Webforward John Batistisch Westfield

26 May 2010

How Retailers are using Digital How Retailers are using Digital How Retailers are using Digital How Retailers are using Digital Channels to Engage CustomersChannels to Engage CustomersChannels to Engage CustomersChannels to Engage Customers

John Batistich GM MarketingWestfield Group

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Speaker Name - Company26 May 2010

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““““A powerful global A powerful global A powerful global A powerful global conversationconversationconversationconversationhas begun. Through the internet, has begun. Through the internet, has begun. Through the internet, has begun. Through the internet,

people are discovering and people are discovering and people are discovering and people are discovering and inventing new ways to inventing new ways to inventing new ways to inventing new ways to shareshareshareshare

relevant relevant relevant relevant knowledgeknowledgeknowledgeknowledge with blinding with blinding with blinding with blinding speedspeedspeedspeed. As a direct result, . As a direct result, . As a direct result, . As a direct result,

marketsmarketsmarketsmarkets are getting smarter and are getting smarter and are getting smarter and are getting smarter and faster than most faster than most faster than most faster than most companiescompaniescompaniescompanies””””

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That was That was That was That was thenthenthenthen. What is . What is . What is . What is nownownownow????

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““““We are living through a change in We are living through a change in We are living through a change in We are living through a change in

the way ideas are the way ideas are the way ideas are the way ideas are createdcreatedcreatedcreated, , , , spreadspreadspreadspreadand and and and implementedimplementedimplementedimplemented………… ThereThereThereThere’’’’s a s a s a s a new new new new model model model model of leading and connecting of leading and connecting of leading and connecting of leading and connecting

people with ideas for people with ideas for people with ideas for people with ideas for changechangechangechange””””

Seth GodinSeth GodinSeth GodinSeth Godin

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What we learnt is being What we learnt is being disrupteddisrupted

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Old models donOld models don’’t work like t work like they used tothey used to

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Rules are being redefined

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New methods are being New methods are being exploredexplored

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Organisations will be Organisations will be Organisations will be Organisations will be

redesignedredesignedredesignedredesigned to create to create to create to create

lifetime customer lifetime customer lifetime customer lifetime customer valuevaluevaluevalue

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Business PartnerBusiness PartnerBusiness PartnerBusiness Partner

OptimisationOptimisationOptimisationOptimisation

WorkforceWorkforceWorkforceWorkforce

CollaborationCollaborationCollaborationCollaboration

CustomerCustomerCustomerCustomer

ParticipationParticipationParticipationParticipation

Social Business Social Business Social Business Social Business DesignDesignDesignDesign

Human ResourcesResearch

Customer ServiceDesign

CorporateAffairsStrategyMarketing

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OLD MODELOLD MODELOLD MODELOLD MODELDeliver a promise

Sell & tell loudly

Creative & media

Communicate an image

One to many

Strive for perfection

Trust through authority

Path to purchase

NEW WORLDNEW WORLDNEW WORLDNEW WORLDGuided by purpose

Actively involve

Content & distribution

Deliver an experience

One to one & many to many

Forever beta testing

Trust through transparency

Network to advocacy

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See an Ad

ReceiveCatalogueMail or eDM

VisitStore

ConsultSalesPerson

BuyBuyBuyBuy

Sign Up for

Loyaltycard

Contact Customer

Service

Linear path to purchaseLinear path to purchaseLinear path to purchaseLinear path to purchase

Awareness Trial Purchase Repeat

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ProductSearch

CompareOnline

Read Reviews

BrowseContent

Call a 1800 number

TrackPurchase

See an Ad

ReceiveCatalogueMail or eDM

VisitStore

ConsultSalesPerson

Sign Up for

Loyaltycard

Contact Customer Service

Read FAQs

Sign Upfor eDM

Add online & social webAdd online & social webAdd online & social webAdd online & social web

