Presentation delivered by Paul Fennemore, Digital Experience Consultant at Sitecore on 23rd March 2017. Sagittarius, Travel Marketing; Know Your Niche Masterclass.

1. Omnichannel Marketing in the
Age of the OmniConsumer
• Paul Fennemore pfe@sitecore.net
• Digital Transformation Consultant Sitecore
• Associate Lecturer:
Oxford Brookes University Business School

2. • Context setting
• What the consumers want
• An Omnichannel Framework
Omnichannel Marketing
in the Age of the OmniConsumer

3. 3
Customer experience is transforming business
89% of companies
plan to compete
primarily on the basis
of the customer
experience by 2016
By2020 customer
experiencewill
overtakepriceas
thekeybrand
differentiator
Gartner Forbes
The businesses
that focus on
delivering and
executing
customer
experiences are
the businesses
that will win
Accenture
Customer-centric
companies are
60% more profitable
compared to
companies that
aren’t customer
focused
Deloitte

4. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Omnichannel Definition
4
“Omni-channel is viewing the experience
through the eyes of your customer.
Orchestrating the customer experience across all
channels so that it is seamless, integrated and
consistent.
Omni-channel anticipates that customers may
start in one channel and move to another as they
progress to a resolution.
Making these complex ‘hand-offs’ between
channels must be fluid for the customer. Simply
put, omni-channel is multi-channel done right!”
– John Bowden, Senior VP of Customer Care at Time
Warner Cable

5. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 5
The multi-channel world

6. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 6
Moving to cross-channel

7. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 7
Building omnichannel
C level ownership
Organisation structure
Data
Aggregation
Insight
Technology
Agility

8. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
The Possibilities are Limitless
8
Comptoir des Cotonniers opens
10,000 ‘boutiques’ overnight
across France as it turns adverts
and bus stops into virtual shops.
‘Fast Shopping’

9. Orchestrating the
customer journey
9

10. 10
The customer journey is omnichannel
Today’s Prospect to Customer Experience Interactions
Online
ads
Email Digital
billboards Search
Landing
Page
Social
3rd Party
SitesDigital
Touchpoints
Physical
Touchpoints
Website
PR
TV, Radio,
Print
Word of
Mouth
Direct
Mail Store
Mobile
App
IM
Chat
Social &
Online
Community
Call
Center
Email Newsletter
Promotion
on Invoice
Print
Offer
Invitation
Event
= Managed touchpoints = Unmanaged or semi-managed touchpoints
Print
Itinerary
Word of
Mouse

11. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
A third of holidaymakers now research offline
11

12. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Consumers want: curated experiences
12
•38% of adults cite a convenient booking
method as a deciding factor.
•iGens and Millennials open to personalised
travel offers on their mobile phone or tablet.
•21% would like a single app to plan their
entire trip, and 18% would like an app to
suggest activities.

13. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Consumers want: less stress
13
69% of leisure travellers worry that they're
not finding the best price or making the best
decision while booking a trip.
Perceived risk: one of the most important
factors affecting online purchases of travel
and tourism services, both in general and for
low-cost carriers.

14. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Consumers want: convenience
14

15. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Consumers want: immersive travel experiences (& the sharing economy)
15
With Trips through its “Experiences” service,
travellers will be able to arrange guided
activities led by locals.
Experiences range from short workshops to
multi-day excursions.
Each experience, such as surfing with a local pro
in Malibu, is designed to immerse travellers in
the culture of the area to create an authentic
experience.
Airbnb Trips

16. Customer experience reimagined:
delighting the omnichannel customer
So how?

17. 17
Overview Visits Campaigns Goals Keywords Details
• Facebook cycling France: 20:01:2017
• Converted: 21:01:2017
• Email plan: 22:01:2017
LatestWebsiteVisits01:02:2017
0hr:11 mins
Manchester
Mary Smith
msmith@outlook.com
Facebook: marsmith
Status
• Customer
• Last purchase: 15:01:2016
• Product: Skiing holiday
• Value: £3500
Preferences
• Outdoor
• Skiing
• Cycling
• Hiking
• Europe
Persona
• AB demographic
• Family
• Adventurous, non conformist
• Working
• Convenience seeking
• Budget pricing
• Downloaded: 26:01:2016
• Last used: 03:02:2016
Campaigns
Mobile App
Latest WebsiteVisits

18. 18

19. https://sitecoreuk.networkedbusiness.org/omnichannel
Moving to
Omnichannel
Six Core Disciplines

20. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Networked Business Initiative
20
To participate:
https://sitecoreuk.networkedbusiness.org/omnichannel

21. Omnichannel Marketing in the
Age of the OmniConsumer
• Paul Fennemore pfe@sitecore.net
• Digital Transformation Consultant Sitecore
• Associate Lecturer:
Oxford Brookes University Business School
https://sitecoreuk.networkedbusiness.org/omnichannel