Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Experiences
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The document describes a customer journey mapping exercise for a beauty retailer. It identifies key stages in the customer journey from discovery to loyalty. For each stage, it outlines typical customer activities both digitally and in-store. It then details the goals, motivations, needs and feelings customers likely experience at each stage. The purpose is to understand the full path to purchase and identify opportunities to improve the customer experience across all touchpoints.
Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Experiences
- 1. #RSP18 Customer Journey Mapping 2.0: Best Practices For Creating Differentiated Experiences SPONSORED BY:
- 3. May 6-8, 2019 SAVE THE DATE: Convene, New York City www.retailinnovationconference.com
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- 7. #RSP18 FitForCommerce is a specialized consultancy founded to help digital and omnichannel businesses accelerate growth. Trusted advisor to hundreds of global companies. Digital Diligence™ is a philosophy and our methodology based on an investment and due diligence mindset for decision-making and execution to ensure success. We are the help. Curated digital innovation tracking and applied market advice to businesses in a CDO-on- demand service. Benchmarking of Top 120 Retailers for Omnichannel (Web, Mobile, In- Store) innovation.
- 9. 1. Setting the Stage 2. The What, When, Why and How of Customer Journey Mapping 3. Putting Theory into Practice 4. Q&A Today’s Agenda
- 10. #RSP18 Setting the Stage • Consumer expectations at an all time high; any time, any way, anywhere is today’s shopping mantra • Shoppers insist on a superior, seamless and convenient experience • Your competitor is only a click away • Amazon is eating up market share • New technologies redefine what is possible
- 11. #RSP18 “Our customers are loyal to us right up until the second someone offers them a better service... and I love that. It’s super-motivating for us.” – Jeff Bezos, Amazon
- 12. Retail Store Once Upon A Time…
- 13. Email Social Media Website Advertising Loyalty + Retail Store Mobile Retail Store Contact Center Advertising Social Media Email Contact Center LoyaltyMobile Website Inside Brand Outside Brand Discover Consider Select Purchase Fast-Forward to Today’s Retail Reality +
- 14. Email Social Media Website Advertising Loyalty + Retail Store Mobile Retail Store Contact Center Advertising Social Media + Email Contact Center LoyaltyMobile Website Inside Brand Outside Brand Discover Consider Select Purchase 1 3 2 4 5 6 7 The Modern Customer Journey
- 15. The “Emotional EKG” DISCOVER CONSIDER SELECT PURCHASE LOYALTY • Advertising • Research • Social Media • Online browse • Visit stores • Seek advice • Refine search • Select sizes • Read reviews • Checkout • Payment • Pick up in store • Write reviews • Return to site • Advocate CustomerEmotions Customer progress in all phases and channels Differentiated experiences meet customer needs in each critical phase to maintain a positive emotional experience and support frictionless commerce
- 16. Customer journey maps help identify gaps and pinpoints areas in the customer experience that are disjointed or painful. Journey mapping can be as big or small as you want it to be: • Developing new marketing plans • Implementing new functionality • Vendor selection • Replatforming • Building a new site Journey Mapping… Not Just for Major Transformation
- 17. What’s in it for Me? • A differentiated, relevant site/store experience based on an understanding customer motivations and goals • A cohesive strategy that thinks about all customer touchpoints that make up the customer journey • Get organization-wide buy-in for optimizing the shopping experience and acquisition/retention strategies • A comprehensive map of ALL enabling technologies, processes and organization to support customer experience • A customer centric experience that will increase revenue and customer LTV
- 18. Attributes of a Successful Customer Journey Map • Build your map from a customers’ point of view and base it on both statistical and anecdotal evidence • Capture your customers’ perceptions of their experiences relative to their goals, needs, feelings and expectations • Focus on the customers’ journey across multiple touchpoints • Visualize the customer journey - make it easier to understand, engage and make decisions
- 19. Stages of a Typical Customer Journey • Map out typical stages of your customer’s journey • May have more than one map based on the types of customers you are serving • Will vary depending on nature of product or service • Not an exact science – will also vary from customer to customer • No right or wrong way – it’s ok to experiment DISCOVERY CONSIDERATION PURCHASE USE/SERVICE LOYALTY
- 20. For each stage, outline: • Digital activities • Store activities • Customer goals • What the customer is thinking and feeling • Pain points Determine the Info You Want to Map Understanding these, will dictate: • UX Capabilities • Technology • Processes • Staffing
