Our insight on the future of retail marketing shared at Omnichannel Congres 2015 of RetailDetail at The Loop in Antwerp

1. RETAIL MARKETING
in TiMES of TURBULENCE

2. “The greatest danger
in times of turbulence isin times of turbulence is
not the turbulence itself
but to act with yesterday’s logic.”

3. Customer engagementCustomer engagement
Today’s CUSTOMERS expect MORE
Personalization DialogueDialogue
R l RecognitionRelevancy Recognition
Customization Interaction

4. DATADATA
Data Science

5. DATA
is the new OIL
= key economic driver
Broadband & software = the pipelines
Mobile devices = gaz stations

6. Mastering data science
DATA = Addressability at scale (AAS)
1. Post : name & address
knowledge
2. Phone : number
3 E mail e mail address
well known
3. E-mail : e-mail address
4. Internet : cookie & device id
5. Personal id platform
6. Internet of things : 2015
identificationunknown
g
identifiedanonymous

7. Mastering data science
Context leverages everything we know about the customer
identity
segment
location
timing
lifecycle
All should
frequency
platform
change the
i device
treatment
experience
message
offer
value

8. Mastering data science
REMEMBER !
Content KING
Context
Conversation
KING
Conversation
Connectivity
Pull content and push content
LISTEN and LEARN before talkingLISTEN and LEARN before talking

9. Enables to answerEnables to answer
the WHY questions
(before only: who, what, when, where)
DATA
BENEFIT OF
More KPI orientedDATA
Data Science
More impact
on bottom lineData Science on bottom line

10. “The future is impossible to predict,p p
what is easy to figure out,
is what really matters to consumers.”
Jeff Bezos
y

11. TOOLS
MobileMobile

12. Mobile
Mobile mindshift
==
the expectation that
I can get what I wantI can get what I want
in my immediate context
d t f d!and moments of need!

13. Mobile mindshift
Value of mobile moments
=
p o i n t i n t i m e & s p a c e
when someone pulls out
a mobile device to getg
w h a t h e / s h e w a n t s

14. Mobile mindshift
What can you do to serve in that moment?
What is the
Value to customer? Value to you?
What is the
motivation?
Who needs help =
audience?audience?
Utility based
experiences
What is the context?
experiences
Which device?
What is the context?
(location, emotion)

15. 7th mass media = mobile
• Print
• Recordings
• Cinema
• RadioRadio
• TV
• Internet
M bil• Mobile
8th Augmented Reality8th Augmented Reality

16. Mobile
6 imperatives that change how organizations will marketp g g
1. Mobile causes & enables behavioural change
2 Interest in the quantified self2. Interest in the quantified self
3. Contextual relevancy
4. Mobile is changing the path of purchase
5 Mobile leads to shift in engagement5. Mobile leads to shift in engagement
6. Mobile is changing your views on privacy

17. Customer
centricity
PEOPLEPEOPLE

18. Customer centricityy
Adaptive
customer
engagementengagement

19. Customer happiness
H t t t d ’ t t ti ?How to meet today’s customer expectations?
= DISRUPTIVE
DATA Drives CUSTOMER engagementDATA Drives CUSTOMER engagement
TOOLSPEOPLE = DISRUPTIVEADAPTIVE= S U
Multiple WAVES of
NEW TECHNOLOGIES
at the same timeAdaptive ORGANIZATIONS & LEADERSHIP at the same timeAdaptive ORGANIZATIONS & LEADERSHIP
Adaptive BUSINESS MODELS
=
CUSTOMER CENTRICTY

20. HOW CAN WE HELP YOU?

21. WEENABLEOURCUSTOMERS
TOMAXIMISESALESTOMAXIMISESALES,
MINIMISE BUSINESS RISKSMINIMISE BUSINESS RISKS
SMARTAND
Actionable
DATA
SMART
BUSINESS DECISIONS
TAKE
Correct
Actionable
DATA
Agile

22. THANK YOU!
kathleen.peeters@bisnode.com
Director Consultancy & Expertise
www.bisnode.be
@kathleenonthego
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