grand format "data to consumer" - présentation accenture
TRANSCRIPT
40%
of consumers left
website and made a
purchase elsewhere
because they were
overwhelmed by
too many options
Traditional approaches focus on
WHAT customers choose
Uncovering WHY leads to an
understanding of preferences,
needs & passions
LIVING PROFILES are needed
to create highly individualized
experiences
CUSTOMER
OR
SEGMENT
CENTRIC?
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PREFER
CERTAIN
COLORS,
STYLES OR
FEATURES?
Does the customer…
LOVE A
SPECIFIC
DESIGNER?
HAVE A
UNIQUE
ALLERGY OR
A SPECIFIC
DIET?
“WHY” DECISION DRIVERS
Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information | 7Copyright © 2017 Accenture. All rights reserved. Accenture Confidential Information | 7
THE PATH TO
PERSONALIZATION
Every digital interaction is comprised of descriptive attributes that reveal a customer’s unique preferences, motivations and passions – it’s their Interaction DNA.
FEATURES
• Lavender and Vanilla aroma
• Helps lull baby to sleep
• Tear-free
• Cleans hair and skin
• No phthalates, parabens,
petrolatum, or SLS
• Pediatrician-tested and
hypo-allergenic
• Safe, effective and natural
INGREDIENTS
Aqua (water, eau),
caprylyl/capryl glucoside,
sodium lauroyl glutamate,
disodium cocoyl glutamate,
oryza sativa (rice) extract,
sodium cocoyl hydrolyzed
soy protein, origanum
vulgare leaf oil
MERCHANDISING
• Size: 12oz
• Price: $9
• Package: no pump
• Category: Health & Beauty
• Sub-Catg: Children Shampoo
• Shelf Position: top
• Display: no
RATINGS & REVIEWS
• Ratings: 5.0 stars
• Review Cnt: 9
• Review Tokens: babysitting,
fussy, love this product,
grandmother
• Reviewer Avg Age: 45
• Percent Incentivized: 0%
• Sensitive Skin: 50%
BRAND
• Name: Burts Bees
• Klout Score:50.7
• Green Score: 8.9
• Manf Location: USA
ORGANIC BRAND CRUELTY FREE
LAVENDER HYPOALLERGENIC ALOE
Customer Genome
DNA & LIVING PROFILE OF THE GENOME