omni channel marketing conference - crispin tristram
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BECOMING AN OMNI CHANNEL RETAILER BY CREATING CROSS
CHANNEL TOUCH POINTS
FOR DISCUSSION TODAY
How our world is shifting
The impact on our business
How Hoyts is responding
FOR DISCUSSION TODAY
How our world is shifting
The impact on our business
How Hoyts is responding
THE WORLD WE KNEW
Cinema was the preferred movie experience
Newspapers (and PC’s) were the critical source of
showtime information
Word of mouth was actually spoken
THE MEDIA LANDSCAPE IN FIVE YEARS TIME
SOURCE: http://digitalmarketinglab.com.au/index.php/2012/01/29/2012-2015-digital-predictions-trends, INMA: Print + Digital Dynamic
• MOBILE INTERNET WILL OVERTAKE DESKTOP USAGE:
– 90% Smartphone penetration: smarter than todays laptop
– 25% Tablet usage: Inexpensive, disposable
– 5% of all payments, 86% Second screening: Seamless interaction
• CONTEXT AWARE EXPERIENCES
– Better Customer Data will deliver this, Customers will control their social data better and require an established relationship to give it to brands
– Prevalence of Hi Definition screens in many locations
• SOCIAL COMMERCE
– 40-50% of digital sales will flow through social and mobile platforms, followed by Google at 20%, 15% referral traffic, and 2% direct-to-URL traffic
THE MEDIA LANDSCAPE IN FIVE YEARS TIME
• CONTENT WARS
– Even lower cost of data distribution will drive a war among telecommunications companies, wireless providers, and TV companies will occur to decide who to pay for content.
• ONLINE VIDEO AND DISPLAY ADVERTISING PLATFORMS TO GROW AT THE EXPENSE OF SEARCH
– Forrester predicts a shift away from paid search towards display advertising: decline by 11% as paid search costs continue to rise and ROI is eroded.
– Connected TV’s will be upto 80% of sales providing more viewing opportunities
SOURCE: http://digitalmarketinglab.com.au/index.php/2012/01/29/2012-2015-digital-predictions-trends, INMA: Print + Digital Dynamic
FOR DISCUSSION TODAY
How our world is shifting
The impact on our business
How Hoyts is responding
CINEMA AS AN EXPERIENCE WILL REMAIN STRONG
SOURCE: PWC Australian & Media Landscape 2012- 2016
0
200
400
600
800
1000
1200
1400
1600
2009 2010 2011 2012 2013 2014 2015 2016
Cinema Spend (A$m)
Cinema Spend (A$m)
THE GROWTH IN DOMESTIC TECHNOLOGY CREATES MORE VIEWING OPPORTUNITIES
0
10
20
30
40
50
60
70
80
HDTV GamesConsole
PVR Pay TV Internetenabled
TV
3D TV
2010 2011 2012(e)
SOURCE: Nielsen, Australian Online Landscape, Base: Online Australians 16+ n= 5104 , 2011, CEA Research
Lack of competitive content offerings may have stalled Smart TV
growth and PVR penetration but that is being resolved quickly
BOX OFFICE WILL REMAIN THE MOST IMPORTANT PART OF THE BUSINESS, THOUGH THE ROLE OF ONLINE WILL
INCREASE AT THE EXPENSE OF PHYSICAL RENTAL
SOURCE: PWC Australian & Media Landscape 2012- 2016
0
500
1000
1500
2000
2500
2009 2010 2011 2012 2013 2014 2015 2016
Online DVD Subs/ Dig Downloads (A$M)
In-Store Rental (A$m)
Cinema Spend (A$m)
2012-2016
CAGR
32.9%
-9.5%
4.3%
GLOBAL CASE: MULTICHANNEL STRATEGY
"The best way to experience a movie
is still in-theatre but when guests want to enjoy the movie again, they
can now choose from a variety of formats … including digital
downloads via our Download To Own or Video on Demand service, or on
DVD or Blu-ray…
… in addition to our existing entertainment content and online
ticketing, we believe we are creating one of the most powerful online
entertainment experiences available to Canadians”
Ellis Jacob, Cineplex's President and
CEO, .
CUSTOMER
Exhibition
Media
Loyalty
Alternative Programming
Interactive
Merchandising
SOURCE: Cineplex “Delivering a premium customer experience, Annual Report 2011
INTEGRATED MOBILE AND LOYALTY PLAY IS A KEY TO THEIR SUCCESS
SOURCE: Cineplex “Delivering a premium customer experience, Annual Report 2011,
2.8 Million app downloads (7% of all Canadians
Number 1 movie site
Loyalty at the heart
SCENE loyalty rewards across movies, concessions, music, DVDs/Blu-rays, digital
movie downloads, gift cards, contests. Canadian movie distributors regularly use SCENE to market their movies recognizing
its value and unique ability to segment and target movie-goers and ultimately drive box
office performance.
