Digital Marketing Strategies to catch the Omin-Channel customer

Netcomm eCommerce Forum,
Milano 20 Maggio 2014
Federico Gasparotto
Marketing strategies to
catch the ominchannel
customer.

Copyright © 2014 Accenture All rights reserved. 2
The consumer is evolving.
eCommerce does not exists anymore. It
doesn’t make sense to talk about mobile or
social:
it only exists the «Commerce» handled
through different tools, in different contexts.
The adoption of new tools, new formats and
new strategies becomes essential to be
more relevant and excel in the market.

What are we talking about?
21
3

Re-orienting Our Business
11
3

The retail models that we knew …
Source: Business Insider, Belus Capital Advisor

The retail models that we knew
Source: Business Insider, Belus Capital Advisor
… fall into crisis

Product retail format positioning and lifecycle map
Sources: GFK, Popai, - QUE. F1A : WHERE WOULD YOU POSITION EACH FORMAT IN TERMS OF ITS STAGE IN THE LIFE CYCLE, ASSUMING A
SIMILAR LIFE CYCLE FOR RETAIL FORMATS AS FOR PRODUCTS, I.E. DEVELOPMENT PHASE (-2), INTRODUCTION PHASE (-1), GROWTH PHASE
(0), MATURITY PHASE (+1) AND DECLINE PHASE (+2)?
SUCCESS
T I M E
Development Introduction Growth Maturity Decline
Mobile retail
Smartphone Scan shop
Social media retail (run
by social media
platform)
Social media retail
(shop run by
retailer)
Internet market places
(shop in shop)
Multichannel (former
internet pureplayer)
Full service shop
run by a retailer
Experience-design
Style-stories
Long-tail
e-retailers
Couponing
On-line shopping club /
communities
Pure internet players
Shopping
centers mall
Category killers
Mono brand
shops
Full service shops
order traditionals)
stationary traditionals)
Pure traditional players
Tv sales
Door to door sales
1
2
3

How mix channel in a “commerce” strategy
1 3
Off-line
On-line
Retail
Wholesale
Multi-brand
Retail chain
(Dixons, John Lewis, Tesco)
Control
Potential
Customer
satisfaction
Direct eCommerce
(mysite.com)
Control
Potential
Customer
satisfaction
Mono brand store
(My brand)
Control
Potential
Customer
satisfaction
2 4
Wholesale
Mono-brand
Outlet
Site managed by third party
(paesi gestiti da distributori)
Marketplace
(eBay, Amazon, Ozon, Asos)
Stock clearance/Flash-sales
(Yoox,Vente-Privee, Privalia)
Franchising
(franchisee, dept stores corner)
Outlet
(factory outlet, barters,…)
Control
Potential
Customer
satisfaction
Control
Potential
Customer
satisfaction
Control
Potential
Customer
satisfaction
Control
Potential
Customer
satisfaction
Control
Potential
Customer
satisfaction
Customer satisfaction: mean Customer
Satisfaction Rate for channel
Potential: Business potential compared with
the positioning and mapping of retail format
lyfecycle
Control: capability to influence all the
business levers as brand protection,
brand, price.
Source: Accenture benchmark Source: Accenture analysis on GFK, Forrester, Source: Accenture analysis on Netcomm,
European e-Commerce Association

Customer
Lifetime Value
Relation
Reactivation
The Digital-Marketing model applied to omnichannel
commerce … (1/2)
Customer
Thrust
KPICustomer Journey
Adressable market
Brand
awareness
Business lever
Consider
Turnover
Channeling
StoreeStore
Profitability
Convert
Conversion
Visitors
Commercial
Levers
User
Experience
Acquire
ATL Display, …
Click
Through
Natural
& Organic
Direct
Marketing
Customer
relation
Engage
Reach

$1.609 $1.574 $1.547 $1.494 $1.470 $1.437
$1.164 $1.290 $1.412 $1.551 $1.667 $1.796
$231
$261
$290
$319
$345
$371
$0
$500
$1.000
$1.500
$2.000
$2.500
$3.000
$3.500
$4.000
2012 2013 2014 2015 2016 2017
Non-Web Influenced Offline Sales Web-Influenced Offline Sales Online Sales
Source: “The Future of Retail: 2014”, BI Intelligence da Forrester
In USA, Web-Influenced
Sales represents the 52%
of retail total sales!
The Digital-Marketing model applied to omnichannel
commerce … and its outstanding results (2/2)

The «Internet of everything» and «wearable computing»
will lead the next revolution
Source: “The Future of Retail: 2014”, Business Insider, *BII estimates, Forrester
› Devices are evolving, revealing
new scenarios and experiences
never imagined before.

