What «Excellence in Multichannel Busi ness» means and how organisations can successfully and independently deliver Multichannel-Campaigns, Peter Zwyssig of foryouandyourcustomers will gladly present to you within the Multichannel Campaign Management breakfast.

Multichannel-Campaigns from A-Z, which the company’ employees plan, prepare and perform themselves.

Agenda

1. foryouandyourcustomers

2. The development of Multichannel

3. The maturity level of companies dealing with Multichannel

4. Multichannel-Campaigns at Office World

5. Organizational ability for Multichannel-Campaigns

6. Summary, Questions & Answers

4

At foryouandyourcustomers we develop ourselves and your multichannel business for you and for your customers.

Source: foryouandyourcustomers

Quelle: foryouandyourcustomers

Our Multichannel-Leitfaden 2014 provides an overview about the potential of channels, its orchestration and customer value.

www.multichannel-leitfaden.com

MC Academy

Agenda

1. foryouandyourcustomers

2. The development of Multichannel

3. The maturity level of companies dealing with Multichannel

4. Multichannel-Campaigns at Office World

5. Organizational ability for Multichannel-Campaigns

6. Summary, Questions & Answers

7

newspapers

brand/logo

newspaper advertising

radio

couponpress article

stock exchange

exhibitions

department storesafter-sales service

events

sponsoring

catalogues

shopping street

external work

product placement

TV/film

sales party

stock markets

specialist shops

department storechain

shoppingcenters

supermarkets

sales automat

sale buses

flyer

call centers

telephone order

direct mailing

outdoor advertising

loyalty program

post order

express shop

showrooms

package/wrapping

try store

store in store

monobrand stores

outlet store

convenience store

station/airport- shopping

online self-service

pop-up store

online trading

file-sharing site mega store

podcast

onlinerecommendation (eWOM)

association/club

online community

Apps

price comparison

search engine

SEO

SEA

eBook

online vouchers

location basedservice

Website

Email- advertising

blogs

chat/call me backmobile shop

onlineshop

co-browsingratings

social commerce

SMS

Email- order

E-Mail support

online- FRQÀJXUDWRU

online- adviser

online video

smart watch

factory salefamily-run shops

VIPs/stars

computer gameavatars

shop

hawking

annual fairs

café/restaurant

recommendation (WOM)

...

...

restaurant in the shopping

center

books

tobacco shop

instorecommunication

digital signage

market places

bazaar

barter trade

pedestrian zones

book stall

fast food

gasoline stations

gourmet-temple

augmented reality

pick-up point

showrooming for mobile shopping

...

fax order

socialnetwork

mobilegames

...

...

at 1972

at 1750

at 1900

today

start of the 1st industrialrevolution along with innovations such asmachinery, steam drives,railroads, channels, textile industries etc.

start of the 2nd industrialrevolution along with innovations such as power transmission, light bulbs, phones,autocars, shopping trolleys, escalators etc.

start of the 3rd industrialrevolution along with innovations such as large-capacity computers, staff

Review/Milestone

Exponential Times!!

What do your customers of tomorrow do?

The behavior of customers has changed and to win their attention has become even harder.

Source: foryouandyourcustomers, Multichannel-Leitfaden, 2014

Customers prefer those companies which offer them an excellent and consistent Multichannel-Experience.

Source: foryouandyourcustomers, Multichannel-Leitfaden, 2014

«Customer Journey Management» supports the development of an outstanding customer experience across all channels.

Source: foryouandyourcustomers, Multichannel-Leitfaden, 2014

Customers experience Multichannel daily and expect everywhere, that it is easy, fast and convenient.

Source: foryouandyourcustomers, Multichannel-Leitfaden, 2014

Review/Milestone

Don’t Panic!

How organisations can react to Multichannel.

Agenda

1. foryouandyourcustomers

2. The development of Multichannel

3. The maturity level of companies dealing with Multichannel

4. Multichannel-Campaigns at Office World

5. Organizational ability for Multichannel-Campaigns

6. Summary, Questions & Answers

15

Source: foryouandyourcustomers, Multichannel-Leitfaden, 2014

Maturity level 1!»Local relations«

Maturity level 2!»Efficient channels«

Maturity level 3!»Customer oriented touchpoints«

Überzeugen

Vergleichen

Beraten

Suchen

Entdecken

Informieren

Vertrauen Austauschen

Individualisieren

Finden

Kaufen

Teilen

Entscheiden

»Industrialisatio

n«»Individ

ualisation«

foryouandyourcustomers recognizes three maturity stages in Multichannel-Business of organisations.

Source: foryouandyourcustomers

Organisations in the third maturity level can particularly effectively deliver Multichannel-Campaigns.

‣ Customer Journeys => More turnover The awareness of the customer journey helps to communicate and sell products and services in the relevant channels for the customer and supports to development of profitable customer relations

‣ Improving Customer Experience => Exited customers A straightforward, positive and consistent brand and shopping experience across all channels leads to higher customer frequency and conversion

‣ Identification and Personalisation => Higher relevanceThe identification of the customer in the channels makes it possible to personalise offers and communication and thus to increase the relevance for the customer

‣ Higher service quality => Expansion of existing customersDue to the central and cross-channel view of the customer, the service quality and customer satisfaction can be increased

‣ Optimising marketing and sales budgetIntegrated campaigns have a higher effectiveness due to the synchronised and orchestrated channels

Überzeugen

Vergleichen

Beraten

Suchen

Entdecken

Informieren

Vertrauen Austauschen

Individualisieren

Finden

Kaufen

Teilen

Entscheiden

Maturity level 3!»Customer oriented Touchpoints«

«The organisational, commercial, technical and cultural basis for a successful Multichannel Organisation is the Multichannel Management. It enables the efficient cross-channel and process management.»

