2. Today…
Introductions
A quick look at the consumer today
The shift of the channel offer
Combining the consumer and the channel
Intergen Retail Strategy and customer journey mapping
Web Strategy for Retail
3. Who are Intergen:
Intergen provides information technology solutions across New
Zealand and the world based exclusively on Microsoft’s tools and
technologies. Our 260 staff work with organisations to improve
productivity, empower staff, and streamline and automate
business processes, delivering comprehensive solutions for
businesses of all sizes, in all industries.
Come and see us B02
4. Daniel Munns: Industry Lead- Retail
My role is to drive our Retail and Wholesale Service Line offerings.
My passion is understanding how the flexible Microsoft solutions can enable and drive
businesses strategy forward.
I will ensure the ‘customer’ is centric to everything you consider.
For the last 9yrs I’ve held various senior appointments for Debenhams Retail PLC.UK where
I was accountable for the delivery of Head office and Retail solutions for 160+ stores and
across the world-wide supply chain
Fashion Experience: Liberty, Lectra, Burberry and Debenhams
5. Giles Brown: Web Strategist
Service Line Lead, Web Strategy, Intergen.
Worked in the interactive and online business since 1998, having worked
at some of New Zealand’s premier interactive, web and creative
communications agencies.
The projects I’ve worked on have achieved or exceeded their ROI targets
and won awards in Europe, the US, Australia and New Zealand.
“Simplify. Repeat.”
7. The customer experience:
Personalisation
Loyalty
Value Convenience
‘Give me the tools to shape my world’
Service Make it simple
support I want easy access
experience Protect me
8. Setting the scene, the consumer survey:
250 people surveyed, example questions:
How many hrs pw do you spend on the high street, either shopping in a physical
store /window shopping?
How many hrs per day or per week do you spend on the internet (accessing via
home pc, work pc or smart phone), carrying out non work related activities ?
Can you break down how you spend your time on the internet
Do you have a smart phone ?
What internet sites or applications do you access via the smart phone?
Will your smart phone replace your home PC, if so at what point in the future?
9. Setting the scene, the consumer survey:
50 people surveyed, average answers
How many hrs pw do you spend on the high street, either shopping in a physical store /window shopping? 6hrs
How many hrs per day or per week do you spend on the internet (accessing via home pc, work pc or smart phone),
carrying out non work related activities ? 12hrs pw
Can you break down how you spend your time on the internet, 7 hrs Social sites,
0.5 hrs banking, 4.5 hrs product research shopping
Do you have a smart phone ? 60% YES/ 40% NO
What internet sites or applications do you access via the smart phone? Facebook, twitter, email,
Trade Me, Yellow pages, Weather, Amazon
Will your smart phone replace your home PC, if so at what point in the future? 10% YES/ 90% NO
10. Consumer Retail Priorities:
1highest, 9 lowest Impact past 5 yrs priority future 5 yrs
• Loyalty schemes: 2 3
• Price and Promotional activities. 1 2
• Increase in online Retail sites and price comparison sites. 6 4
• Internet accessibility. 3 5
• Self service technologies 9 6
• Personalised marketing campaigns 7 7
• The ability to shop globally via the internet. 4 1
• The shop design and fit out. 5 9
• Environmental and sustainable retailing. 8 8
11. The customer and the channel offer:
MULTI
„ZERO‟
CONVERGENCE
SINGLE
12. The journey in the Retail channel offer:
CHANNELS SINGLE MULTI CONVERGENCE
Bricks &
Mortar
mobile
Web
Catalogue
Customers: experience
Customers: experience
Customers: One to One multiple touch points within
multiple touch points but little
engagement same brand
or no convergence
Retailer : Offer one channel to Retailer: obtain single view of
Retailer: Silos of knowledge
customer customer but operations
and operational activity
remain in silo
13. Zero or ‘Agile Commerce’ set to replace Convergence:
CHANNELS CONVERGENCE „ZERO‟
Bricks &
Mortar Retailers will offer ‘brand
touch points’ for the future
customer.
mobile
Retailers will move away
from a ‘channel’
Web
engagement.
Catalogue
Customers: experience Customers: experience a
multiple touch points within brand, channel becomes
same brand redundant
Retailer: obtain single view of Retailer: single view of
customer but operations customer , strategic and co-
remain in silo ordinated opportunities.
