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RETAIL MARKETING in TiMES of TURBULENCE
“The greatest danger in times of turbulence is in times of turbulence is not the turbulence itselfbut to act with yesterday’s logic.”
Customer engagementCustomer engagement
Today’s CUSTOMERS expect MORE
Personalization DialogueDialogue
R l RecognitionRelevancy Recognition
Customization Interaction
DATADATA
Data Science
DATAis the new OIL= key economic driver
Broadband & software = the pipelines
Mobile devices = gaz stations
Mastering data scienceDATA = Addressability at scale (AAS)
1. Post : name & addressknowledge
2. Phone : number
3 E mail e mail addresswell known
3. E-mail : e-mail address
4. Internet : cookie & device id
5. Personal id platform
6. Internet of things : 2015identificationunknown
gidentifiedanonymous
Mastering data science Context leverages everything we know about the customer
identity
segmentlocation
timinglifecycle
All should frequency
platformchange the
i devicetreatment
experiencemessage
offervalue
Mastering data science
REMEMBER !
Content KINGContextConversation
KINGConversationConnectivity
Pull content and push content LISTEN and LEARN before talking LISTEN and LEARN before talking
Enables to answer Enables to answer the WHY questions (before only: who, what, when, where)
DATABENEFIT OF
More KPI orientedDATA
Data Science More impact on bottom lineData Science on bottom line
“The future is impossible to predict, p pwhat is easy to figure out, is what really matters to consumers.”
Jeff Bezos
y
TOOLS
MobileMobile
Mobile
Mobile mindshift==
t h e e x p e c t a t i o n t h a tI can get what I wantI can get what I wantin my immediate context
d t f d!and moments of need!
Mobile mindshift
Value of mobile moments=
p o i n t i n t i m e & s p a c ewhen someone pulls out a mobile device to ge t g
w h a t h e / s h e w a n t s
Mobile mindshift
What can you do to serve in that moment?
What is the
Value to customer? Value to you? What is the motivation?
Who needs help = audience?audience?
Utility basedexperiences
What is the context?
experiences
Which device?
What is the context?(location, emotion)
7th mass media = mobile
• Recordings
• Cinema
• RadioRadio
• TV
• Internet
M bil• Mobile
8th Augmented Reality8th Augmented Reality
Mobile6 imperatives that change how organizations will marketp g g
1. Mobile causes & enables behavioural change
2 Interest in the quantified self2. Interest in the quantified self
3. Contextual relevancy
4. Mobile is changing the path of purchase
5 Mobile leads to shift in engagement5. Mobile leads to shift in engagement
6. Mobile is changing your views on privacy
Customer centricity
PEOPLEPEOPLE
Customer centricityy
Adaptive customer
engagementengagement
Customer happiness
H t t t d ’ t t ti ?How to meet today’s customer expectations?
= DISRUPTIVEDATA Drives CUSTOMER engagementDATA Drives CUSTOMER engagement
TOOLSPEOPLE = DISRUPTIVEADAPTIVE= S UMultiple WAVES of NEW TECHNOLOGIES at the same timeAdaptive ORGANIZATIONS & LEADERSHIP at the same timeAdaptive ORGANIZATIONS & LEADERSHIP
Adaptive BUSINESS MODELS =
CUSTOMER CENTRICTY
HOW CAN WE HELP YOU?
WE ENABLE OUR CUSTOMERS
TO MAXIMISE SALESTO MAXIMISE SALES,MINIMISE BUSINESS RISKSMINIMISE BUSINESS RISKS
SMARTANDActionable
DATASMART
BUSINESS DECISIONSTAKE
Correct
Actionable
DATAAgile
