sarah scarland, 15108304 target audience dsm ...target audience dsm communication objective levers...
TRANSCRIPT
DSM Communication ObjectiveTarget Audience
Levers for Each Stage of the Customer Voyage
BrandLever
PricingL
ever
Prod
uctLever
DSMOrganicAp
proaches
DSMPaidAp
proaches
DSMChannels
1.Sponsored socialmediaadsPros: ‘Wideaudience,lotsofusers,abilitytobuildonthebrand,lotsofexposure, abletotargetvialocation,ageandvariousdemographics,abletocommunicate totheaudiencethroughcomments andanswer
questions (Adaptedfrom;Print(2016), Chandler(2013) and Hitz(2014)’.
Cons: ‘Lowercredibilityas‘sponsored’isshownonthepost,canbecostly(Adaptedfrom;Media (2016) ’
2.PPCPros: ‘Setownbudget,targetspecifickeywords,fasterresultsthan
organicsearchtraffic,abletotargetspecificlocations,givesmeasureableresultsandabletoretargetorremarkettovisitors
(Adaptedfrom; Philippines(2016) andO'Kane (2015)’.Cons: ‘Maybecostly,chargedperclick,andpossibilityof‘clickfraud’
(Philippines (2016) andO'Kane (2015)’.
3.Banner adsPros: ‘Instantgratification,abilitytotestandchangethebanneradisresponse rateislow,geo-targeting,fairlyinexpensive,controloverwhichwebsitestheadsareonandconstantexposureof thenewservice(Adaptedfrom;Rundquist (2010) andGreen(2014) ’.
Cons: Someusershavedeveloped‘bannerblindness andsimplyignorethem,thereforeshould becomplementedwithotherformsof
advertisementstoimproveoveralladcampaigneffectivenessSpeed,2015)’.
1. RemarketingPros: ‘Trackyouraudience’sbehavioronlinesoyouradsshowupto
themostrelevantaudience.Thisalsobenefitsconsumers becausetheywillonlyseeadsthatrelatetothem(DiSilvestro,2014)’.
Cons: ‘Retargetingcampaigncouldshowthesameproductstosomeonewhohasjustboughttheproductelsewhere,canbeseenas
annoying(DiSilvestro,2014)’.
1. EmailMarketingPros: ‘Good forcustomer retention,measurable,costeffective,caninclude linksandabletoscheduleinadvance,fasttoproduce,getspeopletalking,buildrelationships(Adaptedfrom;Frog(2012)and
(Design,n.d.)’.Cons: ‘Maybeseenas‘spam’mail,peopleskim reademails,responseratescanvary,maylackpersonalisation andlawsagainst“optingin/
optingout”aretight(Frog(2012)andDesign(n.d)’.
2.CelebrityendorsementPros:Helps peopletorememberads/brand,makespeople believetheproduct contributestothecelebritiesstatus,influencesconsumersto
makepurchasesand buildsawareness(FrogDog (2013) andSuttle (n.d.)’.
Cons:Celebritiesimageandreputations change,somecelebritiesbecome overexposed, somecelebritiescanovershadowthebrand
(FrogDog,2013)’.
1.SEOPros: ‘Freeandtargetedtraffic,exposuretopeoplewhoarelookingfor
aspecific answer/companyand generatestrafficthathasagoodchance ofconverting(Philippines, 2016)’.
Cons: Timeconsuming and‘can takemonthstoachieve(Chaffey,2012)’, ‘longtimetogenerateROI,noguaranteeof1st pageresults,Googlesearchalgorithmsareupdatedveryfrequently(Philippines,
2016)’.
2.Postson socialmediaplatformsPros:Vastamountofusersonsocialnetworksthereforelarge
audience.Cons:Maynotreachdesiredamountofpeopleasnotalargenumber
of people‘like’or‘follow’Deliveroopages.
3.Push notificationsonDeliverooapppromotingnewservicePros: ‘Appearsdirectlyoncurrentcustomersphone,keepsloyalcustomers intheloopregardingnewservicethereforeimprovingcustomer relationship,engagestheusersandeaseofuse(Adapted
from; Healey(2014)’.Cons: Theuserhastohavepushnotificationsenabledinordertoseenotifications, canbeviewedasannoyingandnotalltargetmarketwill
bereachedasmaynothavetheapp.
4.‘ShopNow’ buttononFacebookPros: ‘Largeaudience,calltoactionisclearonpage,increasesalesand
trafficon thewebsite(Facebook,2016)’.Cons: Only221,000‘likes’onDeliveroo’s Facebookpage(Deliveroo,
2016).
