Retail Trends & (Future) Business Models for Personalized Marketing
•
6 gefällt mir•915 views
This document discusses several trends in retail and personalized marketing: 1. Personalization is becoming the new standard for omnichannel experiences as customers expect consistent experiences across channels. 2. Technologies like mobile, analytics and cloud computing are enabling new levels of personalized engagement and customer-centric experiences. 3. The rules of retail are changing as customers have more power and influence over their shopping experiences through digital channels. Retailers must adapt their business models and processes to put the customer first.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Ähnlich wie Retail Trends & (Future) Business Models for Personalized Marketing
Ähnlich wie Retail Trends & (Future) Business Models for Personalized Marketing (20)
Mehr von Jerry J. Stam
Mehr von Jerry J. Stam (18)
Kürzlich hochgeladen
Kürzlich hochgeladen (9)
Retail Trends & (Future) Business Models for Personalized Marketing
- 2. Direction) MulticanalP.)2 1 TOPICS ! The(rules(of(the(game(they(are(changing ! Customer(centricity(for(real? ! How(to(operationalize(oneItoIone( Omni@Marketing) :)Iteration) 1)– Consistency) 1 Scoping
- 4. Direction) MulticanalP.)4 1 Retail(is(going(global(from(a(customers(perspective • 75%)van)de)bedrijven waar Belgen via)de)webwinkel shoppen is)buitenlands. • 52%)hiervan zijn puur buitenlandse bedrijven,) 23%)zijn buitenlandse bedrijven met)een fysieke aanwezigheid in)België. http://www.bloovi.be/nieuws/detail/belgen1shoppen1online1vooral1in1het1buitenland • Het)onderzoek van)Ipsos toont bovendien aan dat cross1border)shoppers)2)keer zoveel spenderen als consumenten die)enkel binnen de)landsgrenzen online) kopen.)
- 8. Direction) MulticanalP.)8 1 ! Personalization(is(the(new(omnichannel ! It’s(all(about(the(experience ! Brick(is(the(new(black ! Redesigned(supply(chain ! Pervasive(application(of(technology New(rules(of(the(game(for(your(company
- 11. Direction) Multicanal #2)1 IT S)ALL)ABOUT)THE)EXPERIENCE
- 13. Direction) MulticanalP.)13 1 Financier(3i(boekt recordwinst met(winkels Action
- 14. Direction) Multicanal Waar moet Blokker Holding(beginnen met(dweilen? 9/21/15 ©)2015) IBM De)jaarcijfers over)2014)liegen er dan ook niet om. De) operationele winst van)Blokker Holding)is)in)2014)met)53) procent gedaald naar 65,3)miljoen euro.
- 17. Direction) MulticanalP.)17 1 Alibaba’s $161M(SameIDay(Grocery(Delivery(Play http://www.pymnts.com/news/2015/alibabas1161m1same1day1grocery1delivery1play/
- 18. Direction) MulticanalP.)18 1 Wehkamp start(met(same(day(delivery(in(heel(Nederland http://twinklemagazine.nl/nieuws/2015/08/wehkamp1start1met1same1day1delivery1in1heel1nederland/index.xml
- 20. Direction) MulticanalP.)20 1 25/8/15:)Facebook)– Marcel)van)Driel
- 21. Direction) MulticanalP.)21 1 14/8/15:)Albert)Heijn launches)Allerhande Box
- 22. Direction) MulticanalP.)22 1 10/9/15:)ProductenAlbert)Heijn en)Hema verhandeld op)Taobao.com
- 26. Direction) MulticanalP.)26 1 Carrefour(pioneers(iBeacons in(Romania http://www.itproportal.com/2015/07/22/carrefour1ibeacon1rom ani an1roll out/
- 27. Direction) MulticanalP.)27 1 Omni@Marketing) :)Iteration) 1)– Consistency) 1 Scoping TOPICS ! The(rules(of(the(game(they(are(changing ! Customer(centricity(for(real? ! How(to(operationalize(oneItoIone(
- 29. Direction) MulticanalP.)29 1 Miles(from(Athens,(Greeks(overseas(buy(groceries(for( family(back(home
