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OMNI
WHAT IS ?
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Omnichannel Marketing
An evolution in marketing strategy and approach
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The New Landscape
Customers expect omnichannel experiences
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Showrooming
Customers shop in
physical stores but buy
online at lower prices
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Showrooming Trends
Showrooming is disrupting traditional models
The Amazon Eect In a recent Harris Poll, 57% of consumers say they
most frequently bought from Amazon after visiting a
bricks-and-mortar store.
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Changing Behavior
Technology & customer behavior are at a major transition point
* Source: 2012 Customer Experience Trends Survey, Endeca Technologies, May 2011
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Farewell Funnel
Traditional marketing funnel, youve served us well. But, its time to say
goodbye
Leads
Those with the authority and budget to purchase
your product or service
Prospects
People who have expressed an interest in your product
or service.
Customers
The buyers of your product or service.
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Customer Lifecycle
Connected customers define the path--no longer a linear, traditional
sales funnel
1 - Discover 2 - Explore
Customers discover new needs Customers explore their
options
1
2
The
Customer
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3
4 Engage 3 - Buy
Customers engage with the
Customers make purchases
product or service experience
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Omnichannel Examples
Cartwheel by Target
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Omnichannel Examples
Nordstrom
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Omnichannel Examples
Starbucks
Disciplined, consistent
approach to Starbucks brand
across all channels
Leveraged robust IT platforms
to launch new loyalty program
Loyalty program users can join
the program and also make
purchases using their phones
Now coffee can be purchased
directly with a smartphone
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Experience Matters
Customer experience (CX) leaders are rewarded
Cummulative Total Return
38%
25%
13%
0%
-13%
-25%
-38%
-50%
CX Leaders S&P 500 Index CX Laggards
Source: Watermark Consulting Customer Experience Stock Performance Analysis - 2012. Study of cumulative stock returns for the Top 10 and Bottom 10 publicly traded companies in
Forrester Researchs annual Customer Experience Index ranking
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Key Enablers
Omnichannel marketing requires a cross-functional approach across
marketing, IT and customer service
Customer
Marketing
Analytics Experience Brand
Automation
Management
Customer
Point of Sale Web Content
Relationship Content
Systems Management
Management
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Contact Me
!
@DaveBirckhead
www.davebirckhead.com
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