using customer insights to shape a better retail experience
Post on 21-Oct-2014
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Using customer insights to shape a better retail experience
Helen Graney SVP, Managing Director Jack Morton Worldwide
Helen Graney (Jack Morton Worldwide)
Using customer insights to shape a better retail experience
Helen Graney (Jack Morton Worldwide)
We live in an experience economy
Helen Graney (Jack Morton Worldwide)
Consumers value experience
Helen Graney (Jack Morton Worldwide)
Helen Graney (Jack Morton Worldwide)
80% agree (60% strongly) overall experience is #1 factor in whether they purchase a product or service
Helen Graney (Jack Morton Worldwide)
87% say previous unique experience is important (62% very important) when choosing brands to use in the future.
Helen Graney (Jack Morton Worldwide)
78% agree (44% strongly) theyd pay more for a product or service if they knew theyd have a unique experience with that brand.
Helen Graney (Jack Morton Worldwide)
But, there is a gap
Helen Graney (Jack Morton Worldwide)
26% agree that the experiences theyve actually had with brands have been extremely or very unique.
Helen Graney (Jack Morton Worldwide)
87% 26% Previous unique experience is important to future purchase
My past experiences with brands have been unique
VS
THATS SOME GAP
Helen Graney (Jack Morton Worldwide)
78% 26% Id pay more for a unique experience
My past experiences with brands have been unique
VS
AGAIN THATS SOME GAP
Helen Graney (Jack Morton Worldwide)
Helen Graney (Jack Morton Worldwide)
Experience Drivers matter
Helen Graney (Jack Morton Worldwide)
Top Experience Drivers Overall 1. Products and services that meet your needs
2. Understands your needs
3. Continues to serve and engage you after youve become a customer
4. Exceeds your expectations
5. Makes it easy to find information and buy their products, wherever and whenever I want to shop
Helen Graney (Jack Morton Worldwide)
Experience Drivers key to unique brand experience 1. Initial impression the brand makes on you
2. Continues to serve and engage you after youve become a customer
3. Understands your needs
4. Differentiates from similar products
5. Employs people who anticipate your needs
Helen Graney (Jack Morton Worldwide)
Brand2 Everyone.
The biggest influence on peoples brand decisions is other people.
Source: Jack Morton research
Helen Graney (Jack Morton Worldwide)
Every brand can be an experience brand by understanding the experience drivers that influence customers and optimising these drivers to have the greatest impact.
Helen Graney (Jack Morton Worldwide)
Mapping Experience
Discovery Experience How do I learn about your brand? How do you market?
Shopping Experience What happens when Im in store/in market?
Digital Experience How do I interact?
Product Experience Does the product /service exceed expectations?
Customer Experience How am I engaged after I commit? How do you treat me?
Community Experience How do I connect with others around your brand?
Helen Graney (Jack Morton Worldwide)
Mapping Experience And the biggest gaps in performance Discovery Experience How do I learn about your brand? How do you market?
Shopping Experience What happens when Im in store/in market?
Digital Experience How do I interact?
Product Experience Does the product /service exceed expectations?
Customer Experience How am I engaged after I commit? How do you treat me?
Community Experience How do I connect with others around your brand?
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Helen Graney (Jack Morton Worldwide)
Honesty & Transparency are valued
Individual treatment & respect are expected
Experiences good & bad are remembered
Helen Graney (Jack Morton Worldwide)
Three trends which should be viewed through the lens of these insights:
+ Omni-channel
+ Mobile/Digital
+ Personalisation
Helen Graney (Jack Morton Worldwide)
Mobile / Digital
Helen Graney (Jack Morton Worldwide)
Drivers of multi-screen behaviour
Helen Graney (Jack Morton Worldwide)
1 in 3 consumers regularly uses a mobile device to shop
Helen Graney (Jack Morton Worldwide)
40% of shoppers change their minds in store
Helen Graney (Jack Morton Worldwide)
How do you create a differentiated live retail experience?
Helen Graney (Jack Morton Worldwide)
Re-imagining of a brands physical presence is essential in the context of anywhere/anytime Digital Retail. Through the provision of rich, multi-sensory experiences, savvy retailers are turning their stores into product playgrounds.
Lois Jacobs, Chief Executive of Fitch
Helen Graney (Jack Morton Worldwide)
ING Direct Harrods
Helen Graney (Jack Morton Worldwide)
Home Depot T-Mall
Helen Graney (Jack Morton Worldwide)
Tesco Westfield
Helen Graney (Jack Morton Worldwide)
Cotton
Helen Graney (Jack Morton Worldwide)
Personalisation
Helen Graney (Jack Morton Worldwide)
As the volume of both human and machine data grows exponentially, so too will the organisations ability to see future.
Jeffrey F. Rayport Using big data to predict your customers behaviours, HBR
Blog Network
Helen Graney (Jack Morton Worldwide)
Helen Graney (Jack Morton Worldwide)
Attitudes toward Predictive Personalisation
Helen Graney (Jack Morton Worldwide)
Omni-channel
Mobile Tour
Entertainment
Sponsorship
Trail /
Sampling
Grass Roots
Experiential
Mobile
Social
Web
Tablet
CRM
Kiosk
Promotional
Shopper
Environment
Packaging
Point of Sale
Helen Graney (Jack Morton Worldwide)
Consumer Pillars
Brand Experience
LIVE DIGITAL RETAIL
Helen Graney (Jack Morton Worldwide)
People are the most powerful ad medium
Helen Graney (Jack Morton Worldwide)
How can you use these insights to shape a better experience?
ON-B
OA
RD
ING
ENGAGE
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CU
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E
RE
CR
UIT
ME
NT
Helen Graney (Jack Morton Worldwide)
PRODUCT AN
D S
ER
VIC
ES
PEOP
LE A
N
D C
UL
TU
RE
CU
ST
OM
ER
SE
R
VIC
E EXPERIENCE
INNOVATION M
OB
ILE
BU
ND
LIN
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ENTA
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MO
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ALL CENTRE ONLINE
PR
& A
MB
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SP
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SHIP
ADV
ERTISING
EX
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MUN
ICAT
IONS
Helen Graney (Jack Morton Worldwide)
Invite participation Build around users Inspire sharing Create community Add value
Experience Principles
Helen Graney (Jack Morton Worldwide)
And your people
Helen Graney (Jack Morton Worldwide)
Thank you.
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