Today at the Direct Marketing Association’s annual conference, DMA2014, the Global Event for Data-Driven Marketers, OgilvyOne Chairman and CEO, Brian Fetherstonhaugh, presented “eCommerce: The Crucible of Customer Engagement.”
Joined by John McDonald, former VP, Marketing, Americas, British Airways and Ryan Craver, SVP, Strategy for Hudson’s Bay Company, Brian explored a more enlightened approach to eCommerce, one that is omnichannel, relationship-focused and experiential.
What does "omnichannel" mean, really? It turns out it often means something different to marketers than it does to their consumers. HP's Morgan Chemij explores how the brand is trying to solve for this misalignment with a true one-to-one marketing goal. But where to start? He brings us through how HP assessed best practices, reassessed its internal strengths, and developed both short and long term plans for making omnichannel relevant to consumers.
Social CRM: what it is and how you can use it to grow customer valueOgilvy Consulting
Social is increasingly powerful in your customer’s lives, but rarely well integrated with or used as a CRM programme. This presentation covers the key four pillars of Social CRM, examples of it being successfully used in practice and what you can do to drive purchasing, loyalty and advocacy using Social CRM.
The pace of commerce is ever accelerating. How can companies anticipate trends, stay ahead of the competition, and exceed customer expectations? Watch the demo at http://ibm.co/1VLM75j
Raymark | Guide: Loyalty and the Luxury ConsumerRaymark
The needs, desires and priorities of affluent customers are shifting. No longer limited to “ladies who lunch”, today’s consumers of luxury goods are a diverse mix including
demanding millennials, busy businesspeople and conservative, mature shoppers. These individuals are highly marketed-to and they have plenty of choices. Their time is of utmost value to them. Today’s consumers, especially the younger generation, value experiences over material goods: 72% of millennials would rather spend their money on experiences than on products. (JWT Worldwide)
For more information, visit www.raymark.com.
What does "omnichannel" mean, really? It turns out it often means something different to marketers than it does to their consumers. HP's Morgan Chemij explores how the brand is trying to solve for this misalignment with a true one-to-one marketing goal. But where to start? He brings us through how HP assessed best practices, reassessed its internal strengths, and developed both short and long term plans for making omnichannel relevant to consumers.
Social CRM: what it is and how you can use it to grow customer valueOgilvy Consulting
Social is increasingly powerful in your customer’s lives, but rarely well integrated with or used as a CRM programme. This presentation covers the key four pillars of Social CRM, examples of it being successfully used in practice and what you can do to drive purchasing, loyalty and advocacy using Social CRM.
The pace of commerce is ever accelerating. How can companies anticipate trends, stay ahead of the competition, and exceed customer expectations? Watch the demo at http://ibm.co/1VLM75j
Raymark | Guide: Loyalty and the Luxury ConsumerRaymark
The needs, desires and priorities of affluent customers are shifting. No longer limited to “ladies who lunch”, today’s consumers of luxury goods are a diverse mix including
demanding millennials, busy businesspeople and conservative, mature shoppers. These individuals are highly marketed-to and they have plenty of choices. Their time is of utmost value to them. Today’s consumers, especially the younger generation, value experiences over material goods: 72% of millennials would rather spend their money on experiences than on products. (JWT Worldwide)
For more information, visit www.raymark.com.
Integrating e-Commerce into your Customer ExperienceMagnolia
Learn about the synergies to be achieved by integrating IBM WebSphere Commerce with Magnolia. We will provide an overview of how to build applications that integrate with WebSphere Commerce and how to implement large catalogs of online products using Magnolia. You will see some examples, as well as strategies to quickly showcase products, launch campaigns and personalize content.
A blueprint/ template for your omni-channel roadmap
An omni-channel world, where the customer simultaneously interacts and moves between physical and digital channels, requires a dramatic shift in how we think about and approach retail. Needless to say that every organization needs to become an omni-channel organization. How? A blueprint on how to move to a fully integrated, customer-oriented experience that meets the omni-channel customers expectations.
Managing The Future Expectations Of The Hyper-Connected ConsumerMiel Van Opstal
This was a keynote I gave for Colruyt Group, about the future of retail POS interaction opportunities and behavioral consumer trends. The talk focuses on contextually relevant content delivery, defined by Google as micro-moments.
"How landlords, retailers & designers can harness the power of design to differentiate their offer by engaging with customers in more meaningful ways." Presented at the InRetail Summit, Dubai 2016.
In a constantly connected world obsessed with the next ‘update’ or ‘filtered selfie’, customers are seeking experiences that are more meaningful, products that represent their values and brands that create a positive impact on the neighborhood around us. The ‘anti-prototype’ is a push for more localized, authentic, & ‘active’ spaces through which to engage with one another. Our response to this requires a more ‘anthropological’ approach - one that harnesses the collective strength of retail’s combined disciplines to satisfy our converging lifestyles. This session will explore ways in which to connect with people where they live by unleashing the power of design to transform lives in the neighborhoods where shoppers, workers & students live.
