HOW TO DIGEST THE
OMNICHANNEL ELEPHANT
Final Report Expert Group Selection
January 2014
© Shopping 2020 2
Selection as part of the customer
journey towards 2020
Introduction
Selection in 2020
Requirements & Capabilities
Call to action
Appendix
© Shopping 2020 3
“The most important thing is, we have
extraordinary respect for customers. We think
people live busy lives and the world’s pretty
complicated. So we wanna simplify things”.
Ron Johnson, Former Apple Retail head
© Shopping 2020 4
ShopperBehaviour
Cross Border (e)Commerce
TechnologischFuture
Touchpoints EcologischPolitiek /Juridisch
Online ondernemen
Businessmodels
Veiligheid / Fraude
Omnichannel Organisatie
De Nieuwe Winkelstraat
Supply Chain
Orientation Transaction Delivery CustomerCare
Customer data value
management
FutureTrends
Key Themes
CustomerJourney
Smarter
Shopping
Selection: Second step in customer journeys
An introduction
Selection is the second step in the Customer journey,
one of the micro research programs of Shopping 2020
Selection
© Shopping 2020 5
Why prepare for Selection in 2020
Customer experience leaders outperform the market
© Shopping 2020 6
Customer journeys will be digital and physicial
Report focus: Combining digital experiences and physical stores for Selection
• The expert team focussed on customer
journeys / customer experiences that include
offline and online elements for Selection
activities of customers
• Such combined journeys are more complex to
orchestrate and more difficult to realize
Picture: http://blumenthals.com/blog/2013/06/17/the-debranding-of-google-local/
© Shopping 2020 7
Key questions for customer journeys
From a Selection perspective
© Shopping 2020 8
Selection as part of the customer
journey towards 2020
Introduction
Selection in 2020
Requirements & Capabilities
Call to action
Appendix
© Shopping 2020 9
"We see our customers as invited guests to a
party, and we are the hosts. It's our job every
day to make every important aspect of the
customer experience a little bit better.”
Jeff Bezos, Amazon
© Shopping 2020 10
Key questions for 2020 customer journeys
From a Selection & Customer perspective
© Shopping 2020 11
Deliberate shopper
Shopping is sports
Calculating shopper
Shopping is work
Passive shopper
Shopping is like
visiting the dentist
Passionate shopper
My hobby is shopping
Used the four Shopping 2020 shopper types
Shopper stereotypes from expert team Shopper Behavior
© Shopping 2020 12
Investigated technologies and enablers
Technologies and enablers that will be more widespread in 2020
Kno
wle
dge
Exp
erie
nce
Con
tent
Offe
rings
© Shopping 2020 13
Linked shopper types and customer journeys
Stereotypes force thinking , journeys link the support required
All four GfK shopper types
will likely show up at your
stores
What will be the potential
effect / impact on other
shopping types when
encountering this customer
experience?
The blue building blocks
depict shopper type
requirements
The red building blocks
depict relevant retailer
offerings & capabilities
Colored “clouds” show
Selection customer journey
steps
Every customer will choose a shopper type depending on the occasion
In the execution phase
further segmentation will
be needed for your specific
formula
More detailed customer
journeys provide excellent
talking points with major
stakeholders in your
organization
© Shopping 2020 14
How GameStop uses customer journeys
Example of the use of customer journeys
GameStop uses Customer Journey Mapping to have clarity on where the customer
falls in their purchase path and message them within this context. GameStop then
layers in loyalty program data to predict the most relevant products to offer, when,
where and how.
