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Using customer insights to shape a better retail experience

Helen Graney
SVP, Managing Director
Jack Morton Worldwide
Using customer
insights to shape
a better retail
experience
Helen Graney (Jack Morton Worldwide)
We live in an
experience
economy

Helen Graney (Jack Morton Worldwide)
Consumers
value experience

Helen Graney (Jack Morton Worldwide)
Helen Graney (Jack Morton Worldwide)
80%
agree (60% strongly) overall
experience is #1 factor in
whether they purchase a
product or service

Helen Graney (Jack Morton Worldwide)
87%
say previous unique
experience is important
(62% very important) when
choosing brands to use in
the future.
Helen Graney (Jack Morton Worldwide)
78%

agree (44% strongly) they’d
pay more for a product or
service if they knew they’d
have a unique experience
with that brand.
Helen Graney (Jack Morton Worldwide)
But, there
is a gap

Helen Graney (Jack Morton Worldwide)
26%
agree that the experiences
they’ve actually had with
brands have been extremely
or very unique.

Helen Graney (Jack Morton Worldwide)
87% 26%
VS

Previous unique
experience
is important to
future purchase

My past experiences
with brands have
been unique

THAT’S SOME GAP

Helen Graney (Jack Morton Worldwide)
78% 26%
VS

I’d pay more for a
unique experience

My past experiences
with brands have
been unique

AGAIN THAT’S SOME GAP

Helen Graney (Jack Morton Worldwide)
Helen Graney (Jack Morton Worldwide)
Experience Drivers
matter

Helen Graney (Jack Morton Worldwide)
Top Experience
Drivers Overall
1. Products and services that meet your needs
2. Understands your needs
3. Continues to serve and engage you after you’ve
become a customer
4. Exceeds your expectations
5. Makes it easy to find information and buy their
products, wherever and whenever I want to shop

Helen Graney (Jack Morton Worldwide)
Experience Drivers key to
unique brand experience
1. Initial impression the brand makes on you
2. Continues to serve and engage you after you’ve
become a customer
3. Understands your needs
4. Differentiates from similar products
5. Employs people who anticipate your needs

Helen Graney (Jack Morton Worldwide)
Brand2
Everyone.
The biggest influence on people’s brand decisions
is other people.
Source: Jack Morton research

Helen Graney (Jack Morton Worldwide)
Every brand can be an
experience brand by
understanding the
experience drivers that
influence customers and
optimising these drivers
to have the greatest
impact.
Helen Graney (Jack Morton Worldwide)
Mapping Experience
Discovery Experience
How do I learn about your brand? How do you market?
Shopping Experience
What happens when I’m in store/in market?
Digital Experience
How do I interact?
Product Experience
Does the product /service exceed expectations?
Customer Experience
How am I engaged after I commit? How do you treat me?
Community Experience
How do I connect with others around your brand?

Helen Graney (Jack Morton Worldwide)
Mapping Experience
And the biggest gaps in performance

*

Discovery Experience
How do I learn about your brand? How do you market?

*

Shopping Experience
What happens when I’m in store/in market?

Digital Experience
How do I interact?

Product Experience
Does the product /service exceed expectations?

*

Customer Experience
How am I engaged after I commit? How do you treat me?
Community Experience
How do I connect with others around your brand?

Helen Graney (Jack Morton Worldwide)
Honesty & Transparency
are valued
Individual treatment &
respect are expected
Experiences – good & bad
are remembered
Helen Graney (Jack Morton Worldwide)
Three trends which
should be viewed
through the lens
of these insights:
+ Mobile/Digital
+ Personalisation

+ Omni-channel

Helen Graney (Jack Morton Worldwide)
Mobile / Digital

Helen Graney (Jack Morton Worldwide)
Drivers of multi-screen
behaviour

Helen Graney (Jack Morton Worldwide)
1 in 3 consumers
regularly uses a mobile
device to shop

Helen Graney (Jack Morton Worldwide)
40% of shoppers change
their minds in store

Helen Graney (Jack Morton Worldwide)
How do you create a
differentiated live retail
experience?

Helen Graney (Jack Morton Worldwide)
‘Re-imagining of a brand’s physical
presence is essential in the context
of anywhere/anytime Digital Retail.
Through the provision of rich,
multi-sensory experiences, savvy
retailers are turning their stores
into product playgrounds.’
Lois Jacobs, Chief Executive of Fitch

Helen Graney (Jack Morton Worldwide)
ING Direct

Harrods

Helen Graney (Jack Morton Worldwide)
Home Depot

T-Mall

Helen Graney (Jack Morton Worldwide)
Tesco

Westfield

Helen Graney (Jack Morton Worldwide)
Cotton

Helen Graney (Jack Morton Worldwide)
Personalisation

Helen Graney (Jack Morton Worldwide)
‘As the volume of both human and
machine data grows exponentially,
so too will the organisations’ ability
to see future.’

