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Ultimate Media - Oportunidades de Negocio en el Digital Signage - Focus on Emotion "Caso Orange " Miquel Garcias

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Ultimate Media - Oportunidades de Negocio en el Digital Signage - Focus on Emotion "Caso Orange " Miquel Garcias

  1. 1. DIGITAL SIGNAGE: LUJO O NECESIDAD?
  2. 2. ¿AYUDA A VENDER EL DIGITAL SIGNAGE EN EL PUNTO DE VENTA? NO VENDE… NO VALE…
  3. 3. Historia  Año 1998: inicios del grupo France Telecom en España con la filial Uni2 (tercer operador español en telefonía fija)  Octubre 1999: FranceTelecom lanza  2004: fusión de sus filiales Wanadoo y Uni2 (Internet + telefonía fija)  Julio 2005: France Telecom anunció la compra de  1 agosto 2006: se integran todas las líneas de negocio bajo una única marca  En unos 2 meses se realiza el cambio de marca en aproximadamente 4.000 PdV Estrategia: ser operador integral en España (móvil + Internet + telefonía fija + TV)
  4. 4. Lo que antes valía ahora ya no vale… Los nuevos consumidores son más exigentes y demandan información personalizada, interactiva y en tiempo real
  5. 5. Lo que antes valía ahora ya no vale… PREFIEREN RECOMENDACIONES BOCA-OREJA
  6. 6. Lo que antes valía ahora ya no vale…
  7. 7. Lo que antes valía ahora ya no vale… El modelo de Marketing Tradicional NO sirve
  8. 8. La batalla por las ventas pasa a librarse en nuevos campos: centros comerciales, salas de espera, la recepción, la calle…. donde el objetivo es acercar el mensaje al momento de compra El 80% de las decisiones se toman en el Punto de Ventas
  9. 9. CÓMO TRANSMITIR VALORES DE MARCA EN EL PdV honestidad cercanía creatividad sencillez dinamismo Hay que ofrecer experiencias positivas en el PdV y generar empatía
  10. 10. Definir estrategia de actuación en el PdV El análisis se centró en 3 grandes bloques con los cuales extraemos como conclusión cuál debe ser la estrategia de actuación para los próximos años. 1 2 3 Análisis del Estudio del Análisis del Bench Mark punto de comportamien punto de Internacional venta to del cliente venta Amena CONCLUSIONES
  11. 11. 1 Análisis del ¿Por qué una tienda buena punto de venta vende más que una mala?  Por la experiencia de los comerciales  Por la disposición de los elementos de merchandising  Porque entran más clientes  Porque de los clientes que entran, compran más en las buenas que en las malas CUANDO HABLAMOS DE SISTEMAS DE CARTELERÍA DIGITAL EN EL PdV, PRINCIPALMENTE QUEREMOS INCIDIR EN:  Conseguir más entrada de clientes  Gestión del tiempo y de la atención del cliente dentro de la tienda  Herramienta de apoyo a los comericales
  12. 12. 2 Estudio del comportamien ¿Por qué los clientes acuden al to del cliente PdV? IMPULSO ¿PORQUÉ ESA MOTIVO POR EL QUE TOTAL 41% TIENDA? ACUDE Cercanía: 65% Otros: 22,7% Atención comerciales: 12,3% Compra de un terminal: 18,1% Otros: 11,7% Compra recarga: 13,5% PREVISIÓN IR Costumbre: 11% Alta en contrato: 10% TIENDA Facilidad de búsqueda: 5,2% Información tarifas: 9,6% Servicio para necesidad: 3,9% Información de SS: 8,5% Variedad de pdtos: 3,2% Problemas/Averías: 8,1% Folletos claros: 2,6% Compra accesorios: 6,5% 59% No contesta: 1,3% Echar un vistazo: 5,8% Duplicar tarjeta: 5,4% No contesta: 0,4% FUENTE: ESTUDIO IN STORE RESEARCH. AC NIELSEN
  13. 13. 2 Estudio del Cómo se comportan los clientes comportamien to del cliente que entran en el PdV ACTIVOS t espera: 21m ESPERAN 53% CLIENTES ENTRAN 20% MIRAN 39% PASIVOS t espera: 14m ESCAPARATE 47,1% NO MIRAN ESCAPARATE 61% TOTAL ATIENDEN 80% Estos datos son las claves en la toma de decisiones: escaparate, tiempo de espera y FUENTE: ESTUDIO IN STORE RESEARCH. AC NIELSEN atención comercial.
  14. 14. 2 Estudio del comportamien Análisis de compra prevista frente a to del cliente compra realizada TOTAL C/ CC ACT. PAS. NO ESPERAN TOTAL 260 175 85 27 24 209 PREVISTA COMPRA 154 109 45 20 13 121 COMPRA 108 76 32 6 12 90 % TOTAL 41,5% 43,4% 37,7% 22,2% 50% 43,1% COMPRA/PREVISTA% 70,1% 69,7% 71,1% 30% 92% 74,1% Hay que diseñar estrategias que generen interés a los Clientes Activos FUENTE: ESTUDIO IN STORE RESEARCH. AC NIELSEN
