This document discusses the journey of retailers like Kohl's to deliver omnichannel experiences to customers. It highlights the challenges of measuring performance across online and offline channels as consumer behavior changes. Retailers must align internal teams, improve measurement and analytics capabilities, and effectively manage campaigns at the speed required in retail to master the omnichannel experience. Kohl's approach involves setting aligned priorities across teams, soliciting feedback, and willingness to change processes rapidly as the consumer landscape evolves.
2014 Retail Insight: The Impact of Omni-Channel Trends for 2014 and BeyondSPS Commerce
You are invited to view a complimentary webinar featuring retail industry experts from Retail Systems Research (RSR) and SPS Commerce. Based on their latest research, including the 2014 Retail Insights industry benchmark report, you’ll learn what strategies your peers are deploying to improve omni-channel performance in 2014.
The webinar provides insights on:
• The state of the retail market—how many retailers have or will adopt the omni-channel? What steps are they taking?
• Which external and internal forces will impact retail the most in the upcoming years?
• Which technology and business areas are retailers, vendors and logistics firms making significant investments in 2014?
Change, innovate, explore and adjust. These will become the hallmarks of financial institutions that survive and thrive in today’s consumer-driven market. Digital Insight explored importance of an omni-channel offering in today's marketplace, why more engagement across all channels is critical, and how to get started on developing your own omni-channel strategy.
Omni Channel - Seamless engagement of customers across all touchpointsAndreas Penkert
Why do we leave money on the table? Customer experience does not meet expectations!
The opportunity to improve conversion rate, loyalty and customer value is considerable.
A blueprint/ template for your omni-channel roadmap
An omni-channel world, where the customer simultaneously interacts and moves between physical and digital channels, requires a dramatic shift in how we think about and approach retail. Needless to say that every organization needs to become an omni-channel organization. How? A blueprint on how to move to a fully integrated, customer-oriented experience that meets the omni-channel customers expectations.
Omni-Channel Retailing: The Future Trend in Fashion and Luxury Industry - Par...Fashionbi
This publication offers you insights into:
-The most important findings from various surveys that were recently conducted on the changing behauviors of consumer
-Best Omni-Channel marketing practices of more than 60 famous brands and retailers.
-More than 25 successful future retail trends and opportunities in Fashion
2014 Retail Insight: The Impact of Omni-Channel Trends for 2014 and BeyondSPS Commerce
You are invited to view a complimentary webinar featuring retail industry experts from Retail Systems Research (RSR) and SPS Commerce. Based on their latest research, including the 2014 Retail Insights industry benchmark report, you’ll learn what strategies your peers are deploying to improve omni-channel performance in 2014.
The webinar provides insights on:
• The state of the retail market—how many retailers have or will adopt the omni-channel? What steps are they taking?
• Which external and internal forces will impact retail the most in the upcoming years?
• Which technology and business areas are retailers, vendors and logistics firms making significant investments in 2014?
Change, innovate, explore and adjust. These will become the hallmarks of financial institutions that survive and thrive in today’s consumer-driven market. Digital Insight explored importance of an omni-channel offering in today's marketplace, why more engagement across all channels is critical, and how to get started on developing your own omni-channel strategy.
Omni Channel - Seamless engagement of customers across all touchpointsAndreas Penkert
Why do we leave money on the table? Customer experience does not meet expectations!
The opportunity to improve conversion rate, loyalty and customer value is considerable.
A blueprint/ template for your omni-channel roadmap
An omni-channel world, where the customer simultaneously interacts and moves between physical and digital channels, requires a dramatic shift in how we think about and approach retail. Needless to say that every organization needs to become an omni-channel organization. How? A blueprint on how to move to a fully integrated, customer-oriented experience that meets the omni-channel customers expectations.
Omni-Channel Retailing: The Future Trend in Fashion and Luxury Industry - Par...Fashionbi
This publication offers you insights into:
-The most important findings from various surveys that were recently conducted on the changing behauviors of consumer
-Best Omni-Channel marketing practices of more than 60 famous brands and retailers.
-More than 25 successful future retail trends and opportunities in Fashion
This white paper is focused around the way companies are redesigning their approach to loyalty, as traditional rewards programs fail to address customer expectations in terms of convenience, speed, and relevance.
In a world where we are always logged in and customer loyalties can switch with a few taps on a mobile phone, leading brands are rethinking the entire experience they deliver to their most loyal customers, in order to make repeat purchases a habit.
Our research, based on an analysis of 40 leading brands, examines how experiences designed to increase loyalty are evolving now and into the future.
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.
With the proliferation of e-Commerce platforms making it easier that ever to sell products online, it is increasingly difficult for brands to stand out.
In this week's webinar, Ogilvy Consulting's Pierre Kremer will take us through the retailing landscape and how brands can matter in e-Commerce.
Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer ...Catalyst
In partnership with London Research, Catalyst and Xaxis’ new original research and report, “Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections,” explores gaps in where consumers are spending their time and where advertisers are investing, revealing opportunities for marketers to adopt and advance omnichannel approaches to media and marketing for long-term growth.
Key takeaways:
• U.S. consumer trends and engagement compared to advertiser approach to search, social, ecommerce, gaming, CTV, DOOH, podcasts, and more
• Media consumption differences across key audience demographics and implications for omnichannel planning
• Brands’ mindset, approach, and recommendations for ongoing experimentation and testing into emerging platforms
• Barriers to adopting omnichannel programs and recommended solutions
• The impact of privacy and identity on consumers, advertisers, and omnichannel programs
More than a buzz word or a trend. Omni-Channel retail is a real opportunity for businesses to adapt, scale-up and tap into their potential customer universe. A simple overview of the changing (R)etail landscape, consumer, purchase trends and what businesses need to align to go the Omni-channel way.
A one-size-fits-all approach to retail doesn’t work. Shoppers are looking for a personalized experience online such as retargeting, virtual assistants, product recommendations and content that is a direct reflection of their behaviour. The opportunity is certainly there; almost every customer has a smartphone and has probably already encountered your brand and products online. But what’s next for your Brand or your e-tail store? The hype was all about e-commerce, now it’s all about Me-Commerce. It’s time to find out what is it and how retailers are trying to adopt it.