Jeffrey F. Rayport
‘Using big data to predict your customers’ behaviours’, HBR
Blog Network

Helen Graney (Jack Morton Worldwide)
Helen Graney (Jack Morton Worldwide)
Attitudes toward Predictive Personalisation

Helen Graney (Jack Morton Worldwide)
Omni-channel

Helen Graney (Jack Morton Worldwide)
Consumer Pillars

Brand Experience
LIVE

DIGITAL

RETAIL

Mobile Tour
Entertainment
Sponsorship
Trail /
Sampling
Grass Roots
Experiential

Mobile
Social
Web
Tablet
CRM
Kiosk

Promotional
Shopper
Environment
Packaging
Point of Sale

Helen Graney (Jack Morton Worldwide)
People are the most
powerful ad medium

Helen Graney (Jack Morton Worldwide)
How can you use
these insights to
shape a better
experience?
Helen Graney (Jack Morton Worldwide)
EXTE
RN
AL
C
C

RE

R IE N

ON L

INE

CE

P EO

E NG A

AN

E
IN
G R EC
R

PE

E
PL

U IT

RE
NT

EX

LT
CU A
O
T
EN N-B
O
EM
G

Helen Graney (Jack Morton Worldwide)

RD

CH
CE

E

UR

AN
LL

D

RV

BR

SE

CU

R

LT
U

ME

I LE

IC

A

ME N

T

PR & A
MB
IEN
T

C U S TO

U
M

NS
TIO
CA
NI

ND
A

MOB

OM

SP
ON
S

P
HI
RS

INN
OV
AT
IO
SE N
GM M
E
PR
OD
UC
T

G
LIN
ND
BU
LE ON
I
BI
O
AT
NT
ICES
RV
SE

O

ISING
ERT
DV
A
Experience Principles
Invite participation
Build around users
Inspire sharing
Create community
Add value
Helen Graney (Jack Morton Worldwide)
And your people

Helen Graney (Jack Morton Worldwide)
Thank you.

Helen Graney (Jack Morton Worldwide)

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Research and insights on shopper experience marketing

