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CUSTOMER EXPERIENCE FOR THE
EMPOWERED SHOPPER

             Jason Goldberg
  Vice President of Strategy & Customer Experience, CrossView
  jgoldberg@crossview.com
  blog.crossview.com
  503.610.8140




                                                                                                    CrossView.com
                                                                © 2011 CrossView, Inc. All rights reserved. CrossView.com   1
How Politicians See the World




                                CrossView.com   2
How Astronauts See the World




                               CrossView.com   3
How Accounts See Your Brand


                              $4.0
    STORE                      BILLION




                              $1.5
                               BILLION
     WEB




                              $0.5
                               BILLION

CATALOG / PHONE




                                         CrossView.com   4
How Customers See Your Brand




                               CrossView.com   5
Why Cross-Channel?

                                                           $1 SPENT ONLINE GENERATES:



       “45% of in-store visitors pay a visit
       to homedepot.com first”
              - Hal Lawton, President, Home Depot Online
                                                               $60 IN-STORE




                                                               $10
       “We know that 60% of our U.S.
       store sales are influenced by our
       customers’ experience on
                                                                   IN-STORE
       bestbuy.com”
                            - Brian Dunn, CEO, Best Buy




                                                                           CrossView.com   6
“   We know that   60%
    of our U.S. store sales are influenced by our

    customers’ experience on bestbuy.com, and       40%
    of the products we sell online are picked up in-store.
                                                             ”
                                                             Brian Dunn
                                                             CEO
                                                             Best Buy




                                                                 CrossView.com   7
“   We are a company that grew up with both a catalog

    and stores. Today, our catalog has become an

    inspiration piece that drives customers to shop online

    or in-store. Our goal is to create a customer

             seamless across
    experience that is

    all channels.”
                                                             Barbra Turf
                                                             CEO
                                                             Crate & Barrel




                                                              CrossView.com   8
“ 21% of internet transactions
                    involve research in-store.   ”

                                                     Ian Geddes
                                                     Lead Retail Partner
                                                     Deloitte LLP




                                                      CrossView.com   9
“   Customers that use 3 or more of our channels spend

    6 times         what single-channel shoppers spend.
                                                          ”

                                                         Glen Senk
                                                         CEO
                                                         Urban Outfitters




                                                          CrossView.com   10
Multiple Touchpoints on Path to Purchase




 Direct Marketing                               Web Store


                                                                                Call Center




                           Retail Interactive                Mobile Web Store


            Mobile
            Self-Service




                                                Mobile POS                               Retail POS



                                                                                                CrossView.com   13
perception analyzer
                      CrossView.com   14
Three Brains



                  neocortex

                limbic system

               reptilian complex




                           CrossView.com   15
Rational vs. Emotional




                         CrossView.com   16
CrossView.com   17
“Multifunction Printers”




ONLINE




                                    CrossView.com   18
“All-In-Ones”




IN-STORE




                           CrossView.com   19
IN-STORE
AVAILABILITY?




                CrossView.com   20
So Lo Mo
SOCIAL   LOCAL   MOBILE




                          CrossView.com   21
social

         CrossView.com   22
Social




         CrossView.com   23
Social




             social proof



         ®     brand




                       CrossView.com   24
CrossView.com   25
local

        CrossView.com   26
Local




        CrossView.com   27
Local




        CrossView.com   28
Local




        CrossView.com   29
mobile

         CrossView.com   30
By 2014, Mobile Will Overtake Desktop Internet



                                        MOBILE vs. DESKTOP INTERNET USER PROJECTION




                              2,000


                              1,600
        INTERNET USERS (MM)




                              1,200


                               800


                               400


                                 0
                                      2007   2008   2009     2010     2011    201   2013   2014   2015
                                                                               2



                                                           Source: Morgan Stanley


                                                                                                         CrossView.com   31
Mobile



                                             BROWSING & RESEARCHING ON MOBILE DEVICE



                                                                                                               18 - 34
                                 60
         INTERNET USERS (MM)




                                 50
                                                                                                               35 - 55
                                 40
                                                                                                               55 & Older

                                 30


                                 20


                                 10
                                       NOV 2009                        JULY 2010                      DEC 2010
                                       SURVEY                           SURVEY                        SURVEY




                               Oracle: Mobile Trends: Consumer Views of Mobile Shopping and Mobile Service Providers


                                                                                                                            CrossView.com   32
“   Eventually, we think mobile will be the majority of the

    searches and the   majority of the
                         revenue.”

