Omnichannel Shopper Marketing: the next level
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Today’s shoppers are in a state of flux. They use a variation of channels to learn about products and services, to connect with brands and retailers and to compare and purchase. That is why successful retailers take a holistic omnichannel approach to Shopper Marketing: they offer their consumers a series of seamlessly integrated touchpoints, both offline and online. It’s up to the consumer how, where and when to use them. But whatever the channel or moment in their path to purchase, these consumers experience a more integrated message. When will you seize the Omnichannel Marketing opportunity?
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Omnichannel Shopper Marketing: the next level
- 1. OMNI-CHANNEL IN RETAIL: PUTTING THE CUSTOMER AT THE HEART OF YOUR BUSINESS PROF. GINO VAN OSSEL
- 5. AGENDA 1. omni-channel ? 2. rethinking the value chain 3. rethinking marketing 4. conclusion
- 8. growth John Lewis online +21.6% growth John Lewis shop sales + 2.2% (+0.6% LFL) online share of sales John Lewis 31.6% John Lewis click & collect 54% of online orders source: John Lewis 2014/15 annual report – growth vs. year ago
- 9. retail sales vs. year ago (Netherlands – Q1 2015 – CBS)
- 10. CUSTOMER-CENTRIC COMMERCE orientation purchase after-sales enrich simplify functional needs affective needs
- 17. CUSTOMER-CENTRIC COMMERCE orientation purchase after-sales enrich simplify functional needs affective needs
- 18. 1
- 19. AGENDA 1. omni-channel ? 2. rethinking the value chain 3. rethinking marketing 4. conclusion
- 22. “the launch of a webshop compares to omnichannel, like a wedding to life as a married couple”
- 23. 1
- 28. EXTEND THE RANGE 1498 articles 3500 articles
- 30. AGENDA 1. omni-channel ? 2. rethinking the value chain 3. rethinking marketing 4. conclusion
- 31. 1.
- 33. source: “Need for speed,” Parago, 2014 (n=>1900; online research)
- 34. touch point share of transactions hard goods share of transactions soft goods paid search 32% 19% natural search 25% 14% e-mail 19% 41% social media < 1% <2% other 23% 24% Source: Forrester / GSI Commerce – Holiday attribution research ‘11 (Q1 – 2012) MARKETING
- 36. source: “Retail in Belgium,” InSites/Vlerick, 2012 (n = +170 statement)
- 41. 2.
- 58. FOOD FOR THOUGHT
- 60. 3.
- 61. touch point share of transactions hard goods share of transactions soft goods paid search 32% 19% natural search 25% 14% e-mail 19% 41% social media < 1% <2% other 23% 24% Source: Forrester / GSI Commerce – Holiday attribution research ‘11 (Q1 – 2012) MARKETING
- 63. THE BIG PICTURE Customerintelligence Offering High Medium Low Mass Segment Individual Massmarketing 1:1 Segmented
- 64. 6 “The future of personalization isn’t to impress customers with science. It’s to delight them with magic.” John Mulliken – co-founder Joss & Main
- 65. 6
- 66. MARKETING: SALES & TRAFFIC IBM Digital Analytics Benchmark – US Retail Performance (Nov – Dec 2014)
- 68. SINGLE VIEW OF THE CUSTOMER level of commitment segments & persona personalised low high
- 69. receipt loyalty card product scanner gift voucher push messaging mailings
- 70. 3 mio. downloads 0.5 mio. active users usage: 7 times / month
- 71. SERVICE 2.0
- 72. 4.
- 80. WHERE TO BUY “Thanks to the information I find on the internet, I know pretty well what I want to buy, before going to the store.” in-store survey among buyers, Consumer electronics (Belgium), June 2012, n = 408
- 81. from selling towards helping to buy from selling to helping to buy…
- 83. AGENDA 1. omni-channel ? 2. rethinking the value chain 3. rethinking marketing 4. conclusion
- 85. digital dreams digital budget
- 86. Jamie Nordstrom head of Nordstrom Direct “If we focus on the customer, the outcome will be right”
- 87. ‘Dit boek biedt een stevig conceptueel kader én heel concrete handvatten! Een echte must voor al wie begaan is met de toekomst van retail!’ Wouter Torfs, CEO Schoenen Torfs ‘Een echte aanrader voor zowel retailers als e-tailers!’ Bart Claes, CEO JBC ‘Een boek geschikt voor zowel professional als leek, voor de denker en de doener, de gelegenheidslezer en de alleslezer.’ Verslag van de Jury, Managementboek van het Jaar
- 88. CUSTOMER-CENTRIC COMMERCE orientation purchase after-sales enrich simplify functional needs affective needs
- 89. CONCLUSION 8 Prof. Gino Van Ossel Retail management E-commerce & omni-channel Shopper & trade marketing Channel management gino.vanossel@vlerick.com @ginovanossel