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Web Strategy for Retail

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Web Strategy for Retail

  1. 1. Web Strategy for Retail
  2. 2. Today… Introductions A quick look at the consumer today The shift of the channel offer Combining the consumer and the channel Intergen Retail Strategy and customer journey mapping Web Strategy for Retail
  3. 3. Who are Intergen: Intergen provides information technology solutions across New Zealand and the world based exclusively on Microsoft’s tools and technologies. Our 260 staff work with organisations to improve productivity, empower staff, and streamline and automate business processes, delivering comprehensive solutions for businesses of all sizes, in all industries. Come and see us B02
  4. 4. Daniel Munns: Industry Lead- Retail  My role is to drive our Retail and Wholesale Service Line offerings.  My passion is understanding how the flexible Microsoft solutions can enable and drive businesses strategy forward.  I will ensure the ‘customer’ is centric to everything you consider.  For the last 9yrs I’ve held various senior appointments for Debenhams Retail PLC.UK where I was accountable for the delivery of Head office and Retail solutions for 160+ stores and across the world-wide supply chain  Fashion Experience: Liberty, Lectra, Burberry and Debenhams
  5. 5. Giles Brown: Web Strategist  Service Line Lead, Web Strategy, Intergen.  Worked in the interactive and online business since 1998, having worked at some of New Zealand’s premier interactive, web and creative communications agencies.  The projects I’ve worked on have achieved or exceeded their ROI targets and won awards in Europe, the US, Australia and New Zealand.  “Simplify. Repeat.”
  6. 6. The customer 2011:
  7. 7. The customer experience: Personalisation Loyalty Value Convenience ‘Give me the tools to shape my world’ Service Make it simple support I want easy access experience Protect me
  8. 8. Setting the scene, the consumer survey:250 people surveyed, example questions: How many hrs pw do you spend on the high street, either shopping in a physical store /window shopping? How many hrs per day or per week do you spend on the internet (accessing via home pc, work pc or smart phone), carrying out non work related activities ? Can you break down how you spend your time on the internet Do you have a smart phone ? What internet sites or applications do you access via the smart phone? Will your smart phone replace your home PC, if so at what point in the future?
  9. 9. Setting the scene, the consumer survey:50 people surveyed, average answers How many hrs pw do you spend on the high street, either shopping in a physical store /window shopping? 6hrs How many hrs per day or per week do you spend on the internet (accessing via home pc, work pc or smart phone), carrying out non work related activities ? 12hrs pw Can you break down how you spend your time on the internet, 7 hrs Social sites, 0.5 hrs banking, 4.5 hrs product research shopping Do you have a smart phone ? 60% YES/ 40% NO What internet sites or applications do you access via the smart phone? Facebook, twitter, email, Trade Me, Yellow pages, Weather, Amazon Will your smart phone replace your home PC, if so at what point in the future? 10% YES/ 90% NO
  10. 10. Consumer Retail Priorities:1highest, 9 lowest Impact past 5 yrs priority future 5 yrs• Loyalty schemes: 2 3• Price and Promotional activities. 1 2• Increase in online Retail sites and price comparison sites. 6 4• Internet accessibility. 3 5• Self service technologies 9 6• Personalised marketing campaigns 7 7• The ability to shop globally via the internet. 4 1• The shop design and fit out. 5 9• Environmental and sustainable retailing. 8 8
  11. 11. The customer and the channel offer: MULTI „ZERO‟ CONVERGENCE SINGLE
  12. 12. The journey in the Retail channel offer:CHANNELS SINGLE MULTI CONVERGENCE Bricks & Mortar mobile Web Catalogue Customers: experience Customers: experience Customers: One to One multiple touch points within multiple touch points but little engagement same brand or no convergence Retailer : Offer one channel to Retailer: obtain single view of Retailer: Silos of knowledge customer customer but operations and operational activity remain in silo
  13. 13. Zero or ‘Agile Commerce’ set to replace Convergence:CHANNELS CONVERGENCE „ZERO‟ Bricks & Mortar Retailers will offer ‘brand touch points’ for the future customer. mobile Retailers will move away from a ‘channel’ Web engagement. Catalogue Customers: experience Customers: experience a multiple touch points within brand, channel becomes same brand redundant Retailer: obtain single view of Retailer: single view of customer but operations customer , strategic and co- remain in silo ordinated opportunities.
  14. 14. Intergen Retail Strategy : Vision To provide services and solutions that enable Retail clients, their associated Supply Chain Partners and the end consumer* to identify, create and own supported ‘Customer Journeys’*consumer could be an individual or an organisation
  15. 15. Approach to mapping a ‘customerjourney’
  16. 16. What are the components of a ‘Customer Journey?’ CUSTOMERS The married couple The student The professor The tradesman The farmer CHANNELS Bricks & Mortar store Catalogue Phone/mobile device WebFUNCTIONS & PROCESSES Design & QA Buying & Store/Channel Planning Marketing Store Operations Finance & IT Distribution MerchandisingSUPPLY CHAIN PARTNERS Manufacturers Warehouse Distribution centres Factories ShippingSOLUTIONS
  17. 17. What does your ‘customer journey’ enable: Customer Enablers  Processes* and solutions that provide an improved customer experience Operational Enablers  Processes* and solutions that provide efficiency for staff Over arching factors – building a benefits case:  Reduce Risk ?  Reduce cost ?  Increase functionality?  Improve visibility and management? *Process first, solution second
