Co má společného aktivace zákazníka v retailu, telekomunikacích a při hromadných běžeckých akcích?

1. CO MÁ SPOLEČNÉ
AKTIVACE ZÁKAZNÍKA
V RETAILU, TELEKOMUNIKACÍCH
A PŘI HROMADNÝCH
BĚŽECKÝCH AKCÍCH?
Miroslav Jiřík, 11. 4. 2012

3. THERE ARE 1 349 CAMERAS
ON THE MARKET.
HOW DO YOU DECIDE
WHICH ONE TO BUY?

4. Increasingly similar products:
functionality, quality, performance, design
Many products and brands competing
for the same pie
Increasingly hyper-competitive and
cluttered markets

7. in % of shoppers
10
20
30
40
50
60
70
0
9
4
availability
49
9
wide assortment
22
19
good overall
9
10
14
prices
special offers,
3
13
18
discounts
1st reason
3rd reason
2nd reason
good value for
9
7
12
money
quality & fresh
1
4
7
goods
possibility to
2
5
7
shop with a car
orientation in a
3
6
store
4
6
opening hours
nice & clean
4
5
environment
good prices of
3
3
particular goods
Activation through business strategy
2
3
helpful staff
quick checking-
2
3
out, queues
shops & services
2
3
nearby
loyalty
2
programme
PROXIMITY
IS ITS AVAILABILITY AND
REASONS FOR SHOP VISIT
MOST IMPORTANT
payment card

8. Activation through business strategy
EXPRESS
SUPERMARKET
eshop
Click&Collect
HYPERMARKET
EXTRA

9. Activation through knowing customer's needs

10. Activation through knowing customer’s needs

11. Activation by knowing exactly what customer
may appreciate

12. Activation through “Let’s have fun!”

17. 190 running shoes sold every year
mio
500 marathons in Europe
10 % increase of runners every year (USA, Europe)
31 mio runners in Europe

22. NIC
VÁM NEDÁ
TAK MOC
ZA TAK MÁLO
PŘIDEJTE SE
A BĚŽTE ČESKEM
PRAHA, ČESKÉ BUDĚJOVICE, OLOMOUC, ÚSTÍ NAD LABEM

23. So, what I have learned
about activation?

24. Mass market is dead. All we are weird.

25. Good marketing offers us a view of the world,
bad marketing offers you a product to buy.

26. Good marketing uses the product to help tell story,
bad marketing tell stories about product.
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

27. Good marketing promote values,
bad marketing values promotions.

28. twitter: @mirekjirik
blog: odchyceno.posterous.com
email: mjirik@gmail.com
linkedin.com/in/miroslavjirik