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Developing Your Omni Channel Strategy in the Digitally Fast-Paced World
- 1. Developing Your OwnOmni Channel Strategy in the Digitally Fast-Paced World Susan Prater Senior Marketing Consultant, Salesforce Marketing Cloud @SusanPrater
- 2. Digital Media Consumption Source:eMarketer 9/14 (2008-2010), eMarketer 4/15 (2011-2015) @SusanPrater
- 3. A Shopper’s Journeyis Multi-Channel @SusanPrater
- 4. 98% move betweendevices in the same day The New Multi-Screen World Source: Google @SusanPrater
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- 6. “The speed atwhich omni-channel commerce continues to grow is being led by consumers and continues to move faster than some brands can handle. Marketers need to provide a seamless experience, regardless of channel or device. And each piece of the consumer’s experience should be consistent and complementary.” PFSweb, 7 Omni-Channel Trends in 2015
- 7. Three Tenets 1. ThinkOmni Channel a) Deliver a coherent message across channels 2. Eliminate Friction b) Make it easy for the customer to interact however, wherever and whenever they choose 3. Leverage Data for Relevance c) Collect customer preference and behavior data across channels and utilize in real time @SusanPrater
- 8. Omni Channel StrategyDevelopment Process 1. Start with the Customer Benefit 2. Enforce Consistent Messaging and Share Assets 3. Cross Promotion Rules 4. Putting the Data Puzzle Together 5. Frictionless Experience 6. Learn from the Pros @SusanPrater
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- 10. What Do YourCustomers Want? Look to what your engaged customers are telling you: • Search terms – both SEO and on your website • Popular website and email content • Customer Service and Sales – they truly hear the voice of the customer • Social Media • Ratings & Reviews @SusanPrater
- 11. “A majority ofthe lawn care conversation in social media falls into ‘when to apply’ or ‘should I wait to apply/do something.’” @SusanPrater
- 12. WIIFM – Startwith the Customer Benefit Print Calendar entry Send Email Send SMS Send Push (app only) Reminder? @SusanPrater
- 13. Omni Channel StrategyDevelopment Process 1. Start with the Customer Benefit 2. Enforce Consistent Messaging and Share Assets 3. Cross Promotion Rules 4. Putting the Data Puzzle Together 5. Frictionless Experience 6. Learn from the Pros @SusanPrater
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- 15. How Do IEnsure Consistency at All Touchpoints?
- 16. Look to YourIntegrated Marketing Calendar January February March April Holidays/Events/Programs Key Messages TV Radio Print Direct Mail OOH Store Ops Web Site Email Social SMS Mobile Apps Mobile Web •Media with the longest planning cycles lead the creative direction •Ensure assets are formatted appropriately and shared among departments and agencies • Don’t forget to leverage collaboration tools and content management systems @SusanPrater
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- 18. Omni Channel StrategyDevelopment Process 1. Start with the Customer Benefit 2. Enforce Consistent Messaging and Share Assets 3. Cross Promotion Rules 4. Putting the Data Puzzle Together 5. Frictionless Experience 6. Learn from the Pros @SusanPrater
- 19. • A singleemail promotes: o Gift cards o eCommerce o Retail o Twitter o SMS Cross Promote @SusanPrater
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- 21. • LTV ofonline shoppers is 2X that of retail-only customers; for multi-channel customers, LTV is 5.5X. • Customers who shop in-store and online spend 3.5X more than customers who shop in-store only. Those who shop in-store, online and via mobile spend 6X more. • Multi-channel customers are 4X more valuable than those who shop in-store only. • Mobile App users spend 81% more than Power-Up Rewards Pro Members. For every $1 of direct sales online, multichannel businesses are influencing 10X that amount in Stores. Multi Channel Customers Spend More Source: Company representatives’ presentations at the MCommerce Summit 5/14 and Mobile Summit Holiday 2014 @SusanPrater
- 22. Omni Channel StrategyDevelopment Process 1. Start with the Customer Benefit 2. Enforce Consistent Messaging and Share Assets 3. Cross Promotion Rules 4. Putting the Data Puzzle Together 5. Frictionless Experience 6. Learn from the Pros @SusanPrater
- 24. So How DoI Connect the Dots? • Clean up existing databases and consolidate • Build a database of anonymous users and add to customer profile when a connection is made • Use progressive profiling to add critical data to your customer profile • Use email address as the app user name (a must do!) • Request SMS opt-in alongside email opt-in • Provide an opportunity to collect their social media handles @SusanPrater
