Conversion12 Pieterjongerius Fabrique 120413044731 Phpapp02

7/30/2019 Conversion12 Pieterjongerius Fabrique 120413044731 Phpapp02

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- Pieter Jongerius-

RETAIL TOUCHPOINT STRATEGYBrand driven selection and arrangement of touchpoints

April 12


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TOUCHPOINT STRATEGY

2EMERCE CONVERSION

Brand Target groupTouchpoints

What can we do to maximizethe exchange of value?


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Youll 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 strategypeople

knowledgebudget

partners

competition

customer insight

vision & missiontrends

valuespositioning

visual identity

products

service level

communityloyalty

Touchpoint strategy



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RESOURCES

BRAND

OPPORTUNITY

PROPOSITION

Corporate strategypeople

knowledgebudget

partners

competition

customer insight

vision & missiontrends

valuespositioning

visual identity

products

service level

communityloyalty

Touchpoint strategy


PROPOSITION


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PROPOSITIONBrand driven added value

7

?


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Commerce

8EMERCE CONVERSION

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

9EMERCE CONVERSION



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Commerce

Communication

10EMERCE CONVERSION


Sometimes communication is purely aboutbranding and positioning


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Commerce

Communication

11EMERCE CONVERSION


Sometimes it is about very concrete product offers.


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Commerce

Communication

Advice

12EMERCE CONVERSION


Ask yourselve whether you have a role orresponsibility to give advice.


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Commerce

Communication

Advice

13EMERCE CONVERSION


KwikFit decides not to, and just offers product.This can be a very valid decision.


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Commerce

Communication

Advice

Relation

14EMERCE CONVERSION


Building a relation through personalisation is a very commonand effective way of building a relation.


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Commerce

Communication

Advice

Relation

15EMERCE CONVERSION


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

16EMERCE CONVERSION


A brand brings people together. Nowadays mostly on socialmedia, but there are still other powerful communities out there.


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Commerce

Communication

Advice

Relation Community

17EMERCE CONVERSION


Very interesting to see the field of social media becoming morediverse again, with newcomers such as Pinterest and Instagram.


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Commerce

Communication

Advice

Relation Community

Fun

18EMERCE CONVERSION


Sometimes a brand will decide to offer sheer fun.


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Commerce

Communication

Advice

Relation Community

Fun

Identity

19EMERCE CONVERSION


Eventually people will derive part of their identityfrom your brand.


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?

BRAND DRIVEN ADDED VALUE Commerce

Communication

Advice

Relation Community

Fun

Identity

20EMERCE CONVERSION

How are we going to deliver this added value in a way that keepsus ahead of our competitors?


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Corporate strategy


Touchpoint strategy


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TYPES OF TOUCHPOINTS

Online & offline

Owned & bought & earned

Media & channels

Push & pull

Temporary & permanent

EMERCE CONVERSION 22


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23EMERCE CONVERSION


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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!



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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

26EMERCE CONVERSION

OFFLINE ONLINE

CouponsAddres / maps

Mouth to mouth

HyperlinksSocial posts (Fb, Tw, ...)Likes, Mentions, Pins, ...

Promotion codesMail-a-friend

SMS / messaging

CouponsAddress/map

Geolocation / nearbyAugmented reality

QR CodesImage recognition

Web-addressSocial handlesWinning-codes


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27EMERCE CONVERSION

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


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28EMERCE CONVERSION

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


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29EMERCE CONVERSION

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


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30


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Corporate strategy


Touchpoint strategy


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CUSTOMER JOURNEY

CUSTOMER LIFE CYCLE

Touchpoint strategy

Corporate strategy



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AIDA IS DEAD

33EMERCE CONVERSION


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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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Lets start!

Defining a specific customer journeyin five easy steps.

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1: DEFINE THE GENERIC CUSTOMER JOURNEY


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1: DEFINE THE GENERIC CUSTOMER JOURNEY

Case: fashion retailer

2: IDENTIFY / RESEARCH USER EMOTIONS PER STEP


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2: IDENTIFY / RESEARCH USER EMOTIONS PER STEP

SurpriseGreed

InsecurityOptimism

InsecurityPracticalities

DoubtGreed

ImpatientEnthousiasticDisappointed

CuriousDisappointed

CuriousEnthousiasticDisappointed

?

3: DEFINE THE EXPERIENCE


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3: DEFINE THE EXPERIENCE

SurprisingAffordableEasy

FunPlenty of choiceRealistic

OverviewIn control

ConfirmationQuality

Taking careThourough

BFFAccessibleOpen

Care freeSecurity

4: IDENTIFY CURRENT TOUCHPOINTS


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4: IDENTIFY CURRENT TOUCHPOINTS

5: DEFINE NEW & FUTURE TOUCHPOINTS


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5: DEFINE NEW & FUTURE TOUCHPOINTS


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EXAMPLE: TRAVEL ORGANIZATIONCustomer journey for a traveller

1. Inspiration2. Orientation

3. Booking

4. Preparation

5. Journey

6. Stay7. Return

8. Fun afterwards


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CUSTOMER JOURNEY

CUSTOMER LIFE CYCLE

Touchpoint strategy

Corporate strategy



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CUSTOMER LIFE CYCLE

44EMERCE CONVERSION

NEW CUSTOMER JOURNEY


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KLANT

NEW CUSTOMER JOURNEY


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CUSTOMER LIFE CYCLE

47EMERCE CONVERSION

MATURE CUSTOMER JOURNEY


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KLANT


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CUSTOMER LIFE CYCLE

50EMERCE CONVERSION

FAN JOURNEY


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KLANT


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CUSTOMER LIFE CYCLE

53EMERCE CONVERSION


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C p t t t


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CUSTOMER JOURNEY

CUSTOMER LIFE CYCLE

Touchpoint strategy

Corporate strategy


Operation

C p t t t


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Corporate strategy

Touchpoint strategy


RTV BRANDSTORE

SEA SEO

EVENTS

M.WEB

WEBTABLET

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

58EMERCE CONVERSION

x

CO C O


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CONNECTION

59EMERCE CONVERSION

CONTINUITY


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CONTINUITY persistent cart

mobile wishlist

60EMERCE CONVERSION

CONTEXT


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CONTEXT

61EMERCE CONVERSION

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

Corporate strategy


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Corporate strategy

Touchpoint strategy


RTV BRANDSTORE

SEA SEO

EVENTS

M.WEB

WEBTABLET

APP EMAIL LOYALTY CREDIT

LETTER

ADS

MAGA-ZINE

Cross Channel Crystal


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IN CONCLUSION

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1 Corporate strategy 2 Added value


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64EMERCE CONVERSION

RESOURCES

BRAND

OPPORTUNITY

PROPOSITION

1 Corporate strategy Commerce

Communication

Advice

Relation

Community

Fun

Identity

2 Added value

3 Customer Journey

Emotions & needsExperienceCurrent TPsDefine new set

CLCCampaigns

4 Cross channel crystal


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Very few brandsare on top of thisgame.

Seize the opportunity!



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Conversion12 Pieterjongerius Fabrique 120413044731 Phpapp02

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