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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 staying ahead of the curve Discussing business models behind digital disruption Don’t be a victim – what you should have done yesterday
What I am not going to talk about today…
So how am I going to add value to your morning?
How most businesses seem to miss the obvious
AO’s four business principles 1. North star 2. Understand our Customers 3. Exceptional customer experience through digital 4. Create the best team to deliver the plan
AO business principle 1
Create a North Star
AO business principle 2
A question to ask yourself?
How we ask our customers
Customer Labs… When we did our computing launch research… • speak to them!
Customer Labs… When we did our computing launch research… • speak to them!
What about our social proof messaging?
What about our social proof messaging?
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? Track your order 73% Loyalty discount e.g. additional… 58% Order history 54% Contact customer services 52% Notifications when there are deals on 49% Money off if you download the app 47% Guide to install / setup your new… 40% Tips about your new product 39% Save products for later 39% Scan a product barcode to check… 27% Create a wishlist 23% Kitchen inspiration e.g. storage… 20% Send a video of a product issue to… 14% Surveys / Competitions 13% Recipes 12% I wouldn't use at app at all 11% Our CEO original brief Games 3% Other (please specify) 2%
9 months later... We produced a track your order app in line with our customers needs
Once you understand your customers needs…
But first…. Understand what’s possible in digital?
AO business principle 3
AO principle 3: Understand how to apply it to create an exceptional customer experience Getting people to your business Customer journey • User experience • Content Getting people back
AO business principle 4
Build an outstanding team
Rowing in the same direction • Rowing in the same direction
Build and Maintain that culture • Negative people and policing it
Key learnings 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
Any questions?
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