- Pieter Jongerius-           RETAIL TOUCHPOINT STRATEGY            Brand driven selection and arrangement of touchpointsA...
TOUCHPOINT STRATEGY                    Brand      Touchpoints   Target group                      What can we do to maximi...
You’ll need more than touchpoints alone.
APPROACH           Corporate strategy           Touchpoint strategy       Design & implementation               Operation
Corporate strategy         people                                      vision & mission          knowledge                ...
Corporate strategy         people                                      vision & mission          knowledge                ...
PROPOSITION Brand driven added value          ?                            7
BRAND DRIVEN ADDED VALUE· Commerce                    First and most important: what do you sell?                         ...
BRAND DRIVEN ADDED VALUE· Commerce                    New channels mean new proposition opportunities.                    ...
BRAND DRIVEN ADDED VALUE· Commerce· Communication                    Sometimes communication is purely about              ...
BRAND DRIVEN ADDED VALUE· Commerce· Communication                    Sometimes it is about very concrete product offers.EM...
BRAND DRIVEN ADDED VALUE· Commerce· Communication· Advice                    Ask yourselve whether you have a role or     ...
BRAND DRIVEN ADDED VALUE· Commerce· Communication· Advice                    KwikFit decides not to, and just offers produ...
BRAND DRIVEN ADDED VALUE· Commerce· Communication· Advice· Relation                    Building a relation through persona...
BRAND DRIVEN ADDED VALUE· Commerce· Communication· Advice· Relation                    At Threadless, this relation is obv...
BRAND DRIVEN ADDED VALUE· Commerce· Communication· Advice· Relation· Community                     A brand brings people t...
BRAND DRIVEN ADDED VALUE· Commerce· Communication· Advice· Relation· Community                     Very interesting to see...
BRAND DRIVEN ADDED VALUE· Commerce· Communication· Advice· Relation· Community· Fun                    Sometimes a brand w...
BRAND DRIVEN ADDED VALUE· Commerce· Communication· Advice· Relation· Community· Fun· Identity                    Eventuall...
BRAND DRIVEN ADDED VALUE· Commerce· Communication· Advice                                             ?· Relation· Communi...
Corporate strategy Touchpoint strategyDesign & implementation
TYPES OF TOUCHPOINTS                        Online & offline                    Owned & bought & earned                   ...
EMERCE CONVERSION   23
ONLINE TOUCHPOINTS                    owned media              bought media                    · b2c website            · ...
OFFLINE TOUCHPOINTS                    channels                      bought: mass media en spatial                    · br...
CONNECTING TOUCHPOINTS                                     QR Codes                                 Image recognition     ...
CONNECTING TOUCHPOINTS    A nobrainer really. Start by adding relevant web addresses to /all/ of your touchpoints. It work...
CONNECTING TOUCHPOINTS         Somewhat controversial: point to social rather than web platform (www.brand.com).EMERCE CON...
CONNECTING TOUCHPOINTS           We are learning every day: pinterest traffic converts better than facebook traffic.EMERCE...
30
Corporate strategy Touchpoint strategyDesign & implementation
Corporate strategy Touchpoint strategy      CUSTOMER JOURNEY      CUSTOMER LIFE CYCLEDesign & implementation
AIDA IS DEADEMERCE CONVERSION   33
CUSTOMER JOURNEY 2.0              transaction                             relation       main initiative with brand       ...
television                 allerhande                        acquisition                                           ah.nl  ...
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                                  G...
3: DEFINE THE EXPERIENCE                                Surprising                                Affordable              ...
4: IDENTIFY CURRENT TOUCHPOINTS
5: DEFINE NEW & FUTURE TOUCHPOINTS
EXAMPLE: TRAVEL ORGANIZATION                Customer journey for a traveller                1. Inspiration                ...
Corporate strategy Touchpoint strategy      CUSTOMER JOURNEY      CUSTOMER LIFE CYCLEDesign & implementation
CUSTOMER LIFE CYCLEEMERCE CONVERSION     44
NEW CUSTOMER JOURNEY        KLANT
CUSTOMER LIFE CYCLEEMERCE CONVERSION     47
MATURE CUSTOMER JOURNEY          KLANT
CUSTOMER LIFE CYCLEEMERCE CONVERSION     50
FAN JOURNEY    KLANT
CUSTOMER LIFE CYCLEEMERCE CONVERSION     53
Corporate strategy Touchpoint strategy      CUSTOMER JOURNEY      CUSTOMER LIFE CYCLEDesign & implementation       Operation
Corporate strategy                                 Touchpoint strategy                           Design & implementationAc...
CROSS CHANNEL CRYSTAL                                 .....                           by Peter Morville
CONSISTENCYEMERCE CONVERSION                    x   58
CONNECTIONEMERCE CONVERSION   59
CONTINUITY· persistent cart· mobile wishlistEMERCE CONVERSION   60
CONTEXT     Mobile version of Artis.nl focuses entirely on day of visit with ZOO-map and feeding times, f.i.EMERCE CONVERS...
Corporate strategy                                 Touchpoint strategy                           Design & implementationRT...