Learning Objectives: What can we do to surprise & delight customers? What would an ‘unfiltered’ experience feel like? Is it too late to slow down, re-engage our senses and can a store be a catalyst that creates positive friction in the community? As a result of attending this session, attendees will:
* Discover what makes a destination when so much can be accessed online.
* Learn how to create new forms of intimacy between brand and consumer that feel authentic & real.
* Understand how brands can remain consistent so they do not become diluted as a result of localization.
2014 Retail Insight: The Impact of Omni-Channel Trends for 2014 and BeyondSPS Commerce
You are invited to view a complimentary webinar featuring retail industry experts from Retail Systems Research (RSR) and SPS Commerce. Based on their latest research, including the 2014 Retail Insights industry benchmark report, you’ll learn what strategies your peers are deploying to improve omni-channel performance in 2014.
The webinar provides insights on:
• The state of the retail market—how many retailers have or will adopt the omni-channel? What steps are they taking?
• Which external and internal forces will impact retail the most in the upcoming years?
• Which technology and business areas are retailers, vendors and logistics firms making significant investments in 2014?
The story of how social crm and technology can leverage social network activity, customer advocacy and mobile connectivity to deliver a better contextual e-commerce experience.
The movie on slide 67 is about Adidas Adiverse Virtual Footwear Wall (http://bit.ly/1guUQ4p) and on slide 72 is Control Group/Titan: Reinventing Payphones With NYC I/O (http://bit.ly/19bqDmY)
Keynote for the Social Media Day Academy's Social Retailing congress on Sept.17, 2013 at LeadFabric.
mCommerce - A Frsh Look At Why It Matters Doug Robinson
A brief overview of the growing mCommerce market, its characteristics and impacting trends. Our analysis looks into different segments of the industry: App-based services, On-Demand Services, Marketplace, Mobile Retail, Retail Enablement and Mobile Payments, and provides overall predictions for the future of the industry.
Employee Buy-in And Engagement Rewards For Digital TransformationMiel Van Opstal
Like many change programs, corporate transformations and the communication about them often fail to meet expectations. That’s not surprising: they require employees to change their mind-sets and behaviors, and an organization to make cultural changes and rewire itself across functions.
Many leaders focus on long-term changes or holistic service redesigns and don’t expect any financial impact from them for two to three years.
Employees may become frustrated during this period and disengage. Using the right mechanisms, you can create the motivation context for a dedicated engagement and source more support for the duration of the process.
Co-presented with Kenny Van Beeck | CRM & Data Strategist @ Emakina
It’s no secret that marketers go to bed every night, dreaming of endless warm leads to pass to sales. We’re all email geeks at heart, but how can you turn those dreams into a reality? CommuniGator are at it again, join us for this webinar to learn our own tried and tested tricks for increasing your sales-ready leads (how nice are we)!
Building A Successful Digital Customer JourneyMiel Van Opstal
An overview of the mindset and elements to build a successful digital marketing strategy and compelling consumer journey with an effective conversion funnel.
Developing Your Omni Channel Strategy in the Digitally Fast-Paced Worldsusanprater
Digital media consumption is rising year over year. We are not spreading out our usage across more devices, we’re actually consuming more. As we think about our customer experience, we often forget that they are not reading every word, are not ready to subscribe, set up an account, download our app. If we want to succeed on a large scale, with prospects who are not engaged, we need to surround them with our message, and make it easy for them to interact with us, however and whenever they choose.
More brands feel they are “lagging behind” in omni-channel – If your omni-channel strategy isn’t among the elite, don’t fret because you are not alone. In a recent study by SPS Commerce over 37% of businesses feel as though they are still exploring their omni-channel options and have not developed a long term strategy.
This presentation will teach you:
1. How to develop your own omni channel strategy
2. How other brands have embraced an omni channel strategy
3. How to leverage your data to create a meaningful customer journey with your brand on the customer’s own terms
Creating loyal omnichannel customers is critical. Retailers who embrace the customer-centric trend and build better shopping experiences will leap ahead of the competition.
Building a blended customer experience isn't easy. Need some help getting started? Check out our latest in retail trend research.
Integrating e-Commerce into your Customer ExperienceMagnolia
Learn about the synergies to be achieved by integrating IBM WebSphere Commerce with Magnolia. We will provide an overview of how to build applications that integrate with WebSphere Commerce and how to implement large catalogs of online products using Magnolia. You will see some examples, as well as strategies to quickly showcase products, launch campaigns and personalize content.
A blueprint/ template for your omni-channel roadmap
An omni-channel world, where the customer simultaneously interacts and moves between physical and digital channels, requires a dramatic shift in how we think about and approach retail. Needless to say that every organization needs to become an omni-channel organization. How? A blueprint on how to move to a fully integrated, customer-oriented experience that meets the omni-channel customers expectations.
Managing The Future Expectations Of The Hyper-Connected ConsumerMiel Van Opstal
This was a keynote I gave for Colruyt Group, about the future of retail POS interaction opportunities and behavioral consumer trends. The talk focuses on contextually relevant content delivery, defined by Google as micro-moments.
