1) The document discusses the challenges companies face in delivering personalized experiences to customers across offline, online, and mobile channels in today's digital marketplace.
2) It outlines five fundamental steps for restructuring marketing functions to achieve a more customer-centric approach: acknowledging the present state, building an integrated strategy, developing an information infrastructure, selecting enabling technologies, and restructuring the marketing function.
3) Taking these steps can help companies meet the challenge of personalization by gaining insights from customer data to better understand behaviors and deliver relevant messages and offerings.
How to best manage a retail program through the design and rollout phases.
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
What Is Multi Channel Retail?: Benefits, Challenges and ImpactsRizwan Tayabali
Multi-channel retailing is a deceptively easy concept. Simple in terminology, but complex to
explain and even more so to deliver. This paper provides an overview of what it is about, covering the
drivers, benefits, challenges and organizational changes needed to get there.
Retail store experience : Images Retail Jan 2013Shijo Thomas
Store customer experience management is a vast area involving aspects related to the product, customer segment, store layout and technology used. Retailers need to start layer by layer beginning with factors of customer convenience and working upwards to provide a spectacular experience.
Today’s B2B landscape is facing a paradigm shift from business to business to human to human, leading to 5 key challenges for businesses to overcome. Vivaldi brand-building experts share winning approaches to tackle these challenges to unlock growth opportunities. If you're interested in learning more, please contact us at: hello[at]vivaldigroup.com
Mobile Shopping Fall 2012 Conference AgendaAmanda Aslan
Mobile Shopping Fall (October 22-24, 2012 in Austin, TX) is the leading US event where e-commerce and marketing professionals meet to discuss best tactics for maximizing engagement and driving consumers to point-of-sale via their mobile devices.
Learn detailed strategies from industry-leaders in retail, auto, food and beverage, travel, consumer electronics, and MORE.
Converging the customer experience across channels has never been more important. In fact, in a recent Retail Systems Research (RSR) study, more retailers report that they operate online/e-Commerce channels (92%) compared to traditional stores (89%). And, 100% of retailers surveyed consider “a single brand identity across channels” as important.
In order to move forward on the road toward a successful omnichannel experience, retailers need to take a step back and consider their current strategies, as well as hardware and software capabilities.
In this upcoming webinar, Nikki Baird from RSR will share insights from the June 2012 survey titled: Omni-Channel 2012: Cross-Channel Comes Of Age. Some of the topics she will cover include:
The new rules of cross-channel retail
The value of cross-channel shoppers
The Digital-Physical connection
The role of Marketing in the strategy mix
NCR will join the discussion by outlining the steps toward cross-channel success, illuminated through real-world case studies. Once merchants commit to a compelling and consistent cross-channel experience, they must follow through with superior data analysis and promotion optimization, facilitated with best-in-class point of sale (POS) solutions. With all the proper components in place, retailers will improve loyalty and profits by delighting customers, no matter which channel they choose.
Omni Channel Best Practices Guide by RaymarkRaymark
Omni-channel retail is getting a lot of buzz these days. For good reason: consumers are shopping in new ways, and they expect to relate with brands on their own terms, whenever, wherever and however they desire. Faced with a world of options at their fingertips, gaining consumer loyalty can be an uphill battle. In this guide, Raymark explores the best practices retailers must consider when implementing omni-channel point of sale, clienteling and other retail systems.
For more information, visit www.raymark.com.
Across Health Multichannel Barometer 2014Across Health
Across Health 2014 Multichannel Barometer survey shows Pharma’s painful progress towards digital productivity.
The 2014 Multichannel Barometer survey from Across Health paints a picture of a Life Sciences industry still struggling to come to terms with the realities of multichannel marketing.
The survey, now in its sixth year, shows digital spend plateauing compared with 2013 (15.6% vs 16% of total marketing budgets). This is in stark contrast to other industries, where spending on multichannel initiatives is already well over 20% and set to increase by 10% in 2014.
How to best manage a retail program through the design and rollout phases.
