Loyalty Summit - Customer Experience Forum speech by Rupa Shankar

From Undecided To Sold! Transforming Online Retail Experiences

Rupa Shankar Associate Director Social Computing

© Rupa Shankar

High Foot Traffic Zone

Great Location/

A Well-Stocked

Store with the latest

items

Courteous, Knowledge-

able Staff

© Rupa Shankar

Source: Amazon.com

Source: Amazon.com

Source: Amazon.com

© Rupa Shankar

™

© Rupa Shankar

© Rupa Shankar

Ineffective Navigation leaves customers asking “Where is the product I want?”

Source: Sears.com; Flipkart.com

a “Effortless!”

Source: B&H Photo

Too much choice leads to confusion & indecision—the stumbling blocks for purchases

Source: Walmart.com

Uncluttered Pages

Uncluttered Layout Feels “Easy” To Take In

Source: Nordstrom.com

© Rupa Shankar

Empower Users With Great Content

Recalculates MRP with each change

Source: Mini.com

User Generated Content builds trust & gives greater power to make a purchasing decision

Source: TripAdvisor.in

Likelihood of revisiting site

Engagement Source: Harvard Business Review

NGC’s competitive advantage lays in differentiating based on audience desires, not just on the range of products or services

Source: National Geographic

© Rupa Shankar

“Retailing Judo”— use the shopper’s own momentum, her largely unspoken inclinations and desires, to get her to move in a direction unplanned, and often unaware. Paco Underhill, Why We Buy

Source: Why We Buy, Paco Underhill

When clutter meets overselling… Too many calls to action = NO ACTION

Source: Lloyds.com, Inginsurance, Expedia.co.in, Capital one, Walmart.com

Source: Groupon.com

Sleek design heightens ineffable appeal of the brand

Rich, engaging content builds confidence in the product quality

Source: Apple.com

Source: Apple.com

© Rupa Shankar

+ Sporty cachet of stores to the web + Brand imaging & calls to action are inescapable

- Beacon of impeccable taste does not do a good job of transferring the style online - Can you even see the brand name?

Source: Ralph Lauren, Barneys New York

Bring the social experience into online: Ebay Help me Shop

+ Customers likelier to purchase if their friends weigh in + Engagement and consultation through Facebook

Source: Ebay

Next-gen ecommerce sites provide “beyond transactional” appeal with real, emotional highly curated experiences

Source: Ahalife, Joyus, Pinterest

© Seth Godin, Purple Cow

Purple Cow, Seth Godin

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© Rupa Shankar

Email: rupa.shankar@happiestminds.com

Blog: www.cxpdesign.com

Web: www.happiestminds.com