Upload
bbdo-belgium
View
139
Download
1
Tags:
Embed Size (px)
Citation preview
OMNI-CHANNEL IN RETAIL: PUTTING THE CUSTOMER AT THE HEART OF YOUR BUSINESS
PROF. GINO VAN OSSEL
growth John Lewis
online
+21.6%
growth John Lewis shop sales + 2.2%
(+0.6% LFL)
online share of sales
John Lewis
31.6%
John Lewis click & collect
54% of
online orders
source: John Lewis 2014/15 annual report – growth vs. year ago
CUSTOMER-CENTRIC COMMERCE
orientation purchase after-sales
enrich
simplify
functional needs
affective needs
CUSTOMER-CENTRIC COMMERCE
orientation purchase after-sales
enrich
simplify
functional needs
affective needs
touch point share of
transactions hard goods
share of transactions soft goods
paid search 32% 19%
natural search 25% 14%
e-mail 19% 41%
social media < 1% <2%
other 23% 24%
Source: Forrester / GSI Commerce – Holiday attribution research ‘11 (Q1 – 2012)
MARKETING
touch point share of
transactions hard goods
share of transactions soft goods
paid search 32% 19%
natural search 25% 14%
e-mail 19% 41%
social media < 1% <2%
other 23% 24%
Source: Forrester / GSI Commerce – Holiday attribution research ‘11 (Q1 – 2012)
MARKETING
THE BIG PICTURE
Custo
mer
inte
llig
ence
Offering
High
Medium
Low
Mass Segment Individual
Mass m
ark
eting
1:1
Segm
ente
d
64
“The future of personalization isn’t to impress customers with science.
It’s to delight them with magic.” John Mulliken – co-founder Joss & Main
WHERE TO BUY
“Thanks to the information I find on the internet, I know pretty well what I want to buy, before going to the store.”
in-store survey among buyers, Consumer electronics (Belgium), June 2012, n = 408
‘Dit boek biedt een stevig conceptueel kader én heel concrete handvatten! Een echte must voor al wie begaan is met de toekomst van retail!’
Wouter Torfs, CEO Schoenen Torfs
‘Een echte aanrader voor zowel retailers als e-tailers!’
Bart Claes, CEO JBC
‘Een boek geschikt voor zowel professional als leek, voor de denker en de doener, de gelegenheidslezer en de alleslezer.’
Verslag van de Jury, Managementboek van het Jaar
CUSTOMER-CENTRIC COMMERCE
orientation purchase after-sales
enrich
simplify
functional needs
affective needs
CONCLUSION
89
Prof. Gino Van Ossel
Retail management
E-commerce & omni-channel
Shopper & trade marketing
Channel management
@ginovanossel