Presentation for Seamless Retail Middle East 2017. Focuses on how to create and execute exceptional retail customer experiences that maximize revenue, increase exposure, and drive consumer satisfaction.
Digital technology is changing retail in several ways. More customers are using their mobile devices to research products online before shopping in physical stores ("webrooming") or buying items they found in stores cheaper online ("showrooming"). This has led retailers to rethink their stores and shopping experiences by using digital tools like beacons, artificial intelligence, and customer data analytics to personalize shopping and better understand customer behavior. New technologies allow retailers to gain insights into customer value, brand loyalty, and shopping journeys to improve the physical store experience.
SVAPNASRUSHTI is a digital marketing agency that offers various services like graphic design, social media management, SEO, content creation, and website development. They have a team of strategy, SEO, design, social media, and content experts. Their approach involves discussing client goals, creating and implementing marketing methods, analyzing results weekly, and providing reports. They aim to help businesses achieve their visions and contribute to India's digital growth.
How to Drive Breakout Growth: Learning From Fast-Growing Startups
Everyone wants to grow, but most companies struggle to find the "secret sauce" to unlocking breakout growth. What do fast-growing companies know and do that the rest of us miss?
In this webinar, Morgan Brown, author of Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success will show you exactly how fast-growing companies organizing themselves and operate to find win after win, fueling their impressive growth curves.
Do It Once....You're A Tester. Do It Twice...You're An Automator!! - Aaron Sm...
The document discusses automation for brands. It defines automation as applying to processes, channel messaging, measurement, operations, and products. It provides examples of how brands like Ford and Safelite have automated parts of their business. The document also discusses how to structure an automation discipline with tools and case studies. It stresses enabling teams with training and inspiration, as well as knowing customers through research. The overall message is that automation can happen anywhere and brands should define what is applicable to their specific needs.
Short 15 minutes session on Startup funding, online traffic sources, usage of wording (leading, fastest growing, etc. ), growth KPIs, tools to handle customer service, elevator pitch question, and creation of matrixes out of social media matrixes to as asset to pitch for investors.
Customer Journey Mapping Illustrating the Big Picture - MIMA Summit 2013 - Me...
Customer journey mapping involves illustrating the relationship between an individual and an organization over time through various touchpoints and channels. The document discusses how to create customer journey models through gathering research, designing iterations, and socializing the models. Key steps include conducting empathy maps, brainstorming sessions with different lenses, and mapping timelines, touchpoints, and opportunities. Maintaining the models involves periodic research updates and involving stakeholders. The overall goal is to improve customer experiences and strategize engagement across an organization.
How to Market to Customers Small, Medium, Large and Extra-Large: All at the ...
How do you effectively market your product when everyone can be your customer?
Building a marketing strategy to reach everyone at the same time will result in a boring message that won’t stand out in the marketplace. Box's VP of Marketing, Lauren Vaccarello, shares the 10 things to know when marketing a horizontal solution.
Discovery Driven Planning for new ventures, products and services
New ventures are inherently uncertain—whether you're starting a new business, creating a new product or launching a new service. Reducing risk and trying to predict what is going to happen can be tricky. What if there was a different way?
Discovery Driven Planning allows you to explore the viability of a new venture by beginning with the end in mind—what will it really take for your venture to be a success? Originally developed by Rita Gunther McGrath and Ian MacMillan, the framework guides you through a process of identifying and discovering the information you need to make informed decisions. Without investing big, you will be able to quickly establish whether your idea is capable of delivering the return you desire and whether it is competitive.
With step-by-step examples, we present an easy to understand guide to Discovery Driven Planning; one of our go-to tools for anybody considering a new venture, whether you are a startup, corporate or somewhere in-between.
This document discusses social media marketing and provides tips for using social media strategically. It notes that while creating social media profiles is important, the key is rethinking how social media fits into a holistic digital approach. Some tips include using social media to communicate with customers and employees, provide customer service, recruit talent, collaborate, manage reputation and get customer feedback. It also emphasizes measuring engagement over reach and focusing on quality over quantity.
What is the future retailers brick and mortar - december 2017
Retail sales drive about 2/3 GDP for many countries. Any impact to retail sector can impact GDP growth for a country.
We are heading into more and more automation, especially in areas like eCommerce or augmented reality or streaming or kiosks or smaller shops/stores
20 Golden PR and Content Marketing Ideas that will Outlive 2017
The trend in content marketing is about providing real value. It often means filling an information gap with a journalistic approach to creating understanding, ideas and analysis, that can’t be found anywhere else.
In the end, the best customer experience wins, no matter who makes it - v.2
Customer Experience is merging communication with business, helping companies develop new customers and new revenue streams. In this talk we look at what customer experience is, how it should work and what lies in store for its future.
This report sums up what we think will be the key digital trends in 2017 when it comes to #tech #innovation #culture & #communication. The report was presented at a breakfast seminar in Stockholm, December 2016.
Your Mobile PPC Sucks (But It Doesn't Have To!) - SMX Advanced 2016 // SMX Ea...
This document is a presentation about optimizing mobile paid search campaigns. It begins by emphasizing that mobile usage now surpasses desktop usage, but mobile optimization is often neglected. It then provides four steps to improve mobile campaigns: 1) Stop ignoring mobile and properly assess its importance for the target industry and audience. 2) Stop devaluing mobile by understanding mobile-specific search behaviors and intents. 3) Stop doing mobile poorly by optimizing bidding, ad messaging, and landing pages for mobile. 4) Start expanding the concept of mobile PPC to include call extensions, call-only campaigns, mobile apps, remarketing, and shopping campaigns.
Market To An Audience of One - Real-time context makes individualized marketi...
Presented by Marcus Ruebsam, SVP, Solution Management at SAP
Against the backdrop of the digital age and empowered customer, old marketing tactics no longer work. This presentation, given at the 2015 MarTech Conference in San Francisco, shows how customer data (both implicit and explicit) delivered in real-time is the key to delivering personalized customer engagement. The SAP hybris Marketing solution helps business to unify data across the organization for a single source of truth about the customer/prospect. It enables marketers to combine information about what the customer has done, what they will most likely do next, and what they are doing in the moment to deliver real-time individualization.
The SAP hybris Marketing solution brief provides additional details about the solution which you can find on our website: http://www.hybris.com/marketing
Artificial Intelligence seems to be all around us, and many organizations are feeling the pressure to implement AI solutions. But like with any technology, especially the emergent ones that get a lot of buzz, it’s critical to let your business and consumer needs lead the technology, not the other way around.
I believe that it is the IA practitioners in an organization who can and should be the ones leading when AI and machine learning makes sense, which interactions it can best support, and how to architect and design those interactions so that they best support humans – whether those humans are employees, end consumers or citizens.
In this talk I will ensure we all understand why we should be forefront in creating AI experiences, why they are exciting and yet challenging (and even risky) and how we can immediately get involved.
