Customer Insight Global Inventory Visibility Personalized Messaging Buy Online Pickup in Store Associate Mobile Common Cart Omni-Channel Commerce Internet of ThingsPresence ZonesMobile Optimized 3600 View of the CustomerCAPABILITIES:

This Customer Experience Map describes the art of the possible, based on IBM’s thought leadership and extensive customer experience.

This Customer Journey Map has been specially developed by Jason Smith. The New Storefront story was developed by Scott Duby and James Appleyard.© IBM Corp. 2015

Digital Enagement

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Made with IBM

The New Store Front

In Store Experience

– Dynamic personalization– Search and navigation

– Extended sites– A/B testing

– Rule-based associations– Internationalization and global commerce

– Mobile– Payments

– Visibility into the actual customer experience– Quickly diagnose and resolve site obstacles

Reduced operatingcosts

Faster delivery times

Improved productavailability

Replenishment and allocation

Near-real-timeinventory visibility

Taskmanagement

Warehousemanagement

Transportationmanagement

Product development

Lily and her friends are training for a marathon.

It was a great run and when she finishes, Lily saves the run as a favorite using the VT Living “Run for Rewards” App.

Monday morning, Lily goes for an early morning training run.

Feeling great, Lily shares the run and her playlist with her friends.

Using the App, Lily views her progress towards her individual and team goals.

Lily receives a second push notification alerting her that she has now run a total of 300 miles in her current pair of VT Marathon 7 running shoes. It is important to replace your running shoes every 300 to 500 miles to reduce the risk of injury.

Lily opens up the offer and saves it to her Passbook.

Later, as she is getting ready for work, Lily receives a push notification alerting her that there are just 7 days left in her current 30 day challenge. Lily accumulated an additional 4.93 miles with her run this morning.

Lily opens the VT Living App on her iPhone 6. The landing page is customized to Lily’s interest and lifestyle. The items being featured where identified in the Power of Instight.

Lily receives a confirmation notice that her order has been placed successfully.

The default store is populated with the closest store that has inventory in stock in her preferred size and color.

Lily selects the Marathon 8s and decides she wants to try them on first. She selects the “Reserve in Store” option.

As she is leaving for work, Lily receives a notification that her shoes are now available to try on at the Kings Plaza location.

A few minutes later, Lily receives a push notification from her virtual personal trainer.

Lily’s personal trainer notices that the food she is eating is low in Vitamin D. VT Living places a banner ad for their new VT private label health bar. VT has identified Lily as being in a customer segment that would respond positively to this new product and promo.

Lily asks her personal trainer, Watson, to recommend some fish and mushroom recipes which are excellent sources of Vitamin D.

Lily ads the Cedar Planked Grilled Salmon to her Cookbook.

Lily goes to the mall after work.

The next ad is for a customized Fit Band Cover which are being printed in the store with a 3D Printer. Lily customizes a Fit Band Cover and prints it now.

Lily walks through Women’s Fashion where there is a digital rotating through this week’s ad featuring coffee. The digital display recognizes that Lily is within a close proximity.

Lily receives a push notification confirming she would like to connect to the in store wifi for a personalized experience. She receives a second notification asking if she would just like to purchase the Marathon 8s or just try them on. Last she is notified that the Shoe Dempartment is located on the 3rd floor.

Lily displays a positive emotion and reaction to the Everyday Duffel. This is recognized through Affective Computing and her profile dynamically is updated with this information.

Quincy, a store associate, is remerchandising a display in Women’s Fashion, receives an urgent new task.

Quincy can see where Lily is in the store and sees she is heading to the Women’s shoe Depratment. She can also connect with her directly via “Chat with Me” if she has any questions.

Quincy pulls Lily’s profile using her Associate App. The App recommends that Lily might be interested in the purple VT MacKenzie Duffle Bag.

Quincy accepts the task to greet Lily and assist her with the Marathon 8s.

Quincy grabs the Marathon 8s as well as some additional pairs of running shoes she thinks Lily will like along with the VT MacKenzie Duffel Bag and greets Lily.

William informs Quincy that it is recommended to run 20 to 40 miles prior to the marathon.

Lily tries on the Marathon 8s and loves them. She asks Quincy how far she should run to break them in prior to using them for an upcoming marathon. Quincy isn’t a running expert and uses the Ask the Expert App to find a running SME. William Smith is available.

Lily loves the duffel but wants a larger size which is not in stock. Quincy is able to have the XL duffel bag shipped to Lily for free.

Lily decides to take the Marathon 8s, MacKenzie Duffel Bag XL, and custom Fit Band cover.

Lily receives confirmation of payment.

Lily is happy to see her $20 certificte was automaticlly applied to her purchase.

Lily taps to pay. She uses her mobile wallet and her VT Living private label credit card to pay.

VT Living includes a $20 reward certificate for the use towards the purchase of a new pair of sneakers.

Lily is a 26 year old advertising employee. She loves fashion and often buys the latest handbags and accessories as a way to keep her look updated. She is a loyal and long-time VT Living shopper, who is moving from her parent’s home to her own apartment in Brooklyn, NY. She shops VT Living in-store, online and via her mobile phone.

IBM WebSphere Commerce®

IBM Order Management

IBM Presence Zones

IBM Digital Analytics

IBM Tealeaf®

IBM Social Media Analytics

IBM Campaign

IBM Contact Optimization

IBM Interact

IBM Marketing Operations

IBM Xtify® Mobile Push

IBM Content and Product

Recommendations

Silverpop, an IBM Company

IBM Watson

IBM MobileFirst Platform

IBM Social Business

IBM Payment Systems

IBM Bluemix

IBM Research

3D Printing

Affective Computing

Transactional data from:– Stores

– Online– Mobile

– Call centers– Kiosks

External data:– Demographics

– Weather – Census

– The Internet of Things

Personal data from: – Customer registration

– Marketing– Householding

Data from:– Social media– Blogs– Ratings/reviews– Complaints/comments– Surveys– Employee comments– Location awareness/services – The Internet of Things

Increased sales

Increased margins

Improved satisfactionand loyalty

Improved conversionrates

Improved customerloyalty

Increased return onmarketing investment

– Contact frequency– Offer optimization– Channel optimization– Interaction sequence

– Store– Web– Mobile– Social– Kiosk– Call center– Email– Print

– Marketing mix optimization– Price optimization

– Promotion optimization– Customer behavioral

and transactional history– Customer segmentation

– Marketing strategy,budget and plans

– Master calendar– Manage and track spend

– Campaign and promotion plans

– Search engine optimization– Impression attribution– Benchmarking– Product recommendations– Display advertising– Session replay

– Inventory sourcing, flexible fulfillment and value-added services regardless of order channel or changes– Universal inventory visibility, including store associates

Reduced customeracquisition cost

Improved order accuracy

Improved customersatisfaction

Product developmentSpace, allocationand replenishment

Integrated merchandisevisibility and control

Increased sales

Improved grossmargin

Improved inventoryturnover