efashion2012-fab-pieterj

1. - Pieter Jongerius-
FASHION TOUCHPOINT STRATEGY
Fashion Cycle meets Customer Journey
Pieter
Jongerius
@pieterj

2. 2
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The fashion industry needed some time to adjust to the age of digital media. Of course, this has everything to do with the
physical nature of our products, but mainly with the fact that fashion, by nature, is 90% brand communication. An enigma that
only few may access. Not the best starting point for involving your customers, it seems…

3. Fashion has to open up.
It has to show what it’s doing.
It has to interact with fashionistos and fashionistas from around the world.

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On or Off?
In other words: does the icon Karl Lagerfeld have to take off his sunglasses and come eye to eye with his audience?

5. KARL VS KARL BY NET-A-PORTER
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On the other hand: Fashion deserves ceremony. Karl Lagerfeld know this like few others and is building a creative
mix. Check: http://www.youtube.com/watch?v=ZOnMSLSNmWY

6. LOCATION IS EVERYTHING
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One thing is for sure: for any fashion brand, it requires delicate decisions in which environments to endeavor.

7. STRATEGY
Part 2 of 4

8. TOUCHPOINT STRATEGY
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Brand Target group
Touchpoints
What can we do to maximize
the exchange of value?

9. TYPES OF TOUCHPOINTS
Online & offline
Owned & bought & earned
Media & channels
Push & pull
Temporary & permanent
EMERCE CONVERSION 9

11. ONLINE TOUCHPOINTS
owned media
· b2c website
· b2b website
· webshop (w, m, f)
· mobile web
· mobile app
· tablet app
· e-mail
· p.o.s. interactive
· narrowcasting
· desktop widgets
· embedded software
· campaign site
· affiliates
sales, content, …
· social media
bought media
· banners
· Search Engine Advertising
· advertorials
· interactive television
earned media
· social media
· viral campaigns
· blogs, news & more
…etcetera!
EMERCE CONVERSION 11

12. OFFLINE TOUCHPOINTS
channels
· brand stores
· multibrand retail
· popup store
· shop-in-shop
owned: print
· folders
· DM
· brochure
· flyer
· magazine
owned: business to business
· yearly report
· own publications
bought: mass media en spatial
· RTV– spot/nonspot/…
· print ads
· advertorials
· inserts
· public space (mupi, billboard)
· sponsoring
· fairs
owned media overig
· customer card
· own events
· packaging
· fleet signing
· call center
· SMS
· employees
…etcetera!
EMERCE CONVERSION 12

13. CONNECTING TOUCHPOINTS
OFFLINE ONLINE
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OFFLINE ONLINE
Coupons
Addres / maps
Mouth to mouth
Hyperlinks
Social posts (Fb, Tw, ...)
Likes, Mentions, Pins, ...
Promotion codes
Mail-a-friend
SMS / messaging
Coupons
Address/map
Geolocation / nearby
Augmented reality
QR Codes
Image recognition
Web-address
Social handles
Winning-codes

15. Corporate strategy
Touchpoint strategy
Design & implementation
Operation
APPROACH
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16. Corporate strategy
Design & implementation
Touchpoint strategy
Operation

17. CUSTOMER JOURNEY
CUSTOMER LIFE CYCLE
Touchpoint strategy
Corporate strategy
Design & implementation
Operation

18. AIDA IS DEAD
18
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19. transaction
main initiative with brand
relation
main initiative with customer
acquisition à persuasion à conversion
CUSTOMER JOURNEY 2.0
interaction à participation à promotion
EMERCE CONVERSION 19

20. Let’s start!
Defining a specific customer journey
in five easy steps.
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21. 1: DEFINE THE GENERIC CUSTOMER JOURNEY
Case: fashion retailer

22. 2: IDENTIFY / RESEARCH USER EMOTIONS PER STEP
Surprise
Greed
Insecurity
Optimism
Insecurity
Practicalities
Doubt
Greed
Impatient
Enthousiastic
Disappointed
Curious
Disappointed
Curious
Enthousiastic
Disappointed
?

