8. Omni-channel
# optimise
Ex:
An individual is unique (…)
(…) but its buying behaviour
varies
*
Online-only
buyer
$100/yr
Store-only
buyer
$ 352/yr
Online & Offline
buyer
Magentocom 2013 – Shanghai
$1064/yr
8
9. MOBILITY
+ 38% France
+ 44% USA
of web purchases are made
25% from a mobile device
2013
The increase
of smartphone use (…)
2013
Increase of Showrooming
(…) creates competition within
the same point of sale (POS).
45%
of online buyers first
visit a POS
**
Checkin identification
Network:
Magentocom 2013 – Shanghai
*
*
*
Payment:
9
10. on & offline services
Online:
“Yes! … But”
POS:
must be as performing,
with a “hint of web”
Magentocom 2013 – Shanghai
54%
45%
46%
of online buyers are unhappy about
customer service
are discontented concerning return
and refund policies
are displeased about the shipping
costs
of sales lost in store due to a
shortage of stock would be finalised
If the retailer could ship or deliver the
product within 48 hours.
69%
10
11. DATA COMPLEXITY
What is the greatest barrier to improving multichannel
customer experience in your company ?
#1: 40% “Complexity”
Before 2012, the first reason was “Organizational structure”
Source: Multichannel Customer Experience Report By Econsultancy, November 2012
Magentocom 2013 – Shanghai
11
12. DATA COMPLEXITY
CRM has become extremely data heavy
Receipts / pos
Social activity
Declarative data
Mobile activity
Purchases, carts
Web activity
Coupons, discounts
Email activity
Helpdesk contact
material
Magentocom 2013 – Shanghai
12
13. DATA COMPLEXITY
CRM has become extremely connected
DB management
Receipts / pos
Social activity
SMS marketing
Email marketing
social networks activity
strategy
Declarative data
Mobile activity
Purchases, carts
Web activity
Coupons, discounts
Email activity
Helpdesk contact
Acquisition / loyalty
Magentocom 2013 – Shanghai
material
13
14. THE CHALLENGE IS TECHNICAL
Infrastructure
Huge storage capacity
Redundancy
Fast calculation
Indexation
Datamarts
Magentocom 2013 – Shanghai
14
15. THE CHALLENGE IS TECHNICAL
Infrastructure
Connectivity
Huge storage capacity
Redundancy
Fast calculation
Indexation
Datamarts
Cashier (POS) connection
eCommerce
Analytics
EDM/SMS Platforms
Call-centers
Magentocom 2013 – Shanghai
15
16. BUT NOT ONLY
Traditional CRM solutions do
not match today’s market
expectations and capacities
Magentocom 2013 – Shanghai
16
17. BUT NOT ONLY
Traditional CRM solutions do
not match today’s market
expectations and capacities
Marketers need to make quick
decisions based on relevant KPIs
Magentocom 2013 – Shanghai
17
18. BUT NOT ONLY
Traditional CRM solutions do
not match today’s market
expectations and capacities
Marketers need to make quick
decisions based on relevant KPIs
Teams have to be operational
quickly without weeks of training
Magentocom 2013 – Shanghai
18
19. BUT NOT ONLY
Traditional CRM solutions do
not match today’s market
expectations and capacities
Marketers need to make quick
decisions based on relevant KPIs
Teams have to be operational
quickly without weeks of training
Platforms should be accessible
from any place and any devices
Magentocom 2013 – Shanghai
19
20. NEW CHALLENGES NEW OPPORTUNITIES
CRM has become a lot smarter
Magentocom 2013 – Shanghai
20
21. NEW CHALLENGES NEW OPPORTUNITIES
CRM has become a lot smarter
Website browsing activity
Magentocom 2013 – Shanghai
21
22. NEW CHALLENGES NEW OPPORTUNITIES
CRM has become a lot smarter
Website browsing activity
Centralized on/off behaviors
Magentocom 2013 – Shanghai
22
23. NEW CHALLENGES NEW OPPORTUNITIES
CRM has become a lot smarter
Website browsing activity
Centralized on/off behaviors
Social Networks opengraph / socialgraph
Magentocom 2013 – Shanghai
23
24. NEW CHALLENGES NEW OPPORTUNITIES
CRM has become a lot smarter
Website browsing activity
Centralized on/off behaviors
Social Networks opengraph / socialgraph
Geotagging and mobile apps
Magentocom 2013 – Shanghai
24
25. NEW CHALLENGES NEW OPPORTUNITIES
And the technology is ready
Magentocom 2013 – Shanghai
25
30. CURRENT CRM MODELS
Weaknesses
Evolutions
Focus on Transactions
Focus on purchase intention
Rewards on Revenue
Rewarding loyalty, sharing, contributions, influence
Magentocom 2013 – Shanghai
30
31. CURRENT CRM MODELS
Weaknesses
Evolutions
Focus on Transactions
Focus on purchase intention
Rewards on Revenue
Rewarding loyalty, sharing, contributions, influence
Multichannel
Magentocom 2013 – Shanghai
Magentocom 2013 – Shanghai
31
32. CURRENT CRM MODELS
Weaknesses
Evolutions
Focus on Transactions
Focus on purchase intention
Rewards on Revenue
Rewarding loyalty, sharing, contributions, influence
Multichannel
Omnichannels, away from “silo” managed strategies
Important 2013 – Shanghai
Magentocominformations
32
33. A BATTLE WORTH FIGHTING FOR
80% of businesses state that they offer a
great customer experience
Source: Forrester’s Customer Experience Index 2012
End notes
Magentocom 2013 – Shanghai
33
34. A BATTLE WORTH FIGHTING FOR
37% of brands received good or excellent customer
experience index scores in 2012.
Source: Forrester’s Customer Experience Index 2012
End notes
Magentocom 2013 – Shanghai
34
35. THE IMPORTANCE OF CRM
•
Cost of acquisition in China is very high (6x higher)
•
Losing customers is extremely costly
•
Chinese economy slowing done, loyalty becoming key
Magentocom 2013 – Shanghai
36. THE IMPORTANCE OF LOYALTY
Customers buy more &
more often..
50%
2X
5
Higher profits..
88%
Magentocom 2013 – Shanghai
Loyalty members have 50% higher cart
value than non-members
Members purchase twice as frequent
as non-members
The return on every ¥ spent in increase
of gross sales
The difference in profitability between
retailers with and without a loyalty
program
37. DATA DRIVEN
“The era of real-time data filtering”
•
Where are my Customers right now ?
•
What products are they interested in ?
•
Should I engage in a dialog with them ?
•
On which channel ?
•
For which content ?
Magentocom 2013 – Shanghai
42. The need to be acknowledged
recognise
Adapt the offer
Create a bond
consolidate
A client’s picture,
status, wishlists,
products, anything
seen on the website,
emails clicked…
Recommended
products according of
history, profile…
Email the user’s
manual of a recently
bought product,
invitation via SMS…
Consider the person
as one and the same
on any channel.
Magentocom 2013 – Shanghai
