Brands need to stop making active lifestyle consumers work so hard at getting what they need and start making it easy to find information and buy.Read More
Successful e-commerce requires a change in organizational thinking and structure. This webinar provides a comprehensive approach to increasing sales and customer satisfaction online.
Insights for brands looking to better understand active lifestyle consumers, their purchase behaviors and preferences, and the purchase experience they’re looking for in stores, on mobile, and online.
- Annoyance (75%)
- Frustration (69%)
- Distrust (19%)
- Anger (13%)
- Disrespect (12%)
Web visitors are on your site because they are trying in some way to improve their lives.Help Them Get What They Want Web visitors are on your site because they are trying in some way to improve their lives. They are checking to see if the things your brand stands for align with their values, qualities they admire, and hear the experiences others have had with your brand and customer service. Help customers do these, and not only will they buy, they’ll find and talk about your brand on social and everywhere else — all on their own. Have questions or comments about the article? Tweet to us @TheGood and we'll respond immediately. [post_title] => Your Marketing is Killing Your Sales [post_excerpt] => [post_status] => publish [comment_status] => closed [ping_status] => closed [post_password] => [post_name] => marketing-killing-sales [to_ping] => [pinged] => [post_modified] => 2013-12-11 16:32:02 [post_modified_gmt] => 2013-12-12 00:32:02 [post_content_filtered] => [post_parent] => 0 [guid] => http://thegood.com/?post_type=insights&p=1436 [menu_order] => 0 [post_type] => insights [post_mime_type] => [comment_count] => 0 [filter] => raw )
When a brand's website marketing isn’t aligned with the customer's reason to visit the site, then the marketing is doing more harm than good. To sell more online, provide customers with content that will help them get what they came for.
Shopping rituals enable customers to overcome their fear of buying the wrong product and allow brands to become both integral and a main focus of a customer's shopping experience.
Including a high volume of quality and credible athletic and outdoor product review content on your brand site will help customers find the best products and stay on your brand site to purchase them.
The active lifestyle consumer increasingly expects customized and personalized products; to remain relevant, brands serving this segment will need to make a strong commitment to digital in retail — now.
Understanding and optimizing each of the smaller steps -- the micro-conversions that lead up to conversion improves the customer experience and enables them to complete more purchases.
- Formation of a brand tone, messaging and acceptable use policy on social channels
- Social campaign ideation and strategy
- Content creation to be shared via social channels (video, infographics, photography, etc) based on Community Manager’s needs and insights
- Research on timing of social media campaigns or posts to maximize impact
- Development of campaign tools or platforms for social, such as Facebook applications or tabs
- Assistance with social media platform advertising campaigns
Moreover, consumers, especially active lifestyle consumers, care what the brand thinks.When an agency runs social accounts it’s like an operator for a customer service “hotline” who doesn’t work for the company and so has to read everything from a script vs. someone inside the company who really, truly knows their product line and is empowered to solve problems. If the brand is not tweeting, etc. themselves, but is acting as though they do, consumers or followers will experience a sense of betrayal by brand if/when they realize the communication is one way or not actually coming from the brand at all. 2. Agency Community Managers are rarely “of sport” enough to rally the community If the resource who is posting to a brand’s social media channels by engaging with consumers, answering questions or offering relevant content, is not “of sport”, consumers will recognize this very quickly. For instance, if a hunting goods brand who sells crossbows and arrows has their marketing agency control their social media accounts, the subject matter expertise it can provide will likely be much more limited than that of an active Community Manager in-house at the brand. In-house Community Managers are plugged into community events and news on a daily basis. They also possess a deep knowledge of the brand’s product line and offerings so they are able to answer very specific questions about the newest arrow offering (i.e., which arrow is right for the consumer’s needs). Community managers also must speak both the language of their industry and the language of consumer, and be able to translate as needed. Optimally this person is also working with their brand’s marketing agency to optimize the return on their social media interactions.
Community managers also must speak both the language of their industry and the language of consumer, and be able to translate as needed.Most importantly, however, the best community managers are deeply passionate about the same things consumers are passionate about and so their contributions to the conversation about the brand are natural, honest and thus, authentic. This is great, because consumer will attribute that authentic experience not only to the manager, but also to the brand. But the converse is also true. If the social media communications by the agency come across as inauthentic to the consumer, that bad experience also will stick to your brand. 3. Agencies are not empowered to provide a high level of customer service An in-house Community Manager will have access to appropriate resources and contacts within the brand for consumer questions or issues expressed via social media.
Marketing agencies typically are not on-site with the brand, nor are they empowered with the resources or capabilities to provide a consistent customer service experience.Marketing agencies, on the other hand, typically are not on-site with the brand, nor are they empowered with the resources or capabilities to provide a consistent customer service experience, and without those things, there’s no possible way an agency can successfully manage a brand’s customer service experience on social media channels. 4. Agencies are not interconnected within brand organizations to effect change We have consistently found that the roles of Community Managers and Customer Service Representatives and are kept separate and so the experiences the Community Manager has with consumers is not tapped as a resource for surfacing and correcting negative brand experiences. Bringing the Community Manager into the fold for consumer feedback can provide additional perspective and a fresh source of ideas for improvement within other areas of the business.
Bringing the Community Manager into the fold for consumer feedback can provide additional perspective and a fresh source of ideas for improvement within other areas of the business.Additionally, internal resources can assist with product development ideas the community raises on social channels. And social channels can become a proving ground for new product lines or product bundles only offered on a brand e-commerce site. By taking control of their social media presences instead of passing the responsibility on to their digital marketing agency, and engaging with consumers with authentic exchanges through a few simple methods, brands can turn social media channels into growth drivers. [post_title] => 4 Reasons Why Your Digital Agency Should Not Be Running Your Social Accounts [post_excerpt] => [post_status] => publish [comment_status] => closed [ping_status] => closed [post_password] => [post_name] => 4-reasons-digital-agency-running-social-accounts [to_ping] => [pinged] => [post_modified] => 2013-10-18 09:02:40 [post_modified_gmt] => 2013-10-18 16:02:40 [post_content_filtered] => [post_parent] => 0 [guid] => http://thegood.com/?post_type=insights&p=1340 [menu_order] => 0 [post_type] => insights [post_mime_type] => [comment_count] => 0 [filter] => raw )
An in-house community manager will ensure active lifestyle consumers experience authentic, informed interactions with your brand on social media and can help you turn those channels into business growth drivers.
