Download - Tania de Santic, Digital manager, Flügger
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17/06/15
FLÜGGER OG REJSEN MOD OMNICHANNEL
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FLÜGGERRESPEKTERET
CROSS CHANNEL
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VIRKSOMHEDEN FLÜGGER
Producerer og sælger maling, tapet og værktøj
I alt 600 butikker, både selvejede og franchise - i
Danmark ca. 50/50Vi er både online og
offline
Vi er i Danmark, Sverige, Norge, Polen – og
internationalt
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FLÜGGER LANDSKABET LIGE NU
Fysiske forretninger
Website og webshop
App til prof-malere
App til konsumente
r
Kundeklub off- og online-> ét
koncept
Sociale medier
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VIRKELIGHEDEN …
= differentieret kundeoplevelse uden harmoni på tværs af kanaler, og som ikke tager højde for kunden og hans adfærd
Alle dele består helt for sig og i
forskellige systemer
Masser af data – som hverken
flyder eller bruges intelligent
Langt fra alle led i virksomheden, forstår hvad, hvorfor og hvordan
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ET PERSPEKTIV PÅ OMNICHANNEL
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”Omni-channel can be defined as the overarching strategy that puts the
customer first ensuring a seamless and consistent brand experience, no matter what technology or communication type
they are engaging with” - Omnichannel Customer Experience
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NY ADFÆRD HOS BRUGERNE
Now Customers will want to interact anywhere at any time
Can I They will want to try things as different kinds of information is deployed more effectively in ways that create value for them.
For me They will expect all data stored about them to be targeted precisely to their needs or used to personalize what they experience.
Simply They will expect all interactions to be easy.
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NYT MEDIELANDSKAB
Paid
Owned / earned
Targeted Channels Broad ChannelsEmail
Mobile
Social
Web
Print, outdoor, TV
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… SOM ALLEREDE ER OUTDATED
Paid
Owned / earned
Targeted Channels Broad ChannelsEmail
Mobile
Social
Print, outdoor, TV
Social
Web
Web
Mobile
Print, TV?
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FRA CROSS CHANNEL TIL OMNICHANNEL
Brev
DB
Mobil
DB
Social
DB
DB
www
DB
www E-mail
Social Mobil Brev
CRM
DW
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CENTRALE TEMAER I OMNICHANNELOrganiseringIntegreret arkitekturDataContent
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ORGANISERING- ALIGN, AHEAD, ALONG
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SECURING ‘STRATEGIC ALIGNMENT’
Kilde: gaping void
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NøglebidragSystemer, drift og ressourcer
IT MARKETING
KUNDESERVICECEO
SALG
NøglebidragVision,
brugeroplevelse, strategi og
kommunikation
NøglebidragSponsorering, commitment til
rejsen, ressource-allokering
NøglebidragTræning, den
samlede brugerrejse,
guide gennem værktøjer
NøglebidragIntegration til ”last mile”
af konvertering
mission
FORANKRING
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NYE PARADIGMER, NYE ARBEJDSMETODER
Produkt Kunde
Kampagne Tilstedeværelse
Manuel Automatiseret
Løst koblet Integreret
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INTEGRERET ARKITEKTUR
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OMNICHANNEL ARKITEKTUR
Forretnings-regler &
Kampagner
Adfærd
Budskab-IDModtager-ID
Kanal-ID
Udvælgelse/Prioritering(Simulering)
Admin. af forretnings- regler og
kampagner
Budskaber
Budskabs-admin.
Visnings-generering
Mai
l
Web
Mob
il
…Butik
3. parts data
KundeDB
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”Forrester believes that the time is right for the online marketing suite to emerge. This suite, underpinned by a central hub, is the eventual
destiny for all online marketing technology and will enable a single view of the customer across channels, provide process tools to support
collaboration, centralize optimization, and support a partner ecosystem”
Suresh Vittal: Defining The Online Marketing Suite Oct. 2007
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CONTENT AND COMMERCE: THE ODD COUPLE OR THE POWER COUPLE?
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DATA
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BEYOND PAGE VIEWS
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Kunde
Butik
Kunde-service
Website
TrustPilot
Facebook m.fl.
OPSAMLING AF KUNDEADFÆRD
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DATA ALENE ER VÆRDILØSE
ACTIONABLEINSIGHT
BIG DATA
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DATA MODENHED
Modenhed
Ingen eller tilfældig data management
Processer for dataopsamling og
anvendelse
Kontinuerlig, optimerende,
forankret, real tid
Beslutnings-understøttende
Nulpunkt Reaktiv Proaktiv Progressiv
Proaktiv anvendelse af
data
Regelbaseret
Segmenteret
Dataopsamling og behandling på projekt basis
Tilbageskuende
Aggregeret
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CONTENT
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Kilde: gaping void
MOST
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HVEM ER BEDST TIL AT SIKRE RELEVANS?
SOCIAL CURATION
BRANDET CONTENT
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CUSTOMER EXPERIENCE LEADERS
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CONTENT CONVERTS
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OMNICHANNEL STILLER SPECIELLE KRAV TIL VORES CONTENT
Message
Adapted to the
channel
Content is built for channel
Content is tailored 1-to-1
on the flyEach
channel is timed to
fit narrative
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REJSEN FORAN OS
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PROCESSEN FREMAD – FIX THE BASICS
GAAAAAAAAAAAAAAB … virkelig kedeligt!– men fine skyskrabere på løst grus duer
ikke!
Solid, moderne og velfungerende
teknisk platform til www, klub og
dialog
Integrationer med ERP, som
fundament for øvrige kanaler
Opsamling og deling af data på tværs af kanaler
PIM-projekt, som sikrer data-
strukturer og korrekt data
Validér vores kunders rejse med
os og prioritér
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PROCESSEN FREMAD, STEP 2Når basics er på plads, er der plads til alt det sjove …
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TAK