Digital Marketing Strategies to catch the Omin-Channel customer

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The consumer is evolving: eCommerce does not exists anymore.... It doesn’t make sense to talk about mobile or social: it only exists the «Commerce» handled through different tools, in different contexts.
E-Commerce is one of the business pillar of the Omni-Channel and customer-centric company.
The adoption of new tools, new formats and new strategies becomes essential to be more relevant and excel in the market.

Published in: Marketing, Business, Technology

Digital Marketing Strategies to catch the Omin-Channel customer

  1. 1. Netcomm eCommerce Forum, Milano 20 Maggio 2014 Federico Gasparotto Marketing strategies to catch the ominchannel customer.
  2. 2. Copyright © 2014 Accenture All rights reserved. 2 The consumer is evolving. eCommerce does not exists anymore. It doesn’t make sense to talk about mobile or social: it only exists the «Commerce» handled through different tools, in different contexts. The adoption of new tools, new formats and new strategies becomes essential to be more relevant and excel in the market.
  3. 3. Copyright © 2014 Accenture All rights reserved. 3 What are we talking about? 21 3
  4. 4. Copyright © 2014 Accenture All rights reserved. 4 Re-orienting Our Business 11 3
  5. 5. Copyright © 2014 Accenture All rights reserved. 5 The retail models that we knew … Source: Business Insider, Belus Capital Advisor
  6. 6. Copyright © 2014 Accenture All rights reserved. 6 The retail models that we knew Source: Business Insider, Belus Capital Advisor … fall into crisis
  7. 7. Copyright © 2014 Accenture All rights reserved. 7 Product retail format positioning and lifecycle map Sources: GFK, Popai, - QUE. F1A : WHERE WOULD YOU POSITION EACH FORMAT IN TERMS OF ITS STAGE IN THE LIFE CYCLE, ASSUMING A SIMILAR LIFE CYCLE FOR RETAIL FORMATS AS FOR PRODUCTS, I.E. DEVELOPMENT PHASE (-2), INTRODUCTION PHASE (-1), GROWTH PHASE (0), MATURITY PHASE (+1) AND DECLINE PHASE (+2)? SUCCESS T I M E Development Introduction Growth Maturity Decline Mobile retail Smartphone Scan shop Social media retail (run by social media platform) Social media retail (shop run by retailer) Internet market places (shop in shop) Multichannel (former internet pureplayer) Full service shop run by a retailer Experience-design Style-stories Long-tail e-retailers Couponing On-line shopping club / communities Pure internet players Shopping centers mall Category killers Mono brand shops Full service shops Multichannel (former order traditionals) Multichannel (former stationary traditionals) Pure traditional players Tv sales Door to door sales 1 2 3
  8. 8. Copyright © 2014 Accenture All rights reserved. 8 How mix channel in a “commerce” strategy 1 3 Off-line On-line Retail Wholesale Multi-brand Retail chain (Dixons, John Lewis, Tesco) Control Potential Customer satisfaction Direct eCommerce (mysite.com) Control Potential Customer satisfaction Mono brand store (My brand) Control Potential Customer satisfaction 2 4 Wholesale Mono-brand Outlet Site managed by third party (paesi gestiti da distributori) Marketplace (eBay, Amazon, Ozon, Asos) Stock clearance/Flash-sales (Yoox,Vente-Privee, Privalia) Franchising (franchisee, dept stores corner) Outlet (factory outlet, barters,…) Control Potential Customer satisfaction Control Potential Customer satisfaction Control Potential Customer satisfaction Control Potential Customer satisfaction Control Potential Customer satisfaction Customer satisfaction: mean Customer Satisfaction Rate for channel Potential: Business potential compared with the positioning and mapping of retail format lyfecycle Control: capability to influence all the business levers as brand protection, brand, price. Source: Accenture benchmark Source: Accenture analysis on GFK, Forrester, Source: Accenture analysis on Netcomm, European e-Commerce Association
  9. 9. Copyright © 2014 Accenture All rights reserved. 9 Customer Lifetime Value Relation Reactivation The Digital-Marketing model applied to omnichannel commerce … (1/2) Customer Thrust KPICustomer Journey Adressable market Brand awareness Business lever Consider Turnover Channeling StoreeStore Profitability Convert Conversion Visitors Commercial Levers User Experience Acquire ATL Display, … Click Through Natural & Organic Direct Marketing Customer relation Engage Reach
  10. 10. Copyright © 2014 Accenture All rights reserved. 10 $1.609 $1.574 $1.547 $1.494 $1.470 $1.437 $1.164 $1.290 $1.412 $1.551 $1.667 $1.796 $231 $261 $290 $319 $345 $371 $0 $500 $1.000 $1.500 $2.000 $2.500 $3.000 $3.500 $4.000 2012 2013 2014 2015 2016 2017 Non-Web Influenced Offline Sales Web-Influenced Offline Sales Online Sales Source: “The Future of Retail: 2014”, BI Intelligence da Forrester In USA, Web-Influenced Sales represents the 52% of retail total sales! The Digital-Marketing model applied to omnichannel commerce … and its outstanding results (2/2)
  11. 11. Copyright © 2014 Accenture All rights reserved. 11 The «Internet of everything» and «wearable computing» will lead the next revolution Source: “The Future of Retail: 2014”, Business Insider, *BII estimates, Forrester › Devices are evolving, revealing new scenarios and experiences never imagined before.
