Interactive Marketing – Multi-faceted touchpoints

November 6, 2010 at 3:33 pm Leave a comment

Interactive Marketing – Multi-faceted touchpointsPanasonic Consumer Electronics USA –
Customer Experience Strategy & Design using Personas & Scenarios

Panasonic was transitioning from pure consumer electronics manufacturer to becoming an online retailer. After introducing e-commerce functionality on its website, Panasonic still faced several key challenges:

• Online sales were not on target with low sales per customer, low conversion and few returning visitors.
• The web content was not sufficiently consumer centric, nor was product merchandised properly.
• The website itself contained key usability, layout and navigational issues.
• Panasonic did not fully understand the online needs, wants and behaviours of consumer electronic buyers.

Solution:
• Identified the most valuable segments as well as significant gender and generational behavioural differences in the online consumer electronic shopping
• Used segmentation research to lead persona and scenario development.
• Led workshops educating the leadership teams on emerging web trends and online consumer behaviours.

Results:
• Identified consumer product bundles across product divisions that would appeal to key target online audiences.
• Planned and implemented holiday promotional bundles including demand forecasting, pricing, creative brief development, creative concepts reviews, strategic marketing partnership development and negotiations and online implementation.

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Entry filed under: Online.

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