evolution of omni channel - live crm (diginetica summit)
TRANSCRIPT
EVOLUTION OF OMNI CHANNEL
Alex Ciorapciu, Head of Omni Channel Strategy
Omni Channel Example: priceminister.fr
shares data across channels™
Follow up E-Mail
UPS shares data across channels™
shares data across channels
Omnichannel personalization is
when user specific data is
available to all channels, in real
time.
What do we do?
Product-
Category
Feeds
Real
Time
Tracking CRM
3rd Partyexp: Weather
Offline
POS Loyalty
What should I show to this customer right now?
BIG DATA
Email Mobileetc.
Web Store Contact
Center
TOUCHPOINTS
etc.
UPS (User Profile Service)
Offline Data Ingestion
Generic Offline Data Ingestion
Personal Offline Data Ingestion
General Offline Data Ingestion
Generic Offline Data Ingestion
Generic Offline Data Ingestion
Generic Offline Data Ingestion
Benefits
1%incremental
site wide lift
AIV + 4.6%
AOV + 3.4%
RPS + 5.6%
Custom
Strategies
Local Styles
Personal Offline Data Ingestion (loyalty programs)
Personal Offline Data Ingestion (eReceipts)
Personal Offline Data Ingestion (loyalty programs)
Benefits
1.2%incremental
site wide lift
Key off
store
purchases
View
Through Conversion
Lift on recognized
shoppers
Personal Offline Data Ingestion (loyalty programs)
What is a View Through Conversion?
ID 2450
ID 8499
ID 1238
ID 2378
ID 8066
ID 5960
ID 1147
ID 2450
Items viewed online Items purchased offline
This is a view
through
conversion
Influence of the
online channel
on the
offline
world
CRM
CRM Data
In & Out
CRM
CRM Data coming in CRM Data going out
discover™
CRM
Personal Data
Historical Data
Personal Preferences
Classic CRM System
CRM
Adam Smith
Labour Way 1
Purchased Miele washing machine 12 OCT 2014
Classic CRM System
CRM
Personal Data
Historical Data
Speed
Personal Preferences
Live CRM System
CRM
Adam Smith
Labour Way 1
Purchased Miele washing machine 12 OCT 2014
Live CRM System
CRM
Benefits
360°
Real
Time
14 current
projectsFoundation
Use Case: Call Center
Call Center Integration
Call Center
Incoming Call from 0172 969 2882
0172 969 2882
=
HUBERT MEIER
CUST ID 12345
=
{RR} ID 5678
Caller: HUBERT MEIER, 0172 969 2882
MUSTER STR.1, 80687 MÜNCHEN
Looked at these products online
Recommendations Matching Offers
Use Case: Call Center
CRM
Who & What
&
Who’s using it?
What do
you need?
CRM
Benefits
22-30sec
shorter
calls
less
training,
higher
AOV
Use Cases: In Store
Sales Assistant Side Shoppers side
Sales Assistant Side
Clientelling in-store solutions
in.store
Clientelling Apps
Benefits
Better
Performance
Customer
Experience
AOV + 150%
Items +1.3
Enrich the
user profile
with offline
data
Store Entrance
Shopper’s app – Store entrance
Benefits
Local StoreMeasure
Frequency
Send offers based
on local store
preference
Use Case: Shopper’s app
Content based on Beacons
Category: Women’s Bags Category: Women’s Shoes Category: Perfumes
Enriching the User Profile
Enriching the User Profile with offline data
Category: Women’s Bags Category: Women’s Shoes Category: Perfumes
CATEGORY VIEWS
NYC Store: Women’s Bags
NYC Store: Women’s Shoes
NYC Store: Perfumes
Online: Perfumes
Online: Women’s Shirts
Online: Women’s Bags
…
User Profile User ID 2435
Use Case: Scanning products
Product Scan
Enriching the User Profile
Enriching the User Profile with offline data
Item scanned: YSL Bag
ITEM VIEWS
NYC Store: YSL Bag
Online: Chanel No5
Online: YSL Sandals
Online: Tank Top Stella
…
User Profile User ID 2435
Use Case: Shopper’s App
Benefits
Cart
abandonment
based on store
behavior
Consideration
in store data
Reverse
View Through
Conversion
What is a Reverse View Through Conversion?
ID 2450
ID 8499
ID 1238
ID 2378
ID 8066
ID 5960
ID 1147
ID 2450
Items scanned in store Items purchased online
This is a
reverse view
through
conversion
Use Case: Shopper’s App
