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Multi Channel - Amazon Web Services

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					Customer Engagement and
Measurement in a Multichannel
Environment
Simon Russell
Head of Multi Channel
The Evolving Consumer

Shopping behaviours
Customer satisfaction
Leveraging the benefits of Multi Channel
Delivering a consistent shopping experience
The Evolving Consumer

Shopping behaviours
Customer satisfaction
Leveraging the benefits of Multi Channel
Delivering a consistent shopping experience
Shopping behaviours have changed ….
 What’s changed in the last few years?




PWC
 There is a more confident and sophisticated online shopper




PWC
 And they are increasingly spending more money online ….




PWC
 And reasons for shopping online are changing …




PWC
Customers are consolidating their spending with their
favourite retailers
 Customers are increasingly embracing technology to deliver
 the shopping experience they want…
                       2011                                      2012/13
63% of consumers look at customer                  By 2013 it is predicted there will be
   reviews when buying online                      49 million people online in the UK of
                                                        which 38 million will shop
Youth Media Consumption – UK, Mintel Nov 2010
                                                            Ecommera.com, April 2011


    39% of consumers use price                         In December 2010 28% of
        comparison sites                           consumers owned a smart phone,
 The multi channel opportunity wave 2, Deloitte,   by 2012 this is expected to be 75%
                   Jan 2011
                                                      Mintel Online Spending Habits, Feb 2011



61% of UK internet users use social                   ‘In future I want to be able to put
 networking sites & they generate                   items into a wish list on my mobile
13% of retail traffic Digital Trends Winter –      & have them waiting for me to try on
           UK, Mintel December 2010
                                                             when I arrive in store’
                                                           Multi Channel customer, 2011

15% of ASOS’ clothing transactions
   and 3% of Amazon’s electrical
                                                    I want my friends to rate the things
 transactions were multi channel,
                                                   I’m considering buying on Facebook
   involving research at another
                                                            to help me choose
       retailer in Dec 2010                                Multi Channel customer, 2011
 The multi channel opportunity wave 2, Deloitte,
                   Jan 2011
Customers are changing the way they buy in shops, online
and over the telephone … even during the same transaction


                     Online
                                                            20%                                    In store
                                                of total JL sales are now online




                                                            24%
                                                 UK shoppers buy online and
                                                     collected in a shop


                            15%                                                              63%
                   Of JL shoppers also buy at         By telephone                 Research online and buy in a
                         johnlewis.com                                                        shop


                                                                                                                  27%
           40%                                                                                         See in a JL shop and buy online
Use their smartphone in a shop
The Evolving Consumer

Shopping behaviours
Customer satisfaction
Leveraging the benefits of Multi Channel
Delivering a consistent shopping experience
We measure each month what customers say and do
What they say …. NPS/Exit surveys                     What they do…..
Online                                                Sales – online/offline/multi channel
Navigation                                            New customer acquisition – online/offline/multi
                                                      channel
Assortment
                                                      Retention rates
Product info
                                                      Lapsed customers
Availability
                                                      Share of Wallet
Search
                                                      Conversion
Images
Load speed
Ease of use
Value
Delivery
   Multi Channel
Click and collect service
Click and collect speed
Delivery experience 1 man and 2 man
Active use of jl.com in the offline selling process
   Offline - historical
And we have acted ….




 Click to Call                          Search and Nav
                   Ratings & Reviews                         Product Page
                                       (paging, lazyload)
                                                               Phase 3




                                       C&C 60 WR stores     Instore services
  International     Logged in
                                          (Sep>Oct)          /appointments
                   Environment




   Transactional   Build and Buy the
                                         C&C Telesales
      Emails        Look (Wish List)                        iPhone App
The Evolving Consumer

Shopping behaviours
Customer satisfaction
Leveraging the benefits of Multi Channel
Delivering a consistent shopping experience
Multi Channel: continues to be the fastest growing and most
lucrative channel




         Offline only          Multi channel
                                                 Online only
                                Spend x3.5
                               2 x frequency
                               2 x retention




Multi Channel Customers spend more, shop more categories,
                      are more loyal
Multi-channel customer acquisition remains a huge opportunity

              % of multi channel customers v total

  <10%                                                                ?%




  2008    …    2010   2011   2012   2013   2014   …   …   …   …   …   2020


         A multi channel customer spends more offline and online
         than a solo channel customer – minimal cannibalisation
Four multi channel customer priorities


 1. Mobile



 2. Social



 3. My JL


 4. Omni-channel
 shopping
 experience
    Mobile: How big is it? Mobile is becoming just as prevalent
    as desktop
               Global Mobile vs. Desktop Internet Population, 2007-2015




