A NEW CUSTOMERJOURNEYFROM PATH TO PURCHASE TO EXPERIENCE DESIGNtwitter @johnbatistich
“physical stores are still the primary waypeople acquire merchandise, & i think thatwill be true 50 years from now”ron joh...
but online is gaining rapid shareSource: Forrester HBR December 2011
“a structural change iscurrently underway in theretail industry as a result ofchanging consumerpreferences & spending”
“there will be more change in howconsumers shop & pay in the next 3 yearsthan we have seen in the last 20”john donahue ceo...
1. ubiquitous mobile connectivity2. democratisation of production tools3. access to higher data speed/more storagetechnolo...
“we want to be the mostcustomer centricorganisation on the earth”jeff bezos ceo amazon
“Our core purpose is to create value forcustomers to earn their lifetime loyalty”“Company operations start with thedemands...
SHOPPER BEHAVIOURSeismic shifts in shopper behaviour driven by technology enabled connectivity
command & clickstext & 2dsingle taskappointment to viewdesk/laptop search & emailecommercestore trading hoursmobile commun...
source: psfkSHOPPER JOURNEYSthe old linear model is being replaced by a network to advocacy
see an adreceivecataloguemail or edmvisitstoreconsultsalespersonbuysign up forloyaltycardcontactcustomerservicethe old lin...
Reach PurchaseInfluencenew channels with new rolesAcquireClick & collectClick & returnBuy in-store home deliveryIn StoreOn...
Search BuyTrywith 5 moments of truthShare Cry
Influence In-StorePurchase In-StoreEg: Groceries/Services~50%Influence OnlinePurchase In-StoreEg: Apparel/Homewares~44%Inf...
Use &Sharehow does a customer become awarewith your products or services?how does a customer gain knowledge aboutour produ...
Source: ConluminoChannels% of Shoppersnumber of channels usedto buy fashion increasing
Source: ConluminoDuration of Purchase Time Spent onProcess Purchasing0.5 days 83 minutes3.4 days 111 minutesMinutesCustome...
rail europe’s customer journeySource: http://www.slideshare.net/jaminhegeman/mapping-the-journey-experience-beyond-the-scr...
STAGE 1: DISCOVERYI am looking for inspiration browsing in an area of interest
it usually starts with asearch. “80% of shoppingstarts with google”.john stine director of internet business solutions cis...
receive aenewsletter(40%)DISCOVERY
go to a brand page or get a newsfeed for news & offers (23%)DISCOVERY
on tv or go a little deeper on a tabletDISCOVERY
or get inspired by branded video contentDISCOVERY
or pick up on something that has gone viralDISCOVERY
a blog might create interestDISCOVERY
an online game might get me startedDISCOVERY
a daily deal might spark a wantDISCOVERY
STAGE 2: FINDhttp://www.qualtrics.com/blog/wp-content/uploads/2010/06/market-research.jpgI know what I want and are lookin...
go to brand or aggregatorwebsite to find product (50%)FIND
go to a shopping centre website to finda store, opening hours or offers (19%)FIND
find a professional product review (17%)FIND
or seek a customer review (15%)FIND
view a catalogue or couponFIND
mobile search on a optimised website70% of those using a mobile device are within an hour of buyingwhereas 70% of those us...
compare, browse, review, search,share & buy anywhere on mobileFIND
STAGE 3: BUYour in-store purchase decisions are more informed & faster than ever before
http://www.fastcodesign.com/finding a convenient park near my entryBUY
check-in for a dealBUY
41find my wayBUY
42take my pathBUY
get onto wifi to get fast cheap dataBUY
44i might engage in a brand experienceBUY
45WhatWe DoOurAudienceInsights &ExpertiseMarketingPlatformsEffectivesolutionsCampaigndeliveryINFLUENCE & CONVERT: THE WEST...
46experience the storeBUY
47interact with digital posBUY
engage with in-store selection technologiesBUY
my mobile is now my shopping tool/weaponBUY
get real time price reviewsBUY
enable an app to get an incentiveBUY
BUYaccess all of my coupons
scan product for more information or to buyBUY
or get help from aninformed sales associateBUY
find more on the web when in storeBUY
56take a breakhttp://www.google.com.au/imgres?q=westfield+food+court&hl=en&gbv=2&biw=1920&bih=1019&tbm=isch&tbnid=nprkzVoR...
retail could come to meBUY
frictionless mobile payment systemsBUY
http://www.mobilemag.com/2012/08/06/google-wallet-update-pushes-your-cards-to-the-cloud/http://www.geeky-gadgets.com/squar...
go through purchase funnel to buy onlineBUYhttp://www.google.com.au/imgres?q=online+shopping&hl=en&gbv=2&biw=1920&bih=1019...
