Home > Customer Experience, Multichannel > Example of a poor multichannel consumer journey (DIY)

Example of a poor multichannel consumer journey (DIY)

Authors note: This spring we bought a house, and that is partly the reason why I haven’t blogged much. This post has been a draft for a very long time, and I thought I should finish it and finally get it published. State of their websites is from this summer, hope things have improved since. The rebuilding project went well 🙂

I am currently (summer 2011) rebuilding my house and as a somewhat reluctant DIY I wanted to share my experience of the Swedish DIY market and the state of their digital presence. I’ve interacted with brands such as Bauhaus, K-Rauta & Fredells and there is a lot these companies could do to acquire customers if they used online better. DIY cartoon

When I think about channel usage, I try to understand the context of the user. To set the scene, I’ve found myself in three very different scenarios

  1. At home, planning the work, choosing products & services
  2. At the construction site, with a specific and immediate product need, e.g. running out of concrete
  3. At the construction site, need information on the process of using a product, best practices etc

None of the brands are doing a good job online. K-Rauta as an example have a great offering with a personal shopper that will guide you through your DIY project, but the help is not available online in forums, chat or how to articles. They are not able to drive me into their store (via website, via google), they are not able to satisfy my information needs, and they are doing a poor job in the mobile. I get the feeling it has been designed without analyzing the user context I outlined above in mind.

Every time I went to a store, I could not be sure that I would return to my project with all the products required to complete my task. How many of your friends have complained about having to go back and forth because they forgot to buy something? There, that is an opportunity to solve.

I think all of our DIY brands should have a look at this awesome blog post and start thinking about it:

http://www.ronnestam.com/future-integrated-communication-from-a-digital-perspective/

A couple of things they could do to improve:

  • Get proper product catalogue out online so I get there through google. (Try e.g. flytspackel) If you win on google, you’ll win me going to your store. That K-rauta is losing to the forum minhemmabio.com on “flytspackel” is … not good.
  • Help me choose, there is an abundance of products out there and I am starving for knowledge
  • Get availability information out online, I will be very unhappy if I go to your store and what I need is not available
  • Support the process – e.g. what other stuff do you need to complete your task? Help me get all I need in one go and I’ll brag about your brand in front of all my friends
  • Understand that I at times – especially when looking for usage / how-tos / product information is at a building site, accessing your site from a mobile device over 3G
  • Engage in the communities out there, e.g. http://www.byggahus.se that have filled the void your content could have filled
  • Get a loyalty program going, sign me up for it, and start communicating with me via email (Fredells is sending me snail mail only, K-rauta is slightly better)

Interestingly Jula is stopping their e-commerce initiative (swedish link) and will just be using their website to improve the experience in the store, by providing shopping lists with guides on where the products are in store, and in stock information. Not sure if that is future proofing their brand, but if they do that right they could at least win in a poorly developed digital market short term.

 

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  1. December 18, 2011 at 2:15 pm

    Thanks for the linkup and nice words 🙂

    • December 19, 2011 at 8:36 am

      My pleasure, truly awesome blog post.

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