- 30. Direction) MulticanalP.)30 1 A(shift(in(core(processes(is(required Merchandising Inventory Management Marketing Design Stores Supply(Chain Designing) for)the)brand/customer Telling)the)product)story)across) multiple)channels/technologies Buying)to)support)customer)demand (regardless) of)channel) “Narrow1casting” Fulfillment/systems)optimized) around) customer)demand Customer/Brand) experience) center eCommerce Powering/enabling) cross1channel) shopping) behavior Traditional OmniIchannel From( functional( expertise(and( efficiency To( optimization( around(the( customer((
- 31. Direction) MulticanalP.)31 1 Implications 1. Retailers)will)need)to)become)increasingly)agile) 2. Know)the)customer)even)better 3. Build)solutions)that)exceed)expectations)without)denting)profit 4. Change)processes,)routines,)talent)mix)and)organizational)structures Source:))Planet)retail)1 The)Retail)Business)Model)of)the)Future)
- 34. Direction) MulticanalP.)34 1 Impact(on(retail(business(models Source:))Planet)retail)1 The)Retail)Business)Model)of)the)Future)
- 35. Direction) MulticanalP.)35 1 Omni@Marketing) :)Iteration) 1)– Consistency) 1 Scoping TOPICS ! The(rules(of(the(game(they(are(changing ! Customer(centricity(for(real? ! How(to(operationalize(oneItoIone(
- 37. Direction) MulticanalP.)37 1 The(IBM(Commerce(for(digital(retail(business Market Fulfill SellKnow Engage Campaign Interact Support Deliver Order Customer Action Segment Insight Inspire Offer Commerce • Marketing) Cloud) – (Silverpop) Engage) • Marketing) Software) )1 Campaign,) Mktg)Operations,) Optimization,) Interact,) Distributed) Mktg)(Unica) • NEW!)Jouerney) Designer/Analytics,) Customer) Data) Exchange • Mobile) Customer) Engagement) – Mobile) Push) Notifications,) Mobile) Web)Push) (Xtify) • B2C)Commerce) – (Websphere) Commerce)) ) • Omn1Channel) Merchandising) – Shopper) Insights,) Price)&)Promotions) etc) (DemandTec) • Payments) Management) 1 (Payment) Gateway) • Mobile) Apps) 1 eg)Sales) Assistant • Product) Information) Mgmt)(Infosphere) PIM) • Presence) Zones • Order) Mgmt)– (Sterling) • Store) Inventory) Mgmt) &)WMS)1 (Sterling) • Call)Center) for)Commerce) – (Sterling) • Procurement) – Contract) Mgmt,) Supplier) LCM,) Sourcing) (Emptoris) • Mobile) Apps) – eg)Pick)&)Pack • Digital)Analytics,) Prod Recomms (Coremetrics)) ) • Customer Experience Management) )(Tealeaf) • Social) Media) Analytics (Cognos) • Predictive Customer Intelligence (Cognos,SPSS) • Next Best) Action) /)Action) Clusters) • Engagement Advisor (Watson) • Watson) Analytics (Watson) • Customer) Master) Data) (Infosphere) MDM) • Customer) Datawarehouse) (DB2,)Cognos)
- 38. Direction) MulticanalP.)38 1 Sterling(Distributed Order(Management • Order&promise&including&single&view& of&order&history,&fulfillment&status&and& single&order&repository&with&omni9 channel&order&capture • Provide&consistent&inventory&visibility& with&real9time&inventory&changes,& reducing&supply&chain&costs&by& optimizing&and&coordinating&global& inventory&across&sites&and&enterprises& • Maintain&and&enforce&consistent& pricing&and&promotion&rules
- 39. Direction) MulticanalP.)39 1 Calvin(Klein(now(on(Mobile(and(throughout(Europe 9/21/15©)2015) IBM
- 41. Direction) MulticanalP.)41 1 Omni@Marketing project(I Program(objectives 1. Progressively)provide)a)better(customer(experience(thanks)to)a) better(integration(of(digital(channels( 2. Build)consistent)endItoIend(marketing(processes(shared(by(all( business(units 3. Guarantee)transparency(and(operational(efficiency( (budgets,)results) 4. Industrialize)and)improve)productivity 5. Enable)marketing)teams)to(be(« marketers » again