  12. 12. Copyright © 2014 Accenture All rights reserved. 12 The «Internet of everything» and «wearable computing» will lead the next revolution Source: “The Future of Retail: 2014”, Business Insider, *BII estimates, Forrester › Devices are evolving, revealing new scenarios and experiences never imagined before. › «Internet of everything» and «wearable computing» are the next big things that will empower the customer for a continuous data exchange. This capability will make the real- time-messages received by the customer more contextualized and relevant.
  13. 13. Copyright © 2014 Accenture All rights reserved. 13 The «Internet of everything» and «wearable computing» will lead the next revolution Source: “The Future of Retail: 2014”, Business Insider, *BII estimates, Forrester › Devices are evolving, revealing new scenarios and experiences never imagined before. › «Internet of everything» and «wearable computing» are the next big things that will empower the customer for a continuous data exchange. This capability will make the real- time-messages received by the customer more contextualized and relevant. › “In 2017 the «internet of everything» data will overtake the one of PC, tablet e mobile”*
  14. 14. Copyright © 2014 Accenture All rights reserved. 14 Case-History: customize the in-store experience La nuova tecnologia Bluethooth-Low-Energy simile al NFC ma touch less
  15. 15. Copyright © 2014 Accenture All rights reserved. 15 Case-History: customize the in-store experience La nuova tecnologia Bluethooth-Low-Energy simile al NFC ma touch less
  16. 16. Copyright © 2014 Accenture All rights reserved. 16 Case-History: customize the in-store experience La nuova tecnologia Bluethooth-Low-Energy simile al NFC ma touch less
  17. 17. Copyright © 2014 Accenture All rights reserved. 17 Reconceiving our platforms 22 3
  18. 18. Copyright © 2014 Accenture All rights reserved. 18 Digital-Marketing evolution in 2014 Source: Smart Insights User Survey 2013 , analisi comparativa Accenture su Forrester 2013, eMarketer › The most growing areas of 2014 follow two trends: › The creation of emotional contents able to engage the customer › The automation of tools that leverage the customer experience’s relevance and personalization.
  19. 19. Copyright © 2014 Accenture All rights reserved. 19 Digital-Marketing evolution in 2014 Source: Smart Insights User Survey 2013 , analisi comparativa Accenture su Forrester 2013, eMarketer › The most growing areas of 2014 follow two trends: › The creation of emotional contents able to engage the customer › The automation of tools that leverage the customer experience’s relevance and personalization. › The decline of other areas is due to the natural decrease that follows the maturity’s peak
  20. 20. Copyright © 2014 Accenture All rights reserved. 20 Digital-Marketing evolution in 2014 Source: Smart Insights User Survey 2013 , analisi comparativa Accenture su Forrester 2013, eMarketer › The most growing areas of 2014 follow two trends: › The creation of emotional contents able to engage the customer › The automation of tools that leverage the customer experience’s relevance and personalization. › The decline of other areas is due to the natural decrease that follows the maturity’s peak › Mobile-marketing is integrated in every campaign and solution.
