Wilko klaassen I Husqvarna

Partner-up to deliver a connected experience

Wilko Klaassen

Today1999

© 2017 Husqvarna Group – Wilko Klaassen

Today’s greatest challenge for brands…Understanding the customer path to purchase and how to deliver the same branded shopping experience across all touch points and sales channels


WHY?


It all starts with the customerWe have to understand the customer’s path to purchase.


The process people take to find the product that is right for

them

The actual purchase experience – be it online or

offline

All the different aspects of product ownership – from

using to servicing

Finding Buying UsingWhat do we mean by the customer’s path to purchase?

REPEAT

Across channels and devices


Is it really important?Yes

By 2018, organizations that have fully invested in all types of online personalization will outsell companies that have not by more than 30%.

- Gartner 2015 predictions

Power of decision moves closer to the Consumer.

Increased need for seamless and consistency across touch points, and personalization is expected.

”


The tricky part: The path to purchase spans the touchpoints of both the manufacturer and the retailer.

Manufacturer Retailer


Do we really need both?YesBoth have different focus, B2B vs B2C, that have different go to market and customer interaction models.


DIGITAL IS THE ENABLER

WE CAN CONNECT ALL TOUCHPOINTS, AND


Connecting behind the scenes

Logistics: stock, ordering, deliveries


Connecting the customer experience

Content: specifications, images, videos, texts


Driving conversion together

Using shared insights to improve experience

Sharing insights: data, leads, traffic


Using shared insights to improve experience

Doing all of this requires a mindset change

Sharing insights: data, leads, traffic

Content: specifications, images, videos, texts

Logistics: stock, ordering, deliveries


LET’S DO AN EXAMPLE


1. The customer learns about the product on the brand site.


2. The customer finds a dealer with stock to buy it using a dealer locator on the brand site. The interest is shared with the retailer, who also gets great content from the brand.© 2017 Husqvarna Group – Wilko Klaassen

3. The customer buys the product.Personalization: The retailer knows what product was viewed on the brand site, and can promote it. The sales data is shared back.


By sharing and connecting Brand sites with Retailer sites, we can provide that improved personalized seamless experience, and improve and measure conversion.

Power of SHARED insights, into action


WHAT IS HAPPENING NEXT?


GOING FROM MAD MEN TO MATH MEN

NEW WAYS OF WORKING ARE NEEDED TO DO THIS


TRANSFORMATION TAKES TIME

TAKE IT STEP BY STEP


What is on the horizon and actually already happening


The World Connects


This Whirlpool washing machine has a tank large enough to accept a whole 3-litre bottle of washing up liquid.

When the tank is running low the machine orders another bottle using the Amazon Dash Replacement service.

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Automation at home — Amazon Dash Replenishment (DRS)


Husqvarna-Connected Products

Connecting with the customer

Data: statistics, usage

Order spares, supplies


• Close cooperation is needed• Digital with Digital

• Define together what data is needed for what purpose

• Not all easy to connect ‘sites’• Many different platforms (CMS) and back-end (ERP/CRM)

systems, and more…

• What ones was only internal data is now shared

• It takes time to optimize• How to measure and share success• From supplier relation, to (connected)

partners

It’s not easy


SUCCESS

What people think it looks like

What it really looks like


• Partnerships must be built on shared benefits.

• Sharing data and connecting brand sites with retailer sites have many shared benefits.

• We must partner up to create that seamless branded shopping experience across all touch points and sales channels.

• It starts with the customer

Key insights


Partner-up to deliver a connected experience

…to develop business together


We are hiring, online and digital talent

THANK YOU FOR LISTENING


Wilko klaassen I Husqvarna

Marketing

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