marketing in an omnichannel environment
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METRO Cash & Carry Romania Member of
Marketingin an OmniChannel
environment
Everything is connected.
January 18, 2014
Cosmin Costea
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Cosmin Costea | METRO Cash & Carry Romania Member of Page 2
Contents
3
1 Integration
What does it mean SingleChannel, MultiChannel, OmniChannel
4 OmniChannel benefits
7 The METRO approach
8 Conclusions
5 How to do OmniChannell
6 OmniChannel challenges
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Cosmin Costea | METRO Cash & Carry Romania Member of
Integration: the road we want to travel
Page 3
>> Integration
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Cosmin Costea | METRO Cash & Carry Romania Member of Page 4
>> Customer needs
In B2B we still sell to people. And they have needs
What do they want
Maslow: Hierarchy of needs
Herzberg: Two– factor theory
How do they think
Vroom: Expectancy theory
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Cosmin Costea | METRO Cash & Carry Romania Member of Page 5
>> What does the customer need
Everything is connected
Customer Integrated User Experience
e-Commerceworld sales
2012USA: 10%UK: 13%
2022UK: 30%RO: ??%
B2B customers want the same things B2C want
Sursa: Centre for Retail Research
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Cosmin Costea | METRO Cash & Carry Romania Member of
One communication and sales channel
Page 6
>> SingleChannel
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Cosmin Costea | METRO Cash & Carry Romania Member of
More channels: MultiChannel
Page 7
>> MultiChannel
ROPO
Research Online Purchase Offline
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Cosmin Costea | METRO Cash & Carry Romania Member of Page 8
All the touch points are integrated: OmniChannel
>> OmniChannel
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Cosmin Costea | METRO Cash & Carry Romania Member of
OmniChannel customers buy up to 30% more
Page 9
>> OmniChannel benefits
+15…30%
+15…30%
SingleChannel MultiChannel OmniChannel
IDC Retail Insights: Satisfying the Omni-channel Consumers Whenever and Wherever They Shop
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Cosmin Costea | METRO Cash & Carry Romania Member of
TOP 5 ways to start OmniChannel
1. Social Media
2. In-store online access
3. Connected staff
4. Localized interaction
5. Data power
Page 10
>> How to do OmniChannel
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Cosmin Costea | METRO Cash & Carry Romania Member of
TOP 3 challenges
1. Business model
2. Common objectives
3. Integrated conversion
Page 11
>> OmniChannel challenges
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Cosmin Costea | METRO Cash & Carry Romania Member of Page 12
>> The METRO approach
In-store campaigns
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Cosmin Costea | METRO Cash & Carry Romania Member of Page 13
>> The METRO approach
METRO leaflets integration
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Cosmin Costea | METRO Cash & Carry Romania Member of Page 14
>> The METRO approach
Bloggers campaign
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Cosmin Costea | METRO Cash & Carry Romania Member of Page 15
>> The METRO approach
The winner gets a “teambuilding cooking session”
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Cosmin Costea | METRO Cash & Carry Romania Member of Page 16
>> The METRO approach
Benefits and Free delivery campaigns
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Cosmin Costea | METRO Cash & Carry Romania Member of Page 17
>> Conclusions
1. Focus on what the customer really wants
2. Integrate communication and sales channels
3. Common objectives
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Cosmin Costea | METRO Cash & Carry Romania Member of Page 18
>> Next steps
What will you do from day one
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Cosmin Costea | METRO Cash & Carry Romania Member of Page 19
>> Questions
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Cosmin Costea | METRO Cash & Carry Romania Member of Page 20
>> Thank you.