Websites and the Consumer Journey

Agenda

Introduction The Evolving Customer & Journey Websites & the Customer Journey What Must a Website Do? Who is doing this well What does this mean to us?

Introduction Who We Are

Jon Ashley Senior Director, Experience Design

A. Kayne Lermitte Digital Strategy Consultant

Discuss the role of the website in the digital ecosystem.

Introduction Why we are here?

The Evolving Customer & Journey

The journey was once a linear process – it has become multivariate due to profusion of channels and brand access points

The sales cycle has flattened and freed from the restraints of time and place: “Zero Moment of Truth”

The Evolving Customer & Journey As You The Customer Journey has Evolved

The journey has evolved with the customer.

We are now trying to connect in a meaningful and relevant manner to the always-on consumer.

The Evolving Customer & Journey The Customer Behavior has Evolved

Always has access to the internet -Phone, tablet and PC Turns to Google for quick access to information

Pew Internet Reports 2013 Cell Activities International Telecommunications Union, Key Figures

2006-2013

The Evolving Customer & Journey The Customers Are Tech Savvy

For many, digital has become a primary means of purchase for media assets; books, music, video They also purchase other retail items through ecommerce sites While many of the stores they frequents offer ecommerce options – they still primarily travel to their brick and mortar locations

eMarketer April 2013 Walmart, Tesco, Target Annual Reports

The Evolving Customer & Journey Consumers have Incorporated eCommerce into their Lives

They use the web for “purchase related” activities:

–  Online deals –  Lists and shopping activities –  Product research –  Product reviews –  Social Validation –  Price comparison

2012 Nielsen Global Survey of Digital’s Influence on Grocery Shopping

The Evolving Customer & Journey Consumers Shop Online, Regardless of Where they Purchase

Websites & The Customer Journey

Websites & The Customer Journey As Consumers Have Evolved, so have Websites

The brand website is the hub of the digital ecosystem. Winning brands understand their consumer segments and the use cases for their digital assets.

Websites & The Customer Journey Websites Have Become the Front Page of the Brand

DISCOVERY   ANALYSIS  /  DESIGN   DEVELOPMENT   DEPLOYMENT   SUPPORT  &    MAINTENANCE  

eCommerce Brand Engagement Entertainment Education/Research Social Connection

Websites & The Customer Journey As the Hub, Websites Can Play a Variety of Roles

The definitive source for reassurance that our customers are making the right health and wellness choices for themselves and their families, while establishing and reinforcing emotional connections with our products and brands.

Websites & The Customer Journey What Must the Website Be in the Digital Ecosystem?

What Must a Website Do?

They might not BUY on your site – but the purchase decision will likely be deeply influenced by their experience with your site. Being the source of truth on your brand is important – but also having the hallmarks of a trusted site are critical as well.

What Must a Website Do? Establish Trust and Credibility with Customers

Their mobile device is their constant companion: Don’t deliver a downgraded experience – deliver a web optimized experience that takes into account their likely shopping behavior.

What Must a Website Do? Be Available Where and When the Customer Needs

Search Leads: Be visible to the customer – and Google Showing up in search affords credibility – and ultimately helps sell NBTY through all commerce channels as well. But remember: According to Forrester – Amazon is the top destination for product research.

What Must a Website Do? Be Discoverable When They Search

It’s not just about coupons, points and saving wrappers. The brand needs to validate, confirm, support their brand loyalty and consideration.

What Must a Website Do? Add Value to Their Brand Relationship

The product is a part of their life – not their whole life. Health and wellness is more than products and purchases – it’s a way of life. Transcend the sale and engage the consumer on a personal level without overtly selling.

What Must a Website Do? Be Relevant and Respectful

Remove the time lag between intent and action, enable the Zero Moment of Truth. When the decision to buy has been made, it’s the brand’s job to try to facilitate the transaction.

What Must a Website Do? Support their Needs with eCommerce when Appropriate

Why?

What Must a Website Do?

We advocate for the brands we like.

The core of this relationship revolves around:

What Must a Website Do? Our Relationship with Brands Behave like a Friendship

•  Transparency •  Value exchange •  Shared vision  

Who is Doing This Well?

