Presentazione di PowerPoint - Linkontro Nielsen · The strategic importance of changing the company mindset to take full advantage of digital . 150x . Micro Moments occur throughout

Agenda

Micro-moments have fragmented the consumer journey

The consumer is multi-channel

The strategic importance of changing the company mindset to

take full advantage of digital

150x

Micro Moments occur throughout the

Consumer Journey

Bought tickets

to concert

Buy shoes online,

pick-up in store

Watch YT video for

how to tie fly fishing

knots

Search for lawn mower reviews

in the aisle

Use airline app

to reschedule flight

Compare two travel

reward credit cards

Visit insurance

site to file a claim On the bus, book

dinner reservation

AWARENESS

CONSIDERATION

PURCHASE

LOYALTY

At work, check out movie

theatre show times

Research best

running apps

illy digital strategy is tailored around the

key micromoments

Illy lovers subscription

offering

AWARENESS

CONSIDERATION

PURCHASE

LOYALTY

Buy illy iperespresso machines

both on the e-commerce and

in illy shops

Efficiently reach the

identified target audience

with Premium Placement

(Masthead)

Use Google Search to

capitalize on the consumer

interest and engagement

created

Re-engage with

consumers already

interested in the product

(Google Display

Network) Dedicated

product offering

(illy dedicated

website)

Across desktop,

mobile and tablet

(YouTube

TrueView)

Agenda

Micro-moments have fragmented the consumer journey

The consumer is multi-channel

The strategic importance of changing the company mindset to take

full advantage of digital

Multiple touchpoints in the path to purchase

of consumers do research

before entering a store

of people say they use multiple

screens for everyday activities, such

as booking a hotel or shopping for

electronics

of smartphone users turn to their

devices to help them make a

product decision when in stores

Digital drives people

in store

Mobile is the new

shopping assistant

People purchase

across screens

The Purchase Journey is reshaped by Digital & Mobile

93% In-store share

of Retail sales

Source: Google/Ipsos - Emarketer

The end goal is Total Sales

TOTAL

SALES

Offline

Call-center Online

have executed

on an omnichannel strategy 5%

However companies are struggling

to adapt to the new omnichannel reality

have no omnichannel

strategy, or are at the

very beginning of execution

70%

Only

Source: RSR / SPS Commerce Retail Insights: Fulfilling Customer Expectations

illy uses data to constantly measure and

maximize sales across offline and online

1) OMNICHANNEL MEASUREMENT

SOLUTIONS

User Identification and measurement of his complete path

to purchase:

Cross-device

Online to Offline

Via Call Centre

2) CRM DATA INTEGRATION

Advanced clients’ segmentation targeting based on:

illy CRM data

Google Analytics integration

3) USER EXPERIENCE ANALYSIS

Using Google Analytics data to:

Improve user experience on Desktop and Mobile

website

Optimize Illy Sales Funnel

Total sales for 2014-2015 Iperespresso machines

increased by +112% YoY during the campaign

Digital campaign with Google

in Q4 2015 and Q1 2016

2015

2014

Agenda

Micro-moments have fragmented the consumer journey

The consumer is multi-channel

The strategic importance of changing the company mindset

to take full advantage of digital

Why do you need a culture of

Innovation in your company?

increase

productivity &

efficiency

keep

competitive

edge

find new

customers anticipate

future trends

develop ideas, services or products that

meet shape the future

A CEO to do list for Innovation

Accelerate the speed of innovation

Provide a fresh source of ideas

Enhance risk-taking ability

Attract talent

Drive employee engagement

Build a culture of innovation

"Innovation .... it's not about

money. It's about the people

you have, how you're led, and

how much you get it." Steve Jobs (1998)

“An idea can turn to dust

or magic, depending on

the talent that rubs

against it.” Bill Bernbach, co-founder of Doyle

Dane Bernbach

illy partnership with Google to accelerate the

company cultural shift

illy Export Lab with all

EU Digital/E-commerce

manager

@Google EMEA HQ

Dublin (Ireland)

illy Executive Summit with

illy Top Management

Team

@Google HQ

Mountain View (California)

Thanks!

contact: [email protected]