Designing Customer Centered AI experiences - Dialogkonferansen 2018
This presentation discusses why artificial intelligence (AI) needs to be designed from a customer centered point of view, and provides three pillars to use as a foundation for how to do so.
Innovation for Store 4.0- Seamless Retail Africa 2018
Samantha Starmer is a former VP of Global Digital Experiences who is now passionate about creating great customer experiences across channels. She discusses how retail is being disrupted by new technologies like chatbots, voice shopping, augmented reality, and concept stores without staff. However, the physical store is not dead and remains important for discovery and experiences. Store 4.0 requires focusing on five pillars: starting with the customer, staying integrated across channels, breaking out of silos, using technology wisely, and focusing on the customer experience.
UX Israel Studio 2013 workshop. Much of the structure and content is similar to other workshop presentations I've posted, but there are some new examples and exercises.
The document discusses the future of experience design and the concept of omnichannel experiences. Omnichannel experiences integrate digital and physical touchpoints to provide seamless, interconnected experiences for customers anytime and anywhere. The future of experience design lies in creating holistic experiences across all channels that understand customer context and needs. Omnichannel experiences enhance the physical with digital and move customers through a brand's spaces and services effortlessly.
Taxonomy Bootcamp 2012 Keynote - Improving Information Interactions
This document discusses designing seamless customer experiences across digital and physical channels. It tells a story of a car accident victim's frustrating experience trying to get their car repaired due to a lack of integration between their insurance company's digital and physical systems. The document argues that as the physical and digital worlds collide, organizations must design holistic, interactive experiences that satisfy customers' information needs whenever, however, and wherever they engage with a brand. It encourages attendees to open their eyes to opportunities to improve customer experiences through better organization of information.
How to Design for the Future - Cross Channel Experience Design
This document discusses cross-channel experience design. It begins by asking who the audience members are and what they hope to learn. It then discusses some of the key challenges of designing experiences across multiple channels like websites, mobile apps, physical stores, etc. The document presents five principles for cross-channel design: providing a consistent experience, making the experience convenient across channels, ensuring transitions between channels are connected, tailoring the experience to the user's current context, and designing experiences that span time across different touchpoints. It concludes by offering five methods for approaching cross-channel design, such as thinking in terms of services rather than individual channels, collaborating across organizational boundaries, testing designs by observing user behaviors, being comfortable with ambiguity and iteration
The document describes the need for designing cross-channel experiences that are consistent, convenient, connected, contextual, and span different touchpoints and times. It discusses examples of both good and bad cross-channel experiences, and outlines five principles for designing holistic experiences. Tools mentioned for mapping cross-channel experiences include stakeholder interviews, field research, touchpoint matrices, service inventories, and experience maps. The overall message is that users interact with brands through many different channels, so the design must consider the entire experience across all touchpoints.
The document summarizes a presentation on cross-channel design given by Jess McMullin and Samantha Starmer. The presentation covered what cross-channel design is, why organizations should care about it, how to sell the need for it within an organization, using a case study and field research experience to discover touchpoints across channels, and various tools and methods for designing cross-channel solutions such as journey mapping, touchpoint matrices, and paper prototyping.
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
The document provides guidance on designing holistic experiences by outlining strategies across four areas: expanding your mind, creating a vision, building a path, and just doing it. It suggests expanding one's mind by breaking out of silos, making new friends outside one's usual circles, getting outside of one's comfort zone, and finding comfort in discomfort. It recommends creating a vision by understanding the big picture, following a clear goal, storytelling to excite others, and leading change. It advises building a path by listening holistically, understanding executives' goals, managing stakeholders, and removing obstacles. Finally, it suggests just doing it by not waiting for permission, trying new things, using metrics, and starting small.
Samantha Starmer provides a framework for structuring presentations with 4 key principles: 1) Start with yourself by identifying your goal and style. 2) Learn the environment by understanding the audience and constraints. 3) Build the structure by freeing your mind and keeping the narrative. 4) Leave time to adjust through rehearsal and ensuring your main point is clear. She emphasizes remembering the one key thing you want the audience to take away and practicing well in advance of the presentation date.
The Future of Design is Not Just the Web - Web Visions Workshop 2011
The document discusses designing cross-channel experiences. It begins by explaining that customers experience brands across multiple touchpoints and channels, both digital and physical. The key is to design experiences that are convenient, connected, consistent, contextual, and span across time.
The document then provides five principles and five methods for cross-channel design. The principles are to make experiences convenient, connected, consistent, contextual, and spanning across time. The methods are to think in terms of services, share design work across teams, start by observing customer behaviors, be comfortable with ambiguity, and focus on customer needs rather than specific solutions.
Finally, the document discusses various discovery and solution activities for cross-channel design, such as stakeholder interviews
Get a Seat at the Strategy Table - WebVisions 2011
To get a seat at the strategy table, one must understand the organization's strategic goals and objectives, know how decisions are made, and think about long term changes. It is important to build relationships with allies, know potential opponents, and have important conversations before proposing new ideas. One should pick their battles wisely, help others' goals, and offer solutions, preferably with proposed solutions or already implemented solutions. It is also important to learn how executives communicate, listen more than speaking, and become comfortable discussing strategy with executives.
Create Successful Cross Channel Experiences - IA Summit 2011
The document discusses the importance of designing cross-channel experiences that are convenient, consistent, connected, contextual, and span time. It provides 5 principles and 5 methods for holistic experience design across digital and physical touchpoints. The principles are to think of services, share resources openly, gain diverse perspectives, address discomfort, and focus on user needs over solutions. Methods include documenting journeys, mapping experiences, understanding backend systems, storytelling, and cross-training teams. Tools involve using experience maps, getting different perspectives, telling stories, and cross-training teams in other disciplines. The talk encourages designing for the holistic experience rather than any single channel.
The gap between physical and digital has blurred: we use Wiis to get in shape, computers to order a pizza, or our smartphone’s GPS to find hot dates. People want to interact with products and services when they want to and how they want to – and that’s not always on the web.
The future of design is everywhere the customer touches our product or service - digital or physical. User experience practitioners must move beyond the screen to designing a holistic customer experience that is seamless across channels and devices.
Samantha Starmer discusses designing for a holistic customer experience across channels. She recommends starting by using metrics to understand customer journeys, mapping experiences, and listening holistically across channels like call centers, social media, and stores. Designing for a holistic experience means coordinating brand and information consistency and optimizing each channel's capabilities. It requires leaving one's comfort zone, collaborating cross-functionally, and letting go of control so the entire organization can focus on improving the customer experience.
How to Manage a House of Brands like P&G, Unilever and Nestle
A "House of Brands" is a strategic model where a company owns and manages several distinct brands, allowing them to maintain their individual image and value proposition.
