Transcript Document

The medium is not the message
The omnichannel customer journey
September 22nd 2014
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Page 1
Structure of the omnichannel customer journey
 The Evolution of Media
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Page 2
Structure of the omnichannel customer journey
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission

Omnichannel retailing is
NOT simply about how
many ways you can reach
your customer.

Having more
COMMUNICATION options
and potential touch points
requires a much deeper
and more sophisticated
view of your customers.

You must ensure that your
Signal to Noise ratio
minimizes noise!
Page 3
New channels and the pace of digital complicate execution
Media is becoming personal and mobile
Social
Web
Mobile
Consumers are
changing behaviors
Top marketers are
responding with
Media
Consumption
Purchase
Behavior
Anytime
Shopping
Online
&
In Store
Online
Buyer
Growing
Frequency
Consistent
Shopper
No Longer
Shopping
Likely attrition
customer
Never buy Select
Categories
Customer
Insights
Fast
Response
Expanding
Channels
Customer stages
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Page 4
Today’s consumers have high expectations for meaningful communication
Notice New
Behavior
Relevant
Messages
Only
Push Me
special
offers
Recognize
Me
Value Me
Personal
messages
with Insights
Email Me
for
details
Understand
Me
Treat Me
Differently
Text Me for
Real Time
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Page 5
Structure of the omnichannel customer journey
1
Understanding the foundation of
your omnichannel customer journey
2
Recognising the different customer types
that will engage with the your brand, and how
3
Visualising what the omnichannel customer journey
looks like for each customer type
4
Identifying the targeting, messaging, and programs that
could support the omnichannel customer journey
5
Defining the analytical and communication capabilities
that will facilitate your omnichannel customer journey
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Page 6
Single 360° view of the your customers: The foundation of the omnichannel
customer journey
Omnichannel customer journey
Current
customer
touch
points
Store
Direct
Marketing
Mobile
FOUNDATION
Single 360° view of your customers (data & analytics)
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
To see how
standard
approaches may
or may not also
applying with
online retail data
Online
For direct
application from
offline to online…
…but also to
investigate crosschannel
behaviour and
decision
(for pricing,
ranging, layout,
promotion and
direct marketing)
Page 7
Why is Personalized Targeting Important?
50% of consumers say retailers lack compelling
loyalty programs; 40% would switch retailers if
rewarded a cash coupon for previous spending
Members using
targeted offers
increased visits 12% and
increased
size 5%
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Page 8
Why is Personalized Targeting Important?
Targeted, personalized,
channel-sensitive offers
experience 40% increase
in scan rates and 50%
increase in open mail rates
92%: Targeted, locationaware mobile offers are
viewed
14%: Average
redemption rate
across all categories
32%: Redemption
rate in top retail
categories
62%: Repeat
usage rate
Targeted response rate grew
from 18 to 64% in 5 years
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Page 9
Recognising the different customer types that will engage with your brand,
and how
1
Non digital
2
Search online
& buy in store
3
Buy online
& in store
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
4
Online
Page 10
Each Channel Has Unique Properties
EMAIL
DM
SMS
PUSH
Notifications
SOCIAL
Regular Cadence
Weekly/Monthly
Cadence
Weekly Cadence
On Demand tied to
location & pref
Daily or weekly
post or tweets
Large database
Large database
Emerging
database
App user database
Medium Sized
(Followers)
5-35% open rate
1-2% response rate
98% open rate
95% read within 10
min.
