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OMNI-CHANNEL
LANDSCAPE
Hugues L. Rey
Bisnode
Brussels – 30th of November
2017 - Marketing Professional Challenges
Omni-channel and much more
From Multi to
Omni
• Multi -- > “more than”.
Marketing: more than one
channel, but it doesn’t
necessarily mean marketing
occurs simultaneously
across all touch points.
• Omni à “all things, in all
ways or places”
Even, Multi
Channel do
not reached
productivity
yet …
Marketing New Rules !
Real Time
Ultra
Large
Scale
Complexity
Touchpoints Evolution & Influence on Consumer Journey
Complexity
Marketing Channels Multiplication
Com
vs
Sales
Regular
Touchpoints
3Xin 15 years
15 years ago the average consumer typically used
2 touch-points when buying an item and only
7% regularly used more than four.
Today consumers use an average of almost 6
touch-points with nearly 50% regularly using
more than four. (Marketing Week)
Complexity
of the
Customer
Journey
Complexity - Data (Volume /Source)
Omnichannel & The 5 ages of Media Digitalization
13
Period
Promiss
Pre-Digital
Before
1995
Mass
Target
Web 1.0
1995 -
2001
The 6th
Medium
User
Interaction
Age
2002 -
2010
Age of the
Prosumer
Data +
Content
Age
2011 -
2016
Data
Driven
Phygital &
A.I. Age
2015 - …
Omni &
Unique
Emerging Tech & Advertising KPI
à A growing set of performance measurement
14
Emerging
Tech
Com
KPI
Pre-Digital
Reach
Freq.
Affinity
Web 1.0
WWW
CPM
CPC
CPA
User
Interaction
Age
Social
Mobile
Local
Engage
Data +
Content
Age
Programmatic
x
Native
Omni
Channel
Convert
Phygital &
A.I. Age
IOT
A.R.
A.I.
Real Life
Integration
Real Time is the new norm
Digital impact the whole Marketing Process
Hyper Personalization vs Ultra Large Scale
Managing the
Customer
Expectations
Omni-channel à Overall customer
experience from the customer's perspective
Better
understand their
purchasing
journeys
Better
accommodate
their unique
buying needs
87%
Of customers think brands
need to put more effort
into providing a seamless
customer service
experience
61% of customers have not been able to easily switch from one channel
to another when interacting with customer service. (Aspect)
64%
of customers
expect to receive
real-time
assistance
regardless of the
customer service
channel they use
Mobile is
Growing in the
Purchase
Phase
(Source: PwC)
Mobile is a key driver
71% of shoppers who use smartphones for research in-store say that
it’s become an important part of the experience.(Google)
56% of consumers have used their mobile device to research
products at home with 38% having used their mobile device to
check inventory availability while on their way to a store and 34%
who have used their mobile device to research products while in a
store. (Forrester)
RECONCILIATE SCREENS
TO ANSWER TOMORROWS MARKETING ISSUES
M O B I L E
The most personal
screen of the digital
world
O F F L I N E B E H A V I O U R
O N L I N E B E H A V I O U R
Walking
the
Omni-Channel
Path ?
1. Maximum Outreach vs.
Customer Experience
2. Individual Channel Focus
vs. Consistency
3. Effort vs. Effortless
77%of strong omnichannel companies store
customer data across channels, compared
to 48% for weak omnichannel
companies. (Aberdeen Group)
30
Served grill video and purchased grill.
Served geotargeted patio
message Northern Market.
Served geotargeted patio
message Southern Market.
Served STRONG
promotional message
Went to site
but did not
purchase. Served STRONG
promotional message
Ongoing personalized
messaging
CUSTOMER JOURNEY ANALYTICS DRIVE CONTENT CREATION
is not meaningful
to consumers
60% of the content
provided by brands
Andmorethanhalf of content fails to deliver
CONCLUSIONS
Omni-Channel ROI
Companies with omnichannel customer engagement strategies retain
on average 89% of their customers vs a 33% customer retention
rates for companies with weak omnichannel strategies (Source:
Invesp)
Omnichannel shoppers have a 30% higher lifetime value than those
who shop using only one channel. (Google)
Omni-Channel Is definitively moving 4P’s to
S.A.V.E. in a Hyper Personalized Customer
Relation
Product PlacePrice Promotion
Service x
Product
= Bespoke
Offer
Value Based
Pricing
Access x
(Learn + Apply)
= Experience
Engage, Entertain,
Educate = Unique
Relationship
hugues.rey@havasmg.com
@huguesrey
+ 32 496 26 06 88
www.huguesrey.com
THANK YOU
FOR
YOUR ATTENTION !