Examples include P&G, Unilever, and Nestle managing multiple brands in different product categories.
Boost Engagement and Retention with MaxLearn’s Microlearning LMS.pdf
MaxLearn offers a cutting-edge microlearning platform that helps to create, deliver, and verify the courses with a click of a button to improve employee efficiency.
Retail Scan is a pioneer in India in 100% customized retail audits. Retail Scan has a proprietary app-based store tracking technology. Our well-trained auditors go on the field and capture the status of in-store merchandising elements like windows, assets, POSM elements, planograms, product availability on shelf, etc. through survey data and images.
Kolkata’s KCC Gallery Store offers a wide range of eco-friendly craft and design supplies, from sustainable paper and natural paints to upcycled home decor and handmade accessories. Perfect for environmentally conscious creators.
PPT on Retail Banking.
Introduction to Retail Banking
Let's start with an introduction to retail banking. Retail
banking, also known as consumer banking, involves providing
financial services to individual consumers rather than businesses. It
plays a crucial role in the financial system by offering services such
as savings accounts, loans, and credit cards. These services help
individuals manage their finances effectively and securely.
History of Retail Banking
Retail banking has a fascinating history. It began in ancient
times with temples providing loans. During medieval times, banks
like the Medici Bank emerged in Europe, offering services to both
merchants and individuals. The Industrial Revolution in the 18th and
19th centuries saw the establishment of modern banks, introducing
products like savings accounts and personal loans. The 1960s
brought about a significant change with the introduction of ATMs,
which revolutionized access to banking services. In the 21st century,
the digital revolution further transformed the industry, making
financial services more accessible through internet and mobile
banking.
Key Services Offered
Retail banks offer a variety of services. First, we have
deposits, which include savings accounts, checking accounts, and
fixed deposits. These accounts provide a secure place to store money
and earn interest. Next, there are loans, including personal loans,
home loans, and auto loans, which help individuals make major
purchases or investments. Lastly, credit and debit cards facilitate
cashless transactions and provide short-term credit for purchases.
Types of Retail Banking Accounts
Retail banks offer different types of accounts to meet various
needs. A savings account allows customers to store their money
securely while earning interest. A checking account provides easy
access to funds for daily transactions. Fixed deposits offer higher
interest rates for money that is locked in for a specific period.
Recurring deposits allow customers to make regular monthly deposits
that also earn interest.
Retail Banking Channels
Retail banking services are accessed through various
channels. Traditional branch banking involves visiting a physical bank
branch. Online banking allows customers to manage their accounts
and transactions via the internet. Mobile banking uses smartphone
apps for banking services on the go. ATMs, or automated teller
machines, provide cash withdrawals and other services without
needing to visit a branch.
Benefits of Retail Banking
Retail banking offers several benefits. It provides
convenience, allowing customers easy access to financial services.
Accessibility is another key benefit, as these services are available to
a wide range of customers. Finally, retail banks offer a variety of
financial products, from savings accounts to loans, to meet different
financial needs.
Challenges in Retail Banking
Despite its benefits, retail banking faces several challenges.
The document is a guide from Smart Insights promoting their new guide for navigating digital marketing in China. It provides links to their guide on expanding into China and other Smart Insights resources on digital marketing strategies and social media marketing best practices.
Read the full blog post: http://www.distilled.net/blog/distilled/dear-cmo-your-marketing-plan-is-broken/
We've been doing a lot of work recently looking into agile marketing. In the slidedeck above we want to make the case for and show off some worthy examples of how and where agile works in the three areas that we really care about and can influence as consultants - budget, people and processes.
Infographic: 31 CX stats and quotes for 2018Clicktale
An infographic containing 31 compelling statistics and thought-provoking quotes to add to presentations, raise at meetings or share with your colleagues to show the true value of experience.
From industry leaders, research houses and brands alike, the following quotes are more relevant for CX strategies than ever before.
How Digital is Changing Retail from DRS, 7.28.14Digiday
Digital technology is changing retail in several ways. More customers are using their mobile devices to research products online before shopping in physical stores ("webrooming") or buying items they found in stores cheaper online ("showrooming"). This has led retailers to rethink their stores and shopping experiences by using digital tools like beacons, artificial intelligence, and customer data analytics to personalize shopping and better understand customer behavior. New technologies allow retailers to gain insights into customer value, brand loyalty, and shopping journeys to improve the physical store experience.
SVAPNASRUSHTI is a digital marketing agency that offers various services like graphic design, social media management, SEO, content creation, and website development. They have a team of strategy, SEO, design, social media, and content experts. Their approach involves discussing client goals, creating and implementing marketing methods, analyzing results weekly, and providing reports. They aim to help businesses achieve their visions and contribute to India's digital growth.
Everyone wants to grow, but most companies struggle to find the "secret sauce" to unlocking breakout growth. What do fast-growing companies know and do that the rest of us miss?
In this webinar, Morgan Brown, author of Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success will show you exactly how fast-growing companies organizing themselves and operate to find win after win, fueling their impressive growth curves.
The document discusses automation for brands. It defines automation as applying to processes, channel messaging, measurement, operations, and products. It provides examples of how brands like Ford and Safelite have automated parts of their business. The document also discusses how to structure an automation discipline with tools and case studies. It stresses enabling teams with training and inspiration, as well as knowing customers through research. The overall message is that automation can happen anywhere and brands should define what is applicable to their specific needs.
TAKING IN FUNDING & GROWTH OF STARTUPSMichalGromek
Short 15 minutes session on Startup funding, online traffic sources, usage of wording (leading, fastest growing, etc. ), growth KPIs, tools to handle customer service, elevator pitch question, and creation of matrixes out of social media matrixes to as asset to pitch for investors.
Customer Journey Mapping Illustrating the Big Picture - MIMA Summit 2013 - Me...Mad*Pow
Customer journey mapping involves illustrating the relationship between an individual and an organization over time through various touchpoints and channels. The document discusses how to create customer journey models through gathering research, designing iterations, and socializing the models. Key steps include conducting empathy maps, brainstorming sessions with different lenses, and mapping timelines, touchpoints, and opportunities. Maintaining the models involves periodic research updates and involving stakeholders. The overall goal is to improve customer experiences and strategize engagement across an organization.
How to Market to Customers Small, Medium, Large and Extra-Large: All at the ...saastr
How do you effectively market your product when everyone can be your customer?
Building a marketing strategy to reach everyone at the same time will result in a boring message that won’t stand out in the marketplace. Box's VP of Marketing, Lauren Vaccarello, shares the 10 things to know when marketing a horizontal solution.
Discovery Driven Planning for new ventures, products and servicesStocker Partnership
New ventures are inherently uncertain—whether you're starting a new business, creating a new product or launching a new service. Reducing risk and trying to predict what is going to happen can be tricky. What if there was a different way?
