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Consumer engagement: ‘the value of a brand store in the consumer decision journey ’

Consumer engagement: ‘the value of a brand store in the consumer decision journey ’. Gertin Schraa. Koninklijke Philips N.V. Headquarter Amsterdam Employee base 116,100 (April 2013) Mission: Improving people’s lives through meaningful innovation Businesses:

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Consumer engagement: ‘the value of a brand store in the consumer decision journey ’

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  1. Consumer engagement: ‘the value of a brand store in the consumer decision journey’ Gertin Schraa

  2. Koninklijke Philips N.V. Headquarter Amsterdam Employee base 116,100 (April 2013) Mission: Improving people’s lives through meaningful innovation Businesses: Healthcare Lighting Consumer Lifestyle 2

  3. 2

  4. Community of 2.7 Billion people …the Consumer Decision Journey has changed 3

  5. 3

  6. The central purpose of managing consumer relationships is for the enterprise to focus on increasing the overall value of its consumer base D. Peppers & M. Rogers 4

  7. Consumer Decision Journey: “Brands need to understand and recognize the touch points in order to win” 5

  8. Philips Online Shop:What do you believe is our best selling product? 9

  9. In quantities Invalue 10

  10. An Online Brand Store delivers great value add in this journey Why do consumer want to buy directly at the manufacturer ………….and we’re not the only one…. Source: PWC 2013 5

  11. The Philips Online Shop has a key role to play in the digital user experience Delivering best possible Digital User Experience Consumer Engagement Test & Learn Sales 9

  12. Support & push conversion to sales Pushing tailored offers, on the right channel, at the right time • Availability & find ability • Build expertise • New channel development • New digital propositions Anywhere Any time Any device 12

  13. Keep the dialogue! Deepen relationships Offering advanced 'care’, support, information 12

  14. Create brand preference Stimulate loyalty and repurchase Stimulatingre-purchase to cross-sell & up-sell 12

  15. Understanding and connecting the touch points……. 15

  16. ….will be the winners! 16

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