JFN Capital & Co Digital Marketing Transformation Strategy Approach

©JFN Capital & Co
Our Systematic & Tailored Five Lanes
Framework To Shift Your Marketing
Strategy In The World Of Online Retail
September 2019
JFN Capital & Co
jfvalue@gmail.com
www.linkedin.com/company/jfncapital/
Proposal

©JFN Capital & Co
Our cross-border global expertise and value contributions in Investment
Banking and Business Consulting
We provide the following services:
1. Innovation on Demand for the Corporation;
2. Venture Capital Fund Raising;
3. Intellectual Property Commercialization;
4. Mergers & Acquisitions/Divestures;
5. Organic Growth Strategies;
6. Marketing Analytics (B2C, B2B, C2B & C2C);
7. Strategic Cost/Profit Management
8. Value Optimization;
9. Patent/Technology and Company Valuation.
We have expertise in the following sectors:
1. Consumer Goods;
2. Industrial Products;
3. Medical & Healthcare;
4. Digital Communications;
5. Information Management;
6. Media;
7. Electronics;
8. Real Estate;
9. Travel & Logistics.
Our Innovation Management and Innovation on Demand capabilities include:
1. IoT/AI/Deep Learning; 2. Business Doing Methods; 3. VR/AR/Face Recognition; 4. Packaging;
5. Blockchain Modelling; 6. 3D Printing/Scanning; 7. Cognitive Economics.

©JFN Capital & Co
1 Our Tailored Approach
2 Our Management Team & Clients
Agenda
3 Way Forward

©JFN Capital & Co
Your Digital Customer Centricity Learning Journey
1. Discovering Customer Insights
• Ethnography & Customer Empathy
• Customer Experience Mapping
• Social Data Mapping
• AI Applications
2. Understanding Customers
• Segmentation Techniques
• Behavioral Marketing
3. Engaging Customers
• Customer Journey Mapping
• Content Management Process
• Content Maps
• Brand Storytelling
4. Execution
• Always-on Marketing
• Agile Marketing
5. Optimization
• Marketing Attribution
• Experimentation Process
• Marketing Automation
• AI Applications
1. Discovering: What are my
customers’ pain points? What are
their passion points?
2. Understanding: How can I
leverage automation to deliver
real-time, personalized
communications to a segment of
one?
3. Engaging: How can I map the
customer’s journey and engage
her/him/them in brand
storytelling across media?
4. Executing: How can I apply agile
techniques and organizational
approaches to marketing?
5. Optimizing: How can A.I. be used
to increase operational
efficiencies?
Customer
Centricity Journey
STEP:

©JFN Capital & Co
Our Five-Lane Framework in Marketing Transformation
1. Engagement & Content Exposure Marketing Engagement Marketing
2. Data & Analytics
Transactional Customer
View
Holistic Customer View
3. Process & Execution Waterfall Marketing Agile Marketing
4. People & Organization
Function-Centric
Organization
Customer-Centric
Organization
5. Platforms & Automation
Function-Specific
Systems
Unified System of
Engagement

©JFN Capital & Co
Customer Segmentation towards Behavioral Marketing
Behavioral
Marketing
Automation
& Analytics
Behavioral
Data
Behavioral Marketing is the process of designing and delivering real-time,
cross-channel personalized marketing communications to customer
based on automated analysis of their intents, profiles and actions
+ =
Broad Segments & Audiences Segments of One
Batch Process Real-time Segmentation

©JFN Capital & Co
There are numerous ways to start appealing to your audience’s
changing needs in the digital era – “Forbes.com”
❑ Brick-and-mortar has slowly declined over the years, with more retailers moving to
digital spaces. These changes require new marketing strategies to target
consumers and adapt to their online and mobile shopping habits.
❑ Business owners, especially those who still run a brick-and-mortar store in an
online retail world, often feel confused and overwhelmed when trying to tailor
their marketing to a digital audience.
❑ To help you adapt, we propose 14 ways to start appealing to your audience’s
changing needs. Follow our tips to continue reaching and engaging your target
buyers, no matter where they’re shopping.

