This document discusses omnichannel shopper marketing and customer experiences. It notes that customers will be "in a store all the time" due to smartphones. Statistics show growing e-commerce rates. Popular online purchase categories include fashion, shoes, hotels, and books. The document outlines the asynchronous shopper journey and pivotal moments of truth across channels. It emphasizes focusing on weak links, the power of content, and seamless integration. A customer-centric model is presented, with John Lewis cited as an example that achieved significant sales growth through memorable experiences across touchpoints.

1. Connect
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2. Omnichannel shopper marketing
@LivTom, June 19
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3. 4

4. google.com/shopping
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5. 6

6. 7

7. 8

8. 2,49
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9. 10

10. “Today,4people4say4you’re4carrying4a4store4in4your4pocket4because4you4have44
44a4smartphone,4in4the4future,4you4will4simply4be4in4a4store4all4the4>me”4
James*MacQuivey,*Forrester
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11. EAcommerce4in4Belgium
14%$$
2015%
30%?$
2020%
>$
BeCommerce*Market*Monitor,**GfK*=*8*juni*2015
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12. EAcommerce4ranking42015
Ranking' Trend' Country'
1'
2'
3'
4'
5'
6'
7'
8'
9'
+2'
;1'
+1'
;2'
+1'
+1'
;2'
+5'
+15'
AT*Kearney*2015
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13. Fashion/4
Shoes
Hotels/4
Accommoda>on
Books Ticke>ng
Bought4products/services4online4(124months)
Comeos,*e=commerce*in*2015,*Insites
57%$$ 39%$$ 32%$$ 31%$$
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14. Online4purchases4:4trends
Comeos*e=commerce*2015
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15. 86%$$ 55%$$
BeCommerce*Market*Monitor,**GfK*=*8*juni*2015
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16. Informa>on4search
Comeos*e=commerce*2015
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17. Make%mobile%searches%during%shopping%
Showrooming**
Make%mobile%searches%during%shopping%
Make%mobile%searches%during%shopping%
46%**
23%**
6%**
The*cube*=*The*Digital*Society
46%$$
23%$$
6%$$
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18. Clicks'do'lead'to'bricks'Bricks4do4lead4to4clicks
Clicks4do4lead4to4bricks
Clicks'do'lead'to'bricks'
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19. 45
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20. 5,00
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21. AWARENESS CONSIDERATION INTENT (RE)PURCHASE
SHOPPER
CONSUMER
ADVOCACY
PRE-STORE TO-STORE IN-STORE POST-STORE
online
brick & mortar
DESIRE
1,00
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22. Asynchronous4shopper4journey
Forrester
Clicks'do'lead'to'bricks'
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23. Shopper4communica>on44
in4an4omnichannel4retail4context
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24. 1.4Start4from4the4path4to4purchaseClicks'do'lead'to'bricks'
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25. Asynchronous4shopper4journey
Forrester
Clicks'do'lead'to'bricks'
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26. mobile'
AWARENESS' PRE)PURCHASE' PURCHASE' ADVOCATE'
web'
social' E-mail'
mailings'
retail''
folder'
print'
OOH'
TV'
mobile'apps'
Brand'
websites'for'product'
Info'&'comparisons'
e-shop'
social'site'
&'blogs-'follow'
for'product'info'
&'deals'
search'for''
local'or'online''
deals'
retail'flyers'
follow'for'deals'
consumers''
social'sphere:'
'ask'Aps'&'
recommendaAons'
visit'stores'
Exp.'products'
in'person,''
showrooming'
posiAve'or'negaAve'
exprerience'shared'
WOM'
posiAve'or'negaAve'
exprerience''
shared'social'
ship'direct''
to'home'
ship'to'store'
order'online'
website,'find,'neorest'
Store,'check'innoventory'
Shipping'opAons'
POS''
communicaAon'
By'on'store'
sales'advisor'
In'store'
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27. • TV integration
• Magazine integration
• Video
• Display
• Search
• Read reviews
• Watch videos
• Compare
• Content
• Social
Which becomes next person’s MOT
Experiences we can broadcast
AWARENESS PRE-PURCHASE PURCHASE EXPERIENCE
• Webshop
• Flagship stores
• Retail
• Omnichannel
• POS integration
• Share
• User generated
• Co-creation
• #
• Interactive platform
Shoppers4pivotal4moments4of4truth
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28. 32

29. Focus4on4the4weakest4links44Clicks'do'lead'to'bricks'
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34. #sleepwiththis
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38. Clicks'do'lead'to'bricks'2.4The4power4of4content
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39. Content4frameworkClicks'do'lead'to'bricks'
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40. Types4of4contentClicks'do'lead'to'bricks'
HERO%
Large+scale,%tent+pole%events%
or%“go+big”%moments%designed%%
to%raise%broad%awareness%
HUB%
Regulary%scheduled%“push”%
Content%designed%for%your%%
prime%prospect%
HYGIENE%
Always+on%“pull”%content%
designed%for%your%core%target%
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42. 3.4Seamless4integra>onClicks'do'lead'to'bricks'
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43. 4.4Customer4centricityClicks'do'lead'to'bricks'
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44. CustomerAcentric4model4
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45. JOHN%LEWIS%
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46. JOHN%LEWIS%
52

47. “"
JOHN%LEWIS%
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48. JOHN%LEWIS%
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49. 55

50. John4Lewis4
Retail4and4Consumer4Merchandise
JOHN%LEWIS%
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51. JOHN%LEWIS%
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56. 63

57. Total4EOY4sales42014:444+45.8%44
Store4sales:444444444444444444444444+40%44
Online4EOY4sales:44444444444+419%44
Online4sales42014:444444444+432%4
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58. Create4an4experience4at4every4touchpoint44
44444444444–4and4make4it4memorable
Clicks'do'lead'to'bricks'
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59. Connect
THANKS4FOR4PARTICIPATING
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