1. Chapitre 10 : Stratégie
multicanal
Professeur Université Paris Ouest
christophe-benavent.blogspot.com

2. The hype cycle

3. Channels
• Definition : « a coherent system of
organisation and technologies which
deliver a particular set of services »
• A difference between a channel and a
media : a channel could be formed by a
configuration of media
• Multichannel strategies or multimedia
retailing strategies?

4. First search...

5. The main channels
• Integrated Branches
• Exclusive independent agencies
• Direct banking
• Customer Call Center
• Web banking
• ATM
• Brokers
• Affinities network

6. Economics of channeling
segmentation logic: up et down
channeling
ATM
Direct Banking
Branches
Classement des clients par PNB
Branches Customer Cost
Private
Banking
Customer value

7. The reach/reachness model
Evans P and Wurster T S (2000), Blown to Bits: How the New Economics of Information Transforms Strategy,
Boston, USA, Harvard Business School Press.
Reach
Richness
Today trade off
To-morrow trade off
Conseiller privé
Agence
CRC
ATM
Web
Conversion
Offensive
Approach
Migration : defensive approach

8. Channeling strategic dimension
Push
(one to one model
of segmentation)
Pull
(shelves model
of segmentation)
Integrated
( high control and efficiency)
Intermediated
(low control and efficity)
Affinity
Branches
Brokers
Direct marketing
Agency
ATM
E brokers
Interactive
(Adaptative segmentation)

9. Usage and customer
Different
Channels for
Different
Usages
Different channels for
Different customers
?
Cross channel
Business integration
Multi channel
Inter competition
Unique channel
Specialization
Transchannel
Organic integration

10. An analytic framework
Business Definition
Competitive strategy
Retail strategy
Customer management
Performance
Environment

11. Competitive strategic dimension

12. Competitive Groups

13. Transition rate between clusters

14. Retailing Strategies

15. Dimension of retailing strategies

16. Retailing groups

17. Transition rates

18. Correspondence between
Competitive and retailing strategies
χ2 :31,78; DF=9

19. Retailing strategies and CRM goals
(F=15,07
F=16,83;
F=8,6)
Interactive
Cautious
Cross channel
Multichannel
type de retail
-0,40000 0,00000 0,40000 0,80000
Factorial scores
Aim inf rastructure
Aim prof it/Retention
Aim sales/acquisition
Goals

20. CRM goals

21. Retailing strategies and CRM
activities
Interactive
Cautious
Cross channel
Multichannel
retailing groups
-0,50000 -0,25000 0,00000 0,25000 0,50000
Factorial scores
CRM cross selling
CRM orientation
CRM relational mkg
CRM targetting
CRMactivities
F= 7,594
F= 8,657
F= 9,752
F= 8,556

22. CRM activities

23. Corespondence analysis

24. Canaux de communications
electroniques
• Sites Web
• Blog
• E-mail
• Réseaux sociaux
• SEO
• Bannière et rich
médias
• Mobile
• Widget
• RSS
• IM
• VW
• Chat
• Avatars
• On line video
• Apps
• Espace clients
• Baskets

25. A panoptical view