Discovery Driven Planning allows you to explore the viability of a new venture by beginning with the end in mind—what will it really take for your venture to be a success? Originally developed by Rita Gunther McGrath and Ian MacMillan, the framework guides you through a process of identifying and discovering the information you need to make informed decisions. Without investing big, you will be able to quickly establish whether your idea is capable of delivering the return you desire and whether it is competitive.
With step-by-step examples, we present an easy to understand guide to Discovery Driven Planning; one of our go-to tools for anybody considering a new venture, whether you are a startup, corporate or somewhere in-between.
social media marketing [in plain english]Kristen Vang
This document discusses social media marketing and provides tips for using social media strategically. It notes that while creating social media profiles is important, the key is rethinking how social media fits into a holistic digital approach. Some tips include using social media to communicate with customers and employees, provide customer service, recruit talent, collaborate, manage reputation and get customer feedback. It also emphasizes measuring engagement over reach and focusing on quality over quantity.
What is the future retailers brick and mortar - december 2017paul young cpa, cga
Retail sales drive about 2/3 GDP for many countries. Any impact to retail sector can impact GDP growth for a country.
We are heading into more and more automation, especially in areas like eCommerce or augmented reality or streaming or kiosks or smaller shops/stores
20 Golden PR and Content Marketing Ideas that will Outlive 2017Frank Strong
The trend in content marketing is about providing real value. It often means filling an information gap with a journalistic approach to creating understanding, ideas and analysis, that can’t be found anywhere else.
In the end, the best customer experience wins, no matter who makes it - v.2Helge Tennø
Customer Experience is merging communication with business, helping companies develop new customers and new revenue streams. In this talk we look at what customer experience is, how it should work and what lies in store for its future.
This report sums up what we think will be the key digital trends in 2017 when it comes to #tech #innovation #culture & #communication. The report was presented at a breakfast seminar in Stockholm, December 2016.
Your Mobile PPC Sucks (But It Doesn't Have To!) - SMX Advanced 2016 // SMX Ea...Maddie Cary Deuel
This document is a presentation about optimizing mobile paid search campaigns. It begins by emphasizing that mobile usage now surpasses desktop usage, but mobile optimization is often neglected. It then provides four steps to improve mobile campaigns: 1) Stop ignoring mobile and properly assess its importance for the target industry and audience. 2) Stop devaluing mobile by understanding mobile-specific search behaviors and intents. 3) Stop doing mobile poorly by optimizing bidding, ad messaging, and landing pages for mobile. 4) Start expanding the concept of mobile PPC to include call extensions, call-only campaigns, mobile apps, remarketing, and shopping campaigns.
Market To An Audience of One - Real-time context makes individualized marketi...SAP Customer Experience
Presented by Marcus Ruebsam, SVP, Solution Management at SAP
Against the backdrop of the digital age and empowered customer, old marketing tactics no longer work. This presentation, given at the 2015 MarTech Conference in San Francisco, shows how customer data (both implicit and explicit) delivered in real-time is the key to delivering personalized customer engagement. The SAP hybris Marketing solution helps business to unify data across the organization for a single source of truth about the customer/prospect. It enables marketers to combine information about what the customer has done, what they will most likely do next, and what they are doing in the moment to deliver real-time individualization.
The SAP hybris Marketing solution brief provides additional details about the solution which you can find on our website: http://www.hybris.com/marketing
Similar to Preparing for Distributed Commerce (20)
Artificial Intelligence seems to be all around us, and many organizations are feeling the pressure to implement AI solutions. But like with any technology, especially the emergent ones that get a lot of buzz, it’s critical to let your business and consumer needs lead the technology, not the other way around.
I believe that it is the IA practitioners in an organization who can and should be the ones leading when AI and machine learning makes sense, which interactions it can best support, and how to architect and design those interactions so that they best support humans – whether those humans are employees, end consumers or citizens.
In this talk I will ensure we all understand why we should be forefront in creating AI experiences, why they are exciting and yet challenging (and even risky) and how we can immediately get involved.
Designing Customer Centered AI experiences - Dialogkonferansen 2018Samantha Starmer
This presentation discusses why artificial intelligence (AI) needs to be designed from a customer centered point of view, and provides three pillars to use as a foundation for how to do so.
Innovation for Store 4.0- Seamless Retail Africa 2018Samantha Starmer
Samantha Starmer is a former VP of Global Digital Experiences who is now passionate about creating great customer experiences across channels. She discusses how retail is being disrupted by new technologies like chatbots, voice shopping, augmented reality, and concept stores without staff. However, the physical store is not dead and remains important for discovery and experiences. Store 4.0 requires focusing on five pillars: starting with the customer, staying integrated across channels, breaking out of silos, using technology wisely, and focusing on the customer experience.
Designing for Holistic Cross Channel ExperiencesSamantha Starmer
UX Israel Studio 2013 workshop. Much of the structure and content is similar to other workshop presentations I've posted, but there are some new examples and exercises.
The document discusses the future of experience design and the concept of omnichannel experiences. Omnichannel experiences integrate digital and physical touchpoints to provide seamless, interconnected experiences for customers anytime and anywhere. The future of experience design lies in creating holistic experiences across all channels that understand customer context and needs. Omnichannel experiences enhance the physical with digital and move customers through a brand's spaces and services effortlessly.
Taxonomy Bootcamp 2012 Keynote - Improving Information InteractionsSamantha Starmer
This document discusses designing seamless customer experiences across digital and physical channels. It tells a story of a car accident victim's frustrating experience trying to get their car repaired due to a lack of integration between their insurance company's digital and physical systems. The document argues that as the physical and digital worlds collide, organizations must design holistic, interactive experiences that satisfy customers' information needs whenever, however, and wherever they engage with a brand. It encourages attendees to open their eyes to opportunities to improve customer experiences through better organization of information.
How to Design for the Future - Cross Channel Experience DesignSamantha Starmer
This document discusses cross-channel experience design. It begins by asking who the audience members are and what they hope to learn. It then discusses some of the key challenges of designing experiences across multiple channels like websites, mobile apps, physical stores, etc. The document presents five principles for cross-channel design: providing a consistent experience, making the experience convenient across channels, ensuring transitions between channels are connected, tailoring the experience to the user's current context, and designing experiences that span time across different touchpoints. It concludes by offering five methods for approaching cross-channel design, such as thinking in terms of services rather than individual channels, collaborating across organizational boundaries, testing designs by observing user behaviors, being comfortable with ambiguity and iteration
The document describes the need for designing cross-channel experiences that are consistent, convenient, connected, contextual, and span different touchpoints and times. It discusses examples of both good and bad cross-channel experiences, and outlines five principles for designing holistic experiences. Tools mentioned for mapping cross-channel experiences include stakeholder interviews, field research, touchpoint matrices, service inventories, and experience maps. The overall message is that users interact with brands through many different channels, so the design must consider the entire experience across all touchpoints.
