attractive experiences and loyal customers with efficient channels: the blueprint for successful...
DESCRIPTION
With his study «The Executive Summary on Multichannel Business», Jonathan Möller mapped the key findings for successful Multichannel into a striking blueprint. Since the publication in 2012 the independent study helped many retailers and consumer brands to make the right decisions. This session gives an overview on the blueprint for a Business-to-Consumer (B2C) point of view. Learn how you can create sustainable competitive advantage by building attractive, efficient channels and making consumers more loyal. The session will be added with a special topic: How to bring «Gamification» into your channels.TRANSCRIPT
Attractive experiences and loyal customers with efficient channels: The blueprint for suc cessful Multichannel in Business-to-Con sumers (B2C). Jonathan Möller, founder of foryouandyourcustomers, presents the «Executive Summary on Multichannel-Business» at the Multichannel 2013 in Utrecht.
Source: foryouandyourcustomers, input by apextwo
What are the differences between B2C and B2B? The borders are blurring more and more.
Business-to-Consumer (B2C) Business-to-Business (B2B)
Product driven Relationship driven
Maximize the value of the transaction Maximize the value of the relationship
Large target market Small, focused target market
Single step buying process, shorter sales cycle Multi-step buying process, longer sales cycle
Brand identity created through repetition and imagery Brand identity created on personal relationship
Merchandising and point of purchase activities Educational and awareness building activities
Emotional buying decision based on status, desire, or price
Rational buying decision based on business value
Demand generation Lead generation
Small to medium assortment, mainly standard products Medium to large assortment, many special productsTry Gamification!
Multichannel Reality: Customers are using many touchpoints in many different channels on their «customer journeys».
LoyaltyServicePurchase Consideration
Source: foryouandyourcustomers
Awareness
You can loose your (potential) customers at any touchpoint on the customer journey for the benefit of your competition.
LoyaltyServicePurchase Consideration
Source: foryouandyourcustomers
Awareness
Touchpoint with RetailerTouchpoint with Competition
Source: foryouandyourcustomers
Do customers change? Or do the surroundings change? Trends we have seen in the last some years.
Any Channel
Any Time
Moretouchpoints
More comparison,steeper competition
Less timeper touchpoint
High expectationsper touchpoint
Any Place
One Stop / Full ServiceAlways «Now!»
Personal Service
The model for Multichannel Business by foryouandyourcus tomers gives an overview and helps to make smart decisions.
Source: foryouandyourcustomers
Data Organization Channels Customer
LoyaltyServicePurchase ConsiderationAwareness
Source: foryouandyourcustomers
«The User-Facing»: channels for successful customer journeys (and transformations).
LoyaltyServicePurchase ConsiderationAwareness
Source: foryouandyourcustomers
Did you create your «multichannel map» already? Do you have a written «job profile» for each channel?
«Job Profile» of the Yearly Print Catalogue:- Channel type- Target groups / Stage of journey- Users coming from... guiding them to...- Opportunities- Experience: Thinking, Feeling, Actions- Statistics- Plannings- Costs- Short term plans, Vision- Competition
«The Foundation»: Data and data structure define the business modell. Focus on six core areas for excellent Multichannel.
Source: foryouandyourcustomers
Campaigns
ServicesSupplies
Orders
CustomersProducts
Data structures change every 20 years, processes every 5 and User Interfaces every 2 years. But customers stay convenient.
Source: foryouandyourcustomers
every 20 yearsevery 5 years
every 2 years stays convenient
Data Organization Channels Customer
«Customer Transformation» first, then «Business Transfor mation». We call it «Multichannel Transformation».
Source: foryouandyourcustomers
... then «Business Transformation».
«Customer Transformation» first ...
This is «Multichannel Transformation» for you and ... ... for your customers!
influenceableUnder your direct influence
Data Organization Channels Customer
Small Intermezzo: What do these items have in common?
Source: foryouandyourcustomers
Source: foryouandyourcustomers
The iPhone (or Samsung, Nokia, Blackberry, HTC, etc.) masters the core functionalities of all these items.
«Multichannel-Business will be as simple for the customer and demanding for the retailer as an iPhone!»
Source: foryouandyourcustomers
Channels Customer
Special Topic: Multichannel Gamification. How to engage customers even more into your brand and shopping ex perience.
About Gamification: Still a very young topic. But getting momentum in the market, first of all in the Netherlands!
Source: Google Trends, 2013-04-24
Multichannel Gamification: Drive motivation to convert to the next touchpoint and build relationship (incl: «personalization»)
LoyaltyServicePurchase Consideration
Source: foryouandyourcustomers
Awareness
Die Kunden wollen herangeführt werden: von «Onboarding» zu «Discovery» zu «Loyalty».
