Final presentation as part of the Shopping 2020 research initiative for the Expert team Selection.

1. HOW TO DIGEST THE
OMNICHANNEL ELEPHANT
Final Report Expert Group Selection
January 2014

2. Selection as part of the customer
journey towards 2020
Introduction
Selection in 2020
Requirements & Capabilities
Call to action
Appendix
© Shopping 2020
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3. “The most important thing is, we have
extraordinary respect for customers. We think
people live busy lives and the world’s pretty
complicated. So we wanna simplify things”.
Ron Johnson, Former Apple Retail head
© Shopping 2020
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4. Selection: Second step in customer journeys
An introduction
Selection is the second step in the Customer journey,
one of the micro research programs of Shopping 2020
Future
Trends
Shopper
Behaviour
Cross Border
(e)Commerce
Technologisch
Future
Touchpoints
Ecologisch
Politiek /
Juridisch
Key
Themes
Online
ondernemen
Business
models
Veiligheid /
Fraude
Omnichannel
Organisatie
De Nieuwe
Winkelstraat
Supply Chain
Customer
Journey
Orientation
Selection
Transaction
Delivery
Customer
Care
Customer
data value
management
© Shopping 2020
Smarter
Shopping
4

5. Why prepare for Selection in 2020
Customer experience leaders outperform the market
© Shopping 2020
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6. Customer journeys will be digital and physicial
Report focus: Combining digital experiences and physical stores for Selection
• The expert team focussed on customer
journeys / customer experiences that include
offline and online elements for Selection
activities of customers
• Such combined journeys are more complex to
orchestrate and more difficult to realize
© Shopping 2020
Picture: http://blumenthals.com/blog/2013/06/17/the-debranding-of-google-local/
6

7. Key questions for customer journeys
From a Selection perspective
© Shopping 2020
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8. Selection as part of the customer
journey towards 2020
Introduction
Selection in 2020
Requirements & Capabilities
Call to action
Appendix
© Shopping 2020
8

9. "We see our customers as invited guests to a
party, and we are the hosts. It's our job every
day to make every important aspect of the
customer experience a little bit better.”
Jeff Bezos, Amazon
© Shopping 2020
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10. Key questions for 2020 customer journeys
From a Selection & Customer perspective
© Shopping 2020
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11. Used the four Shopping 2020 shopper types
Shopper stereotypes from expert team Shopper Behavior
Calculating shopper
Deliberate shopper
Passive shopper
Passionate shopper
Shopping is work
Shopping is sports
Shopping is like
visiting the dentist
My hobby is shopping
© Shopping 2020
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12. Investigated technologies and enablers
Offerings
Content
Experience
Knowledge
Technologies and enablers that will be more widespread in 2020
© Shopping 2020
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13. Linked shopper types and customer journeys
Stereotypes force thinking , journeys link the support required
The blue building blocks
depict shopper type
requirements
All four GfK shopper types
will likely show up at your
stores
In the execution phase
further segmentation will
be needed for your specific
formula
What will be the potential
effect / impact on other
shopping types when
encountering this customer
experience?
Colored “clouds” show
Selection customer journey
steps
More detailed customer
journeys provide excellent
talking points with major
stakeholders in your
organization
The red building blocks
depict relevant retailer
offerings & capabilities
Every customer will choose a shopper type depending on the occasion
© Shopping 2020
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14. How GameStop uses customer journeys
Example of the use of customer journeys
GameStop uses Customer Journey Mapping to have clarity on where the customer
falls in their purchase path and message them within this context. GameStop then
layers in loyalty program data to predict the most relevant products to offer, when,
where and how.
Selection scope
Source: CMO Club: The CMO Guide to Omnichannel Personalization
© Shopping 2020
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15. Calculating shopper
Calculating shopper
Shopping is work
Source: Dé shopper bestaat niet - almere, 26 september 2013 - eerste uitkomsten van de expertgroep shopper behavior
© Shopping 2020
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16. Calculating shopper
Calculating shopper
Shopping is work
Make it personal
Personal
discounts
Special price on
limited stock
Purchase
history
Shopping lists
Make it relevant
Reviews
Personal
profile
Mix ´n match
coupons
Click & Collect
Adaptive
website
Guides &
wizards
Customizable
search
Expert on call
Good return
policy
The top-3 items, he also
checks at a price
comparison site
to validate the
promotional offer
He checks product
information and reviews to
validate the item and any
recent alternatives
Price / product
watch
Personalized
brochures
Multi- variant
testing
Actionable knowledge
Convenient selection
Price comparisons
Simon is triggered by a
notification that the
cellphone on his wish list,
is on promotion
SEO / SEA
Trigger me
Ranked
reviews
Targetted
information
Routing /
navigation
A bundle of the phone with
a great designer cover is
also in promotion
He makes a reservation to
pick up both items at the
store, as he passes the store
anyway. Checking their
inventory online
The retailer provides all
information in a format he
likes based on his search
preferences
Price
comparison
Coupons
Search
optimization
Package deals
Extensive
product info
Conversational
search
Quick funnel
Free delivery /
return
Provide content
Reser-vations
Experience
© Shopping 2020
Choice of
delivery options
In-store
navigation
Proposition
16

