Tips to get more customers - range of products and customer journey for retailers multi-value

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  • 1. HOW TWO SIMPLE MECHANISMS INCREASE SUCCESS IN RETAIL FOR FASHION AND OTHER RETAILERS TIPS from MULTI-VALUE MARCH 2015
  • 2. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. #1 THE RANGE OF PRODUCTS
  • 3. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. YOU CAN PREDICT THE NUMBER OF CUSTOMERS BY YOUR RANGE OF PRODUCTS
  • 4. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. WE CAN DEFINE PRODUCTS BY A COMBINATION OF THE PRODUCT CATEGORY & THE INVOLVEMENT
  • 5. PRODUCTS FOR DAILY USE PRODUCTS NOT FOR DAILY USE INVOLVEMENT WANTED INVOLVEMENT NEEDED A DC B
  • 6. PRODUCTS FOR DAILY USE PRODUCTS NOT FOR DAILY USE INVOLVEMENT WANTED INVOLVEMENT NEEDED
  • 7. ORDINARY+ NEEDED ORDINARY + WANTED EXCEPTIONAL+ NEEDED EXCEPTIONAL+ WANTED ORDINARY BASICS + ORDINARY SPECIALS AFFORDABLE LIFESTYLE + SMALL PLEASURES TRUSTED ADVISORS LIFESTYLE CURATORS A B C D MORE LESS
  • 8. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. WHAT IF MY RANGE OF PRODUCTS IS EXCEPTIONAL BUT I NEED MORE CUSTOMERS?
  • 9. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. #TIP ADD ORDINARY PRODUCTS TO YOUR RANGE OF PRODUCTS
  • 10. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. HOW MANY TIMES WILL YOU BUY A NEW BED OR A NEW SOFA IN YOUR LIFETIME?
  • 11. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. LESS HOW MANY TIMES WILL YOU BUY A NEW BED OR A NEW SOFA IN YOUR LIFETIME? PRODUCT WANTED EXCEPTIONALLY
  • 12. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. MORE LESS PRODUCT WANTED EXCEPTIONALLYPRODUCT NEEDED + WANTED ORDINARY … BUT HOW MANY TIMES WILL YOU BUY NEW TEALIGHTS, PLATES AND FOOD IN YOUR LIFETIME?
  • 13. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. #2 THE COMPLETE CUSTOMER JOURNEY
  • 14. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. DO YOU BELIEVE THAT CUSTOMERS REMAIN LOYAL TO A RETAILER OR A BRAND BECAUSE OF THE PAST?
  • 15. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. CUSTOMERS DO NOT REMAIN LOYAL. YOU HAVE TO CONVINCE THEM OVER AND OVER AGAIN.
  • 16. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. PRICE AND QUALITY ARE NO LONGER ENOUGH TO CONVINCE CUSTOMERS #1
  • 17. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. A STORE OR WEBSHOP IS THE NEXT-TO-LAST POINT OF CONTACT IN A CUSTOMER JOURNEY 90% OF RETAILERS USE A STORE OR WEBSHOP AS THE FIRST POINT OF CONTACT #2
  • 18. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. CUSTOMERS HAVE TO KNOW AND BELIEVE IN YOUR BRAND OR RETAIL CONCEPT TO PUT IN THEIR SHOPBRARY
  • 19. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. SHOPBRARIES FILL UP WHEN CUSTOMERS ARE BROWSING FOR NOTHING IN PARTICULAR
  • 20. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. YOU’RE LOOKING FOR A NEW BLACK DRESS
  • 21. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. HOW DO YOU SHOP TO FIND THIS BLACK DRESS?
  • 22. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. MY NEED SHOPBRARY COMPARING A BLACK DRESS ALL THE PLACES WHERE I KNOW I CAN FIND A BLACK DRESS DO I LIKE THE DRESS? WHAT’S THE PRICE? IS IT AVAILABLE IN MY SIZE? ETC.
  • 23. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. DECISION PURCHASE DELIVERY A BLACK DRESS PURCHASING THE DRESS ONLINE OR IN A STORE THIS IS THE BLACK DRESS I WILL BUY
  • 24. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. THE MOMENT YOU WEAR THE DRESS ? THE SHOWCASE FOR THE DRESS AND YOU “Nice dress, where did you find it?” WHAT NOW?
  • 25. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. THE TWO MOST-FORGOTTEN POINTS OF CONTACT IN THE CUSTOMER JOURNEY SHOPBRARY ?& BEFORE AFTERPURCHASE
  • 26. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. WHAT IF I NEED MORE CUSTOMERS?
  • 27. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. #TIP 1 PUT A LOT OF CONSTANT EFFORT INTO GETTING INTO POTENTIAL CUSTOMERS’ SHOPBRARIES
  • 28. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. #TIP 1 BE AWARE THAT SHOPBRARIES FILL UP WHEN PEOPLE ARE LOOKING FOR NOTHING IN PARTICULAR, i.e. WELL BEFORE THEY HAVE A NEED
  • 29. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. #TIP 2 DO THE SAME AFTER A PURCHASE
  • 30. IT’S NOT BECAUSE YOU SOLD SOMETHING TO A CUSTOMER THEY WILL STILL BE HAPPY WITH THEIR PURCHASE FOR A WHILE. SO ASK YOUR CUSTOMER ABOUT THEIR SATISFACTION #TIP 2 *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days.
  • 31. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. #TIP 2 IF YOU ASK THEM ABOUT THEIR SATISFACTION, YOU WILL KNOW IF THEY ARE HAPPY OR UNHAPPY ABOUT A PURCHASE. WHY IS THIS IMPORTANT?
  • 32. *the images used are royalty-free as far as we know. If not, please inform Multi-Value and we will remove the image within 4 days. #TIP 2 1. YOU CAN MAKE A UNHAPPY CUSTOMER HAPPY AGAIN BY FOR EXAMPLE A DISCOUNT OR GIFTCARD. 2. YOU KNOW YOU HAVE TO STOP PRODUCTS CUSTOMERS ARE NOT SATISFIED ABOUT. IF YOU DON’T, CUSTOMERS WILL NOT PROMOTE YOU
  • 33. HEADQUARTERS Multi-Value BVBA I Western Southern Europe Eiermarkt 13-17 2000 ANTWERPEN BELGIUM T. +32(0)3 212 15 15 info@multi-value.com HEADQUARTERS Multi-Value B.V. I Northern Europe Richterpad 5 5554 BJ VALKENSWAARD THE NETHERLANDS T. +31(0)40 201 33 28 info@multi-value.com HEADQUARTERS Multi-Value GmbH I Central Europe Schloss-Rahe-Straße 15 52072 AACHEN GERMANY T. +49(0)241 936 734 00 info@multi-value.com There is more information at www.multi-value.com
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