Retail Touchpoint Strategy 2011

transcript

Pieter Jongerius

RETAIL TOUCHPOINT STRATEGY Brand driven selection and arranging of touchpoints

November 11

CONTENTS · introduction

· brand-driven added value · touchpoints · customer journey · service design · customer life cycle

· strategy for a large but simple campaign

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INTRODUCTION

TOUCHPOINT STRATEGY

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Brand Target group Touchpoints

What can we do to maximize the exchange of value?

GOALS OF TOUCHPOINT STRATEGY

· Destinctiveness · Brand equity

· Communicative reach ·  More locations ·  More often

· Commercial reach ·  More & more accessible outlets ·  Increasing share-of-wallet

· Customer Lifecycle Management (CLM)

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SUPPOSE… · You know what your corporate mission and vision are · You know your target group · You know what product or service they require · You have a relevant brand · You have the required resources …then it’s time for this product to hit the market.

It takes more than touchpoints alone.

BRAND DRIVEN ADDED VALUE What can you bring to the market?

· Commerce

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BRAND DRIVEN ADDED VALUE

· Commerce

· Communication

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· Commerce

· Communication · Advice

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· Commerce

· Communication · Advice · Relationship

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· Commerce

· Communication · Advice · Relationship · Community

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· Commerce

· Communication · Advice · Relationship · Community · Fun

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· Commerce

· Identity

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BRAND DRIVEN ADDED VALUE · Commerce

· Identity

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BRAND DRIVEN ADDED VALUE · Commerce

· Identity

· Multichannel · Mobile · Social media · …

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touchpoint strategie

TOUCHPOINTS

TYPES OF TOUCHPOINTS

Online & offline

Owned & bought & earned

Communications media & sales channels

Push & pull

Temporary & permanent

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ONLINE TOUCHPOINTS (EXAMPLES) owned media ·  b2c website ·  b2b website ·  webshop (w, m, f) ·  mobile web ·  mobile app ·  tablet app ·  e-mail

·  p.o.s. interactive ·  narrowcasting ·  desktop widgets ·  embedded software

·  campaign site ·  affiliates

sales, content, … ·  social media

bought media ·  banners ·  Search Engine Advertising ·  advertorials ·  interactive television

earned media ·  social media ·  viral campaigns ·  blogs, news & more

… and many, many more.

OFFLINE TOUCHPOINTS (EXAMPLES) outlets ·  brand stores ·  multibrand retail ·  shop-in-shop owned: print ·  HaH ·  DM ·  brochure ·  flyer ·  magazine

owned: business to business ·  annual report ·  own publications

bought: mass media en spatial ·  TVC / RC – spot/nonspot ·  newspaper / other ads ·  advertorials ·  inserts ·  public space (mupi, billboard) ·  sponsoring ·  fairs owned media, misc. ·  customer card ·  own events ·  packaging ·  fleet signing ·  call center ·  SMS ·  employees

CONNECTING TOUCHPOINTS · QR and barcodes · Other image recognition · Adress (web, physical) · Hyperlinks · Likes · Coupons · Geolocation · Mouth to mouth advertising · …

But most importantly: motivation through added value and story telling.

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CUSTOMER JOURNEY

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ROBERT FABRICANT

26 EMERCE #CONVERSION . @PIETERJ

vimeo.com/3730382

“Behavior is our medium”

AIDA IS DEAD · De ancient customer journey

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television

magazine

website

webshop delivery non food

iphone

TYPICAL RETAIL CUSTOMER JOURNEY TODAY

transaction initiative with the brand

relation initiative with the customer

acquisitie à persuasion à conversion

CUSTOMER JOURNEY 2.0

interaction à participation à promotion

Defining specific customer journeys in seven easy steps

1: DEFINE THE GENERIC CUSTOMER JOURNEY

This journey is different for each industry.

2: IDENTIFY USER EMOTIONS PER STEP Suprise - Hey they’ve got cool X Greed - Got to have that!

Insecurity -  Does it fit the occasion? Inspiration -  Are there new trends?

Insecurity -  Have I seen enough? Practical - is verything available? - does it fit my budget?

Doubt - did I make the right choice? - can I return it? Greed - instant gratification

Waiting - Where is my order? Enthousiastic - proud of my purchase Disappointed - not what I expected

Curiosity - Do they have a news letter? Disappointed - How can I return it? - I have a complaint.

Enthousiastic - I want to express my joy Disappointed - I am not satisfied and and everyone must know.

3: DEFINE USER EXPERIENCE PER STEP

Suprising Affordable

Fun Plenty of choice Realistic

Overview In control

Confirmation Quality

Ontzorging Gerust gevoel

BFF Toegankelijk

Care free Security

4: IDENTIFY CURRENT TOUCHPOINTS

Example touchpoints for a Dutch fashion retailer

5: DEFINE NEW TOUCHPOINTS

You can define ranges per touchpoint

6: CONSIDER PHASING INTO THE FUTURE

EXAMPLE: TRAVEL ORGANIZATION

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Customer journey for a traveller 1.  Inspiration 2.  Orientation 3.  Booking 4.  Preparation 5.  Journey 6.  Stay 7.  Return 8.  Fun afterwards

7. BRING TO LIFE: SCENARIO Merel · 29 years old · Boyfriend: Kevin · Son: Josh

· Friend: Simone

· Employment: office manager at an insurance agengy

I have shortened this scenario for the purpose of publication

KEY ELEMENTS OF THIS SCENARIO · Logical linking of touchpoints: inspiration,

conversion, interaction, both online & offline. · A natural mix of owned and earned Interactionve

media. · Nowism. Being able to arrange things last minute

and be forgetful. Thanks to mobile technology.

SERVICE DESIGN Sampled from Jamin Hegeman

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JOURNEY FOR SURGERY

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Jamin Hegeman

NEEDS AND EMOTIONS

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SERVICE BLUEPRINT

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CUSTOMER LIFE CYCLE Let’s go one step further.

CUSTOMER LIFE CYCLE

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NEW CUSTOMER JOURNEY

New customers don’t yet fully use your touchpoint landscape

Typical communication: encourage profile creation, sending news letters

CUSTOMER LIFE CYCLE

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MATURE CUSTOMER JOURNEY

Customization starts kicking in. Customers may start to write product reviews.

CUSTOMER LIFE CYCLE

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FAN JOURNEY

Interaction centered journeys emerge: Social media, cocreation, etc.

Social media, spontaneous shop reviews.

CUSTOMER LIFE CYCLE

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Keeping them on board, f.i. with newsletters

CROSS MEDIA CAMPAIGN A simple temporary customer journey

CROSS MEDIA CAMPAIGN Employment of temporary touchpoints in a campaing. Goals · Store traffic · Site traffic · Acquire customer

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COUPON

Win a year of free groceries

CUSTOMER JOURNEY

mass media â

store â

coupons â

website

As we expected, this form was very bad for conversion. We shortened it to a third.

CONCLUSION

There aren’t many businesses that use touchpoint strategy to is max potential. Take your chance!

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Retail Touchpoint Strategy 2011

Design