Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

of

Be Like Bezos 2 - The Future Omnichannel Brand Economy Slide 1 Be Like Bezos 2 - The Future Omnichannel Brand Economy Slide 2 Be Like Bezos 2 - The Future Omnichannel Brand Economy Slide 3 Be Like Bezos 2 - The Future Omnichannel Brand Economy Slide 4 Be Like Bezos 2 - The Future Omnichannel Brand Economy Slide 5 Be Like Bezos 2 - The Future Omnichannel Brand Economy Slide 6 Be Like Bezos 2 - The Future Omnichannel Brand Economy Slide 7 Be Like Bezos 2 - The Future Omnichannel Brand Economy Slide 8 Be Like Bezos 2 - The Future Omnichannel Brand Economy Slide 9 Be Like Bezos 2 - The Future Omnichannel Brand Economy Slide 10 Be Like Bezos 2 - The Future Omnichannel Brand Economy Slide 11 Be Like Bezos 2 - The Future Omnichannel Brand Economy Slide 12 Be Like Bezos 2 - The Future Omnichannel Brand Economy Slide 13 Be Like Bezos 2 - The Future Omnichannel Brand Economy Slide 14 Be Like Bezos 2 - The Future Omnichannel Brand Economy Slide 15 Be Like Bezos 2 - The Future Omnichannel Brand Economy Slide 16 Be Like Bezos 2 - The Future Omnichannel Brand Economy Slide 17 Be Like Bezos 2 - The Future Omnichannel Brand Economy Slide 18 Be Like Bezos 2 - The Future Omnichannel Brand Economy Slide 19 Be Like Bezos 2 - The Future Omnichannel Brand Economy Slide 20 Be Like Bezos 2 - The Future Omnichannel Brand Economy Slide 21 Be Like Bezos 2 - The Future Omnichannel Brand Economy Slide 22
Upcoming SlideShare
What to Upload to SlideShare
Next
Download to read offline and view in fullscreen.