  • 1. Using customer insights to shape a better retail experience Helen Graney SVP, Managing Director Jack Morton Worldwide
  • 2. Using customer insights to shape a better retail experience Helen Graney (Jack Morton Worldwide)
  • 3. We live in an experience economy Helen Graney (Jack Morton Worldwide)
  • 4. Consumers value experience Helen Graney (Jack Morton Worldwide)
  • 5. Helen Graney (Jack Morton Worldwide)
  • 6. 80% agree (60% strongly) overall experience is #1 factor in whether they purchase a product or service Helen Graney (Jack Morton Worldwide)
  • 7. 87% say previous unique experience is important (62% very important) when choosing brands to use in the future. Helen Graney (Jack Morton Worldwide)
  • 8. 78% agree (44% strongly) they’d pay more for a product or service if they knew they’d have a unique experience with that brand. Helen Graney (Jack Morton Worldwide)
  • 9. But, there is a gap Helen Graney (Jack Morton Worldwide)
  • 10. 26% agree that the experiences they’ve actually had with brands have been extremely or very unique. Helen Graney (Jack Morton Worldwide)
  • 11. 87% 26% VS Previous unique experience is important to future purchase My past experiences with brands have been unique THAT’S SOME GAP Helen Graney (Jack Morton Worldwide)
  • 12. 78% 26% VS I’d pay more for a unique experience My past experiences with brands have been unique AGAIN THAT’S SOME GAP Helen Graney (Jack Morton Worldwide)
  • 13. Helen Graney (Jack Morton Worldwide)
  • 14. Experience Drivers matter Helen Graney (Jack Morton Worldwide)
  • 15. Top Experience Drivers Overall 1. Products and services that meet your needs 2. Understands your needs 3. Continues to serve and engage you after you’ve become a customer 4. Exceeds your expectations 5. Makes it easy to find information and buy their products, wherever and whenever I want to shop Helen Graney (Jack Morton Worldwide)
  • 16. Experience Drivers key to unique brand experience 1. Initial impression the brand makes on you 2. Continues to serve and engage you after you’ve become a customer 3. Understands your needs 4. Differentiates from similar products 5. Employs people who anticipate your needs Helen Graney (Jack Morton Worldwide)
  • 17. Brand2 Everyone. The biggest influence on people’s brand decisions is other people. Source: Jack Morton research Helen Graney (Jack Morton Worldwide)
  • 18. Every brand can be an experience brand by understanding the experience drivers that influence customers and optimising these drivers to have the greatest impact. Helen Graney (Jack Morton Worldwide)
  • 19. Mapping Experience Discovery Experience How do I learn about your brand? How do you market? Shopping Experience What happens when I’m in store/in market? Digital Experience How do I interact? Product Experience Does the product /service exceed expectations? Customer Experience How am I engaged after I commit? How do you treat me? Community Experience How do I connect with others around your brand? Helen Graney (Jack Morton Worldwide)
  • 20. Mapping Experience And the biggest gaps in performance * Discovery Experience How do I learn about your brand? How do you market? * Shopping Experience What happens when I’m in store/in market? Digital Experience How do I interact? Product Experience Does the product /service exceed expectations? * Customer Experience How am I engaged after I commit? How do you treat me? Community Experience How do I connect with others around your brand? Helen Graney (Jack Morton Worldwide)
  • 21. Honesty & Transparency are valued Individual treatment & respect are expected Experiences – good & bad are remembered Helen Graney (Jack Morton Worldwide)
  • 22. Three trends which should be viewed through the lens of these insights: + Mobile/Digital + Personalisation + Omni-channel Helen Graney (Jack Morton Worldwide)
  • 23. Mobile / Digital Helen Graney (Jack Morton Worldwide)
  • 24. Drivers of multi-screen behaviour Helen Graney (Jack Morton Worldwide)
  • 25. 1 in 3 consumers regularly uses a mobile device to shop Helen Graney (Jack Morton Worldwide)
  • 26. 40% of shoppers change their minds in store Helen Graney (Jack Morton Worldwide)
  • 27. How do you create a differentiated live retail experience? Helen Graney (Jack Morton Worldwide)
  • 28. ‘Re-imagining of a brand’s physical presence is essential in the context of anywhere/anytime Digital Retail. Through the provision of rich, multi-sensory experiences, savvy retailers are turning their stores into product playgrounds.’ Lois Jacobs, Chief Executive of Fitch Helen Graney (Jack Morton Worldwide)
  • 29. ING Direct Harrods Helen Graney (Jack Morton Worldwide)
  • 30. Home Depot T-Mall Helen Graney (Jack Morton Worldwide)
  • 32. Cotton Helen Graney (Jack Morton Worldwide)
  • 34. ‘As the volume of both human and machine data grows exponentially, so too will the organisations’ ability to see future.’ Jeffrey F. Rayport ‘Using big data to predict your customers’ behaviours’, HBR Blog Network Helen Graney (Jack Morton Worldwide)
  • 35. Helen Graney (Jack Morton Worldwide)
  • 36. Attitudes toward Predictive Personalisation Helen Graney (Jack Morton Worldwide)
  • 37. Omni-channel Helen Graney (Jack Morton Worldwide)
  • 38. Consumer Pillars Brand Experience LIVE DIGITAL RETAIL Mobile Tour Entertainment Sponsorship Trail / Sampling Grass Roots Experiential Mobile Social Web Tablet CRM Kiosk Promotional Shopper Environment Packaging Point of Sale Helen Graney (Jack Morton Worldwide)
  • 39. People are the most powerful ad medium Helen Graney (Jack Morton Worldwide)
  • 40. How can you use these insights to shape a better experience? Helen Graney (Jack Morton Worldwide)
  • 41. EXTE RN AL C C RE R IE N ON L INE CE P EO E NG A AN E IN G R EC R PE E PL U IT RE NT EX LT CU A O T EN N-B O EM G Helen Graney (Jack Morton Worldwide) RD CH CE E UR AN LL D RV BR SE CU R LT U ME I LE IC A ME N T PR & A MB IEN T C U S TO U M NS TIO CA NI ND A MOB OM SP ON S P HI RS INN OV AT IO SE N GM M E PR OD UC T G LIN ND BU LE ON I BI O AT NT ICES RV SE O ISING ERT DV A
  • 42. Experience Principles Invite participation Build around users Inspire sharing Create community Add value Helen Graney (Jack Morton Worldwide)
  • 43. And your people Helen Graney (Jack Morton Worldwide)
  • 44. Thank you. Helen Graney (Jack Morton Worldwide)