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Multichannel Retail and Customer Retention

Multichannel Retail and Customer Retention. Kieron Smith. Agenda. Consistency, Price and Personalisation Personalise or customise Integration, integration, integration Why is the customer never happy? The 360 experience Different channels for different folks Don’t be lazy Conclusions .

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Multichannel Retail and Customer Retention

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  1. MultichannelRetail and Customer Retention Kieron Smith

  2. Agenda • Consistency, Price and Personalisation • Personalise or customise • Integration, integration, integration • Why is the customer never happy? • The 360 experience • Different channels for different folks • Don’t be lazy • Conclusions

  3. Consistency Within a commodity market, price often becomes the determining factor of whether a relationship will continue.

  4. Your price is…

  5. Getting value from contact Nunes and Kimbal where by ‘personalisation’ online consisted of a poor recommendation of a book, whereas customisation involved asking the customer to approve any suggested customisations e.g. “we notice you visit this page often, would you like to have a direct here on the homepage when you return next?”

  6. IntegrationIntegrationIntegration

  7. Why the customer is never happy The famous 1967 Stanley Milgram study which showed there were at most “six degrees of separation” between any two people in America Despite the increase in population the number has now fallen to 4.6 Customers bad experiences spread faster than ever before The Economist 21 01 06

  8. Bombarded, cynical & informed “We now have a far more informed but far more cynical consumer.” Siemon Scamell-Katz Average of 3,500 daily messages 99% have no impact The Guardian 19 11 05

  9. Expose your guts … or the customers will Hack-Your-Own Our experience of the informed customer on a mission

  10. Different channels still work better for different purchase experiences

  11. CRM is not an excuse to be lazy "The problem is that companies are trying to avoid the risks of creating new markets in a more dynamic sense...Rather than really develop exciting new products and services, and pumping more resources into radical innovation, there is an attempt to get the customer excited about a better quality service, a re-branding initiative, or a bland brand extension." The Timid Corporation Benjamin Hunt

  12. Conclusion • Leverage internal tools and relationships to mitigate commoditisation & price effects. • Customisation that works involves asking the customer to approve ‘personalisation’ • Integrate promotions, relations – EVERYTHING! • The networked customer is cynical and bombarded – target well and work with them or they will work around you. • CRM is not an excuse to be lazy

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