Jerry Smith from Ọilvy Continuous Commerce

1. CONTINUOUS COMMERCE
Keeping pace with
consumer demands

2. CC
Video

3. The way consumers shop is changing
rapidly and so are their expectations
of the value and behaviour of the
brands they buy.
Meaning it’s not just enough to meet
those expectations, it’s vitally
important to exceed them.

4. Continuous Commerce is how we
create a value exchange between the
brand and the consumer and, as a
result, build loyalty, advocacy and
more sales.
We’re there for them when they look
for the brand, but then we go on to
surprise and delight them with
triggers at critical moments of truth.

5. So, rather neatly, commerce creates
CRM and CRM drives more
commerce –
Continuous Commerce, literally.

6. C R M
Commerce

7. 1
3
2
6
5
4
BRAND &
BUSINESS
AMBITION
CONTINUOUS
COMMERCE
STRATEGY
UNDERSTANDING
THE
CONSUMER
DESIGNING
THE
EXPERIENCE
WINNING
ON THE
DIGITAL SHELF
MAXIMISING
CONSUMER
VALUE
Continuous Commerce

8. 1
BRAND
&
BUSINESS
AMBITION
Se5ng
key
objec=ves
and
strategy
to
build
brand
equity
and
maximise
the
total
customer
contribu=on

9. 1. Category
2. Competition
3. Consumer
4. Channels
5. Company
6. Contribution

10. 1
BRAND
&
BUSINESS
AMBITION
Se5ng
key
objec=ves
and
strategy
to
build
brand
equity
and
maximise
the
total
customer
contribu=on
2
CONTINUOUS
COMMERCE
STRATEGY
Understanding
consumer
needs
and
finding
innova=ve
ways
to
exceed
them
that
deliver
business
value

11. Family Stylists
Layered with further
data sources, gave us
personas we could
recognise
Mode
Persona
Persona
Basic Demographics
The family stylist is typically female, she only tends to buy
Childrenswear and Menswear in specific seasons:
Buying Behaviour
Devices & Platform
User Needs
Cultural Tension
• Outward perception of
success
• Recognition for Loyalty
• Rest from Family Pressures
• Reward for Success
Moodboard
SMARTPHONE
TABLET
Brands
Narrative
34 years old
Local Hong Kong
Female
Kowloon
Married with Young Kids
Has Helper
She is hugely loyal, shopping with Ralph Lauren for the
last 3.5 years on a regular basis (2-3x), but her basket
does not see womenswear. She is likely buying around
school and school interview season and buys for her
partner when the best price is available.
She is a confident mum, look to outwardly convey her
whole family as successful and is driven by the success of
her family as a whole – she herself is driven and is likely
to be still working in a professional capacity.
View
Overview
6.12 hr/d Mobile Use
3.25 hr/d Computing
Ecommerce Use
Virtual Profile
OwnershipLikelihood
Basket Size
Basket Value
Frequency
Recency
Tenure
2.8 Items
$3.1k HKD
2x
Last 4 Months
3 Years
Buying Share
Kids
Men
Women
RL CW
Blue Label
Where Share
FSS
Prince Building

12. Developing personas
based on clusters:
DATA APPROACH
The requirements
OVERVIEW I THE CURRENT SITUATION I BUSINESS ISSUES I DATA APPROACH I CUSTOMER JOURNEY I RESULTS
Once the clusters were defined, layering
them with additional data sources, helped
give us personas we could clearly recognise
(DAVE).
This provided the ability to fully understand
the motivations, communications palette and
the triggers to quickly start to develop
marketing communications that would
resonate delivering ‘quick-wins.’
Family Stylists

13. Nuggets or lemons
DATA APPROACH
The requirements
OVERVIEW I THE CURRENT SITUATION I BUSINESS ISSUES I DATA APPROACH I CUSTOMER JOURNEY I RESULTS
Both the percentage of revenue the brand
received from each of the clusters and the
clusters value beyond just transaction,
enabled us to quickly identify where to focus
our energy and marketing spend to achieve
the best results.
HighValue
LowValue
LowLoyalty HighLoyalty
Encourage massively
loyal ‘Nuggets’ to
advocate to ‘Jackpots’
‘Acorns are loyal’ but
don’t yet have much
money – reward them
to advocate to
‘Jackpots’
Reach ‘Lemons’ through
Community
Management
‘Jackpots’ spend a lot
with you but they are
someone else’s
‘Nugget’.
RETENTION
DELIGHT,
UP-­‐
CROSS
SELL
DRIVE
ADVOCACY
REACH
THROUGH
MASS
MEDIA
HIGH
VALUE
LOW
VALUE
LOW
LOYALTY
HIGH
LOYALTY

14. Transient Newcomers Family Stylists Outlet Gorgers Dormant
Denims
Splurgers Afficinados The 1%
Not all customers are created equal!
Education
AccessorySell
Recognise
Education
Cross-SellWomens
IncreaseBasket
IncreaseVisitby1
Reactivate
Migrate
Prioritise
MaximiseBasket
Sustain
BuildValue
Sustain
CreateAmbassadors
Engagement Opportunities

15. 1
BRAND
&
BUSINESS
AMBITION
Se5ng
key
objec=ves
and
goals
to
build
brand
equity
and
maximise
the
total
customer
contribu=on
2
CONTINUOUS
COMMERCE
STRATEGY
Understanding
consumer
needs
and
finding
innova=ve
ways
to
exceed
them
that
deliver
business
value
3
UNDERSTANDING
THE
CONSUMER
Mapping
the
journey
our
personas
should
have
across
all
channels:
from
search
|
social
|
magazines
|
forums
|
e-­‐commerce
plaXorm
|
email
marke=ng....

