Presentación Kelly Cronin - eCommerce Day Lima 2016
1. Grupo EFE
Electrodomésticos, Motos y
Financiemiento
Kelly
Cronin
Gerente de eCommerce Grupo EFE
@kellycroninj
https://www.linkedin.com/in/croninkelly
OMNICHANNEL EN LA PRÁCTICA. ¿CÓMO
INTEGRAR EL CANAL ONLINE CON EL OFFLINE?
SUCCESS STORIES
2.
3. Capturar emails
en el punto de venta
Envíos con mensaje de valor dentro de la
tienda
Asunto: Welcome to the Team
11. Generar Base de datos tanto offline y online. Segmentar tu base de
datos online para hacer acciones offline.
Cliente interactúa primera vez
• Contáctanos
• Más información
• Compra
Cliente entra serie de recibir mailings masivos por un periodo
de tiempo corto
Termina el periodo corto, y se quita el cliente del segmento
masivo, y lo marca solo para los segmentos con cuales se
ha interactuado
• Cliente recibe 15 emails
distintos en 30 días
• Cliente solo hizo clic en
emailing de “Ahora puedes
pagar en cuotas” Entra
segmento “financiamiento”
12. Maximizar esfuerzos del call center para cerrar ventas offline que
inician online por Lead Scoring
Lead Scoring – clasificación objetiva de un lead de venta frente a otro
1. Concentrarse en: Gente, Procesos y Tecnologia
2. Definir puntuaciones de los leads
Interacciones
Email (Clicks / Opens)
Formulario (Fills Out Form)
Web
Descargas
Visitas de Paginas
Clicks
Cambio de Status de un Programa
Registración de eventos
Asistencia de eventos
Score Decay
Falta de interacción o actividad con la pagina
Vistando ciertas paginas (Pagina de “Trabaja con nosotros”)
13. Lead Scoring – clasificación objetiva de un lead de venta frente a otro
3. Asigna acciones por puntuación
Ej. Leads >100 puntos:
Asunto: Lead de alta prioridad
Estimados Sales Team:
{systems.fullname} ya se encuentra como prioridad para contactar.
Su Lead Score es {systems.leadscore}.
Su información de contacto es: {systems.telephone}
Ya las 3 ultimas interacciones han sido:
{systems.interaction}
{systems.interaction + 1}
{systems.interaction + 2}
Saludos,
Marketing team
14. Consejos & Recomendaciones
• MEDIR todo! – Capturar emails
en tienda para medir como
acciones online afecta offline.
• Base de Datos Centralizados.
• Involucrar toda la empresa, y
tener claro tus necesidades para
buscar soluciones buenos y
baratos.
Notas del editor
tation of a “buy-online, pickup-in-store” (BOPS) project. The implementation of this project is associated with a reduction in online sales and an increase in store sales and traffic. These results can be explained by two simultaneous phenomena: (1) additional store sales from customers who use the BOPS functionality and buy additional products in the stores (cross-selling effect) and (2) the shift of some customers from the online to the brick-and-mortar channel and the conversion of noncustomers into store customers (channel-shift effect). We explain these channel shift patterns as an increase in “research online, purchase offline” (ROPO) behavior enabled by BOPS implementation, and we validate this explanation with evidence from the change of cart abandonment and conversion rates of the brick-and-mortar and online channels. We interpret these results in light of recent operations management literature that analyzes the impact of sharing inventory availability information. Our analysis illustrates the limitations of drawing conclusions about complex interventions using single-channel data.
tation of a “buy-online, pickup-in-store” (BOPS) project. The implementation of this project is associated with a reduction in online sales and an increase in store sales and traffic. These results can be explained by two simultaneous phenomena: (1) additional store sales from customers who use the BOPS functionality and buy additional products in the stores (cross-selling effect) and (2) the shift of some customers from the online to the brick-and-mortar channel and the conversion of noncustomers into store customers (channel-shift effect). We explain these channel shift patterns as an increase in “research online, purchase offline” (ROPO) behavior enabled by BOPS implementation, and we validate this explanation with evidence from the change of cart abandonment and conversion rates of the brick-and-mortar and online channels. We interpret these results in light of recent operations management literature that analyzes the impact of sharing inventory availability information. Our analysis illustrates the limitations of drawing conclusions about complex interventions using single-channel data.
tation of a “buy-online, pickup-in-store” (BOPS) project. The implementation of this project is associated with a reduction in online sales and an increase in store sales and traffic. These results can be explained by two simultaneous phenomena: (1) additional store sales from customers who use the BOPS functionality and buy additional products in the stores (cross-selling effect) and (2) the shift of some customers from the online to the brick-and-mortar channel and the conversion of noncustomers into store customers (channel-shift effect). We explain these channel shift patterns as an increase in “research online, purchase offline” (ROPO) behavior enabled by BOPS implementation, and we validate this explanation with evidence from the change of cart abandonment and conversion rates of the brick-and-mortar and online channels. We interpret these results in light of recent operations management literature that analyzes the impact of sharing inventory availability information. Our analysis illustrates the limitations of drawing conclusions about complex interventions using single-channel data.
