Retail Touchpoint Strategy 2011

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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.
The presentation is aimed at marketeers and senior designers.

Published in: Design

Retail Touchpoint Strategy 2011

  1. 1. Pieter Jongerius RETAIL TOUCHPOINT STRATEGY Brand driven selection and arranging of touchpointsNovember 11 1
  2. 2. CONTENTS· introduction· brand-driven added value· touchpoints· customer journey· service design· customer life cycle· strategy for a large but simple campaignHRO COMMUNICATIE 2
  3. 3. INTRODUCTION 3
  4. 4. TOUCHPOINT STRATEGY Brand Touchpoints Target group What can we do to maximize the exchange of value?HRO COMMUNICATIE 4
  5. 5. GOALS OF TOUCHPOINT STRATEGY· Destinctiveness· Brand equity· Communicative reach ·  More locations ·  More often· Commercial reach ·  More & more accessible outlets ·  Increasing share-of-wallet· Customer Lifecycle Management (CLM)HRO COMMUNICATIE 5
  6. 6. SUPPOSE…·  You know what your corporate mission and vision are·  You know your target group·  You know what product or service they require·  You have a relevant brand·  You have the required resources…then it’s time for this product to hit the market.
  7. 7. It takes more than touchpoints alone.
  8. 8. BRAND DRIVEN ADDED VALUE What can you bring to the market? ? 8
  9. 9. BRAND DRIVEN ADDED VALUE· CommerceHRO COMMUNICATIE 9
  10. 10. BRAND DRIVEN ADDED VALUE· Commerce· CommunicationHRO COMMUNICATIE 10
  11. 11. BRAND DRIVEN ADDED VALUE· Commerce· Communication· AdviceHRO COMMUNICATIE 11
  12. 12. BRAND DRIVEN ADDED VALUE· Commerce· Communication· Advice· RelationshipHRO COMMUNICATIE 12
  13. 13. BRAND DRIVEN ADDED VALUE· Commerce· Communication· Advice· Relationship· CommunityHRO COMMUNICATIE 13
  14. 14. BRAND DRIVEN ADDED VALUE· Commerce· Communication· Advice· Relationship· Community· FunHRO COMMUNICATIE 14
  15. 15. BRAND DRIVEN ADDED VALUE· Commerce· Communication· Advice· Relationship· Community· Fun· IdentityHRO COMMUNICATIE 15
  16. 16. BRAND DRIVEN ADDED VALUE· Commerce· Communication· Advice ?· Relationship· Community· Fun· IdentityHRO COMMUNICATIE 16
  17. 17. BRAND DRIVEN ADDED VALUE· Commerce · Multichannel· Communication · Mobile· Advice · Social media· Relationship · …· Community· Fun touchpoint strategie· IdentityHRO COMMUNICATIE 17
  18. 18. TOUCHPOINTS 18
  19. 19. TYPES OF TOUCHPOINTS Online & offline Owned & bought & earned Communications media & sales channels Push & pull Temporary & permanent
  20. 20. HRO COMMUNICATIE 20
  21. 21. ONLINE TOUCHPOINTS (EXAMPLES)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 … and many, many more.·  campaign site·  affiliates sales, content, …·  social media
  22. 22. OFFLINE TOUCHPOINTS (EXAMPLES)outlets bought: mass media en spatial·  brand stores ·  TVC / RC – spot/nonspot·  multibrand retail ·  newspaper / other ads·  shop-in-shop ·  advertorials ·  insertsowned: print ·  public space (mupi, billboard)·  HaH ·  sponsoring·  DM ·  fairs·  brochure·  flyer owned media, misc.·  magazine ·  customer card ·  own eventsowned: business to business ·  packaging·  annual report ·  fleet signing·  own publications ·  call center ·  SMS ·  employees
  23. 23. CONNECTING TOUCHPOINTS·  QR and barcodes·  Other image recognition·  Adress (web, physical)·  Hyperlinks·  Likes·  Coupons·  Geolocation·  Mouth to mouth advertising·  …But most importantly:motivation through added value and story telling.HRO COMMUNICATIE 23
  24. 24. 24
  25. 25. CUSTOMER JOURNEYHRO COMMUNICATIE 25
  26. 26. ROBERT FABRICANT “Behavior is our medium” vimeo.com/3730382EMERCE 26#CONVERSION .@PIETERJ
  27. 27. AIDA IS DEAD· De ancient customer journeyHRO COMMUNICATIE 27
  28. 28. television magazine iphonewebsite … TYPICAL RETAIL CUSTOMER JOURNEY TODAY ipad webshop delivery non food
  29. 29. CUSTOMER JOURNEY 2.0 transaction relation initiative with the brand initiative with the customeracquisitie à persuasion à conversion interaction à participation à promotion
  30. 30. Defining specific customer journeys in seven easy steps 30
  31. 31. 1: DEFINE THE GENERIC CUSTOMER JOURNEY KLANTThis journey is differentfor each industry.