Στέφανος Φαλκονάκης, eCommerce Manager, ΑΒ Βασιλόπουλος AE, Ελλάδα
Omnichannel Marketing: How to achieve a truly integrated multichannel strategyLuisella Giani
Presentation given for the 10th Strategic Marketing and Branding Forum, Thought Leader Global, Amsterdam. What is omnichannel? How B2C customer experience has influenced B2B customer expectations? What's the impact of Omnichannel on customer service, supply chain, in-shop experience, buyer journey.
What’s the outlook for retail in 2015? What can you do to meet rapidly changing consumer expectations? What are your peers doing? Find out in the slides from our live webinar, hosted by Paula Rosenblum, managing partner of Retail Systems Research (RSR), and Pete Zaballos, vice president of product and marketing at SPS Commerce.
Epic Guide to Omnichannel Marketing and CommerceAlex Senn
Explore the unique and powerful world of omnichannel marketing and commerce. See how it impacts customer purchase journey, purchase frequency as well as lifetime value. Make the most out of your omnichannel marketing and commerce.
Mapping the Omnichannel Customer Journey: How to Engage People in a Mobile Fi...FollowAnalytics
Customers don’t think about channels, they think about their needs. Customers simply want to engage with your brand in the way that is the easiest for them, whether that’s email, in-app, social or in person. As a marketer it’s your job to connect the dots to understand your customers’ needs and serve them the experiences they expect.
This requires making sure intelligence from multiple sources are centralized so you can determine things like: What message is best to send? What platform is it best to send it on? What channel should you use?
In this webinar, guest speaker Julie Ask from Forrester, an expert in mobile marketing and channel strategy, will share valuable industry insights and best practices to help you put together an impactful omnichannel strategy that delivers ROI.
You will learn:
How to go beyond viewing users as data points and approach them on a personal level to increase the impact of your marketing campaigns.
How successful omnichannel strategies balance multiple platforms and communication channels with their customers.
How to break the mobile silo and fold mobile into your broader marketing strategy to leverage its full potential for engaging your customers in contextual and personal ways.
Speakers
Julie Ask VP, Principal Analyst at Forrester, serving Ebusiness & Channel Strategy Professionals
Gail Ennis CMO, FollowAnalytics
Explore how mobile technology is changing customer experiences, in-store engagement, and retail strategies in this concise deck, courtesy of SAP and TechValidate.
Branding in Omni-Channel Environment: Fashion Industry of BangladeshAhsanul Kabir Palash
Omni channel marketing offers marketers and retailers a holistic approach to reaching consumers with a more integrated message, through any channel and at any point in their path to purchase.
Interaction with brands has become nonlinear and shaped by many interactions across several touch points. The interconnectivity between these touch points is called omni-channel.
The Rise of the Platform Marketer: Connected CRM in a Digital WorldArgyle Executive Forum
David Williams, Chairman and CEO of Merkle, discussed how an organization can build and maintain a data-driven customer relationship management (CRM) strategy during a Thought Leadership Spotlight Presented by Merkle at the 2014 Chief Marketing Officer Leadership Forum: Fall Event in San Francisco on Nov. 6. In his presentation, “Connected CRM: Delivering on a Data-Driven Business Strategy,” Williams noted the marketing landscape is changing, and delivering an omni-channel CRM experience is key for organizations to effectively engage consumers.
According to Williams, organizations need to consider the whole spectrum of consumer experiences to improve their customer interactions. However, organizations also need to understand how to collect and leverage data across this entire spectrum: “I would argue that for most organizations, they don’t fully realize that all of this data can be managed across the enterprise and across a set of hundreds of millions or tens of millions of consumers and that there’s value in this data across the entire spectrum.”
Data can deliver a competitive advantage for organizations of all sizes, Williams said. Organizations that differentiate between a customer strategy and a marketing strategy, Williams added, can find ways to incorporate data into their CRM strategies. Williams pointed out that the digitalization of media and channels is transforming how organizations connect with customers too: “We start talking about how digitalization of media and channels is changing our ability to know about consumers and their attitudes, needs, wants, behaviors, values and then how we might enhance or personalize experiences with them. In reality, many of these conversations are actually too narrow.”
- See more at: http://www.argylejournal.com/chief-marketing-officer/thought-leadership-spotlight-presented-by-merkle-connected-crm-delivering-on-a-data-driven-business-strategy-david-williams-chairman-and-ceo-merkle/#sthash.IppTS2Iw.dpuf
This white paper is focused around the way companies are redesigning their approach to loyalty, as traditional rewards programs fail to address customer expectations in terms of convenience, speed, and relevance.
In a world where we are always logged in and customer loyalties can switch with a few taps on a mobile phone, leading brands are rethinking the entire experience they deliver to their most loyal customers, in order to make repeat purchases a habit.
Our research, based on an analysis of 40 leading brands, examines how experiences designed to increase loyalty are evolving now and into the future.
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.
With the proliferation of e-Commerce platforms making it easier that ever to sell products online, it is increasingly difficult for brands to stand out.
In this week's webinar, Ogilvy Consulting's Pierre Kremer will take us through the retailing landscape and how brands can matter in e-Commerce.
Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer ...Catalyst
In partnership with London Research, Catalyst and Xaxis’ new original research and report, “Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections,” explores gaps in where consumers are spending their time and where advertisers are investing, revealing opportunities for marketers to adopt and advance omnichannel approaches to media and marketing for long-term growth.
Key takeaways:
• U.S. consumer trends and engagement compared to advertiser approach to search, social, ecommerce, gaming, CTV, DOOH, podcasts, and more
• Media consumption differences across key audience demographics and implications for omnichannel planning
• Brands’ mindset, approach, and recommendations for ongoing experimentation and testing into emerging platforms
• Barriers to adopting omnichannel programs and recommended solutions
• The impact of privacy and identity on consumers, advertisers, and omnichannel programs
More than a buzz word or a trend. Omni-Channel retail is a real opportunity for businesses to adapt, scale-up and tap into their potential customer universe. A simple overview of the changing (R)etail landscape, consumer, purchase trends and what businesses need to align to go the Omni-channel way.
A one-size-fits-all approach to retail doesn’t work. Shoppers are looking for a personalized experience online such as retargeting, virtual assistants, product recommendations and content that is a direct reflection of their behaviour. The opportunity is certainly there; almost every customer has a smartphone and has probably already encountered your brand and products online. But what’s next for your Brand or your e-tail store? The hype was all about e-commerce, now it’s all about Me-Commerce. It’s time to find out what is it and how retailers are trying to adopt it.
