Sports Interactive Europe 2016 - What can sports brands and sports retailers do to get closer to...

Website Usability Report 2015

What can sports brands and sports retailers do to get closer to their customers?

About me

In 2017, Ill have spent 20 years in ecommerce

Sports Interactive 2016

My credentialsWhat are my credentials to talk to you today?33 years in retailEx director of ecommerce of Harrods, Pentland Brands (Speedo, Berghaus, Ellesse), Burberry, Ted BakerCEO and founder of PracticologyNED for White Stuff and Conviviality plcSports Interactive 2016

About us

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Were a strategic ecommerce & multichannel consultancyLondon, Hong Kong, Sydney, Melbourne

Were thought leaders

Me sharing a stage with the founder of the WWW Sir Tim Berners-Lee talking about whats next for the web and what does it mean for retailers

Our USP is that weve all worked in retail

Brands Our Team Have Worked For

Canon10

A Selection OfOur Clients

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Some of our clients

NM12

Putting the customer first

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Now the customer is 100% in control of when and from whom they buy

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So that also means that the marketing mix (The 4ps) is deadIts no longer relevantProduct, Price, Place, Promotion (1950s)

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16Where is the customer in the mix?What about why they want to buy?Whats next for them?What about when they want their order fulfilled?

Introducing The Customer Mix

Redefining the mix18

Unlocking Customer Loyalty19

Why bother?

Why bother? Customer retention

This slide shows the % of new customers retained the following year and is the average of 27 different UK & USA retailers. We are training our customers to be disloyal though easy and lazy customer recruitment via google adwords and discount offers. 21

A 5% increase in customer retention leads to a 25-95% increase in profit!Source: Harvard business Review

Companies are no longer only competing against each other, they are competing against speed.

Not just speed of service, but speed of allowing customer to get what they want when they want it. They dont have time or the inclination to brows for what they are looking for 23

Pssst. Want to hear a secret?

YOUR BRAND IS NOT THE MOST IMPORTANT THING IN YOUR CUSTOMERS LIFE!

Make it quickMake it easyMake it relevantDont Make Your Customer Think

PersonalisationA completely tailored customer experience, from 1st visit to delivery and beyond.

So there is something you can take from apple, and that is to Focus on the experience.

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The Future!

The Future!

Voice activated everything.


The Present


The Internet of things

Technology can clearly help to put the customer firstSports Interactive 2016

Device of choiceSports Interactive 2016SocialMobile & TabletCustomer ServicesIn-Store technology

Digital Signage

POS & Assisted salesWeb

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Howeverdont get lost in the technologyIts just an enablerToo often it gets in the waySports Interactive 2016


Therefore who is going to unblock the path?

I see myself like a B52 bomber removing the roadblocksGreg WassonEx CEO Walgreens

What does it mean to put the customer first?Sports Interactive 2016

Sports Interactive 2016It means behaving like a customer service business

If you were a customer service business that happened to sell sports products or services What would you do differently?

Metro Bank offers convenience & is pet friendly

Branches open 7 days a week362 days a year From 8am-8pm Branches are dog friendlyThey refund new and existing customers when they rehome a dog or a cat from Battersea Dogs and Cats HomeSports Interactive 2016

What does it mean to put the customer first?It means structuring around the customer and their experience and not around channels

Customer experience must combine online and offline functions

Led by a Chief Customer Officer, customer experience will combine online and offline functions. User experience or UX will be considered for all touchpoints. Visual merchandising, CRM and loyalty, customer analytics, content and performance marketing all fall under this remit. At the same time, more traditional functions will also come under this umbrella, such as store operations and staffing, customer service and last mile fulfilment, as these aspects of the business become much more closely tied with customer experience measures.

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In some cases the Chief Customer Officer brings different marketing, service & engagement channels under one umbrellaSome retailers are integrating customer channels

Forward thinking brands are bringing the whole realm of Customer together under one team their goal is to give the customer a seamless experience no matter where they interact with the brand

Some companies also integrating IT with ecom 43

Some brands integrate sales channelsThe Retail Director (in M&S and Debenhams case, the Multichannel Director) brings all sales channels under one umbrella

It means a leadership team who look beyond cost

Putting The Customer At The Heart Of All You Do

If you only looked at cost, you wouldnt do thisPutting The Customer At The Heart Of All You Do

New Argos concept stores

New format stores. 60 second Click & Collect.47

Or this...

Putting The Customer At The Heart Of All You Do

Buying from an order point and choosing home or the order point for the fulfilment of your order

If you need to be 100% sure, youll be 100% late!Putting The Customer At The Heart Of All You Do

Putting the customer first means letting customers shop on the goWhat does it mean to put the customer first?