- Understanding what your current and prospective customers are looking to your site for
- Tracking unique purchase indicators and tailoring your content to each customer
- Ensuring the site is easy to use and representative of the brand
3. Performance benchmarks
When it comes to speed on the web, time really is money. Lower site load times lead to higher conversion rates. The mobile and tablet experience is especially sensitive in this area. If you’ve only designed for desktop computers on fast connections, you’re already losing market share to brands that are better prepared for all traffic.
Additionally, redesigning a site to look new and flashy may net a temporary 10% bump in time on site stats, but in order to see a performance increase of 350% or more (like Bell Helmets and Easton have seen for all stats leading to revenue), you’ll need to serve all browsing devices through responsive design.
When it comes to speed on the web, time really is money.
Finally, constant calibration leads to consistent improvement. It’s absolutely critical to pay attention to site performance and make things better. Benchmark speed and site performance. Identify multi-screen enhancement opportunities. You wouldn’t plant a garden and expect it to grow without water. Calibration is the “water” than enables your site to continuously grow in its ability to help customers and increase revenue.
4. Search engine positioning
If you’re not on Google, you don’t exist. Most brands rank highly for their branded terms but are missing huge sales potential by not showing up for terms used by consumers in “research mode.” For example, one thing that can keep brands from ranking well for top keywords is focusing too much on tracking with what competitors are saying.
What you can do: Review on-site search terms vs organic keywords and see where you can improve, curate, or create content to help your customers and potential customers get answers to their questions. People rely on brand websites for trusted information from the source, do everything you can to be that trusted source of information and content for your brand, sport, and community.
That said, try not to get caught up in the “search engine optimization” game. Remember that what the search algorithms are trying to do is help people find what they’re looking for. If you create quality content that answers questions and helps customers make decisions, chances are good you will be ranked appropriately when someone searches for a product in your category.
5. Social media effectiveness reach and approach
Brand engagement, participating in the conversation, call it what you will, social media is here to stay. The most important thing brands can do is to be authentic.
That means when things go wrong with your products or services, and customers speak out on social media, your brand has to participate actively on both sides of the conversation. Not only recognizing but also acknowledging opportunities to better serve customers — whether it’s replacing a faulty product or touting a success story.
Evaluate your current approach and your organizational structure for serving customers through social media. Are you passively pushing out links, photos and brand storytelling material, or do you have someone “of sport”, deeply connected with your customer base, interacting in real time?
Make sure digital is more than just a checkbox on your list of budget items.
Gain an edge on your competition
Make sure your active lifestyle brands is a few steps ahead rather than behind customers when it comes to providing the content they are looking for, in the way they’re trying to find it. Increasingly, that means video content delivered on mobile or tablet devices. It also means offering access to helpful user reviews, high quality photos, and descriptive content that differentiates products.
Make sure digital is more than just a checkbox on a long list of budget items because customers have already made the shift. They want everything on demand. Whether it’s instant streaming or same day delivery, be prepared to serve up what your customers are looking for when and where they want it, so your brand doesn’t lose them to someone who will.FYI - The Good’s Digital Budget Planning Workshop process results in a prioritized list of initiatives complete with estimates that you can plug into your budget plan -- and where your brand should invest in digital to get the most leverage and increase revenue. For more information about how this workshop can help you maximize your digital budget impact, email or call 503.488.5935. Or, complete the form found here. [post_title] => Making Better Digital Budget Decisions [post_excerpt] => [post_status] => publish [comment_status] => closed [ping_status] => closed [post_password] => [post_name] => making-better-digital-budget-decisions [to_ping] => [pinged] => [post_modified] => 2013-10-07 12:46:42 [post_modified_gmt] => 2013-10-07 19:46:42 [post_content_filtered] => [post_parent] => 0 [guid] => http://thegood.com/?post_type=insights&p=1337 [menu_order] => 0 [post_type] => insights [post_mime_type] => [comment_count] => 0 [filter] => raw )
Understanding the process required to arrive at sound digital budget decisions can help ensure the maximum return on digital investments for brands serving active lifestyle consumers.
- “As an athlete, why do you choose this brand?”
- “Explain why this brand’s products are the best fit for your position or skill set.”
- “Which specific product are you most excited about and how has it improved your performance?”
The goal with these questions is to establish a deeper connection with consumers by helping the sponsored athlete to relate to the consumer’s needs.The goal with these questions is to establish a deeper connection with consumers by helping the sponsored athlete to relate to the consumer’s needs. In the process, it will ensure the sponsored athlete is perceived as more than a logo wearing billboard when seen with your brand during competitions. 2. Putting the Sponsored Athlete on a Pedestal This is a mistake because making a sponsored athlete accessible to consumers is what creates the deep brand association. Encourage and provide a platform for consumer/sponsored athlete interaction. Social tools make this very easy. For example, online live question and answer sessions, sponsored by a brand and run through social platforms such as Reddit or Google+ offer great opportunity for consumers to interact with sponsored athletes. A stand-out interaction on Reddit includes Manu Ginobili’s candid Reddit IAMA chat. There is even a list of several top athlete sessions from Reddit that can provide some inspiration. Major League Soccer (MLS) also hosts player Q&A via Google+, and provides personalized autographed digital photos to participants, which entices even more participation and provides a way for the social success to spread and live on after the event has concluded. Integrating the sponsored athlete’s relevant responses from Q&A sessions into a brand website’s digital catalog, such as the product detail pages, is another great opportunity for the consumer to connect with a sponsored athlete. Providing access for sponsored athletes to respond to comments, reviews and questions about products on product detail pages is also communicates authenticity and helps create a more meaningful consumer/athlete brand association. 3. Reducing the Sponsored Athlete to a One-Dimensional List of Facts
A light swipe of biographical information to “check the box” when it comes to having a sponsored athlete on a brand website does more harm than good.A light swipe of biographical information to “check the box” when it comes to having a sponsored athlete on a brand website does more harm than good. Instead of putting up an athlete biography page listing facts and stats about the sponsored athlete, consider unique, custom and well thought out content - telling a story is often the best way to achieve these goals. Have the athlete tell how the brand’s products have helped them achieve greatness and (hopefully) victory. Having the athlete tell a story about why they chose your brand and how the products have helped shape their career presents an excellent opportunity for brand storytelling. Consumers are looking to understand how the brand’s products will be the best fit for their needs, and telling a story through the success (or even failures) of a sponsored athlete will help the consumer obtain perspective - something a list of facts and a general biography cannot achieve on its own. 4. Failure to Ensure both Brand and Sponsored Athlete Benefit From the Relationship A sponsored athlete relationship needs to be a mutually beneficial arrangement, where both the brand and the athlete benefit. Providing a sponsored athlete with free gear clearly showing the brand logo is not enough. Providing the sponsored athlete with support by publicizing when they do good in their community on the brand social media and website creates a two-way benefit. One that will not only associate your brand with good things in the consumer’s community, but also make the athlete feel more engaged by your brand and consequently more willing to contribute back when they can.