Στέφανος Φαλκονάκης, eCommerce Manager, ΑΒ Βασιλόπουλος AE, Ελλάδα
Omnichannel Marketing: How to achieve a truly integrated multichannel strategyLuisella Giani
Presentation given for the 10th Strategic Marketing and Branding Forum, Thought Leader Global, Amsterdam. What is omnichannel? How B2C customer experience has influenced B2B customer expectations? What's the impact of Omnichannel on customer service, supply chain, in-shop experience, buyer journey.
What’s the outlook for retail in 2015? What can you do to meet rapidly changing consumer expectations? What are your peers doing? Find out in the slides from our live webinar, hosted by Paula Rosenblum, managing partner of Retail Systems Research (RSR), and Pete Zaballos, vice president of product and marketing at SPS Commerce.
Epic Guide to Omnichannel Marketing and CommerceAlex Senn
Explore the unique and powerful world of omnichannel marketing and commerce. See how it impacts customer purchase journey, purchase frequency as well as lifetime value. Make the most out of your omnichannel marketing and commerce.
Mapping the Omnichannel Customer Journey: How to Engage People in a Mobile Fi...FollowAnalytics
Customers don’t think about channels, they think about their needs. Customers simply want to engage with your brand in the way that is the easiest for them, whether that’s email, in-app, social or in person. As a marketer it’s your job to connect the dots to understand your customers’ needs and serve them the experiences they expect.
This requires making sure intelligence from multiple sources are centralized so you can determine things like: What message is best to send? What platform is it best to send it on? What channel should you use?
In this webinar, guest speaker Julie Ask from Forrester, an expert in mobile marketing and channel strategy, will share valuable industry insights and best practices to help you put together an impactful omnichannel strategy that delivers ROI.
You will learn:
How to go beyond viewing users as data points and approach them on a personal level to increase the impact of your marketing campaigns.
How successful omnichannel strategies balance multiple platforms and communication channels with their customers.
How to break the mobile silo and fold mobile into your broader marketing strategy to leverage its full potential for engaging your customers in contextual and personal ways.
Speakers
Julie Ask VP, Principal Analyst at Forrester, serving Ebusiness & Channel Strategy Professionals
Gail Ennis CMO, FollowAnalytics
Explore how mobile technology is changing customer experiences, in-store engagement, and retail strategies in this concise deck, courtesy of SAP and TechValidate.
Branding in Omni-Channel Environment: Fashion Industry of BangladeshAhsanul Kabir Palash
Omni channel marketing offers marketers and retailers a holistic approach to reaching consumers with a more integrated message, through any channel and at any point in their path to purchase.
Interaction with brands has become nonlinear and shaped by many interactions across several touch points. The interconnectivity between these touch points is called omni-channel.
The Rise of the Platform Marketer: Connected CRM in a Digital WorldArgyle Executive Forum
David Williams, Chairman and CEO of Merkle, discussed how an organization can build and maintain a data-driven customer relationship management (CRM) strategy during a Thought Leadership Spotlight Presented by Merkle at the 2014 Chief Marketing Officer Leadership Forum: Fall Event in San Francisco on Nov. 6. In his presentation, “Connected CRM: Delivering on a Data-Driven Business Strategy,” Williams noted the marketing landscape is changing, and delivering an omni-channel CRM experience is key for organizations to effectively engage consumers.
According to Williams, organizations need to consider the whole spectrum of consumer experiences to improve their customer interactions. However, organizations also need to understand how to collect and leverage data across this entire spectrum: “I would argue that for most organizations, they don’t fully realize that all of this data can be managed across the enterprise and across a set of hundreds of millions or tens of millions of consumers and that there’s value in this data across the entire spectrum.”
Data can deliver a competitive advantage for organizations of all sizes, Williams said. Organizations that differentiate between a customer strategy and a marketing strategy, Williams added, can find ways to incorporate data into their CRM strategies. Williams pointed out that the digitalization of media and channels is transforming how organizations connect with customers too: “We start talking about how digitalization of media and channels is changing our ability to know about consumers and their attitudes, needs, wants, behaviors, values and then how we might enhance or personalize experiences with them. In reality, many of these conversations are actually too narrow.”
- See more at: http://www.argylejournal.com/chief-marketing-officer/thought-leadership-spotlight-presented-by-merkle-connected-crm-delivering-on-a-data-driven-business-strategy-david-williams-chairman-and-ceo-merkle/#sthash.IppTS2Iw.dpuf
A CRM strategy must look holistically at all the business processes and systems that deal with customers, including marketing, sales, ordering, customer care, technical support, customer analytics, and so on. And when implemented, it should span all interaction channels, including call centers, retail, web, mobile, etc. It should be optimized so that it’s integrated into all of these consumer touch points.
As in any initial strategy, it’s critical you do the research to make sure you are very clear about what your key objects are going to be, both short and long term. Once you have your strategy set, then you can start to think about what software would be necessary, and from there planning and implementation.
Above all, remember that the customer should be at the heart of your strategy, not your product or service. This can mean a complete change in thinking some cases, but it’s an important shift that your entire team can get behind from the start.
- See more at: http://nicholascifuentes.com/how-to-build-a-crm-strategy-in-2014#sthash.9pUXZlVg.dpuf
An Enlightened B2B Vision – The Five Pillars Of Omnichannel NirvanaEliot Sykes
In this thought-piece Eliot, explores the origins of omnichannel and how B2B marketers can learn from B2C brands that already employ a successful omnichannel approach. Compelling facts and figures, along with key insights into today's B2B buyer behaviours and demands combine to demonstrate just how important omnichannel really is – culminating with the five pillars that you can apply to deliver your own successful B2B omnichannel vision.
Omnichannel Commerce & The Customer Experience - Featuring Don PeppersSAP Customer Experience
In this presentation content, Don is taking the topic of omnichannel commerce and customer experience right to the core of their essence. What should businesses and management pay attention to in order to successfully transform their business digitally? And what is a good customer experience really about? Access the content now.
Visit "The Future of Customer Engagement and Commerce" by SAP Hybris to get more valuable content around commerce, marketing, and customer engagement here: http://www.the-future-of-commerce.com/
Developing Your Omni Channel Strategy in the Digitally Fast-Paced Worldsusanprater
Digital media consumption is rising year over year. We are not spreading out our usage across more devices, we’re actually consuming more. 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.
