Omnichannel & cuso - 8o e-Business and Social Media World ... · omnichannel experience. Disney gets omni-channel experience right, down to the smallest details. Oasis is a U.K. fashion

I-2020OMNICHANNEL

& CUSTOMER EXPERIENCEFROM THE BIG BRAND THEORY TO THE BIG U REALITY

Victoria Igoumenaki2

WHO AM I?

Victoria Igoumenaki

CCO – Group Account Director

JNLeoussis+

email: [email protected]

facebook.com/victoria.igoumenaki

linkedin.com/in/victoriaigoumenaki

3 Victoria Igoumenaki


THE BIG BRANDS THEORY

BRANDSUSED TO SAY…

SAY IT LOUDSAY IT AGAINSAY IT BIG!



WRONG!21st century tech-breakthrough shifted attention from the big B (brands)

to the big U (users)

from the big C (companies) to the big P (people)

from them to US7 Victoria Igoumenaki



the big story in this year's data is the'accelerating growth in internet users'

More than 360 million people came online for the first time in 2018, at an average rate of more than one million new users every day,

The country that experienced the biggest jump in internet usage in 2018 was India.

People in the United Kingdom spend almost 8 hours online while US citizens

spend a combined 8 hours and 31 minutes logged into the web.

Social media was found to be what users spend the majority of their time

on.



declutter learn suffice keep trying

express budget endoscopy work & earn


BRANDS NEED TOfind out what do consumers want (…and need!)

CREATE THE SOLUTION - MESSAGE


…serve it to them in an engaging, differentiated way that draws attention and gains those precious special 2’’-3’’ sec. of target-audiences’ interest!

BRANDS NEED TO


BUT HOW CAN THIS MIRACLE HAPPEN?





WE CONSUME CONTENT

OF ALL FORMS, SHAPES & TYPES!

The 2019 report reveals 57 per cent of the global population is now connected to the internet, spending an average 6.5 hours online each day.2020 is even more promising…!



WANT TO KNOW ABOUT OMNICHANNEL?


Omnichannel is a cross-channel content strategy that organizations use to improve their user experience.

Omnichannel experience is a multichannel, cross-channeling approach to marketing, selling, and serving customers in a way that creates an integrated and cohesive customer experience no matter how or where a customer reaches out.

Rather than working in parallel, communication channels and their supporting resources are designed and orchestrated to cooperate.

It includes channels such as physical locations, ecommerce, mobile applications, and social media.

WHAT IS OMNICHANNEL?

A common misconception is that to be omnichannel, a strategy needs to support all possible channels, which is a practical

impossibility for most organizations.


OMNICHANNEL 1-2-3

Building your own program, look to the following stakeholders:

• Product• Marketing• Sales• Customer Support• Customer Success

Once everyone understands the goals and objectives of your omni-channel initiative, you can start planning your transition to this model.


OMNICHANNEL EXPLAINED

According to Frost & Sullivan, omnichannel is defined as "seamless and effortless, high-quality customer experiences that occur within and between contact channels".

Channels like mobile devices, the mobile web, mobile apps, contextual help, augmented reality, virtual reality, and chatbots are used in addition to traditional physical and human interaction channels. This creates a complex matrix of possible ways an individual can engage an organization and its offerings or complete a task.



OMNICHANNEL distribution• Buy online, Pick-up in store: when a customer creates an order online,

and pick their order in your store (to check if the items they bought are really compatible with them or not)

• Buy online, Drop-shipping: when a customer creates, purchase an order on your website, then require ship to a place

• In-store Purchase, Home Delivery: when a customer purchase items in your physical stores, and ask you to pick it to their required place (mostly their home address)

• Ship from Store: when you transfer products from the physical stores to another place

• Drop-shipping: when you transfer products from the warehouse to another place (a store, a home address, etc.)

• Buy online, return in store: when your customer purchase a product online, but then, they do not like it and decide to get to your physical store to return the product (and maybe get another product in your physical stores)

• Same day/on-demand delivery: when your customer purchase items online, and want to get the items immediately or in a scheduled date.

Victoria Igoumenaki

Omni-channel Distribution is one-touch integration between operations and physical product flows across all channels to provide a seamless shopping experience.

26

WANT TO KNOW ABOUT CUSTOMER EXPERIENCE?


Experiences speak LOUDER than words

ALWAYS.28 Victoria Igoumenaki

“THOUGHTS DO MORE. WORDS DO MUCH.

ACTIONS DO MUCH MORE.”