Providing the sponsored athlete with support by publicizing when they do good in their community on the brand social media and website creates a two-way benefit.A recent example of this is LeBron James and Nike, who teamed up to design and provide uniforms for James’ high school alma mater. The event made a large splash on social media, including YouTube videos such as “LeBron James Unveils the New Akron St. Vincent-St. Mary Nike Uniforms”, providing an opportunity for both James and Nike to gain positive press while assisting their community. A sampling of comments on the video gives a sense of the positive impact created that benefited both Nike and James. “It’s all a small part of James’ mission to give back. Thanks to James — who led the basketball team to three state championships at the high school and was named all-state in football during his time there — every sport will receive new uniforms at St. Vincent-St. Mary, and the school will receive a $1 million gym upgrade this winter. HE PAID FOR THEM, SIMPLE AS THAT!” Sponsored athletes worked incredibly hard to achieve their goals. It’s a long road filled with hard work and challenging experiences. Connecting your brand to that success story requires consumers to see them as more than someone sporting your logo. Pull them off the pedestal, connect them to your audience in a real way, and create a mutually beneficial relationship between the brand and the athlete. Righting these four wrongs will go a long way to making the sponsored athlete brand relationship into one that is perceived not only as authentic but that also will benefit all -- brand, sponsored athlete, and consumer -- for years to come. [post_title] => Four Wrong Ways to Feature a Sponsored Athlete on Your Website [post_excerpt] => [post_status] => publish [comment_status] => closed [ping_status] => closed [post_password] => [post_name] => four-wrong-ways-feature-sponsored-athlete-website [to_ping] => [pinged] => [post_modified] => 2013-09-27 15:38:39 [post_modified_gmt] => 2013-09-27 22:38:39 [post_content_filtered] => [post_parent] => 0 [guid] => http://thegood.com/?post_type=insights&p=1329 [menu_order] => 0 [post_type] => insights [post_mime_type] => [comment_count] => 0 [filter] => raw )
Four things active lifestyle brands do that come across as inauthentic to consumers when featuring sponsored athletes – and what you can do to fix them.
Active lifestyle brands rely on their retail partners for the bulk of their annual revenue, learn how to avoid upsetting those relationships by selling direct to consumer through a brand site.
- Most retailers still only have one toe in the digital water. What they are doing is helping (most of the time) because even the simplest digital displays can be effective. But when it comes to the potential of digital displays to drive engagement and purchase, most retail brands are just scratching the surface.
- Then, there is Nike. When it comes to maximizing the potential of digital retail, Nike is leading the pack. To catch up, active lifestyle brands will have to make a deep commitment to digital and then invest intelligently and consistently if they want to win.
- Mobile checkout along with customized and DIY personalized product experiences should be on every active lifestyle brand’s digital roadmap. The ability to checkout on the floor makes customers happier and immediately increases sales. In-store product customization and personalization is not the future of retail -- it’s already here.
- Technology is evolving quickly, which will continue to make it hard for brands to keep up. The upside is that as the tools evolve, the cost of the technology goes down and that means you can do more with less.
- Digital is rapidly making the luxury shopping and purchase experience the norm. Advances in manufacturing technology and systems are making a level of customization and DIY/personalization previously only known to the luxury consumer available to the mainstream consumer. And it is rapidly, and permanently, raising the expectations of all consumers.
- The time to make the commitment to digital is now. Though the majority of digital in retail today is still composed of displays running loops, the major display fabricators we talked to indicated that everyone is asking for prototypes and new ideas. Brands that aren’t planning their digital future now will be left behind when their competition releases their digital projects into the field “overnight.”
Observations and Key TakewaysThe purpose of digital displays in the retail environment is to attract and engage customers and assist them with research and the decision making process and to scale the impact of sales staff by enabling them to educate more than one customer at a time. We observed a variety of digital displays ranging from those showing passive attract loops and active interaction loops to digital displays that assisted consumer product research; displays that enabled digital and mobile checkout; and displays that facilitated customization and DIY personalization. By far, the most common use of digital displays in retail stores were for loops. The two most common loop types are the passive “attract loop” and the interactive “interaction loop.”
Attract Loops and Interaction LoopsIn this application, the display shows video content that loops, attracting the attention of customers and drawing them in so that they will want to find out more about the product. An attract loop is a passive display of interesting content designed to pique a customers interest in a product so they will come over to check it out. Loop content may be a 2-3 minute video or slideshow, which then will start again from the beginning until it is turned off. It may or may not include audio. Most of the displays found in big box retailers play attract loops of inspirational, mood-setting content. In Dick’s Sporting Goods, for example, many of the category areas have a screen or two above them playing clips of golfers, baseball and football players working out. Short clips are devoted to selling a new product or line of products. An interaction loop is a touchscreen display that enables customers to interact with it directly to find out more about the product. It uses an attract loop to grab the attention of passers by. Foot Locker made the most of their interactive digital installation by completely overtaking the back wall of the store. The content, lights, and featured products are clearly visible throughout the store and draw consumers through the store to interact with it. They see everything available to them along the way, and employees confirmed that the content inspires more direct interaction with customers. They ask more questions, and as a result, buy more products. Even the simplest digital display was effective in one way or another, either prompting the customer to use his mobile device to find out more information or to ask a question or interact with sales staff. The most effective displays offered detailed product information within the context of a larger brand story, and included all aspects of ownership: why buy, how it will improve something, and what the benefits are. However, we found very few displays that were interactive, especially when it came to smaller retailers, and those located in malls or public walkways. Here’s what else we found. Passive loops definitely create sales opportunities, but if there is no sales person available to close them, sales are lost.
- If customers have a question about what they’re seeing on the display or the product it features and there isn’t a sales rep around to help them out, they are likely to go back to browsing or leave.
- Sales staff reported that if they were working with one customer, the only option they had was to tell the next one they will “be right with them” and continue through the queue.
