engaging todays omnichannel customer - dean afzal
TRANSCRIPT
ENGAGING TODAYS OMNICHANNEL CUSTOMER
WHO ARE THESE OMNICHANNEL CUSTOMERS?
WE ARE!
IPTV
Web POS MobileCall Center
Social
@
+TODAY’S MILLENIALS
IPTV Social
INTERESTINGTRENDS
6
MOBILE FIRST …
7
PREFERENCE CHANGES …
8
B2B CHANGES …
9
EXPECTATIONS …
SO HOW DO WE ENGAGE?
UNDERSTAND YOUR CUSTOMER … USE
DATA
PROFILEIM
PLI
CIT
EX
PLIC
IT
RELEVANCE
NORMALIZATION
ENGAGEMENT
LISTENING
BROWSE
CLICK
OPEN
CLOSE
IGNORE
WALK-BY
HOVER
BUY
REGISTER
SUBSCRIBE
RETURN
COMPLETE
SEND
SHARE
EVENTS FROM
TRIGGERS TO
ENABLE CONSISTENT EXPERIENCES ACROSS
ALL CHANNELS
PERSONALIZE ENGAGEMENT … MAKE
THEM FEEL SPECIAL
WHAT THEYHAVE DONE
WHAT THEYMAY DO
WHAT THEYARE DOING NOW
REAL-TIMEINDIVIDUALIZATION
PRESENTATION OF RELEVANT CONTENT
ACROSS TOUCHPOINTS[ SITES, APPS, ADS, EMAIL ]
THE CUSTOMER
CONTEXTUAL AND RELEVANT OFFERS … IN
REAL TIME
Minal interest is leggings
Noha interest is jackets
Fatima looking for a fleece
REAL TIME INTENT SIGNALS SHOW THAT:
Minal free shipping offer is focused on leggings
Noha is on jackets
Fatima is on fleece
Single template with dynamic content
CONTEXTUAL TARGETINGHOW IT WORKS
MARY
JANE
SUE
Get yours now, withFree shipping!
Pouch Inc, 2345 Madison Avenue, New York. Unsubscribe
BAGS FLEECE JACKETS ACCESSORIES
Winter Ready?Free Shipping on
%Category%
Free shipping on %category%
and more thru 11/28
View Offer
18
HOW IT WORKS …
ITS MORE THAN THE TACTICS &
TECHNIQUES
INTERNAL MIND SETCHANGE
TOP DOWN DRIVER | BOTTOM UP INCLUSION
1
EXTERNAL MIND SETCHANGE
REGIONAL REQUIREMENTS| MVP | BE BOLD
A LOCAL SUCCESS STORY!
23
LEADING RETAIL & HOSPITALITY
CONGLOMERATE
24
CREATE A SEAMLESS EXPERIENCE
CONNECT THE ONLINE WITH THE OFFLINE AND OPTIMIZE THE IN-STORE EXPERIENCE
MISSION …
A
B
25
COMPLEX & OFFLINE ERP
NO API’s
CHALLENGES
A
B
26
DOUBLED SALES OVERNIGHT
CASHON DELIVERY …
27
DOUBLED TRAFFIC
REDIRECT TO NEWOPTIMIZED.COM
28
% OF TOTAL RETURNS
+40%
RETURN VIA STORE …
29
% OF TOTAL ORDER
+20%
PAY & COLLECT …
30
EARN POINTS …
% OF TOTAL ORDERS
36%
31
SPEND POINTS …
% OF TOTAL ORDERS
3%
32
STORE FULFILLMENT …
ANDROID APP
33
WHY WE CARE …
Cus
tom
er E
ngag
emen
t
- API’s -
MasterData
Platform
ExperienceMgmt.
OrderMgmt.
Omni-ChannelCommerce Logic
CRM Service
Invoicing Billing CRM Sales
Mkt. Execution Web Analytics
Relevance Engine Campaign Mgmt.
Event EngineSocial Mkt. &
Analytics
Mkt. Data Mgmt.Media
Optimization
MARKETINGCOMMERCE & EXPERIENCE PLATFORM SALES & SERVICE
SAP HANA
CUSTOMER DATA MGMT. (single view of customer)PRODUCT & ORDER MGMT. (single view of both)
ERP Forecasting SAP EWM Other
CUSTOMER ENGAGEMENT & COMMERCE SOLUTION
Web Mobile TV POS/ In-store Call Center Social PrintMarketplace Email
@
Search
360 ENGAGEMENT …
THANK YOU!