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Rosenstr. 18
10178 Berlin
TEL +49 (0)30 2787 600 FAX +49 (0)30 2787 6066
www.td-berlin.com
info@td-berlin.com
Omnichannel: Kann Online ohne
Offline funktionieren?
Vortrag
Düsseldorf, 26.04.2013
Prof. Dr. Marc Drüner
MANAGEMENT CONSULTING WITH FOCUS ON INNOVATION MARKETING
90 EMPLOYEES; OFFICES IN BERLIN AND BEIJING
AGENCY OF TROMMSDORFF + DRÜNER
SPECIALIZED IN SOCIAL MEDIA,
APPLICATIONS AND ENTERPRISE 2.0
SCIENTIFIC EXPERTISE SUBSTANTIATED THROUGH
CLOSE COLLABORATION WITH TWO UNIVERSITY CHAIRS
MANAGEMENT AND DIGITAL MARKETING
CONSULTANCY OF TROMMSDORFF + DRÜNER,
SPECIALIZED ON CHINESE MARKET
COLLABORATION WITH CHAIR OF
MARKETING AT TONJI UNIVERSITY
CLIENT REFERENCES
CONSULTING INTERNATIONAL BRANDS SINCE 1999
marc.druener@td-berlin.com - 4
Agenda
1. Intro: Central Beliefs
2. Digital Shopper Marketing: Zielgerichtetes Marketing für
jede Zielgruppe
3. Digital Benchmarking System: Erfolgsmessung und –
optimierung
4. Mobile Couponing: Kundentreue gewinnen durch
Loyalitätsprogramme
marc.druener@td-berlin.com - 5
“…SOCIAL NETWORKS ARE THE OPERATING
SYSTEMS OF THE DIGITAL SOCIETY…”
(Digital Quarters, 2011)
marc.druener@td-berlin.com - 6
“…TECHNOLOGY IS THE NEW CREATIVE…”
(Technology Strategy Board)
marc.druener@td-berlin.com - 7
“…MARKETING IS THE NEXT BIG MONEY SECTOR
IN TECHNOLOGY - BY 2017, A CMO WILL SPEND
MORE ON IT THAN THE CIO…”
(Gartner Group, 2012)
marc.druener@td-berlin.com - 8
“…DATA IS THE OIL OF THE 21ST CENTURY…”
(GARTNER, 2010)
marc.druener@td-berlin.com - 9
“…COPY AND PASTE – APPLY EXCELLENT SOCIAL EXPERIENCES
FROM OTHER INDUSTRIES TO THE IBM WORLD…”
marc.druener@td-berlin.com - 10
marc.druener@td-berlin.com - 11
…everyone wants to capture the end
customer!
Third parties
OEMSupplier Retail End customers
Competitors
marc.druener@td-berlin.com - 12
The business success of
tomorrow depends on the data
collection of today
marc.druener@td-berlin.com - 13
data driven business =
enriched user data:
= behavioral user profiles & understanding
= build better products, better services, better …
= make more money
What’s my data?
TALKING
ABOUT
…+…
Owned
media
Market
research
…+ + + +
marc.druener@td-berlin.com - 14
Agenda
1. Intro: Central Beliefs
2. Digital Shopper Marketing: Zielgerichtetes Marketing für
jede Zielgruppe
3. Digital Benchmarking System: Erfolgsmessung und –
optimierung
4. Mobile Couponing: Kundentreue gewinnen durch
Loyalitätsprogramme
marc.druener@td-berlin.com - 15
Do we have to choose?
??
OR
OFFLINE
ONLINE
marc.druener@td-berlin.com - 16
No! Offline and Online are a great match!
AND
= PERFECT MATCH!
OFFLINE
ONLINE
marc.druener@td-berlin.com - 17
Shopper Marketing:
Leveraging the online and mobile trend for sales increase across all channels
APPS
MOBILE
ONLINE
SOCIAL
LOCAL
GAMING
…
COUPONS
BRICK AND MORTAR
MOBILE COMMERCE
ONLINE COMMERCE
marc.druener@td-berlin.com - 18
Welcome to the world of Digital Shopper marketing
CUSTOMER INTEGRATIONSHOPPING ASSISTANTS
LOYALTY CREDITS COUPONING
marc.druener@td-berlin.com - 19
Key benefits of all stakeholders by implementing strategic shopper marketing
Shopper Loyalty
Additional Sales
Brand Image
Activated Shopper
Consumer Loyalty
Additional Sales
Brand image
Leveraged Customer Relationship
Capabilities in Digital Shopper
Marketing
BRAND RETAILER
Targeted Deals
SHOPPER
20
DIGITAL SHOPPER MARKETING
WEB-BASED PLANNING TOOL
TARGET-ORIENTED PLANNING
OF DIGITAL SHOPPER ACTIVITIES
REGION & KEY ACCOUNT
Intensive involvement with familiar products
WHICH STRATEGIC GOALS SHOULD BE REACHED?
