Designing Omnichannel Experiences - eTail West 2013
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Presentation for eTail West 2013. Includes 6 key omnichannel attributes and 6 ways to start designing for omnichannel today.
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Designing Omnichannel Experiences - eTail West 2013
- 1. designing for omnichannel experiences eTail West February 25, 2013 @samanthastarmer samantha.starmer@razorfish.com
- 2. today… • why omnichannel experiences need to be designed • what are key attributes of omnichannel experience design • how to start designing for omnichannel experiences today
- 3. VP Customerabout creating GREAT omnichannel passionate Experience – Razorfish Commerce Director, Customer Experience - REI customer experiences Microsoft, Amazon, adjunct at University of Washington
- 4. I began omnichannel here
- 5. raise your hand if… http://www.flickr.com/photos/athena1970/2619104565
- 6. you think omnichannel is important…
- 7. raise your hand if… http://www.flickr.com/photos/athena1970/2619104565
- 8. you think you are doing omnichannel well…
- 10. we usually design for a particular channel
- 11. customers don’t distinguish channels
- 12. email print ads direct mail text websites blogs videos social media white papers broadcast media
- 13. customers do think about all of their experiences
- 14. across time, touchpoints, devices and channels
- 15. this will only increase…
- 16. with device diversification http://www.flickr.com/photos/joexpo/4144816306
- 17. near ubiquitous connectivity http://www.flickr.com/photos/joyoflife/7122232287
- 18. (even on a mountain top) http://www.flickr.com/photos/aleksiaaltonen/4791533886k
- 19. digital & physical are colliding
- 22. self-service food ordering http://www.girlaroundtown.net/wp-content/uploads/2011/11/Interactive-tables.jpg
- 23. and entertainment http://www.behance.net/gallery/Genesco-op-Interactive-Table-Barneys-New-York/5053455
- 24. fridge alarm via social media Virtual Fridge Lock: http://www.bangstyle.com/wp-content/uploads/2012/05/e06fc2b0a04a0b1f4c0ad1bc21bcf820-621x465.jpg
- 25. physical & digital simultaneously Shopkick: http://siliconangle.com/files/2011/08/american-eagle-shopkick-mrphoto13-wide-0824.jpg
- 26. shopping behaviors have changed! http://marketingland.com/study-90-percent-use-multiple-screens-throughout-the-same-day-20386
- 28. (and here is our opportunity)
- 29. integrated experiences are few and far between Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things
- 30. 86% of consumers will pay more for a better customer experience Customer Experience Impact Report. Oracle
- 31. only 1% of consumers feel their expectations for a good customer experience are always met Customer Experience Impact Report. Oracle
- 32. this is sad
- 33. successful omnichannel experiences don’t happen by magic
- 34. so what do we do?
- 36. (not just this kind of design)
- 38. 6 key omnichannel attributes 1. seamless connections 2. maximized convenience 3. service oriented 4. compelling content 5. product focused 6. starts with the experience
- 39. 6 key omnichannel attributes 1. seamless connections 2. maximized convenience 3. service oriented 4. compelling content 5. product focused 6. starts with the experience
- 40. shopping can have many stages
- 41. especially gifts
- 45. good, the same recommendations
- 46. here too
- 48. check across channels sign catalog site
- 49. for seamless information site eMail in-store product handout product tag advertising
- 50. 6 key omnichannel attributes 1. seamless connections 2. maximized convenience 3. service oriented 4. compelling content 5. product focused 6. starts with the experience
- 51. my first iPhone app
- 52. even better…
- 53. easy refill http://www.flickr.com/photos/zachklein/3964249 http://www.flickr.com/photos/jsrcyclist/31813
- 54. no need to call
- 55. mobile check out
- 56. 6 key omnichannel attributes 1. seamless connections 2. maximized convenience 3. service oriented 4. compelling content 5. product focused 6. starts with the experience
- 57. service economy Everything Is A Service - Dave Gray http://www.dachisgroup.com/2011/11/everything-is-a-service/
- 58. oooh, shoes
- 59. cute shoes Fluevog on iPad
- 60. save on shipping? From: seattlefluevog@cablespeed.com To: sstarmerj@hotmail.com Subject: Fluevog order 20110211-00072873 Date: Fri, 11 Feb 2011 16:52:38 -0800 Hey Samantha, We have both shoes you ordered online here at the Seattle store. If you’d like to pick them up this weekend and save on shipping let us know otherwise they will ship out Monday. Thanks, Leah John Fluevog Shoes 205 Pine St. Seattle, WA 98101 phone: (206)441-1065 fax : (206)728-7955 seattle@fluevog.com www.fluevog.com www.myspace.com/fluevogseattle "There are two kinds of people: those who shy away from attention, and those who wear Fluevogs." - JF
- 61. visit the store? don’t mind if I do http://www.flickr.com/photos/trufflepig/4370405501
- 62. Incremental Sale
- 63. watch customers
- 64. see what service is needed
- 66. 6 key omnichannel attributes 1. seamless connections 2. maximized convenience 3. service oriented 4. compelling content 5. product focused 6. starts with the experience
