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Web Strategy for Retail
Today…
Introductions
A quick look at the consumer today
The shift of the channel offer
Combining the consumer and the channel
Intergen Retail Strategy and customer journey mapping
Web Strategy for Retail
Who are Intergen:
Intergen provides information technology solutions across New Zealand and the world based exclusively on Microsoft’s tools and technologies. Our 260 staff work with organisations to improve productivity, empower staff, and streamline and automate business processes, delivering comprehensive solutions for businesses of all sizes, in all industries.
Come and see us B02
Daniel Munns: Industry Lead- Retail
My role is to drive our Retail and Wholesale Service Line offerings.
My passion is understanding how the flexible Microsoft solutions can enable and drive businesses strategy forward.
I will ensure the ‘customer’ is centric to everything you consider.
For the last 9yrs I’ve held various senior appointments for Debenhams Retail PLC.UK where I was accountable for the delivery of Head office and Retail solutions for 160+ stores and across the world-wide supply chain
Fashion Experience: Liberty, Lectra, Burberry and Debenhams
Giles Brown: Web Strategist
Service Line Lead, Web Strategy, Intergen.
Worked in the interactive and online business since 1998, having worked at some of New Zealand’s premier interactive, web and creative communications agencies.
The projects I’ve worked on have achieved or exceeded their ROI targets and won awards in Europe, the US, Australia and New Zealand.
“Simplify. Repeat.”
The customer 2011:
The customer experience:
Value
experience
Service
Loyalty
support
‘Give me the tools to shape my world’
Make it simple I want easy access
Convenience
Personalisation
Protect me
Setting the scene, the consumer survey:
250 people surveyed, example questions:
How many hrs pw do you spend on the high street, either shopping in a physical store /window shopping?
How many hrs per day or per week do you spend on the internet (accessing via home pc, work pc or smart phone), carrying out non work related activities ?
Can you break down how you spend your time on the internet
Do you have a smart phone ?
What internet sites or applications do you access via the smart phone?
Will your smart phone replace your home PC, if so at what point in the future?
Setting the scene, the consumer survey:
50 people surveyed, average answers
How many hrs pw do you spend on the high street, either shopping in a physical store /window shopping? 6hrs How many hrs per day or per week do you spend on the internet (accessing via home pc, work pc or smart phone),
carrying out non work related activities ? 12hrs pw
Can you break down how you spend your time on the internet, 7 hrs Social sites, 0.5 hrs banking, 4.5 hrs product research shopping
Do you have a smart phone ? 60% YES/ 40% NO
What internet sites or applications do you access via the smart phone? Facebook, twitter, email, Trade Me, Yellow pages, Weather, Amazon
Will your smart phone replace your home PC, if so at what point in the future? 10% YES/ 90% NO
Consumer Retail Priorities: 1highest, 9 lowest
Impact past 5 yrs priority future 5 yrs
• Loyalty schemes: 2 3
• Price and Promotional activities. 1 2
• Increase in online Retail sites and price comparison sites. 6 4
• Internet accessibility. 3 5
• Self service technologies 9 6
• Personalised marketing campaigns 7 7
• The ability to shop globally via the internet. 4 1
• The shop design and fit out. 5 9
• Environmental and sustainable retailing. 8 8
The customer and the channel offer:
SINGLE
MULTI
CONVERGENCE
„ZERO‟
The journey in the Retail channel offer:
mobile
CHANNELS SINGLE MULTI CONVERGENCE
Catalogue
Web
Bricks & Mortar
Customers: One to One engagement Retailer : Offer one channel to customer
Customers: experience multiple touch points but little or no convergence Retailer: Silos of knowledge and operational activity
Customers: experience multiple touch points within same brand Retailer: obtain single view of customer but operations remain in silo
Zero or ‘Agile Commerce’ set to replace Convergence:
mobile
CHANNELS CONVERGENCE „ZERO‟
Catalogue
Web
Bricks & Mortar
Customers: experience multiple touch points within same brand Retailer: obtain single view of customer but operations remain in silo
Customers: experience a brand, channel becomes redundant Retailer: single view of customer , strategic and co-ordinated opportunities.
Retailers will offer ‘brand
touch points’ for the future customer.
Retailers will move away
from a ‘channel’ engagement.
To provide services and solutions that enable Retail clients, their associated Supply Chain Partners and the end consumer* to identify, create and own supported ‘Customer Journeys’
*consumer could be an individual or an organisation
Intergen Retail Strategy : Vision
Approach to mapping a ‘customer journey’
What are the components of a ‘Customer Journey?’
