maximizing revenue through effective o2o customer engagement
DESCRIPTION
Presentation on engaging retail customers throughout their offline - online journeysTRANSCRIPT
© 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 [email protected]