  21. 21. Copyright © 2014 Accenture All rights reserved. 21 From automation to contextual customization Source: Adobe research on targeting & personalization › The most innnovative and «smartest» technologies are marketing-automation based. › The first step concerns the detection of a data set (not so «BIG») able to support the customer behaviour comprehension › Matching the information with algorithms that synthesize sales strategies it is possible to anticipate the needs of the customers with customized and contextual Digital Marketing Campaigns.
  22. 22. Copyright © 2014 Accenture All rights reserved. 22 Campaign orchestration coordinate strategy and execution Source: Oracle research on marketing orchestration › The new Digital-Marketing way is based on several tools: › Internal Platoforms (CMS, CRM, eCommerce) › Assets (Contents, DAM) › External Services (AD-Server, social, Adv, sms-s…) › The secrets of a successful campaign are: › Strategies’ variety › Fast coordination › Relevancy of the offer › Managing a campaign with different tools is a serious barrier. «Marketing orchestration» can harmonize all the fragmented scenarios
  23. 23. Copyright © 2014 Accenture All rights reserved. 23 Automate advertising in the new digital ecosystem Source: *analisi Accenture su dati Emarketer, TechCrunch, WPP › Digital advertising’s growth faced some slowdowns but the trend is unequivocal: a continuous growth in every market, even in the emergent ones
  24. 24. Copyright © 2014 Accenture All rights reserved. 24 Automate advertising in the new digital ecosystem Source: *analisi Accenture su dati Emarketer, TechCrunch, WPP › Digital advertising’s growth faced some slowdowns but the trend is unequivocal: a continuous growth in every market, even in the emergent ones › In 2018 the 25% of global advertising will be Digital and the 10-13% automated* (Real- Time-Bidding, Retargeting,…)
  25. 25. Copyright © 2014 Accenture All rights reserved. 25 Automate advertising in the new digital ecosystem Source: *analisi Accenture su dati Emarketer, TechCrunch, WPP › Digital advertising’s growth faced some slowdowns but the trend is unequivocal: a continuous growth in every market, even in the emergent ones › In 2018 the 25% of global advertising will be Digital and the 10-13% automated* (Real- Time-Bidding, Retargeting,…) › The real innovation was the switch from a static planning to a real time auction that optimize the outcomes. › The next step is the integration with external environment and customized sales strategies
  26. 26. Copyright © 2014 Accenture All rights reserved. 26 Continuous direct-marketing planning (PULL) CUSTOMER 4 CART 7 IS IT AVAILABLE? B KEYWORD 3 PRODUCTS’ CATALOG 1 PRODUCT INFORMATION 2 LANDING-PAGE 5 CUSTOMER 4 COMPARISON 3 SMARTPHONE 4 PRODUCTS’ CATALOG 1 PRODUCT INFORMATION 2 PRODUCT-PAGE 5 PRODUCT ID 4 PRODUCT-PAGE 6 IS THE PATH OPTIMAL? A AVAILABILITY 2 PURCHASE 7 STORE INFO 6 BENCHMARK 2 ARE THE INFORMATION RELEVANT? D IS IT COMPETITIVE? C
  27. 27. Copyright © 2014 Accenture All rights reserved. 27 Traditional campaign digitalization (PUSH) NEWSPAPER 4 PURCHASE 7 STORE 6 CUSTOMER 5 CUSTOMER 5 CUSTOMER 5 MARKETING PLAN 3 BUSINESS PLAN 1 LEADING PRODUCT 2 IS THE PRODUCT FOR EVERYONE? A SOMEONE ALREADY BOUGHT IT? B WHERE I WILL DISPLAY IT? D TARGET: SHARE-OF-MIND 3 NEWSLETTER x4 DISPLAY ADV 4 CUSTOMER 5 CUSTOMER 5 CART 9 CUSTOMER 5 ADAPTIVE-SITE 8 IF THE CUSTOMER DO NOT RECEIVE THE EMAIL? C