Source: CMO Club: The CMO Guide to Omnichannel Personalization
Selection scope
© Shopping 2020 15
Calculating shopper
Shopping is work
Source: Dé shopper bestaat niet - almere, 26 september 2013 - eerste uitkomsten van de expertgroep shopper behavior
Calculating shopper
© Shopping 2020 16
Simon is triggered by a
notification that the
cellphone on his wish list,
is on promotion
He checks product
information and reviews to
validate the item and any
recent alternatives
The top-3 items, he also
checks at a price
comparison site
to validate the
promotional offer
A bundle of the phone with
a great designer cover is
also in promotion
The retailer provides all
information in a format he
likes based on his search
preferences
He makes a reservation to
pick up both items at the
store, as he passes the store
anyway. Checking their
inventory online
Calculating shopper
Shopping is work
Actionable knowledge ExperienceProvide content Proposition
Trigger meMake it personal Make it relevant Convenient selection
Multi- variant testing
Targetted information
Coupons
In-store navigation
Free delivery / return
SEO / SEA
Personalized brochures
Search optimization
Ranked reviews
Extensive product info
Price / product watch
Quick funnelConversational search
Price comparison Package deals Choice of
delivery options
Shopping lists Adaptive website
Personal profile
Routing / navigation
Good return policy
Personal discounts
Purchase history
Mix ´n match coupons
Price com-parisons
Guides & wizards
Special price on limited stock
Expert on callCustomizable search
Reviews Click & Collect Reser-vations
Calculating shopper
© Shopping 2020 17
bol.com
Integrating external suppliers in the site
• External suppliers are integrated
into the bol.com site
• Like Amazon, bol.com makes it
possible to order directly at other
webshops from within the bol.com
website
• Within a year from the start of this
integration, suppliers had added
over half a million items to bol.com
Source: http://www.emerce.nl/nieuws/zakelijke-verkoop-via-bolcom-beter-verwacht
Calculating shopper
© Shopping 2020 18
Booking.com
Easy to find hotelrooms
• Booking.com is one of the largest
hotel intermediaries and has a very
user friendly website with many
filters to optimize the selection for
a quick and easy decision
making process
• The product information is very
detailed and includes info on the
hotel and the rooms available.
• Extensive info also on items such
as location info, reviews, product
photos, availability and price
Calculating shopper
© Shopping 2020 19
Wehkamp
Customizable search results page
• Wehkamp enables the customer to
change the number of items shown in
the search results pane, as well as the
way they are displayed (table, list,
collage)
• The number of options depends on the
amount and detail level of the product
information available
• Depending on the purpose of the
customer (searching for specific item,
searching for suitable item within the
result set), the favorite display modus is
selected
Calculating shopper
© Shopping 2020 20
Deliberate shopper
Shopping is sports
Source: Dé shopper bestaat niet - almere, 26 september 2013 - eerste uitkomsten van de expertgroep shopper behavior
Deliberate shopper
© Shopping 2020 21
Deliberate shopper
Shopping is sports
In-store experts
Triggers & remarketing
Excellent search
Personal product pages
Reviews on site Ranked reviews
Usage videos and narrative
Customer recognition
Wizards
Product configurators
Extensive product info Best Buy Location based
information
Online validation of
product
Quick & Fast to target
Reviews (shop)
Actionable knowledge ExperienceProvide content Proposition
Seduce meMake it personal Make it relevant Convenient selection
The in-store expert is able
to answer all her queries
about printers
The kiosk screen shows
reviews for printers that
she discussed with
the expert
The system knows that
she has a Windows
laptop and an iPad
With a wizard Mary selects
the best printer for her.
It is only not available in
this store
However it is in stock in
a store nearby
They make a reservation,
as they only have
one in stock
Mary goes to her favourite
store downtown to find
a new printer.
With a store expert she
consults a kiosk
Personal profile Purchase history
One-on-one advice
ReservationsSubscription delivery
Pro-active personal shopper
Personalized information
Buy one Give one
Clear site structure
Targetted information
Multi-channel recognition
Buy one Give one
Personal product page
Personalized reviews Configurators Location based
information
Deliberate shopper
© Shopping 2020 22
Delaagsterekening.nl
Relevant and to-the-point
• Delaagsterekening.nl analyzes mobile
phone usage of customers based on the
invoices of their operator of the last year
• Using that data, the cheapest
subscriptions are analyzed
• Delaagsterekening.nl “translates” the
product specifications of the operators to
the most attractive option, from a
customer perspective
Deliberate shopper
© Shopping 2020 23
Dell.com
Limiting options to help selection
• Dell has a wide range of laptop PC’s based on a number of models, each available with various specifications and configuration
• Dell presents three standard configurations for each model: Good, better, best
• For key product attributes, it not only shows the technical values, but also visually indicates how the different configurations compare
• This reduces the complexity of the selection process, increasing the conversion
Deliberate shopper
© Shopping 2020 24
ASOS
Complete Product Data: Suitable and fitting
- Almost all of ASOS’ items have a
catwalk view, that shows what the item
looks like on a real person
- The looks are also described in detail ,
incl. exact specifications of the
materials used, washing etc
- A complete size guide helps pick the
right size
- Asos makes it possible to activate filters
from the item view of search results, by
eliminating a subset of the search
results
(‘Hide this brand’).