- 25. ZIP Condition Desired Lawn Spreader Reminder Option IPAddress IP Address/ Mobile ID SMS Number Opt-in Date Mobile ID Mobile ID OS ID Push Opt-in Email Address Opt-in IP Address/ Mobile ID Print (Desktop Only) Calendar Email Opt-In formSMS Opt-in Form Push (App Only) • Collect the data you need to deliver relevant messaging – not the nice-to-have • Don’t make data capture your primary objective Remember! @SusanPrater
- 26. Cross Capture Incentive Name, email,loyalty location purchase behavior + Cookie @SusanPrater
- 27. Cross Capture + PrescriptionData + Facebook Fan @SusanPrater
- 28. Omni Channel StrategyDevelopment Process 1. Start with the Customer Benefit 2. Enforce Consistent Messaging and Share Assets 3. Cross Promotion Rules 4. Putting the Data Puzzle Together 5. Frictionless Experience 6. Learn from the Pros @SusanPrater
- 29. “It really isunderstanding that you must present in a conversation when they want to have it, not when you want to.” Bob Thacker Gravitytank Strategic Advisor and former CMO of OfficeMax quoted in ZMOT: Winning at the Zero Moment of Truth
- 30. Support the EndlessAisle… …aka Buy Anywhere, Fulfill Anywhere
- 31. A “remind me”option allows users to self-select a triggered message to remind them to complete a task at a later date Remind Me Email with “Remind Me” link Mobile optimized web page to select reminder date / download calendar invite Triggered email reminder or calendar entry @SusanPrater
- 32. Remind Me CalendarEntry The Join the Chat Now CTA in the calendar invite links to the Facebook brand page, making it very easy for the customer to click thru. @SusanPrater
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- 34. Mobile App Easeof Engagement @SusanPrater
- 35. High % ofPassbook users accept notifications Can pop up when a user is near a kiosk (geo fencing) Can send notifications, when available, when the coupon is about to expire Notifications are free! Mobile App Ease of Engagement Connect the dots – app, email, SMS Can be QR, barcode, numeric @SusanPrater
- 36. Increases registration ratesby up to 50% Social Sign-In @SusanPrater
- 37. Omni Channel StrategyDevelopment Process 1. Start with the Customer Benefit 2. Enforce Consistent Messaging and Share Assets 3. Cross Promotion Rules 4. Putting the Data Puzzle Together 5. Frictionless Experience 6. Learn from the Pros @SusanPrater
- 38. “When you lowerthe barrier to reaching your company through any possible channel, you’ll hear from the customer more—and more often with an open pocketbook.” Micah Solomon, Forbes contributor January 9, 2015 Imaginary Expert 'Meghan Millennial' Explains The Omnichannel Retail Customer Experience
- 39. Learn from thePros Retailers • CVS, Walmart, Target, Sephora Restaurants, especially Quick Serve Restaurants • Starbucks, Dunkin Donuts Financial Institutions • Simple, USAA, AMEX Businesses where interaction is OOH • Uber @SusanPrater
- 40. Omni Channel StrategyDevelopment Process Recap 1. Start with the Customer Benefit 2. Enforce Consistent Messaging and Share Assets 3. Cross Promotion Rules 4. Putting the Data Puzzle Together 5. Frictionless Experience 6. Learn from the Pros @SusanPrater
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Editor's Notes
- #3 We are not spreading out our usage across more devices, we’re actually consuming more Mobile digital media time in the US is now significantly higher at 51% compared to desktop (42%) http://www.smartinsights.com/internet-marketing-statistics/insights-from-kpcb-us-and-global-internet-trends-2015-report/attachment/mobile-internet-trends-mary-meeker-2015-1/
- #4 Today’s shoppers bounce back and forth at their own speed in a multi-channel marketplace. The path to purchase in not linear – it can take many twists and turns along the way. They switch devices to suit their needs at any given moment. They search; go off to look at reviews, ratings, styles and prices; and then search again. They see ads on TV and in newspapers and online. They walk into local stores to look at products. They talk to friends, over the back fence and on social media. Then it’s back to ZMOT for more information. In short, the shopper’s journey looks less like a funnel and more like a flight map, as John Ross of Shopper Sciences has called it. Shoppers dart back and forth as they touch down — again and again — not at cities but at all the information hubs on their journey.
