mortality of design: selling ice cubes to eskimos

HOSTED BY eROIMORTALITYOFDESIGN.COM

SELLING ICE CUBES TO ESKIMOS,

TYLER HOLMES, eROI DIRECTOR OF PERFORMANCE

CHER FULLER, eROI DIGITAL STRATEGIST

THURSDAY, OCT 9 5:30-7:30PM

THE WORLDWIDE MOVEMENT

DEATH OF THE DESIGN COMP:

FRIDAY, OCT 10 3-5PM

FOLLOW ALONG WITH THE

SELLING ICE CUBES TO ESKIMOS, HOW DESIGN MOTIVATES RELUCTANT BUYERS ONLINE

@CherFuller @ep_analysis@eROIpdx

TONIGHT’S EVENT:

The Death of Brick and Mortar

Site design exploration - What works well + making it better

Merging offline with online - Tactics in online ecommerce

Creating brand loyalty - How social media can shape brand identity

Activity - Create an innovative online experience for a product and construct a brand personality using social

00HOW DESIGN MOTIVATES RELUCTANT BUYERS ONLINE

OPENING COMMERCE:HIGHWAYS AND FIBER OPTICS

Dwight Eisenhower signed the Interstate Highway Act in 1956, allowing our mostly rural communities to travel to and from the city

and suburbs. This increased mobility made the modern mall possible and over 1,500 were built over the next 50 years.

In a way, the evolution of the internet is our Highway Act; providing mobility never thought possible and bringing nearly every retail

opportunity we can imagine just one click away.

DEATH: RETAIL TRAFFICIn four years we have seen a relative decrease of 51% in holiday foot traffic.Brick and Mortar stores have effectivelyhalved their ability to create revenue.

35Billio

17Billio

2010 2011 2012 2013

HOW DESIGN MOTIVATES RELUCTANT BUYERS ONLINE

DEATH: RETAIL SPACEThe megamall concept ended in ‘06.Expansion and endless teenage retail loops nearly died overnight, with nonew enclosed mall being built sincethat time and an 86% drop in ft2.The rise of social media, exponential adoption of smartphones, and Wi-Fiaccess available virtually anywhere has ushered in the era of e-Commerce.

‘00 ‘13

NEW RETAIL FT 2

IS THERE ANYTHING YOU WOULDN’T BUY ONLINE?

The death of Brick and Mortar has been hailed for years, and the list of products that are traditionally only purchased in-store is

dwindling. The age of ubiquitous availability is upon us. Bringing Brick+Mortar online requires borrowing a combination of

tactics from the physical world and digitizing them.Tonight we will experience how design + technology can persuade a reluctant customer to purchase a traditionally offline product.

EVERYTHING CAN BE BETTERWe are going to look at some award winning sites, some well known sites, and one site that we hope you all never repeat.

Each site has great things going for it, but if you can learn one thing from these examples and what was missed or could be better

it’s:Never stop innovating.

SOHOFIXEDCustom, one-off bikes.The hook is exclusivity. The product list is short giving people an easy choice and a sense of urgency. There are large product images with multiple angles, but it could be better.

Examples of Digital Design and UX

SKINNYTIESThey sell ties. Obviously. The site provides a unique layout with the actual ties serving as a secondary navigation and visual filtering mechanism. It’s award winning, but there is a miss that you can’t see unless you are on a phone.

HARD GRAFTUK company with beautiful products highlighted through stellar photography. They sell handmade leather tooled goods that are pricey before factoring in international shipping, so you expect a top notch experience.

SATORISANCombining traditional craftsmanship and modern industrial efficiency, Satorisan creates high end shoes with premium materials that are shown off with an innovative site designed for mobile.

ARNGRENDon’t get me started. ADD’s worst nightmare

MERGING OFFLINE WITH ONLINEThe barrier to selling some products online is that touch, or taste, or personal interaction smoothes the way to a purchase. These

next few slides will look at some examples of where technology is going, and how people are using it to create an experience that

begins to blend real life with online carts.Blur the lines of digital.

