© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
2
Maximizing Revenue Through O2O Customer Engagement
Effective customer engagement in
today’s digital world
Maximizing the...
The Engagement Challenge …
Our World Has Changed
4
5
This Happened on Facebook
2013
6
Dad, We Want a Puppy
NO!
7 hours!
5 days
Consumers are Demanding!
And yet we want
(and need)
maximum
engagement
from them
9
Why Does Engagement Matter?
Buy More Stay Longer
10
Engagement Must be Earned
This is NOT the
Customer
11
Engagement Must be Earned
This is YOU !
12
And our Customer is Saying…
Be RELEVANT!
How Do We Engage Customers Across
the O2O Journey?
14
relevance
15
We Must Move from VOLUME to VALUE Marketing
The RIGHT Customer
The RIGHT Product
The RIGHT Channel
The RIGHT Time
The R...
16
is more
better?
or just MORE?
17
18
19
HowItStarted
In2011,Coca-ColaAustraliahadtheideatorunacampaigncalled
“ShareaCoke”.
Theirsurveysshowedthatnumberofpeople...
20
21
22
23
24
25
Share a Coke Japan, 2014
26
Share a Coke in Japan World
cup
promo
27
28
The Best Personalization!
MY Name!
29
targeted
personalized
customized
accountable
data
is
oxygen
30
31
Keds Kids, Israel – Fashion Catalog
DM + Facebook + variable data printing
of catalog (in-store pickup)
Your kids
are s...
32
“Jeans up your life”
Small Belgian fashion
chain
30 stores + web shop
30 brands: Esprit, Vero
Moda, Diesel, Only,
Levi’...
33
Quarterly Newsletter for Loyalty Program Members
Generic Personalized & Customized
34
ZEB Evolution Version 1 (Spring)
35
ZEB Evolution Version 1
36
ZEB Evolution Version 2 (Fall)
37
38
39
List of countries by number of mobile phones in use
9 of top 20
© Copyright 2014 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without n...
© Copyright 2014 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without n...
42
43
44
45
The Latest QR Codes
Color increases
scan rates
25-30%
46
47
48
Maximizing Revenue Through O2O Customer Engagement
Effective customer engagement is
all about relevance
Complementing t...
49
Questions?
Lisa Watson
Commercial Business Development Manager, HP IPG APJ
Chairman, Direct Marketing Association of Si...
Thank you!
Lisa Watson
lisa1.watson@hp.com
@lw
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Maximizing Revenue Through Effective O2O Customer Engagement

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Presentation on engaging retail customers throughout their offline - online journeys

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Maximizing Revenue Through Effective O2O Customer Engagement

  1. 1. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Maximizing Revenue Through O2O (Offline to Online) Customer Engagement Lisa Watson Chairman, Direct Marketing Association of Singapore Commercial Business Development, HP GSB APJ 18 June 2014
  2. 2. 2 Maximizing Revenue Through O2O Customer Engagement Effective customer engagement in today’s digital world Maximizing the O2O experience in a retail environment Ensuring your O2O efforts deliver maximum ROI
  3. 3. The Engagement Challenge … Our World Has Changed
  4. 4. 4
  5. 5. 5 This Happened on Facebook 2013
  6. 6. 6 Dad, We Want a Puppy NO! 7 hours!
  7. 7. 5 days
  8. 8. Consumers are Demanding! And yet we want (and need) maximum engagement from them
  9. 9. 9 Why Does Engagement Matter? Buy More Stay Longer
  10. 10. 10 Engagement Must be Earned This is NOT the Customer
  11. 11. 11 Engagement Must be Earned This is YOU !
  12. 12. 12 And our Customer is Saying… Be RELEVANT!
  13. 13. How Do We Engage Customers Across the O2O Journey?
  14. 14. 14 relevance
  15. 15. 15 We Must Move from VOLUME to VALUE Marketing The RIGHT Customer The RIGHT Product The RIGHT Channel The RIGHT Time The RIGHT Message Mass Communication VOLUME Personalization & Customization VALUE
  16. 16. 16 is more better? or just MORE?
  17. 17. 17
  18. 18. 18
  19. 19. 19 HowItStarted In2011,Coca-ColaAustraliahadtheideatorunacampaigncalled “ShareaCoke”. Theirsurveysshowedthatnumberofpeoplestillhadnottasted aCoke!They selectedthe150mostcommonfirstnamesinthecountryandprintedthewrap aroundlabelsoftheirsingleservebottles. NewNews HPhelpsbringtolifeCoca-Cola’sbiggest-everpersonalizedbrand campaignacrossEurope Record-breakingHPIndigoDigitalPressproductivityachievedtoproduce800 millionhigh-qualitypersonalizedlabelsin32countries Coca-Cola’s Share a Coke Campaign
  20. 20. 20
  21. 21. 21
  22. 22. 22
  23. 23. 23
  24. 24. 24
  25. 25. 25 Share a Coke Japan, 2014
  26. 26. 26 Share a Coke in Japan World cup promo
  27. 27. 27
  28. 28. 28 The Best Personalization! MY Name!
  29. 29. 29 targeted personalized customized accountable data is oxygen
  30. 30. 30
  31. 31. 31 Keds Kids, Israel – Fashion Catalog DM + Facebook + variable data printing of catalog (in-store pickup) Your kids are stars!
  32. 32. 32 “Jeans up your life” Small Belgian fashion chain 30 stores + web shop 30 brands: Esprit, Vero Moda, Diesel, Only, Levi’s, Noë … Engagement Program from a Retailer in Belgium
  33. 33. 33 Quarterly Newsletter for Loyalty Program Members Generic Personalized & Customized
  34. 34. 34 ZEB Evolution Version 1 (Spring)
  35. 35. 35 ZEB Evolution Version 1
  36. 36. 36 ZEB Evolution Version 2 (Fall)
  37. 37. 37
  38. 38. 38
  39. 39. 39 List of countries by number of mobile phones in use 9 of top 20
  40. 40. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Smartphone Penetration Varies by Market Development
  41. 41. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Smartphone Penetration Varies by Market Development AC Nielsen, Nov 2013 87 87 80 75 71 49 23 18 15 72 64 62 60 13 13 20 25 29 51 77 82 85 28 36 38 40 Hong Kong Singapore Malaysia Australia China Thailand Indonesia India Philippines UK France Germany US Smartphone Non-Smartphone DEVELOPED ASIA DEVELOPING ASIA EUROPE US
  42. 42. 42
  43. 43. 43
  44. 44. 44
  45. 45. 45 The Latest QR Codes Color increases scan rates 25-30%
  46. 46. 46
  47. 47. 47
  48. 48. 48 Maximizing Revenue Through O2O Customer Engagement Effective customer engagement is all about relevance Complementing the O2O journey is key to retail success Track response at every O2O touchpoint to maximize ROI
  49. 49. 49 Questions? Lisa Watson Commercial Business Development Manager, HP IPG APJ Chairman, Direct Marketing Association of Singapore lisa1.watson@hp.com
  50. 50. Thank you! Lisa Watson lisa1.watson@hp.com @lw
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