1. Landing pagePros: ‘Increaseconversionrate,accuratereportingonstatistics,ableto
doA/Btestingtoimproveconversionrates(Gardener,2009)’.Cons: ‘Needstohaveaclearcalltoactionandbewelldeveloped,need
totestandoptimizeifneeded(Gardener,2009)’.
2.ApplandingpagePros: ‘Twothirdsof people nowownasmartphone,smartphones nowovertakelaptops astheUK’sinternetusersnumberonedevise(Ofcom,
2015)’, ‘moreshopping isdoneonmobilethananyotherdevice(Guardian,2014).
Cons: ‘Peoplearehesitantoffraudandsecuritywhenshoppingonmobiledevices(Storify,2016)’.
3.A/B TestingPros: ‘Fast,providesclearevidence,abletotestanddevelopnewideas,optimise onestepatatimeandanswersspecificdesign
questions (UX,2010)’.Cons: ‘On-going testingcanbedifficult,canbetimeconsuming,
missingcritical“why”data(Usability,2015)’.
1.ExclusiveoffersonsocialnetworksPros: ‘Promotes thesocialmediapages,helpstodrivetrafficandpeakinterest,alsoagreatwaytobuildstrongrelationshipswiththosethatfollowDeliverooonsocialnetworks,aswellasprovidingareasonfornewpeopletofollowandsubscribe tosocialchannelswhichwillallowtomarkettotheminthefuture(Adaptedfrom;Lazazzera (2014)’ .Cons: ‘Peoplemaywait forofferstobeavailableandnotusethe
serviceregularly(Lazazzera,2014)’.
2. Push notificationsadvertisingontheDeliverooappPros: ‘Customerscanbecategorised bytheirlocation andtheleveloftheirengagement, abletocustomise messagesandallowstheuserto
adjusthowmanynotificationstheyreceive(Warply,2016)’.Cons: ‘Usersareabletoturnoffpushnotifications,if toomany
notifications aresentoutmaydamagebrandreputation(Adaptedfrom; Gilliam,2015)’.
1.Unique service/FirstcompanytoofferservicePros: Asithasn’tbeenofferedbyanothercompany,theservicewillgainalotofattentionfromvariousplaces.Nodirectcompetitorsand
newmethodof distribution.Cons:Maynotsucceedasbrandisnotverystrongandcompanyis
small-medium sized.
2.FastservicePros: ‘Riseinpeopleseekinginstantgratification(University(2014)and
Tulipano (2015)’.Cons:Willhavetomeettheconsumersdesiresandhighexpectations
otherwisemayresultinpoorfeedbackandreviews.
3.InteractivePros: ‘Consumers beingabletoreceiveinstantfeedbackisacompelling
motivationforthemtoengageandreturn,improvestheuserexperience, andincreasesthevisitorengagement(Beard,2014)’.
Cons: ‘Relativelyexpensive,timeconsuming,confusing staticproductdemos thatdonotallowforincreasinglevelsofinteractionwith
interactivedemosthatdocanresultinabarriertoentry(Beard,2014)’.
1. Online ReviewsPros:Createsdemand,canbringinnewcustomers,trusted, increase
conversion, 70%ofcustomersconsult reviewsorratingsbeforemakingafinalpurchase (Adaptedfrom; Charlton(2015),Weekly(2016)and
Claim(2013).Cons: ‘Negativereviewscan damagebrandreputationandthe
consumermaybeputofusingtheservice(Adaptedfrom;Rains(2010)and Thompson (2014)’.
2.TimeorienteddeliveryE.G(Ordernowtoreceiveproduct/sin1hour)
Pros: Influence theconsumers tobuysotheyareabletoreceiveproduct fasterthaniftheywait.
Cons: Ifnotmet,willgeneratepoorcustomersatisfactionrates.
3.AssociationwithpopularhighstreetbrandsPros:Alreadyhaveastrongbrandreputationandcustomerfollowing,
willhelptoinfluencetheuseoftheservice.Cons:Highexpectations.
1. Post salesupportPros:Buildsonthecustomer relationship,‘generatesrepeatcustom,
developsbrandloyaltyamongcustomersandensurescustomersatisfaction(Techopedia, 2016) ’.
Cons: Ifquestions/queries arenotansweredinatimelymannerwilldamagethebrandreputationandcustomerswillnotwanttousethe
serviceagain.
