“Create your own Multichannel Campaigns”. During the [Campaign Management Breakfast Event], foryouandyourcustomers and Adobe have shown how to enable your employees to create Multichannel Campaigns independently.
»A successful Multichannel company is based on the profound implementation of a multichannel management on all organisational, commercial, technical and cultural aspects. It ensures the efficient cross-channel execution of processes.« says Peter Zwyssig at the Breakfast Event. How to successfully implement Multichannel-Campaign Management has been demonstrated using the work results of the Office World team - the biggest office supplies retailer in Switzerland - who has been support by foryouandyourcustomers.
Wie Unternehmen Multichannel-Kampagnen selbständig realisieren können.
Ähnlich wie “Create your own Multichannel Campaigns”. During the [Campaign Management Breakfast Event], foryouandyourcustomers and Adobe have shown how to enable your employees to create Multichannel Campaigns independently.
Things to Know About In-Mall Advertising.pdfMallAds
Ähnlich wie “Create your own Multichannel Campaigns”. During the [Campaign Management Breakfast Event], foryouandyourcustomers and Adobe have shown how to enable your employees to create Multichannel Campaigns independently. (20)
“Create your own Multichannel Campaigns”. During the [Campaign Management Breakfast Event], foryouandyourcustomers and Adobe have shown how to enable your employees to create Multichannel Campaigns independently.
1.
2. What «Excellence in Multichannel Busi
ness» means and how organisations can
successfully and independently deliver
Multichannel-Campaigns, Peter Zwyssig of
foryouandyourcustomers will gladly present
to you within the Multichannel Campaign
Management breakfast.
4. Agenda
1. foryouandyourcustomers
2. The development of Multichannel
3. The maturity level of companies dealing with Multichannel
4. Multichannel-Campaigns at Office World
5. Organizational ability for Multichannel-Campaigns
6. Summary, Questions & Answers
4
5. At foryouandyourcustomers we develop ourselves and your
multichannel business for you and for your customers.
Source: foryouandyourcustomers
6. Our Multichannel-Leitfaden 2014 provides an overview about
the potential of channels, its orchestration and customer value.
Quelle: foryouandyourcustomers
www.multichannel-leitfaden.com
MC
Academy
7. Agenda
1. foryouandyourcustomers
2. The development of Multichannel
3. The maturity level of companies dealing with Multichannel
4. Multichannel-Campaigns at Office World
5. Organizational ability for Multichannel-Campaigns
6. Summary, Questions & Answers
7
8. avatars game
loyalty program
VIPs/stars
computer
ratings co-browsing
brand/logo
file-sharing site mega store
newspaper advertising
newspapers
package/wrapping
radio
coupon
press article
annual fairs
barter trade
stock exchange
sponsoring
exhibitions
department stores
events
after-sales
service
catalogues
shopping street
external
work
product placement
TV/film
sales party
stock markets
specialist shops
department store
chain
shopping
centers
supermarkets
station/airport-shopping
convenience
store
sales automat
sale buses
flyer
call centers
telephone order
direct mailing
outdoor advertising
post order
express shop
showrooms
outlet store
try store
store in store
monobrand stores
online self-service
pop-up store
gasoline
stations
online
trading
podcast
online
recommendation (eWOM)
association/club
online
community
Apps
price comparison
search engine
SEO
SEA
eBook
online vouchers
location based
service
Website
Email-advertising
blogs
chat/call me back
mobile shop
onlineshop
social
commerce
SMS
Email-order
E-Mail
support
online-
FRQÀJXUDWRU
online-adviser
online video
smart watch
factory sale
shop
family-run shops
hawking
café/
restaurant
recommendation (WOM)
...
...
restaurant in
the shopping
center
books
tobacco shop
instore
communication
digital
signage
market places
bazaar
pedestrian zones
book stall
fast food
gourmet-temple
augmented reality
pick-up point
showrooming for
mobile shopping
...
fax order
social
network
mobile
games
...
...
at 1972
at 1750
at 1900
today
start of the 1st industrial
revolution along with
innovations such as
machinery, steam drives,
railroads, channels,
textile industries etc.
start of the 2nd industrial
revolution along with
innovations such as
power transmission,
light bulbs, phones,
autocars, shopping
trolleys, escalators etc.
start of the 3rd industrial
revolution along with
innovations such as large-capacity
computers, staff
10. The behavior of customers has changed and to win their
attention has become even harder.
