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Using Customer Insights to Shape a Better Retail Experience

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Helen Graney, SVP Managing Director presentation from Retail Conference 2013

Helen Graney, SVP Managing Director presentation from Retail Conference 2013


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  • 1. Using customer insights to shape a better retail experience Helen Graney SVP, Managing Director Jack Morton Worldwide
  • 2. Using customer insights to shape a better retail experience Helen Graney (Jack Morton Worldwide)
  • 3. We live in an experience economy Helen Graney (Jack Morton Worldwide)
  • 4. Consumers value experience Helen Graney (Jack Morton Worldwide)
  • 5. Helen Graney (Jack Morton Worldwide)
  • 6. 80% agree (60% strongly) overall experience is #1 factor in whether they purchase a product or service Helen Graney (Jack Morton Worldwide)
  • 7. 87% say previous unique experience is important (62% very important) when choosing brands to use in the future. Helen Graney (Jack Morton Worldwide)
  • 8. 78% agree (44% strongly) they’d pay more for a product or service if they knew they’d have a unique experience with that brand. Helen Graney (Jack Morton Worldwide)
  • 9. But, there is a gap Helen Graney (Jack Morton Worldwide)
  • 10. 26% agree that the experiences they’ve actually had with brands have been extremely or very unique. Helen Graney (Jack Morton Worldwide)
  • 11. 87% 26% VS Previous unique experience is important to future purchase My past experiences with brands have been unique THAT’S SOME GAP Helen Graney (Jack Morton Worldwide)
  • 12. 78% 26% VS I’d pay more for a unique experience My past experiences with brands have been unique AGAIN THAT’S SOME GAP Helen Graney (Jack Morton Worldwide)
  • 13. Helen Graney (Jack Morton Worldwide)
  • 14. Experience Drivers matter Helen Graney (Jack Morton Worldwide)
  • 15. Top Experience Drivers Overall 1. Products and services that meet your needs 2. Understands your needs 3. Continues to serve and engage you after you’ve become a customer 4. Exceeds your expectations 5. Makes it easy to find information and buy their products, wherever and whenever I want to shop Helen Graney (Jack Morton Worldwide)
  • 16. Experience Drivers key to unique brand experience 1. Initial impression the brand makes on you 2. Continues to serve and engage you after you’ve become a customer 3. Understands your needs 4. Differentiates from similar products 5. Employs people who anticipate your needs Helen Graney (Jack Morton Worldwide)
  • 17. Brand2 Everyone. The biggest influence on people’s brand decisions is other people. Source: Jack Morton research Helen Graney (Jack Morton Worldwide)
  • 18. Every brand can be an experience brand by understanding the experience drivers that influence customers and optimising these drivers to have the greatest impact. Helen Graney (Jack Morton Worldwide)
  • 19. Mapping Experience Discovery Experience How do I learn about your brand? How do you market? Shopping Experience What happens when I’m in store/in market? Digital Experience How do I interact? Product Experience Does the product /service exceed expectations? Customer Experience How am I engaged after I commit? How do you treat me? Community Experience How do I connect with others around your brand? Helen Graney (Jack Morton Worldwide)
  • 20. Mapping Experience And the biggest gaps in performance * Discovery Experience How do I learn about your brand? How do you market? * Shopping Experience What happens when I’m in store/in market? Digital Experience How do I interact? Product Experience Does the product /service exceed expectations? * Customer Experience How am I engaged after I commit? How do you treat me? Community Experience How do I connect with others around your brand? Helen Graney (Jack Morton Worldwide)
  • 21. Honesty & Transparency are valued Individual treatment & respect are expected Experiences – good & bad are remembered Helen Graney (Jack Morton Worldwide)
  • 22. Three trends which should be viewed through the lens of these insights: + Mobile/Digital + Personalisation + Omni-channel Helen Graney (Jack Morton Worldwide)
  • 23. Mobile / Digital Helen Graney (Jack Morton Worldwide)
  • 24. Drivers of multi-screen behaviour Helen Graney (Jack Morton Worldwide)
  • 25. 1 in 3 consumers regularly uses a mobile device to shop Helen Graney (Jack Morton Worldwide)
  • 26. 40% of shoppers change their minds in store Helen Graney (Jack Morton Worldwide)
  • 27. How do you create a differentiated live retail experience? Helen Graney (Jack Morton Worldwide)
  • 28. ‘Re-imagining of a brand’s physical presence is essential in the context of anywhere/anytime Digital Retail. Through the provision of rich, multi-sensory experiences, savvy retailers are turning their stores into product playgrounds.’ Lois Jacobs, Chief Executive of Fitch Helen Graney (Jack Morton Worldwide)
  • 29. ING Direct Harrods Helen Graney (Jack Morton Worldwide)
  • 30. Home Depot T-Mall Helen Graney (Jack Morton Worldwide)
  • 31. Tesco Westfield Helen Graney (Jack Morton Worldwide)
  • 32. Cotton Helen Graney (Jack Morton Worldwide)
  • 33. Personalisation Helen Graney (Jack Morton Worldwide)
  • 34. ‘As the volume of both human and machine data grows exponentially, so too will the organisations’ ability to see future.’ Jeffrey F. Rayport ‘Using big data to predict your customers’ behaviours’, HBR Blog Network Helen Graney (Jack Morton Worldwide)
  • 35. Helen Graney (Jack Morton Worldwide)
  • 36. Attitudes toward Predictive Personalisation Helen Graney (Jack Morton Worldwide)
  • 37. Omni-channel Helen Graney (Jack Morton Worldwide)
  • 38. Consumer Pillars Brand Experience LIVE DIGITAL RETAIL Mobile Tour Entertainment Sponsorship Trail / Sampling Grass Roots Experiential Mobile Social Web Tablet CRM Kiosk Promotional Shopper Environment Packaging Point of Sale Helen Graney (Jack Morton Worldwide)
  • 39. People are the most powerful ad medium Helen Graney (Jack Morton Worldwide)
  • 40. How can you use these insights to shape a better experience? Helen Graney (Jack Morton Worldwide)
  • 41. EXTE RN AL C C RE R IE N ON L INE CE P EO E NG A AN E IN G R EC R PE E PL U IT RE NT EX LT CU A O T EN N-B O EM G Helen Graney (Jack Morton Worldwide) RD CH CE E UR AN LL D RV BR SE CU R LT U ME I LE IC A ME N T PR & A MB IEN T C U S TO U M NS TIO CA NI ND A MOB OM SP ON S P HI RS INN OV AT IO SE N GM M E PR OD UC T G LIN ND BU LE ON I BI O AT NT ICES RV SE O ISING ERT DV A
  • 42. Experience Principles Invite participation Build around users Inspire sharing Create community Add value Helen Graney (Jack Morton Worldwide)
  • 43. And your people Helen Graney (Jack Morton Worldwide)
  • 44. Thank you. Helen Graney (Jack Morton Worldwide)