Marketing, eCommerce et Relation Client multi-canal : le parcours de Lily, femme moderne, sociale, mobile et interconnectée.
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présentée à la NRF, le parcours de Lily est la version type du parcours client mobile, social et multicanal. il met en évidence plusieurs constat - entre smartphone et réseaux sociaux, le consommateur a des attentes nouvelles, mixe d'exigences (temps réel, qualité de l'information disponible, capacité à "zapper d'un canal à l'autre) et de comportements nouveaux (partage de l’information avec ses "amis", commentaires, ...) - cette profusion de moyens digitaux et de commentaires partagés sont autant de données mise à la disposition des marketeurs des informations extrêmement précieuses (produits, dates, zone géographique, canal d'achat, canal d'information, avis, ...) qui, corrélées aux bases clients des marques, permettent de décrire le comportements d’achats, les gouts des consommateurs, en anticiper sur les tendances
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Marketing, eCommerce et Relation Client multi-canal : le parcours de Lily, femme moderne, sociale, mobile et interconnectée.
- 1. © 2012 IBM Corporation NRF 2012: Le cas Lily “Un nouveau parcours multi-canal”
- 2. Building a smarter planet © 2012 IBM Corporation Présenté à la NRF 2012, Pavillon IBM, Experiential Shopping
- 3. Building a smarter planet © 2012 IBM Corporation A son domicile, Lily contrôle sa télévision connectée depuis son IPAD. the Google TV remote control app and use your phone to control your TV. The app also works with voice search so you can finally tell your TV what you think of it Sony was one of the first companies to offer Google TV products in its Sony Internet TV HDTV and Blu-ray Player last year. Vizio has already announced that Google TV will be used in Vizio Internet Apps Plus products, including its new streaming media box, Blu-ray player, and two of its new high-end HDTVs. LG will be adding Google TV to its Smart TV platform in several new HDTVs Yahoo! Connected TV mobile apps will start rolling out for iPad, iPhone and Android devices in the first quarter of 2012. Features will include the ability to launch and interact with TV apps from the phone or tablet, TV video playback, and text entry capabilities for posting updates and comments or making purchases.
- 4. Building a smarter planet © 2012 IBM Corporation … elle passe en mode intéractif
- 5. Building a smarter planet © 2012 IBM Corporation Et est transférée sur le site marchand de Vtliving, puis prend rendez vous en magasin
- 6. Building a smarter planet © 2012 IBM Corporation RDV confirmé
- 7. Building a smarter planet © 2012 IBM Corporation Quelques heures plus tard, elle rentre dans l’espace de vente
- 8. Building a smarter planet © 2012 IBM Corporation Géolocalisation WebSphere Commerce is a consumer of location information, allowing marketing managers to react to understanding where a shopper is currently located. e.g. In the updated mobile starter stores, there is the ability to "check-in" that uses GPS or self-identification as the means of telling WC where the shopper is located. e.g. In the updated mobile and tablet starter stores, there is the ability to see an "e-flyer" with the right product assortment and prices for the "city" or "region" where the shopper is located. WebSphere Commerce can be integrated with Presence Zone technology from IBM Research to further provide "location" information in more detail to understand where in a store the shopper is located. QR codes can also be put up in the store embedded with location information and the shopper can be brought to a marketing manager- identified location in the WC-based e- store when they are scanned. e.g. category page, product page, landing page, store e-flyer, promotion page, etc.
- 9. Building a smarter planet © 2012 IBM Corporation Et affichage 3D des nouveaux arrivages
- 10. Building a smarter planet © 2012 IBM Corporation De chaussures !
- 11. Building a smarter planet © 2012 IBM Corporation Fiche produit enrichies grace à un code barre 2D
- 12. Building a smarter planet © 2012 IBM Corporation Elle parcourt les différents coloris disponibles
- 13. Building a smarter planet © 2012 IBM Corporation Et choisit le bleu, qui n’est malheureusement pas disponible en magasin
- 14. Building a smarter planet © 2012 IBM Corporation … mais le système propose des alternatives, y compris la livraison à domicile.
- 15. Building a smarter planet © 2012 IBM Corporation Ajout des chaussures au panier..
- 16. Building a smarter planet © 2012 IBM Corporation Un grand mur interactif…
- 17. Building a smarter planet © 2012 IBM Corporation Lily s’approche, et connecte son SmartPhone au mur digital
- 18. Building a smarter planet © 2012 IBM Corporation Le système devient alors personalisé
- 19. Building a smarter planet © 2012 IBM Corporation Cabine d’essayege
- 20. Building a smarter planet © 2012 IBM Corporation Avec une vue exhaustive de sa garde robe
- 21. Building a smarter planet © 2012 IBM Corporation Apres differents essais (virtuels), elle rajoute le haut blanc à son panier
- 22. Building a smarter planet © 2012 IBM Corporation Women’s Apparel
- 23. Building a smarter planet © 2012 IBM Corporation Une alerte lui rappel son rendez vous avec le vendeur du rayon petit electroménager
- 24. Building a smarter planet © 2012 IBM Corporation Eric, vendeur, retrouvre sur sa tablette toutes les informations dont il a besoin pour préparer le RDV.
- 25. Building a smarter planet © 2012 IBM Corporation Le profil détaillée de Lily
- 26. Building a smarter planet © 2012 IBM Corporation Des outils de comparaison avancé
- 27. Building a smarter planet © 2012 IBM Corporation Des suggestions, “Next Best Actions”
- 28. Building a smarter planet © 2012 IBM Corporation Prise de rendez vous pour service d’installation à domicile
- 29. Building a smarter planet © 2012 IBM Corporation
- 30. Building a smarter planet © 2012 IBM Corporation Puis, une fois la discussion terminée, transfert du panier sur le SmartPhone de Lily
- 31. Building a smarter planet © 2012 IBM Corporation Paiement Mobile
- 32. Building a smarter planet © 2012 IBM Corporation …et recu électronique !
Notes de l'éditeur
- the Google TV remote control app and use your phone to control your TV. The app also works with voice search so you can finally tell your TV what you think of it Sony was one of the first companies to offer Google TV products in its Sony Internet TV HDTV and Blu -ray Player last year. Vizio has already announced that Google TV will be used in Vizio Internet Apps Plus products, including its new streaming media box, Blu-ray player, and two of its new high-end HDTVs. LG will be adding Google TV to its Smart TV platform in several new HDTVs Yahoo! Connected TV mobile apps will start rolling out for iPad, iPhone and Android devices in the first quarter of 2012. Features will include the ability to launch and interact with TV apps from the phone or tablet, TV video playback, and text entry capabilities for posting updates and comments or making purchases.
- WebSphere Commerce is a consumer of location information, allowing marketing managers to react to understanding where a shopper is currently located. e.g. In the updated mobile starter stores, there is the ability to "check-in" that uses GPS or self-identification as the means of telling WC where the shopper is located. e.g. In the updated mobile and tablet starter stores, there is the ability to see an "e-flyer" with the right product assortment and prices for the "city" or "region" where the shopper is located. WebSphere Commerce can be integrated with Presence Zone technology from IBM Research to further provide "location" information in more detail to understand where in a store the shopper is located. QR codes can also be put up in the store embedded with location information and the shopper can be brought to a marketing manager-identified location in the WC-based e-store when they are scanned. e.g. category page, product page, landing page, store e-flyer, promotion page, etc.