How to create a unique customer journey? · Customer journeys: the way people experience brands 2 Unique Experience The journey which best responds to ... How to create a unique customer

How to create a unique customer journey? e-Commerce meets Fashion in the "Ticino Fashion Valley" 2016 © TNS 18th April 2016 Grazia Grassi

How to create a unique customer journey?


Customer journeys: the way people experience brands

2

Unique Experience

The journey which best responds to

Customer needs


Brands use different Touchpoints to answer those needs or to drive and influence choices Nowadays touchpoints serve multiple purposes

SOURCE : TNS Connected Life 2016

Converting

Servicing Seek service

solutions via social

Brand building Connecting with

brands on Social Media Seeking info

Enjoying entertainment …

34% 47%

23%

Researching pre-purchase, Comparing prices, Peers reviews,…..

3


All touchpoints have impact …but a few have more impact than others

TV

The new world

Brand community

PR

Retail

Advertising Direct mail

Interactive experience

Staff

POS

Sponsorship Online retail

Product sampling

Social media

and more…

4


Are you focusing on the right KPIs?

Touchpoint reach is one thing: impact is another

Online comparison sites

Reach

% interacting with touchpoint

40% 25% 30%

Touchpoint Impact

% of sales influenced by touchpoint

6% 11% 14%

Spoke to a sales

consultant

Company websites

SOURCE : TNS Connected Shopper Journeys - 2016

5


Segment split – Europe apparel buyers %

High Social engagement

Low Social engagement

Low

D

igital in

fluence

Hig

h

Dig

ital in

fluence

Observers

Functionals Connectors

Leaders

28%

28% 41%

11%

Apparel (clothes and shoes) buyers approach the category with different attitudes toward Digital

Digital-led

Offline-led

MEDIA MIX

Paid/Owned

CONTENT MIX

Earned


6

Italy

Switzerland

UK

Russia

USA

China


Do you know which amplifiers are the most powerful in your market? Brand engagement online is different across cultures Types of weekly brand interaction on social platforms – amongst Apparel Purchasers %

7


Read and comments on Blogs, forums, review sites

54% 22% 40% 30% 24%

Use a branded mobile app 44% 18% 24% 36% 24%

Read emails from brands 66% 31% 32% 44% 14%

Visit a brand website 58% 31% 27% 46% 28%

Watch video about a brand on YouTube

48% 24% 38% 29% 3%

Read brand content on Facebook 61% 29% 17% 39% 2%

Tweet to or retweet brands 22% 6% 8% 17% 1%

Access information or service from a brand through WeChat

12% 2% 3% 5% 41%

http://www.google.it/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjN67iDjpDMAhXKbBoKHaGAD5YQjRwIBw&url=http://digilander.libero.it/breschirob/italia.html&psig=AFQjCNHkugJ40nktf91Ork6PJmbuo9nZuA&ust=1460791359562914

http://www.google.it/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiW_4KcjpDMAhXJLhoKHYnqA90QjRwIBw&url=http://www.macedoniabari.com/shop/index.php?route%3Dproduct/product%26product_id%3D129&psig=AFQjCNGP5LhhNOX5x2yBvsEmB1oTQ2zeFw&ust=1460791390417648

http://www.google.it/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwi-5aaqjpDMAhUHtRoKHdL2C-YQjRwIBw&url=http://www.corriereasia.com/bandiera-della-cina&psig=AFQjCNFFDwFfHWIv9YA77R90IO-zB1Ilag&ust=1460791442766076


Navigating the touchpoint revolution to get UNIQUE Customer journeys

Identify the touchpoints that impact most

Align touchpoints to deliver a

consistent experience

When approaching the connected Customers keep in

mind different attitudes toward digital and social

Measure, act, measure, act..

8


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Grazia Grassi Commercial Director

[email protected] tel +39 335 78 54 869

9

How to create a unique customer journey? © TNS 18th April 2016 Grazia Grassi

Annex Connected Life methodology

10


TNS Connected Life: Exploring how connectivity is changing the lives of consumers across the planet; representing 90% of the online population

60,500 consumers 50 markets

11


Connected Life provides the world’s most comprehensive view of the connected consumer, enabling the development of connection strategies for markets, targets and consumer segments

4


Connected Life delivers the market, target group and user segment level data necessary to inform better decision-making throughout the planning process

What

Overview of Connected Life study

Who Regular internet users aged 16-65

Where 50 markets

When Fieldwork launched June - July, reporting September – October 2015

5


Answering the key questions that help marketers connect to their consumers throughout this journey

Read & watch

Engage & share

1. Benchmark consumer connectivity

How connected are my target consumers? How is the device ecosystem changing? How fast is media migrating? How do they connect throughout the day?

