Come in we're open! Parallels and particularities between digital & physical marketplaces
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Transcript of Come in we're open! Parallels and particularities between digital & physical marketplaces
CUSTOMER SERVICE
The common thread among all of my seemingly random jobs.
OLD SCHOOL CUSTOMER SERVICE
NEW SCHOOL CUSTOMER SERVICE
I’M IN TECH, NOT CUSTOMER
SERVICE
I’ve observed people’s behavior in physical market places by serving and observing them. I’ve observed people’s behavior in digital market places by digging into data, both qualitative & quantitative—the digital equivalent of serving & observing.
ALL BUSINESSES SERVE PEOPLE
LET’S DIG IN TO WHAT I’VE
LEARNED
HOW DO THEY COME IN?
SOURCE: guidepal.com
YOUR LOCAL MAIN STREET
Signage, a window display, a doorway, some social proof with awards, TripAdvisor stickers, etc… even an A-frame sign!
THE NEW MAIN STREET
Signage = Title Window Display = Description Doorway = Strong CTAs/Links Social Proof = Star Ratings & Reviews A-frame Sign = Ad Listing w/ Categories & USPs
Stores commonly “trap” people. Womp womp.
Create compelling landing pages.
HOW DO THEY KNOW WHERE
TO GO?
FRESH PRODUCE AT THE BEGINNING, FROZEN PRODUCTS AT THE END
STORES LIKE IKEA DESIGN YOUR ROUTE. YOU CAN DO THIS DIGITALLY, TOO
SIGNAGE = NAV & SUB NAV
INFORMATION ARCHITECTURE
INFORMATION ARCHITECTURE = STORE DESIGN
HOW CAN THEY SEE WHAT YOU
SELL?
VISUAL MERCHANDISING
VISUAL MERCHANDISING USES: • Displays
VISUAL MERCHANDISING USES: • Displays • Color
VISUAL MERCHANDISING USES: • Displays • Color • Lighting
VISUAL MERCHANDISING USES: • Displays • Color • Lighting • Smells
VISUAL MERCHANDISING USES: • Displays • Color • Lighting • Smells • Sounds
VISUAL MERCHANDISING USES: • Displays • Color • Lighting • Smells • Sounds • Digital technology
VISUAL MERCHANDISING USES: • Displays • Color • Lighting • Smells • Sounds • Digital technology • Interactive elements
WHAT IF THEY STILL CAN’T FIND WHAT THEY NEED?
THEY ASK SOMEONE
THEY ASK BY SEARCHING & WEB CHATTING
HOW DO THEY DECIDE WHAT
TO BUY?
THE PRODUCT IS THE PACKAGING
WARNING: Quick & horrible Photoshop is simply to illustrate my point. Don’t try this at home, kids.
HOW DO THEY GET THEIR
STUFF?
SOURCE: canadiangrocer.com
SOURCE: ah.nl
SOURCE: fiveminutemarketing.com
SOURCE: uproxx.com
HOW CAN YOU SELL THEM
MORE?
IMPULSE ITEMS
MISSED OPPORTUNITY FOR A CROSS-SELL
HOW DO YOU GET TO KNOW
THEM?
SOURCE: chrisglass.com
REMEMBER WHAT THEY BUY, REMEMBER WHAT OTHERS LIKE THEM BUY
THIS IS WAY MORE SOPHISTOCATED THAN ANY MEMORY COULD BE
KEEP YOUR EYES OPEN WHEN YOU SHOP.
Learn from our foremothers and fathers.
THE END
