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What «Excellence in Multichannel Busi 
ness» means and how organisations can 
successfully and independently deliver 
Multichannel-Campaigns, Peter Zwyssig of 
foryouandyourcustomers will gladly present 
to you within the Multichannel Campaign 
Management breakfast.
Multichannel-Campaigns from A-Z, which the company’ 
employees plan, prepare and perform themselves.
Agenda 
1. foryouandyourcustomers 
2. The development of Multichannel 
3. The maturity level of companies dealing with Multichannel 
4. Multichannel-Campaigns at Office World 
5. Organizational ability for Multichannel-Campaigns 
6. Summary, Questions & Answers 
4
At foryouandyourcustomers we develop ourselves and your 
multichannel business for you and for your customers. 
Source: foryouandyourcustomers
Our Multichannel-Leitfaden 2014 provides an overview about 
the potential of channels, its orchestration and customer value. 
Quelle: foryouandyourcustomers 
www.multichannel-leitfaden.com 
MC 
Academy
Agenda 
1. foryouandyourcustomers 
2. The development of Multichannel 
3. The maturity level of companies dealing with Multichannel 
4. Multichannel-Campaigns at Office World 
5. Organizational ability for Multichannel-Campaigns 
6. Summary, Questions & Answers 
7
avatars game 
loyalty program 
VIPs/stars 
computer 
ratings co-browsing 
brand/logo 
file-sharing site mega store 
newspaper advertising 
newspapers 
package/wrapping 
radio 
coupon 
press article 
annual fairs 
barter trade 
stock exchange 
sponsoring 
exhibitions 
department stores 
events 
after-sales 
service 
catalogues 
shopping street 
external 
work 
product placement 
TV/film 
sales party 
stock markets 
specialist shops 
department store 
chain 
shopping 
centers 
supermarkets 
station/airport-shopping 
convenience 
store 
sales automat 
sale buses 
flyer 
call centers 
telephone order 
direct mailing 
outdoor advertising 
post order 
express shop 
showrooms 
outlet store 
try store 
store in store 
monobrand stores 
online self-service 
pop-up store 
gasoline 
stations 
online 
trading 
podcast 
online 
recommendation (eWOM) 
association/club 
online 
community 
Apps 
price comparison 
search engine 
SEO 
SEA 
eBook 
online vouchers 
location based 
service 
Website 
Email-advertising 
blogs 
chat/call me back 
mobile shop 
onlineshop 
social 
commerce 
SMS 
Email-order 
E-Mail 
support 
online- 
FRQÀJXUDWRU 
online-adviser 
online video 
smart watch 
factory sale 
shop 
family-run shops 
hawking 
café/ 
restaurant 
recommendation (WOM) 
... 
... 
restaurant in 
the shopping 
center 
books 
tobacco shop 
instore 
communication 
digital 
signage 
market places 
bazaar 
pedestrian zones 
book stall 
fast food 
gourmet-temple 
augmented reality 
pick-up point 
showrooming for 
mobile shopping 
... 
fax order 
social 
network 
mobile 
games 
... 
... 
at 1972 
at 1750 
at 1900 
today 
start of the 1st industrial 
revolution along with 
innovations such as 
machinery, steam drives, 
railroads, channels, 
textile industries etc. 
start of the 2nd industrial 
revolution along with 
innovations such as 
power transmission, 
light bulbs, phones, 
autocars, shopping 
trolleys, escalators etc. 
start of the 3rd industrial 
revolution along with 
innovations such as large-capacity 
computers, staff
Review/Milestone 
Exponential Times! 
! 
What do your 
customers of 
tomorrow do?
The behavior of customers has changed and to win their 
attention has become even harder. 
Source: foryouandyourcustomers, Multichannel-Leitfaden, 2014
Customers prefer those companies which offer them an 
excellent and consistent Multichannel-Experience. 
Source: foryouandyourcustomers, Multichannel-Leitfaden, 2014
«Customer Journey Management» supports the development 
of an outstanding customer experience across all channels. 