5-10% response
rates
Store Closes at
2:00 Thursday
Side Dishes @
Giant
Table Setting - PinT
Thanksgiving
Offers
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Recipes - FB,
Page 11
Example of number
2
- search online and buy in store, in a single day
STORE
Car
park
DM
Shelf
Staff
Till /
POS /
COC
Loyalty
kiosk
Club
Flyer /
Catalog
DM
MOBILE
App
SMS
ONLINE
Social
media
Browse &
shopping
list
1
2
Recipes
3
Finds
coupon
Amends
shopping list
4
CUSTOMER JOURNEY
5
Arrives at
store
Gets
information
about offers
6
9
Understanding the
interactions across all
customer touch points
is necessary to deliver
relevancy and is only
possible with the single
customer view
Prints
recipes
7
8
Email Website Supplier Online Served
website
Ads
Loads
offer
Check out
10
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Posts
recipe /
comment
Page 12
Identifying the sample programs that could support the omnichannel customer
journey
1. Churn
prevention
@
6. Member get
Member
2. Loyalty
mailers
@
@
3. Theme
mailers
4. Welcome
@
7. Acquisition
5. Local store
activity
@
8. Reward &
trade driver
@
10. Supplier
solus
4
11. Surprise
rewards
@
9. Occasion
pushes
@
12. Reminders
@
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
13. Card
activation
@
Page 13
Identifying the programs that could support the omnichannel customer journey
STORE
Car
park
DM
Shelf
Staff
Till /
POS /
COC
Loyalty
Kiosk
Club
Kiosk
Flyer
Catalog
DM
MOBILE
App
SMS
ONLINE
Social
media
2. Loyalty mailers
3. Theme mailers
1
Browse &
shopping list
2
Recipes
3
Finds
coupon
Amends
shopping list
4
CUSTOMER JOURNEY
5
9. Occasion pushes
12. Reminders
6. Member get Member
Arrives
at store
Gets information
about offers
6
Prints
recipes
7
8
Email Website Supplier Online Served
website
Ads
5. Local store activity
Loads
offer
11. Surprise rewards
9
Check out
8. Reward & trade drive
10
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Posts recipe /
comment
Page 14
Identifying the programs that could support the omnichannel customer journey
- programs extend the customer journey, & are designed to change behavior
PRIMARY
Downgraded, triggered
a basket coupon
Email for special
evenings
TERTIARY
Engagement
SECONDARY
Acquisition program
brought customer in
Trigger the competitor
defense program due to
competing store opening
7.
Acquisition
4. Welcome
8. Reward
& trade
drive
11.Surprise
rewards
8. Reward
& trade
drive
5. Local
store
activity
9.Occasion
pushes
13. Card
reactivation
Time
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Page 15
A successful omnichannel program should be centred around meeting a
customer’s expectations
Customers expect…
I want to know what I’m signing up
for, understand the scheme
mechanics and see the benefits for
giving up my data – value exchange
I want to be recognised,
engaged with (and not
forgotten), valued and
REWARDED for my loyalty
I want to receive relevant
communication through
multiple channels I’m
signed up to
The single view of customer is
essential to ensure relevance,
Retailers should notice when
I want to receive a mix of
I’m doing something out of the
engaging personalised
consistency
of
message
across
ordinary i.e.
stop coming,
offer led communications
change purchase/visit patterns
channels and prevent
internal
I want to be able to choose the
I want to hear via and
competition forchannels
customer
to see a campaign delivered
across channels
attention
Don’t bombard me! Receiving a
communication once a week outside
of store from a retailer is sufficient
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Page 16
Identifying the programs that could support the omnichannel customer journey
STORE
Car
park
DM
Shelf
Staff
Till /
POS /
COC
Loyalty
Kiosk
Club
DATA COLLECTED
 location
 time of visit
 length of visit
 Frequency of visit to that location
 Distance from work or home
 Effectiveness of promotion on car park or
on the store entrance on in the windows
to attract visitors - everything visible from
the outside
Flyer /
Catalog
DM
MOBILE
App
ONLINE
SMS
TECHNOLOGY TO COLLECT
DATA
 geolocalised mobile app
 filming people (do they come
together or alone)
 Phone tracking apps?