5 Likes

Share

Download to read offline

Be Like Bezos 2 - The Future Omnichannel Brand Economy

Download to read offline

The most successful brands effectively utilize data across the organization

Related Books

Free with a 30 day trial from Scribd

See all

Be Like Bezos 2 - The Future Omnichannel Brand Economy

  1. 1. Be Like Bezos™ 2.0 The Future Omnichannel Brand Economy May 2019
  2. 2. Table of Contents Section I: Evolution of Business Models in Brand Direct Economy 3 Tech Stack for the Modern BrandSection II: 9 Key ConclusionsSection III: 17 2
  3. 3. Evolution of Business Models in the Brand Direct Economy 3
  4. 4. Age of Legacy Retail In the past, most brands needed retailers as intermediaries to sell their products to the end consumer This disconnected brands from their consumers, giving retailers control of the customer relationship and ultimately the customer experience Legacy Brand to Consumer Workflow Brands Consumers Third-Party Retail Advertising 4
  5. 5. Age of Legacy Retail Key Players Retailers Advertising Tactics Selling directly to consumers required significant physical infrastructure, so brands sold almost entirely through third-party retailers 5 …but this had drawbacks: 1. Limited channels for direct brand engagement 2. Little to no data on customers or consumer preferences 3. Minimal control over supply chain, inventory and distribution 4. Lack of sales measurability of marketing investment 1 2 3 4
  6. 6. Pure-Play Ecommerce Model Key Players Marketplaces The initial core value of ecommerce was the ability to give consumers more options to buy while in the comfort of their own home. Early marketplaces, like Amazon, partnered with brands to make this possible Digital Advertising Ecommerce Platforms Brands then saw the opportunity to differentiate and tailor the customer experience by collecting data and leveraging ecommerce platforms (e.g. Shopify) to help develop a brand direct relationship with their clients 6
  7. 7. New Age: Omnichannel Model DTC brands now have to demand and utilize data to operate and optimize on their new omnichannel business model Omnichannel Data-Centric Control Customer Experience Own Customer Satisfaction Utilize multiple channels for customer engagement and selling including ecommerce and retail to always be where the customer is Aggregate and unify data across all channels including owned and operated and 3rd party outlets Determine optimal channel/partner strategy based on customer experience, product integration and promotion Use logistics data, 3rd party vendors and user reviews to optimize product availability, speed of delivery and post-purchase customer satisfaction 7 This new model has radically changed the way companies think and operate internally, but this evolution has not been painless. Brands now have to own business functions and technologies in areas where they have never had management experience or expertise
  8. 8. Brand to Consumer Workflow Brand Direct Economy Brands O&O Ecommerce & Retail Advertising 3rd Party Ecommerce & Retail Consumers 8 Modern brands utilize a variety of technology platforms, channels and data sources to effectively engage their consumers and measure return on ad spend New DTC brands have now emerged, and they compete with technology and data at the heart of their business models. These companies tend to have smaller teams and lower cost structures, yet are more dynamic when responding to customer trends and needs Customer Data ModernTechStack
  9. 9. Tech Stack for the Modern Brand 9
  10. 10. Data-Driven Strategy Customer Data Platform (CDP) Internal Customer Data 3rd Party Data A centralized location to store, integrate and orchestrate customer and 3rd party data - Demographic - Buying/Browsing - Discovery - Churn - Reviews - Visits/Impressions - Returns/Exchanges - Inventory - Demand Forecasting - Experience  Overlay internal data with third-party party data to create enriched customer data profiles and actionable insights  Provide all channels and partners access to data on a customer level to help more effectively sell your product  Demand dataflow from online and offline retail partners (ensure API access and contractual consumer data rights) 10
  11. 11. 5 Key Technology Focus Areas Product Availability  Inventory management – understanding demand and supply Optimal Customer Experience  Customer acquisition, customer matching, check-out process Product Delivery  Logistics tools, distribution of product, speed, efficiency, tracking Post-Purchase Customer Satisfaction  Reviews, returns, exchanges, product warranty coverage Advertising Accountability  Return on advertising spend, omnichannel advertising distribution After the product is sourced, there are 5 core data categories to collect and activate 11
  12. 12. Key Data/Metrics Demand Forecasting Order Performance Order Cycle Time Inventory Turnover Carrying Cost Sell-Through Rate Product Availability - Provide inventory management for all channels - Understand and project demand by channel and location - Distribute and rebalance supply as needed - Utilize order management and inventory control systems Select Technology Providers Utilize data from order management and inventory control systems to understand and forecast consumer demand at product, geography and retail level 12
  13. 13. Key Data/Metrics Transaction Data Customer Demographics Overall Satisfaction Visitor Intent Task Completion Optimal Customer Experience 13 - Provide multiple channels for customers to purchase products - Offer efficient engagement and checkout process in-store and online - Optimize purchase workflow for the customer - Product discovery and selection are vital Select Technology Providers Aggregate data throughout the sales process online and in-store to better understand customer experience shortfalls resulting in cart abandonment and lost sales
  14. 14. Key Data/Metrics Transportation Costs Delivery Time Order Accuracy Number of Shipments Location Data On-Time Shipping Rate Product Delivery Use data from logistics tools to provide an efficient and cost-effective way to ensure real-time product availability and speed of delivery, including on-demand and same-day shipping 14 - Ensure efficient and timely distribution of product to customers - Optimize delivery channel mix from warehouse to last mile - Capture all data to understand where products are in real-time - Make data-driven spending decisions around inventory and logistics Select Technology Providers
  15. 15. Post-Purchase Customer Satisfaction Use customer reviews and returns technology to effectively respond to customer feedback including product satisfaction, delivery reliability and customer experience 15 - Aggregate reviews through social media, ecommerce and retail - Optimize returns and exchanges - Provide warranty coverage for damaged goods - Utilize data to upsell and cross-sell products and create repeat customers Select Technology Providers Key Data/Metrics Net Promoter Score Customer Satisfaction Score Customer Effort Score Returns/Exchange Data Consumer Preferences Customer Feedback Data
  16. 16. Advertising Accountability Select Technology Providers Use attribution data to determine what advertising channel a customer used to accurately calculate return on ad spend – DO NOT spend advertising budget on unmeasurable media 16 - Aggregate data across all channels to determine strongest sales channels - Optimize advertising spend by channel in real-time - Quantify return on advertising spend for individual channels and overall - Utilize data to dynamically determine ad spend tactics and allocation
  17. 17. Key Conclusions 17
  18. 18. Third-Party Retail Compliance 18 Retailers and marketplaces provide limited customer data and give very little control over customer experience or satisfaction Amazon and others have already started providing access to more robust customer and sales data through their API New verticalized tools empower brands to optimize their sales, advertising and fulfillment, while providing all customer and transaction data Retailers will have to start offering customer data to brands and allow them to have more control over the sales process Prediction #1: Retailers will have to provide brands with data access and ownership Today FutureCatalyst
  19. 19. Brand Influence Beyond Advertising 19 As selling and advertising channel options increase, brands have the responsibility to advertise and distribute products through multiple channels New platforms that allow brands to shift dynamically between third-party providers will ultimately commoditize these channel partners These further empowered brands will force third-party retailers to give them more control over the entire sales lifecycle New-age brands are primarily selling through their own sales channels and collecting all of the associated data Prediction #2: Brands will own sales, support and logistics across all channels Today FutureCatalyst
  20. 20. Evolution of the Retailer Value Proposition 20 Physical retail remains the best way for consumers to try products and buy quickly, but improvements in the online shopping experience are now putting retailers at risk IoT and new technology platforms will allow retailers to collect data, personalize the customer experience and provide a seamless transaction process With this new technology, retailers will provide brands with real-time customer data and seamless payments, all while giving consumers the ability to experience new products Retailers are investing in customer experience and transaction infrastructure to maintain brand dependency Prediction #3: Retailers will double down on experience and seamless transactions Today FutureCatalyst
  21. 21. Use an omnichannel approach to always be where the customer is, own customer relationships and collect consumer data Utilize the tech stack to receive real-time, consumer-level data Demand data compliance from retail partners across all channels Data must inform every spending decision made The Most Successful Brands Effectively Utilize Data Across The Organization 21
  22. 22. Revel Partners Team JOE APPRENDI General Partner THOMAS FALK General Partner JOHN VINCENT General Partner CHRIS YOUNG General Partner www.revel.vc @RevelPartners MARCOS MARTINEZ-VILLALBA Senior Associate JAKE KUPPERMAN Associate VARUN SRIDHAR Associate 22
  • RussellGentry1

    Apr. 5, 2020
  • YecheskelHerskovic

    Mar. 5, 2020
  • hertzel

    Jul. 17, 2019
  • cwil

    Jul. 1, 2019
  • HYDN

    Jun. 18, 2019

The most successful brands effectively utilize data across the organization

Views

Total views

2,545

On Slideshare

0

From embeds

0

Number of embeds

39

Actions

Downloads

44

Shares

0

Comments

0

Likes

5

×