Deliberate shopper
© Shopping 2020 25
Passive shopper
Shopping is like visiting the dentist
Source: Dé shopper bestaat niet - almere, 26 september 2013 - eerste uitkomsten van de expertgroep shopper behavior
Passive shopper
© Shopping 2020 26
Passive shopper
Shopping is like visiting the dentist
Price confirmation
Search in filtered
assortmentSubscriptionReputation
ReliableRelevant summary
Direct Q: what are you
looking for?
Quickly to detail to show
results
Easy reordering
See physical location
immediately
Simple
ConfirmationStock
information in physical store
Allow for free returns
Pick-up / home delivery
Recommen-dations
Lowest price guarantee
Actionable knowledge ExperienceProvide content Proposition
Help meMake it personal Make it relevant Convenient selection
He checks the website of
his favourite drugstore
for recommendations
In addition to a regular
purchase, the store offers
him a subscription model,
with new razors every month
The straightforward
navigation make it easy
for Mark to select razors
and foam
A presentation of the three
top selling shaving foams
grabs his interest
Reviews from people with
the same skin type help
in the decision
making process
Home delivery and fre
returns saves him from
a trip into town
Mark’s ran out or razors,
so he desperately needs
to buy new ones
Purchase history Less choice
Very clear navigation
Complete Looks
Return policy
Personal profile
Limited assortment
Ranked reviewsReviews
Video usage instruction
Reminder service
Usage storiesSimple
Wizards Return policy Subscriptions
Passive shopper
© Shopping 2020 27
Wegmans (and others)
Purchase history
Question:
• How do I access my Shoppers Club past purchases to build a shopping list?
Answer:
• Go to products tab and tap "Your name's purchases". There is a rolling 15 months of purchase history available. This data is only available when a Shoppers Club card, keytag or phone number is used at the time of purchase.
Passive shopper
© Shopping 2020 28
Amazon Prime
Subscription model lowers barriers
• Amazon offers a (shipping)
membership model
• The customer can buy without paying
(extra) for shipping
• Thus Amazon removes an important
barrier to buy and receive purchases
at home
• This creates lock-in and stimulates
impulse buying
• In addition to free shipping, members
are entitled to other benefits including
video and e-books
Passive shopper
© Shopping 2020 29
Thuisbezorgd.nl
Four pages only for a complete order
• Four pages are enough to buy from the
largest assortment of delivered meals in
the Netherlands
• Large selection of local meal delivery
companies
(total 4500 restaurants)
• Complete with reviews
• Pay online or at delivery
• Order/delivery tracking service
Passive shopper
© Shopping 2020 30
Passionate shopper
My hobby is shopping
Source: Dé shopper bestaat niet - almere, 26 september 2013 - eerste uitkomsten van de expertgroep shopper behavior
Passionate shopper
© Shopping 2020 31
Multi-channel recognition
Incorporate reviews,
ratings blogs
Theme shopping
Make customer
shine (expert)
Surprising Group shopping
Celebrity role model Free wifiCross
marketing Invite a friend
Social TrendsetterExtended isleLifestyle tipsTip a friend for
discountBlogs video
forums
Passionate shopper
My hobby is shopping
Actionable knowledge ExperienceProvide content Proposition
Surprise meMake it personal Make it relevant Convenient selection
Via the web she invites a
friend, who cannot attend in
person for advice to watch
the red carpet videos
Jody ready a blog on a
trendy form on a new
pop-up store of her
favorite brand
The store has an electronic
mirror. Showing all kinds
of additional information
The store sends Jody´s
friends coupons for group
shopping with a discount
valid for a week
Back home, Jody puts new
images on facebook,
pinterest and twitter of her
new dress
She marks some items she
wants to try on, and shares
them with her online friend
The mirror lists the best
selling accessoires that go
with the dress
Profiling C2C interaction
Special atmosphere
Pop-up storesVirtual wardrobe
VIP priviliges retention.