WEIGHT THE STRATEGIC GOALS BY
DISTRIBUTING A TOTAL OF 100%
Interest in new products
Incentive for unplanned purchases
Influence of store choice
Influence of product choice
Initiation of additional purchases
Informing friends/ acquaintances
BRAND SELECTION
TARGET GROUPS
RECOMMENDED
ACTIVITIES
100%
TARGETED
STRATEGIC GOALS
GOAL-ORIENTED
PRESELECTION
BRAND SELECTION
ENGAGING
BRAND SELECTION
SUCCESSFUL
START OPTIMIZATION
RECOMMENDED
ACTIVITES
marc.druener@td-berlin.com - 21
Agenda
1. Intro: Central Beliefs
2. Digital Shopper Marketing: Zielgerichtetes Marketing für
jede Zielgruppe
3. Digital Benchmarking System: Erfolgsmessung und –
optimierung
4. Mobile Couponing: Kundentreue gewinnen durch
Loyalitätsprogramme
marc.druener@td-berlin.com - 22
AND HOW CAN WE
MEASURE OUR
SUCCESS?
marc.druener@td-berlin.com - 23
TURNING DATA INTO SUCCESS
The challenge is to build a tool that aggregates existing and new data automatically,
reduces complexity and creates actionable insights for research and marketing.
CHALLENGE
“Using information from the internet
is like drinking water from a fire hydrant”
Mitchell Kapor, founder of Second Life
marc.druener@td-berlin.com - 24
Do we have to choose?
??
OR
TV
ONLINE
marc.druener@td-berlin.com - 25
No! TV and Online are a great match!
AND
= PERFECT MATCH!
TV
ONLINE
marc.druener@td-berlin.com - 26
SOCIAL NETWORKING
friends & work
WATCHING TV
multiple screens
88% of tablet
owners and 86%
of smartphones use
their devices while
watching TVNielsen Social TV Aug. 2012
Television
& Internet
marc.druener@td-berlin.com - 27
SOCIAL NETWORKING
friends & work
WATCHING TV
multiple screens
38% surf on facebookwhilst watching TV
marc.druener@td-berlin.com - 28
SOCIAL NETWORKING
friends & work
WATCHING TV
multiple screens
Taking this behavior into
account provider develop
parallel
programs
TALKING
ABOUT
29
DIGITAL PERFORMANCE MANAGEMENT & LIVE DASHBOARD
ALIGN MULTIPLE DATA SOURCES WITH BUSINESS OBJECTIVES AND INDUSTRY BENCHMARKS TO
GENERATE ACTIONABLE INSIGHTS
ONLINE DASHBOARD FOR LIVE PERFORMANCE MEASUREMENT AND REACTION
vs.
internal
cases
Vs.
Compet
ition
Vs.