Source: foryouandyourcustomers, Multichannel-Leitfaden, 2014
11. Customers prefer those companies which offer them an
excellent and consistent Multichannel-Experience.
Source: foryouandyourcustomers, Multichannel-Leitfaden, 2014
12. «Customer Journey Management» supports the development
of an outstanding customer experience across all channels.
Source: foryouandyourcustomers, Multichannel-Leitfaden, 2014
13. Customers experience Multichannel daily and expect
everywhere, that it is easy, fast and convenient.
Source: foryouandyourcustomers, Multichannel-Leitfaden, 2014
15. Agenda
1. foryouandyourcustomers
2. The development of Multichannel
3. The maturity level of companies dealing with Multichannel
4. Multichannel-Campaigns at Office World
5. Organizational ability for Multichannel-Campaigns
6. Summary, Questions & Answers
15
16. foryouandyourcustomers recognizes three maturity stages in
Multichannel-Business of organisations.
Maturity level 1!
»Local relations«
Maturity level 2!
»Efficient channels«
Source: foryouandyourcustomers, Multichannel-Leitfaden, 2014
Vergleichen
Überzeugen
Beraten
Suchen
Finden
Entscheiden
Individualisieren
Teilen
Vertrauen Austauschen
Kaufen
Maturity level 3!
Entdecken
Informieren
»Customer oriented touchpoints«
»Indu s tr ialisation«
»Ind ivi dualisation«
17. Organisations in the third maturity level can particularly
effectively deliver Multichannel-Campaigns.
Vergleichen
Source: foryouandyourcustomers
‣ Customer Journeys => More turnover
The awareness of the customer journey helps to communicate and sell products and
services in the relevant channels for the customer and supports to development of
profitable customer relations
‣ Improving Customer Experience => Exited customers
A straightforward, positive and consistent brand and shopping experience across all
channels leads to higher customer frequency and conversion
‣ Identification and Personalisation => Higher relevance
The identification of the customer in the channels makes it possible to personalise
offers and communication and thus to increase the relevance for the customer
‣ Higher service quality => Expansion of existing customers
Due to the central and cross-channel view of the customer, the service quality and
customer satisfaction can be increased
‣ Optimising marketing and sales budget
Integrated campaigns have a higher effectiveness due to the synchronised and
orchestrated channels
Überzeugen
Beraten
Suchen
Entdecken
Informieren
Finden
Individualisieren
Vertrauen Austauschen
Kaufen
Teilen
Entscheiden
Maturity level 3!
»Customer oriented Touchpoints«
18. «The organisational, commercial, technical and cultural
basis for a successful Multichannel Organisation is the
Multichannel Management. It enables the efficient
cross-channel and process management.»
19. The conceptual model for Multichannel-Business helps to map
the complex reality in a viable concept.
Foundation
Data & Structure
Orchestration
Organization,
Processes & Tools
Source: foryouandyourcustomers, Multichannel-Leitfaden, 2014
shop
User Orientation
Channels
Customer
and his Shopping Experience
Organization
Processes
Tools
20. Agenda
1. foryouandyourcustomers
2. The development of Multichannel
3. The maturity level of companies dealing with Multichannel
4. Multichannel-Campaigns at Office World
5. Organizational ability for Multichannel-Campaigns
6. Summary, Questions & Answers
20
21. Multichannel-Campaigns are particularly effective, when
communication is orchestrated on multiple channels.
‣ More channels, resulting in better accessibility for the customers.
‣ Common themes (communication platform) and a high recognition
value on all channels.
‣ Clear and for the target group relevant information / messages that help
to identify what is at stake.
‣ The incentive for the customer to act immediately is understandable
and attractive.
‣ A personal benefit (eg. special offer) and a clear call-to-action including
channel invitation.
Source: foryouandyourcustomers
23. «Make tangible ordering at the workplace in all
channels with products from all business divisions.»
24. «Ordering at workplace« in all channels with products from all
business divisions.
Source: foryouandyourcustomers
http://ilovemyself.officeworld.ch
25. As part of a photo shooting each relevant persona is brought to
life in one room while placing an order.