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
What Is Multi Channel Retail?: Benefits, Challenges and ImpactsRizwan Tayabali
Multi-channel retailing is a deceptively easy concept. Simple in terminology, but complex to
explain and even more so to deliver. This paper provides an overview of what it is about, covering the
drivers, benefits, challenges and organizational changes needed to get there.
Retail store experience : Images Retail Jan 2013Shijo Thomas
Store customer experience management is a vast area involving aspects related to the product, customer segment, store layout and technology used. Retailers need to start layer by layer beginning with factors of customer convenience and working upwards to provide a spectacular experience.
Today’s B2B landscape is facing a paradigm shift from business to business to human to human, leading to 5 key challenges for businesses to overcome. Vivaldi brand-building experts share winning approaches to tackle these challenges to unlock growth opportunities. If you're interested in learning more, please contact us at: hello[at]vivaldigroup.com
Mobile Shopping Fall 2012 Conference AgendaAmanda Aslan
Mobile Shopping Fall (October 22-24, 2012 in Austin, TX) is the leading US event where e-commerce and marketing professionals meet to discuss best tactics for maximizing engagement and driving consumers to point-of-sale via their mobile devices.
Learn detailed strategies from industry-leaders in retail, auto, food and beverage, travel, consumer electronics, and MORE.
Converging the customer experience across channels has never been more important. In fact, in a recent Retail Systems Research (RSR) study, more retailers report that they operate online/e-Commerce channels (92%) compared to traditional stores (89%). And, 100% of retailers surveyed consider “a single brand identity across channels” as important.
In order to move forward on the road toward a successful omnichannel experience, retailers need to take a step back and consider their current strategies, as well as hardware and software capabilities.
In this upcoming webinar, Nikki Baird from RSR will share insights from the June 2012 survey titled: Omni-Channel 2012: Cross-Channel Comes Of Age. Some of the topics she will cover include:
The new rules of cross-channel retail
The value of cross-channel shoppers
The Digital-Physical connection
The role of Marketing in the strategy mix
NCR will join the discussion by outlining the steps toward cross-channel success, illuminated through real-world case studies. Once merchants commit to a compelling and consistent cross-channel experience, they must follow through with superior data analysis and promotion optimization, facilitated with best-in-class point of sale (POS) solutions. With all the proper components in place, retailers will improve loyalty and profits by delighting customers, no matter which channel they choose.
Omni Channel Best Practices Guide by RaymarkRaymark
Omni-channel retail is getting a lot of buzz these days. For good reason: consumers are shopping in new ways, and they expect to relate with brands on their own terms, whenever, wherever and however they desire. Faced with a world of options at their fingertips, gaining consumer loyalty can be an uphill battle. In this guide, Raymark explores the best practices retailers must consider when implementing omni-channel point of sale, clienteling and other retail systems.
For more information, visit www.raymark.com.
Across Health Multichannel Barometer 2014Across Health
Across Health 2014 Multichannel Barometer survey shows Pharma’s painful progress towards digital productivity.
The 2014 Multichannel Barometer survey from Across Health paints a picture of a Life Sciences industry still struggling to come to terms with the realities of multichannel marketing.
The survey, now in its sixth year, shows digital spend plateauing compared with 2013 (15.6% vs 16% of total marketing budgets). This is in stark contrast to other industries, where spending on multichannel initiatives is already well over 20% and set to increase by 10% in 2014.
Digital Marketing Strategies to catch the Omin-Channel customerFederico Gasparotto
The consumer is evolving: eCommerce does not exists anymore.... It doesn’t make sense to talk about mobile or social: it only exists the «Commerce» handled through different tools, in different contexts.
E-Commerce is one of the business pillar of the Omni-Channel and customer-centric company.
The adoption of new tools, new formats and new strategies becomes essential to be more relevant and excel in the market.
Reimagine customer engagement across channels for positive patient outcomes a...Genpact Ltd
Pharma companies can enhance their customer engagement across channels with processes, analytics and technology interventions, for positive patient outcomes and brand advocacy.
