A NEW CUSTOMER

JOURNEY
FROM PATH TO PURCHASE TO EXPERIENCE DESIGN
twitter @johnbatistich

physical stores are still the primary way

people acquire merchandise, & i think that
will be true 50 years from now
ron johnson former president jc penney

but online is gaining rapid share

Source: Forrester HBR December 2011

a structural change is
currently underway in the
retail industry as a result of
changing consumer
preferences & spending

there will be more change in how

consumers shop & pay in the next 3 years
than we have seen in the last 20
john donahue ceo ebay

technology enabled connectivity

1 billion pcs & 4 billion mobiles
location-based services
mobile & social payments
intelligent vending
3d screens
rising transparency & amplification
increasing collaboration
personalisation
acceleration of everything
hunger for real shared experiences

1. ubiquitous mobile connectivity

2. democratisation of production tools
3. access to higher data speed/more storage
source: richard watson

we want to be the most

customer centric
organisation on the earth
jeff bezos ceo amazon

Macys embraces customers and

strives to provide an experience
that transcends ordinary shopping

Our core purpose is to create value for

customers to earn their lifetime loyalty
Company operations start with the
demands of the customer being
channelled by the store. Customer desire
for fashion is taken into overall account,
considering everything that complements
the buying experience

By understanding our customers

individual needs and anticipating their
desires...We are creating connections
that are personal< relevant and oh-so
rewarding

We want to be more customer focused.

Instead, were working to become a truly
customer driven organisation

In customer facing initiatives, we

are enriching our connections on
many fronts
Saving people money to help them live
better lives...For millions of customers who
shop in our stores around the world each
week, it means they can trust that our brand
means we have everyday low prices
H&M aims to constantly meet or
exceed customer expectations

the best are keeping their customers close

SHOPPER BEHAVIOUR
Seismic shifts in shopper behaviour driven by technology enabled connectivity

old ways

new behaviours

command & clicks

touch, voice & gesture

text & 2d

video & 3d

single task

multi-task

appointment to view

time shifting

desk/laptop search & email

social & mobile search

ecommerce

mcommerce

store trading hours

shop anytime anywhere

mobile communication

local where service finds you

entertainment & retail

tcommerce

seasonal sales

global price transparency

quality relationships

quantity relationships

private

public

knowledge

resourcefulness

SHOPPER JOURNEYS
the old linear model is being replaced by a network to advocacy

source: psfk

the old linear path to purchase less relevant

receive
see an ad

awareness

catalogue
mail or edm

consult
sales
person

visit
store

consideration

trial

buy

purchase

sign up for
loyalty
card

repeat

contact
customer

service

new channels with new roles

Reach

Any owned,
bought or earned
communication
channel(s)

Influence

In store only
Web to store
Store to web
Online only

Purchase

In Store
Online

Acquire

Click & collect

Click & return
Buy in-store home delivery

Share

Share moments
that influence
reach

with 5 moments of truth

Search

Try

Buy

Share

Cry

channels of influence and purchase

Influence Online
Purchase Online
Influence In-Store
Eg: Music/Books/Travel
Purchase Online
~5%
Eg: Consumer Electronics/Footwear
~1%

Influence In-Store
Purchase In-Store
Eg: Groceries/Services
~50%

Influence Online
Purchase In-Store
Eg: Apparel/Homewares
~44%

creates a new shopper journey

how does a customer become aware how does a customer gain knowledge about
with your products or services?
our products and those of your competitors?
where do they go to learn and compare?

Discover
Find
Buy

how does a customer interact

with our company post
purchase? what are the
interactions that promote
loyalty and advocacy rather
than frustration?

Relationship

how does a customer

transact with your
company? what are the
dynamics of the
purchase process?

Acquire

(if you want it?)

