Commerce Obsessed: How to Map a B2C Customer Journey
#MLEU Ryan Green Sr. Manager, Commerce Product Marketing
@Greener250 #MLEU #CommerceObsessed
#MLEU You’ve got to start with the customer CUSTOMER TECHNOLOGY experience and work back toward Flash the technology – not the other way around. Steve Jobs
Boxed Software
#MLEU My Commerce Experiences & Trends
#MLEU Sometimes We Make it Too Easy…
#MLEU B2C to B2B…pop up?
#MLEU Uber Humanizes My Experience
John 4.93 Red Nissan | AET112 Change color
Your driver is deaf or hard of hearing.
To help you spot your ride, you can change the icon glowing in your driver’s windshield
#MLEU Dating Push Notification
HINGE HINGE 5m ago 5m ago
19 people from Binghamton joined Hinge in NYC. BINGHAMTON You’re19 75% people more likely from to connect Binghamton with joined Hinge in NYC. hometowners!You’re 75% more likely to connect with HOME Slide for more hometowners! Slide for more
NEW YORK CITY LIVE
#MLEU Banking & Shopping
#MLEU Marketplaces…
#MLEU Competition from all angles [Patent Pending] Fulfillment
Tmall / Taobao / AliExpress / Online Multi-level for UAVs Rail-borne Lazada / Alibaba.com / Amazon.com Marketplace 1688.com / Juhuasuan / Daraz
Physical Whole Foods / Amazon Go / Intime / Suning* / Hema Retail Amazonbooks
Ant Financial* / Paytm* Payments Amazon Payments Airborne Underground
Youku / UCWeb / Alisports Amazon Video / Amazon Music Digital /Alibaba Music / Damai / Alibaba / Twitch / Amazon Game Studio Entertainment Pictures* / Audible Ele.Me (Local) / Koubei (Local) / Alimama / (Marketing) / Cainiao Alexa (IOT) / Ring (IOT) / Other (Logistics) / Autonavi (Mapping) / Kindle+ Fire Devices (Hardware) Tmall Genie (IOT) Underwater
Cloud Alibaba Cloud Amazon Web Services (AWS) Platform
Advertising
Source: Mary Meeker Internet Trends 2018 #MLEU Always On & Connected
Thrives on Experiences
Agnostic to Channels
Elusive to Loyalty
#MLEU Consumer Time = Money/Opportunity
Consumers Decreasing Consumers Leaving Consumers NEW #1 Touchpoint Attention Span Slow Brands Average Spent per Day With TV and Mobile Devices by US Adults, 2013-2020 minutes
270 260 250 245 238 230 223 229
215 222 219 203 12345678 188 170 2001 2017 153 132
#MLEU Mobile is crushing it…BUT Top 5 apps take almost all the consumers’ time and attention Smartphone Tablet Mobile could be #1 soon but single 1 49% 65% digit growth shows possible peaking 2 18% 17% 3 10% 7% 4 6% 4% 2:33 2:39 2:24 5 4% 2% 2:12 Overall session growth of 6% 1:56 1:39 but shopping is 54% Average = 6% Shopping 54% 15.8% 16.6% 13.9% Music / Media / 9.3% 43% 6.5% 4.0% Entertainment 33% Business / Finance 20% Utilities / Productivity 20% 2015 2016 2017 2018 2019 2020 News / Magazine -8% Sports -8% Average time spent per day with smartphones Photography -8% %change Personalization -16% Games -40% Note: ages 18+; includes all time spent with nonvoice activities on smartphones, regardless of multitasking Source: eMarketer, April 2018 Lifestyle #MLEU Voice is not just a cart
47% 43%
32% 28% 27% 25% 22% 21% 17%
Product Creating Price Researching checking for One-time Delivery Frequent One-time pick search / shopping list comparison store info deals / delivery status re-ordering up orders research promotions orders
#MLEU EXPERIENCES MATTER MORE THAN EVER
#MLEU Why a Customer Journey?
Puts more focus on Puts more importance on Puts more focus on the Customer the Data & Context friction between… People Departments Experiences Channels Devices
#MLEU animation.