"How landlords, retailers & designers can harness the power of design to differentiate their offer by engaging with customers in more meaningful ways." Presented at the InRetail Summit, Dubai 2016.
In a constantly connected world obsessed with the next ‘update’ or ‘filtered selfie’, customers are seeking experiences that are more meaningful, products that represent their values and brands that create a positive impact on the neighborhood around us. The ‘anti-prototype’ is a push for more localized, authentic, & ‘active’ spaces through which to engage with one another. Our response to this requires a more ‘anthropological’ approach - one that harnesses the collective strength of retail’s combined disciplines to satisfy our converging lifestyles. This session will explore ways in which to connect with people where they live by unleashing the power of design to transform lives in the neighborhoods where shoppers, workers & students live.
Learning Objectives: What can we do to surprise & delight customers? What would an ‘unfiltered’ experience feel like? Is it too late to slow down, re-engage our senses and can a store be a catalyst that creates positive friction in the community? As a result of attending this session, attendees will:
* Discover what makes a destination when so much can be accessed online.
* Learn how to create new forms of intimacy between brand and consumer that feel authentic & real.
* Understand how brands can remain consistent so they do not become diluted as a result of localization.
2014 Retail Insight: The Impact of Omni-Channel Trends for 2014 and BeyondSPS Commerce
You are invited to view a complimentary webinar featuring retail industry experts from Retail Systems Research (RSR) and SPS Commerce. Based on their latest research, including the 2014 Retail Insights industry benchmark report, you’ll learn what strategies your peers are deploying to improve omni-channel performance in 2014.
The webinar provides insights on:
• The state of the retail market—how many retailers have or will adopt the omni-channel? What steps are they taking?
• Which external and internal forces will impact retail the most in the upcoming years?
• Which technology and business areas are retailers, vendors and logistics firms making significant investments in 2014?
The story of how social crm and technology can leverage social network activity, customer advocacy and mobile connectivity to deliver a better contextual e-commerce experience.
The movie on slide 67 is about Adidas Adiverse Virtual Footwear Wall (http://bit.ly/1guUQ4p) and on slide 72 is Control Group/Titan: Reinventing Payphones With NYC I/O (http://bit.ly/19bqDmY)
Keynote for the Social Media Day Academy's Social Retailing congress on Sept.17, 2013 at LeadFabric.
mCommerce - A Frsh Look At Why It Matters Doug Robinson
A brief overview of the growing mCommerce market, its characteristics and impacting trends. Our analysis looks into different segments of the industry: App-based services, On-Demand Services, Marketplace, Mobile Retail, Retail Enablement and Mobile Payments, and provides overall predictions for the future of the industry.
Employee Buy-in And Engagement Rewards For Digital TransformationMiel Van Opstal
Like many change programs, corporate transformations and the communication about them often fail to meet expectations. That’s not surprising: they require employees to change their mind-sets and behaviors, and an organization to make cultural changes and rewire itself across functions.
Many leaders focus on long-term changes or holistic service redesigns and don’t expect any financial impact from them for two to three years.
Employees may become frustrated during this period and disengage. Using the right mechanisms, you can create the motivation context for a dedicated engagement and source more support for the duration of the process.
Co-presented with Kenny Van Beeck | CRM & Data Strategist @ Emakina
It’s no secret that marketers go to bed every night, dreaming of endless warm leads to pass to sales. We’re all email geeks at heart, but how can you turn those dreams into a reality? CommuniGator are at it again, join us for this webinar to learn our own tried and tested tricks for increasing your sales-ready leads (how nice are we)!
Building A Successful Digital Customer JourneyMiel Van Opstal
An overview of the mindset and elements to build a successful digital marketing strategy and compelling consumer journey with an effective conversion funnel.
Developing Your Omni Channel Strategy in the Digitally Fast-Paced Worldsusanprater
Digital media consumption is rising year over year. We are not spreading out our usage across more devices, we’re actually consuming more. As we think about our customer experience, we often forget that they are not reading every word, are not ready to subscribe, set up an account, download our app. If we want to succeed on a large scale, with prospects who are not engaged, we need to surround them with our message, and make it easy for them to interact with us, however and whenever they choose.
More brands feel they are “lagging behind” in omni-channel – If your omni-channel strategy isn’t among the elite, don’t fret because you are not alone. In a recent study by SPS Commerce over 37% of businesses feel as though they are still exploring their omni-channel options and have not developed a long term strategy.
This presentation will teach you:
1. How to develop your own omni channel strategy
2. How other brands have embraced an omni channel strategy
3. How to leverage your data to create a meaningful customer journey with your brand on the customer’s own terms
Creating loyal omnichannel customers is critical. Retailers who embrace the customer-centric trend and build better shopping experiences will leap ahead of the competition.
Building a blended customer experience isn't easy. Need some help getting started? Check out our latest in retail trend research.
1:1 personalization is something we live by at Digital Fusion. Take your marketing efforts to the next level by implementing targeted marketing efforts.
