sitecore - omnichannel marketing in the age of the omniconsumer

Omnichannel Marketing in the Age of the OmniConsumer

• Paul Fennemore [email protected]• Digital Transformation Consultant Sitecore

• Associate Lecturer: Oxford Brookes University Business School

• Context setting

• What the consumers want

• An Omnichannel Framework

Omnichannel Marketingin the Age of the OmniConsumer

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Customer experience is transforming business

89% of companies plan to compete primarily on the basis of the customer experience by 2016

By2020 customer experience will overtakeprice asthekeybrand differentiator

Gartner Forbes

The businesses that focus on delivering and executing customer experiences are the businesses that will winAccenture

Customer-centric companies are 60% more profitable compared to companies that aren’t customer focusedDeloitte

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

Omnichannel Definition

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“Omni-channel is viewing the experience through the eyes of your customer.

Orchestrating the customer experience across all channels so that it is seamless, integrated and consistent.

Omni-channel anticipates that customers may start in one channel and move to another as they progress to a resolution.

Making these complex ‘hand-offs’ between channels must be fluid for the customer. Simply put, omni-channel is multi-channel done right!”

– John Bowden, Senior VP of Customer Care at Time Warner Cable

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 5

The multi-channel world


Moving to cross-channel


Building omnichannel

C level ownershipOrganisation structureDataAggregationInsightTechnologyAgility


The Possibilities are Limitless

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Comptoir des Cotonniers opens 10,000 ‘boutiques’ overnight across France as it turns adverts and bus stops into virtual shops.

‘Fast Shopping’

Orchestrating the customer journey

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The customer journey is omnichannel

Today’s Prospect to Customer Experience Interactions

Online ads Email Digital

billboards SearchLanding

Page Social

3rd PartySitesDigital

Touchpoints

PhysicalTouchpoints

Website

PRTV, Radio,

PrintWord ofMouth

DirectMail Store

MobileApp

IM Chat

Social & Online

Community

CallCenter

Email Newsletter

Promotionon Invoice

PrintOffer

Invitation

Event

= Managed touchpoints = Unmanaged or semi-managed touchpoints

PrintItinerary

Word ofMouse


A third of holidaymakers now research offline

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Consumers want: curated experiences

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•38% of adults cite a convenient booking method as a deciding factor.

•iGens and Millennials open to personalised travel offers on their mobile phone or tablet.

•21% would like a single app to plan their entire trip, and 18% would like an app to suggest activities.


Consumers want: less stress

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69% of leisure travellers worry that they're not finding the best price or making the best decision while booking a trip.

Perceived risk: one of the most important factors affecting online purchases of travel and tourism services, both in general and for low-cost carriers.


Consumers want: convenience

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© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

Consumers want: immersive travel experiences (& the sharing economy)

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With Trips through its “Experiences” service,

travellers will be able to arrange guided

activities led by locals.

Experiences range from short workshops to

multi-day excursions.

Each experience, such as surfing with a local pro

in Malibu, is designed to immerse travellers in

the culture of the area to create an authentic

experience.

Airbnb Trips

Customer experience reimagined:delighting the omnichannel customer

So how?

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Overview Visits Campaigns Goals Keywords Details

• Facebook cycling France: 20:01:2017• Converted: 21:01:2017• Email plan: 22:01:2017

Latest Website Visits01:02:2017

0hr:11 mins

Manchester

Mary [email protected]

Facebook: marsmith

Status• Customer• Last purchase: 15:01:2016• Product: Skiing holiday• Value: £3500

Preferences

• Outdoor• Skiing• Cycling• Hiking• Europe

Persona• AB demographic• Family• Adventurous, non conformist• Working• Convenience seeking• Budget pricing

• Downloaded: 26:01:2016• Last used: 03:02:2016

Campaigns

Mobile App

Latest Website Visits

https://sitecoreuk.networkedbusiness.org/omnichannel

Moving toOmnichannel

Six Core Disciplines

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

Networked Business Initiative

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To participate:https://sitecoreuk.networkedbusiness.org/omnichannel

Omnichannel Marketing in the Age of the OmniConsumer

• Paul Fennemore [email protected]• Digital Transformation Consultant Sitecore• Associate Lecturer:

Oxford Brookes University Business School

https://sitecoreuk.networkedbusiness.org/omnichannel