Date post: | 27-Jan-2015 |
Category: |
Self Improvement |
Upload: | critical-mass |
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A Do-It-Yourself Guide to Multichannel Consumer Experiences
From DIY to DIWT (Do-It-With-Them)
Effect of the Recession
Agenda
• Background on the Moen Consumer
• Digital Channel Evolution• Consumer Journey• Lessons & Best Practices
Effect of the Recession
More
Same
Less
42%30%
26%35%
32%35%
2009
2011
SpendingIn the next 12 months, which best describes your spending on kitchen and bath decorating projects compared to this year?
Growth in Remodel-lite
2007
37%
Replace
Remodel-lite
2008 2009 2010
New Construction
20%
11%
30%
27%
14%
DIY Resurgence
2007
59%
DIY - Do it Yourself
BIY - Buy It Yourself
2008 2009 2010
PRO - Professional
25%
16%
49%
31%
20%
Role of a Faucet
Role of a Faucet
Channel ShiftFrom To
>
Purchase Funnel
Distribution Map
CONSUMER NEED: • Inspiration, Empowerment
DIGITAL TRENDS:• Growth in consumption of branded videos
APPROACH:• Create inspirational, yet practical video
series• Feature DIY expert to provide design
guidance but work with homeowners to execute
• Syndicate videos through paid, owned and earned properties
CONSMER NEED: • Visualization, Personalization, Peer Input
DIGITAL TRENDS:• Visualization enabled by digital • Influence of ratings / reviews
APPROACH:• Create visualization tool showcasing
Moen products based on style choice– Offer ability to customize room wall colors,
cabinets, countertops, etc.
• Offer ability to share room designs• Add ratings/reviews to product detail
pages and cross-syndicate with retailers• Offer share function on product detail
page
CONSUMER NEED: • Readily available product information in-
aisle
DIGITAL TRENDS:• Smartphone adoption• Digital merchandising opportunities
APPROACH:• Develop mobile site for quick access to
product information in-aisle• Use 2D codes to communicate
innovations and differentiators like Spot Resist
+
CONSUMER NEED: • DIY help
DIGITAL TRENDS:• Growth in online video as effective
communications tool• Ability to share video
APPROACH:• Create installation videos to empower
and equip DIY consumers• Syndicate videos across digital channels
CONSUMER NEED: • Share experiences and make
recommendations
DIGITAL TRENDS:• Social platforms amplifying the voice of the
consumer
APPROACH:• Enable ratings / reviews on moen.com• Establish and actively manage social presence
on Facebook, Twitter and Blogs• Employ full-time community moderator to
engage consumers and publish valuable content
Effect of the Recession
Lessons & Best Practices • Know how your brand can realistically
add value to the consumer purchase process
• Know the digital channels and their effectiveness with your target consumers
• Know how channels (digital and offline) interact to drive to purchase
• Measure, optimize and actively manage digital channels for maximum impact
Effect of the Recession
Please visit Critical Mass at
for any additional questions, and look for a link to this presentation on SlideShare.
Booth #100