Improve Customer Experience and Growth with Robust Product Data and eCommercePerficient, Inc.
As organizations digitize their business to drive better customer experiences and higher growth, many struggle to manage the demand across channels for rich, accurate and complete product data. To address this market need, Insite Software and inRiver partner to seamlessly integrate the power of product information management and eCommerce to optimize operations and improve the user experience.
Experts from Insite, inRiver and Perficient discussed the gap in the B2B eCommerce vendor landscape and how Insite and inRiver are filling it by:
-Offering a solid total cost of ownership
-Providing a nimble, best-of-breed solution that supports the customer’s omni-channel buying journey
-Allowing you to more efficiently manage key data processes and rich media for an improved, content-rich customer experience.
7 Customer Experience Tips for eCommerce : Qubit Bright Sparks : 29th April 2014Ben Seymour
7 Customer Experience Tips :
My deck from : Qubit Bright Sparks : 29th April 2014.
Please be aware that the slides incorporating video, won't play on Slideshare.
For further details please email me: bseymour (at) amplience.com , or via twitter @bseymour, or via our website: http://amplience.com/solutions/dynamic-media/
The process of customer engagement within hedonic and utilitarian servicesCBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Kay Naumann
Jana Bowden
Use this eBook to help your customer success team better harness the power of customer engagement marketing to increase your renewal rate. In the presentation we define customer engagement marketing and lay out the steps you should take to implement an effective strategy.
c-store project: an e-commerce learning by doing experienceHenri ISAAC
This presentation deals with a learning experience project we run at Université Paris-Dauphine for more than 5 years to teach e-commerce to Marketing students. It's a collaborative experience with consultants, companies and students. A great experience that won the 2014 Pedagogical Award from FNEGE.
Growth hacking-in-ecommerce. Zalando & ASOS casesHenri ISAAC
This presentation deals with the growth issue in e-commerce. It describes two different strategies implemented by two leading european fashion e-commerce company Zalando and Asos. Business model analysis, but also, internationalization, financial perspective included
The American shopping mall is dead! Or so some would have you believe. Since 2010 two dozen US shopping malls have closed. In the Atlanta suburbs we have recently seen the closing of Shannon Mall which is now being converted into a movie studio. Other malls like Southlake, Greenbriar and Gwinnett Place malls are arguably struggling. A proliferation of news articles and opinion pieces emphatically state that the enclosed mall concept is a thing of the past. Many believe, and would have everyone else believe, that malls which aren’t yet dead soon will be. But before we place the final “RIP” placard on the mall, it might be worthwhile to consider some other factors. Malls don’t die because the idea of an enclosed shopping venue is unattractive and obsolete. They die because demographics shift, shopping habits change, mall owners face financial challenges, malls become overly saturated with the same stores and merchandise, or a better retail venue is built nearby.
Cooper Carry retail designers Angelo Carusi and Gar Muse take a serious look at the facts and figures to declare that the American Mall is not dead and is not dying.
Personalization should not be an afterthought anymore but many merchants haven’t been able to or willing to capitalize on it yet. 2017 is the year when personalization becomes an important factor for sustaining competitiveness. How mature is your personalization and where should it head to?
The Ultimate Contact Centre Management Survival GuideOxbridge Academy
For a lot of people working in a contact or call centre starts as a stopgap until they feel they can find something better. But it is actually possible to build a lucrative career in a contact centre—if you move up from making calls to managing teams and departments!
Techedge Solution for Procurement - One ViewTechedge Group
Techedge's Qlikview based solution for procurement offers a 360 view of the procurement organization. Spend Analysis, Process Performance, Supplier Risk and Rating (scorecard) are fully covered, enabling a strategic purchasing and sourcing strategy.
A fast & inspiring look at retail that blends both the physical, digital and emotional to create experiences that are increasingly more unique, engaging and personalized through their product & service offerings. Join the Retail Design Institute’s session to explore how landlords, retailers & designers are harnessing the power of design to differentiate their offer by connecting with customers in more meaningful ways. Presented by James Farnell at the Euro-a-Go-Go Breakfast Forum for Euroshop 2017, Dusseldorf.
Customer 360 - Making Moments Matter in 2015Derek Laney
For marketers the customer journey is a series of sometimes achingly disconnected moments. In our 2015 study 86% of Australian marketers agree a cohesive customer journey is critical to success, but only 17% have the data necessary to enable this. It appears marketers are looking to social media to fill the data gap as social is this year the largest area of increased advertising spending. The study also finds marketers in 2015 are betting big on the mobile channel to enable a more cohesive journey, for those that have already integrated the mobile channel all other technologies and channels are proving to be more effective as a result. This session will cover the findings of our report and review the success of Australian companies adopting a journey based approach.
SEND15 | The Customer Journey in a Digital World: One customer. Many journeys...Contactlab
Intervento di Ivano Fossati - Director Business Development EMEA CoE SAP Hybris - nella breakout Drive Customers to your Brand | SEND15, secondo Open Summit di ContactLab
My Content Marketing World 2014 presentation drew a standing-room-only crowd. To speed the buyers’ journey takes the right mindset, right questions, bold insights and inventive answers. Learn 5 ways to speed the journey from content marketing to cash-paying customers.