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Omni-channel 30 11 2017 - Hugues Rey - Bisnode

  • 2. 2017 - Marketing Professional Challenges Omni-channel and much more
  • 3. From Multi to Omni • Multi -- > “more than”. Marketing: more than one channel, but it doesn’t necessarily mean marketing occurs simultaneously across all touch points. • Omni à “all things, in all ways or places”
  • 4. Even, Multi Channel do not reached productivity yet …
  • 5. Marketing New Rules ! Real Time Ultra Large Scale Complexity
  • 6. Touchpoints Evolution & Influence on Consumer Journey
  • 9. Regular Touchpoints 3Xin 15 years 15 years ago the average consumer typically used 2 touch-points when buying an item and only 7% regularly used more than four. Today consumers use an average of almost 6 touch-points with nearly 50% regularly using more than four. (Marketing Week)
  • 11.
  • 12. Complexity - Data (Volume /Source)
  • 13. Omnichannel & The 5 ages of Media Digitalization 13 Period Promiss Pre-Digital Before 1995 Mass Target Web 1.0 1995 - 2001 The 6th Medium User Interaction Age 2002 - 2010 Age of the Prosumer Data + Content Age 2011 - 2016 Data Driven Phygital & A.I. Age 2015 - … Omni & Unique
  • 14. Emerging Tech & Advertising KPI à A growing set of performance measurement 14 Emerging Tech Com KPI Pre-Digital Reach Freq. Affinity Web 1.0 WWW CPM CPC CPA User Interaction Age Social Mobile Local Engage Data + Content Age Programmatic x Native Omni Channel Convert Phygital & A.I. Age IOT A.R. A.I. Real Life Integration
  • 15. Real Time is the new norm
  • 16. Digital impact the whole Marketing Process
  • 17.
  • 18. Hyper Personalization vs Ultra Large Scale
  • 20. Omni-channel à Overall customer experience from the customer's perspective Better understand their purchasing journeys Better accommodate their unique buying needs
  • 21.
  • 22. 87% Of customers think brands need to put more effort into providing a seamless customer service experience
  • 23. 61% of customers have not been able to easily switch from one channel to another when interacting with customer service. (Aspect)
  • 24. 64% of customers expect to receive real-time assistance regardless of the customer service channel they use
  • 25. Mobile is Growing in the Purchase Phase (Source: PwC)
  • 26. Mobile is a key driver 71% of shoppers who use smartphones for research in-store say that it’s become an important part of the experience.(Google) 56% of consumers have used their mobile device to research products at home with 38% having used their mobile device to check inventory availability while on their way to a store and 34% who have used their mobile device to research products while in a store. (Forrester)
  • 27. RECONCILIATE SCREENS TO ANSWER TOMORROWS MARKETING ISSUES M O B I L E The most personal screen of the digital world O F F L I N E B E H A V I O U R O N L I N E B E H A V I O U R
  • 28. Walking the Omni-Channel Path ? 1. Maximum Outreach vs. Customer Experience 2. Individual Channel Focus vs. Consistency 3. Effort vs. Effortless
  • 29. 77%of strong omnichannel companies store customer data across channels, compared to 48% for weak omnichannel companies. (Aberdeen Group)
  • 30. 30
  • 31. Served grill video and purchased grill. Served geotargeted patio message Northern Market. Served geotargeted patio message Southern Market. Served STRONG promotional message Went to site but did not purchase. Served STRONG promotional message Ongoing personalized messaging CUSTOMER JOURNEY ANALYTICS DRIVE CONTENT CREATION
  • 32. is not meaningful to consumers 60% of the content provided by brands Andmorethanhalf of content fails to deliver
  • 33.
  • 35. Omni-Channel ROI Companies with omnichannel customer engagement strategies retain on average 89% of their customers vs a 33% customer retention rates for companies with weak omnichannel strategies (Source: Invesp) Omnichannel shoppers have a 30% higher lifetime value than those who shop using only one channel. (Google)
  • 36. Omni-Channel Is definitively moving 4P’s to S.A.V.E. in a Hyper Personalized Customer Relation Product PlacePrice Promotion Service x Product = Bespoke Offer Value Based Pricing Access x (Learn + Apply) = Experience Engage, Entertain, Educate = Unique Relationship
  • 37. hugues.rey@havasmg.com @huguesrey + 32 496 26 06 88 www.huguesrey.com THANK YOU FOR YOUR ATTENTION !