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Nigel Hudson | nigelhudson.com February 5, 2016 1
Example User Journey
NLC Campaign
Customer
Awareness/
Acquisition
In-Sto...
Nigel Hudson | nigelhudson.com February 5, 2016 2
Campaign Eco System
NLC
Properties
NLC
Mobile App
Campaign
Airmiles
Busi...
Nigel Hudson | nigelhudson.com
Customer Value
Customer value is a criteria that drives campaign success. Outlined below ar...
Nigel Hudson | nigelhudson.com
Business Value
Outlined below are components that make up the value to the business
Custome...
Nigel Hudson | nigelhudson.com
Mobile Application Features
Traditional Features
• Store Finder / Details
• Product Catalog...
Nigel Hudson | nigelhudson.com
Possible Campaign Variations
Wine Region Tour (“Wines of the world”)
Taste Wines in popular...
Nigel Hudson | nigelhudson.com
Getting There
Digital Implementation Planning
Nigel Hudson | nigelhudson.com
High Level Architecture
Example Components:
The core of the mechanics consists of a loyalty...
Nigel Hudson | nigelhudson.com
High Level Roadmap
Mobile Application SiteCore powered mobile app:
 Product Catalogue
 In...
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Digital Strategy - Customer Experience - marketing and enterprise enablement

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Digital Strategy - Customer Experience - marketing and enterprise enablement

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Digital Strategy - Customer Experience - marketing and enterprise enablement

