jacob borup, top toy
TRANSCRIPT
© 2015, TOP-TOY A/S - All rights reserved.
CUSTOMER JOURNEY & MARKETING DEVELOPMENTHvordan skaber TOP-TOY en legende let kunderejse på tværs af kanaler?
© 2015, TOP-TOY A/S - All rights reserved.
© 2015, TOP-TOY A/S - All rights reserved.
TOP-TOY
• Sells toys under the banners BR and Toys’R’us in the four Nordic markets (DK, SE, NO, FI).
• 300 toy stores and eight e-commerce sites.
• +50 years of experience of retail and store operations.
• Headquarter in Denmark, and procurement centre in Hong Kong.
• Family owned.
© 2015, TOP-TOY A/S - All rights reserved.
the first fifty years everything was dandy…
© 2015, TOP-TOY A/S - All rights reserved.
Decline in foot traffic
Increased price tranparency
Cross-border commerce
Excess retail space
Credit squeeze
Supplier consolidation
Lack of growth
Change of media landscape
Increase in eCommerce
© 2015, TOP-TOY A/S - All rights reserved.
OMNICHANNELINTEGRATION
© 2015, TOP-TOY A/S - All rights reserved.
Brand Marketing BR Marketing TRU Marketing Retail DigitalLoyalty
MARKETING FUNCTIONS
GDC
© 2015, TOP-TOY A/S - All rights reserved.
MARKETING ORGANISATION
Development Planning Execution
Customer JourneyCRMPlatforms
Stakeholder mgmt.Use of ‘bandwidth’Campaign plan
Banner CVIDesignCopyAll channels
© 2015, TOP-TOY A/S - All rights reserved.
PROCESSCUSTOMERS
PLANNING
EXECUTION
PLATFORMS
RESPONSE
ATTITUDE
© 2015, TOP-TOY A/S - All rights reserved.
PLATFORM DEVELOPMENT SHORT TERM
On-going inspiration and wishes
Occasion awareness
Search, inspiration,
and wishlist
Research, evaluation,
filtering
Decide on gift
Evaluate anddecide on channel
Purchase
Delivery
Play & more
New wishes related to purchased
Toy’s On-going
inspiration and
wishes
Occasion awareness
Search, inspiration
, and wishlist
Research, evaluation, filtering
Decide on gift
Evaluate and
decide on channel
Purchase
Delivery
Play & more
New wishes
related to purchased
Toy’s
@
TV
C
C
1 2 3
© 2015, TOP-TOY A/S - All rights reserved.
…AND LONG TERM
Capability AS-IS TO-BE
Data collection and consolidationData analysis and execution
Integrated Marketing
Shopping (stores and e-commerce)Fulfilment
Marketing & Shopping management
© 2015, TOP-TOY A/S - All rights reserved.
ACCORDING TO OUR CUSTOMERS, A WISHLIST IS THE KEY SOURCE OF INSPIRATION WHEN BUYING A PRESENT FOR A CHILD.
© 2015, TOP-TOY A/S - All rights reserved.
WISHLISTS…SO, WE LOVE
© 2015, TOP-TOY A/S - All rights reserved.
DUALTARGETGROUP
© 2015, TOP-TOY A/S - All rights reserved.
Child, or parent depending
on childs age
Most oftenparent
Get inspired
Make wishlist
Distributelist
List management
Receive present
@ TV
@
C
C
© 2015, TOP-TOY A/S - All rights reserved.
WISHLIST GENERATION
Share of wishlists Average no. wishes pr. list
Web App
© 2015, TOP-TOY A/S - All rights reserved.
USABILITY
PARENTConvenienceEfficiencyThump gesturesOptimised for smaller devices
CHILDExploration & InspirationFunIndex finger gesturesOptimised for larger devices
SHARING & COMMERCEConversionCommerceCursorLarge screens
© 2015, TOP-TOY A/S - All rights reserved.
SHARE-ABILITY
@
Shared API and DATA
© 2015, TOP-TOY A/S - All rights reserved.
Get inspired
Make wishlist
Distributelist
List management
Receive present
SUPPORTING CONVERSION
© 2015, TOP-TOY A/S - All rights reserved.
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