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Omnichannel Shopper Marketing: the next level
This document discusses the importance of omni-channel retail strategies that prioritize customer-centric commerce, showcasing insights and data on consumer behavior and channel effectiveness. It emphasizes the need for retailers to rethink their value chain and marketing approaches to enhance customer experiences. Key statistics from various studies highlight trends in online sales growth and the significance of personalized marketing efforts.
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Omnichannel Shopper Marketing: the next level
- 1. OMNI-CHANNEL IN RETAIL: PUTTINGTHE 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
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- 8. growth John Lewis online +21.6% growth John Lewis shopsales + 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 â growth vs. year ago
- 9. retail sales vs.year ago (Netherlands â Q1 2015 â CBS)
- 10. CUSTOMER-CENTRIC COMMERCE orientation purchaseafter-sales enrich simplify functional needs affective needs
- 17. CUSTOMER-CENTRIC COMMERCE orientation purchaseafter-sales enrich simplify functional needs affective needs
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- 19. AGENDA 1. omni-channel ? 2.rethinking the value chain 3. rethinking marketing 4. conclusion
- 22. âthe launch ofa webshop compares to omnichannel, like a wedding to life as a married coupleâ
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- 28. EXTEND THE RANGE 1498articles 3500 articles
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- 30. AGENDA 1. omni-channel ? 2.rethinking the value chain 3. rethinking marketing 4. conclusion
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- 33. source: âNeed forspeed,â Parago, 2014 (n=>1900; online research)
- 34. touch point share of transactions hardgoods 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 â Holiday attribution research â11 (Q1 â 2012) MARKETING
- 36. source: âRetail inBelgium,â InSites/Vlerick, 2012 (n = +170 statement)
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- 61. touch point share of transactions hardgoods 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 â Holiday attribution research â11 (Q1 â 2012) MARKETING
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- 63. THE BIG PICTURE Customerintelligence Offering High Medium Low MassSegment Individual Massmarketing 1:1 Segmented
- 64. 6 âThe future ofpersonalization isnât to impress customers with science. Itâs to delight them with magic.â John Mulliken â co-founder Joss & Main
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- 66. MARKETING: SALES & TRAFFIC IBMDigital Analytics Benchmark â US Retail Performance (Nov â Dec 2014)
- 68. SINGLE VIEW OFTHE CUSTOMER level of commitment segments & persona personalised low high
- 69. ï§ receipt ï§ loyaltycard ï§ product scanner ï§ gift voucher ï§ push messaging ï§ mailings
- 70. 3 mio. downloads 0.5mio. active users usage: 7 times / month
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- 80. WHERE TO BUY âThanksto the information I find on the internet, I know pretty well what I want to buy, before going to the store.â in-store survey among buyers, Consumer electronics (Belgium), June 2012, n = 408
- 81. ï§ from sellingtowards helping to buy from selling to helping to buyâŠ
- 83. AGENDA 1. omni-channel ? 2.rethinking the value chain 3. rethinking marketing 4. conclusion
- 85. digital dreams digitalbudget
- 86. Jamie Nordstrom head ofNordstrom Direct âIf we focus on the customer, the outcome will be rightâ
- 87. âDit boek biedteen stevig conceptueel kader Ă©n heel concrete handvatten! Een echte must voor al wie begaan is met de toekomst van retail!â Wouter Torfs, CEO Schoenen Torfs âEen echte aanrader voor zowel retailers als e-tailers!â Bart Claes, CEO JBC âEen boek geschikt voor zowel professional als leek, voor de denker en de doener, de gelegenheidslezer en de alleslezer.â Verslag van de Jury, Managementboek van het Jaar
- 88. CUSTOMER-CENTRIC COMMERCE orientation purchaseafter-sales enrich simplify functional needs affective needs
- 89. CONCLUSION 8 Prof. Gino VanOssel Retail management E-commerce & omni-channel Shopper & trade marketing Channel management [email protected] @ginovanossel