Retail Touchpoint Strategy 2011
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Transcript of Retail Touchpoint Strategy 2011
1
Pieter Jongerius
RETAIL TOUCHPOINT STRATEGY Brand driven selection and arranging of touchpoints
November 11
CONTENTS · introduction
· brand-driven added value · touchpoints · customer journey · service design · customer life cycle
· strategy for a large but simple campaign
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INTRODUCTION
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TOUCHPOINT STRATEGY
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Brand Target group Touchpoints
What can we do to maximize the exchange of value?
GOALS OF TOUCHPOINT STRATEGY
· Destinctiveness · Brand equity
· Communicative reach · More locations · More often
· Commercial reach · More & more accessible outlets · Increasing share-of-wallet
· Customer Lifecycle Management (CLM)
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SUPPOSE… · You know what your corporate mission and vision are · You know your target group · You know what product or service they require · You have a relevant brand · You have the required resources …then it’s time for this product to hit the market.
It takes more than touchpoints alone.
BRAND DRIVEN ADDED VALUE What can you bring to the market?
8
?
· Commerce
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BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
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BRAND DRIVEN ADDED VALUE
· Commerce
· Communication · Advice
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BRAND DRIVEN ADDED VALUE
· Commerce
· Communication · Advice · Relationship
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BRAND DRIVEN ADDED VALUE
· Commerce
· Communication · Advice · Relationship · Community
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BRAND DRIVEN ADDED VALUE
· Commerce
· Communication · Advice · Relationship · Community · Fun
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BRAND DRIVEN ADDED VALUE
· Commerce
· Communication · Advice · Relationship · Community · Fun
· Identity
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BRAND DRIVEN ADDED VALUE
?
BRAND DRIVEN ADDED VALUE · Commerce
· Communication · Advice · Relationship · Community · Fun
· Identity
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BRAND DRIVEN ADDED VALUE · Commerce
· Communication · Advice · Relationship · Community · Fun
· Identity
· Multichannel · Mobile · Social media · …
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touchpoint strategie
TOUCHPOINTS
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TYPES OF TOUCHPOINTS
Online & offline
Owned & bought & earned
Communications media & sales channels
Push & pull
Temporary & permanent
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ONLINE TOUCHPOINTS (EXAMPLES) 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
… and many, many more.
OFFLINE TOUCHPOINTS (EXAMPLES) outlets · brand stores · multibrand retail · shop-in-shop owned: print · HaH · DM · brochure · flyer · magazine
owned: business to business · annual report · own publications
bought: mass media en spatial · TVC / RC – spot/nonspot · newspaper / other ads · advertorials · inserts · public space (mupi, billboard) · sponsoring · fairs owned media, misc. · customer card · own events · packaging · fleet signing · call center · SMS · employees
CONNECTING TOUCHPOINTS · QR and barcodes · Other image recognition · Adress (web, physical) · Hyperlinks · Likes · Coupons · Geolocation · Mouth to mouth advertising · …
But most importantly: motivation through added value and story telling.
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CUSTOMER JOURNEY
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ROBERT FABRICANT
26 EMERCE #CONVERSION . @PIETERJ
vimeo.com/3730382
“Behavior is our medium”
AIDA IS DEAD · De ancient customer journey
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television
magazine
website
webshop delivery non food
ipad
…
iphone
TYPICAL RETAIL CUSTOMER JOURNEY TODAY
transaction initiative with the brand
relation initiative with the customer
acquisitie à persuasion à conversion
CUSTOMER JOURNEY 2.0
interaction à participation à promotion
Defining specific customer journeys in seven easy steps
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KLANT
1: DEFINE THE GENERIC CUSTOMER JOURNEY
This journey is different for each industry.
KLANT
2: IDENTIFY USER EMOTIONS PER STEP Suprise - Hey they’ve got cool X Greed - Got to have that!
Insecurity - Does it fit the occasion? Inspiration - Are there new trends?
Insecurity - Have I seen enough? Practical - is verything available? - does it fit my budget?
Doubt - did I make the right choice? - can I return it? Greed - instant gratification
Waiting - Where is my order? Enthousiastic - proud of my purchase Disappointed - not what I expected
Curiosity - Do they have a news letter? Disappointed - How can I return it? - I have a complaint.
Enthousiastic - I want to express my joy Disappointed - I am not satisfied and and everyone must know.
?
KLANT
3: DEFINE USER EXPERIENCE PER STEP
Suprising Affordable
Fun Plenty of choice Realistic
Overview In control
Confirmation Quality
Ontzorging Gerust gevoel
BFF Toegankelijk
?
Care free Security
4: IDENTIFY CURRENT TOUCHPOINTS
Example touchpoints for a Dutch fashion retailer
5: DEFINE NEW TOUCHPOINTS
You can define ranges per touchpoint
6: CONSIDER PHASING INTO THE FUTURE
EXAMPLE: TRAVEL ORGANIZATION
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Customer journey for a traveller 1. Inspiration 2. Orientation 3. Booking 4. Preparation 5. Journey 6. Stay 7. Return 8. Fun afterwards
7. BRING TO LIFE: SCENARIO Merel · 29 years old · Boyfriend: Kevin · Son: Josh
· Friend: Simone
· Employment: office manager at an insurance agengy
I have shortened this scenario for the purpose of publication
KEY ELEMENTS OF THIS SCENARIO · Logical linking of touchpoints: inspiration,
conversion, interaction, both online & offline. · A natural mix of owned and earned Interactionve
media. · Nowism. Being able to arrange things last minute
and be forgetful. Thanks to mobile technology.
SERVICE DESIGN Sampled from Jamin Hegeman
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JOURNEY FOR SURGERY
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Jamin Hegeman
NEEDS AND EMOTIONS
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SERVICE BLUEPRINT
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CUSTOMER LIFE CYCLE Let’s go one step further.
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CUSTOMER LIFE CYCLE
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KLANT
NEW CUSTOMER JOURNEY
New customers don’t yet fully use your touchpoint landscape
Typical communication: encourage profile creation, sending news letters
CUSTOMER LIFE CYCLE
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KLANT
MATURE CUSTOMER JOURNEY
Customization starts kicking in. Customers may start to write product reviews.
CUSTOMER LIFE CYCLE
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KLANT
FAN JOURNEY
Interaction centered journeys emerge: Social media, cocreation, etc.
Social media, spontaneous shop reviews.
CUSTOMER LIFE CYCLE
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Keeping them on board, f.i. with newsletters
CROSS MEDIA CAMPAIGN A simple temporary customer journey
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CROSS MEDIA CAMPAIGN Employment of temporary touchpoints in a campaing. Goals · Store traffic · Site traffic · Acquire customer
data
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COUPON
Win a year of free groceries
CUSTOMER JOURNEY
mass media â
store â
coupons â
website
As we expected, this form was very bad for conversion. We shortened it to a third.
CONCLUSION
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There aren’t many businesses that use touchpoint strategy to is max potential. Take your chance!
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