sej summit 2015: omni-channel "anywhere, anytime" marketing for success by john curtis
Post on 16-Jul-2015
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Sebastian Wenzel, Webanalyticsbook
Free 30-Day Trial
Instant data. Tweak
strategies. Benchmark
competitors.
#SEJSummit#Searchmetrics
• Walgreens: Rx, Daily Living, Photo,
Local, Site Search
• 6 years in SEO, 1 year industrial
laundry, 27 days professional poker
• Champion, Walgreens Intramural
Basketball League
@JohnJCurtis
3 Takeaways
Convenience has a new corner
The customer designs the customer experience
Customer intent needs to drive the
omni-channel strategy
#SEJSummit#Searchmetrics @JohnJCurtis
Goal: Create a seamless customer journey regardless of path
• Each customer defines what “omni” means
• Bigger than your brand’s assets
• Not just a multi-device presence
• Not a choice
#SEJSummit#Searchmetrics @JohnJCurtis
Walgreens at a Glance
• >8,200 drugstores
• 856M scripts filled in FY14
• 6.3M customers/day
• 240K team members
• >70K healthcare service
providers
It’s more than channel shift, it’s a change in how our customers know us and trust us
There’s a massive value here
1. Provide a path to purchase anywhere,
anytime
2. Offer anything desired in any channel
desired
#SEJSummit#Searchmetrics @JohnJCurtis
We used to measure convenience in miles and minutes
“Two-thirds of Americans live within three miles of a Walgreens store”
Now, with mobile, our competition is a keystroke away
For customer visibility, the corner of
index finger and touchscreen has
replaced the corner of 2nd and Main
#SEJSummit#Searchmetrics @JohnJCurtis
Today, we measure distance in inches and instants
Mobile changes the nature of retail convenience, placing new pressure on Walgreens to redefine convenience once again
Providing key customer paths to purchase that relate in-store experiences to multiple devices
#SEJSummit#Searchmetrics @JohnJCurtis
Creating Seamless cross-channel experiences pays off
• >1M clipped coupons/week &
growing
• 2014 Webby Award winner
Paperless Coupons
#SEJSummit#Searchmetrics @JohnJCurtis
Creating Seamless cross-channel experiences pays off
>40% of web print orders
come from a mobile device
QuickPrints
#SEJSummit#Searchmetrics @JohnJCurtis
1. Follow customer desire paths beyond
owned properties
2. Offer value to the community to be
truly omni-channel
#SEJSummit#Searchmetrics @JohnJCurtis
Customers find and trust location information outside of your owned media
>60% of Google users rely on
Google local info
#SEJSummit#Searchmetrics @JohnJCurtis
Customers find and trust location information outside of your owned media
Who do customers blame for incorrect business information
on third party directories?
3 in 10 people blame the
business
#SEJSummit#Searchmetrics @JohnJCurtis
Photo Prints API: 160 integrations in less than 3 yrsIntegrating into
customers’ channels –Walgreens API Program
#SEJSummit#Searchmetrics @JohnJCurtis
Integrating into customers’ channels –Walgreens API Program
>40 million new patients gained
access to Walgreens prescription
refill service via a third party app
#SEJSummit#Searchmetrics @JohnJCurtis
Integrating into customers’ channels –Walgreens API Program
#SEJSummit#Searchmetrics @JohnJCurtis
“21% of US consumers use
some form of technology to
track their health data, such as
a spreadsheet, website, app, or
device”
- Pew Research
Improving Medication Adherence
• Connect device + walk 1 mile/day = 7% more
adherent
• Diabetes patients who connect a glucose
meter = 11% more adherent
1. Use Site Search Analytics to identify
customer intent
2. Listen to customer feedback to drive
product development
#SEJSummit#Searchmetrics @JohnJCurtis
#SEJSummit#Searchmetrics
Site Search Analytics and Omni-channel
• Understanding customer intent for
categories of site searches is vital to
analysis
• Without tying online behavior directly to in-
store behavior, we cannot truly group and
optimize for our site search experience
• Omni-channel analysis can inform on site
search optimization and UX
Site Search Analytics and Omni-channel
Website Conversion Rate
#SEJSummit#Searchmetrics @JohnJCurtis
Site Search Analytics and Omni-channel
Omni-Channel Conversion Rate
#SEJSummit#Searchmetrics @JohnJCurtis
Listening to customers: Whatever, Wherever, Whenever
#SEJSummit#Searchmetrics @JohnJCurtis
Customers demand in-
store pickup to be an
option
Customers expect
inventory to match
across channels
Customers expect
inventory and pricing
accuracy at store level
In-Store-ModeAutomatically recognizes
when the customer enters
one of our stores, and tailors
the experience for in-store
shopping
#SEJSummit#Searchmetrics @JohnJCurtis
3 Takeaways
Convenience has a new corner
The customer designs the customer experience
Customer intent needs to drive the
omni-channel strategy
#SEJSummit#Searchmetrics @JohnJCurtis
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