All retailers are looking for ways to delight customers by satisfying needs that have not existed before. For retailers embracing online channels, digital marketing, loyalty, and store innovation, the challenge of turning uncertainty into results has never been greater.
Ruth Harrison is a leading luxury brand specialist with over 25 years experience, working in senior positions for brands such as Selfridges, Crabtree & Evelyn, Coach, Estée Lauder, and The Body Shop.
Ruth shares insights on how large international brands blend disruptive thinking, and a culture of experimentation, to deliver value to your customer sooner.
How to Market to, Sell and Service the Connected Consumer and Grow Your Busin...asTech
The version of How to Market to, Sell and Service Today's Connected Consumer was presented to the AKZO Acoat group at the Northeast Experts event on May 5, 2016.
Today’s empowered consumer expects a connected, personalised, and frictionless experience throughout their shopping journey. Understanding the consumer's style, network, influencers and aspirations, in addition to just knowing what they buy, why they buy, and even why they choose not to buy, are factors that are becoming ever more vital to the success of a retailer. James Lovell, IBM Retail Commerce Lead, will share latest insights and recommendations on how IBM are creating industry leading customer experiences in a digital era.
In a world where new technologies have drastically changed client expectations and demands, businesses have had no choice but to adapt.
This has meant finding a way to provide a seamless customer experience across multiple channels so clients can make purchases when they want, where they want and how they want.
In other words, it has meant adopting an omnichannel strategy.
What exactly does an omnichannel strategy entail, and how can you get started?
Turn Your Passion Into a Business with ForewardsJason Dea
Referral marketing is the oldest trick in the book. Learn how to tap into the huge opportunity for growth through word of mouth online with Forewards referral marketing software.
Presentación Andres Angelani - eCommerce Day Santiago 2016eCommerce Institute
Diapositivas presentadas por Andres Angelani - Chief Solutions Officer GLOBANT & Coautor del libro “The Never-Ending Digital Journey: Creating New Consumer Experiences Through Technology” -, en el eCommerce Day Santiago 2016 en la plenaria "ACELERANDO HACIA EL RETAIL DEL FUTURO".
3x3 Insights - The Digital Transformation of Alcohol Retail3x3 Insights
-- Thriving in Today's Beverage Alcohol Marketplace --
The Colorado Licensed Beverage Associated hosted its first education seminar on August 1st from 2pm to 5pm. During this event, we discussed the changes happening across alcohol retail and ways you can compete for customers.
This presentation, by 3x3 Insights, discusses The Digital Transformation of Alcohol Retail.
This presentation expresses our view on the long term effects of the recession on consumer attitudes and behaviors, and introduces our concept of the M-Powered Era - the next generation of consumers.
Everyone talks about making decisions with data; yet many are frustrated by the confusion and false promises of 'big data'. What marketers really need is the right data at the right time in the right context to engage their customers. Steve Briley, VP of Data Sciences & Analytics at Acxiom explores the trappings of engaging with the omni-channel consumer and fundamental marketing techniques to deliver deeply personal customer experiences over timAe.
On October 11th 2022 various speakers shared their expertise and vision on the future of commerce media and how to unlock these opportunities for your business. This included the rise of retail media, how to increase your visibility on the digital shelf and the future of social shopping.
Elad goldenberg: How to Develop your eCommerce StrategyElad Goldenberg
How to Develop your eCommerce Strategy
The 3 verticals of strategy:
1 - The Offering: What?
2 - The Experience: How?
3 - Marketing Channel: To Whom and Where?
Newest strategies, leading companies and useful tips.
Enjoy,
Elad
This year at VidCon, there was a lot more discussion about brand/Creator partnerships. Some seminars aimed to educate up-and-coming Creators on how to start working with brands, while others aimed to inform brand audiences about expectations for working with Creators. Topics ranged from “How to get a brand deal” and “How to determine a Creators’ value” to “How brands and Creators can work together,” among others.
Most of the discussions seemed to net out with consistent themes – the basis of which I likened to dating. Here’s how.
Brian Fetherstonhaugh, Chairman and CEO of OgilvyOne Worldwide thought about the difference between human and machine.
"Will my job, and the job of my staff, and the jobs of all marketers, and the jobs of my children, be done by a machine?
If you take everything we do in the world simplistically, there’s a whole bunch of stuff that’s repeatable and there’s a whole bunch of stuff that’s creative. We know that historically humans have dominated the creative tasks and activities of the world and machines have dominated the repeatable. And this is absolutely true.
There are the other things that reinforce my own belief that machines struggle with certain tasks whereas humans excel. They’re inventing, they’re judging and they’re building trust. And it’s not that machines cannot do these things, it’s just that humans still do them best."
Is your client suffering from the dreaded 20% Problem? It’s out there. And the problem is spreading. But luckily it’s easy to diagnose! You just need to ask your client one simple question:
"What percentage of the functionality of this marketing technology are you using?"