Multi-channel recognition
WorkshopsPersonalized offer
Social media sharing
discounts
Social media
Related samples
Enter-tainment
Video reviews
Community building
Group shopping
Passionate shopper
© Shopping 2020 32
Zara
Every time, a new collection
• Feels like a new store with every visit
• Many different collections per season
• Each store can optimize their assortment
• Quick response to trends and customer
demands
• Many changes in store layouts, because of
changing assortments
• Zara has become (one of the) largest
fashion retailers in the world.
Passionate shopper
© Shopping 2020 33
BMW
Product page
• Custom layout and content for the
introduction of a new product, adapted
to its proposition
• Combining news, video, infographics,
product information and live social
media data from Facebook, Instagram,
Foursquare, Youtube and Twitter.
Passionate shopper
© Shopping 2020 34
Burberry
Coherent choices re. integration online - offline
• Comprehensive approach that is
consistent with brand strategy
• Expanded the function of the traditional
physical fashion store
• Well executed integration of online
functionality with offline elements for
improving shopping experience
• Online functionality translated to offline
store, e.g.
additional product information made
available using RFID, interactive mirrors
Passionate shopper
© Shopping 2020 35
Selection as part of the customer
journey towards 2020
Introduction
Selection in 2020
Requirements & Capabilities
Call to action
Appendix
© Shopping 2020 36
"We need to use data to start treating people like
individuals, not market segments"
Jill Puleri, VP Global Industry Leader Retail IBM
© Shopping 2020 37
Key retailer requirements
From a Selection perspective
© Shopping 2020 38
Provide a differentiated experience
Use all the customer information available
Questions re. personalization:
• Do you know how customers would like
to interact with your brand?
• Do you have a unified source of
customer information?
• Do you use the customer information for
more than personalized emails?
• Do you use customer information to
provide differentiated experiences in all
the channels you sell in?
Customer knowledge
According to a recent survey of
marketing executives 69% agree
that consumers expect the kind of
relevant offers and interactions
such insight allows, yet only 12%
said they are leading edge at it.
http://www.accenture.com/us-en/Pages/insight-whats-data-worth-summary.aspx
© Shopping 2020 39
Adaptive, interactive & unified experience
Risnews: Transforming E-Commerce
• “53% of online merchants report an increase in returning visitors
when using personalization”
• “So, what does it take to really change shopping?
One key is to bring the best of the offline world to the online world,
and this can be summed up in the seamless way we "discover" in
physical environments and the way we "learn" about new
products”
http://risnews.edgl.com/retail-trends/Transforming-E-Commerce--The-Introduction-of-Artificial-Intelligence89479
Picture: http://www.teachrite.com/blog/index.php/personalized-learning-defined/
Customer knowledge
© Shopping 2020 40
Customer knowledge
Adaptive, interactive & unified experience
Let content match customer characteristics
Recommendations to implement:
• Analyse and use customer data to personalize the experience
• Create actionable clusters based on the customer’s response to various dimensions of your value proposition
• Create adaptive / interactive products, with the following characteristics:
• Configurable products tailored to the customer profile
• Matching product information the customer needs to decide
• E.g. Netflix created products (content) matching customer profiles
Tooling:
• Customer analytics
tooling
• Next Best Action
• Customer recognition
technology:
• iBeacons
• Loyalty cards
© Shopping 2020 41
Content
Accurate & timely information
Invest in accurate (near) real-time data
Information related questions:
• Is there a unified source of data across
the company ?
• What information does your customer
need to select an item and feel
confident?
• Does that product information include
video, reviews, blogs etc ?
• Is the information optimized for the
various mediums used to access it:
tablet, desktop, kiosk, store ?
• Does search provide (near) real-time
results ?
• Can you provide accurate stock and
delivery information?
“Where the whole thing was lacking for
me was in the multichannel integration.
There’s no way (other than with an
associate’s iPad) for a customer to
access their online account, pull up
their wish list, or pre-shop in a
connected way. Online social content
isn‘t really represented (and) there’s no
online payment integration.”
Forrester in a blog on Burberry
© Shopping 2020 42
Comprehensive & dynamically managed
Content to match customer characteristics
• Google and/or Microsoft and/or Apple often already manage your calendar , your address book, your email, your apps and most of your searches.
• Now imagine they engineer engines that generate custom to-do lists for you as targeted —or as comprehensive—a weekly/daily/hourly/ real-time to-do list you think you might want or need.