  18. 18. ‘Customer Journey’ diagnostics high level overview: channel view Customers Customer Engagement Product Selection Customer Buying Decision Product Availability Product Purchase/ Delivery Customer Journey end to end store bricks and mortar store Customer Journey catalogue catalogueChannels Customer Journey Phone or mobile device phone Customer journey web WEB
  19. 19. ‘Customer Journey’ diagnostics high level overview: ‘customer experience view’ Customers Customer Engagement Product Selection Customer Buying Decision Product Availability Product Purchase/ Delivery 3 4 SINGLE Customer Buying Product Availability Decision bricks and mortar store MULTI 1 2 6 Customer Engagement’ Product Selection’ Product Availability catalogueChannels 7 Product Purchase/Delivery CONVERGENCE phone 5 Product Availability „ZERO‟ WEB
  20. 20. ‘Customer Journey’ channel and experience view Customers Customer Engagement Product Selection Customer Buying Decision Product Availability Product Purchase/ Delivery bricks and mortar store Customer Journey end to end storeMULTI WEB Customer journey web Consumer has access Consumer marketed to product Product can be bricks and mortar store Products offered in information and purchased or based on preferences Consumer andCONVERGENCE both channels or services associated delivered/collected maintained by both retailer view real clearly obvious what with product has the based on customer channels, single view time inventory is a web only product. ability to compare requirements. of customer product in store and online WEB Make it simple
  21. 21. Approach: Some practical advice. Talk to your end consumer about current experiences. Talk to your staff about experience with the brand and your customers. Research locally and ‘GLOBALLY’ what is happening in terms of competition. Map your customer journeys today and future state across all brand touch points. Your journeys will establish your Customer Enablers , Operational Enablers and Compliance, it will help derive priority and establish benefits. Establish the channel you are today and the one you will become in the future. SINGLE MULTI CONVERGENCE „ZERO‟ Research the solutions you require to meet the needs to the consumer, do NOT buy a solution in the hope it will meet the needs of your current and future customer journey without understanding a roadmap
  22. 22. And finally: ‘Give me the tools to shape my world’
  23. 23. Vision & FocusAn Introduction to Web Strategy…
  24. 24. Our Definition… “A Web Strategy is a vision (often documented) that clearly articulates how you will use the web to help achieve or exceed your organisation’s business objectives. It’s a measurable plan of attack that is specific to you; not a one-size-fits-all blueprint.”
  25. 25. What is it? Noun & Verb…
  26. 26. “How do I know I need one?” No focus “Everything is ‘high’ priority” No definition “It’s for local people” No deadlines “Just get it started!” No scope “We need a better website” No agreement “Green! Blue! Red! Yellow!” No Executive buy-in “What website?” Lots of ambiguity, contradiction “That’s not my understanding”
  27. 27. Create…An Overview…
  28. 28. Creating your Web Strategy… Dreams Reality Focus Management
  29. 29. Execute…An Overview…
  30. 30. Executing your Web Strategy… 1. Prepare 2. Design 3. Build 4. Improve
  31. 31. 1. Prepare… Research Audience Analysis Interviews/Workshops Personas/User Engagement Group High-level Concepts Reality Check Business Analysis
  32. 32. 2. Design… Content Audit/Modelling Task Flow/Interaction Design Information Architecture Visual Design (‘Look & Feel’) Design Production/HTML & CSS Copywriting/Content Creation Technical Briefing
  33. 33. 3. Build… Functional Specification Solution Architecture CMS Solution Build/Integration Test/Implement/Deploy Content Loading Training/Launch/Prototype
  34. 34. 4. Improve… Strategy Review User Testing Analytics/Reporting/Monitoring Hosting/Administration Maintenance Refine/Improve/Republish Engage Governance Team
  35. 35. Remember… Web Strategy = Verb + Noun Vision Focus Your BUSINESS is unique, so your strategy should be unique + = Your new website
  36. 36. Retail Web Strategy…Practical Tips…
  37. 37. GOLDEN RULE: Design & Branding Design matters. A lot. Content is king, but design is of first importance. DID YOU KNOW … Design is NOT just ‘look and feel’, but how your website or application actually works.
  38. 38. GOLDEN RULE: Copy & Content Write for your users first, search engines second. DID YOU KNOW … Groupon (www.groupon.com), which is projected to generate over $3 billion in revenue this year, employs over 70 comedy writers!
  39. 39. GOLDEN RULE: SEO & Accessibility REMEMBER that quality, credibility, consistency and relevance are still the most important factors in determining your performance. DID YOU KNOW … Search engine algorithms (the complex formulas that determine page rank) change many times each month.
  40. 40. GOLDEN RULE: Social Media & Marketing Just be yourself. If you don’t believe in your product or service, you’ll get found out. DID YOU KNOW … If Facebook were a country, it would be the third most populous in the world behind China and India.
  41. 41. GOLDEN RULE: Audience & User Testing Your website is never finished. Do regular qualitative and quantitative analysis. DID YOU KNOW … Google Analytics or Web Trends will tell you what people did; but they won’t tell you why.
  42. 42. GOLDEN RULE: Navigation & Structure Clean, professional and simple. (“What can I take out?”) DID YOU KNOW … ‘Navigation’ and “finding what I want” is the Number #1 frustration that users have with websites.
  43. 43. Contact us: www.intergen.co.nz Daniel.Munns@intergen.co.nz Giles.Brown@intergen.co.nz Come and see us B02
  44. 44. Questions?

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