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“CREATING CUSTOMER ADHESIVITY ON AN INDIAN BUDGET”

“CREATING CUSTOMER ADHESIVITY ON AN INDIAN BUDGET”. 18 th June 2014. Western vs indian approach. Today’s discussion. Plethora of ideas Which are the ones that work for you? Fear of breaking the bank !!!. Innovations in retail. Mobile In-store Crowd sourcing Traffic building

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“CREATING CUSTOMER ADHESIVITY ON AN INDIAN BUDGET”

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  1. “CREATING CUSTOMER ADHESIVITY ON AN INDIAN BUDGET” 18thJune 2014

  2. Western vsindian approach

  3. Today’s discussion • Plethora of ideas • Which are the ones that work for you? • Fear of breaking the bank !!!

  4. Innovations in retail • Mobile • In-store • Crowd sourcing • Traffic building • Virtual stores Executive summary

  5. Mobile customer experience

  6. In-store customer experience

  7. CROWD – SOURCING INNOVATION

  8. TRAFFIC BUILDING INNOVATION

  9. Virtual store experience

  10. Practitioners view to lean innovation

  11. Connecting with customers through outcomes Lean Enterprise Loop Enterprise Loop

  12. Lastminute.com example 400+ customers per day 80ideas 3actionable prototyped solutions 4days

  13. Lastminute.com example

  14. Thank you SathiyanarayananVijayaraghavan thoughtworks.com

  15. Customer co-creation Create an experiment to test it Evidence-based decisions on outcomes

  16. MOBILE customer experience Hointer added QR code to their jeans so that customers could just scan the item and it will be delivered to trial room

  17. Mobile customer experience • Sainsbury scan and go

  18. In-store customer experience • > 50 LCD screens • 23 foot video wall • Virtual hostess, Mrs. Green, a hologram • Touch screen kiosks • High-tech kids area - interactive video wall and projections • Market Pass app for mobile payment and rewards

  19. In Store customer Experience • United Arrows Marionettebots combines a traditional mannequin with the movement capabilities of a robot; used to drive traffic to stores and has used motion chemistry of consumers to offer promotions

  20. CROWD – SOURCING INNOVATION SuperBrugsen in Denmark allows customers to indicate local products that they would like their stores to stock; crowd sourcing at its best Frito-Lay’s “Do Us A Flavor” campaign on Facebook, Twitter and local media generated 600,000 submissions over 3 ½ months

  21. CROWD – SOURCING INNOVATION Loblaws, a supermarket chain in Cadana, allowed consumers to submit their recipe ideas for a new President’s Choice branded product, and integrated it with a Food Network Canada (later CBC) television show to showcase the finalists’ recipes • Budweiser asked its 12 brewmasters to envision their own unique version of beers. After six beers brewed for sampling and 25,000 opinions, the experiment resulted in a new golden amber lager : Budweiser Black Crown

  22. In store customer experience Fragrance Bar deployed at Sephora’s megastore in China Perfume dispensers with iPad stations. The stations allow customers to set the occasion and try out different perfumes increasing chances of conversion

  23. Traffic building innovation The Body Shop used a technologically advanced marketing campaign that involved the iButterfly app. The Body Shop campaign included merchandise discounts and several grand prizes that were worth hundreds of dollars

  24. Virtual store experience Creation of urban retail spaces in vacant areas; users with a smartphone will have a fully stocked supermarket. Consumers scan, add products, pay and have the items delivered

  25. Virtual store experience P&G launched 5D experience concept store in Sao Paolo. Enables users to experience the brand’s products from a new perspective

  26. Virtual store experience Virtual shopping wall at Delhi Airport by HomeShop18; customers can shop by scanning the QR code shown with each product

  27. Virtual stores Magazine Luiza’s innovative virtual model covers 52 of its 350 chain stores. Megastore in small, hard to reach cities. Virtual store started with video sales and customer service and moved online. Provided one hour of internet for customers and an additional hour for bringing an additional customer. Space for education, healthcare, child care etc

  28. TRAFFIC BUILDING INNOVATION eMart in South Korea launched campaign with QR codes called Sunny Sales; 25% increase in sales and new membership by more than 50% month over month The Body Shop campaign that involved a technologically advanced iButterfly app The Body Shop campaign included merchandise discounts and several grand prizes that were worth hundreds of dollars

  29. Digital marketing Clear example of the power that convergence of physical and virtual worlds can create. By displaying Facebook “likes” on small screens embedded in articles’ hangers, C&A allows online community to drive behavior of brick and mortar shoppers

  30. Supply chain innovation RFID tracks merchandize from manufacturer to consumer; stitched as part of the cloth Keeps track of stock throughout the supply chain with ability to meet “promises to customer”

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