Starting with a Strategy
Build Omni-channel Excellence and Drive Engagement Beyond First Purchase
In retail, understanding the customer is critical to driving loyalty, which ultimately drives higher profits. As a leading national retailer, the company was ready to take advantage of modern insight strategies focused on:
Insights on customer behaviour: They recognised they had more to learn about their customers, particularly in terms of online versus in-store personas and behaviour.
Act on complex business data: Their business model included many different variables that could affect customer behaviour and overall business performance.
Optimise e-commerce experience: The sheer scope of their product line created risk of confusion, which in turn reduced product visability and created additional points of friction for shoppers.
The situation offered a huge opportunity to improve the commerce experience. Partnering with Rightpoint, they identified an always-on approach to listen, interpret, act and monitor through quantitative and qualitative methods. The work would support two tracks:
A series of data-driven design optimisations to the existing ecommerce experience
The creation of customer journey documentation which would provide a roadmap to help create the brand’s future omnichannel CX
Fixing Immediate Challenges and Building Future Successes
The team began the engagement just before Christmas with the intention of optimising key site experiences in advance of the busiest shopping time of the year. They used the period of high-volume interaction with the retailer’s website to build expertise on both the customers and the experience. This initial assessment on the current state of performance helped the team identify points of friction as well as opportunities.
This initial stage of the project used a sprint model to touch on each key area of the site, performing analysis using both quantitative and qualitative data, exploring UX best practices, and doing unmoderated user testing of site taxonomy.
With this foundation in place, the team began work on two distinct tracks.
Track 1: Website and Commerce Design Optimisations
This track was a continuation of the pre-Christmas analysis and optimisation work. It covered four main areas:
Website and Commerce Design Optimisations
Working one sprint ahead of the design team, Righpoint’s analysts were able to continuously analyse experience and behavioural data to glean performance insights to inform design decisions on a variety of UX elements.
The team paid special attention to how website visitors explored products and engaged with the client’s content marketing. As with other areas of analysis, this work was done to inform ongoing design optimisation recommendations based on how certain kinds of engagement — with inspiration or shop-by-room content, for example — influenced shopping behaviour and outcomes.
A/B Testing Strategy
For optimisations that warranted live testing, Rightpoint helped the client develop a strategy for building out A/B tests on both creative (messaging, colours, aesthetics, etc.) and technical (page structure, item location, etc.) edits.
Performance Measurement Visibility
Throughout the entire process, Rightpoint delivered highly tailored, audience-specific analytics and insights reporting to a variety of different audiences within the client organisation. The customised analyses provided the right highlights and level of detail to ensure that insights were not only relevant to each audience, but also actionable. The reports and Rightpoint’s guidance also helped build data literacy on ecommerce performance in the organisation.
Track 2: Development of Omnichannel Customer Journey Documentation
While Track 1 work was expanding to cover more of the website, the Rightpoint team simultaneously fed Track 1 insights into developing Customer Journey documentation designed to drive foundational CX transformation.
Following the Rightpoint Way methodology—Frame, Shape, Create, Iterate —Rightpoint identified opportunities for brand interaction across three distinct cohorts of their omni-channel journey. Because the resulting Customer Journey documentation was fully backed by qualitative and quantitative data analysis and research, it provided a stable foundation on which to begin constructing the client’s future omni-channel CX.
“This project is a great example of how we can effectively combine multiple analytics work streams to drive short-term performance optimisation while also building the core of a transformative CX strategy to support long-term growth. And the collaborative nature of the partnership allowed us to deliver the insights to inform the immediate work of several teams while also helping build organisational data literacy and expertise.”
- Brand Activation and Engagement
- Analytics and Insights
- Adobe Analytics
- Data Modelling