IN CONCLUSION                63
1 Corporate strategy             2 Added value      RESOURCES     OPPORTUNITY                                    ·   Comme...
Very few brandsare on top of thisgame.Seize the opportunity!EMERCE CONVERSION        65
EMERCE CONVERSION   66
Conversion12 - Pieter Jongerius - Fabrique
Conversion12 - Pieter Jongerius - Fabrique
Conversion12 - Pieter Jongerius - Fabrique
Conversion12 - Pieter Jongerius - Fabrique
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Conversion12 - Pieter Jongerius - Fabrique

  1. 1. - Pieter Jongerius- RETAIL TOUCHPOINT STRATEGY Brand driven selection and arrangement of touchpointsApril 12 1
  2. 2. TOUCHPOINT STRATEGY Brand Touchpoints Target group What can we do to maximize the exchange of value?EMERCE CONVERSION 2
  3. 3. You’ll need more than touchpoints alone.
  4. 4. APPROACH Corporate strategy Touchpoint strategy Design & implementation Operation
  5. 5. Corporate strategy people vision & mission knowledge trends RESOURCES OPPORTUNITY competitionbudget partners customer insight positioning products values BRAND PROPOSITION visual identity service level loyalty community Touchpoint strategy Design & implementation
  6. 6. Corporate strategy people vision & mission knowledge trends RESOURCES OPPORTUNITY competitionbudget partners customer insight positioning products values BRAND PROPOSITION PROPOSITION visual identity service level loyalty community Touchpoint strategy Design & implementation
  7. 7. PROPOSITION Brand driven added value ? 7
  8. 8. BRAND DRIVEN ADDED VALUE· Commerce First and most important: what do you sell? A product for a price.EMERCE CONVERSION 8
  9. 9. BRAND DRIVEN ADDED VALUE· Commerce New channels mean new proposition opportunities. Consider this Britney Spears online popup store.EMERCE CONVERSION 9
  10. 10. BRAND DRIVEN ADDED VALUE· Commerce· Communication Sometimes communication is purely about branding and positioningEMERCE CONVERSION 10
  11. 11. BRAND DRIVEN ADDED VALUE· Commerce· Communication Sometimes it is about very concrete product offers.EMERCE CONVERSION 11
  12. 12. BRAND DRIVEN ADDED VALUE· Commerce· Communication· Advice Ask yourselve whether you have a role or responsibility to give advice.EMERCE CONVERSION 12
  13. 13. BRAND DRIVEN ADDED VALUE· Commerce· Communication· Advice KwikFit decides not to, and just offers product. This can be a very valid decision.EMERCE CONVERSION 13
  14. 14. BRAND DRIVEN ADDED VALUE· Commerce· Communication· Advice· Relation Building a relation through personalisation is a very common and effective way of building a relation.EMERCE CONVERSION 14
  15. 15. BRAND DRIVEN ADDED VALUE· Commerce· Communication· Advice· Relation At Threadless, this relation is obviously much more intimate, with the community tying in to the business.EMERCE CONVERSION 15
  16. 16. BRAND DRIVEN ADDED VALUE· Commerce· Communication· Advice· Relation· Community A brand brings people together. Nowadays mostly on social media, but there are still other powerful communities out there.EMERCE CONVERSION 16
  17. 17. BRAND DRIVEN ADDED VALUE· 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.EMERCE CONVERSION 17
  18. 18. BRAND DRIVEN ADDED VALUE· Commerce· Communication· Advice· Relation· Community· Fun Sometimes a brand will decide to offer sheer fun.EMERCE CONVERSION 18
  19. 19. BRAND DRIVEN ADDED VALUE· Commerce· Communication· Advice· Relation· Community· Fun· Identity Eventually people will derive part of their identity from your brand.EMERCE CONVERSION 19
  20. 20. BRAND DRIVEN ADDED VALUE· 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?EMERCE CONVERSION 20
  21. 21. Corporate strategy Touchpoint strategyDesign & implementation
  22. 22. TYPES OF TOUCHPOINTS Online & offline Owned & bought & earned Media & channels Push & pull Temporary & permanentEMERCE CONVERSION 22
  23. 23. EMERCE CONVERSION 23
  24. 24. ONLINE TOUCHPOINTS owned media bought media · b2c website · banners · b2b website · Search Engine Advertising · webshop (w, m, f) · advertorials · mobile web · interactive television · mobile app · tablet app earned media · e-mail · social media · viral campaigns · p.o.s. interactive · blogs, news & more · narrowcasting · desktop widgets · embedded software …etcetera! · campaign site · affiliates sales, content, … · social mediaEMERCE CONVERSION 24