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Social
media
Email
Website Supplier Online
website
Served
Ads
HOW CAN WE USE THIS DATA?
 real time offers on arrival at store (on app
or my SMS)
 special offers of the day
 service information (example: your store
closes in 15 minutes or your store will be
open on Sunday)
 offers on products he has viewed online
previously but not bought
 assuming ability to establish single view of
customer (SVoC) offers could relate to
previous activity in store, Online, or on
social media
 different offers based on the time of the
day. Lunch offers vs. dinner offers etc.
 info of manager specials, product expiring,
excessive inventory in frequently visited
store(s)
 offers that haven't been redeemed that are
due to expire soon
 reminder of items they may need to
purchase (whether on offer or not) based
on history of purchase (shopping list)
Page 17
Identifying the programs that could support the omnichannel customer journey
STORE
Car
park
DM
Shelf
Staff
Till /
POS /
COC
Terminal Terminal
PAYBACK
recipe
DATA COLLECTED
 category of interest
 new or existing customer to this category
 length of time in a category or aisle
(average spent time by segment type)
 collect research through survey/feedback
forms
 interaction data with products through
possible QR codes on shelf stoppers or
floor images / interaction with devices /
screens in the aisle
Flyer /
Catalog
DM
MOBILE
App
ONLINE
SMS
TECHNOLOGY TO COLLECT
DATA
 shelf stoppers
 QR or product code
 In-store tracking
 Tablets in store
 handsets
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Social
media
Email
Website Supplier Online
website
Served
Ads
HOW CAN WE USE THIS DATA?
 real time offers at shelf (with different
offers for new or existing, or those taking a
long time to decide)
 assuming ability to establish single view of
customer (SVoC) offers could relate to
previous activity in store, Online, or on
social media
 remind customers of double points on
products
 inform customers that items are on their
shopping list
 inform customers that they haven't bought
that in x weeks and they are due
 offers that haven't been redeemed that are
due to expire soon
 info of manager specials, product expiring,
excessive inventory
 recipe proposals
Page 18
Identifying the programs that could support the omnichannel customer journey
STORE
Car
park
DM
Shelf
Staff
Till /
POS /
COC
Loyalty
Kiosk
DATA COLLECTED
 why is the customer contacting staff?
 complaint?
 store, product, question
 how often is the customer contacting the
staff / number of interactions
 how does the staff member solve the
problem? Directly or does he have to
contact customer service or hotline or
store MD or does he just give the
information to the customer who must
solve the problem by himself?
 is there a complaint desk on the service
point where the customer can leave his
feedback?
Club
Flyer /
Catalog
DM
MOBILE
App
ONLINE
SMS
TECHNOLOGY TO COLLECT
DATA
 staff incident reporting
 service point or complaint app
 number of hotline contacts per
store?
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Social
media
Email
Website Supplier Online
website
Served
Ads
HOW CAN WE USE THIS DATA?
 build a history of customer staff contacts
 communicate off the back of the staff
contact, making the cardholder feel valued,
apologised to, compensated
 have staff become an ambassador of new
technology, social media, location of items
and new products, new programs etc.
 collect feedback on scheme
 track satisfaction
Page 19
Identifying the programs that could support the omnichannel customer journey
STORE
Car
park
DM
Shelf
Staff
Till /
POS /
COC
Loyalty
Kiosk
DATA COLLECTED
 cardholder?
 transaction details:
 Value
 SKUs
 Categories
 promotions realised
 price points
 coupons redeemed
 total scheme points accumulated
 card utilisation (between people
recognised to be in the store with their
app but do not use their card maybe
because the employee never asks)
 location
 time
 length of visit between service point and
POS
Club
Flyer /
Catalog
DM
MOBILE
App
ONLINE
SMS
TECHNOLOGY TO COLLECT
DATA
 POS information / bon data
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Social
media
Email
Website Supplier Online
website
Served
Ads
HOW CAN WE USE THIS DATA?
