omnichannel marketing - widex · “we are an omnichannel retail organization operating stores and...
TRANSCRIPT
Omnichannel Marketing
Look who’s talking…
• Rasmus Houlind• Author of the Omnichannel Book
”Make it all about me, and I’ll buy it!”• Chief Strategy Officer at Agillic• 15+ years of Consulting
• Contact:• dk.linkedin.com/in/houlind• [email protected]• Tlf. 53 88 65 55• www.agillic.com
Purpose of this talk
• Give you an introduction to the new Marketing Paradigm Omnichannel
• Provide you with an understanding of the motives behind how big companies like Widex aspire to work with customer data and personalised communications and services
• Inspire you to play along and benefit from Omnichannel
Agenda
• A brief introduction to omnichannel
• How the big companies work with omnichannel
• What it means to you
An introduction to omnichannel
Customers find it natural to
Complete the purchase on any
channel
Seek inspiration through all channels
Have the productdelivered through
any channel
Receive service through any channel
Omnichannel Commerce
Omnichannel Customer Experience
Lina buys a handbag
HOW DO WE CREATE AS MANY SEAMLESS CUSTOMER JOURNEYS WITH
AS FEW RESOURCES AS POSSIBLE?
Working with omnichannel
A book on working with omnichannel
• 60 professionals• 6 expert panels• 6 roundtable sessions• 20+ interviews• Applied by 5 case companies• Approved by the Danish Chamber of Commerce• Gathering data through maturity assessment
survey• More than 600 respondents• More than 3000 copies sold
Jyllandsposten: ”The book is targeted for peoplemanaging sales and marketing. The author hits the bullseye with this book.”
***** - Ulla Bechsgaard
Børsen Executive: ”Rasmus Houlind has writtena book, that should be on the shelf in everymarketing department in Denmark.”
**** - Henrik Ørholst
How do the best in class work with omnichannel?1. They recognize the customers and
ask for permission to speak
2. They collect data systematically from all touchpoints
3. They discover insights and correlations from their data
4. They use data and insights in their communication and service
5. They analyze performance using customer metrics
6. They have organized themselves effectively around omnichannel
Omnichannel Hexagon
Customer recognition & permission gathering
Data Collection
”Traditional” data sources
Line of businessTransactional data
Purchases, Finance, PensionCRM Data
Digital channelsClicks, search terms, E-mail,
Profile, interests, social media, google, mobile, app
Call CenterTranscripts
Voice recordings
In storePoint of sale – loyalty clubMobile location (iBeacon)
Baskets (assisted sale)
• License plate registry
• Real estate database (not for direct marketing)
• Weather data (DMI – Weather.com)
• The TV program
• Virk.dk (databeta.virk.dk)
• Enrichment through ie. Conzoom
• In-market data
Third party data
The next wave – Internet Of Things
TeslaKindle
Pacif-IUnder Armour
Customer Data
Profile data Age Gender Marital status
Login Recommendation Functionality
Social postsEmotional
Behavioral
Profile
Purchases Downloads Device
data
Physical location ERP data
Net Promoter Score
Search term Page view Click Opened email
Interests PreferencesFacebook data
Expressed attitude
Anniversaries
What is Big Data?
What is Big Data?
Data Discovery
Use data for prediction
All customer and 3rd party data
Data thatcorrelates with Customer
Lifetime Value
Data the customeris interested in.
Most important
subjects for
communication!
The insights we
create through data
mining
Data Discovery
Communication & Service
Performance analysis
Performance analysis
CLV
Organizing & Management
Organizing & Management
“We are an omnichannel retail organization operating stores and websites.”
“We have chosen this path because customers are shopping differently today than they did just a few years ago.”
“We invested early and aggressively in building an omnichannel capability – talent, technology, fulfillment capacity and infrastructure. We had a great head start and built quickly on our early successes. Clearly, we need to keep moving faster in order to stay ahead.”
Macy’s årsrapport 2013
bit.ly/omnibooksurvey
Kilde:
Om
nic
hannel
Surv
ey,
Novem
ber
2015,
Netw
ork
edBusi
ness
.org
AVERAGE OMNICHANNEL MATURITY FOR COMPANIES IN THE NORDICS
Kilde:
Om
nic
hannel
Surv
ey,
Novem
ber
2015,
Netw
ork
edBusi
ness
.org
BEST IN CLASS! (TOP 25%)
What does it mean for you?
• Expect Widex to play along with omnichannel
• Understand how important data collection is
– Both for Widex to be able to help you
– And for you to help you customers (get that email + SMS permission!)
• Use the data you have for increasing relevancy towards your customers
– Advertising on Facebook using Custom Audiences
• Embrace new initiatives and tools from the Corporates that are based on data
Thanks for listening!
• Take the survey: bit.ly/omnibooksurvey
• Read the book: bit.ly/omni-bogen
• Rasmus Houlind
• dk.linkedin.com/in/houlind
• Tlf. 53 88 65 55
• www.agillic.com