2.PersonalisationPros: ‘Retailerscancaptureimportantdataabouttheirconsumersinexchange forfreeWi-Ficonnectivity(Baldwin,2016)’ andarethenabletothenabletoprovidea‘personalizedshoppingexperience, whichisincreasinginpopularity(Nasri,2012)’ andwill‘increasecustomer
engagement,conversionandretention(Davies,2013)’.Cons: ‘Somepeoplepreferanonymity,needtobetrusted
(Paperstudios, 2009)’.
3.TailoredofferstotheuserPros: ‘Increase in salesandprofits, developsrelationships,keeps
peopleengagedandhelpstogeneratebrandloyalty(Denner,2014)’.Cons:Hastobeverytargeted,canbetimeconsuming.
1. EverydayLowPricing(EDLP)Pros: ‘Believed togenerate shopperloyalty(Business,2016)’
Cons: ‘People tendtobemoreattractedtodiscountsandoffers(Berger,n.d.)’.
2.Hi-Lo PricingPros: ‘Morepeopleprefer theideathattheyarereceivingthe
product/serviceatacheaperprice,suchaswhentheyreceiveanofferordiscount code(Berman, n.d)’
Cons: ‘Ifyourcustomerswouldotherwisepayahigherprice,thatstrategymaybecounterproductive(Berman,n.d)’.
3. BundlingPros: ‘Offeringproducts inbundles providesbenefitsbeyond
generatingmorerevenuefromeachcustomer,itsimplifiesproductionandreduces errors(Merritt,2016)’.Flatrates wouldbeofferedtoconsumers iftheyweretopurchasefromoneretailerinsteadof
several.Cons: ‘Unbundled pricingcreatestransparency(Tjan,2010)’ andbeingtransparentisvitalasit‘helpstobuildcustomerrelationships(Adapted
from; Franken (2014)’.
4.PromotionalPricingPros: ‘Initiallyofferedasanincentivewhenlaunchingnewproductorservice(Dictionary,2016)’, willattractmorecustomers,whichinturnwillcreatea‘buzz’asitis‘oneofthemostpowerfulsalespromotion
techniques (Skool,2016)’.Cons: Ifdone regularly‘potentialcustomersmightwaitforasaleratherthanbuytheproductorserviceatfullpricenow(BusinessS.,
2016)’.
1. FuturepricepromotionsPros: ‘In retailisspentonkeyeventssuchasValentinesday,
Halloween,Christmas(Boyce,2015) ’,promotingthenewservicearoundthesekeyeventswouldtargetlastminutepurchasesand
surprisedeliveriesfortherecipient/s.Cons:Needs tobepreparedwellinadvance.
2. PaymentviaPayPalPros: PayPalis‘GreatBritain’sNo.1preferredonlineandmobile
paymentmethod (PayPal,2016)’anda‘largenumberofpeopletrustPayPalasthemethodofpayment(Hill,2013) ’.
Cons: ‘TransactionfeeswouldbepaidtoPayPal(PayPal,2016)’,thereforemaybecostly.
3.Abilitytoreturnviacollect+directtoretailerPros: ‘Fullytrackedandgives customersfasterrefunds,therebyengenderinggreaterbrandloyalty(Marketing,2011) ’,alsosaves
Deliveroofrom ‘excessiveadmin costsandprovidescustomerswithabrandnametheycantrust(Superb,2015)’ .
Cons: Reliant onacompetitortoreturngoods.
1. Become affiliatesPros: ‘Loyalcustomerbase,customers feelvalued,acquiresnew
customers (Leroy (n.d.) and Swan(2010)’.Cons: ‘Incentiveswillberequired(SwanS.,2014)’.
2.TieredloyaltyprogramsPros:Increasescustomer engagement,exclusivitymakesthecustomerfeelvalued,onlygivethebestrewardstothemostloyalofcustomers,giverewardsbasedonwhereacustomerisintheircustomerjourney
(Adaptedfrom;McEachern (2014) .Cons: ‘Createsmoreconfusion for customersinsteadof improvingtheirexperiences astheyforgetwhichtiertheyareat(Touchpoints,
2014) ’,alsostatedbyMcEachern (2014)whenlaunchinganewserviceproduct tieredloyaltyprogrammaycreateconfusionandbetoo
complex, simplicityiskey!
3.Exclusivediscounts fromretailersifusingthenewserviceregularlyPros:Willhelptobuildstrongerpartnershipswiththeretailersand
strengthentherelationshipswithcustomerswhowillbeinclinedtousetheservicemorefrequently.
Cons: Retailershavethesayinwhethertoofferdiscountandhowmuch discountwillbeoffered.