 Global
Internet
 Users
 (MM)


                                  FACT - In Google, Mobile gets prioritised for IT
                                  development time over and above the rest




                 Source: Morgan Stanley Research, April 2010
Mobile: Its happening now - e.g. Ocado launches
shopping wall in London
Mobile: What’s up next? just tap and pay!
Mobile: What’s up next? Convergence of ‘Local’ and ‘Mobile’,
e.g. Google Local example
Social: Social engagement happens both off-site and on-site

SOCIAL OFF-SITE                SOCIAL ON-SITE

Facebook                          Product ratings & reviews
                                  Launched in July 2011
Twitter
                                  Ask and Answer
YouTube                           Category Communities

Launched in October 2010
    Social: What is Social about?




   Drives traffic and                                                           Provides us with
    share of voice in the                                                         unique customers

                               Consideration and
    online world                                                                  leanings and




                                                                Information
                                  Awareness
                                                                                  insights
   JL has +220,000
    fans on Facebook;                                                            Used to inform
    each fan has 120                                                              the development
    friends on average                                                            of our strategy,
                                                                                  e.g. product and
   25% of ASOS web
                                                     Brand                        service
    traffic comes from                             Engagement                     development
    Social


                     Creates brand affinity, advocacy and “stickiness”
Social: Social drives information and conversion

Example from ratings and reviews
    Launched in July 2011 and 41,000 reviews have been submitted since launch
    In EHT, ratings and reviews already available for approx. 35% of products
    Products with reviews achieve a higher conversion
    My JL: What is my JL about?




   Creates stickiness                                                                              Shows each




                                                                             Individuality and
   Gives customers more                                                                             customer products

                                       Stickiness




                                                                                Relevance
    reasons to come back                                                                             and services that
                                                                                                     are individually
   It’s about owning                                                                                relevant to them
    customers throughout
    their life                                                                                      Improves omni
                                                                                                     channel customer
                                                                                                     experience
                                                      Customer
                                                       insights


                    Generates insights and data about our customers
                    Provides us a with a business-wide view of customers behaviours
                         Collect insight in store and use it online or vice versa
My JL: What is My JL about?
Competitors’ examples
 Personalisation              Customisation




                              Customer insights
 Social recommendations
Future MC

  Technology and mobile may provide the cross channel ‘glue’
The Evolving Consumer

Shopping behaviours
Customer satisfaction
Leveraging the benefits of Multi Channel
Delivering a consistent shopping experience
Our customers expect a joined up and consistent
proposition           johnlewis.com



    Click & Collect                        L
                                          J Shops




    H ome Catalogue                      Call Centre

                      Gift List Kiosk
Consistent shopping experience - throughout journey



                                   1. Plan
    7. Reconsider
                                                     2. Browse


                      6. Reflect
 Shops
 Online
 Mobile
                                                           3. Consider
 Telephone
 Catalogues          5. Back home

 TV
 Social
                                             4. Transact
The challenges retailers currently have giving a consistent
experience



             Proposition                            IT
               Price?                    Visibility across channels
            Assortment?                 Integrated selling systems
             Services?




                           Customer Service


                                Staff
                             Technology
Each channel has its own benefits to offer and stores are
here to stay
              Web                            Stores


                                       Touch and feel the
                                            product
     Ease and speed of
         research


                                          Get some personal
                                         advice/demonstration
          Convenience of
          online buying and
           home delivery

                                               Check the
                                             colours/qualit
                                                   y
        Inspiration, look
            for ideas
To realise the Multi Channel opportunity Shop staff will
need to be technology savvy
Learning and development:
Technology Enabling Partners


    A third of Partners want further training on the
                        internet
Partner Discount:
JL.com with debit cards this summer
  For John Lewis there is also a social imperative in helping
  Partners understand the online world
“1.8 million children [are] growing up in digitally excluded families.” – Telegraph, 13 Oct 2009

                                                        “…17 per cent of the entire population
                                                        have never been online and four million of
                                                        this group are also socially excluded,
                                                        because of their economic, employment or
                                                        housing circumstances .” - Times, May
                                                        2009


                                                        “Eighty per cent of the government’s
                                                        interaction with people is with the deprived
                                                        members of our society. This is the first
                                                        time a piece of research had tried to
                                                        quantify just how many people have never
                                                        been online and what the economic case is
                                                        for making this a matter of urgency “
                                                        - Telegraph, May 2009
Shopping behaviours have changed ….

				
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