Marketing in an OmniChannel Environment
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The document discusses marketing in an omni-channel environment. It defines single-channel, multi-channel and omni-channel approaches. The key benefits of omni-channel include customers buying up to 30% more than through single or multi-channel. The document also outlines challenges of omni-channel and METRO's approach, which includes in-store campaigns, leaflet integration, bloggers campaigns, and benefits/free delivery promotions to focus on customer needs through integrated channels.
Marketing in an OmniChannel Environment
- 1. Marketing in an OmniChannel environment Everything is connected. January 18, 2014 Cosmin Costea METRO Cash & Carry Romania Member of
- 2. Contents 1 Integration 3 What does it mean SingleChannel, MultiChannel, OmniChannel 4 OmniChannel benefits 5 How to do OmniChannell 6 OmniChannel challenges 7 The METRO approach 8 Conclusions Cosmin Costea | METRO Cash & Carry Romania Page 2 Member of
- 3. >> Integration Integration: the road we want to travel Cosmin Costea | METRO Cash & Carry Romania Page 3 Member of
- 4. >> Customer needs In B2B we still sell to people. And they have needs What do they want Maslow: Hierarchy of needs Herzberg: Two factor theory How do they think Vroom: Expectancy theory Cosmin Costea | METRO Cash & Carry Romania Page 4 Member of
- 5. >> What does the customer need B2B customers want the same things B2C want Everything is connected e-Commerce world sales 2012 USA: UK: 10% 13% 2022 UK: RO: 30% ??% Customer Integrated User Experience Sursa: Centre for Retail Research Cosmin Costea | METRO Cash & Carry Romania Page 5 Member of
- 6. >> SingleChannel One communication and sales channel Cosmin Costea | METRO Cash & Carry Romania Page 6 Member of
- 7. >> MultiChannel More channels: MultiChannel ROPO Research Online Purchase Offline Cosmin Costea | METRO Cash & Carry Romania Page 7 Member of
- 8. >> OmniChannel All the touch points are integrated: OmniChannel Cosmin Costea | METRO Cash & Carry Romania Page 8 Member of
- 9. >> OmniChannel benefits OmniChannel customers buy up to 30% more +1530% MultiChannel SingleChannel +1530% OmniChannel IDC Retail Insights: Satisfying the Omni-channel Consumers Whenever and Wherever They Shop Cosmin Costea | METRO Cash & Carry Romania Page 9 Member of
- 10. >> How to do OmniChannel TOP 5 ways to start OmniChannel 1. Social Media 2. In-store online access 3. Connected staff 4. Localized interaction 5. Data power Cosmin Costea | METRO Cash & Carry Romania Page 10 Member of
- 11. >> OmniChannel challenges TOP 3 challenges 1. Business model 2. Common objectives 3. Integrated conversion Cosmin Costea | METRO Cash & Carry Romania Page 11 Member of
- 12. >> The METRO approach In-store campaigns Cosmin Costea | METRO Cash & Carry Romania Page 12 Member of
- 13. >> The METRO approach METRO leaflets integration Cosmin Costea | METRO Cash & Carry Romania Page 13 Member of
- 14. >> The METRO approach Bloggers campaign Cosmin Costea | METRO Cash & Carry Romania Page 14 Member of
- 15. >> The METRO approach The winner gets a teambuilding cooking session Cosmin Costea | METRO Cash & Carry Romania Page 15 Member of
- 16. >> The METRO approach Benefits and Free delivery campaigns Cosmin Costea | METRO Cash & Carry Romania Page 16 Member of
- 17. >> Conclusions 1. Focus on what the customer really wants 2. Integrate communication and sales channels 3. Common objectives Cosmin Costea | METRO Cash & Carry Romania Page 17 Member of
- 18. >> Next steps What will you do from day one Cosmin Costea | METRO Cash & Carry Romania Page 18 Member of
- 19. >> Questions Cosmin Costea | METRO Cash & Carry Romania Page 19 Member of
- 20. >> Thank you. Cosmin Costea | METRO Cash & Carry Romania Page 20 Member of