- 21. Base it all on Data and Insights Gather and analyze all the data you have • Website analytics • Consumer data • Marketing data Conduct Voice of the Customer studies • Focus Groups • Intercept Interviews • Feedback Surveys Facilitate Workshops with Internal Teams • Merchandising • Marketing • Fulfillment • Customer Service • Operations
- 22. BEAUTY RETAILER • Midsized • Ecommerce site and 20 brick and mortar stores CHALLENGES • Basic website • Stagnated growth • Improve customer experience GOALS • Increase revenue • Improve retention, life-time value Let’s Put Theory Into Practice
- 23. Discovery Consideration Purchase Use / Service Loyalty Customer Activity (Digital) - Advertising triggers visit - promotions, sales events, seasonal changes - Mention on social sites - Reminders to loyalty members about rewards (or potential rewards) are assigned to them - Organic or paid online search - Find makeup for an upcoming event - Research on known and admired brands (64% of survey) - Check for price or promotions - Find stores - Complete personal style profile (get loyalty points) - Receives loyalty points for creating / enriching personal profile - Research styling, products and promotions on site - Take online quizzes to guide accurate product selection - Virtually try-on product - Inspiration from site trends and recommendations - Narrow down options for occasion, style and budget - Select items to create a "look" - Comparison shop on different sites for best price (70% of survey) - Create wish lists - Solicit feedback from friends or family - Receives personalized styling and product recommendations based on preferences and choices - Receives loyalty points for enriching personal profile - Skype sessions with Makeup Stylists - Store appointment scheduling for makeup consultation - Create wish lists to be converted to purchases in the stores - Encourage sampling with free product samples - Add-on product recommendations - Sign up for auto replenishment of basics - Buy online, ship to store - Customer receives their products - Consult with customer service agents regarding questions with products or orders - Customer creates "look" based on trend or stylist recommendation - Give product Rating & Review - Return online for additional products based on prior purchases and personal profile - Go to sites for inspiration and trends - Receive follow up recommendations for products that they have already purchased - Seasonal refreshes - New color palette - Updated style galleries - Personalized promotions - Upload UGC images of customer to site or social media (get loyalty points) - Post experience and purchase to social media (get loyalty points) - Create inspiration boards for future purchases (get loyalty points) Customer Activity (Store) - Store version of the above discovery activities - Advice from engaged sales person on trends, styling, application - Try on makeup to confirm the look - Perform discovery on client, add notes to customer record - Store version of the above consideration activities - Assess customer preferences for event, styling, and budget - Advice from engaged sales person on narrowing down choices to best meet customer needs - Try on makeup to confirm the look - Create or add to customer profile to enhance online experience personalization - Convert online wish list or reserve order - Add-on product recommendations and accessories - Purchase in store - Accrue loyalty points - Create or add to customer profile to enhance online experience personalization - Consult with store associates regarding questions with products or orders - Quickly and empathetically resolve issues with online products or orders - Follow up emails or texts from store associates with "thank you" and recommendations for add on products or accessories Discovery Consideration Customer Activity (Digital) - Advertising triggers visit - promotions, sales events, seasonal changes - Mention on social sites - Reminders to loyalty members about rewards (or potential rewards) are assigned to them - Organic or paid online search - Find makeup for an upcoming event - Research on known and admired brands (64% of survey) - Check for price or promotions - Find stores - Complete personal style profile (get loyalty points) - Receives loyalty points for creating / enriching personal profile - Research styling, products and promotions on site - Take online quizzes to guide accurate product selection - Virtually try-on product - Inspiration from site trends and recommendations - Narrow down options for occasion, style and budget - Select items to create a "look" - Comparison shop on different sites for best price (70% of survey) - Create wish lists - Solicit feedback from friends or family - Receives personalized styling and product recommendations based on preferences and choices - Receives loyalty points for enriching personal profile - Skype sessions with Makeup Stylists - Store appointment scheduling for makeup consultation First, Identify Customer Activities