Content
© Shopping 2020 43
Content
Comprehensive & dynamically managed
Content match customer characteristics
Recommendations to implement:
Content & Data are king:
• Relevant content
• Right touchpoint
• Right timing
• Right customer
• Structured & Normalised content
Tooling:
• Master Data
Management
• Customer analytics tooling
• CRM systems
• Web analytics
• Location technology
• Advanced designs
• Smart mirrors
© Shopping 2020 44
Customer offering
“Segmentation vs. customization
seems destined to become one of
the most interesting debates this
decade. Ironically but
appropriately, the best answers
will be found in the fusion of Big
Data and 80/20 analytics.”
Customer value management
Big Data is key to profitable business
Customer interaction value questions:
• Which 20% of customers generate 80%
of the profits, now and in the future?
• What 20% of customers facilitate 80%
of the most helpful referrals?
• Once you know what your 80/20 clients
look like, who should you be targeting at
your rivals?
http://blogs.hbr.org/2013/11/how-is-big-data-transforming-your-8020-analytics/?utm_medium=referral&utm_source=pulsenews
© Shopping 2020 45
Customer offering
Value based offerings
Competing with Amazon is doable
"What is interesting is that when you factor in different retail
competitive strategies like carrying a different assortment,
leveraging private label, delivering targeted customer
promotions, and creating unique customer experience in
addition to price leadership, it certainly appears that retailers
are learning how to compete with Amazon."
http://risnews.edgl.com/retail-trends/who-s-the-fairest-retailer-of-them-all-89478?postalcode=1066v&referaltype=newsletter
© Shopping 2020 46
Customer offering
Value based offerings
Price only is not a viable option for most retailers
Recommendations to implement:
Understand your competitors
weaknesses:
Analysis shows that also Amazon does
have weak spots, and that retailers can
compete with the online giants,
especially if they can beat them on
other non-price purchase factors
Carry different assortments, leverage
private label, deliver targeted
customer promotions, and create
unique customer experiences in
addition to price leadership
Tooling:
• Dynamic pricing
technology
• Distributed order
management
• Advanced promotions
technology
• Product customization options
• Lockers
• Multiple delivery options
© Shopping 2020 47
Customer experience
Setup consistently across touch points
First focus on the context of customer experiences
Customer interaction questions:
• Who are we interacting with?
• Identification
• What do we offer?
• Product, service, experience etc
• When does he buy from us?
• Context, lifecycle, need
• Where do we deliver?
• Destination, purpose
• Why would he buy from us?
• Connection, emotion, values
"We're a service company that just happens to sell shoes.“Tony Hsieh, CEO, Zappos.com
“PetSmart is the largest specialty pet retailer of services and solutions for
the lifetime needs of pets”PetSmart mission statement
© Shopping 2020 48
Customer experience
Recognition & Precision marketing
Forrester: The Rise of (Marketing) Orchestration
Marketing orchestration is an approach to marketing that focuses
not on delivering standalone campaigns, but instead on optimizing
a set of related cross-channel interactions that, when added
together, make up an individualized customer experience.
© Shopping 2020 49
Customer experience
Recognition & Precision marketing
Enable fast customer recognition
Recommendations to implement:
• Enable fast customer recognition
• Provide personal recommendations
based on customer information
• Stores are places for shoppers to
connect, discover, share and
personalize their experiences
• Digital touchpoints are responsive and
even more personalized
Tooling:
• Advanced digital
platforms
• Customer analytics tooling
• Web analytics
• Dynamic pricing technology
• CRM systems
© Shopping 2020 50
Selection as part of the customer
journey towards 2020
Introduction
Selection in 2020
Requirements & Capabilities
Call to action
Appendix
© Shopping 2020 51
As a management team, we began by asking ourselves a
fundamental question: ‘What is our vision?’ And, from very early
on, we decided we were going to be a design, marketing and
retail-led organization. This was our high-level vision. From there
we began to develop our five-year strategy, asking: What do we
have that our peers don’t - other than the fact that we are much
smaller, a standalone company and with little cash to invest?
Digital Leadership An interview with Angela Ahrendts, CEO of Burberry
© Shopping 2020 52
For BV Nederland
Time to act is now!
General observations:
• Omnichannel knows no boundaries
• New competitors can emerge faster than ever before
• The retail landscape itself is under multiple threats
• Growing power of a few players
What it means for retailers
• A growing divide between the “act nows” and the “wait and sees”
• The survival of the smart retailers
• Being stuck in the middle is even worse than it was!
