2. “physical stores are still the primary way
people acquire merchandise, & i think that
will be true 50 years from now”
ron johnson former president jc penney
3. but online is gaining rapid share
Source: Forrester HBR December 2011
4. “a structural change is
currently underway in the
retail industry as a result of
changing consumer
preferences & spending”
5. “there will be more change in how
consumers shop & pay in the next 3 years
than we have seen in the last 20”
john donahue ceo ebay
6. 1. ubiquitous mobile connectivity
2. democratisation of production tools
3. access to higher data speed/more storage
technology enabled connectivity
1 billion pcs & 4 billion mobiles
location-based services
mobile & social payments
intelligent vending
3d screens
rising transparency & amplification
increasing collaboration
personalisation
acceleration of everything
hunger for real shared experiences
source: richard watson
7. “we want to be the most
customer centric
organisation on the earth”
jeff bezos ceo amazon
8. “Our core purpose is to create value for
customers to earn their lifetime loyalty”
“Company operations start with the
demands of the customer being
channelled by the store. Customer desire
for fashion is taken into overall account,
considering everything that complements
the buying experience”
“Macy’s embraces customers and
strives to provide an experience
that transcends ordinary shopping”
“H&M aims to constantly meet or
exceed customer expectations”
“By understanding our customers
individual needs and anticipating their
desires...We are creating connections
that are personal< relevant and oh-so
rewarding”
“In customer facing initiatives, we
are enriching our connections on
many fronts”
“We want to be more customer focused.
Instead, we’re working to become a truly
customer driven organisation”
“Saving people money to help them live
better lives...For millions of customers who
shop in our stores around the world each
week, it means they can trust that our brand
means we have everyday low prices”
the best are keeping their customers close
10. command & clicks
text & 2d
single task
appointment to view
desk/laptop search & email
ecommerce
store trading hours
mobile communication
entertainment & retail
seasonal sales
quality relationships
private
knowledge
touch, voice & gesture
video & 3d
multi-task
time shifting
social & mobile search
mcommerce
shop anytime anywhere
local where service finds you
tcommerce
global price transparency
quantity relationships
public
resourcefulness
old ways new behaviours
12. see an ad
receive
catalogue
mail or edm
visit
store
consult
sales
person
buy
sign up for
loyalty
card
contact
customer
service
the old linear path to purchase less relevant
awareness consideration trial purchase repeat
13. Reach PurchaseInfluence
new channels with new roles
Acquire
Click & collect
Click & return
Buy in-store home delivery
In Store
Online
In store only
Web to store
Store to web
Online only
Any owned,
bought or earned
communication
channel(s)
Share
Share moments
that influence
reach
16. Use &
Share
how does a customer become aware
with your products or services?
how does a customer gain knowledge about
our products and those of your competitors?
where do they go to learn and compare?
how does a customer
transact with your
company? what are the
dynamics of the
purchase process?
how does a customer
take delivery of our
product or service?
what are logistics of
getting it?
how does a customer use our product in daily life? what do they
have to do to take advantage of its benefits? what are the
components of the user experience?
how does a customer interact
with our company post
purchase? what are the
interactions that promote
loyalty and advocacy rather
than frustration?
Buy
Find
Relationship
(if you want it?)
creates a new shopper journey
Acquire
Discover
18. Source: Conlumino
Duration of Purchase Time Spent on
Process Purchasing
0.5 days 83 minutes
3.4 days 111 minutes
Minutes
Customer Experience Stage
average duration & length of
purchase process increasing
36. mobile search on a optimised website
70% of those using a mobile device are within an hour of buying
whereas 70% of those using a desktop are more than a week away
FIND
60. go through purchase funnel to buy online
BUY
http://www.google.com.au/imgres?q=online+shopping&hl=en&gbv=2&biw=1920&bih=1019&tbm=isch&tbnid=39Qo5JyUmQHzpM:&imgrefurl=http://www.oecd-antispam.org/reviews/online-shopping-for-newbies.html&docid=aDSYHwv0sc1LEM&imgurl=http://www.oecd-antispam.org/wp-content/uploads/2012/01/online-shopping.jpg&w=423&h=284&ei=VMV4T-zgA6rBiQeN7K3tBA&zoom=1&iact=hc&vpx=1457&vpy=189&dur=2128&hovh=184&hovw=274&tx=159&ty=100&sig=111856002902335195116&page=1&tbnh=135&tbnw=179&start=0&ndsp=42&ved=1t:429,r:7,s:0
61. STAGE 4: ACQUIRE
I can buy online and pick up/return in store or buy in store and get home delivery
76. “Consumers have
something they
have never had
before, the power
to warn &
threaten, rather
than to punish
silently after the
fact” bruce philp consumer republic
i might even take action against you
RELATIONSHIP
78. How do I perform against expectations/ competitors
discovery find buy acquire use relationship
1
website
-0.3
website
-1.0
website
-0.8
store staff
-0.4
call centre
-1.2
online account
-0.4
2
word of mouth
-0.2
media
+0.1
word of
mouth
-0.3
online
activation
-0.7
website
-0.5
website
-0.3
3
social
networks
-0.1
store staff
-0.4
store staff
-0.2
provider store
-1.8
online
account
-0.5
call centre
-1.8
4
mass media
+0.2
online
reviews
-0.7
payment
process
-0.3
device
0
device
0
direct
-0.2
5
enewsletter
-0.4
provider
store
-2.0
online
-0.7
call centre
-1.4
store staff
-0.4
store staff
-0.3
numbers represent performance gap between company and market leaders
84. 26 May 2010
1. Create/map your core customer journey
2. Understand how digital channels are influencing your
customer paths and determine their impact/value
3. Understand what your customer is thinking, feeling
and doing at each stage
4. Understand the key touchpoints and how you perform
against substitutes on the moments of truth
5. Design the optimal experience. Transform and harness
your organisation to deliver your brand’s experience
85. westfield.com.au
michael batistich of we are social
richard watson
adaptive path on slideshare
forrester
g2 on slideshare
google images
flickr
comscore
psfk
synapse
contagious
amp retail
compete.com
hbr
SOURCES
88. The following presentation is for general information purposes only. Westfield
makes no representations about the accuracy or suitability of the information
provided and takes no responsibility for any error, omission or defect in that
information. In making this information available, Westfield is not providing
advice nor is it promoting or endorsing any approach referred to. In relation
to all decisions regarding your business, you should seek professional
advice having regard to your particular needs and objectives.