Mobile PPC advertising to support ROPO

Mobile PPC ads can now expose where products are available to purchase in stores as well as onlineSports Interactive 201652

Mobile PPC advertising to support ROPO They can even show how far away the consumer is from a store stocking the productSports Interactive 201653

Mobile PPC advertising to support ROPO And highlight the location of close stockists, as well as store-specific info such as opening times Sports Interactive 201654


It means offering customer service when its required

Click & Dont Collect service allows River Island customers to have a collect-from-store order delivered to them by Shutl, reducing returns

Uses Shutl 90-minute delivery service to get items that customers can no longer pick up from store to them. The service has reduced the level of uncollected goods and associated costs of refunds and reverse supply chain. 56

Burberry assign a dedicated in-staff member to every online order

Boots rolls-out iPad app to store staff

3,700 iPads rolled out to 2,500 storesReal-time stock visibility for web and storeAccess web product info and ratings & reviewsSports Interactive 201658

Boots app for store staff to drive offline sales http://www.retail-week.com/technology/watch-boots-launches-app-for-store-staff-to-drive-bricks-and-mortar-sales/7008607.article?blocktitle=More-news-&-analysis&contentID=17699

http://www.essentialretail.com/news/article/576a9f4d577a3-boots-deploys-mobile-app-for-sales-assistants58

adidas offering Whatsapp Customer Service

Sports Interactive 2016It means having a strong customer value and convenience proposition


Sports Interactive 2016It means being transparent in all that you do

Customer service loopSports Interactive 2016

40 mins a day signing customer letters: Both good and bad

Personal Letters


The role of the store is changingforever

#1 Uninformed Staff47% of customers highlight poor knowledge of store associates as the most disliked experience when in a storeSolving customers problemsCegid, Clienteling in Luxury Retail Report 2015

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Streamlining the checkoutSolving customers problems

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Good, old-fashioned personal serviceSolving customers problems with technology

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Victoria Beckhams London Flagship brings the till to you> Endless aisles

Solving customers problems71iPad payment anywhere on shop floorNo tillsDigital receiptsSeatingPersonal shopping suiteEvents spaceSources: Time Out, The Guardian

VBs London store draws heavily on the Burberry model. There are no tills to interfere with the sparse design all purchases are made through iPads and there is no mannequin display in the window. There is plenty of seating for children and husbands . Reportedly assistants are trained to spot a helpless man, and help them select the right piece, take them through the collections(Time Out) . The basement will serve as a space for pop-ups and a personal shopping suite, in the main store there is a large screen to project brand content, and very spacious dressing rooms.

http://www.theguardian.com/fashion/fashion-blog/2014/sep/24/10-things-about-victoria-beckham-dover-street-storehttp://www.theguardian.com/lifeandstyle/2014/sep/25/victoria-beckham-opens-shop-london-store-fashionhttp://www.timeout.com/london/shopping/victoria-beckham71

Rebecca Minkoff Connected StoreSolving Customers Problems72

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FulfilmentIt means letting individual customers choose how they want their order fulfilled

Delivery Matters

http://www.metapack.com/press-release/brits-lead-french-germans-in-using-click-and-collect-for-online-deliveries/74

Click & Collect usage in UK, France & GermanyBrits lead the way in using Click & Collect, but Germans are more likely to use a locker option.


Image: MetaPack

63% of Britons surveyed said theyd used click and collect in the last 12 months. French (43%) and Germans (26%) said they had used click and collect, a higher percentage (72%) of French consumers had picked up their delivery from a local shop and half of German respondents had used a locker service compared to only 10% of British and 9% of French consumers. Meta Pack, February 201575

AO.com winning on superb customer service

It means ensuring returns are easy and freeSports Interactive 2016


Shoes of Prey offers 365 day returns to encourage people to buy custom-made shoes online de-risking the issue but what if they dont fit?78

76% of shoppers viewed a retailers return options before placing an order

51% failed to proceed with a purchase because the returns process offered was not easy or convenient for themSports Interactive 2016Respondents across the US, UK, Spain, France, Germany and the Netherlands - .MetaPack Survey October 2015

The MetaPack Delivering Consumer Choice: 2015 State of eCommerce Delivery survey was conducted online with 3,000 respondents across the US, UK, Spain, France, Germany and the Netherlands.

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Customers also want to know whats next?

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Discuss how they can make the most of le Club see Lab series video

It means localisingthe customers experienceWinning the hearts and minds of customers in new markets

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Practicology Localisation Report 2015Example of how unfinished a site looks when not all of the content has been translated


Winning the hearts and minds of customers in new markets

Local language is very important!

Video

[email protected]@martinnewman / @Practicologyuk.linkedin.com/in/martindnewman

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Sports Interactive Europe 2016 - What can sports brands and sports retailers do to get closer to...

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