 all classic customer segmentations
 combine transaction data with online,
mobile and DM data to create single view
of customer (SVoC)
 if functionality exists to identify the
customer_ID at Terminals, and social, it
would facilitate complete personalization
 telling customer of money/pts saved
 reminders of things not in basket this time
that frequency/recency analysis says are
due to be bought soon
 notification of forthcoming offers
 "look out for" info messages on system
comms
 Near miss messages
 info to non card customers to sign up
 incentive to "burn" accumulated points
Page 20
Identifying the programs that could support the omnichannel customer journey
STORE
Car
park
DM
Shelf
Staff
Till /
POS /
COC
Loyalty
Kiosk
Club
DATA COLLECTED
 coupons activated
 coupons not activated but available
 points balance
 last visited / used terminal (frequency)
 areas of terminal utilised/viewed/
abandoned from
 collect research through survey
 future: content interaction (sweepstake,
recipes, etc.)
 time spent on terminal
 time between arrival on car park and
terminal (does he use other offers before
reaching the terminal like coffee, bistro,
etc.)
Flyer /
Catalog
DM
MOBILE
App
ONLINE
SMS
TECHNOLOGY TO COLLECT
DATA
 Loyalty/welcome kiosk
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Social
media
Email
Website Supplier Online
website
Served
Ads
HOW CAN WE USE THIS DATA?
 using cardholder_id map coupon activation
and usage data into SVoC
 if cardholder is saving, encourage spend
through offers
 reminders in other channels of coupons
activated
 offers to drive usage of terminal if visiting
infrequently
 assess navigation of terminal based on
areas infrequently used/dropped out of
 collect feedback on scheme
Page 21
Identifying the programs that could support the omnichannel customer journey
STORE
Car
park
DM
Shelf
Staff
Till /
POS /
COC
Loyalty
Kiosk
DATA COLLECTED
 tastes & preferences
 dietary requirements
 ethnic food
 usage rate
 time spent
 pages visited
 number of visits (does he come back?)
 interaction with content on this terminal
Club
Flyer /
Catalog
DM
MOBILE
App
ONLINE
SMS
TECHNOLOGY TO COLLECT
DATA
 Club terminal
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Social
media
Email
Website Supplier Online
website
Served
Ads
HOW CAN WE USE THIS DATA?
 encourage card swipe allowing
cardholder_id mapping, therefore relevant
recipes can be pushed through terminal
and relevant coupons accompanying it
 (card swipe needed to facilitate SVoC)
Page 22
Identifying the programs that could support the omnichannel customer journey
STORE
Car
park
DM
Shelf
Staff
Till /
POS /
COC
Loyalty
Kiosk
Club
DATA COLLECTED
 promotional/price aware attitudes
 possibility of QR code on the fllyer to see
offers and loyalty codes?
 rate of usage special offer on the flyer
 distributed flyer per day/week/month
(depending on the offers)
Flyer /
Catalog
DM
MOBILE
App
ONLINE
SMS
TECHNOLOGY TO COLLECT
DATA
 staff
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Social
media
Email
Website Supplier Online
website
Served
Ads
HOW CAN WE USE THIS DATA?
Page 23
Identifying the programs that could support the omnichannel customer journey
STORE
Car
park
DM
Shelf
Staff
Till /
POS /
COC
Loyalty
Kiosk
DATA COLLECTED
 coupon redemption
 coupons available but not redeemed
 offer attractiveness to cardholder:
 coupon type
 discount type
 discount depth
 category, brand, SKU
 validity period
 combination of offers
 achieving campaign goals
 responsiveness: channel attractiveness
Club
Flyer /
Catalog
DM
MOBILE
App
ONLINE
SMS
TECHNOLOGY TO COLLECT
DATA
 Lettershop reply
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Social
media
Email
Website Supplier Online
website
Served
Ads
HOW CAN WE USE THIS DATA?
