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- Pieter Jongerius-
FASHION TOUCHPOINT STRATEGY Fashion Cycle meets Customer Journey
Pieter Jongerius
@pieterj
2 EMERCE EFASHION The fashion industry needed some time to adjust to the age of digital media. Of course, this has everything to do with the
physical nature of our products, but mainly with the fact that fashion, by nature, is 90% brand communication. An enigma that only few may access. Not the best starting point for involving your customers, it seems…
Fashion has to open up. It has to show what it’s doing.
It has to interact with fashionistos and fashionistas from around the world.
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On or Off?
In other words: does the icon Karl Lagerfeld have to take off his sunglasses and come eye to eye with his audience?
KARL VS KARL BY NET-A-PORTER
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On the other hand: Fashion deserves ceremony. Karl Lagerfeld know this like few others and is building a creative mix. Check: http://www.youtube.com/watch?v=ZOnMSLSNmWY
LOCATION IS EVERYTHING
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One thing is for sure: for any fashion brand, it requires delicate decisions in which environments to endeavor.
STRATEGY Part 2 of 4
TOUCHPOINT STRATEGY
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Brand Target group Touchpoints
What can we do to maximize the exchange of value?
TYPES OF TOUCHPOINTS
Online & offline
Owned & bought & earned
Media & channels
Push & pull
Temporary & permanent
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ONLINE TOUCHPOINTS 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
…etcetera!
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OFFLINE TOUCHPOINTS channels · brand stores · multibrand retail · popup store · shop-in-shop owned: print · folders · DM · brochure · flyer · magazine
owned: business to business · yearly report · own publications
bought: mass media en spatial · RTV– spot/nonspot/… · print ads · advertorials · inserts · public space (mupi, billboard) · sponsoring · fairs owned media overig · customer card · own events · packaging · fleet signing · call center · SMS · employees
…etcetera!
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CONNECTING TOUCHPOINTS
OFFLINE ONLINE
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OFFLINE ONLINE
Coupons Addres / maps
Mouth to mouth
Hyperlinks Social posts (Fb, Tw, ...) Likes, Mentions, Pins, ...
Promotion codes Mail-a-friend
SMS / messaging
Coupons Address/map
Geolocation / nearby Augmented reality
QR Codes Image recognition
Web-address Social handles Winning-codes
Corporate strategy
Touchpoint strategy
Design & implementation
Operation
APPROACH
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Corporate strategy
Design & implementation
Touchpoint strategy
Operation
CUSTOMER JOURNEY
CUSTOMER LIFE CYCLE
Touchpoint strategy
Corporate strategy
Design & implementation
Operation
AIDA IS DEAD
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transaction main initiative with brand
relation main initiative with customer
acquisition à persuasion à conversion
CUSTOMER JOURNEY 2.0
interaction à participation à promotion
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Let’s start!
Defining a specific customer journey in five easy steps.
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1: DEFINE THE GENERIC CUSTOMER JOURNEY
Case: fashion retailer
2: IDENTIFY / RESEARCH USER EMOTIONS PER STEP
Surprise Greed
Insecurity Optimism
Insecurity Practicalities
Doubt Greed
Impatient Enthousiastic Disappointed
Curious Disappointed
Curious Enthousiastic Disappointed
?
3: DEFINE THE EXPERIENCE
Surprising Affordable Easy
Fun Plenty of choice Realistic
Overview In control
Confirmation Quality
Taking care Thourough
BFF Accessible Open
Care free Security
4: IDENTIFY CURRENT TOUCHPOINTS
5: DEFINE NEW & FUTURE TOUCHPOINTS
<> But… which touchpoints to choose? It all depends on your audience. Where they are, to what they will react.
However, I can point out a number of fashion media trends, later on in the presentation.
