Download - Retail Touchpoint Strategy 2012
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1
- Pieter Jongerius-
RETAIL TOUCHPOINT STRATEGY Brand driven selection and arrangement of touchpoints
April 12
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TOUCHPOINT STRATEGY
2 EMERCE CONVERSION
Brand Target group Touchpoints
What can we do to maximize the exchange of value?
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You’ll need more than touchpoints alone.
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Corporate strategy
Touchpoint strategy
Design & implementation
Operation
APPROACH
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RESOURCES
BRAND
OPPORTUNITY
PROPOSITION
Corporate strategy people
knowledge budget
partners competition
customer insight
vision & mission
trends
values positioning
visual identity
products
service level
community loyalty
Touchpoint strategy
Design & implementation
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RESOURCES
BRAND
OPPORTUNITY
PROPOSITION
Corporate strategy people
knowledge budget
partners competition
customer insight
vision & mission
trends
values positioning
visual identity
products
service level
community loyalty
Touchpoint strategy
Design & implementation
PROPOSITION
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PROPOSITION Brand driven added value
7
?
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· Commerce
8 EMERCE CONVERSION
BRAND DRIVEN ADDED VALUE
First and most important: what do you sell?
A product for a price.
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New channels mean new proposition opportunities.
Consider this Britney Spears online popup store.
· Commerce
9 EMERCE CONVERSION
BRAND DRIVEN ADDED VALUE
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· Commerce
· Communication
10 EMERCE CONVERSION
BRAND DRIVEN ADDED VALUE
Sometimes communication is purely about
branding and positioning
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· Commerce
· Communication
11 EMERCE CONVERSION
BRAND DRIVEN ADDED VALUE
Sometimes it is about very concrete product offers.
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· Commerce
· Communication
· Advice
12 EMERCE CONVERSION
BRAND DRIVEN ADDED VALUE
Ask yourselve whether you have a role or
responsibility to give advice.
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· Commerce
· Communication
· Advice
13 EMERCE CONVERSION
BRAND DRIVEN ADDED VALUE
KwikFit decides not to, and just offers product.
This can be a very valid decision.
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· Commerce
· Communication
· Advice
· Relation
14 EMERCE CONVERSION
BRAND DRIVEN ADDED VALUE
Building a relation through personalisation is a very common
and effective way of building a relation.
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· Commerce
· Communication
· Advice
· Relation
15 EMERCE CONVERSION
BRAND DRIVEN ADDED VALUE
At Threadless, this relation is obviously much more intimate,
with the community tying in to the business.
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· Commerce
· Communication
· Advice
· Relation
· Community
16 EMERCE CONVERSION
BRAND DRIVEN ADDED VALUE
A brand brings people together. Nowadays mostly on social
media, but there are still other powerful communities out there.
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· Commerce
· Communication
· Advice
· Relation
· Community
17 EMERCE CONVERSION
BRAND DRIVEN ADDED VALUE
Very interesting to see the field of social media becoming more
diverse again, with newcomers such as Pinterest and Instagram.
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· Commerce
· Communication
· Advice
· Relation
· Community
· Fun
18 EMERCE CONVERSION
BRAND DRIVEN ADDED VALUE
Sometimes a brand will decide to offer sheer fun.
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· Commerce
· Communication
· Advice
· Relation
· Community
· Fun
· Identity
19 EMERCE CONVERSION
BRAND DRIVEN ADDED VALUE
Eventually people will derive part of their identity
from your brand.
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?
BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
· Relation
· Community
· Fun
· Identity
20 EMERCE CONVERSION
How are we going to deliver this added value in a way that keeps
us ahead of our competitors?
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Corporate strategy
Design & implementation
Touchpoint strategy
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TYPES OF TOUCHPOINTS
Online & offline
Owned & bought & earned
Media & channels
Push & pull
Temporary & permanent
EMERCE CONVERSION 22
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23 EMERCE CONVERSION
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ONLINE TOUCHPOINTS
owned media
· b2c website
· b2b website
· webshop (w, m, f)
· mobile web
· mobile app
· tablet app
· 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
…etcetera!
EMERCE CONVERSION 24
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OFFLINE TOUCHPOINTS
channels
· brand stores
· multibrand retail
· popup store
· shop-in-shop
owned: print
· folders
· DM
· brochure
· flyer
· magazine
owned: business to business
· yearly report
· own publications
bought: mass media en spatial
· RTV– spot/nonspot/…
· print ads
· advertorials
· inserts
· public space (mupi, billboard)
· sponsoring
· fairs
owned media overig
· customer card
· own events
· packaging
· fleet signing
· call center
· SMS
· employees
…etcetera!
EMERCE CONVERSION 25
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CONNECTING TOUCHPOINTS
OFFLINE ONLINE
26 EMERCE CONVERSION
OFFLINE ONLINE
Coupons
Addres / maps
Mouth to mouth
Hyperlinks
Social posts (Fb, Tw, ...)
