O R C H E S T R A T I N G O M N I C H A N N E L E N G A G E M E N T A NEW DAWN FOR THE FUTURE OF MARKETING

Transcription

1 O R C H E S T R A T I N G O M N I C H A N N E L E N G A G E M E N T A NEW DAWN FOR THE FUTURE OF MARKETING

2 THERE IS NO SUCH THING AS AN EXPERT THEY JUST STARTED EARLIER THEN YOU

3 PERSONAL INTRO PREDICTIVE SELLING ENABLES THE SALES FORCE TO PRO-ACTIVELY MAKE THE RIGHT OFFER, AT THE RIGHT TIME TO THE RIGHT CUSTOMER HTMLCRMOMNICHANNEL MARKETINGECOMMERCE SOCIALRETAILDIGITALCX

4 COMPANY INTRO PREDICTIVE SELLING ENABLES THE SALES FORCE TO PRO-ACTIVELY MAKE THE RIGHT OFFER, AT THE RIGHT TIME TO THE RIGHT CUSTOMER DIGITAL CUSTOMER EXPERIENCE

5 TABLE OF CONTENT WHERE ARE WE TODAY? CURRENT SITUATION WHERE DO WE WANT TO GET TO? IDEAL SITUATION WHAT WILL SUCCESS LOOK LIKE? PICTURE YOUR GOAL WHAT DO WE NEED TO DO? PRECISE ROLE OF CAPGEMINI WHAT IS THE PLAN? LET S GO

6 TABLE OF CONTENT WHERE ARE WE TODAY? CURRENT SITUATION WHERE DO WE WANT TO GET TO? IDEAL SITUATION WHAT WILL SUCCESS LOOK LIKE? PICTURE YOUR GOAL WHAT DO WE NEED TO DO? PRECISE ROLE OF CAPGEMINI WHAT IS THE PLAN? LET S GO

7 TABLE OF CONTENT WHERE ARE WE TODAY? CURRENT SITUATION WHERE DO WE WANT TO GET TO? IDEAL SITUATION WHAT WILL SUCCESS LOOK LIKE? PICTURE YOUR GOAL WHAT DO WE NEED TO DO? PRECISE ROLE OF CAPGEMINI WHAT IS THE PLAN? LET S GO

8 TABLE OF CONTENT WHERE ARE WE TODAY? CURRENT SITUATION WHERE DO WE WANT TO GET TO? IDEAL SITUATION WHAT WILL SUCCESS LOOK LIKE? PICTURE YOUR GOAL WHAT DO WE NEED TO DO? PRECISE ROLE OF CAPGEMINI WHAT IS THE PLAN? LET S GO

9 TABLE OF CONTENT WHERE ARE WE TODAY? CURRENT SITUATION WHERE DO WE WANT TO GET TO? IDEAL SITUATION WHAT WILL SUCCESS LOOK LIKE? PICTURE YOUR GOAL WHAT DO WE NEED TO DO? PRECISE ROLE OF CAPGEMINI WHAT IS THE PLAN? LET S GO

10 TODAY - THE NUMBER OF TOUCHPOINTS ARE EXPLODING

11 TODAY THE INDUSTRY HAS STARTED THE NEXT PHASE OF DIGITALISATION First they had to learn the new rules of digital leadership. Now they must imbibe a culture of change, ambiguity, speed and disruption

12 WHERE DO WE WANT TO GET TO? CONNECT THE CONTINUOUS CONSUMER, BRAND RELATIONSHIP USING BOTH DATA AND CONTENT IN A CONTEXTUAL MANNER TO ELEVATE THE CUSTOMER EXPERIENCE

