Conversion12 - Pieter Jongerius - Fabrique

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1 - Pieter Jongerius- RETAIL TOUCHPOINT STRATEGY Brand driven selection and arrangement of touchpoints April 12

Transcript of Conversion12 - Pieter Jongerius - Fabrique

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- Pieter Jongerius-

RETAIL TOUCHPOINT STRATEGY Brand driven selection and arrangement of touchpoints

April 12

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TOUCHPOINT STRATEGY

2 EMERCE CONVERSION

Brand Target group Touchpoints

What can we do to maximize the exchange of value?

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You’ll need more than touchpoints alone.

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Corporate strategy

Touchpoint strategy

Design & implementation

Operation

APPROACH

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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

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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

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PROPOSITION Brand driven added value

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?

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· Commerce

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BRAND DRIVEN ADDED VALUE

First and most important: what do you sell?

A product for a price.

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New channels mean new proposition opportunities.

Consider this Britney Spears online popup store.

· Commerce

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BRAND DRIVEN ADDED VALUE

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· Commerce

· Communication

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BRAND DRIVEN ADDED VALUE

Sometimes communication is purely about

branding and positioning

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· Commerce

· Communication

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BRAND DRIVEN ADDED VALUE

Sometimes it is about very concrete product offers.

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· Commerce

· Communication

· Advice

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BRAND DRIVEN ADDED VALUE

Ask yourselve whether you have a role or

responsibility to give advice.

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· Commerce

· Communication

· Advice

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BRAND DRIVEN ADDED VALUE

KwikFit decides not to, and just offers product.

This can be a very valid decision.

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· Commerce

· Communication

· Advice

· Relation

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BRAND DRIVEN ADDED VALUE

Building a relation through personalisation is a very common

and effective way of building a relation.

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· Commerce

· Communication

· Advice

· Relation

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BRAND DRIVEN ADDED VALUE

At Threadless, this relation is obviously much more intimate,

with the community tying in to the business.

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· 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.

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· Commerce

· Communication

· Advice

· Relation

· Community

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BRAND DRIVEN ADDED VALUE

Very interesting to see the field of social media becoming more

diverse again, with newcomers such as Pinterest and Instagram.

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· Commerce

· Communication

· Advice

· Relation

· Community

· Fun

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BRAND DRIVEN ADDED VALUE

Sometimes a brand will decide to offer sheer fun.

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· Commerce

· Communication

· Advice

· Relation

· Community

· Fun

· Identity

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BRAND DRIVEN ADDED VALUE

Eventually people will derive part of their identity

from your brand.

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?

BRAND DRIVEN ADDED VALUE

· Commerce

· Communication

· Advice

· Relation

· Community

· Fun

· Identity

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How are we going to deliver this added value in a way that keeps

us ahead of our competitors?

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Corporate strategy

Design & implementation

Touchpoint strategy

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TYPES OF TOUCHPOINTS

Online & offline

Owned & bought & earned

Media & channels

Push & pull

Temporary & permanent

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ONLINE TOUCHPOINTS

owned media

· b2c website

· b2b website

· webshop (w, m, f)

· mobile web

· mobile app

· tablet app

· e-mail

· 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

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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!

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CONNECTING TOUCHPOINTS

OFFLINE ONLINE

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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

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CONNECTING TOUCHPOINTS

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A nobrainer really. Start by adding relevant web addresses to /all/ of your touchpoints. It works!

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CONNECTING TOUCHPOINTS

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Somewhat controversial: point to social rather than web platform (www.brand.com).

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CONNECTING TOUCHPOINTS

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We are learning every day: pinterest traffic converts better than facebook traffic.

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Corporate strategy

Design & implementation

Touchpoint strategy

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CUSTOMER JOURNEY

CUSTOMER LIFE CYCLE

Touchpoint strategy

Corporate strategy

Design & implementation

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AIDA IS DEAD

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transaction

main initiative with brand

relation

main initiative with customer

acquisition persuasion conversion

CUSTOMER JOURNEY 2.0

interaction participation promotion

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television allerhande

ah.nl

web stores

acquisition

persuasion

conversion

interaction

participation

promotion

ipad ‘appie’

‘kookschriften’

?

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Let’s start!

Defining a specific customer journey in five easy steps.

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1: DEFINE THE GENERIC CUSTOMER JOURNEY

Case: fashion retailer

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2: IDENTIFY / RESEARCH USER EMOTIONS PER STEP

Surprise

Greed

Insecurity

Optimism

Insecurity

Practicalities

Doubt

Greed Impatient

Enthousiastic

Disappointed

Curious

Disappointed

Curious

Enthousiastic

Disappointed

?

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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

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4: IDENTIFY CURRENT TOUCHPOINTS

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5: DEFINE NEW & FUTURE TOUCHPOINTS

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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

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CUSTOMER JOURNEY

CUSTOMER LIFE CYCLE

Touchpoint strategy

Corporate strategy

Design & implementation

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CUSTOMER LIFE CYCLE

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KLANT

NEW CUSTOMER JOURNEY

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CUSTOMER LIFE CYCLE

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KLANT

MATURE CUSTOMER JOURNEY

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CUSTOMER LIFE CYCLE

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KLANT

FAN JOURNEY

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CUSTOMER LIFE CYCLE

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CUSTOMER JOURNEY

CUSTOMER LIFE CYCLE

Touchpoint strategy

Corporate strategy

Design & implementation

Operation

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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?

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CROSS CHANNEL CRYSTAL

by Peter Morville

.....

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CONSISTENCY

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x

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CONNECTION

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CONTINUITY

· persistent cart

· mobile wishlist

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CONTEXT

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Mobile version of Artis.nl focuses entirely on day of visit with ZOO-map and feeding times, f.i.

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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

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IN CONCLUSION

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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

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Very few brands are on top of this game. Seize the opportunity!

EMERCE CONVERSION 65

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66 EMERCE CONVERSION