- 24. First, Identify Customer Activities Discovery Consideration Purchase Use / Service Loyalty Customer Activity (Digital) - Advertising triggers visit - promotions, sales events, seasonal changes - Mention on social sites - Reminders to loyalty members about rewards (or potential rewards) are assigned to them - Organic or paid online search - Find makeup for an upcoming event - Research on known and admired brands (64% of survey) - Check for price or promotions - Find stores - Complete personal style profile (get loyalty points) - Receives loyalty points for creating / enriching personal profile - Research styling, products and promotions on site - Take online quizzes to guide accurate product selection - Virtually try-on product - Inspiration from site trends and recommendations - Narrow down options for occasion, style and budget - Select items to create a "look" - Comparison shop on different sites for best price (70% of survey) - Create wish lists - Solicit feedback from friends or family - Receives personalized styling and product recommendations based on preferences and choices - Receives loyalty points for enriching personal profile - Skype sessions with Makeup Stylists - Store appointment scheduling for makeup consultation - Create wish lists to be converted to purchases in the stores - Encourage sampling with free product samples - Add-on product recommendations - Sign up for auto replenishment of basics - Buy online, ship to store - Customer receives their products - Consult with customer service agents regarding questions with products or orders - Customer creates "look" based on trend or stylist recommendation - Give product Rating & Review - Return online for additional products based on prior purchases and personal profile - Go to sites for inspiration and trends - Receive follow up recommendations for products that they have already purchased - Seasonal refreshes - New color palette - Updated style galleries - Personalized promotions - Upload UGC images of customer to site or social media (get loyalty points) - Post experience and purchase to social media (get loyalty points) - Create inspiration boards for future purchases (get loyalty points) Customer Activity (Store) - Store version of the above discovery activities - Advice from engaged sales person on trends, styling, application - Try on makeup to confirm the look - Perform discovery on client, add notes to customer record - Store version of the above consideration activities - Assess customer preferences for event, styling, and budget - Advice from engaged sales person on narrowing down choices to best meet customer needs - Try on makeup to confirm the look - Create or add to customer profile to enhance online experience personalization - Convert online wish list or reserve order - Add-on product recommendations and accessories - Purchase in store - Accrue loyalty points - Create or add to customer profile to enhance online experience personalization - Consult with store associates regarding questions with products or orders - Quickly and empathetically resolve issues with online products or orders - Follow up emails or texts from store associates with "thank you" and recommendations for add on products or accessories Discovery Consideration Customer Activity (Store) - Store version of the above discovery activities - Advice from engaged sales person on trends, styling, application - Try on makeup to confirm the look - Perform discovery on client, add notes to customer record - Store version of the above consideration activities - Assess customer preferences for event, styling, and budget - Advice from engaged sales person on narrowing down choices to best meet customer needs - Try on makeup to confirm the look - Create or add to customer profile to enhance online experience personalization
- 25. Second, Understand Goals, Motivations, & Needs Discovery Consideration Purchase Use / Service Loyalty Customer Goals - Find makeup for an upcoming event - Understand all the color and look options - Look great for the occasion - Get a fair price or points for the loyalty program - Keep within their budget - Communicate a sense of style and confidence - Ensure color/skin tone compatibilty - Be efficient with their time - Experience knowledgeable and helpful service - Quickly and efficiently narrow down options for their occasion, style and budget - Select makeup that is on trend and coordinated - Find additional products that coordinate with the look - Ensure skin tone compatibility - Ensure they got a good price versus other retailers - Ensure that they have selected all the necessary components - All products are available to purchase immediately - Understand if a missing product is available in local stores - Easily purchase the entire set of components - Items are picked up or shipped quickly - Items can be returned easily online or to stores - Affirm the product choices as additions to their makeup set - Confidently and correctly use products - Receive immediate, concierge-level service for any product or order concerns - Easily arrange returns or exchanges for products if necessary - Display confidence in their personal style - Continue to build out and refresh their makeup - Receive personalized, relevant and preferential treatment for purchase loyalty - Sharing purchases with friends and receiving validation - Looking and feeling great Thinking & Feeling - I have got