  1. 1. Nigel Hudson | nigelhudson.com February 5, 2016 1 Example User Journey NLC Campaign Customer Awareness/ Acquisition In-Store Email Web Print Radio/ TV Customer Opts into Campaign NLC Customer Single Week (no c omm itment is req uired) 3 Weekly Products are Featured Promoted in-store, online, CRM, social and mobile. Curated / Promoted Products optional Customer Sign-up / Mobile App Download Product Awareness Customer Promoted with airm iles rewa rds a nd a ny in-store sale. optional Customer Engages with Campaign Web Application  Read Reviews  Region History/ Interest  Contest Entry  Food Pairing  Community Review  Points/ Sales  Store Loc ator / Produc t Inventory  Tasting Stations Customer In-Store Engagement Sampling / Tasting / Purchase of Products Engage with Produc t Knowled ge Team. Customer is made aware of featured products (no c omm itment is req uired) A B C XYZ Store optional Customer Mobile Engagement  Va lid ate Purc hase / Samp le  Provide Reviews  Read Reviews  Food Pairing  Community Review  Points/ Sales  Provide Review Customer Consumption After Purchase Consumption Airmiles Collec tion Campa ign Activity optional Customer Engages with Campaign Web Application  Va lid ate Purc hase / Samp le  Provide Reviews  Read Reviews  Food Pairing  Community Review  Points/ Sales  Provide Review  Read Reviews  Region History/ Interest  Contest Entry  Food Pairing  Community Review  Points/ Sales  Store Loc ator / Produc t Inventory  Tasting Stations
  2. 2. Nigel Hudson | nigelhudson.com February 5, 2016 2 Campaign Eco System NLC Properties NLC Mobile App Campaign Airmiles Business Intelligence CPG Brands Merchandising, Product Placement/Promotion : In-Store & Campaign Channel NLC Merchandise Airmiles Points, Procurement and Redemption NLC Merchandising Channel, Armlies, Promotions and Campaign Participation Web Application, Mobile Application, Product, Airmiles, Customer Value, Customer Participation and Content, Customer Data NLC mobile Application: Traditional Features + Campaign Features + Customer Product Tools + Purchase Habits A B C XYZ Store NLC Existing Properties: Website, Tasting Stations, Knowledge team Social Channels, CRM and Email Marketing, Media Channels Campaign ROI, Customer Behavior, Product Analytics, Store & Employee Effectivness Nigel Hudson | nigelhudson.com
  3. 3. Nigel Hudson | nigelhudson.com Customer Value Customer value is a criteria that drives campaign success. Outlined below are components that make up the value to the customer: Incentives Airmiles, In-store Promotions and possible free products Contest & Prices Prices through campaign context participation Product Knowledge & Interest Learn about products, the regions they come, food paring and how to taste. Social Interest & Engagement Communicate, discuss and share with others friends or other campaign participants Product Tasting Low cost of way of participating in the campaign without the need to by every product.
  4. 4. Nigel Hudson | nigelhudson.com Business Value Outlined below are components that make up the value to the business Customer Satisfaction & Loyalty Satisfaction through adding high value and interest in retail campaigns Shift Customer Behavior Shift to customer purchase behavior towards larger basket sizes, purchase frequencies, other products CRM Acquisition CRM customer acquisition for future CRM activity and campaigns. Additional Merchandizing Channel Provide a Channel for CPG paid product merchandising in program and campaigns Mobile Application Value / Adoption Along with tradition mobile retail functions, campaign promotions promote adoptions Business Data Campaign ROI, Customer Behavior, Product Analytics, Store & Employee Effectiveness
  5. 5. Nigel Hudson | nigelhudson.com Mobile Application Features Traditional Features • Store Finder / Details • Product Catalogue • Social Engagement • Ecommerce (in-store pickup) • Loyalty (Airmiles) • Profile/Sign up (optional) Campaign Features • Reusable Campaign Platform Area • Profile/Sign up (linked) • Social Engagement / Integration • Campaign Products / Proof of Purchase • Campaign Information (scan) • Community Engagement
  6. 6. Nigel Hudson | nigelhudson.com Possible Campaign Variations Wine Region Tour (“Wines of the world”) Taste Wines in popular regions of the world Virtual Sommelier Course Earn a certification by going on three month Tour of wine tastings, is free but need to the wine and attend meet ups. Beers of Summer (“Summer Beer Refresher”) An education of beer from around the world and education of the types of beer The campaign infrastructure is reusable (perhaps seasonally). Below is sample of other possible themes for the campaign.
  7. 7. Nigel Hudson | nigelhudson.com Getting There Digital Implementation Planning
  8. 8. Nigel Hudson | nigelhudson.com High Level Architecture Example Components: The core of the mechanics consists of a loyalty program with points(Airmiles & NLC) and personalized offers. Campaign theming and acquisition can change and evolve around it. A B C XYZStore A B C XYZStoreA B C XYZStore Profile Management / Communications A B C XYZ Store Web/App Delivery Personalization Mobile Proof - Purchase Integration In-store Loyalty Points Management Offer Management Marketing Campaign Management Program Acquisition *Technology is to be determined
  9. 9. Nigel Hudson | nigelhudson.com High Level Roadmap Mobile Application SiteCore powered mobile app:  Product Catalogue  Inventory  Store Finder  Tertiary website info  Existing Special and Offers  Notifications  Profile System/Sign Up (optional) A B C XYZStore A B C XYZStoreA B C XYZStore ABC NLC Points Website Integration Phase One Phase Two Loyalty Program In-Store Integrations A B C XYZ Store A B C XYZStore A B C XYZStoreA B C XYZStore A B C XYZ Store Marketing Program Merchandising Data Analysis Budget Estimates $125-150 $xxx-xxx $xxx-xxx Customer Profile Started  Signup  Existing Airmails Program Marketing CRM  Integration  Email Blasts  Notifications Data  Application Usage  Offer Performance  User Profile Behavior Data Phase Three Site Core powered mobileapp:  Loyalty Integration In-Store Experiences  Tasting Station Alignment to offers Data  Applications Usage  Offer Performance  CRM performance Site Core powered  Loyalty Integration Customer Profile Started  Signup  Existing Airmails Program Marketing Site Core powered  Airmails integration into program  CRM Integration  BasicPersonalized Special Offers CRM  Integration  Email Blasts  Notifications Site Core powered mobileapp:  Further Loyalty Integration  Product Scanning  POS scanning for Proof-of-Purchase In-Store Experiences  Campaign Community Mechanics  Campaign Enrollment  Contents Phase Four Site Core powered  Further Loyalty Integration  Points Program Site Core powered  POS integration  NLC POINTS! (NEW POINTS)  CRM  Personalization (offers/local) Special Offers Data  Application Usage  POINTS! usage  Offer Performance  CRM performance  Merchandising Performance Awareness Campaign  CRM  Social  POS Integration NLC Loyalty Merchandising  Buying Program  Offer Automation Integrated and Themed Campaigns  Campaign Themes  CRM  Social  Mobile App  Community  Contests Data  Application Usage  POINTS! usage  Offer Performance  CRM performance  Merchandising Performance  Campaign Effectiveness In-Store Experiences  Tasting Station Alignment to offers  Mobile Product Scanning  POS Integration In-Store Experiences  Campaign Community Mechanics  Campaign Enrollment  Contents Optimization & Repeatable Campaigns $xxx-xxx Merchandising Via Airmiles  Airmiles Integration in  Offer Automation

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