Presentation deck for the Are You Keeping up with Connected Consumers? panel at the 2012 J.D. Power Automotive Marketing Roundtable. The panel description:
The era of ubiquitous digital devices is changing consumer behavior, which has many repercussions for digital marketers. Your customers expect a media experience to move seamlessly from one screen to the next and from digital channels to physical environments. This panel will look at ways you can best serve these omnichannel shoppers and adopt a commerce-anywhere approach.
3. Panelists
Eric Miltsch Julia Knittel Doug Simpson Tod Sacerdoti Scott Ehlers
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4. Eric’s thought starter:
“Mobile is the gateway to
increasing the speed in which
we connect with brands and
creating customer loyalty prior
to the sale, rather than
afterwards. It's cheaper, faster
Eric Miltsch & it's two-way!”
Director of Product
Strategy, DrivingSales.com, @e
miltsch
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5. Julia’s thought starter:
“Give consumers multiple
opportunities to engage;
even if they’re experienced
only by a few, they will be
shared by many.”
Julia Knittel
Department Manager,
Marketing, smart USA
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6. Doug’s thought starter:
“With consumers being
more open and connected
than ever before, building
relationships across numerous
channels is vital to successful
Doug Simpson
marketing campaigns.”
Group Director of Global
Marketing Solutions, Facebook
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7. Tod’s thought starter:
“Video is the most effective,
scalable and underutilized
crossplatform brand-building
tool.”
Tod Sacerdoti
CEO of BrightRoll, @todsacerdoti
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8. Scott’s thought starter:
“How can you provide different
information in different ways
as your customer progresses
through different research
stages?”
Scott Ehlers
Vice President of Product, KBB
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10. Who are connected consumers?
In an era of ubiquitous
computing, consumers
can engage with many
devices and systems
simultaneously.
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11. Who are connected consumers?
Connected consumers
interact with and
consume digital content
through multiple
connected devices,
either sequentially
or simultaneously.
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12. Who are connected consumers?
Connected consumers
have been around
as long as mobile
broadband.
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13. Who are connected consumers?
What has changed is
that it is no longer just
a minority of young,
early adopters who are
digitally connected.
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14. Who are connected consumers?
Connected consumers
are not a single
demographic monolith.
Their behavior is being
mainstreamed and cuts
across age groups.
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15. Why should you care about connected consumers?
82%
of consumers between
the ages of 18 to 64 are
embracing connected
digital devices
Source: IBM Institute for Business Value; March 2012
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17. What is omnichannel marketing and sales?
Multichannel marketing
is the practice of selling
Omnichannel is products to customers
through more than one
an evolution of channel (e.g., online lead
multichannel. vs. walk-in). The customer
experience is often different
between channels.
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18. What is omnichannel marketing and sales?
MULTICHANNEL VS OMNICHANNEL
EXPERIENCE SOCIAL
Omnichannel
marketing seeks
SOCIAL
to provide a
consistent customer
BUSINESS BUSINESS
experience while
LOCAL MOBILE engaging through any
EX
CE
P
LO
E
ER
IEN
BIL
number of channels
CA
IEN
ER
MO
L
CE
P
EX
simultaneously.
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19. What is omnichannel marketing and sales?
Omnichannel marketers
recognize that the
customer often works
through multiple
channels to make a
decision and can even
be working through two
different channels at the
same time to
search, select and
convert on a product
purchase.
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20. What is omnichannel marketing and sales?
Audi opens the first interactive,
digital showroom for urban shoppers
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21. What is omnichannel marketing and sales?
Audi City uses
the latest digital
technology to create
an immersive
environment for
car buyers.
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22. What is omnichannel marketing and sales?
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23. What is omnichannel marketing and sales?
Customer-centered commerce
Customer-centered
SERVICE AWARENESS
EXPERIENCE EXPERIENCE commerce puts a consumer
lens on the merchant and
CUSTOMER
considers not only the
OWNERSHIP
EXPERIENCE SHOPPING merchant’s channels, but
EXPERIENCE
also everything the
PURCHASE consumer sees —
EXPERIENCE
including the competition.
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24. What are the best ways to
keep up with connected
consumers?
25. What are the best ways to keep up with
connected consumers?
Connected
Online
Traditional
Source: Brian Solis, Meet Generation C: The Connected Consumer
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26. What are the best ways to keep up with
connected consumers?
Recognize that
in-market
consumers no
longer have
distinct online and
offline behaviors.
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27. What are the best ways to keep up with
connected consumers?
Shoppers can now
sit in a showroom
vehicle accompanied
by a tablet-wielding
salesperson, rather
than sequestered in
an office.
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28. What are the best ways to keep up with
connected consumers?
Connected consumers
expect fluid content
and a media experience
that moves seamlessly
from one screen to
the next.
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29. What are the best ways to keep up with
connected consumers?
Understand the
audience's specific
behaviors and needs
before resorting to a
full-on responsive
solution.
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30. What are the best ways to keep up with
connected consumers?
Personalize your vehicle online; drive off the lot in a custom vehicle.
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31. Omnichannel campaigns
New cross-platform mobile interactive video unit
Fast execution and implementation across platforms
Easily evaluate effectiveness of campaigns on same analytics platform
Maximize interactivity
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32. Cross-platform mobile interactive video unit
Interactive Features
Image overlays Social Expansions
Interactive browsing in-unit
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33. How can you move toward
customer-centered
omnichannel commerce?
