bbdo connect shopper marketing

Connect

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Omnichannel shopper marketing @LivTom, June 19

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google.com/shopping

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2,49

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“Today,4people4say4you’re4carrying4a4store4in4your4pocket4because4you4have4444a4smartphone,4in4the4future,4you4will4simply4be4in4a4store4all4the4>me”4

James*MacQuivey,*Forrester

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EAcommerce4in4Belgium

14%$$

2015%

30%?$

2020%

>$

BeCommerce*Market*Monitor,**GfK*=*8*juni*2015

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EAcommerce4ranking42015

Ranking' Trend' Country'

1'2'3'4'5'6'7'8'9'

+2'

;1'

+1'

;2'

+1'

+1'

;2'

+5'

+15'

AT*Kearney*2015

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Fashion/4Shoes

Hotels/4Accommoda>on Books Ticke>ng

Bought4products/services4online4(124months)

Comeos,*e=commerce*in*2015,*Insites

57%$$ 39%$$ 32%$$ 31%$$

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Online4purchases4:4trendsComeos*e=commerce*2015

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86%$$ 55%$$

BeCommerce*Market*Monitor,**GfK*=*8*juni*2015

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Informa>on4searchComeos*e=commerce*2015

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Make%mobile%searches%during%shopping%

Showrooming**

Make%mobile%searches%during%shopping%

Make%mobile%searches%during%shopping%

46%**

23%**

6%**

The*cube*=*The*Digital*Society

46%$$

23%$$

6%$$

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Clicks'do'lead'to'bricks'Bricks4do4lead4to4clicksClicks4do4lead4to4bricksClicks'do'lead'to'bricks'

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AWARENESS CONSIDERATION INTENT (RE)PURCHASE

SHOPPER

CONSUMER

ADVOCACY

PRE-STORE TO-STORE IN-STORE POST-STORE

onlinebrick & mortar

DESIRE

1,00

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Asynchronous4shopper4journey

Forrester

Clicks'do'lead'to'bricks'

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Shopper4communica>on44in4an4omnichannel4retail4context

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1.4Start4from4the4path4to4purchaseClicks'do'lead'to'bricks'

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Asynchronous4shopper4journey

Forrester

Clicks'do'lead'to'bricks'

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mobile'

AWARENESS' PRE)PURCHASE' PURCHASE' ADVOCATE'

web'

social' E-mail'

mailings'

retail''folder'

print'

OOH'

TV'

mobile'apps'

Brand'websites'for'product'Info'&'comparisons'

e-shop'

social'site'&'blogs-'follow'for'product'info'

&'deals'search'for''

local'or'online''deals'

retail'flyers'follow'for'deals'

consumers''social'sphere:''ask'Aps'&'

recommendaAons'

visit'stores'Exp.'products'in'person,''

showrooming'

posiAve'or'negaAve'exprerience'shared'

WOM'

posiAve'or'negaAve'exprerience''shared'social'

ship'direct''to'home'

ship'to'store'

order'online'

website,'find,'neorest'Store,'check'innoventory'

Shipping'opAons'

POS''communicaAon'

By'on'store'

sales'advisor'In'store'

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•  TV integration •  Magazine integration •  Video •  Display

•  Search •  Read reviews •  Watch videos •  Compare •  Content •  Social

Which becomes next person’s MOT

Experiences we can broadcast

AWARENESS PRE-PURCHASE PURCHASE EXPERIENCE

•  Webshop •  Flagship stores •  Retail •  Omnichannel •  POS integration

•  Share •  User generated •  Co-creation •  # •  Interactive platform

Shoppers4pivotal4moments4of4truth

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Focus4on4the4weakest4links44Clicks'do'lead'to'bricks'

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#sleepwiththis

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Clicks'do'lead'to'bricks'2.4The4power4of4content

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Content4frameworkClicks'do'lead'to'bricks'

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Types4of4contentClicks'do'lead'to'bricks'

HERO%Large+scale,%tent+pole%events%or%“go+big”%moments%designed%%to%raise%broad%awareness%

HUB%Regulary%scheduled%“push”%Content%designed%for%your%%prime%prospect%

HYGIENE%Always+on%“pull”%content%designed%for%your%core%target%

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3.4Seamless4integra>onClicks'do'lead'to'bricks'

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4.4Customer4centricityClicks'do'lead'to'bricks'

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CustomerAcentric4model4

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JOHN%LEWIS%

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JOHN%LEWIS%

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“"

JOHN%LEWIS%

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JOHN%LEWIS%

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John4Lewis4Retail4and4Consumer4Merchandise

JOHN%LEWIS%

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JOHN%LEWIS%

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Total4EOY4sales42014:444+45.8%44Store4sales:444444444444444444444444+40%44Online4EOY4sales:44444444444+419%44Online4sales42014:444444444+432%4

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Create4an4experience4at4every4touchpoint4444444444444–4and4make4it4memorableClicks'do'lead'to'bricks'

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THANKS4FOR4PARTICIPATING

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