eCommerce@Ogilvy AdForum Presentation

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eCommerce@Ogilvy's presentation to the AdForum

eCommerce@Ogilvy's presentation to the AdForum

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  • The eCommerce locust swarm
  • Thanks to our friends at Ogilvy Action, we have a unequivocal understand of shopping marketing. With Ogilvy One’s digital insights and Ogilvy Action’s shopper marketing laser beam focus, the eCommerce@Ogilvy battleground is unbreakable
  • Our work
  • Our work
  • Talking pointAlready have terrific talent
  • This is how it is set up

Transcript

  • 1. 11/26/2012 1
  • 2. The eCommerce locust swarm11/26/2012 2
  • 3. “It‟s going to get harder and harder to justify the retail store market. The model has this fundamental problem where every store has to have it‟s own inventory, and every store is a warehouse.” - Marc Andreessen11/26/2012 3
  • 4. eCommerce sales are the only bright spot ina dull retail marketplace11/26/2012 4
  • 5. ImminentOnline Penetration by Category 30-50% 20-30% <20%RIP: Eye of the Storm: Best Buy, Clouds Gathering? Bed BathCompUSA, Blockbuster, Hollywood Barnes & Noble, HHGregg, Gamestop & Beyond, Hallmark, Staples, OfficeMax,Video, Tower Records Toys ‟R‟ Us, Babies ‟R‟ UsSource: Forrester, Morgan Stanley Research 11/26/201211/26/2012 55
  • 6. Customer purchase journeys have changed11/26/2012 6
  • 7. More than just a cart…11/26/2012 7
  • 8. eCommerce requires businesstransformation11/26/2012 8
  • 9. 11/26/2012 9 9
  • 10. 11/26/2012 10
  • 11. eCommerce@Ogilvy11/26/2012 11
  • 12. 11/26/2012 12 12
  • 13. + +11/26/2012 13
  • 14. Ogilvy’s eCommerce work Client What we did with them Data-driven CRM solution, integrated campaign New CRM program built around a mother‟s pregnancy „journey.‟ Comprised of engagement communications early in her pregnancy supported by trigger communications delivering timely, relevant information to drive behavior at key decision points. Notably higher email open and click through rates. Digital Agency of Record Redesign and development of all customer experiences across the ecosystem, including display ads, campaigns, BA.com‟s flight booking system, and social media integration eCommerce redesign, customer care, integrated marketing Website redesign including eCommerce, customer care, and self-service portal with electronic bill pay / presentment, as well as integrated marketing – both on- and offline. eCommerce redesign Global eCommerce rollout to 42 markets, m-commerce custom apps, loyalty rewards program, and creation/delivery of all digital assets and content. Multi-channel digital customer experience A multi-channel digital ecosystem of engagements, digital assets, browsing/11/26/2012 14 shopping experiences and campaigns tied to a commerce platform. 14
  • 15. Ogilvy’s eCommerce work, con’t Client What we did with them Product innovation & digital integrated business/experience model Digital business model development and multi-channel digital services allowing customers to purchase, manage and learn about products via web or smartphone. Multi-channel communication strategy and analytics program Complete redesign of the web and mobile sites and rewards program. Included strategy to utilize data to trigger real-time activity and a „lifecycle‟ communication strategy. eCommerce digital storefront Evolution of the whole eCommerce site to include better customer engagements across the experience through integration with personalization engine, social media, rating/reviews, recommendations and dynamic content offering. Consumer-driven digital community platform Through consumer-driven sharing, IKEA is positioned as a pioneering partner in helping consumers make their homes, communities and world a better place. Program included content strategy, web site and mobile experience design and partnership with O You. eCommerce value proposition & business case development Consultative services for overall development of BAT‟s eCommerce value proposition with business case justification based on conducted research to better11/26/2012 understand current state, customer needs, and market landscape. 15 15
  • 16. A plan to build, partner and acquire The right talent: • eCommerce practice lead • Account Leads with eCommerce experience Build • Business Strategists with eCommerce experience • Program Managers with eCommerce experience eCommerce consulting firms • Focus on high-level business strategy only • No desire to manage overall execution Partner eCommerce platform plays • Focus on solution only • No client-facing marketing services Young companies that augment one of our core competencies • Content delivery • Customer/shopper UX Acquire • Digital agency with strong eComm focus • Technology pure-plays focused on any experience that could deliver, enhance,11/26/2012 16 facilitate some aspect of our value chain
  • 17. Build: a hybrid model out of the gate Each region will have a core eCommerce capability hub: • eCommerce SME (business/channel strategy • Technology lead • Technology partner • Program Management lead On an as-needed basis, reach out to various expertise spokes to fill gaps in key focus areas11/26/2012 17
  • 18. Need to build eCommerce credibility through partnershipsexamples: 11/26/2012 18
  • 19. Our partnerships are already strong and growing: IBM• IBM and Ogilvy formally announced a partnership in eCommerce space• Roughly, IBM handles hard components, ie technology, analytics and Ogilvy handles soft components, ie user experience, shopper insights, creativity• Offering an integrated complementary solution to clients11/26/2012 19
  • 20. Our partnerships are already strong andgrowing: Amazon• Partnership centered on cross-education with Ogilvy striving to become Amazon "black belt“• Holding bi-annual partnership meeting to better understand each others offering11/26/2012 20
  • 21. We sell or else slide11/26/2012 21
  • 22. Thank you11/26/2012 22