gertin schraa consumer engagement: ‘the value of a brand store in the consumer decision journey...
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Koninklijke Philips N.V.
Headquarter Amsterdam
Employee base 116,100 (April 2013)
Mission:Improving people’s lives through meaningful innovation
Businesses:
Healthcare Lighting Consumer Lifestyle
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The central purpose of managing consumer relationships is for the
enterprise to focus on increasing the overall value of its consumer base
D. Peppers & M. Rogers
Consumer Decision Journey: “Brands need to understand and recognize the touch points in order to win”
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An Online Brand Store delivers great value add in this journeyWhy do consumer want to buy directly at the manufacturer
………….and we’re not the only one….
Source: PWC 2013
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The Philips Online Shop has a key role to play in the digital user experience
Philips Online Shop
Delivering best possible
Digital User Experience
Test & Learn
Consumer Engagement
Sales
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Support & push conversion to salesPushing tailored offers, on the right channel, at the right time
- Availability & find ability- Build expertise- New channel development- New digital propositions
ANYWHEREANY TIMEANY DEVICE
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Stimulate loyalty and repurchase
Stimulating re-purchase to cross-sell & up-sell
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