How to Design for an Omni-Channel Shopping Experience

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Information about How to Design for an Omni-Channel Shopping Experience
Technology

Published on February 25, 2014

Author: UserZoom

Source: slideshare.net

Description

According to the IDC Retail Insights report, Omni-Channel shoppers will spend 15% to 30% more than Multi-Channel shoppers and they are more likely to be your brand’s influencers and Net Promoter advocates. It is now evident, that brands who make the customer experience omniscient, i.e. continues and universal, will lead the marketplace.

So how do you design for an Omni-Channel shopping experience? View a webinar on-demand with Sean Van Tyne, author of The Customer Experience Revolution, to learn how to craft a uniform experience across channels and touch points.

Twitter Hashtag: #uzwebinar

In this 60-min webinar on-demand you will learn:
-What Omni-Channels are
-Who Omni-Channel Shoppers are
-What a journey map and a service blueprint is
-How to create an Omni-Channel

Webinar: How to Design for an Omni-Channel Shopping Experience Sean Van Tyne, co-author of The Customer Experience Revolution Alfonso de la Nuez, Co-Founder and Co-CEO at UserZoom #uzwebinar

Speakers: Sean Van Tyne Co-author The Customer Experience Revolution Alfonso de la Nuez Co-Founder and Co-CEO UserZoom

Quick Housekeeping • Chat box is available if you have any questions • There will be time for Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides/recording • Twitter hashtag: #uzwebinar www.userzoom.com

About UserZoom  UserZoom offers an all-in-one software solution to manage digital Customer Experiences by enabling brands to costeffectively plan, research, design, and measure CX and UX on a unified platform. UX Consultants since ’01, SaaS since ‘09 In Sunnyvale (CA) Manchester (UK), Munich (DE) and Barcelona (Spain) 90% renewal rate www.userzoom.com

About UserZoom Unique, innovative & holistic approach to online CXM www.userzoom.com

Agenda • • • • • What Omni-Channels are Who Omni-Channel shoppers are Creating an Omni-Channel Qualitative and quantitative research Journey maps and service blueprints www.userzoom.com

Single Channel Bulk of revenue from one channel Multi-Channel Different experiences across channels, siloed business units, and brand dilution Cross-Channel single brand across channels and product synergy Omni-Channel single view of customers across channel, seamless access across channels, organization united across all channels

Customers are Multi-Dimensional • She is busy at work and out with friends. • She always has her mobile device in her hand. • She’s active on Facebook and Twitter and YouTube and a dozen other social media sites. • She is smart and demanding. Terry Lundgren, President, CEO and Chairman, Macy’s, Inc

Customers are Multi-Dimensional • We want that customer to be able to interact with Macy’s no matter where she is or how she shops. • It makes no difference to us whether she buys something in our store or online … or whether she is shopping from her desktop computer or her Droid or her iPad. Terry Lundgren, President, CEO and Chairman, Macy’s, Inc

Customers are Multi-Dimensional • We have a whole series of strategies in place to drive our store customers to the Web, and our online customer to the stores. • We strive to have a 360-degree view of the customer. Terry Lundgren, President, CEO and Chairman, Macy’s, Inc

Omni-Channel Shoppers • Multi-Channel Shoppers spend, on average, 15% to 30% more with a retailer than someone than a Single Channel Shoppers • Omni-Channel Shoppers will spend 15% to 30% more than Multi-Channel Shoppers • Omni-Channel Shoppers are more likely to influence others via their social networks and online activity and exhibit strong loyalty "Satisfying the Omni-channel Consumers Whenever and Wherever They Shop,” IDC Retail Insights

Three Types of Omni Shoppers • Omni/Integrated. Affluent, home-oriented but well connected on the move and at the office, 30 to 50 years old. • Young Mobile. Shoppers younger than 30 who are constantly on the move, but who primarily text and rarely email. • Social Networker. Primarily young but span all age groups. Connected by interest rather than age or location. "Satisfying the Omni-channel Consumers Whenever and Wherever They Shop,” IDC Retail Insights

Omni-Channel Shoppers • Omni-Channel Shopping requires an immersive and superior customer experience regardless of channel • Merchandise that is customer-centric and is not specific to any channel "Satisfying the Omni-channel Consumers Whenever and Wherever They Shop,” IDC Retail Insights

Creating an Omni-Channel • Communications between the Marketing, Sales, and IT needs to be as smooth as possible with little confusion about goals and strategies • A clear and thorough understanding of the customer and target market is required to be able to determine, develop, and deliver the brand promise

Creating an Omni-Channel • Keep an omni-channel context – identify where it can degrade meaning to a customer • Model and predict the different ways your customer transitions between various channels - from a digital channel into a physical space and your employees • Switching channels - We often “drift” back and forth between/across channels over an undefined time period

Creating an Omni-Channel • Do it Early - very early in a design process, identify, visualize and map these informational needs so you can begin to construct maps of how information will flow across the wider “eco-systems” • Do it Often – review experience designs with stakeholders, subject matter experts and your target audiences as often as possible to constantly revise and perfect it

Types of Touch Points • Physical touch points: your physical products, packaging, etc. • Digital touch points: are constantly updated like websites, Twitter, etc. These are always evolving • Human touch points: customer service, interactions with your employees

Quantitative and Qualitative • Quantitative information can provide analytics about what people are doing with your products but it doesn’t tell you why • Qualitative measures that can help you understand why.

Follow Your Customers • Observe how your customers interact with your channels (website, products, services, people, etc.) and learn about the context • Look for “workarounds” - see how your customers adjust to interact with your products and services to understand experience gaps and opportunities for innovation. • Follow the whole engagement: don’t just focus on a single channel. Watch the entire process.

Service Design – Customer Experience

Maps and Blueprints • Journey Map is a way to illustrate the cross channel experience of a customer. It includes what happens front-stage (visible to customer) and back-stage (behind the scenes) in a linear flow. • Service blueprint helps to guide back-end processes: how things fit together and what needs to be in place to create a great experience.

• Design an integrated approach to manage cross channel experiences • Ensure an experience design that is consistent with your brand objectives and strategic product vision • Manage the experience at all touch points across all channels

Thank You www.SeanVanTyne.com http://twitter.com/Sean_Van_Tyne www.linkedin.com/in/seanvantyne www.cxrevolution.com www.userzoom.com @userzoom http://www.linkedin.com/company/userzoom

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