How to create a unique customer journey? e-Commerce meets Fashion in the "Ticino Fashion Valley" 2016 © TNS 18th April 2016 Grazia Grassi
How to create a unique customer journey?
How to create a unique customer journey? e-Commerce meets Fashion in the "Ticino Fashion Valley" 2016 © TNS 18th April 2016 Grazia Grassi
Customer journeys: the way people experience brands
2
Unique Experience
The journey which best responds to
Customer needs
How to create a unique customer journey? e-Commerce meets Fashion in the "Ticino Fashion Valley" 2016 © TNS 18th April 2016 Grazia Grassi
Brands use different Touchpoints to answer those needs or to drive and influence choices Nowadays touchpoints serve multiple purposes
SOURCE : TNS Connected Life 2016
Converting
Servicing Seek service
solutions via social
Brand building Connecting with
brands on Social Media Seeking info
Enjoying entertainment …
34% 47%
23%
Researching pre-purchase, Comparing prices, Peers reviews,…..
3
How to create a unique customer journey? e-Commerce meets Fashion in the "Ticino Fashion Valley" 2016 © TNS 18th April 2016 Grazia Grassi
All touchpoints have impact …but a few have more impact than others
TV
The new world
Brand community
PR
Retail
Advertising Direct mail
Interactive experience
Staff
POS
Sponsorship Online retail
Product sampling
Social media
and more…
4
How to create a unique customer journey? e-Commerce meets Fashion in the "Ticino Fashion Valley" 2016 © TNS 18th April 2016 Grazia Grassi
Are you focusing on the right KPIs?
Touchpoint reach is one thing: impact is another
Online comparison sites
Reach
% interacting with touchpoint
40% 25% 30%
Touchpoint Impact
% of sales influenced by touchpoint
6% 11% 14%
Spoke to a sales
consultant
Company websites
SOURCE : TNS Connected Shopper Journeys - 2016
5
How to create a unique customer journey? e-Commerce meets Fashion in the "Ticino Fashion Valley" 2016 © TNS 18th April 2016 Grazia Grassi
Segment split – Europe apparel buyers %
High Social engagement
Low Social engagement
Low
D
igital in
fluence
Hig
h
Dig
ital in
fluence
Observers
Functionals Connectors
Leaders
28%
28% 41%
11%
Apparel (clothes and shoes) buyers approach the category with different attitudes toward Digital
Digital-led
Offline-led
MEDIA MIX
Paid/Owned
CONTENT MIX
Earned
SOURCE : TNS Connected Life 2016
6
Italy
Switzerland
UK
Russia
USA
China
How to create a unique customer journey? e-Commerce meets Fashion in the "Ticino Fashion Valley" 2016 © TNS 18th April 2016 Grazia Grassi
Do you know which amplifiers are the most powerful in your market? Brand engagement online is different across cultures Types of weekly brand interaction on social platforms – amongst Apparel Purchasers %
7
SOURCE : TNS Connected Life 2016
Read and comments on Blogs, forums, review sites
54% 22% 40% 30% 24%
Use a branded mobile app 44% 18% 24% 36% 24%
Read emails from brands 66% 31% 32% 44% 14%
Visit a brand website 58% 31% 27% 46% 28%
Watch video about a brand on YouTube
48% 24% 38% 29% 3%
Read brand content on Facebook 61% 29% 17% 39% 2%
Tweet to or retweet brands 22% 6% 8% 17% 1%
Access information or service from a brand through WeChat
12% 2% 3% 5% 41%
How to create a unique customer journey? e-Commerce meets Fashion in the "Ticino Fashion Valley" 2016 © TNS 18th April 2016 Grazia Grassi
Navigating the touchpoint revolution to get UNIQUE Customer journeys
Identify the touchpoints that impact most
Align touchpoints to deliver a
consistent experience
When approaching the connected Customers keep in
mind different attitudes toward digital and social
Measure, act, measure, act..
8
How to create a unique customer journey? e-Commerce meets Fashion in the "Ticino Fashion Valley" 2016 © TNS 18th April 2016 Grazia Grassi
TNS Italia srl | Viale Milanofiori, 3 street, B1 Building | 20090 Assago (MI)| tel.+39.02.27.07.21 | www.tns-global.it
Grazia Grassi Commercial Director
[email protected] tel +39 335 78 54 869
9
How to create a unique customer journey? © TNS 18th April 2016 Grazia Grassi
Annex Connected Life methodology
10
How to create a unique customer journey? © TNS 18th April 2016 Grazia Grassi
TNS Connected Life: Exploring how connectivity is changing the lives of consumers across the planet; representing 90% of the online population
60,500 consumers 50 markets
11
How to create a unique customer journey? © TNS 18th April 2016 Grazia Grassi
Connected Life provides the world’s most comprehensive view of the connected consumer, enabling the development of connection strategies for markets, targets and consumer segments
4
How to create a unique customer journey? © TNS 18th April 2016 Grazia Grassi
Connected Life delivers the market, target group and user segment level data necessary to inform better decision-making throughout the planning process
What
Overview of Connected Life study
Who Regular internet users aged 16-65
Where 50 markets
When Fieldwork launched June - July, reporting September – October 2015
5
How to create a unique customer journey? © TNS 18th April 2016 Grazia Grassi
Answering the key questions that help marketers connect to their consumers throughout this journey
Read & watch
Engage & share
1. Benchmark consumer connectivity
How connected are my target consumers? How is the device ecosystem changing? How fast is media migrating? How do they connect throughout the day?