Use &
Share
how does a customer use our product in daily life? what do they
have to do to take advantage of its benefits? what are the
components of the user experience?

how does a customer

take delivery of our
product or service?
what are logistics of
getting it?

number of channels used

to buy fashion increasing

% of Shoppers

Channels
Source: Conlumino

average duration & length of

purchase process increasing
Minutes

Customer Experience Stage

Source: Conlumino

Duration of Purchase
Process

Time Spent on
Purchasing

0.5 days

83 minutes

3.4 days

111 minutes

rail europes customer journey

Source: http://www.slideshare.net/jaminhegeman/mapping-the-journey-experience-beyond-the-screen

STAGE 1: DISCOVERY
I am looking for inspiration browsing in an area of interest

DISCOVERY

it usually starts with a

search. 80% of shopping
starts with google.
john stine director of internet business solutions cisco

DISCOVERY

receive a
enewsletter
(40%)

DISCOVERY

go to a brand page or get a news

feed for news & offers (23%)

DISCOVERY

on tv or go a little deeper on a tablet

DISCOVERY

or get inspired by branded video content

DISCOVERY

or pick up on something that has gone viral

DISCOVERY

a blog might create interest

DISCOVERY

an online game might get me started

DISCOVERY

a daily deal might spark a want

STAGE 2: FIND
I know what I want and are looking for the best option/solution

http://www.qualtrics.com/blog/wp-content/uploads/2010/06/market-research.jpg

FIND

go to brand or aggregator
website to find product (50%)

FIND

go to a shopping centre website to find

a store, opening hours or offers (19%)

FIND

find a professional product review (17%)

FIND

or seek a customer review (15%)

FIND

view a catalogue or coupon

FIND

mobile search on a optimised website

70% of those using a mobile device are within an hour of buying

whereas 70% of those using a desktop are more than a week away

FIND

compare, browse, review, search,

share & buy anywhere on mobile

STAGE 3: BUY
our in-store purchase decisions are more informed & faster than ever before

BUY

finding a convenient park near my entry

http://www.fastcodesign.com/

BUY

check-in for a deal

BUY

find my way
41

BUY

take my path
42

BUY

get onto wifi to get fast cheap data

BUY

i might engage in a brand experience

44

BUY

i might attend an event

What
We Do

Our
Audience

Marketing
Platforms

Insights &
Expertise

Campaign
delivery

Effective

solutions

INFLUENCE & CONVERT: THE WESTFIELD SHOPPER

45

BUY

experience the store

46

BUY

interact with digital pos

47

BUY

engage with in-store selection technologies

BUY

my mobile is now my shopping tool/weapon

BUY

get real time price reviews

BUY

enable an app to get an incentive

BUY

access all of my coupons

BUY

scan product for more information or to buy

BUY

or get help from an

informed sales associate

BUY

find more on the web when in store

BUY

take a break

56
http://www.google.com.au/imgres?q=westfield+food+court&hl=en&gbv=2&biw=1920&bih=1019&tbm=isch&tbnid=nprkzVoRfd5cmM:&imgrefurl=http://www.yelp.com.au/biz_photos/Lf8OUzMhb22wj1Dk3vucYQ%3Fselect%3DXIQYlU2UWKHxvzEJLRVnpw&docid=KMh3tT3yFK13IM&imgurl=http://s3media2.ak.yelpcdn.com/bphoto/XIQYlU2UWKHxvzEJLRVnpw/l.jpg&w=533&h=400&ei=3cZ4T6apJqnFmAXP3cTpDw&zoom=1&iact=hc&vpx=334&vpy=502&dur=120&hovh=194&hovw=259&tx=158&ty=123&sig=111856002902335195116&page=1&tbnh=154&tbnw=219&start=0&ndsp=41&ved=1t:429,r:1,s:0

BUY

retail could come to me

BUY

frictionless mobile payment systems

BUY

changing all notions of customer

service & store design

http://www.mobilemag.com/2012/08/06/google-wallet-update-pushes-your-cards-to-the-cloud/

http://www.geeky-gadgets.com/square-iphone-credit-card-payment-system-arrives-in-apple-stores-21-042011/

BUY

go through purchase funnel to buy online

http://www.google.com.au/imgres?q=online+shopping&hl=en&gbv=2&biw=1920&bih=1019&tbm=isch&tbnid=39Qo5JyUmQHzpM:&imgrefurl=http://www.oecd-antispam.org/reviews/online-shopping-for-newbies.html&docid=aDSYHwv0sc1LEM&imgurl=http://www.oecd-antispam.org/wp-content/uploads/2012/01/online-shopping.jpg&w=423&h=284&ei=VMV4T-zgA6rBiQeN7K3tBA&zoom=1&iact=hc&vpx=1457&vpy=189&dur=2128&hovh=184&hovw=274&tx=159&ty=100&sig=111856002902335195116&page=1&tbnh=135&tbnw=179&start=0&ndsp=42&ved=1t:429,r:7,s:0

