Personalizing And Differentiating Your
Customer Experience To Actively
Compete In Today’s Market
Manish B. Hirapara
Monday...
The challenge with
just adding products

Monday, August 12, 13
How does this happen?
• Perception that adding more product is
the secret to growth
• Distributor catalogs make it simple ...
Differentiate to compete
1. Think like the customer
2. Make it relevant
3. Make it personal & compelling
4. Seek the right...
Think like the customer
• Who is the customer?
• Why are they shopping with you?
• How are they shopping with you?
• Don’t...
Make it relevant
• Consumers purchase for a combination
of two reasons: utility + design
• What are the customers already ...
Make it personal & compelling
• Customers now expect good design
• With new tools, there is no longer a
tradeoff between f...
Seek the right partners
• A new era of technology allows open APIs to
foster partnerships
• Don’t just rely on product cat...
Leverage existing assets
• Stores could be a competitive advantage
• Machinery or vehicles can be a huge barrier
to entry ...
Case Study: forks

Monday, August 12, 13
Think like the customer
Who is the customer?

Small Business
Office Admin

Small Business
Owner

Why are they shopping
with...
Make it relevant
• Forks are a break room product used for inworkplace dining
• Find adjacencies

Water Delivery HR Poster...
Make it personal & compelling
• In-office dining is often a social event
• The proverbial water cooler conversation
is sti...
Seek the right partners
• Find service providers seeking new
customer streams
• Example: restaurant + retail partnership

...
Leverage your assets
• Salespeople visiting for coffee with stylish new
products
• Recurring delivery eCommerce capability...
Leverage
Assets

Customer
Centric

Relevant

Personal
& Compelling

Partner

Personalizing And Differentiating Your
Custom...
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Personalizing and Differentiating Your Customer Experience To Actively Compete In Today's Market

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Originally presented at eTail East 2013. Most eCommerce retailers think products are the path to growth. This presentation discusses why simply adding SKUs is not a path to growth. Instead, leveraging existing assets and finding unique ways to differentiate based on a customer's perspective are the mechanisms for success in modern eCommerce growth strategies.

Published in: Business, Technology
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Personalizing and Differentiating Your Customer Experience To Actively Compete In Today's Market

  1. 1. Personalizing And Differentiating Your Customer Experience To Actively Compete In Today’s Market Manish B. Hirapara Monday, August 12, 13
  2. 2. The challenge with just adding products Monday, August 12, 13
  3. 3. How does this happen? • Perception that adding more product is the secret to growth • Distributor catalogs make it simple to add more product • Just because you can add a product doesn’t mean you should Monday, August 12, 13
  4. 4. Differentiate to compete 1. Think like the customer 2. Make it relevant 3. Make it personal & compelling 4. Seek the right partners 5. Leverage existing assets Monday, August 12, 13
  5. 5. Think like the customer • Who is the customer? • Why are they shopping with you? • How are they shopping with you? • Don’t underestimate their intelligence Monday, August 12, 13
  6. 6. Make it relevant • Consumers purchase for a combination of two reasons: utility + design • What are the customers already buying? • What are they using the products for? Monday, August 12, 13
  7. 7. Make it personal & compelling • Customers now expect good design • With new tools, there is no longer a tradeoff between functionality and design • Address the customer’s taste, don’t insult it Monday, August 12, 13
  8. 8. Seek the right partners • A new era of technology allows open APIs to foster partnerships • Don’t just rely on product catalogs and middlemen • Think of scale but on a local level Monday, August 12, 13
  9. 9. Leverage existing assets • Stores could be a competitive advantage • Machinery or vehicles can be a huge barrier to entry for others • Make full use of high-dollar software and technology investments Monday, August 12, 13
  10. 10. Case Study: forks Monday, August 12, 13
  11. 11. Think like the customer Who is the customer? Small Business Office Admin Small Business Owner Why are they shopping with you? Price Speed Assortment How are they shopping with you? Online On the Go In Store Monday, August 12, 13
  12. 12. Make it relevant • Forks are a break room product used for inworkplace dining • Find adjacencies Water Delivery HR Posters Wellness Services Coffee Subscriptions Healthy Snacks Monday, August 12, 13 Catering Digital Signage
  13. 13. Make it personal & compelling • In-office dining is often a social event • The proverbial water cooler conversation is still a team building activity • Style helps business owners looking to project a certain corporate culture Monday, August 12, 13
  14. 14. Seek the right partners • Find service providers seeking new customer streams • Example: restaurant + retail partnership Monday, August 12, 13
  15. 15. Leverage your assets • Salespeople visiting for coffee with stylish new products • Recurring delivery eCommerce capability • In-store events for employees Monday, August 12, 13
  16. 16. Leverage Assets Customer Centric Relevant Personal & Compelling Partner Personalizing And Differentiating Your Customer Experience To Actively Compete In Today’s Market @mhirapara | m.hirapara.com Monday, August 12, 13
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