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How to maximize your sales by enhancing your customer experience
Sales Performance ConferenceSeptember 17th and 18th 2009
Audrey MartinBusiness Development Manager
Innovative strategies to reduce costs
E-commerce and visual communication to boost ROI
Best practices through case studies
Table of contents
During an economic downturn…
Innovation impacts on cost-efficiency and sales
"A process innovation is the implementation of a new or significantly improved production or delivery method. This includes significant changes in techniques, equipment and/or soft". Source: OECD Oslo Manual
Necessity to cut costs and stop revenue decline
1. Innovative strategies to reduce costs
A majority of executives consider that innovation is critical
Source: Saugatuck Technology Inc. and BusinessWeek Research Services C-Team Study (2006)
Drivers of innovation
Source: Capgemini “Innovation Leader or Laggard?” (2009)
• Customers become belligerent. Customers are increasingly intolerant of poor experiences and share their dissatisfaction.
• Products and price are commodities. Customer experience and process innovation are the new differentiators.
E-commerce benefits in terms of costs and sales
2. E-commerce and visual communication to boost sales
Innovation must be customer-oriented
Source: Peppers ans Rogers Group and SAS (2008)
Customer experience maturity leads to competitive advantage
Customers with good experiences consider purchasing more
Correlation between high customer experience index andwillingness to purchase again from the same provider
Source: Forrester Research (2009)
But they don’t see uniqueness today
Source: Allurent/Endeca (2008)
How to differentiate online?
Product presentation is key to purchase decision
New ways of improving online customer experience
- Rich Media- Web 2.0- Interactivity- Social networking
Source: Nielsen Online “Mystery Shopping Surveys” (2008)
- Pleasant colors- A user-friendly design and structure- Good quality pictures
Source: Adobe Scene7 Survey (2009)
Most effective product presentations
Source: Adobe Scene7 Survey (2009)
Planned and deployed strategies
Décathlon Case
Issue: Enlargement of the product communication scope
Results: - +25% product photos at zero cost- Contributes to notably enrich the company’s database- Improve the product visibility at the point of sale
OneDirect Case
Issue: Overhaul of its e-commerce website and catalogues
Results: - +27% turnover in December of 2008- Allowed the production of 360° animations in-house- Release of new printed catalogues on a more regular basis
Issue: Optimization of specific product communication processes
Cisowianka Case
Results: - PackshotCreator = Press relations/retailers demos/Web
uses - Standardized product communication
Thank you for your attention