14. Intergen Retail Strategy : Vision
To provide services and solutions that enable Retail clients, their
associated Supply Chain Partners and the end consumer* to identify,
create and own supported ‘Customer Journeys’
*consumer could be an individual or an organisation
16. What are the components of a ‘Customer Journey?’
CUSTOMERS
The married couple The student The professor The tradesman The farmer
CHANNELS
Bricks & Mortar store Catalogue Phone/mobile device Web
FUNCTIONS &
PROCESSES Design & QA
Buying &
Store/Channel Planning Marketing Store Operations Finance & IT Distribution
Merchandising
SUPPLY CHAIN
PARTNERS Manufacturers Warehouse Distribution centres Factories Shipping
SOLUTIONS
17. What does your ‘customer journey’ enable:
Customer Enablers
Processes* and solutions that provide an improved customer experience
Operational Enablers
Processes* and solutions that provide efficiency for staff
Over arching factors – building a benefits case:
Reduce Risk ?
Reduce cost ?
Increase functionality?
Improve visibility and management?
*Process first, solution second
18. ‘Customer Journey’ diagnostics high level overview: channel view
Customers
Customer Engagement Product Selection Customer Buying Decision Product Availability Product Purchase/ Delivery
Customer Journey end to end store
bricks and
mortar store
Customer Journey catalogue
catalogue
Channels
Customer Journey Phone or mobile device
phone
Customer journey web
WEB
19. ‘Customer Journey’ diagnostics high level overview: ‘customer experience view’
Customers
Customer Engagement Product Selection Customer Buying Decision Product Availability Product Purchase/ Delivery
3 4
SINGLE
Customer Buying Product Availability
Decision
bricks and
mortar store
MULTI
1 2 6
Customer Engagement’ Product Selection’ Product Availability
catalogue
Channels
7
Product
Purchase/Delivery
CONVERGENCE
phone
5
Product Availability
„ZERO‟
WEB
20. ‘Customer Journey’ channel and experience view
Customers
Customer Engagement Product Selection Customer Buying Decision Product Availability Product Purchase/ Delivery
bricks and
mortar store
Customer Journey end to end store
MULTI
WEB Customer journey web
Consumer has access
Consumer marketed to product Product can be
bricks and
mortar store Products offered in information and purchased or
based on preferences Consumer and
CONVERGENCE
both channels or services associated delivered/collected
maintained by both retailer view real
clearly obvious what with product has the based on customer
channels, single view time inventory
is a web only product. ability to compare requirements.
of customer
product in store and
online
WEB
Make it simple
21. Approach: Some practical advice.
Talk to your end consumer about current experiences.
Talk to your staff about experience with the brand and your customers.
Research locally and ‘GLOBALLY’ what is happening in terms of competition.
Map your customer journeys today and future state across all brand touch points.
Your journeys will establish your Customer Enablers , Operational Enablers and
Compliance, it will help derive priority and establish benefits.
Establish the channel you are today and the one you will become in the future.
SINGLE MULTI CONVERGENCE „ZERO‟
Research the solutions you require to meet the needs to the consumer, do NOT buy a
solution in the hope it will meet the needs of your current and future customer journey
without understanding a roadmap
24. Our Definition…
“A Web Strategy is a vision (often
documented) that clearly articulates how you
will use the web to help achieve or exceed your
organisation’s business objectives. It’s a
measurable plan of attack that is specific to
you; not a one-size-fits-all blueprint.”
26. “How do I know I need one?”
No focus “Everything is ‘high’ priority”
No definition “It’s for local people”
No deadlines “Just get it started!”
No scope “We need a better website”
No agreement “Green! Blue! Red! Yellow!”
No Executive buy-in “What website?”
Lots of ambiguity, contradiction “That’s not my understanding”
37. GOLDEN RULE: Design & Branding
Design matters. A lot. Content is king,
but design is of first importance.
DID YOU KNOW … Design is NOT just ‘look and feel’, but how
your website or application actually works.
38. GOLDEN RULE: Copy & Content
Write for your users first, search
engines second.
DID YOU KNOW … Groupon (www.groupon.com), which is
projected to generate over $3 billion in revenue this year,
employs over 70 comedy writers!
39. GOLDEN RULE: SEO & Accessibility
REMEMBER that quality, credibility, consistency
and relevance are still the most important factors
in determining your performance.
DID YOU KNOW … Search engine algorithms (the complex
formulas that determine page rank) change many times each
month.
40. GOLDEN RULE: Social Media & Marketing
Just be yourself. If you don’t believe in your
product or service, you’ll get found out.
DID YOU KNOW … If Facebook were a country, it would be
the third most populous in the world behind China and India.
41. GOLDEN RULE: Audience & User Testing
Your website is never finished. Do regular
qualitative and quantitative analysis.
DID YOU KNOW … Google Analytics or Web Trends will tell
you what people did; but they won’t tell you why.
42. GOLDEN RULE: Navigation & Structure
Clean, professional and simple.
(“What can I take out?”)
DID YOU KNOW … ‘Navigation’ and “finding what I want” is
the Number #1 frustration that users have with websites.
43. Contact us:
www.intergen.co.nz
Daniel.Munns@intergen.co.nz
Giles.Brown@intergen.co.nz
Come and see us B02
