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Marketing in an OmniChannel Environment
1. Marketing
in an OmniChannel environment
Everything is connected.
January 18, 2014
Cosmin Costea
METRO Cash & Carry Romania
Member of
2. Contents
1
Integration
3
What does it mean SingleChannel, MultiChannel, OmniChannel
4
OmniChannel benefits
5
How to do OmniChannell
6
OmniChannel challenges
7
The METRO approach
8
Conclusions
Cosmin Costea | METRO Cash & Carry Romania
Page 2
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4. >> Customer needs
In B2B we still sell to people. And they have needs
What do they want
Maslow: Hierarchy of needs
Herzberg: Two– factor theory
How do they think
Vroom: Expectancy theory
Cosmin Costea | METRO Cash & Carry Romania
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5. >> What does the customer need
B2B customers want the same things B2C want
Everything is connected
e-Commerce
world sales
2012
USA:
UK:
10%
13%
2022
UK:
RO:
30%
??%
Customer Integrated
User Experience
Sursa: Centre for Retail Research
Cosmin Costea | METRO Cash & Carry Romania
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7. >> MultiChannel
More channels: MultiChannel
ROPO
Research Online Purchase Offline
Cosmin Costea | METRO Cash & Carry Romania
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8. >> OmniChannel
All the touch points are integrated: OmniChannel
Cosmin Costea | METRO Cash & Carry Romania
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9. >> OmniChannel benefits
OmniChannel customers buy up to 30% more
+15…30%
MultiChannel
SingleChannel
+15…30%
OmniChannel
IDC Retail Insights: Satisfying the Omni-channel Consumers Whenever and Wherever They Shop
Cosmin Costea | METRO Cash & Carry Romania
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10. >> How to do OmniChannel
TOP 5 ways to start OmniChannel
1. Social Media
2. In-store online access
3. Connected staff
4. Localized interaction
5. Data power
Cosmin Costea | METRO Cash & Carry Romania
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11. >> OmniChannel challenges
TOP 3 challenges
1. Business model
2. Common objectives
3. Integrated conversion
Cosmin Costea | METRO Cash & Carry Romania
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12. >> The METRO approach
In-store campaigns
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13. >> The METRO approach
METRO leaflets integration
Cosmin Costea | METRO Cash & Carry Romania
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14. >> The METRO approach
Bloggers campaign
Cosmin Costea | METRO Cash & Carry Romania
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15. >> The METRO approach
The winner gets a “teambuilding cooking session”
Cosmin Costea | METRO Cash & Carry Romania
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16. >> The METRO approach
Benefits and Free delivery campaigns
Cosmin Costea | METRO Cash & Carry Romania
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17. >> Conclusions
1. Focus on what the customer really wants
2. Integrate communication and sales channels
3. Common objectives
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18. >> Next steps
What will you do from day one
Cosmin Costea | METRO Cash & Carry Romania
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