Retailers, specifically multichannel retailers, face great challenges reaching customers in an increasingly complex landscape of communications media and sales channels. Fabrique has developed an easy to follow method in getting the most out of the relationship with your customers. Examples are from Dutch and international retail and fashion.
This updated presentation is aimed at marketeers and senior designers.
8. BRAND DRIVEN ADDED VALUE
· Commerce
First and most important: what do you sell?
A product for a price.
EMERCE CONVERSION 8
9. BRAND DRIVEN ADDED VALUE
· Commerce
New channels mean new proposition opportunities.
Consider this Britney Spears online popup store.
EMERCE CONVERSION 9
10. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
Sometimes communication is purely about
branding and positioning
EMERCE CONVERSION 10
11. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
Sometimes it is about very concrete product offers.
EMERCE CONVERSION 11
12. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
Ask yourselve whether you have a role or
responsibility to give advice.
EMERCE CONVERSION 12
13. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
KwikFit decides not to, and just offers product.
This can be a very valid decision.
EMERCE CONVERSION 13
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.
EMERCE CONVERSION 14
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.
EMERCE CONVERSION 15
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.
EMERCE CONVERSION 16
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.
EMERCE CONVERSION 17
18. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
· Relation
· Community
· Fun
Sometimes a brand will decide to offer sheer fun.
EMERCE CONVERSION 18
19. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
· Relation
· Community
· Fun
· Identity
Eventually people will derive part of their identity
from your brand.
EMERCE CONVERSION 19
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
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
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?