Top Banner
BECOMING AN OMNI CHANNEL RETAILER BY CREATING CROSS CHANNEL TOUCH POINTS
33

Omni Channel Marketing Conference - Crispin Tristram

Nov 29, 2014

Download

Documents

Tony Booth

 
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Omni Channel Marketing Conference - Crispin Tristram

BECOMING AN OMNI CHANNEL RETAILER BY CREATING CROSS

CHANNEL TOUCH POINTS

Page 2: Omni Channel Marketing Conference - Crispin Tristram

FOR DISCUSSION TODAY

How our world is shifting

The impact on our business

How Hoyts is responding

Page 3: Omni Channel Marketing Conference - Crispin Tristram

FOR DISCUSSION TODAY

How our world is shifting

The impact on our business

How Hoyts is responding

Page 4: Omni Channel Marketing Conference - Crispin Tristram

THE WORLD WE KNEW

Cinema was the preferred movie experience

Newspapers (and PC’s) were the critical source of

showtime information

Word of mouth was actually spoken

Page 5: Omni Channel Marketing Conference - Crispin Tristram

THE MEDIA LANDSCAPE IN FIVE YEARS TIME

SOURCE: http://digitalmarketinglab.com.au/index.php/2012/01/29/2012-2015-digital-predictions-trends, INMA: Print + Digital Dynamic

• MOBILE INTERNET WILL OVERTAKE DESKTOP USAGE:

– 90% Smartphone penetration: smarter than todays laptop

– 25% Tablet usage: Inexpensive, disposable

– 5% of all payments, 86% Second screening: Seamless interaction

• CONTEXT AWARE EXPERIENCES

– Better Customer Data will deliver this, Customers will control their social data better and require an established relationship to give it to brands

– Prevalence of Hi Definition screens in many locations

• SOCIAL COMMERCE

– 40-50% of digital sales will flow through social and mobile platforms, followed by Google at 20%, 15% referral traffic, and 2% direct-to-URL traffic

Page 6: Omni Channel Marketing Conference - Crispin Tristram

THE MEDIA LANDSCAPE IN FIVE YEARS TIME

• CONTENT WARS

– Even lower cost of data distribution will drive a war among telecommunications companies, wireless providers, and TV companies will occur to decide who to pay for content.

• ONLINE VIDEO AND DISPLAY ADVERTISING PLATFORMS TO GROW AT THE EXPENSE OF SEARCH

– Forrester predicts a shift away from paid search towards display advertising: decline by 11% as paid search costs continue to rise and ROI is eroded.

– Connected TV’s will be upto 80% of sales providing more viewing opportunities

SOURCE: http://digitalmarketinglab.com.au/index.php/2012/01/29/2012-2015-digital-predictions-trends, INMA: Print + Digital Dynamic

Page 7: Omni Channel Marketing Conference - Crispin Tristram

FOR DISCUSSION TODAY

How our world is shifting

The impact on our business

How Hoyts is responding

Page 8: Omni Channel Marketing Conference - Crispin Tristram

CINEMA AS AN EXPERIENCE WILL REMAIN STRONG

SOURCE: PWC Australian & Media Landscape 2012- 2016

0

200

400

600

800

1000

1200

1400

1600

2009 2010 2011 2012 2013 2014 2015 2016

Cinema Spend (A$m)

Cinema Spend (A$m)

Page 9: Omni Channel Marketing Conference - Crispin Tristram

THE GROWTH IN DOMESTIC TECHNOLOGY CREATES MORE VIEWING OPPORTUNITIES

0

10

20

30

40

50

60

70

80

HDTV GamesConsole

PVR Pay TV Internetenabled

TV

3D TV

2010 2011 2012(e)

SOURCE: Nielsen, Australian Online Landscape, Base: Online Australians 16+ n= 5104 , 2011, CEA Research

Lack of competitive content offerings may have stalled Smart TV

growth and PVR penetration but that is being resolved quickly

Page 10: Omni Channel Marketing Conference - Crispin Tristram

BOX OFFICE WILL REMAIN THE MOST IMPORTANT PART OF THE BUSINESS, THOUGH THE ROLE OF ONLINE WILL

INCREASE AT THE EXPENSE OF PHYSICAL RENTAL

SOURCE: PWC Australian & Media Landscape 2012- 2016

0

500

1000

1500

2000

2500

2009 2010 2011 2012 2013 2014 2015 2016

Online DVD Subs/ Dig Downloads (A$M)

