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They Want It All: The Empowered Consumer

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Published on

Shop.org 2017
Benjamin Weiss, Walgreen Co.
Nick Worth, Selligent
Rick Ton, Sam's Club

Published in: Retail
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They Want It All: The Empowered Consumer

  1. 1. They want it all: The empowered consumer Benjamin Weiss, Senior Product Manager, Mobile, Walgreen Co. Nick Worth, Chief Marketing Officer, Selligent Rick Ton, Director, Membership & Product Marketing, Sam’s Club
  2. 2. YET CEREAL SALES ARE DECLINING
  3. 3. WHILE FOOD BAR SALES SOAR
  4. 4. THE EMPOWERED CONSUMER More Knowledge More Access Better Experiences Higher Expectations
  5. 5. WE ARE ALL EMPOWERED
  6. 6. • 90% of customers expect real-time customer service • 74% expect websites to be personalized for them • 53% expect retailers to learn their tastes and make suggestions • 53% expect retailers to know who they are when they enter a store with their smartphone EXPECTATIONS
  7. 7. • 48% expect that there will be a service that ships products before they order them GREAT EXPECTATIONS
  8. 8. • Only 34% of companies are able to identify a consumer at the moment of an interaction REALITY BITES
  9. 9. Millennials and Gen Z are hard coded to demand more • Expect brands to know them not as a segment but as a specific individuals • Less concerned about privacy • Want brands to provide an individualized experience AGE OF PERSONALIZATION
  10. 10. EMPOWERED CONSUMER HARD TRUTHS Convenience Relevance
  11. 11. Consumer-First Marketing inverts the traditional approach to marketing. It focuses first on consumers to identify opportunities for filling an unmet need, entertaining, or solving a pressing problem.
  12. 12. RELEVANCE BUILDS AUTHENTICITY
  13. 13. RESPECT FOR CONSUMER PRIVACY BUILDS TRUST
  14. 14. INSIGHT-LED ENGAGEMENT
  15. 15. ORCHESTRATION WE BELIEVE VALUE IS ACHIEVED WHEN INSIGHTS & ENGAGEMENT COMBINE Data and execution are interconnected. There is no lag between a consumer action and a brand’s ability to respond with relevance. Data and engagement are also interdependent. When the data profile changes, so does the consumer experience. As the consumer reacts, the brand learns more, deepening the value that it is able to deliver. INSIGHTS ENGAGEMENT
  16. 16. All images courtesy of Paramount Pictures and Marvel Studios.
  17. 17. All images courtesy of Paramount Pictures and Marvel Studios.
  18. 18. Image Credit: Ryan McGuire I LOVE THIS STORE!!!
  19. 19. Image Credit: Ryan McGuire
  20. 20. OMG THESE RESULTS ARE AWESOME PROMOTION | BIG BONUS | SWEET CAR © 2000-2017, Sam's West, Inc. All rights reserved.
  21. 21. © 2000-2017, Sam's West, Inc. All rights reserved.
  22. 22. © 2000-2017, Sam's West, Inc. All rights reserved.© 2000-2017, Sam's West, Inc. All rights reserved.
  23. 23. THE DESIGNER THE MARKETER THE ENGINEER THE BEHAVIORAL PSYCHOLOGIST AND A COUPLE OTHER PEOPLE WHO DIDN’T WANT THEIR PHOTOS SHOWN
  24. 24. © 2000-2017, Sam's West, Inc. All rights reserved. OBSERVED WHAT OUR TOP MEMBERS WERE DOING
  25. 25. © 2000-2017, Sam's West, Inc. All rights reserved.
  26. 26. © 2000-2017, Sam's West, Inc. All rights reserved. DEFINED THE END GAME
  27. 27. © 2000-2017, Sam's West, Inc. All rights reserved. STARTED RUNNING TESTS AND EXPERIMENTS
  28. 28. © 2000-2017, Sam's West, Inc. All rights reserved. ITERATED UNTIL WE ACHIEVED THE GOAL
