the value and impact of cross channel (ropo)
TRANSCRIPT
Ida Gøtzsche Digital Business Development Manager Copenhagen Airports A/S
ROPO How to Measure the Effect of Cross Channel
…
Even in Romania…
Many Companies are Aware of this…
Cross Channel has become
the number one BUZZ WORD
But Cross Channel often means SEPERATE channels
Different budgets & different strategies Management does not fully understand
the essence of Cross Channel Numbers matter (conversions, basket
sizes, sales, etc.) The relation between platforms is
intangible
The INTAGIBLE needs to become TANGIBLE to get a complete Cross Channel focus.
What is ROPO?
ROPO is Constantly Growing…
But what is the value for your business?
Mixed Method Research Method
Results of ROPO
Results of ROPO
Customers planning purchases in the TAX FREE store on TAXFREE.dk
Customers purchasing at TAXFREE.dk
In Other Words…
60% of all customers visiting TAXFREE.dk purchase EXTRA in the offline store
The average upsell amongst researchers is higher than the intended spend
The average basket size is more than double for customers visiting TAXFREE.dk prior to the TAX FREE store at the Airport compared to our regular offline customers.
• 62% would purchase TAX FREE despite of the online webshop • 28% would purchase the same amount online as offline • 10% would NOT purchase anything if we offered no online webshop
= 62% Cannibalization ?
Not quite…
WHAT IT MEANS TO MY DAILY WORK?
Paradigm Shift in Value Chain
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LOUNGE & RECREATION
GATE & BOARDING
INFLIGHT TRANSFER & ARRIVAL
HOME TRANSPORT & EVALUATION
SHOPPING/F&B
PASSENGERS
TRAVEL CHOICE BOOKING TRANSPORT &
ARRIVAL CHECK-IN &
LUGGAGE SECURITY
MARKET/
TRAVEL OFFERS
Now…
LOUNGE & RECREATION
GATE & BOARDING
INFLIGHT TRANSFER & ARRIVAL
HOME TRANSPORT & EVALUATION
SHOPPING/F&B
Before…
Possible to Tap in to Complete Value Chain…
Key Take Aways
• Measuring ROPO is the best argument for a online focus! • Low conversion rates does not equal lack of succes
Look at your website data (page views, behavior patterns, abandoned baskets, etc.)!
Successful Cross Channel • Online/offline MUST be closely nit together • Your website should accommodate both Shoppers and
Researchers • Your customers should find the same assortment. …And the same prices! • You may vary campaigns online and offline to tricker to favorize
a particular platform. …but expect a shit storm
• Get to know your customers, ask them what they want, and give it to them! (They don’t always know, but listen anyways – they want to engage with you).
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