Source: foryouandyourcustomers
Rewarding users in several dimensions is more attractive: SAPS (Status - Access - Power - Stuff)
Status Access- Shopping Bag «de Bijenkorf»- Employee at «TomTom» or «Google», etc.- Flying Blue / Miles & More: Ivory, Silver, Gold,
Platinum / FF, Senator, HON- Audible: Customer Levels (Student ... Professor)- Foursquare: Badges- Facebook, Twitter & Co: # Friends / # Followers
-Miles & More: Business Lounge- AH Bonuscard / Coop Supercard: Discounts- Shopping Clubs: Vente Privée, Buy VIP, etc.- Business Clubs: Membership Access- VIP Access
Power Stuff- Samsung Support Community- Xing: Moderator- Business Clubs: Role- Employee: Manager, Top-Manager
- Flying Blue, Miles & More: Buy flights, stuff, etc.-Coke B2B: Coke Dollars & Merchandising Shop-UBS Key Club: pay with points in club shop-Migros Cumulus: buy with points in store-Companies: employees shops
Source: foryouandyourcustomers
Freq
uenc
y of
Tou
chpo
ints
Customer Groups
60x
0x
24x
12x
48x «Heavy User»
«One-Time User»
Which customers should we reward? Be smart in investing your time and money. Focus on promising target groups!
Source: foryouandyourcustomers
B A
Which customers should we reward? Be smart in investing your time and money. Focus on promising target groups!
1. Motivate60x
0x
24x
12x
48x2.
Rew
ard
(?)
Source: foryouandyourcustomers
Freq
uenc
y of
Tou
chpo
ints
Customer Groups
Codes à la«Coca-Cola»
Loyalty à la «Flying Blue»
Gamification à la «foursquare»
How can a Food Company get in touch with its Consumers and build a relationship with them?
Source: foryouandyourcustomers
http://actimel.ch/p5RQ1whttp://actimel.ch/ Uw76Trhttp://actimel.ch/ iiOX78http://actimel.ch/ pr65Ewhttp://actimel.ch/ 7RsTq3http://actimel.ch/ 89etWBhttp://actimel.ch/ 098aqIhttp://actimel.ch/ LwdROIhttp://actimel.ch/ IwyNaThttp://actimel.ch/ QLd45shttp://actimel.ch/ ZRrs89http://actimel.ch/ 69iwyNhttp://actimel.ch/ FTpayWhttp://actimel.ch/ 78es6Zhttp://actimel.ch/ 8s4Rtwhttp://actimel.ch/ TW8xYehttp://actimel.ch/ Wh8x9dhttp://actimel.ch/……
We took the Idea of «Code-on-Package» and developed it further...
Source: foryouandyourcustomers
Our Customer learns about the «who», «what», «where», «how», «when» and «with what» of their users and customers.
Source: foryouandyourcustomers
foryouandyourcustomers in Amsterdam · Geneva · Munich · Vienna · Zurich
foryouandyourcustomers in Amsterdam · Geneva · Munich · Vienna · Zurich
foryouandyourcustomers in Amsterdam · Geneva · Munich · Vienna · Zurich
foryouandyourcustomers in Amsterdam · Geneva · Munich · Vienna · Zurich
foryouandyourcustomers in Amsterdam · Geneva · Munich · Vienna · Zurich
Gamification can be used in many different areas: internal motivation (CRM, Intranet), online shops, loyalty cards, etc.
foryouandyourcustomers in Amsterdam · Geneva · Munich · Vienna · Zurich
Interface Badgeville to Distrelec Shop
BadgevilleBadgeville only holds user data in form of an email (e.g. [email protected])
Badgeville will take care of all the behavior tracking and game mechanics (e.g. delivering tracks, missions, badges) and will provide all the neccessary data (via REST/BVJSL) in order to update the Gamification Frontend.
Furthermore, Badgeville will keep track of loyalty points.
KapowKapow pushes «credits» via REST: It reads transaction info from the Shop (via the WebInterface) and interprets these.
Purchases, but also returns, are logged as behaviors in Badgeville, all information about Loyalty points is stored there.
User_ID*NameTransactions...
Shop DB
User_ID*BehaviorBadgesMissions/TracksLevelRankingLoyalty Points...
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4UserThe User browses the Shop, makes purchases and more. The behavior (except for transactions like purchases) is sent to Badgeville via JavaScript API.
The Results are visualised via Badgeville Widgets that are tightly integrated via the Frontend.
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foryouandyourcustomers in Amsterdam · Geneva · Munich · Vienna · Zurich
Jonathan Möllerhttp://jom.foryouandyourcustomers.com
What can I do for you and your customers?
btw: receive this presentation and study via http://fyayc.com/now.The new, extended version will be published on November 7th 2013 at the RetailForum 2013 (German / English).