Post on 25-Jun-2015
1
- Pieter Jongerius-
RETAIL TOUCHPOINT STRATEGY Brand driven selection and arrangement of touchpoints
April 12
TOUCHPOINT STRATEGY
2 EMERCE CONVERSION
Brand Target group Touchpoints
What can we do to maximize the exchange of value?
You’ll need more than touchpoints alone.
Corporate strategy
Touchpoint strategy
Design & implementation
Operation
APPROACH
RESOURCES
BRAND
OPPORTUNITY
PROPOSITION
Corporate strategy people
knowledge budget
partners competition
customer insight
vision & mission
trends
values positioning
visual identity
products
service level
community loyalty
Touchpoint strategy
Design & implementation
RESOURCES
BRAND
OPPORTUNITY
PROPOSITION
Corporate strategy people
knowledge budget
partners competition
customer insight
vision & mission
trends
values positioning
visual identity
products
service level
community loyalty
Touchpoint strategy
Design & implementation
PROPOSITION
PROPOSITION Brand driven added value
7
?
· Commerce
8 EMERCE CONVERSION
BRAND DRIVEN ADDED VALUE
First and most important: what do you sell?
A product for a price.
New channels mean new proposition opportunities.
Consider this Britney Spears online popup store.
· Commerce
9 EMERCE CONVERSION
BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
10 EMERCE CONVERSION
BRAND DRIVEN ADDED VALUE
Sometimes communication is purely about
branding and positioning
· Commerce
· Communication
11 EMERCE CONVERSION
BRAND DRIVEN ADDED VALUE
Sometimes it is about very concrete product offers.
· Commerce
· Communication
· Advice
12 EMERCE CONVERSION
BRAND DRIVEN ADDED VALUE
Ask yourselve whether you have a role or
responsibility to give advice.
· Commerce
· Communication
· Advice
13 EMERCE CONVERSION
BRAND DRIVEN ADDED VALUE
KwikFit decides not to, and just offers product.
This can be a very valid decision.
· Commerce
· Communication
· Advice
· Relation
14 EMERCE CONVERSION
BRAND DRIVEN ADDED VALUE
Building a relation through personalisation is a very common
and effective way of building a relation.
· Commerce
· Communication
· Advice
· Relation
15 EMERCE CONVERSION
BRAND DRIVEN ADDED VALUE
At Threadless, this relation is obviously much more intimate,
with the community tying in to the business.
· Commerce
· Communication
· Advice
· Relation
· Community
16 EMERCE CONVERSION
BRAND DRIVEN ADDED VALUE
A brand brings people together. Nowadays mostly on social
media, but there are still other powerful communities out there.
· Commerce
· Communication
· Advice
· Relation
· Community
17 EMERCE CONVERSION
BRAND DRIVEN ADDED VALUE
Very interesting to see the field of social media becoming more
diverse again, with newcomers such as Pinterest and Instagram.
· Commerce
· Communication
· Advice
· Relation
· Community
· Fun
18 EMERCE CONVERSION
BRAND DRIVEN ADDED VALUE
Sometimes a brand will decide to offer sheer fun.
· Commerce
· Communication
· Advice
· Relation
· Community
· Fun
· Identity
19 EMERCE CONVERSION
BRAND DRIVEN ADDED VALUE
Eventually people will derive part of their identity
from your brand.
?
BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
· Relation
· Community
· Fun
· Identity
20 EMERCE CONVERSION
How are we going to deliver this added value in a way that keeps
us ahead of our competitors?
Corporate strategy
Design & implementation
Touchpoint strategy
TYPES OF TOUCHPOINTS
Online & offline
Owned & bought & earned
Media & channels
Push & pull
Temporary & permanent
EMERCE CONVERSION 22
23 EMERCE CONVERSION
ONLINE TOUCHPOINTS
owned media
· b2c website
· b2b website
· webshop (w, m, f)
· mobile web
· mobile app
· tablet app
· p.o.s. interactive
· narrowcasting
· desktop widgets
· embedded software
· campaign site
· affiliates sales, content, …
· social media
bought media
· banners
· Search Engine Advertising
· advertorials
· interactive television
earned media
· social media
· viral campaigns
· blogs, news & more
…etcetera!
EMERCE CONVERSION 24
OFFLINE TOUCHPOINTS
channels
· brand stores
· multibrand retail
· popup store
· shop-in-shop
owned: print
· folders
· DM
· brochure
· flyer
· magazine
owned: business to business
· yearly report
· own publications
bought: mass media en spatial
· RTV– spot/nonspot/…
· print ads
· advertorials
· inserts
· public space (mupi, billboard)
· sponsoring
· fairs
owned media overig
· customer card
· own events
· packaging
· fleet signing
· call center
· SMS
· employees
…etcetera!