© Shopping 2020 53
Selection recommendations
For retailers to get ready for Selection in 2020
© Shopping 2020 54
How to digest the omnichannel elephant
Change is required in many different areas
• Make your organization flexible and live the cultural change required
• Make solutions (internally and externally) connected and scalable
• Don´t be afraid to (use and) throw away (existing) solutions
• Make technology an integral part of your solutions
But first and foremost:
Let your customers be your guides
© Shopping 2020 55
Knowledge creates kings
Understand as much as you can
• What do we already know of this customer
• What information do we already have on him
• What is the customer (lifetime) value
• Is it realistic and beneficial to us to create a relationship
• What role does our customer play in this decision making process
• Decision maker online vs decision maker in stores
• Where is the customer with regard to duration / timing
• Not all customers decide today and need it within the hour
• What role does price play
• Role of search engines and review sites
• What incentives work(ed) with this customer
• Improve profitable conversion
Customer knowledge
© Shopping 2020 56
Content enables customer journeys
Content is more than information from your ERP
• Use rich and accurate product data
• Reliable, structured and normalized data is (even) more
important than incorporating photo´s, video´s, reviews,
blogs, forums
• Make product information comparable
• Provide product information in consistent,
comparable views
• Redefine products
• Offer subscriptions, bundles, experiences, value patterns
• Simplify complex products
• Provide wizards, configurators, kiosks, remote experts
• Optimize search functionality
• Optimize search based on customer profile, preferences
and behavior
Content
© Shopping 2020 57
Customer offerings are for shopper types
Align the customer offering with the shopper type
• Put the customer at the heart of your decision making
• Enable personalization, personal profiles etc
• Define end-to-end customer offerings
• Including returns, refunds
• Understand the role of shared values, communities
• Price is not always the key differentiator
• Start with the mobile experience in mind
• Desktop and laptop are becoming less important
• Enable fast opportunity based navigation
• Simplify as much as possible
• Offer wizards and preselections
• Offer options for quick selection, navigation and configuration
• Use remarketing to increase conversion
• Using shopping basket, recently viewed, previous purchases
Customer offering
© Shopping 2020 58
Customer experiences are envisioned
Determine who you want to be in omnichannel
• Decide on your “role in retail”
• For example Superaggregator of Professional curator
• What role do you want your brand(s) to play
• As related to experience and relevance in decision making process
• What role do you want others to play
• Use of partner programs, shared lockers, use of LSP´s
• What is your preferred degree of cross-channel integration when
• For example Order online, add to basket in store
• How do you plan to use visuals / content in the overall experience
• Visuals become ever more important
• What is the role of your store employees
• Define their role in the overall customer experience
• How do you plan to use assortment / products
• Use products / assortment to create compelling customer journeys
Customer experience
© Shopping 2020 59
Selection shopping list for retailers ...
© Shopping 2020 60
Selection as part of the customer
journey towards 2020
Introduction
Selection in 2020
Requirements & Capabilities
Call to action
Appendix
© Shopping 2020 61
ShopperBehaviour
Cross Border (e)Commerce
TechnologischFuture
Touchpoints EcologischPolitiek /Juridisch
…
Online ondernemen
Businessmodels
Veiligheid / Fraude
Omnichannel Organisatie
De Nieuwe Winkelstraat
Supply Chain
Orientation Selection Transaction Delivery CustomerCare
Customer data value
management
FutureTrends
Key Themes
CustomerJourney
Smarter
Shopping
Selection – Key step in customer journey
An introduction
The Selection expert team is part of the Customer journey program,
the micro research program of Shopping 2020
© Shopping 2020 62
The steps within the Selection path
Element Description
Shop entrance Assessment of the shopping navigation structure and the extra features presented on the homepage and in
the navigation menu at the start of the shipping process. How can you find your way and how are you invited
to start shopping
Shop interface How can you get to the product. Can customers customize the number of products they see and the order in
which they are presented. What are the key interface elements. Are there multiple ways to find the product.
How many clicks does it take to get to the product
Assortment
structure &
product search
How is assortiment structured. Are there 3rd party products, how are they integrated in assortment structure
and search. How is product structured; functional (product categories, price etc.) or also on theme´s, styles,
prices, etc. How are refine options structures. How advanced is search, does it use auto complete. Are there
more advanced orientation and guidance tools.