In-Store Rental (A$m)

Cinema Spend (A$m)

2012-2016

CAGR

32.9%

-9.5%

4.3%

Page 11: Omni Channel Marketing Conference - Crispin Tristram

GLOBAL CASE: MULTICHANNEL STRATEGY

"The best way to experience a movie

is still in-theatre but when guests want to enjoy the movie again, they

can now choose from a variety of formats … including digital

downloads via our Download To Own or Video on Demand service, or on

DVD or Blu-ray…

… in addition to our existing entertainment content and online

ticketing, we believe we are creating one of the most powerful online

entertainment experiences available to Canadians”

Ellis Jacob, Cineplex's President and

CEO, .

CUSTOMER

Exhibition

Media

Loyalty

Alternative Programming

Interactive

Merchandising

SOURCE: Cineplex “Delivering a premium customer experience, Annual Report 2011

Page 12: Omni Channel Marketing Conference - Crispin Tristram

INTEGRATED MOBILE AND LOYALTY PLAY IS A KEY TO THEIR SUCCESS

SOURCE: Cineplex “Delivering a premium customer experience, Annual Report 2011,

2.8 Million app downloads (7% of all Canadians

Number 1 movie site

Loyalty at the heart

SCENE loyalty rewards across movies, concessions, music, DVDs/Blu-rays, digital

movie downloads, gift cards, contests. Canadian movie distributors regularly use SCENE to market their movies recognizing

its value and unique ability to segment and target movie-goers and ultimately drive box

office performance.

Page 13: Omni Channel Marketing Conference - Crispin Tristram

HOW DIGITAL CHANNELS CAN DRIVE THE CORE BUSINESS

SOURCE: TORCH research customer experience Mapping, http://nowandnext.com/

Inspiration

Anticipation

Admin Immersion

Afterglow

• INSPIRATION (STREAMING) • Deliver trailers for cinema through

the streaming channel • ANTICIPATION (SOCIAL)

• Help people arrange movie outings with social network tools

• ADMIN (MOBILE) • Look up, Book, Find Cinema’s

• IMMERSION (ONLINE/TABLET) • Interviews, behind the scenes pre

and post view • AFTERGLOW (STREAMING)

• Opportunity to relive cinema experience

“OverDrive, a global distributor partnered with Amazon last year to entice readers into buying the book they just borrowed”

Page 14: Omni Channel Marketing Conference - Crispin Tristram

FOR DISCUSSION TODAY

How our world is shifting

The impact on our business

How Hoyts is responding

Page 15: Omni Channel Marketing Conference - Crispin Tristram

5 KEY CHANNEL INITIATIVES

Expanding our touchpoints

Creating Differentiated

Channel Experiences

Capitalising on the

digital/mobile information opportunity

Tailoring Social to the needs of

the business

Better targetted

Loyalty and CRM

Page 16: Omni Channel Marketing Conference - Crispin Tristram

5 KEY CHANNEL INITIATIVES

Expanding our touchpoints

Creating Differentiated

Channel Experiences

Capitalising on the

digital/mobile information opportunity

Tailoring Social to the needs of

the business

Better targetted

Loyalty and CRM

Page 17: Omni Channel Marketing Conference - Crispin Tristram

IN ADDITION TO HOME THEATRE, TABLETS WILL ALSO DRIVE FUTURE VIEWINGS

0

5

10

15

20

25

30

35

40

16-24 25-34 35-44 45-59 60+

SOURCE: Nielsen, Australian Online Landscape, Base: Online Australians 16+ n= 5104 , 2011, Google Multiscreen World

2012 (e) 39 Driven by total market growth

TABLET PENETRATION

63% usage entertainment

motivated

Page 18: Omni Channel Marketing Conference - Crispin Tristram

ONLINE VIDEO IS NOW A MASS ACTIVITY

0 20 40 60

Streaming Video

Downloading Video

Weekly/ More often L12M

SOURCE: Nielsen, Australian Online Landscape, Base: Online Australians 16+ n= 5104 , 2011,

Over half of the population has

experienced some type of online video in

the last 12 months

Page 19: Omni Channel Marketing Conference - Crispin Tristram

SOURCE: NIELSEN Australian Online Consumer, 2012

0 10 20 30 40 50 60 70

Watch at suitable time

It's Free

Able to pause/stop

No/ Skip ads

Watch shows unavailable

Missed broadcast time

Lesss ads

Cheaper than Pay TV

REASONS FOR WATCHING “INTERNET TV”

