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Alex Blaney, Creative Director at Session Digital gave this presentation at Magento Live UK 2013. Alex says: “In an omni-channel world the consumer alone decides where a brand can meet them. Be it digitally, physically - or both simultaneously. Effective consumer engagement means brands and retailers need to be aware of every channel and brand touchpoint at all times. A mind-blowing concept in theory, but it needn’t be in practice with the right approach. In this digital strategy presentation I will outline a “human-centric” approach to Magento in an omni-channel commerce ecosystem and how to use it effectively for immediate conversion success.”
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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 brandTouchpoints.
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 MappingStage 3: Effective Omni-channel Magento
Start with why?
Why are we doing this?
Define agoal.
“We will increase revenue by 20% by
June 1st 2014 & improve brand advocacy 10%”
Give your goal measurements, specific metrics & timeframes.
GoalWhy 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 to
ward
s go
al
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.
JourneyDestination <
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 PurchasePathway”
• 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