More brands feel they are “lagging behind” in omni-channel – If your omni-channel strategy isn’t among the elite, don’t fret because you are not alone. In a recent study by SPS Commerce over 37% of businesses feel as though they are still exploring their omni-channel options and have not developed a long term strategy.
This presentation will teach you:
1. How to develop your own omni channel strategy
2. How other brands have embraced an omni channel strategy
3. How to leverage your data to create a meaningful customer journey with your brand on the customer’s own terms
Modern Architects are faced with the daunting challenge of mapping out the future while caring for the present application portfolio. Join Salesforce Enterprise Architects as they describe a fresh approach to Roadmapping that balances legacy and next-generation technologies, all within a business-focused context.
Faced with an industry-wide talent drought, HUGE took drastic measures to snare new prospects for our UX department. The solution? One summer, 10 Trainees from around the globe, and some good ol’ UX Fundamentals. If we can't find people, we will create them. This presentation covers how we built an unprecedented school to teach trainees the basics of interaction design and the way HUGE approaches challenges of all kinds. It includes how we designed the program: what’s in the curriculum (and what’s not), other aspects of the training experience, and how we worked the best minds at HUGE into the mix.
Presented at Internet Week in London 2011.
Yes, it’s already that transitional time when our current year ends and another begins, and today and tomorrow are quickly changing hands. Rather than look back at significant trends of the past 366 days (2012 was a leap year, remember?), we asked a wide variety of technologists, designers, and strategists across frog’s studios around the world to take a look to the future. The near future, that is. “Near” in that 2013 is not only upon us, but also “near” in that these technologies are highly feasible, commercially viable, and are bubbling up to the surface of the global zeitgeist. We believe you’ll be hearing a lot more about these trends within the next 12 months, and possibly be experiencing them in some form, too.
Here's our second annual list of Tech Trend predictions for the coming year. There are 20 individual forecasts and, new for 2013, we've also related each prediction to larger waves in business, culture, and innovation.
Big Data & Analytics and the Retail Industry: Luxottica David Pittman
Luxottica Retail North America is the world's largest designer, manufacturer, distributor and seller of luxury and sports eyewear. To make better use of the data on its 100 million customers and increase marketing effectiveness, Luxottica turned to IBM. With IBM's Customer Intelligence Appliance (CIA), Luxottica gained a 360-degree view of its customers and can now fine tune its marketing efforts to ensure customers are targeted with products they actually want to buy.
Retailers need to understand how to target customers in the right way and customers need retailers to understand them and offer them something at value all the time. OmniChannel retailing is the ultimate solution for retailer to connect with their customers and provide them with outstanding customized experience.
Join our Social Learning Network:
http://www.openthinking.ae
OmniChannel Retail Best Practices for Brands and RetailersStephany Gochuico
This research work provides retailers practical insights, real-world strategies, solutions, and recommendations to improve customer experience, increase business results and maintain competitive advantage in the retail industry.
CONTENTS
1. Why and what is OmniChannel Retail?
2. What are the consumer behaviours?
3. Who are the Best-in-Class OmniChannel Retailers?
4. What are the OmniChannel Challenges in France?
5. What are the OmniChannel Best Practices?
6. How to deal with Showroomers?
7. How to be successful in implementing OmniChannel?
The Relevance of Retail Stores in an Omni-Channel WorldData N Charts
As online and offline merge in today’s commerce anywhere and everywhere world, what is the significance of the retail store as a customer touch point?
Read full report: http://www.data-charts.com/the-relevance-of-brick-mortar-stores-in-an-omni-channel-world/
This report will not only reveal that shoppers still prefer in-store to online experience, but also shed light on three key reasons why they prefer brick-&-mortar stores as well as offer a strategic guide on what retailers can do to improve the consumer’s store experience in return for their loyalty and word of mouth.
Key Questions Answered in the Report
Do omni-channel shoppers prefer to visit and buy from retail stores?
Why do store goers prefer brick-&-mortar to the online experience?
What is the role of retail stores to the omni-channel shopper?
How can retailers better serve shoppers to increase loyalty and word of mouth?
Report Table of Contents
I. Top stats from the report
II. Introduction
i. US omni-channel shopping hits tipping point in 2014
ii. Omni-channel gives consumers options when it comes to how they buy
iii. Consumers prefer buying in-store to all other omni-channel options
III. 3 reasons omni-channel consumers prefer physical stores
i. Stores provide emotional benefits that improve shopping experience
ii. Brand driven purchase decision
iii. Rise of webrooming - search online, buy offline
IV. Retail as an information hub on the path to purchase
i. Evaluating retail stores in a tech driven information age
ii. Retail stores act as information hubs across the consumer journey
iii. Using technology to fulfill the need for information
V. 3 ways stores can better serve omni-channel shoppers
i. Awareness Stage: Provide info to facilitate & improve store visits
ii. Influence Stage: Empower staff to educate shoppers & exceed expectations
iii. Conversion Stage: Prevent out-of-stock instances that disappoint consumers
VI. References
List of Charts
US omni-channel shopper growth by category, 2013 vs 2014
Global consumer shopping behavior by mode of purchase
Global consumer shopping preference by mode of purchase
US shopper preference for brick-&-mortar vs online by drivers
The growing influence of brand on purchase decisions
Trends in showrooming vs webrooming among US shoppers
Impact of online research on loyalty to brands & retailers
US shoppers looking for information by store visit state
US shoppers visiting stores for info by consumer journey stage
US shoppers reaction to lack of information during store visit
US shopper demands from retailer mobile apps
Online sources used to conduct pre-purchase research
Top info sought by US shoppers during pre-purchase research
Shopper expectation from retail staff during store visits
Customer expectations on mobile use among retail staff
Impact of inventory information on shopper store visits
Impact of out-of-stock inventory on shopper conversion
PSFK Future of Retail 2015 Report - Summary PresentationPSFK
Get your copy of The Future of Retail 2015: www.psfk.com/report/future-of-retail-2015
In the fifth volume of the Future of Retail report the PSFK Labs team explores the dynamic social, technological, and physical forces influencing consumer behavior and driving next-generation shopping experiences. With a refocus on the importance of the physical store, our analysis below includes 10 in-store strategies supported by over a dozen key trends that retailers can use to immediately begin redefining their retail experience.