  32. 32. 2: IDENTIFY USER EMOTIONS PER STEP Suprise - Hey they’ve got cool X Greed - Got to have that!Enthousiastic ?- I want to express my joyDisappointed Insecurity- I am not satisfied and -  Does it fit the occasion? and everyone must know. Inspiration -  Are there new trends? KLANT Insecurity Curiosity -  Have I seen enough? - Do they have a news letter? Practical Disappointed - is verything available? - How can I return it? - does it fit my budget? - I have a complaint. Waiting Doubt - Where is my order? - did I make the right choice? Enthousiastic - can I return it? - proud of my purchase Greed Disappointed - instant gratification - not what I expected
  33. 33. 3: DEFINE USER EXPERIENCE PER STEP Suprising Affordable ?BFF FunToegankelijk Plenty of choice Realistic KLANTOntzorging OverviewGerust gevoel In control Care free Confirmation Security Quality
  34. 34. 4: IDENTIFY CURRENT TOUCHPOINTSExample touchpointsfor a Dutch fashion retailer
  35. 35. 5: DEFINE NEW TOUCHPOINTSYou can defineranges per touchpoint
  36. 36. 6: CONSIDER PHASING INTO THE FUTURE
  37. 37. EXAMPLE: TRAVEL ORGANIZATION Customer journey for a +,$-$% <$:2*=$( traveller 1.  Inspiration 9$/2,7( .*-*%&#$4,&,?( <$#(@$";*2$% D,:#*2B8$&E,"-( D,:#*2B6)0*&$( A#2=( 9#%-$2B <$#()",7"*==*?( +2,7( 2.  Orientation 5$2$4,%#(:; 5#30(:;"#4&$% 9#%-$2( %4,K6#2$%B,) /#3@LB@2#$7@$20 >,,72$ 3.  Booking D,:#*2B6)0*&$( F"@*"#%7$%BG@*%B-$%%#(($%H 9#-#)$0#* #$ <$#(2$#0#%7 #"*& 8* <$#((#&$( 4.  Preparation )" ) .$"7$2#3-#%7(#&$( %(J,%&*:&)$"(,,%B $& ,)B@2#$7@$20 % D,:#*2B8$&E,"-( 5$"6 %&$"$ M,/#$2B#%&$"%$& 7"$# ( !"#$ +",:;6"$(M,/#$2B#%&$"%$& #34 <$#K#7$" +,$ 5$2$4,,% 5.  Journey <$#(2$#0#%7 "/2 -$ % 6.  Stay .$A,&,7"*4#$ .,, $#( I=6($=$%& .2#$7@$20 $%" "/$ %&$"%$& 1$ <$#((#&$ 7.  Return "$#0 >#0($% $% D,:#*2B6)0*&$( 9#%-$2B 5,6"76#0$( %4,K6#2$%B,)B /#3@LB@2#$7@$20 D,:#*2B6)0*&$( J,%&*:&)$"(,,%B <$=#%0$"( C#3(&3$( I:;&$"7",%0 #%4,"=*&#$B,)B#%&$"%$& 8.  Fun afterwards ,)B@2#$7@$20 M,/#$2B#%&$"%$& F"@*"#%7$%BG@*%B-$%%#(($%H <$#(2$#0#%7 <$#(@$";*2$%
  38. 38. 7. BRING TO LIFE: SCENARIO Merel · 29 years old · Boyfriend: Kevin · Son: Josh · Friend: Simone · Employment: office manager at an insurance agengy
  39. 39. I have shortened this scenario for the purpose of publication
  40. 40. KEY ELEMENTS OF THIS SCENARIO· Logical linking of touchpoints: inspiration, conversion, interaction, both online & offline.· A natural mix of owned and earned Interactionve media.· Nowism. Being able to arrange things last minute and be forgetful. Thanks to mobile technology.
  41. 41. SERVICE DESIGN Sampled from Jamin HegemanHRO COMMUNICATIE 55
  42. 42. JOURNEY FOR SURGERY Jamin HegemanHRO COMMUNICATIE 57
  43. 43. NEEDS AND EMOTIONSHRO COMMUNICATIE 58
  44. 44. HRO COMMUNICATIE 59
  45. 45. SERVICE BLUEPRINTHRO COMMUNICATIE 60
  46. 46. CUSTOMER LIFE CYCLE Let’s go one step further. 62
  47. 47. CUSTOMER LIFE CYCLEHRO COMMUNICATIE 63
  48. 48. NEW CUSTOMER JOURNEY KLANTNew customers don’t yetfully use your touchpoint landscape
  49. 49. Typical communication:encourage profile creation, sending news letters
  50. 50. CUSTOMER LIFE CYCLEHRO COMMUNICATIE 66
  51. 51. MATURE CUSTOMER JOURNEY KLANT
  52. 52. Customization starts kicking in.Customers may start to write product reviews.
  53. 53. CUSTOMER LIFE CYCLEHRO COMMUNICATIE 69
  54. 54. FAN JOURNEY KLANTInteraction centered journeys emerge:Social media, cocreation, etc.
  55. 55. Social media,spontaneous shop reviews.
  56. 56. CUSTOMER LIFE CYCLEHRO COMMUNICATIE 72
  57. 57. Keeping themon board, f.i. with newsletters
  58. 58. CROSS MEDIA CAMPAIGN A simple temporary customer journey 74
  59. 59. CROSS MEDIA CAMPAIGN Employment of temporary touchpoints in a campaing. Goals · Store traffic · Site traffic · Acquire customer dataHRO COMMUNICATIE 75
  60. 60. COUPON Win a year of free groceries
  61. 61. CUSTOMER JOURNEY mass media â store â coupons â website
  62. 62. As we expected, this form was very bad for conversion. We shortened it to a third.
  63. 63. CONCLUSION 82
  64. 64. There aren’t manybusinesses that usetouchpoint strategy tois max potential.Take your chance!HRO COMMUNICATIE 83
  65. 65. HRO COMMUNICATIE 84

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