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- Pieter Jongerius-


           RETAIL TOUCHPOINT STRATEGY
            Brand driven selection and arrangement of touchpoints

April 12                                                            1
TOUCHPOINT STRATEGY




                    Brand      Touchpoints   Target group



                      What can we do to maximize
                        the exchange of value?


EMERCE CONVERSION                                           2
You’ll need more than touchpoints alone.
APPROACH
           Corporate strategy


           Touchpoint strategy


       Design & implementation


               Operation
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
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
PROPOSITION
 Brand driven added value



          ?
                            7
BRAND DRIVEN ADDED VALUE
· Commerce




                    First and most important: what do you sell?
                               A product for a price.

EMERCE CONVERSION                                                 8
BRAND DRIVEN ADDED VALUE
· Commerce




                    New channels mean new proposition opportunities.
                     Consider this Britney Spears online popup store.


EMERCE CONVERSION                                                       9
BRAND DRIVEN ADDED VALUE
· Commerce

· Communication




                    Sometimes communication is purely about
                           branding and positioning

EMERCE CONVERSION                                             10
BRAND DRIVEN ADDED VALUE
· Commerce

· Communication




                    Sometimes it is about very concrete product offers.


EMERCE CONVERSION                                                         11
BRAND DRIVEN ADDED VALUE
· Commerce

· Communication
· Advice




                    Ask yourselve whether you have a role or
                          responsibility to give advice.

EMERCE CONVERSION                                              12
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
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
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
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
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
BRAND DRIVEN ADDED VALUE
· Commerce

· Communication
· Advice
· Relation
· Community
· Fun



                    Sometimes a brand will decide to offer sheer fun.


EMERCE CONVERSION                                                       18
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
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
Corporate strategy




 Touchpoint strategy




Design & implementation
TYPES OF TOUCHPOINTS

                        Online & offline
                    Owned & bought & earned
                       Media & channels
                          Push & pull
                    Temporary & permanent



EMERCE CONVERSION                             22
EMERCE CONVERSION   23
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




EMERCE CONVERSION                                                          24
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!



EMERCE CONVERSION                                                                    25
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



EMERCE CONVERSION                                                                          26
CONNECTING TOUCHPOINTS




    A nobrainer really. Start by adding relevant web addresses to /all/ of your touchpoints. It works!

EMERCE CONVERSION                                                                                        27
CONNECTING TOUCHPOINTS




         Somewhat controversial: point to social rather than web platform (www.brand.com).

EMERCE CONVERSION                                                                            28
CONNECTING TOUCHPOINTS




           We are learning every day: pinterest traffic converts better than facebook traffic.

EMERCE CONVERSION                                                                                29
30
Corporate strategy




 Touchpoint strategy




Design & implementation
Corporate strategy



 Touchpoint strategy
      CUSTOMER JOURNEY




      CUSTOMER LIFE CYCLE




Design & implementation
AIDA IS DEAD




EMERCE CONVERSION   33
CUSTOMER JOURNEY 2.0
              transaction                             relation
       main initiative with brand          main initiative with customer




acquisition  persuasion  conversion

                                        interaction  participation  promotion




EMERCE CONVERSION                                                            34
television                 allerhande



                        acquisition                                           ah.nl


         ?        promotion
                                                    persuasion




                                                                 conversion

                   participation



                                      interaction
‘kookschriften’
                                                                              web stores


              ‘appie’                                       ipad
Let’s start!
Defining a specific customer journey
         in five easy steps.




                                       36
1: DEFINE THE GENERIC CUSTOMER JOURNEY

             Case: fashion retailer
2: IDENTIFY / RESEARCH USER EMOTIONS PER STEP

                                  Surprise
                                  Greed
                        ?