4.Referrals:Pros: ‘Peoplepay2xmoreattentiontofriendsrecommendationsthantothosefromothersources andalsohavestrongerloyalty(Candy,2016)’.‘Two-thirdsof consumersmakepurchasesbecause someonetheyknowrecommended aparticularproductorservice(Schools,
2016)’.Cons: ‘Ifthewrongincentiveisofferedtothewrongcustomerinthewrongenvironment,the referrals willfailtogenerateresults(Adapted
from; Epstein (2016)’.
1. UseoftheDeliveroobrandPros: ‘Efficientservicethathasledtoexcellentcustomerretention(Gazette,2014)’, followingalreadyestablishedonsocialnetworkssites.
Cons: Notawellregognised household brand.
2.UseofthehighstreetshopbrandsPros: Strongbrandreputations,lotsofcustomersandfollowing.
Cons:Highexpectations.(Theabove leverswillbeusedateachstageofthecustomervoyage)
Peoplewhouseo2’s freeWi-FionOxford Street,London.(AvailableeverywhereonOxfordStreet(Street,2016).
1. FacebookPros: ‘Worldsbiggestsocialnetworkwith1.59billionmonthlyactiveusersworldwide andmorethanathirdoftheUKpopulationvisitthe
siteeveryday(Sedghi (2014) and Statista (2015)’.Cons: ‘Facebookwastheonly socialnetwork toseea declineintherateof peopleactivelyusingthesitepermonth over 2014(Forbes,2015)’.
2.TwitterPros: Highusage,’305millionworldwidemonthlyactiveusers,with13.6
millionbeingintheUK(Statista (2015) and Dredge(2014)’.Cons: ‘Limitedto140characters(Twitter,2016)’.
3.InstagramPros: Lotsofusers,‘300millionmonthlyactiveusers(LePage,2015) ’.Cons: ‘NoteveryonehasaniOSorAndroidphoneoranInstagram
account (Blog,2013)’.
4.YouTubePros: YouTubeisthe2ndlargestsearchengineandthe3rdmostvisitedwebsiteworldwide, over4billionvideosviewedarevieweddailyandmarketingonYouTubewillhelptorankonGoogle(Grow,2016)’.
Cons: ‘Viewersmayexperienceslowplaybackduringhightraffictimes(Modulates,n.d.)’.
5.SnapchatPros: ‘Currentlyhasover100millionactivedailyuserswhichisrising!8+
billionvideoviewseveryday onSnapchat(Snapchat,2016)’.Cons: ‘Maybeseenasjunkmail(Strout,2014)’.
6.Retailerswebsites(OpportunitytodeliverviaDeliveroo)
Pros: Theretailersalreadyhavesolidbrandreputations,customerrelationshipshavealreadybeingestablished,‘13%ofDeliveroo’s
conversion comefrom referralsfromretailerswebsites(Web,2016)’.Cons:Maybecostly,iftheretailersreputationistochangenegativity
thiswillimplicateDeliveroodirectly.
7.o2Wi-FihotspotsPros: ‘Advertswillappearonthesplashpagewhentheuserstarts
browsing,there arethousands ofhotspotsavailablewithlotsofpeopleusingit(Adaptedfrom;o2(2016) andRay(2011)’.
Cons: ‘Usersareabletoopt-outofmarketing(Ray,2011)’
1. DeliverooappPros: ‘Moreconvenientfortheuser,enhancestheexperience, generate
revenuethroughanotherstream,buildsthebrand,increasinginpopularity,lotsofpeopleusingmobiledevices(Sevilla,2015)’.
Cons: ‘Canbecostly,complexmaintenance, profitsharingwithappstore,customerimpatience– needstobeflawless(Sevilla,2015)’.
2.DeliveroowebsitePros: ‘95%ofthetrafficonthewebsiteisfromtheUK,2.6Maverage
visitorspermonth(Web,2016)’.Cons: Lotsof timewillneedtobespenttoimplementnewserviceon
thewebsite.
1. External emailhostPros: ‘Skilled, reliable,takepressureofinternalemployees(Design,
n.d)’.Cons: ‘Costlyandreliantonan externalcompany,maylack
personalisation (Wallace,2013)’.
2. WebsitePros:Byupdating thewebsitefrequentlyitwillhelptoretainthe
customers aswellasacquiringnewonesCons:Can becostlytoimproveusersexperience.
3. Socialnetworkingsitesforcustomersupport:Pros: ‘Socialmediacustomerserviceandupdateswillimproveretentionratesandwillimprovetheusersexperience(Adaptedfrom;Charlton,
2015)’.Cons: ‘Negativefeedbackfrompeoplemayaffect otherusersperceptions ofDeliveroo(Adaptedfrom; Brookins (n.d.)’.
