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Tech talk: Customer focus as a foundation for omnichannel retailing ci_value_adler

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Tech talk: Customer focus as a foundation for omnichannel retailing civalue_adler

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Tech talk: Customer focus as a foundation for omnichannel retailing ci_value_adler

  1. 1. Customer Focus as a Foundation for Omni-channel Retailing Ory Adler, Managing Director, ciValue
  2. 2. C O N F I D E N T I A LC O N F I D E N T I A L Ory Adler –Managing Director, North America • Over 20 years experience in Retail, CPG and Marketing Services • Expert in B2C Loyalty Marketing technologies • Prior strategic consulting engagements with large retailers across Canada, the U.S., and the U.K. 2 PRESENTER
  3. 3. C O N F I D E N T I A L OMNI-CHANNEL FROM A RETAILER PERSPECTIVE Web-site Mobile App SocialIn-Store Call Center WHO? WHY? HOW? %O
  4. 4. C O N F I D E N T I A L “Media & Electronics when I want it” “That Monthly Stock-up” “My Weekly Grocery Trip” “Grocery Top-up on my way Home” “Kids Healthy Food when it runs out” OMNI-CHANNEL FROM A CUSTOMER PERSPECTIVE “Retail Therapy when I find that moment” WHAT? WHEN? WHERE?
  5. 5. C O N F I D E N T I A LC O N F I D E N T I A L “RETAILERS OF CHOICE” ARE HEAVILY FOCUSING ON DIGITAL IN ORDER TO GROW SHARE OF WALLET Beauty Aids BooksElectronics Home Improvement and don’t forget - also joining the direct-to-customer digital party: …..
  6. 6. C O N F I D E N T I A LC O N F I D E N T I A L % of Customers Loyal to >5 Categories Customer Value BEST CUSTOMERS ARE TYPICALLY LOYAL TO > 5 CATEGORIES 80% 50% 20% 5% Best Worst based on ciValue analysis of data from U.S. & European Drug, Grocery, and Specialty retailers Each additional Category typically represents between 2% to 5% of incremental spend
  7. 7. C O N F I D E N T I A L UNDERSTAND YOUR CUSTOMER’S SHOPPING PATTERN BY CHANNEL Skin CareCosmetics Detergent • Professional • Mother • Time Starved • Health Conscious • BEST Customer Juliana HIGHLY Loyal SOMEWHAT LoyalHIGHLY Loyal 25% 75% LOW Churn Score 50% 50% MED Churn Score 100% 0% HIGH Churn Score
  8. 8. C O N F I D E N T I A L EVALUATE THE BIG PICTURE TO DETECT CONCERNING TRENDS 8 • Time Starved • Mothers • BEST Customers Detergent 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Last 9 Months Last 6 Months Last 3 Months %Sale In-Store %Sale eCommerce. Likelihood to Churn
  9. 9. C O N F I D E N T I A L DEVELOP AN ARRAY OF PERSONALIZABLE TACTICS 9 PROTECT REMINDERS RECOMMENDATIONS SUGGESTIONS SUBSCRIPTIONS PROMOTIONS 9 = Hi! GROW
  10. 10. C O N F I D E N T I A L USE INDIVIDUAL INSIGHTS TO SUGGEST RELEVANT CHANGES IN BEHAVIOR 10 WHEN? WHAT? Juliana
  11. 11. C O N F I D E N T I A LC O N F I D E N T I A L 1. Use data to identify customer engagement opportunities based on individual shopping patterns 2. Invest in omni-channel shopping experiences that realize these opportunities 3. Use data to engage each customer at the most relevant time 4. Test, Measure & Learn 11 APPLY YOUR DATA STRATEGICALLY WHILE YOU STILL HAVE IT
  12. 12. C O N F I D E N T I A LC O N F I D E N T I A L THANK YOU! Contact: Ory Adler Email : ory@civalue.com Phone: +1.416.409.7990 www.civalue.com Shop.org Booth #1251

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