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2 2 02/22/13
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Everything that can be digitized will be.
Everything else is communicated via digital.
Welcome to the Digital Revolution
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Summary Success in the post digital revolution world requires that brands and retailers: • deliver personalized content in
a seamless fashion across all relevant touchpoints.
• be there 24/7 to listen and respond in real time whenever and however she wants to interact with you.
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The retailer’s goal is to deliver a signal she’ll tune into while also listening and responding to her signal.
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The retailer’s goal is to deliver a signal she’ll tune into while also listening and responding to her signal.
To achieve this, you need a framework to deliver a seamless and personalized experience.
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The foundation starts with knowing and understanding your shopper.
Shopper 1. Know and understand your shopper.
Personal Attitudes & Interests Profile Preferences Search behavior Purchase History, Location & Time
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Know the job you’re doing for her and how it relates to your objectives.
Shopper 1. Know and understand your shopper.
Shopping Trip Mission Consumption Occasion Brand positioning Retailer environment Campaign objectives
Context 2. Marry the shopper needs with the right context.
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Create and Deliver Personalized and Relevant Content
Shopper 1. Know and understand your shopper.
Product Information Suggestions Ratings & Reviews Store Information Pricing Offers & Deals
Context 2. Marry the shopper needs with the right context.
Content 3. Deliver personalized and
relevant content.
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Simplify and converge to deliver a seamless experience where and when she is most receptive.
Shopper 1. Know and understand your shopper.
From the shopper’s perspective Simple & Easy To Use Consistent Integrated Always available Responsive
Context 2. Marry the shopper needs with the right context.
Content 3. Deliver personalized and
relevant content.
Seamless 4. Create consistent
Multi-channel integration.
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Actively Listen & Respond
Shopper 1. Know and understand your shopper.
Context 2. Marry the shopper needs with the right context.
Content 3. Deliver personalized and
relevant content.
Seamless 4. Create consistent
Multi-channel integration.
Relationship
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How It All Starts With the Shopper
• Nordstrom is well on the way to creating a single user-environment that allows customers to have a consistent, customized experience whether they are online, on mobile or in-store.
• Customers exist the same – with the same preferences and experience of Nordstrom – regardless of their entry point into the ecosystem.
• Almost everything customers do or create at one touchpoint is known and activated upon at other touchpoints, no matter if the customer is physically in store or connecting via digital.
Know Your Shopper
source:NRF Store.org “Leader of the Pack article
Shopper 1. Know and understand your shopper.
Personal Attitudes & Interests Profile Preferences Search behavior Purchase History, Location & Time
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Connecting Data Points With Contextual and Seasonal Relevance
Marry Needs With Context
source:NRF Store.org “Leader of the Pack article
Context 2. Marry the shopper needs with the right context.
Shopping Trip Mission Consumption Occasion Brand positioning Retailer environment Campaign objectives
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Personalized Content and Curated Shopping Experiences
Creating Break-Through Content
source:NRF Store.org “Leader of the Pack article
Product Information Suggestions Ratings & Reviews Store Information Pricing Offers & Deals
Content 3. Deliver personalized and
relevant content.
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Seamless Shopping Experience
Content When and Where She Wants
source:NRF Store.org “Leader of the Pack article
From the shopper’s perspective Simple & Easy To Use Consistent Integrated Always available Responsive
Seamless 4. Create consistent
Multi-channel integration.
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Managing the 2-Way Communication
Actively Listen & Respond
source:NRF Store.org “Leader of the Pack article
Relationship
• Social keeps customers up-to-date on current trends, suggest styles and look-books, as well as advertise sales and special offers
• Social channels increase access to their legendary customer service and give advocates a bigger
megaphone