4.Internalcustomersupport viaemailPros: ’44%ofpeoplepreferemailforcustomer service(Charlton,2011)’.
Cons: Willrequiremorestaff.
5.FacebookPros:AlreadyhavefollowersonFacebook,easytokeepthemthanto
acquirenewones.Cons: ‘Facebookwastheonly socialnetwork toseea declineintherateof peopleactivelyusingthesitepermonth over 2014(Forbes,2015)’.
6.TwitterPros:HaveafollowingonTwitter,easytotargetaudiences,willbeabletokeeppeopleuptodatewithnewproducts,useoftags,coulduse
#DeliverRUSH.Cons: ‘Limitedto140characters(Twitter,2016)’.
7.InstagramPros:Vastamountofusers,abletokeepthemuptodatewiththelatest
brandsandproducts alsotheuseoftags,coulduse#DeliverRUSH.Cons: ‘NoteveryonehasaniOSorAndroidphoneoranInstagram
account (Blog,2013)’.
8.SnapchatPros:Risingamountof users,willbeabletoshowbehindthescene
footageandexclusive previewsofnewbrands.Cons: ‘Maybeseenasjunkmail(Strout,2014)’.
Achievea40%increase(84,004likes)intheamountofFacebooklikesontheDeliveroo’sFacebookpage fromOctober2016byDecember2017, currentlystandsat210,011likes.
Acquisition Chosen Levers
EDLP By providinghighqualitycustomerserviceforalowpricewillenhancemorepeopletousetheserviceaswellasgeneratingloyalty,andbrandtransparency.
Bundling Offering aflatrateifthecustomeristoorder fromonestorewouldmakeiteasierforthecourierandbeanincentiveforthecustomer.
Unique service/Firstcompanytoofferservice
Innovativenewservicewillattract attentionfromconsumersandthemedia.
Fastservice Receivingtheproductsquickerthanusualdeliverywouldinfluencetheconsumer to enquireandlookintothenewservicefurther.
Interactive Enhances theusersexperience,beingabletolivetrackwherethedeliverydriverisfromanydevicewillprovideuserswithaquality service.
Posts onsocialmediaplatforms Abletonotify existingfollowersacrosssocialnetworkstoinformthemofthenewservice,iftheyliketheexistingservicethencustomers arelikelytousethenewservicepostswillalsoreachnewcustomersaspeopleshare/like/retweet.
Push notificationsonDeliverooapppromotingnewservice
Abletonotify existingusersontheappoftothenewservice,costeffectivewillalsoinfluencewordofmouth.
Sponsored socialmediaads Vastamount ofpeopleonsocialmedia,willgainlotsofattention,reachalotofusersandabilitytotargetspecificaudience.
Banner ads Effectivewaytomarketnewservice, choiceofwherethebanneradswillbeplacedandA/BtestingwillhelptoseewhatconsumerspreferwhichwillleadtoahigherCTR.
Facebook Large audience,wouldhelptomeettheDSMobjectivebyusingthischannelandabletotargetaudiencebasedonlocationandotherfactors.
Twitter Vastamountofusers,abilitytousetagstopromotenewservice,alsoabletotargetvialocation whichwouldhelptoreachthetargetaudience.
YouTube Theuseof Vloggers withalotofsubscribers toadvertisethenewservicewouldshowothershowthenewserviceworks,wouldthenbeabletosharethisacrosssocialnetworkchannels.
Snapchat Risingamountof usersonSnapchat,wouldbea goodwaytomarketthenewservicetotechsavvypeopleandithastheabilitytotargetbasedonlocation.
Retailerswebsites Having theDeliveroologoandabriefdescriptionoftheserviceontheretailerswebsitewhenthecustomerisselectingadeliverymethodwillincreasetheamountofcustomersdirectedtotheDeliveroolandingpagewheretheycanproceedwithdelivery.Customerswilltrustthisserviceastheretailershaveawellregardedbrand.
‘ShopNow’ button onFacebook ClearcalltoactionontheFacebookpage,abilitytoseethe CTR,willhelptomeettheDSMobjectivewhilstincreasingsalesandtraffictothewebsite/app.
O2Wi-Fi hotspots Available downthewholeofOxfordStreetandmanyotherlocations.
Acquisition Discarded Levers
SEO Time isthemainconcernwithSEOthereforewouldnotbeanoptionatpresent.