  25. 25. OFFLINE TOUCHPOINTS channels bought: mass media en spatial · brand stores · RTV– spot/nonspot/… · multibrand retail · print ads · popup store · advertorials · shop-in-shop · inserts · public space (mupi, billboard) owned: print · sponsoring · folders · fairs · DM · brochure owned media overig · flyer · customer card · magazine · own events · packaging owned: business to business · fleet signing · yearly report · call center · own publications · SMS · employees …etcetera!EMERCE CONVERSION 25
  26. 26. CONNECTING TOUCHPOINTS QR Codes Image recognition Web-address Social handles Winning-codes OFFLINE ONLINE Hyperlinks Coupons Social posts (Fb, Tw, ...) Addres / maps Likes, Mentions, Pins, ... Mouth to mouth Promotion codes Mail-a-friend SMS / messaging OFFLINE ONLINE Coupons Address/map Geolocation / nearby Augmented realityEMERCE CONVERSION 26
  27. 27. CONNECTING TOUCHPOINTS A nobrainer really. Start by adding relevant web addresses to /all/ of your touchpoints. It works!EMERCE CONVERSION 27
  28. 28. CONNECTING TOUCHPOINTS Somewhat controversial: point to social rather than web platform (www.brand.com).EMERCE CONVERSION 28
  29. 29. CONNECTING TOUCHPOINTS We are learning every day: pinterest traffic converts better than facebook traffic.EMERCE CONVERSION 29
  30. 30. 30
  31. 31. Corporate strategy Touchpoint strategyDesign & implementation
  32. 32. Corporate strategy Touchpoint strategy CUSTOMER JOURNEY CUSTOMER LIFE CYCLEDesign & implementation
  33. 33. AIDA IS DEADEMERCE CONVERSION 33
  34. 34. CUSTOMER JOURNEY 2.0 transaction relation main initiative with brand main initiative with customeracquisition  persuasion  conversion interaction  participation  promotionEMERCE CONVERSION 34
  35. 35. television allerhande acquisition ah.nl ? promotion persuasion conversion participation interaction‘kookschriften’ web stores ‘appie’ ipad
  36. 36. Let’s start!Defining a specific customer journey in five easy steps. 36
  37. 37. 1: DEFINE THE GENERIC CUSTOMER JOURNEY Case: fashion retailer
  38. 38. 2: IDENTIFY / RESEARCH USER EMOTIONS PER STEP Surprise Greed ? Curious Enthousiastic Insecurity Disappointed Optimism Curious Insecurity Disappointed Practicalities Impatient Doubt Enthousiastic Greed Disappointed
  39. 39. 3: DEFINE THE EXPERIENCE Surprising Affordable EasyBFF FunAccessible Plenty of choiceOpen RealisticTaking care OverviewThourough In control Care free Confirmation Security Quality
  40. 40. 4: IDENTIFY CURRENT TOUCHPOINTS
  41. 41. 5: DEFINE NEW & FUTURE TOUCHPOINTS
  42. 42. 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
  43. 43. Corporate strategy Touchpoint strategy CUSTOMER JOURNEY CUSTOMER LIFE CYCLEDesign & implementation
  44. 44. CUSTOMER LIFE CYCLEEMERCE CONVERSION 44
  45. 45. NEW CUSTOMER JOURNEY KLANT
  46. 46. CUSTOMER LIFE CYCLEEMERCE CONVERSION 47
  47. 47. MATURE CUSTOMER JOURNEY KLANT
  48. 48. CUSTOMER LIFE CYCLEEMERCE CONVERSION 50
  49. 49. FAN JOURNEY KLANT
  50. 50. CUSTOMER LIFE CYCLEEMERCE CONVERSION 53
  51. 51. Corporate strategy Touchpoint strategy CUSTOMER JOURNEY CUSTOMER LIFE CYCLEDesign & implementation Operation
  52. 52. Corporate strategy Touchpoint strategy Design & implementationAcquisition Conversion RetentionRTV EVENTS ADS BRAND WEB APP EMAIL LOYALTY CREDIT STORE TABLET MAGA- SEA SEO M.WEB LETTER ZINE You have selected a number of touchpoints. How are you going to make them a success?
  53. 53. CROSS CHANNEL CRYSTAL  ..... by Peter Morville
  54. 54. CONSISTENCYEMERCE CONVERSION x 58
  55. 55. CONNECTIONEMERCE CONVERSION 59
  56. 56. CONTINUITY· persistent cart· mobile wishlistEMERCE CONVERSION 60
  57. 57. CONTEXT Mobile version of Artis.nl focuses entirely on day of visit with ZOO-map and feeding times, f.i.EMERCE CONVERSION 61
  58. 58. Corporate strategy Touchpoint strategy Design & implementationRTV EVENTS ADS BRAND WEB APP EMAIL LOYALTY CREDIT STORE TABLET MAGA- SEA SEO M.WEB LETTER ZINE Cross Channel Crystal
  59. 59. IN CONCLUSION 63
  60. 60. 1 Corporate strategy 2 Added value RESOURCES OPPORTUNITY · Commerce · Community · Communication · Fun · Advice · Identity BRAND PROPOSITION · Relation 3 Customer Journey 4 Cross channel crystal Emotions & needs Experience Current TP’s Define new set CLC CampaignsEMERCE CONVERSION 64
  61. 61. Very few brandsare on top of thisgame.Seize the opportunity!EMERCE CONVERSION 65
  62. 62. EMERCE CONVERSION 66
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