23. 3: DEFINE THE EXPERIENCE
Surprising
Affordable
Easy
Fun
Plenty of choice
Realistic
Overview
In control
Confirmation
Quality
Taking care
Thourough
BFF
Accessible
Open
Care free
Security

24. 4: IDENTIFY CURRENT TOUCHPOINTS

25. 5: DEFINE NEW & FUTURE TOUCHPOINTS

26. <>
But… which touchpoints to choose? It all depends on your audience. Where they are, to what they will react.
However, I can point out a number of fashion media trends, later on in the presentation.

27. CUSTOMER JOURNEY
CUSTOMER LIFE CYCLE
Touchpoint strategy
Corporate strategy
Design & implementation

28. CUSTOMER JOURNEY
CUSTOMER LIFE CYCLE
Touchpoint strategy
Corporate strategy
Design & implementation

29. KLANT
NEW CUSTOMER JOURNEY
Not every customer is the same. Some customers are new. They are just getting acquainted with you, and take a superficial
route through your touchpoint landscape. For instance they might click a banner, make a first buy, and might return later.

30. KLANT
FAN JOURNEY
Other customers are real fans, and move about your social media elaborately and may even post some looks, before they return
to you as a shopper. (IRL, you might create 3 or 4 of these customer profiles, and profiles for routing campaign traffic.)

31. TRENDS IN THE FASHION CYCLE
Part 3 of 4

32. shows
THE FASHION CYCLE
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design, productie

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For the consumer, most shows are half a year early, because the collections are not for sale yet. At the same time they are being
watched by more and more consumers, thanks to platforms like http://style.com.

34. SHOWS
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So when the show is over, how can you keep your fans involved?

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One way is to invite bloggers, and give them front row :)

36. shows
bloggers
THE FASHION CYCLE
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design, productie

37. BLOGGERS TAKE FRONT ROW
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Fashion was built upon aspirational images. Controlled communication. This is what’s changing right now: the
audience is contributing to the total image. The benefit of this to us: reach and authenticity.

38. IMPACT VAN BLOGS
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So while some are still stubbornly trying to control what you see, for instance based on where you live, the
blogosphere is flooded with images of that recent collection. Especially in fashion, this hits hard.

39. More and more brands start their own blogs, in their search for control, SEO value and reach. Many feed prominent blogs with
sponsored content. Some even go so far as to start a blog under a different brand, like Styld.by, by GAP.

40. shows
bloggers
pre-ordering
THE FASHION CYCLE
print media
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design, productie

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Another way to bridge the gap between the show and the collection hitting the stores, is pre-ordering.

42. Strange to see how mainly online retailers seem to offer this, and much less the brands. Lyst for instance allows people to
pre-order and also offers different types of alerts, including an alert based on your pins on Pinterest.
They go further however, and inform the brands on their most frequently pre-ordered styles.

43. shows
bloggers
pre-ordering
THE FASHION CYCLE
advertising
print media
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design, productie

44. There is another form of democratization going on in fashion. Although in my eFashion’11 ‘Branding vs Conversion’ talk I
complained that all fashion adds look the same…

45. LANVIN PARIS
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…there is an increasing number of campaigns with unexpected self-mockery. Like Lanvin Paris, with their viral based
on the game “Just Dance”. A very special way to take yourself seriously!
http://www.youtube.com/watch?v=cwwcnUBY9Zg

46. TED BAKER: RUTTING SEASON
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Another example: Ted Bakers’s Rutting Season campaign for AW11. People were drawn to the stores to have their
picture taken and win. Local bloggers were asked to take the pictures, which were put on Instagram and Facebook.
The pictures with the most likes won considerable shopping credit. Results: 10% offline sales increase during the
campaign and tens of thousands of likes and followers.

47. shows
bloggers
pre-ordering
shopping
social media
THE FASHION CYCLE
advertising
print media
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design, productie

48. SOCIAL MEDIA ON THE MOVE
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Whils blogs often succeed to offer quality, social media democratize radically. It is great to see this field move again
after years of stability. The newcomers at the bottom of this screen each serve millions each month. Especially
Instagram and Fancy seem to be growing rapidly. Not to forget: Pinterest…

49. PINTEREST
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200kunique
visitors in May in
Netherlands.
200%growth
in 5 months*
* = Marketingfacts.nl
We are still learning so much. We do see that visitors coming from Pinterest convert much better than visitors from
Facebook, for instance. And there’s a very good reason for that:

50. SOCIAL SHOPPING
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Conversion
Sharing Shopping
The established networks (like Facebook, Youtube, Twitter and Instagram) are in the ‘sharing’ range of social media.
The range in which you cannot be overly commercial. There is a shift happening from sharing to shopping. The
newcomer networks (like Pinterest, Polyvore, Fashiolista, Lookbook.nu and Fancy) are predominantly about sharing
products, not moments. No wonder that the conversion from these platforms is so much higher.

