HC 3 – Retail Marketing 19-09-2016
Slide 2 & 3 Recap of HC 2
Journey = all customer relevant steps (so look through the eyes of the customer).
Guest lecture: Selimi: ‘Customer-centered Retailing’, integration (also data
streams), technological and leadership capabilities.
- Retail mix 7 P’s: process, people, physical evidence
Digital reality
- Smartphones used for in-store
o Price comparison (53%)
o Finding offers and promotions (39%)
Each fase customer goes through is in touch with different channels info or selling
wise.
E.g. H&M didn’t integrate online and offline (so people start to buy online but H&M
also has B&M and personnel to maintain). When they integrated it people in offline
stores did not like it (e.g. return clothes). Now discount when you buy offline etc.
so that customer shops in larger channels.
McKinsey & Company – Digitizing the consumer decision journey
- Discover
- Design
- Deliver
E.g. Example of a customer journey = L’Oreal (always from the perspective of the
customer)
Look for the touch points for assignment (Baxendale et al. 2015)
Some touchpoints that are not in control: Third party touch points
- Very strong impact for brand consideration
o In-store communication
o Peer observation (other persons using the brand) make a strategy
of this
Frequencies are also important
- Low contact service – 2 touch points
- High contact service – Way more opportunities to screw up
Recency of touchpoints remembers the last things that happened (last thing as
most salient).
e.g. Cool Blue letter when he picked up the TV (felt like they know me). Then a
good experience at the end and he shared this on Facebook.
Self Service Technology (SST) added to the process:
- Technology should facilitate the customer journey also when this is inside
Not diminish the experience from the outside.
- Technology instead of personnel
Who is in the Shopper?
- What do they do?
o Side note: info graphics to present your ideas.
o E.g. 5 truths of beauty shoppers
- Who are they?
o Who is the segments and what are the characteristics
Slide 2 & 3 Recap of HC 2
Journey = all customer relevant steps (so look through the eyes of the customer).
Guest lecture: Selimi: ‘Customer-centered Retailing’, integration (also data
streams), technological and leadership capabilities.
- Retail mix 7 P’s: process, people, physical evidence
Digital reality
- Smartphones used for in-store
o Price comparison (53%)
o Finding offers and promotions (39%)
Each fase customer goes through is in touch with different channels info or selling
wise.
E.g. H&M didn’t integrate online and offline (so people start to buy online but H&M
also has B&M and personnel to maintain). When they integrated it people in offline
stores did not like it (e.g. return clothes). Now discount when you buy offline etc.
so that customer shops in larger channels.
McKinsey & Company – Digitizing the consumer decision journey
- Discover
- Design
- Deliver
E.g. Example of a customer journey = L’Oreal (always from the perspective of the
customer)
Look for the touch points for assignment (Baxendale et al. 2015)
Some touchpoints that are not in control: Third party touch points
- Very strong impact for brand consideration
o In-store communication
o Peer observation (other persons using the brand) make a strategy
of this
Frequencies are also important
- Low contact service – 2 touch points
- High contact service – Way more opportunities to screw up
Recency of touchpoints remembers the last things that happened (last thing as
most salient).
e.g. Cool Blue letter when he picked up the TV (felt like they know me). Then a
good experience at the end and he shared this on Facebook.
Self Service Technology (SST) added to the process:
- Technology should facilitate the customer journey also when this is inside
Not diminish the experience from the outside.
- Technology instead of personnel
Who is in the Shopper?
- What do they do?
o Side note: info graphics to present your ideas.
o E.g. 5 truths of beauty shoppers
- Who are they?
o Who is the segments and what are the characteristics