Beyond the Sale: How Luxury Brands Unlock the Organization and Customer Poten...OgilvyOne Worldwide
OgilvyOne Worldwide hosted a jam-packed session today at the kick-off of the National Retail Federation’s annual “Retail’s Big Show” at the Javits Convention Center in New York City. Led by Giulia Callegari, Head of eCommerce and Luxury, OgilvyOne Asia Pacific, the panel discussion, “Beyond the Sale,” addressed how luxury brands can unlock their organizations to deliver the true potential of customers.
Augmenting the agency perspective on the subject, Matteo Alessi Anghini, CCO Europe & North America, ALESSI s.p.a., provided the luxury brand viewpoint, while Shirley Romig, Former Head of Corporate Strategy, Hudson's Bay Company shared insights from high-end luxury retail brands such as Sak’s Fifth Avenue.
Shouldn’t all marketing be relevant? Brands have access to more data than ever, especially in digital, so there is increasing potential to create more personalized experiences. But consumers are savvy and do not want to feel stalked by advertising. Brands now need to demonstrate value to the consumer at every single touchpoint. Here, we will review the opportunities and obstacles for personalized marketing and present a way forward.
Brian Fetherstonhaugh, Chairman & CEO for OgilvyOne Worldwide, discusses his views on the wide range of client structures, agency models, processes and individual client leadership styles.
Not all clients are created equal. No one client organization has it all figured out. They vary widely in how they engage with agencies, and in what they get from them. But for some reason, certain clients get better work. Better people. Better results. Better ROI.
The agency has many responsibilities to uphold on its side of the bargain – including fielding top talent, listening well, working responsively, and acting with accountability. But, somehow, some clients always seem to consistently get the best from their agency partners. It is not just about the structure or the process or even their pronouncements of partnership. It is about their actual behaviors.
Here is Brian's list of those critical behaviors – the Seven Habits of Highly Effective Clients – that separate the best from the rest.
What will the future of marketing and the role of the CMO look like in 2016? OgilvyOne took a glimpse into the future by imagining a Day in the Life a CMO in 2016 – Mikael Pinders who is the global CMO of an imaginary smart energy company called Big Green. Smart CMOs will have the correct marketing tools and technologies at their fingertips to deploy effective data driven marketing strategies and tactics.
Career Rocket Fuel: Here's what you really need to get right about workOgilvyOne Worldwide
Brian Fetherstonhaugh has spent over 35 years in business in global firms, and has seen tens of thousands of career trajectories–from the first steps of entry-level millennials to the long journeys of Fortune 500 CEOs.
But he feels most people have the wrong approach to their careers. He says people think about the immediate next step, not the pathway; they treat a career like a sprint, when in fact it is a 40-plus-year marathon. People are more focused on getting promoted on Tuesday than they are about having great choices when it really matters–in their 40s and 50s.
Brian has been thinking about careers for decades and lecturing on the topic for the last dozen years at places like Yale, MIT, Harvard, Columbia, McGill and NYU. Here are some of the things he feels you might not be thinking about your career, but should be.
OgilvyOne London's Digital Labs presents a comprehensive report about this year's Consumer Electronic Show that took place in Las Vegas. For the third year in a row, the London Labs attended the show with an aim to scan, scope out and bring back the latest and most exciting technologies and trends that will have most impact in the ever-expanding business and consumer technology market. These findings help inform the predictions we make for our clients about potential future commercial application, and the potential use of those trends within the Marketing and Communication space.
"A brave, new business world."
It’s difficult to imagine any landscape that’s changed more than business-to-business. The last 5 years has seen almost all the rules re-written, re-worked or simply revoked. Social platforms. Mobile connectivity. Niche business media. Content as a sales source. Targeting business people as people. They're just the tip of a moving landscape. In the pages of 'Engaging a business audience of One,' the OgilvyOne thought-leaders examine each of these game-changers.
Gunther Schumacher, President & Chief Operating Officer of OgilvyOne Worldwide, the world’s pre-eminent Customer Engagement Agency, was the keynote speaker at LinkedIn’s recent TechConnect event in Silicon Valley. His presentation, entitled “Transformation in Digital Advertising,” presented a rationale for the use of social media to engage B2B audiences, including the staggering statistic that 61% of B2B marketers report leads generated by social media.
Gunther proposed that the rise of social media has expanded the definition of value to include the network effect of advocacy and active collaboration and co-creation and that technology, creativity and data work together to maximize the network effect and capture Total Customer Value. His presentation drew upon the latest research from OgilvyOne into how Total Customer Value can be created and demonstrated how the Customer Engagement Agency has effectively achieved this for global business-to-business clients including IBM, DuPont and UPS.
