retailing in een nieuwe wereld...customer segments integrated web data sessionised visits, page...
TRANSCRIPT
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RETAILING IN EEN NIEUWE WERELD
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Omni-Channel: altijd, overal en naadloos
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Customer’s Experience
De klant merkt er alleen nog niet veel van
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De kapstok
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De kapstok
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Is de data al op orde?
Minder dan 10% van de marketeers gebruiken hun
data op een systematischemanier
Maar 18% van de marketeershebben een single view van hunklant…maar zien het als een top
prioriteit voor toekomst
18% 10%
82% 90%
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En de klant heeft andere verwachtingen
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‘Oude’ data alleen is niet meer voldoende
Single
customer
View
Customer
Information
Product
Information
Contact &
Interaction
History
Transaction
& Events
Propensity
& Analytic
Scores
Customer
Segments
Integrated
Web Data
SessionisedVisits, Page Navigation
Searches, Detailed Browsing
Purchase Path, Quote Engines,
Applications
Social
Social Media, Social Graph,
Likes, Interests
Tweets, etc
Voice &
text
Call Centre Voice to text
NPS Notes, Interviews,
eMails
Research, Voice of
Customer
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Wat zeggen transacties ons bij integratie?
Abandoned basket
Banner promo ad
Negatieve online review
Accessoire op item
online gekocht
Kassabon bericht voor
follow-up actieIdem betaalwijze
als online
< 1 uur van laatste
browse sessie
cancel ab-cart e-mail
marketing attributie
Update klant profile
aankoop analyse
Let op! Influencer?
Cancel x-sell e-mail
Uitnodigen Facebook
verloting dmv ingave
loyalty card ID
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Context en ‘het moment’ wordt steeds belangrijker
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De kapstok
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WEB MOBILE BRANCH
Insight
Rules
Execution
Experience
Insight
Rules
Execution
Experience
Insight
Rules
Execution
Experience
NIET CONSISTENTE
KLANT ERVARING
Insight
Rules
Execution
Experience
CONSISTENTE
KLANT ERVARING
WEB MOBILE BRANCH
Processen met centrale „klantlogica“
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Relevante, gepersonaliseerde communicatie op iedermoment van de buying stage
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Wat technologie nu kan ondersteunen
Aan de telefoon
met callcenter;
krijgt 1:1 next-best
offer
Via iBeacon wordt
een persoonlijke
boodshap gepusht
met route naar shop
“Dank u” SMS bij verlaten
van winkel
Persoonlijke
offers op de
kassabon
Aankoop gedaan diie online
was afgebroken. Persoon
wordt uit campagne voor
“free shipping” gehaald
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To store
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Omni Channel retailing: shops blijven belangrijk
Shoppers are 21% more profitable when engaged across multiple channels.
40% of consumers buy more from retailers who personalize the shopping
experience across channels
45 percent of consumers prefer shopping experiences that combine online,
mobile, and in-store interactions
93% of people who use mobile to research go on to complete a purchase of a
product or service. Most purchases happen in physical stores.
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Consument gedrag kan worden gevolgd: path to purchase
Aankoop in de winkel, via mobiel of web
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Social alerts Cart Abandoner
Product review Customer Interaction/Loyalty
Welcome Recommendations
Cross-sell
Aft
erb
uy
Partner Recommendation
Reactivation
Sta
ndard
Activation
Lifecycle programma’s en events
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Coop Denemarken optimaliseert offers
AUTOMATIC OFFER
SCORING @ MEMBER
Individual score
Segment score
General scoreRELE
VA
NC
Y
Campaigns
Personal offers
Top 6 offers
Member offers
RELATIONSHIP MESSAGING
W/ELIGIBILITY CRITERIA
e.g.:
1. Has bought related product
2. Lives in Copenhagen
3. Has birthday this week
4. Is quality conscious
5. Doesn’t shop on Sundays
6. Has more than 10,000 points
7. Has kids 5-7 yrs.
Top 3 priority
MESSAGES
INFO
Vendor offers
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Coop Denemarken optimaliseert offers
Klant heeft toegang tot haar
virtuele offers via 6 kanalen
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Persoonlijke aanbiedingen haalt mensen naar de winkel
• World's largest loyalty program with 90 million active cardholders
• “My Weekly Ad”: a personalized version of the weekly circular, accessible online & mobile app
• $300M in personalized rewards issued annually
• Entire weekly process takes 2 hours & optimizes across 27 billion possible offer combinations
• 30% of the company's marketing spend is now being allocated to targeted marketing efforts
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Virtuele supermarkten
Merging online & offline shopping
Alle informatie voorhanden (bv Blippar)
Afleveren thuis
Photo: PRNewsFoto/Peapod
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Of nóg virtueler
Photo © Yihaodian/Ogilvy & Mather China
Merging online & offline shopping
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In-Store
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Sensors en Mobiele bewegingen
Winkelwagen en Mobiel kunnenalle bewegingen volgen
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“Ik ken je, je lokatie en kan je relevant benaderen”
Mobile kan je op basis van lokatie en gedragpersoonlijk benaderen
En kan je ookconvenience gevenzoals reserverenparkeer gelegenheid
En Mobile engagement kan gemiddeld 14 uurper dag momenteel!
Wisten jullie dat er nu al meer mobiel gebruikers zijn dan tandenborstel gebruikers?
4,5 mld vs 3,5 mld
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Personalised offers (wel digitaal natuurlijk!)
Persoonlijke prijzen gebaseerd op persoonlijke shopping data
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Mannequins
Digitalemannequins houdenje in de gaten: statistiek en info
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Gezichtsherkenning
Er lopen al tests met herkenningssoftware
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Consument en mobiel gebruik…
• 20% of Facebook users follow retailers in Europe.
• 35% of online buyers are willing to share personal information in return for promotional coupons
1
• 21% of Europe’s consumers use mobiles for research. 40% stand in the store while searching
1
• 46% bought the product in the store where they online price searched. In 2012 it was 35%
2
• 61% of shoppers believe they have access to more information about products than store associates
3
1 McKinsey, Report iConsumers: Life online, Jan 2013,
2 Pew Research Center, Feb 2013 and
3 Motorola Solutions, Retail Vision Survey, May 2012
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Facebook-gekoppelde kledinghangers geven aan ”likes” aan
Combinatie van Offline en Online: Facebook likes
Photo © C&A Brazil/DDB Brazil
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Smart fitting
Persoonlijk maat nemenvoor eenvoudig passenonline and offline
Photo © 2013 Bodymetrics Ltd.
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Engagement
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Strategie
“Establish a direct, relevant and personal relationship with our guests and manage that relationship over time to maximize its value.”
7 Eleven Case
Non Loyalty
Customer
Loyalty
Customer
Receive offers
in wallet
Recurring
Customer
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Dynamische boodschap per moment
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Crowdsourcing, aanbiedingen, locaties, events
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3 C’s als resultaat
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“The customer is no longer placed at the center of the experience, their digital equivalent is”
Patel - eBay
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Even terug op aarde…
Five years after discontinuing its "Big Book" catalog, J.C. Penney plans to return to a modified print catalog strategy, finding through analysis that online sales were partly driven by what the shoppers first saw in print.
Het gaat om Convenience
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Data Driven Marketing - The sky is the limit
Fred van Westerop
06 54 66 6358