Best practices du retail connecté Par Laurence Faguer

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Best practices du retail connecté aux Etats-Unis

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AGENDA

COMMERCE EVERYWHERE SOLLICITER DES PREUVES SOCIALES COMMERCE SOCIAL DISCOVERY SHOPPING GO MOBILE ! SOCIAL CUSTOMER SERVICE in Retail Case Study : Tesco

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COMMERCE EVERYWHERE.

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8 000 MAGASINS

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POUR LES CLIENTS ? EST SIMPLEMENT WALGREENS

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BEST PRACTICES

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SOLICITER DES PREUVES SOCIALES.

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COMMERCE SOCIAL

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DISCOVERY SHOPPING

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Web-to-Store, Store-to-Web MASS-CUSTOMISATION

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LE Le catalogue en avant première sur

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GO MOBILE !

Site de ventes privées

-end, 50% de notre trafic provient du Mobile (smartphone et tablette

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Pour 88 % des interviewés «

et non pas seulement un canal »

Source : Latitude : Enquête 2012 auprès de 909 utilisateurs de smartphone (UK et USA)

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GO MOBILE ! out-of-store

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Coupons sur mobile

Tx de conversion

X 10 vs canaux traditionnels

Recherche sur mobile

70 % sont suivies

(vs 30 % pour les

recherches sur PC) Source Yahoo, August 2013, Etail Philadelphia

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Tesco Case Study Social Customer Service in Retail

24th September

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3rd largest retailer in the world by revenue Stores in 14 countries UK market share 30% 40 customer service managers dedicated to Facebook & Twitter Began their social journey in 2011

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✓To deliver great customer service through accurate and speedy responses ✓To drive action through insight for the broader business ✓To build advocacy through public engagement and be appreciated as a valuable resource ✓To promote a contemporary image by providing service in the channels customers use

Four Pillars of Social Customer Service

“a great case study for how to get social customer service correct and should stand as a benchmark for others to try and emulate”

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The Results Over 91% of Facebook messages and 95% on Twitter are responded to within the hour Facebook has grown as a channel by over 216% year on year and Twitter by 348% Have received numerous awards for innovation in customer service

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The Results

Customers share their praise and gratitude with a public audience

Real improvements are made to the customer experience - big and small

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Takeaways

✓ Identify the customer service opportunity in conversations

What should you do next?

✓ Form a team of your best agents

✓ Identify a dedicated tool that will filter social noise

✓ Create guidelines for engagement with Communications

✓ Be brave, and reach out to customers who need help

Best practices du retail connecté Par Laurence Faguer

Business

Transcript of Best practices du retail connecté Par Laurence Faguer

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