omnichannel marketing - widex · “we are an omnichannel retail organization operating stores and...

Omnichannel Marketing

Look who’s talking…

• Rasmus Houlind• Author of the Omnichannel Book

”Make it all about me, and I’ll buy it!”• Chief Strategy Officer at Agillic• 15+ years of Consulting

• Contact:• dk.linkedin.com/in/houlind• rasmus.houlind@agillic.com• Tlf. 53 88 65 55• www.agillic.com

Purpose of this talk

• Give you an introduction to the new Marketing Paradigm Omnichannel

• Provide you with an understanding of the motives behind how big companies like Widex aspire to work with customer data and personalised communications and services

• Inspire you to play along and benefit from Omnichannel

Agenda

• A brief introduction to omnichannel

• How the big companies work with omnichannel

• What it means to you

An introduction to omnichannel

Customers find it natural to

Complete the purchase on any

channel

Seek inspiration through all channels

Have the productdelivered through

any channel

Receive service through any channel

Omnichannel Commerce

Omnichannel Customer Experience

Lina buys a handbag

Lina buys a handbag

HOW DO WE CREATE AS MANY SEAMLESS CUSTOMER JOURNEYS WITH

AS FEW RESOURCES AS POSSIBLE?

Working with omnichannel

A book on working with omnichannel

• 60 professionals• 6 expert panels• 6 roundtable sessions• 20+ interviews• Applied by 5 case companies• Approved by the Danish Chamber of Commerce• Gathering data through maturity assessment

survey• More than 600 respondents• More than 3000 copies sold

Jyllandsposten: ”The book is targeted for peoplemanaging sales and marketing. The author hits the bullseye with this book.”

***** - Ulla Bechsgaard

Børsen Executive: ”Rasmus Houlind has writtena book, that should be on the shelf in everymarketing department in Denmark.”

**** - Henrik Ørholst

How do the best in class work with omnichannel?1. They recognize the customers and

ask for permission to speak

2. They collect data systematically from all touchpoints

3. They discover insights and correlations from their data

4. They use data and insights in their communication and service

5. They analyze performance using customer metrics

6. They have organized themselves effectively around omnichannel

Omnichannel Hexagon

Customer recognition & permission gathering

Data Collection

”Traditional” data sources

Line of businessTransactional data

Purchases, Finance, PensionCRM Data

Digital channelsClicks, search terms, E-mail,

Profile, interests, social media, google, mobile, app

Call CenterTranscripts

Voice recordings

In storePoint of sale – loyalty clubMobile location (iBeacon)

Baskets (assisted sale)

• License plate registry

• Real estate database (not for direct marketing)

• Weather data (DMI – Weather.com)

• The TV program

• Virk.dk (databeta.virk.dk)

• Enrichment through ie. Conzoom

• In-market data

Third party data

The next wave – Internet Of Things

TeslaKindle

Pacif-IUnder Armour

Customer Data

Profile data Age Gender Marital status

Login Recommendation Functionality

Social postsEmotional

Behavioral

Profile

Purchases Downloads Device

data

Physical location ERP data

Net Promoter Score

Search term Page view Click Opened email

Interests PreferencesFacebook data

Expressed attitude

Anniversaries

What is Big Data?

What is Big Data?

Data Discovery

Use data for prediction

All customer and 3rd party data

Data thatcorrelates with Customer

Lifetime Value

Data the customeris interested in.

Most important

subjects for

communication!

The insights we

create through data

mining

Data Discovery

Communication & Service

Performance analysis

Performance analysis

CLV

Organizing & Management

Organizing & Management

“We are an omnichannel retail organization operating stores and websites.”

“We have chosen this path because customers are shopping differently today than they did just a few years ago.”

“We invested early and aggressively in building an omnichannel capability – talent, technology, fulfillment capacity and infrastructure. We had a great head start and built quickly on our early successes. Clearly, we need to keep moving faster in order to stay ahead.”

Macy’s årsrapport 2013

bit.ly/omnibooksurvey

Kilde:

Om

nic

hannel

Surv

ey,

Novem

ber

2015,

Netw

ork

edBusi

ness

.org

AVERAGE OMNICHANNEL MATURITY FOR COMPANIES IN THE NORDICS

Kilde:

Om

nic

hannel

Surv

ey,

Novem

ber

2015,

Netw

ork

edBusi

ness

.org

BEST IN CLASS! (TOP 25%)

What does it mean for you?

• Expect Widex to play along with omnichannel

• Understand how important data collection is

– Both for Widex to be able to help you

– And for you to help you customers (get that email + SMS permission!)

• Use the data you have for increasing relevancy towards your customers

– Advertising on Facebook using Custom Audiences

• Embrace new initiatives and tools from the Corporates that are based on data

Thanks for listening!

• Take the survey: bit.ly/omnibooksurvey

• Read the book: bit.ly/omni-bogen

• Rasmus Houlind

• dk.linkedin.com/in/houlind

• rasmus.houlind@agillic.com

• Tlf. 53 88 65 55

• www.agillic.com