51. Sharing Shopping
SOCIAL SHOPPING
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Eventually it is all about making a sale. This is why Lyst and others are entering this arena with another mindset:
not Pinterest’s serendipity, but real searching, browsing and finding,
helped by a personal profile and those of your friends.

52. On Lyst, you’ll follow brands, magazines, designers and friends. This results in a personal stream.
And what’s so special: it looks like a shop and it works like a shop!

53. Wereldwijd heeft Lyst naar sommige schattingen nu ongeveer 1M bezoekers per maand. Aan deze grafiek, die ze in maart 2012
deelden, lijk je te kunnen zien dat de groei voorlopig nog niet voorbij is.

54. THE FASHION CYCLE
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TNBT
The Next Big Thing

55. customer profiling

56. PROFILING
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We have come to get used to profiling, in the platforms that we use. LastFM offer recommendations based on what
you and your friends listen to. Shoedazzle uses a style-intake to give personal advice. Facebook uses your content
and behavior to offer ads. But most of this profiling happens within those platforms.

57. “...connecting every person on the web with their
affinity for anything, from books to gadgets to
music, restaurants, fashion, or vacation spots.”
The Taste Graph van Hunch is daarin radicaal anders, en is er echt op gericht om over zoveel mogelijk diensten heen je smaak
vast te leggen, om vanuit statistiek je te kunnen adviseren op zelfs voor jou nieuwe terreinen.
Een goudmijn voor adverteerders en retailers.

58. CROSS PLATFORM PROFILING
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59. …however, Hunch and The Taste Graph were acquired by Ebay, end of 2011. Not long thereafter, the API was closed. It is very
unclear who is still using Taste Graph logic and data at this point, beyond Hunch itself.

60. READY FOR EXTENSION
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But Hunch isn’t the only one investing in cross platform customer profiling. TastemakerX is a new mobile game in which
trendsetters can point out music that they think will be successful. If they prove to be right, they win. (very interesting for
followers also, obviously). Their masterplan: extension to all relevant ‘taste verticals’.

61. scarcity
gifting
price
cuts
autho-
rity
SCIENCE ROCKSTARS: PERSUASION API
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Finally Science Rockstars have found out that persuasion techniques (4 examples above) have a different effect on
different persons. This personal sensitivity, however, is pretty constant throughout different product categories such
as clothes, electronics, et cetera. If you capture someone’s persuasion profile, that’s worth something!

62. TAILORING OUR PROPOSITION
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So, we will all be tailoring our proposition, not just garments. It will go beyond the selection of products and will
include style of communication that will be based on the profile of our customers, that’s being recorded by third
parties that will market this information with everyone who is willing to pay. Dark side material? Maybe…

63. SO...
Part 4 of 4
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64. How do you connect these developments to the
surfing and shopping behavior of your customers?

65. CUSTOMER JOURNEY
shows
bloggers
pre-shopping
print media
social
social
shows
bloggers
pre-shopping
print media
social
social
shows
bloggers
pre-shopping
print media
social
social
shows
bloggers
pre-shopping
print media
social
social
shows
bloggers
pre-shopping
print media
social
social
shows
bloggers
pre-shopping
print media
social
social
By using this customer journey model you can see for yourself which of these and other trends fits your brand and customers.
Also you can see where they would fit your cross-touchpoint story telling.

66. Very few brands
are on top of this
game.
Seize the opportunity!
EMERCE CONVERSION 66

67. EFFECT
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So we are talking about democratization of the fashion market. More and more people create content, and the flow of
content is by now truly overwhelming! Does this mean the end of the era of the star designer? Au contraire! Only the
most outspoken of designers will survive. Love them or hate them!

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Glasses: on.
So: you’re allowed a pedestal. And Karl? He may keep is sunglasses on for another while.

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Pieter
Jongerius
@pieterj
All images copyright of their respective owners