clickz live bangkok 2014 - omni channel phenomenon
DESCRIPTION
This deck was presented in ClickZ Live Bangkok 2014 Date - 12 Nov. 2014 Topic : The Omni-Channel Phenomenon: Blending Online and Offline to Build Your High-Impact Marketing Eco-System Detail : The Omni-channel consumer today expects everything to be readily available at their fingertips, and the overall brand experience to be consistent across all channels. If there is disparity between your online shop and physical store you may find that your customers decide to go elsewhere. During this session attendees will learn: - Why Omni-channel retailing is suitable for Thai Business - How to successfully blend your In-Store and Online Shop - Cases Studies - Applying the Omni-channel phenomenon and maximizing your customer experiences. ***** You can download this deck only for education or further studying, NOT FOR ANY COMMERCE PURPOSE *********TRANSCRIPT
Blending Online and Offline to Build Your High-Impact
Marketing Eco-System
1
The Omni-Channel Phenomenon By Somkiat
Lilitprapun
Somkiat Lilitprapun2
Digital Marketing & Omni-
Channel Retailing Advisor –
ICC
Social Media Advisor – Easy
Taxi APP
Guest Lecturer & Speaker
Owner of “ไปเทยวกน ” ( FB
Page with 400K+ Likes
Now)
ICC’s Brand3
Facebook.com/gothaitogether4
OLD – Fashioned Purchasing
Decision5
Viewin
g
traditio
nal
Media
Going
to
Store
Produ
ct
Comp
arison
Sele
ct the
best
Buyin
g
Experi
ences
WOM
6
Changing Behaviour
Changing Behaviour7
Modern Purchasing Decision(New
Journey )8
Smartphone shopper in Store across
categories9
Source:
http://www.clickxposure.com/datapoints/smartphone-
use-store-pervasive-across-categories/
1st 3 category :
Appliance
Grocery
Baby care
Etc
30 % Order Online & Pick UP at
Stores 10
Source : Consulting Unic Company(https://www.unic.com/en.html )
Omni Channel Experience12
http://www.youtube.com/watch?v=9cncBmDlNmI
What smartphone users use in store13
Price Comparison
Find Direction
Find Hour
Find Promo
Just Browse
Source: http://www.clickxposure.com/wp-
content/uploads/2013/10/datapoint_278.png
Omni Channel in Thailand14
“ ปนเปน ปทจะใหความส าคญกบ "ธรกจคาปลก และธรกจบรการ" มากขน ซงจะชวยผสานธรกจ (integrated) ในเครอได และถอเปนเทรนดการคาขายทส าคญจะท าใหธรกจอยรอด โดยปจจบนจะตองมชองทางจ าหนายทหลากหลายหรอ OMNI Channel ไมใชแค Multi Channel เทานน ”
- บณยสทธ โชควฒนา
Source : กรงเทพธรกจ http://bit.ly/1qGghu4
15
OMNI CHANNEL IS ?
From Single to Omni CHANNEL16
Brick-to-mortar < -- > Mortar-to-Brick17
Key POINT of Success18
“Same Experience
Through
All Distribution Channels &
Touchpoints ”
Key POINT of Success19
“ CUSTOMER NEEDS EXPERIENCES NOT
CHANNELS ”
Omni-Channel Strategy suitable for
Thai ?20
1. Cheating Concern21
“ From 61 % , Send the complaint to website they bought products from ”
Stat : Internet User Profile 2014 by ETDAส านกงานพฒนาธรกรรมอเลกทรอนกส
2. See tangible product22
“ Thai people still
unfamiliar to
Unseen products
before buying ”
3. Need for Speed23
“ Send me urgently or
NOW! ”
4. Mobile Devices RISE!24
• ผใชโทรศพทมอถอ อกกวา 48 ลานคน
• ผใชโทรศพทมอถอเพมขนจาก รอยละ 61.8
(จ านวน 32.8..ลานคน) เปนรอยละ 77.2
(จ านวน 48.1 ลานคน) ในป 57
Stat : nso.go.th (National
Statistical Office)
KEYWORD for OMNI-CHANNEL25
“ Shop Anywhere
At Beyond or Beyond Experiences”
CATH KIDSTON – Traditional Store26
Cath Kidston - Online Store27
28
Cath Kidston - Mobile Channel
29
Cath Kidston - OMNI CHANNEL
4 Elements30
Integrating channels
Maximize with Big Data
Delivering the best experience
Engaging internal employee
1. Integrating : Seamless 31
“ เชอมโยงแบบไรรอยตอ (Seamless Process)”
1. Integrating : One Voice One
Message32
“(One voice, one message & created single view of
customer พดเปนเสยงเดยวกน)”
33
1. Integrating : all channels
Source: http://www.slideshare.net/eshopexpo/100-best-practices-in-
omnichannel
2. Maximizing with BIG DATA 34
“ ใช Big Data เพอบรหารความตองการของลกคา”
“Big data for demand management ”
2. Maximizing with BIG DATA 35
Omni Channel Data for managing36
http://www.youtube.com/watch?v=r-vlYJDRhJI
3. Delivering: best experiences37
“ Anywhere experience and Real-time order fulfillment
การน าเทคโนโลยและนวตกรรมตางๆ
เขามาชวยสรางประสบการณทตรงตอความตองการของลกคาได ทกท ทกเวลา ”
38
3. Delivering: best experiences
39
3. Delivering: best experiences
http://www.youtube.com/watch?v=JcgfgO3Vzmw
40
3. Delivering: best experiences
How they react41
http://www.youtube.com/watch?v=A3Gd52KLP
9I
4. Engaging internal employee42
“ การสรางความผกพนกบลกคาโดยเรมจากภายในองคกร สภายนอก โดยยดลกคาเปน
ศนยกลาง ”
(Engaging employee to create a customer centric organization)
“New Idea Acceptances & Create the INNOVATION within ”
43
Case Studies : Starbucks – Internal
Engaging
Software for Omni Channel Retailing44
IBM Commerce : http://ibm.co/1176XEJ
Hybrid Software : http://www.hybris.com/en/
Case Studies : Toy “R” Us45
เอาของเลนมา
ฝากน ดวยนะ
Other interesting OMNI-CHANNEL
Case46
Warmteservice
“Each online order
is printed and bought
in Store”
47
Other interesting OMNI-CHANNEL
Case
7-catalog by 7-11
Buy online or offline
“you can pick at 7-11 Shops”
Omni Channel Experience48
References49
Omni Channel Marketing material by College of Management Mahidol -
http://inside.cm.mahidol.ac.th/mkt/attachments/585_CMMU2014%20Omni%20Chan
nel%20Marketing.pdf
กรงเทพธรกจ(Bangkok Biz News) http://bit.ly/1qGghu4
http://www.clickxposure.com
Wikipedia
www.Omnichannel.me
DOWNLOAD SLIDE : Please Click “get in touch” &
Request Slides with your purposes50
THANK YOU
By Somkiat Lilitprapun(AJ BOY)
Email [email protected]
Line : maximumboy
IG& Twitter : @maximumboy
Blog : www.maximumboy.com
Tel +66866123422