- 67. offer advice
- 69. (looks like a newspaper office) http://www.acontinuouslean.com/2012/01/31/acl-field-trip-mr-porters-office/
- 71. custom and timely via Fast Company http://www.fastcompany.com/3004369/how-rei-put-bow-social-marketing-and-wowed-customers
- 72. 6 key omnichannel attributes 1. seamless connections 2. maximized convenience 3. service oriented 4. compelling content 5. product focused 6. starts with the experience
- 73. product front and center
- 74. across channels
- 76. remember why you exist
- 77. and focus on it
- 78. everywhere
- 79. 6 key omnichannel attributes 1. seamless connections 2. maximized convenience 3. service oriented 4. compelling content 5. product focused 6. starts with the experience
- 80. good customer experience = sales
- 81. propensity to switch brands Megan Burns, Forrester Research, “The Business Impact Of Customer Experience, 2012”
- 82. likelihood to recommend Megan Burns, Forrester Research, “The Business Impact Of Customer Experience, 2012”
- 83. willingness to pay Megan Burns, Forrester Research, “The Business Impact Of Customer Experience, 2012”
- 84. a team is worth the investment
- 86. stay connected to customers
- 87. 6 key omnichannel attributes 1. seamless connections 2. maximized convenience 3. service oriented 4. compelling content 5. product focused 6. starts with the experience
- 89. 6 ways to start today 1. open your eyes 2. map the future 3. plan the present 4. find comfort in discomfort 5. love your employees 6. make new friends
- 90. 6 ways to start today 1. open your eyes 2. map the future 3. plan the present 4. find comfort in discomfort 5. love your employees 6. make new friends
- 91. notice the world around you
- 93. what works
- 94. and doesn’t work
- 95. 6 ways to start today 1. open your eyes 2. map the future 3. plan the present 4. find comfort in discomfort 5. love your employees 6. make new friends
- 96. getting from point A to point B; and everything in between
- 98. customer centered Meet Jane 38, Portland Involved in overlapping sports and understands the value of good gear “I kind of have a jacket problem… I’m running out of reasons to buy another one”
- 99. align on the vision
- 100. map it to build it
- 101. great examples here http://pinterest.com/uxjam/journeys
- 102. 6 ways to start today 1. open your eyes 2. map the future 3. plan the present 4. find comfort in discomfort 5. love your employees 6. make new friends
- 105. connect campaigns
- 106. plan across channels
- 107. 6 ways to start today 1. open your eyes 2. map the future 3. plan the present 4. find comfort in discomfort 5. love your employees 6. make new friends
- 108. you don’t have to be an expert
- 109. from one of my employees “an interesting thing happened today – we were invited to help Visual Merch decide what shelf labels to use in the retail stores .”
- 110. eek – I don’t know store design http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
- 111. my employee was smarter “an interesting thing happened today – we were invited to help Visual Merch decide what shelf labels to use in the retail stores .” “This is a great win for us”
- 112. 6 ways to start today 1. open your eyes 2. map the future 3. plan the present 4. find comfort in discomfort 5. love your employees 6. make new friends
- 113. understand employees
- 114. how many tools?
- 115. how are their systems?
- 116. how do they work?
- 117. where do they work?
- 118. what are their tasks?
- 119. what is their uniform?
- 120. “(the mobile POS) is usually in my pocket and gets caught on the ladder all the time… I’ve started leaving it here on the shelf instead”
- 121. following, notes & diary study
- 123. happy employees = happy experiences
- 124. 6 ways to start today 1. open your eyes 2. map the future 3. plan the present 4. find comfort in discomfort 5. love your employees 6. make new friends
- 125. hang out with different people http://averagecats.com/page/7
- 126. leave the computer
- 127. go to another department
- 128. share your work
- 129. learn from others’ work
- 130. plan together
- 131. work together UX Mag
- 133. remember… 6 key attributes 6 ways to start 1. seamless connections 1. open your eyes 2. maximized convenience 2. map the future 3. service oriented 3. plan the present 4. compelling content 4. find comfort in discomfort 5. product focused 5. love your employees 6. start with the experience 6. make new friends
- 134. get out there and be a hero http://www.flickr.com/photos/baking_in_pearls/3960662314
- 135. thank you!! samantha starmer @samanthastarmer samantha.starmer@razorfish.com http://www.flickr.com/photos/baking_in_pearls/3960662314
- 136. questions?? http://www.flickr.com/photos/druclimb/3277540656/
Editor's Notes
- Through research, Forresterhas found that customers who receive a good experience are almost 16% less likely to switch brands
- Through research, Forresterhas found that customers who receive a good experience are almost 16% less likely to switch brands
- Through research, Forresterhas found that customers who receive a good experience are almost 16% less likely to switch brands
- Buying a tentWhy?