- When a display was drawing customers to a particularly busy area, such as shoe department, staff were quickly overwhelmed.
- Key Takeaway: Brands need to start to consider digital displays and the opportunities created by them in the overall design of their in-store customer experience and sales processes.
- In general, older generations look at displays but typically don’t interact.
- Most customers under 40, however, will try touch a screen that is within reach, expecting it to be interactive.
- The more interactive a display, the better the response from the millennial market.
- Teens and young adults expect displays to be interactive and will often try to touch or swipe a display even if it isn’t interactive.
- Key Takeaway: As younger audiences age and acquire purchasing power it will be mandatory for retailers to update their displays to digital in order to remain competitive.
- According to staff interviewed at multiple flagship stores and large retailers, an unexpected and somewhat comical interaction often occurs with younger children and their parents when it comes to a digital installation.
- Kids are immediately drawn to interactive kiosks, especially if it is something they are already familiar with, such as an iPad. Their parents see the display, assume that it it is not meant to be touched (and would be expensive to fix if something went wrong) and frantically move to keep their children from breaking something.
- Key Takeaway: For maximum interaction, brands need to communicate when it’s okay for children to touch a display!
- The highly interactive displays at Nike enable sales reps to show multiple customers how to interact with the information and options available to them.
- Customers can use screens to request products by size, have them customized, or order directly.
- The interactive displays allowed customers to have more productive interactions with staff and products rather instead of trying to do research on their mobile phone.
- Key Takeaway: The future of digital is to increase customer satisfaction through better service, customization, and personalization and those who figure out how to do that will win.
Consumer Product Research and Interactive In-Store EducationInteractive digital displays can assist customers with product research such as finding right size, learning about product technology and performance, or figuring out which product to buy in the first place, through interactive digital content.
Nike: FuelBand Selection and SetupThe Nike FuelBand is among the most popular personal activity tracking devices on the market. It is simple to use and ties into the larger Nike+ community on Nike.com and Facebook. Nike is successful because of its incredible understanding of how digital helps customers buy and thorough planning and coordination to ensure an excellent digital experience.
- While large video screens play attract content in the background, the FuelBands are lined up outside of any protective casing, making them easy to pick up and play with.
- The videos show how the FuelBand is used, and how it fits into the larger Nike+ ecosystem.
- A setup station is integrated into the counter below the display so that customers can walk out the door with the FuelBand completely set up and tied to their Nike+ account.
- If they don’t already have an account, an employee walks them through the process of creating one. From start to finish the product is available to try, explained in context, and ready to start helping them reach their personal fitness goals.
- Key Takeaways: Make product lines available to try on and use immediately. Digital displays help staff to not only sell the product but also connect customers to the brand community. Handle potentially complicated product setups in store so customers leave happy.
Adidas Sole TechnologyTo help customers understand the benefits and unique features of its technology, athletic footwear and apparel retailer Adidas uses this interactive display to show rather than tell customers about the difference between standard foam sole and the Adidas Boost foam sole.
- Though the display isn’t digital, it is dimensional and interactive and it shows the product’s main benefit simply and obviously.
- How it works: Customers lift a metal ball and drop it onto a standard foam sole and watch it bounce a pitiful few times. They then repeat the same action over the Adidas Boost foam sole and the ball bounces significantly higher and longer.
- The best part about this display is that it is experiential. No reading is required. Unfortunately, when we walked around the display to check out the shoe, most of the rack was empty and there weren’t any other versions of the shoe nearby. A great example of why it’s so important to consider the entire customer buying journey when adding an interactive display, digital or analog!
- Key Takeaways: Simple can be very effective but interactive is better than passive, even if it’s analog. Also, to avoid disappointing customers, keep featured products in stock!
Nordstrom: Pots, Pans and SodaStream CansPresumably, these displays were installed to describe the unique qualities of the featured products.
- The problem is that while the content on the displays is helpful enough, the iPad is dwarfed by the massive display and its sound drowned out by the surrounding products and callouts. Perhaps that is the reason both displays were powered off when we arrived.
- The effort, programming, production and logistics involved in creating a digital display can only produce results if the display is well-placed and actually on.
- Key Takeaways: Choose a display for the environment it will live in and design the display to complement its surroundings (or vice versa). And make sure there will be power available for the display!
Dick’s Sporting Goods: Shopping On the Big ScreenWe actually loved this one, as a concept. When a customer picks an item up off a sensor enabled shelf, a 10-second clip of a model wearing it appears on a large screen directly above the unit. However, there were a few issues.
- The screen was giant and visible to everyone in the store, meaning everyone will know what you are looking at. This may be okay if you are looking at shoes, but for sports apparel or support garments, maybe not so much.
- Ironically, the screen was mounted directly above the display so the target of the loop (the person standing at the display and handling the merchandise) would have to crain her neck to see it.
- Key Takeaways: Think experiences through and then test to making sure thinking is right. Prototype and test things in a mock up environment before you build. Don’t let the display get all the way into the store before problems are discovered.
Digital/Mobile CheckoutOne of the best things about shopping online is that when you are ready to complete your purchase, you are usually a couple clicks and about a minute away from being back to your normal life. Digital installations can make buying simple, removing the need to wait in line or carry anything home. Same day delivery is becoming more and more prevalent as well, further reducing the barrier to in-store digital purchase. This has big implications for retailers as well, reducing the need for large inventory stock on location.
Apple Mobile CheckoutApple changed the way customers experience paying for merchandise in a retail store by providing employees with mobile POS devices.
- The Apple store/showroom is filled with digital screens; Apple products which are all on and loaded with audience focused loops that show people how the products can enrich their lives.
- Stores maintain a high number of sales people per square foot and it is almost always possible to get attention and complete a purchase quickly -- even when the store is extremely busy.
- Purchase is completed on the showroom floor via iPhone/iPod based system. When purchasing, an email is requested (but not required). If the email is connected to an AppleID the purchase is automatically associated with it. Receipts can be emailed or printed.
- Key Takeaways: As more stores implement mobile POS technology, making people wait in line to purchase will become a liability. The purchase experience also is becoming location agnostic. Checkout needs to be equally quick, simple and hassle free whether buying online or in-store. Consider offering customers the option to store previous purchase history by connecting it to an ID or email.
Nordstrom iPad CheckoutNordstrom also has joined the mobile POS trend, replacing cash registers running ancient operating systems and high learning curves with easy to learn and easy to use iPads.
