3 things to do to be customer centric, 3 things NOT to do and 3 engagement tips whatever the channel
Presentated at Retail Customer Engagement Directors' Forum. 20 June 2012 by Amnada Squires and Richard Sedley
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Customer Centric Retail: Nine Lessons from the Digital Frontline
1. Customer Centric Retail!
Amanda Squires and Richard Sedley!
Directors Forum – Wednesday 20 June 2012!
Nine lessons from the digital frontline!
1!
2. Nine lessons from the digital frontline!
Amanda Squires! Richard Sedley!
Ecommerce Strategy Baobaz! Customer Strategy Foviance!
Directors’ Forum – Retail : Wednesday 20 June 2012! 2!
3. Nine lessons from the digital frontline!
understand/! define/! design & build/! assess/!
Directors’ Forum – Retail : Wednesday 20 June 2012! 3!
4. Nine lessons from the digital frontline!
our clients don’t guess!
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5. Customer Centric Retail!
Nine lessons from the digital frontline!
• 3 things to do!
• 3 things not to do!
• 3 engagement tips whatever the channel!
Directors’ Forum – Retail : Wednesday 20 June 2012! 5!
6. Customer Centric Retail!
omeness!
S ix Dimensions of Awes
What m
awesom akes yo
e to yo u seem
ur cus
tomers
!
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8. Nine lessons from the digital frontline!
3 things to do to be customer centric!
• Design based on customer understanding!
• Define your digital brand voice!
• Support core customer journeys !
Directors’ Forum – Retail : Wednesday 20 June 2012! 8!
9. Nine lessons from the digital frontline!
Three things to do to be customer centric!
1. Design based on customer understanding!
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10. Nine lessons from the digital frontline!
What do you know about your
customers?!
• Who are your customers (potential customers)?!
• What do they need?!
• What do they do? What do they think?!
• What triggers their attention? !
• How do they make decisions!
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11. Nine lessons from the digital frontline!
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12. Nine lessons from the digital frontline!
Legend: Fixation Time (ms) 0 100 200 280
Heat map at 5 Heat map at 10 seconds Heat map at 15 seconds
seconds
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13. Nine lessons from the digital frontline!
What are the
Mental Model
! trends in
men’s suits?!
I need to feel I need to try it BUYING A SUIT ONLINE!
the fabric! on!
I want to see
I feel better what is out
I need to see I need to get I want to be when I’m
I want to find there?
the fabric/ the fit right able to change
dealing with a the best price! Colours/
pattern! first time! my mind!
specialist! trends?!
Return to store Our suit
Zoom! Size guide! Price filter! Social
– maybe not buyers!
networking/
obvious reviews!
enough!
Composition! Video! Highlight
Save for later/
brands/
comparison!
Help me find heritage! Other
nearest customers
Full screen Other
image! dimensions! clothing store! bought!
Lifestyle
Closer Zoom! Dressing room! Save for later! images!
Different views! Availability + Features on
local store trends!
stock level!
Fabric
information? Look book!
Video?
Detailed Reviews – fit?!
description!
Legend! Believes/emotions! Features - existing! Features – new!
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14. Nine lessons from the digital frontline!
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15. Nine lessons from the digital frontline!
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16. Nine lessons from the digital frontline!
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17. Nine lessons from the digital frontline!
Three things to do to be customer centric!
2. Define your digital brand voice!
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18. Nine lessons from the digital frontline!
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19. Nine lessons from the digital frontline!
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20. Nine lessons from the digital frontline!
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21. Nine lessons from the digital frontline!
Details for Women! Details for Men!
British Tailoring brings you a
contemporary cut for a sleek and
stylish design. This super slim fit suit
creates a modern look and fresh,
edgy style. Cut in a slim fit with
traditional shoulders, lapels and
waist for a comfortable timeless
look, it features a single breasted
front…!
Directors’ Forum – Retail : Wednesday 20 June 2012! 21!
22. Nine lessons from the digital frontline!
Details for Women! Details for Men!
