John Rowley from Ferrero (Thorntons) explains how he understands the customer journey for their business.

1. .Understanding the customer journey.

2. .My lightbulb moment.
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3. Analysing
performance
Marketing to
people
Creating lasting
experiences
.Customer. .Journeys..Profitable.

4. .Marketing to people.
.Part one:.

5. .Chloe.
35, Married with 2x kids
Loves buying new dresses
for nights out
“I need to try outfits
on before I buy”
.Keith.
Highly political, taxi driver
Regularly researches car
parts on forums
“I’m not giving my
data to the devil”
.Sandra.
65, Retired, Keen gardener
Buys Thorntons chocolate,
especially Alpinis
“Modern technology
confuses me”

6. .Chloe.
“I need to try outfits
on before I buy”
14 day return policy
Payments after 28 days
.Keith.
“I’m not giving my
data to the devil”
Guest checkout
Security guarantees
.Sandra.
“Modern technology
confuses me”
Guided selling interface
Mail order & direct mail

7. .Creating lasting experiences.
.Part two:.

8. .Be there. .Be quick. .Be useful.

9. "People
don't buy
what you do,
but why you
do it"
Simon Sinek
.Consideration.
63%
more likely to
purchase when
reviews present
.Purchase.
+5%
retention can
produce +75%
profitability
.Retention.
CUSTOMER JOURNEY
1/3
purchase from a
competitor if
you’re not there
.Awareness.
.Be there.

10. .Page speed. + .Time to find solution.
= .Speed of experience.
.Be quick.

11. .Be there. .Be quick. .Be useful.

12. .Be there. .Be quick. .Be useful.

13. .Analysing performance.
.Part three:.

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15. .Continue the conversation.
.@JohnARowley.
.Thank You.