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INTERNAL
Customer Journey – Elemental My Dear
Shopper!
PREPARED BY ILLUMINAS a global team based in London, New York and Austin
Darren George Research Director
[email protected] +44 (0)207 909 0948 ext. 6239
linkedin.com/company/illuminas
@Illuminas
http://www.illuminas.com
[email protected] +44 (0)20 7909 0929
INTERNAL
Retail Marketing
Cut-through and engage
Optimise and ensure +ROI
In-store out-of-store axis
INTERNAL
Retail Marketing
It’s understanding how to
utilise ATL TTL BTL
marketing…..
….For maximum impact
INTERNAL
Retail Marketing
At the right place….
And give the right
EXPAIRIENCE…so they want
more!
INTERNAL
Brand assessment
In-store experience measurement
Autographer, shop-e-nography
Assisted or non-obtrusive techniques
Behavioural decision making
Benchmarking
Just some of our techniques…
INTERNAL
Getting shoppers to
notice, remember &
engage
Throughout the customer
journey…..
Touch point
(Media)
Word of mouth
Check it out in-store
Price match, seek deal
and compare
Experience with brand
Different products
have alternative influence
points
(unmet) Need or
want
Research online
INTERNAL
Getting shoppers to
notice, remember &
engage
Finding insights within the
customer journey…..
…examining not just the initial journey
but the entire experience
Digital
(ROBO)
Store
Click-n-
collect
Online
Compare Auction
Use
Change Upgrade
Parts
Cust
Service Feedback
Renew
Promote Advocate
Buy again
Cancel
Service
Customer Experience
INTERNAL
Getting shoppers to
notice, remember &
engage
Feedback forums/
Csat What is the spark
that sets off loyalty & how to
interrupt it?
Brand
…Where and what to influence across
multiple touch points?
POS Media
WOM
Apps
Collateral
INTERNAL
Getting shoppers to
notice, remember &
engage
Engagement that goes
beyond use…..
INTERNAL
Getting shoppers to
notice, remember &
engage
But for which can go
wrong…..
But still engage! (although some might argue that this not suitable for all)
INTERNAL
Getting shoppers to
notice, remember &
engage
The mission & occasion to
engage…
Smooth
Hydrated
No itching
Looking good
Weekly shop
Convenience shop
Know where the mission
can be influenced..
INTERNAL
Concept testing (product and
communications)
Touch point impact measurement
Purchase intent assessment
User and customer experience
Segmentation
A few more…
INTERNAL
In-store out of store axis
If 45% of purchase
decisions are made at
shelf…..
Toothpaste 5%
Mobile phone 60%
Shaver 45% Beer 50%
INTERNAL
In-store out of store axis
What influenced those
that are already ‘in the
know’ as to the one they
want?
They support my favourite team
They have a cool app that lets me….
Heard positive thing about them on the Radio..
My mum used to buy it
Noticed the billboard on the way into the store…
INTERNAL
In-store out of store axis
And what about the
dynamics of couples
shopping….
…do they really ‘Team-shop’?
Will they spend more?
INTERNAL
In-store out of store axis
What do people really
want….
…low cost or grounded convenience?
Soups Spiced
Soy
Sauce
INTERNAL
Observed shop without being
intrusive
Testing shelf, packaging and
layout – virtual and the real
Immersive couple qual &
ActiVGroups™
Behavioural decision making
And again…
INTERNAL
Optimise and ensure +ROI
Do shoppers always need
more choices?
Or the right choice?
INTERNAL
Optimise and ensure +ROI
Will your product
appeal…
…online as well as on-shelf?
Source: The Hartman Group, Inc.
INTERNAL
Optimise and ensure +ROI
Optimise
the
product
Optimise
the
package
Optimise
the shelf
Optimise
the
channel
Optimise
the
purchase
method
Measure
ROI of
marketing
activity
Pure choices for ensuring
effectiveness…
INTERNAL
Optimise and ensure +ROI
To ensure…
…and making customers
INTERNAL
Understand the four elements…and how
they impact the customer journey
PREPARED BY ILLUMINAS a global team based in London, New York and Austin
Darren George Research Director
[email protected] +44 (0)207 909 0948 ext. 6239
linkedin.com/company/illuminas
@Illuminas
http://www.illuminas.com
[email protected] +44 (0)20 7909 0929
