Retail Touchpoint Strategy 2011
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Transcript of Retail Touchpoint Strategy 2011
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1
Pieter Jongerius
RETAIL TOUCHPOINT STRATEGY Brand driven selection and arranging of touchpoints
November 11
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CONTENTS · introduction
· brand-driven added value · touchpoints · customer journey · service design · customer life cycle
· strategy for a large but simple campaign
2 HRO COMMUNICATIE
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INTRODUCTION
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TOUCHPOINT STRATEGY
4 HRO COMMUNICATIE
Brand Target group Touchpoints
What can we do to maximize the exchange of value?
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GOALS OF TOUCHPOINT STRATEGY
· Destinctiveness · Brand equity
· Communicative reach · More locations · More often
· Commercial reach · More & more accessible outlets · Increasing share-of-wallet
· Customer Lifecycle Management (CLM)
5 HRO COMMUNICATIE
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SUPPOSE… · You know what your corporate mission and vision are · You know your target group · You know what product or service they require · You have a relevant brand · You have the required resources …then it’s time for this product to hit the market.
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It takes more than touchpoints alone.
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BRAND DRIVEN ADDED VALUE What can you bring to the market?
8
?
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· Commerce
9 HRO COMMUNICATIE
BRAND DRIVEN ADDED VALUE
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· Commerce
· Communication
10 HRO COMMUNICATIE
BRAND DRIVEN ADDED VALUE
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· Commerce
· Communication · Advice
11 HRO COMMUNICATIE
BRAND DRIVEN ADDED VALUE
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· Commerce
· Communication · Advice · Relationship
12 HRO COMMUNICATIE
BRAND DRIVEN ADDED VALUE
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· Commerce
· Communication · Advice · Relationship · Community
13 HRO COMMUNICATIE
BRAND DRIVEN ADDED VALUE
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· Commerce
· Communication · Advice · Relationship · Community · Fun
14 HRO COMMUNICATIE
BRAND DRIVEN ADDED VALUE
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· Commerce
· Communication · Advice · Relationship · Community · Fun
· Identity
15 HRO COMMUNICATIE
BRAND DRIVEN ADDED VALUE
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?
BRAND DRIVEN ADDED VALUE · Commerce
· Communication · Advice · Relationship · Community · Fun
· Identity
16 HRO COMMUNICATIE
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BRAND DRIVEN ADDED VALUE · Commerce
· Communication · Advice · Relationship · Community · Fun
· Identity
· Multichannel · Mobile · Social media · …
17 HRO COMMUNICATIE
touchpoint strategie
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TOUCHPOINTS
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TYPES OF TOUCHPOINTS
Online & offline
Owned & bought & earned
Communications media & sales channels
Push & pull
Temporary & permanent
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20 HRO COMMUNICATIE
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ONLINE TOUCHPOINTS (EXAMPLES) owned media · b2c website · b2b website · webshop (w, m, f) · mobile web · mobile app · tablet app · e-mail
· p.o.s. interactive · narrowcasting · desktop widgets · embedded software
· campaign site · affiliates
sales, content, … · social media
bought media · banners · Search Engine Advertising · advertorials · interactive television
earned media · social media · viral campaigns · blogs, news & more
… and many, many more.
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OFFLINE TOUCHPOINTS (EXAMPLES) outlets · brand stores · multibrand retail · shop-in-shop owned: print · HaH · DM · brochure · flyer · magazine
owned: business to business · annual report · own publications
bought: mass media en spatial · TVC / RC – spot/nonspot · newspaper / other ads · advertorials · inserts · public space (mupi, billboard) · sponsoring · fairs owned media, misc. · customer card · own events · packaging · fleet signing · call center · SMS · employees
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CONNECTING TOUCHPOINTS · QR and barcodes · Other image recognition · Adress (web, physical) · Hyperlinks · Likes · Coupons · Geolocation · Mouth to mouth advertising · …
But most importantly: motivation through added value and story telling.