The report looks at how, in order to stand out from the competition, retailers and brands must make the best use of their customers’ time and attention by designing multichannel experiences that strike a perfect balance between efficiency and enjoyment, relevance and surprise.
Featured within the 110 page report, readers can find:
- 10 strategies to redefine the store
- Over a dozen global trends changing retail
- 20 future store concepts
- Perspectives from leading shopper experts across the globe
If you are interested in seeing a presentation of this report or would like to understand how PSFK can help your team ideate new possibilities for your brand, contact us at sales@psfk.com
Vol. 5 | Published November 2014
All rights reserved. No parts of this publication may be reproduced without the written permission of PSFK Labs.
Innovating digital 2020 : Digital Marketing trendsDave Chaffey
A presentation to Chartered Institute of Marketing members at the University of Wolverhampton. October 2019 covering 5 applications of data-driven marketing.
Executive summary of a seminar given by Kickframe to a group of Canadian marketers. The focus of the session was providing a strategic foundation for planning digital marketing. The approach for this session was:
1. To go broad across the digital marketing toolbox, and not deep on a specific tool
2. To provide guiding principles that are lasting, and not more specific tactical advice
3 . To arm participants with relevant planning tools that they could take and put into action
Executive summary of a seminar given by Tim Dolan of Kickframe to a group of Canadian marketers. The focus of the session was to provide a strategic foundation for planning digital marketing. The approach for this session was:
1. To go broad across the digital marketing toolbox, and not deep on a specific tool
2. To provide guiding principles that are lasting, and not more specific tactical advice
3 . To arm participants with relevant planning tools that they could take and put into action
SearchCon 2015: Digital Strategy Elevating Your PerspectiveConcise Path
Marketers are unclear as to what works for them digitally because of gaps in strategy, execution, skills, and technology. Here is how you can help elevate your perspective to connect Digital to reality.
Managing Changes in Your Marketing OrganizationMarketo
These days, it's table stakes to implement digital tools to better engage with customers, but figuring out how to take full advantage of the technology and structure your team are a different matter altogether.
Check out this presentation by Marketo expert Shyna Zhang for an overview on how to make comprehensive digital marketing changes that positively affect your enterprise team.
Attend this exciting webinar to discover:
- The unique challenges of enterprise-level marketers
- How to make the case for marketing software and guide the change management process
- Tactics for optimizing your team's structure
As the digital marketing landscape continues to evolve in 2016, brands require to better suit consumer preferences, adapt to new technologies and preserve their position in a more crowded online marketplace. In my view there is a more urgent need to focus on developing user-centric approaches through data-driven technologies in order to achieve your business objectives.
CX16: How Rack Room Shoes Drives Customer Loyalty with a Mobile Cross Channel...Maria Humphrey
Reaching every touch point of your customer journey may seem near impossible, but not in today's world. Today, you have the ability to reach your customers at the right moment and in the right place. In this session, learn how to leverage cross-channel insights to optimize your marketing program.
Paul Voss, CRM Director of Rack Room Shoes, will take you through his strategy for aligning email, mobile, and services programs to create 1-to-1 customer journeys that have driven well over $50MM in ROI. After connecting Marketing Cloud to its CRM database, eComm platform (Hybris), and loyalty program (Amia/Smartbutton), RRS was able to use data to create personalized customer journeys. This data has been used to help drive higher SMS open rates and offer conversion as well.
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...Search Engine Journal
In today's rapidly evolving digital landscape, businesses face unique challenges in acquiring customers and expanding their digital footprint. From limited resources and intense competition to lack of insights, navigating this terrain requires innovative acquisition strategies.
Check out this exclusive webinar, where we will delve into a two-pronged strategy of driving campaign efficiencies while laying the foundation for long-term success.
You’ll learn expert tips for:
- Driving efficiency in paid media campaigns.
- Working towards long-term success.
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activities to be continuously measured and decision-making to be founded on strong
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• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
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https://nidmindia.com/
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Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
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5. The digital of everything is
driving this retail journey
Executive Summary
The evolution and
revolution required to
master this journey is
evergreen and relentless
Mastery will be built on
data, measurement,
platforms and
technology…strategic
infrastructure to drive
strategic management and
engagement across
channels, screens and
platforms
7. Performics Journey
1998
Performics
launches network
to drive online
sales for catalogers
2001
Performics adds paid
search as distribution
channel
2003
Performics adds
organic search as
distribution
channel
2009
Performics adds social &
display as distribution
channels
2011
Analytics practice evolves to
address cross channel needs
(search to display and social)
Biddable Media Scale
& Efficiency
Technology
& Platform
Integration
Data-Driven
Content &
Optimization
2015
Attribution
Media Mix
DMP
Performics Omni-Channel Evolution
2012 - 13
Mobile reaches critical mass:
strategy, optimization and
measurement focus on cross
channel and online – offline
dimensions
2005
Performics initiates
analytics build out
focused on clicksteam
PROJECT
* Extra Resources Involved
* Digital Personas 1 3 4 1 0%
* Performance Content & Site Audit 1 1.5 2 1 0%
* Media Channel Audit 1 1.5 2 1 0%
* Consumer Digital Journey (CDJ) 4 3 7 1 0%
* Tech Stack Recommendation 1 1 2 1 0%
* Advanced KPI Development 7 1 8 1 0%
* Attribution - Recommendation 9 2 10 1 0%
* Opportunity Assessment 11 1 12 1 0%
* Partner Governance Strategy 11 1 12 1 0%
* B.I. Strategy 11 1 12 1 0%
Elevation Roadmap
START DURATION
REVIEW
START
REVIEW
DURATION
PERCE
COMPL
8. How Do We Avoid
Data Paralysis?
How Do We Create Fully
Connected Experiences?
Questions Our Clients Are Asking
How Do We Better Understand
Consumers?
9. NON-BUYERS BUYERS
acquisition of retention of
enjoy
aware
buy
unaware consider
Ultimately, How Do We Win in the Decision Point Battleground?