Skills interpreting data, understanding policy responses, communicating to th...MeTApresents
'Skills – interpreting data, understanding policy responses, communicating to the public/patient', presentation by Kweku Rockson and Alex Dodoo during MeTA Ghana, CSO & media orientation workshop, 16 April 2009.
Web Breaches in 2011-“This is Becoming Hourly News and Totally Ridiculous"Jeremiah Grossman
In 2011, attitude towards hacks shifted from "It happens," to "It is happening.” A poorly coded website and web application is all that’s needed to wreak havoc – expensive firewall, pervasive anti-virus and multi-factor authentication be damned. But what is possible? What types of attacks and attackers should we be mindful of? This presentation will show the real risks in a post-2011 Internet.
Creating loyal omnichannel customers is critical. Retailers who embrace the customer-centric trend and build better shopping experiences will leap ahead of the competition.
Building a blended customer experience isn't easy. Need some help getting started? Check out our latest in retail trend research.
Beyond the Clicks_ Building Loyalty with Effective Digital Marketing in Retai...pixel studios
Move beyond clicks and build lasting loyalty with your customers through effective retail digital marketing. Learn how to craft a compelling brand narrative, personalize the customer journey, and leverage the power of storytelling. Embrace omnichannel engagement, build a thriving online community, and prioritize customer service to turn clicks into connections.
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...Rebecca Lieb
My latest research report highlights how brands can harness the power of digital content and media to reach consumers and influence their in-store buying decisions. We surveyed 500 brand and agency marketers, including interviews with marketing leaders from PepsiCo, McDonalds, The Home Depot and Staples,
2021 Omnichannel Guide: A Four-Pillar Approach to Holistic Commerce Successrun_frictionless
An omnichannel approach isn’t just another way of saying that you sell on multiple marketplaces. It’s about delivering a consistent brand experience that transcends specific channels to meet customers where they are and build a personal connection, as well as optimizing your business for the future through channel diversification and comprehensive integration of your data and systems.
https://runfrictionless.com/b2b-white-paper-service/
Navigating the Creative Branding Process.pptxSamuel Gaikwad
Discover the dynamic world of creative branding in today's business landscape. This blog explores the process of understanding target audiences, crafting authentic brand identities, incorporating storytelling, leveraging digital platforms, embracing visual innovation, adapting to evolving consumer expectations, and measuring branding effectiveness for success.
Consumers are smarter today than ever before. In fact, today's consumers own your brand. Their shopping expectations are higher, they make decisions faster, and they research thoroughly and independently. Consumers also know they have a lot of choice regarding when and where to purchase. Added to the mix are consumers who are increasingly technology savvy, more demanding, and are making tradeoffs by focusing on value, transparency and accountability. If retailers are unable to provide the convenience or service consumers expect, loyalty will evaporate, competitive advantage will erode, and retailers’ value proposition will crumble.
In this webcast you will discover how to satisfy the smarter consumer by providing a seamless customer experience that reaches across all touch points, spanning human, digital, social and mobile modes of access that are optimized according to customer preferences...a customer experience that delivers products and services flawlessly to keep customers coming back for more.
Learn how Best Buy responds to customer control and demands and how the electronics and home appliances retailer is tackling issues with mobile, digital, social media, inventory availability, fulfillment flexibility and convenience.
Once consumers get a taste of the seamless shopping experience, they expect it. It doesn’t matter what your product or service is. Join us and learn how to put your business back in control of the shopping experience.
Brand Point Management: Creating Compelling and Consistent Brand ExperiencesSchawk, Inc.
Brand point management is a category that helps businesses produce consistent brand experiences providing a compelling motivator for the consumer to purchase a brand. Brand point management touches all phases of a product’s life – from ideation to design to market implementation – ensuring that whenever a consumer interacts with a brand, the experience remains consistent throughout.
