Creating a Memorable Experience that Matters to

Your Customer and Business

Anita AndrewsDirector of CX StrategyAdobe Customer Solutions – Magento Services

Our Goal Today

Strengthen our understanding of how qualitative and quantitative data -along with a keen sense of customer mindset and business operational

realities - influence the experiences we create for our customers.

Together We Will

• Historical changes in Customer Experience• Deep Dive: Company 1• Deep Dive: Company 2• Key Takeaways

Agenda

The Evolution of Customer Experience

A Tale of Two Ends

Beautiful Customer FocusedFront-Ends

Complex Merchant Back-End Systems

Historically, we conceptualized a journey linearly…

The Past was Straightforward

Click AdSearch NavigationLanding Page CheckoutPDPs

PLPs

Consumer expectations and competitive innovation are on the rise – forcing merchants to create complex shopping experiences, that need to feel simple.

The Present is Convoluted

The Challenge: There are infinite combinations of acquisition + conversion + fulfillment.

Your Customer’s Journey is Filled with Multiple Touchpoints

Acquisition Conversion Fulfillment

Every combination you provide of attract + buy + deliver must be flawless

Consumers Expect Perfection

Incorrect Delivery Communications

Carrier Mishaps

Absurd Packaging / Damaged Items

…but we keep on buying because they prioritize the customer.

or the customer will walk away

Competitor-driven anxiety is the business version of “keeping up with the Jones’”

This Drives Discomfort…

What are they doing?

How are they doing

it?

Who are they

working with?

When did they do it?

Where is it happening?

However, when looking at your competitors you should be asking:

…Or Should It?

Why are they doing it? and Is it even

working?

How Two Businesses Made it Happenby focusing on their customers and their business operational realities.

Company 1

Company 1: “Top Hardware”*

A Longstanding Hardware (DIY) Business

*Note* real name of company is not being used.

HybridB2B & B2C

Franchise &Direct

Competing with Larger Merchants

Where They Started

Goal

Make all local inventory with store-based

pricing available.

Why

Assumed to be best

customer experience for all shoppers.

FOMO from The Home Depot

Make all local inventory with store-based

pricing available.

FOMO from Lowes

Make all local inventory with store-based

pricing available.

Why Did This Makes Sense For Lowes & Home Depot

Drive to StoresMultiple Store Location Options

Proactive Customer Choice Omnichannel Expectations

What Top Hardware Tried

Price Display for Each Store

Aggregate on Periodic BasisIndividual Store Inventory Feeds

Promotional Displays

The Challenge for Top HardwareLacking the resources needed to make it possible

Time Spent Money Spent

Risk

Pivoted to Focus on Their Customers

Qualitative Research

Real Case Studies

True Distinction

The Approach

In Store AssociateInteractions

Email Questionnaires

Geo Targeting

Better Understanding of Real Customer Journeys

Focusing Your Omnichannel Efforts

Channel-Based Approach Customer Focused Approach

Their Findings

Spontaneous

Triggered

Needy

The New Experience

Focus on single store information

Focus on single store inventory and price

Increase store specific content

The Customer

Company 2

Company 2: “Top Style”*

*Note* real name of company and product images not being used.

A Sophisticated Lifestyle Design Business

…with a diverse product mix.

Where They Started

Goal

Deliver seamless

digital and in-store

experience.

Why

Strengthening omnichannel approach to

compete.

Ideas from Ikea

Deliver seamless

digital and in-store

experience.

Ideas from Ikea

Deliver seamless

digital and in-store

experience.

Aspirations from Leaders

The Challenge(s)

Lack of Clarity

Extreme Variance in Products

Easier Said than Done

Assumptions about

Customers

Why Was Clarity a Challenge?

There are infinite combinations of attract + buy + deliver.

Why Was Clarity a Challenge?

“Top Style” Had Gaps

Success is in the Details

Larger items Customizable SKUs Brand Equity

“Top Style” Used Data to Make the Difference66% of customers browse online before making a purchase in store

Puts pressure on having visibility of in-store inventory.

Applying Learnings to Enhance Experience

First Visit 2nd Visit

Enhanced product info More store details

Omnichannel fulfillment Personalized offers

Store Visit

Add progressive information to drive journey forward

ROPIS

Moving ForwardNew Goal: Drive more users to browse online because it increased conversion in-store.

How: By enabling the RIGHT omnichannel purchase experiences.

Key Takeaways

1. Accept / Plan for a non-linear understanding for customer journeys

2. Unless you know your competitors’ performance, use their journeys as motivation, not direction

3. Understand your operational and technological realities up front

4. Talk to customers5. Omnichannel basically means “everywhere” → where are

YOUR customers?

Top 5 Takeaways