©JFN Capital & Co
1. Make It Easy For Customers To Reach You Online – “MD² International”
✓ As the retail experience moves online, distance is created with a customer. It's
hard to keep the human element, so marketing becomes the customer experience,
especially when it comes to customer service.
✓ Remove the barrier of the interface (web or app) and make it easy for customers to
connect with you. Text, chat, augmented reality, email, call—know how your
customers want to engage and help them do so.
2. Dominate Local Search Results – “JumpCrew”
✓ As retail transforms, retailers must leverage local search (both paid and organic) to
connect physical stores to their digital presence and drive traffic to both on and
offline destinations.
✓ The increase of mobile phone usage has created a surge in local searches with high
intent to visits or find more information to places “near me.” Retailers who
dominate this space will thrive.

©JFN Capital & Co
3. Embrace Digital Transformation – “EARIN”
✓ Digital transformation from physical to online shopping has transformed marketing
into a new challenge. We have to be willing to embrace what we don't know and
always remain curious. We are drowning in data, but how do we make data
actionable?
✓ Marketing now works across a variety of functions like IT, analytics, digital and
sales, and we have to collaborate in order to be effective.
4. Orchestrate All Channels – “Optimove”
✓ Try generating an all-encompassing customer experience that includes all points of
sale and communication channels. Customers are looking for value from their
relationship with brands and they're interacting with their favorite ones, not
through transactions.
✓ That's why all channels must be orchestrated. For example, send an email or
notification invite to a workshop at the nearest store.

©JFN Capital & Co
5. Prioritize Digital Media Tools To Reach Customers – “Cisco”
✓ We now live in a world of mass digitization. Marketers must shift their focus from
traditional channels to digital media tools, whether it’s streaming videos, social
media platforms, podcasts, immersive online experiences, virtual or augmented
reality, collaboration tools and more.
✓ Bottom line, leverage today’s technology advances.
6. Craft A Digital User Experience – “Overflow”
✓ Today's customer has a new experience when it comes to shopping, and your
marketing should be a reflection of that.
✓ Online stores need to create a digital and social media strategy that looks at this
journey, and addresses the pain points of your customers, keeping them engaged
and providing value while guiding them to continue to shop at your store.

©JFN Capital & Co
7. Don't Forget About The In-Store Experience Too – “servicechannel.com”
✓ In the past, brick-and-mortar chief marketing officers (CMOs) were only
responsible for getting foot traffic into a store. The store experience was not their
worry—but now it’s clear that customers’ in-store experience significantly impacts
their spend.
✓ Every CMO needs to make sure the store experience reflects the brand in every
way.
8. Personalize Your Messages At Scale – “Jivox”
✓ Today's consumers are very distracted, and their purchase paths are
unpredictable. They see a product on your website and ask Facebook friends for
recommendations. Then, they surf websites or flip through YouTube videos for
product reviews.
✓ New generation marketers should build their strategy around data, automation
and omnichannel marketing—the three keys to personalizing messages and offers
at a global scale.

©JFN Capital & Co
9. Build Relationships, Not Transactions – “Bumped”
✓ The absolute best thing you can do for your brand is to move away from
incentivizing transactions to building a one-to-one relationship—personalize your
engagement to the individual, and reward them in something that matters to
them, that grows with them over time.
✓ Create value for your customer, not a fleeting, one-off moment.
10. Provide The Info And Experience Customers Are Looking For –
“NewAir Compact Appliances”
✓ Moving from in-store to more online has both its advantages and disadvantages. On
one hand, in-store you have the shopper's attention and they are more likely to
purchase on the spot. However, online gives you more opportunity to provide more
product information, videos, inspiring and aspirational photography.
✓ Combine that with a focus on getting great reviews on what shoppers are looking for.

©JFN Capital & Co
11. Measure, Adjust And Iterate – “little word studio”
✓ It's a running joke that marketing strategies often don't change because "that's
how it's always been done." Avoid complacency; it's the beginning of the end.
✓ At regular intervals, analyze all initiatives in a marketing strategy, from email open
rates to Pinterest re-pins to revenue per order of a direct mail campaign.
✓ If an initiative isn't working based on the metrics, be unafraid to change it.
12. Identify Your Audience And Where They Are Online – “IGT”
✓ Shoppers online have endless options within minutes. First, decide what you want
to sell online and to who. Do you appear first in relevant searches? Can your
customers easily find you?
✓ Beyond your online presence, also consider all of the other components of online
retailing, such as payment transactions.
✓ Showing up, being convenient to use and providing quality service will always be a
must.

