© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
Transformation is Dramatic!
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
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© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without n...
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L Watson - The Power of Intelligent Print-Driving Customer Engagement through Multi-Media Campaigns

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Presentation at Marcus Evans Retail Shopper Marketing Excellence Conference June 2013

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L Watson - The Power of Intelligent Print-Driving Customer Engagement through Multi-Media Campaigns

  1. 1. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.ThePowerofIntelligentPrint:DrivingCustomerEngagementthrough O2OCampaigns10 June 2013Lisa WatsonRegional Segment Development Manager, HP PPS GSB APJChairman, Direct Marketing Association of Singapore
  2. 2. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.2My Remarks TodayThe World of Intelligent O2OIntelligent O2O in ActionWhy It‘s So Important inRetail
  3. 3. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.3What is O2O?DefinitionOffline 2 OnlineOnline 2 OfflineOffline 2 Online 2 Offline!Why$$$$$$$$$ImpactBridges the Great Digital DivideMany ToolsQR CodesAugmented RealityEtc
  4. 4. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.44 11-Jun-13 HP ConfidentialO2O Means Intelligent Print / Intelligent CommunicationsEmpowering Data with Design/Empowering Design with DataBringing data & color together to deliver higher-value communications that engage• Marketers: Increase campaign profits by turning data & design into more relevant,impactful & accountable communications that deliver higher ROI using VDP: VariableData Printing• Consumers: Increase customer engagement by using data & design to generate morerelevant communications that are proven to deliver customer delight!
  5. 5. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.5Three Key ApplicationsQR ARVDP
  6. 6. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.6My Remarks TodayThe World of Intelligent O2OIntelligent O2O in ActionWhy It‘s So Important inRetail
  7. 7. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.7Why Does Engagement Matter?Buy More Stay Longer
  8. 8. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.8Why Does Engagement Matter?Buy More Stay Longer
  9. 9. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.9Engagement Isn’t Easy – Consumers are Demanding!And yet we want(and need)maximumengagementfrom customersMore POWERMore choiceMore information
  10. 10. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.10In case you think we’re in control …This happened on Facebook in Jan 2013
  11. 11. Transformation is Dramatic!
  12. 12. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.12Dad, We Want a PuppyNO!7 hours!
  13. 13. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.135 days
  14. 14. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.14Engagement Must be EarnedThis is NOT theCustomer
  15. 15. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.15Engagement Must be EarnedThis is theMARKETER!
  16. 16. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.16And the Customer is Saying…Be RELEVANT!
  17. 17. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.17How Do We DeliverRelevance?
  18. 18. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.18Data is Our Oxygen!CustomizedPersonalizedTargetedAccountable
  19. 19. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.19Personalization vs CustomizationPersonalization means using an individual’s personal data directly in a communicationNameAddressGenderID number, etcCustomization means using data about an individual to serve up a meaningfulproduct/message/timingProfilePreferencesPast behaviorsMost recent purchases, etc…Obvious to each IndividualOnly Obvious to the Group
  20. 20. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.20Personalization & Customization Work Together
  21. 21. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.21Eric vs Erin: The Gifts are Personalized & Customized
  22. 22. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.22Personalization & Customization Work!Response Rates IncreaseTypical response rates, static and personalized campaigns(Data source: Caslon analysis of PODi and DMA data)0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0%Direct saleLead generationLead nurtureLoyaltyFundraisingCampaignobjectiveDMA (static) PODi (personalized)Copyright 2008 Caslon & Co.
  23. 23. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.23My Remarks TodayThe World of Intelligent O2OIntelligent O2O in ActionWhy It‘s So Important inRetail
  24. 24. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.24Three Key ApplicationsQR ARVDP
  25. 25. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.25Colruyt Group
  26. 26. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.26Colruyt Stores – BelgiumGuaranteed lowest price in marketNo advertisingThey have specials every 2 weeks FOR MEMBERS ONLY2.1 million members receive mailings twice a month
  27. 27. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.27Colruyt Stores - Belgium32 pages 4 pagesGreat Prices Selected forYou
  28. 28. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.28Results – Part 1On top of their lowest price guarantee for each product at every moment, theyprovide MORE:– Efficiency:• Concentrating useful promotions in smaller document  less time & effort to plan• Make sure customers obtain maximal benefit  especially over longer periods– Sustainability:• Greener promotions: 2.100.000 * 28 pages * 26 leaflets = 1.529B pages saved– Servicability:• Helping customers choose & gain time by limiting the number of coupons= Basics of Colruyt communication
  29. 29. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.29Results – Part 2More HH use couponsMore coupons used per HHMore € spent per HHSignificant Increase in Sales
  30. 30. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.30
  31. 31. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.31HP Indigo - Coca-ColaHowItStartedIn2011,Coca-ColaAustraliahadtheideatorunacampaigncalled“ShareaCoke”.Theirsurveysshowedthatnumberofpeoplestillhadnottasted aCoke!Theyselectedthe150mostcommonfirstnamesinthecountryandprintedthewraparoundlabelsoftheirsingleservebottles.NewNewsHPhelpsbringtolifeCoca-Cola’sbiggest-everpersonalizedbrandcampaignacrossEuropeRecord-breakingHPIndigoDigitalPressproductivityachievedtoproduce800millionhigh-qualitypersonalizedlabelsin32countries
  32. 32. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.32
  33. 33. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.33
  34. 34. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.34
  35. 35. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.35
  36. 36. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.36
  37. 37. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.37
  38. 38. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.38
  39. 39. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.39
  40. 40. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.40Three Key ApplicationsQR ARVDP
  41. 41. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.41Mobile is a One of the Top Trends in Retail
  42. 42. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.42
  43. 43. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.43The Ultimate in Tracking – QR (Quick Response) Codes
  44. 44. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.44The Latest QR CodesColor increasesscan rates 25-30%
  45. 45. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.45The Latest QR Codes
  46. 46. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.46Shadow QR Codes for emart in Korea
  47. 47. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.47Three Key ApplicationsQR ARVDP
  48. 48. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.48What is Augmented Reality (AR)?Techniques that enhance or degrade reality to add to the experience of reality alone
  49. 49. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.49Top Gear Magazine – Case Study• The Top Gear magazine franchise is produced in 30 countries; UK edition has+1.8M readers• The UK magazine approached Aurasma with the following challenges:– Strengthening the links between the Top Gear television series and its growing magazine franchise– Translating the high octane energy and dynamism of the television show into traditional print media– Maximising the value and reach of video content from the television show– Engaging a younger audience while continuing to appeal to the magazine’s traditional demographic• Top Gear UK began using Aurasma’s free platform to deliver video through its print to editions inDecember 2011; now embedded in TG Extras App
  50. 50. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.50SummaryThe customers’ world of O2O2O is here to stay:We must be INTELLIGENT to capture itDon’t Wait!Engagement is essential to retail profitability:Tools like VDP, QR & AR drive engagement
  51. 51. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.51SummaryThe customers’ world of O2O2O is here to stay:We must be INTELLIGENT to capture itDon’t Wait!Engagement is essential to retail profitability:Tools like VDP, QR & AR drive engagement
  52. 52. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.Thank youLisaWatsonRegionalSegmentDevelopmentManager,HPPPSGSBAPJChairman,DirectMarketingAssociationofSingaporelisa1.watson@hp.com

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