Award
Winner
OPINION
MINING
ONLINE
SURVEYS
WEB
ANALYTICS
SOCIAL
DATA
SEARCH
DATA
MEDIA
SPENDING
DATA SOURCES (heterogeneous,
old & new data)
LIVE STEERING WITH
ONLINE DASHBOARD
(e.g. Coca Cola)
ACTIONABLE
STEPS
TO SUCCESS
BUSINESS
OBJEVTIVES
BENCHMARKING
(internal & external )
marc.druener@td-berlin.com - 30
Data-driven change: How new data can fulfill the CMO’s key needs
UNSURE WHERE TO INVEST SUCCESS PER CHANNEL
EX-POST REPORTING REAL-TIME IMPROVEMENT
DATA SILOS FOR EXPERTS ALL DATA IN ONE PLACE
DISPERSED, ANONYMOUS
COMMUNICATION
TARGETED MESSAGING
LACK OF COMPARABILITY 360°BENCHMARKING
OLD WORLD NEW WORLD
marc.druener@td-berlin.com - 31
A central hub for data aggregation, reporting and insights
Taking KPI management to the next level
marc.druener@td-berlin.com - 32
Agenda
1. Intro: Central Beliefs
2. Digital Shopper Marketing: Zielgerichtetes Marketing für
jede Zielgruppe
3. Digital Benchmarking System: Erfolgsmessung und –
optimierung
4. Mobile Couponing: Kundentreue gewinnen durch
Loyalitätsprogramme
marc.druener@td-berlin.com - 33
Retail + mobile: THE combination for the future of commerce
http://www.factbrowser.com/facts/8207/
Mobile commerce will account
for 24.4% of overall ecommerce
revenues by the end of 2017
1 in 8 EU5 smartphone
users actually completed a
retail transaction on their
phone
Mobile commerce sales
will reach $30B in 2016
More than 2/3 of mobile
transactions use alternative
payment methods like
PayPal instead of credit or
debit cards
8 in 10 shoppers interested in
mobile wallets would use a Paypal
wallet if one was available, vs 6 in
10 for Google and Apple
46% of smartphone owners aged 18-34
have shared their locations with a
retailer, compared to 22% of those
aged 35-54
marc.druener@td-berlin.com - 34
Mobile Couponing Market is exploding
Source: http://www.fiercemobilecontent.com/story/forecast-users-will-redeem-43b-mobile-coupons-2016/2011-11-01
Consumers worldwide will redeem
more than $43 billion
in mobile coupons in 2016,
an eightfold increase from the
$5.4 billion in mobile coupon values
subscribers will redeem in 2011.
marc.druener@td-berlin.com - 35
It’s all about giving & taking
marc.druener@td-berlin.com - 36
Perfectly leverage shopper preferences along different key success factors of mobile
loyalty approaches
GAMIFICATION
UNIQUE USER
EXPERIENCE
SOCIAL SHARE
TARGETED
ENGAGINGATTRACTIVE BARGAIN
marc.druener@td-berlin.com - 37
Thank you for
your
attention!
Prof. Dr. Marc Drüner
trommsdorff + drüner
innovation + marketing consultants GmbH
Rosenstraße 18
10178 Berlin
Fon +49 (0)30 27876027
Fax +49 (0)30 27876066
Mob +49 (0)151 18440018
marc.druener@td-berlin.com
www.td-berlin.com

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Vortrag Prof Drüner: Zukunft Drogeriemarkt

  • 1. Rosenstr. 18 10178 Berlin TEL +49 (0)30 2787 600 FAX +49 (0)30 2787 6066 www.td-berlin.com info@td-berlin.com Omnichannel: Kann Online ohne Offline funktionieren? Vortrag Düsseldorf, 26.04.2013 Prof. Dr. Marc Drüner
  • 2. MANAGEMENT CONSULTING WITH FOCUS ON INNOVATION MARKETING 90 EMPLOYEES; OFFICES IN BERLIN AND BEIJING AGENCY OF TROMMSDORFF + DRÜNER SPECIALIZED IN SOCIAL MEDIA, APPLICATIONS AND ENTERPRISE 2.0 SCIENTIFIC EXPERTISE SUBSTANTIATED THROUGH CLOSE COLLABORATION WITH TWO UNIVERSITY CHAIRS MANAGEMENT AND DIGITAL MARKETING CONSULTANCY OF TROMMSDORFF + DRÜNER, SPECIALIZED ON CHINESE MARKET COLLABORATION WITH CHAIR OF MARKETING AT TONJI UNIVERSITY
