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Omnichannel Marketing

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Dave Birckhead
Dave Birckhead

This document discusses omnichannel marketing, which creates a seamless customer experience across multiple marketing channels. Omnichannel marketing is an evolution of traditional multichannel marketing by making each channel aware of customer interactions on other channels. The document provides examples of omnichannel strategies from Target, Nordstrom, and Starbucks. It also discusses how omnichannel approaches are better meeting customer expectations and can provide a competitive advantage over companies that are not as integrated across channels.

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Omnichannel Marketing A New Era of Customer Engagement
Contents 2 • Brief overview of omnichannel marketing • Benefits of an omnichannel approach • Examples
3 WHAT IS ? OMNI
4 Omnichannel Marketing An evolution in marketing strategy and approach • Omnichannel marketing creates a continuum of customer touchpoints across multiple channels that together provide an engaging brand experience • Multichannel means that a brand is on key channels • Omnichannel is an evolution of multichannel. Each channel is aware of interactions on other channels. The customer experience is seamless and consistent. • Omnichannel is in the early stages of adoption, but offers compelling ROI for many companies • The omnichannel experience is quickly becoming what customers expect
5 Traditional OmnichannelE-Commerce Mulitchannel ‣ Customers shop at bricks and mortar stores ‣ Customers shop online via e- commerce websites ‣ Customers shop via multiple channels ‣ Customers engage anywhere via integrated, seamless experiences Business Model Evolution The New Landscape Customers expect omnichannel experiences
6 Showrooming Customers shop in physical stores but buy online at lower prices
7 Showrooming Trends Showrooming is disrupting traditional models Increasing Participation Use of Smartphones The Amazon Effect A recent Harris Poll revealed that 43% of U.S. adults have participated in showrooming. ComScore reported that 66% of showroomers used their smartphones to compare prices. In a recent Harris Poll, 57% of consumers say they most frequently bought from Amazon after visiting a bricks-and-mortar store.
8 Changing Behavior Technology & customer behavior are at a major transition point ‣ 50% of customers engage with an average of 2 touchpoints to research or purchase products, and 36% engage with an average of 3* ‣ They are rapidly adopting new devices and digital touchpoints such as Pinterest ‣ Technology has turned customers into moving targets * Source: 2012 Customer Experience Trends Survey, Endeca Technologies, May 2011
9 Farewell Funnel Traditional marketing funnel, you’ve served us well. But, it’s time to say goodbye Those with the authority and budget to purchase your product or service People who have expressed an interest in your product or service. The buyers of your product or service. Customers Prospects Leads
10 Customer Lifecycle Connected customers define the path--no longer a linear, traditional sales funnel 1 - Discover Customers discover new needs 4 Engage Customers engage with the product or service experience 2 - Explore Customers explore their options 3 - Buy Customers make purchases 1 2 3 4 The Customer
11 Omnichannel Examples Cartwheel by Target • Target is partnering with Facebook • Offering deals that customers can only redeem in stores on their mobile devices • Strategy is to get smartphone- carrying customers to visit and purchase in bricks and mortar Target stores • Response to showrooming
12 Omnichannel Examples Nordstrom • New stores equipped with mobile point of sale devices • Top salespeople given iPhones to contact customers • Significant investments in IT to ensure online experience matches in-store experience • Company has integrated inventory and fulfillment for stores, the Internet, and mobile devices
13 Omnichannel Examples Starbucks • Disciplined, consistent approach to Starbucks brand across all channels • Leveraged robust IT platforms to launch new loyalty program • Loyalty program users can join the program and also make purchases using their phones • Now coffee can be purchased directly with a smartphone
14 Experience Matters Customer experience (CX) leaders are rewarded -50% -38% -25% -13% 0% 13% 25% 38% CX Leaders S&P 500 Index CX Laggards CummulativeTotal Return Source: Watermark Consulting Customer Experience Stock Performance Analysis - 2012. Study of cumulative stock returns for the Top 10 and Bottom 10 publicly traded companies in Forrester Research’s annual Customer Experience Index ranking
15 Key Enablers Omnichannel marketing requires a cross-functional approach across marketing, IT and customer service Marketing Automation Point of Sale Systems Customer Relationship Management Web Content Management Analytics Customer Experience Management Brand Content
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17 Contact Me ! @DaveBirckhead www.davebirckhead.com