23 HRO COMMUNICATIE
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CUSTOMER JOURNEY
25 HRO COMMUNICATIE
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ROBERT FABRICANT
26 EMERCE #CONVERSION . @PIETERJ
vimeo.com/3730382
“Behavior is our medium”
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AIDA IS DEAD · De ancient customer journey
27 HRO COMMUNICATIE
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television
magazine
website
webshop delivery non food
ipad
…
iphone
TYPICAL RETAIL CUSTOMER JOURNEY TODAY
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transaction initiative with the brand
relation initiative with the customer
acquisitie à persuasion à conversion
CUSTOMER JOURNEY 2.0
interaction à participation à promotion
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Defining specific customer journeys in seven easy steps
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KLANT
1: DEFINE THE GENERIC CUSTOMER JOURNEY
This journey is different for each industry.
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KLANT
2: IDENTIFY USER EMOTIONS PER STEP Suprise - Hey they’ve got cool X Greed - Got to have that!
Insecurity - Does it fit the occasion? Inspiration - Are there new trends?
Insecurity - Have I seen enough? Practical - is verything available? - does it fit my budget?
Doubt - did I make the right choice? - can I return it? Greed - instant gratification
Waiting - Where is my order? Enthousiastic - proud of my purchase Disappointed - not what I expected
Curiosity - Do they have a news letter? Disappointed - How can I return it? - I have a complaint.
Enthousiastic - I want to express my joy Disappointed - I am not satisfied and and everyone must know.
?
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KLANT
3: DEFINE USER EXPERIENCE PER STEP
Suprising Affordable
Fun Plenty of choice Realistic
Overview In control
Confirmation Quality
Ontzorging Gerust gevoel
BFF Toegankelijk
?
Care free Security
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4: IDENTIFY CURRENT TOUCHPOINTS
Example touchpoints for a Dutch fashion retailer
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5: DEFINE NEW TOUCHPOINTS
You can define ranges per touchpoint
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6: CONSIDER PHASING INTO THE FUTURE
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EXAMPLE: TRAVEL ORGANIZATION
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Customer journey for a traveller 1. Inspiration 2. Orientation 3. Booking 4. Preparation 5. Journey 6. Stay 7. Return 8. Fun afterwards
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7. BRING TO LIFE: SCENARIO Merel · 29 years old · Boyfriend: Kevin · Son: Josh
· Friend: Simone
· Employment: office manager at an insurance agengy
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I have shortened this scenario for the purpose of publication
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KEY ELEMENTS OF THIS SCENARIO · Logical linking of touchpoints: inspiration,
conversion, interaction, both online & offline. · A natural mix of owned and earned Interactionve
media. · Nowism. Being able to arrange things last minute
and be forgetful. Thanks to mobile technology.
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SERVICE DESIGN Sampled from Jamin Hegeman
55 HRO COMMUNICATIE
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JOURNEY FOR SURGERY
57 HRO COMMUNICATIE
Jamin Hegeman
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NEEDS AND EMOTIONS
58 HRO COMMUNICATIE
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59 HRO COMMUNICATIE
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SERVICE BLUEPRINT
60 HRO COMMUNICATIE
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CUSTOMER LIFE CYCLE Let’s go one step further.
62
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CUSTOMER LIFE CYCLE
63 HRO COMMUNICATIE
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KLANT
NEW CUSTOMER JOURNEY
New customers don’t yet fully use your touchpoint landscape
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Typical communication: encourage profile creation, sending news letters
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CUSTOMER LIFE CYCLE
66 HRO COMMUNICATIE
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KLANT
MATURE CUSTOMER JOURNEY
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Customization starts kicking in. Customers may start to write product reviews.
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CUSTOMER LIFE CYCLE
69 HRO COMMUNICATIE
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KLANT
FAN JOURNEY
Interaction centered journeys emerge: Social media, cocreation, etc.
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Social media, spontaneous shop reviews.
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CUSTOMER LIFE CYCLE
72 HRO COMMUNICATIE
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Keeping them on board, f.i. with newsletters
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CROSS MEDIA CAMPAIGN A simple temporary customer journey
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CROSS MEDIA CAMPAIGN Employment of temporary touchpoints in a campaing. Goals · Store traffic · Site traffic · Acquire customer
data
75 HRO COMMUNICATIE
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COUPON
Win a year of free groceries
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CUSTOMER JOURNEY
mass media â
store â
coupons â
website
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As we expected, this form was very bad for conversion. We shortened it to a third.
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CONCLUSION
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There aren’t many businesses that use touchpoint strategy to is max potential. Take your chance!
HRO COMMUNICATIE 83
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