Simply designing websites or apps is not enough anymore.

Simply
designing
websites or apps
is not enough
anymore.
eTail Europe · 2018

Olivier Plas
Specializing in B2B and B2C e-
commerce and omni-channel
marketing, Intershop.
2
Today with you.
Mauro Boffardi
Technical and Digital Architect at
Accenture Interactive
Fran Merino
Group Design Director · Head of
Design at Fjord
Design and Innovation from
Accenture Interactive

3
Cooking up
inspiration
online
Martin & Servera is Sweden’s
leading food and service
provider for the restaurant
industry in both private and
public sector, with over 55%
of revenues coming from e-
commerce operations.
Being already a digital
success for the B2B market,
the project represented an
incredible design opportunity
to blend commerce
functionalities and
inspirational contents in a
fluid and value-rich user
experience.
In 2018 the site won the IDG
prize as third best e-
commerce site in Sweden.

4
Next level
eCommerce
Sporting goods and apparel
retailer, Stadium, decided to
take their business to the
next level. Their mission:
build on decades of success
to expand, changing the way
they operated instore,
making their brick and mortar
operations more compelling.
And also building an
ecommerce presence.
To achieve their ambitious
digital goals, Stadium sought
help from leading advisors
and, after a competitive
pitch, the retailer chose
Accenture Interactive.
Together, Stadium and
Accenture delivered
innovative strategies like
vertical channels and and in-
store digital omnichannel
experience.
Stadium

5
Alko
eCommerce
During the summer of 2015
Accenture worked with a new
digital strategy for Alko.
After that Alko decided to
start with e-commerce for
both B2B and B2C.
The new web site was
redesigned from scratch with
a mobile-first approach, and
enriched with an extensive
set of content.
The project won the ”Best IT
project” Prize in Finland in
2017.

Experience
economy
This impact is being driven
by three forces.
Economy is evolving
into a service-driven
economy.
Products are becoming
services. Access is the new
ownership.
Digitisation of
everything
Accessible, simple,
consistent. Anytime
across every touch-
point.
Digital accelerates the
time for a Brand to
succeed or fail. Globally.
Empowered 
customers
Customers are in
control. They act as
promoter of brands.
Brands need to rethink how
they create and manage
their promise and content.
+
+
=
Liquid 
expectations
Clients’ expectations
are bringing down
industry boundaries.
The best experience wins,
no matter what sector.

Companies that believe they provide
a superior proposition
8%
Companies whose customers agree
Experience Gap
100
80
50
30
10
0
80%
Experience GAP

9
Competitors
insights
What is happening
By merely focusing on direct competitors, and
even experience led direct competitors,
companies still risk falling prey to the missing
true expectations.
Increasingly, your most important competitors
are those we call perceptual: those that shape
the overall expectations that customers have
for experiences in every category.
#1 Direct
Products or services that directly compete
with yours.
#2 Experiential
Services that (partially) replace the need for
yours.
#3 Perceptual
Services that change customer expectations –
and raise them for yours.
Flygbussarna, SL, Taxi Stockholm
Drive now, SnappCar, Bizzt
Google, Amazon, Apple

10
Direct
What is happening
Flygbussarna SL Taxi Stockholm
Three things they got right
• Extend on customers current commuting
• Ticket payment handled in Arlanda airport
• Multiple pickup/drop off locations
Positioning
Travel with the local traffic to Arlanda, using
your SL card. Great for customers living on
commuter train lines.
Call to action: Convenient and affordable.
• Clear service offering
• Affordable price point
• Multiple pickup/drop off locations
Positioning
Low price option to travel to Arlanda.
Departures every 10 minuets from multiple
locations. Also offer a more exclusive service,
Door to Gate.
Call to action: Affordable ride to the airport.
• Personalised pickup/drop off location
• Connivent service
• Good mobile app
Positioning
Flexible pickup and drop off. More premium
service but convenient specially when
traveling in a group of 3-4.
Call to action: Convenient and comfortable.

