Multichannel Digital Strategies: Thorntons Case Study

@JohnARowley
JohnAlexanderRowley.com
WTF IS A
MULTI-CHANNEL
STRATEGY?
@JohnARowley

@JohnARowley
WHAT IS IT?
MOBILES
MOMENTS
CHANNELS

@JohnARowley
WHAT IS IT?

@JohnARowley
DOES ANYONE
HERE USE A
SMARTPHONE?
69% of people in the UK own a smartphone.
That’s 42 million people.
http://bit.ly/1jMVPFV & http://bit.ly/2eBDJ6T

@JohnARowley
DOES ANYONE
HERE ACCESS
THE INTERNET?
89% of households have internet access.
77% people make online purchases.
http://bit.ly/2fQOUi1

@JohnARowley
DOES ANYONE
HERE GO TO
RETAIL STORES?
290 thousand stores in the UK, employing
2.8 million & generating £339 billion.
http://bit.ly/2c9xJ56

@JohnARowley
YOU’RE SO
MULTI-CHANNEL

@JohnARowley
MULTI-CHANNEL
STRATEGY.
More than one; many..
A method of communication..
A plan of action designed to.
.achieve a long-term or overall aim..
● A plan
● More than one
● Methods of communication
● Achieve long-term aim

@JohnARowley
PLATFORM
MOMENT
CHANNEL
MULTI
{

@JohnARowley
MOBILES

@JohnARowley
MOBILES
REDEFINED
BEHAVIOUR.
http://bit.ly/2d0eJth & http://bit.ly/1MXGA3G
The average
millennial
checks their
mobile
157times per day
Or for 1 day per week!
2010 (10%) 2015 (50%)
MOBILE SEARCH

@JohnARowley
WHO HERE HAS
SHOWROOMED?
53% of millennials said they check out a product
they intend to buy online while out shopping.
http://bit.ly/1JjA4rp

@JohnARowley
WHO HERE HAS
WEBROOMED?
Footfall in stores declined by 57% in 2016 vs 2011,
but the value of every visit has nearly tripled.
http://bit.ly/29MH1Vu

@JohnARowley
SEAMLESS
EXPERIENCES.
smooth and continuous..
An event or occurrence which.
leaves an impression on someone..
The goal:
‘Smooth & continuous
events or occurrences
which leave an
impression on someone.’

@JohnARowley
MOMENTS

@JohnARowley
“
INTRODUCING
MICRO-MOMENTS.
Mobile has fractured the
consumer journey into
hundreds of real-time, intent-
driven micro-moments.
Each one is a critical
opportunity for brands to
shape our decisions and
preferences.
http://bit.ly/1hA55f2

@JohnARowley
HOW TO DEFINE
MICRO-MOMENTS.
MAKE A MAP.
Identify moments you
want to / need to win.
UNDERSTAND NEEDS.
What would make the
moment easier / faster?
http://bit.ly/1hA55f2
PERSONALISE.
Create personalised
customer experiences.
BE SEAMLESS.
Ensure you’re there, quick
& useful on all devices.

@JohnARowley
EXAMPLES OF
MICRO-MOMENTS.
‘I want to know’ moments...
‘How are Easter
Eggs made?’
http://bit.ly/1HpdpVO
‘I want to do’ moments...
‘How to melt
chocolate’
‘I want to buy’ moments...
‘Gifts for her’
‘I want to go’ moments...
‘Cafés near me’

@JohnARowley
REVIEWING YOUR
MICRO-MOMENTS.
BE THERE.
Were you there during
micro-moments?
BE QUICK.
Was your experience
optimised for speed?
BE USEFUL.
Did you beat consumer
tune-out with content?
BE SEAMLESS.
Can you measure channel
performance?

@JohnARowley
CUSTOMER
PERSONAS.
http://bit.ly/1HpdpVO
DEMOGRAPHIC.
Know who they are,
where they’re from, etc.
BEHAVIOURAL.
Know how they behave
and channel preferences.
MOTIVATIONAL.
What makes them
consider a brand?
CHALLENGES.
What challenges do they
face - Can you help?

@JohnARowley
CHANNELS

@JohnARowley
LOTS OF CHANNELS AVAILABLE,
BUT CUSTOMERS DON’T CARE.
▸ Affiliates
▸ Billboards
▸ Blogs
▸ Display adverts
▸ Email
▸ Endorsements
▸ Events & stunts
▸ Forums
▸ Games
▸ iBeacons
▸ Kiosks
▸ Magazines
▸ Mobile apps
▸ Newspapers
▸ Organic search
▸ Paid search
▸ Phonecalls
▸ Pop-up shops
▸ Product placements
▸ Radio
▸ Retail stores
▸ Social Media
▸ Sponsorships
▸ Supermarkets
▸ Television
▸ Text messages
▸ Video On Demand
▸ Vlogs
▸ Wearables
▸ YouTube
CUSTOMERS EXPECT A
SEAMLESS EXPERIENCE.68%

@JohnARowley
SEARCH
MARKETING.
http://bit.ly/1SdcXic
RankBrain understands search intent.
Programmatic & remarketing are cool.
34x search in "near me" since 2011.

@JohnARowley
Know your customer’s problems.
Create content that answers questions.
Your content should be 10x better.
CONTENT
MARKETING.
http://bit.ly/1Lun70J

@JohnARowley
EVENTS &
PR STUNTS.
Host events that excite influencers.
Perform PR stunts that create buzz.
Integrate online with Facebook Live.

@JohnARowley
AFFILIATE
MARKETING.
Create multi-channel trading plans.
Target customers based on location.
Understand assisted purchases.

@JohnARowley
Create Phygital experiences.
Use technology such as iBeacons.
Pop-up shops for online-only retailers.
RETAIL
STORES.

@JohnARowley
TELEVISION
& VIDEO.
http://bit.ly/1MuUpJG & http://bit.ly/2ddJY2c
2/3 use mobile during TV ads.
Use social to create additional buzz.
YouTube reaches more people than TV.

@JohnARowley
ATTRIBUTION
MODELLING.
TV Search EmailSocial Affiliate
£0 £0 £0£0 £100
£100 £0 £0£0 £0
£5 £10 £20£15 £50
£35 £10 £10£10 £35
Last click
First click
Time decay
Position

@JohnARowley
WRAPPING UP

@JohnARowley
MOMENTS.Understand your customer’s micro-moments.
MOBILES.Ensure you’re mobile-first and always on.
CHANNELS.Create a seamless experience for your customers.

@JohnARowley
WTF IS YOUR
MULTI-CHANNEL
STRATEGY?
@JohnARowley

Multichannel Digital Strategies: Thorntons Case Study

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