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Right Brain / Left Brain Commerce
The document discusses the integration of online and offline retail strategies, emphasizing the importance of technology and customer experience in driving sales and brand performance. It highlights Honda's marketing strategies, including digital content, social media engagement, and user-centered design, which resulted in significant increases in test drive requests and brochure downloads. Key takeaways include prioritizing customer understanding, continuous learning, and balancing creative and analytical approaches to enhance conversions.
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Right Brain / Left Brain Commerce
- 1. RIGHT BRAIN /LEFT BRAIN COMMERCE
- 2. OFFLINE RETAIL FOCUS SERVICE EXPERIENCE MERCHANDISE TECHNOLOGY
- 3. ONLINE RETAIL FOCUS TECHNOLOGY MERCHANDISE EXPERIENCE SERVICE
- 4. ONLINE RETAIL FOCUS Differentiation starts here Sales and Brand Performance Many stop here Technology Experience Service Effort
- 5. ONLINE RETAIL FOCUS Sales and Brand Performance • Luxury brands • Travel • Automotive Technology Experience Service Effort
- 7. PHILOSOPHY P People Understand you customers’ activity and behaviour O Objectives Decide what you want to accomplish S Strategy Plan for how relationships with customers will change T Technology Decide which technologies to use
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- 9. DT ONLINE CUSTOMER EXPERIENCEPATHWAY CONSUMER INTENT
- 10. DT ONLINE CUSTOMER EXPERIENCEPATHWAY CONSUMER INTENT + USE CENTRED DESIGN
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- 19. HONDA ECOSYSTEM WEBSITE MOBILE CONVERSIONS 360 spins/ printed CONTENT colour options video content brochure interactives mobile requests applications content strategy test drive ADVERTISING bookings DIGITAL PRESENCE mobile website honda one brochure online display EMAIL honda.com.au DIGITAL requests showroom INSTALLATIONS data and viral triggered analytics find a dealer campaigns emails honda mobile dream wall social presence launch emails iPad applications social strategy SEARCH SOCIAL Twitter AWARENESS honda eNews ENGAGEMENT SEM Facebook monitoring ACTIVE CONSIDERATION YouTube honda one SEO management RELATIONSHIP BUILDING news ADVOCACY
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- 28. RESULTS Test Drive Requests +52.5% Brochure Requests +61.2% Brochure Downloads +99.7% 2 months before and after change
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- 31. SUCCESS IS 99%FAILURE
- 32. SUMMARY 1. Don’t overlookwhat you already know 2. People first, technology last 3. Right brain / left brain to improve conversion 4. Never stop learning and adapting
- 33. THANKS Brian Vella /[email protected] @brian_vella @dtdigital @corinne_wilson @honda_australia