Retailers, specifically multichannel retailers, face great challenges reaching customers in an increasingly complex landscape of communications media and sales channels. Fabrique has developed an easy to follow method in getting the most out of the relationship with your customers. Examples are from Dutch and international retail and fashion. This updated presentation is aimed at marketeers and senior designers.

1. - Pieter Jongerius-
RETAIL TOUCHPOINT STRATEGY
Brand driven selection and arrangement of touchpoints
April 12 1

2. TOUCHPOINT STRATEGY
Brand Touchpoints Target group
What can we do to maximize
the exchange of value?
EMERCE CONVERSION 2

3. You’ll need more than touchpoints alone.

4. APPROACH
Corporate strategy
Touchpoint strategy
Design & implementation
Operation

5. Corporate strategy
people vision & mission
knowledge trends
RESOURCES OPPORTUNITY competition
budget
partners customer insight
positioning products
values BRAND PROPOSITION
visual identity service level
loyalty community
Touchpoint strategy
Design & implementation

6. Corporate strategy
people vision & mission
knowledge trends
RESOURCES OPPORTUNITY competition
budget
partners customer insight
positioning products
values BRAND PROPOSITION
PROPOSITION
visual identity service level
loyalty community
Touchpoint strategy
Design & implementation

7. PROPOSITION
Brand driven added value
?
7

8. BRAND DRIVEN ADDED VALUE
· Commerce
First and most important: what do you sell?
A product for a price.
EMERCE CONVERSION 8

9. BRAND DRIVEN ADDED VALUE
· Commerce
New channels mean new proposition opportunities.
Consider this Britney Spears online popup store.
EMERCE CONVERSION 9

10. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
Sometimes communication is purely about
branding and positioning
EMERCE CONVERSION 10

11. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
Sometimes it is about very concrete product offers.
EMERCE CONVERSION 11

12. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
Ask yourselve whether you have a role or
responsibility to give advice.
EMERCE CONVERSION 12

13. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
KwikFit decides not to, and just offers product.
This can be a very valid decision.
EMERCE CONVERSION 13

14. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
· Relation
Building a relation through personalisation is a very common
and effective way of building a relation.
EMERCE CONVERSION 14

15. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
· Relation
At Threadless, this relation is obviously much more intimate,
with the community tying in to the business.
EMERCE CONVERSION 15

16. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
· Relation
· Community
A brand brings people together. Nowadays mostly on social
media, but there are still other powerful communities out there.
EMERCE CONVERSION 16

17. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
· Relation
· Community
Very interesting to see the field of social media becoming more
diverse again, with newcomers such as Pinterest and Instagram.
EMERCE CONVERSION 17

18. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
· Relation
· Community
· Fun
Sometimes a brand will decide to offer sheer fun.
EMERCE CONVERSION 18

19. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
· Relation
· Community
· Fun
· Identity
Eventually people will derive part of their identity
from your brand.
EMERCE CONVERSION 19

20. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
?
· Relation
· Community
· Fun
· Identity
How are we going to deliver this added value in a way that keeps
us ahead of our competitors?
EMERCE CONVERSION 20

21. Corporate strategy
Touchpoint strategy
Design & implementation

22. TYPES OF TOUCHPOINTS
Online & offline
Owned & bought & earned
Media & channels
Push & pull
Temporary & permanent
EMERCE CONVERSION 22

23. EMERCE CONVERSION 23

24. ONLINE TOUCHPOINTS
owned media bought media
· b2c website · banners
· b2b website · Search Engine Advertising
· webshop (w, m, f) · advertorials
· mobile web · interactive television
· mobile app
· tablet app earned media
· e-mail · social media
· viral campaigns
· p.o.s. interactive · blogs, news & more
· narrowcasting
· desktop widgets
· embedded software …etcetera!
· campaign site
· affiliates
sales, content, …
· social media
EMERCE CONVERSION 24

25. OFFLINE TOUCHPOINTS
channels bought: mass media en spatial
· brand stores · RTV– spot/nonspot/…
· multibrand retail · print ads
· popup store · advertorials
· shop-in-shop · inserts
· public space (mupi, billboard)
owned: print · sponsoring
· folders · fairs
· DM
· brochure owned media overig
· flyer · customer card
· magazine · own events
· packaging
owned: business to business · fleet signing
· yearly report · call center
· own publications · SMS
· employees
…etcetera!
EMERCE CONVERSION 25

26. CONNECTING TOUCHPOINTS
QR Codes
Image recognition
Web-address
Social handles
Winning-codes
OFFLINE ONLINE
Hyperlinks
Coupons Social posts (Fb, Tw, ...)
Addres / maps Likes, Mentions, Pins, ...
Mouth to mouth Promotion codes
Mail-a-friend
SMS / messaging
OFFLINE ONLINE
Coupons
Address/map
Geolocation / nearby
Augmented reality
EMERCE CONVERSION 26