RENT THERUNWAYTestimonials are huge when it comes to persuading online buyers. Mckinsey estimates that 20-50% of purchases are influenced by word of mouth, not marketing tactics. Rent the Runway takes it one step further by providing context and scale for their dresses with (real life) model dimensions and pictures.

FITS.ME Fits.me brings a virtual dressing room to your screen. By entering in your measurments, Fits.me builds an avatar that can travel to online stores with you and try on the clothes based on your size. This 3D model helps to bridge the gap between the physical act of trying on clothes, and guessing sizes online.

HOTPINKWith the demands of long work hours and location - UK based Hot Pink moves the intimate process of engagement ring shopping, online.You are sent a link to screen share with your designer, as you work together to build the perfect guaranteed one of a kind ring. The design is then rendered into a high def 3D model for approval before manufacturing.

TRUE &CO.Bra fittings are an intimate experience. Whether you don’t have a competent store near you, or don’t feel comfortable with a salesperson, this can cause an ill fit and discomfort.Guided selling, removes the analysis paralysis that affects many sites that have a monstrous amount of products to choose from. Narrowing choice increases conversion.

NIKEIf you aren’t True & Co. you can go the extreme zoom route, backing up your benefits by getting so close you feel you can touch it.It’s plain to see that this shoe is breathable. Nike has incredible imagery that really shows off the textures, colors, and construction of all their shoes. They make you feel the product through the screen.

AMAZONComputers are really smart. Why not use them to predict what it is that you are really looking for. The technology for this was born out of T9 predictive texting and has evolved to use complex algorithms related to site habits and trending search terms.

CREATING LOYALISTS

It’s one thing to use tactics and design tricks to produce a one-off purchase. It’s a whole new game to take those purchasers and

move them into living your brand’s lifestyle. Creating lifetime value for your customers increases your Customer Lifetime Value.

Go beyond a product in a cart.

HOW DESIGN SEDUCES AND ENCOURAGES LOYALTY

“People purchase products because they are prepared to spend part of their life with them. It’s an emotional decision that has

nothing to do with logic. Done correctly, every element we design and every design we generate creates some sort of emotion, some reaction from the customer. We create experiences that hopefully

have meaning for that customer.” - J Mays, Ford Company

Brand loyalty is built on shared values.

BRAND PERSONALITY

WHAT YOU DO

Brand Loyalty

WHO YOU ARE

We make and serve coffee

We are a group of passionate quilters

who like to ride motorcycles

DIGITAL REPUTATION

How Brands are using the digital space to define their identity.

Brand Loyalty

DIGITAL REPUTATIONFREE PEOPLE - Instagram

Brand Loyalty

DIGITAL REPUTATION

NORDSTROM - Twitter

Brand Loyalty

DIGITAL REPUTATION

STUMPTOWN - Facebook

Brand Loyalty

DIGITAL REPUTATION BEN & JERRY’S - Pinterest

Brand Loyalty

DIGITAL REPUTATION

NEW YORK FASHION WEEK - Snapchat

Brand Loyalty

TAKEAWAYS

Always be innovatingMake it easy, make it obvious

Go beyond mobile optimized, consider the entire user journeyBlur the digital lines

Your customers need to buy your Brand lifestyleGenuine engagement = genuine loyalty

Make the millennials proud to Instagram your shit!

INTERACTIVE INTRODUCTION SLIDE:

Sell Us This Item Online

Parameters:

X groups of 10 peopleCreate an engaging online interactive experience for your product

Use Social channel to build brand personalityTimeframe:

15 minutes to brainstorm20 minutes to get your campaign on paper

5 minutes to present your campaign

INTERACTIVE INTRODUCTION SLIDE:

Sell Us This Item Online Example

Item: Sunglasses

Digital Experience: Using a webcam, we will have our customers “try on” the glasses virtually.

Social Channel: Instagram We are going to use IG to show the behind the scenes company culture with an annual staff retreat using a unique hashtag.

FOLLOW ALONG WITH THE

Brick and Mortar is dead...ishLong live digital!

THANK YOU TO OUR SPONSORS

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