Customer Journey

Maximizing revenues with multichannel customer experiencesAdrian Gorczyca

01 All about channels 02 Multichannel

strategy 03 Customer Journey 04 What else?

Multi-Channel Marketing

Monthly:

6 mln user

Traffic is more than our biggest POS

Sales is more than our biggest POS

The biggest customer service interaction channel

Where you search information about offer/phones?

Play e-shop Play POS Play telesales

Why did you prefer this channel?

• it’s cheaper

• fast

• less effort

• shopping without leaving

home

• I can ask about offer detail

• I can ask about agreement detail

• I prefer direct contact with shop

assistant

• fast

• they contact to me

• it’s cheaper

Multichannel strategy02

Buy Online Get in-Store

Personalization

I will find you!

Customer Journey03

Conversion / Sale

Search

FacebookContext

VOD Mailing

Last Click Attribution

Individual Attribution

1

0.10.150.050.2 0.90.750.700.50

Individual Attribution

Individual Attribution

Last Cookie Individualvs

Single Costumer Journey

• Individual Model shows and measure all interaction on shopping path

• The more effective channel is on sales than it's get better credit

• Credit is based on econometrics model for every single cookie (including path length and interaction with other

touchpoints)

Źródło: Mediacom

PC + PV model generate more than 60% multichannel orders

PC generate more than 40% multichannel orders Total Orders

PC + PV

Multichannel

63%

41% 39% 43%

41% 42% 44%

Total Orders PC

Postpaid New Services

PC

Sales Contribution

Data Source: MediaCom Business Science – Economiser ROI Benchmark DatabaseTelecom category

FMCG ROI Index

Online is an effective medium when it comes to the impact on offline sales. Particularly in the category of FMCG, where the return on investment (ROI) is on average 20% higher than the average return on other media

What else?04

Multichannel is already there, but now it’s about omnichannel and connecting with the consumer across multiple touchpoints.

Elisa Harca

Apple

Apple’s multichannel retail strategy unifies the customer experience across all channels and platforms, to create a complete end-to-end journey for each purchase.

Rebecca Minkoff

As a brand, it has evolved alongside new marketing strategies and has enjoyed a stronger flexibility to more easily and more quickly invest in evolving digital platforms and new technologies.

Burberry

One of the best examples of brands in Asia that have achieved success in multichannel retailing is Burberry.

Its social media platforms go beyond Facebook, Twitter and Instagram and include China’s WeChat and Japan’s Line.

This video shows how the brand used WeChat to engage consumers for a live Burberry event in Shanghai.

FMCG ROI Index