Which platforms should I use to reach my targets now / in future?

Which social/IM platforms should I prioritise? How should I adapt to changing video viewing habits?

3. Drive engagement and advocacy

What consumer profiles are seeking to engage? Which social platforms should be prioritised? What content needs should be prioritised? How do I amplify advocates?

6. Improve connected customer satisfaction What are the major service channels? Where should I improve my performance? Which channels drive loyalty? Which channels should I prioritise now / in future?

5. Activate connected shoppers How mature is the eCommerce market? What eCommerce profiles exist? Which eTailers should I partner with? How do growing levels of connected trade impact

the connected shopper journey?

4. Smooth the connected shopper journey What touchpoints are used in my category? How omnichannel is my journey? What mindsets are most prevalent? How do I activate against these mindsets?

2. Improve touchpoint planning

1= Uncover trends in media migration 2= Size online addressable channels 3-6= Activate influence media opportunities

Engage & share

Research

Buy Read & watch

Use / Consume

Consumer – brand

relationship

Access media

Comparable YoY

Comparable YoY

Enhanced Enhanced

Comparable YoY

New module

14


Holistic framework

The study offers a holistic perspective on the changing relationship between brands and consumers in all these markets

Connected Life combines broad global representation with deep granular understanding to enable marketers to make better decisions

Globally representative

Truly represents 90% of the online population by calibrating to robust enumeration data collected offline

And the study has been dramatically enhanced since 2014

10

Granular analysis

Content is targeted at key brand questions, deliverables are tailored to brand target groups and segments as standard


Through a device-agnostic and time-optimised questionnaire Screener

Gender / Age / Region / Education

Internet Access

Internet access

Device ownership

Device ownership/usage

Device purchase intention

Mobile service provider

Mobile service provider NPS

Mobile brand

Smartphone screen size

Digital Activities

Frequency of online activities

Social/IM usage

Favourite social/IM

Daypart Usage

Device and media usage

Typical day

Time spent on device/media/ activities

Proportion of activities by device

Device / media usage by daypart

Activity usage by daypart

Brand Engagement

Engagement methods

Category engagement

Engagement methods – preference

Role of social

Customer Strategies

Contact with provider

Touchpoint rating

TRI*M Performance

TRI*M Preference

Social media response

Ideal touchpoints

Research / Purchase Online / Offline

Products purchased P4W

Products purchased P12M

Products purchased online

Online purchase – any

eCommerce websites

eCommerce barriers

Category Shopper Journey

Category selected

Shopper mission –short cycle

Shopper mission –long cycle

Open or Decided

Pre-purchase action

Section F: Segmentation

Digital influence

Social engagement

Final Demographics

Employment status

Household structure

Age of youngest child

Household decision maker

Groceries purchased P1M

Alcohol consumption

Household income

15


The study represents 90% of the global internet population

Country Sample Methodology Weekly internet

usage (%)

