Today’s shoppers are in a state of flux. They use a variation of channels to learn about products and services, to connect with brands and retailers and to compare and purchase. That is why successful retailers take a holistic omnichannel approach to Shopper Marketing: they offer their consumers a series of seamlessly integrated touchpoints, both offline and online. It’s up to the consumer how, where and when to use them. But whatever the channel or moment in their path to purchase, these consumers experience a more integrated message. When will you seize the Omnichannel Marketing opportunity?

1. OMNI-CHANNEL IN RETAIL:
PUTTING THE CUSTOMER AT THE HEART OF YOUR BUSINESS
PROF. GINO VAN OSSEL

5. AGENDA
1. omni-channel ?
2. rethinking the value chain
3. rethinking marketing
4. conclusion

6. OMNI-CHANNEL
omni-
channel
cross-
channel
multi-
channel
mono-
channel

7. customer centric
commerce

8. growth
John Lewis
online
+21.6%
growth
John Lewis
shop sales
+ 2.2%
(+0.6% LFL)
online
share of sales
John Lewis
31.6%
John Lewis
click & collect
54% of
online orders
source: John Lewis 2014/15 annual report – growth vs. year ago

9. retail sales vs. year ago
(Netherlands – Q1 2015 – CBS)

10. CUSTOMER-CENTRIC COMMERCE
orientation purchase after-sales
enrich
simplify
functional
needs
affective
needs

17. CUSTOMER-CENTRIC COMMERCE
orientation purchase after-sales
enrich
simplify
functional
needs
affective
needs

18. 1

19. AGENDA
1. omni-channel ?
2. rethinking the value chain
3. rethinking marketing
4. conclusion

22. “the launch of a webshop
compares to omnichannel,
like a wedding
to life as a married couple”

23. 1

28. EXTEND THE RANGE
1498 articles 3500 articles

29. webshop
only
customers
store
only
customers
omni-channel
customers
source: Bijenkorf

30. AGENDA
1. omni-channel ?
2. rethinking the value chain
3. rethinking marketing
4. conclusion

31. 1.

32. importance of search?

33. source: “Need for speed,” Parago, 2014 (n=>1900; online research)

34. touch point
share of
transactions
hard goods
share of
transactions
soft goods
paid search 32% 19%
natural search 25% 14%
e-mail 19% 41%
social media < 1% <2%
other 23% 24%
Source: Forrester / GSI Commerce – Holiday attribution research ‘11 (Q1 – 2012)
MARKETING

36. source: “Retail in Belgium,” InSites/Vlerick, 2012 (n = +170 statement)

37. plus d’info sur
www.carrefour.eu/tv

41. 2.

58. FOOD FOR THOUGHT

60. 3.

61. touch point
share of
transactions
hard goods
share of
transactions
soft goods
paid search 32% 19%
natural search 25% 14%
e-mail 19% 41%
social media < 1% <2%
other 23% 24%
Source: Forrester / GSI Commerce – Holiday attribution research ‘11 (Q1 – 2012)
MARKETING

62. webshop
only
customers
store
only
customers
omni-channel
customers
source: Bijenkorf

63. THE BIG PICTURE
Customerintelligence
Offering
High
Medium
Low
Mass Segment Individual
Massmarketing
1:1
Segmented

64. 6
“The future of personalization isn’t to impress customers with science.
It’s to delight them with magic.”
John Mulliken – co-founder Joss & Main

65. 6

66. MARKETING:
SALES & TRAFFIC
IBM Digital Analytics Benchmark – US Retail Performance (Nov – Dec 2014)

68. SINGLE VIEW OF THE CUSTOMER
level of commitment
segments
& persona
personalised
low high

69.  receipt
 loyalty card
 product scanner
 gift voucher
 push messaging
 mailings

70. 3 mio. downloads
0.5 mio. active users
usage: 7 times / month

71. SERVICE 2.0

72. 4.

80. WHERE TO BUY
“Thanks to the information I find on the internet, I know
pretty well what I want to buy, before going to the store.”
in-store survey among buyers, Consumer electronics (Belgium), June 2012, n = 408

81.  from selling towards helping to buy
from selling to helping to buy…

83. AGENDA
1. omni-channel ?
2. rethinking the value chain
3. rethinking marketing
4. conclusion

85. digital dreams digital budget

86. Jamie Nordstrom
head of Nordstrom Direct
“If we focus on the customer,
the outcome will be right”

87. ‘Dit boek biedt een stevig conceptueel
kader én heel concrete handvatten!
Een echte must voor al wie begaan is
met de toekomst van retail!’
Wouter Torfs, CEO Schoenen Torfs
‘Een echte aanrader voor zowel retailers
als e-tailers!’
Bart Claes, CEO JBC
‘Een boek geschikt voor zowel
professional als leek, voor de denker en
de doener, de gelegenheidslezer en de
alleslezer.’
Verslag van de Jury,
Managementboek van het Jaar

88. CUSTOMER-CENTRIC COMMERCE
orientation purchase after-sales
enrich
simplify
functional
needs
affective
needs

89. CONCLUSION
8
Prof. Gino Van Ossel
Retail management
E-commerce & omni-channel
Shopper & trade marketing
Channel management
gino.vanossel@vlerick.com
@ginovanossel