11
Experiential
What is happening
Drive now SnappCar Bzzt
• Contribute to a greater cause
• Provide a income for unused cars
• Build a community based
Positioning
Empower people to rent and lease privately
owned cars and contributing to a shared
economy.
Call to action: Affordable, contributing to a
shared economy.
• Pickup/ Drop-off wherever and whenever
• Good mobile app
Positioning
Shared carpooling. Comfortable and easy for
registers users. Find and book a vehicle to use
for how over long needed.
Call to action: Effortless and convenient.
• Affordable price point
• Strong values
Positioning
Offering emission-free and cheap podtaxi’s.
Making a taxi ride affordable to everyone.
Call to action: Affordable and environmental
friendly.

12
Aspirational
What is happening
AmazonApple
• Lifestyle instead of tech solution
• Powerful brand presence
• Seamless integration of touchpoint
Positioning
Lifestyle leader. Seamlessly connected,
empowering customers to fulfil their dreams.
Call to action: Enables desirable lifestyles.
Strong brand association.
• Solving true user needs
• Forefront in services and technology
• Speed and quality in everything
Positioning
Experience leader. Delivering new service with
leading technology. Setting new benchmarks
with Amazon Go and voice assistants.
Call to action: Solving core user needs.
Seamless and smooth.
Google
• Solving true user needs.
• Benchmarks of digital experiences
• Empowering users everyday
Positioning
Experience leader, helping people manage
their life in the best way. Be it decluttering
email, reminders about flights or navigating.
Call to action: Seamless, smooth,
empowering.

Customer experience Employee experience Product experienceBrand experience
13
Monitor, respond, and
improve every moment along
the customer journey.
Measure sentiment across the
entire employee life circle,
prioritise key employee
experience.
Benchmark and track brand
awareness, equity and
perceptions, and optimise
brand strategy
Uncover unmet products
needs, prioritise product
features, measure user
experience and predict
market adoption.

We believe that
every interaction
is branding.
In a world where everything its getting connected.
Where we use multiple digital channels to accomplish tasks,
Where smartphones are the entry point to almost everything;
Where money and everything is digital;
Where the interface layer is where the profit is;
Where physical assets and employees are liabilities;
Where providing a slick best in class human experience will create
your business health.
In this world…

Hourglass

Google
Facebook
WeChat
Airbnb
Amazon
Netflix
Alibaba
Baidu
eBay
Uber
Spotify
Whatsup
Universal brands

Strava
Ace & Tate
Peloton
Hunter
Jetsmarter
Patagonia
Deliveroo
Snapchat
Square
Rapha
Norrøna
Single-minded brands

Which side of the
brand hourglass
are you on?

Brand relation.
Define your brand’s behaviour in
multiple environments and
understand what sort of a brand
you can be.
19
How to escape the
squeezed middle.
Brand scenarios.
Define how you are going to
interact with other brands and
how you are going to approach
customers or employees.
• Utility Brand (something to use)
• Audience Brand (something to say)
• Experience Brand (something to do)
• Relationship Brand (something to be related to)
• Standalone
• Curator
• Partner
• Platform
Brand moments.
Define which touch-points will
deliver your Brand experience and
what will make it unique and
recognisable.
• New Touch.points
• New interactions
• New Context

20
The journey towards a living brand is
made of changes. We want to discuss
some of those changes with you.
Change.

We’llbrieflydescribe
whatthosechanges
meanforus. — In the meantime you can share
your understanding of what
positive impact they can have on
your business, and how much
effort is required to drive them in
your organization

22
Pick up your
mobile phone
Go to the site
menti.com
Code 575776
You can use the sliders to rank
impact and effort from low (0) to
high (10)”. If you think we forgot to
mention something important,
you can write it in the second
page. If you want, you can
download the results afterwards”.
1
2
3

01.
Personalization
— Build a strong narrative
around your commerce
proposition, creating a very
loyal customer base through
exemplary post sales
services and by pioneering
new approaches to content,
marketing and omni-
channel retail.

