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Developing an omni-channel strategy with the consumer in mind. Alex Blaney,
Creative Director & Co-founder.
Session Digital
“Omni-Channel Retailing is a seamless approach to the consumer experience through all available shopping channels...”
Wikipedia says…
Simple?... No.
In an omni-channel world the consumer alone decides where a brand can meet them.
Brand, People & Context
Stage 1: The Omni-channel Trinity
To truly succeed the brand must build & maintain a relationship.
The Omni-channel trinity / Brand, context & people
Relationships are at the heart of brand advocacy.
The Omni-channel trinity / Brand, context & people
Relationships can only happen in the right environment & conditions. This is context.
The Omni-channel Trinity / Brand, context & people
Context is human-centric not user-centric. Context must be experienced first-hand.
The Omni-channel Trinity / Brand, context & people
Context =
People +
Touchpoints
The Omni-channel Trinity / Brand, context & people
Understand, research & analyse.
Stage 2: The Human-centric Approach
Understand context =
Research people +
Analyse touchpoints
The human-centric approach
Research people.
The human-centric approach
• Demographics (MOSAIC).
• Customer segmentation.
• Current traffic.
• Existing market research.
• Vox pops (internal/external)
• Brand awareness.
• Buy/commission/create reports.
Analyse brand Touchpoints.
The human-centric approach
• Engage with all channels.
• Store & factory visits.
• Brand collateral.
• Get “The brand message”.
• Assess omni-channel capability.
• Method act!
Understand brand values,
capabilities & goals.
Understand what the
brand can do & is doing.
Trust of the brand.
As an eCommerce
professional…
As a brand
consumer…
Why?...
Measured your values &
goals against the brand’s.
Understand what the brand
shouldn’t do.
You’ve experienced context.
Every consumer is different. Everyone is an individual.
The human-centric approach
But...
Use your research to develop realistic customer profiles.
Enrich them with relevant scenarios & contexts.
The human-centric approach
Invent realistic - yet hypothetical - objectives with ‘omni-channel journeys’ to satisfy them.
Take note of missing or under-
developed channels
The human-centric approach
Many consumers. Many journeys. Many devices. Many goals.
… and a lot of
relationships to consider.
Effective Omni-channel Magento.
We now have a problem…
Impact Mapping Stage 3: Effective Omni-channel Magento
Start with why?
Why are we
doing this?
Define a goal.
“We will increase
revenue by 20% by
June 1st 2014 &
improve brand
advocacy 10%” Give your goal measurements,
specific metrics & timeframes.
Goal Why are we doing this? What is the goal?
Actors
How can the actors help or obstruct the
goal? How should their behaviour change?
Impacts
Who can help achieve or obstruct our goal?
What can we do to support the impacts?
Deliverables (inc. features)
Inertia
tow
ard
s g
oal
You will get a lot of features!
Don’t panic.
It’s a good sign.
Locate your ‘Sweet spot’.
The optimum context where
you and your consumers can
meet to most effectively
impact your goal.
Map the impact of that
activity outwards from
your ‘sweetspot’ …
and back.
Digitally, consumers engage with brands via companion devices.
Journey Destination <
Brands can’t choose the destination
Brands can improve the journey
Prototyping. Stage 3: Effective Omni-channel Magento
The Scientific method of enquiry 1. Create a hypothesis
based on an educated
guess.
2. Express it & your
assumptions clearly.
3. Look to prove or
disprove your hypothesis.
Hypotheses Findings
Research
Ideas Prototype
Design
Diverge
Grow
Options
Converge
Prioritise
Choose
Diverge
Grow
Options
Converge
Prioritise
Choose
Minimise the core features. Relate them to your ’why’. Create & test them.
Release regularly, rapidly & on device.
‘The Battenburg analogy’. (or elephant carpaccio)
Adopt an Agile approach.
Augmenting the consumer experience
Stage 3: Effective Omni-channel Magento
“The Purchase
Pathway”
• Break promises.(e.g, make offers on
one channel you can’t fulfil on another).
• Misuse a channel for the
sake of it. (e.g, QR codes on moving
objects?)
• Disappoint your
consumers. (the consequences are HUGE!)
Don’ts • Disturb their brand
journey. (e.g, don’t bombard them with communication).
• Be inconsistent. (e.g, in-store message differs from online)
• Attempt to artificially
control their feedback. (e.g, via social channels or reviews)
Top 5 techniques for success.
Conclusion: Principles of effective omni-channel conversion
Simplify your message.
5 principles of effective omni-channel conversion
Have one clear action.
One clear goal.
Stick to it.
1
Maintain a consistent visual code across all channels.
5 principles of effective omni-channel conversion
If you’re confused then your customer
definitely is. Confusion kills conversion.
2
Create clear & appropriate content.
5 principles of effective omni-channel conversion
Create a brand tone of voice. Use
language that EVERYONE understands.
(Your words might not make sense).
3
Remove any unnecessary barriers.
5 principles of effective omni-channel conversion
Consider what you’re asking the
customer to do. Could it be done later or
through a more applicable channel?
4
Reward frequently
5 principles of effective omni-channel conversion
Be appreciative. Establish a relationship
by rewarding your customers in any way
you possibly can. Even just a ‘thank you’.
5
“a new era of opportunity”
The Social
media
diaspora
Low-energy
Bluetooth
One-click
payments
Click &
collect ‘Fitlifting &
showrooming’
Loyalty &
personalisation
Many many
more…
In-store
advances
The Internet
of Things
Thank you. @sessiondigital @inviqa @hitono