Managing the site experience
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Transcript of Managing the site experience
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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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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
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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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
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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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
Offers: Products and Promotions
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
Functionality: Make the site easy to use
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
Creative: Engage them with your brand
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
Content: Answer their questions
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
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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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
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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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
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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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
Example: Home Page Evolution
2005Offer-centric
2007Better navigation,
more content, reduced offers 2008
Improved balance
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
Offers for �deal-hunters�
Content space for �learners�
New & improved functional elementsCreative is
simplified
Example: Home Page Evolution
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
Parallels between e-tail & retail
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
Parallels between e-tail & retail
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
Parallels between e-tail & retail
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
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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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
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
Offers Functionality
Creative Content
Offers Functionality
Creative Content
Offers Functionality
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Copyright© 2008 Circuit City Stores, Inc. May not be used, copied, or distributed without permission. All Rights Reserved.
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