  15. 15. 3 Análisis del Bench Mark punto de Analizar lo que se hace en otros Internacional venta Amena países Son muchas las soluciones existentes para optimizar el tiempo que pasan los clientes en tienda (pantallas en zona de descanso, pantallas táctiles, etc.) y siempre hay casos de éxito que vale la pena tomar en consideración.
  16. 16. 1 2 3 Análisis del Estudio del Análisis del Bench Mark punto de comportamien punto de Internacional venta to del cliente venta Amena Julio 2008: Orange anuncia que invertirá hasta 100 millones de euros en un agresivo plan para la apertura de 300 establecimientos comerciales en todo el territorio español
  17. 17. Lanzamiento nuevo concepto Tiendas Propias y Franquicias  Amplios espacios cuyo objetivo es transmitir los valores de la marca: cercanía, sencillez, honestidad, creatividad y dinamismo.  Espacios de exposición de producto en los que el visitante puede ver, interactuar y familiarizarse con diferentes líneas de negocio de la compañía: móvil, Internet, fijo y TV.  Para que la información sea más clara y directa se potencia la comunicación multimedia con contenidos didácticos y en 3D que permiten al visitante informarse de forma sencilla y atractiva tanto de la oferta de Orange.  El objetivo de Orange es crear nuevos espacios donde establecer una relación más personalizada con el cliente y desarrollar el proceso de venta de forma clara, simple y transparente de acuerdo con los valores de la marca Orange.
  18. 18. Objetivos de la nueva comunicación multimedia en PdV  Rápida gestión de la comunicación en lanzamientos de productos y en los cambios de ofertas y promociones.  Mayor impacto de la publicidad de nuestros productos en el cliente final.  Imagen de Orange como operador innovador y tecnológico.  Incremento de las operaciones comerciales por el mayor impacto visual de los mensajes dirigidos al cliente final.
  19. 19. Asistente de Tarifas y Oferta Táctica
  20. 20. EL TAMAÑO IMPORTA, PERO…
  21. 21. EL TAMAÑO IMPORTA, PERO…
  22. 22. EL TAMAÑO IMPORTA, PERO…
  23. 23. … CONTENT IS KING
  24. 24. NO VENDE, NO VALE Sensores ubicados en la zona de entrada/ salida para medir flujos y afluencia
  25. 25. ¿AYUDA A VENDER EL DIGITAL SIGNAGE EN EL PUNTO DE VENTA? Sí
  26. 26. 1 2 3 Análisis del Estudio del Análisis del Bench Mark punto de comportamien punto de Internacional venta to del cliente venta Amena Julio 2008: Orange lanza Tiendas Propias y Franquicias Octubre 2009: Orange cierra un acuerdo comerical para abrir nuevas tiendas en los centros de El Corte Inglés. Orange invertirá 4 millones de euros en la apertura de 80 nuevas tiendas en los centros comerciales de El Corte Inglés hasta 2011

  27. 27. Shop in Shop El Corte Inglés
  28. 28. Shop in Shop El Corte Inglés
  29. 29. 1 2 3 Análisis del Estudio del Análisis del Bench Mark punto de comportamien punto de Internacional venta to del cliente venta Amena Julio 2008: Orange lanza Tiendas Propias y Franquicias Octubre 2009: Orange abre nuevas tiendas en los centros de El Corte Inglés Enero 2010: Orange extiende la solución de comunicación multimedia a las tiendas DHO 

  30. 30. Distribuidor Homologado Orange (DHO a Next)
  31. 31. Distribuidor Homologado Orange (DHO)
  32. 32. DIGITAL SIGNAGE: LUJO O NECESIDAD? El Director de Ventas y Distribución de Orange, Oscar Vilda, explica que este proyecto no consiste tan sólo en la apertura de nuevas tiendas, sino que forma parte de un plan más ambicioso para la “rentabilización” de los puntos de venta y se engloba dentro de un “proceso de racionalización” de su canal de distribución exclusivo
  33. 33. TODO ESTO NO SERÍA POSIBLE SIN UN BUEN TRABAJO EN EQUIPO
  34. 34. “Un viaje de mil millas comienza con el primer paso” Lao-tsé

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