Similar to Accenture monetizing-personal-touch (20)
INSIGHTS -> STORIES -> TRUST -> REVENUE -> ROI Your 5-phase, 25-step guide...ruttens.com
Are you & your marketing team #RECESSION-PROOF? How can you protect your 2020 budget? Do you have a ROMI above 300%?... if not, best of luck ;) WATCH my #Revenue & #ROI #marketing #webinar https://buff.ly/2YQK2iY or DOWNLOAD my 25 steps PDF https://buff.ly/2YQK3Dy
2020: THE RISE OF STOROI MARKETING -> From Insights to ROI: How to make data-...ruttens.com
B2B marketing used to be simpler, but we now live in a fast-paced, post-big data world, surrounded by on-demand insights, tools and dashboards. Since 2010, B2B CMOs and their teams have been transforming too slowly from Marcom functions to demand gen and revenue marketing model Transforming faster from a traditional branding & marcom to a Revenue Marketing Center of Excellence is a must to:
- WOW your internal & external stakeholders to become insights-based leaders
- GROW your sales funnel performance
- BOOST your team efficiency and 20-80 focus
Learn how to become a STOROI marketeer of the future !
From Insights to ROI: The rise of STOROI marketingruttens.com
From Insights to ROI: How to make data-based decisions to save your career and boost your team performance
I take you through a practical & inspiring journey to accelerate your team transformation to a full insights and ROI focus, going in a very concrete and visual way through:
- 5 main phases: FOCUS – (re)BUILD – WOW – GROW – BOOST
- 10+ core KPIs -> Insights
- 20+ tips & actions to increase acquisition, retention, engagement, revenue or referrals
#marketing team overloaded? Lack of #leadgeneration? Need #digitaltransformation or #digitalmarketing strategy? Marketing and #sales not talking to each other? Clients not seeing or trusting your brand? Let me help you: https://bit.ly/2N72xFA !#consulting #coaching #marketingstrategy #consultancyservices #interimmanagement
CMOs: Time for digital transformation or risk being left on the sidelinesruttens.com
CMOs: Time for digital transformation or risk being left on the sidelines. Digital Transformation checklist for marketeers.
Based on the Accenture Interactive 2014 CMO Insights Survey, CMOs are selling themselves short. The question isn't whether CMOs can effectively take advantage of digital channels – they are proving they can – but whether they can be more visible change agents for digital transformation across the organization.
As every business becomes a digital business, C-suite executives will need to collaborate to drive successful digital transformation. No CMO wants to be left on the sidelines.
Accenture report "Accelerating Europe's comeback: Digital opportunities for competitiveness and growth released at the European Business Summit (EBS) on May 15, 2014
Accenture Technology Vision 2013: The Latest IT Trends and Innovations. Every business is now a digital business, and every executive needs to be able to understand the implications of technology trends and innovations for his or her company and industry. Without this insight, the company will not be well positioned to achieve high performance.
The Accenture Technology Vision 2013 identifies seven IT trends shaping technology—and thus business—into the future, making it required reading for everyone in the C-suite.
Data to Insight to Action: How Analytics can drive High Performance ruttens.com
Data to Insight to Action: How Analytics can drive High Performance
High performers are five times more likely to aggressively use information and analytics to improve decision making and business performance than lower performers
Companies that invest heavily in advanced analytical capabilities outperform the S&P 500 on average by 64%
Companies that invest heavily in developing analytical skills and adopting an analytical mindset recover quicker from economic downturns
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
PayPal Services Features-
🟢 Email Access
🟢 Bank Added
🟢 Card Verified
🟢 Full SSN Provided
🟢 Phone Number Access
🟢 Driving License Copy
🟢 Fasted Delivery
Client Satisfaction is Our First priority. Our services is very appropriate to buy. We assume that the first-rate way to purchase our offerings is to order on the website. If you have any worry in our cooperation usually You can order us on Skype or Telegram.