to look great for this occasion - I am overwhelmed with the choices - I don't know the current styles - I want good advice on makeup and trends that go together well - I want to get a good deal - I need to find the right products for me quickly - I want to make sure the color is correct - I want to feel confident in my choices - I want to make sure I am paying a fair price - I think I will look and feel great - I hope my friends/family like of this look - I feel so confident in my selection that I am ready to purchase - I can relax knowing that the skin tone compatibility has been validated - I will look and feel great i - I hope that my friends/family will love this look - I can return this or exchange this at no charge - I may not like the color or quality when it arrives - I want use this product as demonstrated - I want service who from someone who understands my needs - I will want to add to my makeup options - I want to share my new look with friends - I want to keep my makeup on trend - My opinion about these products matters - I will return for my next special clothing purchase Customer Needs for Success - Confidence in understanding their makeup options and selections - Concierge-level service and coaching on styling and application - Narrowing down of options to those that are appropriate and work together - Evaluate price and promotion value - Quickly acknowledge company as as the solution for their event - Keep within their budget - Advice from family or friends - Understand how the loyalty program works - Quick personal assessment and recommendations of appropriate products (style, trend, price) - Fashion advice, recommendations of what goes together - Inspiring and accurate product information, trusted Ratings and Reviews, relevant UGC - Ensure they are purchasing the correct products - Confidence in their selection - Anticipate how good they will look and how great they will feel - Approval from family/friends - Assurance of the product quality - Relevant recommendations for add-on products - Confidence they are getting the correct products at the best price - Be assured the item can be purchased immediately or time for their event - Easy checkout and payment - Quick product delivery experience - Understand and agree to returns policy - Their order information in the store if they have returns or questions - Correct update to the loyalty program - The products meet their style, and quality expectations - Empathetic and knowledgeable service for any product or order concerns - Quick and easy return or exchange - Easy access to information and support on how to use the products - Confidence and knowledge to use products correctly - Receive timely, personalized and relevant product, content and experience offers - Regular refresh of inspiration and trends on site - Easy sharing of product Ratings & Reviews - Easy sharing of experiences, UGC images and purchases on social media - Improved knowledge and confidence about how to refresh their makeup look Discovery Consideration Customer Goals - Find makeup for an upcoming event - Understand all the color and look options - Look great for the occasion - Get a fair price or points for the loyalty program - Keep within their budget - Communicate a sense of style and confidence - Ensure color/skin tone compatibilty - Be efficient with their time - Experience knowledgeable and helpful service - Quickly and efficiently narrow down options for their occasion, style and budget - Select makeup that is on trend and coordinated - Find additional products that coordinate with the look - Ensure skin tone compatibility - Ensure they got a good price versus other retailers Thinking & Feeling - I have got to look great for this occasion - I am overwhelmed with the choices - I don't know the current styles - I want good advice on makeup and trends that go together well - I want to get a good deal - I need to find the right products for me quickly - I want to make sure the color is correct - I want to feel confident in my choices - I want to make sure I am paying a fair price - I think I will look and feel great - I hope my friends/family like of this look Customer Needs for Success - Confidence in understanding their makeup options and selections - Concierge-level service and coaching on styling and application - Narrowing down of options to those that are appropriate and work together - Evaluate price and promotion value - Quickly acknowledge company as as the solution for their event - Keep within their budget - Advice from family or friends - Understand how the loyalty program works - Quick personal assessment and recommendations of appropriate products (style, trend, price) - Fashion advice, recommendations of what goes together - Inspiring and accurate product information, trusted Ratings and Reviews, relevant UGC - Ensure they are purchasing the correct products - Confidence in their selection - Anticipate how good they will look and how great they will feel - Approval from family/friends