- The tablet checkout system eliminates the need for customers to stand in line to pay for items and offers the ability to checkout from anywhere in the store.
- Tablet-based register system requires ubiquitous Internet access for employees on technology as good as or better than that of customers. If a customer has a question about a product, the answer is only a few taps away.
- A custom application for each store makes it easy to quickly find detailed information about any product, or to order and ship something directly to the customer.
- Employees can be trained in how to do mobile checkout in minutes through an application on the iPad and the register software is easily updated.
- Key Takeaways: Stop making customers stand in line to purchase; enable them to be checked out from anywhere in the store. Fast Internet access enables employees have the ability to look up information about any product, even placing a digital order for a customer. Employee training will be easier and software updates will be easier and more immediate.
Vans In-Store OrderingKnown for its skate shoes and apparel, Vans actually is one of the earliest adopters of in-store digital. An attract loop plays behind the checkout counter of every store.
- Vans was among the first to put in a kiosk where customers could place an order on vans.com while in the store to be shipped directly to their door. The ability to use a digital screen to order a product from within a store is now one of the most common applications of digital in retail.
- Vans’ staff reported that the in-store ordering system prompted customers to ask questions and order items in styles or sizes that weren’t available in the store. In the store we visited, however, the kiosk had been recently removed.
- Key Takeaways: In-store digital purchase options increase engagement and orders. Digital also enables brands to transcend the physical limitations of retail space and effectively offer additional products beyond what they can fit on displays. When testing digital make sure you communicate with customers and staff about prototypes and create a map for how the new expectations they created are going to get met if you have to pull the units out for fine tuning.
CustomizationCustomization is taking a series of standard features and allowing customers to mix and match them to create a unique combination, such as shoes in team colors and uniquely patterned laces. Customized products are rapidly increasing in popularity and affordability and is a trend that is quickly driving evolution of the shopping experience both online and in-store. On-site product customization has huge potential for retail stores looking to recover lost revenue from showrooming, a practice where a customer visits a store to evaluate a product and then buys it online at a lower price. And product customization can be combined with in-store events to provide consumers with a reason to visit the store, leading to engaging content and more positive brand associations. We predict that digital technology and customer demand will eventually make a product customization investment a requirement for active lifestyle brands. Here is how Foot Locker and Nike are leveraging customization today.
Foot Locker Product Release EventsWhen athletic footwear and apparel retailer Foot Locker organizes an in-store event, they see a 10x bump in sales for over two weeks following the event.
- In a typical event, customers have the opportunity to meet famous athletes, enjoy music from popular DJs, and receive a customized product such as socks or a t-shirt. Customers commonly line up days ahead of time, actually camping outside the store.
- The events produce a ton of social buzz, resulting in free advertising and an incredible boost in sales.
- The events also serve as a content generator for in-store digital displays. Customers swipe and tap through a library of video clips, prompting questions about upcoming events and the products featured in the display.
- Key Takeaways: Events that include a customization component strengthen customers’ connection to the brand while generating social buzz and boosting revenue. Customer-generated content boosts personal connection to the brand that commercial and information content cannot.
Nike Custom Shoes in 20 MinutesThe flagship Nike store in downtown Portland, Oregon offers the following proposition: For just $20 more, customers purchasing the Nike Free running shoe have the option to select their own swoosh and custom laces.
- The digital display is seamlessly integrated into the shoe display wall, with an effective attract loop that creates interest, surprise, and delight.
- The initial screen displays a grid of shoes and background matching the wall around it, camouflaging the screen entirely.
- Animations cycle through featuring different arrangements of shoes, until the interactive customization screens arrive and mimic the interactions available to a customer.
- The well designed attract loop teaches a customer how to interact before they even touch the screen.
- The customer experience is well thought out and executed from start to finish. Nike employees greet customers, walk them through using the customizer pointing out the coolest things about it, then direct them to the next step toward walking out with a uniquely personalized pair of shoes.
Digital and DIY/PersonalizationDIY/Personalization is one step above customization in that it gives the consumer access to the ”raw” materials used to create the item wrapped in a process that enables them to connect the creation of that product to their personal story resulting in an end product that is truly one-of-a-kind. The best example of DIY/Personalization in retail today is Build-a-Bear. Active lifestyle brands should be studying this model for clues on how to create a truly DIY/Personalized experience for their customers.
Build-A-BearBuild-A-Bear creates a genuinely interactive experience for its customers; its workshops delight children and parents alike. Build-a-Bear enables parents to create magical memorable experiences for their children. And for the child it really is magic. Through a series of choices, both digital and physical, the child brings to life a stuffed toy that becomes his “best friend.” Build-A-Bear is a truly unique experience that an off-the-shelf product could never recreate. At each step in the process the child is in charge and so by the time the bear is made, it really feels like her new best friend. But the experience doesn’t end there. Build-A-Bear cements the experience between the child and toy by re-imagining real life experiences that resonate with both child and parent. The experience mimics the process that parents go through when they bring their own children into the world such as selecting a name, expressing hope that the child will be healthy and full of possibility, giving the first bath, performing the first check-up, and receiving a birth certificate. (Or in this case, a “best friend” certificate!) The child perceives her experience to be unique, because she makes all of her own choices. And even when other children make similar choices, the Build-A-Bear process ensures no two “best friends” will ever be exactly the same. Build-A-Bear starts with a child’s imagination and then adds carefully crafted digital, physical and social elements to create a rich experience that results in a truly unique product. This desire for rich experiences that result in unique products is at the heart of the DIY and personalization movement and at the foundation of the trend of incorporating luxury experiences into the mainstream retail environment. Key Takeaways: A rich experience that culminates in a truly unique product requires skillful integration of digital, physical and social elements. Active lifestyle brands that are moving in this direction include Foot Locker and Nike.
Foot LockerAthletic footwear and apparel retailer Foot Locker is not best known for selling socks but it is quietly becoming known for personalized socks. At Foot Locker product launch events the biggest attraction often is not the sponsored athlete, it is the opportunity to design and take home a pair of personalized socks. In fact, fans are still waiting in line for hours to get their own socks well after the sponsored athlete is gone. The personalized sock promotion has been so successful that the company has added a launch locator feature on its website. To extend this personalization to footwear, Foot Locker has partnered with ASICS to launch the “Stand Out: Colors that Run” line of running shoes. That campaign has resonated so well with customers, they they have left hundreds of positive reviews on footlocker.com and have given an average rating of 4.7 out of 5. Personalization doesn’t guarantee the success of a product, but wherever there is a demand, digital can enable brands to scale, meaning that delighting one customer doesn’t diminish the experience for another. Key Takeaways: Active lifestyle consumer brands should add self-directed personalized experiences resulting in unique products to their marketing roadmaps asap. Personalization doesn’t guarantee the success of a product, but if there is a demand, digital can easily scale to meet it.
