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! About us
! The new smart customers
! How they really buy
! Idea
! Research
! Decision
! Purchase
! After-purchase
! How can we address this
! Toolbox
! Show time
! Questions
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CULTURE
personality
preferences
habits CIRCUMSTANCES
attitudes
everyday products
PRODUCT information-intense products
look-and-feel products
My new camera:
! easy to carry around
! takes great photos
! telephoto and wide-angle lens
! manual shutter speed and
aperture
! rechargeable, but also works
with normal batteries
20
Decision & purchase
Idea
After-
Research
Purchase
Purchase Decision
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Purchase
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My criteria:
25%
! easy to carry around
! takes great photos
20% ! telephoto and wide-angel lens
! manual shutter speed and
aperture
15% ! rechargeable, but works also
My criteria:
with normal batteries
! a good camera
10%
5%
Idea
After-
Research
Purchase
Purchase Decision
Mobile phone or
accessories
Furniture
Beauty, cosmetics
Food
and health The New Smart Customer | euroIA 2010 – Paris | 29
Information gathering
Manufacturer's websites
Product ratings
Compare descriptions
Spoke to others
Description of resellers
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Manufacturer's websites
Product ratings
Online reviews
Compare descriptions
Description of resellers
Spoke to others
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Compare descriptions
Online reviews
Product ratings
Manufacturer's websites
Description of resellers
Hotline
Spoke to others
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
After-
Research
Purchase
Purchase Decision
90%
60%
50% so so
40%
30%
20%
difficult to decide
10%
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Calling Detailed
Good pictures from
customer care. product
multiple perspectives.
information
Idea
After-
Research
Purchase
Purchase Decision
It was not available in-store. It was the easiest. It was the closest.
Idea
After-
Research
Purchase
Purchase Decision
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Rated a product
Rated a service
often
Written a product review sometimes
once or twice
Idea
Engage your customers and
make them help you.
The right formula for
After- every product – be it
Research information, mood,
Purchase
look & feel or ratings
Why?
How?
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The New Smart Customer | euroIA 2010 – Paris | 58
KNOW YOUR CUSTOMERS
Surveys
Interviews
Customer
segmentation
Focus Groups
Testing
Field studies
Ionos’ Mobile app for iPhone and Blackberry focuses on the special context of a
person at an airport. The user can retrieve information that is relevant in this
situation, such as flight status and real-time change alerts, parking lot
availability, gate information and maps, security waiting times and
concessionaire listings (including user ratings). The user can also retrieve
information on ground transportation options, baggage claim locations and local
weather conditions, which become relevant after arriving at the destination.
Ionos: Mobile app for iPhone and Blackberry
! Books
! Underhill, P. (2008). Why we buy: The science of shopping. Simon & Schuster.
! Schwartz, B. (2005). The Paradox of Choice: Why More Is Less. Harper Perennial.
! Online resources
! Consumer Commerce Barometer: consumerbarometer.eu
! Sinek, S. (2010). The Golden Circle
TED presentation: http://www.startwithwhy.com/#video1
aroesgen@sapient.com
cfehrenbach@sapient.com