17. bol.com
Integrating external suppliers in the site
Calculating shopper
• External suppliers are integrated
into the bol.com site
• Like Amazon, bol.com makes it
possible to order directly at other
webshops from within the bol.com
website
• Within a year from the start of this
integration, suppliers had added
over half a million items to bol.com
Source: http://www.emerce.nl/nieuws/zakelijke-verkoop-via-bolcom-beter-verwacht
© Shopping 2020
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18. Booking.com
Calculating shopper
Easy to find hotelrooms
• Booking.com is one of the largest
hotel intermediaries and has a very
user friendly website with many
filters to optimize the selection for
a quick and easy decision
making process
• The product information is very
detailed and includes info on the
hotel and the rooms available.
• Extensive info also on items such
as location info, reviews, product
photos, availability and price
© Shopping 2020
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19. Wehkamp
Customizable search results page
Calculating shopper
• Wehkamp enables the customer to
change the number of items shown in
the search results pane, as well as the
way they are displayed (table, list,
collage)
• The number of options depends on the
amount and detail level of the product
information available
• Depending on the purpose of the
customer (searching for specific item,
searching for suitable item within the
result set), the favorite display modus is
selected
© Shopping 2020
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20. Deliberate shopper
Deliberate shopper
Shopping is sports
Source: Dé shopper bestaat niet - almere, 26 september 2013 - eerste uitkomsten van de expertgroep shopper behavior
© Shopping 2020
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21. Deliberate shopper
Deliberate shopper
Shopping is sports
Make it personal
Make it relevant
Seduce me
Convenient selection
Pro-active
personal
shopper
Multi-channel
recognition
Clear site
structure
Personalized
reviews
One-on-one
advice
Buy one
Give one
Configurators
Location based
information
Personalized
information
Personal profile
Purchase
history
Targetted
information
Personal
product page
Buy one
Give one
Subscription
delivery
Reservations
Mary goes to her favourite
store downtown to find
a new printer.
With a store expert she
consults a kiosk
The kiosk screen shows
reviews for printers that
she discussed with
the expert
The in-store expert is able
to answer all her queries
about printers
With a wizard Mary selects
the best printer for her.
It is only not available in
this store
However it is in stock in
a store nearby
They make a reservation,
as they only have
one in stock
The system knows that
she has a Windows
laptop and an iPad
Reviews (shop)
In-store experts
Extensive
product info
Excellent
search
Personal
product pages
Wizards
Best Buy
Location based
information
Triggers
& remarketing
Customer
recognition
Reviews on site
Ranked
reviews
Online
validation of
product
Usage videos
and narrative
Product
configurators
Quick & Fast
to target
Actionable knowledge
Provide content
Experience
© Shopping 2020
Proposition
21