CreateTags

Link fromFriend’sFacebook

WatchYouTubeVideo

PeruseBloggerSites

JoinFan Page

PeruseBloggerSites

CreateA User

Community

BuyBuyBuyBuy

Follow Brand onTwitter

StreamPurchaseExperience

Get GeoTargetedOffer on Mobile

PostReviewUploadPicture

Ask questions via live chat

Invite Friends to Co-Shop

Scan QR Code for Information

ReorderviaPhone

Join a relevant forum for advice

Read a Foursquare

or YelpReview

Get up to the minute Reviews

Use an applicatio

n for offers

Review on IPTV

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Shopper journeys are changing as a Shopper journeys are changing as a Shopper journeys are changing as a Shopper journeys are changing as a result of technology enabled result of technology enabled result of technology enabled result of technology enabled

connectivityconnectivityconnectivityconnectivity. The future of . The future of . The future of . The future of

retail will be retail will be retail will be retail will be customercustomercustomercustomer----centriccentriccentriccentricand and and and channelchannelchannelchannel----agnosticagnosticagnosticagnostic....

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MULTI-CHANNEL RETAIL

Offline Search On Online TotalBuy Off

73%

$2.5

T

20%

7%

2007200720072007

Source: Forrester

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MULTI-CHANNEL RETAIL


73%

$2.5

T

20%

7%

51%

$3.0

T

38%

11%

2007200720072007 2012201220122012

Source: Forrester


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Shopping gets mobilemobilemobilemobile

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Speaker Name - Company26 May 2010*Source: Morgan Stanley April 2010

Mobile internet usage is set to overtake Desktop by 2014

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Shopping gets more

social social social social and locallocallocallocal

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““““This one input, our This one input, our This one input, our This one input, our coordinatescoordinatescoordinatescoordinates, , , , has the potential to has the potential to has the potential to has the potential to change all change all change all change all the outputsthe outputsthe outputsthe outputs…………wherewherewherewhere we shopwe shopwe shopwe shop, who , who , who , who

we talk to, what we read, what we we talk to, what we read, what we we talk to, what we read, what we we talk to, what we read, what we search for, where we go, they all search for, where we go, they all search for, where we go, they all search for, where we go, they all

change once we merge change once we merge change once we merge change once we merge locationlocationlocationlocation and and and and

the web.the web.the web.the web.””””

Matthew Honan Wired MagazineMatthew Honan Wired MagazineMatthew Honan Wired MagazineMatthew Honan Wired Magazine

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Digital footprintDigital footprint

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Shopping gets integratedintegratedintegratedintegrated

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Speaker Name - Company26 May 2010 29

Relevant, Inspiring,

Personalised & Timely

Retail Retail Retail Retail ContentContentContentContent

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global retail shiftsglobal retail shiftsglobal retail shiftsglobal retail shifts

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““““An amazing An amazing An amazing An amazing productproductproductproduct needs an needs an needs an needs an

amazing retail amazing retail amazing retail amazing retail experienceexperienceexperienceexperience. . . . We We We We enrich lives enrich lives enrich lives enrich lives through our through our through our through our

technologytechnologytechnologytechnology””””

Apple Store ManagerApple Store ManagerApple Store ManagerApple Store ManagerSeattleSeattleSeattleSeattle

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Speaker Name - Company26 May 2010 CC Logo

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““““Zappos isnZappos isnZappos isnZappos isn’’’’t a shoe store. Itt a shoe store. Itt a shoe store. Itt a shoe store. It’’’’s s s s the one and only best there ever the one and only best there ever the one and only best there ever the one and only best there ever was place for people who are was place for people who are was place for people who are was place for people who are

into shoesinto shoesinto shoesinto shoes to find each other. to find each other. to find each other. to find each other.