24/7 Hours Reply/Please Contact
usawebmarketEmail: support@usawebmarket.com
Skype: usawebmarket
Telegram: @usawebmarket
WhatsApp: +1(218) 203-5951
USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
1. Accenture Interactive | Point of View Series
Monetizing the
Personal Touch
Gear up to meet the multichannel
marketing challenge
2. Monetizing the Personal Touch
Gear up to meet the multichannel marketing challenge
Digital disruption is the new Customers always look for convenient and enjoyable as possible. Other examples include
personalized services—the right product in Ahold’s Stop & Shop supermarket chain,
normal. No longer confined to a
the right place at the right time. Sounds which has been delivering timely in-store
channel or a standalone strategy, simple—and it was when products were few, promotions to customers through its hand-
digital is now a core reality. shops consisted of the general store or local held shopping application for a number of
As consumers interact across high street, and retail hours were from nine years; and retail powerhouse Walmart is
channels on a daily basis, so to five, six days a week. But in today’s digital aligning its in-store video streaming to be
marketplace where customers can literally as relevant as possible to customers who
companies need to maintain get anything, anywhere, anytime, knowing shop in specific aisles where the monitors
an omnichannel presence. how to deliver a personalized service and are installed. When Whole Foods Market,
making it cost effective are no longer the natural and organic supermarket chain,
In today’s always-on, always- simple tasks. learned that many on-the-go clients,
connected world, mailboxes— especially in cities like New York, just don’t
The success that companies such as eBay
both virtual and physical—are cook at home, it not only started stocking its
and Amazon in the United States, Taobao in aisles with tasty precooked foods, but also
overflowing, a myriad of online China, and Rakuten in Japan are enjoying created a welcoming in-store ‘shared table’
stores and traditional providers through delivering a tailored and relevant to encourage customers to stay back, enjoy
are vying for a share of the online experience is well documented. their meal and meet interesting people.
Without the complexities of bricks and
(electronic) wallet, and media
mortar stores, traditional business models However, most multinational companies
is filtered by consumer-driven and legacy infrastructure, these online today are falling short of delivering customers
preferences. Without control of retailers are forging ahead. with a unique experience across offline, online
the market forces and consumer and mobile channels. With seemingly infinite
There are also examples of traditional sources of consumer data detailing purchase
demand dictating the run of retailers or consumer goods companies history, interests, life-stage, lifestyle, and a
play, how will the corporate that are rising to the challenge by making host of other personal preferences—knowing
world respond? What are the the in-store experience an engaging and how to craft actionable insights to drive
implications for marketing spend efficient one for customers. For example, business decisions is proving a mighty task.
digital receipts are growing in popularity The ability to restructure the organization
or supply chain? Can physical after being introduced by Apple in 2005 to deliver a very personalized and relevant
and virtual merchandizing as a convenience for the customer and experience to a range of potential and
become integrated? a relationship touchpoint for retailers. existing customers across multiple channels,
Another example is Nordstrom Inc., a leading all day, every day, will be essential to survival
clothing retailer in the United States, which in the digital marketplace.
has focused on in-store customer services
to build a trusted relationship, making
the shopping experience as personal and
3. Offline, online, on-the-go
Since consumers can move seamlessly
between online and offline channels
without distinction, companies realize
that they can no longer have a separate
marketing strategy for different channels.
Customer-centric businesses are shifting
their focus from treating digital as a distinct
channel, to creating an integrated customer
experience across all channels. Today, the
consumer base is no longer homogenous
nor geographically restricted, but highly
heterogeneous and global, with very diverse
preferences, cultures, technology awareness
and socio-economic mix.
To be able to tailor specific messages and
offerings to different consumers,
companies will need to build detailed
consumer profiles from multiple sources Stepping stones respect to their predicted buying patterns,
using advanced analytics techniques— The challenge of personalization then is not companies can pursue a proactive marketing
enhancing understanding of likely buyer about obtaining data, but how to select and approach, enabling real-time responses
values and preferences, stage a consumer analyze the right data to drive real consumer across multiple touchpoints. Instead of
is at in the buying cycle and key influencers. insights, and how to commercialize it to pushing messages and promotions out and
Through this granular approach companies deliver business results. hoping some consumers will find them
will be able to respond quickly to consumer relevant, companies can create a marketing
To maximize the marketing return on environment, both in-store and virtually,
requests with contextually relevant
investment (MROI) companies need to be able which attracts potential and existing
messages, and begin to anticipate consumer
to attract, serve and maintain customers by customers alike.
