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Understanding The Online Customer Journey

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John Rowley from Ferrero (Thorntons) explains how he understands the customer journey for their business.

Published in: Marketing
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Understanding The Online Customer Journey

  1. 1. .Understanding the customer journey.
  2. 2. .My lightbulb moment. Social TV Google Store Affiliate
  3. 3. Analysing performance Marketing to people Creating lasting experiences .Customer. .Journeys..Profitable.
  4. 4. .Marketing to people. .Part one:.
  5. 5. .Chloe. 35, Married with 2x kids Loves buying new dresses for nights out “I need to try outfits on before I buy” .Keith. Highly political, taxi driver Regularly researches car parts on forums “I’m not giving my data to the devil” .Sandra. 65, Retired, Keen gardener Buys Thorntons chocolate, especially Alpinis “Modern technology confuses me”
  6. 6. .Chloe. “I need to try outfits on before I buy” 14 day return policy Payments after 28 days .Keith. “I’m not giving my data to the devil” Guest checkout Security guarantees .Sandra. “Modern technology confuses me” Guided selling interface Mail order & direct mail
  7. 7. .Creating lasting experiences. .Part two:.
  8. 8. .Be there. .Be quick. .Be useful.
  9. 9. "People don't buy what you do, but why you do it" Simon Sinek .Consideration. 63% more likely to purchase when reviews present .Purchase. +5% retention can produce +75% profitability .Retention. CUSTOMER JOURNEY 1/3 purchase from a competitor if you’re not there .Awareness. .Be there.
  10. 10. .Page speed. + .Time to find solution. = .Speed of experience. .Be quick.
  11. 11. .Be there. .Be quick. .Be useful.
  12. 12. .Be there. .Be quick. .Be useful.
  13. 13. .Analysing performance. .Part three:.
  14. 14. Social TV Google Store Affiliate £0 £0 £0 £0 £100 £100 £0 £0 £0 £0 £5 £10 £15 £20 £50 £35 £10 £10 £10 £35 £100 Last click First click Time Position
  15. 15. .Continue the conversation. .@JohnARowley. .Thank You.

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