The document summarizes a presentation on cross-channel design given by Jess McMullin and Samantha Starmer. The presentation covered what cross-channel design is, why organizations should care about it, how to sell the need for it within an organization, using a case study and field research experience to discover touchpoints across channels, and various tools and methods for designing cross-channel solutions such as journey mapping, touchpoint matrices, and paper prototyping.
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011Samantha Starmer
The document provides guidance on designing holistic experiences by outlining strategies across four areas: expanding your mind, creating a vision, building a path, and just doing it. It suggests expanding one's mind by breaking out of silos, making new friends outside one's usual circles, getting outside of one's comfort zone, and finding comfort in discomfort. It recommends creating a vision by understanding the big picture, following a clear goal, storytelling to excite others, and leading change. It advises building a path by listening holistically, understanding executives' goals, managing stakeholders, and removing obstacles. Finally, it suggests just doing it by not waiting for permission, trying new things, using metrics, and starting small.
Structuring your Presentation - Cranky Talk 2011Samantha Starmer
Samantha Starmer provides a framework for structuring presentations with 4 key principles: 1) Start with yourself by identifying your goal and style. 2) Learn the environment by understanding the audience and constraints. 3) Build the structure by freeing your mind and keeping the narrative. 4) Leave time to adjust through rehearsal and ensuring your main point is clear. She emphasizes remembering the one key thing you want the audience to take away and practicing well in advance of the presentation date.
The Future of Design is Not Just the Web - Web Visions Workshop 2011Samantha Starmer
The document discusses designing cross-channel experiences. It begins by explaining that customers experience brands across multiple touchpoints and channels, both digital and physical. The key is to design experiences that are convenient, connected, consistent, contextual, and span across time.
The document then provides five principles and five methods for cross-channel design. The principles are to make experiences convenient, connected, consistent, contextual, and spanning across time. The methods are to think in terms of services, share design work across teams, start by observing customer behaviors, be comfortable with ambiguity, and focus on customer needs rather than specific solutions.
Finally, the document discusses various discovery and solution activities for cross-channel design, such as stakeholder interviews
Get a Seat at the Strategy Table - WebVisions 2011Samantha Starmer
To get a seat at the strategy table, one must understand the organization's strategic goals and objectives, know how decisions are made, and think about long term changes. It is important to build relationships with allies, know potential opponents, and have important conversations before proposing new ideas. One should pick their battles wisely, help others' goals, and offer solutions, preferably with proposed solutions or already implemented solutions. It is also important to learn how executives communicate, listen more than speaking, and become comfortable discussing strategy with executives.
Create Successful Cross Channel Experiences - IA Summit 2011Samantha Starmer
The document discusses the importance of designing cross-channel experiences that are convenient, consistent, connected, contextual, and span time. It provides 5 principles and 5 methods for holistic experience design across digital and physical touchpoints. The principles are to think of services, share resources openly, gain diverse perspectives, address discomfort, and focus on user needs over solutions. Methods include documenting journeys, mapping experiences, understanding backend systems, storytelling, and cross-training teams. Tools involve using experience maps, getting different perspectives, telling stories, and cross-training teams in other disciplines. The talk encourages designing for the holistic experience rather than any single channel.
The gap between physical and digital has blurred: we use Wiis to get in shape, computers to order a pizza, or our smartphone’s GPS to find hot dates. People want to interact with products and services when they want to and how they want to – and that’s not always on the web.
The future of design is everywhere the customer touches our product or service - digital or physical. User experience practitioners must move beyond the screen to designing a holistic customer experience that is seamless across channels and devices.
Samantha Starmer discusses designing for a holistic customer experience across channels. She recommends starting by using metrics to understand customer journeys, mapping experiences, and listening holistically across channels like call centers, social media, and stores. Designing for a holistic experience means coordinating brand and information consistency and optimizing each channel's capabilities. It requires leaving one's comfort zone, collaborating cross-functionally, and letting go of control so the entire organization can focus on improving the customer experience.
How to Manage a House of Brands like P&G, Unilever and NestlePromptCloud
A "House of Brands" is a strategic model where a company owns and manages several distinct brands, allowing them to maintain their individual image and value proposition.
Examples include P&G, Unilever, and Nestle managing multiple brands in different product categories.
Boost Engagement and Retention with MaxLearn’s Microlearning LMS.pdfakshaykumar888810
MaxLearn offers a cutting-edge microlearning platform that helps to create, deliver, and verify the courses with a click of a button to improve employee efficiency.
Retail Audit Program | Retail Store Audit ProcessRetail Scan
Retail Scan is a pioneer in India in 100% customized retail audits. Retail Scan has a proprietary app-based store tracking technology. Our well-trained auditors go on the field and capture the status of in-store merchandising elements like windows, assets, POSM elements, planograms, product availability on shelf, etc. through survey data and images.
Kolkata’s KCC Gallery Store offers a wide range of eco-friendly craft and design supplies, from sustainable paper and natural paints to upcycled home decor and handmade accessories. Perfect for environmentally conscious creators.
Presentation on Retail Banking - An OverviewAjay S
PPT on Retail Banking.
Introduction to Retail Banking
Let's start with an introduction to retail banking. Retail
banking, also known as consumer banking, involves providing
financial services to individual consumers rather than businesses. It
plays a crucial role in the financial system by offering services such
as savings accounts, loans, and credit cards. These services help
individuals manage their finances effectively and securely.
History of Retail Banking
Retail banking has a fascinating history. It began in ancient
times with temples providing loans. During medieval times, banks
like the Medici Bank emerged in Europe, offering services to both
merchants and individuals. The Industrial Revolution in the 18th and
19th centuries saw the establishment of modern banks, introducing
products like savings accounts and personal loans. The 1960s
brought about a significant change with the introduction of ATMs,
which revolutionized access to banking services. In the 21st century,
the digital revolution further transformed the industry, making
financial services more accessible through internet and mobile
banking.
Key Services Offered
Retail banks offer a variety of services. First, we have
deposits, which include savings accounts, checking accounts, and
fixed deposits. These accounts provide a secure place to store money
and earn interest. Next, there are loans, including personal loans,
home loans, and auto loans, which help individuals make major
purchases or investments. Lastly, credit and debit cards facilitate
cashless transactions and provide short-term credit for purchases.
Types of Retail Banking Accounts
Retail banks offer different types of accounts to meet various
needs. A savings account allows customers to store their money
securely while earning interest. A checking account provides easy
access to funds for daily transactions. Fixed deposits offer higher
interest rates for money that is locked in for a specific period.
Recurring deposits allow customers to make regular monthly deposits
that also earn interest.
Retail Banking Channels
Retail banking services are accessed through various
channels. Traditional branch banking involves visiting a physical bank
branch. Online banking allows customers to manage their accounts
and transactions via the internet. Mobile banking uses smartphone
apps for banking services on the go. ATMs, or automated teller
machines, provide cash withdrawals and other services without
needing to visit a branch.