                                                              Eric Schmidt
                                                              CEO
                                                              Google




                                                               CrossView.com   33
“   Ultimately, these devices will impact the in-store experience

    (even) more than the online experience. ”


                                                           Glen Senk
                                                           CEO
                                                           Urban Outfitters




                                                            CrossView.com   34
CrossView.com   35
CrossView.com   36
CrossView.com   37
CrossView.com   38
CrossView.com   39
CrossView.com   40
CrossView.com   41
CrossView.com   42
for your time and attention.




             Jason Goldberg
VP of Strategy & Customer Experience
      jgoldberg@crossview.com
         www.crossview.com



   © 2011 CrossView, Inc. All rights reserved. CrossView.com   CrossView.com   43

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The Era of the Empowered Shopper

  • 1. CUSTOMER EXPERIENCE FOR THE EMPOWERED SHOPPER Jason Goldberg Vice President of Strategy & Customer Experience, CrossView jgoldberg@crossview.com blog.crossview.com 503.610.8140 CrossView.com © 2011 CrossView, Inc. All rights reserved. CrossView.com 1
  • 2. How Politicians See the World CrossView.com 2
  • 3. How Astronauts See the World CrossView.com 3
  • 4. How Accounts See Your Brand $4.0 STORE BILLION $1.5 BILLION WEB $0.5 BILLION CATALOG / PHONE CrossView.com 4
  • 5. How Customers See Your Brand CrossView.com 5
  • 6. Why Cross-Channel? $1 SPENT ONLINE GENERATES: “45% of in-store visitors pay a visit to homedepot.com first” - Hal Lawton, President, Home Depot Online $60 IN-STORE $10 “We know that 60% of our U.S. store sales are influenced by our customers’ experience on IN-STORE bestbuy.com” - Brian Dunn, CEO, Best Buy CrossView.com 6
  • 7. We know that 60% of our U.S. store sales are influenced by our customers’ experience on bestbuy.com, and 40% of the products we sell online are picked up in-store. ” Brian Dunn CEO Best Buy CrossView.com 7
  • 8. We are a company that grew up with both a catalog and stores. Today, our catalog has become an inspiration piece that drives customers to shop online or in-store. Our goal is to create a customer seamless across experience that is all channels.” Barbra Turf CEO Crate & Barrel CrossView.com 8
  • 9. “ 21% of internet transactions involve research in-store. ” Ian Geddes Lead Retail Partner Deloitte LLP CrossView.com 9
  • 10. Customers that use 3 or more of our channels spend 6 times what single-channel shoppers spend. ” Glen Senk CEO Urban Outfitters CrossView.com 10
  • 11. Multiple Touchpoints on Path to Purchase Direct Marketing Web Store Call Center Retail Interactive Mobile Web Store Mobile Self-Service Mobile POS Retail POS CrossView.com 13
  • 12. perception analyzer CrossView.com 14
  • 13. Three Brains neocortex limbic system reptilian complex CrossView.com 15
  • 14. Rational vs. Emotional CrossView.com 16
  • 17. “All-In-Ones” IN-STORE CrossView.com 19
  • 18. IN-STORE AVAILABILITY? CrossView.com 20
  • 19. So Lo Mo SOCIAL LOCAL MOBILE CrossView.com 21
  • 20. social CrossView.com 22
  • 21. Social CrossView.com 23
  • 22. Social social proof ® brand CrossView.com 24
  • 24. local CrossView.com 26
  • 25. Local CrossView.com 27
  • 26. Local CrossView.com 28
  • 27. Local CrossView.com 29
  • 28. mobile CrossView.com 30
  • 29. By 2014, Mobile Will Overtake Desktop Internet MOBILE vs. DESKTOP INTERNET USER PROJECTION 2,000 1,600 INTERNET USERS (MM) 1,200 800 400 0 2007 2008 2009 2010 2011 201 2013 2014 2015 2 Source: Morgan Stanley CrossView.com 31
  • 30. Mobile BROWSING & RESEARCHING ON MOBILE DEVICE 18 - 34 60 INTERNET USERS (MM) 50 35 - 55 40 55 & Older 30 20 10 NOV 2009 JULY 2010 DEC 2010 SURVEY SURVEY SURVEY Oracle: Mobile Trends: Consumer Views of Mobile Shopping and Mobile Service Providers CrossView.com 32
  • 31. Eventually, we think mobile will be the majority of the searches and the majority of the revenue.” Eric Schmidt CEO Google CrossView.com 33
  • 32. Ultimately, these devices will impact the in-store experience (even) more than the online experience. ” Glen Senk CEO Urban Outfitters CrossView.com 34
  • 41. for your time and attention. Jason Goldberg VP of Strategy & Customer Experience jgoldberg@crossview.com www.crossview.com © 2011 CrossView, Inc. All rights reserved. CrossView.com CrossView.com 43