6. Shopper needs
= new rules for retail
Loyalty
Doing the right thing by
your customer
+ control
Convenience
More than just about time
Experience
Creating emotional
resonance
Value
Sharing value with your
shoppers:
Price, Service, Quality
6
NEW CUSTOMERS
8. In search of assurance
More quality & transparency
Shopper needs
= new rules for retail
Loyalty
Doing the right thing by
your customer
+ control
Convenience
More than just about time
Experience
Creating emotional
resonance
Value
Sharing value with your
shoppers:
Price, Service, Quality
NEW CUSTOMERS
9. CONVENIENCE, LOYALTY, EXPERIENCE, VALUE
LOYALTYCONVENIENCE
EXPERIENCEVALUE
RIGHT WOW
NOW SMART
Source: Kantar Retail Analysis
NEW CUSTOMERS EXPECTATIONS
10. Time
CustomerValue
Interest Engage Grow &
Delight
Monitor &
Retain
Data
Integration
Analytics
Omni
Channel
Measure
Guest Path
Follow
LHW on
FB
Like
Join
Now
LHW on
Twitter
NEW CUSTOMERS
11. Voice of Consumer
Challenges for companies
New focus on retention
& churn reduction
Provide more
personalization
Learn to engage
customers to opt-in
11
Achieve frictionless,
high value customer engagement
cross channel
NEW CUSTOMERS
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12. Voice of Consumer
Learnings
Which has more impact on retention and repeat purchases:
Customer Satisfaction or Customer Engagement/Relationship?
Engagement/Relationship strength has
12 times more influence on retention and
repeat purchases than satisfaction
Satisfaction is a minimum expectation
12
NEW CUSTOMERS
13. Which is more significant driver of word of mouth recommendations:
Customer Satisfaction or Customer Engagement/Relationship?
Engagement/Relationship strength has
18 times more influence on word of mouth
recommendations than satisfaction
This has profound implications for
re-allocating greater budget for
Retention/Relationship building
13
Voice of Consumer
Learnings
NEW CUSTOMERS
18. “There is no better place to start than data, since it is the
fuel needed to make insightful decisions that can drive your
business forward.”
DWH
CRM
Digital
Mobile
Social
Other
Data
Quality
Data
Integration
Data
Model
Data
Governance
D
A
T
A
S
O
U
R
C
E
S
Where do we begin?
DATA
19. DATA
Challenges?
We think not…
Opportunity #1
Opportunity #2 Opportunity #3
Ability to collect & immediately
access granular data
[Addressing Latency & Tag
Management]
Pre-processing data for
marketing and analytics
[Adding Business
Context]
Leveraging advanced analytics
& marketing automation
[Relevance & personalization]
22. Data Utilization Accelerates
Programmatic display, omnichannel demand,
drive digital data use cases
Databases become more sophisticated
repositories of online and offline data
Technologies to activate the data mature
along with the talent to use it
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DATA
30. WHY is Advanced Data Visualization Critical?
Firms need to use data visualization because
information workers:
Cannot see a pattern without data visualization
Cannot fit all of the necessary data
points onto a single screen
Cannot effectively show deep and broad
data sets on a single screen
Need for proactive alerts in business
Need the data to be presented in a very
clear way, or there will be no decisions made
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VISUALIZATION
34. …To PURCHASE FISH
COMPLEX WORLD OF FEEDBACK INVOLVING
Research
Multi-channel contact
Testing of opinion with
other consumers
Purchase
verywhere
commerceE
42. MOBILE
Of smartphone shoppers
use mobile device to help
them shop in store
Sexy little numbers…
Of shoppers prefer
to reference smartphone
over asking shop assistant
84%
73%
43. MOBILE
Sexy little numbers…
Of people keep mobile
with them day and night at
arms length
Highest penetration of
smartphone vs. mobile
devices in Spain74%
90%
44. MOBILE
Sexy little numbers…
+ 68%
M-COMMERCE
44
MOBILE
ADVERTISING
x 2year over year
+++SOCIAL
INTERACTIONS
ON MOBILE
49. LOCATION
VS .
in 2011
of US cellphone users use mobile
location at least weekly
Is the new cookie!
In 2015 sales via
social channels predicted
$5 billion
http://www.youtube.com/watch?v=c6ATOgEcR1U
50. LOCATION
Local – Drive Opportunity
96% Smartphone users who have researched
a product or service on their phones
94% Smartphone users who have
searched for local information
90% Smartphone users who acted
within 24 hours
70% Smartphone users who called
businesses after searching
66% Smartphone users who visited
stores in person
OPEN
52. LOCATION
Real question:
Now that we know where you are,
which media will we use to reach you?
Placing a digital barrier around certain locations
enabling action when user is in a specific spot
visit a location after
receiving alert
Geofencing
made purchase
(50% unplanned)
63. LOYALTY
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From points to engagement, loyalty programs begin
to add new incentives (currencies) – whether social
causes, health or lifestyle rewards
Loyalty goes mobile, so you can take it with you –
carry it or wear it!
THE QUESTION:
WHEN DOES LOYALTY START?
Starts at first INTERACTION, not transaction:
this changes how to reward behavior
The continuing evolution of
65. LOYALTY
2 14
The king of relationships
Chief Story Officer
of businesses increasing content
marketing budgets
Mobile content marketing strategies will lead the
way in-store to see the ROI
Director of Content becomes a Marketing Job
60% of corporations are doing content marketing –
they will finally define it in 2014
70. MARKETING OPERATIONS MANAGEMENT (MOM)
Definition
Is a version of end to end marketing
process optimization, from planning and
budgeting, through marketing asset management,
to global marketing execution and analysis.
Is the alignment of people, process and
technology to support marketing activities and
improve marketing effectiveness.
70
76. MARKETING OPERATIONS MANAGEMENT (MOM)
Cycle times shrink
Marketer Expectation:
“I need to respond/react faster”
Reality:
Campaign and interaction cycle times from planning
to execution continue to shrink – pressuring
suppliers to be more agile – from development to
delivery
Consumer expectation:
“I want it NOW”
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81. INNOVATION
PILLAR CULTURE PILLAR TEAM
Everyone needs a coach.
Innovation that happens from top
down is orderly but dumb.
Innovation that happens from
bottom up is chaotic and smart.
Innovation ≠ Olympics
Culture of trying & failing
20% of kayak
e-mails = tests
INNOVATION
97. THE CHANGED ROLE OF MARKETING
“ There‟s never been a more
exciting time to be in
marketing because change
will continue, no one is going
to be bored”
Terry Jones
Change agents say…
98. THE CHANGED ROLE OF MARKETING
“ We in marketing need to
make the rest of the
organisation uncomfortable”
98
Change agents say…
99. THE CHANGED ROLE OF MARKETING
“ If you don‟t like change,
you‟re going to like
irrelevance even less”
Change agents say…
100. THE CHANGED ROLE OF MARKETING
larger purchaser of technology
than IT, but not technologist role
chief story teller
CMO
101.
102. THE CHANGED ROLE OF MARKETING
Fix what they don‟t like
Have conversations with customers to
make them more successful
Listen to the customers!
Keep your eyes on the ball!
Only 1 out of 5 companies know
who their core customers are
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