34. How can you move toward customer-centered
omnichannel commerce?
Tying together all
of the data
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35. How can you move toward customer-centered
omnichannel commerce?
Determine what consumer
problem you are trying to solve
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36. How can you move toward customer-centered
omnichannel commerce?
Integrating an
omnichannel
approach into the full
customer journey
* Loyalty loop adapted from McKinsey and Co.
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37. How can you move toward customer-centered
omnichannel commerce?
Learn how to COPE
with content
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38. How can you move toward customer-centered
omnichannel commerce?
Other
considerations
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When did connected consumers emerge as a distinct segment? Around the same time consumers were able to start carrying computers in their pocket.
And online and offline behavior began to merge.
The first wave of connected consumers has been around since shortly after the introduction of mobile broadband.
What has changed is that the connected consumer segment has expanded from early adopters and is becoming more mass.
While it may have been true in the past, Not all connected consumers today are digital natives.
With 82 percent of consumers between 18 and 64 embracing digital devices, connected consumer behavior is becoming mainstream.
Omnichannel, as we are defining it for the purposes of this panel, is an evolution of multichannel. While mutlichannel allows you to reach consumers through more than one channel, the customer experience is often different between channels.
Omnichannel marketing seeks to provide a consistent customer experience while retailing through any number of channels simultaneously.
Omnichannel marketers recognize that the customer often works through multiple channels – either sequentially or simultaneously – to search, select and convert on a product purchase.
One example of a brand addressing multiple channels is Audi City, a new retail concept for the automaker, where an entire fleet of models is presentedin digital form, ready to be customized by prospective buyers. The first location opened this summer near Piccadilly Circus in London, just in time for the Summer Olympics.The Audi City London interactive dealership experience is equipped with a multi-touch display, made possible via Microsoft’s Kinect technology. This display allows customers to learn more about vehicle features and create customizations to design the car of their dreams. While Audi City may lack physical cars, it certainly does not lack service or luxury. The showroom includes small samples of interior fabrics and other tactilely important automobile features, so that customers can both see and feel parts of the car while being visually entertained by beautiful 360° views of their future vehicle, which are displayed on floor-to-ceiling “powerwalls” within the showroom. Customers can also take home their online car configurations on a USB stick to further contemplate the car they designed in the showroom and consider future purchase. Working with Razorfish, Audi plans to open 20 such stores by 2015.
Visitors can digitally select their vehicle from numerous possible configurations and experience it in realistic 1:1 scale on screens that almost fill the entire space. Moreover, technical details such as the drivetrain, bodyshell or LED light technology can be presented individually in order to make innovations understandable on an intuitive level.
All of us are familiar with Amazon, which started out as an online-only bookseller and quickly diversified. More recently, Amazon has started to create a physical presence for itself with Amazon Locker. So now you can have packages delivered to you at home, at work or at an amazon locker location near you. Amazon first rolled out Locker in Seattle, New York (Staples, 7-11, Rite Aid, Gristedes and Central Parking) and London about a year ago. Amazon has also tried to make its presence felt in competitor’s showrooms. Last holiday season, in exchange for a discount of up to $5, Amazon urged consumers to use its mobile app to scan UPC codes of items on rival shelves to compare prices, and then buy the same items from Amazon.com on the spot.Amazon was able to poach customers from the homes of its competitors before they even realized it, illuminating a significant challenge for retailers.
But Amazon’s tactics show that, from the customer’s perspective, "omni" belongs to everyone. Truly relating to customers in this new world will require businesses to look at purchasing options through the eyes of the customer — what we at Razorfish refer to as “customer-centered commerce.”
Connected consumers now make up one of three distinct customer segments – the other two being online and traditional.
Today’s always-on consumers used to have distinct online and offline in-market behavior: Go online to find pricing information, check vehicle specs and, later, read reviews and solicit feedback via social media channels. After putting in hours of online research, the consumer switched to offline mode, which is when they would negotiate the transaction price, purchase and finance their new vehicle.
However, there is no clear handoff between online and offline anymore. Shoppers can sit in a showroom vehicle accompanied by a tablet-wielding salesperson (Ford) who reviews inventory and incentives with them. A buyer can complete all the necessary financing paperwork on a handheld device while seated next to the new cars (MBUSA), rather than be sequestered in the F&I office. After they take their new vehicle home, they can peruse the Owner’s Manual iPad (Hyundai), make monthly payments on their smartphone (BMW) and use a mobile app to lock/unlock their vehicle (MBUSA).Depicted here is the Ford Dealer Showroom iPad App, which was developed by Razorfish New York, and allows for a consultative sales approach.
As you would expect, the connected consumer experiences media much differently as well. They expect fluid content and a media experience that moves seamlessly from one screen to the next. They have a mobile-first mentality and don’t think they should have to go to a desktop site to get all of the information they need to make a purchase decision.
The upcoming DrivingSales.com app integrates social tools frequently used by its community.
Here are some examples of how smart USA customers can personalize their vehicle
Here is a cross-platform mobile interactive video unit developed by Tod’s company, Brightroll
COPE: Create Once, PublishEverywhereAutomotive marketers should be pushing for publishing systems that are designed from the beginning to be flexible enough to publish to any platform, including those that had not yet been created.