Navigating the Digital Ocean

Editor's Notes

• #2: Theme of talk: NOT GOING AFTER EVERYTHING THAT IS SHINYFinding ways through the mazeWe can help to do xxx…We see that xxx is happening….In our experience…
• #5: All enterprise retailers. All Magento…
• #9: Not a terrible approach…..just start to engage and see what happens
• #10: Relationships,Context, Brand Touchpoints,Brand Advocacy Brand is what ppl say about you when you have left the roomWe’ve developed theConcept of “The Omni-channel Trinity”. Brand, People and Context.Little odd or ambiguous, the whole trinity thing might be a little grand… Hey I’m a creative. One thing’s for sure they’re carefully thought out. They frame Omni-channel.Let’s start with the simplest one. BRAND.>
• #11: As Magento professionals. Happy day. Client win.Imagine that day on a timeline. Start of your engagement together. It’s the present. Will build great things.It’s not the start for the brand. Far from it. Brand AND importantly CONSUMERS just another day. Last week let down, happy. Or ambivalent.Don’t care about new client or agency. Want return processed. Improve in-store experience…omni-channel world the consumer is the only person who matters.>>>>
• #12: THEN DO IT AGAIN…improve understanding. Reconaissance aircraft.So what do we do to maintain, improve or change that relationship.WE as professionals – agency and client - need to understand context to form a relationship with the end consumer.Relationships are important to form affinity and drive advocacy.Simple equation states we need to do 2 things to understand context.Research the consumers – our PEOPLE Analyse the brand channels as they stand right now. – TOUCHPOINTS
• #13: Vital. Takes time. Analyse the channels. 3 categories…DREAMS – MATTRESS COMFORT = UNIQUE BED FINDER. Mattress delivery slot – LESS abandonned baskets higher basket value.Traditional – traditional heartland of retail. Gives most amazing insight.Modern Convenience – Always on with increased analytical insight… Crazy not to look at these.Emerging Channels - all pervasive and increasingly innovative… Apps, Social and emerging tech like POS, 2nd screen, Interactive TV etc.-------- SMYTHSON – FACTORY. HERITAGE. INNOVATION = ELEGANT STYLEDREAMS – MATTRESS COMFORT = UNIQUE BED FINDERRADLEY / HACKETT – IN-STORE = REFLECTED RESPONSIVELY.ACNE – SWEDEN. FASTIDIOUS. FASHION SHOW. = UNIQUENESSCrucial to understanding the retail proposition. So is consuming all the available brand collateral, the marketing, the advertising… recent, old, future. There’s a message for every brand. A USP, a market share, a tone of voice.
• #14: SO simple, but it’s so often overlooked. Doing this for 15yrs. No GA. We just had to sort of guess.There was research available but it was ££££. We often didn’t bother.Do as much as possible. We take it very seriously.If you don’t know who the consumers are, how you going to form a relationship?Let’s imagine now that we’ve got a huge amount of ‘people research’… All sorted, demographics, device etc, Let’s discover HOW they engage with us…>>>>
• #15: You’re empowered by new contextual understanding.Now look at your ‘people’ research develop realistic consumer profiles. Actors.Do together. Create mutual understanding. Get to know them.Insight on raw data. More ENRICHMENT = more insight.SMYTHSONSBy enrichment I mean things like shopping style…. Relaxed browsing or Time-precious. Gifting /or buying for themselves?Describe how you think they’ll act… VERY beneficial especially when you progress to the next stage which is… >>>>>>>>>>
• #16: …CUSTOMER JOURNEYS.Map the personas across all brand channels. Pursuing consumer’s goal.Simple flowcharting uses DEVICE, CONTEXT, CHANNEL SWITCHING and external factors, such as time constraints or travel interruptions etc.Identify strengths & weaknesses.At this stage hypothetical is good enough. Any detail helps.PW: now we are in tangled web AGAIN….no we’re not…>>>>>>
• #17: Done BRQND, PEOPLE and CONTEXTHOWEVER… we now have too much to think about. Too COMPLICATED?...We can’t satisfy everyone. Everyone is different.Prioritise segment? Most important?It is easy at this point to solely focus on digital.That’s the route to INTEGRATED or Multi-channel.That’s focusing on your current process – not your consumers.We have good foundations now. We need to improve our FOCUS…>>>>>>>
• #19: This is where IMPACT MAPPING comes in. It’s a methodology we employ.Every time we do this I’m astonished at how quickly we (the client and us) achieve alignment and vision. It helps with all strategic planning, let alone Omni-channel…It’s a powerful process, designed to make everyone FOCUS and it starts with a very simple principle…>>>>>
• #20: WHY?... Why are we doing this?Doesn’t get asked enough. Not since under 10.Crucial to success as a retailer as it crystallises what YOU want out of the activity.Once you’re clear on what YOU want, you can map that against customer expectiations.It’s not a question about features in Magento or how much it’ll cost.It’s not a MOSCOW analysis or a list of requirements.It’s the very core of what you’re attempting to achieve…>>>>>>
• #21: NOW… Turn that WHY into a goal. Must decide and AGREE on together. Must be achievable. Not ridiculous.A specific one with metrics and timeframes.Your MISSION OBJECTIVES together. Your handshake. Remember that timeline we talked about. This is the present. Once YOU’VE established YOUR goal you can look into the future together.AGILE MethodologySpecific, Measurable, Actionable, Realistic, Timely
• #22: NOW, you might be thinking… I have a goal already. I want to sell more.I want to know about omni-channel.Your WHY is only the tip of the iceberg. The END result.This is IMPACT MAPPING… Explain.
• #23: Natural to end up with something like this.Good sign as you’re doing it right.Thinking of everything not just one thing.Let’s FILTER it down. As an agency we do that in a complex way – feature mapping, example workshops, backlogs, sprints etc.>>>>BACKLOG
• #24: Many ways to prototype. To experiment. They’re in here let’s get them out.I personally prefer drawing them as in my opinion – no matter how bad you are at drawing - you can make a mark and show someone rather than tell them.Be simplistic. Think ‘form follows function’. What MUST it do - not what CAN it do. Prioritise based on your GOAL and your CUSTOMER JOURNEY.>>>>
• #25: Now that you’ve identified the gaps and the journeys you want the consumer to take. You need to fill them with some form of activity.SKUNKWORKS TEAM?Time to define a resolution to any omni-channel shortfalls.Let’s get prototyping some solutions.By prototyping we mean it in the truest sense of the word.. creating things.
• #28: Relationships,Context, Brand Touchpoints,Brand Advocacy Brand is what ppl say about you when you have left the roomWe’ve developed theConcept of “The Omni-channel Trinity”. Brand, People and Context.Little odd or ambiguous, the whole trinity thing might be a little grand… Hey I’m a creative. One thing’s for sure they’re carefully thought out. They frame Omni-channel.Let’s start with the simplest one. BRAND.>
• #29: If you have to choose….#2
• #30: Didn’t even mention technologyWhere are thesejourneys? Quite theoretical. Predominantly. To be frank we are concerned with online first and foremost. It’s a Magento conference.We may have some engagement with the other non-digital channels… but in this room we’re thinking about digital.One thing we do know is consumers engage via the device they feel most comfortable with in the appropriate context… They start a journey on the train that they pick up at work or in-store and complete at home.EXPLAIN.