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Marketing, eCommerce et Relation Client multi-canal : le parcours de Lily, femme moderne, sociale, mobile et interconnectée.
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Marketing, eCommerce et Relation Client multi-canal : le parcours de Lily, femme moderne, sociale, mobile et interconnectée.

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présentée à la NRF, le parcours de Lily est la version type du parcours client mobile, social et multicanal. …

présentée à la NRF, le parcours de Lily est la version type du parcours client mobile, social et multicanal.
il met en évidence plusieurs constat
- entre smartphone et réseaux sociaux, le consommateur a des attentes nouvelles, mixe d'exigences (temps réel, qualité de l'information disponible, capacité à "zapper d'un canal à l'autre) et de comportements nouveaux (partage de l’information avec ses "amis", commentaires, ...)
- cette profusion de moyens digitaux et de commentaires partagés sont autant de données mise à la disposition des marketeurs des informations extrêmement précieuses (produits, dates, zone géographique, canal d'achat, canal d'information, avis, ...) qui, corrélées aux bases clients des marques, permettent de décrire le comportements d’achats, les gouts des consommateurs, en anticiper sur les tendances

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  • the Google TV remote control app and use your phone to control your TV. The app also works with voice search so you can finally tell your TV what you think of it Sony was one of the first companies to offer Google TV products in its Sony Internet TV HDTV and Blu -ray Player last year. Vizio has already announced that Google TV will be used in Vizio Internet Apps Plus products, including its new streaming media box, Blu-ray player, and two of its new high-end HDTVs. LG will be adding Google TV to its Smart TV platform in several new HDTVs Yahoo! Connected TV mobile apps will start rolling out for iPad, iPhone and Android devices in the first quarter of 2012. Features will include the ability to launch and interact with TV apps from the phone or tablet, TV video playback, and text entry capabilities for posting updates and comments or making purchases.
  • WebSphere Commerce is a consumer of location information, allowing marketing managers to react to understanding where a shopper is currently located. e.g. In the updated mobile starter stores, there is the ability to "check-in" that uses GPS or self-identification as the means of telling WC where the shopper is located. e.g. In the updated mobile and tablet starter stores, there is the ability to see an "e-flyer" with the right product assortment and prices for the "city" or "region" where the shopper is located. WebSphere Commerce can be integrated with Presence Zone technology from IBM Research to further provide "location" information in more detail to understand where in a store the shopper is located. QR codes can also be put up in the store embedded with location information and the shopper can be brought to a marketing manager-identified location in the WC-based e-store when they are scanned. e.g. category page, product page, landing page, store e-flyer, promotion page, etc.

Transcript

  • 1. © 2012 IBM CorporationNRF 2012: Le cas Lily“Un nouveau parcours multi-canal”
  • 2. Building a smarter planet© 2012 IBM CorporationPrésenté à la NRF 2012, Pavillon IBM, Experiential Shopping
  • 3. Building a smarter planet© 2012 IBM CorporationA son domicile, Lily contrôle sa télévision connectée depuisson IPAD.the Google TV remote control app anduse your phone to control your TV.The app also works with voice searchso you can finally tell your TV what youthink of itSony was one of the first companies tooffer Google TV products in its SonyInternet TV HDTV and Blu-ray Playerlast year. Vizio has already announcedthat Google TV will be used in VizioInternet Apps Plus products, includingits new streaming media box, Blu-rayplayer, and two of its new high-endHDTVs. LG will be adding Google TVto its Smart TV platform in several newHDTVsYahoo! Connected TV mobile apps willstart rolling out for iPad, iPhone andAndroid devices in the first quarter of2012. Features will include the abilityto launch and interact with TV appsfrom the phone or tablet, TV videoplayback, and text entry capabilities forposting updates and comments ormaking purchases.
  • 4. Building a smarter planet© 2012 IBM Corporation… elle passe en mode intéractif
  • 5. Building a smarter planet© 2012 IBM CorporationEt est transférée sur le site marchand de Vtliving, puisprend rendez vous en magasin
  • 6. Building a smarter planet© 2012 IBM CorporationRDV confirmé
  • 7. Building a smarter planet© 2012 IBM CorporationQuelques heures plus tard, elle rentre dans l’espace devente
  • 8. Building a smarter planet© 2012 IBM CorporationGéolocalisation WebSphere Commerce is a consumerof location information, allowingmarketing managers to react tounderstanding where a shopper iscurrently located.e.g. In the updated mobile starterstores, there is the ability to "check-in"that uses GPS or self-identification asthe means of telling WC where theshopper is located.e.g. In the updated mobile and tabletstarter stores, there is the ability to seean "e-flyer" with the right productassortment and prices for the "city" or"region" where the shopper is located.WebSphere Commerce can beintegrated with Presence Zonetechnology from IBM Research tofurther provide "location" information inmore detail to understand where in astore the shopper is located.QR codes can also be put up in thestore embedded with locationinformation and the shopper can bebrought to a marketing manager-identified location in the WC-based e-store when they are scanned. e.g.category page, product page, landingpage, store e-flyer, promotion page,etc.
  • 9. Building a smarter planet© 2012 IBM CorporationEt affichage 3D des nouveaux arrivages
  • 10. Building a smarter planet© 2012 IBM CorporationDe chaussures !
  • 11. Building a smarter planet© 2012 IBM CorporationFiche produit enrichies grace à un code barre 2D
  • 12. Building a smarter planet© 2012 IBM CorporationElle parcourt les différents coloris disponibles
  • 13. Building a smarter planet© 2012 IBM CorporationEt choisit le bleu, qui n’est malheureusement pas disponibleen magasin
  • 14. Building a smarter planet© 2012 IBM Corporation… mais le système propose des alternatives, y compris lalivraison à domicile.
  • 15. Building a smarter planet© 2012 IBM CorporationAjout des chaussures au panier..
  • 16. Building a smarter planet© 2012 IBM CorporationUn grand mur interactif…
  • 17. Building a smarter planet© 2012 IBM CorporationLily s’approche, et connecte son SmartPhone au mur digital
  • 18. Building a smarter planet© 2012 IBM CorporationLe système devient alors personalisé
  • 19. Building a smarter planet© 2012 IBM CorporationCabine d’essayege
  • 20. Building a smarter planet© 2012 IBM CorporationAvec une vue exhaustive de sa garde robe
  • 21. Building a smarter planet© 2012 IBM CorporationApres differents essais (virtuels), elle rajoute le haut blanc àson panier
  • 22. Building a smarter planet© 2012 IBM CorporationWomen’s Apparel
  • 23. Building a smarter planet© 2012 IBM CorporationUne alerte lui rappel son rendez vous avec le vendeur durayon petit electroménager
  • 24. Building a smarter planet© 2012 IBM CorporationEric, vendeur, retrouvre sur sa tablette toutes lesinformations dont il a besoin pour préparer le RDV.
  • 25. Building a smarter planet© 2012 IBM CorporationLe profil détaillée de Lily
  • 26. Building a smarter planet© 2012 IBM CorporationDes outils de comparaison avancé
  • 27. Building a smarter planet© 2012 IBM CorporationDes suggestions, “Next Best Actions”
  • 28. Building a smarter planet© 2012 IBM CorporationPrise de rendez vous pour service d’installation à domicile
  • 29. Building a smarter planet© 2012 IBM Corporation
  • 30. Building a smarter planet© 2012 IBM CorporationPuis, une fois la discussion terminée, transfert du panier surle SmartPhone de Lily
  • 31. Building a smarter planet© 2012 IBM CorporationPaiement Mobile
  • 32. Building a smarter planet© 2012 IBM Corporation…et recu électronique !