managing the site experience

The contents of this communication may not be reproduced, published, or disclosed to others without express authorization of Circuit City Stores, Inc.

Managing the Site Experience

Rich Lesperance, Director Web Sales & Operations

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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.

Agenda

� 4 Quadrants of the Customer Experience� Real-life Examples� The Impact of Personalization� Conclusion

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Running the Site

Challenge: Without process and a vision, there is chaos

SITE

Credit / Financing

Marketing

Merchants

Strategy

Creative

Analytics

Usability

Call Center Legal

Retail StoresGift Card

Team

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Offers:Have the right products and promotions.

Functionality:Make the site easy to use.

Creative:Engage customers with your brand.

Content:Answer all their

questions.

The 4 Quadrants: 4 Things We Have to Do Right

I. II.

III. IV.

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Offers: Products and Promotions

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Functionality: Make the site easy to use

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Creative: Engage them with your brand

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Content: Answer their questions

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Offers:Have the right products and promotions.

Functionality:Make the site easy to use.

Creative:Engage customers with your brand.

Content:Answer all their

questions.

The 4 Quadrants: 4 Things We Have to Do Right

I. II.

III. IV.

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Offerings:� Which products are the best

fit for how-to video? � Which accessories are they

most likely to buy?

Functionality:� What is the ideal length? � Where should we place the

video?� How should it be displayed?

Creative:� How should the video convey

our brand?� Should we film in a studio or

a store?� Should we hire actors or use

internal experts?

Content:� What unanswered questions

do customers have?� How does video complement

current content?

Example: How-To Videos

Customers who watched the video had higher conversion rates and purchased 12% more accessories

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Content Modules

Offer Module

Functional / Operational modules

Creative style guide standardized across the company

Example: Holiday Guide42-fold increase in sales Y/Y

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Example: Home Page Evolution

2005Offer-centric

2007Better navigation,

more content, reduced offers 2008

Improved balance

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Offers for �deal-hunters�

Content space for �learners�

New & improved functional elementsCreative is

simplified

Example: Home Page Evolution

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Parallels between e-tail & retail

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Personalization changes everything

Customers who had a personalized home page offer were up to 10% more likely to complete a purchase

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Personalization changes everything

Personalization opens up the flood gatesFrom one-to-many to group-based personalization, and eventually 1x1

browser learner buyer post-purchase

Just imagine if your site experience was personalized based on� Other websites you visited� Your visits and purchases in a brick and mortar store� Whether you called our 800 number

Creative Content

Offers Functionality

Creative Content


Creative Content


Creative Content


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3 key takeaways

� Ensure you have identified the type of experience your customers want from you

� In-source the talent that is most crucial and create a strong internal process to enable your strategy

� Get ready, personalization will change everything

managing the site experience

Business