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The Challenges of Multi-Channel Retailing
The environment
The environment <ul><li>Blurring, if not eradication, of historic divisions between retail, direct, e-commerce </li></ul><...
The customer
The customer <ul><li>Customers have become increasingly promiscuous </li></ul><ul><li>They are driven by a desire to get ‘...
Pressure
Pressure <ul><li>The number of ways of marketing to and communicating with customers has exploded, and will continue to do...
Marketing channels
Marketing channels Paid  Search  Display Ads Catalogue Retail Social  Networking Mobile Inserts SEO
Data management
Data management 1 Housefile Mailings Requester Mailings Database Purchases Order Data Catalogue Requests Space  Ads Card  ...
Data management 2 Catalogue Requests Housefile Mailings Requester Mailings Database Purchases Retail Space  Ads <ul><li>- ...
Data management 3 Catalogue Requests Housefile Mailings Requester Mailings Database Purchases E-mail Programme Home Shoppi...
Data management 4 Catalogue Requests Housefile Mailings Requester Mailings Database Purchases E-mail Programme Home Shoppi...
Marketing process
The traditional marketing process <ul><li>The ‘well trodden’ route </li></ul>Develop Amend Evaluate Measure Retest Test De...
……………… and now <ul><li>The ‘long and winding road’ </li></ul>
The issues
The issues <ul><li>More things to spend your budget on </li></ul><ul><li>Marketing process no longer linear but organic </...
The day ahead
The day ahead <ul><li>Developing a strategy </li></ul><ul><li>Customer acquisition choices </li></ul><ul><li>Developing an...
The Challenges of Multi-Channel Retailing
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1 The Challenges Of Multi Channel Retailing Profitable Multi Channel Marketing March 2010

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The Challenges of Multi-Channel Retailing
With more and more channels to spend your marketing budget on it is becoming increasingly challenging to measure the profitability of your acquisition, development and retention initiatives as a holistic programme

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Transcript of "1 The Challenges Of Multi Channel Retailing Profitable Multi Channel Marketing March 2010"

