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1 David Lawson Group E-Commerce Director AO.com Slight change of - - PowerPoint PPT Presentation
1 David Lawson Group E-Commerce Director AO.com Slight change of - - PowerPoint PPT Presentation
1 David Lawson Group E-Commerce Director AO.com Slight change of plan This was the original topic I was asked to talk about Understanding how technology is informing industry and how best to respond Exploring digital disruption and
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Slight change of plan…
Understanding how technology is informing industry and how best to respond Exploring digital disruption and staying ahead of the curve Discussing business models behind digital disruption Don’t be a victim – what you should have done yesterday
This was the original topic I was asked to talk about…
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What I am not going to talk about today…
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So how am I going to add value to your morning?
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How most businesses seem to miss the obvious
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1. North star
- 2. Understand our Customers
3. Exceptional customer experience through digital 4. Create the best team to deliver the plan AO’s four business principles
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AO business principle 1
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Create a North Star
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AO business principle 2
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A question to ask yourself?
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How we ask our customers
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- speak to them!
Customer Labs… When we did our computing launch research…
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- speak to them!
Customer Labs… When we did our computing launch research…
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What about our social proof messaging?
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What about our social proof messaging?
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When our CEO wanted to do an app his way… The value of questionnaires
We asked our customers in a questionnaire what they wanted in an App?
73% 58% 54% 52% 49% 47% 40% 39% 39% 27% 23% 20% 14% 13% 12% 11% 3% 2%
Track your order Loyalty discount e.g. additional… Order history Contact customer services Notifications when there are deals on Money off if you download the app Guide to install / setup your new… Tips about your new product Save products for later Scan a product barcode to check… Create a wishlist Kitchen inspiration e.g. storage… Send a video of a product issue to… Surveys / Competitions Recipes I wouldn't use at app at all Games Other (please specify)
Our CEO original brief
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9 months later... We produced a track your order app in line with our customers needs
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Once you understand your customers needs…
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But first…. Understand what’s possible in digital?
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AO business principle 3
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AO principle 3: Understand how to apply it to create an exceptional customer experience Customer journey
- User experience
- Content
Getting people back Getting people to your business
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AO business principle 4
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Build an outstanding team
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- Rowing in the same direction
Rowing in the same direction
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- Negative people and policing it
Build and Maintain that culture
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- 1. North star
What are you working towards?
- 2. Understand our customers
Customers know more than you…. Listen to them
- 3. Exceptional customer experience through digital
Give the customers what they want through what’s possible in the digital sector
- 4. Create the plan
Everyone needs a plan! Communicate it and focus on it
- 5. Create the best team to deliver the plan
Build the best team to suit your goals Get them all rowing together in the right direction Culture is more important than anything
Key learnings
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