Source: foryouandyourcustomers, Multichannel-Leitfaden, 2014

The conceptual model for Multichannel-Business helps to map the complex reality in a viable concept.

FoundationData & Structure

OrchestrationOrganization,

Processes & Tools

shop

User OrientationChannels

Customerand his Shopping Experience

Organization

Processes

Tools

Agenda

1. foryouandyourcustomers

2. The development of Multichannel

3. The maturity level of companies dealing with Multichannel

4. Multichannel-Campaigns at Office World

5. Organizational ability for Multichannel-Campaigns

6. Summary, Questions & Answers

20

Multichannel-Campaigns are particularly effective, when communication is orchestrated on multiple channels.

‣ More channels, resulting in better accessibility for the customers.‣ Common themes (communication platform) and a high recognition

value on all channels.‣ Clear and for the target group relevant information / messages that help

to identify what is at stake.‣ The incentive for the customer to act immediately is understandable

and attractive.‣ A personal benefit (eg. special offer) and a clear call-to-action including

channel invitation. Source: foryouandyourcustomers

«Multichannel-Campaign Management using the example of Office World.»

«Make tangible ordering at the workplace in all channels with products from all business divisions.»

«Ordering at workplace« in all channels with products from all business divisions.

Source: foryouandyourcustomershttp://ilovemyself.officeworld.ch

As part of a photo shooting each relevant persona is brought to life in one room while placing an order.

Source: foryouandyourcustomers

Urs (53), from Zug …

Reto (35) from Winterthur (ZH) Start-up, single-entrepreneur, unmarried and no children

Anja …

Kerstin …

The customer may always buy anywhere. In the campaign a clear call-to-action stimulates the preferred channel.

Source: foryouandyourcustomers

The customer may always buy anywhere. In the campaign a clear call-to-action stimulates the preferred channel.

Source: foryouandyourcustomers

Office concept: Everything for your office from a single source.

Source: foryouandyourcustomers

Source: foryouandyourcustomers

Combination of services and products.

Source: foryouandyourcustomers

Multichannel Communication directly in the campaign.

Orchestrated channels accompany the customer along its customer journeys to the store and after sales service.

Source: foryouandyourcustomers

Agenda

1. foryouandyourcustomers

2. The development of Multichannel

3. The maturity level of companies dealing with Multichannel

4. Multichannel-Campaigns at Office World

5. Organizational ability for Multichannel-Campaigns

6. Summary, Questions & Answers

32

Source: foryouandyourcustomers

Through transformation an organization can be brought into their Multichannel maturity stage.

Mul

ticha

nnel

Mat

urity

t2017

Focus on efficient Channels

2014

Implementation & Introducion

Multichannel Retail Excellence

Focus on customer oriented and integrated touchpoints

MC AnalyseRoadmap

!!!

Grobkonzept

Campaign Prototype in center

3 weeks 10 weeks XX monthsÜberzeugen

Vergleichen

Beraten

Suchen

Entdecken

Informieren

Vertrauen Austauschen

Individualisieren

Finden

Kaufen

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Entscheiden

Strategische Vorgaben

09.08.2013 | Office World Multichannel Transformation | Phase II: Detailkonzeption und Umsetzung | Datenbereinigung 2

Übersicht über Datenbereinigung

Meyle Müller

SAP

Masterführend für Artikelstammdaten: -  Kurztext -  Artikelnummer -  Klassifikationen -  Preis -  etc.

Masterführend für Marketing und vertriebsrelevante Produkt-Informationen und somit für: -  Produkttexte (deutsch und französisch) -  Gruppenbeziehungen -  Diverse Attribute -  Bilder -  etc.

Datendreh-Scheibe

Bechlem Ecomedia

Preisinformationen Toner

Kompatibilität

XLS Export

Analyse des Exports der konsolidierten Daten aus Meyle Müller und SAP in Excel «01_Subclass_Attributisierung_nach Umsatz_final(22052013).xlsx»

Multichannel Controlling

Marketing & Salesplan Branding & Positionierung Sortiment & PricingZielkunden Architektur & Software EvaluationMitarbeitende

Multichannel Campaign Prototype IT Architektur 2015Abbildung Prozesse in SW

Integration und Migration

Multichannel Processes & RequirementsCustomer Journeys

Implementation Channels

OrganisationsstrukturChange Management & Kultur

Kanäle / Rollen / Services

Betrieb & Infrastruktur

Flyer

coupon

Anregung Evaluation Kauf Nutzung(inkl. Service, Empfehlung)

Kundentreue(inkl. Wiedereinkauf)

Source: foryouandyourcustomers

What needs to be changed, with a campaign prototype in the center?

«Helping people help themselves - Office World independently about the theme Schulthek.»

Agenda

1. foryouandyourcustomers

2. The development of Multichannel

3. The maturity level of companies dealing with Multichannel

4. Multichannel-Campaigns at Office World

5. Organizational ability for Multichannel-Campaigns

6. Summary, Questions & Answers

43

Summary: approaches and ideas you could discuss tomorrow with your team during coffee.

‣ Form a cross-functional and cross-departmental team ‣ Place the campaign prototype in the center to identify the changes needed‣ Select an extensive campaign with relevant channels, which you implement

on a test-basis or better in reality‣ Create simple and pragmatic processes and tools‣ Establish end-to-end campaign project managers‣ Establish analytical-tools and methods for the measurement of processes

and campaign-effectiveness‣ Just do it and try it out and learn from your successes

foryouandyourcustomers in Amsterdam · München · Wien · Zürich

Peter Zwyssig!Mobile +41 78 870 57 28!!

http://pez.foryouandyourcustomers.com!

Thank you for your interest.