 personalised customer targeting under a
single cross channel framework
 channel preference and offer relevancy
can be established through mapping of
historical transaction behaviour with all
touch points
Page 24
Identifying the programs that could support the omnichannel customer journey
STORE
Car
park
DM
Shelf
Staff
Till /
POS /
COC
Loyalty
Kiosk
Club
Flyer /
Catalog
DATA COLLECTED
 coupon redemption
 coupons available but not redeemed
 offer attractiveness to cardholder:
 coupon type
 discount type
 discount depth
 category, brand, SKU
 validity period
 combination of offers
 achieving campaign goals
 responsiveness: channel attractiveness
 pickup or deliver:
 where and when these orders are happening
(think here it’s less about orders and more about
activation of coupons/accessing info)
 location of use (geolocation)
 time of visit
 length of visit
 frequency of visit
 distance from work or home/preferred store
 interaction with content
 pages visited
 time
DM
MOBILE
App
ONLINE
SMS
TECHNOLOGY TO
COLLECT DATA
 application
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Social
media
Email
Website Supplier Online
website
Served
Ads
HOW CAN WE USE THIS DATA?
 personalised customer targeting
 combine data with store or online
transactions to create SVoC DM view
 channel preference and offer relevancy
can be established through mapping of
historical transaction behaviour with all
touch points
 reminder of coupons when in proximity to
store, when haven't visited app recently
 gamification for those that regularly view
app
Page 25
Identifying the programs that could support the omnichannel customer journey
STORE
Car
park
DM
Shelf
Staff
Till /
POS /
COC
Loyalty
Kiosk
DATA COLLECTED
 coupon redemption
 coupons available but not redeemed
 offer attractiveness to cardholder:
 coupon type
 discount type
 discount depth
 category, brand, SKU
 validity period
 combination of offers
 achieving campaign goals
 responsiveness: channel attractiveness
 actions stimulated: redirection, click
throughs, link opening, drive to store
 number of opt outs
Club
Flyer /
Catalog
DM
MOBILE
App
ONLINE
SMS
TECHNOLOGY TO COLLECT
DATA
 SMS provider
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Social
media
Email
Website Supplier Online
website
Served
Ads
HOW CAN WE USE THIS DATA?
 personalised customer targeting under a
single cross channel framework, (including
social media) and offline
 vehicle for receipt of real time offers in
store
 reminder of coupons when in proximity to
store, when haven't visited app recently
Page 26
Identifying the programs that could support the omnichannel customer journey
STORE
Car
park
DM
Shelf
Staff
Till /
POS /
COC
Loyalty
Kiosk
DATA COLLECTED
 events
 interests
 birthdays/occasions
 family
 brand affinity
 channel affinity (Twitter / Facebook)
 number of interactions with brand (Likes,
retweets, etc.)
 all profile data
Club
Handzettel
DM
MOBILE
App
ONLINE
SMS
TECHNOLOGY TO COLLECT
DATA
 social media monitoring tools /
social CRM tools
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Social
media
Email
Website Supplier Online
website
Served
Ads
HOW CAN WE USE THIS DATA?
 given the ability and willingness of
customers to link social media/online to a
loyalty program it could facilitate
personalization of all brand channels
 personalised customer targeting under a
single cross channel framework
 personalised social media profiles on
retailer’s pages for customers where
possible link to Cardholder_ID is made
 Only possible from analysis performed by
SVoC
Page 27
Identifying the programs that could support the omnichannel customer journey
STORE
Car
park
DM
Shelf
Staff
Till /
POS /
COC
Loyalty
Kiosk
DATA COLLECTED
 coupon redemption
 coupons available but not redeemed
 offer attractiveness to cardholder:
 coupon type
 discount type
 discount depth
 category, brand, SKU
 validity period
 combination of offers
 achieving campaign goals
 responsiveness: channel attractiveness
 actions stimulated: redirection, click
throughs, link opening, drive to
store/online
 open rate
 areas driving click through / poor
performing areas for clicks
 unique and multiple views/clicks
(retention of email)
Club
Flyer /
Catalog
DM
MOBILE
App
ONLINE
SMS
TECHNOLOGY TO COLLECT
DATA
 email provider
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Social
media
Email
Website Supplier Online
website
Served
Ads
HOW CAN WE USE THIS DATA?