22. Delaagsterekening.nl
Deliberate shopper
Relevant and to-the-point
• Delaagsterekening.nl analyzes mobile
phone usage of customers based on the
invoices of their operator of the last year
• Using that data, the cheapest
subscriptions are analyzed
• Delaagsterekening.nl “translates” the
product specifications of the operators to
the most attractive option, from a
customer perspective
© Shopping 2020
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23. Dell.com
Deliberate shopper
Limiting options to help selection
• Dell has a wide range of laptop
PC’s based on a number of
models, each available with various
specifications and configuration
• Dell presents three standard
configurations for each model:
Good, better, best
• For key product attributes, it not
only shows the technical values,
but also visually indicates how the
different configurations compare
• This reduces the complexity of the
selection process, increasing the
conversion
© Shopping 2020
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24. ASOS
Complete Product Data: Suitable and fitting
Deliberate shopper
- Almost all of ASOS’ items have a
catwalk view, that shows what the item
looks like on a real person
- The looks are also described in detail ,
incl. exact specifications of the
materials used, washing etc
- A complete size guide helps pick the
right size
- Asos makes it possible to activate filters
from the item view of search results, by
eliminating a subset of the search
results
(‘Hide this brand’).
© Shopping 2020
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25. Passive shopper
Shopping is like visiting the dentist
Passive shopper
Source: Dé shopper bestaat niet - almere, 26 september 2013 - eerste uitkomsten van de expertgroep shopper behavior
© Shopping 2020
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26. Passive shopper
Passive shopper
Shopping is like visiting the dentist
Make it personal
Personal
profile
Limited
assortment
Reminder
service
Purchase
history
Mark’s ran out or razors,
so he desperately needs
to buy new ones
Make it relevant
See physical
location
immediately
Recommendations
Price
confirmation
Actionable knowledge
Convenient selection
Reviews
Wizards
Very clear
navigation
Ranked
reviews
Return
policy
Subscriptions
Less choice
Video usage
instruction
Simple
Usage stories
Return
policy
Complete
Looks
A presentation of the three
top selling shaving foams
grabs his interest
He checks the website of
his favourite drugstore
for recommendations
Direct Q: what
are you
looking for?
Help me
The straightforward
navigation make it easy
for Mark to select razors
and foam
Reviews from people with
the same skin type help
in the decision
making process
In addition to a regular
purchase, the store offers
him a subscription model,
with new razors every month
Home delivery and fre
returns saves him from
a trip into town
Relevant
summary
Search in
filtered
assortment
Reputation
Reliable
Simple
Pick-up /
home delivery
Subscription
Quickly to
detail to show
results
Stock
information in
physical store
Easy
reordering
Confirmation
Allow for free
returns
Lowest price
guarantee
Provide content
Experience
© Shopping 2020
Proposition
26

27. Wegmans (and others)
Passive shopper
Purchase history
Question:
• How do I access my Shoppers Club
past purchases to build a shopping list?
Answer:
• Go to products tab and tap "Your
name's purchases". There is a rolling
15 months of purchase
history available. This data is only
available when a Shoppers Club card,
keytag or phone number is used at the
time of purchase.
© Shopping 2020
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28. Amazon Prime
Subscription model lowers barriers
Passive shopper
• Amazon offers a (shipping)
membership model
• The customer can buy without paying
(extra) for shipping
• Thus Amazon removes an important
barrier to buy and receive purchases
at home
• This creates lock-in and stimulates
impulse buying
• In addition to free shipping, members
are entitled to other benefits including
video and e-books
© Shopping 2020
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29. Thuisbezorgd.nl
Four pages only for a complete order
Passive shopper
• Four pages are enough to buy from the
largest assortment of delivered meals in
the Netherlands
• Large selection of local meal delivery
companies
(total 4500 restaurants)
• Complete with reviews
• Pay online or at delivery
• Order/delivery tracking service
© Shopping 2020
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30. Passionate shopper
Passionate shopper
My hobby is shopping
Source: Dé shopper bestaat niet - almere, 26 september 2013 - eerste uitkomsten van de expertgroep shopper behavior
© Shopping 2020
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31. Passionate shopper
Passionate shopper
My hobby is shopping
Make it personal
Make it relevant
Surprise me
Convenient selection
VIP priviliges
retention.
Social media
Personalized
offer
Video
reviews
Special
atmosphere
Workshops
Community
building
Group
shopping
Multi-channel
recognition
Profiling
C2C
interaction
Social media
sharing
discounts
Entertainment
Related
samples
Virtual
wardrobe
Pop-up stores
Via the web she invites a
friend, who cannot attend in
person for advice to watch
the red carpet videos
Jody ready a blog on a
trendy form on a new
pop-up store of her
favorite brand
The store sends Jody´s
friends coupons for group
shopping with a discount
valid for a week
The store has an electronic
mirror. Showing all kinds
of additional information
She marks some items she
wants to try on, and shares
them with her online friend
The mirror lists the best
selling accessoires that go
with the dress
Blogs video
forums
Tip a friend for
discount
Social
Lifestyle tips
Surprising
Group
shopping
Cross
marketing
Multi-channel
recognition
Incorporate
reviews,
ratings blogs
Celebrity role
model
Theme
shopping
Make
customer
shine (expert)
Actionable knowledge
Provide content
Experience
© Shopping 2020
Back home, Jody puts new
images on facebook,
pinterest and twitter of her
new dress
Extended
isle
Invite a friend
Trendsetter
Free wifi
Proposition
31

