A Do-It-Yourself Guide toMultichannel Consumer ExperiencesFrom DIY to DIWT (Do-It-With-Them)
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A Do-It-Yourself Guide toMultichannel Consumer ExperiencesFrom DIY to DIWT (Do-It-With-Them)
- 1. A Do-It-Yourself Guide to Multichannel Consumer Experiences From DIY to DIWT (Do-It-With-Them)
- 2. Agenda Effect ofon the Moen Consumer Background the Recession • • Digital Channel Evolution • Consumer Journey • Lessons & Best Practices
- 3. Spending Effect of the Recession In the next 12 months, which best describes your spending on kitchen and bath decorating projects compared to this year? 42% More 30% 26% 2009 Same 35% 2011 32% Less 35%
- 4. Growth in Remodel-lite 37% Replace 30% Remodel-lite 27% New Construction 20% 14% 11% 2007 2008 2009 2010
- 5. DIY Resurgence 59% 49% DIY - Do it Yourself BIY - Buy It Yourself PRO - Professional 31% 25% 20% 16% 2007 2008 2009 2010
- 6. Role of a Faucet
- 7. Role of a Faucet
- 8. Channel Shift From To >
- 10. Distribution Map
- 16. CONSUMER NEED: • Inspiration, Empowerment DIGITAL TRENDS: • Growth in consumption of branded videos APPROACH: • Create inspirational, yet practical video series • Feature DIY expert to provide design guidance but work with homeowners to execute • Syndicate videos through paid, owned and earned properties
- 18. CONSMER NEED: • Visualization, Personalization, Peer Input DIGITAL TRENDS: • Visualization enabled by digital • Influence of ratings / reviews APPROACH: • Create visualization tool showcasing Moen products based on style choice – Offer ability to customize room wall colors, cabinets, countertops, etc. • Offer ability to share room designs • Add ratings/reviews to product detail pages and cross-syndicate with retailers • Offer share function on product detail page
- 21. + CONSUMER NEED: • Readily available product information in-aisle DIGITAL TRENDS: • Smartphone adoption • Digital merchandising opportunities APPROACH: • Develop mobile site for quick access to product information in-aisle • Use 2D codes to communicate innovations and differentiators like Spot Resist
- 23. CONSUMER NEED: • DIY help DIGITAL TRENDS: • Growth in online video as effective communications tool • Ability to share video APPROACH: • Create installation videos to empower and equip DIY consumers • Syndicate videos across digital channels
- 26. CONSUMER NEED: • Share experiences and make recommendations DIGITAL TRENDS: • Social platforms amplifying the voice of the consumer APPROACH: • Enable ratings / reviews on moen.com • Establish and actively manage social presence on Facebook, Twitter and Blogs • Employ full-time community moderator to engage consumers and publish valuable content
- 27. Lessons & Best Practices Effect of the Recession • Know how your brand can realistically add value to the consumer purchase process • Know the digital channels and their effectiveness with your target consumers • Know how channels (digital and offline) interact to drive to purchase • Measure, optimize and actively manage digital channels for maximum impact
- 28. Please visit Critical Mass at Effect of the Recession Booth #100 for any additional questions, and look for a link to this presentation on SlideShare.