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OmniChannel Marketing Project 2012

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Omnichannel marketing will grow faster than any other segment as it blends technology, data/analytics/measurement/metrics and both traditional and digital marketing with a host of other variables. All …

Omnichannel marketing will grow faster than any other segment as it blends technology, data/analytics/measurement/metrics and both traditional and digital marketing with a host of other variables. All of this can be integrated now with attribution and insight engines to deliver actionable insights to retailers and brand marketers. We believe that going forward driving down marketing costs while increasing performance will be the key to profitability for everyone. That's where our Omnichannel Marketing Project is focused.

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  • 1. Communications, Data, Analytics And Marketing For The Retail Omnichannel Jeff Dickey jdickey@retailect.net (530) 848-8869
  • 2. OverviewTechnology and corresponding connectivity is fostering dramatic changes in howconsumers approach virtually every aspect of their lives. These changes are, as aresult, giving rise to a new generation of devices that allow consumers access toinformation where they live, work, play and shop. This is and will continue to have adramatic effect on retail marketing and customers as predictive behavior data,personalization and relevant messaging ROI will outperform conventional media andmarketing ROI.“As it evolves, digital retailing is quickly morphing into something so different that it requires a new name: omnichannel retailing. The name reflects the fact that retailers will be able to interact with customers through countless channels—websites, physical stores, kiosks, direct mail and catalogs, call centers, social media, mobile devices, gaming consoles, televisions, networked appliances, home services, and more. Unless conventional merchants adopt an entirely new perspective—one that allows them to integrate disparate channels into a single seamless omnichannel experience —they are likely to be swept away.” - The Harvard Business Review, Dec. 1, 2011As a result, consumers have the ability to be more empowered by being moreknowledgeable and retailers can appeal to this emerging, always on consumer byproperly leveraging the new channels available to them.
  • 3. What Is Omnichannel?“A seamless approach to the consumer experience through all available channels, i.e., mobile, Internetdevices, computers, bricks-and-mortar, television, catalogue, mobile point-of-sale, and so on.”
  • 4. Omnichannel Is The Future Of Retailing“Macy‟s CEO: Retail‟s new path to purchase is „omnichannel‟ marketing” – Inside TusconBusiness, April 20, 2012“Findings show that, while multi-channel shoppers spend, on average, 15% to 30% morewith a retailer than someone who uses only one channel, omni-channel shoppers willspend 15% to 30% more than multi-channel consumers.” IDC Retail Insights“David Jones taking big step towards omni-channel retailing” – Marketing Magazine, May 9, 2012“Today‟s successful marketers are taking a customer-centric approach and delivering abrand experience that‟s compelling, personalized and consistent across all touchpoints.” –Forbes, Feb 12, 2012“As Internet Sales Grow, Retailers Go Omni-Channel” – Wharton Today, November 25, 2011“Multichannel is dead… long live omnichannel” – Fourth Source, January 22, 2012"Removing the barriers that separate web, mobile and in-store commerce represents oneof the hottest trends in retail.” –Internet Retailer, January 17, 2012
  • 5. OmnichannelMarketing Internet In-Store Mobile Consumer Print/Tablet Social Consoles/Appliances
  • 6. Omnichannel Marketing And the 5 C’sContent – All of the information about products and lifestyle retailers can use to educatecustomers.Community – All of the people the customer may rely on to make a purchasing decisionCommerce – All of the shopping power the retailer has available to them to turn an interactioninto a transactionContext – The 3 C‟s above create context around where the customer is on the path topurchaseCustomer Insights – Context is derived through Customer Insights.
  • 7. The Omnichannel Retail Ecosystem1. Content creation, aggregation and production management of both branded and relevant content across all omnichannel platforms • Digital Signage/Kiosk • Consumer Mobile • Mobile POS • Internet • Email • Print/Tablet • Other2. Social media integration into the omnichannel • Owned, earned and paid media • Social business platform3. Omnichannel rewards and loyalty program integration4. Measurement, metrics, data and analytics across the omnichannel • ROI Analysis • Attribution • Audit • Behavioral Insights • Predictive Behavior
  • 8. Omnichannel Marketing Optimizes Messaging. . . Performance Marketing Data Objectives Network Content Information Budget Demographics Omnichannel Optimization Optimal Markets Marketing Iterate Plan Inventory Availability
  • 9. The Omnichannel Matrix Actionable Intelligence Third Party Data Measurement Attribution & Insights ConsumerRetail Devices eCommerce POS Devices
  • 10. Marketing Analytics Budgets Are Growing Rapidly Spending on Marketing Analytics by Company Size (in sales revenues)
By 2015 These Budgets Will Exceed $100 Billion
  • 11. OnmniChannelWill Enable Enormous Marketing & Merchandising Efficiencies• Primary stakeholders will be marketing and merchandising departments• Tier 1 retailers may have the greatest need• All retailers with digital signage, kiosks and/or MPOS systems are target customers – including those with competitor or home grown systems• Needs to deliver actionable business intelligence• Store-based intelligence must interface to other BI metrics, including other marketing events, social business intelligence, etc.• Can resell outside products and services to create recurring revenue streams, i.e., attribution, insights, creative services, apps, research, etc.• Lead generation for other products & services• And much, much more...

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