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CUSTOMER
SERVICE
The common thread among all of my
seemingly random jobs.
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
OLD SCHOOL
CUSTOMER
SERVICE
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
NEW SCHOOL
CUSTOMER
SERVICE
I’M IN TECH,
NOT CUSTOMER
SERVICE
I’ve observed people’s behavior in physical
market places by serving and observing them.
I’ve observed people’s behavior i...
LET’S DIG IN
TO WHAT I’VE
LEARNED
HOW DO THEY
COME IN?
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
SOURCE: guidepal.com
YOUR
LOCAL
MAIN
STREET
Signage, a window displa...
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
THE
NEW
MAIN
STREET
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  ...
Stores commonly “trap” people.
Womp womp.
Create compelling
landing pages.
HOW DO THEY
KNOW WHERE
TO GO?
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
FRESH PRODUCE AT THE BEGINNING,
FROZEN PRODUCTS AT THE END
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
STORES LIKE IKEA DESIGN YOUR ROUTE.
YOU CAN DO THIS DIGITALLY, TOO
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  SIGNAGE = NAV & SUB NAV
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
INFORMATION
ARCHITECTURE
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
INFORMATION
ARCHITECTURE =
STORE DESIGN
HOW CAN THEY
SEE WHAT YOU
SELL?
VISUAL MERCHANDISING
VISUAL MERCHANDISING USES:
•  Displays
VISUAL MERCHANDISING USES:
•  Displays
•  Color
VISUAL MERCHANDISING USES:
•  Displays
•  Color
•  Lighting
VISUAL MERCHANDISING USES:
•  Displays
•  Color
•  Lighting
•  Smells
VISUAL MERCHANDISING USES:
•  Displays
•  Color
•  Lighting
•  Smells
•  Sounds
VISUAL MERCHANDISING USES:
•  Displays
•  Color
•  Lighting
•  Smells
•  Sounds
•  Digital technology
VISUAL MERCHANDISING USES:
•  Displays
•  Color
•  Lighting
•  Smells
•  Sounds
•  Digital technology
•  Interactive eleme...
WHAT IF THEY
STILL CAN’T
FIND WHAT
THEY NEED?
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
THEY ASK
SOMEONE
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
THEY ASK BY
SEARCHING &
WEB CHATTING
HOW DO THEY
DECIDE WHAT
TO BUY?
THE PRODUCT IS
THE PACKAGING
WARNING: Quick & horrible Photoshop is simply to
illustrate my point. Don’t try this at home,...
HOW DO THEY
GET THEIR
STUFF?
SOURCE: canadiangrocer.com
SOURCE: ah.nl
SOURCE: fiveminutemarketing.com
SOURCE: uproxx.com
HOW CAN YOU
SELL THEM
MORE?
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  IMPULSE ITEMS
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  MISSED OPPORTUNITY FOR A CROSS-SELL
HOW DO YOU
GET TO KNOW
THEM?
SOURCE: chrisglass.com
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
REMEMBER WHAT THEY BUY,
REMEMBER WHAT OTHE...
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
THIS IS WAY MORE
SOPHISTOCATED THAN
ANY MEMORY COULD BE
KEEP YOUR EYES OPEN
WHEN YOU SHOP.
Learn from our foremothers and fathers.
THE END
Come in we're open! Parallels and particularities between digital & physical marketplaces
Come in we're open! Parallels and particularities between digital & physical marketplaces
Come in we're open! Parallels and particularities between digital & physical marketplaces
Come in we're open! Parallels and particularities between digital & physical marketplaces
Come in we're open! Parallels and particularities between digital & physical marketplaces
Come in we're open! Parallels and particularities between digital & physical marketplaces
Come in we're open! Parallels and particularities between digital & physical marketplaces
Come in we're open! Parallels and particularities between digital & physical marketplaces
Come in we're open! Parallels and particularities between digital & physical marketplaces
Come in we're open! Parallels and particularities between digital & physical marketplaces
Come in we're open! Parallels and particularities between digital & physical marketplaces
Come in we're open! Parallels and particularities between digital & physical marketplaces
Come in we're open! Parallels and particularities between digital & physical marketplaces
Come in we're open! Parallels and particularities between digital & physical marketplaces
Come in we're open! Parallels and particularities between digital & physical marketplaces
Come in we're open! Parallels and particularities between digital & physical marketplaces
Come in we're open! Parallels and particularities between digital & physical marketplaces
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Come in we're open! Parallels and particularities between digital & physical marketplaces

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What can we learn from our fore- mothers & fathers in commerce? Here's what I've learned about how we've taken a lot of their lessons to heart.