  • 4. marc.druener@td-berlin.com - 4 Agenda 1. Intro: Central Beliefs 2. Digital Shopper Marketing: Zielgerichtetes Marketing für jede Zielgruppe 3. Digital Benchmarking System: Erfolgsmessung und – optimierung 4. Mobile Couponing: Kundentreue gewinnen durch Loyalitätsprogramme
  • 5. marc.druener@td-berlin.com - 5 “…SOCIAL NETWORKS ARE THE OPERATING SYSTEMS OF THE DIGITAL SOCIETY…” (Digital Quarters, 2011)
  • 6. marc.druener@td-berlin.com - 6 “…TECHNOLOGY IS THE NEW CREATIVE…” (Technology Strategy Board)
  • 7. marc.druener@td-berlin.com - 7 “…MARKETING IS THE NEXT BIG MONEY SECTOR IN TECHNOLOGY - BY 2017, A CMO WILL SPEND MORE ON IT THAN THE CIO…” (Gartner Group, 2012)
  • 8. marc.druener@td-berlin.com - 8 “…DATA IS THE OIL OF THE 21ST CENTURY…” (GARTNER, 2010)
  • 9. marc.druener@td-berlin.com - 9 “…COPY AND PASTE – APPLY EXCELLENT SOCIAL EXPERIENCES FROM OTHER INDUSTRIES TO THE IBM WORLD…”
  • 11. marc.druener@td-berlin.com - 11 …everyone wants to capture the end customer! Third parties OEMSupplier Retail End customers Competitors
  • 12. marc.druener@td-berlin.com - 12 The business success of tomorrow depends on the data collection of today
  • 13. marc.druener@td-berlin.com - 13 data driven business = enriched user data: = behavioral user profiles & understanding = build better products, better services, better … = make more money What’s my data? TALKING ABOUT …+… Owned media Market research …+ + + +
  • 14. marc.druener@td-berlin.com - 14 Agenda 1. Intro: Central Beliefs 2. Digital Shopper Marketing: Zielgerichtetes Marketing für jede Zielgruppe 3. Digital Benchmarking System: Erfolgsmessung und – optimierung 4. Mobile Couponing: Kundentreue gewinnen durch Loyalitätsprogramme
  • 15. marc.druener@td-berlin.com - 15 Do we have to choose? ?? OR OFFLINE ONLINE
  • 16. marc.druener@td-berlin.com - 16 No! Offline and Online are a great match! AND = PERFECT MATCH! OFFLINE ONLINE
  • 17. marc.druener@td-berlin.com - 17 Shopper Marketing: Leveraging the online and mobile trend for sales increase across all channels APPS MOBILE ONLINE SOCIAL LOCAL GAMING … COUPONS BRICK AND MORTAR MOBILE COMMERCE ONLINE COMMERCE
  • 18. marc.druener@td-berlin.com - 18 Welcome to the world of Digital Shopper marketing CUSTOMER INTEGRATIONSHOPPING ASSISTANTS LOYALTY CREDITS COUPONING
  • 19. marc.druener@td-berlin.com - 19 Key benefits of all stakeholders by implementing strategic shopper marketing Shopper Loyalty Additional Sales Brand Image Activated Shopper Consumer Loyalty Additional Sales Brand image Leveraged Customer Relationship Capabilities in Digital Shopper Marketing BRAND RETAILER Targeted Deals SHOPPER
  • 20. 20 DIGITAL SHOPPER MARKETING WEB-BASED PLANNING TOOL TARGET-ORIENTED PLANNING OF DIGITAL SHOPPER ACTIVITIES REGION & KEY ACCOUNT Intensive involvement with familiar products WHICH STRATEGIC GOALS SHOULD BE REACHED? WEIGHT THE STRATEGIC GOALS BY DISTRIBUTING A TOTAL OF 100% Interest in new products Incentive for unplanned purchases Influence of store choice Influence of product choice Initiation of additional purchases Informing friends/ acquaintances BRAND SELECTION TARGET GROUPS RECOMMENDED ACTIVITIES 100% TARGETED STRATEGIC GOALS GOAL-ORIENTED PRESELECTION BRAND SELECTION ENGAGING BRAND SELECTION SUCCESSFUL START OPTIMIZATION RECOMMENDED ACTIVITES
  • 21. marc.druener@td-berlin.com - 21 Agenda 1. Intro: Central Beliefs 2. Digital Shopper Marketing: Zielgerichtetes Marketing für jede Zielgruppe 3. Digital Benchmarking System: Erfolgsmessung und – optimierung 4. Mobile Couponing: Kundentreue gewinnen durch Loyalitätsprogramme
  • 22. marc.druener@td-berlin.com - 22 AND HOW CAN WE MEASURE OUR SUCCESS?
