using customer insights to shape a better retail experience

Slide 1

Using customer insights to shape a better retail experience

Helen Graney SVP, Managing Director Jack Morton Worldwide

Helen Graney (Jack Morton Worldwide)

Using customer insights to shape a better retail experience


We live in an experience economy


Consumers value experience



80% agree (60% strongly) overall experience is #1 factor in whether they purchase a product or service


87% say previous unique experience is important (62% very important) when choosing brands to use in the future.


78% agree (44% strongly) theyd pay more for a product or service if they knew theyd have a unique experience with that brand.


But, there is a gap


26% agree that the experiences theyve actually had with brands have been extremely or very unique.


87% 26% Previous unique experience is important to future purchase

My past experiences with brands have been unique

VS

THATS SOME GAP


78% 26% Id pay more for a unique experience

My past experiences with brands have been unique

VS

AGAIN THATS SOME GAP



Experience Drivers matter


Top Experience Drivers Overall 1. Products and services that meet your needs

2. Understands your needs

3. Continues to serve and engage you after youve become a customer

4. Exceeds your expectations

5. Makes it easy to find information and buy their products, wherever and whenever I want to shop


Experience Drivers key to unique brand experience 1. Initial impression the brand makes on you

2. Continues to serve and engage you after youve become a customer

3. Understands your needs

4. Differentiates from similar products

5. Employs people who anticipate your needs


Brand2 Everyone.

The biggest influence on peoples brand decisions is other people.

Source: Jack Morton research


Every brand can be an experience brand by understanding the experience drivers that influence customers and optimising these drivers to have the greatest impact.


Mapping Experience

Discovery Experience How do I learn about your brand? How do you market?

Shopping Experience What happens when Im in store/in market?

Digital Experience How do I interact?

Product Experience Does the product /service exceed expectations?

Customer Experience How am I engaged after I commit? How do you treat me?

Community Experience How do I connect with others around your brand?


Mapping Experience And the biggest gaps in performance Discovery Experience How do I learn about your brand? How do you market?

Shopping Experience What happens when Im in store/in market?

Digital Experience How do I interact?

Product Experience Does the product /service exceed expectations?

Customer Experience How am I engaged after I commit? How do you treat me?

Community Experience How do I connect with others around your brand?

*

*

*


Honesty & Transparency are valued

Individual treatment & respect are expected

Experiences good & bad are remembered


Three trends which should be viewed through the lens of these insights:

+ Omni-channel

+ Mobile/Digital

+ Personalisation


Mobile / Digital


Drivers of multi-screen behaviour


1 in 3 consumers regularly uses a mobile device to shop


40% of shoppers change their minds in store


How do you create a differentiated live retail experience?


Re-imagining of a brands physical presence is essential in the context of anywhere/anytime Digital Retail. Through the provision of rich, multi-sensory experiences, savvy retailers are turning their stores into product playgrounds.

Lois Jacobs, Chief Executive of Fitch


ING Direct Harrods


Home Depot T-Mall


Tesco Westfield


Cotton


Personalisation


As the volume of both human and machine data grows exponentially, so too will the organisations ability to see future.

Jeffrey F. Rayport Using big data to predict your customers behaviours, HBR

Blog Network



Attitudes toward Predictive Personalisation


Omni-channel

Mobile Tour

Entertainment

Sponsorship

Trail /

Sampling

Grass Roots

Experiential

Mobile

Social

Web

Tablet

CRM

Kiosk

Promotional

Shopper

Environment

Packaging

Point of Sale


Consumer Pillars

Brand Experience

LIVE DIGITAL RETAIL


People are the most powerful ad medium


How can you use these insights to shape a better experience?

ON-B

OA

RD

ING

ENGAGE

MENT

CU

LT

UR

E

RE

CR

UIT

ME

NT


PRODUCT AN

D S

ER

VIC

ES

PEOP

LE A

N

D C

UL

TU

RE

CU

ST

OM

ER

SE

R

VIC

E EXPERIENCE

INNOVATION M

OB

ILE

BU

ND

LIN

G

SEGM

ENTA

TIO

N

MO

BIL

E B

RA

NC

H C

ALL CENTRE ONLINE

PR

& A

MB

IEN

T

SP

ON

S

OR

SHIP

ADV

ERTISING

EX

TE

RN

AL

CO

M

MUN

ICAT

IONS


Invite participation Build around users Inspire sharing Create community Add value

Experience Principles


And your people


Thank you.

using customer insights to shape a better retail experience

Business

jack morton

digital experience

retail experience

past experiences

helen graney

mapping experience

shopping experience

community