needs based on similar buying patterns.
delivering relevant products and services at
point of need—to achieve consumer relevance
at scale.1 This may seem like an overwhelming So, how to shift gears to
challenge at first glance, but companies can achieve the more relevant
meet this challenge by developing a well-
customer-centric experience
thought out roadmap using an integrated
marketing strategy. required in today’s
multichannel, competitive
At the heart of this roadmap is the ability
marketplace? There are five
to reach consumers at the most granular
level by making macro marketing programs, fundamental steps that will
such as circulars, emails or out-of- help marketing executives
home messaging, more personalized and avoid being left behind in the
relevant. By developing multiple identities industry shakeup.
of offline and online customers, which
1
Baiju Shah and Nandini Nayak, “Got the R Factor: can then be used to create inquiries with
Driving breakthrough performance in the Era of
Relevance,” 2012
4. Steps to customer-centricity
There are five fundamental
steps that CMOs should 1 Acknowledge the
Present State
• alue: Define the values of a customer
V
to the enterprise and know where different
customers fit into the value spectrum—
consider when restructuring It is important to understand the current whereas some companies take too
situation within the company and rudimentary an approach, others limit
the marketing organization marketplace today. With physical stores the number of contextual views or tiers
to meet customer needs. increasingly being seen as showrooms by and never drill down to a granular level
consumers who want to try on their items to understand customer preferences.
before buying online, retailers need to take
a hard look at their value proposition. • ehavior: Build consumers’ shopping
B
profiles—how frequently they come to
Most traditional companies are saddled the store and how broadly they shop
by silos of departments such as marketing, across the store? Really getting to know
merchandizing, operations and supply a consumer on an individual basis and
chain, each organized around specific developing a personal relationship will
business processes and functions. These be a key differentiator for retailers.
silos are now becoming an impediment
to organizations wanting to become • otivations: What motivates consumers
M
customer-centric—a transition that online to make a purchase—is it brand, taste,
retailers have been relatively successful in quality or price? Is it a combination of
making. In the absence of an integrated priorities? Or, are consumers motivated
internal structure, companies are forced by some other factors? If so, what are
to buy customer data, compounding the those factors?
issue, as data syndicators cannot reach the • ntent: Understand the potential value
I
granularity required. Competing companies of a consumer based on contextual
end up with similar insights leaving the indicators. What are they buying elsewhere
market with few true innovators. Breaking and why? What are the consumer needs
down these internal silos and bridging the that can be identified from life-stage?
gap between product and customer value
is a key first step in this journey. A well-developed strategy that recognizes
the value and potential of consumers to the
2
enterprise, describes that value in terms of
Build an Integrated
product-specific behavior. It communicates
Strategy across the organization in ways that allow the
Companies should next look at the overall different functional silos to build and deliver
customer strategy and identify the macro- on channel-centric tactics, reflecting both
and micro-marketing activities that are the product and customer growth agendas.
required to achieve business goals. There Of course, such a strategy needs to have the
is little point in taking a 30 second TV spot commitment of all the departments within
in the Superbowl or a reality show, with a company and be aligned across different
audiences in the millions, for a product departments, and it needs to be driven by
which has a target audience of 25,000. a clear, top-down business strategy.
This integrated approach across functional
areas requires companies to understand
several aspects about consumers.
5. 3 Develop an Information
Infrastructure
Understanding the sources of data and being
marketing influence in real time and to
make it work, marketers need to go beyond
pushing out communications; instead, they
need to respond to opportunities to connect
Next Gen Point Of Sales
Traditionally many organizations have aligned
themselves to a point of sales (POS) system and
customized it to a point where it can no longer
able to draw on them effectively to create with consumers as they occur. This is easier be supported by the original vendor or easily
actionable insights will be key to developing to achieve online through responding to migrated to a new agile system. By adopting an
an effective information infrastructure. search queries. But companies should integrated, agile POS technology, organizations
continue to look for ways to recognize are able to benefit from providing a seamless
It is impossible to strategize, plan, act and potential customers in their store, or experience across all offline and online channels,
measure results in today’s multichannel even in a particular aisle, anticipating and as well as pricing alignment, digital receipting
universe without data analytics and an responding to specific needs or intent. and the like functions.
