Transcript
Global Channel MarketingMulti-channel vs Omni-channel
89% of companies expect to compete mostly on customer experience vs. 36% four years agoGartner study
5% of retail companies think they are an omnichannel leader. 35%-40% thinks they stay behind.
Omnichannel GAP
Customer Expectations
Customer Expectations
Omnichannel development
Omnichannel GAP
Omnichannel GAP
Customer Expectations
Omnichannel development
Omnichannel opportunity
Omnichannel GAP
Importance BottlenecksBuilding Blocks
Importance
62% of the retailers: “Because my customer wants this”
The customer wants to be in the driver seat.
The customer wants to be in the driver seat.
40% of the customers will not visit a store without an online stock
Technology always needs to work and be easy to use
Technology always needs to work and be easy to use
Please, keep me informed.
But don’t exaggerate! Please, be personal. You know me already.
Single view of customer
low high
segmentspersona
personal-ized
Single view of customer
low high
segmentspersona
personal-ized
Creepy or cool
Omnichannel is profitable
More loyalty More brand interaction
3 times more interaction 3,5 times more spending
Omnichannel is profitable
2,3%5,4%
3,0%
7,0%
Webshop only
customers
store only
customers
omnichannel customers
Less ‘no’ selling
Less ‘no’ selling
Bottlenecks
94% of retailers experiencebarriers with omnichanneltransformation
No customer centricity
Customer centricity
Underestimate the transformation
64% of instore sales are influenced by online
“From selling to assisting to buy”
Lack of clear omnichannel KPI’s
Lack of clear omnichannel KPI’s
Building Blocks
Define omnichannel challenges Define omnichannel goals AND KPI’s
Create personas Describe the customer journey Look for opportunities Be aware of threats
Create WOW moments in your customer journey Have one brand policy
Personalize
Offeringmass segment individual
Custo
mer I
ntellig
ence
lowme
dium
high
mass market
ing
segmented
1-1
Personalize
Analyse your customer journeyAND understand the logics
+2%Without unified
analytics
+10%With unified
analytics
Analyse your customer journeyAND understand the logics
Expertise - hire if necessary
Omnichannel GAP
Customer Expectations
Omnichannel development
Omnichannel opportunity
Omnichannel surprise
Customer Expectations
Omnichannel development
Omnichannel surprise
Let’s go to work
Let’s go to workSouth Africa
Malaysia
Australia
Argentina
South Korea
MexicoPeru
Let’s go to work
Which online competitors are available to your consumersin your targeted country?
Pick 2 - one marketplace & one direct competitor Make an analysis of their e-commerce website.
Let’s go to work
What is Vaude all about? (Mission/Vision/Strategy)What are they selling?Who is your customer in the target countries?Why are these targeted countries for Vaude?Develop a marketing channel strategy for Vaude to introduce Vaude in your target country.Which online competitors are available to your consumersin your targeted country? (analyse 1 market place & 1 competitor)
Let’s go to work
Your end-productOne-Page Strategy for an omni channel approach in your target country (+ appendix)5m presentation (Management Summary)
EvaluationcEvaluationNot the what, but the how is important
cEvaluationwww.transfer.com - before 23/12/2016 - tom.fleerackers@kdg.be
www.flatworldbusiness.wordpress.com/global-channel-marketing
Global Channel MarketingMulti-channel vs Omni-channel
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