To talk about their To talk about their To talk about their To talk about their passionpassionpassionpassion. To . To . To . To

connectconnectconnectconnect with people who with people who with people who with people who carecarecarecaremore about more about more about more about customer service customer service customer service customer service

than making a nickelthan making a nickelthan making a nickelthan making a nickel””””

Seth GodinSeth GodinSeth GodinSeth Godin

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$1B Culture$1B Culture$1B Culture$1B Culture…………

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Digital Service CultureDigital Service CultureDigital Service CultureDigital Service Culture

“Ask anything”newsletter

Extranet for vendors

“Zappos blogs

Staff use twitter

Zappos tours

Zappos.insights.com

Inside Zappos Youtube Channel

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““““The best thing about participating The best thing about participating The best thing about participating The best thing about participating

in twelpforce is in twelpforce is in twelpforce is in twelpforce is quickly quickly quickly quickly reaching reaching reaching reaching out to out to out to out to customers in customers in customers in customers in needneedneedneed! It fulfils our ! It fulfils our ! It fulfils our ! It fulfils our promisepromisepromisepromise of of of of

never leave you hangingnever leave you hangingnever leave you hangingnever leave you hanging””””

CSAgentPCSAgentPCSAgentPCSAgentP

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Speaker Name - Company26 May 2010http://www.youtube.com/watch?v=PM44iGHuTMw&feature=channel

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““““WeWeWeWe’’’’ve got to live digitallyve got to live digitallyve got to live digitallyve got to live digitally…………You You You You cancancancan’’’’t control the message; yout control the message; yout control the message; yout control the message; you’’’’re re re re

part of the part of the part of the part of the conversationconversationconversationconversation. . . . Consumers are giving us all kinds of Consumers are giving us all kinds of Consumers are giving us all kinds of Consumers are giving us all kinds of

informationinformationinformationinformation…………if we choose to if we choose to if we choose to if we choose to listenlistenlistenlisten””””

Barry Judge CMO Best BuysBarry Judge CMO Best BuysBarry Judge CMO Best BuysBarry Judge CMO Best Buys

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““““At Dotti we absolutely At Dotti we absolutely At Dotti we absolutely At Dotti we absolutely lovelovelovelovefashion and we wanted to fashion and we wanted to fashion and we wanted to fashion and we wanted to connectconnectconnectconnectwith our with our with our with our likelikelikelike----mindedmindedmindedminded fashionfashionfashionfashion----

conscious fans online, so we created conscious fans online, so we created conscious fans online, so we created conscious fans online, so we created

the Dotti Nation online communitythe Dotti Nation online communitythe Dotti Nation online communitythe Dotti Nation online community…………I I I I

truly believe it puts our loyal truly believe it puts our loyal truly believe it puts our loyal truly believe it puts our loyal

followers followers followers followers in charge in charge in charge in charge of the content of the content of the content of the content

and allows them to and allows them to and allows them to and allows them to interactinteractinteractinteract with with with with

the Dotti brand in a fun and social the Dotti brand in a fun and social the Dotti brand in a fun and social the Dotti brand in a fun and social

online environmentonline environmentonline environmentonline environment””””

Helen Allegos Marketing Manager DottiHelen Allegos Marketing Manager DottiHelen Allegos Marketing Manager DottiHelen Allegos Marketing Manager Dotti

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learningslearningslearningslearnings

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Customer centric.Customer centric.Lifetime value.Lifetime value.

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Engage staff.Engage staff.Mobilise with purpose.Mobilise with purpose.

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Integrate all channelsIntegrate all channels

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Real experiences will matter Real experiences will matter moremore

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Be authentic & transparentBe authentic & transparent

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SO THINK ABOUT…Get mobile & local

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SO THINK ABOUT…Join the conversation throughJoin the conversation throughSocial networksSocial networks

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CoCo--create.create.Empower your customers.Empower your customers.

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Create a community of like Create a community of like minded advocatesminded advocates

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Personalise the relationship Personalise the relationship offering solutions.offering solutions.

26 May 2010

Keep content fresh, Keep content fresh, relevant, engaging & timelyrelevant, engaging & timely

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Do stuff worth talking aboutDo stuff worth talking about

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implicationsimplicationsimplicationsimplications

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Go where your customers are

Think multi channels

Understand your shopper journey

Get mobile, social and local

Mobilise staff

Create real experiences

Join the conversation

Create a community movement

Empower your advocates

Do stuff worth talking about

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That was That was That was That was nownownownow. Create . Create . Create . Create nextnextnextnext....