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Come in we're open! Parallels and particularities between digital & physical marketplaces

  1. 1. CUSTOMER SERVICE The common thread among all of my seemingly random jobs.
  2. 2.                             OLD SCHOOL CUSTOMER SERVICE
  3. 3.                             NEW SCHOOL CUSTOMER SERVICE
  4. 4. I’M IN TECH, NOT CUSTOMER SERVICE
  5. 5. I’ve observed people’s behavior in physical market places by serving and observing them. I’ve observed people’s behavior in digital market places by digging into data, both qualitative & quantitative—the digital equivalent of serving & observing. ALL BUSINESSES SERVE PEOPLE
  6. 6. LET’S DIG IN TO WHAT I’VE LEARNED
  7. 7. HOW DO THEY COME IN?
  8. 8.                             SOURCE: guidepal.com YOUR LOCAL MAIN STREET Signage, a window display, a doorway, some social proof with awards, TripAdvisor stickers, etc… even an A-frame sign!
  9. 9.                             THE NEW MAIN STREET                             Signage = Title Window Display = Description Doorway = Strong CTAs/Links Social Proof = Star Ratings & Reviews A-frame Sign = Ad Listing w/ Categories & USPs
  10. 10. Stores commonly “trap” people. Womp womp.
  11. 11. Create compelling landing pages.
  12. 12. HOW DO THEY KNOW WHERE TO GO?
  13. 13.                             FRESH PRODUCE AT THE BEGINNING, FROZEN PRODUCTS AT THE END
  14. 14.                             STORES LIKE IKEA DESIGN YOUR ROUTE. YOU CAN DO THIS DIGITALLY, TOO
  15. 15.                            SIGNAGE = NAV & SUB NAV
  16. 16.                             INFORMATION ARCHITECTURE
  17. 17.                             INFORMATION ARCHITECTURE = STORE DESIGN
  18. 18. HOW CAN THEY SEE WHAT YOU SELL?
  19. 19. VISUAL MERCHANDISING
  20. 20. VISUAL MERCHANDISING USES: •  Displays
  21. 21. VISUAL MERCHANDISING USES: •  Displays •  Color
  22. 22. VISUAL MERCHANDISING USES: •  Displays •  Color •  Lighting
  23. 23. VISUAL MERCHANDISING USES: •  Displays •  Color •  Lighting •  Smells
  24. 24. VISUAL MERCHANDISING USES: •  Displays •  Color •  Lighting •  Smells •  Sounds
  25. 25. VISUAL MERCHANDISING USES: •  Displays •  Color •  Lighting •  Smells •  Sounds •  Digital technology
  26. 26. VISUAL MERCHANDISING USES: •  Displays •  Color •  Lighting •  Smells •  Sounds •  Digital technology •  Interactive elements
  27. 27. WHAT IF THEY STILL CAN’T FIND WHAT THEY NEED?
  28. 28.                             THEY ASK SOMEONE
  29. 29.                             THEY ASK BY SEARCHING & WEB CHATTING
  30. 30. HOW DO THEY DECIDE WHAT TO BUY?
  31. 31. THE PRODUCT IS THE PACKAGING WARNING: Quick & horrible Photoshop is simply to illustrate my point. Don’t try this at home, kids.
  32. 32. HOW DO THEY GET THEIR STUFF?
  33. 33. SOURCE: canadiangrocer.com
  34. 34. SOURCE: ah.nl
  35. 35. SOURCE: fiveminutemarketing.com
  36. 36. SOURCE: uproxx.com
  37. 37. HOW CAN YOU SELL THEM MORE?
  38. 38.                            IMPULSE ITEMS
  39. 39.                            MISSED OPPORTUNITY FOR A CROSS-SELL
  40. 40. HOW DO YOU GET TO KNOW THEM?
  41. 41. SOURCE: chrisglass.com                             REMEMBER WHAT THEY BUY, REMEMBER WHAT OTHERS LIKE THEM BUY
  42. 42.                             THIS IS WAY MORE SOPHISTOCATED THAN ANY MEMORY COULD BE
  43. 43. KEEP YOUR EYES OPEN WHEN YOU SHOP. Learn from our foremothers and fathers.
  44. 44. THE END

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