Komuniciranje in prodaja kupcem preko večkanalnega marketinga

Marko Penko, Head of Database Sales & Marketing, Studio Moderna

Comprehensive Multi-channel Sales Distribution to Reach Customers Everywhere

Internet and Telemarketing have been added as important channels, even though TV continues to have a large impact, contributing to maximization of sales in all channels.

DRTV

DRTV & HOMESHOPPING TELEMARKETING

INTERNET PRINT

RETAIL WHOLESALE

thousands of outlets; store-in-store; in-store video promotion; branded corners

total of 290 stores (franchised & owned) with 200 Top Shop & 40 Dormeo stores

Reaching Customers Everywhere

4000 call center agents

19M+ catalogues annualy; mailings, package inserts, magazines;

300+ hours / day 4 X home shopping channels

140+ websites

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Marketing Trends in Buying Process

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Marketing Trends in Buying Process

Marketing Trends in Buying Process

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Customers no longer conform to the push-marketing, sales-funnel thinking that most CRM systems are built upon, which tends to force customers into a relationship paradigm in which the business is in control.

Customers Are More Prepared Than Ever Before

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Marketing Trends in Buying Process

Marketing Trends in Buying Process

Buying Process in Practice

Buying Process in Practice

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From CRM and Managing Customers to CMR and Customer Managed Experience

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• Customers are in control and are changing rules of engagement

• Organizations need to adapt and put in place solutions that allow customers to orchestrate their own journey by leveraging the multiple touch points

• Using solutions and practices with an emphasis on meeting a customer’s needs at the time and in the manner that the customer prefers

MarketingCulture.com, www.slideshare.net/clbrown7/what-is-a-customer-centric-culture

Product Centric vs Customer Centric

Customer Metrics

8% 5%

22%

16%

47%

27%

Likelihood to make a repurchase in next 12 months

Cluster 1 Cluster 2 Cluster 3 Cluster 4 Cluster 5 Cluster 6

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Behind all number we are in

Person to Person Business

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“We have a campaign now who can we send it to?”

• The campaign a customer receives, depends on: –Which campaign is being run

–When it is run…

Traditional Marketing Approach

Campaign 1 Campaign 2 Campaign 5 Campaign 4 Campaign 3

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Contact only and when you have something interesting, important, for me only, exclusive, time limited

Why have you contacted me? Is worth my time?

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The Customer Contact Framework

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“We react to the customer’s actions and contact them when their actions indicate we should.”

• The campaign a customer receives, depends on: –What they have done –What products they hold…

Complementary: Use Triggers to Increase Responce

Campaign 1 Campaign 2 Campaign 5 Campaign 4 Campaign 3

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Complementary: Use Triggers to Increase Responce

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What’s a trigger, exactly?

It is, simply, an opportunity to contact somebody.

Trigger-based marketing is all about being reactive, and targeted, rather

than just pushing out arbitrary brand messages to big audiences.

Transactional triggers/events

• based on a customer action • purchase or sales enquiry • natural trigger for follow-on marketing communication

Recurring triggers/events

• based on an individual’s details and personal profile • birthday or membership renewal date

Behavioural triggers/events

• based on a customer activity • changes in purchasing patterns in spending levels

Threshold triggers/events

• customer’s actions reach a threshold • coupons expiration date, exceeding a spending limit

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Transactional Triggers/Events

Recurring triggers/Events

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Behavioural Triggers/Events

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Not all customers are created equal.

• You have 100,000 or more customers

• You want a high response rate

• You want to predict those who will respond and not respond a

• mail only to those most likely to respond

Challenge

Potential

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RFM Model Analyze & Predict Customer Responce

434

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How to Make Strategy For…

155

354

515 255

345

151

111

353 412

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Customer Value Model

Customer Value Model

Inactive Customers

Falling New Buyers

Falling Rebuyers

Past Members

Active Rebuyers (Non-Club)

Active New Buyers (Non-Club)

Active Club (NB & RB)

Active Privilege

Clusters & Strategy

ACQUISITION RETENTION

REACTIVATION

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Customers Segments

HIGH POTENTIAL CUSTOMERS

HIGH VALUE CUSTOMERS

PAIN POINT - RELATIONSHIP

PAIN POINT –

don‘t have enough INFORMATION

New Buyer Multi-Buyer

Describe Your Segments & Objective

Use Marketing Personas

example : Educate New Buyers of Top Shop benefits and

new offers

Marko Penko