Marketing in an OmniChannel Environment

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METRO Cash & Carry Romania Member of

Marketingin an OmniChannel

environment

Everything is connected.

January 18, 2014

Cosmin Costea

Cosmin Costea | METRO Cash & Carry Romania Member of Page 2

Contents

3

1 Integration

What does it mean SingleChannel, MultiChannel, OmniChannel

4 OmniChannel benefits

7 The METRO approach

8 Conclusions

5 How to do OmniChannell

6 OmniChannel challenges

Cosmin Costea | METRO Cash & Carry Romania Member of

Integration: the road we want to travel

Page 3

>> Integration

Cosmin Costea | METRO Cash & Carry Romania Member of Page 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 Member of Page 5

>> What does the customer need

Everything is connected

Customer Integrated User Experience

e-Commerceworld sales

2012USA: 10%UK: 13%

2022UK: 30%RO: ??%

B2B customers want the same things B2C want

Sursa: Centre for Retail Research

Cosmin Costea | METRO Cash & Carry Romania Member of

One communication and sales channel

Page 6

>> SingleChannel

Cosmin Costea | METRO Cash & Carry Romania Member of

More channels: MultiChannel

Page 7

>> MultiChannel

ROPO

Research Online Purchase Offline

Cosmin Costea | METRO Cash & Carry Romania Member of Page 8

All the touch points are integrated: OmniChannel

>> OmniChannel

Cosmin Costea | METRO Cash & Carry Romania Member of

OmniChannel customers buy up to 30% more

Page 9

>> OmniChannel benefits

+15…30%

+15…30%

SingleChannel MultiChannel OmniChannel

IDC Retail Insights: Satisfying the Omni-channel Consumers Whenever and Wherever They Shop

Cosmin Costea | METRO Cash & Carry Romania Member of

TOP 5 ways to start OmniChannel

1. Social Media

2. In-store online access

3. Connected staff

4. Localized interaction

5. Data power

Page 10

>> How to do OmniChannel

Cosmin Costea | METRO Cash & Carry Romania Member of

TOP 3 challenges

1. Business model

2. Common objectives

3. Integrated conversion

Page 11

>> OmniChannel challenges

Cosmin Costea | METRO Cash & Carry Romania Member of Page 12

>> The METRO approach

In-store campaigns

Cosmin Costea | METRO Cash & Carry Romania Member of Page 13

>> The METRO approach

METRO leaflets integration

Cosmin Costea | METRO Cash & Carry Romania Member of Page 14

>> The METRO approach

Bloggers campaign

Cosmin Costea | METRO Cash & Carry Romania Member of Page 15

>> The METRO approach

The winner gets a “teambuilding cooking session”

Cosmin Costea | METRO Cash & Carry Romania Member of Page 16

>> The METRO approach

Benefits and Free delivery campaigns

Cosmin Costea | METRO Cash & Carry Romania Member of Page 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 Member of Page 18

>> Next steps

What will you do from day one

Cosmin Costea | METRO Cash & Carry Romania Member of Page 19

>> Questions

Cosmin Costea | METRO Cash & Carry Romania Member of Page 20

>> Thank you.

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