Collega StefanPresentatie over de Digitale Customer Journey - toegepast op de plantensector. Wijs werd uitgenodigd om te spreken op de eerste 'End of Season Drink' van Floréac, Moterra, Horticept en Coverde. De plantensector - tuincentra in het bijzonder - staan aan de vooravond van een interessante inhaalbeweging in e-commerce. Welke impact heeft het op het digitale beslissingsproces van hun klanten?

1. The digital
customer
journey
Floreac
End of Season Drink
Moterra, Honselersdijk (NL)
2/7/2015

2. Stefan Jenart
Digitale Strateeg

3. His name is Bart His name is Dirk

5. Digital.
It’s not about e-commerce or websites or technology.
It’s about changed behaviour.

6. First we change technology
Then technology changes us

9. First, a story

10. One of our holiday destinations

11. Remember these?

12. These made life a little bit easier

13. “Vergeet de gps niet mee te nemen!”
Preparing the trip was a matter of
not forgetting to bring this guy

14. Now we have this

15. What happens when you don’t
prepare for a trip anymore

16. It’s getting even easier

17. My behaviour changed.
Induced by technology,
I changed the way I prepare for driving.

18. First we change technology.
Then technology changes us.

19. Behaviour change
& New decision funnel

20. Another story

21. When buying a new coffee machine:

22. This is how people
came to a decision:

23. Pre-internet Internet
DecisionProcess
Supplier
Product
Solution
ProblemSupplier
Problem
Solution
Product
Branding
Branding
Content
Marketing
HILI

25. Fijn Venushaar
Adiantum raddianum
I knew what I wanted, before
entering the Garden Centre

26. Pre-internet Internet
DecisionProcess
Supplier
Product
Solution
ProblemSupplier
Problem
Solution
Product
Branding
Branding
Content
Marketing
HILI

27. Flowers are still
(often) an impulsive buy

28. New decision funnel, because of
new availability of information.

29. We used to go to the library

30. We moved on to the internet, but a computer
was still a place you had to go to.

31. Now, it is everywhere

32. New decision funnel, because new availability of information.

33. Behaviour change

34. Behaviour change
New decision funnel

35. Pre-internet
€
conversion
awareness
consideration
research
use
share
digital customer journey

36. Information is always,
anywhere
and frictionless available.

37. Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey

38. Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
The research phase
gets bigger

39. Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
Because of
information
revolution.
This research phase
gets bigger

40. Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
This gets more important

41. Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
This gets more important
Because of this

42. Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
This gets more important
Because of this
More power for
Word-of-Mouse
through social

43. Pre-internet Internet
awareness
considerationuse
research
shareawareness
consideration
research
use
share
€ €
conversion conversion
digital customer journey

44. New decision funnel
goes beyond
the moment of purchase

45. 1. information phase becomes more important
2. use phase needs more attention
3. word of mouth becomes powerful
New decision funnel:
go beyond the purchase

46. 1. Information phase 2. Use phase 3. Word of mouth

47. Emphasis on content marketing

48. Stop ‚creating awareness’ with advertising,
start providing information
with content marketing.

49. Stop YELLING, start HELPING!

51. Pre-internet Internet
awareness
considerationuse
research
shareawareness
consideration
research
use
share
€ €
conversion conversion
digital customer journey

53. Recepten op basis
van ingrediënten
die je al hebt
Een boodschappenlijstje

54. So… no more advertising?

55. Change advertising into
information using context.

56. The same data becomes information for some
or advertising for others
depending on the context of that consumer.

57. If I want to buy a car, and I find a bunch of paper
advertising for diapers in my mailbox - they go
straight into the bin.
If I want to buy a car, and I find a bunch of paper
advertising for cars in my mailbox - I take them with
me to the couch and read them all night.

58. The age of context
spam advertising info
less context more context

59. ‣ demographic (segmentation)
‣ search word
‣ location
‣ friends
‣ browser history
‣ activity (work, home, bar)
‣ …
The age of context

60. Potential need:
location closest shop
Potential need:
home delivery next week
17:55 PM 22:11 PM

61. ‣ demographic (segmentation)
‣ search word
‣ location
‣ friends
‣ browser history
‣ activity (work, home, bar)
‣ …
The age of context - Future vision

62. We might get tomato’s delivered
at our door while making pasta.

63. Recap: Be present as a supplier of information
in the entire customer journey
Stop YELLING and start HELPING!

64. 1. Information phase 2. Use phase 3. Word of mouth

65. ‣ get the experience of your products/services right!
‣ even more important in times of social media
‣ every ‚physical’ product will get a digital counterpart,
the least you have to do is become responsive (Mobile)
‣ UX (user experience) important in all its forms
Use phase

66. There’s always room for a layer of User Experience

68. Make buying really easy

69. Make repeat purchase really easy and personal
with a interior designer choosing plants for you

70. The customer doesn’t care
about distribution challenges

71. Own the relationship with the customer
Flowershops

72. Alibaba, the
most valuable
retailer, has no
inventory.
Uber, the
world’s largest
taxi company,
owns no fleet.
AirBnb, the
largest
accommodation
provider owns no
real estate.
Facebook, the
most popular
media owner,
creates no
content.
Platform companies, owning the front-end.

73. Don’t stop at just building a great product!
Encourage Word of Mouth

74. 1. Information phase 2. Use phase 3. Word of mouth

75. Fogg’s behaviour model

76. Plants are emotion and people already have
a natural tendency to share

77. Stimulate sharing.

83. ‣ WoM = using the network of your fans as channel
‣ WoM leads to awareness
‣ WoM leads to consideration
Word of Mouth

84. Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
This gets more important
Because of this
More power for
Word-of-
Mouse through
social media.
This research phase
gets bigger
Because of
information
revolution.

85. Understand the digital customer journey.

86. Understand the digital customer journey.
Don’t just be the conversion nerd.

87. Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
Conversion is
important!

88. Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
But it is
influenced
by the
entire
customer
journey.
Conversion is
important!

89. What you should remember:

90. New decision funnel, because new availability of information.

91. ‣ changed behaviour
‣ changed decision funnel
‣ Focus on User Experience in your relationship
‣ the whole journey
‣ more emphasis on research over awareness
‣ use content marketing
‣ more information on the use of your product
‣ Stimulate sharing
Take-aways:

92. Understand
the digital customer
journey.

93. Be present in that
journey by being helpful.

94. Stop YELLING, start HELPING!

95. Conversation

96. Questions?
@netlash
@stefanjenart

97. Wijs bvba
Voorhavenlaan 31/3
9000 GENT
09 335 22 80
09 330 09 83
http://wijs.be
info@wijs.be
BE 0473.071.275