Left Brain Meets Right Brain – The Power of Code, Community and Culture
Right Brain / Left Brain Commerce
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RIGHT BRAIN / LEFT BRAIN COMMERCE
description
Brian Vella, MD, DTDigital, and Corinne Wilson, Digital Marketing Manager, Honda Australia, explore how successful ecommerce appeals to both our emotional and rational sides.
Transcript of Right Brain / Left Brain Commerce
RIGHT BRAIN / LEFT BRAIN COMMERCE
SERVICE EXPERIENCE MERCHANDISE TECHNOLOGY
OFFLINE RETAIL FOCUS
SERVICEEXPERIENCEMERCHANDISETECHNOLOGY
ONLINE RETAIL FOCUS
Technology
Sales and
BrandPerformance
Effort
Many stop here
Differentiation starts here
Experience Service
ONLINE RETAIL FOCUS
Technology
Experience Service
Sales and
BrandPerformance
Effort
• Luxury brands• Travel• Automotive
ONLINE RETAIL FOCUS
PHILOSOPHY
POST
PeopleUnderstand you customers’ activity and behaviour
ObjectivesDecide what you want to accomplish
StrategyPlan for how relationships with customers will change
TechnologyDecide which technologies to use
DT ONLINE CUSTOMER EXPERIENCE PATHWAY
DT ONLINE CUSTOMER EXPERIENCE PATHWAY
CONSUMER INTENT
+
DT ONLINE CUSTOMER EXPERIENCE PATHWAY
CONSUMER INTENT
USE CENTRED DESIGN
Consumer Intent
DIGITAL BODY LANGUAGE
AWARENESS
ENGAGEMENT
ACTIVE CONSIDERATION
RELATIONSHIP BUILDING
ADVOCACY
MOBILE
SEARCH
SEO
DIGITALINSTALLATIONS
ADVERTISINGDIGITAL PRESENCE
data andanalytics
WEBSITE CONVERSIONS
brochure requests
printed brochure requests
find a dealer
test drive bookings
SOCIAL
CONTENT
online display
mobileapplications
mobilewebsite
dream wall
iPad applications social
strategy
YouTube
monitoringmanagement
triggered emails
launch emails
honda eNews
honda one news
honda one
honda mobilesocial
presence
video content
contentstrategy
honda.com.aushowroom
viral campaigns
360 spins/colour options
interactives
HONDA ECOSYSTEM
SEM
USER-CENTRED DESIGN PROCESS
EARLY PROTOTYPE
FINAL VERSION (LIVE)
COMPARISON
OLD CIVIC PAGE
OLD CIVIC PAGE
NEW CIVIC PAGE
+52.5%
+61.2%+99.7%
RESULTS
Test Drive Requests
Brochure Requests
Brochure Downloads2 months before and after change
TESTLEARNADAPT
SUCCESS IS 99% FAILURE
SUMMARY
1. Don’t overlook what you already know
2. People first, technology last
4. Never stop learning and adapting
3. Right brain / left brain to improve conversion