Benefits of Retail Banking
Retail banking offers several benefits. It provides
convenience, allowing customers easy access to financial services.
Accessibility is another key benefit, as these services are available to
a wide range of customers. Finally, retail banks offer a variety of
financial products, from savings accounts to loans, to meet different
financial needs.
Challenges in Retail Banking
Despite its benefits, retail banking faces several challenges.
2. Samantha Starmer – Preparing for Distributed Commerce
WHO AM I?
2/5/2017 2
Formerly VP Global
Digital Experiences,
Ralph Lauren
Also Razorfish, REI,
Microsoft, Amazon
I’m passionate about
creating GREAT
customer experiences,
regardless of screen or
device; online or offline.
3. LET’S START BY GETTING
ALIGNED…
3Samantha Starmer – Preparing for Distributed Commerce2/5/2017
4. DIGITAL AND PHYSICAL HAVE COLLIDED
4Samantha Starmer – Preparing for Distributed Commerce2/5/2017
SEPHORA
LEVI’S
LOWE’S
RALPH LAUREN
BURBERRY
UNIQLO
13. 13Samantha Starmer – Preparing for Distributed Commerce2/5/2017
COOL!
BUT WE HAVE A
PROBLEM…
14. WE TEND TO DESIGN FOR ONE OR TWO
CHANNELS
14
http://www.smartinsights.com/mobile-marketing/mobile-commerce/mobile-users-still-not-converting/attachment/conversion-rates-of-online-shoppers-by-device-and-platform-2/
https://ecommerceguide.com/wp-content/uploads/2015/02/responsive-web-design.png
Samantha Starmer – Preparing for Distributed Commerce2/5/2017
Conversion rates of online shoppers by device and platform - data from Monetate
15. BUT CUSTOMERS DON’T THINK IN CHANNELS
15
websites
email
text
videos
banner adssocial media
direct mail
broadcast media
print ads
blogs
Samantha Starmer – Preparing for Distributed Commerce2/5/2017
“…the sales
channel will be
irrelevant and
shoppers will not
care about the
channel or even
realise the
difference because
there will be no
difference.”
- Mark Beresford
https://www.linkedin.com/pulse/immersive-technologies-retailers-mark-beresford
19. IN MANY PLACES RETAIL IS
STRUGGLING
19Samantha Starmer – Preparing for Distributed Commerce2/5/2017
https://www.pwc.com/us/en/deals/publications/ipo-watch-weekly/disruptors-final.pdf
90% of consumers are Amazon shoppers, accustomed to frictionless, one-click checkout. So
much so that almost 40% of them shop less often at retail stores and 25% shop less often at other
retailers online.
20. IN THE UNITED STATES…
20Samantha Starmer – Preparing for Distributed Commerce2/5/2017
“The current torrent of closures comes as consumer confidence is strong and unemployment is low,
suggesting that a permanent restructuring is underway, rather than a dip in the normal business cycle.
In short, traditional retail may never recover.”
https://www.nytimes.com/2017/04/15/business/from-zombie-malls-to-bonobos-americas-retail-transformation.html
21. PART OF MY FORMER TEAM
21Samantha Starmer – Preparing for Distributed Commerce2/5/2017
“It’s been a grim last couple of weeks to work for Ralph Lauren…the fashion house said it would close its Fifth Avenue
flagship store on April 15 and that an undisclosed number of corporate jobs would be eliminated as well."
http://nypost.com/2017/04/13/layoffs-at-ralph-lauren-are-starting-to-pile-up/
22. RETAIL DISRUPTION IS ONGOING
22
http://the-digital-reader.com/wp-content/uploads/2016/12/amazon-go.jpg, http://www.net-expert.it/wp-content/uploads/2016/12/Shoppable-video.jpg
https://www.pwc.com/us/en/deals/publications/ipo-watch-weekly/disruptors-final.pdf. https://ourconnectedworld.files.wordpress.com/2013/03/nine-west-youtube-shoppable-video.jpg, http://www.geek.com/wp-content/uploads/2016/07/711-drone.jpg
Samantha Starmer – Preparing for Distributed Commerce2/5/2017
“The magnitude of this disruption is unprecedented; retail is among a wide array of industry sectors fighting the
onslaught. In fact, the retail store of the past may well be dead, as evidenced by the ongoing trend of thousands of store
closures over the last decades. "
23. DISTRIBUTED WON’T HAPPEN BY MAGIC
23Samantha Starmer – Preparing for Distributed Commerce2/5/2017
https://static01.nyt.com/images/2015/07/13/arts/13PENNTELLJP/13PENNTELLJP-master1050.jpg
24. OKAY. BUT WHAT DO I DO?
24Samantha Starmer – Preparing for Distributed Commerce2/5/2017
26. 1. HUMAN CENTERED
26
“You've got to start with the customer experience and work back toward the technology - not the other way
around."
– Steve Jobs
Samantha Starmer – Preparing for Distributed Commerce2/5/2017
http://www.todayifoundout.com/wp-content/uploads/2014/11/crowd.jpg
27. WHY?
27Samantha Starmer – Preparing for Distributed Commerce2/5/2017
https://www.theodysseyonline.com/an-open-response-to-arent-you-tired-of-going-to-disney
Customer Experience Impact Report. Oracle
“86% of consumers will pay more for a better customer experience but only 1% of
consumers feel their expectations for a good customer experience are always met."
28. 28Samantha Starmer – Preparing for Distributed Commerce2/5/2017
NEED MORE CONVINCING?
“If there's one reason we have done better than of our peers…it is
because we have focused like a laser on customer experience.”