Source: foryouandyourcustomers, Multichannel-Leitfaden, 2014
Customers experience Multichannel daily and expect 
everywhere, that it is easy, fast and convenient. 
Source: foryouandyourcustomers, Multichannel-Leitfaden, 2014
Review/Milestone 
Don’t Panic 
! 
How organisations 
can react to 
Multichannel.
Agenda 
1. foryouandyourcustomers 
2. The development of Multichannel 
3. The maturity level of companies dealing with Multichannel 
4. Multichannel-Campaigns at Office World 
5. Organizational ability for Multichannel-Campaigns 
6. Summary, Questions & Answers 
15
foryouandyourcustomers recognizes three maturity stages in 
Multichannel-Business of organisations. 
Maturity level 1! 
»Local relations« 
Maturity level 2! 
»Efficient channels« 
Source: foryouandyourcustomers, Multichannel-Leitfaden, 2014 
Vergleichen 
Überzeugen 
Beraten 
Suchen 
Finden 
Entscheiden 
Individualisieren 
Teilen 
Vertrauen Austauschen 
Kaufen 
Maturity level 3! 
Entdecken 
Informieren 
»Customer oriented touchpoints« 
»Indu s tr ialisation« 
»Ind ivi dualisation«
Organisations in the third maturity level can particularly 
effectively deliver Multichannel-Campaigns. 
Vergleichen 
Source: foryouandyourcustomers 
‣ Customer Journeys => More turnover 
The awareness of the customer journey helps to communicate and sell products and 
services in the relevant channels for the customer and supports to development of 
profitable customer relations 
‣ Improving Customer Experience => Exited customers 
A straightforward, positive and consistent brand and shopping experience across all 
channels leads to higher customer frequency and conversion 
‣ Identification and Personalisation => Higher relevance 
The identification of the customer in the channels makes it possible to personalise 
offers and communication and thus to increase the relevance for the customer 
‣ Higher service quality => Expansion of existing customers 
Due to the central and cross-channel view of the customer, the service quality and 
customer satisfaction can be increased 
‣ Optimising marketing and sales budget 
Integrated campaigns have a higher effectiveness due to the synchronised and 
orchestrated channels 
Überzeugen 
Beraten 
Suchen 
Entdecken 
Informieren 
Finden 
Individualisieren 
Vertrauen Austauschen 
Kaufen 
Teilen 
Entscheiden 
Maturity level 3! 
»Customer oriented Touchpoints«
«The organisational, commercial, technical and cultural 
basis for a successful Multichannel Organisation is the 
Multichannel Management. It enables the efficient 
cross-channel and process management.»
The conceptual model for Multichannel-Business helps to map 
the complex reality in a viable concept. 
Foundation 
Data & Structure 
Orchestration 
Organization, 
Processes & Tools 
Source: foryouandyourcustomers, Multichannel-Leitfaden, 2014 
shop 
User Orientation 
Channels 
Customer 
and his Shopping Experience 
Organization 
Processes 
Tools
Agenda 
1. foryouandyourcustomers 
2. The development of Multichannel 
3. The maturity level of companies dealing with Multichannel 
4. Multichannel-Campaigns at Office World 
5. Organizational ability for Multichannel-Campaigns 
6. Summary, Questions & Answers 
20
Multichannel-Campaigns are particularly effective, when 
communication is orchestrated on multiple channels. 
‣ More channels, resulting in better accessibility for the customers. 
‣ Common themes (communication platform) and a high recognition 
value on all channels. 
‣ Clear and for the target group relevant information / messages that help 
to identify what is at stake. 
‣ The incentive for the customer to act immediately is understandable 
and attractive. 
‣ A personal benefit (eg. special offer) and a clear call-to-action including 
channel invitation. 
Source: foryouandyourcustomers
«Multichannel-Campaign Management using the 
example of Office World.»
«Make tangible ordering at the workplace in all 
channels with products from all business divisions.»
«Ordering at workplace« in all channels with products from all 
business divisions. 
Source: foryouandyourcustomers 
http://ilovemyself.officeworld.ch
As part of a photo shooting each relevant persona is brought to 
life in one room while placing an order. 