EMERCE CONVERSION 25
CONNECTING TOUCHPOINTS
OFFLINE ONLINE
26 EMERCE CONVERSION
OFFLINE ONLINE
Coupons
Addres / maps
Mouth to mouth
Hyperlinks
Social posts (Fb, Tw, ...)
Likes, Mentions, Pins, ...
Promotion codes
Mail-a-friend
SMS / messaging
Coupons
Address/map
Geolocation / nearby
Augmented reality
QR Codes
Image recognition
Web-address
Social handles
Winning-codes
CONNECTING TOUCHPOINTS
27 EMERCE CONVERSION
A nobrainer really. Start by adding relevant web addresses to /all/ of your touchpoints. It works!
CONNECTING TOUCHPOINTS
28 EMERCE CONVERSION
Somewhat controversial: point to social rather than web platform (www.brand.com).
CONNECTING TOUCHPOINTS
29 EMERCE CONVERSION
We are learning every day: pinterest traffic converts better than facebook traffic.
30
Corporate strategy
Design & implementation
Touchpoint strategy
CUSTOMER JOURNEY
CUSTOMER LIFE CYCLE
Touchpoint strategy
Corporate strategy
Design & implementation
AIDA IS DEAD
33 EMERCE CONVERSION
transaction
main initiative with brand
relation
main initiative with customer
acquisition persuasion conversion
CUSTOMER JOURNEY 2.0
interaction participation promotion
EMERCE CONVERSION 34
television allerhande
ah.nl
web stores
acquisition
persuasion
conversion
interaction
participation
promotion
ipad ‘appie’
‘kookschriften’
?
Let’s start!
Defining a specific customer journey in five easy steps.
36
1: DEFINE THE GENERIC CUSTOMER JOURNEY
Case: fashion retailer
2: IDENTIFY / RESEARCH USER EMOTIONS PER STEP
Surprise
Greed
Insecurity
Optimism
Insecurity
Practicalities
Doubt
Greed Impatient
Enthousiastic
Disappointed
Curious
Disappointed
Curious
Enthousiastic
Disappointed
?
3: DEFINE THE EXPERIENCE
Surprising
Affordable
Easy
Fun
Plenty of choice
Realistic
Overview
In control
Confirmation
Quality
Taking care
Thourough
BFF
Accessible
Open
Care free
Security
4: IDENTIFY CURRENT TOUCHPOINTS
5: DEFINE NEW & FUTURE TOUCHPOINTS
EXAMPLE: TRAVEL ORGANIZATION Customer journey for a traveller
1. Inspiration
2. Orientation
3. Booking
4. Preparation
5. Journey
6. Stay
7. Return
8. Fun afterwards
CUSTOMER JOURNEY
CUSTOMER LIFE CYCLE
Touchpoint strategy
Corporate strategy
Design & implementation
CUSTOMER LIFE CYCLE
44 EMERCE CONVERSION
KLANT
NEW CUSTOMER JOURNEY
CUSTOMER LIFE CYCLE
47 EMERCE CONVERSION
KLANT
MATURE CUSTOMER JOURNEY
CUSTOMER LIFE CYCLE
50 EMERCE CONVERSION
KLANT
FAN JOURNEY
CUSTOMER LIFE CYCLE
53 EMERCE CONVERSION
CUSTOMER JOURNEY
CUSTOMER LIFE CYCLE
Touchpoint strategy
Corporate strategy
Design & implementation
Operation
Corporate strategy
Touchpoint strategy
Design & implementation
RTV BRAND
STORE
SEA SEO
EVENTS
M.WEB
WEB
TABLET
APP EMAIL LOYALTY CREDIT
LETTER
ADS
MAGA-
ZINE
Acquisition Conversion Retention
You have selected a number of touchpoints. How are you going to make them a success?
CROSS CHANNEL CRYSTAL
by Peter Morville
.....
CONSISTENCY
58 EMERCE CONVERSION
x
CONNECTION
59 EMERCE CONVERSION
CONTINUITY
· persistent cart
· mobile wishlist
60 EMERCE CONVERSION
CONTEXT
61 EMERCE CONVERSION
Mobile version of Artis.nl focuses entirely on day of visit with ZOO-map and feeding times, f.i.
Corporate strategy
Touchpoint strategy
Design & implementation
RTV BRAND
STORE
SEA SEO
EVENTS
M.WEB
WEB
TABLET
APP EMAIL LOYALTY CREDIT
LETTER
ADS
MAGA-
ZINE
Cross Channel Crystal
IN CONCLUSION
63
64 EMERCE CONVERSION
RESOURCES
BRAND
OPPORTUNITY
PROPOSITION
1 Corporate strategy · Commerce
· Communication
· Advice
· Relation
· Community
· Fun
· Identity
2 Added value
3 Customer Journey
Emotions & needs
Experience
Current TP’s
Define new set
CLC
Campaigns
4 Cross channel crystal
Very few brands are on top of this game. Seize the opportunity!
EMERCE CONVERSION 65
66 EMERCE CONVERSION