32. Zara
Passionate shopper
Every time, a new collection
• Feels like a new store with every visit
• Many different collections per season
• Each store can optimize their assortment
• Quick response to trends and customer
demands
• Many changes in store layouts, because of
changing assortments
• Zara has become (one of the) largest
fashion retailers in the world.
© Shopping 2020
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33. BMW
Passionate shopper
Product page
• Custom layout and content for the
introduction of a new product, adapted
to its proposition
• Combining news, video, infographics,
product information and live social
media data from Facebook, Instagram,
Foursquare, Youtube and Twitter.
© Shopping 2020
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34. Burberry
Coherent choices re. integration online - offline
Passionate shopper
• Comprehensive approach that is
consistent with brand strategy
• Expanded the function of the traditional
physical fashion store
• Well executed integration of online
functionality with offline elements for
improving shopping experience
• Online functionality translated to offline
store, e.g.
additional product information made
available using RFID, interactive mirrors
© Shopping 2020
34

35. Selection as part of the customer
journey towards 2020
Introduction
Selection in 2020
Requirements & Capabilities
Call to action
Appendix
© Shopping 2020
35

36. "We need to use data to start treating people like
individuals, not market segments"
Jill Puleri, VP Global Industry Leader Retail IBM
© Shopping 2020
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37. Key retailer requirements
From a Selection perspective
© Shopping 2020
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38. Provide a differentiated experience
Customer knowledge
Use all the customer information available
Questions re. personalization:
• Do you know how customers would like
to interact with your brand?
• Do you have a unified source of
customer information?
• Do you use the customer information for
more than personalized emails?
• Do you use customer information to
provide differentiated experiences in all
the channels you sell in?
According to a recent survey of
marketing executives 69% agree
that consumers expect the kind of
relevant offers and interactions
such insight allows, yet only 12%
said they are leading edge at it.
http://www.accenture.com/us-en/Pages/insight-whats-data-worth-summary.aspx
© Shopping 2020
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39. Adaptive, interactive & unified experience
Customer knowledge
Risnews: Transforming E-Commerce
• “53% of online merchants report an increase in returning visitors
when using personalization”
• “So, what does it take to really change shopping?
One key is to bring the best of the offline world to the online world,
and this can be summed up in the seamless way we "discover" in
physical environments and the way we "learn" about new
products”
http://risnews.edgl.com/retail-trends/Transforming-E-Commerce--The-Introduction-of-Artificial-Intelligence89479
Picture: http://www.teachrite.com/blog/index.php/personalized-learning-defined/
© Shopping 2020
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40. Adaptive, interactive & unified experience
Let content match customer characteristics
Recommendations to implement:
• Analyse and use customer data to
personalize the experience
• Create actionable clusters based on the
customer’s response to various
dimensions of your value proposition
• Create adaptive / interactive products,
with the following characteristics:
• Configurable products tailored to the
customer profile
• Matching product information the
customer needs to decide
• E.g. Netflix created products (content)
matching customer profiles
Customer knowledge
Tooling:
• Customer analytics
tooling
• Next Best Action
• Customer recognition
technology:
• iBeacons
• Loyalty cards
© Shopping 2020
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41. Accurate & timely information
Content
Invest in accurate (near) real-time data
Information related questions:
• Is there a unified source of data across
the company ?
• What information does your customer
need to select an item and feel
confident?
• Does that product information include
video, reviews, blogs etc ?
• Is the information optimized for the
various mediums used to access it:
tablet, desktop, kiosk, store ?
• Does search provide (near) real-time
results ?
• Can you provide accurate stock and
delivery information?
“Where the whole thing was lacking for
me was in the multichannel integration.
There’s no way (other than with an
associate’s iPad) for a customer to
access their online account, pull up
their wish list, or pre-shop in a
connected way. Online social content
isn‘t really represented (and) there’s no
online payment integration.”
© Shopping 2020
Forrester in a blog on Burberry
41

