omni-channel "anywhere, anytime" marketing for success by john curtis - #sejsummit silicon...
Post on 12-Aug-2015
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“We’ve started using it in our social division. Now Searchmetrics is more valuable than ever before.”
Sebastian Wenzel, Webanalyticsbook
Free 30-Day Trial
Instant data. Tweak strategies. Benchmark
competitors.
Use with m
ultiple teams
#SEJSummit#Searchmetrics
• Walgreens: Rx, Daily Living, Photo, Local, Site Search
• 3.5 years - Walgreens, 1.5 years - Husband, T-minus 5 months - Father
• Champion, Walgreens Intramural Basketball League
@JohnJCurtis
3 Takeaways
Convenience has a new corner
The customer designs the customer experience
Customer intent needs to drive the
omni-channel strategy
#SEJSummit#Searchmetrics @JohnJCurtis
Goal: Create a seamless customer journey regardless of path• Each customer defines what “omni” means • Bigger than your brand’s assets• Not just a multi-device presence• Not a choice
#SEJSummit#Searchmetrics @JohnJCurtis
Walgreens at a Glance
• >8,200 drugstores
• 856M scripts filled in FY14
• 6.3M customers/day
• 240K team members
• >70K healthcare service providers
It’s more than channel shift, it’s a change in how our customers know us and trust us
There’s a massive value here
1. Provide a path to purchase anywhere, anytime
2. Offer anything desired in any channel desired
#SEJSummit#Searchmetrics @JohnJCurtis
We used to measure convenience in miles and minutes
“Two-thirds of Americans live within three miles of a Walgreens store”
Now, with mobile, our competition is a keystroke awayFor customer visibility, the corner of index finger and touchscreen has replaced the corner of 2nd and Main
#SEJSummit#Searchmetrics @JohnJCurtis
Today, we measure distance in inches and instants
Mobile changes the nature of retail convenience, placing new pressure on Walgreens to redefine convenience once again
Providing key customer paths to purchase that relate in-store experiences to multiple devices
#SEJSummit#Searchmetrics @JohnJCurtis
Creating Seamless cross-channel experiences pays off
• >1M clipped coupons/week & growing• 2014 Webby Award winner
Paperless Coupons
#SEJSummit#Searchmetrics @JohnJCurtis
Creating Seamless cross-channel experiences pays off
>40% of web print orders come from a mobile device
QuickPrints
#SEJSummit#Searchmetrics @JohnJCurtis
1. Follow customer desire paths beyond owned properties
2. Offer value to the community to be truly omni-channel
#SEJSummit#Searchmetrics @JohnJCurtis
Customers find and trust location information outside of your owned media
>60% of Google users rely on Google local info
#SEJSummit#Searchmetrics @JohnJCurtis
Customers find and trust location information outside of your owned media
Who do customers blame for incorrect business information on third party directories?
3 in 10 people blame the business
#SEJSummit#Searchmetrics @JohnJCurtis
Photo Prints API: 160 integrations in less than 3 yrsIntegrating into
customers’ channels – Walgreens API Program
#SEJSummit#Searchmetrics @JohnJCurtis
Integrating into customers’ channels – Walgreens API Program
>40 million new patients gained access to Walgreens prescription refill service via a third party app
#SEJSummit#Searchmetrics @JohnJCurtis
Integrating into customers’ channels – Walgreens API Program
#SEJSummit#Searchmetrics @JohnJCurtis
“21% of US consumers use some form of technology to track their health data, such as a spreadsheet, website, app, or device”
- Pew Research
Improving Medication Adherence• Connect device + walk 1 mile/day = 7% more
adherent• Diabetes patients who connect a glucose
meter = 11% more adherent
1. Use Site Search Analytics to identify customer intent
2. Listen to customer feedback to drive product development
#SEJSummit#Searchmetrics @JohnJCurtis
#SEJSummit#Searchmetrics
Site Search Analytics and Omni-channel
• Understanding customer intent for categories of site searches is vital to analysis
• Without tying online behavior directly to in-store behavior, we cannot truly group and optimize for our site search experience
• Omni-channel analysis can inform on site search optimization and UX
@JohnJCurtis
Site Search Analytics and Omni-channel
Website Conversion Rate
#SEJSummit#Searchmetrics @JohnJCurtis
Site Search Analytics and Omni-channel
Omni-Channel Conversion Rate
#SEJSummit#Searchmetrics @JohnJCurtis
Listening to customers: Whatever, Wherever, Whenever
#SEJSummit#Searchmetrics @JohnJCurtis
Customers demand in-store pickup to be an option
Customers expect inventory to match across channels
Customers expect inventory and pricing accuracy at store level
In-Store-ModeAutomatically recognizes when the customer enters one of our stores, and tailors the experience for in-store shopping
#SEJSummit#Searchmetrics @JohnJCurtis
3 Takeaways
Convenience has a new corner
The customer designs the customer experience
Customer intent needs to drive the
omni-channel strategy
#SEJSummit#Searchmetrics @JohnJCurtis
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