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Customer Centric Retail: Nine Lessons from the Digital Frontline

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Richard Sedley
Richard Sedley

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

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Customer Centric Retail! Amanda Squires and Richard Sedley! Directors Forum – Wednesday 20 June 2012! Nine lessons from the digital frontline! 1!
Nine lessons from the digital frontline! Amanda Squires! Richard Sedley! Ecommerce Strategy Baobaz! Customer Strategy Foviance! Directors’ Forum – Retail : Wednesday 20 June 2012! 2!
Nine lessons from the digital frontline! understand/! define/! design & build/! assess/! Directors’ Forum – Retail : Wednesday 20 June 2012! 3!
Nine lessons from the digital frontline! our clients don’t guess! Directors’ Forum – Retail : Wednesday 20 June 2012! 4!
Customer Centric Retail! Nine lessons from the digital frontline! •  3 things to do! •  3 things not to do! •  3 engagement tips whatever the channel! Directors’ Forum – Retail : Wednesday 20 June 2012! 5!
Customer Centric Retail! omeness! S ix Dimensions of Awes What m awesom akes yo e to yo u seem ur cus tomers ! Directors’ Forum – Retail : Wednesday 20 June 2012! 6!
Customer Centric Retail! Clarity & Simplicity! Recognition 
 Integrity
 & Reaction! & Service! Glide 
 Seduction
 & Flow! & Delight! Brand & Ambition! Directors’ Forum – Retail : Wednesday 20 June 2012! 7!
Nine lessons from the digital frontline! 3 things to do to be customer centric! •  Design based on customer understanding! •  Define your digital brand voice! •  Support core customer journeys ! Directors’ Forum – Retail : Wednesday 20 June 2012! 8!
Nine lessons from the digital frontline! Three things to do to be customer centric! 1. Design based on customer understanding! Directors’ Forum – Retail : Wednesday 20 June 2012! 9!
Nine lessons from the digital frontline! What do you know about your customers?! •  Who are your customers (potential customers)?! •  What do they need?! •  What do they do? What do they think?! •  What triggers their attention? ! •  How do they make decisions! Directors’ Forum – Retail : Wednesday 20 June 2012! 10!
Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 11!
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 Directors’ Forum – Retail : Wednesday 20 June 2012! 12!
Nine lessons from the digital frontline! What are the Mental Model ! trends in men’s 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 I’m I want to find there? the fabric/ the fit right able to change dealing with a the best price! Colours/ pattern! first time! my mind! specialist! trends?! Return to store Our suit Zoom! Size guide! Price filter! Social – maybe not buyers! networking/ obvious reviews! enough! Composition! Video! Highlight Save for later/ brands/ comparison! Help me find 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 – fit?! description! Legend! Believes/emotions! Features - existing! Features – new! Directors’ Forum – Retail : Wednesday 20 June 2012! 13!
Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 14!
Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 15!
Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 16!
Nine lessons from the digital frontline! Three things to do to be customer centric! 2. Define your digital brand voice! Directors’ Forum – Retail : Wednesday 20 June 2012! 17!
Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 18!
Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 19!
Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 20!
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 fit suit creates a modern look and fresh, edgy style. Cut in a slim fit with traditional shoulders, lapels and waist for a comfortable timeless look, it features a single breasted front…! Directors’ Forum – Retail : Wednesday 20 June 2012! 21!
Nine lessons from the digital frontline! Details for Women! Details for Men! Makes you look cool! Directors’ Forum – Retail : Wednesday 20 June 2012! 22!
Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 23!
Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 24!
Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 25!
Nine lessons from the digital frontline! Three things to do to be customer centric! 3. Support & optimise customer journeys! Directors’ Forum – Retail : Wednesday 20 June 2012! 26!
Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 28!
Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 29!
Customer Centric Retail! 3 things to NOT do! •  Do NOT overload with choice! •  Do NOT ignore your brand story! •  Do NOT forget the real world! Directors’ Forum – Retail : Wednesday 20 June 2012! 30!
Nine lessons from the digital frontline! Three things NOT to do! 1. Do NOT overload with choice! Directors’ Forum – Retail : Wednesday 20 June 2012! 31!
Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 32!
Nine lessons from the digital frontline! 25p! 27p! Directors’ Forum – Retail : Wednesday 20 June 2012! 33!
Nine lessons from the digital frontline! 25p! 29p! Directors’ Forum – Retail : Wednesday 20 June 2012! 34!
Nine lessons from the digital frontline! 42 different jams 60% looked 3% bought 3 different jams 40% looked 30% bought 1000 browsers, £1 per jar 42 jams = £18 3 jams = £120 Directors’ Forum – Retail : Wednesday 20 June 2012! 35!
Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 36!
Nine lessons from the digital frontline! Three things NOT to do! 2. Do NOT forget your stories! Directors’ Forum – Retail : Wednesday 20 June 2012! 37!
Nine lessons from the digital frontline! 25p! 29p! Directors’ Forum – Retail : Wednesday 20 June 2012! 38!
Nine lessons from the digital frontline! What?! price! made of! will it do for me?! Why?! for sale! ! made! price Directors’ Forum – Retail : Wednesday 20 June 2012! 39!
Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 40!
Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 41!
Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 42!
Nine lessons from the digital frontline! Three things NOT to do! 3. Do NOT ignore the real world! Directors’ Forum – Retail : Wednesday 20 June 2012! 43!
Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 44!
Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 45!
Customer Centric Retail! 3 engagement tips whatever channel! •  Design for behaviour! •  Plan your layout and environment! •  Think about price! Directors’ Forum – Retail : Wednesday 20 June 2012! 46!
Nine lessons from the digital frontline! Three engagement tips whatever the channel! 1. Design for behaviour! Directors’ Forum – Retail : Wednesday 20 June 2012! 47!
Nine lessons from the digital frontline! 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 Directors’ Forum – Retail : Wednesday 20 June 2012! 48!
Nine lessons from the digital frontline! Incre a sed s atisf by 41 actio % n Directors’ Forum – Retail : Wednesday 20 June 2012! 49!
Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 50!
Nine lessons from the digital frontline! Three engagement tips whatever the channel! 2. Plan your layout and environment! Directors’ Forum – Retail : Wednesday 20 June 2012! 51!
Nine lessons from the digital frontline! by 0 .21% dA RPU Incr ease Directors’ Forum – Retail : Wednesday 20 June 2012! 52!
Nine lessons from the digital frontline! Increas ed ARP of the U by 6 relevan % & 7% t wine Directors’ Forum – Retail : Wednesday 20 June 2012! 53!
Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 54!
Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 55!
Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 56!
Nine lessons from the digital frontline! Three engagement tips whatever the channel! 3. Shape price! ONLY! ÂŁ1.99! Foviance: Behaviour Experts! 57!
Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 58!
Customer Centric Retail! Clarity & Simplicity! Recognition 
 Integrity
 & Reaction! & Service! Glide 
 Seduction
 & Flow! & Delight! Brand & Ambition! Directors’ Forum – Retail : Wednesday 20 June 2012! 59!
Customer Centric Retail! or listening! Thanks f Be awe some! ! ! Amanda Squires! amanda.squires@baobaz.com! Richard Sedley! richard.sedley@foviance.com! ! Directors’ Forum – Retail : Wednesday 20 June 2012! 60!

