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Changing Consumer Dynamics

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The art of customer engagement in the new economy. A workshop delivered for resort town retailers in Queenstown, NZ - sponsored by ANZ Bank, developed and delivered by First Retail Group

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Changing Consumer Dynamics

  1. 1. MAXIMISING EVERY OPPORTUNITY THE ART OF CUSTOMER ENGAGEMENT IN THE NEW ECONOMY DOWNTOWN QT PRESENTS
  2. 2. Welcome 1. Introduction 2. Emergency Procedures 3. Venue Facilities 4. Today’s Format
  3. 3. Today’s Goals 1. Maximising performance for businesses 2. Develop & enhance QT’s reputation for shopping & dining 3. Establishing & championing best practice in all we do 4. Greater cohesion amongst our business community 5. Customer experience that delights - consistently
  4. 4. Positives • Best-of-class businesses live here • Our customers are captivated • Wallets are already open • Spending capacity is there • Competition drives success
  5. 5. Challenges • Too many businesses are ‘off radar’ • Consumer expectations are high • Few are exploiting ‘long tail’ opportunities • Some businesses not agile or responsive • Commercial opportunities are being missed
  6. 6. What We Found • Similarity of offer disappoints customers • Inconsistency of service is frustrating • WOW experiences are few & far between • Online advocacy could be improved • Queenstown isn’t maximising potential
  7. 7. How Can We Transform? 1. Understanding & harnessing opportunity 2. Gaining visibility and priority 3. Engage & retain purposeful consumers 4. Delivering customer experience that excels
  8. 8. The New Rules Of Customer Experience Key Dynamics for Queenstown Businesses Commercial Opportunities Enablement Strategies Action Planning Session Summary Session Schedule
  9. 9. Customer Experience Online Visibility & Resources Service Beyond Expectation Genuine Warmth & Appreciation Stores that Attract & Inspire Product Customers Actually Want Value Proposition Amongst Offer
  10. 10. Purposeful Consumers New Influencers High Expectations Differentiation Drives Success
  11. 11. Purposeful Consumers Separating clearly from the competition • Decisive. Know what they want • Strategists. Come well prepared • Budgeters. Often plan their spend • Empowered. Make their own decisions
  12. 12. Purposeful Consumers How do you separate clearly from the competition? • Prioritsers. Become an aspirational destination • Planners. Help them be informed & ready • Budgeters. Value propositions start conversations • Empowered. Think solutions – not products or services
  13. 13. New Influencers Digital channels are your real advocates • Web Profile. Visibility drives priority • Social Media. Connects on new levels • Review Sites. Performance drives traffic • Dynamic Marketing. ‘Last mile’ connection
  14. 14. New Influencers Digital channels are your real advocates • Web Profile. Vital to ‘own your space’ online • Social Media. Celebrate your personality • Review Sites. Actively encourage advocacy • Dynamic Marketing. Reach & engage
  15. 15. High Expectations Mirroring Queenstown’s bigger promise • Engagement. Authenticity & depth of connection • Fresh Experience. True southern hospitality • Enthusiasm. Encouraging your people to shine • Relationship. Develop enduring engagement
  16. 16. High Expectations Mirroring Queenstown’s bigger promise • Engagement. A genuine welcome & appreciation • Fresh Experience. Immersive & emotive • Enthusiasm. Develop your own Utopia • Relationship. Encouraging ‘long tail’ relations
  17. 17. Differentiation Drives Success Separating clearly from the competition • Authenticity. Provenance & personality • Playfulness. New rules = less rules • Essence. Embrace the Queenstown way • Being Spectacular. Set your business apart
  18. 18. Differentiation Drives Success Separating clearly from the competition • Authenticity. Personality & USP • Playfulness. Empowering your team • Essence. Developing & celebrating a culture • Being Spectacular. Always delighting & delivering
  19. 19. Purposeful Consumers New Influencers High Expectations Differentiation Drives Success Creating Aspiration? Informing Customers? Value Propositions? Delivering Solutions? Authenticity? Empowered Team? Celebrating Culture? Being Spectacular Welcome Culture? Customer Charter? Great Environment? Continued Relations? Owning Online? Social Media Profile? Positive Advocacy? Last-mile Connections?
  20. 20. Summary Four key priorities for transformation • On Radar. Digital priority is vital • Positive Profile. Online commentary is powerful • Customer Experience. Enthuse & delight our guests • Unique Proposition. Develop & celebrate yours

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