STAGE 4: ACQUIREI can buy online and pick up/return in store or buy in store and get home delivery
shop online when in storeACQUIRE
shop online pick up in store orbuy instore & get it deliver homeACQUIRE
get preferential click and collectACQUIRE
acquire through a parcel locker networkACQUIRE
Source: Sparksheet.comSTAGE 5 & 6: USE/RELATIONSHIPpost purchase expectations to know me and my needs are on the rise
Uniqlo Tokyostore & service exceeds expectationsRELATIONSHIP
become a member of a loyalty programRELATIONSHIP
earn and burn points onlineRELATIONSHIP
behaviour based recommendationsRELATIONSHIP
get help in store or onlineRELATIONSHIP
get micro-blogging newsor service supportRELATIONSHIP
i might share what i have boughtRELATIONSHIP
become part of the brand’s service ecosystemRELATIONSHIP
or post a review of the storeRELATIONSHIP
“Consumers havesomething theyhave never hadbefore, the powerto warn &threaten, ratherthan to punishsilently after thefact”...
search, try, buy, use, share & cryhttp://www.google.com.au/imgres?q=moment+of+truth&hl=en&biw=1920&bih=1019&gbv=2&tbm=isch...
How do I perform against expectations/ competitorsdiscovery find buy acquire use relationship1website-0.3website-1.0websit...
ATTRIBUTING VALUEUnderstanding the value of a customer remains the holy grail to inform choices
for every $1 spent online withmacy’s led to $5.70 in-store
418% more likely to visit startbuck.comspent 8% more. transacted 11% more frequentlyare they pre-existing preferences?sour...
fans are more valuablespending $159 more per yearsource: syncapse
source: psfk5 TAKEAWAYS
26 May 20101. Create/map your core customer journey2. Understand how digital channels are influencing yourcustomer paths a...
westfield.com.aumichael batistich of we are socialrichard watsonadaptive path on slideshareforresterg2 on slidesharegoogle...
twitter @johnbatistich
http://www.fastcodesign.com/A NEW CUSTOMERJOURNEYFROM PATH TO PURCHASE TO EXPERIENCE DESIGNtwitter @johnbatistich
The following presentation is for general information purposes only. Westfieldmakes no representations about the accuracy ...
customer experience design needsto align with organisational goals
experience touchpoint managementX X XProvider Store
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New Customer Journey - Westfield CMO John Batistich

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New Customer Journey - Westfield CMO John Batistich

  1. 1. A NEW CUSTOMERJOURNEYFROM PATH TO PURCHASE TO EXPERIENCE DESIGNtwitter @johnbatistich
  2. 2. “physical stores are still the primary waypeople acquire merchandise, & i think thatwill be true 50 years from now”ron johnson former president jc penney
  3. 3. but online is gaining rapid shareSource: Forrester HBR December 2011
  4. 4. “a structural change iscurrently underway in theretail industry as a result ofchanging consumerpreferences & spending”
  5. 5. “there will be more change in howconsumers shop & pay in the next 3 yearsthan we have seen in the last 20”john donahue ceo ebay
  6. 6. 1. ubiquitous mobile connectivity2. democratisation of production tools3. access to higher data speed/more storagetechnology enabled connectivity1 billion pcs & 4 billion mobileslocation-based servicesmobile & social paymentsintelligent vending3d screensrising transparency & amplificationincreasing collaborationpersonalisationacceleration of everythinghunger for real shared experiencessource: richard watson
  7. 7. “we want to be the mostcustomer centricorganisation on the earth”jeff bezos ceo amazon