CUSTOMER JOURNEY
CUSTOMER LIFE CYCLE
Touchpoint strategy
Corporate strategy
Design & implementation
CUSTOMER JOURNEY
CUSTOMER LIFE CYCLE
Touchpoint strategy
Corporate strategy
Design & implementation
KLANT
NEW CUSTOMER JOURNEY
Not every customer is the same. Some customers are new. They are just getting acquainted with you, and take a superficial route through your touchpoint landscape. For instance they might click a banner, make a first buy, and might return later.
KLANT
FAN JOURNEY
Other customers are real fans, and move about your social media elaborately and may even post some looks, before they return to you as a shopper. (IRL, you might create 3 or 4 of these customer profiles, and profiles for routing campaign traffic.)
TRENDS IN THE FASHION CYCLE Part 3 of 4
shows
THE FASHION CYCLE
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design, productie
EMERCE EFASHION 33 For the consumer, most shows are half a year early, because the collections are not for sale yet. At the same time they are being watched by more and more consumers, thanks to platforms like http://style.com.
SHOWS
34 EMERCE EFASHION So when the show is over, how can you keep your fans involved?
35 EMERCE EFASHION One way is to invite bloggers, and give them front row :)
shows bloggers
THE FASHION CYCLE
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design, productie
BLOGGERS TAKE FRONT ROW
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Fashion was built upon aspirational images. Controlled communication. This is what’s changing right now: the audience is contributing to the total image. The benefit of this to us: reach and authenticity.
IMPACT VAN BLOGS
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So while some are still stubbornly trying to control what you see, for instance based on where you live, the blogosphere is flooded with images of that recent collection. Especially in fashion, this hits hard.
More and more brands start their own blogs, in their search for control, SEO value and reach. Many feed prominent blogs with sponsored content. Some even go so far as to start a blog under a different brand, like Styld.by, by GAP.
shows bloggers
pre-ordering
THE FASHION CYCLE
print media
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design, productie
41 EMERCE EFASHION Another way to bridge the gap between the show and the collection hitting the stores, is pre-ordering.
Strange to see how mainly online retailers seem to offer this, and much less the brands. Lyst for instance allows people to pre-order and also offers different types of alerts, including an alert based on your pins on Pinterest.
They go further however, and inform the brands on their most frequently pre-ordered styles.
shows bloggers
pre-ordering
THE FASHION CYCLE
advertising
print media
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design, productie
There is another form of democratization going on in fashion. Although in my eFashion’11 ‘Branding vs Conversion’ talk I complained that all fashion adds look the same…
LANVIN PARIS
45 EMERCE EFASHION …there is an increasing number of campaigns with unexpected self-mockery. Like Lanvin Paris, with their viral based on the game “Just Dance”. A very special way to take yourself seriously!
http://www.youtube.com/watch?v=cwwcnUBY9Zg
TED BAKER: RUTTING SEASON
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Another example: Ted Bakers’s Rutting Season campaign for AW11. People were drawn to the stores to have their picture taken and win. Local bloggers were asked to take the pictures, which were put on Instagram and Facebook. The pictures with the most likes won considerable shopping credit. Results: 10% offline sales increase during the
campaign and tens of thousands of likes and followers.
shows bloggers
pre-ordering
shopping
social media
THE FASHION CYCLE
advertising
print media
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design, productie
SOCIAL MEDIA ON THE MOVE
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Whils blogs often succeed to offer quality, social media democratize radically. It is great to see this field move again after years of stability. The newcomers at the bottom of this screen each serve millions each month. Especially
Instagram and Fancy seem to be growing rapidly. Not to forget: Pinterest…
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200k unique
visitors in May in
Netherlands.
200% growth
in 5 months*
* = Marketingfacts.nl
We are still learning so much. We do see that visitors coming from Pinterest convert much better than visitors from Facebook, for instance. And there’s a very good reason for that:
SOCIAL SHOPPING
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Conversion
Sharing Shopping
The established networks (like Facebook, Youtube, Twitter and Instagram) are in the ‘sharing’ range of social media. The range in which you cannot be overly commercial. There is a shift happening from sharing to shopping. The
newcomer networks (like Pinterest, Polyvore, Fashiolista, Lookbook.nu and Fancy) are predominantly about sharing products, not moments. No wonder that the conversion from these platforms is so much higher.