Which platforms should I use to reach my targets now / in future?
Which social/IM platforms should I prioritise? How should I adapt to changing video viewing habits?
3. Drive engagement and advocacy
What consumer profiles are seeking to engage? Which social platforms should be prioritised? What content needs should be prioritised? How do I amplify advocates?
6. Improve connected customer satisfaction What are the major service channels? Where should I improve my performance? Which channels drive loyalty? Which channels should I prioritise now / in future?
5. Activate connected shoppers How mature is the eCommerce market? What eCommerce profiles exist? Which eTailers should I partner with? How do growing levels of connected trade impact
the connected shopper journey?
4. Smooth the connected shopper journey What touchpoints are used in my category? How omnichannel is my journey? What mindsets are most prevalent? How do I activate against these mindsets?
2. Improve touchpoint planning
1= Uncover trends in media migration 2= Size online addressable channels 3-6= Activate influence media opportunities
Engage & share
Research
Buy Read & watch
Use / Consume
Consumer – brand
relationship
Access media
Comparable YoY
Comparable YoY
Enhanced Enhanced
Comparable YoY
New module
14
How to create a unique customer journey? © TNS 18th April 2016 Grazia Grassi
Holistic framework
The study offers a holistic perspective on the changing relationship between brands and consumers in all these markets
Connected Life combines broad global representation with deep granular understanding to enable marketers to make better decisions
Globally representative
Truly represents 90% of the online population by calibrating to robust enumeration data collected offline
And the study has been dramatically enhanced since 2014
10
Granular analysis
Content is targeted at key brand questions, deliverables are tailored to brand target groups and segments as standard
How to create a unique customer journey? © TNS 18th April 2016 Grazia Grassi
Through a device-agnostic and time-optimised questionnaire Screener
Gender / Age / Region / Education
Internet Access
Internet access
Device ownership
Device ownership/usage
Device purchase intention
Mobile service provider
Mobile service provider NPS
Mobile brand
Smartphone screen size
Digital Activities
Frequency of online activities
Social/IM usage
Favourite social/IM
Daypart Usage
Device and media usage
Typical day
Time spent on device/media/ activities
Proportion of activities by device
Device / media usage by daypart
Activity usage by daypart
Brand Engagement
Engagement methods
Category engagement
Engagement methods – preference
Role of social
Customer Strategies
Contact with provider
Touchpoint rating
TRI*M Performance
TRI*M Preference
Social media response
Ideal touchpoints
Research / Purchase Online / Offline
Products purchased P4W
Products purchased P12M
Products purchased online
Online purchase – any
eCommerce websites
eCommerce barriers
Category Shopper Journey
Category selected
Shopper mission –short cycle
Shopper mission –long cycle
Open or Decided
Pre-purchase action
Section F: Segmentation
Digital influence
Social engagement
Final Demographics
Employment status
Household structure
Age of youngest child
Household decision maker
Groceries purchased P1M
Alcohol consumption
Household income
15
How to create a unique customer journey? © TNS 18th April 2016 Grazia Grassi
The study represents 90% of the global internet population
Country Sample Methodology Weekly internet
usage (%)
Year on year
comparison
Argentina 1000 Online 63 N/A
Australia 1000 Online 87 Yes
Austria 1000 Online 79 Yes
Belgium 1000 Online 75 Yes
Brazil 1000 Online 51 N/A
Canada 1000 Online 82 Yes
China 2000 CLT CAPI 70 Yes
Colombia 500 CLT Web 72 Yes
Cz. Republic
1000 Online 75 Yes
Denmark 500 Online 87 Yes
Finland 500 Online 85 Yes
France 1000 Online 76 Yes
Germany 4000 Online 79 Yes
Ghana 1000 Door to Door CAPI 12 Yes
Greece 500 Door to Door CAPI 63 Yes
Hong Kong 1000 Online 72 Yes
Hungary 1000 Door to Door CAPI 70 Yes
India 5000 Door to Door CAPI 21 N/A
Indonesia 1500 Door to Door CAPI 34 Yes
Israel 1000 Online 82 Yes
Italy 1000 Online 69 Yes
