OMNICHANNEL & CUSTOMER EXPERIENCE - I-2020 FROM THE BIG BRAND THEORY TO THE BIG U REALITY - e-Business and Social Media

I-2020
                 OMNICHANNEL
        & CUSTOMEREXPERIENCE
FROM THE BIG BRAND THEORY TO THE BIG U REALITY

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WHO AM I?
         Victoria Igoumenaki
         CCO – Group Account Director

         JNLeoussis+
          email: vigoumenaki@jnl.gr
         facebook.com/victoria.igoumenaki
         linkedin.com/in/victoriaigoumenaki

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THE BIG BRANDS
           THEORY

           BRANDS
           USED TO SAY…

           SAY IT LOUD
           SAY IT AGAIN
           SAY IT BIG!

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21st century tech-breakthrough shifted attention from the big   B (brands)
                    WRONG!   to the big   U (users)
                             from the big   C (companies) to the big P (people)
                             from them to US
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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.

    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.
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declutter   learn     suffice    keep trying

                  express     budget   endoscopy     work &
                                                      earn

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

                                CREATE THE SOLUTION - MESSAGE
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BRANDS NEED TO

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

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BUT HOW CAN THIS MIRACLE HAPPEN?

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WE CONSUME
         CONTENT
         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…!

         OF ALL FORMS,
         SHAPES & TYPES!

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WANT TO KNOW ABOUT OMNICHANNEL?

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WHAT IS 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.
                                                                 A common misconception is that to be
                                                             omnichannel, a strategy needs to support
         It includes channels such as physical locations,    all possible channels, which is a practical
         ecommerce, mobile applications, and social media.         impossibility for most organizations.

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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.

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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.

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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
       Omni-channel Distribution is one-touch         online, but then, they do not like it and decide to get to your physical store
       integration between operations and             to return the product (and maybe get another product in your physical
                                                      stores)
       physical product flows across all channels
       to provide a seamless shopping               • Same day/on-demand delivery: when your customer purchase items
                                                      online, and want to get the items immediately or in a scheduled date.
       experience.

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WANT TO KNOW ABOUT CUSTOMER EXPERIENCE?

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Experiences
          speak
          LOUDER
          than words

          ALWAYS.
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WE BELIEVE

                         “THOUGHTS DO MORE.
                                WORDS DO MUCH.
                                   ACTIONS DO MUCH MORE.”
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FROM BABY-BOOMERS AND GEN X, NOW WE MAINLY SPEAK
                         TO GEN Y (MILLENIALS) & GEN Z
                                                 GENERATIONS SEGMENTATION

                                    SWING (69+); 10,5%
                                                                            BABY BOOMERS
                                                                             (50-68); 23,6%

                         GEN Z (

IN FACT, AS YEARS PASS BY…
     GOOGLE
     FACEBOOK
     MESSENGER
                         INTERNET
     YOUTUBE
     TWITTER
     INSTAGRAM
     PINTEREST
                         EMAIL
     BLOGGER
     LINKEDIN
     WIKIPEDIA
     WORDPRESS           BLOGS & NEWSFEED
     MYSPACE
     SKYPE
     SHAZAM
     SPOTIFY             SOCIAL MEDIA
     REDDIT
     FLICKR
     VIMEO
     PICASA
     TUMBLR
                         PORTABLE DEVICES
     BADOO
     TINDER
     HAPPN
     AMAZON
                         INTERCONNECTED
     EBAY

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BUT MOST IMPORTANTLY WE STOPPED

                         TALKING JUST TO ONE   BEGAN PREΑCHING TO MANY

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WE BEGAN

                              GOOGLING VS. REMEMBERING

                              POSTING VS. HARD COPIES

                              WATCHING VS. READING

                              COMMENTING VS. UNDERSTANDING

                              RE-THINKING LIFE VS. DOING THE SAME
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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

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

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Successful international examples of the
                                 omnichannel experience

               Disney gets omni-channel experience right, down to the smallest   Oasis is a U.K. fashion retailer that's fusing its ecommerce site,
                                          details.                               mobile app, and brick-and-mortar stores into a simple shopping
                                                                                 experience.

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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!

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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.

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CAMPAIGN
       DESCRIPTION
       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 PAL
       παντού!

       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.
                                                                                                      Ντορέττα
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BECOME PART OF A CAUSE IS ALWAYS A GREAT EXPERIENCE
            Transform customer experience from being real to genuinely mind-blowing!

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CAMPAIGN
         DESCRIPTION

            The Triumph Song
            CAMPAIGN’s DESCRIPTION

            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
            #TogetherWeTriumph
            Women can Triumph!

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

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SO, ARE WE READY TO GET SOME EGGS CRACKING?

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BE OPEN TO LEARN & LET OTHERS INSPIRE YOU…!
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OFFER
     UNIQUE
     CUSTOMER
     EXPERIENCES
     VIA
     OMNICHANNELING

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

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THANK YOU :)