The married couple The student The professor The farmer The tradesman
Bricks & Mortar store Catalogue Phone/mobile device Web
Design & QA Buying &
Merchandising Store/Channel Planning Distribution Marketing Store Operations Finance & IT
Manufacturers Warehouse Distribution centres Factories Shipping
CHANNELS
FUNCTIONS & PROCESSES
SUPPLY CHAIN PARTNERS
CUSTOMERS
SOLUTIONS
Customer Enablers Processes* and solutions that provide an improved customer experience
Operational Enablers Processes* and solutions that provide efficiency for staff
Over arching factors – building a benefits case:
Reduce Risk ? Reduce cost ? Increase functionality? Improve visibility and management? *Process first, solution second
What does your ‘customer journey’ enable:
Chan
nels
‘Customer Journey’ diagnostics high level overview: channel view
Customers
bricks and mortar store
WEB
catalogue
phone
Product Selection Customer Buying Decision Product Availability Product Purchase/ Delivery Customer Engagement
Customer Journey end to end store
Customer Journey catalogue
Customer Journey Phone or mobile device
Customer journey web
Chan
nels
‘Customer Journey’ diagnostics high level overview: ‘customer experience view’
Customers
bricks and mortar store
WEB
catalogue
phone
Product Selection Customer Buying Decision Product Availability Product Purchase/ Delivery Customer Engagement
3 Customer Buying Decision
4 Product Availability
SIN
GLE
M
ULT
I
CO
NV
ERG
ENC
E „Z
ERO
‟
1 Customer Engagement’
2 Product Selection’
7 Product Purchase/Delivery
5 Product Availability
6 Product Availability
‘Customer Journey’ channel and experience view
Customers
bricks and mortar store
WEB
Product Selection Customer Buying Decision Product Availability Product Purchase/ Delivery Customer Engagement
MU
LTI
Customer Journey end to end store
Customer journey web
bricks and mortar store
WEB
CO
NV
ERG
ENC
E
Consumer marketed based on preferences maintained by both
channels, single view of customer
Products offered in both channels or
clearly obvious what is a web only product.
Consumer has access to product
information and services associated
with product has the ability to compare
product in store and online
Consumer and retailer view real
time inventory
Product can be purchased or
delivered/collected based on customer
requirements.
Make it simple
Approach: Some practical advice.
SINGLE MULTI CONVERGENCE „ZERO‟
Talk to your end consumer about current experiences.
Talk to your staff about experience with the brand and your customers.
Research locally and ‘GLOBALLY’ what is happening in terms of competition.
Map your customer journeys today and future state across all brand touch points.
Your journeys will establish your Customer Enablers , Operational Enablers and Compliance, it will help derive priority and establish benefits.
Establish the channel you are today and the one you will become in the future.
Research the solutions you require to meet the needs to the consumer, do NOT buy a solution in the hope it will meet the needs of your current and future customer journey without understanding a roadmap
‘Give me the tools to shape my
world’
And finally:
Vision & Focus An Introduction to Web Strategy…
Our Definition…
“A Web Strategy is a vision (often documented) that clearly articulates how you
will use the web to help achieve or exceed your organisation’s business objectives. It’s a
measurable plan of attack that is specific to you; not a one-size-fits-all blueprint.”
What is it? Noun & Verb…
“How do I know I need one?”
No focus “Everything is ‘high’ priority”
No definition “It’s for local people”
No deadlines “Just get it started!”
No scope “We need a better website”
No agreement “Green! Blue! Red! Yellow!”
No Executive buy-in “What website?”
Lots of ambiguity, contradiction “That’s not my understanding”
Create… An Overview…
Creating your Web Strategy…
Dreams
Reality
Focus
Management
Execute… An Overview…
Executing your Web Strategy… 1. Prepare
2. Design
3. Build
4. Improve
1. Prepare… Research
Audience Analysis
Interviews/Workshops
Personas/User Engagement Group
High-level Concepts
Reality Check
Business Analysis
2. Design… Content Audit/Modelling
Task Flow/Interaction Design
Information Architecture
Visual Design (‘Look & Feel’)
Design Production/HTML & CSS
Copywriting/Content Creation
Technical Briefing
3. Build… Functional Specification
Solution Architecture
CMS Solution
Build/Integration
Test/Implement/Deploy
Content Loading
Training/Launch/Prototype
4. Improve… Strategy Review
User Testing
Analytics/Reporting/Monitoring
Hosting/Administration
Maintenance
Refine/Improve/Republish
Engage Governance Team
Remember…
Web Strategy = Verb + Noun
Vision
Focus
Your BUSINESS is unique, so your strategy should be unique
+ = Your new website
Retail Web Strategy… Practical Tips…
GOLDEN RULE: Design & Branding
DID YOU KNOW … Design is NOT just ‘look and feel’, but how your website or application actually works.
Design matters. A lot. Content is king, but design is of first importance.
GOLDEN RULE: Copy & Content
DID YOU KNOW … Groupon (www.groupon.com), which is projected to generate over $3 billion in revenue this year, employs over 70 comedy writers!
Write for your users first, search engines second.
GOLDEN RULE: SEO & Accessibility
DID YOU KNOW … Search engine algorithms (the complex formulas that determine page rank) change many times each month.
REMEMBER that quality, credibility, consistency and relevance are still the most important factors in determining your performance.
GOLDEN RULE: Social Media & Marketing
DID YOU KNOW … If Facebook were a country, it would be the third most populous in the world behind China and India.
Just be yourself. If you don’t believe in your product or service, you’ll get found out.
GOLDEN RULE: Audience & User Testing
DID YOU KNOW … Google Analytics or Web Trends will tell you what people did; but they won’t tell you why.
Your website is never finished. Do regular qualitative and quantitative analysis.
GOLDEN RULE: Navigation & Structure
DID YOU KNOW … ‘Navigation’ and “finding what I want” is the Number #1 frustration that users have with websites.
Clean, professional and simple. (“What can I take out?”)
Questions?