13 SUCCESS CREATE A SOLID BUT PERSUADABLE IT STACK

14 SUCCESS BLEND THE B TO THE I MODAL AND BE IN CONTROL

15 SUCCESS CREATE A SOLID BUT PERSUADABLE IT MARCHITECTURE

16 BLENDING FRONTEND WITH BACKEND AND CREATE THE ULTIMATE CUSTOMER EXPERIENCE

17 BURBERRY IS KNOWN AS ONE OF THE OMNICHANNEL LEADERS IN LUXURY CASE STUDIES Burberry launched a feature on its E-Commerce page that allowed clients to purchase pieces immediately after their runway show. Customers could either shop the look, like it on Facebook or share it on other social media networks. On January Burberry will celebrate the Apple TV launch by using the platform to live stream its fall 2016 menswear show. This will be the first time a luxury label has broadcasted a fashion show in real time on the app. Not only will viewers be granted VIP access to the runway looks but they'll also be treated to a live concert.

18 NORDSTROM HAS INNOVATED THE DIGITAL DELIVERY SERVICES CASE STUDIES While Nordstrom has offered the buy online, pick up in store option since 2008, its new option allows customers the option for curbside pickup. This option allows customers the ability to simply call or text a participating store when they want to pick up their order. A store associate will be on hand to deliver the package to the customer upon arrival. Most of the applications have the standard features (available for pick-up at a store, scan bar codes to check product information, create a wish list, social recommendations ). The application Rack Alert is somewhat unique as it allows the customers to receive a notification when the items they were looking previously, arrives in their selected store. The client will be the first to know about it.

19 MACY S HAS SURPASSED AMAZON IN SHIPPING HUBS BY FULFILLING ORDERS FROM THE NEAREST STORE WITH THE AVAILABLE ITEM CASE STUDIES Using stores as warehouses cuts down on shipping times and costs, as most are located closer to residential neighborhoods than e-commerce warehouses. Macy s, for example, has surpassed Amazon in shipping hubs by fulfilling orders from the nearest store with the available item. And accepting returns of unwanted items at the store has proven to lead to a reversal of net sales 95% are recouped vs. 80% for online returns as those who return an item in-store often purchase.

20 GROWTH-HACK A PHYSICAL STORE TWELVE WEEKS WITH A MULTIDISCIPLINAIR TEAM CASE STUDIES Clarks wanted a technology project to prove the business strategy Consumer Experience Digitally Enabled. They wanted it delivered Fast & Furious 12 weeks to go live, and wanted to use new, brand agnostic, technologies. We enabled the store teams to serve consumers better and without leaving them. We applied a highly iterative test and learn approach to provide teams in-store tech and tablets, a back-end CRM solution and adopt a new way of work. This resulted in Initial efficiency focus (+/-10% identified), translated into focus on revenue management, Fully rolled out by Clarks team that we upskilled and prepared.

21 JOHN LEWIS IS THE LEADER IN USING CLICK & COLLECT AS UPSELL STRATEGY CASE STUDIES John Lewis lists its free click & collect service is at the top of the list, which highlights its popularity among shoppers. Free is mentioned first, the locations you can collect items from are mentioned, as well as the time when your goods are available. Click and collect is the first option you re presented with at checkout. Also Collect+ is available if there are no John Lewis or Waitrose stores near you.

22 TRUNKCLUB IS THE PERFECT EXAMPLE OF AN ONLINE PURE PLAYER ENTERING OFFLINE CASE STUDIES MEET YOUR STYLIST After you fill out a brief survey, a real person will chat with you about your style, size, and preferences to help build your new wardrobe. RECEIVE YOUR TRUNK Your stylist will handpick a selection of clothes, featuring premium brands such as Vince, Theory, Eton, rag & bone, Paige, and more. Then we ll ship the trunk straight to your door. ONLY PAY FOR WHAT YOU KEEP Take 10 days to try everything on, then keep what you like and return what you don t. Shipping is free both ways, and there are no monthly fees or commitments..

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28 EMPOWER THE OLD WITH THE NEW

29 DOES THE PERSON CREATE THE JOURNEY OR DOES THE JOURNEY CREATE THE PERSON WHEN WAS YOUR LAST, EITHER GOOD OR BAD CUSTOMER EXPERIENCE?

