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Marketing
in an OmniChannel environment

Everything is connected.
January 18, 2014
Cosmin Costea
METRO Cash & Carry Romani...
Contents
1

Integration

3

What does it mean SingleChannel, MultiChannel, OmniChannel

4

OmniChannel benefits

5

How to...
>> Integration
Integration: the road we want to travel

Cosmin Costea | METRO Cash & Carry Romania

Page 3

Member of
>> Customer needs
In B2B we still sell to people. And they have needs
What do they want
Maslow: Hierarchy of needs
Herzber...
>> What does the customer need
B2B customers want the same things B2C want
Everything is connected

e-Commerce
world sales...
>> SingleChannel
One communication and sales channel

Cosmin Costea | METRO Cash & Carry Romania

Page 6

Member of
>> MultiChannel
More channels: MultiChannel

ROPO

Research Online  Purchase Offline
Cosmin Costea | METRO Cash & Carry R...
>> OmniChannel
All the touch points are integrated: OmniChannel

Cosmin Costea | METRO Cash & Carry Romania

Page 8

Membe...
>> OmniChannel benefits
OmniChannel customers buy up to 30% more

+15…30%

MultiChannel

SingleChannel

+15…30%

OmniChann...
>> How to do OmniChannel
TOP 5 ways to start OmniChannel
1. Social Media
2. In-store online access
3. Connected staff
4. L...
>> OmniChannel challenges
TOP 3 challenges

1. Business model
2. Common objectives
3. Integrated conversion

Cosmin Costea...
>> The METRO approach
In-store campaigns

Cosmin Costea | METRO Cash & Carry Romania

Page 12

Member of
>> The METRO approach
METRO leaflets integration

Cosmin Costea | METRO Cash & Carry Romania

Page 13

Member of
>> The METRO approach
Bloggers campaign

Cosmin Costea | METRO Cash & Carry Romania

Page 14

Member of
>> The METRO approach
The winner gets a “teambuilding cooking session”

Cosmin Costea | METRO Cash & Carry Romania

Page 1...
>> The METRO approach
Benefits and Free delivery campaigns

Cosmin Costea | METRO Cash & Carry Romania

Page 16

Member of
>> Conclusions

1. Focus on what the customer really wants
2. Integrate communication and sales channels
3. Common objecti...
>> Next steps
What will you do from day one

Cosmin Costea | METRO Cash & Carry Romania

Page 18

Member of
>> Questions

Cosmin Costea | METRO Cash & Carry Romania

Page 19

Member of
>> Thank you.

Cosmin Costea | METRO Cash & Carry Romania

Page 20

Member of
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Marketing in an OmniChannel Environment

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  • Great slide share! Omnichannel is the integration between all the channels in a way that all of them are cohesive. I would like to share with you Fashionbi marketing research where is explained the omnichannel in the fashion insdustry. I hope you like it: http://fashionbi.com/publication/omni-channel-retailing-the-future-trend-in-fashion-and-luxury-industry-part-2-2
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Transcript of "Marketing in an OmniChannel Environment"

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