1. - Pieter Jongerius-
RETAIL TOUCHPOINT STRATEGY
Brand driven selection and arrangement of touchpoints
April 12 1

2. TOUCHPOINT STRATEGY
Brand Touchpoints Target group
What can we do to maximize
the exchange of value?
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3. You’ll need more than touchpoints alone.

4. APPROACH
Corporate strategy
Touchpoint strategy
Design & implementation
Operation

5. Corporate strategy
people vision & mission
knowledge trends
RESOURCES OPPORTUNITY competition
budget
partners customer insight
positioning products
values BRAND PROPOSITION
visual identity service level
loyalty community
Touchpoint strategy
Design & implementation

6. Corporate strategy
people vision & mission
knowledge trends
RESOURCES OPPORTUNITY competition
budget
partners customer insight
positioning products
values BRAND PROPOSITION
PROPOSITION
visual identity service level
loyalty community
Touchpoint strategy
Design & implementation

7. PROPOSITION
Brand driven added value
?
7

8. BRAND DRIVEN ADDED VALUE
· Commerce
First and most important: what do you sell?
A product for a price.
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9. BRAND DRIVEN ADDED VALUE
· Commerce
New channels mean new proposition opportunities.
Consider this Britney Spears online popup store.
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10. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
Sometimes communication is purely about
branding and positioning
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11. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
Sometimes it is about very concrete product offers.
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12. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
Ask yourselve whether you have a role or
responsibility to give advice.
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13. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
KwikFit decides not to, and just offers product.
This can be a very valid decision.
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14. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
· Relation
Building a relation through personalisation is a very common
and effective way of building a relation.
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15. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
· Relation
At Threadless, this relation is obviously much more intimate,
with the community tying in to the business.
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16. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
· Relation
· Community
A brand brings people together. Nowadays mostly on social
media, but there are still other powerful communities out there.
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17. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
· Relation
· Community
Very interesting to see the field of social media becoming more
diverse again, with newcomers such as Pinterest and Instagram.
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18. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
· Relation
· Community
· Fun
Sometimes a brand will decide to offer sheer fun.
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19. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
· Relation
· Community
· Fun
· Identity
Eventually people will derive part of their identity
from your brand.
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20. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
?
· Relation
· Community
· Fun
· Identity
How are we going to deliver this added value in a way that keeps
us ahead of our competitors?
EMERCE CONVERSION 20

21. Corporate strategy
Touchpoint strategy
Design & implementation

22. TYPES OF TOUCHPOINTS
Online & offline
Owned & bought & earned
Media & channels
Push & pull
Temporary & permanent
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23. EMERCE CONVERSION 23

24. ONLINE TOUCHPOINTS
owned media bought media
· b2c website · banners
· b2b website · Search Engine Advertising
· webshop (w, m, f) · advertorials
· mobile web · interactive television
· mobile app
· tablet app earned media
· e-mail · social media
· viral campaigns
· p.o.s. interactive · blogs, news & more
· narrowcasting
· desktop widgets
· embedded software …etcetera!
· campaign site
· affiliates
sales, content, …
· social media
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25. OFFLINE TOUCHPOINTS
channels bought: mass media en spatial
· brand stores · RTV– spot/nonspot/…
· multibrand retail · print ads
· popup store · advertorials
· shop-in-shop · inserts
· public space (mupi, billboard)
owned: print · sponsoring
· folders · fairs
· DM
· brochure owned media overig
· flyer · customer card
· magazine · own events
· packaging
owned: business to business · fleet signing
· yearly report · call center
· own publications · SMS
· employees
…etcetera!
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26. CONNECTING TOUCHPOINTS
QR Codes
Image recognition
Web-address
Social handles
Winning-codes
OFFLINE ONLINE
Hyperlinks
Coupons Social posts (Fb, Tw, ...)
Addres / maps Likes, Mentions, Pins, ...
Mouth to mouth Promotion codes
Mail-a-friend
SMS / messaging
OFFLINE ONLINE
Coupons
Address/map
Geolocation / nearby
Augmented reality
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27. CONNECTING TOUCHPOINTS
A nobrainer really. Start by adding relevant web addresses to /all/ of your touchpoints. It works!
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28. CONNECTING TOUCHPOINTS
Somewhat controversial: point to social rather than web platform (www.brand.com).
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29. CONNECTING TOUCHPOINTS
We are learning every day: pinterest traffic converts better than facebook traffic.
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30. 30

31. Corporate strategy
Touchpoint strategy
Design & implementation

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

33. AIDA IS DEAD
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34. CUSTOMER JOURNEY 2.0
transaction relation
main initiative with brand main initiative with customer
acquisition  persuasion  conversion
interaction  participation  promotion
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35. television allerhande
acquisition ah.nl
? promotion
persuasion
conversion
participation
interaction
‘kookschriften’
web stores
‘appie’ ipad

36. Let’s start!
Defining a specific customer journey
in five easy steps.
36

37. 1: DEFINE THE GENERIC CUSTOMER JOURNEY
Case: fashion retailer

38. 2: IDENTIFY / RESEARCH USER EMOTIONS PER STEP
Surprise
Greed
?
Curious
Enthousiastic Insecurity
Disappointed Optimism
Curious
Insecurity
Disappointed
Practicalities
Impatient Doubt
Enthousiastic Greed
Disappointed

39. 3: DEFINE THE EXPERIENCE
Surprising
Affordable
Easy
BFF Fun
Accessible Plenty of choice
Open Realistic
Taking care Overview
Thourough In control
Care free
Confirmation
Security
Quality

40. 4: IDENTIFY CURRENT TOUCHPOINTS

41. 5: DEFINE NEW & FUTURE TOUCHPOINTS

42. EXAMPLE: TRAVEL ORGANIZATION
Customer journey for a traveller
1. Inspiration
2. Orientation
3. Booking
4. Preparation
5. Journey
6. Stay
7. Return
8. Fun afterwards

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

44. CUSTOMER LIFE CYCLE
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45. NEW CUSTOMER JOURNEY
KLANT

47. CUSTOMER LIFE CYCLE
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48. MATURE CUSTOMER JOURNEY
KLANT

50. CUSTOMER LIFE CYCLE
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51. FAN JOURNEY
KLANT

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

56. Corporate strategy
Touchpoint strategy
Design & implementation
Acquisition Conversion Retention
RTV EVENTS ADS BRAND WEB APP EMAIL LOYALTY CREDIT
STORE TABLET
MAGA-
SEA SEO M.WEB LETTER
ZINE
You have selected a number of touchpoints. How are you going to make them a success?

57. CROSS CHANNEL CRYSTAL

.....
by Peter Morville

58. CONSISTENCY
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x 58

59. CONNECTION
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60. CONTINUITY
· persistent cart
· mobile wishlist
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61. CONTEXT
Mobile version of Artis.nl focuses entirely on day of visit with ZOO-map and feeding times, f.i.
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62. Corporate strategy
Touchpoint strategy
Design & implementation
RTV EVENTS ADS BRAND WEB APP EMAIL LOYALTY CREDIT
STORE TABLET
MAGA-
SEA SEO M.WEB LETTER
ZINE
Cross Channel Crystal

63. IN CONCLUSION
63

64. 1 Corporate strategy 2 Added value
RESOURCES OPPORTUNITY
· Commerce · Community
· Communication · Fun
· Advice · Identity
BRAND PROPOSITION · Relation
3 Customer Journey 4 Cross channel crystal
Emotions & needs
Experience
Current TP’s
Define new set
CLC
Campaigns
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65. Very few brands
are on top of this
game.
Seize the opportunity!
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66. EMERCE CONVERSION 66