How to maximize your sales by enhancing your customer experience

Sales Performance ConferenceSeptember 17th and 18th 2009

Audrey MartinBusiness Development Manager

Innovative strategies to reduce costs

E-commerce and visual communication to boost ROI

Best practices through case studies

Table of contents

During an economic downturn…

Innovation impacts on cost-efficiency and sales

"A process innovation is the implementation of a new or significantly improved production or delivery method. This includes significant changes in techniques, equipment and/or soft". Source: OECD Oslo Manual

Necessity to cut costs and stop revenue decline

1. Innovative strategies to reduce costs

A majority of executives consider that innovation is critical

Source: Saugatuck Technology Inc. and BusinessWeek Research Services C-Team Study (2006)

Drivers of innovation

Source: Capgemini “Innovation Leader or Laggard?” (2009)

• Customers become belligerent. Customers are increasingly intolerant of poor experiences and share their dissatisfaction.

• Products and price are commodities. Customer experience and process innovation are the new differentiators.

E-commerce benefits in terms of costs and sales

2. E-commerce and visual communication to boost sales

Innovation must be customer-oriented

Source: Peppers ans Rogers Group and SAS (2008)

Customer experience maturity leads to competitive advantage

Customers with good experiences consider purchasing more

Correlation between high customer experience index andwillingness to purchase again from the same provider

Source: Forrester Research (2009)

But they don’t see uniqueness today

Source: Allurent/Endeca (2008)

How to differentiate online?

Product presentation is key to purchase decision

New ways of improving online customer experience

- Rich Media- Web 2.0- Interactivity- Social networking

Source: Nielsen Online “Mystery Shopping Surveys” (2008)

- Pleasant colors- A user-friendly design and structure- Good quality pictures

Source: Adobe Scene7 Survey (2009)

Most effective product presentations

Source: Adobe Scene7 Survey (2009)

Planned and deployed strategies

Décathlon Case

Issue: Enlargement of the product communication scope

Results: - +25% product photos at zero cost- Contributes to notably enrich the company’s database- Improve the product visibility at the point of sale

OneDirect Case

Issue: Overhaul of its e-commerce website and catalogues

Results: - +27% turnover in December of 2008- Allowed the production of 360° animations in-house- Release of new printed catalogues on a more regular basis

Issue: Optimization of specific product communication processes

Cisowianka Case

Results: - PackshotCreator = Press relations/retailers demos/Web

uses - Standardized product communication

Thank you for your attention