11. More Touch-points, Channels & Devices than Ever Before . . .
Stimulus
Awareness
TV, OOH,
Display
Zero
Moment of
Truth
(ZMOT)
Decision
before Store
Search,
Social, CSE
First Moment
of Truth
(FMOT)
In-Store
Product
Placement,
Packaging,
Signage
Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study (N=5,003)
12. 72% said
physical stores
are important in
shopping
Compared with
67% who rated
the Internet
similarly
73% people
research online, then
buy in-store
PwC, Total Retail 2014 Survey
Physical & Virtual Shopping have Merged . . .
13. With Mobile at the Center . . .
Source: Google/IPSOS (May 2014)
15. Marketers Agree: Omnichannel is Key
• As consumers bounce from
device to device, brands are
trying to figure out how to track
them
• 67% of marketers state that
integrating all marketing
activities across channels is a
main goal
Econsultancy Cross-Channel Marketing Report 2014
16. But this Doesn’t Mean Marketers are Delivering It
Econsultancy Cross-Channel Marketing Report 2014
17. Major barriers to implementing
an omni-channel approach include:
Lack of appropriate
tools/tech
Available media options
not optimized
Lack of addressable
data sources
Substantive Obstacles To Be
Solved For
20. Focusing on the data that matters
Searches for store
increase by 33%
Average online
sale $45
Find her where
she’s active
Fall campaign ads drive 9
million impressions
Women aged
19-29 value
price over
brand
1,209 active SKUs on display
Recent searches
Coupon website
Leather jacket customer review
Top fall trends for 2014
21. Data that uncovers consumer intent
The largest marketing variable. It shapes queries, dictates
paths-to-purchase & mediates meaningful inter-actions with
brands regardless of channel, media or content type.
22. Our Work To Uncover Intent
The process of identifying
intent & applying that
insight toward improving
brand engagement to
drive measureable
performance
23. • Primary research
• Brandwatch
• SocialTools
• Benchtools
• eMarketer
• Forrester Research
Initial Intent
Hypothesis
Planning & Insights
Refined Intent
Hypothesis
Analytics +
Planning & Insights
Testing, Learning,
Scaling
Analytics
PlanAlytics
Outputs
Sourcesof
Data
• Glance
• Google Analytics
• CRM Data
• YouTube Analytics
• Bluekai
• Axiom
• Client Brief
• Draft KPIs
• Tech & Data Audit
• Content Audit
• Digital Maturity Plan
• CX Loop
• Audience Segmentation
• Learning Agenda
• Organizing Idea
• Brand Experience Map
• Performance Strategy, Activation & Optimization
Process
24. Digital Maturity Mapping: Four Strategic, Data Infused Areas
Business Intelligence
Fully Attributed Media
Audience-centric Advertising
Predictive Analytics
Deep integration with CRM and DMP systems
creates hyper-relevant customer experiences
Maximize return & scale through performance
budget allocation based on optimal spending
scenarios
Aligning with seasonality, new arrivals &
promotional events maximizes investment
Unified reporting provides omni-channel single
point of view of customers
25. Digital Maturity Mapping: Elevational Roadmap
Fully Attributed Assets
Business Intelligence
Multi-Channel
Reporting
Attribution & Budget
Planning
Flighting Strategy Based on
Attribution Findings &
Forecasts
CRM Enabled Search
Multi-Touch Attribution
Audience-centric Media
Predictive Analytics
Mobile Search
Geo-Specific &
On-Site User
Experience
GDN
Call Metrics Tracking
New Customer
Attribution
Site Design and
Conversion
Optimization
Integrate SEM +
SEO Reporting
Local PLA
Extension
YouTube
TrueView
Shared Media Plans
Report
Automation
Channel Specific
Regression Models
Dynamic Media &
Content Delivery
Customer Decision
Engines
Basics Competitive Standard Market Leading
Personalized
Experiences at Scale
All Channel Valuation
Media Mix
Driven
Activation
26. Business Intelligence
Automated omni-
channel reporting
provides
+50% reduction in
reports generation
Predictive Analytics
Predicating demand
based on seasonality
drives
+15% margin, -8%
spend in paid search
Fully Attributed
Media
Cross-channel budget
allocation finds that
Search + display
together drive 80%
more conversions
Audience-centric
Advertising
Using CRM to create
hyper-relevant
experiences wins
2X conversion
increase
Digital Maturity Mapping in Action
Tech
Retail
Tech
Tech
27. • Mobile drove significant traffic to stores
• 3.1X lift in-store visits over control audience (unexposed
group)
• 2.3X lift of the exposed audience vs. the general
population (consumers who may shop at retailer)
Planning for a Digitally-Bridged Store Future
We tracked store visitations as a
control vs. exposed context to prove
out a campaign’s true ROICapture device surrounding store
More and more shoppers doing both
29. Allow for in-person pickups
Centers in close customer proximity
Amazon: Digital Gets Physical
In Q1 2015, opened a pickup and
drop-off location on the campus of
Purdue University
Students could order everything from
textbooks to mac and cheese to pickup
31. 1999
Kohls.com
founded
2012
Launch of first
mobile apps
2012
Launch in-store
WiFi
2013
Re-platform
of Kohls.com
2014
Launch Ship
from Store
2014
Launch
BOPUS test
2014
New mobile
experiences – t.com
& mobile apps
2015
Full chain roll
out of BOPUS
2015
Launch multi-touch
attribution
Kohl’s Omni-Channel Evolution
Omni-
channel
planning
32. Omni-Channel
Measurement
Consumers, devices and
the changing media
landscape have added
complexity
Internal Alignment
Building consensus
and proving what we
think to be true
Merchandising
Marketing
Marketing’s success
and overall efforts
Omnichannel
Management
Combining
measurement,
alignment, and
execution to become
great
Today, Our Key Challenges Are . . .
33. Challenge #1: Measurement is More Complicated than Ever
Channel (both marketing &
shopping) performance is
measured separately, causing
gaps in visibility and limiting
optimization
The changing technology landscape makes ongoing
scrutiny and internal education necessary to stay ahead
Media is managed by diverse
partners without a completely neutral
source to measure success and
develop strategy
MEASUREMENT GAPS
A cross-channel
organization
requires more
resources and a
different type of
experience that
may not be
available
MEDIA SILOS LIMITED
RESOURCES
RAPID TECH ADVANCEMENT
34. Marketers Agree: Marketing Analytics are Contributing Less
• Contribution from marketing
analytics has stayed
relatively flat over the last 3
years
• This year, CMOs say analytics
are actually helping them
less now than they were in
2012
• Technology and data should
provide ways for us to solve
this
35. More Mobile, More Problems
Cross-Device Location
Accuracy
Offline & Online
Attribution
Mobile
Targeting Privacy
36. Mobile Is Still Not Integrated
Econsultancy Cross-Channel Marketing Report 2014
37. Measurement Approach A: Customer Matched Analysis
• Customers who engage with us digitally that we can track vs. similar customers that don't
Positive
Simple to execute & measure
Negative
Not a complete picture; hard to make media decisions. Limited by
what we can actually track.