- 42. Direction) MulticanalP.)42 1 The(program(objective 8 7 6 5 4 3 2 1 Data)integration) &) transformation Coordinated) Customer)Strategy Marketing)performance)optimization Optimized)Client)engagement Customer)decisioning Optimized)Mkg processes)&)KPIs Customer)analytics Marketing)measurement Create) Centralized Marketing Strategy, Data)& Processes Equip Marketers With Actionable Analytics Insights Optimize)Consumer Contact)Strategies The(marketing(engagement(iterative(process
- 44. Direction) MulticanalP.)44 1 Technology(Framework(– Customer(Dialogue(Solution Cross(Channel(Campaign(Management IBM)Campaign Enable)marketing)program)management) and) marketing)process)automation.)Deliver) personalized,)relevant)marketing)messages) across)all)touch)points IBM)Marketing)Cloud Engage)customers)and)prospects)with) timely,)personalized)outbound)digital) messages.) Member(Applications(&(Information(Foundation IBM)Portal)/)Commerce Deliver customized,)differentiated multi1 channel web experiences via)a)single) access point to)web content and) applications.)e.g.)Registration,) DB2)Dash DB)database DB2)Dash DB) is)optimized to)deliver industry1Leading performance across multiple workloads,)while lowering administration,)storage,)development and) server costs. Advanced(Analytics(and(Reporting SPSS IBM)SPSS)Predictive)Analytics)provides) market)leading) data)collection,)statistics,) predictive)modeling) without)programming Cognos)BI Cognos)BI)brings)reporting,)analysis,) modeling,)planning) and)collaboration) together)for)smarter)decision)making)and) better)business)outcomes.
- 46. Direction) MulticanalP.)46 1 TRADITIONAL( APPROACH BIG(DATA(APPROACH Analyzed information All) available) information All) available) information analyzed More(data(being(used(&(Reduced(effort(to(realize(value Small) amount)of) carefully) organized) information Large) amount)of) messy) information
- 47. Direction) MulticanalP.)47 1 Understands natural language and human style communication Adapts and learns from training, interaction, and outcomes Generates and evaluates evidence-based hypothesis 1 2 3 Watson understands me. Watson engages me. Watson learns and improves over time. Watson helps me discover. Watson establishes trust. Watson has endless capacity for insight. Watson operates in a timely fashion. Watson(is(a(cognitive(computing(solution(that(interacts( by(using(natural(language(to(generate(outcomes
- 48. Direction) MulticanalP.)48 1 Watson(Freemium(– Watson(Analytics ©)2015) International) Business) Machines) Corporation 48 • Watson)Analytics)reads)your)data)and)then allows)you)to)ask)questions)of)that)data)in) plain)English • Watson)Analytics)automatically)does) the)hard)mathematics)to)show)you)the)most) relevant)facts,)patterns)and)relationships. • See)not)only)what)is)likely)to)happen)but) also)what)you)can)do)about)it.
- 49. Direction) MulticanalP.)49 1 • ERP,)business1critical)in1house)apps,)pre1web)patterns • Slow)change,)risk)mitigation,) vertical)scalability,)strong)SLAs,) ITIL1style)management,) regulated)industries • Web,)mobile,)social,)media,)customer)analytics • Faster)time1to1market,) frequent)change,)agile,) DevOps,)API1driven)automation Systems(of(record Systems(of(engagement Cloud( Enablement Cloud Integration Cloud(is(relevant
- 51. Direction) Multicanal IBM)&)SMA)@)NRF2015):) • Our)delegation at)NRF)Expo)&)Convention • New)York)Store)Tour)(best)rating!) • Networking)and)best)practices)sharing • VIP)moments • Sharing)same hotel • Combined with Dutch)attendance • Blokker,)Carrefour,)Colruyt,)Cora,)Hema,)Hunkemöller,) Jumbo,)Makro,)Meno,)Rituals,)… NRF2016: • Understand who from your company could participate • Contact)vincent_malarme@be.ibm.com