AWARENESS DISCOVERY SHOP PURCHASE POST PURCHASE SARA ROSE
AWARENESS DISCOVERY SHOP PURCHASE POST PURCHASE “I have a need.”
My Customer Journey Goal: Friction Identification & Opportunity
#MLEU TIPS AWARENESS “I have a need.” ▪ Fix any site functionality before advertising ▪ Tie in inventory to your ad buying ▪ Spend ad dollars like a mutual fund ▪ Rethink traditional channels like TV or print ▪ Use your social channels to meet the customer in new ways FACEBOOK PINTEREST
TWITTER LINKEDIN INSTAGRAM FRICTION SNAPCHAT YOUTUBE ▪ Weak mobile social website rendering SEARCH AMAZON EMAIL DISPLAY ▪ Repetitive ads (esp audio/video) BLOGS VOICE IOT BILLBOARDS ▪ Not seeing across devices DIGITAL TV ▪ Cant find the product shown in ad COMMUNITIES WHATSAPP ▪ Unaware of product launch ▪ Voice skill gap
#MLEU DISCOVERY TIPS AWARENESS ▪ “I have a need.” Prioritize your owned and operated channels over expansion ▪ Ensure that your pages are optimized for SEO ▪ Consider how you can target customers in the store with store screens ▪ Look to expand to Amazon and or Marketplaces
FRICTION
▪ Store vs. Online vs. Marketplace availability ▪ Unclear value or description of the product ▪ Product pricing across channels ▪ Lack of assortment ▪ Not mobile optimized
#MLEU SHOP TIPS ▪ Reduce the steps to add items to AWARENESS DISCOVERY “I have a need.” a cart or page refreshes ▪ Think about visual search and or visual recommendations to expand in new ways ▪ Look to optimize search functions and most used facets customers use ▪ Remember selections from users previous search, page or command FRICTION ▪ Poor or lacking creative assets for the product or good ▪ Cant touch/ feel / experience the product (online) ▪ Online or Offline do not price match across channel ▪ Unsure how to use or have a video to simplify ▪ Search does not help auto complete or predict #MLEU TIPS PURCHASE ▪ Allow guest checkout option AWARENESS DISCOVERY SHOP “I have a need.” ▪ Give estimated shipping dates ▪ Reduce steps to checkout ▪ Utilize screen technology to bring boring products to life ▪ Rethink about how you can fulfill the order in new ways to delight
FRICTION
▪ Can’t order out of stock item ▪ No buy online pickup/return in store ▪ Coupon or code or promo issues ▪ Payment or site security concerns ▪ Poor payment, shipping, and fulfillment options
#MLEU TIPS POST PURCHASE AWARENESS▪ Focus on existingDISCOVERY customersSHOP first PURCHASE “I have a need.” and cross/upsell motions ▪ Make returning the product just as easy as buying ▪ Give customer product updates that are meaningful
FRICTION ▪ Poor/Confusing Order Tracking ▪ Hard To Print Return Labeling ▪ In Store Return Not Accepted ▪ No Communications Preferences ▪ Slow Reimbursements
#MLEU Key Takeaways… Customer Obsess over every detail about your customer SARA ROSE and have a customer journey goal! PERSONAS & GOALS
CUSTOMER PRODUCTS SEGMENTATION EXPERIENCE PROFILE EVENTS Nadia | Elements Women Loyalty EMAIL: [email protected] MOBILE IN-STORE Shell ▪ Install app ▪ In-store visit: Main street GENDER: Female Running Luma account ▪ Luma app home screen ▪ Employee scans QR code Context Focus▪ on the context…▪ AGE: 28 Daria | Bikram Pant Water bottle Recommended products ▪ Login to app ▪ Upsell: water bottle Size small Opened email ADDRESS: 345 Park Ave only▪ Personalized ask home for information▪ Checkout PROFILE & DATA Affirm | Water Bottle running LIFETIME VALUE: $125 ▪ DESKTOP App user In-store customer Leggings product screen Radiant Tee | - Add toyou cart give value▪ Sign up for! ▪ Shopping cart screen ▪ 200 Luma Points offer Desiree Fitness Tee DEVICES Purchase ▪ Reserve in-store - Add to cart ▪ In-app receipt ▪ Nadia Elements Shell page IDENTITIES ▪ Personalized home: ▪ Women’s Desktop leggings ▪ Luma home page ECID UUID CRM ID EMAIL ▪ Shopping cart screen Mobile VOICE ▪ Next Yoga Class Request Google Home ▪ Signup Request Experience Don’t be everywhere…. be where it matters TOUCHPOINTS & ENGAGEMENT when it matters.