16. Customer journeys:

17. 1
BRAND
&
BUSINESS
AMBITION
Se5ng
key
objec=ves
and
goals
to
build
brand
equity
and
maximise
the
total
customer
contribu=on
2
CONTINUOUS
COMMERCE
STRATEGY
Understanding
consumer
needs
and
finding
innova=ve
ways
to
exceed
them
that
deliver
business
value
3
UNDERSTANDING
THE
CONSUMER
Mapping
the
journey
our
personas
should
have
across
all
channels:
from
search
|
social
|
magazines
|
forums
|
e-­‐commerce
plaXorm
|
email
marke=ng....
4
DESIGNING
THE
EXPERIENCE
Bringing
the
plaXorm
to
life:
crea=ve
design,
user
experience,
mobile
adapta=on,
social
commerce
integra=on.

18. 18

19. 1
BRAND
&
BUSINESS
AMBITION
Se5ng
key
objec=ves
and
goals
to
build
brand
equity
and
maximise
the
total
customer
contribu=on
2
CONTINUOUS
COMMERCE
STRATEGY
Understanding
consumer
needs
and
finding
innova=ve
ways
to
exceed
them
that
deliver
business
value
3
UNDERSTANDING
THE
CONSUMER
Mapping
the
journey
our
personas
should
have
across
all
channels:
from
search
|
social
|
magazines
|
forums
|
e-­‐commerce
plaXorm
|
email
marke=ng....
4
DESIGNING
THE
EXPERIENCE
Bringing
the
plaXorm
to
life:
crea=ve
design,
user
experience,
mobile
adapta=on,
social
commerce
integra=on.
5
WINNING
ON
THE
DIGITAL
SHELF
Crea=ng
and
conver=ng
demand
where
shoppers
browse
and
buy
today
through
paid
|
owned
|
earned
media
Craing
a
360
digital
marke=ng
plan.

20. 1
BRAND
&
BUSINESS
AMBITION
Se5ng
key
objec=ves
and
goals
to
build
brand
equity
and
maximise
the
total
customer
contribu=on
2
CONTINUOUS
COMMERCE
STRATEGY
Understanding
consumer
needs
and
finding
innova=ve
ways
to
exceed
them
that
deliver
business
value
3
UNDERSTANDING
THE
CONSUMER
Mapping
the
journey
our
personas
should
have
across
all
channels:
from
search
|
social
|
magazines
|
forums
|
e-­‐commerce
plaXorm
|
email
marke=ng....
4
DESIGNING
THE
EXPERIENCE
Bringing
the
plaXorm
to
life:
crea=ve
design,
user
experience,
mobile
adapta=on,
social
commerce
integra=on.
5
WINNING
ON
THE
DIGITAL
SHELF
Crea=ng
and
conver=ng
demand
where
shoppers
browse
and
buy
today
through
paid
|
owned
|
earned
media
Craing
a
360
digital
marke=ng
plan.
6
MAXIMISING
CONSUMER
VALUE
Turning
the
first
purchase
into
a
profitable,
las=ng
rela=onship
that
people
are
proud
to
share:
up-­‐selling,
cross-­‐selling,
loyalty
program,
points,
etc.

21. Identifying the moments that will unlock unlock customer value

22. Transient Newcomers Family Stylists Outlet Gorgers Dormant
Denims
Splurgers Afficinados The 1%
x7
Scale
x7
Scale
1 2 3 4 5 6 7
Transient
Newcomers
Family Stylists Outlet Gorgers Dormant Blues Splurgers VIPs Top 1%
4,909$ 20,901$ 7,071$ 11,559$ 10,925$ 393,309$ 1,902,671$
118$ 2,183$ 184$ 733$ 286$ 51,525$ 293,165$
626$ 4,480$ 758$ 2,096$ 1,360$ 89,332$ 453,037$
4,165$ 14,238$ 6,128$ 8,730$ 9,279$ 252,452$ 1,156,469$
300$ 400$ 500$ 330$ 410$ 3,000$ 7,400$
x7
Transaction
Lifetime
Network
Collaboration
Building value beyond the transaction.

23. 1. Business and marketing goals
2. O2O shopping experience
3. Know your consumers – delight them
4. MOT and the value exchange
5. Data: closed, open and social graph
6. Drive advocacy and measure it.

24. Start with the consumer experience,
technology is an enabler.

25. Thank you