Summary
Helps us directionally understand what digital is doing for our offline
business
38. Measurement Approach B: Market Test v. Control
• Increase spend in digital channels in distinct DMAs & measure vs. similar DMAs where we didn’t
increase spend
Positive
Helps understand how high is high, and how much impact we can truly
have on our store business
Negative
Doesn’t help us understand customer behavior or media impacts
Summary
Simple view but it satisfies the most important stakeholders (CFO,
CMO)
39. Measurement Approach C: Multi-Touch Attribution
• Accounting for ALL media touch-points & ALL customer sales (where we’re headed)
Positive
Best picture of how customers engage with media & accurately gives
credit to all channels. Enables quick decisions on specific KPIs.
Negative
Very hard to setup & track. Process has been 18 months+ in the
making. Reliant on tracking of customers
Summary
Go-forward best practice for most omni-channel brands
40. Challenge #2: Internal Alignment & Merchandising
• Market ourselves
• Showcase results
• Build trust
BUILD TRUST INTERNAL EDUCATION
• Explain to teams
• Overcome skeptics
• Prove what people
already know is true
REALLOCATE BUDGETS
• Take from print
• Explain why this is better
41. Major barriers omni-channel
success include:
Managing offers across
campaigns
Resources & coordination
across departments/brands
Adequate staff, IT, data
support
Marketers Agree: Omni-Channel is Difficult
• However, it is worthless
if we don’t put it to
good use by:
– Scaling it
– Effectively
managing at the
speed of retail
• What we’re building, and the analytics & data that we
manage will make us great
42. Importance of Omni-Channel Management
+80% of Online Purchases are multi-touch conversions
(Either same marketing channel or multiple channels)
of Online Purchases are multi-channel conversions
(Result of customer interacting with multiple channels, i.e. search/affiliate/social)
+70%
43. How Kohl’s is Approaching Omnichannel Management
Aligned Priorities
• All parties must have the same
goals:
• e.g. managing spend to
maximize sales/margin is
different than maximizing
to drive new customers
The speed at which consumers
change & interact with media
happens so fast. What took place last
month may change this month.
Willingness to Change
• Soliciting feedback from partners,
customers & associates
• They can help you understand &
get ahead of the changes
Strong Feedback
45. The digital of everything is
driving this retail journey
Executive Summary
The evolution and
revolution required to
master this journey is
evergreen and relentless
Mastery will be built on
data, measurement,
platforms and
technology…strategic
infrastructure to drive
strategic management and
engagement across
channels, screens and
platforms
47. Thank You!
Michael Kahn
Global CEO, Performics
Michael.Kahn@Performics.com
Chris Duncan
VP, Strategic Marketing, Kohl’s
Christopher.Duncan@Kohls.com
Editor's Notes
Timeline showing what we have delivered/been asked to deliver since we started in 1998.
Evolution of what PFX has been asked to solve, across channels & devices
By working with all these advertisers, there have been some clear challenge patterns that arise:
Brands often sit on too much or tool little data that is often not integrated into one place. This makes it difficult to establish FACTS and focus on the data that matters.
Lack of FACTS leads to an incomplete or inaccurate UNDERSTANDING of the customer’s intent
Without having accurate FACTS + UNDERSTANDING determined, it is impossible to put together an ACTION plan. This results in experiences that are not customized or connected.
The impact of these challenges gets magnified when taking into consideration the decision point journey that customers go through each day
It is complex and each decision point is a battleground between us and our competing brands
The key to wining each of these battles is to address these big challenges in order to match the customer’s intent at each decision point
We start by integrating your data and focusing on what matters to determine FACTS
This allows us to establish an UNDERSTANDING of the consumer’s intent
Enter: the concept of Planalytics, a proprietary framework we use at Performics. Often, planning teams and analytics teams work separately through a linear planning process, managing individual aspects of a plan. But in Planalytics, you have an integrated planning and analytics process from discovery (e.g. insight review, data collection), through insights creation, to measurement strategy, activation, measurement and optimization. Data is strategically applied to the planning process at the right time and place.
You can see the Planalytics process. First, establish your initial intent expectations/hypotheses by understanding your audience (e.g. their customer journey, intent, motivators, barriers, triggers, buying cycles, views of your brand), your competition, the media landscape and other factors (e.g. seasonality). The Planning Team creates strategic frameworks and audience and customer segments using primary qualitative and quantitative research, brand assessments and existing audience segments, like competitive social/search insights and third-party research like eMarketer and comScore, as shown on the slide.
Second, the Analytics Team takes center stage, leading the data collection and analytics processes to refine these intent expectations/hypotheses, using inputs like Google Analytics, CRM, etc. as illustrated on the slide. The team leverages expertise in data visualization, business intelligence, forecasting and attribution to uncover places where the initial expectations/hypotheses can be informed by data. Third is testing; the Analytics Team validates (or does not validate) these expectations with the right data points from the right sources. A new hypotheses may be formed based on (1) pre- and post-data analysis and (2) human understanding. You’re ready to use this data and human understanding to create a plan across paid, owned and earned media, including target audiences, content distribution and media buying strategy.
Most clients have plenty of data, but very little time and patience to sift through it looking for meaning and wisdom to make better decisions. Done right, though, data can be the most important partner to have at the planning table. It lays the foundation for ego-free strategy and participant-focused collaboration.
As a performance driven agency, your account team develops data driven strategies to identify opportunities for revenue growth and efficiency on an ongoing basis. They leverage a combination of frameworks and tools such as our S.A.T application to develop and analyze landing page tests. In addition, we have an advanced analytics team that integrates with the account team, driving incremental growth. Services include KPI development, Omni-Channel reporting & measurement, attribution, predictive modeling, data integration & personalization, and advanced testing.