tation of a “buy-online, pickup-in-store” (BOPS) project. The implementation of this project is associated with a reduction in online sales and an increase in store sales and traffic. These results can be explained by two simultaneous phenomena: (1) additional store sales from customers who use the BOPS functionality and buy additional products in the stores (cross-selling effect) and (2) the shift of some customers from the online to the brick-and-mortar channel and the conversion of noncustomers into store customers (channel-shift effect). We explain these channel shift patterns as an increase in “research online, purchase offline” (ROPO) behavior enabled by BOPS implementation, and we validate this explanation with evidence from the change of cart abandonment and conversion rates of the brick-and-mortar and online channels. We interpret these results in light of recent operations management literature that analyzes the impact of sharing inventory availability information. Our analysis illustrates the limitations of drawing conclusions about complex interventions using single-channel data.
tation of a “buy-online, pickup-in-store” (BOPS) project. The implementation of this project is associated with a reduction in online sales and an increase in store sales and traffic. These results can be explained by two simultaneous phenomena: (1) additional store sales from customers who use the BOPS functionality and buy additional products in the stores (cross-selling effect) and (2) the shift of some customers from the online to the brick-and-mortar channel and the conversion of noncustomers into store customers (channel-shift effect). We explain these channel shift patterns as an increase in “research online, purchase offline” (ROPO) behavior enabled by BOPS implementation, and we validate this explanation with evidence from the change of cart abandonment and conversion rates of the brick-and-mortar and online channels. We interpret these results in light of recent operations management literature that analyzes the impact of sharing inventory availability information. Our analysis illustrates the limitations of drawing conclusions about complex interventions using single-channel data.
NOT international
tation of a “buy-online, pickup-in-store” (BOPS) project. The implementation of this project is associated with a reduction in online sales and an increase in store sales and traffic. These results can be explained by two simultaneous phenomena: (1) additional store sales from customers who use the BOPS functionality and buy additional products in the stores (cross-selling effect) and (2) the shift of some customers from the online to the brick-and-mortar channel and the conversion of noncustomers into store customers (channel-shift effect). We explain these channel shift patterns as an increase in “research online, purchase offline” (ROPO) behavior enabled by BOPS implementation, and we validate this explanation with evidence from the change of cart abandonment and conversion rates of the brick-and-mortar and online channels. We interpret these results in light of recent operations management literature that analyzes the impact of sharing inventory availability information. Our analysis illustrates the limitations of drawing conclusions about complex interventions using single-channel data.
tation of a “buy-online, pickup-in-store” (BOPS) project. The implementation of this project is associated with a reduction in online sales and an increase in store sales and traffic. These results can be explained by two simultaneous phenomena: (1) additional store sales from customers who use the BOPS functionality and buy additional products in the stores (cross-selling effect) and (2) the shift of some customers from the online to the brick-and-mortar channel and the conversion of noncustomers into store customers (channel-shift effect). We explain these channel shift patterns as an increase in “research online, purchase offline” (ROPO) behavior enabled by BOPS implementation, and we validate this explanation with evidence from the change of cart abandonment and conversion rates of the brick-and-mortar and online channels. We interpret these results in light of recent operations management literature that analyzes the impact of sharing inventory availability information. Our analysis illustrates the limitations of drawing conclusions about complex interventions using single-channel data.
tation of a “buy-online, pickup-in-store” (BOPS) project. The implementation of this project is associated with a reduction in online sales and an increase in store sales and traffic. These results can be explained by two simultaneous phenomena: (1) additional store sales from customers who use the BOPS functionality and buy additional products in the stores (cross-selling effect) and (2) the shift of some customers from the online to the brick-and-mortar channel and the conversion of noncustomers into store customers (channel-shift effect). We explain these channel shift patterns as an increase in “research online, purchase offline” (ROPO) behavior enabled by BOPS implementation, and we validate this explanation with evidence from the change of cart abandonment and conversion rates of the brick-and-mortar and online channels. We interpret these results in light of recent operations management literature that analyzes the impact of sharing inventory availability information. Our analysis illustrates the limitations of drawing conclusions about complex interventions using single-channel data.
tation of a “buy-online, pickup-in-store” (BOPS) project. The implementation of this project is associated with a reduction in online sales and an increase in store sales and traffic. These results can be explained by two simultaneous phenomena: (1) additional store sales from customers who use the BOPS functionality and buy additional products in the stores (cross-selling effect) and (2) the shift of some customers from the online to the brick-and-mortar channel and the conversion of noncustomers into store customers (channel-shift effect). We explain these channel shift patterns as an increase in “research online, purchase offline” (ROPO) behavior enabled by BOPS implementation, and we validate this explanation with evidence from the change of cart abandonment and conversion rates of the brick-and-mortar and online channels. We interpret these results in light of recent operations management literature that analyzes the impact of sharing inventory availability information. Our analysis illustrates the limitations of drawing conclusions about complex interventions using single-channel data.
Buy Online Pickup In Store (BOPS)
Importante crear estrategias de: Research online Purchase Offline (ROPO)
75% de consumadores Savy Research Online antes de comprar.
72% de consumadores Savy Research Online y Compran Offline
Ayuda siempre tus clientes que buscan de ti online que faciliten llegar a ti offline.
Kioskos y Ventas online dentro de tienda fisica
Lead scoring con triggers para optimizar acciones offline