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Customer Centric Retail: Nine Lessons from the Digital Frontline

  • 1. Customer Centric Retail! Amanda Squires and Richard Sedley! Directors Forum – 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! Directors’ Forum – Retail : Wednesday 20 June 2012! 2!
  • 3. Nine lessons from the digital frontline! understand/! dene/! design & build/! assess/! Directors’ Forum – Retail : Wednesday 20 June 2012! 3!
  • 4. Nine lessons from the digital frontline! our clients don’t guess! Directors’ Forum – Retail : Wednesday 20 June 2012! 4!
  • 5. Customer Centric Retail! Nine lessons from the digital frontline! •  3 things to do! •  3 things not to do! •  3 engagement tips whatever the channel! Directors’ Forum – Retail : Wednesday 20 June 2012! 5!
  • 6. Customer Centric Retail! omeness! S ix Dimensions of Awes What m awesom akes yo e to yo u seem ur cus tomers ! Directors’ Forum – Retail : Wednesday 20 June 2012! 6!
  • 7. Customer Centric Retail! Clarity & Simplicity! Recognition 
 Integrity
 & Reaction! & Service! Glide 
 Seduction
 & Flow! & Delight! Brand & Ambition! Directors’ Forum – Retail : Wednesday 20 June 2012! 7!
  • 8. Nine lessons from the digital frontline! 3 things to do to be customer centric! •  Design based on customer understanding! •  Dene your digital brand voice! •  Support core customer journeys ! Directors’ Forum – Retail : Wednesday 20 June 2012! 8!
  • 9. Nine lessons from the digital frontline! Three things to do to be customer centric! 1. Design based on customer understanding! Directors’ Forum – Retail : Wednesday 20 June 2012! 9!
  • 10. Nine lessons from the digital frontline! What do you know about your customers?! •  Who are your customers (potential customers)?! •  What do they need?! •  What do they do? What do they think?! •  What triggers their attention? ! •  How do they make decisions! Directors’ Forum – Retail : Wednesday 20 June 2012! 10!
  • 11. Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 11!
  • 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 Directors’ Forum – Retail : Wednesday 20 June 2012! 12!
  • 13. Nine lessons from the digital frontline! What are the Mental Model ! trends in men’s 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 I’m I want to nd there? the fabric/ the t right able to change dealing with a the best price! Colours/ pattern! rst time! my mind! specialist! trends?! Return to store Our suit Zoom! Size guide! Price lter! Social – maybe not buyers! networking/ obvious reviews! enough! Composition! Video! Highlight Save for later/ brands/ comparison! Help me nd 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 – t?! description! Legend! Believes/emotions! Features - existing! Features – new! Directors’ Forum – Retail : Wednesday 20 June 2012! 13!
  • 14. Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 14!
  • 15. Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 15!
  • 16. Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 16!
  • 17. Nine lessons from the digital frontline! Three things to do to be customer centric! 2. Dene your digital brand voice! Directors’ Forum – Retail : Wednesday 20 June 2012! 17!
  • 18. Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 18!
  • 19. Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 19!
  • 20. Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 20!
  • 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 t suit creates a modern look and fresh, edgy style. Cut in a slim t with traditional shoulders, lapels and waist for a comfortable timeless look, it features a single breasted front…! Directors’ Forum – Retail : Wednesday 20 June 2012! 21!
  • 22. Nine lessons from the digital frontline! Details for Women! Details for Men! Makes you look cool! Directors’ Forum – Retail : Wednesday 20 June 2012! 22!
  • 23. Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 23!
  • 24. Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 24!
  • 25. Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 25!
