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Seven Ways to Op.mize Your Omni-‐Channel Experience in a
Cross-‐Channel World
Bre> Fritz Sco> Graflund
Yes, these are big overused….
What is Omni-‐Channel? Omnichannel is a mul.channel approach to sales that seeks to provide the customer with a seamless shopping experience whether the customer is shopping online from a desktop or mobile device, by telephone or in a bricks and mortar store.
h>p://searchcio.techtarget.com/defini.on/omnichannel
What is Cross-‐Channel?
The use of one marke.ng channel (such as direct mail or internet)
to support or promote another channel (such as retailing).
h"p://www.businessdic0onary.com/defini0on/cross-‐channel-‐marke0ng.html
“…omni-‐channel today is:
‘cross-‐channel being done well’.”
Make It Simple… Omni-‐Channel: Providing common content and applica.ons to all delivery types.
Cross-‐Channel: Providing all products and lines of business to the client / end customer (i.e. cross-‐selling).
The World of Financial Services
ABC Bank Retail / Branch Loca3on
Wealth Mgt.
Mortgage Loans
Small Business Mgt.
Insurance Products
Radio
Phone
TV
Website
Social Media
Wearable Tech
Omni-‐Channel
Cross-‐Channel
The World of Financial Services
ABC Bank Retail / Branch Loca3on
Wealth Mgt.
Mortgage Loans
Small Business Mgt.
Insurance Products
Radio
Phone
TV
Website
Social Media
Wearable Tech
Omni-‐Channel
Cross-‐Channel
The World of Financial Services
ABC Bank Retail / Branch Loca3on
Wealth Mgt.
Mortgage Loans
Small Business Mgt.
Insurance Products
Radio
Phone
TV
Website
Social Media
Wearable Tech
Omni-‐Channel
Cross-‐Channel
The World of Financial Services
ABC Bank Retail / Branch Loca3on
Wealth Mgt.
Mortgage Loans
Small Business Mgt.
Insurance Products
Radio
Phone
TV
Website
Social Media
Wearable Tech
Omni-‐Channel
Cross-‐Channel
Make Sure your Data Model is Correct and Sharable
h>p://blog.infoadvisors.com/index.php/tag/data-‐modeling/
Find The Common Brand Denominators
SPEECHES
MOBILE ENVIRONMENTS
VIDEO EMPLOYEES
PRODUCTS
SERVICES
VEHICLES BILLBOARDS
LETTERHEADS BUSINESS CARDS
LOGOS EMAILS
TAG LINES
APPS DIRECT MAIL
PUBLIC RELATIONS
ADVERTIZING
SIGNAGE
FORMS
WEBSITES
NEWSLETTERS
WORD OF MOUTH
YOUR BRAND
Align your Marke.ng and IT goals
Implement Systems that Sync Data Across the Brand (horizontal & ver.cal)
Bank Branch
Website Pages
Online/Offline Publishers
Custom Apps
Social Media
Collect Data, then Collect More Data
Focus on the Customer Experience for Conversions
h>p://www.dmnews.com/direct-‐line-‐blog/off-‐the-‐beaten-‐path-‐to-‐purchase/ar.cle/303091/
Be Ready for Mobile and Beyond (aka wearable devices)
Don’t Forget Run Spell Check
Wrap up / Business case examples
Seven Ways to Op.mize Your Omni-‐Channel Experience in a
Cross-‐Channel World
Bre> Fritz Sco> Graflund