  29. 29. Image Credit: Luciano Vizza, Ralf Schmitzer, and Mateus Dias Gomes from Noun Project 365+ DAYS 200+ ITERATIONS 416 DISCUSSIONS © 2000-2017, Sam's West, Inc. All rights reserved. THE JOURNEY
  30. 30. © 2000-2017, Sam's West, Inc. All rights reserved.
  31. 31. © 2000-2017, Sam's West, Inc. All rights reserved.
  32. 32. © 2000-2017, Sam's West, Inc. All rights reserved.
  33. 33. © 2000-2017, Sam's West, Inc. All rights reserved.
  34. 34. © 2000-2017, Sam's West, Inc. All rights reserved.
  35. 35. © 2000-2017, Sam's West, Inc. All rights reserved.
  36. 36. • THIS PROGRAM IS LIVE IN ALL 650+ CLUBS IN THE UNITED STATES • IT’S DELIVERING AMAZING RESULTS • IMPROVED DATA CAPTURE • OFFER REDEMPTIONS • IMPROVED RETENTION • SUPPLIERS ARE SUPER INTERESTED © 2000-2017, Sam's West, Inc. All rights reserved. THE RESULT
  37. 37. • DON’T BE AFRAID TO SET RIDICULOUS GOALS • PROVE YOURSELF RIGHT AND BE WRONG SOMETIMES TOO • DON’T SPEND FOREVER BUILDING THE ”PERFECT THING” BUILD SOMETHING THAT WORKS NOW • START SMALL, BE SCRAPPY • CELEBRATE WHEN YOU’RE DONE© 2000-2017, Sam's West, Inc. All rights reserved. WORDS OF ADVICE
  38. 38. Photo by Morvanic Lee on Unsplash
  39. 39. TITLE GOES HERE They Want it all: The Empowered Consumer Benjamin Weiss Senior Product Manager, Walgreens
  40. 40. •Member of Walgreens Boots Alliance©2016 Walgreen Co. All rights reserved.
  41. 41. •Member of Walgreens Boots Alliance©2016 Walgreen Co. All rights reserved. Pickup in Store Chatbots Single Use Coupons Big Data Stuff-in-a-box Flash Sales Free Giveaways Ship to Home Deal of the Day ClassPasses Ship from Store Group Buying Alternative Wallets Mobile Payments IoT Voice Assistants Real-Time Inventory Paperless Coupons Loyalty Programs Subscribe and Save One-Click Purchase User Generated Content Pop-Up Stores Podcasts 3rd-Party Content Self Checkout Artificial Intelligence Virtual Reality Augmented Reality ML
  42. 42. •Member of Walgreens Boots Alliance©2016 Walgreen Co. All rights reserved.
  43. 43. •Member of Walgreens Boots Alliance©2016 Walgreen Co. All rights reserved. Why…
  44. 44. •Member of Walgreens Boots Alliance©2016 Walgreen Co. All rights reserved.
  45. 45. •Member of Walgreens Boots Alliance©2016 Walgreen Co. All rights reserved. Trust Care Access
  46. 46. Pill Reminder is a digital way to build on our brand essence Extends our relationship with customers and patients outside of our stores, giving us a platform for daily engagement, and a tool that not only builds trust with customers, but is also good business by improving patient adherence and delivering incremental refills Pill Reminder
  47. 47. Homescreen Widgets give customers back time in the day
  48. 48. Apple Pay helps us remove friction and save time
  49. 49. Refill Reminders combine care and convenience Refill Reminders Predict when customers are likely to forget to refill a medication. Using SMS, Email, and Push Notifications, we make it simple (one tap, one reply) to get the refill process started.
  50. 50. •Member of Walgreens Boots Alliance©2016 Walgreen Co. All rights reserved. 1. Ask why your business exists 2. Evaluate all digital tools through that lens 3. Build and Test (not everything will work! that’s okay) 4. Measure and invest in experiences that work 5. Repeat the cycle, and don’t be afraid to cannibalize yourself Building the RIGHT digital experiences (for your business)

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