 personalised customer targeting under a
single cross channel framework
 channel preference and offer relevancy
can be established through mapping of
historical transaction behaviour with all
touch points
 personalised online shopping
 targeted online ads
 shopping lists
 favorites
 only possible from analysis performed by
SVoC
Page 28
Identifying the programs that could support the omnichannel customer journey
STORE
Car
park
DM
Shelf
Staff
Till /
POS /
COC
Loyalty
Kiosk
DATA COLLECTED
 destination analysis (where does he
come from where does he go)
 click throughs
 search data
 browse subjects, areas and timings
 browse vs. purchase
 abandon rate
 abandon page
 time of visit
 device (IPad, etc.)
 location of visit (Home/work ?)
 browser
 all navigation data
Club
Flyer /
Catalog
DM
MOBILE
App
ONLINE
SMS
TECHNOLOGY TO COLLECT
DATA
 web analytics
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Social
media
Email
Website Supplier Online
website
Served
Ads
HOW CAN WE USE THIS DATA?
 given the ability and willingness of
customers to link social media/online to
loyalty program it could facilitate
personalization of all brand channels
 personalised online shopping site
 targeted online ads
 shopping lists
 favourites
Page 29
Identifying the programs that could support the omnichannel customer journey
STORE
Car
park
DM
Shelf
Staff
Till /
POS /
COC
Loyalty
Kiosk
DATA COLLECTED
 destination analysis
 click throughs
 search data
 browse subjects, areas and timings
 browse vs. purchase
Club
Flyer /
Catalog
DM
MOBILE
App
ONLINE
SMS
TECHNOLOGY TO COLLECT
DATA
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Social
media
Email
Website Supplier Online
website
Served
Ads
HOW CAN WE USE THIS DATA?
 given the ability and willingness of
customers to connect browsing to loyalty
program it could lead to personalised
customer targeting under a single cross
channel framework, against a specific RGA
rule set could be applied to all parts of
customer contacts both online and offline
 using technology we could make it easy for
customers to add into their basket
Page 30
Identifying the programs that could support the omnichannel customer journey
STORE
Car
park
DM
Shelf
Staff
Till /
POS /
COC
Terminal Terminal
PAYBACK
DATA COLLECTED
 destination analysis
 click throughs
 search data
 browse subjects, areas and timings
 browse vs. purchase
recipe
Handzettel
DM
MOBILE
App
ONLINE
SMS
TECHNOLOGY TO COLLECT
DATA
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Social
media
Email
REWE Supplier Online
website website
Served
Ads
HOW CAN WE USE THIS DATA?
 given the ability and willingness of
customers to connect browsing to loyalty
program it could lead to personalised
customer targeting
Page 31
Identifying the programs that could support the omnichannel customer journey
STORE
Car
park
DM
Shelf
Staff
Till /
POS /
COC
Loyalty
Kiosk
DATA COLLECTED
 destination analysis
 click throughs
 browse subjects, areas and timings
 browse vs. purchase
Club
Handzettel
DM
MOBILE
App
ONLINE
SMS
TECHNOLOGY TO COLLECT
DATA
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Social
media
Email
Website Supplier Online
website
Served
Ads
HOW CAN WE USE THIS DATA?
 personalised customer targeting under a
single cross channel framework,
Page 32
The journey to an omnichannel approach
Single
channel
Store
Multichannel
Store Online DM
Crosschannel
Store Online DM
Customers experience
a single type of touch-point
Customer sees multiple touch Customers see multiple
points acting independently
touch points as part of the
same brand
Retailers have a single type Retailers’ channel knowledge
of touch-point
and operations exist in
Retailers have a single
technical and functional solos view of the customer but
operate in functional silos
THE LEGACY
THE REALITY
THE ASPIRATION
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Omnichannel
Store
Online
DM
Mobile
Customer experience a
brand, not a channel
within a brand
Retailers leverage their
single view of the
customer in coordinated
and strategic ways
THE NIRVANA
Page 33
Sharing the analytical capabilities that will facilitate an omnichannel customer
journey with REWE
DM
STORE
Car
park
Shelf
Real time
cardholder /
account level
targeting
Data derived
from Single
View of the
Customer
(SVoC)
Geo targeting
Staff
Till /
POS /
COC
Rewarding /
apologising /
making a
customer feel
valued who has
contacted the
service desk
with a complaint,
question or
requirement
Loyalty
Kiosk
Club
Real time CRM
omnichannel
targeting
capabilities
through
customer
relevant
channels
Flyer /
Catalog
DM
Promotional and
flyer
effectiveness to
meet the store
level / regional
level price
sensitivity of
cardholder base
ONLINE
MOBILE
App
SMS
CRM
omnichannel
targeting
capabilities
through
customer
relevant
channels
Educational,
informative
about products,
programs, recipes
etc.