NikeIDNikeID is an experience that has enabled customers to personalize their running shoes, since 1999. What makes the NikeID experience so outstanding is that it is completely integrated with its retail operations. Product displays, fixture configurations, store layout, and choreographed staff interactions are all designed to work together to provide a seamless and highly personalized experience.
NikeID ExperienceTo really get the power of personalization, we thought it might help to walk through what creating a personalized pair of shoes at the Nike Flagship store in Portland, Oregon is like. As we enter the store on the first floor, we are met with a wall filled with colorful shoes and wall-mounted interactive displays. As we study it, a Nike staff member (we’ll call him Mike) greets us. “Did you know you can design your own shoes?” Mike asks. Assuming the answer is no, Mike begins swiping a nearby touchscreen display. We watch as Mike moves his hands across the screen, swiping back and forth through multiple colorways and patterns. Effortlessly, he selects shoe after shoe, lace after lace and swoosh after swoosh. He then invites us to try. We find it just as easy to do ourselves. Mike then mentions that all of the configurations are done on site and it takes less than 20 minutes. He invites us to the second floor to check out complimentary products while we wait for the shoes to be ready. Like a kid in Build-A-Bear, we’re drawn to next station in the design process and are inspired to continue on until our creation is complete. Once on the second floor, it’s just a few extra steps to the third floor, and so we go. It’s worth noting that Nike has worked hard to become the digital juggernaut that it is today. They are leaders because they committed to digital early on and have been able to learn from and build upon the results of that commitment. Other leading active lifestyle brands have developed custom product configurators but nothing that comes close to the buying experience Nike provides. Key Takeaways: To create a seamless personalization experience, product displays, fixture configurations, store layout, and staff interactions all have work together. This level of sophistication in personalization is the product of coordinated efforts of multiple departments. Installing a custom product configurator does not necessarily result in a custom buying experience. Active lifestyle brands need to commit to digital now and not let growing pains derail digital strategy.
Technology and Trends
Display Fabrication and ManufacturingOur conversations with leaders of large local display fabrication and installation shops working for top active lifestyle brands revealed that while there are currently building few groundbreaking digital installations, they are getting more and more requests for prototypes and ideas that push the envelope. These shops help brands source and experiment with new technology (sensors, screens, setups). Most of the time an agency such as The Good also would be involved in this process since these shops don’t write software or create content.
TechnologyTechnology is evolving very rapidly, and new tools are coming out quicker than any brand can keep up. The good news is that as tools evolve, the cost goes down. Evolving technologies also will lessen dependency on expensive hardware such as 50” touchscreens. For example, a brand can make an experience as intimate or large and experiential as they wish using only a Kinect and software by UBI Interactive to turn any surface into a multi-touch display. Now imagine a personal product configurator on a tabletop or a massively interactive entry window display encouraging engagement/purchase prior to even entering the store. http://www.ubi-interactive.com/ Another alternative is an interface by Leap Motion that turns any normal screen or computer into an interactive experience. The device itself is very inexpensive, around $80. It is very small (3” x 1”) and can be integrated into almost any setup to detect and allow interaction with 3D objects, including product. https://www.leapmotion.com Some active lifestyle brands are getting support in developing this technology through a retail “lab” created by Canadian sporting equipment retailer, Sport Chek.
Sport Chek Retail LabSport Chek, Canada’s largest retailer for sporting equipment, goods, footwear, apparel and accessories has provided a platform for brands to experiment with the customer’s digital experience. Its flagship Toronto store is host to North America’s Retail Lab for Digital Innovation. This “live lab” store provides a place to test and demonstrate the latest in retail technology, while serving as a conduit between customers and their favorite brands. It offers unparalleled levels of customization and is staffed with the strongest product category experts in the industry. Here are just a few of the store’s features and benefits.
- Digital screens - 140 of them - are installed throughout the store. The displays are configured in custom wall and table fixtures, featuring ultra-thin borders, touch technology and near-field-communication (NFC) capabilities allowing for personalized content and greater customer interaction with merchandise.
- Adidas has installed its first ever permanent digital shoe wall: These 'digital' shoes will be featured on three 55" touch screens. Each shoe contains custom digital content when selected, including product features, live twitter feeds, videos, images and interesting facts about athletes' accomplishments while wearing that specific model of shoe.
- Nike has installed its first 'Nike Shoe VJ Experience.' The installation features a 12-foot high digital wall. Customers use Nike shoes as gaming controllers to design art and sound with the palettes by artists James Jean and David Choe, and sound courtesy of world-renowned DJ Cut Chemist.
- Reebok has installed a 'build your own Reebok' kiosk allowing customers to custom-build every single part of their shoe. The shoes take four to six weeks to manufacture and ship.
- In-store systems such as gait analysis and 3D foot mapping ensure recommended products fit customers’ needs perfectly. Customers can walk or run on a treadmill equipped with medical motion dynamic gait analysis system that records data that associates can use to recommend the perfect shoe based on activity. A Sidas custom ski and snowboard boot insert system creates a 3D map of the customer's foot which is then reflected in a custom boot insert that’s ready within 30 minutes.
- Sport Chek has even partnered with Oakley to install a custom sunglass design kiosk. Customers select from a wide variety of lens, frame, color and logo options to create the perfect customized pair of sunglasses. The sunglasses are built in-store by specially trained staff in minutes.
- Tablets enable staff to more effectively serve customers. Each staff member is equipped with a tablet that is just as powerful as the smartphone most consumers carry. Staff can use the tablet to 'take over' the larger screens in the store to display vendor advertising and community content.
- Interactive digital community board allows customers to connect with each other. Customers can also view schedules, events, standing stats and updates from their favorite community sports leagues and fitness classes.
- Interactive escalator bathes customers in inspiring imagery as they ride. The escalator has 19 screens along its wall, along with a custom-built Xbox Kinect application that follows and matches the customer's ascent. As customers ascend the escalator different themes are activated on the screen including sports scenes, promotions and a simulated chairlift ride.