  1. 1. The Challenges of Multi-Channel Retailing
  2. 2. The environment
  3. 3. The environment <ul><li>Blurring, if not eradication, of historic divisions between retail, direct, e-commerce </li></ul><ul><li>The vast majority of retailers are now ‘multichannel’ </li></ul><ul><ul><li>Supermarkets </li></ul></ul><ul><ul><li>Department Stores </li></ul></ul><ul><ul><li>Sportswear Chain </li></ul></ul><ul><ul><li>Furniture Warehouses </li></ul></ul><ul><li>Home Shopping has moved from a niche dominated by high volume low end businesses 20 years ago to the mainstream </li></ul><ul><li>UK Online Sales 9.5% total retail (£41billion) – of which slightly over half is music and travel </li></ul><ul><li>Home Shopping businesses have become mega brands </li></ul><ul><ul><li>Amazon </li></ul></ul><ul><ul><li>E-bay </li></ul></ul>
  4. 4. The customer
  5. 5. The customer <ul><li>Customers have become increasingly promiscuous </li></ul><ul><li>They are driven by a desire to get ‘the best deal’ </li></ul><ul><li>Purchases made ‘in store’ are heavily researched on-line </li></ul><ul><ul><ul><li>Eighty-four percent of occasional buyers, those who say they have made an online purchase only once or less in the past six months, describe their usual use of the Internet for shopping as &quot;I usually shop online and go offline to purchase.&quot; </li></ul></ul></ul><ul><li>Brand loyalty has diminished with the growth of choice </li></ul><ul><li>Price (or at least ‘value’) is key </li></ul><ul><ul><ul><li>UK shoppers have the lowest level of customer loyalty in Europe, just half that of those in Germany, with almost two thirds switching retailers in a bid to save money. (ncr 2009) </li></ul></ul></ul><ul><li>AND this happened in a period of economic growth and general well being! </li></ul>
  6. 6. Pressure
  7. 7. Pressure <ul><li>The number of ways of marketing to and communicating with customers has exploded, and will continue to do so </li></ul><ul><li>Pressure on price and margin is matched by the need to support a wider range of marketing activities – just to be in the game </li></ul><ul><li>Whilst marketing through additional channels drives additional business this is diluted by cannibalisation </li></ul><ul><li>It all adds up to …. more pressure on marketeers! </li></ul>
  8. 8. Marketing channels
  9. 9. Marketing channels Paid Search Display Ads Catalogue Retail Social Networking Mobile Inserts SEO
  10. 10. Data management
  11. 11. Data management 1 Housefile Mailings Requester Mailings Database Purchases Order Data Catalogue Requests Space Ads Card Decks Lists OTP Inserts
  12. 12. Data management 2 Catalogue Requests Housefile Mailings Requester Mailings Database Purchases Retail Space Ads <ul><li>- Walk Bys </li></ul><ul><li>- PR </li></ul><ul><li>Recommended </li></ul><ul><li>Thin Air </li></ul>Purchases Order Data Order Data Lists OTP Inserts
  13. 13. Data management 3 Catalogue Requests Housefile Mailings Requester Mailings Database Purchases E-mail Programme Home Shopping Retail Space Ads <ul><li>- Walk Bys </li></ul><ul><li>- PR </li></ul><ul><li>Recommended </li></ul><ul><li>Thin Air </li></ul>Web <ul><li>Natural Search </li></ul><ul><li>Paid Search </li></ul><ul><li>- Online Ads </li></ul><ul><li>Affiliates </li></ul><ul><li>Thin Air </li></ul><ul><li>PR </li></ul>Orders Purchases Order Data Order Data Order Data Lists OTP Inserts
  14. 14. Data management 4 Catalogue Requests Housefile Mailings Requester Mailings Database Purchases E-mail Programme Home Shopping Retail Space Ads <ul><li>- Walk Bys </li></ul><ul><li>- PR </li></ul><ul><li>Recommended </li></ul><ul><li>Thin Air </li></ul>Web <ul><li>- Search Engines </li></ul><ul><li>- Online Ads </li></ul><ul><li>Affiliates </li></ul><ul><li>Thin Air </li></ul><ul><li>PR </li></ul>Orders Purchases Retail Mailings Order Data E-mail Programme Retail <ul><li>Natural Search </li></ul><ul><li>Paid Search </li></ul><ul><li>- Online Ads </li></ul><ul><li>Affiliates </li></ul><ul><li>Thin Air </li></ul><ul><li>PR </li></ul>Lists OTP Inserts
  15. 15. Marketing process
  16. 16. The traditional marketing process <ul><li>The ‘well trodden’ route </li></ul>Develop Amend Evaluate Measure Retest Test Develop Amend Evaluate Measure Retest Test Develop Amend Evaluate Measure Retest Test Develop Amend Evaluate Measure Retest Test
  17. 17. ……………… and now <ul><li>The ‘long and winding road’ </li></ul>
  18. 18. The issues
  19. 19. The issues <ul><li>More things to spend your budget on </li></ul><ul><li>Marketing process no longer linear but organic </li></ul><ul><li>More difficult to measure ‘real’ ROI </li></ul><ul><li>But more opportunity for testing at low cost and commitment </li></ul><ul><li>Constantly changing landscape </li></ul><ul><li>More resources needed to manage the range of activities </li></ul><ul><li>More specialist / technical than ‘traditional’ marketing techniques </li></ul>
  20. 20. The day ahead
  21. 21. The day ahead <ul><li>Developing a strategy </li></ul><ul><li>Customer acquisition choices </li></ul><ul><li>Developing and retaining customers </li></ul><ul><li>Collecting, analysing and interpreting data </li></ul><ul><li>Implementation and defining ‘success’ </li></ul>
  22. 22. The Challenges of Multi-Channel Retailing
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