With his study «The Executive Summary on Multichannel Business», Jonathan Möller mapped the key findings for successful Multichannel into a striking blueprint. Since the publication in 2012 the independent study helped many retailers and consumer brands to make the right decisions. This session gives an overview on the blueprint for a Business-to-Consumer (B2C) point of view. Learn how you can create sustainable competitive advantage by building attractive, efficient channels and making consumers more loyal. The session will be added with a special topic: How to bring «Gamification» into your channels.

1. Attractive experiences and loyal customers
with efficient channels: The blueprint for suc
cessful Multichannel in Business-to-Con
sumers (B2C). Jonathan Möller, founder of
foryouandyourcustomers, presents the
«Executive Summary on Multichannel-
Business» at the Multichannel 2013 in
Utrecht.

2. Source: foryouandyourcustomers, input by apextwo
What are the differences between B2C and B2B? The borders
are blurring more and more.
Business-to-Consumer (B2C) Business-to-Business (B2B)
Product driven Relationship driven
Maximize the value of the transaction Maximize the value of the relationship
Large target market Small, focused target market
Single step buying process, shorter sales cycle Multi-step buying process, longer sales cycle
Brand identity created through repetition and imagery Brand identity created on personal relationship
Merchandising and point of purchase activities Educational and awareness building activities
Emotional buying decision based on status, desire, or
price
Rational buying decision based on business value
Demand generation Lead generation
Small to medium assortment, mainly standard products Medium to large assortment, many special productsTry Gamification!

3. Multichannel Reality: Customers are using many touchpoints in
many different channels on their «customer journeys».
LoyaltyServicePurchaseConsideration
Source: foryouandyourcustomers
Awareness

4. You can loose your (potential) customers at any touchpoint on
the customer journey for the benefit of your competition.
LoyaltyServicePurchaseConsideration
Source: foryouandyourcustomers
Awareness
Touchpoint with Retailer
Touchpoint with Competition

5. Source: foryouandyourcustomers
Do customers change? Or do the surroundings change? Trends
we have seen in the last some years.
Any Channel
Any Time
More
touchpoints
More comparison,
steeper competition
Less time
per touchpoint
High expectations
per touchpoint
Any Place
One Stop / Full Service
Always «Now!»
Personal Service

6. The model for Multichannel Business by foryouandyourcus
tomers gives an overview and helps to make smart decisions.
Source: foryouandyourcustomers
Data Organization Channels Customer

7. LoyaltyServicePurchaseConsiderationAwareness
Source: foryouandyourcustomers
«The User-Facing»: channels for successful customer journeys
(and transformations).

8. LoyaltyServicePurchaseConsiderationAwareness
Source: foryouandyourcustomers
Did you create your «multichannel map» already? Do you have
a written «job profile» for each channel?
«Job Profile» of the Yearly Print Catalogue:
- Channel type
- Target groups / Stage of journey
- Users coming from... guiding them to...
- Opportunities
- Experience: Thinking, Feeling, Actions
- Statistics
- Plannings
- Costs
- Short term plans, Vision
- Competition

9. «The Foundation»: Data and data structure define the business
modell. Focus on six core areas for excellent Multichannel.
Source: foryouandyourcustomers
Campaigns
ServicesSupplies
Orders
CustomersProducts

10. Data structures change every 20 years, processes every 5 and
User Interfaces every 2 years. But customers stay convenient.
Source: foryouandyourcustomers
every 20 years
every 5 years
every 2 years stays
convenient
Data Organization Channels Customer

11. «Customer Transformation» first, then «Business Transfor
mation». We call it «Multichannel Transformation».
Source: foryouandyourcustomers
... then «Business Transformation».
«Customer Transformation» first ...
This is «Multichannel Transformation» for you and ... ... for your customers!
influenceableUnder your direct influence
Data Organization Channels Customer

12. Small Intermezzo: What do these items have in common?
Source: foryouandyourcustomers

13. Source: foryouandyourcustomers
The iPhone (or Samsung, Nokia, Blackberry, HTC, etc.) masters
the core functionalities of all these items.

14. «Multichannel-Business will be as simple for the customer and
demanding for the retailer as an iPhone!»
Source: foryouandyourcustomers
Channels Customer

15. Special Topic: Multichannel
Gamification. How to engage
customers even more into
your brand and shopping ex
perience.

