Optimizing the OMNI in Omnichannel
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The document outlines Mars Petcare's omnichannel strategy and their partnership with Skim to optimize channel interactions and shopper journeys. It emphasizes the importance of understanding consumer behavior across various channels, including online and brick-and-mortar stores, to improve engagement and strengthen retailer partnerships. Key learnings include the need for consistent visual cues across channels and a focus on hero images in online marketing.
Optimizing the OMNI in Omnichannel
- 1. Optimizing the OMNI in Omnichannel Quirk’s Brooklyn March 22, 2017
- 2. MARS in a MOMENT
- 3. Part of Mars Inc.’s Iconic Brands Our brands offer quality and value to consumers around the world, and our portfolio includes some of the world’s best loved brands
- 4. Mars Petcare in the US NJ Employs over 3,500+ Associates More than 20 office and manufacturing locations Acquired P&G Pet Care Brand Portfolio in 2014 Globally headquartered in Brussels, Belgium NA HQ/Global Innovation Center in Tennessee
- 5. A Closer Look at the Innovation Center Facility Highlights: • Broke ground in 2012 and opened in October 2014 • Site will house up to 180 dogs and 120 cats – many of which will be adopted from area shelters and rescue organizations • Serves as global center of excellence – studying pet nutrition needs & innovating new diets • LEED Gold Certified
- 6. We are THE decision behavior experts At SKIM, we take a consultative partnership approach with our clients… Decision Behavior Experts: SKIM’s roots are in modeling decision behaviors and we are passionate about uncovering and understanding what drives people’s choices. SKIM has strong experience and is a strategic partner to leading companies in this area of research. Proven Expertise: SKIM’s competitive edge is our expertise in choice modeling and our proven ability to model complex choice behavior effectively and efficiently.
- 7. Proud to partner with many of the world’s leading companies and brands Preferred supplier for choice-based conjoint pricing research to P&G Preferred supplier to Unilever for portfolio optimization, LOT and claims studies Partner to McKinsey and BCG for building advanced conjoint based forecast models Primary supplier for message and concept testing for AT&T Mobility
- 8. The Omnichannel Ecosystem • Who are the shoppers? • How and why are they engaging in multiple channels? TV Online Print Social Media Friends and Family Brick and Mortar Stores
- 10. Intro to Case Study Situation Need Slow online momentum Out-dated foundational research Profile Omni shopper Triggers & Barriers Role of touchpoints Online vs Offline? Routine vs Disruptive
- 11. Background and Methodology Blended Methodology Qualitative and quantitative Decision Journey Mapping MANY MANY Stakeholder alignment sessions
- 12. 4 Steps - Optimizing the OMNI in Omnichannel Understand the channels Map the journeys Identify channel interactions, touchpoints, and opportunities Socialize and Activate 1 2 3 4
- 13. Understanding the Interaction of Channels Online Brick and Mortar Clicks & Mortar(generalists – Amazon, Walmart, etc. and specialists – Chewy.com, Petsmart.com, etc.)
- 14. Mapping the Journeys We mapped routine and disruptive (switcher) journeys for: 6 3 2 PRODUCT TYPES BRAND TIERS RETAILER PLATFORM Dozens of journeys and combinations!!!
- 15. Critical components of mapping the Journeys 1 2 3 4 Sub-category X
- 16. Identify Channel Interactions, Touchpoints, and Opportunities Touchpoints Channel Interactions Opportunities Optimizing omnichannel depends on our ability to understand how (and where) the journeys interact and intersect!
- 17. Socialize and Activate Cohesive multi-functional cross- departmental strategy Inform retail-specific strategies to strengthen partnerships Test and learn!
- 18. • 1-2 Associates from each eCommerce Pure Play and Click & Mortar Account Teams • Gather hypothesis and business questions • Upfront alignment on project scope • Shared across the Globe to compare learnings or US consumer dynamics with developing markets Stakeholder Involvement & Review Process • Brick & Mortar Teams: Shopper Insights, Shopper Marketing, Account Managers • Cross Functional Teams: Marketing, CMI, R&D teams Start: Step 2 Step 3 Step 4 Key Review Team Main Project Stakeholders Additional Stakeholders • eCommerce Pure Play and Click & Mortar Teams • Project phase reviews and responsibility of sharing project status with customers Global Counterparts
- 19. Early and regular stakeholder involvement and buy-in ensured actionable insights for every internal team. TV Online Print Social Media Friends and Family Brick and Mortar Stores Understanding the role of search and importance of social proved/disproved internal hypotheses to provide focus for internal discussions. Cross-channel insights significantly strengthened partnerships with ALL retailers – eCommerce and Brick and Mortar. Key Learnings Consistent visual cues across channels are required. Online channels need to highlight hero images, not just pack pictures.
- 20. Optimizing the OMNI in Omnichannel Tara Colalillo Sr. Manager Shopper Insights eCommerce Mars Petcare US +1 615 517 0892 [email protected] Nikki Smathers Client Solutions Manager SKIM +1 828 777 3310 [email protected]