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De Bijenkorf Niels Reijmer

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The Shared value of Data: Relevant Omnichannel marketing
Niels Reijmer

Published in: Data & Analytics
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De Bijenkorf Niels Reijmer

  1. 1. The Shared Value Of Data: Omnichannel Marketing 20-09-2017
  2. 2. 2Omnichannel retailing • 7 flagship stores, 100.000+ M2 shopping space, 25 mln visitors • Online platform in NL & BE, 55 mln visitors
  3. 3. 3 It’s our ambition to be the most inspiring, surprising & creative department store
  4. 4. 4 To create the ultimate personalized omnichannel shopping experience for our customers Our goal..
  5. 5. 5Channels strengthen
  6. 6. 6How marketing often is setup ModelsEmail data Email ModelsDisplay data Display ModelsRetargeting data Retargeting WebsiteWebsite data Models
  7. 7. 7Problem
  8. 8. 8Focus on the customer Customer data Transaction history Channels Onsite data Merken Stijlen Werelden Newsletter SEA Facebook Banners
  9. 9. 9Get into the journey Passive looking Active looking Radio Abri / tv Display Newsletter Sea Seo Affiliate Retargeting Trigger mail App push Trigger ad Active looking Deciding Consuming
  10. 10. 10Architecture Models / Selections Storage Email Email OMS/ERP Snowplow Analytics DMP DMP Kinesis SiteSite
  11. 11. 11Get into the journey Use data from the previous journey Passive looking Radio Abri / tv Display Newsletter Sea Seo Affiliate Retargeting Trigger mail App push Trigger ad Active looking Deciding Consuming
  12. 12. Passive and Active looking
  13. 13. 13Email the jeans you (might) like Filippa K dress
  14. 14. 14Find information from attributes User Acne Studios Barbour Barts Chantelle Cheap Monday Diesel Esprit Essenza French Connection XYZ123 0 1 0 1 0 1 0 0 0 KADS546 0 0 1 0 1 0 0 1 1 ESD112 1 1 0 1 0 0 0 0 0 Segment 1 / Style A Segment 2 / Style B Barbour Barts Chantelle Cheap Monday Diesel Essenza Acne Studios French Connection Style A
  15. 15. 15Use this in newletters  Matching stylesegment increases conversion  Matching discount sensitivity increases conversion (5x higher) Style A Style A Style B
  16. 16. 16Complex? Models / Selections Storage Email Email Snowplow Analytics
  17. 17. 17 Fashionstyle Discount Etc. Automate selections Fashionstyle Discount sensitivity Browsing behavior Email behavior Style A
  18. 18. 18Email is not isolated! Style A
  19. 19. 19Simple setup Models / Selections Storage Email Email Snowplow Analytics SiteSite
  20. 20. 20Simple setup Models / Selections Storage Email Email Snowplow Analytics Kinesis SiteSite
  21. 21. 21The next phase More data available! Passive looking Radio Abri / tv Display Newsletter Sea Seo Affiliate Retargeting Trigger mail App push Trigger ad Active looking Deciding Consuming
  22. 22. Deciding and Consuming
  23. 23. 23Abandon basket
  24. 24. 24Abandon browse
  25. 25. 25What if people ROPO?
  26. 26. 26Offline data
  27. 27. 27Just add the offline orders Models / Selections Storage Email Email Snowplow Analytics Kinesis SiteSite OMS/ERP
  28. 28. 28Combine the channels Email Add ads
  29. 29. 29New possibilities for retargeting Retarget this? Is there a desire for:  Dresses (2 items)  The brand Moscow (3 items)  New collections (4 items) Style A New collections
  30. 30. 30Just add a DMP Models / Selections Storage Email Email Snowplow Analytics Kinesis SiteSite OMS/ERP DMP DMP
  31. 31. This is just beginning….
  32. 32. 32More channels! Passive looking Active looking Radio Abri / tv Display Newsletter Sea Seo Affiliate Retargeting Trigger mail App push Trigger ad Active looking Deciding Consuming
  33. 33. 33The best journey for you (and us)
  34. 34. 34No! ModelsEmail data Email ModelsDisplay data Display ModelsRetargeting data Retargeting WebsiteWebsite data Models
  35. 35. 35Combine and extend Models / Selections Storage Email Email OMS/ERP Snowplow Analytics DMP DMP Kinesis SiteSite
  36. 36. 36Focus on the customer, not the channel!
  37. 37. 37 Werkenbijdebijenkorf.nl Do you want to help us?

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