Upload
qualtrics
View
64
Download
6
Embed Size (px)
Citation preview
Ben StewartOmnichannel Innovation Manager
Omnichannel experience
design
Ben StewartOmnichannel Innovation Manager
Ben Stewart is a business transformation leader with a focus on the combination of strategy and operations. Ben currently leads omnichannel innovation and customer experience programs at Patagonia, where he is delivering enhanced shopping experiences based on the application of data analytics and design thinking.
©2015 QUALTRICS LLC.
©2015 QUALTRICS LLC.
Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis
4©2015 QUALTRICS LLC.
©2015 QUALTRICS LLC.
Why omnichannel?©
2015 QUALTRICS LLC.
1. Inventory efficiency2. Improved conversion3. ….
Because it’s what our customers want
Omnichannel isn’t new to us: it’s in our DNA
©2015 QUALTRICS LLC.
If you are not satisfied with one of our products at the time you receive it, or if one of our products does not perform to your satisfaction, you may return it to us for a repair, replacement or refund. Damage due to wear and tear will be repaired at a reasonable charge.
“Few businesses have the confidence to try to master all four business styles [i.e. MO, ecomm, retail, wholesale], but when you do master them, the four means of distribution work very powerfully in concert. We consider each to be essential to Patagonia’s relationship with the customer.”-Let My People Go Surfing
Omnichannel offers two kinds of problems to solve
©2015 QUALTRICS LLC.
The “easy” wins: In-store Patagonia.com
returns Ship-from-store Order-from-store Sharing ecommerce
customer data with the store
The big questions: What is the role of the store? How do our customers move
between our channels? How can digital tools help
our customers?
9
Don’t reinvent the wheel (for the easy stuff)
©2015 QUALTRICS LLC.
Let someone else figure out the answers to the easy questions
10
Tackling the hard questions©
2015 QUALTRICS LLC.
Source: Damien Newman’s “Design Squiggle”
Exploratory tools:• Customer interviews• Reading and research• “Listening post” surveys
Deep dive tools:• Customer interviews• Targeted surveys
Prototype and test:• Mockups and customer
interviews• Web a/b tests• Concept stores
11
Develop hypotheses – being a good listener helps
©2015 QUALTRICS LLC.
Source: L2 Intelligence Omnichannel Retail Report; Deloitte’s “Digital Divide”
What does this mean for us?
12
Purchase 1 Purchase 2
A little bit of knowledge can provide a lot of clarity
First Purchase Future Purchases
What defines these customers?
13
Get outside the building: talk to customers and find out what’s really going on
Why do I buy Patagonia?The quality and multi-use nature of the products provides me with great value; I’ve received above average customer serviceHow do I buy Patagonia?Extensive online research followed by a trip to the store to make sure the product fits
George: Retail Enthusiast Nancy: Convenience-Driven Aaron: Budding Eco-Activist
Why do I buy Patagonia?The products fit almost every part of my life (travels, at home, working out); wash-and-wear clothing is important to meHow do I buy Patagonia?When it’s convenient, I go online; I connect with Customer Service for fit and product recommendations
Why do I buy Patagonia?I need items that will last during my outdoor adventures, and am motivated by Patagonia’s environmental mission
How do I buy Patagonia?Recommendations, coupled with online research, often when I have a trip planned
Figure out what’s happening inside the “black box” – why are customers doing what they’re doing?
Sometimes a narrative is more compelling than just the data
14
Find significance with operational data©
2015 QUALTRICS LLC.
Surveys + interviews tell us “why and how”
Operational data tells us “how much”
15
Test and learn How does getting a repair
affect our relationship with our customers?
©2015 QUALTRICS LLC.
How do customers balance product selection vs product availability in store?
We’ve learned a few things…1. Customers like repairs2. Customers are ‘pre-shopping’ online3. One of the biggest complaints we have in our
stores is product availability
16
Tying it all together
Omnichannel tactics are matching retail offerings to customer expectations
©2015 QUALTRICS LLC.
But…it’s not just about turning on a checklist of tools and features
Using qualitative tools can help define the right questions to ask, and answer them too
17
Thanks©2015 QUALTRICS LLC.