5 WAYS TO A WINNING CUSTOMER EXPERIENCE LESSONS FROM NEW YORK
OVER 50 MILES WALKED
OVER 1600 PHOTOS TAKEN
5TH AVE. SOHO. NOHO. TRIBECA. UNION SQ. TIMES SQ. DOWNTOWN
FOR THE BEST RETAILERS IT IS ABOUT CREATING AN EXPERIENCE
THAT IS MORE THAN JUST THE PRODUCT
IT’S ABOUT BEING DIFFERENT. EVERYONE IS LOOKING FOR WAYS
TO MAKE THEIR BUSINESS STAND OUT.
LIKE TAKA TAKA. EVER HAD MEXICAN SUSHI?
SO I DID. BEING DIFFERENT WORKS.
BEING DIFFERENT CAN ALSO BE DELICIOUS.
WHEN I SAY RETAILERS IN NY ARE DIFFERENT, I MEAN IN WAYS
THAT CREATE AN EMOTIONAL RESPONSE.
Be different. Create an emotional connection.
Lesson 1
CONTENT IS STILL KING
AND IT’S TAKING OVER THE PHYSICAL STORE.
PROVIDING A RICHER EXPERIENCE
SCREENS ARE NOW UBIQUITOUS. HELPING TO CREATE EMOTIONAL
CONNECTIONS WITH CONSUMERS
PRODUCTS AND SOLUTIONS OR TO EXPLAIN COMPLEX
OR IN SOME CASES BRINGING DIGITAL GOODS INTO THE PHYSICAL WORLD
EVEN THE BAKERIES ARE INVESTING IN DIGITAL CONTENT
Digital content is enhancing the store experience.
Lesson 2
IS RE-SHAPING THE CUSTOMER EXPERIENCE EVERYWHERE YOU LOOK, TECHNOLOGY
TO CREATE AN ENGAGING EXPERIENCE ENABLING RETAILERS MORE SPACE
CAN’T SEE, HAVING THE MOST IMPACT IT’S THE TECHNOLOGY YOU
THE TECHNOLOGY YOU CAN SEE IS FOCUSED ON DELIGHTING CUSTOMERS
ON CONNECTING YOU TO THE PRODUCT. SALES PEOPLE ARE MORE FOCUSED
FEEDBACK LOOPS ARE SHAPING SERVICE ..AND CUSTOMER EXPERIENCE
Technology is reshaping all aspects of the physical store.
Lesson 3
MOBILE TECHNOLOGY IS RESHAPING ITS EXPERIENCE BASED ON YOUR CONTEXT
PROVIDING FOR RICHER PRODUCT EXPERIENCES IN STORE
GIVING YOU ACCESS TO TOOLS THAT CHANGE WITH YOUR NEEDS
WITH BLUETOOTH ALLOWING USEFUL INTERACTIONS TO TAKE PLACE ON MOBILE
The future of mobile is contextual.
Lesson 4
Finance Process Offering Delivery
Business Models & Platforms
Enabling & Core
Product Performance Product System
Service
Channels Brand
Experience
Source: Doblin – On Innovation Effectiveness
NOW.. IS PRODUCT PERFORMANCE YOUR GROWTH ENGINE?
Finance Process Offering Delivery
Business Models & Platforms
Enabling & Core
Product Performance Product System
Service
Channels Brand
Experience
Source: Doblin – On Innovation Effectiveness
IF THIS IS YOUR BELIEF..
VALUE! VALUE!
YOU ARE MISSING OUT ON VALUE
ONLINE IS AUGMENTING STORE RANGE THROUGH
MASS CUSTOMISATION
BONOBOS ARE USING SHOWROOMING TO AUGMENT
THEIR EXISTING DIGITAL BUSINESS
WHAT YOU LIKE IS
DELIVERED THE NEXT DAY
CROWD-SOURCED SHOPPING
INSTACART IS..
WITHIN 1 HOUR, BY OTHER SHOPPERS
HAVE FOOD DELIVERED
New business models and experiences are driving value.
Lesson 5
So.. How will you.
Provide a contextually relevant experience.
Drive value through new business models.
Reshape your store experience through technology.
Use digital content to amplify your story.
Be different. Create an emotional connection.
Forget about your competitors, just
focus on your customers.
- Jack Ma
Thank you.
START NOW. MOVE FAST. THINK BIG.