2. What my friends think we do
What do WE do?
What my clients think we do What my vendors think we do
What my parents think we do What I think we do What we actually do
4. Executive Summary
The internet of everything
drives a more complex
customer journey
Simplification of the
journey requires
continuous
improvement
Mastery is built on data
that matters, a clear
mapping of that data
and using it to manage
the convergence of
the physical and digital
worlds
1 2 3
5. The Decision Point Battleground
NON-BUYERS BUYERS
acquisi'on of reten'on of
enjoy
aware
buy
unaware consider
6. What the Omni-channel Shopper Expects
Visited bank
Liked bank on
Facebook
Received 20% off at
Target
Shopped online
8. What To Look Out For
Data Paralysis Fragmented
Experiences
Customer Alienation
9. Omni-channel is Table Stakes
Econsultancy Cross-Channel MarkeEng Report 2014
Which of the following
describe your
organizaEon and its
capabiliEes around
cross-channel
markeEng?
Ques8on:
11. Prioritized
Obstacles To
Overcome
Major barriers to implementing
an omni-channel approach
include:
Lack of appropriate
tools/tech
Available media options
not optimized
Lack of addressable
data sources
12. 73% research online, then
buy in-store
Compared with 67%
who rated the Internet
similarly
72% said physical
stores are
important in
shopping
PwC, Total Retail 2014 Survey
Physical + Digital = Convergence
14. Uncover Intent
Build A Bridge Between Physical &
Digital
Map Digital Maturity
An Omni-channel Foundation
15. Uncover Intent
Build A Bridge Between Physical &
Digital
Map Digital Maturity
An Omni-channel Foundation
16. Focus on the data that matters
Searches for
store increase by
33%
Average
online
sale $45
Find her where
she’s active
Fall campaign ads drive
9 million impressions
Women
aged 19-29
value price
over brand
1,209 active SKUs on
display
Recent searches
Coupon website
Leather jacket customer
review
Top fall trends for 2014
27. Uncover Intent
Build A Bridge Between Physical &
Digital
Map Digital Maturity
An Omni-channel Foundation
28. Aligned Priorities
• All parEes must have the same
goals:
• e.g. managing spend to
maximize sales/margin is
different than maximizing
to drive new customers
The speed at which consumers
change & interact with media
happens so fast. What took place
last month may change this month.
Willingness to Change Strong Feedback
The speed at which consumers
change & interact with media
happens so fast. What took place
last month may change this month.
• SoliciEng feedback from
partners, customers &
associates
• They can help you
understand & get ahead of
the changes
Continuous Improvement