Reto (35) from 
Winterthur (ZH) 
Start-up, single-entrepreneur, 
unmarried and no 
children 
Urs (53), from Zug … 
Source: foryouandyourcustomers 
Anja … 
Kerstin …
The customer may always buy anywhere. In the campaign a 
clear call-to-action stimulates the preferred channel. 
Source: foryouandyourcustomers
The customer may always buy anywhere. In the campaign a 
clear call-to-action stimulates the preferred channel. 
Source: foryouandyourcustomers
Office concept: Everything for your office from a single source. 
Source: foryouandyourcustomers
Combination of services and products. 
Source: foryouandyourcustomers
Multichannel Communication directly in the campaign. 
Source: foryouandyourcustomers
Orchestrated channels accompany the customer along its 
customer journeys to the store and after sales service. 
Source: foryouandyourcustomers
Agenda 
1. foryouandyourcustomers 
2. The development of Multichannel 
3. The maturity level of companies dealing with Multichannel 
4. Multichannel-Campaigns at Office World 
5. Organizational ability for Multichannel-Campaigns 
6. Summary, Questions & Answers 
32
Through transformation an organization can be brought into 
their Multichannel maturity stage. 
Multichannel Maturity 
Source: foryouandyourcustomers 
t 
Vergleichen 
2017 
Focus on efficient 
Channels 
2014 
Campaign Prototype in center 
3 weeks 10 weeks XX months 
Implementation & Introducion 
Multichannel Retail Excellence 
Finden 
Individualisieren 
Focus on customer oriented and 
integrated touchpoints 
MC Analyse 
Roadmap 
! 
!! 
Grobkonzept 
Überzeugen 
Beraten 
Suchen 
Entdecken 
Informieren 
Vertrauen Austauschen 
Kaufen 
Teilen 
Entscheiden
What needs to be changed, with a campaign prototype in the 
center? 
Strategische Vorgaben 
Zielkunden Marketing & Salesplan Branding & Positionierung Sortiment & Pricing Mitarbeitende Architektur & Software Evaluation 
Übersicht über Datenbereinigung 
Meyle Müller 
Masterführend für Marketing und 
vertriebsrelevante Produkt-Informationen und 
somit für: 
- Produkttexte (deutsch und französisch) 
- Gruppenbeziehungen 
- Diverse Attribute 
- Bilder 
- etc. 
SAP 
Masterführend für Artikelstammdaten: 
- Kurztext 
- Artikelnummer 
- Klassifikationen 
- Preis 
- etc. 
Datendreh- 
Scheibe 
Bechlem Ecomedia 
Preisinformationen 
Toner 
Kompatibilität 
XLS 
Export 
Analyse des Exports der 
konsolidierten Daten aus Meyle 
Müller und SAP in Excel 
«01_Subclass_Attributisierung_nac 
h Umsatz_final(22052013).xlsx» 
09.08.2013 | Office World Multichannel Transformation | Phase II: Detailkonzeption und Umsetzung | Datenbereinigung 2 
Multichannel Campaign Prototype 
Multichannel Controlling 
Abbildung Prozesse in SW IT Architektur 2015 
Integration und Migration 
Customer Journeys Multichannel Processes & Requirements 
Implementation Channels 
Change Management & Kultur Organisationsstruktur 
Kanäle / Rollen / Services 
Betrieb & Infrastruktur 
Flyer 
coupon 
Anregung Evaluation Kauf Nutzung 
(inkl. Service, Empfehlung) 
Kundentreue 
(inkl. Wiedereinkauf) 
Source: foryouandyourcustomers
«Helping people help themselves - Office World 
independently about the theme Schulthek.»
Agenda 
1. foryouandyourcustomers 
2. The development of Multichannel 
3. The maturity level of companies dealing with Multichannel 
4. Multichannel-Campaigns at Office World 
5. Organizational ability for Multichannel-Campaigns 
6. Summary, Questions & Answers 
43
Summary: approaches and ideas you could discuss tomorrow 
with your team during coffee. 
