Lecture 3 - Omni channel retailing and the customer journey

Question 1

Battle for the shopper

Answer 1

1) Retailers become more powerful
2) Retailers become brands of themselves
3) Market share increase of private labels
4) Market share increase of online channels

Question 2

Shopper marketing

Answer 2

Refers to the planning and execution of all marketing activities that influence a shopper. Along and beyond the entire path-to-purchase. From the point at which the motivation to shop first emerges through to purchase, consumption, repurchase and recommendation.

Question 3

Double conversion

Answer 3

Visitor -> shopper -> buyers

Question 4

Customer experience

Answer 4

The internal and subjective response customers have to any interaction with a company

Question 5

Identity

Answer 5

Those five points:

• acces
• price
• assortment
• experience
• service

Question 6

Retail mix

Answer 6

Leads to the customer experience:

1) Price
2) Product
3) Place
4) People
5) Process
6) Physical evidence
7) Promotion

Question 7

Touch points

Answer 7

Represent what actually happens from the customer’s perspective

Question 8

Moments of thruth

Answer 8

Points in a journey which are crucial /decisive for retaining customers

Question 9

Mapping the journey leads to insights in…

Answer 9

1) The shopper journey & experience phases
2) Touchpoints and interactions / inter-connection
3) Emotion or satisfaction of the shopper
4) Points of pleasure / delight -> possibilities
5) Points of pain
6) Shopper types

Question 10

Omni-channel management

Answer 10

The synergetic management of the numerous available channels and customer touchpoints in such a way that the customer experience across channels and the performance is optimized.

Question 11

Challenges in omni-channel management

Answer 11

1) Synchronize experience over multiple channels
2) Sell the right product / at the right time / through the right channel for the right price
3) Use of technology & mobile channels
4) Integrated interactive communication

Question 12

Challenge 1, synchronize experience over multiple channels

Answer 12

Provide a seamless experience across touchpoints

Question 13

Challenge 2, getting it all right…

Answer 13

self explanatory

Question 14

Challenge 3, use of technology and mobile channels..

Answer 14

Retailers should use omni-channel strategies and utilize mobile technology to bring showrooming and webrooming to an equilibrium

Question 15

Challenge 4, integrated interactive communication…

Answer 15

Integrate reviews etc.