the power

to warn &

threaten, rather

than to punish

silently after the

fact” bruce philp consumer republic

i might even take action against you RELATIONSHIP

search, try, buy, use, share & cry

http://www.google.com.au/imgres?q=moment+of+truth&hl=en&biw=1920&bih=1019&gbv=2&tbm=isch&tbnid=_hR-3UG-dH20CM:&imgrefurl=http://fbiedermann.blogspot.com/2012/01/moment-of-truth.html&docid=TpXJm1iXM2nt8M&imgurl=http://1.bp.blogspot.com/-

WfeywxlkIOY/Tx554Qan4UI/AAAAAAAABG0/hruHswRUj4k/s1600/Moment%252Bof%252Btruth.jpg&w=400&h=302&ei=EcZ4T_nOEKmziQeB1Zj5BA&zoom=1&iact=hc&vpx=356&vpy=160&dur=3029&hovh=195&hovw=258&tx=152&ty=106&sig=111856002902335195116&page=1&tbnh=160&tbnw=199&start=0&ndsp=44&ved=1t:429,r:1,s:0

How do I perform against expectations/ competitors

discovery find buy acquire use relationship

1 website

-0.3

website

-1.0

website

-0.8

store staff

-0.4

call centre

-1.2

online account

-0.4

2 word of mouth

-0.2

media

+0.1

word of

mouth

-0.3

online

activation

-0.7

website

-0.5

website

-0.3

3

social

networks

-0.1

store staff

-0.4

store staff

-0.2

provider store

-1.8

online

account

-0.5

call centre

-1.8

4 mass media

+0.2

online

reviews

-0.7

payment

process

-0.3

device

0

device

0

direct

-0.2

5 enewsletter

-0.4

provider

store

-2.0

online

-0.7

call centre

-1.4

store staff

-0.4

store staff

-0.3

numbers represent performance gap between company and market leaders

ATTRIBUTING VALUE Understanding the value of a customer remains the holy grail to inform choices

for every $1 spent online with

macy’s led to $5.70 in-store

418% more likely to visit startbuck.com

spent 8% more. transacted 11% more frequently

are they pre-existing preferences? source: comscore

source: comscore

fans are more valuable

spending $159 more per year

source: syncapse

source: psfk

5 TAKEAWAYS

26 May 2010

1. Create/map your core customer journey

2. Understand how digital channels are influencing your

customer paths and determine their impact/value

3. Understand what your customer is thinking, feeling

and doing at each stage

4. Understand the key touchpoints and how you perform

against substitutes on the moments of truth

5. Design the optimal experience. Transform and harness

your organisation to deliver your brand’s experience

westfield.com.au

michael batistich of we are social

richard watson

adaptive path on slideshare

forrester

g2 on slideshare

google images

flickr

comscore

psfk

synapse

contagious

amp retail

compete.com

hbr

SOURCES

twitter @johnbatistich

http://www.fastcodesign.com/

A NEW CUSTOMER

JOURNEY FROM PATH TO PURCHASE TO EXPERIENCE DESIGN

twitter @johnbatistich

The following presentation is for general information purposes only. Westfield

makes no representations about the accuracy or suitability of the information

provided and takes no responsibility for any error, omission or defect in that

information. In making this information available, Westfield is not providing

advice nor is it promoting or endorsing any approach referred to. In relation

to all decisions regarding your business, you should seek professional

advice having regard to your particular needs and objectives.

customer experience design needs

to align with organisational goals

experience touchpoint management

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