WE WILL DO THIS BY OFFERING THE CONVENIENCE CUSTOMERS CRAVE EVEN

MORE THAN PRICE

Page 20: Omni Channel Marketing Conference - Crispin Tristram

STREAMING WILL HELP US CAPTURE THESE NEW VIEWING OCCASIONS

NEW

Page 21: Omni Channel Marketing Conference - Crispin Tristram

5 KEY CHANNEL INITIATIVES

Expanding our touchpoints

Creating Differentiated

Channel Experiences

Capitalising on the

digital/mobile information opportunity

Tailoring Social to the needs of

the business

Better targetted

Loyalty and CRM

Page 22: Omni Channel Marketing Conference - Crispin Tristram

WE KNOW THERE ARE THREE TYPES OF VIEWING DECISIONS

PLATFORM/ CONVIENCE

“A good time to catch up with friends” “Movies are a great escape” “It was on TV at the time”

“It had a good trailer” “I love James Bond movies”

You have to see Avatar in 3D

SOURCE: Screen Australia, What to watch

CONTENT BASED COMBINED

Page 23: Omni Channel Marketing Conference - Crispin Tristram

WE ARE CREATING MORE INSPIRING CINEMA EXPERIENCES

MORE SPECTACULAR MORE LUXURIOUS

Page 24: Omni Channel Marketing Conference - Crispin Tristram

DIFFERENTIATED CHANNEL EXPERIENCE

Page 25: Omni Channel Marketing Conference - Crispin Tristram

5 KEY CHANNEL INITIATIVES

Expanding our touchpoints

Creating Differentiated

Channel Experiences

Capitalising on the

digital/mobile information opportunity

Tailoring Social to the needs of

the business

Better targetted

Loyalty and CRM

Page 26: Omni Channel Marketing Conference - Crispin Tristram

CINEMA AND DIGITAL CHANNELS CLOSE THE LOOP FOR CUSTOMERS

ONLINE DRIVES CINEMA As THE

PRIMARY SOURCE OF

INFORMATION

CINEMA DRIVES ONLINE AS THE

MOST POWERFUL

TRIGGER FOR ONLINE VIDEO

VIEWS

A more compelling

presence online so they consider

us first

Gain greater share of our customers

viewing wallet

Page 27: Omni Channel Marketing Conference - Crispin Tristram

BUILDING A HOYTS DIGITAL ECOSYSTEM

Page 28: Omni Channel Marketing Conference - Crispin Tristram

5 KEY CHANNEL INITIATIVES

Expanding our touch points

Creating Differentiated

Channel Experiences

Capitalising on the

digital/mobile information opportunity

Tailoring Social to the needs of

the business

Better targeted

Loyalty and CRM

Page 29: Omni Channel Marketing Conference - Crispin Tristram

House Own Our Content

1 Drive SEO/Website Views

2

3

Ensure Ownership Of Content

Capture Consumer Data (O&A EDM Databases)

Phase 1

VALUING OPINION IN A CAREFULLY CURATED SETTING CREATES GREAT ENGAGEMENT

Page 30: Omni Channel Marketing Conference - Crispin Tristram

5 KEY CHANNEL INITIATIVES

Expanding our touchpoints

Creating Differentiated

Channel Experiences

Capitalising on the

digital/mobile information opportunity

Tailoring Social to the needs of

the business

Better targeted

Loyalty and CRM

Page 31: Omni Channel Marketing Conference - Crispin Tristram

Data Driven Targeted Content to localise and personalise

eDMs previously have successfully focused on offer and title Moving forward we will add location relevant content

We will also shoot location

relevant photography

Page 32: Omni Channel Marketing Conference - Crispin Tristram

RECAP

Expanding our touchpoints

Creating Differentiated

Channel Experiences

Capitalising on the

digital/mobile information opportunity

Tailoring Social to the needs of

the business

Better targetted

Loyalty and CRM

Page 33: Omni Channel Marketing Conference - Crispin Tristram

“Our tools are evolving exponentially faster than our ability to interpret how

the tools will impact our world. This may be the most important trend of all”

SHELLEYPALMER 2013 CET REPORT