increase sales by implementing multichannel strategies - adrian gorczyca, play at frosmox16
TRANSCRIPT
Monthly:
6 mln user
Traffic is more than our biggest POS
Sales is more than our biggest POS
The biggest customer service interaction channel
Why did you prefer this channel?
• it’s cheaper
• fast
• less effort
• shopping without leaving
home
• I can ask about offer detail
• I can ask about agreement detail
• I prefer direct contact with shop
assistant
• fast
• they contact to me
• it’s cheaper
Conversion / Sale
Search
FacebookContext
VOD Mailing
Last Click Attribution
Individual Attribution
1
0.10.150.050.2 0.90.750.700.50
Individual Attribution
Individual Attribution
Last Cookie Individualvs
Single Costumer Journey
• Individual Model shows and measure all interaction on shopping path
• The more effective channel is on sales than it's get better credit
• Credit is based on econometrics model for every single cookie (including path length and interaction with other
touchpoints)
Źródło: Mediacom
PC + PV model generate more than 60% multichannel orders
PC generate more than 40% multichannel orders Total Orders
PC + PV
Multichannel
63%
41% 39% 43%
41% 42% 44%
Total Orders PC
Postpaid New Services
PC
Sales Contribution
Data Source: MediaCom Business Science – Economiser ROI Benchmark DatabaseTelecom category
FMCG ROI Index
Online is an effective medium when it comes to the impact on offline sales. Particularly in the category of FMCG, where the return on investment (ROI) is on average 20% higher than the average return on other media
Multichannel is already there, but now it’s about omnichannel and connecting with the consumer across multiple touchpoints.
Elisa Harca
Apple
Apple’s multichannel retail strategy unifies the customer experience across all channels and platforms, to create a complete end-to-end journey for each purchase.
Rebecca Minkoff
As a brand, it has evolved alongside new marketing strategies and has enjoyed a stronger flexibility to more easily and more quickly invest in evolving digital platforms and new technologies.
Burberry
One of the best examples of brands in Asia that have achieved success in multichannel retailing is Burberry.
Its social media platforms go beyond Facebook, Twitter and Instagram and include China’s WeChat and Japan’s Line.
This video shows how the brand used WeChat to engage consumers for a live Burberry event in Shanghai.