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Attractive experiences  and loyal customers with efficient channels: The blueprint for successful Multichannel in Business-to-Consumer (B2C).  Including special topic: How to bring «Gamification» into Multichannel.
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Attractive experiences and loyal customers with efficient channels: The blueprint for successful Multichannel in Business-to-Consumer (B2C). Including special topic: How to bring «Gamification» into Multichannel.

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With his study «The Executive Summary on Multichannel Business», Jonathan Möller mapped the key findings for successful Multichannel into a striking blueprint. Since the publication in 2012 the …

With his study «The Executive Summary on Multichannel Business», Jonathan Möller mapped the key findings for successful Multichannel into a striking blueprint. Since the publication in 2012 the independent study helped many retailers and consumer brands to make the right decisions.

This session gives an overview on the blueprint for a Business-to-Consumer (B2C) point of view. Learn how you can create sustainable competitive advantage by building attractive, efficient channels and making consumers more loyal. The session will be added with a special topic: How to bring «Gamification» into your channels.

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  • 1. Attractive experiences and loyal customerswith efficient channels: The blueprint for successful Multichannel in Business-to-Consumers (B2C). Jonathan Möller, founder offoryouandyourcustomers, presents the«Executive Summary on Multichannel-Business» at the Multichannel 2013 inUtrecht.
  • 2. Source: foryouandyourcustomers, input by apextwoWhat are the differences between B2C and B2B? The bordersare blurring more and more.Business-to-Consumer (B2C) Business-to-Business (B2B)Product driven Relationship drivenMaximize the value of the transaction Maximize the value of the relationshipLarge target market Small, focused target marketSingle step buying process, shorter sales cycle Multi-step buying process, longer sales cycleBrand identity created through repetition and imagery Brand identity created on personal relationshipMerchandising and point of purchase activities Educational and awareness building activitiesEmotional buying decision based on status, desire, orpriceRational buying decision based on business valueDemand generation Lead generationSmall to medium assortment, mainly standard products Medium to large assortment, many special productsTry Gamification!
  • 3. Multichannel Reality: Customers are using many touchpoints inmany different channels on their «customer journeys».LoyaltyServicePurchaseConsiderationSource: foryouandyourcustomersAwareness
  • 4. You can loose your (potential) customers at any touchpoint onthe customer journey for the benefit of your competition.LoyaltyServicePurchaseConsiderationSource: foryouandyourcustomersAwarenessTouchpoint with RetailerTouchpoint with Competition
  • 5. Source: foryouandyourcustomersDo customers change? Or do the surroundings change? Trendswe have seen in the last some years.Any ChannelAny TimeMoretouchpointsMore comparison,steeper competitionLess timeper touchpointHigh expectationsper touchpointAny PlaceOne Stop / Full ServiceAlways «Now!»Personal Service
  • 6. The model for Multichannel Business by foryouandyourcustomers gives an overview and helps to make smart decisions.Source: foryouandyourcustomersData Organization Channels Customer
  • 7. LoyaltyServicePurchaseConsiderationAwarenessSource: foryouandyourcustomers«The User-Facing»: channels for successful customer journeys(and transformations).
  • 8. LoyaltyServicePurchaseConsiderationAwarenessSource: foryouandyourcustomersDid you create your «multichannel map» already? Do you havea written «job profile» for each channel?«Job Profile» of the Yearly Print Catalogue:- Channel type- Target groups / Stage of journey- Users coming from... guiding them to...- Opportunities- Experience: Thinking, Feeling, Actions- Statistics- Plannings- Costs- Short term plans, Vision- Competition
  • 9. «The Foundation»: Data and data structure define the businessmodell. Focus on six core areas for excellent Multichannel.Source: foryouandyourcustomersCampaignsServicesSuppliesOrdersCustomersProducts
  • 10. Data structures change every 20 years, processes every 5 andUser Interfaces every 2 years. But customers stay convenient.Source: foryouandyourcustomersevery 20 yearsevery 5 yearsevery 2 years staysconvenientData Organization Channels Customer
