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Bridging Digital-Physical Divide in Retail
- 1. Bridging the digital-physical divide in retail. Richard Boyd Director BoydIndustries
- 2. Rich Boyd Undiscovered Model Professional Interneter
- 4. Todays Topics • What is a digital organisation? • How do I bring digital to the heart of my organisation? • Where do I start? • Ideas on mobile
- 5. HANDS UP IF…
- 6. Digital is more than 50% of your role?
- 7. Digital is less than 50% of your role?
- 8. Digital is 0% of your role?
- 10. Sixty-four percent of marketers expect their role to change in the next year; 81% in the next 3 years.
- 11. While two in five (40%) marketers surveyed stated that they wanted to reinvent themselves, only 14% of those marketers actually know how to go about it.
- 12. Lack of training in new marketing skills (30%) and organizational inability to adapt (30%) are cited as key obstacles to becoming the marketers they aspire to be.
- 13. Could this be a digital organisation?
- 16. They all can be!
- 17. This might resemble your database
- 20. But you can still be a digital organisation
- 21. #1 Digital Organisations: Know their customers & put them first What is a digital organisation?
- 26. When did you last ask your customers what they want?
- 27. How do you fix things when they go wrong?
- 31. #2 Digital Organisations: Use data to drive their decisions What is a digital organisation?
- 33. We have a plethora of data now, your cousins opinion should not influence business decisions.
- 34. #3 Digital Organisations: Are agile What is a digital organisation?
- 35. Which of these best reflects your organisation?
- 36. Oil tanker?
- 38. Design Agile Develop Deploy Evaluate
- 39. How do we bring digital to the heart of an organisation?
- 40. Digital Transformation “Digital transformation is not a fad or a trendy moniker to signify rising investments in social and mobile...we believe that digital transformation is bigger than that: Organisations are truly changing from the inside out” – Altimeter Group
- 41. Step 1: Form a digital transformation team Bringing digital to the heart of your organisation
- 42. “Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has.” Bringing digital to the heart of your organisation
- 43. Step 2: Research Your Customers Bringing digital to the heart of your organisation
- 44. Step 3: Design your ideal customer experience Bringing digital to the heart of your organisation
- 45. Step 4: Invest in infrastructure to enable customer experience Bringing digital to the heart of your organisation
- 46. Your customer experience should be dictated by your customers expectations, not your technological limitations Bringing digital to the heart of your organisation
- 47. Step 5: Measure your marketing against life time value Bringing digital to the heart of your organisation
- 48. Step 6: Set aside people & budget to innovate Bringing digital to the heart of your organisation
- 49. To Innovate you have to think laterally Bringing digital to the heart of your organisation
- 52. So, How Do You start?
- 53. 1. Start With A Small Band Of Rebels How do I start?
- 55. 2. Map digital initiatives against business goals How do I start?
- 56. 3. Stop talking digital and start talking customer How do I start?
- 57. 4. Create Evangelists How do I start?
- 58. Mrs Boyd Pro Coder
- 59. 5. Educate How do I start?
- 60. 5. Educate; Search engines, their role in the customer journey How do I start?
- 61. 5. Educate; Browsers, how vastly different they render code & how best to identify broken things How do I start?
- 62. 5. Educate; Mobile/Tablet/Desktops, their different sizes & uses for customers How do I start?
- 63. Digital Organisations: • Know Their Customers & Put Them First • Use Data to Drive Their Decision • Are Agile
- 64. Bringing digital to the heart of your business requires transformation: • Form a team • Research your customers • Design your ideal customer experience • Invest in infrastructure to enable customer experience • Measure your marketing against life time value • Set aside people & budget to innovate
- 65. Where do I start? • Start with a small band of rebels • Map digital initiatives against business goals • Stop talking digital and start talking customer • Create evangelists • Educate your colleagues on key elements of digital
- 66. But wait there’s more…
- 67. Ideas on mobile
- 68. 1. Mobile & Tablet Users Ideas on mobile
- 73. 2. Use iBeacon to enhance retail Ideas on mobile
- 75. 3. Mobile Sites vs Responsive Design Ideas on mobile
- 78. 4. Mobile Strategy Ideas on mobile
Hinweis der Redaktion
- Uni days modelled for a few supermarket vouchers, never kicked on. Worked in digital since 2008. Worked across client & agency side, government, corporate, and charity roles. Worked across web, mobile, social, advertising. Passionate about strategy, excited by mobile
- Check out www.boydindustries.co.nz for a copy of this presentation & a list of all my recommended reading
- How many of you have digital as more than 50% of your role? How many of you have digital as more less than 50% of your role? How many of you have zero digital in your role?