Japan 1000 Online 84 Yes
Kenya 1000 Door to Door CAPI 40 Yes
Malaysia 1000 Online 67 Yes
Mexico 1000 CLT Web 53 Yes
Source: Google CCS 2015 ITU N.B. Information shown is subject to change
Country Sample Methodology Weekly internet
usage (%) Year on year comparison
Morocco 1000 Online 57 N/A
Myanmar 1000 Door to Door CAPI NA N/A
Netherlands 1000 Online 92 Yes
New Zealand
1000 Online 87 Yes
Nigeria 1000 Door to Door CAPI 57 Yes
Norway 1000 Online 92 Yes
Philippines 1000 Door to Door CAPI 57 Yes
Portugal 500 Door to Door CAPI 63 Yes
Russia 1000 Online 78 Yes
Saudi Arabia 1000 CAPI in preferred
location 87 N/A
Singapore 1000 Online 77 Yes
Slovakia 1000 Online 78 Yes
South Africa 1000 Door to Door CAPI 46 Yes
South Korea 1000 Online 83 Yes
Spain 2000 Online 76 Yes
Sweden 500 Online 91 Yes
Switzerland 500 Online 82 Yes
Taiwan 1000 Online 76 Yes
Thailand 1000 Door to Door CAPI 53 Yes
Turkey 1000 Door to Door CAPI 62 Yes
UAE 1000 CAPI in preferred
location 89 N/A
UK 3000 Online 78 Yes
Ukraine 1000 Online 53 N/A
USA 3000 Online 74 Yes
Vietnam 1000 Door to Door CAPI 68 Yes
17
How to create a unique customer journey? © TNS 18th April 2016 Grazia Grassi
Demographics and life stage
Age
Gender
Education
Income
Household structure
Age of youngest child
Household decision maker
Mobile operator brands
Major mobile operators in every market
NPS for each operator
Target groups available*
58 product categories across
the following
Baby care
Food and drinks
Household care
Personal care
Personal hygiene
Pet food
Apparel
Automotive
Financial services
Medicine
Music
Technology
Tobacco
Travel
19
* To be confirmed according to different Countries sample size.
How to create a unique customer journey? © TNS 18th April 2016 Grazia Grassi
Automotive
New car
Second hand car
Baby care
*Infant milk formula or growing up milk
*Baby food, diapers, body care or other baby care products
Cleaning and laundry
Cleaning/household products
Laundry detergents
With greater depth for key meta-categories
Apparel
Clothes, shoes
*New / Updated
Financial services
Credit cards
Insurance (e.g. homeowners, health, automobile)
Banking products (e.g. loans, accounts) or Investment (e.g. mutual funds, retirement)
Food and drink
*Fast food or takeaway
*Food, as part of a grocery shop
Alcoholic Beverages^
Non-alcoholic drinks
Pet food
Technology
PC / Desktop / Laptop
Tablet
Mobile phone or smartphone
Camera (still or video)
TV (LCD, 3D, Plasma, LED etc.)
White goods and home appliances Hygiene products
Personal hygiene products
Oral Care
Medicine
Over-the-counter medicines
Music
Music (e.g. CDs, downloads)
Technology / media services
*A mobile-phone network contract
*A home-entertainment service
*A video game or video-game console
Tobacco
Tobacco / cigarettes^
e-Cigarettes^
Travel
*Flights
*Hotels / accommodation
Personal care
*Facial care products
*Cosmetics / make up
*Perfume or cologne*
Skin care products
Hair care products Detailed path to purchase coverage
^Included based on local regulations
20
How to create a unique customer journey? © TNS 18th April 2016 Grazia Grassi
All data can be also cut by the Connected Life segments
High Social engagement
Low Social engagement
Lo
w
Dig
ital in
fluence
Hig
h
Dig
ital in
fluence
MEDIA MIX
Digital-led
Offline-led
High Social engagement
Low Social engagement
Lo
w
Dig
ital in
fluence
Hig
h
Dig
ital in
fluence
CONTENT MIX Paid/Owned Earned
And the X axis describes what the Content mix should be across specific digital channels
The Y axis describes the level of focus that should be put on digital sources within the overall Media Mix
Leaders Observers
Functionals Connectors
Leaders Observers
Functionals Connectors
22
How to create a unique customer journey? © TNS 18th April 2016 Grazia Grassi
Enabling granular action-planning
High Social engagement
Low Social engagement
Lo
w
Dig
ital in
fluence
Hig
h
Dig
ital in
fluence
Observers
Functionals Connectors
Leaders
High Social engagement
Low Social engagement
Lo
w
Dig
ital in
fluence
Hig
h
Dig
ital in
fluence
Observers
Functionals Connectors
Leaders
Segment split among beer purchasers – USA
Segment split among beer purchasers – USA Males aged 26-31
31%
16%
35%
18% 6%
23%
59%
13%
Source: Connected Life 2014
23