Speech at «Multichannel 2013» in Utrecht on Tue Apr 22nd by Jonathan Möller, Founder of foryouandyourcustomers. With his study «The Executive Summary on Multichannel Business», Jonathan Möller mapped the key findings for successful Multichannel into a striking blueprint. Since the publication in 2012 the independent study helped many wholesalers and manufacturers to make the right decisions. This session gives an overview on the blueprint for a Business-to-Business (B2B) point of view. Learn how you can create sustainable competitive advantage by understanding the mechanics of Multichannel in your organization and for your customers.

1. More overview, efficiency and turnover: The
blueprint for successful Multichannel in
Business-to-Business (B2B). Jonathan Möl
ler, founder of foryouandyourcustomers,
presents the «Executive Summary on
Multichannel-Business» at the Multichannel
2013 in Utrecht.

2. Source: foryouandyourcustomers, input by apextwo
What are the differences between B2C and B2B? The borders
are blurring more and more.
Business-to-Consumer (B2C) Business-to-Business (B2B)
Product driven Relationship driven
Maximize the value of the transaction Maximize the value of the relationship
Large target market Small, focused target market
Single step buying process, shorter sales cycle Multi-step buying process, longer sales cycle
Brand identity created through repetition and imagery Brand identity created on personal relationship
Merchandising and point of purchase activities Educational and awareness building activities
Emotional buying decision based on status, desire, or
price
Rational buying decision based on business value
Demand generation Lead generation
Small to medium assortment, mainly standard products Medium to large assortment, many special products

3. Multichannel Reality: Customers are using many touchpoints in
many different channels on their «customer journeys».
LoyaltyServicePurchaseConsideration
Source: foryouandyourcustomers
Awareness

4. You can loose your (potential) customers at any touchpoint on
the customer journey for the benefit of your competition.
LoyaltyServicePurchaseConsideration
Source: foryouandyourcustomers
Awareness
Touchpoint with Retailer
Touchpoint with Competition

5. Source: foryouandyourcustomers
Do customers change? Or do the surroundings change? Trends
we have seen in the last some years.
Any Channel
Any Time
More
touchpoints
More comparison,
steeper competition
Less time
per touchpoint
High expectations
per touchpoint
Any Place
One Stop / Full Service
Always «Now!»
Personal Service

6. The model for Multichannel Business by foryouandyourcus
tomers gives an overview and helps to make smart decisions.
Source: foryouandyourcustomers
Data Organization Channels Customer

7. LoyaltyServicePurchaseConsiderationAwareness
Source: foryouandyourcustomers
«The User-Facing»: channels for successful customer journeys
(and transformations).

8. LoyaltyServicePurchaseConsiderationAwareness
Source: foryouandyourcustomers
Did you create your «multichannel map» already? Do you have
a written «job profile» for each channel?
«Job Profile» of the Yearly Print Catalogue:
- Channel type
- Target groups / Stage of journey
- Users coming from... guiding them to...
- Opportunities
- Experience: Thinking, Feeling, Actions
- Statistics
- Plannings
- Costs
- Short term plans, Vision
- Competition

9. Source: foryouandyourcustomers
Planning & steering
Publication into the channels
Feedback from the channels
Choice of offers (personalization)
Placement of offers (merchandising)
Performance measurement
«The Connecting»: Organization, Processes & Tools to manage
channels efficiently and reasonably («Channel-Management»).

10. «The Foundation»: Data and data structure define the business
modell. Focus on six core areas for excellent Multichannel.
Source: foryouandyourcustomers
Campaigns
ServicesSupplies
Orders
CustomersProducts

11. Small Intermezzo: What do these items have in common?
Source: foryouandyourcustomers

12. Source: foryouandyourcustomers
The iPhone (or Samsung, Nokia, Blackberry, HTC, etc.) masters
the core functionalities of all these items.

13. «Multichannel-Business will be as simple for the customer and
demanding for the retailer as an iPhone!»
Source: foryouandyourcustomers
Channels Customer

14. Data structures change every 20 years, processes every 5 and
User Interfaces every 2 years. But customers stay convenient.
Source: foryouandyourcustomers
every 20 years
every 5 years
every 2 years stays
convenient
Data Organization Channels Customer

15. «Customer Transformation» first, then «Business Transfor
mation». We call it «Multichannel Transformation».
Source: foryouandyourcustomers
... then «Business Transformation».
«Customer Transformation» first ...
This is «Multichannel Transformation» for you and ... ... for your customers!
influenceableUnder your direct influence
Data Organization Channels Customer

16. foryouandyourcustomers in Amsterdam · Geneva · Munich · Vienna · Zurich
Jonathan Möller
http://jom.foryouandyourcustomers.com
What can I do for you and your customers?
btw: receive this presentation and
study via http://fyayc.com/now.
The new, extended version will be published on November
7th 2013 at the RetailForum 2013 (German / English).