Ask Better Questions: A UX Perspective on Affinity Marketing, Personalization, and in-store...

Fashion Digital New York / October 2014

Ask Better Questions: A UX Perspective on Affinity Marketing, Personalization, and in-store implications for OmniChannel

MARKO BON

Affiliate Marketing FDNY 2014Marko Bon

designed websites for many italian fashion houses1998

started a small digital design agency2001

started working at Ralph Lauren2004

started an IA/UX practice at Ralph Lauren2007

left to start working for, ultimately, 5 different startups2013went to Brooks Brothers to lead redesign & replatforming2011


I am not a marketer.(not that they’re bad people)


Even the most basic affinity groups are hard to identify.


Men & Women use websites differently.

do you know how this most basic form of affinity groups shops on your site?

do you tailor their experience to their unique ways of shopping?

do you market to each gender in a way that appeals to them, specifically?


Optimize for the Sale Shopper.

do you know whether you customers get confused if a promo code is additive to an existing sale price?

do you design your sale page as though you’re ashamed it even exists?

do you know a sale shopper’s unique behaviors, and optimize the site accordingly?

where on your testing and optimization priority list is improving the customer’s understanding of items on markdown?


Treat a returning customer like you know them. And a new customer like you want to get to know them.

do you introduce your brand, and any particular nuances such as sizing, sufficiently to the new customer?

do you personalize the experience beyond product recommendations and including the customer’s name in the top nav?

do you know which categories and products are more appealing to Returning Customers vs. New Customers?

@markobon


Take advantage of webrooming.

what if you could isolate that visitor segment from your conversion percentage?

what if you identified certain webrooming behaviors and started marketing to that visitor in a unique way?

what percentage of your site traffic is really there to buy online?

aka the 80/90 Rule


Traditional eCom has treated stores very badly.

The State of RetailBrickwork 2014

In store you have…ASSOCIATES

STYLISTS

DRESSING ROOMS

EVENTS

UNIQUE DESIGN

STORE SERVICES



… yet online you have:do you leverage any of your store assets online?

do you help drive traffic to stores in any way beyond the store locator?

do you still split your email lists between eCom and Store?


OmniChannel means big changes to the experience of the physical store.


Stores are mini DCs (again).

if store associates are fulfilling online orders, does that mean new opportunities for a personal touch?

can your in-store real estate accommodate the space required to fulfill online orders?

what if your mini DC could hold all your size-ways, rather than taking up space on the selling floor?


Empowered sales associates ( finally).

do your sales associates know which are the best selling products online in their region? Or highest rated? Or most reviewed?

what percentage of your store sales are being driven by clienteling? Are all associates using clienteling the same way?

why aren’t brands making their own versions of Trunk Club, and let their associate/stylists reach out to customers with product?


The dressing room as the new PDP

how can we leverage the product recommendations and user reviews of the PDP into the dressing room?

how will a smarter dressing room effect the responsibilities of the sales associate?

if your customer has your brand’s app, why shouldn’t they checkout from here?


Retail: where Beacon meets Wearables meets The Internet of Things meets The Quantified Self. Oh, and Apple Pay.

how will you take advantage of the opportunity to market to a customer as they move through your store?

how will online testing and optimization strategies evolve to include the IRL customer path?

what happens when we mix smart products, smart watches, and customers who are smarter about how they share their information?

Most Ridiculous Slide Title: FDNY 2014


In Summary.


Thank [email protected]

@markobon

linkedin.com/in/markobon

mailto:[email protected]

Ask Better Questions: A UX Perspective on Affinity Marketing, Personalization, and in-store...

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Transcript of Ask Better Questions: A UX Perspective on Affinity Marketing, Personalization, and in-store...