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James Casazza | FordDirect | SVP of Digital Retail Solutions | It’s All About The Customer Experience James Casazza SVP of Digital.

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Presentation on theme: "James Casazza | FordDirect | SVP of Digital Retail Solutions | It’s All About The Customer Experience James Casazza SVP of Digital."— Presentation transcript:

1 James Casazza | FordDirect | SVP of Digital Retail Solutions | It’s All About The Customer Experience James Casazza SVP of Digital Retail Solutions, FordDirect

2 The Evolution of Shopping Behavior James Casazza | FordDirect | SVP of Digital Retail Solutions | Digital is driving a shorter purchase cycle Digital Media Compresses the Car Buying Decision Timeline Media Used TV Radio Magazines Newspapers Local Magazines Online 29.9 million people 20.9 million people Months From Purchase BUY Dreaming ThinkingResearchingDeciding 15.6 million buyers 16.9 million buyers Media Used Social Media Online Mobile Dreaming ThinkingResearchingDeciding

3 The Evolution of Shopping Behavior James Casazza | FordDirect | SVP of Digital Retail Solutions | research touch points on average search engines OEM sites Dealer sites TV radio video sites third party sites request a quote locate a dealer share +1 follow consumer review sites compare models watch a video 24 SOURCE: Vehicle Shopper Path to Purchase, Millward Brown Digital/ Google September 2013.

4 The Evolution of Shopping Behavior James Casazza | FordDirect | SVP of Digital Retail Solutions | It’s about reaching consumers at the right time through the right channel – and creating an engaging and personalized customer experience

5 James Casazza | FordDirect | SVP of Digital Retail Solutions | 91 % of all U.S. citizens have their mobile device within reach 24/7 (Morgan Stanley & Hubspot, 2012) “SoMoLo Shopper” Consumer who regularly uses social networks, apps, smartphones and location-based services as part of their shopping lifestyle The Evolution of Shopping Behavior Now is the time to use the evolving digital trends and channels to drive growth and brand awareness

6 James Casazza | FordDirect | SVP of Digital Retail Solutions | The Evolution of Shopping Behavior Source:Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013 RT1. Which of the following online sources, if any, did you use to look for information on cars/trucks using these types of devices? Please select all options that apply for each source. N=1,591 (2013); N=1072 (2012) / RT2. Which of the following sources, if any, did you use to look for information on cars/trucks? N=1,591 (2013); N=1072 (2012)

7 James Casazza | FordDirect | SVP of Digital Retail Solutions | Learning From Other Industries As other industries begin to focus on the customer experience and use it as a competitive differentiation, consumers are expecting this level of tailored and unique relationships while they shop When asked for one word that describes their organization’s customer experience: SVP Marketing What would describe yours? “Thoughtful” CMO “Authentic” SVP Marketing “Wow”

8 Learning From Other Industries James Casazza | FordDirect | SVP of Digital Retail Solutions | Customer expectations have changed Luxurious surroundings Exclusive service Pampering convenience Ex: Ritz-Carlton Hotels Luxurious surroundings Exclusive service Pampering convenience Ex: Ritz-Carlton Hotels Address all senses Consistent appearance and customer service Everywhere (convenience) Ex: Starbucks Address all senses Consistent appearance and customer service Everywhere (convenience) Ex: Starbucks Virtual experience Simplified POS (on demand) Where I want, when I want Ex: Amazon Virtual experience Simplified POS (on demand) Where I want, when I want Ex: Amazon Personalized experiences Deep product knowledge Exclusive locations Interconnected personal profile Ex: Apple Store Personalized experiences Deep product knowledge Exclusive locations Interconnected personal profile Ex: Apple Store Source: Roland Berger

9 James Casazza | FordDirect | SVP of Digital Retail Solutions | Evolving Your Digital Strategy to Meet Demands Businesses need to evolve their digital strategies to connect and engage with customers where and how they choose to shop

10 Evolving Your Digital Strategy to Meet Demands James Casazza | FordDirect | SVP of Digital Retail Solutions | Setting the foundation with Gen Y

11 James Casazza | FordDirect | SVP of Digital Retail Solutions | Evolving Your Digital Strategy to Meet Demands What is the brand that you are building for your dealership? Why do people come to you rather than going down the street?

12 James Casazza | FordDirect | SVP of Digital Retail Solutions | Pinpoint Experiences to Build Relationships Tailored customer communication, via digital and print, is the first step to building the customer relationship and a strong customer experience

13 James Casazza | FordDirect | SVP of Digital Retail Solutions | BILLION internet users will be a part of a social network by 2017 (eMarketer) Pinpoint Experiences to Build Relationships As mobile adoption continues to rise, so does the consumer’s expectations on your mobile experience

14 James Casazza | FordDirect | SVP of Digital Retail Solutions | Pinpoint Experiences to Build Relationships Digital tactics such as digital and social media advertising, SEO and retargeting can create customers for life

15 James Casazza | FordDirect | SVP of Digital Retail Solutions | Pinpoint Experiences to Build Relationships Providing information in a variety of means, such as social media and mobile, allows you to connect directly with your customers PAID Result ORGANIC Result

16 Pinpoint Experiences to Build Relationships James Casazza | FordDirect | SVP of Digital Retail Solutions | Customers desire a positive experience and reviews impact their perception of what their experience will be

17 Measure to Make a Difference James Casazza | FordDirect | SVP of Digital Retail Solutions | Knowing how to measure what matters

18 James Casazza | FordDirect | SVP of Digital Retail Solutions | Updating Your Customer Experience Apply best practices from other industries Identify how to deliver tailored content and engage with customers in a meaningful way Pinpoint specific dealer services and experiences to build relationships with current and prospective customers Measure the entire digital strategy to determine effective ROI

19 Contact Info Full Name: Company: Job Title : James Casazza FordDirect SVP of Digital Retail Solutions Share an important takeaway you received from this session using hashtag #DD17 for a chance to win an iPad.


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