STAGE 4: ACQUIRE
I can buy online and pick up/return in store or buy in store and get home delivery

ACQUIRE

shop online when in store

ACQUIRE

shop online pick up in store or

buy instore & get it deliver home

ACQUIRE

get preferential click and collect

ACQUIRE

acquire through a parcel locker network

STAGE 5 & 6: USE/RELATIONSHIP

post purchase expectations to know me and my needs are on the rise

Source: Sparksheet.com

RELATIONSHIP

store & service exceeds expectations

Uniqlo Tokyo

RELATIONSHIP

become a member of a loyalty program

RELATIONSHIP

earn and burn points online

RELATIONSHIP

behaviour based recommendations

RELATIONSHIP

get help in store or online

RELATIONSHIP

get micro-blogging news

or service support

RELATIONSHIP

i might share what i have bought

RELATIONSHIP

become part of the brands service ecosystem

RELATIONSHIP

or post a review of the store

i might even take action against you

RELATIONSHIP

Consumers have
something they
have never had
before, the power
to warn &
threaten, rather
than to punish
silently after the
fact
bruce philp consumer republic

search, try, buy, use, share & cry

http://www.google.com.au/imgres?q=moment+of+truth&hl=en&biw=1920&bih=1019&gbv=2&tbm=isch&tbnid=_hR-3UG-dH20CM:&imgrefurl=http://fbiedermann.blogspot.com/2012/01/moment-of-truth.html&docid=TpXJm1iXM2nt8M&imgurl=http://1.bp.blogspot.com/WfeywxlkIOY/Tx554Qan4UI/AAAAAAAABG0/hruHswRUj4k/s1600/Moment%252Bof%252Btruth.jpg&w=400&h=302&ei=EcZ4T_nOEKmziQeB1Zj5BA&zoom=1&iact=hc&vpx=356&vpy=160&dur=3029&hovh=195&hovw=258&tx=152&ty=106&sig=111856002902335195116&page=1&tbnh=160&tbnw=199&start=0&ndsp=44&ved=1t:429,r:1,s:0

How do I perform against expectations/ competitors

discovery

find

buy

acquire

use

relationship

website
-0.3

website
-1.0

website
-0.8

store staff
-0.4

call centre
-1.2

online account
-0.4

word of mouth
-0.2

media
+0.1

word of
mouth
-0.3

online
activation
-0.7

website
-0.5

website
-0.3

social
networks
-0.1

store staff
-0.4

store staff
-0.2

provider store
-1.8

online
account
-0.5

call centre
-1.8

mass media
+0.2

online
reviews
-0.7

payment
process
-0.3

device
0

device
0

direct
-0.2

enewsletter
-0.4

provider
store
-2.0

online
-0.7

call centre
-1.4

store staff
-0.4

store staff
-0.3

numbers represent performance gap between company and market leaders

ATTRIBUTING VALUE
Understanding the value of a customer remains the holy grail to inform choices

for every $1 spent online with

macys led to $5.70 in-store

418% more likely to visit startbuck.com

spent 8% more. transacted 11% more frequently

are they pre-existing preferences?

source: comscore

source: syncapse

fans are more valuable

spending $159 more per year

5 TAKEAWAYS

source: psfk

1. Create/map your core customer journey

2. Understand how digital channels are influencing your
customer paths and determine their impact/value
3. Understand what your customer is thinking, feeling
and doing at each stage
4. Understand the key touchpoints and how you perform
against substitutes on the moments of truth
5. Design the optimal experience. Transform and harness
your organisation to deliver your brands experience
26 May 2010

SOURCES
westfield.com.au
michael batistich of we are social
richard watson
adaptive path on slideshare
forrester
g2 on slideshare
google images
flickr
comscore
psfk
synapse
contagious
amp retail
compete.com
hbr

twitter @johnbatistich

A NEW CUSTOMER
JOURNEY
FROM PATH TO PURCHASE TO EXPERIENCE DESIGN
twitter @johnbatistich

http://www.fastcodesign.com/

The following presentation is for general information purposes only. Westfield

makes no representations about the accuracy or suitability of the information
provided and takes no responsibility for any error, omission or defect in that
information. In making this information available, Westfield is not providing
advice nor is it promoting or endorsing any approach referred to. In relation
to all decisions regarding your business, you should seek professional
advice having regard to your particular needs and objectives.

customer experience design needs

to align with organisational goals

experience touchpoint management

Provider Store
X