  8. 8. “Our core purpose is to create value forcustomers to earn their lifetime loyalty”“Company operations start with thedemands of the customer beingchannelled by the store. Customer desirefor fashion is taken into overall account,considering everything that complementsthe buying experience”“Macy’s embraces customers andstrives to provide an experiencethat transcends ordinary shopping”“H&M aims to constantly meet orexceed customer expectations”“By understanding our customersindividual needs and anticipating theirdesires...We are creating connectionsthat are personal< relevant and oh-sorewarding”“In customer facing initiatives, weare enriching our connections onmany fronts”“We want to be more customer focused.Instead, we’re working to become a trulycustomer driven organisation”“Saving people money to help them livebetter lives...For millions of customers whoshop in our stores around the world eachweek, it means they can trust that our brandmeans we have everyday low prices”the best are keeping their customers close
  9. 9. SHOPPER BEHAVIOURSeismic shifts in shopper behaviour driven by technology enabled connectivity
  10. 10. command & clickstext & 2dsingle taskappointment to viewdesk/laptop search & emailecommercestore trading hoursmobile communicationentertainment & retailseasonal salesquality relationshipsprivateknowledgetouch, voice & gesturevideo & 3dmulti-tasktime shiftingsocial & mobile searchmcommerceshop anytime anywherelocal where service finds youtcommerceglobal price transparencyquantity relationshipspublicresourcefulnessold ways new behaviours
  11. 11. source: psfkSHOPPER JOURNEYSthe old linear model is being replaced by a network to advocacy
  12. 12. see an adreceivecataloguemail or edmvisitstoreconsultsalespersonbuysign up forloyaltycardcontactcustomerservicethe old linear path to purchase less relevantawareness consideration trial purchase repeat
  13. 13. Reach PurchaseInfluencenew channels with new rolesAcquireClick & collectClick & returnBuy in-store home deliveryIn StoreOnlineIn store onlyWeb to storeStore to webOnline onlyAny owned,bought or earnedcommunicationchannel(s)ShareShare momentsthat influencereach
  14. 14. Search BuyTrywith 5 moments of truthShare Cry
  15. 15. Influence In-StorePurchase In-StoreEg: Groceries/Services~50%Influence OnlinePurchase In-StoreEg: Apparel/Homewares~44%Influence OnlinePurchase OnlineEg: Music/Books/Travel~5%Influence In-StorePurchase OnlineEg: Consumer Electronics/Footwear~1%channels of influence and purchase
  16. 16. Use &Sharehow does a customer become awarewith your products or services?how does a customer gain knowledge aboutour products and those of your competitors?where do they go to learn and compare?how does a customertransact with yourcompany? what are thedynamics of thepurchase process?how does a customertake delivery of ourproduct or service?what are logistics ofgetting it?how does a customer use our product in daily life? what do theyhave to do to take advantage of its benefits? what are thecomponents of the user experience?how does a customer interactwith our company postpurchase? what are theinteractions that promoteloyalty and advocacy ratherthan frustration?BuyFindRelationship(if you want it?)creates a new shopper journeyAcquireDiscover
  17. 17. Source: ConluminoChannels% of Shoppersnumber of channels usedto buy fashion increasing
  18. 18. Source: ConluminoDuration of Purchase Time Spent onProcess Purchasing0.5 days 83 minutes3.4 days 111 minutesMinutesCustomer Experience Stageaverage duration & length ofpurchase process increasing
  19. 19. rail europe’s customer journeySource: http://www.slideshare.net/jaminhegeman/mapping-the-journey-experience-beyond-the-screen
  20. 20. STAGE 1: DISCOVERYI am looking for inspiration browsing in an area of interest
  21. 21. it usually starts with asearch. “80% of shoppingstarts with google”.john stine director of internet business solutions ciscoDISCOVERY
  22. 22. receive aenewsletter(40%)DISCOVERY
  23. 23. go to a brand page or get a newsfeed for news & offers (23%)DISCOVERY
  24. 24. on tv or go a little deeper on a tabletDISCOVERY
  25. 25. or get inspired by branded video contentDISCOVERY