underlying process that recognizes the
4
need for different levels of granularity of Customer Insights And Analytics
consumer behavior. For example, senior
Select Enabling Today, customer analytics technologies are
executives of a company need to have an Technologies able to provide insights across a range of
overview of consumer behavior across areas including, micro segmentation,
With no single technology able to harness
markets or brands; analysts doing product customer value modeling, pricing optimization
the potential of data, agility is the most
assortment require data related to SKUs, and assortment. Consequently, a business
important capability businesses are chasing.
select customers and select stores; and intelligence capability is crucial for generating
For various reasons, many organizations that
marketers may want contextual insights specific customer-centric insights that are
aligned their businesses to the industrial
into all consumers who buy diapers but aligned with the organization’s business strategy.
strength solutions of technology providers,
not formula, and who respond well to a today need to adjust their technical
5
coupon delivered at the register. infrastructure accordingly—a process that
can be very cumbersome and expensive. Restucture the
Any data infrastructure supporting this
level of granular analysis needs to be Many analytics leaders offer a host of Marketing Function
able to integrate multiple, exclusive and technologies, while organizations such as
Unlike a few years ago when marketing
non-exclusive consumer contexts—purchase Facebook and Google have built their own
organizations had the luxury of planning in
behavior, basket size, channel attitude, analytics engine that aligns closely to the
yearly cycles, today they need to adapt their
product preference, to name a few. The objectives of their unique business models.
marketing strategies to weeks, days or even
potential of big data lies in finding details To achieve an agile technical infrastructure, seconds, to stay ahead of their competitors.
across lots of data points that can be utilized leading organizations subscribe to a set of From raw materials and manufacturing
effectively (or made actionable) in a small common components: to distribution and retailing, the different
data environment. Companies need to departments within a company need to have
understand which data is most critical Granular Data Warehouse a 360 degree view of consumers. Marketing
to their business and which data adds the Utilized to capture non real-time will be infused across the organization
most value. For example, which products transaction data, consumer behavior, master from strategy and business planning, to
did a consumer put in his basket but then data and other third party complimentary merchandizing, supply chain and customer
decide not to buy? Was a promotion data assets. This data repository is often service, to manage the customer experience
coupon redeemed? employed to democratize the data for use as one.
across business silos.
Customer data management is steeped in We are entering an era of virtual everything,
the legacy of list generation to support Real Time Data Store where all players and channels will effectively
direct mail, call centers, and more recently These real-time or near real-time big collaborate. Increasingly, companies will be
emails. However, today’s marketers must data stores provide access to all the competing and cooperating at the same time
continuously touch, influence and engage timely contextual data to support point with one objective: to harvest maximum
the customer in a timely and relevant solutions for immediate decisions such as customer value and share customer
manner; a handful of segments are no recommender systems for promotion at the requirements with other departments
longer enough. More importantly, to scale point of interaction with the consumer. within their respective companies.
6. Make it personal and make it count the consumer and committing to build the To learn more about how to
Today’s consumers are fickle, impatient necessary infrastructure to support those
monetize a customer-centric
and demanding. True or False? While it is interactions wherever, whenever they occur,
true that they are price-savvy and time- will be critical to delivering a personalized marketing strategy, contact:
pressured, consumers also respond to good experience—one that counts at the bottom Milton Merl
service, relevant offers and time-efficient line. Tomorrows winners will include milton.merl@accenture.com
experiences. Consumers can be the biggest companies that have the commitment and
fan, broadcasting recommendations for leadership today to take the necessary steps Seth Marlatt
products and services and connecting towards creating a proactive and customer- seth.m.marlatt@accenture.com
with brands across multiple channels and centric marketing environment.
networks. Knowing how to interact with