Komuniciranje in prodaja kupcem prek večkanalnega marketinga (multichannel marketing), kjer je poznavanje preferenc in navad kupcev ključnega pomena. Danes so stranke so tiste, ki spreminjajo pravila, zato jim morajo podjetja ponuditi in omogočiti rešitve.

1. Komuniciranje in prodaja kupcem
preko večkanalnega marketinga
Marko Penko,
Head of Database Sales & Marketing, Studio Moderna

2. Comprehensive Multi-channel Sales
Distribution to Reach Customers Everywhere
 Internet and Telemarketing have been added as important channels, even though TV
continues to have a large impact, contributing to maximization of sales in all channels.
DRTV

3. DRTV & HOMESHOPPING TELEMARKETING
INTERNET PRINT
RETAILWHOLESALE
thousands of outlets; store-in-store;
in-store video promotion; branded corners
total of 290 stores (franchised & owned) with
200 Top Shop & 40 Dormeo stores
Reaching Customers Everywhere
4000 call center agents
19M+ catalogues annualy;
mailings, package inserts, magazines;
300+ hours / day
4 X home shopping channels
140+ websites

4. 4
Marketing Trends in Buying Process

5. 5
Marketing Trends in Buying Process

6. Marketing Trends in Buying Process
6
Customers no longer conform to the push-
marketing, sales-funnel thinking that most
CRM systems are built upon, which tends to
force customers into a relationship paradigm
in which the business is in control.
Customers Are More Prepared Than Ever
Before

7. 7

8. Marketing Trends in Buying Process

9. Marketing Trends in Buying Process

10. Buying Process in Practice

11. Buying Process in Practice

12. 12

13. From CRM and Managing Customers
to CMR and Customer Managed Experience
13
• Customers are in control and are changing rules of
engagement
• Organizations need to adapt and put in place solutions that
allow customers to orchestrate their own journey by
leveraging the multiple touch points
• Using solutions and practices with an emphasis on meeting
a customer’s needs at the time and in the manner that the
customer prefers

14. MarketingCulture.com, www.slideshare.net/clbrown7/what-is-a-customer-centric-culture
Product Centric vs Customer Centric

16. Customer Metrics
8%
5%
22%
16%
47%
27%
Likelihood to make a repurchase in
next 12 months
Cluster 1 Cluster 2 Cluster 3 Cluster 4 Cluster 5 Cluster 6

17. 17
Behind all number we are in
Person to Person
Business

18. 18
“We have a campaign now who can we send it to?”
• The campaign a customer receives, depends on:
–Which campaign is being run
–When it is run…
Traditional Marketing Approach
Campaign 1 Campaign 2 Campaign 5Campaign 4Campaign 3

19. 19
Contact only and when
you have something
interesting, important, for
me only, exclusive, time
limited
Why have you contacted me? Is worth my time?

20. 20
The Customer Contact Framework

24. 24
“We react to the customer’s actions and contact them when their
actions indicate we should.”
• The campaign a customer receives, depends on:
–What they have done
–What products they hold…
Complementary: Use Triggers to
Increase Responce
Campaign 1 Campaign 2 Campaign 5Campaign 4Campaign 3

25. 25
Complementary: Use Triggers to
Increase Responce

26. 26
What’s a trigger, exactly?
It is, simply, an opportunity to contact somebody.
Trigger-based marketing is all about being reactive, and targeted, rather
than just pushing out arbitrary brand messages to big audiences.
Transactional
triggers/events
• based on a customer action
• purchase or sales enquiry
• natural trigger for follow-on marketing communication
Recurring
triggers/events
• based on an individual’s details and personal profile
• birthday or membership renewal date
Behavioural
triggers/events
• based on a customer activity
• changes in purchasing patterns in spending levels
Threshold
triggers/events
• customer’s actions reach a threshold
• coupons expiration date, exceeding a spending limit

27. 27
Transactional Triggers/Events

28. Recurring triggers/Events

29. 29
Behavioural Triggers/Events

30. 30
Not all customers are created equal.

31. • You have 100,000 or more customers
• You want a high response rate
• You want to predict those who will
respond and not respond a
• mail only to those most likely to
respond
Challenge

32. Potential

33. 33
RFM Model
Analyze & Predict Customer Responce

34. 434
34
How to Make Strategy For…
155
354
515 255
345
151
111
353 412

35. 35

36. Customer Value Model
Customer Value Model

37. Inactive Customers
Falling New
Buyers
Falling
Rebuyers
Past
Members
Active Rebuyers
(Non-Club)
Active New Buyers
(Non-Club)
Active Club
(NB & RB)
Active
Privilege
Clusters & Strategy
ACQUISITION
RETENTION
REACTIVATION

38. 8
Customers Segments
HIGH POTENTIAL
CUSTOMERS
HIGH VALUE
CUSTOMERS
PAIN POINT - RELATIONSHIP
PAIN POINT –
don‘t have enough INFORMATION
New Buyer Multi-Buyer
Describe Your Segments & Objective

39. Use Marketing Personas

40. example : Educate New Buyers of Top Shop benefits and
new offers

43. Marko Penko