10. SINGLE CHANNEL MULTI-CHANNEL CROSS-CHANNEL OMNI-CHANNEL
• Customers experience
a brand not a channel
within a brand
• Retailers leverage their
‘single view of the customer’
in coordinated and strategic
ways
The Nirvana
• Customers sees multiple
touch-points as a part of the
same brand
• Retailers have a ‘single view
of the customer’ but operate
in functional silos
The aspiration
• Customers experience a
single type of touch-point
• Retailers have a single type
of touch-point
The Legacy
• Customers sees multiple
touch-points acting
independently
• Retailers’ channel
knowledge and operations
exist in technical &
functional silos
The Reality
Multiple data sources Singular data sources
13. “I visited the brand website
after reading a direct mail
from that brand.”
ONLINE SHOPPERS
71%
SOCIAL MEDIA USERS
53%
Source: Letterbox Consumer Survey, TNS Media, 2014
18. After years of decline, the
number of catalogs mailed in
the United States increased
in 2013, to 11.9 billion,
according to the Direct
Marketing Association, a
trade group. While that figure
is about 60 percent of what it
was at its peak in 2007,
some analysts say the recent
1 percent rise in mailed
catalogs, coupled with the
care retailers are putting into
them, may signal something
of a renaissance.
19. So…
• People have more channels
than ever before
• People have become mobile
• People are less “exclusive”
• You have to share your
message with lots more
25. How to start with multi-channel ?
Extend
existing
DM -> e-mail
DM -> e-mail
-> mobile
1 Customer
Centric
Look at your
consumers’
habits
2 Business
centric
What will get
money in!
What will
solve an
internal “pain”
3
Remember:
your manager
is not
reporting in
terms of “nice
pictures”
26. The future of marketing is lead
generation
Source: The Economist/Marketo : The rise of the marketer 2015
27. 20%
10%
10%
10%12%
38%
Ja, maar investeringen verschuiven naar e-
mail
Ja, investeringen blijven dezelfde
Geen mening
Neen, we verschuiven drastisch naar e-mail
marketing
Neen, we verschuiven geleidelijk aan naar e-
mail marketing
Voor ons zijn beide kanalen evenwaardig en
aanvullend
Search your balance!
30. YES…
• Will there be e-mail involved?
• Will there be packaging involved?
• Will there be customer service teams
involved?
• Will there be paper product sheets involved?
• Will there be retail /POS involved?
• …
33. The Thomas Cook case
• Staff:
– 5 years ago: 1
– A year ago: 8 internal / 2 freelance
• 3 full time for e-mail mkt
• Process:
– Optimise existing
– Add frequency
– Add data & channels
– Budget EM: stayed the same after 24 months
– Budget DM: 500K > 900K
Key to
success:
Report on
revenue
EM: 3.8 million
EM:14 million
DM: 32 million
DM: 75 million
34. Weekly newsletterWeekly newsletterWeekly newsletterWeekly newsletter
Upsell campaigns Upsell campaigns Upsell campaigns Upsell campaigns
Happy b-day campaign
First 24 months
Happy New Year + survey
35. Weekly newsletterWeekly newsletterWeekly newsletterWeekly newsletter
Upsell campaigns Upsell campaigns Upsell campaigns Upsell campaigns
Happy b-day campaign
Next 12 months
Happy New Year + survey
Segmented +
double touch
Segmented +
double touch
Segmented +
double touch
Segmented +
double touch
Triple touch
DATA QUALITY + WEB BEHAVIOUR
36. After 5 years…
• Offers are automatically linked
• Data shared between online, e-commerce &
CRM
• After 3 years: reporting integrated with e-
commerce
• Click behaviour & buying behaviour fully
automated & integrated
• Start to look at automating Direct Mail
• But… no attribution model.
• But… customer service still on different CRM
41. Activating e-shoppers through a post card
41
Excellent recall rate of
77%
Improved the Top of Mind position with
143%
Intention to act
14%Zalando
Direct Mail
42. How to reduce cost….
Automation
standardisation
personalisation/segmentation
E-COMMERCE