The document outlines essential lessons for creating customer-centric retail experiences, emphasizing the importance of understanding customer needs, defining a digital brand voice, and optimizing customer journeys. It highlights three key actions to adopt and three to avoid for effective engagement, along with specific tips applicable across channels. Additionally, it shares insights on customer behaviors and mental models, particularly in the context of online shopping for products like suits.

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!
Directors’ Forum – Retail : Wednesday 20 June 2012! 4!

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
!
Directors’ Forum – Retail : Wednesday 20 June 2012! 6!

7. Customer Centric Retail!
Clarity & Simplicity!
Recognition Integrity
& Reaction! & Service!
Glide Seduction
& Flow! & Delight!
Brand & Ambition!
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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!
Directors’ Forum – Retail : Wednesday 20 June 2012! 13!

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!
Directors’ Forum – Retail : Wednesday 20 June 2012! 17!

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!
Directors’ Forum – Retail : Wednesday 20 June 2012! 22!

23. Nine lessons from the digital frontline!
Directors’ Forum – Retail : Wednesday 20 June 2012! 23!

24. Nine lessons from the digital frontline!
Directors’ Forum – Retail : Wednesday 20 June 2012! 24!

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!
Directors’ Forum – Retail : Wednesday 20 June 2012! 29!

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!
Directors’ Forum – Retail : Wednesday 20 June 2012! 34!

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!
Directors’ Forum – Retail : Wednesday 20 June 2012! 37!

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!
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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!
Directors’ Forum – Retail : Wednesday 20 June 2012! 47!

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
Directors’ Forum – Retail : Wednesday 20 June 2012! 53!

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!
Directors’ Forum – Retail : Wednesday 20 June 2012! 58!

58. Customer Centric Retail!
Clarity & Simplicity!
Recognition Integrity
& Reaction! & Service!
Glide Seduction
& Flow! & Delight!
Brand & Ambition!
Directors’ Forum – Retail : Wednesday 20 June 2012! 59!

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!