› «Internet of everything» and
«wearable computing» are the
next big things that will
empower the customer for a
continuous data exchange. This
capability will make the real-
time-messages received by the
customer more contextualized
and relevant.

› «Internet of everything» and
«wearable computing» are the
next big things that will
empower the customer for a
continuous data exchange. This
capability will make the real-
time-messages received by the
customer more contextualized
and relevant.
› “In 2017 the «internet of
everything» data will overtake
the one of PC, tablet e mobile”*

Case-History: customize the in-store experience
La nuova tecnologia
Bluethooth-Low-Energy
simile al NFC ma touch less

La nuova tecnologia

Reconceiving our platforms
22
3

Digital-Marketing evolution in 2014
Source: Smart Insights User Survey 2013 , analisi comparativa Accenture su Forrester 2013, eMarketer
› The most growing areas of
2014 follow two trends:
› The creation of emotional
contents able to engage the
customer
› The automation of tools that
leverage the customer
experience’s relevance and
personalization.

customer
personalization.
› The decline of other areas is
due to the natural decrease that
follows the maturity’s peak

customer
personalization.
› The decline of other areas is
due to the natural decrease that
follows the maturity’s peak
› Mobile-marketing is integrated
in every campaign and solution.

From automation to contextual customization
Source: Adobe research on targeting & personalization
› The most innnovative and
«smartest» technologies are
marketing-automation based.
› The first step concerns the
detection of a data set (not so
«BIG») able to support the
customer behaviour
comprehension
› Matching the information with
algorithms that synthesize sales
strategies it is possible to
anticipate the needs of the
customers with customized
and contextual Digital
Marketing Campaigns.

Campaign orchestration coordinate strategy and execution
Source: Oracle research on marketing orchestration
› The new Digital-Marketing way is
based on several tools:
› Internal Platoforms (CMS,
CRM, eCommerce)
› Assets (Contents, DAM)
› External Services (AD-Server,
social, Adv, sms-s…)
› The secrets of a successful
campaign are:
› Strategies’ variety
› Fast coordination
› Relevancy of the offer
› Managing a campaign with
different tools is a serious barrier.
«Marketing orchestration» can
harmonize all the fragmented
scenarios

Automate advertising in the new digital ecosystem
Source: *analisi Accenture su dati Emarketer, TechCrunch, WPP
› Digital advertising’s growth faced
some slowdowns but the trend is
unequivocal: a continuous
growth in every market, even in
the emergent ones

the emergent ones
› In 2018 the 25% of global
advertising will be Digital and
the 10-13% automated* (Real-
Time-Bidding, Retargeting,…)

the emergent ones
› In 2018 the 25% of global
advertising will be Digital and
the 10-13% automated* (Real-
Time-Bidding, Retargeting,…)
› The real innovation was the
switch from a static planning to a
real time auction that optimize
the outcomes.
› The next step is the integration
with external environment and
customized sales strategies

Continuous direct-marketing planning (PULL)
CUSTOMER
4
CART
7
IS IT AVAILABLE?
B
KEYWORD
3
PRODUCTS’
CATALOG
1
PRODUCT
INFORMATION
2
LANDING-PAGE
5
CUSTOMER
4
COMPARISON
3
SMARTPHONE
4
PRODUCTS’
CATALOG
1
PRODUCT
INFORMATION
2
PRODUCT-PAGE
5
PRODUCT ID
4
PRODUCT-PAGE
6
IS THE PATH
OPTIMAL?
A
AVAILABILITY
2
PURCHASE
7
STORE INFO
6
BENCHMARK
2
ARE THE INFORMATION
RELEVANT?
D
IS IT COMPETITIVE?
C

