creating a great customer experience any place with tara and anne

Creating a Great Customer Experience: Any Place, Any Time

Anne Forkutza, Design Lead, iQmetrix Tara Bartlett, Marketing Manager, iQmetrix

Agenda

! What is OmniChannel? ! In-Store

! Web ! Social

! Mobile

! Tying it all together

Single Channel Multi-Channel

Evolution of Customer-Retailer Touch Points

Cross-Channel Omnichannel

Anytime, any place, anywhere

What is Omnichannel? Seamless experience across channels and touch points

The Rise of the Connected Consumer

Information‐hungry, price‐savvy, and mobile‐empowered shoppers expect a one-screen, one-store consistent experience across retail channels and touch points.

This means a move from “connecting the channels” to “blending the channels.”

Why Omnichannel?

Multi-Channel the New Norm >50% of customers make

multi-channel purchases

The Rise of Social Media >78% of consumers trust peer

recommendations

Mobile Commerce >38%

of smartphone users have made a purchase using a smartphone

Online Shopping >15% Growth over the last year

Source: comScore 2012

Omnichannel is accelerated by the rapid rise of mobile shoppers

4 out of 5 consumers use their smartphone to shop

How are shoppers

using their Smartphones?

Source: Deloitte

What does all this mean?

= Mobile

Social

Web

? DOWNSIZING

No

In-Store is Preferred Purchase Channel

YES

Preferred Purchase Channel: In-Store

76%

74% of shoppers that visit a mobile site or app for a retailer or brand make a purchase

Evolution of the Store

Source: Deloitte’s Store 3.0 study

Previously… “Retailers have invested heavily into bringing elements of the in-store experience to their websites.”

- Mashable.com, September 2012

Now We’re seeing a shift towards Omnichannel through bringing the benefits of online into the store experience

Burberry

The role of the store is changing, NOT going away.

The Future Role of the Store will be Quite Different

Source: Designing the Next Generation of Retail Places, iQmetrix – Alen Puaca

The Future Role of the Store will be Quite Different

Source: Designing the Next Generation of Retail Places, iQmetrix – Alen Puaca

The Changing Role of In-Store

Source: Deloitte’s Store 3.0 study

Even Well-Known Online Brands are Recognizing that In-Store is Here to Stay

Source: Deloitte’s Store 3.0 study

In-Store Best Practices

! Bring the benefits of online into your store ! Convenience is key

!  Make it easy for customers to research, find and buy products in-store

! Connected, knowledgeable sales team

! Make your store a place where people want to hangout

What about the other channels?

Mobile Social

Web

In-Store

Web

Retailers continue to have an edge with consumers, when they can leverage their physical storefronts with a strong online presence.

76% of all consumers say they have used a retailer’s website to research a potential purchase NPD’s new “E-commerce and Consumer Electronics: Online Shopping & Purchasing” report – Sept 2011

Web Best Practices !  Make it easy for customers to find you !  Be Clear. Your customers are busy.

!  Keep your content simple and easy to navigate !  Help them get in touch

!  Ensure contact details are prominent

!  Consistency of information – online and in-store

Social

“We don’t have a choice on whether we DO social media, the question is how well we DO it” - Erik Qualman, author of Socialnomics

Social: Facebook

Regular users of Facebook are extremely active shoppers. 67% of B2C companies have acquired a customer from Facebook

Recently hit a billion users!

Source: Hubspot

Social: Twitter

40%

Of Twitter users say they search for products through Twitter

7,854 accounts are created every day

Facebook & Twitter Content Ideas

Customer Service

Product Tips

Company News Industry

News

Local

Offers

Pics and Videos

Social Media Best Practices ! Participate and keep the conversation flowing ! Use it as an opportunity to listen not just promote

! Engage Staff ! Consistency is key

! Offer value

Social media cheat sheet:

summit.iqmetrix.com

Social Media Best Practices

Use in-store digital signage to attract fans and followers

Mobile

QR Codes are an easy, inexpensive and engaging way to connect to your customers

29% of mobile users are open to scanning a mobile tag to get coupons (Source: Microsoft Tag, 2012)

Mobile

XQ Mobile Shopping List

Consumers can scan a QR code and save their shopping list built in Browse to their smartphone

Mobile

Offer a user friendly mobile site 57 % of consumers will not recommend a business with a poorly designed mobile site. 40 % of consumers will go to a competitor’s site after a bad mobile experience (Source: Compuware, 2012)

Unifying all Channels

! Create a plan ! Identify Target Audience

! Set goals ! Determine your brand voice and ensure it is

consistent across all channels

! Be authentic

Case Study: Macy’s Delivering a unified experience

across all channels

Macy’s: Online while In-Store

! Kiosks are available in-store to check out product reviews

! Receive product recommendations through “Getting the Look”

! Handbag department shows real purses and digital displays side-by-side.

Macy’s: Online while In-Store

Paper visual collateral replaced with LED-lit panels that can be controlled remotely from each counter’s headquarters

Macy’s: Online while In-Store

“Search and Send” service enables the ability to search for out-of-stock items at other locations, with the option to ship to home.

Macy’s: Mobile while In-Store

! Interactive skincare recommender tool on the iPad

! Mobile POS ! Electronic receipts

! Google Wallet

Macy’s: Encouraging In-Store through Social

Checking in via Foursquare during Macy’s iconic Thanksgiving Day Parade not only unlocks an exclusive badge, but is also the key to access exclusive in-store promotions for that day.

Macy’s Outperforming Others Due to Omnichannel

Source: Deloitte’s Store 3.0 study

Recap

Omnichannel

Mobile Social

Web

In-Store

Omnichannel

The Consumer Pathway Remains the Same

Pre-Purchase

Purchase

Post-Purchase

XQ Interactive Retail

Mobile Shopping List

Educate

Attract XQ Stream XQ AdPlay

Purchase

Engage

XQ Browse Browse for iPad

XQ Interactive Retail

Omnichannel consumers are worth more

Why Invest in Omnichannel?

1 Integrate your physical and online presence

Bring the best of the online experience in-store with Interactive Retail technologies

Implement innovative in-store technologies 2

Provide a consistent experience across all channels 3

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