3 things to do to be customer centric, 3 things NOT to do and 3 engagement tips whatever the channel
Presentated at Retail Customer Engagement Directors' Forum. 20 June 2012 by Amnada Squires and Richard Sedley
Customer Centric Retail: Nine Lessons from the Digital Frontline
1. Customer Centric Retail!
Amanda Squires and Richard Sedley!
Directors Forum â Wednesday 20 June 2012!
Nine lessons from the digital frontline!
1!
2. Nine lessons from the digital frontline!
Amanda Squires! Richard Sedley!
Ecommerce Strategy Baobaz! Customer Strategy Foviance!
Directorsâ Forum â Retail : Wednesday 20 June 2012! 2!
3. Nine lessons from the digital frontline!
understand/! deďŹne/! design & build/! assess/!
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4. Nine lessons from the digital frontline!
our clients donât guess!
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5. Customer Centric Retail!
Nine lessons from the digital frontline!
â˘âŻ 3 things to do!
â˘âŻ 3 things not to do!
â˘âŻ 3 engagement tips whatever the channel!
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6. Customer Centric Retail!
omeness!
S ix Dimensions of Awes
What m
awesom akes yo
e to yo u seem
ur cus
tomers
!
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8. Nine lessons from the digital frontline!
3 things to do to be customer centric!
â˘âŻ Design based on customer understanding!
â˘âŻ DeďŹne your digital brand voice!
â˘âŻ Support core customer journeys !
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9. Nine lessons from the digital frontline!
Three things to do to be customer centric!
1. Design based on customer understanding!
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10. Nine lessons from the digital frontline!
What do you know about your
customers?!
â˘âŻ Who are your customers (potential customers)?!
â˘âŻ What do they need?!
â˘âŻ What do they do? What do they think?!
â˘âŻ What triggers their attention? !
â˘âŻ How do they make decisions!
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11. Nine lessons from the digital frontline!
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12. Nine lessons from the digital frontline!
Legend: Fixation Time (ms) 0 100 200 280
Heat map at 5 Heat map at 10 seconds Heat map at 15 seconds
seconds
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13. Nine lessons from the digital frontline!
What are the
Mental Model
! trends in
menâs suits?!
I need to feel I need to try it BUYING A SUIT ONLINE!
the fabric! on!
I want to see
I feel better what is out
I need to see I need to get I want to be when Iâm
I want to ďŹnd there?
the fabric/ the ďŹt right able to change
dealing with a the best price! Colours/
pattern! ďŹrst time! my mind!
specialist! trends?!
Return to store Our suit
Zoom! Size guide! Price ďŹlter! Social
â maybe not buyers!
networking/
obvious reviews!
enough!
Composition! Video! Highlight
Save for later/
brands/
comparison!
Help me ďŹnd heritage! Other
nearest customers
Full screen Other
image! dimensions! clothing store! bought!
Lifestyle
Closer Zoom! Dressing room! Save for later! images!
Different views! Availability + Features on
local store trends!
stock level!
Fabric
information? Look book!
Video?
Detailed Reviews â ďŹt?!
description!
Legend! Believes/emotions! Features - existing! Features â new!
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14. Nine lessons from the digital frontline!
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16. Nine lessons from the digital frontline!
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17. Nine lessons from the digital frontline!
Three things to do to be customer centric!
2. DeďŹne your digital brand voice!
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18. Nine lessons from the digital frontline!
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19. Nine lessons from the digital frontline!
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20. Nine lessons from the digital frontline!
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21. Nine lessons from the digital frontline!
Details for Women! Details for Men!
British Tailoring brings you a
contemporary cut for a sleek and
stylish design. This super slim ďŹt suit
creates a modern look and fresh,
edgy style. Cut in a slim ďŹt with
traditional shoulders, lapels and
waist for a comfortable timeless
look, it features a single breasted
frontâŚ!
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22. Nine lessons from the digital frontline!
Details for Women! Details for Men!
Makes you look cool!
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23. Nine lessons from the digital frontline!
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24. Nine lessons from the digital frontline!
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25. Nine lessons from the digital frontline!
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26. Nine lessons from the digital frontline!
Three things to do to be customer centric!
3. Support & optimise customer journeys!
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27. Nine lessons from the digital frontline!
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28. Nine lessons from the digital frontline!
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29. Customer Centric Retail!
3 things to NOT do!
â˘âŻ Do NOT overload with choice!
â˘âŻ Do NOT ignore your brand story!
â˘âŻ Do NOT forget the real world!
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30. Nine lessons from the digital frontline!
Three things NOT to do!
1. Do NOT overload with choice!
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25p! 27p!
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25p! 29p!
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34. Nine lessons from the digital frontline!
42 different jams 60% looked 3% bought
3 different jams 40% looked 30% bought
1000 browsers, ÂŁ1 per jar
42 jams = ÂŁ18
3 jams = ÂŁ120
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36. Nine lessons from the digital frontline!
Three things NOT to do!
2. Do NOT forget your stories!
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37. Nine lessons from the digital frontline!
25p! 29p!
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38. Nine lessons from the digital frontline!
What?!
price!
made of!
will it do for me?!
Why?!
for sale!
!
made! price
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42. Nine lessons from the digital frontline!
Three things NOT to do!
3. Do NOT ignore the real world!
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45. Customer Centric Retail!
3 engagement tips whatever channel!
â˘âŻ Design for behaviour!
â˘âŻ Plan your layout and environment!
â˘âŻ Think about price!
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46. Nine lessons from the digital frontline!
Three engagement tips whatever the channel!
1. Design for behaviour!
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LOYALTY CARD A! LOYALTY CARD B!
1 2 3 1 2 3
4 5 6 4 5 6
7 8 9 7
32% return rate
8 9
7% r
eturn 10 11 12
rate
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Incre
a sed s
atisf
by 41 actio
% n
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Three engagement tips whatever the channel!
2. Plan your layout and environment!
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by 0 .21%
dA RPU
Incr ease
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Increas
ed ARP
of the U by 6
relevan % & 7%
t wine
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56. Nine lessons from the digital frontline!
Three engagement tips whatever the channel!
3. Shape price!
ONLY!
ÂŁ1.99!
Foviance: Behaviour Experts! 57!
57. Nine lessons from the digital frontline!
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59. Customer Centric Retail!
or listening!
Thanks f
Be awe
some!
!
!
Amanda Squires!
amanda.squires@baobaz.com!
Richard Sedley!
richard.sedley@foviance.com!
!
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