Retail Consumer Journey
•Download as PPTX, PDF•
2 likes•607 views
How to avoid errors when implementing omnichannel strategy? Omnichannel helps to strengthen brand’s positioning and increase sales. Customers appreciate comfort - provide them with unlimited access to sales offerings. We help retailers to build competitive advantage though omnichannel model adoption and analyses the integration of traditional and online channels among 169 retailers in EU.
Recommended
Recommended
More Related Content
Viewers also liked
Viewers also liked (15)
Similar to Retail Consumer Journey
Similar to Retail Consumer Journey (20)
More from Ewelina Ciach
More from Ewelina Ciach (7)
Retail Consumer Journey
- 1. 1 Jak zaangażować Klienta prowadząc z nim spójny dialog?
- 2. Wczoraj
- 3. Dziś
- 4. Masowa komunikacja do klientów
- 5. Jutro
- 6. Dotarcie do indywidualnego klienta
- 7. Targetowanie i personalizacja w priorytetach 2015
- 8. Kiedy poszukujesz nowego produktu do zakupu, do którego medium/urządzenia zwracasz sie przy dokonywaniu ostatecznego zakupu? Source: IAB 2014 Mobile Holiday Shopping Consumer Survey, conducted online by Harris Poll, November 19-21, 2014. n=2,103 US adults 18+; n=1,176 US smartphone owners 18+.
- 9. ©2015 IBM Corporation 9 Działania w czasie rzeczywistym 10% 20% 30% 40% 50% 60% 70% ResponseRate 0% 80% up to 60% Event-based Marketing Real-time, event-based Marketing Target Marketing Mass Marketing Predictive Marketing Mass Marketing Target Marketing Predictive Marketing Event-based Marketing Real-time, event-based Marketing 2% 18% - 35% 4% 7% - 12%
- 10. THAI potrzebowało rozwiązania do e-mailingu, które pozwoliłoby na aktualne, istotne, kampanie marketingowe w wielu kanałach, które pozwoliłyby na zaangażowanie aktulanej bazy klientów oraz zaadresowanie nowych klientów. THAI ma dwa główne cele związane z emailingiem i marketingiem cyfrowym: Zaangażowanie obecnej bazy klientów Spersonalizowane kampanie i wiadomości do klientów zwiększające lojalność oraz odsprzedaż THAI Airways
- 11. Współczynnik otwarcia z kampanii rocznicowej na poziomie 61% 1 na 5 kontaktów w bazie klientów zaktualizowały swoje dane 1.5 miliona impresji na facebooku wynikających z dzielenia komunikacji na mediach społeczniościowych Wyniki
- 12. • Producent Jogurtów organicznych • Mały dział marketingu – działania oparte na unikalnych kampaniach • Działania marketingowe dążące do większego zaangażowania kleinta i świadomości marki Stonyfield Organic Stonyfield ma dwa główne cele związane z emailingiem i marketingiem cyfrowym: Indywidualna relacji z każdym klientem Budowanie lojalności i zaangażowania klientów
- 13. Wyniki Automatyzacja maili oraz efentywna segmentacja pozwalająca zespołowi marketingowemu Stonyfield na poświęcenie czasu na bardzie skomplikowane kampania i działania marketingowe Poprzez segmentacje stworzenie dwóch odzielnych grup: Inner Circle Club and #WakeUpWithStonyfield. W stworzonych powyżej segmentach, poziom otwarć maili, po pierwszych 30 dniach, był na poziomie 42%
- 14. • Przyjaznym lokalny mleczarz – obecnie online. • Oferuje ogromne i stale rozwijające się portfolio produktów docierając do ponad miliona domów w całej Wielkiej Brytanii. • Od chleba i mleka do najświeższych sezonowych owoców i warzyw, pokrywając dzienne potrzeby swoich klientów przez usługi online i offline milk&more Milk&more ma dwa główne cele związane z emailingiem i marketingiem cyfrowym: Segmentacja oparta na zachowaniu clientów Automatyzajca procesów
- 15. Implementacja marketingu opartego na zachowaniu klienta za pomocą Silverpop Product Advisor Wyniki Przeciętne otwarcia na poziomie 40-50% oraz zautomatyzowanie powtarzalnych programów Zintegrowanie Call Center to obecnych programów pozwala na automatyczne dodanie tego punktu doracia do klienta, nie było to możliwe przed implementacją Silverpop
- 16. Online & Offline
- 17. Efektywna segmentacja klientów Dotarcie ze spersonalizownym przekazem Lojalność klientów Online & Offline
Editor's Notes
- Way of the past (batch & blast) vs. the way of the future Audience Paradigm: Build an audience Batch and blast A/B Testing Conversational Paradigm: Listening -- Responding Automated message streams Completely personalized content Each step, the content gets more relevant
- Way of the past (batch & blast) vs. the way of the future Audience Paradigm: Build an audience Batch and blast A/B Testing Conversational Paradigm: Listening -- Responding Automated message streams Completely personalized content Each step, the content gets more relevant
- The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”
- The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”
- The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”
- The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”
- The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”
- The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”
- The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”
- The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”
- The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”
- The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”
- The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”
- The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”
- The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”