On & Off Line Relationship by Henry Lewington

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Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)

Published in: Marketing, Business, Technology
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On & Off Line Relationship by Henry Lewington

  1. 1. + The relationship between OFF and ON Line The Old Order Changes. Maximise resources on and offline.
  2. 2. + Our aims in the next 30 mins.  Who is our audience online. Who are we missing?  Tools for improving performance  Increase the data sources  The way forward.
  3. 3. + Outside the digital bubble. 120 100 16-24 25-34 35-44 45-54 55-64 65-74 75+ All 80 60 40 20 0 Within last 3 months More than 3 months ago
  4. 4. + Who is not digital?
  5. 5. + Digital/Non-Digital – In between. The frustrated
  6. 6. + The High Street Environment.
  7. 7. + High Street vs Online.
  8. 8. + Tools which bridge Online and offline with data.
  9. 9. + What does walkbase do?
  10. 10. + What are the benefits of Walkbase?
  11. 11. + Impact online?
  12. 12. + Impact offline?
  13. 13. + Apply Online methodologies …Offline.
  14. 14. + Apply Online methodologies …Offline.
  15. 15. + Reporting in real time.
  16. 16. + Monitor dwell time, dept by dept.
  17. 17. + Track store movements & Monitor KPI’s.  Customer Acquisition  In store behaviours  Customer Loyalty  Staffing  Sales potential
  18. 18. + What does KingofShops do?  Increase Footfall Offline  Attribute Revenue to website traffic channels or campaigns  Generate trackable revenue from customers who are less likl;ey to buy online.  Maximise Revenue from web traffic.  Better use in store sales time
  19. 19. + Improve Efficiencies.  Once again applying online methodology to drive offline sales.  Attribute sales to channels  Optimise channel and appt offerings to maximise performance
  20. 20. + Premiere Service needs.  Customers who specifiy a service need spend more ins store.  Spend rises again if they are given a personal service.
  21. 21. + Who benefits?  Marketing Depts  Store Managers  Customers
  22. 22. + Reporting on Revenue
  23. 23. + Reporting on event availability?
  24. 24. + Attendance Reporting?
  25. 25. + Gather data?
  26. 26. + Increase website engagement
  27. 27. + Summary On vs Off Line Debate • Declining Sales on High St Frustrated Customer Base • Buys less Tools provide Functionality & Data • More Efficient use of resources Customers Spend more • Profits Rise High Street plays to it’ strengths. • Repeat Business

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