- Custom content can be updated within 12 minutes via digital control facility. Sport Chek also has a new 'digital store control' facility that produces and pushes custom content to individual screens - allowing new content to be updated within 12 minutes.
- Impressive store front projection attracts and engages the attention of passers by. A 5-foot x 32-foot digital projection screen displays high-definition video, still images and live feeds of sporting events to passers by.
The Store of the FutureNike’s Box Park Store in London provides us with a clear shot of the future of retail and is a prime example of the various ways technology can be used in one retail setting. It’s called the Nike Fuel Station, and it opened in 2012. Related: “In London, Nike designs the retail store of the future” Key Takeaway: Nike has used digital to create position in the market that is currently unparalleled in the active lifestyle industry and it will be hard for competing active lifestyle brands to close that gap unless they make an all-in commitment to digital, and now.
Business ImplicationsDigital technology is changing everything, from the way you serve your customers to the way your company works together. Here is what we see happening. 1. Digital is training customers to perceive technology, content and customer service as one and creating the expectation that it all will work together seamlessly. The digital experience is composed of three main elements: technology, content and customer service, each critical to the overall performance of the other. Yet many organizations still assign IT the responsibility for digital’s success (or blame it for failure). As though it’s IT’s responsibility to resolve marketing or customer service issues, or to provide platforms for resolution. The problem is customers don’t see IT. IT is on the back end. Customers see the front end -- the screen. To the customer, the screens they see and touch, and the content they consume on that screen, and the help they get while interacting with that screen, are the technology. To customers, digital is the brand. 2. Digital will force brands to do a better job of keeping their promises. Digital (and the Internet) makes easy for customers to see whether or not a brand is walking its talk. Digital can reveal inconsistencies that raise questions that brands find embarrassing (or should). For example:
- “You say you value my business. Then why is it sold on Groupon at a steep discount and why do you expect me, a life-long customer, to pay full price?”
- “You say you’re grateful for my loyalty. Then why is there an hour wait to speak to a surly customer service person that doesn’t expect to solve my problem or share the information with someone that can take action on it immediately?”
- “You send me emails inviting me to purchase but why, when I am taken to your website, is the first thing I see a pop up asking me if I will take a survey or provide my email address?”
Evolving LuxuryIronically, the displays in the two very high-end retail stores we visited were limited to attract loops of stunning images of models walking the runway in the latest collection (albeit playing on the highest quality resolution panels). This did not stop us, however, from imagining what else they (and you) could be doing with digital technology that exists right now.
Digital Dressing RoomLet’s imagine a customer, Mara, is very interested in a dress but would like to see it modeled before she tries it on herself. Mara approaches the display panel and scans the tag on the dress she’s holding and the next model that walks down the runway is wearing the dress. With some assistance from the staff, Mara can also see what the dress looks like on someone her size, body shape, height, and skin complexion, before she tries it on. If Mara likes the color, look and feel of the dress, but not how it fits, the staff, can use their tablet to quickly locate a different style of dress. With a few more barcode scans, Mara can also see how different shoes and accessories look with the outfit and then try the ones she likes best.
Multitasking MirrorsMirrors would be combined with transmissive displays. What this means is that the mirror would serve triple duty depending on the need. The mirror/display would serve as video panels when customers were not present and change to a digital interactive display when a customer came within range of a proximity sensor. We also would make dressing room mirrors interactive displays with virtual assistants. Wrong color, wrong size, or wrong fit? The virtual assistant would notify staff who would bring you the right product as well as provide you with suggestions as to what shoes and accessories would work with the outfit.
Virtual Personal AssistantThe virtual assistant also can function as a personal stylist, making recommendations based on color palette, event, time of day, season, personal style, or what a celebrity/athlete would wear. Provided with a key bit of information, such as an email address, the assistant could show you pieces you’ve purchased there previously and suggest complementary additions. What do high-end dresses have to do with active lifestyle products such as footwear, bats and technical apparel? In both cases, performance and satisfaction hinges on making sure the product perfectly matches not only the individual’s physical attributes but also their personal preferences when it comes to color, style and patterns. Digital provides active lifestyle brands with a way to reflect back to individual customers what products best meet their needs, and to do it at scale. The meaning of luxury is evolving for all of retail.
ConclusionThe mission of this report is to provide leaders of active lifestyle brands with a clear view of what is coming down the pike and to inspire them to make a strong commitment to digital now. At the very least we hope to have provided some fodder that can be used to fight against the complacency around digital that we see hurting the present (and undoubtedly the futures) of so many great active lifestyle brands. We hope that you found the content of this report useful, and would welcome your feedback on it (positive or negative). What do you want more of? What could we have left out? Let us know here. If you are an active lifestyle brand ready to create your digital future, please contact us. We would welcome the opportunity to serve you.
This report is provided under the Creative Commons Public License (Attribution-NoDerivs¬†CC BY-ND). This license allows for redistribution, commercial and non-commercial, as long as it is passed along unchanged and in whole, with credit to The Good (The Good Group, Inc). This report is protected by copyright and/or other applicable law. Any use of the work other than as authorized under this license or copyright law is prohibited. Complete license can be found at http://creativecommons.org/licenses/by-nd/3.0/legalcode[post_title] => Research Report: State of Digital In Active Lifestyle Retail [post_excerpt] => [post_status] => publish [comment_status] => closed [ping_status] => closed [post_password] => [post_name] => research-report-state-of-digital-in-retail [to_ping] => [pinged] => [post_modified] => 2013-10-03 13:12:19 [post_modified_gmt] => 2013-10-03 20:12:19 [post_content_filtered] => [post_parent] => 0 [guid] => http://thegood.com/?post_type=research&p=1244 [menu_order] => 0 [post_type] => research [post_mime_type] => [comment_count] => 0 [filter] => raw )
Insights and inspiration for active lifestyle brands looking to satisfy rising consumer expectations and maximize retail revenue potential in stores, on mobile, and online with better digital purchase experiences.
- Custom Search Results: If a website visitor is making branded or unbranded searches on the site, does the brand get preferential treatment or ability to influence the experience?
- Navigation: Does the brand receive preferential treatment when users navigate to products by category? By Product? Where and how is your brand featured?
- Store-Within-A-Store (SWAS): The SWAS section is essentially a microsite. Brands should be able to tailor the experience.
- Digital Assets: Static assets, such as product descriptions and images are good. But interactive content and videos are better.
To maximize the impact of marketing co-op budgets, brands need to finesse relationships with retailers and push for access to customer-related data and the incorporation of branded experiences.