42. Comprehensive & dynamically managed
Content to match customer characteristics
Content
• Google and/or Microsoft
and/or Apple often already
manage your calendar , your
address book, your email,
your apps and most of your
searches.
• Now imagine they engineer
engines that generate custom
to-do lists for you as targeted
—or as comprehensive—a
weekly/daily/hourly/ real-time
to-do list you think you might
want or need.
© Shopping 2020
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43. Comprehensive & dynamically managed
Content
Content match customer characteristics
Recommendations to implement:
Content & Data are king:
• Relevant content
• Right touchpoint
• Right timing
• Right customer
• Structured & Normalised content
Tooling:
• Master Data
Management
• Customer analytics tooling
• CRM systems
• Web analytics
• Location technology
• Advanced designs
• Smart mirrors
© Shopping 2020
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44. Customer value management
Customer offering
Big Data is key to profitable business
Customer interaction value questions:
• Which 20% of customers generate 80%
of the profits, now and in the future?
• What 20% of customers facilitate 80%
of the most helpful referrals?
• Once you know what your 80/20 clients
look like, who should you be targeting at
your rivals?
“Segmentation vs. customization
seems destined to become one of
the most interesting debates this
decade. Ironically but
appropriately, the best answers
will be found in the fusion of Big
Data and 80/20 analytics.”
http://blogs.hbr.org/2013/11/how-is-big-data-transforming-your-8020-analytics/?utm_medium=referral&utm_source=pulsenews
© Shopping 2020
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45. Value based offerings
Customer offering
Competing with Amazon is doable
"What is interesting is that when you factor in different retail
competitive strategies like carrying a different assortment,
leveraging private label, delivering targeted customer
promotions, and creating unique customer experience in
addition to price leadership, it certainly appears that retailers
are learning how to compete with Amazon."
http://risnews.edgl.com/retail-trends/who-s-the-fairest-retailer-of-them-all-89478?postalcode=1066v&referaltype=newsletter
© Shopping 2020
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46. Value based offerings
Price only is not a viable option for most retailers
Recommendations to implement:
Understand your competitors
weaknesses:
Analysis shows that also Amazon does
have weak spots, and that retailers can
compete with the online giants,
especially if they can beat them on
other non-price purchase factors
Carry different assortments, leverage
private label, deliver targeted
customer promotions, and create
unique customer experiences in
addition to price leadership
Customer offering
Tooling:
• Dynamic pricing
technology
• Distributed order
management
• Advanced promotions
technology
• Product customization options
• Lockers
• Multiple delivery options
© Shopping 2020
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47. Setup consistently across touch points
First focus on the context of customer experiences
Customer interaction questions:
• Who are we interacting with?
• Identification
• What do we offer?
• Product, service, experience etc
• When does he buy from us?
• Context, lifecycle, need
• Where do we deliver?
• Destination, purpose
• Why would he buy from us?
• Connection, emotion, values
Customer experience
"We're a service company that just
happens to sell shoes.“
Tony Hsieh, CEO, Zappos.com
“PetSmart is the largest specialty pet
retailer of services and solutions for
the lifetime needs of pets”
PetSmart mission statement
© Shopping 2020
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48. Recognition & Precision marketing
Forrester: The Rise of (Marketing) Orchestration
Customer experience
Marketing orchestration is an approach to marketing that focuses
not on delivering standalone campaigns, but instead on optimizing
a set of related cross-channel interactions that, when added
together, make up an individualized customer experience.
© Shopping 2020
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49. Recognition & Precision marketing
Customer experience
Enable fast customer recognition
Recommendations to implement:
• Enable fast customer recognition
• Provide personal recommendations
based on customer information
• Stores are places for shoppers to
connect, discover, share and
personalize their experiences
• Digital touchpoints are responsive and
even more personalized
Tooling:
• Advanced digital
platforms
• Customer analytics tooling
• Web analytics
• Dynamic pricing technology
• CRM systems
© Shopping 2020
49

50. Selection as part of the customer
journey towards 2020
Introduction
Selection in 2020
Requirements & Capabilities
Call to action
Appendix
© Shopping 2020
50

51. As a management team, we began by asking ourselves a
fundamental question: ‘What is our vision?’ And, from very early
on, we decided we were going to be a design, marketing and
retail-led organization. This was our high-level vision. From there
we began to develop our five-year strategy, asking: What do we
have that our peers don’t - other than the fact that we are much
smaller, a standalone company and with little cash to invest?
Digital Leadership An interview with Angela Ahrendts, CEO of Burberry
© Shopping 2020
51

