SEJ Summit 2015: Omni-Channel "Anywhere, Anytime" Marketing for Success by John Curtis
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Event: SEJ Summit Chicago 2015 Presenter: John Curtis of Walgreen's Description: To quote a Google Advertising VP, "If you're just focusing on mobile, you're solving yesterday's problems." With that in mind, John takes us through the art and science of omni-channel marketing: how to harness analytics, segmentation, and content for the best UX across channels and devices.
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SEJ Summit 2015: Omni-Channel "Anywhere, Anytime" Marketing for Success by John Curtis
- 2. Sebastian Wenzel, Webanalyticsbook Free 30-Day Trial Instant data. Tweak strategies. Benchmark competitors.
- 3. #SEJSummit #Searchmetrics • Walgreens: Rx, Daily Living, Photo, Local, Site Search • 6 years in SEO, 1 year industrial laundry, 27 days professional poker • Champion, Walgreens Intramural Basketball League @JohnJCurtis
- 4. 3 Takeaways Convenience has a new corner The customer designs the customer experience Customer intent needs to drive the omni-channel strategy #SEJSummit #Searchmetrics @JohnJCurtis
- 6. Goal: Create a seamless customer journey regardless of path • Each customer defines what “omni” means • Bigger than your brand’s assets • Not just a multi-device presence • Not a choice #SEJSummit #Searchmetrics @JohnJCurtis
- 7. Walgreens at a Glance • >8,200 drugstores • 856M scripts filled in FY14 • 6.3M customers/day • 240K team members • >70K healthcare service providers
- 8. It’s more than channel shift, it’s a change in how our customers know us and trust us There’s a massive value here
- 10. 1. Provide a path to purchase anywhere, anytime 2. Offer anything desired in any channel desired #SEJSummit #Searchmetrics @JohnJCurtis
- 11. We used to measure convenience in miles and minutes “Two-thirds of Americans live within three miles of a Walgreens store”
- 12. Now, with mobile, our competition is a keystroke away For customer visibility, the corner of index finger and touchscreen has replaced the corner of 2nd and Main #SEJSummit #Searchmetrics @JohnJCurtis
- 13. Today, we measure distance in inches and instants Mobile changes the nature of retail convenience, placing new pressure on Walgreens to redefine convenience once again
- 14. Providing key customer paths to purchase that relate in-store experiences to multiple devices #SEJSummit #Searchmetrics @JohnJCurtis
- 15. Creating Seamless cross-channel experiences pays off • >1M clipped coupons/week & growing • 2014 Webby Award winner Paperless Coupons #SEJSummit #Searchmetrics @JohnJCurtis
- 16. Creating Seamless cross-channel experiences pays off >40% of web print orders come from a mobile device QuickPrints #SEJSummit #Searchmetrics @JohnJCurtis
- 17. Source: “Desire Path, Tirana” Flickr Creative Commons License, Commercial Use Allowed
- 18. 1. Follow customer desire paths beyond owned properties 2. Offer value to the community to be truly omni-channel #SEJSummit #Searchmetrics @JohnJCurtis
- 19. Customers find and trust location information outside of your owned media >60% of Google users rely on Google local info #SEJSummit #Searchmetrics @JohnJCurtis
- 20. Customers find and trust location information outside of your owned media Who do customers blame for incorrect business information on third party directories? 3 in 10 people blame the business #SEJSummit #Searchmetrics @JohnJCurtis
- 21. 90% Of The Day, Her Phone Is Never Farther Than 3 ft
- 22. Photo Prints API: 160 integrations in less than 3 yrsIntegrating into customers’ channels – Walgreens API Program #SEJSummit #Searchmetrics @JohnJCurtis
- 23. Integrating into customers’ channels – Walgreens API Program >40 million new patients gained access to Walgreens prescription refill service via a third party app #SEJSummit #Searchmetrics @JohnJCurtis
- 24. Integrating into customers’ channels – Walgreens API Program #SEJSummit #Searchmetrics @JohnJCurtis “21% of US consumers use some form of technology to track their health data, such as a spreadsheet, website, app, or device” - Pew Research Improving Medication Adherence • Connect device + walk 1 mile/day = 7% more adherent • Diabetes patients who connect a glucose meter = 11% more adherent
- 26. 1. Use Site Search Analytics to identify customer intent 2. Listen to customer feedback to drive product development #SEJSummit #Searchmetrics @JohnJCurtis
- 27. #SEJSummit #Searchmetrics Site Search Analytics and Omni-channel • Understanding customer intent for categories of site searches is vital to analysis • Without tying online behavior directly to in- store behavior, we cannot truly group and optimize for our site search experience • Omni-channel analysis can inform on site search optimization and UX
- 28. Site Search Analytics and Omni-channel Website Conversion Rate #SEJSummit #Searchmetrics @JohnJCurtis
- 29. Site Search Analytics and Omni-channel Omni-Channel Conversion Rate #SEJSummit #Searchmetrics @JohnJCurtis
- 30. Listening to customers: Whatever, Wherever, Whenever #SEJSummit #Searchmetrics @JohnJCurtis Customers demand in- store pickup to be an option Customers expect inventory to match across channels Customers expect inventory and pricing accuracy at store level
- 31. In-Store-Mode Automatically recognizes when the customer enters one of our stores, and tailors the experience for in-store shopping #SEJSummit #Searchmetrics @JohnJCurtis
- 32. 3 Takeaways Convenience has a new corner The customer designs the customer experience Customer intent needs to drive the omni-channel strategy #SEJSummit #Searchmetrics @JohnJCurtis
Editor's Notes
- What I want to talk to you about today is about shifting your thinking, strategy, way of doing business to an omni-channel mindset. And what I want to leave you with are these 3 things: There is a new location when it comes to convenience. Your brand, your marketing – neither creates the customer experience. Customer intent can drive product development and UX.