Real time CRM
omnichannel
targeting
capabilities
through customer
relevant channels
Data derived from
Single View of the
Customer (SVoC)
Real time CRM
omnichannel targeting
capabilities through
customer relevant
channels
Building of dynamic
customer
segmentations:
Real time
CRM
omnichannel
targeting
through
customer
relevant
channels
CRM
omnichannel
targeting
capabilities
through customer
relevant channels
CRM
omnichannel
targeting
capabilities
through customer
relevant channels
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Social
media
Email
CRM
omnichannel
targeting
capabilities
through
customer
relevant
channels
Providing the
input for the
personalization
of the social
media page
based on
historical touch
points with the
brand through
single view of
the customer
(SVoC)
CRM
omnichannel
targeting
capabilities
through customer
relevant channels
Website Supplier Online
website
CRM
omnichannel
targeting
capabilities
through customer
relevant
channels
Served
Ads
Online web
analytics
Providing the
input for the
personalization
of the Brand
channel based
on historical
touch points with
the brand
through single
view of the
customer (SVoC)
Online web
analytics
Online web
analytics
Page 34
Omnichannel customer experience (EXAMPLE)
AM
PM
RELEVANT COMMUNICATION CLOSING GAP TO PURCHASE
Martina checks her email




Personalised circular
Personalised recipes
Personalised offers
Personalised advice on
healthy meals tips on new
products
Checks her Facebook page
 A dessert recipe
 With a simple click the
products get added to her
shopping list along with
discounted offers loaded to
her card without leaving
Facebook
PM
TARGETING ON THE GO
Drives to the store
 Martina receives a message
on her phone as she pulls
into the parking lot,
reminding her of the
available offers
 Martina’s phone reminds
her it is time to buy
detergent based on her
location in the aisle &
purchase behavior
PM
CONVENIENT & ENGAGING
After leaving the store
 Martina receives an SMS
thanking her for her most
recent purchase and
providing incentives and
offers to encourage her
next trip
DATA SCIENCE
 Behavioral & real time intelligence and predictions
 Translating online & offline data for a full customer view…
 Delivering personalised engagement at every channel…
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Page 35
Identifying the programs that could support the omnichannel customer journey
1
2
Pricing
5
Offers
Give a “permanent” reduction
on products the customer is
loyal to
Multi-offer segment e-mail /
direct mail to customers
@
@
Friends Network
Use social media to allow
customers to earn themselves
and their “friends” discounts
6
9
Rewards
Give members gift cards
based on 3 threshold to reach
monthly
13
Today
‘Secret Sales’ E-mail to
deliver short cycle (this
evening) sales on key
categories to drive trips
17
Family
‘Feed your family for $20”.
Other mechanics that provide
a household level meal
solution
@
Ad
Highlight the best deals in
store that week
10
Basket Driver
Utilise coupon at till to deliver
high value basket coupons to
customers who visit the store
14
Convenience
Load to card offers triggered
directly from Retailer and
Vendor OLA and websites
18
Collection
“Buy 8 products and get 2
free.” Used to bust clubs and
hard discounters while building
frequency
@
3
Card Acquisition
7
Trigger card acquisition offer
on non-carded transactions
Specials
Highlight in store trials or
demonstrations to quality
focused customers
11
Breadth Driver
Utilise coupon at till to deliver
offers on categories
customers have lapsed
@
4
Welcome
Welcome new customers with
a series of activities, welcome
pack, initial offers
@
8
15
Competitor Defence
High value category and
basket offer communications
tailored to local competition
19
Clubs
Sub Clubs to the loyalty
program geared to your
household structure e.g.
