maximizing revenue through effective o2o customer engagement

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Maximizing Revenue

Through O2O (Offline to Online) Customer

Engagement

Lisa Watson Chairman, Direct Marketing Association of Singapore Commercial Business Development, HP GSB APJ

18 June 2014

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Maximizing Revenue Through O2O Customer Engagement

Effective customer engagement in today’s digital world

Maximizing the O2O experience in a retail environment

Ensuring your O2O efforts deliver maximum ROI

The Engagement Challenge … Our World Has Changed

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This Happened on Facebook 2013

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Dad, We Want a Puppy NO!

7 hours!

5 days

Consumers are Demanding!

And yet we want (and need) maximum

engagement from them

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Why Does Engagement Matter?

Buy More Stay Longer

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Engagement Must be Earned

This is NOT the Customer

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Engagement Must be Earned

This is YOU !

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And our Customer is Saying…

Be RELEVANT!

How Do We Engage Customers Across the O2O Journey?

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relevance

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We Must Move from VOLUME to VALUE Marketing

The RIGHT Customer The RIGHT Product The RIGHT Channel

The RIGHT Time The RIGHT Message

Mass Communication

VOLUME

Personalization & Customization

VALUE

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is more

better?

or just MORE?

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How It Started In 2011, Coca-Cola Australia had the idea to run a campaign called “Share a Coke”. Their surveys showed that number of people still had not tasted a Coke! They selected the 150 most common first names in the country and printed the wrap around labels of their single serve bottles.

New News HP helps bring to life Coca-Cola’s biggest-ever personalized brand campaign across Europe Record-breaking HP Indigo Digital Press productivity achieved to produce 800 million high-quality personalized labels in 32 countries

Coca-Cola’s Share a Coke Campaign

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Share a Coke Japan, 2014

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Share a Coke in Japan World cup

promo

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The Best Personalization! MY Name!

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targeted

personalized

customized

accountable

data is

oxygen

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Keds Kids, Israel – Fashion Catalog DM + Facebook + variable data printing of catalog (in-store pickup)

Your kids are stars!

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“Jeans up your life” Small Belgian fashion chain 30 stores + web shop 30 brands: Esprit, Vero Moda, Diesel, Only, Levi’s, Noë …

Engagement Program from a Retailer in Belgium

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Quarterly Newsletter for Loyalty Program Members Generic Personalized & Customized

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ZEB Evolution Version 1 (Spring)

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ZEB Evolution Version 1

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ZEB Evolution Version 2 (Fall)

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List of countries by number of mobile phones in use 9 of top 20

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Smartphone Penetration Varies by Market Development

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Smartphone Penetration Varies by Market Development

AC Nielsen, Nov 2013

87 87 80

75 71

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23 18 15

72 64 62 60

13 13 20

25 29

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77 82 85

28 36 38 40

Hong Kong Singapore Malaysia Australia China Thailand Indonesia India Philippines UK France Germany US

Smartphone Non-Smartphone

DEVELOPED ASIA DEVELOPING ASIA EUROPE US

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The Latest QR Codes

Color increases scan rates

25-30%

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Maximizing Revenue Through O2O Customer Engagement

Effective customer engagement is all about relevance

Complementing the O2O journey is key to retail success

Track response at every O2O touchpoint to maximize ROI

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Questions?

Lisa Watson Commercial Business Development Manager, HP IPG APJ Chairman, Direct Marketing Association of Singapore lisa1.watson@hp.com

Thank you!

Lisa Watson lisa1.watson@hp.com @lw