- Mostly, it’s everyone’s favorite buzzword. After that Omni means “all” and that is up to the interpretation of customers There is no one omni-channel experience – it’s not an experience we can build, it’s a reality brands have to operate in If a customer needs Vitamin C: One customer may start with a Google search on mobile, one may start at an affiliate site like Mr. Rebates Bigger than your brand Example – can’t tell Siri what you want waiting for you at Walgreens when you show up What omni-channel isn’t – It’s not simply being present on multiple devices
- Omni-channel means a lot to Walgreens as a retailer We have the most drugstores in the U.S. 6.3M customers walk through doors every day (Can’t share exact numbers) Many touch digital channels first
- Omni-channel isn’t a choice, it’s a reality – but the good news - it does bring opportunity to turn good customers into great customers With that, let me get into my first point
- While Walgreens positioned itself on the best corners in America for decades, that’s not enough anymore: Still important But not often the first contact with the customer today
- So what do we need to do? Provide a clear path to customers’ needs whenever and wherever they are Customer expectations do not change whether they walk into a store, pick up a phone, or visit your website. If they can do it in one place, they expect it everywhere Provide the experience the customer needs regardless of what they choose Your customer does not understand your internal architecture – an average customer cannot fathom that the people running the website are not the people making the signs in the store – or that those people are not aligned
- This is what coopetition used to look like when it came to visibility and convenience.
- Now the competitive landscape looks like this. The corner of 2nd and Main as a battleground has given way to the corner of index finger and touchscreen.
- And distance takes on a new meaning – we’re moving from a mindset of miles and minutes to inches and instants. Here’s what does that shift look like in the world of Walgreens?
- A few examples I’ll point out that speak to the idea of anywhere, anytime: Refill by scan, QuickPrints, Paperless Coupons Refill by scan feature = 40% of online refill requests come through the app The pharmacy business is a good reminder that these challenges and innovations are not new. In 1991, omni-channel innovation meant opening the first drive-thru pharmacy. It’s about the seamlessness – and that seamlessness pays off
- QuickPrints is an interesting story. The writing on the wall was that photo prints were on the way out. But suddenly everyone had a camera all the time, and a good camera, with lots of reasons to take and share their photos. Printing as a percentage of photos taken is small, but there are so many more photos taken, and the ideal place and time to print a photo is directly from your camera. So new channels can create new opportunity – let’s talk a little about the customer
- The customer designs the customer experience! Oh no! That sounds complicated. What does it mean?
- BEYOND YOUR PROPERTIES: Yes use web analytics to improve your site’s UX, but go beyond that to anywhere a customer can interact with your brand GIVE YOUR FUNCTIONALITY AWAY Start to become truly omni-channel by branding within others’ owned properties Let’s look at an example of going beyond your own properties…
- Not only can our customer FIND our products and information outside of the things we build, they EXPECT to find it other places and the TRUST what they find. If you’re a Walgreens customer and just searched “Walgreens near me” in Google, there is a very high likelihood that you won’t go any further than this page. And if that information is wrong…
- They blame us. Even if they don’t blame us, they experience friction – it is not seamless – we are not failing at omni-channel marketing when that happens. Maybe the best place to look to for how your customer really experiences your brand is to look at her phone
- Nobody let this following sentence leave the room or our Mobile UX team will get upset: Our customer does not own a smartphone because Walgreens has an app. In fact, we’re one of many apps that exist in the least-used segment of apps - Utility If we allow things to stay this way, the customer will only interact with Walgreens on her mobile phone when she thinks to, and that’s why we have to move beyond owned media. We’ve done a great job of that with our API program
- Our Balance Rewards API with at least 40 integrations And what’s interesting about that is how Walgreens is able to tap into wearables
- Not only does this integration combine Walgreens with wearable fitness trackers, it ties directly to our customers’ health – the value you get from a customer is equal to the value you give your customer Encouraging medication adherence (customer retention) Use wearable and walk 1 mile per day – 7% more adherent Diabetics who use a connected glucose meter are 11% more adherent By understanding that we don’t fully own our customer’s experience, we have opportunity to leverage our brand’s assets beyond owned digital properties. Which takes us nicely to my final point today.
- It's the intent that matters, not the device - we have to design to customer intents rather than customer experiences Site Search analytics Customer Feedback
- A search on walgreens.com can span a variety of intents: Find products to ship to home Find products to buy online and pick up in stores Find products at a local store Find the hours of a local store Find the hours of a pharmacy at a local store Find the clinic services of a local store Let’s take a look at why analysis at an omni-channel level is so critical…
- Analyze site search data with web analytics Might see Vitamin C coverts at 9% while a disposable knee wrap converts at only 1.5% This is where understanding intent matters – if we assess CVR on an omni-channel level (website + in store) we might see this…
- With omni-channel data we see that our knee wraps are converting well, but that our customers use the convenience of our brick and mortar locations to get the product immediately. That type of analysis along with customer feedback…
- …can lead us to offer digital features like searching for product at specific locations Where our customer can view and buy an item for pickup in store But we know where the omni-channel bar is set by listening to our customers and we’ve addressed it in a very real way with our in-store app mode
- Webby nominated and transitions the in-store digital experience to match the pre-store digital experience. Won’t spend much time Try it out
- So to wrap up – back to the 3 takeaways Convenience has a new corner It’s where the index finger meets the touchscreen. Physical locations are not the first step in assessing convenience. The customer designs the customer experience Reaching beyond owned media is critical. Customer intent needs to drive the omni-channel strategy Omni-channel succeeds when we analyze data from an omni-channel perspective and build digital products around the customer journey.
- Ask if there are questions