This document outlines four steps for retailers to succeed in the digital age: 1. Get products online and indexed to have an online storefront. 2. Use well-supported platforms for foundations like content management systems. 3. Follow best practices to attract, engage, convert, and retain customers through strategies like social media, advertising, and personalization. 4. Differentiate the brand by delivering a unique brand promise like great service, advice, or lowest prices.

1. AGENTS OF CHANGE
Living and loving the communication revolution.
Retail
Strategies
!
Rhys Hayes

2. The Newspaper Business

6. Content Content
Me Devices
Aggregators Creators

7. What can we learn from their mistakes?

8. Your Retail Store Front

9. Your Digital Store Front
Your competitors
Can you spot the difference?

10. The very latest, first!
Standard retail offer
Compare and review
Massive savings
Special needs

11. Ways to Product Product
Me
buy Aggregators Manufacturers

12. How can we differentiate and create value in a world filled with choice?
Your competitors
Your Digital Store Front

13. Four Steps Getting on the right track

14. You’ve got to be there Step One (of Four)
Get your products online and indexed
1. Power your online product database with your core inventory/product management system.
2. Get your product data and content up to scratch (images, descriptions)
3. At all costs put a price on it
4. Meta data (learn to worship it)

15. Step Two (of Four):
Get the right foundations:
Well supported, well adopted software platforms
Getting the right mix:
1. Don’t go with the agencies proprietary CMS
2. Open source or .Net - its your call.
3. Make sure it has a well supported developer community....
4. Make sure plenty of other people are using it
5. Integration: the API is the key...

16. Follow the rules: Step Three (of Four)
Attract, engage, convert, retain

17. Follows the rules: Step Three (of Four)
Attract
-Social media strategy
- Display advertising media buy
- Search strategy (SEM, SEO)
- Integrating your offline / traditional strategy
- Enabling your retained evangelists
- Partnership

18. Follows the rules: Step Three (of Four)
Engage
- Give me what I want! and then some!
- It all starts with great products
- Then great shopping tools
- Then great community tools
- Then continuos improvement
(you’ll find the answers to your continuous improvement
strategy in your analytics data)

19. Follows the rules: Step Three (of Four)
Convert
- Worship thy conversion funnel
- Analyse, track and constantly improve

20. Follows the rules: Step Three (of Four)
Retain
- If a bird in the hand is worth two in the bush,
then a qualified customer on your CRM is
worth 10 that aren’t
- Build a community around the brand by
enabling your product evangelists
- Build a communications strategy around
personalisation

21. Now differentiate: Step Four (of Four)
It’s time to deliver on the brand promise
“Mighty Helpful” “Service, advice
“No other store” and the right price”
“pay less, pay cash”
“eee-easy”
“.... is MY store”
“lowest prices guaranteed”

22. The Four Key Steps:
1. You’ve got to be there:
Get your products online and indexed
2. Get the right foundations:
Well supported, well adopted software platforms
3. Follows the rules:
Attract, engage, convert retain
4. Now differentiate:
It’s time to deliver on the brand promise