52. For BV Nederland
Time to act is now!
General observations:
• Omnichannel knows no boundaries
• New competitors can emerge faster than ever before
• The retail landscape itself is under multiple threats
• Growing power of a few players
What it means for retailers
• A growing divide between the “act nows” and the “wait and sees”
• The survival of the smart retailers
• Being stuck in the middle is even worse than it was!
© Shopping 2020
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53. Selection recommendations
For retailers to get ready for Selection in 2020
© Shopping 2020
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54. How to digest the omnichannel elephant
Change is required in many different areas
•
•
•
•
Make your organization flexible and live the cultural change required
Make solutions (internally and externally) connected and scalable
Don´t be afraid to (use and) throw away (existing) solutions
Make technology an integral part of your solutions
But first and foremost:
Let your customers be your guides
© Shopping 2020
54

55. Knowledge creates kings
Customer knowledge
Understand as much as you can
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•
•
What do we already know of this customer
What information do we already have on him
What is the customer (lifetime) value
Is it realistic and beneficial to us to create a relationship
What role does our customer play in this decision making process
Decision maker online vs decision maker in stores
Where is the customer with regard to duration / timing
Not all customers decide today and need it within the hour
What role does price play
Role of search engines and review sites
What incentives work(ed) with this customer
Improve profitable conversion
© Shopping 2020
55

56. Content enables customer journeys
Content is more than information from your ERP
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•
•
•
Content
Use rich and accurate product data
Reliable, structured and normalized data is (even) more
important than incorporating photo´s, video´s, reviews,
blogs, forums
Make product information comparable
Provide product information in consistent,
comparable views
Redefine products
Offer subscriptions, bundles, experiences, value patterns
Simplify complex products
Provide wizards, configurators, kiosks, remote experts
Optimize search functionality
Optimize search based on customer profile, preferences
and behavior
© Shopping 2020
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57. Customer offerings are for shopper types
Align the customer offering with the shopper type
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Customer offering
Put the customer at the heart of your decision making
Enable personalization, personal profiles etc
Define end-to-end customer offerings
Including returns, refunds
Understand the role of shared values, communities
Price is not always the key differentiator
Start with the mobile experience in mind
Desktop and laptop are becoming less important
Enable fast opportunity based navigation
Simplify as much as possible
Offer wizards and preselections
Offer options for quick selection, navigation and configuration
Use remarketing to increase conversion
Using shopping basket, recently viewed, previous purchases
© Shopping 2020
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58. Customer experiences are envisioned
Determine who you want to be in omnichannel
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Customer experience
Decide on your “role in retail”
For example Superaggregator of Professional curator
What role do you want your brand(s) to play
As related to experience and relevance in decision making process
What role do you want others to play
Use of partner programs, shared lockers, use of LSP´s
What is your preferred degree of cross-channel integration when
For example Order online, add to basket in store
How do you plan to use visuals / content in the overall experience
Visuals become ever more important
What is the role of your store employees
Define their role in the overall customer experience
How do you plan to use assortment / products
Use products / assortment to create compelling customer journeys
© Shopping 2020
58