Baby Club, Pet Club
@
Help
No offer communication with
recipes or hints / tips based
on lifestyle
@
12
Trip Driver
16
Reactivate Program
Utilise outbound
communications to deliver
additional visits
Outbound high value
communications to reactivate
lapsed customers
@
@
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
20
Trigger Events
Your birthday and wedding
anniversary are “You.”
Page 36
Identifying the programs that could support the omnichannel customer journey
Omnichannel communication - Make it convenient for the customer
One customer
view &
Measure
total customer
engagement
One contact
strategy
Create a
seamless
customer
journey
Leverage the
uniqueness of
each channel &
give customers
choices
OMNICHANNEL EXPERIENCE
1 contact strategy to manage all contacts
Treat channels as linked moments in the customer journey
@
SINGLE CUSTOMER VIEW
Capture data across all channels
Track browsing data, search strings, shared content
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Page 37
Connected CRM Technology Enablement
Print
TV/Video
DM
EM
Display
Search
Social
Mobile In Store
Site
Call
Center
Segmentation
Measurement & Attribution
Integrated attribution and
targeting accessible in real-time
Targeting & Personalization
Consumer Event Stream
All offline media interactions mapped
to the individual/HH level including
media research panel data
Offline Media
Database
Digital Data
Mgmt Platform
cR
All anonymous and known digital
exposures keyed to a universal user key
(cookie level)
Connected Recognition (cR) links known
consumers (and their value) to their media interactions in
the anonymous marketplace – mass and digital
Foundational view of the prospect and
customer including segmentation,
contact history, and value
CRM Database
First, Second and Third Party Data Sources
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Page 38
At the core: The experiential view of the customer
Life Events
Demographics
Call center
LTV Segment
Site
Product
In Store
Display
Mobile
The connected view creates
competitive advantage if
done at scale.
But the data has to be
there.
Social
Print
TV/Video
DM &EM
Search
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Page 39
Event Management Platform – report each event by customer –
longitudinally
A time-sequenced view of the consumer’s interaction with the brand, enabling the brand to
understand and impact the customer experience moving forward.
DM
Delivered
2/1/2013
Shown Display Ad
2/2/13 3:05pm
Calls 800#
Requests Info
and gives email
2/2/13 3:06 pm
Sent Email
2/2/12 5:05pm
Opens Email
2/2/13 9:30 pm
Clicks Branded
Paid Search Ad
2/6/13 9:00 pm
Registers on
Stop & Shop
.com
2/6/13 9:15 pm
User Event Table
User ID
Date Time
Event ID
Event Desc
1234
2/1/2013
DM437
DM Delivered
1234
2/2/2013 3:05 pm
DI9076
Display Impression
1234
2/2/2013 3:06 pm
CC068
Inbound Call Center
1234
2/2/2013 5:05 pm
EM087
Sent Email
1234
2/2/2013 9:30 pm
EM088
Opened Email
1234
2/2/2013 9:30 pm
EM089
Clicked Email
1234
2/6/2013 9:00 pm
PS674
Clicks Paid Search
1234
2/6/2013 9:15 pm
Q8740
Completes Quote
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Event Meta Data
Event ID
EM088
Creative
A2346 Stop & Shop Welcome,
Acquisition Source=In Store
Message
MI92365 Tell us more about
you, and explore Just for U
Product
P978 Preference Center
Page 40
Structure of the omnichannel customer journey
1
Understanding the foundation of
your omnichannel customer journey
2
Recognising the different customer types
that will engage with the your brand, and how
3
Visualising what the omnichannel customer journey
looks like for each customer type
4
Identifying the targeting, messaging, and programs that
could support the omnichannel customer journey
5
Defining the analytical and communication capabilities
that will facilitate your omnichannel customer journey
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Page 41
Thank you!
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