2. Kristof Drossaert
Digital Strategist DigitasLBi Belgium
Lector Digital Strategy
Karel De Grote Hogeschool Antwerpen
@drostof
kristof.drossaert@drostof.be
facebook.com/drostof
linkedin.com/in/drostof
drostof.be
11. New journeys
digital in-store experience
15%research
on a mobile phone
in-store
11%compared
prices on a mobile
device in-store
7%researched
on a tablet
in-store
consumer research
11%bought
on a mobile device
in-store
2013
12. New journeys
ways to engage
40%follow
at least one brand
35%gave
feedback through
social media
12%checked-in
on an event or
transportation
consumer research
13%used
a mobile coupon
10%scanned
a QR-code
2013
45. Bring added value
= advice, build a community and
relationship, trigger emotions
46. CASE : BEACONS
Beacons enhance the shopping
experience in the store. These beacons
allow store-owners to build specific
targeted offers to their clients.
!
Selected products or shelves can send
out a signal to a certain profile of visitors.
This visitor is then triggered with a call-
to-action to respond to it.
47.
48. Customer service
= be there for your clients at every
step of the experience (touchpoint
marketing)
52. Put it in the details
= all communication has to respect
the brand personality
53. CASE : COOLBLUE
Coolblue can be considered one of the
best webshops in Belgium at this
moment. They manage to use every
opportunity to talk to their clients.
!
From the website which is well
constructed, through the very
recognizable blue packages, the follow-
up e-mails and the no-nonsense customer
service, they manage to build an
outstanding customer experience.
60. Every interaction is an opportunity
to sell yourself.
!
Marketing isn’t limited to nice advertisements, a good-
looking website and a cool logo.
!
Marketing happens when a shopper steps through the
front door of your shop, it happens when he visits the
website, when he asks a question on the phone, when he
receives a package at home.
61. Every interaction is an opportunity
to sell your product.
!
Every touchpoint with the client can be an indirect sales
opportunity.
!
Ideas like a Facebook-webshop or coupons through
SnapChat can be part of the brands eco-system.