“Unless we are innovating, not only the products but on the consumer engagement level we will never be successful.” Joe Tripodi, Chief Marketing and Commercial Office For Coca-Cola to AdAge at the ANA Conference October 2013

Who is Doing This Well? Coca-Cola.com isn’t Selling Soda

Millennials were a seemingly unreachable target for a product called “Old Spice”. Delivered content more akin to what you would see on Adult Swim: Sales rose 107% in 30 days post launch.

Who is Doing This Well? OldSpice.com doesn’t Sell Deodorant

Serves two primary purposes – keep the movie top of mind, allow fans to advocate for the movie. The opportunity to reach and activate enthusiasts drives the initiative.

Who is Doing This Well? TheHobbit.com isn’t Selling Tickets

“People don’t buy what you do. They buy why you do it.”

-Simon Sinek

•  Long-lasting brand relationships move beyond products, they revolve around shared vision.

•  The primary role for the website must be to champion your brand essence.

Who is Doing This Well? What Are we Selling?

What Does This Mean To Us?

•  Brand Web Sites serve to anchor a brand in the digital ecosystem.

•  The strategy is to connect with the consumer through interaction, service and delivery of brand-toned content.

•  The goal is to use the interactive and multimedia capabilities of digital to stop consumers in their digital tracks.

•  Deploy new technologies in a timely and invisible manner – seamlessly enhance the consumer experience – nothing kills a great experience like having to download a plug-in.

What Does this Mean to Us? In Summary

Support eCommerce (when appropriate)

–  Where to buy –  Links to eCommerce retail

Add value, don’t devalue –  Sign-up –  Special offers –  Ratings and reviews

Be contextual to their needs –  FAQ –  Lifestyle content –  Social links

Be discoverable –  SEO –  Branded SEM

Establish trust and credibility –  Product details –  Education –  Contact Us

Be available –  Mobile optimization –  Product finder –  On-Site Search

What Does this Mean to Us? Digital Must Haves

Deep dive customer and target audit –  “Who are my customers, and what kind of relationship do they want?”

Strategy/Target/Website purpose alignment –  “What is our strategy to win and retain customers, how does the website fit into that?”

Site inventory and evaluation –  “Where does my website fit in my marcoms strategy and business objectives?”

Heuristic site & competitive analysis –  “What are the competitors doing well and where can I improve?

Establish a digital roadmap and playbook –  “How do I position new tactics and appropriately scale my efforts?”

What Does this Mean to Us? Action Items For Brand/Digital Alignment

Thank You!

Some Supporting Data

Data From International Telecommunication Union (ITU) Internet users 2001-2011 and ITU Key Figures 2006-2013.  

Some Supporting Data Offline is the Exception

Landscape eCommerce is Growing

Landscape eCommerce is Growing Across Categories and Countries

•  According to US Census Retail e-commerce sales for the second quarter of 2013 totaled $60.2 billion, an increase of 3.6 percent (±0.9%) from the first quarter of 2013.

•  eCommerce sales in the second quarter of 2013 accounted for 5.3 percent of total retail sales.

•  Projections by the Boston Consulting Group put 2016 projections for the G-20 countries at 5.3 percent

5.3

94.7

% Of Retail Sales

eCommerce Not Ecommerce

Landscape However: eCommerce still is a Small Percentage of Retail

Web-based sales contributed 0.1 to 0.2 percentage points to Wal-Mart's 2.4% increase in U.S. comparable-store sales in fiscal 2013. Online sales currently make up less than 2% of its $73 billion in overall sales. Europe's largest online grocer, where e-commerce accounted for 5 percent of sales in 2012-13, says the business is profitable, however experts believe that is because it does not account for the cost of having staff pick up online orders at stores. Fifth & Pacific, which owns the Juicy Couture, Kate Spade, and Lucky, said "online sales contributed several points of growth in overall sales at Kate Spade, they made much less of an impact at Juicy Couture and Lucky.”

Landscape eCommerce is Not Yet a Big Deal to Top Retailers

Landscape eCommerce is Not Yet a Big Deal to Top Retailers

•  The Internet retailer sells more stuff online than its 12 biggest competitors combined •  Amazon is to commerce what Google is to Search. Thirty percent of all online shoppers

start at Amazon to research products ,according to a recent report published by Forrester

Landscape Amazon is Far Ahead of their eCommerce Competitors

70  

50  

30  

10  

Landscape They Shop Online, Even if that’s Not Where They Purchase