PPC Very competitive,keywordswouldhavetobe‘fastdelivery’,‘samedaydelivery’,PPCadswhensearchingforactualproductsinstead oftheservicemaybecostlyandveryvariedwithavastamountofkeywords.
Hi-Low Mayenduprelianton promotions,ascustomerstendtofeelliketheyaregettinga‘gooddeal’.
Promotional pricing Consumersmaywaituntilthepromotionaland mayonlyusetheservicewhenapromotionisavailableandnotusetheserviceagain.
Instagram Highlycompetitive.
Conversion Chosen Levers
Futurepricepromotions Willhelptoreachpeoplewhowant tosurprisesomeonewithagiftorhaveforgottenaboutkeyeventssuchasvalentines dayandwillthereforeneedtousetheserviceiftheyarebusyandneedsomeone elsetocollectanddeliverproductstotherecipient.
Abilitytoreturnviacollect+directtoretailer
EaseforthecustomerandforDeliverooas wouldnotneedtocollectgoodsthatneedtobereturnedtotheretailer.
Online Reviews Influence theconsumer togoaheadwiththetransaction.
Timeorientateddelivery Providingaswiftserviceinafastpaced environmentwillencouragetheconsumertoproceedwiththeorderastherewillbelivetracking.
Associationwithpopularhighstreetbrands Large amountofpeople areinfluenced byhighstreetbrands,thereforewouldbemorewillingtousetheservice.
Landing page Vital forconversion,aneffectivelandingpagewillinfluencetheconsumertoproceedwiththetransaction.
Applanding page Lotsof peopleusingmobiledevicestoshop, thereforeitisimperativethatthereisanapplandingpageinplace.
Deliverooapp Usersshop viaappatpresent, implementingthenewserviceonthischannelisveryimportant.
DeliverooWebsite Largeamountofcustomers alreadyusethewebsite,needtoutilizethisandimplementnewserviceonthewebsite.
A/B Testing Abletocheckwhichlandingpageisworkingbetterand modifytoimproveconversionrate.
Conversion Discarded Levers
Paymentvia PayPal Could becostly,abletouseasecureserver instead.
Remarketing Focusingmanilyon socialmediaasthemain methodofpromotion atthisstage.
RetentionChosen Levers
Becomeaffiliates Abilitytoreachouttoalargeraudiencewhomaybeinterested intheservice,alotofpeopletrusttheaffiliatesopinions.
Tieredloyaltyprogram Willhelptoincreaserepeatcustomandcustomerloyalty.
Postsalesupport Vitalin e-commerce,providingpostsalesupportwillincreasecustomersatisfactionlevels.
Personalisation Improvesthecustomerrelationship, abletorecommend productsbased ontheusersprevioussearches.
Exclusive offersonsocialnetworks WillmeettheDSMobjectiveasthiswillincreasethe numberofpeoplewho‘like’and‘follow’Deliverooonsocialnetworks.
Emailmarketing Increase CTRtothewebsitewhennewproductsareinstock,abletokeepusersintheloopwithclothingtrendsandpromotions.
Website Updatingthewebsiteregularlyand keepinguptodatewithtrendswillinfluencecustomerstokeepvisitingthewebsite.
Socialnetworking sitesforcustomersupport
Good toolforcustomerserviceandsatisfactionlevels,lowcost, quick,abletoreachalotofpeopleandupdatefollowersofnewproductsthatareavailable,remindusersoftheservice,thespeedandqualityofitandalsoabletoruncampaigns.
Internalcustomer support viaemail Quickerthanvia phone,lowcostandwillhelptohandleanycomplaints/queries.
Referrals Peopletrusttheopinionoffriends/family, greatwaytomarketthenewservicetoalargeraudience.
Facebook Abletokeepfollowersup todatewithnewproducts,servicesandbrands.
Twtitter Canreachouttoaudience,uploadmediaoftheserviceinaction,getpeopletousing#DeliverRUSH.
Snapchat Canshowtheserviceinaction,customers receivingproducts,newbrandsandbehind thescenes!
RetentionDiscardedLevers
Externalemailhost Costlyandabilitytodothisinhouseforalowercost.
Tailoredoffers totheuser Tiered loyaltyprogramhasbeenchosenthereforerewardswillbeinplace forusersdependentuponfrequencyofuse.
Push notificationsadvertisingontheDeliverooapp
Canbeseenasannoyingby many,userswillneedtohavethisenabledinordertoreceivethem,thereforenocontroloverthisandthereachthatnotificationswouldhave.
Celebrity endorsement Can becostlyandmayhaveanegativeimpactifthecelebritiesimage/reputationweretochange.
