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. The presentation is aimed at marketeers and senior designers.

1. Pieter Jongerius
RETAIL TOUCHPOINT STRATEGY
Brand driven selection and arranging of touchpoints
November 11 1

2. CONTENTS
· introduction
· brand-driven added value
· touchpoints
· customer journey
· service design
· customer life cycle
· strategy for a large but simple campaign
HRO COMMUNICATIE 2

3. INTRODUCTION
3

4. TOUCHPOINT STRATEGY
Brand Touchpoints Target group
What can we do to maximize
the exchange of value?
HRO COMMUNICATIE 4

5. GOALS OF TOUCHPOINT STRATEGY
· Destinctiveness
· Brand equity
· Communicative reach
· More locations
· More often
· Commercial reach
· More & more accessible outlets
· Increasing share-of-wallet
· Customer Lifecycle Management (CLM)
HRO COMMUNICATIE 5

6. SUPPOSE…
· You know what your corporate mission and vision are
· You know your target group
· You know what product or service they require
· You have a relevant brand
· You have the required resources
…then it’s time for this product to hit the market.

7. It takes more than touchpoints alone.

8. BRAND DRIVEN ADDED VALUE
What can you bring to the market?
?
8

9. BRAND DRIVEN ADDED VALUE
· Commerce
HRO COMMUNICATIE 9

10. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
HRO COMMUNICATIE 10

11. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
HRO COMMUNICATIE 11

12. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
· Relationship
HRO COMMUNICATIE 12

13. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
· Relationship
· Community
HRO COMMUNICATIE 13

14. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
· Relationship
· Community
· Fun
HRO COMMUNICATIE 14

15. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
· Relationship
· Community
· Fun
· Identity
HRO COMMUNICATIE 15

16. BRAND DRIVEN ADDED VALUE
· Commerce
· Communication
· Advice
?
· Relationship
· Community
· Fun
· Identity
HRO COMMUNICATIE 16

17. BRAND DRIVEN ADDED VALUE
· Commerce
· Multichannel
· Communication · Mobile
· Advice · Social media
· Relationship · …
· Community
· Fun touchpoint strategie
· Identity
HRO COMMUNICATIE 17

18. TOUCHPOINTS
18

19. TYPES OF TOUCHPOINTS
Online & offline
Owned & bought & earned
Communications media & sales channels
Push & pull
Temporary & permanent

20. HRO COMMUNICATIE 20

21. ONLINE TOUCHPOINTS (EXAMPLES)
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
… and many, many more.
· campaign site
· affiliates
sales, content, …
· social media

22. OFFLINE TOUCHPOINTS (EXAMPLES)
outlets bought: mass media en spatial
· brand stores · TVC / RC – spot/nonspot
· multibrand retail · newspaper / other ads
· shop-in-shop · advertorials
· inserts
owned: print · public space (mupi, billboard)
· HaH · sponsoring
· DM · fairs
· brochure
· flyer owned media, misc.
· magazine · customer card
· own events
owned: business to business · packaging
· annual report · fleet signing
· own publications · call center
· SMS
· employees

23. CONNECTING TOUCHPOINTS
· QR and barcodes
· Other image recognition
· Adress (web, physical)
· Hyperlinks
· Likes
· Coupons
· Geolocation
· Mouth to mouth advertising
· …
But most importantly:
motivation through added value and story telling.
HRO COMMUNICATIE 23

24. 24

25. CUSTOMER JOURNEY
HRO COMMUNICATIE 25

26. ROBERT FABRICANT
“Behavior is our medium”
vimeo.com/3730382
EMERCE 26
#CONVERSION .
@PIETERJ

27. AIDA IS DEAD
· De ancient customer journey
HRO COMMUNICATIE 27

28. television
magazine
iphone
website
…
TYPICAL RETAIL
CUSTOMER JOURNEY TODAY
ipad
webshop
delivery non food

29. CUSTOMER JOURNEY 2.0
transaction relation
initiative with the brand initiative with the customer
acquisitie à persuasion à conversion
interaction à participation à promotion

30. Defining specific customer journeys
in seven easy steps
30

31. 1: DEFINE THE GENERIC CUSTOMER JOURNEY
KLANT
This journey is different
for each industry.

32. 2: IDENTIFY USER EMOTIONS PER STEP
Suprise
- Hey they’ve got cool X
Greed
- Got to have that!
Enthousiastic
?
- I want to express my joy
Disappointed Insecurity
- I am not satisfied and - Does it fit the occasion?
and everyone must know. Inspiration
- Are there new trends?
KLANT
Insecurity
Curiosity - Have I seen enough?
- Do they have a news letter? Practical
Disappointed - is verything available?
- How can I return it? - does it fit my budget?
- I have a complaint.
Waiting Doubt
- Where is my order? - did I make the right choice?
Enthousiastic - can I return it?
- proud of my purchase Greed
Disappointed - instant gratification
- not what I expected

33. 3: DEFINE USER EXPERIENCE PER STEP
Suprising
Affordable
?
BFF Fun
Toegankelijk Plenty of choice
Realistic
KLANT
Ontzorging Overview
Gerust gevoel In control
Care free
Confirmation
Security
Quality