  • 23. marc.druener@td-berlin.com - 23 TURNING DATA INTO SUCCESS The challenge is to build a tool that aggregates existing and new data automatically, reduces complexity and creates actionable insights for research and marketing. CHALLENGE “Using information from the internet is like drinking water from a fire hydrant” Mitchell Kapor, founder of Second Life
  • 24. marc.druener@td-berlin.com - 24 Do we have to choose? ?? OR TV ONLINE
  • 25. marc.druener@td-berlin.com - 25 No! TV and Online are a great match! AND = PERFECT MATCH! TV ONLINE
  • 26. marc.druener@td-berlin.com - 26 SOCIAL NETWORKING friends & work WATCHING TV multiple screens 88% of tablet owners and 86% of smartphones use their devices while watching TVNielsen Social TV Aug. 2012 Television & Internet
  • 27. marc.druener@td-berlin.com - 27 SOCIAL NETWORKING friends & work WATCHING TV multiple screens 38% surf on facebookwhilst watching TV
  • 28. marc.druener@td-berlin.com - 28 SOCIAL NETWORKING friends & work WATCHING TV multiple screens Taking this behavior into account provider develop parallel programs TALKING ABOUT
  • 29. 29 DIGITAL PERFORMANCE MANAGEMENT & LIVE DASHBOARD ALIGN MULTIPLE DATA SOURCES WITH BUSINESS OBJECTIVES AND INDUSTRY BENCHMARKS TO GENERATE ACTIONABLE INSIGHTS ONLINE DASHBOARD FOR LIVE PERFORMANCE MEASUREMENT AND REACTION vs. internal cases Vs. Compet ition Vs. Award Winner OPINION MINING ONLINE SURVEYS WEB ANALYTICS SOCIAL DATA SEARCH DATA MEDIA SPENDING DATA SOURCES (heterogeneous, old & new data) LIVE STEERING WITH ONLINE DASHBOARD (e.g. Coca Cola) ACTIONABLE STEPS TO SUCCESS BUSINESS OBJEVTIVES BENCHMARKING (internal & external )
  • 30. marc.druener@td-berlin.com - 30 Data-driven change: How new data can fulfill the CMO’s key needs UNSURE WHERE TO INVEST SUCCESS PER CHANNEL EX-POST REPORTING REAL-TIME IMPROVEMENT DATA SILOS FOR EXPERTS ALL DATA IN ONE PLACE DISPERSED, ANONYMOUS COMMUNICATION TARGETED MESSAGING LACK OF COMPARABILITY 360°BENCHMARKING OLD WORLD NEW WORLD
  • 31. marc.druener@td-berlin.com - 31 A central hub for data aggregation, reporting and insights Taking KPI management to the next level
  • 32. marc.druener@td-berlin.com - 32 Agenda 1. Intro: Central Beliefs 2. Digital Shopper Marketing: Zielgerichtetes Marketing für jede Zielgruppe 3. Digital Benchmarking System: Erfolgsmessung und – optimierung 4. Mobile Couponing: Kundentreue gewinnen durch Loyalitätsprogramme
  • 33. marc.druener@td-berlin.com - 33 Retail + mobile: THE combination for the future of commerce http://www.factbrowser.com/facts/8207/ Mobile commerce will account for 24.4% of overall ecommerce revenues by the end of 2017 1 in 8 EU5 smartphone users actually completed a retail transaction on their phone Mobile commerce sales will reach $30B in 2016 More than 2/3 of mobile transactions use alternative payment methods like PayPal instead of credit or debit cards 8 in 10 shoppers interested in mobile wallets would use a Paypal wallet if one was available, vs 6 in 10 for Google and Apple 46% of smartphone owners aged 18-34 have shared their locations with a retailer, compared to 22% of those aged 35-54
  • 34. marc.druener@td-berlin.com - 34 Mobile Couponing Market is exploding Source: http://www.fiercemobilecontent.com/story/forecast-users-will-redeem-43b-mobile-coupons-2016/2011-11-01 Consumers worldwide will redeem more than $43 billion in mobile coupons in 2016, an eightfold increase from the $5.4 billion in mobile coupon values subscribers will redeem in 2011.
  • 35. marc.druener@td-berlin.com - 35 It’s all about giving & taking
  • 36. marc.druener@td-berlin.com - 36 Perfectly leverage shopper preferences along different key success factors of mobile loyalty approaches GAMIFICATION UNIQUE USER EXPERIENCE SOCIAL SHARE TARGETED ENGAGINGATTRACTIVE BARGAIN
  • 37. marc.druener@td-berlin.com - 37 Thank you for your attention! Prof. Dr. Marc Drüner trommsdorff + drüner innovation + marketing consultants GmbH Rosenstraße 18 10178 Berlin Fon +49 (0)30 27876027 Fax +49 (0)30 27876066 Mob +49 (0)151 18440018 marc.druener@td-berlin.com www.td-berlin.com