- #5 And it’s not just retail. For these common activities, the action starts on a phone: searching, browsing, planning a trip, managing finances The Multi Screen World – From Google
- #7 As we think about our customer experience, we often forget that they are not reading every word, are not ready to subscribe, set up an account, download our app. If we want to succeed on a large scale, with prospects who are not engaged, we need to surround them with our message, and make it easy for them to interact with us, however and whenever they choose.
- #10 Sophisticated marketers have a communication plan that may look something like this. This shows what we want to talk to customers about throughout the year. But the question is: what do they want to know from us? We have specialized knowledge that they want a piece of.
- #11 Use these resources to get the customer perspective. Remember that we want to scale programs for customers who are not engaged with our brands. So an “us” mentality will not work for them.
- #12 Scotts wants to share their products with customers, as they do on this FB page. But they made this observation by monitoring social media. And that lead to a focus on the LawnCare Program. Customers answer 4 quick questions to get a customized plan for their geography, because lawn care in Michigan is not the same as lawn care in Florida. Many channels drive to this plan – search, social, mobile, email.
- #13 The real benefit to the customer is the reminder – what to apply & when. They should be able to choose how they want to be reminded via the channel they choose. They aren’t forced into the linear path to purchase we marketers often believe a customer takes. In the current Scott’s environment, once they see the plan they can print it (doesn’t work for mobile devices), sign up for email or download the app (which don’t scale to the unengaged). Scott’s is taking a broader approach.
- #17 Collaboration tools (Basecamp, Sharepoint, etc.) to facilitate sharing, communication and version control without regard to firewalls are indispensable Media Bin for CMS
- #18 Appoint an enforcer – with teeth – to keep departments and agencies from adding their own spin. Marketers worry about redundancy, but drastically overestimate customers’ attention to our messages. Repetition is effective.
- #24 Single View of the Customer Recognize and respond to the customer across channels Perform a customer data audit What do we have For what % of customers What do we need How & where can we get it
- #27 CVS offers an incentive to update my customer data. Old days – paper form. Maybe never entered, sitting in a warehouse somewhere. Don’t use for prescrip, why create an account? This gives me an incentive. What else do they know about me from my loyalty card? Phone number. You can’t send SMS messages without permission, but if I sign up for SMS, they would be able to link that to the rest of my data. Note sign up in-store option
- #28 Tabbed Preference Center puts all info in one place but doesn’t make it look like a homework assignment. Facebook social plug-in allows customers to like the brand without leaving the page and going to FB, where attention spans go to die. When I come back to the Preference Center, they recognize that I don’t use them for prescriptions, where the big $$ are, and work to collect that data and cross promote that feature. If I don’t want to add prescription management, I have the option to refill by label – a simpler first step.
- #30 The real benefit to the customer is the reminder – what to apply & when. They should be able to choose how they want to be reminded via the channel they choose. They aren’t forced into the linear path to purchase we marketers often believe a customer takes.