Traditional campaign digitalization (PUSH)
NEWSPAPER
4
PURCHASE
7
STORE
6
CUSTOMER
5
CUSTOMER
5
CUSTOMER
5
MARKETING
PLAN
3
BUSINESS
PLAN
1
LEADING PRODUCT
2
IS THE PRODUCT
FOR EVERYONE?
A
SOMEONE ALREADY
BOUGHT IT?
B
WHERE I WILL
DISPLAY IT?
D
TARGET:
SHARE-OF-MIND
3
NEWSLETTER
x4
DISPLAY ADV
4
CUSTOMER
5
CUSTOMER
5
CART
9
CUSTOMER
5
ADAPTIVE-SITE
8
IF THE CUSTOMER
DO NOT RECEIVE THE EMAIL?
C

The integration of a Real-time campaing with
contextualization and the Digital-Consumer behavior
CLIENTE
1
SUBMIT BID
3
TABLET
x
ADV PLANNING
2
PERSONAL
DATA
3
AVAYABLE
CREATIVES
3
WIN THE BID
3
PLANNED
BUDGET
3
RILEVATION
5
MAPS
5
METEO
5
TIME
5
DYNAMIC
ASSET
5
STRATEGY
0
DAILY
BEHAVIOUR
4
SOCIAL
INFO ?
4
CAMPAING
ACTUAL
RESULTS
4
INTERACTION
HYSTORY
4
CYNAMIC
PLANNING
4
DATA SPREAD IN
DIFFERENT SYSTEMS
D
Real-Time
Bidding
camaping
Consumer
Behaviour
Contextualization

How Contextualization should enable personalization
CUSTOMER
1
SMARTPHONE
2
STRATEGY
0
DETECTION
5
INTERACTION
TIME
5
MAPS
5
WEATHER
5
PURCHASE
HYSTORY
3
CRM
3
MOMENTUM
5
SOCIAL
INFO
3
TARGET
4
CONSUMER
PROFILATA
6
TARGET
4
PRODUCT
CATALOGUE
7
PRODUCT 2
PRODUCT-1
PRODUCT3
PERSONALIZED
CROSS-SELLING
9
PURCHASE
HYSTORY
3
SOCIAL
INFO
3
PERSONALIZED
LANDING-PAGE
8
PRODUCT
INFORMATION
2

How contextualization should work for a fashion
consumer interacting through mobile
Context 1 Context 2 Context 3

Delighting the Customers
12
3

1
2
Case-History: ShopMACK, an expectional set

Case-History: Stories.com eCommerce curation

Case-History: the eCommerce at Coach starts with a a
selfie

Case-History: Like a Magazine? Digital-to-print

Case-History: never leave the cart twice

Case-History: Selfriges, everything for customization

Case-History: great return to advocacy-campaign

Case-hystory: consistent personalization across channels

Case-History: Michael Kors’ super-targeted campaign

Case-History: Nordstrom showrooming

Case-History: TESCO brings on shelves the rating-6-review

Case-History: Neiman Marcus doesn’t matter about
channel. Just the customer experience

Three ingredients for a digital success
12
3

“So what ?”
1 Successful Strategies design experiences that activate
simultaneously all the channels necessary for the customers’
needs satisfaction, in an articulated experiential system.
Different digital channels could be synergistic.
2 The new paradigms of Digital-Marketing are far from the
traditional ones. A fantastic experience, dedicated to a
customer, managed homogeneously on every platform is the
aim of these new paradigms.
3 The customer engaging experience is more and more rich of
emotional and informative contents (photos, videos, copy,
UX).
The elements of success of one channel should contaminate
the entire system for the customer journey enrichment.

Federico Gasparotto
eCommerce Strategy Lead
Accenture Interactive
Cell: +39-331-7550490
@: federico.gasparotto@accenture.com
Blog: www.gasparotto.biz
IM: federico.gasparotto
Thank you!

Digital Marketing Strategies to catch the Omin-Channel customer

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