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Omnichannel shopper marketing @LivTom, June 19
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google.com/shopping
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2,49
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“Today,4people4say4you’re4carrying4a4store4in4your4pocket4because4you4have4444a4smartphone,4in4the4future,4you4will4simply4be4in4a4store4all4the4>me”4
James*MacQuivey,*Forrester
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EAcommerce4in4Belgium
14%$$
2015%
30%?$
2020%
>$
BeCommerce*Market*Monitor,**GfK*=*8*juni*2015
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EAcommerce4ranking42015
Ranking' Trend' Country'
1'2'3'4'5'6'7'8'9'
+2'
;1'
+1'
;2'
+1'
+1'
;2'
+5'
+15'
AT*Kearney*2015
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Fashion/4Shoes
Hotels/4Accommoda>on Books Ticke>ng
Bought4products/services4online4(124months)
Comeos,*e=commerce*in*2015,*Insites
57%$$ 39%$$ 32%$$ 31%$$
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Online4purchases4:4trendsComeos*e=commerce*2015
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86%$$ 55%$$
BeCommerce*Market*Monitor,**GfK*=*8*juni*2015
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Informa>on4searchComeos*e=commerce*2015
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Make%mobile%searches%during%shopping%
Showrooming**
Make%mobile%searches%during%shopping%
Make%mobile%searches%during%shopping%
46%**
23%**
6%**
The*cube*=*The*Digital*Society
46%$$
23%$$
6%$$
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Clicks'do'lead'to'bricks'Bricks4do4lead4to4clicksClicks4do4lead4to4bricksClicks'do'lead'to'bricks'
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AWARENESS CONSIDERATION INTENT (RE)PURCHASE
SHOPPER
CONSUMER
ADVOCACY
PRE-STORE TO-STORE IN-STORE POST-STORE
onlinebrick & mortar
DESIRE
1,00
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Asynchronous4shopper4journey
Forrester
Clicks'do'lead'to'bricks'
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Shopper4communica>on44in4an4omnichannel4retail4context
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1.4Start4from4the4path4to4purchaseClicks'do'lead'to'bricks'
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Asynchronous4shopper4journey
Forrester
Clicks'do'lead'to'bricks'
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mobile'
AWARENESS' PRE)PURCHASE' PURCHASE' ADVOCATE'
web'
social' E-mail'
mailings'
retail''folder'
print'
OOH'
TV'
mobile'apps'
Brand'websites'for'product'Info'&'comparisons'
e-shop'
social'site'&'blogs-'follow'for'product'info'
&'deals'search'for''
local'or'online''deals'
retail'flyers'follow'for'deals'
consumers''social'sphere:''ask'Aps'&'
recommendaAons'
visit'stores'Exp.'products'in'person,''
showrooming'
posiAve'or'negaAve'exprerience'shared'
WOM'
posiAve'or'negaAve'exprerience''shared'social'
ship'direct''to'home'
ship'to'store'
order'online'
website,'find,'neorest'Store,'check'innoventory'
Shipping'opAons'
POS''communicaAon'
By'on'store'
sales'advisor'In'store'
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• TV integration • Magazine integration • Video • Display
• Search • Read reviews • Watch videos • Compare • Content • Social
Which becomes next person’s MOT
Experiences we can broadcast
AWARENESS PRE-PURCHASE PURCHASE EXPERIENCE
• Webshop • Flagship stores • Retail • Omnichannel • POS integration
• Share • User generated • Co-creation • # • Interactive platform
Shoppers4pivotal4moments4of4truth
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Focus4on4the4weakest4links44Clicks'do'lead'to'bricks'
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#sleepwiththis
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Clicks'do'lead'to'bricks'2.4The4power4of4content
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Content4frameworkClicks'do'lead'to'bricks'
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Types4of4contentClicks'do'lead'to'bricks'
HERO%Large+scale,%tent+pole%events%or%“go+big”%moments%designed%%to%raise%broad%awareness%
HUB%Regulary%scheduled%“push”%Content%designed%for%your%%prime%prospect%
HYGIENE%Always+on%“pull”%content%designed%for%your%core%target%
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3.4Seamless4integra>onClicks'do'lead'to'bricks'
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4.4Customer4centricityClicks'do'lead'to'bricks'
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CustomerAcentric4model4
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JOHN%LEWIS%
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JOHN%LEWIS%
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“"
JOHN%LEWIS%
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JOHN%LEWIS%
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John4Lewis4Retail4and4Consumer4Merchandise
JOHN%LEWIS%
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JOHN%LEWIS%
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Total4EOY4sales42014:444+45.8%44Store4sales:444444444444444444444444+40%44Online4EOY4sales:44444444444+419%44Online4sales42014:444444444+432%4
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Create4an4experience4at4every4touchpoint4444444444444–4and4make4it4memorableClicks'do'lead'to'bricks'
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Connect
THANKS4FOR4PARTICIPATING
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