Siliguri Call Girls 8250077686 Service Offer VIP Hot Model
Marketing in an OmniChannel Environment
1. Marketing
in an OmniChannel environment
Everything is connected.
January 18, 2014
Cosmin Costea
METRO Cash & Carry Romania
Member of
2. Contents
1
Integration
3
What does it mean SingleChannel, MultiChannel, OmniChannel
4
OmniChannel benefits
5
How to do OmniChannell
6
OmniChannel challenges
7
The METRO approach
8
Conclusions
Cosmin Costea | METRO Cash & Carry Romania
Page 2
Member of
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
Page 4
Member of
5. >> What does the customer need
B2B customers want the same things B2C want
Everything is connected
e-Commerce
world sales
2012
USA:
UK:
10%
13%
2022
UK:
RO:
30%
??%
Customer Integrated
User Experience
Sursa: Centre for Retail Research
Cosmin Costea | METRO Cash & Carry Romania
Page 5
Member of
7. >> MultiChannel
More channels: MultiChannel
ROPO
Research Online Purchase Offline
Cosmin Costea | METRO Cash & Carry Romania
Page 7
Member of
8. >> OmniChannel
All the touch points are integrated: OmniChannel
Cosmin Costea | METRO Cash & Carry Romania
Page 8
Member of
9. >> OmniChannel benefits
OmniChannel customers buy up to 30% more
+15…30%
MultiChannel
SingleChannel
+15…30%
OmniChannel
IDC Retail Insights: Satisfying the Omni-channel Consumers Whenever and Wherever They Shop
Cosmin Costea | METRO Cash & Carry Romania
Page 9
Member of
10. >> How to do OmniChannel
TOP 5 ways to start OmniChannel
1. Social Media
2. In-store online access
3. Connected staff
4. Localized interaction
5. Data power
Cosmin Costea | METRO Cash & Carry Romania
Page 10
Member of
11. >> OmniChannel challenges
TOP 3 challenges
1. Business model
2. Common objectives
3. Integrated conversion
Cosmin Costea | METRO Cash & Carry Romania
Page 11
Member of
12. >> The METRO approach
In-store campaigns
Cosmin Costea | METRO Cash & Carry Romania
Page 12
Member of
13. >> The METRO approach
METRO leaflets integration
Cosmin Costea | METRO Cash & Carry Romania
Page 13
Member of
14. >> The METRO approach
Bloggers campaign
Cosmin Costea | METRO Cash & Carry Romania
Page 14
Member of
15. >> The METRO approach
The winner gets a “teambuilding cooking session”
Cosmin Costea | METRO Cash & Carry Romania
Page 15
Member of
16. >> The METRO approach
Benefits and Free delivery campaigns
Cosmin Costea | METRO Cash & Carry Romania
Page 16
Member of
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
Page 17
Member of
18. >> Next steps
What will you do from day one
Cosmin Costea | METRO Cash & Carry Romania
Page 18
Member of