59. Selection shopping list for retailers ...
© Shopping 2020
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60. Selection as part of the customer
journey towards 2020
Introduction
Selection in 2020
Requirements & Capabilities
Call to action
Appendix
© Shopping 2020
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61. Selection – Key step in customer journey
An introduction
The Selection expert team is part of the Customer journey program,
the micro research program of Shopping 2020
Future
Trends
Shopper
Behaviour
Cross Border
(e)Commerce
Future
Touchpoints
Technologisch
Ecologisch
Politiek /
Juridisch
De Nieuwe
Winkelstraat
Supply Chain
…
Key
Themes
Online
ondernemen
Business
models
Veiligheid /
Fraude
Omnichannel
Organisatie
Customer
Journey
Orientation
Selection
Transaction
Delivery
© Shopping 2020
Customer
Care
Smarter
Shopping
Customer data
value
management
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62. The steps within the Selection path
Element
Description
Shop entrance
Assessment of the shopping navigation structure and the extra features presented on the homepage and in
the navigation menu at the start of the shipping process. How can you find your way and how are you invited
to start shopping
Shop interface
How can you get to the product. Can customers customize the number of products they see and the order in
which they are presented. What are the key interface elements. Are there multiple ways to find the product.
How many clicks does it take to get to the product
Assortment
structure &
product search
How is assortiment structured. Are there 3rd party products, how are they integrated in assortment structure
and search. How is product structured; functional (product categories, price etc.) or also on theme´s, styles,
prices, etc. How are refine options structures. How advanced is search, does it use auto complete. Are there
more advanced orientation and guidance tools.
Product
information
What product information is available. How many product images, videos, zoom options, multiple angle views.
How extensive is the product information. Are there user reviews, expert opinions. Are the product help tools in
place (size charts, select & compare). Is product availability and delivery time information adequate.
Price & delivery
information
This dimension contains checkpoints concerning the price and delivery information on the product information
page; Is price information correct and complete. Does it show whether or not taxes are included and if not how
high they can be. Is there information about available and is there an indication of delivery time and shipping
costs etc
Selection
enhancement
What is used to stimulate and enhance conversion, cross and up sell, Select & Compare, combination
suggestions, recommendations etc.
Selection flows
How many steps does it take to put a product in the basket. Is there an option for fast selection, quick
navigation etc.
© Shopping 2020
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63. Selection
Overview of the Bonsing|Mann Customer Journey Model
Selection starts with the Intention to
Purchase a product or service and ends
with a selected product and/or service,
ready for Transaction
© Shopping 2020
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64. Four customer stereotypes
GfK shopper stereotyping for Shopping 2020 – Key traits
Working
Sports
A visit to the dentist
Hobby
19%
27%
28%
26%
Calculating shopper
Deliberate shopper
Passive shopper
Passionate shopper
Budget, deliberate, not sensitive to
brands or hypes
Planned shopping, quality and service
Shopping is a necessary evil
Seeks ensurance in service
Shopping is fun, bargains, sensitive
to trends and hypes, feel good
50% female
51% female
62% male
67% female
40-64 jaar
20-39 jaar
50+
< 29
Household 3-5
Household 2-4
Single households
Household 3-4
Lower incomes
Higher incomes
Average incomes
Lower incomes
Average education
Higher education
Lower education
Average education
Desktop & laptop shopping
Desktop, laptop & tablet shopping
Desktop & smartphone shopping
Multi-device shopping
No delivery preference
Home delivery preference
No delivery preference
Collect preference
Easy to reach stores, parking and
known retail chains
Environment, diversity, small
boutiques
Easy to reach stores, parking and
safety
Number and diversity of stores,
known chains and small boutiques
Physical store because: No hassle,
as usual, look at products, faster
Physical store because: Better info,
can also buy other products, best
advice
Online because: Better information,
saves money, one stop shopping,
faster & easier
Online because: Better information
Physical store because: trustworthy,
Better experience than online, easier,
advise, better price, faster, attention /
more convenient, service, outing
service, support local entrepreneurs
© Shopping 2020
-
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65. Over het Shopping2020 programma:
Hoe winkelt de consument in 2020?
•
Shopping 2020 is een onderzoeksprogramma met als doel het
beantwoorden van de volgende centrale vraag:
‘Hoe shopt de consument in 2020 en welke acties moeten worden ondernomen
op nationaal, branche en bedrijfsniveau opdat B2C Ondernemend
Nederland succesvol hier op in kan spelen, nationaal én internationaal?’
•
•
•
Reden voor het onderzoeksprogramma is dat het huidige retail-,
finance- en travel speelveld snel verandert:
• Veranderend consumentengedrag (van single naar omnichannel);
• Disintermediatie van ketens (producenten gaan direct verkopen);
• Opkomst van nieuwe media (Google glasses, voice/virtual recognition)
• Digitalisering van producten (gaming, 3D printing);
• Internationalisering & hypercompetitie (Amazon, Zalando), etcetera
Veel ontwikkelingen zijn universeel en brancheoverstijgend.
Ondanks de economische crisis, moeten bedrijven zich herpositioneren om na 2020 nog
bestaansrecht te hebben. Shopping2020 ondersteunt bedrijven in de creatie van hun visie
hoe zijn zich in 2020 moeten positioneren.
Source: http://www.zazzle.nl/nederland_de_nederlandse_macht_van_het_honkbal_van_tas-149333394796361450
© Shopping 2020
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66. 19 Thema’s naar een visie & actieplan voor NL
In elke Expert Team zitten experts uit wetenschap, politiek en bedrijfsleven
Future Trends
Shopper
Behaviour
Cross border
(e)Commerce
Technological
Future
Touchpoints
Ecology
Customer Journey
Political / Legal
Key Themes
Orientation
Selection
Shopping2020
Vision
Transaction
Delivery
Action Plan
Shopping2020
Customer Care
Customer
Data Value
Management
Business
Models
Omnichannel
Organization
Security &
Fraud
The New
Shopping Street
Supply Chain
Travel
Action plan
Retail
Action plan
Smarter
shopping
Finance
Action plan
Action plan
Online
Entrepreneurship
© Shopping 2020
66