©JFN Capital & Co
13. Track Attribution For Offline Behaviors–”Equifax Data-driven Marketing”
✓ All too often, marketers fail at measuring offline impact on online sales, like using
subpar attribution models like "last click." Marketers need to focus on using the
entire customer journey within their attribution models.
✓ Bringing together offline data (like location) with online search and purchase data
might uncover how traditional stores are evolving and why they still matter to
consumers.
14. Create A Consistent Online And Offline Experience – “NCR Corporation”
✓ Don’t discount the power of brick-and-mortar. Ensure it lends itself to a consistent
cross-channel experience by pulling online into the store. Post online reviews next to a
best-selling item to boost sales.
✓ Offer the means for customers to look up out-of-stock items before leaving your store.
✓ Physical stores provide a place for consumers to live your brand, so their importance
remains.

©JFN Capital & Co
John Fragkos
John has a broad and extensive General Management expertise across several economic sectors, (Consumer Goods,
Industrial Products, Telecoms, Medical & Healthcare, Media, Information Technology and Electronics), within the
regions of the world: US, Netherlands, UK, Belgium, France and Greece. However he is not trapped in any single
industry’s traditions. John brings together perspectives from a wide range of industries and business models.
John works for JFN Capital & Co, an international Investment Banking firm, as a Partner.
Prior to this, he was a Director at Arthur D. Little and a Researcher at Korn Ferry International.
Previously, he held the position of Associate Director at Atos Consulting based in Amsterdam and Brussels.
John worked at Deloitte as a Senior Consultant, in the Management Consulting Division.
He started his career joining the Strategic Planning Division of BASF as Strategy/Business Analyst (UK).
Prior to this, he was working as a Research Associate at the Institute of Chemical Engineering & High Temperature
Chemical Process (University of Patras, GR).
He is a Chartered Economist, Chartered Engineer , Qualified Accountant and a Qualified Versatile Inventor holding
several patents in the USA and abroad. John holds an MBA degree from Bradford University School of Management
(UK) and a MSc degree in Chemical Engineering from the University of Patras (GR).
For more information about his professional expertise visit www.LinkedIn.com/in/jfninitiative
Our Management Team & Clients

©JFN Capital & Co
Kanellos Chronopoulos
Kanellos has a broad and extensive Marketing & General Management expertise across several economic sectors,
(Pharmaceuticals, Medical & Healthcare, Industrial Products, Food, Wholesale, Textile & fashion, Press, Financial
Services, Travel).
Kanellos serves JFN Capital & Co, an international Consulting & Investment Banking firm, as CEO.
During his career, he served in the following roles:
General Manager (full-time and interim), Business Unit Manager and Marketing Manager, locally in Greece and
internationally.
His expertise stands in the following areas:
➢ Driving organizations through all stages of their development: Start up & Emerging Ventures, Business
Development in all forms, vertical, horizontal, international, Life extension and Turnaround.
➢ Binding Technology with business practice i.e. turn blockchain projects to successful businesses, incorporate
social media attitude & instruments to business communications and technology monetization.
He hold a Positive Sciences bachelor degree, Bradford Management Centre MBA and several qualifications spanning
from professional organizations to Harvard Business School.
He is a well respected thinker, speaker and publisher on organization & business evolution.

©JFN Capital & Co
Our professionals have helped clients worldwide, across a wide range of
industries, to achieve higher levels of performance and long-lasting results
7Pak™

©JFN Capital & Co
Final Steps
Way Forward
➢ Review client’s Digital Strategy context and get live feedback from us;
➢ Co-Develop a tailored Engagement Letter to work with us by defining:
a. Project Scope;
b. Deliverables;
c. Deadlines;
d. Mutually defined Terms & Conditions;
e. The next possible steps of our collaboration.
We make sure that everybody in the table share the same facts
and keeps his unique judgment. In conclusion, we thank you for
assessing the opportunity to work together and wish to assure
you that we are committed to provide the best possible
professional service. Please do not hesitate to contact us
should you require additional information or clarifications.

JFN Capital & Co Digital Marketing Transformation Strategy Approach

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