Sharing Shopping
SOCIAL SHOPPING
51 EMERCE EFASHION Eventually it is all about making a sale. This is why Lyst and others are entering this arena with another mindset:
not Pinterest’s serendipity, but real searching, browsing and finding, helped by a personal profile and those of your friends.
On Lyst, you’ll follow brands, magazines, designers and friends. This results in a personal stream. And what’s so special: it looks like a shop and it works like a shop!
Wereldwijd heeft Lyst naar sommige schattingen nu ongeveer 1M bezoekers per maand. Aan deze grafiek, die ze in maart 2012 deelden, lijk je te kunnen zien dat de groei voorlopig nog niet voorbij is.
THE FASHION CYCLE
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TNBT The Next Big Thing
customer profiling
PROFILING
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We have come to get used to profiling, in the platforms that we use. LastFM offer recommendations based on what you and your friends listen to. Shoedazzle uses a style-intake to give personal advice. Facebook uses your content
and behavior to offer ads. But most of this profiling happens within those platforms.
“...connecting every person on the web with their affinity for anything, from books to gadgets to music, restaurants, fashion, or vacation spots.”
The Taste Graph van Hunch is daarin radicaal anders, en is er echt op gericht om over zoveel mogelijk diensten heen je smaak vast te leggen, om vanuit statistiek je te kunnen adviseren op zelfs voor jou nieuwe terreinen.
Een goudmijn voor adverteerders en retailers.
CROSS PLATFORM PROFILING
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…however, Hunch and The Taste Graph were acquired by Ebay, end of 2011. Not long thereafter, the API was closed. It is very unclear who is still using Taste Graph logic and data at this point, beyond Hunch itself.
READY FOR EXTENSION
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But Hunch isn’t the only one investing in cross platform customer profiling. TastemakerX is a new mobile game in which trendsetters can point out music that they think will be successful. If they prove to be right, they win. (very interesting for
followers also, obviously). Their masterplan: extension to all relevant ‘taste verticals’.
scarcity
gifting
price cuts
autho- rity
SCIENCE ROCKSTARS: PERSUASION API
61 EMERCE EFASHION Finally Science Rockstars have found out that persuasion techniques (4 examples above) have a different effect on different persons. This personal sensitivity, however, is pretty constant throughout different product categories such
as clothes, electronics, et cetera. If you capture someone’s persuasion profile, that’s worth something!
TAILORING OUR PROPOSITION
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So, we will all be tailoring our proposition, not just garments. It will go beyond the selection of products and will include style of communication that will be based on the profile of our customers, that’s being recorded by third
parties that will market this information with everyone who is willing to pay. Dark side material? Maybe…
SO... Part 4 of 4
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How do you connect these developments to the surfing and shopping behavior of your customers?
CUSTOMER JOURNEY
shows
bloggers
pre-shopping
print media
social
social
shows
bloggers
pre-shopping
print media
social
social
shows
bloggers
pre-shopping
print media
social
social
shows
bloggers
pre-shopping
print media
social
social
shows
bloggers
pre-shopping
print media
social
social
shows
bloggers
pre-shopping
print media
social
social
By using this customer journey model you can see for yourself which of these and other trends fits your brand and customers. Also you can see where they would fit your cross-touchpoint story telling.
Very few brands are on top of this game. Seize the opportunity!
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EFFECT
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So we are talking about democratization of the fashion market. More and more people create content, and the flow of content is by now truly overwhelming! Does this mean the end of the era of the star designer? Au contraire! Only the
most outspoken of designers will survive. Love them or hate them!
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Glasses: on. So: you’re allowed a pedestal. And Karl? He may keep is sunglasses on for another while.
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Pieter Jongerius
@pieterj
All images copyright of their respective owners