67. Shopping 2020 wordt mogelijk gemaakt door
Founding Partners, Gastheren, Kennis-, Wetenschappelijke-, Netwerk- & Media-partners
Commissie van
Aanbeveling
Ed Nijpels (voorzitter)
Bernard Wientjes (VNO-NCW)
Arie van Bellen (Directeur ECP)
Martijn van Dam (kamerlid PvdA)
Jan Kees de Jager (vml. Min. Fin.)
Cor Molenaar (Erasmus Universiteit)
Kitty Koelemeijer (Universiteit Nyenrode)
Walther Ploos van Amstel (VU)
Erik Fledderus (Directeur TNO)
Heleen van Oord (Directeur DQ&A)
Giovanni Colauto (CEO Bijenkorf)
Harry Bruijniks (CEO Euretco)
Ronald van Zetten (CEO Hema)
Joost Romeijn (CEO Sundio Group)
Paul Nijhof (vml. CEO Wehkamp)
Annemarie van Gaal (CEO van Gaal)
Herna Verhagen (CEO PostNL)
Nick Jue (CEO ING NL)
Michiel Buitelaar (COO Sanoma Media)
Danny van der Eijk (Chairman Achmea)
Harry van Dorenmalen (CEO IBM Europe)
Program
Board
Support
Team
Program mgt: Jorij Abraham
Mar/Com: Inge Demoed
Research: Eveline Poerink
Congres: Marin Wiellersen
Travel
Future
Trends
Dymfke Kuijpers
Key Themes
Expert Team
Shopper
Behaviour
Expert Team
Cross Border
(e)Commerce
Expert Team
Technologisch
Expert Team
Future Touchpoints
Expert Team
Ecologisch
Expert Team
Politiek /
Juridisch
Expert Team
Online ondernemen
Expert Team
Business
models
Expert Team
Veiligheid / Fraude
Expert Team
Omnichannel
Organisatie
Expert Team
De Nieuwe
Winkelstraat
Expert Team
Supply Chain
Expert Team
Orientation
Expert Team
Selection
Expert Team
Transaction
Expert Team Delivery
Axel Groothuis
Customer
Journey
Finance
Retail
Arjen Bonsing
Founding Partners:
Kennis partners:
Wetenschappelijke partners:
Expert Team
Customer
Care
Netwerk partners:
© Shopping 2020
Smarter
Shopping
Expert Team
Customer data
value management
Media partners:
67

68. Meer dan 460 experts werken meer dan een ½ jaar aan Shopping2020 mee:
© Shopping 2020
68

69. The experts of Selection
Toine Bax
eCom Pro
Managing Partner
Bas Minkes
Luxaflex Nederland
Marketing Manager
Kris Boon
Sanoma Media
Business Dev´ment
Wouter de Vreeze
Bol.com
Business Development
Peter Vogel
Blokker Nederland
Manager eCommerce
Michael Christianen
Adidas
Analytics & Insights
Pieter Both
GrandVision
Group eBusiness Mgr
Marloes Batelaan
KPN
E-Business Marketeer
Martijn Visser
BOVAG
Marketing manager
Frans van der Werff
VakantieXperts
Internet manager
Auke Meulenbroek
Maxeda / Praxis
E-commerce-Online
Sheila Keizer
DMG
Web Manager
Gertie Bin
Omoda
Manager online shop
Myrah Wouters
Mediq
Manager eHealth
Maurice van der Sterren
IBM GBS
Managing consultant
Alon Ben Joseph
Ace Luxury Group
Co-CEO
Wouter Hylarides
Mediq
eBusiness Marketeer
Jerry J. Stam
IBM GBS
Sr Managing Consultant
Peter Sparreboom
EUR (Erasmus)
Promovendus
Eva Koppers
Etam
E-commerce manager
© Shopping 2020
69

70. Jerry J. Stam MBA MsC LLM
IBM - Senior Managing Consultant
Jerry.Stam@nl.ibm.com
+31651285639
© Shopping 2020
www.shopping2020.nl
@ibm_retail_nl
nl.linkedin.com/in/jerrystam
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