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