27. CONNECTING TOUCHPOINTS
A nobrainer really. Start by adding relevant web addresses to /all/ of your touchpoints. It works!
EMERCE CONVERSION 27

28. CONNECTING TOUCHPOINTS
Somewhat controversial: point to social rather than web platform (www.brand.com).
EMERCE CONVERSION 28

29. CONNECTING TOUCHPOINTS
We are learning every day: pinterest traffic converts better than facebook traffic.
EMERCE CONVERSION 29

30. 30

31. Corporate strategy
Touchpoint strategy
Design & implementation

32. Corporate strategy
Touchpoint strategy
CUSTOMER JOURNEY
CUSTOMER LIFE CYCLE
Design & implementation

33. AIDA IS DEAD
EMERCE CONVERSION 33

34. CUSTOMER JOURNEY 2.0
transaction relation
main initiative with brand main initiative with customer
acquisition  persuasion  conversion
interaction  participation  promotion
EMERCE CONVERSION 34

35. television allerhande
acquisition ah.nl
? promotion
persuasion
conversion
participation
interaction
‘kookschriften’
web stores
‘appie’ ipad

36. Let’s start!
Defining a specific customer journey
in five easy steps.
36

37. 1: DEFINE THE GENERIC CUSTOMER JOURNEY
Case: fashion retailer

38. 2: IDENTIFY / RESEARCH USER EMOTIONS PER STEP
Surprise
Greed
?
Curious
Enthousiastic Insecurity
Disappointed Optimism
Curious
Insecurity
Disappointed
Practicalities
Impatient Doubt
Enthousiastic Greed
Disappointed

39. 3: DEFINE THE EXPERIENCE
Surprising
Affordable
Easy
BFF Fun
Accessible Plenty of choice
Open Realistic
Taking care Overview
Thourough In control
Care free
Confirmation
Security
Quality

40. 4: IDENTIFY CURRENT TOUCHPOINTS

41. 5: DEFINE NEW & FUTURE TOUCHPOINTS

42. EXAMPLE: TRAVEL ORGANIZATION
Customer journey for a traveller
1. Inspiration
2. Orientation
3. Booking
4. Preparation
5. Journey
6. Stay
7. Return
8. Fun afterwards

43. Corporate strategy
Touchpoint strategy
CUSTOMER JOURNEY
CUSTOMER LIFE CYCLE
Design & implementation

44. CUSTOMER LIFE CYCLE
EMERCE CONVERSION 44

45. NEW CUSTOMER JOURNEY
KLANT

47. CUSTOMER LIFE CYCLE
EMERCE CONVERSION 47

48. MATURE CUSTOMER JOURNEY
KLANT

50. CUSTOMER LIFE CYCLE
EMERCE CONVERSION 50

51. FAN JOURNEY
KLANT

53. CUSTOMER LIFE CYCLE
EMERCE CONVERSION 53

55. Corporate strategy
Touchpoint strategy
CUSTOMER JOURNEY
CUSTOMER LIFE CYCLE
Design & implementation
Operation

56. Corporate strategy
Touchpoint strategy
Design & implementation
Acquisition Conversion Retention
RTV EVENTS ADS BRAND WEB APP EMAIL LOYALTY CREDIT
STORE TABLET
MAGA-
SEA SEO M.WEB LETTER
ZINE
You have selected a number of touchpoints. How are you going to make them a success?

57. CROSS CHANNEL CRYSTAL

.....
by Peter Morville

58. CONSISTENCY
EMERCE CONVERSION
x 58

59. CONNECTION
EMERCE CONVERSION 59

60. CONTINUITY
· persistent cart
· mobile wishlist
EMERCE CONVERSION 60

61. CONTEXT
Mobile version of Artis.nl focuses entirely on day of visit with ZOO-map and feeding times, f.i.
EMERCE CONVERSION 61

62. Corporate strategy
Touchpoint strategy
Design & implementation
RTV EVENTS ADS BRAND WEB APP EMAIL LOYALTY CREDIT
STORE TABLET
MAGA-
SEA SEO M.WEB LETTER
ZINE
Cross Channel Crystal

63. IN CONCLUSION
63

64. 1 Corporate strategy 2 Added value
RESOURCES OPPORTUNITY
· Commerce · Community
· Communication · Fun
· Advice · Identity
BRAND PROPOSITION · Relation
3 Customer Journey 4 Cross channel crystal
Emotions & needs
Experience
Current TP’s
Define new set
CLC
Campaigns
EMERCE CONVERSION 64

65. Very few brands
are on top of this
game.
Seize the opportunity!
EMERCE CONVERSION 65

66. EMERCE CONVERSION 66