‣ Form a cross-functional and cross-departmental team 
‣ Place the campaign prototype in the center to identify the changes needed 
‣ Select an extensive campaign with relevant channels, which you implement 
on a test-basis or better in reality 
‣ Create simple and pragmatic processes and tools 
‣ Establish end-to-end campaign project managers 
‣ Establish analytical-tools and methods for the measurement of processes 
and campaign-effectiveness 
‣ Just do it and try it out and learn from your successes
Thank you for your interest. 
Peter Zwyssig! 
Mobile +41 78 870 57 28! 
! 
http://pez.foryouandyourcustomers.com! 
foryouandyourcustomers in Amsterdam · München · Wien · Zürich

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“Create your own Multichannel Campaigns”. During the [Campaign Management Breakfast Event], foryouandyourcustomers and Adobe have shown how to enable your employees to create Multichannel Campaigns independently.

  • 1.
  • 2. What «Excellence in Multichannel Busi ness» means and how organisations can successfully and independently deliver Multichannel-Campaigns, Peter Zwyssig of foryouandyourcustomers will gladly present to you within the Multichannel Campaign Management breakfast.
  • 3. Multichannel-Campaigns from A-Z, which the company’ employees plan, prepare and perform themselves.
  • 4. Agenda 1. foryouandyourcustomers 2. The development of Multichannel 3. The maturity level of companies dealing with Multichannel 4. Multichannel-Campaigns at Office World 5. Organizational ability for Multichannel-Campaigns 6. Summary, Questions & Answers 4
  • 5. At foryouandyourcustomers we develop ourselves and your multichannel business for you and for your customers. Source: foryouandyourcustomers
  • 6. Our Multichannel-Leitfaden 2014 provides an overview about the potential of channels, its orchestration and customer value. Quelle: foryouandyourcustomers www.multichannel-leitfaden.com MC Academy
  • 7. Agenda 1. foryouandyourcustomers 2. The development of Multichannel 3. The maturity level of companies dealing with Multichannel 4. Multichannel-Campaigns at Office World 5. Organizational ability for Multichannel-Campaigns 6. Summary, Questions & Answers 7
  • 8. avatars game loyalty program VIPs/stars computer ratings co-browsing brand/logo file-sharing site mega store newspaper advertising newspapers package/wrapping radio coupon press article annual fairs barter trade stock exchange sponsoring exhibitions department stores events after-sales service catalogues shopping street external work product placement TV/film sales party stock markets specialist shops department store chain shopping centers supermarkets station/airport-shopping convenience store sales automat sale buses flyer call centers telephone order direct mailing outdoor advertising post order express shop showrooms outlet store try store store in store monobrand stores online self-service pop-up store gasoline stations online trading podcast online recommendation (eWOM) association/club online community Apps price comparison search engine SEO SEA eBook online vouchers location based service Website Email-advertising blogs chat/call me back mobile shop onlineshop social commerce SMS Email-order E-Mail support online- FRQÀJXUDWRU online-adviser online video smart watch factory sale shop family-run shops hawking café/ restaurant recommendation (WOM) ... ... restaurant in the shopping center books tobacco shop instore communication digital signage market places bazaar pedestrian zones book stall fast food gourmet-temple augmented reality pick-up point showrooming for mobile shopping ... fax order social network mobile games ... ... at 1972 at 1750 at 1900 today start of the 1st industrial revolution along with innovations such as machinery, steam drives, railroads, channels, textile industries etc. start of the 2nd industrial revolution along with innovations such as power transmission, light bulbs, phones, autocars, shopping trolleys, escalators etc. start of the 3rd industrial revolution along with innovations such as large-capacity computers, staff
  • 9. Review/Milestone Exponential Times! ! What do your customers of tomorrow do?
  • 10. The behavior of customers has changed and to win their attention has become even harder. Source: foryouandyourcustomers, Multichannel-Leitfaden, 2014
  • 11. Customers prefer those companies which offer them an excellent and consistent Multichannel-Experience. Source: foryouandyourcustomers, Multichannel-Leitfaden, 2014
  • 12. «Customer Journey Management» supports the development of an outstanding customer experience across all channels. Source: foryouandyourcustomers, Multichannel-Leitfaden, 2014
  • 13. Customers experience Multichannel daily and expect everywhere, that it is easy, fast and convenient. Source: foryouandyourcustomers, Multichannel-Leitfaden, 2014
  • 14. Review/Milestone Don’t Panic ! How organisations can react to Multichannel.