Don't look to your competitors for e-commerce best practices, focus on building features and creating great experiences that will help customers buy from you.
To successfully serve multiple consumer types through a single web site in a way that will convert for all audiences, website content must be organized either by consumer type first or consumer goal first.
- Increased sales
- Increased conversion rates
- Increased purchase volume
- Increased average order value
- Increased new & returning traffic
- Increased SEO & rank
- Better mobile & tablet performance
- Better customer experience leading to more referrals
- Intelligent channel spend recommendations
- Aligned internal sales and marketing efforts
Increasing marketing effectiveness, gaining competitive advantage, and maximizing impact of marketing spend are just three of many reasons for active lifestyle brands to invest in Calibration.
- Ensuring top selling products are easy to navigate to
- Testing and evaluating the site's search results for top onsite search terms
- Evaluating page cost/value beginning with important pages with high exit rates
- Updating and removing old or ineffective content
- Running user testing on the most common customer paths to ensure ease of use
Continual focus on improvement is the only way to get a return on your investment.Invest In Positive Change The Calibration process opens up your digital toolbox so you can use more than the redesign sledgehammer to create change. Instead of constantly making new sites, imagine spending your digital budget speeding up your current site one month, then improving product content the next. Continue improving search performance, navigation paths, category names, product images, ratings and reviews — these all add up to a higher and higher conversion rate. By implementing this process for our clients, we've consistently seen performance improvements in all areas — in some cases sales have gone up by 650-850%! The payoff is absolutely worth the effort, and it's a much safer bet than spending your entire budget on a new site. Evaluate all the traffic inputs to, pathways through, and exits from your site, then devise a plan to plug the leaks and improve the experience for your customers. This continual focus on improvement is the only way to get an actual return on your digital investment. [post_title] => Before Redesigning Your Site (Again) Focus Digital Budget on Improving its Performance [post_excerpt] => [post_status] => publish [comment_status] => closed [ping_status] => closed [post_password] => [post_name] => effective-e-commerce-part-4-of-4-invest-in-improvement [to_ping] => [pinged] => [post_modified] => 2013-08-07 08:10:26 [post_modified_gmt] => 2013-08-07 15:10:26 [post_content_filtered] => [post_parent] => 0 [guid] => http://thegood.com/?post_type=insights&p=1208 [menu_order] => 0 [post_type] => insights [post_mime_type] => [comment_count] => 0 [filter] => raw )
A website can be simultaneously beautiful and totally ineffective; focusing on performance ensures that its beauty is more than skin deep.
- Goal-based navigation structures
- The perfect product detail page
- Effective shopping cart flows
- Conversion-driven responsive design
After surveying, interviewing, and testing effective site design with thousands of our client’s customers, we’ve put together a compilation of e-commerce best practices for Athletic and Outdoor brands.
Your brand could be sitting on a pile of data that would enable you to tailor your ecommerce website to the needs of customers -- if you only knew how.
Focus on creating content that helps customers understand the unique value of your product and why they would be smart to purchase it.
To improve e-commerce sales, marketers need to shift focus off the ‘vanity metrics’ and onto the conversions that are actually driving to sales.
Understand the jobs your website needs to do and give it the content and features it needs to become a star.
Improve engagement and purchase conversions by making your site easy to use on any device and in almost any situation.
- Affected customer segments
- Any actions the customer took before calling (e.g,. visiting the website; what specific pages?, order of pages?)
- Product categories discussed
- Key issues prompting customer to call for help (e.g., purchasing, product info, sizing, warranty, return, shipment tracking, account log in, team purchase, etc).
- Any other key issues and related notes
- Apply Zipf’s Law and focus on the top 20% of most common complaints and suggestions.
- Continually ask the following two questions:
- What problem is the customer trying to resolve?
- What is the customer trying to do?
- After each round of call logging, ask the following questions:
- Were the solutions to address the the complaints and suggestions from the first call log effective?
- What worked and why?
With each new round of call logs, customer feedback will yield better and better results.Call logs help to get different departments on the same page. Once on the same page, departments can have meaningful discussions on what problems customers are having, what resources are needed to address those problems, and what solutions will best serve business goals. This process will lead to fewer Customer Service calls, to higher sales, to greater customer retention, and substantially improved conversion rates. [post_title] => Protect Customer Loyalty By Partnering With Customer Service [post_excerpt] => [post_status] => publish [comment_status] => closed [ping_status] => closed [post_password] => [post_name] => integrate-customer-service-into-website-revisions [to_ping] => [pinged] => [post_modified] => 2013-08-07 08:16:34 [post_modified_gmt] => 2013-08-07 15:16:34 [post_content_filtered] => [post_parent] => 0 [guid] => http://thegood.com/?post_type=insights&p=1011 [menu_order] => 0 [post_type] => insights [post_mime_type] => [comment_count] => 0 [filter] => raw )
Work with your customer service department to surface and correct persistent negative brand experiences that are destroying customer loyalty.
Shifting focus from making sales in-store to store as touchpoint and opportunity for customer service resulting in online purchase or engagement is ultimate mutually beneficial strategy.
To maximize the positive impact of a sponsored athlete on your brand focus on helping them create meaningful connections with your fans.
A simple mathematical law can help you design intelligently and spend effectively.
Increase social sharing by creating content worth reposting -- and removing social sharing buttons from your brand’s website.
Apply the Scientific Method to your digital projects to improve results and effectiveness of digital marketing dollars spent.
User testing can uncover hidden revenue opportunities, just ask Amazon, whose testing led to optimization of promo code placement delivering a 90% increase in revenue.
Outstanding service and saving customers time by enabling them to quickly find what they need online is key to retaining customers long term.
Think of “Frequently Asked Questions” as “Questions your site frequently fails to answer” then adjust your site content to help your customers find what they’re looking for.
Product reviews with spelling mistakes are less trusted by consumers and the result is fewer sales.
Before you build another site, walk a mile (or twenty) in your visitors shoes, then design an experience you and they will find outstanding.
Innovation is easier when brands iterate, and understanding the benefits of a lean process over a waterfall process is necessary to succeed with digital.
To increase the effectiveness of digital brand experience, stop guessing and start listening to consumers.
If digital marketing teams want to get more from the web, they need to start thinking about the online tasks their customers are looking to complete.
Features kill sales because they almost never advance a customer’s goals. Better: Find out what goals are create digital experiences that help customers win.