innovative distribution channeldistribution channel strategies · innovative distribution...

InnovativeDistribution ChannelDistribution Channel

Strategies

Josie AdlamGeneral Manager DistributionKiwibank

Understanding motives

• Need or Desire?• Need or Desire?• Cost or Customer Experience?• Business Units or Brand?• Business Units or Brand?

All of the above?• All of the above?

Innovation potential

Innovation ≥ Technology

Innovation culture

Engagement, morale, environment…

…stimulating creativity

…understanding the drivers

All channels are not created equal …

• Purpose• TechnologyTechnology• Cost• Capability• Capability• Reach• Optimisation• Optimisation• Interface• Acceptance• Acceptance• Customer

Strategic Channel Analysis

SS

W

OO

T

Customer Experience

• Opportunity for innovation• Opportunity for innovation• Strategy an imperative

Usability a key factor• Usability a key factor• Channel individuality

C i t t ≠ S• Consistent ≠ Same

ATM Scenario

RRevenue

Operate

Cost CX

Integrating for innovation

Integrated experience… …from integrated knowledge…from integrated technology…from integrated technology

CRM

• Vital ingredientVital ingredient• Fundamental philosophy • Funnel enabler• Funnel enabler• Service enhancer• Incremental approach• Incremental approach

User Interface

The basics take you a long way… y g y

• Customer-centric designD i ifi• Device specific

• Usability fundamentals

…but again, integrated strategy is key

Mobile Example

• iPhone’s inherent strengths• Usability design & testingUsability design & testing• Customer co-creation• Extensibility consideration

Other industry innovators

Tools Frontline

Culture

BrandTechnology

WebStandards

Back-officeLaunchLaunch

Retail Examples

CXCX

Distribution communities

• Not just your channels• Stay open to new models• Stay open to new models• Niche player learnings

Market implications• Market implications• Pick-n-choose

Distribution communities

Online…a few to ponder…

Refresh

R ti• Routine• Surprise!

Ch l d d t• Channel dependent• Ease vs. impact

Summary

• Innovate for an understood reason• Innovate for an understood reason• Exploit each channel’s potential• The power of integration• The power of integration• Search wide for role models

Revitalise often• Revitalise often

Look to the customer…