Presentation by BD myShopi at RetailDetail Night 2014 #RDN14 - in the conference section "folder van het jaar". Marketing for omni-channel retail: the combination of mass push marketing based on circulars/leaflets with extreme targeted 1-2-1 engagement.

1. MARKETING FOR
OMNI-CHANNEL
RETAIL
Toon Coppens @me_toon
Innovation manager
RetailDetail Night 2014

2. Omni-channel retail

3. CONSUMER DECISION JOURNEY FOR OMNI-CHANNEL RETAIL

4. We know this one is out

5. Some promote this model
But where is the loyalty loop?

6. Others this one
But where is the awareness part?

7. This model comes closer
But where is the reactivation loop?

9. Consumer decision loop
AWARENESS &
RE-ACTIVATION LOOP
LOYALTY &
ENGAGEMENT LOOP

10. The marketing long tail for omni-channel retail
REACH
Mass market
PUSH
communication
+
Permission
based 1-2-1
marketing with
extreme targeting
TARGETING

11. Consumer decision loop
Mass market PUSH
communication
Permission based 1-2-1
marketing with extreme
targeting

12. MASS MARKET PUSH COMMUNICATION

13. Mass communication
PUSH
MEDIUM
MASS
REACH
FREQUENCY

14. Fragmentation of mass media: RADIO

15. Fragmentation of mass media: TV

16. Evolution from push to pull: TV advertising
“Helft vlamingen spoelt reclame op tv door”

17. Evolution from push to pull: online news sites

18. Evolution from push to pull: E-mail

19. And what about… D2D?

20. Fragmentation? NO
4,3 million households without stop sticker
= 8,2 million consumers

21. From push to pull? NO

22. D2D

23. Impact of D2D

24. Pure player & D2D

25. D2D impact survey 2014

26. D2D impact survey 2014

27. D2D impact survey 2014

28. NOM Folder Monitor - Nederland

29. NOM Folder Monitor - Nederland

30. NOM Folder Monitor - Nederland

31. Creativity remains key to stand out

32. Doorhanger

33. Post it

34. Sticker on seal

35. PERMISSION BASED 1-2-1 MARKETING WITH EXTREME TARGETING

36. Targeting
Sentiment
Demographics &
Lifestyle
Behavior
Context &
location
Buying
intent

37. Ibeacon + video
Beacon

38. Targeting requires downloads, retention & frequency

39. Shopping list: buying intent

40. Future: Targeted promos on buying intent

41. Omni-channel: the next screen

42. CONCLUSION

44. Conclusion
Permission based
1-2-1 marketing
with extreme
targeting
Mass PUSH
communication

45. WWW.BDMYSHOPI.BE
@BDmyShopi
@me_toon
toon@BDmyShopi.com
THANK YOU