The document discusses strategies for enhancing customer engagement in retail, emphasizing the importance of understanding customer behavior, gathering relevant data, and delivering on promises. It highlights that retailers should create unique and emotionally engaging experiences while proactively addressing issues and listening to customer feedback. By fostering a customer-centric culture and adapting quickly to insights, businesses can effectively improve satisfaction and market share.

1. Engaging with your customers online

2. Agenda!
• Insights that build engagement!
• When it all goes wrong!
• How the right data can improve the
customer experience!
• Questions!

3. First, a bit about me….!

4. I also display many of the traits of a typical
shopper in 2014…!

5. My shopping experiences have become social, even when I’m
shopping alone..!
Great for retailers!!
Sometimes.. Not so good.!

6. I take 500 terrible photos a day…!
But the ones that make it to Instagram are amazing!!

7. If you haven’t guessed by now, I have an addiction to my
phone… it’s so common now, it even has a name!!
.. Its called nomophobia!

8. So what does all this have to do with creating customer
engagement…!
CUSTOMER INSIGHT!
Attention spans are getting shorter.
There are so many interesting things competing for
my attention… Don’t waste my time.!
ENGAGEMENT IMPERATIVES!
Customers expect greatness."
If I can whip out my phone and produce a
professional looking photograph in 5 minutes, then
you’d better get the right stock on the shelf.!
Listen to your customers and act to stay
relevant and be personal."
Retailers must continuously listen to customers to
ensure they are always relevant.!
Shopping has become informed and
social."
It takes me 5 minutes to find out all there is to know
about a product or service online or from friends. !
Deliver on your promises, and if you can’t,
be open and proactive.
Retailers must create trust by ensuring that every
interaction with customers is delivering to their value
proposition.!
Make sure your experience is unique and
emotionally engaging."
Retailers must find a way to stand out from the
crowd, you must stand out for what you do.!

9. It's going to be very hard to wake up to
nothing and then go to our friends house
for lunch and try and explain to a 4 and 6
year old who already are emotionally
challenged why Santa came to their
friends but not to them.!
“
“
When it all goes wrong…!
Typical Aussie mum, Dec 2011

10. Start with the
customer "
and work
backwards!
“
“

11. 1. Gather the right customer data!
What
drives
their
behaviour
Did
you
deliver,
and
will
they
be
back!
Who
is
the
customer
How often do they shop online?!
!
Demographic / Geographic /
Lifestage information!
!
Loyalty segment – First time
customer, repeat, high
frequency etc!
What was the main reason for
their visit/purchase?!
!
Did they complete your mission?
(Why not / Why)!
!
How hard was it?!
!
What device/s did they use?!
!
How important are different
aspects of the experience?!
Would they recommend us to a
friend (NPS)?!
!
What can we do to be better?!
Were they satisfied? (Why not / Why)!
!
Did they need to contact us (and How/
Why)?!
!
Information on delivery experience!

12. 2. Segment customer groups to gain insight !
Online shopping is
mainstream, but often
still infrequent – only
39% of shoppers are
buying online more than
once a month… !
Different segments
have very different
reasons for buying…
Cashflow vs
Convenience!
Research is king… 29%
came to research before
buying in store, 17% to
compare price, and 21% to
check store inventory levels!
User experience wins –
Easy to find products,
Easy to use site, wide
range, low delivery cost
and returns policy are
most important factors!
Sample size 3100, c2013. Female skew, 25-49yo Australian shoppers!
Your ability to deliver impacts
overall brand perception…
Customers dis-satisfied with
their delivery gave lower
scores in all categories.!
NPS of customers who
were not satisfied with
delivery = -16 vs +74!!!

13. 3. Be focused on why customers will choose you.!
We care most about mum. Help her
create an amazing Christmas for her
kids.!
Make mum confident in choosing the right
gifts for her kids."
Make it fun & easy to shop."
Give her control over her finances."
Deliver the promise."

14. ASOS understand this… !
We want to be as synonymous to
fashion for twenty-somethings as
Google is to search and Facebook
is to social networking.!
“ “
Source: http://www.asosplc.com/our-ambition-and-strategy.aspx!

15. 4. Make sure everyone in your business ‘gets it’!
Creating a customer-centric culture is hard work. My tips…!
!
• Lead from the front & stay positive!
• Continuously communicate results in the context of your customer!
• Build a customer checkpoint into all decision making processes!
• Give one person accountability for the customer, but hold all
responsible for using customer insights in their decision-making.!
• Don’t create silo’s. Always be open to new customer insights and
the views of others.!

16. 5. Be proactive with customers when things go wrong!
Order
Placed
Fraud
Screening
IT
Transmission
Picked
Packed
Sort
&
Despatch
Delivery
to
Customer
Typical order flow – Can you easily tell when you won’t meet your promise? "
EXPERIENCE IMPACTS! BEING PROACTIVE!
Send a text message clearly telling the
customer their options"
Attempted delivery was unsuccessful"
There was a delay in shipping the goods" Notify customers of new estimated
delivery time, apologise with a coupon"
eComm Data! Warehouse / Vendor! Transport!
Customer enquiry moved outside SLA" Attempt to call the customer with the
outcome, rather than just email"
Complex fulfilment process "
Have a clear comms strategy"

17. Amazon understands this..!
Source: Amazon EDMs!
Automatically crediting me funds from
antitrust settlement on Kindle "
Amazon letting me know my review has
just gone live! Wow, I’m now a critic!"

18. Focusing on the customer and delivering on your promise will
grow your business.!
Fixing delivery satisfaction, increases
engagement!
Starting with the customer will grow
marketshare!
1.00
1.20
1.40
1.60
1.80
2.00
2.20
2.40
Index
Marketshare
(vs
May
Share)
Marketshare
(Revenue)
for
BIGW
vs
Aggregated
DS
(Kmart,
Target,
BIGW,
Myer,
David
Jones)
Source:
QuanVum
20
30
40
50
60
70
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Were
you
saVsfied
with
the
delivery
of
your
order?
%age
repreat
shoppers
Customer
NPS

19. In summary!
To drive customer engagement you should:!
• Always listen to your customers, be relevant and
personal.!
• Deliver on your promises, and if you can’t, be open and
proactive.
!
• Make sure your experience is unique and emotionally
engaging.!
!
Capturing the right data in your business, and creating a
customer-centric culture that uses it will see you succeed.!

20. The ability to learn about your customer
faster than the competition, and the ability
to turn it into action faster than the
competition
“
“
Jack Welch, former CEO GE
... And if you don’t believe me. Listen to Jack.!

21. Questions?!