  26. 26. or pick up on something that has gone viralDISCOVERY
  27. 27. a blog might create interestDISCOVERY
  28. 28. an online game might get me startedDISCOVERY
  29. 29. a daily deal might spark a wantDISCOVERY
  30. 30. STAGE 2: FINDhttp://www.qualtrics.com/blog/wp-content/uploads/2010/06/market-research.jpgI know what I want and are looking for the best option/solution
  31. 31. go to brand or aggregatorwebsite to find product (50%)FIND
  32. 32. go to a shopping centre website to finda store, opening hours or offers (19%)FIND
  33. 33. find a professional product review (17%)FIND
  34. 34. or seek a customer review (15%)FIND
  35. 35. view a catalogue or couponFIND
  36. 36. mobile search on a optimised website70% of those using a mobile device are within an hour of buyingwhereas 70% of those using a desktop are more than a week awayFIND
  37. 37. compare, browse, review, search,share & buy anywhere on mobileFIND
  38. 38. STAGE 3: BUYour in-store purchase decisions are more informed & faster than ever before
  39. 39. http://www.fastcodesign.com/finding a convenient park near my entryBUY
  40. 40. check-in for a dealBUY
  41. 41. 41find my wayBUY
  42. 42. 42take my pathBUY
  43. 43. get onto wifi to get fast cheap dataBUY
  44. 44. 44i might engage in a brand experienceBUY
  45. 45. 45WhatWe DoOurAudienceInsights &ExpertiseMarketingPlatformsEffectivesolutionsCampaigndeliveryINFLUENCE & CONVERT: THE WESTFIELD SHOPPERi might attend an eventBUY
  46. 46. 46experience the storeBUY
  47. 47. 47interact with digital posBUY
  48. 48. engage with in-store selection technologiesBUY
  49. 49. my mobile is now my shopping tool/weaponBUY
  50. 50. get real time price reviewsBUY
  51. 51. enable an app to get an incentiveBUY
  52. 52. BUYaccess all of my coupons
  53. 53. scan product for more information or to buyBUY
  54. 54. or get help from aninformed sales associateBUY
  55. 55. find more on the web when in storeBUY
  56. 56. 56take a breakhttp://www.google.com.au/imgres?q=westfield+food+court&hl=en&gbv=2&biw=1920&bih=1019&tbm=isch&tbnid=nprkzVoRfd5cmM:&imgrefurl=http://www.yelp.com.au/biz_photos/Lf8OUzMhb22wj1Dk3vucYQ%3Fselect%3DXIQYlU2UWKHxvzEJLRVnpw&docid=KMh3tT3yFK13IM&imgurl=http://s3-media2.ak.yelpcdn.com/bphoto/XIQYlU2UWKHxvzEJLRVnpw/l.jpg&w=533&h=400&ei=3cZ4T6apJqnFmAXP3cTpDw&zoom=1&iact=hc&vpx=334&vpy=502&dur=120&hovh=194&hovw=259&tx=158&ty=123&sig=111856002902335195116&page=1&tbnh=154&tbnw=219&start=0&ndsp=41&ved=1t:429,r:1,s:0BUY
  57. 57. retail could come to meBUY
  58. 58. frictionless mobile payment systemsBUY
  59. 59. http://www.mobilemag.com/2012/08/06/google-wallet-update-pushes-your-cards-to-the-cloud/http://www.geeky-gadgets.com/square-iphone-credit-card-payment-system-arrives-in-apple-stores-21-04-2011/changing all notions of customerservice & store designBUY
  60. 60. go through purchase funnel to buy onlineBUYhttp://www.google.com.au/imgres?q=online+shopping&hl=en&gbv=2&biw=1920&bih=1019&tbm=isch&tbnid=39Qo5JyUmQHzpM:&imgrefurl=http://www.oecd-antispam.org/reviews/online-shopping-for-newbies.html&docid=aDSYHwv0sc1LEM&imgurl=http://www.oecd-antispam.org/wp-content/uploads/2012/01/online-shopping.jpg&w=423&h=284&ei=VMV4T-zgA6rBiQeN7K3tBA&zoom=1&iact=hc&vpx=1457&vpy=189&dur=2128&hovh=184&hovw=274&tx=159&ty=100&sig=111856002902335195116&page=1&tbnh=135&tbnw=179&start=0&ndsp=42&ved=1t:429,r:7,s:0
  61. 61. STAGE 4: ACQUIREI can buy online and pick up/return in store or buy in store and get home delivery
  62. 62. shop online when in storeACQUIRE
  63. 63. shop online pick up in store orbuy instore & get it deliver homeACQUIRE
  64. 64. get preferential click and collectACQUIRE
  65. 65. acquire through a parcel locker networkACQUIRE
  66. 66. Source: Sparksheet.comSTAGE 5 & 6: USE/RELATIONSHIPpost purchase expectations to know me and my needs are on the rise
