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© dunnhumby 2016 | Confidential1
Identifying the role of ‘online’
within a multichannel strategy
MARK WALKER
Senior Client...
© dunnhumby 2016 | Confidential22
What will I cover today?
● Customer paths to purchase and missions
● The use of insight ...
© dunnhumby 2016 | Confidential33
Last year, we spoke about how shoppers make product
selections online
© dunnhumby 2016 | Confidential44
Relative index of products by
purchase selection method
0
50
100
150
200
250
Decaf Stand...
© dunnhumby 2016 | Confidential55
How do we apply this knowledge to identify the role of
online within a multichannel stra...
© dunnhumby 2016 | Confidential66
Customers don’t typically carry out their missions through
neat, easily defined, channel...
© dunnhumby 2016 | Confidential77
To customers, these are individual and highly relevant
missions and experiences, so how ...
© dunnhumby 2016 | Confidential88
What are their
missions?
What behaviours are they
showing?
What problems and
issues do t...
© dunnhumby 2016 | Confidential99
Insight led performance benchmarks and
objectives for customer segments
Clarity on what ...
© dunnhumby 2016 | Confidential1010
Step 2: understand customer behavior within and
between channels, and the handoff betw...
© dunnhumby 2016 | Confidential1111
Strategic opportunities can be mapped against channel
strengths and weaknesses using a...
© dunnhumby 2016 | Confidential1212
RETAIL
ENGAGEMENT
• Ability to create theatre
• Ease of product
merchandising
BRAND AN...
© dunnhumby 2016 | Confidential1313
Step 3: blend your understanding to bring your
multichannel plan together
Robust custo...
© dunnhumby 2016 | Confidential1414
This allows you to apply value at the right touch points
during customers’ purchase pa...
© dunnhumby 2016 | Confidential1515
The role of online needs careful consideration
as part of a multichannel strategy:
1. ...
© dunnhumby 2016 | Confidential1616
MARK WALKER
mark.walker@dunnhumby.com
Thank You
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Mydigitalshelf conference presentation__240516

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On the back of the conference I spoke at recently (the mydigitalshelf Online & Digital Grocery Summit 2016), I am happy to share the slides of my presentation on identifying the role of online in a multi-channel customer strategy.

I hope you find it interesting.

Publicado en: Empresariales
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Mydigitalshelf conference presentation__240516

  1. 1. © dunnhumby 2016 | Confidential1 Identifying the role of ‘online’ within a multichannel strategy MARK WALKER Senior Client Director, dot.com dunnhumby
  2. 2. © dunnhumby 2016 | Confidential22 What will I cover today? ● Customer paths to purchase and missions ● The use of insight to place customers at the heart of your strategy ● A way to consider the role of channels, particularly online, within your plan ● How to bring it all together to create an effective customer led strategy
  3. 3. © dunnhumby 2016 | Confidential33 Last year, we spoke about how shoppers make product selections online
  4. 4. © dunnhumby 2016 | Confidential44 Relative index of products by purchase selection method 0 50 100 150 200 250 Decaf Standard Tea Bag Speciality Tea Bags Speciality Tea Favourites Search Department We see that online purchase paths vary across and within categories
  5. 5. © dunnhumby 2016 | Confidential55 How do we apply this knowledge to identify the role of online within a multichannel strategy? It starts with remembering that customers are on missions - and simple ones at that.
  6. 6. © dunnhumby 2016 | Confidential66 Customers don’t typically carry out their missions through neat, easily defined, channels… …but in a way that suits them, creating touch points and experiences along the way.
  7. 7. © dunnhumby 2016 | Confidential77 To customers, these are individual and highly relevant missions and experiences, so how do you join it up? My tips & information My promotionsMy offers My games My advertising My search My inspirations My usuals My prices My recipes My recom- mendations
  8. 8. © dunnhumby 2016 | Confidential88 What are their missions? What behaviours are they showing? What problems and issues do they face? What are their needs within your brand or product space? Step 1: understand and segment your customers irrespective of the channels they use
  9. 9. © dunnhumby 2016 | Confidential99 Insight led performance benchmarks and objectives for customer segments Clarity on what value your brand or products can deliver to customers and where The right customer segment priorities Enabling you to set clear, strategic, customer objectives This will give you:
  10. 10. © dunnhumby 2016 | Confidential1010 Step 2: understand customer behavior within and between channels, and the handoff between them DIGITAL MARKETING MOBILE CLICK ‘N’ COLLECT STORE WEBSITE CATALOGUE
  11. 11. © dunnhumby 2016 | Confidential1111 Strategic opportunities can be mapped against channel strengths and weaknesses using a simple audit
  12. 12. © dunnhumby 2016 | Confidential1212 RETAIL ENGAGEMENT • Ability to create theatre • Ease of product merchandising BRAND AND PRODUCT • NPD • Value positioning • Brand content RETAILER CAPABILITY • Technical constraints • Strategic direction • Customer base CUSTOMERS • Missions • Under-performing segments • Barriers to purchase PROMOTIONAL ACTIVITY • Participation drivers • Mechanics vs channel • Seasonal events CURRENT TECHNOLOGY • Mobile/ Apps • Responsive design • Store design FUTURE TECHNOLOGY • Chat bots • VR/ AR • Smart home tech COMPETITOR CAPABILITY • Channel competency • Brand and trade messaging Strategic opportunities can be also be viewed within the audit from a variety of perspectives
  13. 13. © dunnhumby 2016 | Confidential1313 Step 3: blend your understanding to bring your multichannel plan together Robust customer segment benchmarks and monitoring, driven by insight A focused brand and product strategy including great, consistent, content Understanding of the strengths & weaknesses of the channels in delivering customer value Clear view of customer segments and issues they face on their missions
  14. 14. © dunnhumby 2016 | Confidential1414 This allows you to apply value at the right touch points during customers’ purchase paths
  15. 15. © dunnhumby 2016 | Confidential1515 The role of online needs careful consideration as part of a multichannel strategy: 1. UNDERSTAND YOUR CUSTOMERS, their missions and needs 2. UNDERSTAND YOUR CHANNEL strengths and weaknesses 3. BLEND YOUR UNDERSTANDING to create a customer focused strategy In summary:
  16. 16. © dunnhumby 2016 | Confidential1616 MARK WALKER mark.walker@dunnhumby.com Thank You

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