  • 15. Agenda 1. foryouandyourcustomers 2. The development of Multichannel 3. The maturity level of companies dealing with Multichannel 4. Multichannel-Campaigns at Office World 5. Organizational ability for Multichannel-Campaigns 6. Summary, Questions & Answers 15
  • 16. foryouandyourcustomers recognizes three maturity stages in Multichannel-Business of organisations. Maturity level 1! »Local relations« Maturity level 2! »Efficient channels« Source: foryouandyourcustomers, Multichannel-Leitfaden, 2014 Vergleichen Überzeugen Beraten Suchen Finden Entscheiden Individualisieren Teilen Vertrauen Austauschen Kaufen Maturity level 3! Entdecken Informieren »Customer oriented touchpoints« »Indu s tr ialisation« »Ind ivi dualisation«
  • 17. Organisations in the third maturity level can particularly effectively deliver Multichannel-Campaigns. Vergleichen Source: foryouandyourcustomers ‣ Customer Journeys => More turnover The awareness of the customer journey helps to communicate and sell products and services in the relevant channels for the customer and supports to development of profitable customer relations ‣ Improving Customer Experience => Exited customers A straightforward, positive and consistent brand and shopping experience across all channels leads to higher customer frequency and conversion ‣ Identification and Personalisation => Higher relevance The identification of the customer in the channels makes it possible to personalise offers and communication and thus to increase the relevance for the customer ‣ Higher service quality => Expansion of existing customers Due to the central and cross-channel view of the customer, the service quality and customer satisfaction can be increased ‣ Optimising marketing and sales budget Integrated campaigns have a higher effectiveness due to the synchronised and orchestrated channels Überzeugen Beraten Suchen Entdecken Informieren Finden Individualisieren Vertrauen Austauschen Kaufen Teilen Entscheiden Maturity level 3! »Customer oriented Touchpoints«
  • 18. «The organisational, commercial, technical and cultural basis for a successful Multichannel Organisation is the Multichannel Management. It enables the efficient cross-channel and process management.»
  • 19. The conceptual model for Multichannel-Business helps to map the complex reality in a viable concept. Foundation Data & Structure Orchestration Organization, Processes & Tools Source: foryouandyourcustomers, Multichannel-Leitfaden, 2014 shop User Orientation Channels Customer and his Shopping Experience Organization Processes Tools
  • 20. Agenda 1. foryouandyourcustomers 2. The development of Multichannel 3. The maturity level of companies dealing with Multichannel 4. Multichannel-Campaigns at Office World 5. Organizational ability for Multichannel-Campaigns 6. Summary, Questions & Answers 20
  • 21. Multichannel-Campaigns are particularly effective, when communication is orchestrated on multiple channels. ‣ More channels, resulting in better accessibility for the customers. ‣ Common themes (communication platform) and a high recognition value on all channels. ‣ Clear and for the target group relevant information / messages that help to identify what is at stake. ‣ The incentive for the customer to act immediately is understandable and attractive. ‣ A personal benefit (eg. special offer) and a clear call-to-action including channel invitation. Source: foryouandyourcustomers
  • 22. «Multichannel-Campaign Management using the example of Office World.»
  • 23. «Make tangible ordering at the workplace in all channels with products from all business divisions.»
