creating a great customer experience any place with tara and anne
TRANSCRIPT
Creating a Great Customer Experience: Any Place, Any Time
Anne Forkutza, Design Lead, iQmetrix Tara Bartlett, Marketing Manager, iQmetrix
Agenda
! What is OmniChannel? ! In-Store
! Web ! Social
! Mobile
! Tying it all together
Single Channel Multi-Channel
Evolution of Customer-Retailer Touch Points
Cross-Channel Omnichannel
Anytime, any place, anywhere
What is Omnichannel? Seamless experience across channels and touch points
The Rise of the Connected Consumer
Information‐hungry, price‐savvy, and mobile‐empowered shoppers expect a one-screen, one-store consistent experience across retail channels and touch points.
This means a move from “connecting the channels” to “blending the channels.”
Why Omnichannel?
Multi-Channel the New Norm >50% of customers make
multi-channel purchases
The Rise of Social Media >78% of consumers trust peer
recommendations
Mobile Commerce >38%
of smartphone users have made a purchase using a smartphone
Online Shopping >15% Growth over the last year
Source: comScore 2012
Omnichannel is accelerated by the rapid rise of mobile shoppers
4 out of 5 consumers use their smartphone to shop
How are shoppers
using their Smartphones?
Source: Deloitte
What does all this mean?
= Mobile
Social
Web
? DOWNSIZING
No
In-Store is Preferred Purchase Channel
YES
Preferred Purchase Channel: In-Store
76%
74% of shoppers that visit a mobile site or app for a retailer or brand make a purchase
Evolution of the Store
Source: Deloitte’s Store 3.0 study
Previously… “Retailers have invested heavily into bringing elements of the in-store experience to their websites.”
- Mashable.com, September 2012
Now We’re seeing a shift towards Omnichannel through bringing the benefits of online into the store experience
Burberry
The role of the store is changing, NOT going away.
The Future Role of the Store will be Quite Different
Source: Designing the Next Generation of Retail Places, iQmetrix – Alen Puaca
The Future Role of the Store will be Quite Different
Source: Designing the Next Generation of Retail Places, iQmetrix – Alen Puaca
The Changing Role of In-Store
Source: Deloitte’s Store 3.0 study
Even Well-Known Online Brands are Recognizing that In-Store is Here to Stay
Source: Deloitte’s Store 3.0 study
In-Store Best Practices
! Bring the benefits of online into your store ! Convenience is key
! Make it easy for customers to research, find and buy products in-store
! Connected, knowledgeable sales team
! Make your store a place where people want to hangout
What about the other channels?
Mobile Social
Web
In-Store
Web
Retailers continue to have an edge with consumers, when they can leverage their physical storefronts with a strong online presence.
76% of all consumers say they have used a retailer’s website to research a potential purchase NPD’s new “E-commerce and Consumer Electronics: Online Shopping & Purchasing” report – Sept 2011
Web Best Practices ! Make it easy for customers to find you ! Be Clear. Your customers are busy.
! Keep your content simple and easy to navigate ! Help them get in touch
! Ensure contact details are prominent
! Consistency of information – online and in-store
Social
“We don’t have a choice on whether we DO social media, the question is how well we DO it” - Erik Qualman, author of Socialnomics
Social: Facebook
Regular users of Facebook are extremely active shoppers. 67% of B2C companies have acquired a customer from Facebook
Recently hit a billion users!
Source: Hubspot
Social: Twitter
40%
Of Twitter users say they search for products through Twitter
7,854 accounts are created every day
Facebook & Twitter Content Ideas
Customer Service
Product Tips
Company News Industry
News
Local
Offers
Pics and Videos
Social Media Best Practices ! Participate and keep the conversation flowing ! Use it as an opportunity to listen not just promote
! Engage Staff ! Consistency is key
! Offer value
Social media cheat sheet:
summit.iqmetrix.com
Social Media Best Practices
Use in-store digital signage to attract fans and followers
Mobile
QR Codes are an easy, inexpensive and engaging way to connect to your customers
29% of mobile users are open to scanning a mobile tag to get coupons (Source: Microsoft Tag, 2012)
Mobile
XQ Mobile Shopping List
Consumers can scan a QR code and save their shopping list built in Browse to their smartphone
Mobile
Offer a user friendly mobile site 57 % of consumers will not recommend a business with a poorly designed mobile site. 40 % of consumers will go to a competitor’s site after a bad mobile experience (Source: Compuware, 2012)
Unifying all Channels
! Create a plan ! Identify Target Audience
! Set goals ! Determine your brand voice and ensure it is
consistent across all channels
! Be authentic
Case Study: Macy’s Delivering a unified experience
across all channels
Macy’s: Online while In-Store
! Kiosks are available in-store to check out product reviews
! Receive product recommendations through “Getting the Look”
! Handbag department shows real purses and digital displays side-by-side.
Macy’s: Online while In-Store
Paper visual collateral replaced with LED-lit panels that can be controlled remotely from each counter’s headquarters
Macy’s: Online while In-Store
“Search and Send” service enables the ability to search for out-of-stock items at other locations, with the option to ship to home.
Macy’s: Mobile while In-Store
! Interactive skincare recommender tool on the iPad
! Mobile POS ! Electronic receipts
! Google Wallet
Macy’s: Encouraging In-Store through Social
Checking in via Foursquare during Macy’s iconic Thanksgiving Day Parade not only unlocks an exclusive badge, but is also the key to access exclusive in-store promotions for that day.
Macy’s Outperforming Others Due to Omnichannel
Source: Deloitte’s Store 3.0 study
Recap
Omnichannel
Mobile Social
Web
In-Store
Omnichannel
The Consumer Pathway Remains the Same
Pre-Purchase
Purchase
Post-Purchase
XQ Interactive Retail
Mobile Shopping List
Educate
Attract XQ Stream XQ AdPlay
Purchase
Engage
XQ Browse Browse for iPad
XQ Interactive Retail
Omnichannel consumers are worth more
Why Invest in Omnichannel?
1 Integrate your physical and online presence
Bring the best of the online experience in-store with Interactive Retail technologies
Implement innovative in-store technologies 2
Provide a consistent experience across all channels 3
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