34. 4: IDENTIFY CURRENT TOUCHPOINTS
Example touchpoints
for a Dutch fashion retailer

35. 5: DEFINE NEW TOUCHPOINTS
You can define
ranges per touchpoint

36. 6: CONSIDER PHASING INTO THE FUTURE

37. EXAMPLE: TRAVEL ORGANIZATION
Customer journey for a
+,$-$%
<$:2*=$(
traveller
1. Inspiration
9$/2,7( .*-*%&#$4,&,?(
<$#(@$";*2$%
D,:#*2B8$&E,"-(
D,:#*2B6)0*&$( A#2=(
9#%-$2B <$#()",7"*==*?( +2,7(
2. Orientation
5$2$4,%#(:;
5#30(:;"#4&$%
9#%-$2(
'%4,K6#2$%B,)
/#3@LB@2#$7@$20 >,,72$
3. Booking
D,:#*2B6)0*&$( F"@*"#%7$%BG@*%B-$%%#(($%H
9#-#)$0#*
#$
<$#(2$#0#%7
#"*&
8*
<$#((#&$(
4. Preparation
)"
)
.$"7$2#3-#%7(#&$(
'%(
J,%&*:&)$"(,,%B
$&
,)B@2#$7@$20
% D,:#*2B8$&E,"-(
5$"6 %&$"$
M,/#$2B#%&$"%$&
7"$#
( !"#$ +",:;6"$(
M,/#$2B#%&$"%$&
#34
<$#K#7$"
+,$ 5$2$4,,%
5. Journey
<$#(2$#0#%7 "/2 -$ %
6. Stay
.$
A,&,7"*4#$
.,,
$#(
I=6($=$%& .2#$7@$20
$%"
"/$
'%&$"%$&
1$
<$#((#&$
7. Return
"$#0
>#0($%
$%
D,:#*2B6)0*&$( 9#%-$2B
5,6"76#0$(
'%4,K6#2$%B,)B
/#3@LB@2#$7@$20
D,:#*2B6)0*&$( J,%&*:&)$"(,,%B <$=#%0$"(
C#3(&3$(
I:;&$"7",%0
#%4,"=*&#$B,)B#%&$"%$&
8. Fun afterwards
,)B@2#$7@$20
M,/#$2B#%&$"%$& F"@*"#%7$%BG@*%B-$%%#(($%H
<$#(2$#0#%7
<$#(@$";*2$%

38. 7. BRING TO LIFE: SCENARIO
Merel
· 29 years old
· Boyfriend: Kevin
· Son: Josh
· Friend: Simone
· Employment: office
manager at an
insurance agengy

39. I have shortened this scenario for the purpose of publication

54. KEY ELEMENTS OF THIS SCENARIO
· Logical linking of touchpoints: inspiration,
conversion, interaction, both online & offline.
· A natural mix of owned and earned Interactionve
media.
· Nowism. Being able to arrange things last minute
and be forgetful. Thanks to mobile technology.

55. SERVICE DESIGN
Sampled from Jamin Hegeman
HRO COMMUNICATIE 55

57. JOURNEY FOR SURGERY
Jamin Hegeman
HRO COMMUNICATIE 57

58. NEEDS AND EMOTIONS
HRO COMMUNICATIE 58

59. HRO COMMUNICATIE 59

60. SERVICE BLUEPRINT
HRO COMMUNICATIE 60

62. CUSTOMER LIFE CYCLE
Let’s go one step further.
62

63. CUSTOMER LIFE CYCLE
HRO COMMUNICATIE 63

64. NEW CUSTOMER JOURNEY
KLANT
New customers don’t yet
fully use your touchpoint landscape

65. Typical communication:
encourage profile creation, sending news letters

66. CUSTOMER LIFE CYCLE
HRO COMMUNICATIE 66

67. MATURE CUSTOMER JOURNEY
KLANT

68. Customization starts kicking in.
Customers may start to write product reviews.

69. CUSTOMER LIFE CYCLE
HRO COMMUNICATIE 69

70. FAN JOURNEY
KLANT
Interaction centered journeys emerge:
Social media, cocreation, etc.

71. Social media,
spontaneous shop reviews.

72. CUSTOMER LIFE CYCLE
HRO COMMUNICATIE 72

73. Keeping them
on board, f.i. with newsletters

74. CROSS MEDIA CAMPAIGN
A simple temporary customer journey
74

75. CROSS MEDIA CAMPAIGN
Employment of
temporary touchpoints
in a campaing.
Goals
· Store traffic
· Site traffic
· Acquire customer
data
HRO COMMUNICATIE 75

77. COUPON
Win a year of free groceries

79. CUSTOMER JOURNEY
mass media
â
store
â
coupons
â
website

81. As we expected, this form was very bad for conversion.
We shortened it to a third.

82. CONCLUSION
82

83. There aren’t many
businesses that use
touchpoint strategy to
is max potential.
Take your chance!
HRO COMMUNICATIE 83

84. HRO COMMUNICATIE 84