Infographics: http://www.clarabridge.com/blog/the-top-14-customer-experience-cx-stats-of-2016/
29. WE MUST UNDERSTAND THE HUMANS
29Samantha Starmer – Preparing for Distributed Commerce2/5/2017
https://www.youtube.com/watch?v=w3FQcbXQpb8, https://www.nytimes.com/2017/04/12/fashion/store-of-the-future.html
“Those who are using technology and data to create bespoke shopping experiences that recognize every
person is different, and with different needs, are more likely to come out on top.“
31. ESTABLISH EMPATHY
31Samantha Starmer – Preparing for Distributed Commerce
2/5/2017
“The main tenet of design thinking is empathy for the people you’re trying to design for. - David Kelley,
Founder of IDEO"
https://www.pinterest.com/pin/380835712211398649/
32. KNOW YOUR CUSTOMER & THEIR NEEDS
32Samantha Starmer – Preparing for Distributed Commerce2/5/2017
http://media-cache-ak0.pinimg.com/736x/6e/89/7d/6e897dfd63c84143818af7429ee22221.jpg
33. THIS CAN BE DONE EVERYWHERE
33Samantha Starmer – Preparing for Distributed Commerce2/5/2017
34. CONSIDER CO-CREATION
34Samantha Starmer – Preparing for Distributed Commerce2/5/2017
http://www.flickr.com/photos/thinkpublic/4499674785
SOME EXAMPLES:
LEGO
Starbucks
IKEA
DHL
Netflix
Made.com
Manchester City FC
Microsoft
Samsung
35. 2. DIGITAL + PHYSICAL
35Samantha Starmer – Preparing for Distributed Commerce
2/5/2017
http://gopro.com/wp-content/uploads/2012/05/683x426_d04.jpg
36. PHYSICAL COMMERCE IS NOT OVER
36Samantha Starmer – Preparing for Distributed Commerce2/5/2017
https://www.godaddy.com/garage/wp-content/uploads/2016/06/warby-parker-physical-storefront.jpg, http://images1.phoenixnewtimes.com/imager/u/original/8827772/bonobos_guideshop_fifth_avenue_6h.jpg, https://s1.r29static.com/bin/entry/d06/0,425,2998,1574/x,80/1618358/image.jpg, https://www.pwc.com/us/en/deals/publications/ipo-watch-weekly/disruptors-final.pdf
“The process of discovery in a physical store — 'Oh, look, here’s the perfect gift for hard-to-buy-for Uncle Bob!' —
remains unmatched online. As does an environment in which shoppers are encouraged to interact and enjoy the
products just as they would at home."
37. WE HAVE TO MANAGE A NEW
ECOSYSTEM
37Samantha Starmer – Preparing for Distributed Commerce2/5/2017
http://the-digital-reader.com/wp-content/uploads/2015/11/amazon-books1.jpg
“While the store of the past may be dead, retailers are already adapting to a new retail ecosystem…a combination of
physical, digital, and complementary service offerings …The physical store is a key component of the new retail
ecosystem."
40. MAP THE FULL CUSTOMER
JOURNEY
40Samantha Starmer – Preparing for Distributed Commerce2/5/2017
http://www.uxmatters.com/mt/archives/2011/09/images/EffectiveUIJourneyMapExample.jpg
41. CAN BE VERY LIGHTWEIGHT
41
Samantha Starmer – Preparing for Distributed Commerce2/5/2017
Text: http://rethinked.org/?p=814
Work from Allan Kempson for Ralph Lauren
“Whether the task at hand is a hair dryer, a weekend retreat in the country, or an annual report, drawing
forces decisions." – Tim Brown, CEO IDEO
44. AND ACROSS THE PHYSICAL
WORLD
44
http://www.cegid.com/uk/wp-content/uploads/sites/2/2015/11/clienteling.jpg, http://screenmediadaily.com/wp-content/uploads/2013/04/showrooming.jpg, http://aumentor.qbcontent.com/wp-content/uploads/2016/03/Mobile-Point-of-Sale-Solutions.jpg, http://www.thefutureofluxury.co.uk/wp-content/uploads/2014/08/Screenshot.png
Samantha Starmer – Preparing for Distributed Commerce2/5/2017
51. IS IT ALL CONNECTED?
EVERYWHERE?
51Samantha Starmer – Preparing for Distributed Commerce2/5/2017
52. SHARE, LEARN, WORK TOGETHER
52Samantha Starmer – Preparing for Distributed Commerce2/5/2017
53. LEARN CONTEXT NEEDS
53
Allan Kempson at REI
Text: http://www.unhcr.org/innovation/10-tweetable-quotes-that-will-spark-your-design-thinking/
“Human-centered design is a philosophy…that assumes that innovation should start by getting close to
users and observing their activities." – Donald A. Norman, Cofounder of Nielsen Norman Group
Samantha Starmer – Preparing for Distributed Commerce2/5/2017
54. Samantha Starmer – Building for Your Users
4. SERVICE ORIENTED
2/5/2017 54
https://www.desk.com/blog/what-downton-abbey-taught-me-about-customer-service
“We are working hard to build a service that everyone, everywhere can use, whether they are a person, a company, a
president or an organisation working for change."
- Mark Zuckerberg
55. Samantha Starmer – Building for Your Users
WE ARE IN A SERVICE ECONOMY
2/5/2017
55
http://www.dachisgroup.com/2011/11/everything-is-a-service/
57. I WANT TO TRY!
57Samantha Starmer – Preparing for Distributed Commerce2/5/2017
Featured Sephora not found. Plus, no ability to schedule at my preferred location. So sad.
60. WHAT IS THE EMPLOYEE CONTEXT?
60Samantha Starmer – Preparing for Distributed Commerce2/5/2017
61. BLUEPRINT THE SERVICE NEEDS
61Samantha Starmer – Preparing for Distributed Commerce2/5/2017
http://bridgeable.com/wp-content/uploads/Service-Blueprint.jpg
65. 65
https://youtu.be/wr28_Pmg1Ag
WILL IT BE THIS?
“Using a combination of RFID and ultrasound…whichever products you touch and pick up in the store are
automatically sent to your app. You have effectively created your in store wish list." (Farfetch)
Samantha Starmer – Preparing for Distributed Commerce2/5/2017
66. 66
https://youtu.be/wr28_Pmg1Ag
OR THIS?
“In the middle you see a hologram of the product. The customer controls the experience on a touch
device…allows [them] to take elements of products and then add their own style to it." (Farfetch)
Samantha Starmer – Preparing for Distributed Commerce2/5/2017
72. 72
MOVE BEYOND SCREENS
Samantha Starmer – Preparing for Distributed Commerce2/5/2017
“We keep moving forward, opening new doors, and doing new things, because we’re curious and curiosity keeps
leading us down new paths.” - Walt Disney.
https://www.wired.com/images_blogs/gadgetlab/2014/01/20140124-GOOGLE-GLASS-FRAMES-0018.jpg
http://opticsgamer.com/virtual-reality-gaming-future
https://stratechery.com/2016/snapchat-spectacles-and-the-future-of-wearables/
http://wallpapercave.com/wp/W3gW73i.jpg
http://www.old-computers.com/museum/photos/sirius_victor-s1_1.jpg
http://masterherald.com/wp-content/uploads/2015/03/apple-macbook.jpg
Hi - I’m Samantha and I’ve been in digital with a lot of retail experience since the pretty early days of Amazon. Most recently I was at Ralph Lauren. I’ve been teaching and presenting on customer experience for a long time and I’m incredibly excited about the challenges and opportunities of distributed commerce.
So let’s get aligned on what we mean by distributed commerce and what we need to prepare for.
I don’t think anyone can argue that not only have the lines between digital and physical have blurred, they have pretty much full on collided. So many retailers, even some of the most ‘traditional’ like Ralph Lauren, are spending a lot of time and money on trying to figure out what this digital everywhere situation means for commerce.