Year on year

comparison

Argentina 1000 Online 63 N/A

Australia 1000 Online 87 Yes

Austria 1000 Online 79 Yes

Belgium 1000 Online 75 Yes

Brazil 1000 Online 51 N/A

Canada 1000 Online 82 Yes

China 2000 CLT CAPI 70 Yes

Colombia 500 CLT Web 72 Yes

Cz. Republic

1000 Online 75 Yes

Denmark 500 Online 87 Yes

Finland 500 Online 85 Yes

France 1000 Online 76 Yes

Germany 4000 Online 79 Yes

Ghana 1000 Door to Door CAPI 12 Yes

Greece 500 Door to Door CAPI 63 Yes

Hong Kong 1000 Online 72 Yes

Hungary 1000 Door to Door CAPI 70 Yes

India 5000 Door to Door CAPI 21 N/A

Indonesia 1500 Door to Door CAPI 34 Yes

Israel 1000 Online 82 Yes

Italy 1000 Online 69 Yes

Japan 1000 Online 84 Yes

Kenya 1000 Door to Door CAPI 40 Yes

Malaysia 1000 Online 67 Yes

Mexico 1000 CLT Web 53 Yes

Source: Google CCS 2015 ITU N.B. Information shown is subject to change

Country Sample Methodology Weekly internet

usage (%) Year on year comparison

Morocco 1000 Online 57 N/A

Myanmar 1000 Door to Door CAPI NA N/A

Netherlands 1000 Online 92 Yes

New Zealand

1000 Online 87 Yes

Nigeria 1000 Door to Door CAPI 57 Yes

Norway 1000 Online 92 Yes

Philippines 1000 Door to Door CAPI 57 Yes

Portugal 500 Door to Door CAPI 63 Yes

Russia 1000 Online 78 Yes

Saudi Arabia 1000 CAPI in preferred

location 87 N/A

Singapore 1000 Online 77 Yes

Slovakia 1000 Online 78 Yes

South Africa 1000 Door to Door CAPI 46 Yes

South Korea 1000 Online 83 Yes

Spain 2000 Online 76 Yes

Sweden 500 Online 91 Yes

Switzerland 500 Online 82 Yes

Taiwan 1000 Online 76 Yes

Thailand 1000 Door to Door CAPI 53 Yes

Turkey 1000 Door to Door CAPI 62 Yes

UAE 1000 CAPI in preferred

location 89 N/A

UK 3000 Online 78 Yes

Ukraine 1000 Online 53 N/A

USA 3000 Online 74 Yes

Vietnam 1000 Door to Door CAPI 68 Yes

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Demographics and life stage

Age

Gender

Education

Income

Household structure

Age of youngest child

Household decision maker

Mobile operator brands

Major mobile operators in every market

NPS for each operator

Target groups available*

58 product categories across

the following

Baby care

Food and drinks

Household care

Personal care

Personal hygiene

Pet food

Apparel

Automotive

Financial services

Medicine

Music

Technology

Tobacco

Travel

19

* To be confirmed according to different Countries sample size.


Automotive

New car

Second hand car

Baby care

*Infant milk formula or growing up milk

*Baby food, diapers, body care or other baby care products

Cleaning and laundry

Cleaning/household products

Laundry detergents

With greater depth for key meta-categories

Apparel

Clothes, shoes

*New / Updated

Financial services

Credit cards

Insurance (e.g. homeowners, health, automobile)

Banking products (e.g. loans, accounts) or Investment (e.g. mutual funds, retirement)

Food and drink

*Fast food or takeaway

*Food, as part of a grocery shop

Alcoholic Beverages^

Non-alcoholic drinks

Pet food

Technology

PC / Desktop / Laptop

Tablet

Mobile phone or smartphone

Camera (still or video)

TV (LCD, 3D, Plasma, LED etc.)

White goods and home appliances Hygiene products

Personal hygiene products

Oral Care

Medicine

Over-the-counter medicines

Music

Music (e.g. CDs, downloads)

Technology / media services

*A mobile-phone network contract

*A home-entertainment service

*A video game or video-game console

Tobacco

Tobacco / cigarettes^

e-Cigarettes^

Travel

*Flights

*Hotels / accommodation

Personal care

*Facial care products

*Cosmetics / make up

*Perfume or cologne*

Skin care products

Hair care products Detailed path to purchase coverage

^Included based on local regulations

20


All data can be also cut by the Connected Life segments



Lo

w

Dig

ital in

fluence

Hig

h

Dig

ital in

fluence

MEDIA MIX

Digital-led

Offline-led



Lo

w

Dig

ital in

fluence

Hig

h

Dig

ital in

fluence

CONTENT MIX Paid/Owned Earned

And the X axis describes what the Content mix should be across specific digital channels

The Y axis describes the level of focus that should be put on digital sources within the overall Media Mix

Leaders Observers


Leaders Observers


22


Enabling granular action-planning



Lo

w

Dig

ital in

fluence

Hig

h

Dig

ital in

fluence

Observers


Leaders



Lo

w

Dig

ital in

fluence

Hig

h

Dig

ital in

fluence

Observers


Leaders

Segment split among beer purchasers – USA

Segment split among beer purchasers – USA Males aged 26-31

31%

16%

35%

18% 6%

23%

59%

13%

Source: Connected Life 2014

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Documents

How to create a unique customer journey? · Customer journeys: the way people experience brands 2 Unique Experience The journey which best responds to ... How to create a unique customer