Makes you look cool!
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23. Nine lessons from the digital frontline!
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24. Nine lessons from the digital frontline!
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25. Nine lessons from the digital frontline!
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26. Nine lessons from the digital frontline!
Three things to do to be customer centric!
3. Support & optimise customer journeys!
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27. Nine lessons from the digital frontline!
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28. Nine lessons from the digital frontline!
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29. Customer Centric Retail!
3 things to NOT do!
• Do NOT overload with choice!
• Do NOT ignore your brand story!
• Do NOT forget the real world!
Directors’ Forum – Retail : Wednesday 20 June 2012! 30!
30. Nine lessons from the digital frontline!
Three things NOT to do!
1. Do NOT overload with choice!
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31. Nine lessons from the digital frontline!
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32. Nine lessons from the digital frontline!
25p! 27p!
Directors’ Forum – Retail : Wednesday 20 June 2012! 33!
33. Nine lessons from the digital frontline!
25p! 29p!
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34. Nine lessons from the digital frontline!
42 different jams 60% looked 3% bought
3 different jams 40% looked 30% bought
1000 browsers, £1 per jar
42 jams = £18
3 jams = £120
Directors’ Forum – Retail : Wednesday 20 June 2012! 35!
35. Nine lessons from the digital frontline!
Directors’ Forum – Retail : Wednesday 20 June 2012! 36!
36. Nine lessons from the digital frontline!
Three things NOT to do!
2. Do NOT forget your stories!
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37. Nine lessons from the digital frontline!
25p! 29p!
Directors’ Forum – Retail : Wednesday 20 June 2012! 38!
38. Nine lessons from the digital frontline!
What?!
price!
made of!
will it do for me?!
Why?!
for sale!
!
made! price
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39. Nine lessons from the digital frontline!
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40. Nine lessons from the digital frontline!
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41. Nine lessons from the digital frontline!
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42. Nine lessons from the digital frontline!
Three things NOT to do!
3. Do NOT ignore the real world!
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43. Nine lessons from the digital frontline!
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44. Nine lessons from the digital frontline!
Directors’ Forum – Retail : Wednesday 20 June 2012! 45!
45. Customer Centric Retail!
3 engagement tips whatever channel!
• Design for behaviour!
• Plan your layout and environment!
• Think about price!
Directors’ Forum – Retail : Wednesday 20 June 2012! 46!
46. Nine lessons from the digital frontline!
Three engagement tips whatever the channel!
1. Design for behaviour!
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47. Nine lessons from the digital frontline!
LOYALTY CARD A! LOYALTY CARD B!
1 2 3 1 2 3
4 5 6 4 5 6
7 8 9 7
32% return rate
8 9
7% r
eturn 10 11 12
rate
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48. Nine lessons from the digital frontline!
Incre
a sed s
atisf
by 41 actio
% n
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49. Nine lessons from the digital frontline!
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50. Nine lessons from the digital frontline!
Three engagement tips whatever the channel!
2. Plan your layout and environment!
Directors’ Forum – Retail : Wednesday 20 June 2012! 51!
51. Nine lessons from the digital frontline!
by 0 .21%
dA RPU
Incr ease
Directors’ Forum – Retail : Wednesday 20 June 2012! 52!
52. Nine lessons from the digital frontline!
Increas
ed ARP
of the U by 6
relevan % & 7%
t wine
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53. Nine lessons from the digital frontline!
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54. Nine lessons from the digital frontline!
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55. Nine lessons from the digital frontline!
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56. Nine lessons from the digital frontline!
Three engagement tips whatever the channel!
3. Shape price!
ONLY!
£1.99!
Foviance: Behaviour Experts! 57!
57. Nine lessons from the digital frontline!
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59. Customer Centric Retail!
or listening!
Thanks f
Be awe
some!
!
!
Amanda Squires!
amanda.squires@baobaz.com!
Richard Sedley!
richard.sedley@foviance.com!
!
Directors’ Forum – Retail : Wednesday 20 June 2012! 60!