- How many of you have digital as more than 50% of your role? How many of you have digital as more less than 50% of your role? How many of you have zero digital in your role?
- How many of you have digital as more than 50% of your role? How many of you have digital as more less than 50% of your role? How many of you have zero digital in your role?
- How many of you have digital as more than 50% of your role? How many of you have digital as more less than 50% of your role? How many of you have zero digital in your role?
- 1. Sixty-four percent of marketers expect their role to change in the next year; 81% in the next 3 years. 2. While two in five (40%) marketers surveyed stated that they wanted to reinvent themselves, only 14% of those marketers actually know how to go about it. 3. Lack of training in new marketing skills (30%) and organizational inability to adapt (30%) are cited as key obstacles to becoming the marketers they aspire to be. Online survey among a total of 1,004 U.S. marketers • Data collected February 19-27, 2014 by ResearchNow • Margin of error at the 95% con!dence level for the total sample is +/- 3.1% http://www.adobe.com/content/dam/Adobe/en/solutions/digital-marketing/pdfs/adobe-digital-roadblock-survey.pdf
- This might resemble your database?
- This might be your website
- This might resemble your budget
- But you can still be a digital organisation
- Is this your customer?
- Is this your customer?
- Is this your customer?
- “It’s cheaper to keep a customer than it is to gain one” is the mantra of digital organisations
- Digital Organisations: Put your customers first
- Do you treat them like this?
- An 89-year old Pennsylvanian was snowed in around the holidays, and his daughter was concerned he wasn’t going to have enough food to last the inclement weather. The daughter called multiple stores trying t find someone who would deliver & finally learned that Trader Joe’s doesn’t normally deliver, but it would in this special instance. It took the order, & also suggested other items that might fit the elderly man’s special low-sodium diet. After the daughter ordered around $50 worth of food to be delivered the Trader Joe’s employee told her that she didn’t need to pay for it & to have a Merry Christmas. The food was delivered within 30 minutes of the phone call, and the holidays were saved for one elderly man & his family.
- Example of the ‘cousin’ would use it mentality
- Develop, Deploy, Evaluate, Repeat
- Brian Solis/Altimeter Group
- Brian Solis/Altimeter Group
- Brian Solis/Altimeter Group
- Brian Solis/Altimeter Group
- Brian Solis/Altimeter Group
- Brian Solis/Altimeter Group
- Brian Solis/Altimeter Group
- Brian Solis/Altimeter Group
- Brian Solis/Altimeter Group
- EBay To expand into the consumer market a B2B supplier of auto-parts was provided the chance to be the exclusive new supplier of auto parts. The problem was they had to slash their margins on their retail pricing. If their customers saw significantly cheaper prices on eBay they’d lose them very quickly, or have to match them to keep it, which they couldn’t afford to do. The solution- create and deploy a new brand. Although leveraging their existing distribution networks, a new brand (think Skinny mobile) would go unnoticed by their customers. Further to this it gave them the opportunity to test 3PL shipping, another potential future revenue stream for them. The outcome: New brand & channel massively succesful 3PL testing resulted in senior level buy in & their next test Example of TradeMe and requirement to create a new brand
- Offices Another example of this was a client of mine in the middle of significant digital growth. They ran out of office space & the easy option was to expand their current office space. However as they thought outside the box they realised that not only could they get their staff into new premisis in the creative hub of the city, they could also open a brand new shared working space facility. This got them access to new businesses to sell their products to. It got them access to some of the best & brightest talent. And it got them access to emerging companies they could potentially acquire and invest in.
- At OfficeMax I’m called the digital tease
- Not the crazy types. SLT are best evangelists for digital when they’re on board.
- Mobile users have changed dramatically They’re with us whenever we need them...like the opening ceremony for Sochi 0_o
- http://searchenginewatch.com/article/2269971/Smartphone-vs.-Tablet-Commerce-3-Essential-Behaviors-You-May-Be-Overlooking Smartphone User – 74% want to purchase through a person, be it phone or in store Tablet User – 43% want to purchase through a person, be it phone or in store
- http://www.monetate.com/2013/05/smartphones-vs-tablets-forrester-reveals-the-differences/
- http://www.monetate.com/2013/05/smartphones-vs-tablets-forrester-reveals-the-differences/
- Witchery example
- Needs it’s own area of focus within all of your strategies, web, advertising, seo