2. cru·ci·ble
Pot in which substances are heated to
a very high temperature or melted
Difficult test or challenge
Situation that forces people to change
or make difficult decisions
eCOMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
8. eCOMMERCE IS HUGE
B2C B2B > 30% Intent to Buy Online
$ 1.5 T $0.9 T
Airline Tickets
Clothing & Shoes
Hotels & Tours
Event Tickets
Books
Electronic Equipment
Mobile Phones
Cosmetics
Sporting Goods
Computer Hardware
eCOMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
9. IT’S GETTING MORE GLOBAL
$1.0 B
#1 for
Browsing
1.2B
Per day People
eCOMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
10. EVERY MAJOR
PLATFORM IS ON BOARD
eCOMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
11. MOBILE & MILLENNIALS
DRIVE THE FUTURE
Mobile commerce
Growing 2X faster
Millennials
+56% more likely to
shop online
eCOMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
12. THE PROBLEM WITH eCOMMERCE
•Silo’d into the IT organization
•Focused just on the transaction and only on
the PC-web channel
•Crashed on Thanksgiving and at Christmas
eCOMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
13. THE ENLIGHTENED VIEW:
CONTINUOUS COMMERCE
1. OMNICHANNEL
PHYSICAL
STORE
DIGITAL
STORE
2. RELATIONSHIP
One Transaction
Continuous
Commerce
Lifetime Value
3. EXPERIENCE
eCOMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
14. WHAT LEADERS ARE DOING
eCOMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
15. FORMER VP, MARKETING,
AMERICAS
JOHN MCDONALD
eCOMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
16. TRAINING TO WORK FOR AN AIRLINE
eCOMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
17. THE SELLING CHALLENGE:
GROWING BEYOND LONDON
eCOMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
18. THE OPPORTUNITY:
NORTH AMERICA — INDIA
eCOMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
19. PUTTING THE CUSTOMER AT
THE HEART OF SELLING
eCOMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
20. FROM DATA TO CUSTOMER INSIGHT
eCOMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
21. WHO, WHAT, WHERE, WHEN
eCOMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
26. RYAN CRAVER
SVP OF CORPORATE STRATEGY
HUDSON’S BAY COMPANY
@ryanmcraver
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
27. RETAIL FOOT TRAFFIC
HAS DECLINED
The “death” of retail has
been driven by headlines
and data showing:
Holiday season Brick &
Mortar traffic has declined
nearly 50% since 2010
Total Retail Foot Traffic
November – December1
40
30
20
10
0
Category 1 2010 2011 2012 2013
Billion visits
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
28. Other
“EYE SHARE” HAS SHIFTED
DRAMATICALLY
41% 30% 15% 8% 7%
37% 47% 11% 4% 2%
2010
2014
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
29. MCOMMERCE IS DRIVING ECOMMERCE
US Retail eCommerce Sales1
$700
$525
Total Sales (billions)
$350
$175
$0
2012
2013
2014
2015
2016
2017
2018
mCommerce as % of Retail eCommerce Sales
Traditional mCommerce
1 eMarketer, April 2014. Note: Includes products or services ordered using internet via mobile devices, regardless of the method of
payment or fulfillment; excludes travel and event tickets; includes sales on tablets.
‣ eCommerce is expected to
grow 87% from 2013 to 2018
whilst mCommerce is
expected to grow 157%
‣ By 2018, mCommerce will
account for 27% of overall US
eCommerce Sales
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
30. CONTENT IN THE DIGITAL UNIVERSE IS
EXPERIENCING TREMENDOUS GROWTH
‣ Two thirds of total digital
universe is consumed and
created by consumers via
video watching, social
media usage, image
sharing
13.0
9.8
6.5
3.3
0
Digital Universe Content1
2013 (+50% Y/Y)
2005 2016
1 IDC Digital Universe, data as of 5/14. Reference from @KPCB Internet Trends.
Note: 1 petabyte = 1mm gigabytes, 1 zetabyte = 1 mm petabytes.
