This document discusses best practices for improving customer experience (CX) in the retail industry. It describes how a major German food retailer transformed its CX by adopting an agile mindset, focusing on digital transformation and personalization, and streamlining content production and distribution across channels through automation. Key success factors included experimenting and learning quickly, empowering cross-functional teams, and using a single customer database. The retailer was able to rapidly prototype and rollout customized digital experiences and content for customers.
6. » Food retailer
» Founded 1901
» 6,800 employees
» 1,4 b. EUR turnover
» > 200 outlets in Germany
NOW, ON HIT
THE HIT PHILOSOPHY
FROM DELIVERING CALORIES TO A PARTNER IN NUTRITION
7. Is this something people
use once or twice a day and
does it solve a problem?
Larry Page · CEO Google
“
10. Retailers need to crack the transparency issue.
Transparency to what will suit you, where it is,
what is the easiest path to get it in your hand,
from the moment you thought of it.
Kate Ancketill · CEO GDR
“
11. » My local store
» My personal website
» My shopping app
» My newsletter
» My prize game
» My campaigns
» My special offer
» My own recipe
THE PERSONAL FOOD RETAIL BRAND EXPERIENCE
12. » My local store
» My personal website
» My shopping app
» My newsletter
» My prize game
» My campaigns
» My special offer
» My own recipe
THE PERSONAL FOOD RETAIL BRAND EXPERIENCE
EXPERIENCE IS THE BRAND.
THE BRAND IS OUR COMPETITIVE ADVANTAGE.
ON THE GO AT HOME INTHESTORE
13. » Target customers, not devices
» Seamless messaging across devices
» Seamless experience is the strategic goal
WHAT WILL LEAD TO BETTER ENGAGING OF CUSTOMERS?
ADVERTISING MEDIA SHOP EXPERIENCE OMNI-CHANNEL CONTENT
14. OMNI-CHANNEL
WHAT DO WE MEAN BY OMNI-CHANNEL?
MULTI-CHANNEL
SHOP
WEB MOBILE
SOCIAL PHONE
SHOP WEB MOBILE SOCIAL PHONE
VS.
16. OUT OF 7.2 DEVICES,
CONSUMERS DAILY USE 3+
MARKETERS TYPICALLY
SEE JUST 1
17. A SIMPLE (FIRST) CX FRAMEWORK THAT HELPED US
Allowing us to:
» Understand customers, their
needs, perceptions and
expectations
» Assess the impact of our plans
and in general as they unfold
» Measure experience across
a range of touchpoints and
among specific groups of
customers
CX MEASUREMENT FRAMEWORK
OTHER DATA FEEDS
CUSTOMER JOURNEYS
BRAND
SOCIALMEDIA
COMPLAINTS
OPERATIONALDATA
CUSTOMERDATA
TOUCHPOINTS & DIGITAL EXPERIENCE
WEB APP SIGNAGE LOYALTY
JOIN STORE
MY RECIPE APP
…
NET PROMOTER SCORE (NPS)
RELATIONSHIP
18.
19. IT ALL STARTED IN MAY, 2015
ADVERTISING MEDIA MANAGER
“WERBEMANAGER”
THE BIGGEST CHALLENGE OF ALL
23. Conduct Experiments
to get There
4
KATA ( ) “THE WAY OF DOING”
3
Establish
your Next
Target
Condition
Grasp the
Current
Condition
2
Get the
Direction or
Challenge
1
UNDERSTAND WHAT OUR AGILE MINDSET IS
26. UNDERSTAND WHAT OUR AGILE MINDSET IS
“MINIMAL VIABLE PRODUCT” PRODUCT & SERVICES
EXPERIMENTING&CREATING
27. SO WE DECIDED TO DESIGN SPRINT OUR WAY TO OCTOBER 2015
CONTENT & CREATION TEAM
IT & PROCESS TEAM
&
28. SO WE DECIDED TO DESIGN SPRINT OUR WAY TO OCTOBER 2015
MAY 2015 UMSETZUNG DES PROTOTYPEN OCTOBER 2015JUNE 2015 JULY 2015 AUGUST 2015 SEPTEMBER 2015
IT & PROCESS TEAM LAYOUT & CONTENT TEAM
CROSS-FUNCTIONAL CUSTOMERINTEGRATION
WEEKLY SPRINTS PLANNING & RETROSPECTIVES EVERY WEEK
33. TOTALLY INTEGRATED PRODUCTION PROCESS
+ +
Revision-proof campaign
and advertising media
planning, review and approval
Omni-channel production and
distribution with one
single, consistent platform
Seamless integration of
branches, departments and
client stakeholders
41. BEST PRACTICE 1:1 ONLINE & MOBILE CONTENT
» Integration of print, website and app offers
» Added value through market localization
» Mobile support around the brand presentation
» Central PIM / CMS system (censhare)
51. WHAT WERE OUR ESSENTIAL SUCCESS FACTORS?
AUTOMATE,
AUTOMATE,
AUTOMATE!
DELIVER
VALUE
FAST
EXPERIMENT
&
LEARN
USE ONE
BULLET-PROOF
DATABASE
THAT REALLY
SUPPORTS YOU
52. » Manage expectations – generate ROI from the get-go
» CX transformation usually needs to be accompanied
by a process of digital transformation
» Skills – find and empower the pi-shaped employee
» Cross-functional teams
» Agile mindsets
» Have all content production close at hand
ADDITIONALLY …
53. THE MAIN TAKE-AWAYS
DON‘T BE AFRAID
TO TEST
Experimentation
can lead to
amazing results.
PLAN THE ENTIRE
EXPERIENCE
The perfect customer journey
never ends.
There is no such thing as
a “campaign” anymore.
PERSONALIZATION
IS A PROGRESSION
Evolve and iterate
step by step
as you get to know
your customers.
54. KREFELD
BOPPARD
FRANKFURT
BERLIN
MÜNCHEN
LET‘S STAY IN TOUCH
ORT Medienverbund GmbH
Europark Fichtenhain A2
47807 Krefeld
Phone +49 2151 376-00
Fax +49 2151 376-222
www.ort-online.net
RÜDIGER PLÄSTER
ManagingDirector
CertifiedScrumMaster
Mobile +49 173 7627369
Phone +49 2151 376-111
ruediger.plaester@ort-online.net