  67. 67. Uniqlo Tokyostore & service exceeds expectationsRELATIONSHIP
  68. 68. become a member of a loyalty programRELATIONSHIP
  69. 69. earn and burn points onlineRELATIONSHIP
  70. 70. behaviour based recommendationsRELATIONSHIP
  71. 71. get help in store or onlineRELATIONSHIP
  72. 72. get micro-blogging newsor service supportRELATIONSHIP
  73. 73. i might share what i have boughtRELATIONSHIP
  74. 74. become part of the brand’s service ecosystemRELATIONSHIP
  75. 75. or post a review of the storeRELATIONSHIP
  76. 76. “Consumers havesomething theyhave never hadbefore, the powerto warn &threaten, ratherthan to punishsilently after thefact” bruce philp consumer republici might even take action against youRELATIONSHIP
  77. 77. search, try, buy, use, share & cryhttp://www.google.com.au/imgres?q=moment+of+truth&hl=en&biw=1920&bih=1019&gbv=2&tbm=isch&tbnid=_hR-3UG-dH20CM:&imgrefurl=http://fbiedermann.blogspot.com/2012/01/moment-of-truth.html&docid=TpXJm1iXM2nt8M&imgurl=http://1.bp.blogspot.com/-WfeywxlkIOY/Tx554Qan4UI/AAAAAAAABG0/hruHswRUj4k/s1600/Moment%252Bof%252Btruth.jpg&w=400&h=302&ei=EcZ4T_nOEKmziQeB1Zj5BA&zoom=1&iact=hc&vpx=356&vpy=160&dur=3029&hovh=195&hovw=258&tx=152&ty=106&sig=111856002902335195116&page=1&tbnh=160&tbnw=199&start=0&ndsp=44&ved=1t:429,r:1,s:0
  78. 78. How do I perform against expectations/ competitorsdiscovery find buy acquire use relationship1website-0.3website-1.0website-0.8store staff-0.4call centre-1.2online account-0.42word of mouth-0.2media+0.1word ofmouth-0.3onlineactivation-0.7website-0.5website-0.33socialnetworks-0.1store staff-0.4store staff-0.2provider store-1.8onlineaccount-0.5call centre-1.84mass media+0.2onlinereviews-0.7paymentprocess-0.3device0device0direct-0.25enewsletter-0.4providerstore-2.0online-0.7call centre-1.4store staff-0.4store staff-0.3numbers represent performance gap between company and market leaders
  79. 79. ATTRIBUTING VALUEUnderstanding the value of a customer remains the holy grail to inform choices
  80. 80. for every $1 spent online withmacy’s led to $5.70 in-store
  81. 81. 418% more likely to visit startbuck.comspent 8% more. transacted 11% more frequentlyare they pre-existing preferences?source: comscore
  82. 82. fans are more valuablespending $159 more per yearsource: syncapse
  83. 83. source: psfk5 TAKEAWAYS
  84. 84. 26 May 20101. Create/map your core customer journey2. Understand how digital channels are influencing yourcustomer paths and determine their impact/value3. Understand what your customer is thinking, feelingand doing at each stage4. Understand the key touchpoints and how you performagainst substitutes on the moments of truth5. Design the optimal experience. Transform and harnessyour organisation to deliver your brand’s experience
  85. 85. westfield.com.aumichael batistich of we are socialrichard watsonadaptive path on slideshareforresterg2 on slidesharegoogle imagesflickrcomscorepsfksynapsecontagiousamp retailcompete.comhbrSOURCES
  86. 86. twitter @johnbatistich
  87. 87. http://www.fastcodesign.com/A NEW CUSTOMERJOURNEYFROM PATH TO PURCHASE TO EXPERIENCE DESIGNtwitter @johnbatistich
  88. 88. The following presentation is for general information purposes only. Westfieldmakes no representations about the accuracy or suitability of the informationprovided and takes no responsibility for any error, omission or defect in thatinformation. In making this information available, Westfield is not providingadvice nor is it promoting or endorsing any approach referred to. In relationto all decisions regarding your business, you should seek professionaladvice having regard to your particular needs and objectives.
  89. 89. customer experience design needsto align with organisational goals
  90. 90. experience touchpoint managementX X XProvider Store

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