#MLEU Obsess over every detail about your SARA customer…learn everywhere! PERSONAS & GOALS ROSE
SATYA NADALLA CUSTOME PRODUCTS SEGMENTATION EXPERIENCE R …the more we can invoke EVENTS Nadia | Elements Women Loyalty MOBILE IN-STORE PROFILE Shell ▪ Install app ▪ In-store visit: Main street our ability to meet the ▪ Luma app home screen ▪ Employee scans QR code “ Running Luma account EMAIL: [email protected] Focus▪ Water bottle on the ▪context…Recommended products Daria | Bikram Pant ▪ Login to app ▪ Upsell: water bottle GENDER: Female unmeet, unarticulatedSize small Opened email ▪ Personalized home ▪ Checkout PROFILE & DATA AGE: 28 Affirm | Water Bottle onlyrunning ask for information ▪ Leggings product screen DESKTOP ADDRESS: 345 Park needs.Ave That’s the sourceApp user of In-store customer - Add to cart ▪ Sign up Radiant Tee | ▪ Shoppingyou cart screen give ▪value200 Luma Points for! offer LIFETIME VALUE: $125 Desiree Fitness Tee ▪ Reserve in-store - Add to cart DEVICES innovation and the sourcePurchase ▪ In-app receipt ▪ Nadia Elements Shell page IDENTITIES ▪ Personalized home: ▪ Women’s Desktop leggings ▪ Luma home page of that innovation comes ▪ Shopping cart screen ECID UUID CRM ID EMAIL Mobile VOICE by having a deep sense of ▪ Next Yoga Class Request ▪ Signup Request Google Home empathy FACEBOOK PINTEREST
TWITTER SNAPCHAT INSTAGRAM LINKEDIN
SEARCH AMAZON EMAIL DISPLAY YOUTUBE ” Don’t be everywhere…. TOUCHPOINTS VOICE DIGITAL TV IOT BLOGS BILLBOARDS be where it matters & COMMUNITIES WHATSAPP ENGAGEMENT when it matters. Customer PERSONAS & GOALS SARA ROSE
CUSTOMER PRODUCTS SEGMENTATION EXPERIENCE EVENTS PROFILE Nadia | Elements Shell Women Loyalty MOBILE IN-STORE EMAIL: [email protected] ▪ Install app ▪ In-store visit: Main street ▪ Luma app home screen ▪ Employee scans QR code Daria | Bikram Pant Context GENDER: Female Running Luma account ▪ Water bottle ▪ Recommended products ▪ Login to app ▪ Upsell: water bottle AGE: 28 Affirm | Water Bottle ▪ Personalized home running ▪ Checkout PROFILE & DATA ADDRESS: 345 Park Ave Size small Opened email ▪ Leggings product screen - Add to cart DESKTOP LIFETIME VALUE: $125 Radiant Tee | Desiree ▪ Shopping cart screen ▪ Sign up App user In-store customer ▪ Reserve in-store ▪ 200 Luma Points offer Fitness Tee ▪ In-app receipt - Add to cart ▪ Personalized home: leggings ▪ Nadia Elements Shell page IDENTITIES Purchase ▪ Shopping cart screen ▪ Women’s ▪ Luma home page ECID UUID CRM ID EMAIL VOICE ▪ Next Yoga Class Request ▪ Signup Request Experience TOUCHPOINTS & ENGAGEMENT
Technology S Y S T E M S & PROCESSES COMMERCE MARKETING ANALYTICS ADVERTISING
#MLEU RYAN GREEN @Greener250 [email protected]
#MLEU