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Nikki Cockcroft Chairwoman: DMMA Chairwoman: The Bookmarks Awards Woolworths: Head of Online
@nikkicockcroft www.nikkicockcroft.com
RETAIL MARKETING IN THE DIGITAL AGE
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Nikki Cockcroft Chairwoman: DMMA Chairwoman: The Bookmarks Awards Woolworths: Head of Online
@nikkicockcroft www.nikkicockcroft.com
RETAIL MARKETING IN THE DIGITAL AGE
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WHAT’s changed?
Online Publishing: • Design • Content Rules • Advertising
Ratios • Search • Usability • Information
Architecture
Online Advertising:
• Search
• Display
• Video
• Mobile
• Microsites
• Social Media
Technology:
• CMS
• Adserving
• Personalization
• Search
• Commerce Engines
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WHAT’s changed?
Retail Marketing:
• TV
• Radio
• Outdoor
• Instore
Online Retail:
• Display
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Bridge the Gap
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WHAT’s really changed?
THE CUSTOMER
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Global Tipping Points
Confident, Informed, Connected, Empowered
Consumer Ubiquitous
Broadband
New
Technologies
Recessionary Spending Habits
Increased Access to Information
Explosion in New Propositions
Increased
Choice
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SA Consumers
Confident, Informed, Connected, Empowered
Consumer Ubiquitous
Broadband
New
Technologies
Recessionary Spending Habits
Increased Access to Information
Explosion in New Propositions
Increased
Choice
✔
✔ ✔
✔
✔
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Going Mobile
SA Performance 2011
Indicator Penetrations South Africa Global Developed Nations
Emerging Markets
Africa
SIM Penetration 115% 87% 118% 79% 53%
Internet Penetration 14% 35% 74% 26% 9%
Facebook Penetration 10% 33% 35% 8% 4%
Smartphone Penetration 20% 7% 45% 17% 5%
80% by 2014
Source: Vunani, 2012
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Spending Habits
Digital Retail Marketing
NEEDS
WANTS
CONVENIENCE
RELEVANCE
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Spending Habits
Digital Retail Marketing
NEEDS
WANTS
CONVENIENCE
RELEVANCE
Digital Marketing Food, Banking, Airlines
Footwear, Brand Clothing, accessories
SINGLE TARGETED
MSG
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Shift in Focus
• Focus on the Customer ADAPT the technology
• Reach your customer anywhere
• At a time & place convenient to them
• Add Value
• There is place for all channels
• It is YOUR customer
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From interruption to integration
Marketing Messages
Trade Planning
Online Customer
CONSISTENT MESSAGE
INPUTS
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From interruption to integration
Traditional Customer DATA
TRANSACTIONAL DATA
Online Customer Data
DATA INPUT
INPUTS
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From interruption to integration
TARGETED PERSONALIZED
CONSISTENT MESSAGE
Web Display
OUTPUTS
Mobile Video SOCIAL SEARCH STORES
• Convenience • Relevance • Value • Personalization
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From interruption to integration
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From Multi-Channel to Omni-Channel
Definition: Omni-Channel
• Evolution of multi-channel
• concentrated more on a seamless approach to the consumer experience
• through all available channels
• Omni-channel delivery requires providing an immersive and superior customer experience regardless of channel
A CUSTOMER_CENTRIC APPROACH:
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Focus on the Consumer: Let go of Emotion
• Let DATA be your driver:
A CUSTOMER_CENTRIC APPROACH:
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(SINGLE) Customer Profile
Name: Nikki Cockcroft AGE: 32 Female: Yes Region: Cape Town Children: No Birth Date: 21/04/1980 Shopper Type Food
Loyalty Customer Yes
Segment Finest X-Shopper
Browse Clothing Weekend
Purchase Behaviour Instore: Food Web: Food (Conv.)
Promotions Food Vouchers WRewards (mobile)
Digital Marketing Mix
DAY Target Platform
Saturday Online Vouchers
Mobile
Sunday Summer Launch
Social (FB)
Monday Reminder complete shop
Display (News24)
Wednesday Insert in C&C
In store
Friday Device recognition - In store promo
In store
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DATA: Our DATA Future:
A CUSTOMER_CENTRIC APPROACH:
Traditional Advertising: less relevant
Relationship between brands and customers is evolving rapidly into one where the consumer is in more control of what she chooses to hear or see. WHY? Information is easier, cheaper to access RESULT? Customers are more confident, informed, connected and empowered
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DATA: Our DATA Future:
A CUSTOMER_CENTRIC APPROACH:
Experiences: On-demand The consumer is shifting more attention toward experiences that take place at a time and place of their own choosing. Digital touch points (mobile devices, computers permanently connected to the web) are at the heart of this revolution.
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DATA: Our DATA Future:
A CUSTOMER_CENTRIC APPROACH:
Insights on the fly
Where traditional (non-digital) channels rely on after-the-fact, sample-based research to provide insights into effectiveness of messaging, every digital interaction a consumer has creates a piece of data that can be used to build insights and tailor experiences on the fly. >> ONGOING OPTIMIZATION
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Focus on the Consumer: Our DATA Future:
A CUSTOMER_CENTRIC APPROACH:
Decisions based on data
Usage and behavioural data allow brands to tailor experiences (on a mass level) to suit the needs of each individual user/consumer/customer/client.