In many ways, the impact of digital technology on retail could be viewed as just beginning. I’ve been in this space quite a long time, and while we started with the disruption of the internet, then mobile, before we’ve had a chance to catch our breathe, new channels and ways of digital retail interaction are only increasing. Take conversational commerce powered by chatbots. Many think they will replace human call center agents and the dreaded phone tree.
We are seeing many examples (some useful, some not) of interactive shopping windows, shelves and other ways for digitally enabled touch commerce.
As AI gets better and voice recognition becomes more prevalent, not only can we order toilet paper via Amazon’s Alexa or Google Home, but retailers like the North Face are also experimenting with voice commerce and ways to help customers find the exact item they are looking for.
Google glass notwithstanding, wearable commerce likely has a strong future, and maybe one that we aren’t expecting. These smart glasses can monitor how an employee moves and works and can suggest products to help them be healthier and more efficient.
While the ‘internet of things’ still hasn’t fully taken off in the ways futurists have proclaimed for years, products like this Samsung fridge are coming out that allow you to make purchases via the product itself. As they get smarter, they will likely predict your shopping needs and make orders for you.
Augmented reality is also coming to commerce, with the ability to overlay furniture in our own homes or virtually try on an outfit. Image recognition can allow us to immediately copy our favorite fashionista’s outfit.
And recently eBay helped to create a fully virtual reality commerce site. I’ve actually tried a few early versions created by others, and it made me seasick, but once we are watching movies and playing video games with our VR googles on, we may not want to leave to do our shopping.
And roboticized, artificial intelligence commerce is already hear. This is an example from the Lowe’s Innovation lab of a robot sales associate live now at an Orchard Supply Hardware store in California.
Wow. This is all cool, exciting stuff on the road to fully distributed, anytime anywhere commerce! But we have a problem.
We still tend to limit our design work to one, maybe two channels. We are lucky if we are working mobile first, let alone thinking about how all of these commerce interactions can best work together.
As customers, we don’t think in channels.
We think about our experiences. Like Chewbacca mom here.
We focus on whether those experiences are successful
or not.
With all of this digital disruption, in many places retail is struggling. Amazon has completely changed the playing field and when, how and why people shop has completely changed.
In the States, malls are empty and closing. Many think traditional retail may never be the same again.
This is even impacting Digital teams as many companies struggle to stay solvent. At Ralph Lauren our entire digital services team, over 100 people, was recently cut as part of the company’s financial turn around plan.
This is just the beginning. We will have stores without checkout lines, drone delivery, ability to purchase the outfit your favorite actress is wearing on her hit TV show.
Successful distributed experiences won’t just happen by magic. They need us to design them thoughtfully.
Okay, so how do we do that?
Here are 5 pillars to help us prepare for this world of distributed commerce.
First, and probably most important, is human centered. The customer’s experience has never been more critical.
Customer experience has direct revenue benefits.
It’s always been important, but with the amount of choice and control consumers now have it is crucial that we keep them and their needs in the center.
We have to understand what customers need, want. How they work, play, think, feel.
It really starts with empathy. We can’t just pay lip service to being human centered.
Leverage all of the tools you can to better know your customer and their needs.
Customer research can be done in all sorts of places. It doesn’t have to be confined to fancy usability labs or expensively moderated focus groups. At REI we regularly did customer research right in the store.
And to be really customer centered, consider co-creation. Many big successful companies are starting to use co design tools and methods and i’ve personally had good success with it.
Next, we have to focus on digital and physical working together.
A number of retailers (Warby Parker, Bonobos, Casper mattresses) who started as online pure plays have now entered the physical shopping space. Physical is not dead. In fact, those of us who have focused on digital need to expand our skills and attention to the physical space.
We need to be thinking through the full ecosystem.
It stars with understanding all touchpoint and potential interactions - wherever and however - our customers might have with us.
mapping the full customer journey will help us determine what channels and devices and support mechanisms are needed at various places.
It doesn’t have to be fancy. in fact, starting with analog sketching is often the best way to map out the customer’s optimized journey across digital and physical.
Next, distributed commerce needs to be connected and contextual.
We increasingly work across all of our devices, often using more than one at the same time.
And given our earlier point about the physical world, we need to make sure that experiences are connected here too, and we consider which touchpoint, device and interaction makes sense for which context.
This is harder than it looks. Take this Vanity Fair advertisement. I noticed it because I’ve always liked Isabella Rossalini. And I really like embroidery on clothing. So i thought, huh, I want to see much much that tunic costs.
So I go to the White House Black Market website. And I look. And I look.
Even when I finally find the featured campaign, no Isabella. We see those kinds of disconnected experiences all of the time.
How can we fix them?
By planning across and between channels and devices. Make sure our print ads are connected to our digital experiences. Help people find what they are looking for regardless of channel.
Measure across channels. Understand how your customers are interacting across all of the touchpoints they are encountering.
Ensure that things are connected throughout your organization. is the Marketing connected? Do the call center and the store employees understand the latest campaign or promotion? Are the technology and fulfillment infrastructures set up to support?
Work across teams and across divisions. Across digital and physical. Digital teams should go out of their way to connect with all of the other teams who impact the customer experience.
And spend time understanding the contextual needs
Next, distributed commerce needs to be service oriented.
We are in a service economy. Even traditional product companies like Nike have really started to focus on services.
But often the services fall through and do not support a good customer experience. This can prohibit sales. Beauty company Sephora has opened a massive new store in New York where they offer tons of unique services from digital skin color mapping to fragrance finders. There has been a ton of press about this new store. My friend texted me this article that made me want to go.
But when I tried to learn more about the services and maybe schedule something, not only was I unsuccessful, but the new store location wasn’t even found in the Sephora service scheduler.
So we need to think about service. Understand the services our organization provides.
How can the employees be best supported to provide excellent service? What tools do they need? What is their context?
Like customer journey mapping, we can also create a map, a blueprint of the service experience in order to manage gaps, particularly as channels and devices of distributed commerce proliferate.
And even try giving service a try yourself! My teams and I have often helped on the sales floor, in the call center or even in the warehouse and the connection to the customer and their needs is unparalleled.
Finally, through all of this we need to be flexible.
Everything is moving so quickly and continuing to change.
We don’t necessarily know where commerce is going.
Amazing digital connections and experiences are being piloted - which ones will stick and which ones will become the next beacon?
And though many people try to predict the future of commerce and technology, much of what gets predicted doesn’t happen, or changes significantly.
So we have to remain flexible to what might come. Rather than just focusing on the technology, tell stories about the customer and what they might find useful.
Get out of our chairs and act it out.
Remember that people don’t always use things they way we expect. We have to be able to adapt to our customers desire paths - the paths they have made for themselves.
In all of this, we need to keep our curiosity aflame and be ready to move beyond screens, beyond devices, to remain flexible and excited about the distributed future no matter how it shows up.`