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Omnichannel Marketing

  • 1. Omnichannel Marketing A New Era of Customer Engagement
  • 2. Contents 2 • Brief overview of omnichannel marketing • Benefits of an omnichannel approach • Examples
  • 4. 4 Omnichannel Marketing An evolution in marketing strategy and approach • Omnichannel marketing creates a continuum of customer touchpoints across multiple channels that together provide an engaging brand experience • Multichannel means that a brand is on key channels • Omnichannel is an evolution of multichannel. Each channel is aware of interactions on other channels. The customer experience is seamless and consistent. • Omnichannel is in the early stages of adoption, but offers compelling ROI for many companies • The omnichannel experience is quickly becoming what customers expect
  • 5. 5 Traditional OmnichannelE-Commerce Mulitchannel ‣ Customers shop at bricks and mortar stores ‣ Customers shop online via e- commerce websites ‣ Customers shop via multiple channels ‣ Customers engage anywhere via integrated, seamless experiences Business Model Evolution The New Landscape Customers expect omnichannel experiences
  • 6. 6 Showrooming Customers shop in physical stores but buy online at lower prices
  • 7. 7 Showrooming Trends Showrooming is disrupting traditional models Increasing Participation Use of Smartphones The Amazon Effect A recent Harris Poll revealed that 43% of U.S. adults have participated in showrooming. ComScore reported that 66% of showroomers used their smartphones to compare prices. In a recent Harris Poll, 57% of consumers say they most frequently bought from Amazon after visiting a bricks-and-mortar store.
  • 8. 8 Changing Behavior Technology & customer behavior are at a major transition point ‣ 50% of customers engage with an average of 2 touchpoints to research or purchase products, and 36% engage with an average of 3* ‣ They are rapidly adopting new devices and digital touchpoints such as Pinterest ‣ Technology has turned customers into moving targets * Source: 2012 Customer Experience Trends Survey, Endeca Technologies, May 2011
  • 9. 9 Farewell Funnel Traditional marketing funnel, you’ve served us well. But, it’s time to say goodbye Those with the authority and budget to purchase your product or service People who have expressed an interest in your product or service. The buyers of your product or service. Customers Prospects Leads
  • 10. 10 Customer Lifecycle Connected customers define the path--no longer a linear, traditional sales funnel 1 - Discover Customers discover new needs 4 Engage Customers engage with the product or service experience 2 - Explore Customers explore their options 3 - Buy Customers make purchases 1 2 3 4 The Customer
  • 11. 11 Omnichannel Examples Cartwheel by Target • Target is partnering with Facebook • Offering deals that customers can only redeem in stores on their mobile devices • Strategy is to get smartphone- carrying customers to visit and purchase in bricks and mortar Target stores • Response to showrooming
  • 12. 12 Omnichannel Examples Nordstrom • New stores equipped with mobile point of sale devices • Top salespeople given iPhones to contact customers • Significant investments in IT to ensure online experience matches in-store experience • Company has integrated inventory and fulfillment for stores, the Internet, and mobile devices
  • 13. 13 Omnichannel Examples Starbucks • Disciplined, consistent approach to Starbucks brand across all channels • Leveraged robust IT platforms to launch new loyalty program • Loyalty program users can join the program and also make purchases using their phones • Now coffee can be purchased directly with a smartphone
  • 14. 14 Experience Matters Customer experience (CX) leaders are rewarded -50% -38% -25% -13% 0% 13% 25% 38% CX Leaders S&P 500 Index CX Laggards CummulativeTotal Return Source: Watermark Consulting Customer Experience Stock Performance Analysis - 2012. Study of cumulative stock returns for the Top 10 and Bottom 10 publicly traded companies in Forrester Research’s annual Customer Experience Index ranking
  • 15. 15 Key Enablers Omnichannel marketing requires a cross-functional approach across marketing, IT and customer service Marketing Automation Point of Sale Systems Customer Relationship Management Web Content Management Analytics Customer Experience Management Brand Content
  • 16. 16