WE BELIEVE


FROM BABY-BOOMERS AND GEN X, NOW WE MAINLY SPEAK TO GEN Y (MILLENIALS) & GEN Z

BABY BOOMERS (50-68); 23,6%

GEN X (38-49); 15,4%

MILLENIALS (20-37); 24,5%

GEN Z (<19); 25,9%

SWING (69+); 10,5%

GENERATIONS SEGMENTATION


IN FACT, AS YEARS PASS BY…

GOOGLEFACEBOOKMESSENGERYOUTUBETWITTERINSTAGRAMPINTERESTBLOGGERLINKEDINWIKIPEDIAWORDPRESSMYSPACESKYPESHAZAMSPOTIFYREDDITFLICKR VIMEOPICASATUMBLRBADOOTINDERHAPPNAMAZONEBAY

INTERNET

BLOGS & NEWSFEED

EMAIL

SOCIAL MEDIA

PORTABLE DEVICES

INTERCONNECTED


BUT MOST IMPORTANTLY WE STOPPED

TALKING JUST TO ONE BEGAN PREΑCHING TO MANY


WE BEGAN

GOOGLING VS. REMEMBERING

POSTING VS. HARD COPIES

WATCHING VS. READING

COMMENTING VS. UNDERSTANDING

RE-THINKING LIFE VS. DOING THE SAME

33


TOMORROW WE WILL USE

MORE AUTOMATION

AR & VR & MR & 3D PRINTING

MACHINE LEARNING

INTERNET OF THINGS (IoT) & SMART HOME TECH

HUMANIZED BIG DATA (visual, empathetic, qualitative)

PHYSICAL - DIGITAL INTEGRATIONS

EVERYTHING ON DEMAND 34


CAN WE COMBINE BOTH? YES WE SURE CAN!!!


Successful international examples of the omnichannel experience

Disney gets omni-channel experience right, down to the smallest details.

Oasis is a U.K. fashion retailer that's fusing its ecommerce site, mobile app, and brick-and-mortar stores into a simple shopping experience.


IKEA’s online catalog/shop together with the brick and mortar stores are obviously united with a live inventory management system.

IKEA are present in all major social networks – great Instagram feed!

IKEA’s mobile app, includes shopping lists & barcode scanner and much more!


USING CREATIVE WAYS TO DRAW CONSUMERS TO EXPERIENCE PRODUCTS IN REAL LIFE.Omnichannel marketing works on a simple premise. Let’s turn customers into passionate brand evangelists.


39Ντορέττα

Παπαδημητρίου

Δημιουργήσαμε μια omnichannel καμπάνια για την Pal Cookware που ζήτησε για πρώτη φορά από τους καταναλωτές να ψάξουν στην κουζίνα τους και να διαπιστώσουν ότι έχουν όχι μόνο ένα, αλλά συχνά περισσότερα σκεύη Pal.

Μέσα από χιουμοριστικό content καλέσαμε τους καταναλωτές να λάβουν μέρος σε έναν διαγωνισμό κα να «δηλώνουν» τα Pal που είχαν στην κουζίνα τους και 10 τυχεροί κέρδισαν με κλήρωση από ένα πλήρες σετ της σειράς Pal Granite 10 τμχ.

Με έναν χιουμοριστικό τρόπο, σε μια καμπάνια με βασική πρωταγωνίστρια μια αγαπητή persona Ντορέττα Παπαδημητρίου και με μήνυμα «Ποιoς μου πήρε τα Pal μου;» η Ντορέττα ξεκίνησε να ψάχνει απεγνωσμένα τα αγαπημένα της μαγειρικά σκεύη κουζίνας Pal που όπως υποψιαζόταν βρίσκονταν στα χέρια φίλων, γνωστών και αγνώστων…! Κάπως έτσι εμφανίστηκε σε videοs, αστεία posts και μικρούς κωμικούς διαλόγους μαζί με φίλους της στο messenger να ψάχνει τα δικά της PALπαντού!

Η καμπάνια εξελίχθηκε σε τέσσερα στάδια και είχε διάρκεια συνολικά 2,5 μηνών (30/11/2018– 15/02/2019) μέσω digital media, social media, influencers engagement, radio announcements, PR activations, native articles, κ.α.

CAMPAIGNDESCRIPTION


BECOME PART OF A CAUSE IS ALWAYS A GREAT EXPERIENCETransform customer experience from being real to genuinely mind-blowing!


The Triumph SongC A M P A I G N ’ s D E S C R I P T I O N

Triumph has united with a very well-known, nationally and internationally, singer-artist, Eleni Foureira to create a special song that celebrates women’s empowerment and praises the fact that women can do so much!

Under the umbrella concept #TogetherWeTriumphWomen can Triumph!

The campaign will develop in 3 phases through a 3-month period.

CAMPAIGNDESCRIPTION


SO, ARE WE READY TO GET SOME EGGS CRACKING?


BE OPEN TO LEARN & LET OTHERS INSPIRE YOU…!43 Victoria Igoumenaki

“THAT'S ONE SMALL STEP FOR A MAN, ONE GIANT LEAP FOR MANKIND.”

Neil Armstrong

OFFER UNIQUECUSTOMEREXPERIENCES VIA OMNICHANNELING



T H A N K Y O U : )

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Omnichannel & cuso - 8o e-Business and Social Media World ... · omnichannel experience. Disney gets omni-channel experience right, down to the smallest details. Oasis is a U.K. fashion