  • 24. «Ordering at workplace« in all channels with products from all business divisions. Source: foryouandyourcustomers http://ilovemyself.officeworld.ch
  • 25. As part of a photo shooting each relevant persona is brought to life in one room while placing an order. Reto (35) from Winterthur (ZH) Start-up, single-entrepreneur, unmarried and no children Urs (53), from Zug … Source: foryouandyourcustomers Anja … Kerstin …
  • 26. The customer may always buy anywhere. In the campaign a clear call-to-action stimulates the preferred channel. Source: foryouandyourcustomers
  • 27. The customer may always buy anywhere. In the campaign a clear call-to-action stimulates the preferred channel. Source: foryouandyourcustomers
  • 28. Office concept: Everything for your office from a single source. Source: foryouandyourcustomers
  • 29. Combination of services and products. Source: foryouandyourcustomers
  • 30. Multichannel Communication directly in the campaign. Source: foryouandyourcustomers
  • 31. Orchestrated channels accompany the customer along its customer journeys to the store and after sales service. Source: foryouandyourcustomers
  • 32. Agenda 1. foryouandyourcustomers 2. The development of Multichannel 3. The maturity level of companies dealing with Multichannel 4. Multichannel-Campaigns at Office World 5. Organizational ability for Multichannel-Campaigns 6. Summary, Questions & Answers 32
  • 33. Through transformation an organization can be brought into their Multichannel maturity stage. Multichannel Maturity Source: foryouandyourcustomers t Vergleichen 2017 Focus on efficient Channels 2014 Campaign Prototype in center 3 weeks 10 weeks XX months Implementation & Introducion Multichannel Retail Excellence Finden Individualisieren Focus on customer oriented and integrated touchpoints MC Analyse Roadmap ! !! Grobkonzept Überzeugen Beraten Suchen Entdecken Informieren Vertrauen Austauschen Kaufen Teilen Entscheiden
  • 34. What needs to be changed, with a campaign prototype in the center? Strategische Vorgaben Zielkunden Marketing & Salesplan Branding & Positionierung Sortiment & Pricing Mitarbeitende Architektur & Software Evaluation Übersicht über Datenbereinigung Meyle Müller Masterführend für Marketing und vertriebsrelevante Produkt-Informationen und somit für: - Produkttexte (deutsch und französisch) - Gruppenbeziehungen - Diverse Attribute - Bilder - etc. SAP Masterführend für Artikelstammdaten: - Kurztext - Artikelnummer - Klassifikationen - Preis - etc. Datendreh- Scheibe Bechlem Ecomedia Preisinformationen Toner Kompatibilität XLS Export Analyse des Exports der konsolidierten Daten aus Meyle Müller und SAP in Excel «01_Subclass_Attributisierung_nac h Umsatz_final(22052013).xlsx» 09.08.2013 | Office World Multichannel Transformation | Phase II: Detailkonzeption und Umsetzung | Datenbereinigung 2 Multichannel Campaign Prototype Multichannel Controlling Abbildung Prozesse in SW IT Architektur 2015 Integration und Migration Customer Journeys Multichannel Processes & Requirements Implementation Channels Change Management & Kultur Organisationsstruktur Kanäle / Rollen / Services Betrieb & Infrastruktur Flyer coupon Anregung Evaluation Kauf Nutzung (inkl. Service, Empfehlung) Kundentreue (inkl. Wiedereinkauf) Source: foryouandyourcustomers
  • 35. «Helping people help themselves - Office World independently about the theme Schulthek.»
  • 36.
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  • 40.
  • 41.
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  • 43. Agenda 1. foryouandyourcustomers 2. The development of Multichannel 3. The maturity level of companies dealing with Multichannel 4. Multichannel-Campaigns at Office World 5. Organizational ability for Multichannel-Campaigns 6. Summary, Questions & Answers 43
  • 44. Summary: approaches and ideas you could discuss tomorrow with your team during coffee. ‣ Form a cross-functional and cross-departmental team ‣ Place the campaign prototype in the center to identify the changes needed ‣ Select an extensive campaign with relevant channels, which you implement on a test-basis or better in reality ‣ Create simple and pragmatic processes and tools ‣ Establish end-to-end campaign project managers ‣ Establish analytical-tools and methods for the measurement of processes and campaign-effectiveness ‣ Just do it and try it out and learn from your successes
  • 45. Thank you for your interest. Peter Zwyssig! Mobile +41 78 870 57 28! ! http://pez.foryouandyourcustomers.com! foryouandyourcustomers in Amsterdam · München · Wien · Zürich