Reto (35) from
Winterthur (ZH)
Start-up, single-entrepreneur,
unmarried and no
children
Urs (53), from Zug …
Source: foryouandyourcustomers
Anja …
Kerstin …
26. The customer may always buy anywhere. In the campaign a
clear call-to-action stimulates the preferred channel.
Source: foryouandyourcustomers
27. The customer may always buy anywhere. In the campaign a
clear call-to-action stimulates the preferred channel.
Source: foryouandyourcustomers
31. Orchestrated channels accompany the customer along its
customer journeys to the store and after sales service.
Source: foryouandyourcustomers
32. Agenda
1. foryouandyourcustomers
2. The development of Multichannel
3. The maturity level of companies dealing with Multichannel
4. Multichannel-Campaigns at Office World
5. Organizational ability for Multichannel-Campaigns
6. Summary, Questions & Answers
32
33. Through transformation an organization can be brought into
their Multichannel maturity stage.
Multichannel Maturity
Source: foryouandyourcustomers
t
Vergleichen
2017
Focus on efficient
Channels
2014
Campaign Prototype in center
3 weeks 10 weeks XX months
Implementation & Introducion
Multichannel Retail Excellence
Finden
Individualisieren
Focus on customer oriented and
integrated touchpoints
MC Analyse
Roadmap
!
!!
Grobkonzept
Überzeugen
Beraten
Suchen
Entdecken
Informieren
Vertrauen Austauschen
Kaufen
Teilen
Entscheiden
34. What needs to be changed, with a campaign prototype in the
center?
Strategische Vorgaben
Zielkunden Marketing & Salesplan Branding & Positionierung Sortiment & Pricing Mitarbeitende Architektur & Software Evaluation
Übersicht über Datenbereinigung
Meyle Müller
Masterführend für Marketing und
vertriebsrelevante Produkt-Informationen und
somit für:
- Produkttexte (deutsch und französisch)
- Gruppenbeziehungen
- Diverse Attribute
- Bilder
- etc.
SAP
Masterführend für Artikelstammdaten:
- Kurztext
- Artikelnummer
- Klassifikationen
- Preis
- etc.
Datendreh-
Scheibe
Bechlem Ecomedia
Preisinformationen
Toner
Kompatibilität
XLS
Export
Analyse des Exports der
konsolidierten Daten aus Meyle
Müller und SAP in Excel
«01_Subclass_Attributisierung_nac
h Umsatz_final(22052013).xlsx»
09.08.2013 | Office World Multichannel Transformation | Phase II: Detailkonzeption und Umsetzung | Datenbereinigung 2
Multichannel Campaign Prototype
Multichannel Controlling
Abbildung Prozesse in SW IT Architektur 2015
Integration und Migration
Customer Journeys Multichannel Processes & Requirements
Implementation Channels
Change Management & Kultur Organisationsstruktur
Kanäle / Rollen / Services
Betrieb & Infrastruktur
Flyer
coupon
Anregung Evaluation Kauf Nutzung
(inkl. Service, Empfehlung)
Kundentreue
(inkl. Wiedereinkauf)
Source: foryouandyourcustomers
35. «Helping people help themselves - Office World
independently about the theme Schulthek.»
36.
37.
38.
39.
40.
41.
42.
43. Agenda
1. foryouandyourcustomers
2. The development of Multichannel
3. The maturity level of companies dealing with Multichannel
4. Multichannel-Campaigns at Office World
5. Organizational ability for Multichannel-Campaigns
6. Summary, Questions & Answers
43
44. Summary: approaches and ideas you could discuss tomorrow
with your team during coffee.
‣ Form a cross-functional and cross-departmental team
‣ Place the campaign prototype in the center to identify the changes needed
‣ Select an extensive campaign with relevant channels, which you implement
on a test-basis or better in reality
‣ Create simple and pragmatic processes and tools
‣ Establish end-to-end campaign project managers
‣ Establish analytical-tools and methods for the measurement of processes
and campaign-effectiveness
‣ Just do it and try it out and learn from your successes
45. Thank you for your interest.
Peter Zwyssig!
Mobile +41 78 870 57 28!
!
http://pez.foryouandyourcustomers.com!
foryouandyourcustomers in Amsterdam · München · Wien · Zürich