Product
information
What product information is available. How many product images, videos, zoom options, multiple angle views.
How extensive is the product information. Are there user reviews, expert opinions. Are the product help tools in
place (size charts, select & compare). Is product availability and delivery time information adequate.
Price & delivery
information
This dimension contains checkpoints concerning the price and delivery information on the product information
page; Is price information correct and complete. Does it show whether or not taxes are included and if not how
high they can be. Is there information about available and is there an indication of delivery time and shipping
costs etc
Selection
enhancement
What is used to stimulate and enhance conversion, cross and up sell, Select & Compare, combination
suggestions, recommendations etc.
Selection flows How many steps does it take to put a product in the basket. Is there an option for fast selection, quick
navigation etc.
© Shopping 2020 63
Selection
Overview of the Bonsing|Mann Customer Journey Model
Selection starts with the Intention to
Purchase a product or service and ends
with a selected product and/or service,
ready for Transaction
© Shopping 2020 64
Working Sports A visit to the dentist Hobby
19% 27% 28% 26%
Calculating shopper Deliberate shopper Passive shopper Passionate shopper
Budget, deliberate, not sensitive to
brands or hypesPlanned shopping, quality and service
Shopping is a necessary evil
Seeks ensurance in service
Shopping is fun, bargains, sensitive
to trends and hypes, feel good
50% female 51% female 62% male 67% female
40-64 jaar 20-39 jaar 50+ < 29
Household 3-5 Household 2-4 Single households Household 3-4
Lower incomes Higher incomes Average incomes Lower incomes
Average education Higher education Lower education Average education
Desktop & laptop shopping Desktop, laptop & tablet shopping Desktop & smartphone shopping Multi-device shopping
No delivery preference Home delivery preference No delivery preference Collect preference
Easy to reach stores, parking and
known retail chains
Environment, diversity, small
boutiques
Easy to reach stores, parking and
safety
Number and diversity of stores,
known chains and small boutiques
Physical store because: No hassle,
as usual, look at products, faster
Physical store because: Better info,
can also buy other products, best
advice
Physical store because: trustworthy,
advise, better price, faster, attention /
service, support local entrepreneurs
Better experience than online, easier,
more convenient, service, outing
Online because: Better information,
saves money, one stop shopping,
faster & easier
Online because: Better information - -
Four customer stereotypes
GfK shopper stereotyping for Shopping 2020 – Key traits
© Shopping 2020 65
Over het Shopping2020 programma:
Hoe winkelt de consument in 2020?
• Shopping 2020 is een onderzoeksprogramma met als doel het
beantwoorden van de volgende centrale vraag:
‘Hoe shopt de consument in 2020 en welke acties moeten worden ondernomen
op nationaal, branche en bedrijfsniveau opdat B2C Ondernemend
Nederland succesvol hier op in kan spelen, nationaal én internationaal?’
• Reden voor het onderzoeksprogramma is dat het huidige retail-,
finance- en travel speelveld snel verandert:
• Veranderend consumentengedrag (van single naar omnichannel);
• Disintermediatie van ketens (producenten gaan direct verkopen);
• Opkomst van nieuwe media (Google glasses, voice/virtual recognition)
• Digitalisering van producten (gaming, 3D printing);
• Internationalisering & hypercompetitie (Amazon, Zalando), etceteraY
• Veel ontwikkelingen zijn universeel en brancheoverstijgend.
• Ondanks de economische crisis, moeten bedrijven zich herpositioneren om na 2020 nog
bestaansrecht te hebben. Shopping2020 ondersteunt bedrijven in de creatie van hun visie
hoe zijn zich in 2020 moeten positioneren.