  28. 28. Copyright © 2014 Accenture All rights reserved. 28 The integration of a Real-time campaing with contextualization and the Digital-Consumer behavior CLIENTE 1 SUBMIT BID 3 TABLET x ADV PLANNING 2 PERSONAL DATA 3 AVAYABLE CREATIVES 3 WIN THE BID 3 PLANNED BUDGET 3 RILEVATION 5 MAPS 5 METEO 5 TIME 5 DYNAMIC ASSET 5 STRATEGY 0 DAILY BEHAVIOUR 4 SOCIAL INFO ? 4 CAMPAING ACTUAL RESULTS 4 INTERACTION HYSTORY 4 CYNAMIC PLANNING 4 DATA SPREAD IN DIFFERENT SYSTEMS D Real-Time Bidding camaping Consumer Behaviour Contextualization
  29. 29. Copyright © 2014 Accenture All rights reserved. 29 How Contextualization should enable personalization CUSTOMER 1 SMARTPHONE 2 STRATEGY 0 DETECTION 5 INTERACTION TIME 5 MAPS 5 WEATHER 5 PURCHASE HYSTORY 3 CRM 3 MOMENTUM 5 SOCIAL INFO 3 TARGET 4 CONSUMER PROFILATA 6 TARGET 4 PRODUCT CATALOGUE 7 PRODUCT 2 PRODUCT-1 PRODUCT3 PERSONALIZED CROSS-SELLING 9 PURCHASE HYSTORY 3 SOCIAL INFO 3 PERSONALIZED LANDING-PAGE 8 PRODUCT INFORMATION 2
  30. 30. Copyright © 2014 Accenture All rights reserved. 30 How contextualization should work for a fashion consumer interacting through mobile Context 1 Context 2 Context 3
  31. 31. Copyright © 2014 Accenture All rights reserved. 31 Delighting the Customers 12 3
  32. 32. Copyright © 2014 Accenture All rights reserved. 32 1 2 Case-History: ShopMACK, an expectional set
  33. 33. Case-History: Stories.com eCommerce curation
  34. 34. Copyright © 2014 Accenture All rights reserved. 34 Case-History: the eCommerce at Coach starts with a a selfie
  35. 35. Copyright © 2014 Accenture All rights reserved. 35 Case-History: Like a Magazine? Digital-to-print
  36. 36. Copyright © 2014 Accenture All rights reserved. 36 Case-History: never leave the cart twice
  37. 37. Copyright © 2014 Accenture All rights reserved. 37 Case-History: Selfriges, everything for customization
  38. 38. Copyright © 2014 Accenture All rights reserved. 38 Case-History: great return to advocacy-campaign
  39. 39. Copyright © 2014 Accenture All rights reserved. 39 Case-hystory: consistent personalization across channels
  40. 40. Case-History: Michael Kors’ super-targeted campaign
  41. 41. Case-History: Nordstrom showrooming
  42. 42. Case-History: TESCO brings on shelves the rating-6-review
  43. 43. Case-History: Neiman Marcus doesn’t matter about channel. Just the customer experience
  44. 44. Case-History: Neiman Marcus doesn’t matter about channel. Just the customer experience
  45. 45. Case-History: Neiman Marcus doesn’t matter about channel. Just the customer experience
  46. 46. Case-History: Neiman Marcus doesn’t matter about channel. Just the customer experience
  47. 47. Case-History: Neiman Marcus doesn’t matter about channel. Just the customer experience
  48. 48. Case-History: Neiman Marcus doesn’t matter about channel. Just the customer experience
  49. 49. Copyright © 2014 Accenture All rights reserved. 49 Three ingredients for a digital success 12 3
  50. 50. Copyright © 2014 Accenture All rights reserved. 50 “So what ?” 1 Successful Strategies design experiences that activate simultaneously all the channels necessary for the customers’ needs satisfaction, in an articulated experiential system. Different digital channels could be synergistic. 2 The new paradigms of Digital-Marketing are far from the traditional ones. A fantastic experience, dedicated to a customer, managed homogeneously on every platform is the aim of these new paradigms. 3 The customer engaging experience is more and more rich of emotional and informative contents (photos, videos, copy, UX). The elements of success of one channel should contaminate the entire system for the customer journey enrichment.
  51. 51. Copyright © 2014 Accenture All rights reserved. 51 Federico Gasparotto eCommerce Strategy Lead Accenture Interactive Cell: +39-331-7550490 @: federico.gasparotto@accenture.com Blog: www.gasparotto.biz IM: federico.gasparotto Thank you!

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