Creating Lasting Relationships in a Digital Age
Transcript of Creating Lasting Relationships in a Digital Age
Creating Lasting Relationships
in a Digital AgeJim Barnes, CEO
2
Creating Lasting Relationships in a Digital Age…
Reach beyond sales transactions with customer clienteling…
For centuries,commerce looked essentiallythe same...
STORE LOCATOR CUSTOMER SERV ICE ORDER FROM CATALOG S IGN UP FOR EMAILS
LADIES MEN KIDS HOME SALE H&M LIFE Search products
6
Digital Retail Commerce Impact
7
DIGITAL IS EVERYTHING,
BUT NOT EVERYTHINGIS DIGITAL.
- David Sable, Global CEO Y&R -
Digital MeetsBrick & Mortar
Bridging the Gap is Key
- In person- Authentic
- Remote- Non-intimate
10
Despite advances
…success is still based on the relationship you build with your customer..
11
Shoppers Still Want to be Engaged
80% of US shoppers prefer going to a store
• “because I can touch and feel the product”
•74% prefer to shop at a store rather than online• “because I am more confident I am buying the right thing”
• Only 8.9% say that they often buy something online using a mobile device
• Only 5.2% often “pay for a purchase in a store with Apple Pay, PayPal, Google Wallet or other ‘digital wallet’”
SOURCE: Y&R SHOPPER RESEARCH Published Dec 17, 2015
Shoppers Also Want Options
13
How do youengage?
Clienteling is the artful distinction of helping a customer buy, versus selling to them
14
Less Conversion butMore Converts
SOURCE: Retail Prophet – Doug Stephens
“The purpose of retail will no longer be to solely convert every customer into a buyer of goods but rather transform them into disciples of the brand itself.
To begin a relationship – a dialogue that may play out in any number of buying channels; online, in-store, mobile or elsewhere.
It doesn’t matter where purchases take place. What matters is that the consumer falls in LOVE with the brand and shares that love with others. The store maintains the potential to be that emotional center of gravity for the brand.”
17
How do you create Engagementin your store?
Develop Customer Experience Roadmap….start with the end goal in mind… what do you want more of……
Change in Mindset… Move from Sales Transaction to building a relationship…..personal shopper…Cultural Compliant
Requires In-Store Process Change and a LOT of Training
Evaluate Enabling Technology
CUSTOMERS
FEEDBACK
v - v - v - -
REQUIRE
ATTENDANCE
SUPPORT
APPRECIATION
EVALUATION
EX PERIENCE
C O N S U LTATION
PRODUCT OVERVIEW
REVIEW
RELATIONSHIP
TEAMWOR K
CRM
- c ' ) -- ' - v / . -
LOYALTY
LEAD-MANAGEMENT
19
Process
People
Technology
20
Is new technology the answer?
Technology = Hardware/Software
• Will continue to change• Evolution from transaction
centric to customer centricMobile Technology
• A key piece of engagement• Untethers for mobile check out• Allows for more engagement• with the customer
21
Clienteling…..• Personal Contact list by sales
associate “Personal Black Book”• Personal email to a customer
Profiling or clienteling with sales history and “likes”
• Personification Matrix• Opportunity for post shopping
“personal shopper” outreach• Going beyond the “expanded
aisle”
Relationship Building …….Engagement
22
How do you foster Engagementin your store?
Must be convenient for sales associate and shopper -• seamless or a non-event
Data only works if it’s put it into action• Integration is Key….clienteling is required to aggregate data from multiple
disparate applications
Need to create “intimate” shopping experiences – in store, online & viamobile• Digital and In Store (not an either)
23
Ultimate Engagement
BETTER Retail Engagement:• Personal Curation• Understands who “I am”• Makes Suggestions• Takes an Interest In Me• Facilitates the Buy Process• Sales associate is part of the
experience• Post Sale Engagement
24
Re-Imagine your Approach
25
Re-Imagine your Approach
26
Re-Imagine your Approach
27
Future Thinking Retailers
• Stores will be touch/feel showrooms• Associates can access more data
To see other inventory To manage delivery options To know customer’s buying habits Make Recommendations
• Move from traditional transactions• Will connect more with customers…
o Adopt customer engagement intimacy model
o Increase value/effort into relationshipso Consider modeling, loyalty, long-termo Ensure the same experience everywhere
28
DIGITAL FIRST?
MOBILE FIRST?
WEARABLE FIRST?
PEOPLE FIRST!