Likes, Mentions, Pins, ...
Promotion codes
Mail-a-friend
SMS / messaging
Coupons
Address/map
Geolocation / nearby
Augmented reality
QR Codes
Image recognition
Web-address
Social handles
Winning-codes
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CONNECTING TOUCHPOINTS
27 EMERCE CONVERSION
A nobrainer really. Start by adding relevant web addresses to /all/ of your touchpoints. It works!
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CONNECTING TOUCHPOINTS
28 EMERCE CONVERSION
Somewhat controversial: point to social rather than web platform (www.brand.com).
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CONNECTING TOUCHPOINTS
29 EMERCE CONVERSION
We are learning every day: pinterest traffic converts better than facebook traffic.
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Corporate strategy
Design & implementation
Touchpoint strategy
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CUSTOMER JOURNEY
CUSTOMER LIFE CYCLE
Touchpoint strategy
Corporate strategy
Design & implementation
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AIDA IS DEAD
33 EMERCE CONVERSION
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transaction
main initiative with brand
relation
main initiative with customer
acquisition persuasion conversion
CUSTOMER JOURNEY 2.0
interaction participation promotion
EMERCE CONVERSION 34
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television allerhande
ah.nl
web stores
acquisition
persuasion
conversion
interaction
participation
promotion
ipad ‘appie’
‘kookschriften’
?
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Let’s start!
Defining a specific customer journey in five easy steps.
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1: DEFINE THE GENERIC CUSTOMER JOURNEY
Case: fashion retailer
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2: IDENTIFY / RESEARCH USER EMOTIONS PER STEP
Surprise
Greed
Insecurity
Optimism
Insecurity
Practicalities
Doubt
Greed Impatient
Enthousiastic
Disappointed
Curious
Disappointed
Curious
Enthousiastic
Disappointed
?
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3: DEFINE THE EXPERIENCE
Surprising
Affordable
Easy
Fun
Plenty of choice
Realistic
Overview
In control
Confirmation
Quality
Taking care
Thourough
BFF
Accessible
Open
Care free
Security
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4: IDENTIFY CURRENT TOUCHPOINTS
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5: DEFINE NEW & FUTURE TOUCHPOINTS
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EXAMPLE: TRAVEL ORGANIZATION Customer journey for a traveller
1. Inspiration
2. Orientation
3. Booking
4. Preparation
5. Journey
6. Stay
7. Return
8. Fun afterwards
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CUSTOMER JOURNEY
CUSTOMER LIFE CYCLE
Touchpoint strategy
Corporate strategy
Design & implementation
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CUSTOMER LIFE CYCLE
44 EMERCE CONVERSION
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KLANT
NEW CUSTOMER JOURNEY
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CUSTOMER LIFE CYCLE
47 EMERCE CONVERSION
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KLANT
MATURE CUSTOMER JOURNEY
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CUSTOMER LIFE CYCLE
50 EMERCE CONVERSION
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KLANT
FAN JOURNEY
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CUSTOMER LIFE CYCLE
53 EMERCE CONVERSION
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CUSTOMER JOURNEY
CUSTOMER LIFE CYCLE
Touchpoint strategy
Corporate strategy
Design & implementation
Operation
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Corporate strategy
Touchpoint strategy
Design & implementation
RTV BRAND
STORE
SEA SEO
EVENTS
M.WEB
WEB
TABLET
APP EMAIL LOYALTY CREDIT
LETTER
ADS
MAGA-
ZINE
Acquisition Conversion Retention
You have selected a number of touchpoints. How are you going to make them a success?
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CROSS CHANNEL CRYSTAL
by Peter Morville
.....
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CONSISTENCY
58 EMERCE CONVERSION
x
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CONNECTION
59 EMERCE CONVERSION
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CONTINUITY
· persistent cart
· mobile wishlist
60 EMERCE CONVERSION
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CONTEXT
61 EMERCE CONVERSION
Mobile version of Artis.nl focuses entirely on day of visit with ZOO-map and feeding times, f.i.
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Corporate strategy
Touchpoint strategy
Design & implementation
RTV BRAND
STORE
SEA SEO
EVENTS
M.WEB
WEB
TABLET
APP EMAIL LOYALTY CREDIT
LETTER
ADS
MAGA-
ZINE
Cross Channel Crystal
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IN CONCLUSION
63
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64 EMERCE CONVERSION
RESOURCES
BRAND
OPPORTUNITY
PROPOSITION
1 Corporate strategy · Commerce
· Communication
· Advice
· Relation
· Community
· Fun
· Identity
2 Added value
3 Customer Journey
Emotions & needs
Experience
Current TP’s
Define new set
CLC
Campaigns
4 Cross channel crystal
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Very few brands are on top of this game. Seize the opportunity!
EMERCE CONVERSION 65
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66 EMERCE CONVERSION