understanding your customer journey
TRANSCRIPT
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Customer 360How do you prepare for it
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• 14+ years as e-commerce consultant• Gadget geeks , convert that passion into e-
commerce business• Footlocker, TOMS Shoes, Oprah Store,
RelaxTheBack, Tissot, SilverJeans, • Bobobobo, Bilna, Berrybenka, Shopdeca,
VIPPlaza
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Why eCommerce?
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Customers
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Customer buying journeyused to be a “simple”
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Now, not so much
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Will online shopping replace offline shopping?NEVER
Will online shopping change offline customer experience?
ABSOLUTELY
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44% Research online and Buy products online
51% Research online and visit store to purchase
17% Visit a store first, and then purchase online
32% Research online, visist store to view product, then return online to purchase
Source: http://loyalty360.org/loyalty-today/article/how-to-be-a-digital-marketing-superstar
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Customer is smarter,they want optionsthey want values
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They willing to trade instant gratification
with convenience
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Combine that with internet accessto the worldwide knowledge
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Now they know your brandknow your product
more than your associates
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They grow sophisticated and they expect you to know
what they want
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The blur between offline and online is inevitable
It is not just a “jargon”
It is about your “CUSTOMER”
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To make this happen,it is not an overnight
transformationand
it requires many disruptionto your current business
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5 Major Disruptions
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• DISRUPTION in Technology• DISRUPTION in Operation Flow• DISRUPTION in Human Resources• DISRUPTION in Mindset• DISRUPTION in Business Silos
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Borders’ Story
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• Borders is a giant book store in United States
• 40 years experience relies on open up big stores
• 2001-2008 partnered with Amazon.com• Amazon run its ecommerce business 100%• 2008 – launched its own ecommerce site
finally• 2010 – launched the KOBO ebook reader• 2011 – filed for bankcruptcy
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What happened there? Is Amazon the predator?
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• For 7 years Borders missed knowing its customer
• CD, DVDs and Books are becoming obsolete
• Customer wants digital download• Customer’s experience at store is
degrading • When they try to turn around on 2010 …
too little too late
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what can we learn from the online pureplay?
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RIS/COGNIZANT SHOPPER EXPERIENCE STUDY
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Moreover …
• They know their customers very well• Personalization experience• Relevant upsell and cross sell
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What is offline or traditional shop strength?
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1. Your BrandEverything that differentiates your company in the hearts of your customers
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2. Your ProductCustomer still need to touch, feel, taste and try. You know your product and their attributes that align to your customers
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3. Your Store• Immediacy and accessibility• Direct engagement with your
customers,• unique customer experiences that
can only be achieved at physical store
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Combine the best of the two
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You get
A seamless approach to customer experience through multi-channel
retailing
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How do I get there
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• Technology as the foundation• Build or Buy?• Why Magento?• How do I measure ROI
Choosing the right platform
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Build
• Need strong and sustainable resources• Commitment as product owner• You have to build everything• When you loose the original
resource, the project has tendency to restart from scratch• Rely on in house expertise on
best practices such as security and scalability
• Slim and efficient• Only build what you need• 100% custom to your need• No technical limitation, as long
as your budget and resources allow• Accommodate any
requirements as you resources allowed
pro cons
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Buy
• Initial investment may be higher but sustain and gradually lower as the time goes
• Take time to ramp up in house developer to learn the framework
• Heavy and might require initial bigger hardware resource but ramp down as it scales
• Time to market faster• Features rich• Let the platform dictate what
is the best for you• Not bound by your current
resource• Best practice security and
scalability• Community and ecosystem
support
pro cons
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• Know your customer• Integrated loyalty program• Buy offline delivery to home• Buy online pick up in store• Empower your sales associate
What next?
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• Analytic Tools• Invest on CRM that will link your offline and
online behaviors• Customer profiling and segmentation
Know your customer
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Combined Loyalty Programs
Shoppers who consider loyalty a top-three reason for not purchasing from the lowest price retailer32%of shoppers are members of at least one re- tailer loyalty program80%
RIS/COGNIZANT SHOPPER EXPERIENCE STUDY
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• This is probably the easiest one to implement(technically)
• The question is can we break the barrier between offline team and online team?
Buy offline, delivery to home
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• Buy Online Pick up In Store (BOPIS)• 65% shoppers purchase additional items in
store• 30% of shoppers do it at least once
Buy online pickup in store
However …• The most difficult to implement it right• 60% shoppers say they experience fail in
BOPIS• It is not easy to re-tool current system to do
this• Especially in the area order management and
supply chain• Requires changes in process flow
RIS/COGNIZANT SHOPPER EXPERIENCE STUDY
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• Your sales associate need the right tool to help the customers
• They need access to a good product information• They need to know the customer history• They need a way to shorten the barier to close the
deals
Empower your sales associates
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Your customer doesn’t think about channelsThey only care about your brands, your
productsand how to get it
on their time, at their place
and at their perceived-value price
Final word