Me-commerce
It’s widely accepted now that a one-size-ﬁts-all approach to retail
doesn’t work. Savvy shoppers get a personalized experience online —
think retargeting, virtual assistants, product recommendations, sorting
of search results and categories, articles and other content that is a
direct reﬂection of their online shopping behavior and past purchase
history.

They expect that same level of personalization in-store. In fact, they
demand it.

Personalisation

02.
Branded Content
— Services developed to
meet growing demands for
information delivered more
efficiently.

Days of
conventional brand
storytelling are
over. The proliferation and universality of information sources and the side
effects of the services developed to meet growing demands for information
delivered more efficiently.
More of us are turning to social media and aggregation sites to navigate the
noise. Yet, curated feed are creating self-affirming and closed loop systems
– giving the perception that the world agrees with our point of view.
Brand owners must heed three key lessons from content saturation:
• Just because you create content doesn’t guarantee an audience.
• Success is not always driven by the highest production-quality content.
Brand owners love glossy content, but they will have to get over
themselves if they are to fully embrace consumers’ growing preference for
content that is rough and ready.
• Create for the channel first. Reimagine the story for the medium and
produce for mobile.
Branded Content

03.
Vertical Retailer
— Vertical e-commerce
businesses are usually
categorized by their product
category. That means all
niche e-commerce plays
need not be vertical e-
commerce businesses.

Should you be a specialist, or
should you sell everything to
everyone — Fast or Mass?
Unlike horizontal plays, vertical e-commerce players are
specialists. So an online retailer that only sells baby products is a
vertical e-commerce business, so is one that only sells shoes. It is
akin to the "category killer" that traditional retailers understand.
Vertical e-commerce players rely on being able to showcase the
product better. Since they focus on one, or few, product
categories, they can engineer the user experience in a way that
highlights the special features of the product category. At least
that's what they should do. Vertical e-commerce businesses are
usually categorized by their product category. That means all
niche e-commerce plays need not be vertical e-commerce
businesses. For instance, hyperlocal e-commerce players are niche
players. In this case, the niche is the locality in which they operate.
But hyperlocal etailers do not automatically get the term vertical
attached to them.
Vertical Retailer

04.
Radical
transparency
— The customer does not
need to know or understand
your internal processes or
organizational structures.
The customer does not
WANT to know them.
For the customer the brand
is one and it expects to have
the same experience and the
same service in every
possible touchpoint.

The successful OmniChannel is the
one the customer does notice
OmniChannel may be an old buzzword, but a lot still has to be
done.
Reshape your business and take away all ”walls” between your sale
and after sal structure, bring all the data together, do not build
touchpoint specific experiences.
 
Organizations will need to prepare for an inevitable shift from
“touch points” to “trust points.”
Design for trust 
To earn trust, an organization must be transparent. It will be
important to design new navigation systems that simplify complex
business processes and demonstrate transparency. Once the trust
crisis is addressed, we will seen new services emerge, which will
capitalize on far deeper levels of trust.
Radical transparency

05.
Context-Aware
— Ability of a system or
system component to gather
information about its
environment at any given
time and adapt behaviours
accordingly.

Marketers need to stop focusing on
loyalty and start thinking about
relevance.
If your customer retention strategy relies on “buying” loyalty with rewards,
rebates, or discounts, it is coming at a high cost. And these days, it could
also mean that you’re giving up something priceless: your relevance. 
That’s because the “loyalty era” of marketing, as we’ve known it, is waning.
According to a recent consumer research from Kantar Retail, 71% of
consumers now claim that loyalty incentive-programs don’t make them
loyal at all. Instead, in this new era of digital-based competition and
customer control, people are increasingly buying because of a brand’s
relevance to their needs in the moment.
Use the modern technologies to built context-aware touch points,
proposing different content, products, prices and services depending on
the context the customer is in that exact moment. Serve for instance
inspirational content on notebook during the evenings, fast offer
purchases while at office, customer service interactions on the mobile
while on the move or at an airport.
Context-Aware

06.
Marketplace
— You will find multiple e-
Commerce businesses such
as Amazon, eBay, etc that are
implementing this
marketplace model to
enhance their business.

