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Partner-up to deliver a connected experience
Wilko Klaassen
Today1999
© 2017 Husqvarna Group – Wilko Klaassen
Today’s greatest challenge for brands…Understanding the customer path to purchase and how to deliver the same branded shopping experience across all touch points and sales channels
© 2017 Husqvarna Group – Wilko Klaassen
WHY?
© 2017 Husqvarna Group – Wilko Klaassen
It all starts with the customerWe have to understand the customer’s path to purchase.
© 2017 Husqvarna Group – Wilko Klaassen
The process people take to find the product that is right for
them
The actual purchase experience – be it online or
offline
All the different aspects of product ownership – from
using to servicing
Finding Buying UsingWhat do we mean by the customer’s path to purchase?
REPEAT
Across channels and devices
© 2017 Husqvarna Group – Wilko Klaassen
Is it really important?Yes
By 2018, organizations that have fully invested in all types of online personalization will outsell companies that have not by more than 30%.
- Gartner 2015 predictions
Power of decision moves closer to the Consumer.
Increased need for seamless and consistency across touch points, and personalization is expected.
”
© 2017 Husqvarna Group – Wilko Klaassen
The tricky part: The path to purchase spans the touchpoints of both the manufacturer and the retailer.
Manufacturer Retailer
© 2017 Husqvarna Group – Wilko Klaassen
Do we really need both?YesBoth have different focus, B2B vs B2C, that have different go to market and customer interaction models.
© 2017 Husqvarna Group – Wilko Klaassen
DIGITAL IS THE ENABLER
WE CAN CONNECT ALL TOUCHPOINTS, AND
© 2017 Husqvarna Group – Wilko Klaassen
Connecting behind the scenes
Logistics: stock, ordering, deliveries
© 2017 Husqvarna Group – Wilko Klaassen
Connecting the customer experience
Content: specifications, images, videos, texts
© 2017 Husqvarna Group – Wilko Klaassen
Driving conversion together
Using shared insights to improve experience
Sharing insights: data, leads, traffic
© 2017 Husqvarna Group – Wilko Klaassen
Using shared insights to improve experience
Doing all of this requires a mindset change
Sharing insights: data, leads, traffic
Content: specifications, images, videos, texts
Logistics: stock, ordering, deliveries
© 2017 Husqvarna Group – Wilko Klaassen
LET’S DO AN EXAMPLE
© 2017 Husqvarna Group – Wilko Klaassen
1. The customer learns about the product on the brand site.
© 2017 Husqvarna Group – Wilko Klaassen
2. The customer finds a dealer with stock to buy it using a dealer locator on the brand site. The interest is shared with the retailer, who also gets great content from the brand.© 2017 Husqvarna Group – Wilko Klaassen
3. The customer buys the product.Personalization: The retailer knows what product was viewed on the brand site, and can promote it. The sales data is shared back.
© 2017 Husqvarna Group – Wilko Klaassen
By sharing and connecting Brand sites with Retailer sites, we can provide that improved personalized seamless experience, and improve and measure conversion.
Power of SHARED insights, into action
© 2017 Husqvarna Group – Wilko Klaassen
WHAT IS HAPPENING NEXT?
© 2017 Husqvarna Group – Wilko Klaassen
GOING FROM MAD MEN TO MATH MEN
NEW WAYS OF WORKING ARE NEEDED TO DO THIS
© 2017 Husqvarna Group – Wilko Klaassen
TRANSFORMATION TAKES TIME
TAKE IT STEP BY STEP
© 2017 Husqvarna Group – Wilko Klaassen
What is on the horizon and actually already happening
© 2017 Husqvarna Group – Wilko Klaassen
The World Connects
© 2017 Husqvarna Group – Wilko Klaassen
This Whirlpool washing machine has a tank large enough to accept a whole 3-litre bottle of washing up liquid.
When the tank is running low the machine orders another bottle using the Amazon Dash Replacement service.
30
Automation at home — Amazon Dash Replenishment (DRS)
© 2017 Husqvarna Group – Wilko Klaassen
Husqvarna-Connected Products
Connecting with the customer
Data: statistics, usage
Order spares, supplies
© 2017 Husqvarna Group – Wilko Klaassen
• Close cooperation is needed• Digital with Digital
• Define together what data is needed for what purpose
• Not all easy to connect ‘sites’• Many different platforms (CMS) and back-end (ERP/CRM)
systems, and more…
• What ones was only internal data is now shared
• It takes time to optimize• How to measure and share success• From supplier relation, to (connected)
partners
It’s not easy
© 2017 Husqvarna Group – Wilko Klaassen
SUCCESS
What people think it looks like
What it really looks like
© 2017 Husqvarna Group – Wilko Klaassen
• Partnerships must be built on shared benefits.
• Sharing data and connecting brand sites with retailer sites have many shared benefits.
• We must partner up to create that seamless branded shopping experience across all touch points and sales channels.
• It starts with the customer
Key insights
© 2017 Husqvarna Group – Wilko Klaassen
Partner-up to deliver a connected experience
…to develop business together
© 2017 Husqvarna Group – Wilko Klaassen
We are hiring, online and digital talent
THANK YOU FOR LISTENING
© 2017 Husqvarna Group – Wilko Klaassen