Retail Touchpoint Strategy 2012

1

- Pieter Jongerius-

RETAIL TOUCHPOINT STRATEGY Brand driven selection and arrangement of touchpoints

April 12

TOUCHPOINT STRATEGY

2 EMERCE CONVERSION

Brand Target group Touchpoints

What can we do to maximize the exchange of value?

You’ll need more than touchpoints alone.

Corporate strategy

Touchpoint strategy

Design & implementation

Operation

APPROACH

RESOURCES

BRAND

OPPORTUNITY

PROPOSITION

Corporate strategy people

knowledge budget

partners competition

customer insight

vision & mission

trends

values positioning

visual identity

products

service level

community loyalty

Touchpoint strategy


RESOURCES

BRAND

OPPORTUNITY

PROPOSITION

Corporate strategy people

knowledge budget

partners competition

customer insight

vision & mission

trends

values positioning

visual identity

products

service level

community loyalty

Touchpoint strategy


PROPOSITION

PROPOSITION Brand driven added value

7

?

· Commerce

8 EMERCE CONVERSION

BRAND DRIVEN ADDED VALUE

First and most important: what do you sell?

A product for a price.

New channels mean new proposition opportunities.

Consider this Britney Spears online popup store.

· Commerce

9 EMERCE CONVERSION


· Commerce

· Communication

10 EMERCE CONVERSION


Sometimes communication is purely about

branding and positioning

· Commerce

· Communication



Sometimes it is about very concrete product offers.

· Commerce

· Communication

· Advice



Ask yourselve whether you have a role or

responsibility to give advice.

· Commerce

· Communication

· Advice



KwikFit decides not to, and just offers product.

This can be a very valid decision.

· Commerce

· Communication

· Advice

· Relation



Building a relation through personalisation is a very common

and effective way of building a relation.

· Commerce

· Communication

· Advice

· Relation



At Threadless, this relation is obviously much more intimate,

with the community tying in to the business.

· Commerce

· Communication

· Advice

· Relation

· Community



A brand brings people together. Nowadays mostly on social

media, but there are still other powerful communities out there.

· Commerce

· Communication

· Advice

· Relation

· Community



Very interesting to see the field of social media becoming more

diverse again, with newcomers such as Pinterest and Instagram.

· Commerce

· Communication

· Advice

· Relation

· Community

· Fun



Sometimes a brand will decide to offer sheer fun.

· Commerce

· Communication

· Advice

· Relation

· Community

· Fun

· Identity



Eventually people will derive part of their identity

from your brand.

?


· Commerce

· Communication

· Advice

· Relation

· Community

· Fun

· Identity


How are we going to deliver this added value in a way that keeps

us ahead of our competitors?

Corporate strategy


Touchpoint strategy

TYPES OF TOUCHPOINTS

Online & offline

Owned & bought & earned

Media & channels

Push & pull

Temporary & permanent

EMERCE CONVERSION 22


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!


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!


CONNECTING TOUCHPOINTS

OFFLINE ONLINE


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



A nobrainer really. Start by adding relevant web addresses to /all/ of your touchpoints. It works!



Somewhat controversial: point to social rather than web platform (www.brand.com).



We are learning every day: pinterest traffic converts better than facebook traffic.

30

Corporate strategy


Touchpoint strategy

CUSTOMER JOURNEY

CUSTOMER LIFE CYCLE

Touchpoint strategy

Corporate strategy


AIDA IS DEAD


transaction

main initiative with brand

relation

main initiative with customer

acquisition persuasion conversion

CUSTOMER JOURNEY 2.0

interaction participation promotion


television allerhande

ah.nl

web stores

acquisition

persuasion

conversion

interaction

participation

promotion

ipad ‘appie’

‘kookschriften’

?

Let’s start!

Defining a specific customer journey in five easy steps.

36

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

EXAMPLE: TRAVEL ORGANIZATION Customer journey for a traveller

1. Inspiration

2. Orientation

3. Booking

4. Preparation

5. Journey

6. Stay

7. Return

8. Fun afterwards

CUSTOMER JOURNEY

CUSTOMER LIFE CYCLE

Touchpoint strategy

Corporate strategy


CUSTOMER LIFE CYCLE


KLANT

NEW CUSTOMER JOURNEY

CUSTOMER LIFE CYCLE


KLANT

MATURE CUSTOMER JOURNEY

CUSTOMER LIFE CYCLE


KLANT

FAN JOURNEY

CUSTOMER LIFE CYCLE


CUSTOMER JOURNEY

CUSTOMER LIFE CYCLE

Touchpoint strategy

Corporate strategy


Operation

Corporate strategy

Touchpoint strategy


RTV BRAND

STORE

SEA SEO

EVENTS

M.WEB

WEB

TABLET

APP EMAIL LOYALTY CREDIT

LETTER

ADS

MAGA-

ZINE

Acquisition Conversion Retention

You have selected a number of touchpoints. How are you going to make them a success?

CROSS CHANNEL CRYSTAL

by Peter Morville

.....

CONSISTENCY


x

CONNECTION


CONTINUITY

· persistent cart

· mobile wishlist


CONTEXT


Mobile version of Artis.nl focuses entirely on day of visit with ZOO-map and feeding times, f.i.

Corporate strategy

Touchpoint strategy


RTV BRAND

STORE

SEA SEO

EVENTS

M.WEB

WEB

TABLET

APP EMAIL LOYALTY CREDIT

LETTER

ADS

MAGA-

ZINE

Cross Channel Crystal

IN CONCLUSION

63


RESOURCES

BRAND

OPPORTUNITY

PROPOSITION

1 Corporate strategy · Commerce

· Communication

· Advice

· Relation

· Community

· Fun

· Identity

2 Added value

3 Customer Journey

Emotions & needs

Experience

Current TP’s

Define new set

CLC

Campaigns

4 Cross channel crystal

Very few brands are on top of this game. Seize the opportunity!



Date post:	27-Jan-2015
Category:	Design
Upload:	pieter-jongerius
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