eRetail Europe 2015 - Jaap van Oort - DigitasLBi

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Transcript of eRetail Europe 2015 - Jaap van Oort - DigitasLBi

  • Presentation name second line Place, date 2015

    Building blocks for an online flagship store A Strategic Framework eRetail 2015 - October 7th, 2015

  • Who am I?

    Jaap van Oort Strategy Director

  • Where do I work?

    A global marketing and technology agency that transforms businesses for

    the digital age.

    DigitasLBi

  • 6,000+ people

    40 offices across 25 countries

    San Francisco

    Costa Rica

    Atlanta

    Norway

    China

    Singapore

    Australia

    Hong Kong

    Japan

    UAE

    Denmark

    From where do we help our clients

    USA 2850

    UK 900

    Europe West 550

    Germany 450

    Nordics 250

    APAC 1100

    So Paulo 30

    Africa 150

  • Today

    1. Framework for your Flagship store

    2. An Extraordinairy Flagshipstore: Vertu

  • Building blocks for an

    online flagship store

  • What is an online flagship store

    Your primary online brand location with a experience and/or

    merchandising mix that is distinctly different from other online sales

    points.

    And is seamless connected to the brick & mortar stores.

    If you are not a brand, you are a commodity

    Creating a strong Brand Experience, with impact

  • and commodities get crushed by the big forces on the internet

    commodity in a box

  • Third Wave

    From fulfilling demand to generating demand.

    From selling

    to telling.

    Standard e-commerce vs.

    a Branded Shopping Experience

  • The anatomy of a flagship store

  • Connect the dots and make the golden triangle

  • This requires a modular setup, mixing inspirational content and a seamless shopping flow

  • Building Blocks of your Online Flagship store

  • Standard Components vs.

    Branded Experiences

  • Best Practices, they are all there.

    But how do you pick & use the

    right ingredients

  • 1. User insights

  • Third Wave

    Start with your target group in mind

    Window Shoppers

    Discount Hunters

    Power Shoppers

    One-time Shoppers

    Regular Shoppers

    Choose to spend time on your site Inspiration seekers; see whats changed Preparing offline shopping?

    Looking for best deal possible Price focused Use of couponing for one time purchase

    Collecting information Visits multiple sites Trust is important: consistent & reliable information

    Not familiar with site Might not be familiar with brand & product(category). Easy guest check-out

    Wants to be recognized and appreciated Mixes on- and offline touch points. Expects personalized experience.

  • Choose 3 segments, as a maximum, to bring focus in your shopping experience.

  • 2. Shared view of Goals

  • Shared view of business goals

    Om de driehoek heen zetten

    Sell more 1. More customers

    From competition To category

    2. More per customer Per purchase (AOV) Frequency

    Spend Less Decrease Returns Decrease CPA

    Build brand Create Awareness Change Perception

  • What are your key objectives, this determines the building blocks you want to invest in.

    Half of the projects

    start with a lack focus

  • From minimal viable product valuable

  • 3. Customer Journey

  • Customer Journey Remove friction and make people happy

    Window shopper unfamiliar with

    category

    Discount shopper who shops at marketplaces

    Power shopper who currently orders one

    time per year

    Customer Journey Remove friction and make people happy

  • Customer Journey Remove friction and make people happy

    Window shopper unfamiliar with

    category

    Discount shopper who shops at marketplaces

    Power shopper who currently orders one

    time per year

    Customer Journey

    lead

    store visit

    sale

  • Customer Journey Remove friction and make people happy Customer Journey Remove friction and make people happy

    Cus

    tom

    er S

    atis

    fact

    ion

    time

    Average is not good enough

    People dont judge on the

    average sum of the

    experience ..

    they judge on

    peak and the end

    experience

  • Cus

    tom

    er S

    atis

    fact

    ion

    time

    Customer Journey Remove friction and make people happy

    Peak- End Rule Barbara Fredrickson and Daniel Kahneman

    their most intense point

    end point

  • Invest in 1. Outstanding design, with eye for details

    2. Unique content about brand & product story 3. Deep integration with social media

    4. Exceptional services that spread the word

  • 4. Building Blocks

  • 5. Find your Crown Juwel

  • Find the crown juwel

    What you want to tell as a brand

    What people interested in

    relevance

  • Window shopper unfamiliar with

    category

    Discount shopper who shops at marketplaces

    Power shopper who currently orders one

    time per year

    Find your gem

    lead

    store visit

    sale

    Invest &

    put it at the heart of your experience

  • an extraordinairy case to make my point.

  • ONLINE FLAG SHIPSTORE

  • O N L I N E F L A G G S H I P S T O R E D I A P R E S E N T A T I E - 1 5 A P R I L 2 0 1 5

    Segment

    high-net-worth

    individual

    Insight They are in it for

    the hunt.

    The hunt for something

    extraordinairy

  • GLOBAL COMMERCE CHALLENGE

    1. Introduce the brand & the product in new markets

    2.Increase footfall to boutiques

    3.Generate online sales To existng customers To non-converters in stores

    CHN

    London Amsterdam

    RUS

    AR

  • Framework and building blocks

  • Customer Journey Remove friction and make people happy Customer Journey Remove friction and make people happy

    Sto

    ryte

    lling

    Pro

    duc

    t S

    pec

    ifica

    tio

    n

    Pre

    miu

    m

    Del

    iver

    y

  • case

  • Customer Journey Remove friction and make people happy Customer Journey Remove friction and make people happy

    Sto

    ryte

    lling

    Pro

    duc

    t sp

    ecifi

    cati

    on

    Pre

    miu

    m

    Del

    iver

    y

    Personalize your own Vertu

  • Cus

    tom

    er S

    atis

    fact

    ion

    time

    The Vertu Extraordinairy End Experience

    White glove delivery

  • jaap.vanoort@digitaslbi.com