omnichannel shopper marketing: the next level
TRANSCRIPT
OMNI-CHANNEL IN RETAIL: PUTTING THE CUSTOMER AT THE HEART OF YOUR BUSINESS
PROF. GINO VAN OSSEL
AGENDA
1. omni-channel ?
2. rethinking the value chain
3. rethinking marketing
4. conclusion
OMNI-CHANNEL
omni- channel
cross- channel
multi- channel
mono- channel
customer centric commerce
growth John Lewis
online
+21.6%
growth John Lewis shop sales + 2.2%
(+0.6% LFL)
online share of sales
John Lewis
31.6%
John Lewis click & collect
54% of
online orders
source: John Lewis 2014/15 annual report – growth vs. year ago
retail sales vs. year ago (Netherlands – Q1 2015 – CBS)
CUSTOMER-CENTRIC COMMERCE
orientation purchase after-sales
enrich
simplify
functional needs
affective needs
CUSTOMER-CENTRIC COMMERCE
orientation purchase after-sales
enrich
simplify
functional needs
affective needs
18
AGENDA
1. omni-channel ?
2. rethinking the value chain
3. rethinking marketing
4. conclusion
“the launch of a webshop compares to omnichannel,
like a wedding to life as a married couple”
1
EXTEND THE RANGE
1498 articles
3500 articles
webshop only
customers
store only
customers
omni-channel customers
source: Bijenkorf
AGENDA
1. omni-channel ?
2. rethinking the value chain
3. rethinking marketing
4. conclusion
1.
importance of search?
source: “Need for speed,” Parago, 2014 (n=>1900; online research)
touch point share of
transactions hard goods
share of transactions soft goods
paid search 32% 19%
natural search 25% 14%
e-mail 19% 41%
social media < 1% <2%
other 23% 24%
Source: Forrester / GSI Commerce – Holiday attribution research ‘11 (Q1 – 2012)
MARKETING
source: “Retail in Belgium,” InSites/Vlerick, 2012 (n = +170 statement)
plus d’info sur www.carrefour.eu/tv
2.
FOOD FOR THOUGHT
3.
touch point share of
transactions hard goods
share of transactions soft goods
paid search 32% 19%
natural search 25% 14%
e-mail 19% 41%
social media < 1% <2%
other 23% 24%
Source: Forrester / GSI Commerce – Holiday attribution research ‘11 (Q1 – 2012)
MARKETING
webshop only
customers
store only
customers
omni-channel customers
source: Bijenkorf
THE BIG PICTURE
Custo
mer
inte
llig
ence
Offering
High
Medium
Low
Mass Segment Individual
Mass m
ark
eting
1:1
Segm
ente
d
64
“The future of personalization isn’t to impress customers with science.
It’s to delight them with magic.” John Mulliken – co-founder Joss & Main
65
MARKETING: SALES & TRAFFIC
IBM Digital Analytics Benchmark – US Retail Performance (Nov – Dec 2014)
SINGLE VIEW OF THE CUSTOMER
level of commitment
segments & persona
personalised
low high
receipt
loyalty card
product scanner
gift voucher
push messaging
mailings
3 mio. downloads 0.5 mio. active users
usage: 7 times / month
SERVICE 2.0
4.
WHERE TO BUY
“Thanks to the information I find on the internet, I know pretty well what I want to buy, before going to the store.”
in-store survey among buyers, Consumer electronics (Belgium), June 2012, n = 408
from selling towards helping to buy
from selling to helping to buy…
AGENDA
1. omni-channel ?
2. rethinking the value chain
3. rethinking marketing
4. conclusion
digital dreams digital budget
Jamie Nordstrom head of Nordstrom Direct
“If we focus on the customer, the outcome will be right”
‘Dit boek biedt een stevig conceptueel kader én heel concrete handvatten! Een echte must voor al wie begaan is met de toekomst van retail!’
Wouter Torfs, CEO Schoenen Torfs
‘Een echte aanrader voor zowel retailers als e-tailers!’
Bart Claes, CEO JBC
‘Een boek geschikt voor zowel professional als leek, voor de denker en de doener, de gelegenheidslezer en de alleslezer.’
Verslag van de Jury, Managementboek van het Jaar
CUSTOMER-CENTRIC COMMERCE
orientation purchase after-sales
enrich
simplify
functional needs
affective needs
CONCLUSION
89
Prof. Gino Van Ossel
Retail management
E-commerce & omni-channel
Shopper & trade marketing
Channel management
@ginovanossel