Exclusivediscounts fromretailersifusingthenewserviceregularly
Tieredloyalty programisinplace,wouldrequirealotfromretailers,abletodiscountthenewDeliverooserviceinsteadoftheretailersproducts.
Instagram May beusedfurtherdownthelineinpromotionbutwouldliketofocusonDSMobjective,alsohighlycompetitive.
ACQUISTION COMBINATIONS JUSTIFICATION CHOSEN? RISKOF CHOICE
- EDLPpricing- Unique service,interactiveandfastservice- Both brandlevers- Socialmediasponsored posts- Facebook,Twitter and Snapchat
Abletotargetspecific locationsincludingthetargetsegment,thereachthatsponsoredpostson thesocialnetworksishuge,thereforeveryimportanttomentionthepricingstrategyandtheproductlevers.
YES Maybeseenastoocheap, somepeoplewillbeputofusingtheserviceastheycouldthinkitwilllackquality.
- EDLPpricing- Unique service/firstcompany toofferservice,fastservice.- Banner ads- o2Wi-Fihotspotchannel
Thetargetsegment areverylikelytoseetheadforthenewserviceasWi-Fiisvastlyusedbypeoplewhenoutandabout,especiallyonmobiledevices.Oxford Street,Londonwillbeprioritised.
YES Somepeopledo nottakenotice ofbanneradsespeciallywhenoutusingWi-Fihotspots.
- EDLPpricing- Interactiveandfastservice- Socialmediasponsored posts- YouTube
Vloggers videoonYouTubeshowingthenewinteractivefastserviceandlow pricinginaction,thenabletousesponsoredsocialmediapostsacrossnetworksmentioned.WillgainlotsofattentionandhelptomeettheDSMobjective.
YES Vlogger videomaynotreplicatethebrandwell,needtoensurethatworkwellwiththeVlogger.Maybeviewedtoomuch asanadvertandnotsomeonewhoenjoysthenewservice.
- Nopricinglever- Interactiveandfastservice- Unique service- Push notificationonapp promotingnewservice
Including theexistingcustomersinthenewservicewillhaveasignificantimpactinit’ssuccess, apushnotificationitisnotonlyeasytoimplementbutalsoeffective,shortandno needtomentionprices.
YES Usersoftheapphavetohavepushnotificationsenabled ontheirphones,notalldoandiftheydo,maynottakemuchnotice.
- EDLPpricing- Retailerswebsites- Landing pageonDeliveroo website- Deliveroobrand- Fast,interactiveservice,firstcompanytoofferservice
Onretailers websiteDeliveroowillhavealogowhentheuserisselectingthedeliveryoptions,byincludingthepricingstrategyandabriefdescription offastinteractiveservicetheuserwillbelikelytoclickthroughtothelandingpage.
YES Reliantonacompanies toplacethisontheirwebsites,maytakeawhile.
- ‘ShopNow’button on Facebook- Futurepricepromotions- Both brandlevers- Sponsored socialmediaads- Fast,interactiveservice,firstcompanytoofferservice- Facebookchannel
Byusingsponsored adsto highlightthenewserviceandalsoit’sspeediness ofthedeliverywillhopefullyimprovetheCTRfromFacebooktothewebsiteandhelptomeettheDSMobjective.
YES Somepeopledo nottrustsponsoredads,couldhavealsoincluded othersocialnetworkingchannelshowevertomeetDSMobjective‘ShopNow’onFacebookhasbeenchosen.
- Bundling- Postson socialmedia- Facebook and Twitter
Willnotgainasmuchreachandattractionas sponsoredsocialmediaposts,lesseffective.
NO Would keep existingfollowersacrosssocialnetworksintheloopviaupdates,mayloosesomebrandloyalty.
CONVERSIONCOMBINATIONS JUSTIFICATION CHOSEN? RISKOF CHOICE
- Online reviews- Landing pageonDeliveroowebsitewithA/Btesting- Associationwithpopularhighstreetbrands- Timeorientated delivery- Abilitytoreturnviacollect+directtoretailer
Higherconversionratewhenpeopleseepositive reviews,thiswillthendirectpeopletothenewlandingpageonDeliveroowebsitewheretheywillseethebrandsthatDeliverooisassociatedwithandefficientdeliverytimes,ascustomerscanreturngoodsforfree,needstobementioned. ByA/Btestingitallowsformodificationstocomparetwolandingpages,thiswillhelptoimprovetheconversionrate.
YES Notallpeopleareinfluenced byreviews,onenegativereviewormorecanputsomeone of usingtheservice,ormakethemhesitantaboutusingit.