Source: http://www.zazzle.nl/nederland_de_nederlandse_macht_van_het_honkbal_van_tas-149333394796361450
© Shopping 2020 66
19 Thema’s naar een visie & actieplan voor NL
In elke Expert Team zitten experts uit wetenschap, politiek en bedrijfsleven
ShopperBehaviour
Cross border (e)Commerce
TechnologicalFuture
TouchpointsEcology Political / Legal
Orientation Selection
Transaction Delivery
BusinessModels
Omnichannel Organization
Security & Fraud
The New Shopping Street
Smartershopping
Supply Chain
Future Trends
Customer Journey Key Themes
TravelAction plan
Finance Action plan
Retail Action plan
YAction plan
Action Plan
Shopping2020
Customer Care
Customer
Data Value
Management
Online Entrepreneur-
shipY
Shopping2020Vision
© Shopping 2020 67
Shopping 2020 wordt mogelijk gemaakt door
Founding Partners, Gastheren, Kennis-, Wetenschappelijke-, Netwerk- & Media-partners
Founding Partners: Wetenschappelijke partners:Kennis partners:
Program mgt: Jorij Abraham
Mar/Com: Inge Demoed
Research: Eveline Poerink
Congres: Marin Wiellersen
Travel Retail Finance
Expert TeamShopper
Behaviour
Expert Team Cross Border (e)Commerce
Expert Team Technologisch
Expert Team Future Touchpoints
Expert Team Ecologisch
Expert TeamPolitiek /Juridisch
Expert TeamOnline ondernemen
Expert TeamBusinessmodels
Expert Team Veiligheid / Fraude
Expert Team Omnichannel Organisatie
Expert Team De Nieuwe
Winkelstraat
Expert TeamSupply Chain
Expert TeamOrientation
Expert Team Selection
Expert Team Transaction
Expert Team DeliveryExpert Team
CustomerCare
Expert TeamCustomer data
value managementArjen Bonsing
Commissie van Aanbeveling
ProgramBoard
FutureTrends
Key Themes
CustomerJourney
SupportTeam
Dymfke Kuijpers
Axel Groothuis
Ed Nijpels (voorzitter)
Bernard Wientjes (VNO-NCW)
Arie van Bellen (Directeur ECP)
Martijn van Dam (kamerlid PvdA)
Jan Kees de Jager (vml. Min. Fin.)
Cor Molenaar (Erasmus Universiteit)
Kitty Koelemeijer (Universiteit Nyenrode)
Walther Ploos van Amstel (VU)
Erik Fledderus (Directeur TNO)
Heleen van Oord (Directeur DQ&A)
Giovanni Colauto (CEO Bijenkorf)
Harry Bruijniks (CEO Euretco)
Ronald van Zetten (CEO Hema)
Joost Romeijn (CEO Sundio Group)
Paul Nijhof (vml. CEO Wehkamp)
Annemarie van Gaal (CEO van Gaal)
Herna Verhagen (CEO PostNL)
Nick Jue (CEO ING NL)
Michiel Buitelaar (COO Sanoma Media)
Danny van der Eijk (Chairman Achmea)
Harry van Dorenmalen (CEO IBM Europe)
Netwerk partners:
Smarter
Shopping
Media partners:
© Shopping 2020 68
Meer dan 460 experts werken meer dan een ½ jaar aan Shopping2020 mee:
© Shopping 2020 69
The experts of Selection
Wouter de Vreeze
Bol.com
Business Development
Sheila Keizer
DMG
Web Manager
Frans van der Werff
VakantieXperts
Internet manager
Peter Sparreboom
EUR (Erasmus)
Promovendus
Eva Koppers
Etam
E-commerce manager
Bas Minkes
Luxaflex Nederland
Marketing Manager
Peter Vogel
Blokker Nederland
Manager eCommerce
Marloes Batelaan
KPN
E-Business Marketeer
Auke Meulenbroek
Maxeda / Praxis
E-commerce-Online
Gertie Bin
Omoda
Manager online shop
Myrah Wouters
Mediq
Manager eHealth
Wouter Hylarides
Mediq
eBusiness Marketeer
Kris Boon
Sanoma Media
Business Dev´ment
Michael Christianen
Adidas
Analytics & Insights
Toine Bax
eCom Pro
Managing Partner
Maurice van der Sterren
IBM GBS
Managing consultant
Jerry J. Stam
IBM GBS
Sr Managing Consultant
Pieter Both
GrandVision
Group eBusiness Mgr
Alon Ben Joseph
Ace Luxury Group
Co-CEO
Martijn Visser
BOVAG
Marketing manager
© Shopping 2020 70
Jerry J. Stam MBA MsC LLM
IBM - Senior Managing Consultant
+31651285639
www.shopping2020.nl
@ibm_retail_nl
nl.linkedin.com/in/jerrystam