Align business goals with measureable KPI's. We know you need to build your brand, drive intent, move consumers across devices, and create purchases in store and online. Analytics can help power the select of improved KPIs online, while technology solutions connect CRM & online data to improve attribution of measureable profit at a customer level. Real insights come from good data, and good data comes from a well designed technology stack. Build one that allows you to report & optimize an approach to marketing that is increasingly segmented & personalized.
Just as important – continue to monitor this technology stack to ensure data integrity, and stay on the cutting edge of the industry. Turn data into insight through intelligent reporting with GLANCE®. We combine human intelligence with automated decisioning to make marketing faster & more personalized.
Business Intelligence: BI solutions align business goals with measureable KPI's, while technology connects CRM & online data to improve attribution of profit at a customer level. This case study: creating one single report for a tech client (all channels, online and offline) gives us a better view of the customer, and also reduces the time taken to provide multiple reports on different channels, which are less valuable.
Predictive Analytics: Analytics-powered budget planning provides solutions that lead to better marketing decisions for optimal budget allocation and business results. Case study: if we can predict demand accurately for a retailer, we can better allocate spend. In this case, we predicated demand would drop based on seasonality. This allowed us to ease back (spend less) which drove better margins.
Fully-Attributed Assets: Integrated data across online/offline touch points provide a holistic view of media pathways, KPIs, reporting and ultimately planning and optimization. Case study (for tech client, Microsoft- channels play off each other in the purchase path. We found that running search and display together boosts conversions greatly, rather than running them separately in isolation. All about creating consistent experiences that aid the consumer to the eventual purchase.
Audience-centric Media: Reaching the right audience with the right message results in significant increases in engagement and conversion throughout the participant journey. Case study (for tech client Microsoft). Remarketing Lists: We created user pools. These pools included visitors that had previously clicked through to a product page, but did not initiate a trial of the product. Custom Messaging: Used copy that recognized that pool had already visited the site and were familiar with the product (e.g. “you learned about the product, try a download.” This was more relevant and led to more conversions.
MK- maybe ask Matt how he presented this, as it is complicated. This was done with the help of NinthDecimal. NinthDecimal’s Location Conversion Index measures actual increase from mobile to in-store visits to help marketers understand how their mobile ad spend influences in-store traffic. ZO has a partnership. Complicated, but simply way it works is:
NinthDecimal has a panel of users which they track from device IDs (not cookies, as cookies drop when people move between devices)
Kohl’s monitors its in-store traffic
NinthDecimal, in its panel, has an exposed group (people who have seen Kohl’s ad on mobile) and a control group (which has like demographics and behaviors as the exposed group, but not exposed to Kohl’s mobile ad)
Then measure the lift in in-store visits of control vs. exposed
Trend 1: The physical shopping experience is becoming digital.
Welcome and encourages guests to grow basket or divert them to high
Shorten perceived wait by entertaining shoppers
Demonstrations that inspire purchase
Influence impulse buys
Cross category sell/ load basket
Goal: Via Walmart Mobile App, help customers find items they need & make shopping easier & faster
Trend 2: the digital shopping experience is becoming physical.
Amazon’s Achilles heel likely to lead its downfall: shipping costs
Amazon received $3.1 billion in shipping fees & spent $6.6 billion on fulfillment in 2014
With consumers expecting products delivered to their store steps faster & cheaper than ever before, those margins are further squeezed
That is why Amazon is going physical
Amazon also has a 17-year lease on a 470,0000 square-foot building in Midtown Manhattan
Timeline showing Kohl’s journey
Measuring the effectiveness of marketing has always been a challenge
Now, even more complicated with the number of marketing channels amplified by the number of devices
The difficult part is trying to put all of that together and really understanding the relationships within channels (Intra channel) and across channels (inter channels).
We’re headed down the path to measuring a few different ways. From simplest to more advanced……
As marketers we some times need to be our own marketers. And ironically its one of the things we’re the worst at.
Now that we’ve developed these different methodologies, we must showcase the results - but more importantly show the capability to do this effectively and build trust by those that are impacted.
We’ve spent hours working with our teams explaining how we’re doing this, to get alignment. There will always be skeptics but showing the vision, and acknowledging the faults can help build confidence.
Most people know this shift is happening they just want to feel confident that what they believe to be true, actually is true.
Additionally – we are now a brand that is spending a sizable portion of our marketing on digital. That's a huge responsibility (and privilege) – an enormous one – and our marketing spend isn’t increasing. That money has to come from somewhere.
In our company its coming our of things like print (TAB and Direct Mail). This of course impacts people – people like Merchants/Buyers – who now lose space and in many ways control – over marketing their product.
This is undoubtedly the biggest challenge we have as marketers. We’re taking away something that has always worked, and always been a part of a buyers toolkit. We now owe it to them to explain what we’re doing and why its better for them.
What we’re building, and the analytics and data that we manage will make us great. Its one of the big differentiators for our company.
However, none of that is any good unless we do something with it and put it to good use.
And none of the measurement means anything unless we can scale it and effectively manage it at the speed of retail.
To effectively manage this we’re focused on a few key areas:
Aligned Priorities – this sounds so cliché, but this is so important. If all parties aren’t working towards the same priorities this can be detrimental to our business.
Managing our spend to maximize sales or margin is different than managing our spend to maximize new customers. Those will drive two very different results and take two different approaches.
Willingness to change – the speed at which consumers change and interact with media happens so fast. What took place last month may change this month.
Strong Feedback – soliciting feedback from partners, customers, and associates is so important. They can help you understand and get ahead of the changes so your organization is more prepared. One area we love to tap into is the store associate – they can be a wealth of knowledge in understanding what people are doing with technology and media. How they are interacting, how they shop differently, and how they interact socially.
To effectively manage this we’re focused on a few key areas:
Aligned Priorities – this sounds so cliché, but this is so important. If all parties aren’t working towards the same priorities this can be detrimental to our business.
Managing our spend to maximize sales or margin is different than managing our spend to maximize new customers. Those will drive two very different results and take two different approaches.
Willingness to change – the speed at which consumers change and interact with media happens so fast. What took place last month may change this month.
Strong Feedback – soliciting feedback from partners, customers, and associates is so important. They can help you understand and get ahead of the changes so your organization is more prepared. One area we love to tap into is the store associate – they can be a wealth of knowledge in understanding what people are doing with technology and media. How they are interacting, how they shop differently, and how they interact socially.