  Curious
  Enthousiastic                              Insecurity
  Disappointed                               Optimism




   Curious
                                             Insecurity
   Disappointed
                                             Practicalities



                  Impatient        Doubt
                  Enthousiastic    Greed
                  Disappointed
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
4: IDENTIFY CURRENT TOUCHPOINTS
5: DEFINE NEW & FUTURE TOUCHPOINTS
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
Corporate strategy



 Touchpoint strategy
      CUSTOMER JOURNEY




      CUSTOMER LIFE CYCLE




Design & implementation
CUSTOMER LIFE CYCLE




EMERCE CONVERSION     44
NEW CUSTOMER JOURNEY




        KLANT
Retail Touchpoint Strategy 2012
CUSTOMER LIFE CYCLE




EMERCE CONVERSION     47
MATURE CUSTOMER JOURNEY




          KLANT
Retail Touchpoint Strategy 2012
CUSTOMER LIFE CYCLE




EMERCE CONVERSION     50
FAN JOURNEY




    KLANT
Retail Touchpoint Strategy 2012
CUSTOMER LIFE CYCLE




EMERCE CONVERSION     53
Retail Touchpoint Strategy 2012
Corporate strategy



 Touchpoint strategy
      CUSTOMER JOURNEY




      CUSTOMER LIFE CYCLE




Design & implementation


       Operation
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?
CROSS CHANNEL CRYSTAL

              
                   .....
                           by Peter Morville
CONSISTENCY




EMERCE CONVERSION
                    x   58
CONNECTION




EMERCE CONVERSION   59
CONTINUITY
· persistent cart
· mobile wishlist




EMERCE CONVERSION   60
CONTEXT




     Mobile version of Artis.nl focuses entirely on day of visit with ZOO-map and feeding times, f.i.

EMERCE CONVERSION                                                                                       61
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
IN CONCLUSION




                63
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




EMERCE CONVERSION                                                      64
Very few brands
are on top of this
game.

Seize the opportunity!


EMERCE CONVERSION        65
EMERCE CONVERSION   66

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Retail Touchpoint Strategy 2012

  • 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? EMERCE CONVERSION 2
  • 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. 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
  • 21. Corporate strategy Touchpoint strategy Design & implementation
  • 22. TYPES OF TOUCHPOINTS Online & offline Owned & bought & earned Media & channels Push & pull Temporary & permanent EMERCE CONVERSION 22
  • 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 EMERCE CONVERSION 24
  • 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! EMERCE CONVERSION 25
  • 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 EMERCE CONVERSION 26
  • 27. CONNECTING TOUCHPOINTS A nobrainer really. Start by adding relevant web addresses to /all/ of your touchpoints. It works! EMERCE CONVERSION 27
  • 28. CONNECTING TOUCHPOINTS Somewhat controversial: point to social rather than web platform (www.brand.com). EMERCE CONVERSION 28
  • 29. CONNECTING TOUCHPOINTS We are learning every day: pinterest traffic converts better than facebook traffic. EMERCE CONVERSION 29
  • 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 EMERCE CONVERSION 33
  • 34. CUSTOMER JOURNEY 2.0 transaction relation main initiative with brand main initiative with customer acquisition  persuasion  conversion interaction  participation  promotion EMERCE CONVERSION 34
  • 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 EMERCE CONVERSION 44
  • 47. CUSTOMER LIFE CYCLE EMERCE CONVERSION 47
  • 50. CUSTOMER LIFE CYCLE EMERCE CONVERSION 50
  • 51. FAN JOURNEY KLANT
  • 53. CUSTOMER LIFE CYCLE EMERCE CONVERSION 53
  • 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
  • 60. CONTINUITY · persistent cart · mobile wishlist EMERCE CONVERSION 60
  • 61. CONTEXT Mobile version of Artis.nl focuses entirely on day of visit with ZOO-map and feeding times, f.i. EMERCE CONVERSION 61
  • 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
  • 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 EMERCE CONVERSION 64
  • 65. Very few brands are on top of this game. Seize the opportunity! EMERCE CONVERSION 65