Reducing Production costs, SKUs & Waste Through Efficient Coding & Marking Techniques
Creating a Memorable Experience that Matters to Your ......Larger items Customizable SKUs Brand...
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Transcript of Creating a Memorable Experience that Matters to Your ......Larger items Customizable SKUs Brand...
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