HOW DIGITAL CHANNELS CAN DRIVE THE CORE BUSINESS
SOURCE: TORCH research customer experience Mapping, http://nowandnext.com/
Inspiration
Anticipation
Admin Immersion
Afterglow
• INSPIRATION (STREAMING) • Deliver trailers for cinema through
the streaming channel • ANTICIPATION (SOCIAL)
• Help people arrange movie outings with social network tools
• ADMIN (MOBILE) • Look up, Book, Find Cinema’s
• IMMERSION (ONLINE/TABLET) • Interviews, behind the scenes pre
and post view • AFTERGLOW (STREAMING)
• Opportunity to relive cinema experience
“OverDrive, a global distributor partnered with Amazon last year to entice readers into buying the book they just borrowed”
FOR DISCUSSION TODAY
How our world is shifting
The impact on our business
How Hoyts is responding
5 KEY CHANNEL INITIATIVES
Expanding our touchpoints
Creating Differentiated
Channel Experiences
Capitalising on the
digital/mobile information opportunity
Tailoring Social to the needs of
the business
Better targetted
Loyalty and CRM
5 KEY CHANNEL INITIATIVES
Expanding our touchpoints
Creating Differentiated
Channel Experiences
Capitalising on the
digital/mobile information opportunity
Tailoring Social to the needs of
the business
Better targetted
Loyalty and CRM
IN ADDITION TO HOME THEATRE, TABLETS WILL ALSO DRIVE FUTURE VIEWINGS
0
5
10
15
20
25
30
35
40
16-24 25-34 35-44 45-59 60+
SOURCE: Nielsen, Australian Online Landscape, Base: Online Australians 16+ n= 5104 , 2011, Google Multiscreen World
2012 (e) 39 Driven by total market growth
TABLET PENETRATION
63% usage entertainment
motivated
ONLINE VIDEO IS NOW A MASS ACTIVITY
0 20 40 60
Streaming Video
Downloading Video
Weekly/ More often L12M
SOURCE: Nielsen, Australian Online Landscape, Base: Online Australians 16+ n= 5104 , 2011,
Over half of the population has
experienced some type of online video in
the last 12 months
SOURCE: NIELSEN Australian Online Consumer, 2012
0 10 20 30 40 50 60 70
Watch at suitable time
It's Free
Able to pause/stop
No/ Skip ads
Watch shows unavailable
Missed broadcast time
Lesss ads
Cheaper than Pay TV
REASONS FOR WATCHING “INTERNET TV”
WE WILL DO THIS BY OFFERING THE CONVENIENCE CUSTOMERS CRAVE EVEN
MORE THAN PRICE
STREAMING WILL HELP US CAPTURE THESE NEW VIEWING OCCASIONS
NEW
5 KEY CHANNEL INITIATIVES
Expanding our touchpoints
Creating Differentiated
Channel Experiences
Capitalising on the
digital/mobile information opportunity
Tailoring Social to the needs of
the business
Better targetted
Loyalty and CRM
WE KNOW THERE ARE THREE TYPES OF VIEWING DECISIONS
PLATFORM/ CONVIENCE
“A good time to catch up with friends” “Movies are a great escape” “It was on TV at the time”
“It had a good trailer” “I love James Bond movies”
You have to see Avatar in 3D
SOURCE: Screen Australia, What to watch
CONTENT BASED COMBINED
WE ARE CREATING MORE INSPIRING CINEMA EXPERIENCES
MORE SPECTACULAR MORE LUXURIOUS
DIFFERENTIATED CHANNEL EXPERIENCE
5 KEY CHANNEL INITIATIVES
Expanding our touchpoints
Creating Differentiated
Channel Experiences
Capitalising on the
digital/mobile information opportunity
Tailoring Social to the needs of
the business
Better targetted
Loyalty and CRM
CINEMA AND DIGITAL CHANNELS CLOSE THE LOOP FOR CUSTOMERS
ONLINE DRIVES CINEMA As THE
PRIMARY SOURCE OF
INFORMATION
CINEMA DRIVES ONLINE AS THE
MOST POWERFUL
TRIGGER FOR ONLINE VIDEO
VIEWS
A more compelling
presence online so they consider
us first
Gain greater share of our customers
viewing wallet
BUILDING A HOYTS DIGITAL ECOSYSTEM
5 KEY CHANNEL INITIATIVES
Expanding our touch points
Creating Differentiated
Channel Experiences
Capitalising on the
digital/mobile information opportunity
Tailoring Social to the needs of
the business
Better targeted
Loyalty and CRM
House Own Our Content
1 Drive SEO/Website Views
2
3
Ensure Ownership Of Content
Capture Consumer Data (O&A EDM Databases)
Phase 1
VALUING OPINION IN A CAREFULLY CURATED SETTING CREATES GREAT ENGAGEMENT
5 KEY CHANNEL INITIATIVES
Expanding our touchpoints
Creating Differentiated
Channel Experiences
Capitalising on the
digital/mobile information opportunity
Tailoring Social to the needs of
the business
Better targeted
Loyalty and CRM
Data Driven Targeted Content to localise and personalise
eDMs previously have successfully focused on offer and title Moving forward we will add location relevant content
We will also shoot location
relevant photography
RECAP
Expanding our touchpoints
Creating Differentiated
Channel Experiences
Capitalising on the
digital/mobile information opportunity
Tailoring Social to the needs of
the business
Better targetted
Loyalty and CRM
“Our tools are evolving exponentially faster than our ability to interpret how
the tools will impact our world. This may be the most important trend of all”
SHELLEYPALMER 2013 CET REPORT