Come in we're open! Parallels and particularities between digital & physical marketplaces

CUSTOMER SERVICE

The common thread among all of my seemingly random jobs.

OLD SCHOOL CUSTOMER SERVICE

NEW SCHOOL CUSTOMER SERVICE

I’M IN TECH, NOT CUSTOMER

SERVICE

I’ve observed people’s behavior in physical market places by serving and observing them. I’ve observed people’s behavior in digital market places by digging into data, both qualitative & quantitative—the digital equivalent of serving & observing.

ALL BUSINESSES SERVE PEOPLE

LET’S DIG IN TO WHAT I’VE

LEARNED

HOW DO THEY COME IN?

SOURCE: guidepal.com

YOUR LOCAL MAIN STREET

Signage, a window display, a doorway, some social proof with awards, TripAdvisor stickers, etc… even an A-frame sign!

THE NEW MAIN STREET

Signage = Title Window Display = Description Doorway = Strong CTAs/Links Social Proof = Star Ratings & Reviews A-frame Sign = Ad Listing w/ Categories & USPs

Stores commonly “trap” people. Womp womp.

Create compelling landing pages.

HOW DO THEY KNOW WHERE

TO GO?

                           FRESH PRODUCE AT THE BEGINNING, FROZEN PRODUCTS AT THE END

                           STORES LIKE IKEA DESIGN YOUR ROUTE. YOU CAN DO THIS DIGITALLY, TOO

                           SIGNAGE = NAV & SUB NAV

INFORMATION ARCHITECTURE

INFORMATION ARCHITECTURE = STORE DESIGN

HOW CAN THEY SEE WHAT YOU

SELL?

VISUAL MERCHANDISING

VISUAL MERCHANDISING USES: •  Displays

VISUAL MERCHANDISING USES: •  Displays •  Color

VISUAL MERCHANDISING USES: •  Displays •  Color •  Lighting

VISUAL MERCHANDISING USES: •  Displays •  Color •  Lighting •  Smells

VISUAL MERCHANDISING USES: •  Displays •  Color •  Lighting •  Smells •  Sounds

VISUAL MERCHANDISING USES: •  Displays •  Color •  Lighting •  Smells •  Sounds •  Digital technology

VISUAL MERCHANDISING USES: •  Displays •  Color •  Lighting •  Smells •  Sounds •  Digital technology •  Interactive elements

WHAT IF THEY STILL CAN’T FIND WHAT THEY NEED?

                           THEY ASK SOMEONE

THEY ASK BY SEARCHING & WEB CHATTING

HOW DO THEY DECIDE WHAT

TO BUY?

THE PRODUCT IS THE PACKAGING

WARNING: Quick & horrible Photoshop is simply to illustrate my point. Don’t try this at home, kids.

HOW DO THEY GET THEIR

STUFF?

SOURCE: canadiangrocer.com

SOURCE: ah.nl

SOURCE: fiveminutemarketing.com

SOURCE: uproxx.com

HOW CAN YOU SELL THEM

MORE?

                           IMPULSE ITEMS

                           MISSED OPPORTUNITY FOR A CROSS-SELL

HOW DO YOU GET TO KNOW

THEM?

SOURCE: chrisglass.com

REMEMBER WHAT THEY BUY, REMEMBER WHAT OTHERS LIKE THEM BUY

THIS IS WAY MORE SOPHISTOCATED THAN ANY MEMORY COULD BE

KEEP YOUR EYES OPEN WHEN YOU SHOP.

Learn from our foremothers and fathers.

THE END