Points of Customer Interface: Bricks and Clicks

CHAPTER 12 POINTS OF CUSTOMER INTERFACE: BRICKS AND CLICKS

ACTIVITY 12: THE CUSTOMER INTERFACE No matter your product experience, it is essential to consider the process by which customers will interface with the product. If, for example, the product is to be marketed through retail channels, identifying possible retailers and channels is essential. Furthermore, no matter what the Web objectives, developing an effective Web strategy is also essential. Specifically, develop a strategy for interfacing with

This exercise consists of the following parts and deliverables:

1. Define the characteristics of the channel and, more specifically, determine what is the best approach for reaching the customer (retail, online, in-company sales force, distributors).

2. If you are using a retail channel, define your retail strategy:

a. Who is your target market?

b. Which retailers best fit your strategy and where are they located?

c. What is your retail pricing strategy?

d. What kind of in-store experience do you want for your customer?

e. What is your marketing communications with retailers?

2. Define the Web strategy for the product:

a. Functionality of Web site (online purchasing, streaming product demo videos, retail locator or showing the customer where and how the product can be purchased).

b. Look and feel of the Web site.

Deliverables

 Developed a retail strategy based on an understanding of key retail decisions.

Essentials of Marketing Management 1e 1 Marketing Plan Exercise CHAPTER 12 POINTS OF CUSTOMER INTERFACE: BRICKS AND CLICKS

Part 1 - Define the characteristics of the channel and, more specifically, determine what is the best approach for reaching the customer (retail, online, in-company sales force, distributors).

STEPS IN PART 1 Open Marketing Plan Pro template “MM 1e - Chapter 12 - Customer Interface”

Note: Make sure that you are in “Plan Outline” mode (see the following screen shot). If not, then select “View” on the menu bar and then select “Plan Outline.”

Select 1.1.1 Channel Characteristics

Essentials of Marketing Management 1e 2 Marketing Plan Exercise CHAPTER 12 POINTS OF CUSTOMER INTERFACE: BRICKS AND CLICKS o What are the characteristics of your channel concerning the type of merchandise, assortment, services imparted to consumers, and differences in the value equation. Select 1.1.2 Approach

o List and describe the approaches (retail, online, in-company sales force, distributors) used to reach the customer.

Part 2 - If you are using a retail channel, define your retail strategy: a. Who is your target market? b. Which retailers best fit your strategy and where are they located? c. What is your retail pricing strategy? d. What kind of in-store experience do you want for your customer? e. What is your marketing communications with retailers?

STEPS IN PART 2 Describe the details of the product’s retail strategy concerning the following:

o Select 1.1.2.1 Target Market . Who is the target market of the retailers concerning a variety of characteristics such as geographic location, demographics, lifestyle, product benefits, or buying situation?

o Select 1.1.2.2 Location . What are the physical locations of the retail outlets?

o Select 1.1.2.3 Pricing . What are the pricing strategies used (i.e., high/low and everyday low pricing)?

o Select 1.1.2.4 Customer Experience . What types of services will be provided to influence the shopping experience, sales experience, and retailer experience? . What is the environmental atmosphere for the shopping experience, including store layout, displays, interior colors, and music?

o Select 1.1.2.5 Marketing Communications

Essentials of Marketing Management 1e 3 Marketing Plan Exercise CHAPTER 12 POINTS OF CUSTOMER INTERFACE: BRICKS AND CLICKS . How will you use marketing communications to generate customer traffic and drive customer purchases?

Part 3 - Define the Web strategy for the product: a. Functionality of Web site (online purchasing, streaming product demo videos, retail locator or showing the customer where and how the product can be purchased). b. Look and feel of the Web site.

STEPS IN PART 3 Describe the web site in terms of the following:

o Select 1.1.3.1 Online Purchasing

o Select 1.1.3.2 Multimedia

o Select 1.1.3.3 Information

o Select 1.3.2 Look and Feel of Web Site

Wrap Up

At this point, you have developed the process by which customers will interface with your product. It is important to design an integrated approach across all customer interfaces to deliver a consistent customer experience. In the next marketing plan assignment, we’ll decide the promotion plan as an integral part of your marketing plan.

Essentials of Marketing Management 1e 4 Marketing Plan Exercise