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Journey to an Omni-Channel World:
– Have a Vision
– Develop a strategy
– Get the right people and right partners
– Implement the right structure (centralised vs. decentralised)
– Be prepared to make mistakes
– Ongoing Optimization
– Understand the full investment
– Have patience
A CONSUMER-CENTRIC APPROACH:
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CSI
PRODUCTS
FINANCE
CLIENT SERVICE/
CUSTOMER STORES CORPORATE BLOYALTY
SERVICES
A CONSUMER-CENTRIC APPROACH:
Structure: Where does it sit within the organization?
Marketing IT ONLINE
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A CONSUMER-CENTRIC APPROACH:
6 Steps to Omni-Channel success: STEP 1: Know your Customer
STEP 2: Design the Solution
STEP 3: Choose the Approach
STEP 4: Presentation and Transformation
STEP 5: Development
STEP 6: Measure the Results
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6 Steps to Omni-Channel marketing:
STEP 1:
Know your Customer Geographics Demographics Analytics
• Use DATA • Understand User Behaviour • PLUS: points of engagement
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…whilst recognizing channels have points of difference
• Short form content • Up-to-Date • On-the go • Quicker engagement
for shorter periods of time
• Long form content • Aggregation is key • Potentially on-the go • Longer engagement for
shorter periods of time
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A CONSUMER-CENTRIC APPROACH:
6 Steps to Omni-Channel success: STEP 1: Know your Audience Geographics Demographics Analytics
STEP 2: Design the Solution • Objectives • Branding • Consumer Priorities • Best Practices (UX) • Seamless Integration • Success Criteria
Q: What is the user’s context?
Q: What should we display in message?
Q: Where should we display in message?
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A CONSUMER-CENTRIC APPROACH:
Step 2: Deliver best in class User Experience across all channels
Personalize
Understand the Consumer: What do they want? Headlines Columns Breaking News Lifestyle
Customize
Understand the User Journey UX Testing: Lab Tests Variant Tests Engagement
Integration
Integration Content specific for Device Single view of the User Responsive design
Modeling
Map the User Journey? Modeling Wireframing Testing
PERSONALISE
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A CONSUMER-CENTRIC APPROACH:
6 Steps to Omni-Channel success: STEP 1: Know your Audience Geographics Demographics Analytics
STEP 2: Design the Solution Branding Consumer Priorities Best Practices (UX) Seamless Integration Success Criteria
STEP 3: Choose the Approach Marketing Mix Content Integration Development Req’s
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A CONSUMER-CENTRIC APPROACH:
6 Steps to Omni-Channel success: STEP 1: Know your Audience Geographics Demographics Analytics
STEP 2: Design the Solution Branding Consumer Priorities Best Practices (UX) Seamless Integration Success Criteria
STEP 3: Choose the Approach Platform Modules Services Integration Application
STEP 4: Presentation and Transformation Content Presentation Multiple Devices
• Develop the necessary presentation of the campaign for the entire journey
• Consider the device and adaption required
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A CONSUMER-CENTRIC APPROACH:
Consider Responsive Design…
WHY? • Save time • Save money • Single development
WHY NOT? • Channel specific
strategies need to be developed separately
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A CONSUMER-CENTRIC APPROACH:
6 Steps to Omni-Channel success: STEP 1: Know your Audience Geographics Demographics Analytics
STEP 2: Design the Solution Branding Consumer Priorities Best Practices (UX) Seamless Integration Success Criteria
STEP 3: Choose the Approach Platform Modules Services Integration Application
STEP 4: Presentation and Transformation Content Presentation Multiple Devices
STEP 5: Development In house vs. Outsource Hosted vs. Integrated
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Cost vs. Returns
Platform + Implementation + Maintenance & Support
Short term win, vs agility for future vision
Step 5: Development
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A CONSUMER-CENTRIC APPROACH:
6 Steps to Omni-Channel success: STEP 1: Know your Audience Geographics Demographics Analytics
STEP 2: Design the Solution Branding Consumer Priorities Best Practices (UX) Seamless Integration Success Criteria
STEP 3: Choose the Approach Platform Modules Services Integration Application
STEP 4: Presentation and Transformation Content Presentation Multiple Devices
STEP 5: Development In house vs. Outsource
STEP 6: Measure the Results Total economic value
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Step 6: Measure the Results
1. Use Analytics (BEYOND THE CTR)
2. Identify Trends, Consider the Behaviour, Track conversions
3. Be willing to make changes (Ongoing Optimization)
STEP 6: Measure the Results Total economic value
STEP 1: Know your Audience Geographics Demographics Analytics
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What does SUCCESS look like?
TOTAL ECONOMIC VALUE of ONLINE
1. Campaign Measures (audience behaviour)
2. Sales (online and offline)
3. Products (level of engagement + conversions)
4. Services (activations)
5. Technical (stability, innovation)
6. Operations (all the way to the customer)
7. Marketing (Single message)
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TAKE OUTS
• Shift focus from technology to the consumer
• From Multi-channel to Omni-Channel
• Let Data be your driver
• Know your customer, to deliver a personalised experience
• Design the solution with best in class user experience
• Have a single view of you customer and give them a consistent yet continuous experience, always adding value
• Have a Vision, develop a strategy
• Meet your customer anywhere, anytime!
• Finally measure the results…
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Thank you @nikkicockcroft