16. About Gamification: Still a very young topic. But getting
momentum in the market, first of all in the Netherlands!
Source: Google Trends, 2013-04-24

17. Multichannel Gamification: Drive motivation to convert to the
next touchpoint and build relationship (incl: «personalization»)
LoyaltyServicePurchaseConsideration
Source: foryouandyourcustomers
Awareness

18. Die Kunden wollen herangeführt werden: von «Onboarding» zu
«Discovery» zu «Loyalty».
Source: foryouandyourcustomers

19. Rewarding users in several dimensions is more attractive: SAPS
(Status - Access - Power - Stuff)
Status Access
- Shopping Bag «de Bijenkorf»
- Employee at «TomTom» or «Google», etc.
- Flying Blue / Miles & More: Ivory, Silver, Gold,
Platinum / FF, Senator, HON
- Audible: Customer Levels (Student ... Professor)
- Foursquare: Badges
- Facebook, Twitter & Co: # Friends / # Followers
- Miles & More: Business Lounge
- AH Bonuscard / Coop Supercard: Discounts
- Shopping Clubs: Vente Privée, Buy VIP, etc.
- Business Clubs: Membership Access
- VIP Access
Power Stuff
- Samsung Support Community
- Xing: Moderator
- Business Clubs: Role
- Employee: Manager, Top-Manager
- Flying Blue, Miles & More: Buy flights, stuff, etc.
- Coke B2B: Coke Dollars & Merchandising Shop
- UBS Key Club: pay with points in club shop
- Migros Cumulus: buy with points in store
- Companies: employees shops
Source: foryouandyourcustomers

20. FrequencyofTouchpoints
Customer Groups
60x
0x
24x
12x
48x
«Heavy User»
«One-Time User»
Which customers should we reward? Be smart in investing your
time and money. Focus on promising target groups!
Source: foryouandyourcustomers
B A

21. Which customers should we reward? Be smart in investing your
time and money. Focus on promising target groups!
1. Motivate60x
0x
24x
12x
48x
2.Reward(?)
Source: foryouandyourcustomers
FrequencyofTouchpoints
Customer Groups

22. Codes à la
«Coca-Cola»
Loyalty à la
«Flying Blue»
Gamification à la
«foursquare»
How can a Food Company get in touch with its Consumers and
build a relationship with them?
Source: foryouandyourcustomers

23. http://actimel.ch/p5RQ1w
http://actimel.ch/ Uw76Tr
http://actimel.ch/ iiOX78
http://actimel.ch/ pr65Ew
http://actimel.ch/ 7RsTq3
http://actimel.ch/ 89etWB
http://actimel.ch/ 098aqI
http://actimel.ch/ LwdROI
http://actimel.ch/ IwyNaT
http://actimel.ch/ QLd45s
http://actimel.ch/ ZRrs89
http://actimel.ch/ 69iwyN
http://actimel.ch/ FTpayW
http://actimel.ch/ 78es6Z
http://actimel.ch/ 8s4Rtw
http://actimel.ch/ TW8xYe
http://actimel.ch/ Wh8x9d
http://actimel.ch/…
…
We took the Idea of «Code-on-Package» and developed it
further...
Source: foryouandyourcustomers

24. Our Customer learns about the «who», «what», «where»,
«how», «when» and «with what» of their users and customers.
Source: foryouandyourcustomers

25. foryouandyourcustomers in Amsterdam · Geneva · Munich · Vienna · Zurich

26. foryouandyourcustomers in Amsterdam · Geneva · Munich · Vienna · Zurich

27. foryouandyourcustomers in Amsterdam · Geneva · Munich · Vienna · Zurich

28. foryouandyourcustomers in Amsterdam · Geneva · Munich · Vienna · Zurich

29. foryouandyourcustomers in Amsterdam · Geneva · Munich · Vienna · Zurich

30. Gamification can be used in many different areas: internal
motivation (CRM, Intranet), online shops, loyalty cards, etc.
foryouandyourcustomers in Amsterdam · Geneva · Munich · Vienna · Zurich
via JavaScript API.
The Results are visualised via Badgeville Widgets that are tightly
integrated via the Frontend.

31. foryouandyourcustomers in Amsterdam · Geneva · Munich · Vienna · Zurich
Jonathan Möller
http://jom.foryouandyourcustomers.com
What can I do for you and your customers?
btw: receive this presentation and
study via http://fyayc.com/now.
The new, extended version will be published on November
7th 2013 at the RetailForum 2013 (German / English).