  • 26. Nine lessons from the digital frontline! Three things to do to be customer centric! 3. Support & optimise customer journeys! Directors’ Forum – Retail : Wednesday 20 June 2012! 26!
  • 27. Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 28!
  • 28. Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 29!
  • 29. Customer Centric Retail! 3 things to NOT do! •  Do NOT overload with choice! •  Do NOT ignore your brand story! •  Do NOT forget the real world! Directors’ Forum – Retail : Wednesday 20 June 2012! 30!
  • 30. Nine lessons from the digital frontline! Three things NOT to do! 1. Do NOT overload with choice! Directors’ Forum – Retail : Wednesday 20 June 2012! 31!
  • 31. Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 32!
  • 32. Nine lessons from the digital frontline! 25p! 27p! Directors’ Forum – Retail : Wednesday 20 June 2012! 33!
  • 33. Nine lessons from the digital frontline! 25p! 29p! Directors’ Forum – Retail : Wednesday 20 June 2012! 34!
  • 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 Directors’ Forum – Retail : Wednesday 20 June 2012! 35!
  • 35. Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 36!
  • 36. Nine lessons from the digital frontline! Three things NOT to do! 2. Do NOT forget your stories! Directors’ Forum – Retail : Wednesday 20 June 2012! 37!
  • 37. Nine lessons from the digital frontline! 25p! 29p! Directors’ Forum – Retail : Wednesday 20 June 2012! 38!
  • 38. Nine lessons from the digital frontline! What?! price! made of! will it do for me?! Why?! for sale! ! made! price Directors’ Forum – Retail : Wednesday 20 June 2012! 39!
  • 39. Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 40!
  • 40. Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 41!
  • 41. Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 42!
  • 42. Nine lessons from the digital frontline! Three things NOT to do! 3. Do NOT ignore the real world! Directors’ Forum – Retail : Wednesday 20 June 2012! 43!
  • 43. Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 44!
  • 44. Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 45!
  • 45. Customer Centric Retail! 3 engagement tips whatever channel! •  Design for behaviour! •  Plan your layout and environment! •  Think about price! Directors’ Forum – Retail : Wednesday 20 June 2012! 46!
  • 46. Nine lessons from the digital frontline! Three engagement tips whatever the channel! 1. Design for behaviour! Directors’ Forum – Retail : Wednesday 20 June 2012! 47!
  • 47. Nine lessons from the digital frontline! 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 Directors’ Forum – Retail : Wednesday 20 June 2012! 48!
  • 48. Nine lessons from the digital frontline! Incre a sed s atisf by 41 actio % n Directors’ Forum – Retail : Wednesday 20 June 2012! 49!
  • 49. Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 50!
  • 50. Nine lessons from the digital frontline! Three engagement tips whatever the channel! 2. Plan your layout and environment! Directors’ Forum – Retail : Wednesday 20 June 2012! 51!
  • 51. Nine lessons from the digital frontline! by 0 .21% dA RPU Incr ease Directors’ Forum – Retail : Wednesday 20 June 2012! 52!
  • 52. Nine lessons from the digital frontline! Increas ed ARP of the U by 6 relevan % & 7% t wine Directors’ Forum – Retail : Wednesday 20 June 2012! 53!
  • 53. Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 54!
  • 54. Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 55!
  • 55. Nine lessons from the digital frontline! Directors’ Forum – Retail : Wednesday 20 June 2012! 56!
  • 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! Directors’ Forum – Retail : Wednesday 20 June 2012! 58!
  • 58. Customer Centric Retail! Clarity & Simplicity! Recognition 
 Integrity
 & Reaction! & Service! Glide 
 Seduction
 & Flow! & Delight! Brand & Ambition! Directors’ Forum – Retail : Wednesday 20 June 2012! 59!
  • 59. Customer Centric Retail! or listening! Thanks f Be awe some! ! ! Amanda Squires! amanda.squires@baobaz.com! Richard Sedley! richard.sedley@foviance.com! ! Directors’ Forum – Retail : Wednesday 20 June 2012! 60!