30 CUSTOMER JOURNEYS LEAD THE WAY KEY IS TO CREATE SEGMENTED WOW MOMENTS ACROSS THE OVERALL JOURNEY PREDICTIVE SELLING ENABLES THE SALES FORCE TO PRO-ACTIVELY MAKE THE RIGHT OFFER, AT THE RIGHT TIME TO THE RIGHT CUSTOMER Quick Start Order Discover Expert Setup My Manage confirmation Data Contacts more Support M&S cost Target group or persona 1 2 Order confirmation landing page informs about the M&S Startup w/instructions where and how to get it. 3 WOW I click on the link in the welcome I received an setup the data connection on my iphone with chat support. WOW the smartphone crew asks if I want to have my contacts transferred provide my old phone and he connects both to a device and does it Five days later I get an with 4 The Smartphone info on apps for 9 When walking through the city I walk into a M&S store to continue my quick start in store. crew also helps me to setup my account my device and a link to the M&S Discover More website and Youtube channel. WOW I recognize the fashion Crew which assisted me with my iphone in a TV commercial. Some days later I get an /sms informing that my first bill is ready online with a tip to subscribe to My M&S to view my bill online. Online/Social Mobile/Social Retail Customer Support* * Including phone, , chat, social media WOW - I go online to My M&S to view my bill it s easy to understand, with tools to do a detailed analysis of my costs.

31 WHAT WILL SUCCESS LOOK LIKE?

32 HOW DO YOU MANAGE ALL THOSE JOURNEYS?

33 WHAT DO WE NEED TO DO - START AGILE ACT FRAGILE PREDICTIVE SELLING ENABLES THE SALES FORCE TO PRO-ACTIVELY MAKE THE RIGHT OFFER, AT THE RIGHT TIME TO THE RIGHT CUSTOMER

34 HOW DO GREAT ORGANIZATIONS EXECUTE 1. Customer Engagement Vision & Strategy 3. Customer Journeys 5. Start up technologies 7. Pilot execution 9. Evaluation & Business Case Phase 1 Phase 2 2. Personas refined 4.Operationalization (ASE) 6. Pilot planning 8. Success measurement 6 weeks WEEKS 4 MONTHS

35 THE MOST INNOVATIVE CUSTOMER EXPERIENCE IS THE NEW BLACK IN MARKETING I visit a store to clarify certain points with a vendor I am looking for information to enrich my use on my mobile or tablet I get my bill with a presentation of the loyalty program I get a personalized offering me the special offer of re-engagement that I saw on Twitter A friend recommend me a new offer on Facebook I learn about this offer on the web I order on the website I share my user experience on the blog of the brand and give my opinion on social networks I am informed on twitter with an offer of reengagement I call with a click-tocall an advisor to re-engage

36 CREATE SUSTAINED COMPETITIVE ADVANTAGE BY DISCOVERING EMERGING AND CURATED TAILORED TECHNOLOGIES WANT TO CUT TIME COST & RISK OUT OF DIGITAL INNOVATION?

37 EXAMPLES OF ITERATE STUDIO CURATED INNOVATION TECHNOLOGIES

38 PLAN START TODAY DON T WAIT FOR THE NEXT BEST PREDICTIVE AUTOMATION SOFTWARE GIVE EXCEL A TRY

39 THE FUTURE OF MARKETING O R C H E S T R A T E MARCHITECTURE O M N I C H A N N E L EXPERIENCES ENGAGEMENT INSIGHTS

40 M ARKETING THE FINE ART OF SEPARATING PEOPLE FROM THEIR MONEY

41 T H A N K Y O U V E R Y M U T C H J E R O E N. J A N S S E C A P G E M I N I. C O M JERJANNL NL.LINKEDIN.COM/IN/JERJAN

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