Zetabytes of Data
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
31. 100%
75%
50%
25%
0%
CUSTOMER PREFERENCE FOR IN-STORE
VS. CLICK VARIES BY DEPARTMENT
Discovery Trial Purchase Pickup Return
Apparel &
Accessories
Computer &
Electronics
Health & Beauty
& Furniture Furniture
Fine Jewelry
Computer &
Electronics
Health & Beauty
Furniture
Health & Beauty
Furniture
Highest In-Store Preference Average In-Store Preference Lowest In-Store Preference
1 A.T. Kearney Omnichannel Shopping Preferences Study, July 2014. n=2,504 respondents and r=8,518 journeys
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
32. NO CUSTOMER IS BINARY, 100% BRICK OR
TOUCH/CLICK
CLICK/TOUCH
Leisure Researched Webroomer Showroomer
BRICK
‣ Visits mall to shop on
weekends or after
work, browses in-store
‣ Reviews print media to
learn of sales, brands,
and collect coupons
‣ Slow transition to
digital shopping
‣ Visits mall or specific
store to shop, browses
online and in-store
‣ Reviews mix of media,
subscribes to favorite
brands and retailers
‣ Prefers to shop in-store,
when shopping
online keeps it familiar
‣ Visits store to try-on or
see product, browses
mostly online
‣ Uses social sites or
affiliates to browse and
learn of brands/sales
‣ Comfortable to buy
online, mobile next
‣ Visits store just to try-on
or see product,
prefers to shop online
‣ Uses any social site or
affiliate to collect
offers and try new
brands
‣ Seeks best price and
free shipping/returns
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
33. EMERGING TRENDS
1
2
Social Media > Social Commerce
On-Demand/Instant Gratification Marketplaces
3 Location Marketing
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
34. EMERGING TRENDS
1
2
Social Media > Social Commerce
On-Demand/Instant Gratification Marketplaces
3 Location Marketing
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
35. Users
SOCIAL PLATFORMS CAN BE
GROUPED BY GROWTH RATE
Time
DECLINE
MATURE
STEADY
ACCELERATED
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
36. SOCIAL PLATFORMS CAN BE GROUPED BY
CURRENT USE CASE
Customer Service
Commerce
Personal Sharing
News
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
37. EVENTUALLY ALL PLATFORMS WILL
MONETIZE THROUGH COMMERCE
Customer Service
Commerce
Personal Sharing
News
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
38. EVENTUALLY ALL PLATFORMS WILL
MONETIZE THROUGH COMMERCE
Customer Service
Commerce
Personal Sharing
News
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
39. EMERGING TRENDS
1
2
Social Media > Social Commerce
On-Demand/Instant Gratification Marketplaces
3 Location Marketing
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
40. QUERYING CUSTOMER SERVICE
‣ Contacting Retailer via
Phone, Email or In-Store
‣ 24/7/364 Public Posting via
Social Media Channel
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
41. PEOPLE MOVING
‣ Hailing a Cab ‣ On Demand Cab or Car
(via Uber)
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
42. FINDING A PLACE TO STAY
‣ Direct Hotel Booking via
Travel Agent, Phone or Website
‣ Booking Short Term Rentals
By Couch, Shared Room or
Entire Home (via airBnB)
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
43. EATING DINNER
‣ Wait for Check and Checkout at
Mercy of Restaurant and Server
‣ Pay and Split Check Whenever
Ready (via Cover & OpenTable)
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
44. REQUESTING DELIVERY
‣ On-Demand Retailer Batch Selection
with Pre-Selected Delivery Times
‣ Delivery via Parcel
Companies in 1 – 5 Days
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
45. OUTSOURCING CHORES
‣ Packing and Shipping
Boxes to Ship
‣ Snap a Photo and Have Courier
Pack and Ship (via Shyp)
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
46. PURCHASING LOCAL GOODS
‣ Access to Millions of
“Local is Global” Products
(via Etsy)
‣ Attending Craft Fairs
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
47. PERSONAL SHOPPING
‣ Pull Based In-Store
Personal Shopping
‣ Initial Stylist Visit with Monthly Push
Based Subscription of Product
(via Trunk Club, Frank & Oak)
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
48. PERSONAL STYLING
‣ In-Store Visit & Makeover ‣ On-Demand Stylist Visit at
Location of Choice for Beauty
(via Glamsquad)
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
49. MALL BROWSING
‣ Visiting Malls ‣ Hundreds of Brands at
Fingertips with One Click
Checkout (via Spring)
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
50. ADVERTISING PRODUCT
‣ Smarter, Targeted Advertising
using Push Notifications (via
Beacons)
‣ “Dumb” Advertising
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
51. EMERGING TRENDS
1
2
Social Media > Social Commerce
On-Demand/Instant Gratification Marketplaces
3 Location Marketing
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
52. MOBILE EMPOWERS
CUSTOMERS IN-STORE
Customers of all ages use
smartphone in-store at least
sometimes…1
1 Thrive Analytics & Local Search Association, January 2014. N=1,058
97% 91%
Gen Y (18-29) Gen X (30-43)
81% 69%
Older Boomers
& Seniors (54+)
Young Boomers
(44-53)
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
53. USING MOBILE LOCATION DRIVES
MORE PURPOSED FEET
Banner Ads Category Search Location Push
Conversion rate in low single
percentage
Conversion rate in mid single
percentage
Conversion rate in high single/low
double percentage
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
54. BEACONS DRIVE 2-3X HIGH
ENGAGEMENT
‣Beacon deployment through 5 major apps
with very distinct audiences in 10 stores
‣Initial pilot drove 2-3x open and conversion
rates of typical banner campaigns
‣Additional beacon use cases (social,
checkout, etc.) are continually being
evaluated
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
55. THE NEW RETAIL
‣ eCommerce continues to evolve and drive sales comps for
most retailers.
‣ Each customer bridges offline and online retail in a different
way yet customer service expectations remain incredibly high.
‣ Location based marketing is in the early stages with initial
tests providing high engagement rates.
E-COMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014
56. FIVE BIG TAKEAWAYS ON eCOMMERCE
1. It is an unstoppable global force
2. Put it at the center, not on the side
3. Think Continuous Commerce, not just the transaction
4. Mobile shows the way
5. Bet at least one chapter of your career on eCommerce
eCOMMERCE: THE CRUCIBLE OF CUSTOMER ENGAGEMENT DMA 2014