- Timeorientateddelivery- Online reviews- Landing pageonDeliveroowebsitewithA/Btesting- Association withpopularhighstreetbrands- Abilitytoreturnviacollect+directtoretailer
Remarketingwillpromotetheservicetopeoplewhoare mostlikelytobeinterestedinusingit,statingthebrand,collect+andspeedofdeliverywillenticeconsumerstoconvertusingthenewlandingpageonDeliveroo’s website.A/Btestingwillhelptoimprovetheuserexperience andalsotheconversionrate.
YES Can beseenasannoying,bannerblindness, alsosomeusersmayhavealreadyusedtheservicebutontheirphoneandareseeingitagainonalaptop.
- Timeorientateddelivery- Online reviews- Applandingpageon Deliverooapp- Association withpopularhighstreetbrands
Lots of peopleusetheirphonestoshop, thereforeitisvitalthatremarketingonmobiledevicesisinplace,statingtheproductleversagainandbrandswillinfluenceuserstoclickthroughontothenewapplandingpageontheexistingapp.
YES Usersmayfindthisannoyingastheyhavealreadyviewedanad andarenotinterestedcoulddevelopabadreputationifconsistent.
- Online reviews- Retailers websites
ThismayinvadetheretailersspacebyimplementingDeliverooreviewsontheretailerswebsite.
NO Would influence peopletousetheserviceastrustonlinereviews.
RETENTION COMBINATIONS JUSTIFICATION CHOSEN? RISKOF CHOICE
- Personalisation- Post salesupport- Internalcustomersupportviaemail- Socialnetworkingsite- Facebook
Providingpersonalised support methods viabothinternalemailandonFacebook,willhelptokeepcustomersatisfactionlevelshighandinfluence repeatcustomwhilstalsoresolvingcomplaintsquickly.
YES Needtoensurethatpeopleareresponded toquicklyandallqueriesareanswered.
- Become affiliates- Both brandlevers- Website- Facebook
Affiliatespromotingthewebsite viasocialmediawillhelptoretaincustomerswhilstalsoacquiringnewones.
YES Affiliatesare commonlyused intheacquisitionstage.
- Become affiliates- Both brandlevers- Website- Twitter
Affiliatespromotingthewebsite viasocialmediawillhelptoretaincustomerswhilstalsoacquiringnewones,willpromotethenewservicemoreifonmorethanonechannel.
YES Doesn’tmeetDSMobjective.
- Tieredloyaltyprogram- Personalisation- Emailmarketing- Website
The tieredloyaltyprogrammustbepersonalised asitneedstosuittheindividualcustomersshopping habitsandfrequency. Allcorrespondence totheusersonthismustalsobepersonalised,including thewebsite.
YES Tieredloyaltyprogramscan beconfusingforsomeusers,toomanyemailstousers,theywillunsubscribefromreceivingthem.
- Exclusive offerson socialnetworks- Both brandlevers- Facebook- Website
WillhelptomeetDSMobjectiveandimprovefollowingacrossallsocialnetworkingsites.
YES Thismayhaveanegativeimpact onloyalcustomersastheycould justusetheseoffersinsteadoftryingtobehigherontieredloyaltyprogram.
- Referrals- Emailmarketing- Facebook- Retailerbrandlever
A lotoftrustinreferralsfromfriendsandfamily,byhighlightingtheretailersthatareavailableandofferingdiscountswillimproveretentionrates,themorepeoplereferredthemorediscountstheuserwillreceive.Thiswillbesentoutviaemailtoexistingcustomers,Facebookisincluded aspeoplewillbeaskedtolikethepage.
YES Tiered loyaltyprograminplacethatisalreadyanincentivetoreceivediscounts.
- Both brandlevers- Snapchat- Exclusive offers- Facebook
Snapchatisgrowinginpopularitysoitisvitalto tapintothismarket,byshowcasingtheDelvieroo brandandtheretailersbrandswhilstalsoadvertisingthewebsitecouldreachaverylargeaudience.
YES Notthat manyfollowerssowillneedtobepromoted.Anincentivemayneedtobeofferedtopeopleinorderforthemtofollowtheaccount.
- Emailmarketing- Website
Lotsof peoplethinkthatemailmarketingis‘spam’mail,especiallyisnotpersonalised and canbeviewedasannoyingthereforemayloosecustomers.
NO People areusedtoemailmarketingandwouldberemindedof theservice.
Combinations of Levers for Each Stage of the Customer Journey
SarahScarland,15108304
Example:
Awarenessofthenewservice Usingtheservice Repeatcustom
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