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Use Data to Identify UX Requirements Discovery Consideration Purchase Use / Service Loyalty Customer ECP Front End Purchasing Experience - Marketing integration with CRM segmentation and personal profile - Promotions, related items, cross-sells and up- sells - Product information, rich product images - Robust search, filtering and navigation supported by attributed products and content - Site merchandising tools - Customer profile management linked to purchases and preferences - Integration with Social Media (Facebook, Pinterest, etc.) - Virtual Makeup Try On - In-Store product availability - Personalized Promotions - Promote non-product content - Encourage User Generated content - Digital Guided Selling Tool - Digital Expanded Customer Preference Survey - Expanded Customer Profile with Makeup Preferences - Loyalty program based on engagement - Effective site search with filters and refinements - Ratings & Reviews - Promotions, related items, cross-sells and up- sells encourage conversion - Trend and makeup advice - Product Sampling - LIve chat - Personalized site experience - Product Customization (include visual representation of the finished product) - My Makeup Bag saved products preferences - Guided selling tool with content - In-Store product availability - Personalized Promotions - Promote non-product content - Encourage User Generated content - Digital Guided Selling Tool - Digital Expanded Customer Preference Survey - Expanded Customer Profile with Makeup Preferences - Loyalty program based on engagement - Schedule store appointment - Easy add to cart by size and color - Live chat - Saved 'wish list' for deferred purchase in any channel - Upsells and cross-sells on the product's search results, PDP and the shopping cart page - Messaging to increase order size to qualify for a promotion or free shipping - Efficient payment, fraud check and checkout - Various tender types are allowed and optionally saved for a registered customer - Shipping tracking and order status updates - Update the customer profile with purchase and on site shopping behavior preferences - Create wish list - Rewards App with loyalty and shopping - Auto replenishment indicator on PDP and sign up in cart - Buy online, pick up in store (full cart) - Reserve online, pick up in store (full cart) - Buy online, ship to store - Schedule store appointment - Live chat - Robust product information and application tips - Customer self-managed returns labels - Personalized follow up emails with recommendations - Facilitate Rating & Review, UGC images of outfits - Loyalty points through engagement - Seasonal refresh recommendations Customer Store Purchasing Experience - Access to customer order history and profile preferences - Update custome profile with new preferences - Accrue loyalty points for attending store events and retail store engagement activity - Clientelling - Access to customer wish lists - Mobile functionality for product information and comparison - Clientelling - Convert wish lists and reserve orders to purchases - Accrue loyalty points for purchasing - Clientelling - Access to customer order history and preferences for order adjustments and returns - Clientelling - Easy returns or exchanges - Order access and technology to communicate with customers regarding new product recommendations and offers - Clientelling Discovery Consideration Customer ECP Front End Purchasing Experience - Marketing integration with CRM segmentation and personal profile - Promotions, related items, cross-sells and up-sells - Product information, rich product images - Robust search, filtering and navigation supported by attributed products and content - Site merchandising tools - Customer profile management linked to purchases and preferences - Integration with Social Media (Facebook, Pinterest, etc.) - Virtual Makeup Try On - In-Store product availability - Personalized Promotions - Promote non-product content - Encourage User Generated content - Digital Guided Selling Tool - Digital Expanded Customer Preference Survey - Expanded Customer Profile with Makeup Preferences - Loyalty program based on engagement - Effective site search with filters and refinements - Ratings & Reviews - Promotions, related items, cross-sells and up-sells encourage conversion - Trend and makeup advice - Product Sampling - LIve chat - Personalized site experience - Product Customization (include visual representation of the finished product) - My Makeup Bag saved products preferences - Guided selling tool with content - In-Store product availability - Personalized Promotions - Promote non-product content - Encourage User Generated content - Digital Guided Selling Tool - Digital Expanded Customer Preference Survey - Expanded Customer Profile with Makeup Preferences - Loyalty program based on engagement - Schedule store appointment Customer Store Purchasing Experience - Access to customer order history and profile preferences - Update customer profile with new preferences - Accrue loyalty points for attending store events and retail store engagement activity - Clientelling - Access to customer wish lists - Mobile functionality for product information and comparison - Clientelling
