Consumer engagement:
‘the value of a brand store in the
consumer decision journey’
Gertin Schraa
Koninklijke Philips N.V.
Headquarter
Amsterdam
Employee base
116,100 (April 2013)
Mission:
Improving people’s lives through meaningful
innovation
Businesses:
Healthcare
2
Lighting
Consumer Lifestyle
2
3
3
D. Peppers & M. Rogers
4
Consumer Decision Journey:
“Brands need to understand and recognize the
touch points in order to win”
5
Philips Online Shop:
What do you believe is our best selling product?
9
In quantities
In value
10
An Online Brand Store delivers great value add
in this journey
Why do consumer want to buy directly at the manufacturer
Source: PWC 2013
………….and we’re not the only one….
5
The Philips Online Shop has a key role to play in
the digital user experience
Delivering best possible
Consumer Engagement
Digital User Experience
Philips
Online
Shop
9
Test & Learn
Sales
Support & push
conversion to sales
Pushing tailored
offers, on the
right channel,
at the right time
12
-
Availability & find ability
Build expertise
New channel development
New digital propositions
Deepen relationships
Offering advanced 'care’, support, information
12
Stimulate loyalty
and repurchase
Stimulating re-purchase to cross-sell & up-sell
12
15
16
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the value of a brand store in the consumer decision journey