You do not need to be Alibaba or
Amazon, they are only a few of
many successful stories.
Marketplace
Use in integrated marketplace as a complement of your ecommerce.
Integrate a marketplace platform to expand your product offering very
quickly and respond to the constantly shorter cycles and hypes of the
market.
Use the marketplace to offer complementary products that complete your
offering and that are difficult to handle with your current supply chain.
Use the marketplace to offer of markets completely different than yours,
and provide an unique proposition and value for a customer. You sell
hiking boots, why not offer a complimentary travel packet to the alps?
Make your site automatically adapt to your brand standards, hide the less
performant players and reward the profitable ones.

07.
Complements
— Complements are all the
kind of services that a site
offer that are not finalized to
the direct sales, like public
wish list, or consumable
reminders

Complements
Make your brand useful
In the era of empowered customer is difficult to create fidelization.
The main offer of your brand is fundamental, but if you can bring it one
step further by offering services that actually solve customer problems.
The effort in implementing the service can pay back a lot in terms of
increased sales.
Think as a customer: what could make my life easier? An automated
shopping list based on my previous purchase, a contact with a technician,
a way to keep track of your consumption or budget, a recipe book? Most
of those ”complementary services” are common in B2B, and are expected
also in B2C.
Think: you may say the whole Google and Facebook are free services to
solve customer needs.

08.
Customer
Orientation
— Most commerce
navigation is designed to
surface as many of your
offering as possible.
Everything is about hierarchy
and logically descending
from general to specific.

More than one road leads to
Rome
Customer Orientation
It is normal to categorize products based on the hierarchy that we use also
with our supply chain; while this categorization often make sense and
must be provided in the site, it may not be the most relevant for the
customers.
Provide different ways to find your products, search and filtration are the
first obvious step, but think as a customer, not as a seller.
Sell plants not in base of their scientific taxonomy, but for size of the
flowers, whether they require or not special cares, how often should it
water it, if they can live in apartment or not.
If you sell a TV, ask not the number of inches, but how big is the room,
whether you will use it for playing videogames, whether you like action
movies and documentary….

09.
Data Driven
Culture
— To be data-driven requires
an overarching data culture
that couples a number of
elements, including high-
quality data, broad access
and data literacy and
appropriate data-driven
decision-making processes.

Do not act on the things you
think you know
Data Driven Culture
All choices must be driven by objective data, and not personal intuition.
Customers tell us what they do, like, are used to, understand or wish; they
do it with numbers. Use all the tools you have in your toolbox to observe,
measure, experiment and iterate.
Use Multivariant testing, Analytics reports, surveys, statistics. Mix online
and offline data. From this data, determine actions, and measure their
effect with well-defined, objective and realistic KPIs.
Consider also Data Providers like Facebook, Google, Apple, as a really
important part of your supply chain.
The margin will always be too tight to waste money on unneeded or
counterproductive changes, promotions, and missed opportunities.

10.
Post-Purchase
— The communications and
actions performed after the
purchase

The purchase is just the
beginning of the shopping
experience
Post-Purchase
You people to connect your brand to a positive experience for the whole
life of the product, not just for getting something for the right price.
Engage your customers right from the order confirmation mail, do not be
bureaucratic or boring, challenge customers to come back with a
personalized promotion. Ask for review (but only when you are sure the
product arrived!), offer cross selling in your communication, send
replenishment reminder or ask how the customer liked the purchase. Use
time to provide services or up/cross selling. You purchased a pair of
shoes? Propose caring products after a coupe of months. Someone
purchased clothes for a 1yr old child? Do not send more offers for 1yr, but
send 2yr size toys one year later, a bicycle two years later. Bought a
printer? Send ink or service.

43
Now the floor is yours.
Yes, but…

44
If you want to continue
the discussion, please
meet us in the
comments section of
this linkedIn page.
http://bit.ly/eTail2018
Thank you

Simply designing websites or apps is not enough anymore.

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