- 27. Finally, Identify Supporting Backend, Staffing and Processes Discovery Consideration Purchase Use / Service Loyalty Back End Requirements: TECHNOLOGY - An eCommerce Platform or Framework that will support navigation, browsing, guided selling, site search, product finders, SEO, banners, promotions, landing pages and other functionality that engages the customer - A system managedassortment along with product information, pricing and attributes which can be searched, filtered and used to describe sellable products. - Research PLM to manageproduct content and taxonomies especiallyif the assortment expands on the transactionalsite. - Functionality to display upsells, cross-sellsand other related items - Effective digital marketing that exposes products' features and benefits via marketing emails, retargeting and page 1 search results - Integration with CMS and attributed product and installation content - Integration with store inventory - An eCommerce Platform or Framework that will support navigation, browsing, site search, product finders, SEO, banners, promotions, landingpages and other functionality that engages the customer - A system managedassortment along with product information, pricing and attributes which can be searched, filtered and used to describe site products. - Chat functionality to offer to potential customers the ability to discuss Friedrich products - Effective site search with filters and refinements - Product finders to assist the customer - Product comparison functionality to assist selecting the correct products - Wish list capability to facilitate order creation and purchasingin any channel - Integration with store inventory - An eCommerce Platform or Framework that provides My Account, pricing, shopping cart and checkout functionality integrated into existing and new backend and point solutions - New point solutions, e.g.: personalization, ratings & reviews, sales tax, & freight - Product and content recommendationfunctionality based on customer preference profile, purchase or browse - Chat functionality - Abandoned cart functionality - Shared cart functionality for CSR support - An OMS to provide customer, product information, capture orders and support other order and customertransactions. - Since customer tender (e.g. credit cards) are needed to purchase products, credit card auth/settlement technologysuch as a payment gateway will be required. -Use OMS to trigger order status communication; or integrate with ESP - Analytics & reporting - Interfaces to CRM for customer data updates - Interface with shipping and delivery tracking - Integration with store inventory - Interfaces to data warehouse and marketing systemsto allow for post-purchase analysis and marketing - Fraud detection and review systems - Sales reporting and analysis systems - Returns processingintegrated with reverse logisticssystem - Issue credit via A payment gateway - Reorder from order history - My Account functionality -OMS which can record and maintain customer interactions or reference -Integration with ESP - Marketing emailsalong with promotions - Retargeting - Seasonal Refresh Reminders - Integration with CRM customer segmentation tools Back End Requirements: STAFFING - CSRs who can provide assisted selling and customerservice to web customers - Digital marketing expertise supportingthe transactional site - Site merchandisers who can manage the user experience and provide helpful search results and landing pages - Merchandisers who can maintain and enhance structures and unstructured product content - Digital marketing expertise to segment customers and personalize marketing methods / messages - CSRs who can provide assisted selling and customerservice to web customers, including wish list orders created in any channel - Digital marketing expertise supportingthe transactional site - Creative and User Experience designers - Merchandisers who can manage the user experience and provide helpful search results and landing pages - Digital marketing expertise to segment customers and personalize marketing methods / messages - Merchandisers who can maintain and enhance structures and unstructured product content - PM - BA - Front-end developers - CSRs who can provide assisted selling and customerservice to web customers - Order expediting and research support - Fulfillment staffing if consumerorders are shipped from Friedrich facilities - BI and analysis - CSRs who can provide assisted selling and customerservice to web customers - QA support - Site Support - Analytics - Marketing analytics support - Marketing skills to segment customerbase and create compelling messagesto drive conversion - Marketing support - eMails (e.g. abandon cart, promotional) Back End Requirements: PROCESSES - Assortment selection and forecasting - Product Content Management (PLM) - Descriptions - Attributes - Images - DAM - CMS - Related items - Pricing management - Marketing plans and execution - PPC management - eMail marketing - Affiliate marketing - Social marketing - Promotions - Creative - User Experience - Site Merchandising -Product training seminars for store associates - Assortment selection - Product Content Management (PLM) - Descriptions - Attributes - Images - DAM - CMS - Related items - Pricing management - Marketing plans and execution - PPC management - eMail marketing - Affiliate marketing - Social marketing - Promotions - Creative - User Experience - Site Merchandising - Scripts to support customer service of web customers - Additionalscripts to support post-purchase ordertransactions - Scripts to support chat - Fraud reviews and order releases - Store assortment management - Supply chain fulfillment footprint - FAC product information maintenance. - Credit Card Payment Reconciliation. - Credit Card chargebackprocessing. - Obtaining proofs of delivery - Processes to audit orders, sales, settlement and credits - Product recommendation knowledge, guidelines and content - Measurement processes and KPIs to track CSR performance - Scripts to support various customerand order transactions - Customersatisfactionsurveys - Testing processes - Measurement processes and KPIs to track CSR performance - Enhancement definition and prioritization processes - Assortment selection - Product Content Management (PLM) - Descriptions - Attributes - Images - DAM - CMS - Related items - Pricing management - Marketing plans and execution - PPC management - eMail marketing - Affiliate marketing - Social marketing - Promotions - Creative - User Experience - Site Merchandising Discovery Consideration Back End Requirements: TECHNOLOGY - An ecommerce Platform or Framework that will support navigation, browsing, guided selling, site search, product finders, SEO, banners, promotions, landing pages and other functionality that engages the customer - A system managed assortment along with product information, pricing and attributes which can be searched, filtered and used to describe sellable products. - Research PLM to manage product content and taxonomies especially if the assortment expands on the transactional site. - Functionality to display upsells, cross-sells and other related items - Effective digital marketing that exposes products' features and benefits via marketing emails, retargeting and page 1 search results - Integration with CMS and attributed product and installation content - Integration with store inventory - An eCommerce Platform or Framework that will support navigation, browsing, site search, product finders, SEO, banners, promotions, landing pages and other functionality that engages the customer - A system managed assortment along with product information, pricing and attributes which can be searched, filtered and used to describe site products. - Chat functionality to offer to potential customers the ability to discuss Friedrich products - Effective site search with filters and refinements - Product finders to assist the customer - Product comparison functionality to assist selecting the correct products - Wish list capability to facilitate order creation and purchasing in any channel - Integration with store inventory Back End Requirements: STAFFING - CSRs who can provide assisted selling and customer service to web customers - Digital marketing expertise supporting the transactional site - Site merchandisers who can manage the user experience and provide helpful search results and landing pages - Merchandisers who can maintain and enhance structures and unstructured product content - Digital marketing expertise to segment customers and personalize marketing methods / messages - CSRs who can provide assisted selling and customer service to web customers, including wish list orders created in any channel - Digital marketing expertise supporting the transactional site - Creative and User Experience designers - Merchandisers who can manage the user experience and provide helpful search results and landing pages - Digital marketing expertise to segment customers and personalize marketing methods / messages - Merchandisers who can maintain and enhance structures and unstructured product content - PM - BA - Front-end developers Back End Requirements: PROCESSES - Assortment selection and forecasting - Product Content Management (PLM) - Descriptions - Attributes - Images - DAM - CMS - Related items - Pricing management - Marketing plans and execution - PPC management - eMail marketing - Affiliate marketing - Social marketing - Promotions - Creative - User Experience - Site Merchandising - Assortment selection - Product Content Management (PLM) - Descriptions - Attributes - Images - DAM - CMS - Related items - Pricing management - Marketing plans and execution - PPC management - eMail marketing - Affiliate marketing - Social marketing - Promotions - Creative - User Experience - Site Merchandising
- 28. Tips and Tricks of the Trade! • Don’t let your customer journey map end in the drawer • Get design help - Convert your map into an visual engaging format • Hang it up on your office wall • This should not be a set and forget exercise – revisit and update your customer journey map frequently
- 30. #RSP18 Q&A / Speakers Terri Pucin FitForCommerce transformation@fitforcommerce.com Andrew Gaffney Retail TouchPoints
- 31. #RSP18 Register for more sessions now thru September 17th! Join Our Next Session: Location Intelligence - A Critical Tool in Retail Performance Management webinars.retailtouchpoints.com/retail-strategy-and-planning-series/2018/ September 18th 12:00 PM Eastern