  • 11. «Customer Transformation» first, then «Business Transformation». We call it «Multichannel Transformation».Source: foryouandyourcustomers... then «Business Transformation».«Customer Transformation» first ...This is «Multichannel Transformation» for you and ... ... for your customers!influenceableUnder your direct influenceData Organization Channels Customer
  • 12. Small Intermezzo: What do these items have in common?Source: foryouandyourcustomers
  • 13. Source: foryouandyourcustomersThe iPhone (or Samsung, Nokia, Blackberry, HTC, etc.) mastersthe core functionalities of all these items.
  • 14. «Multichannel-Business will be as simple for the customer anddemanding for the retailer as an iPhone!»Source: foryouandyourcustomersChannels Customer
  • 15. Special Topic: MultichannelGamification. How to engagecustomers even more intoyour brand and shopping experience.
  • 16. About Gamification: Still a very young topic. But gettingmomentum in the market, first of all in the Netherlands!Source: Google Trends, 2013-04-24
  • 17. Multichannel Gamification: Drive motivation to convert to thenext touchpoint and build relationship (incl: «personalization»)LoyaltyServicePurchaseConsiderationSource: foryouandyourcustomersAwareness
  • 18. Die Kunden wollen herangeführt werden: von «Onboarding» zu«Discovery» zu «Loyalty».Source: foryouandyourcustomers
  • 19. Rewarding users in several dimensions is more attractive: SAPS(Status - Access - Power - Stuff)Status Access- Shopping Bag «de Bijenkorf»- Employee at «TomTom» or «Google», etc.- Flying Blue / Miles & More: Ivory, Silver, Gold,Platinum / FF, Senator, HON- Audible: Customer Levels (Student ... Professor)- Foursquare: Badges- Facebook, Twitter & Co: # Friends / # Followers- Miles & More: Business Lounge- AH Bonuscard / Coop Supercard: Discounts- Shopping Clubs: Vente Privée, Buy VIP, etc.- Business Clubs: Membership Access- VIP AccessPower Stuff- Samsung Support Community- Xing: Moderator- Business Clubs: Role- Employee: Manager, Top-Manager- Flying Blue, Miles & More: Buy flights, stuff, etc.- Coke B2B: Coke Dollars & Merchandising Shop- UBS Key Club: pay with points in club shop- Migros Cumulus: buy with points in store- Companies: employees shopsSource: foryouandyourcustomers
  • 20. FrequencyofTouchpointsCustomer Groups60x0x24x12x48x«Heavy User»«One-Time User»Which customers should we reward? Be smart in investing yourtime and money. Focus on promising target groups!Source: foryouandyourcustomersB A
  • 21. Which customers should we reward? Be smart in investing yourtime and money. Focus on promising target groups!1. Motivate60x0x24x12x48x2.Reward(?)Source: foryouandyourcustomersFrequencyofTouchpointsCustomer Groups
  • 22. Codes à la«Coca-Cola»Loyalty à la«Flying Blue»Gamification à la«foursquare»How can a Food Company get in touch with its Consumers andbuild a relationship with them?Source: foryouandyourcustomers
  • 23. http://actimel.ch/p5RQ1whttp://actimel.ch/ Uw76Trhttp://actimel.ch/ iiOX78http://actimel.ch/ pr65Ewhttp://actimel.ch/ 7RsTq3http://actimel.ch/ 89etWBhttp://actimel.ch/ 098aqIhttp://actimel.ch/ LwdROIhttp://actimel.ch/ IwyNaThttp://actimel.ch/ QLd45shttp://actimel.ch/ ZRrs89http://actimel.ch/ 69iwyNhttp://actimel.ch/ FTpayWhttp://actimel.ch/ 78es6Zhttp://actimel.ch/ 8s4Rtwhttp://actimel.ch/ TW8xYehttp://actimel.ch/ Wh8x9dhttp://actimel.ch/……We took the Idea of «Code-on-Package» and developed itfurther...Source: foryouandyourcustomers
  • 24. Our Customer learns about the «who», «what», «where»,«how», «when» and «with what» of their users and customers.Source: foryouandyourcustomers
  • 25. foryouandyourcustomers in Amsterdam · Geneva · Munich · Vienna · Zurich
  • 26. foryouandyourcustomers in Amsterdam · Geneva · Munich · Vienna · Zurich
  • 27. foryouandyourcustomers in Amsterdam · Geneva · Munich · Vienna · Zurich
  • 28. foryouandyourcustomers in Amsterdam · Geneva · Munich · Vienna · Zurich
  • 29. foryouandyourcustomers in Amsterdam · Geneva · Munich · Vienna · Zurich
  • 30. Gamification can be used in many different areas: internalmotivation (CRM, Intranet), online shops, loyalty cards, etc.foryouandyourcustomers in Amsterdam · Geneva · Munich · Vienna · Zurichvia JavaScript API.The Results are visualised via Badgeville Widgets that are tightlyintegrated via the Frontend.
  • 31. foryouandyourcustomers in Amsterdam · Geneva · Munich · Vienna · ZurichJonathan Möllerhttp://jom.foryouandyourcustomers.comWhat can I do for you and your customers?btw: receive this presentation andstudy via http://fyayc.com/now.The new, extended version will be published on November7th 2013 at the RetailForum 2013 (German / English).