3. re tail
re·tail
noun ’rē-,tāl
all activities involved in selling, renting, and providing goods and
services to ultimate customers for personal, family or household use.
p y
In the channel of distribution, retailing is where the customer meets
the product. It is through retailing that exchange occurs
product occurs.
Utilities provided by retailers create value for customers.
p y
Time, place, possession, and form utilities are offered by most
retailers.
4. challenges
noun
a summons that is often threatening, provocative, stimulating, or
inciting; specifically : a summons to a duel to answer an affront
g p y
5. Problem f b i k and
P bl for bricks d
mortar retail sectors in
actually
identifying
the
customers
6. Difficulty in
y
assembly a
360 view
of the
f th
customer
7. Shoppers having
pp g high expectations for in-store services
g p
12. Findings by Retail TouchPoints and
The Aberdeen Group, 2008
Best-in-class retailer are bringing to loyalty programs with the sophistication
and diverse multichannel approach.
13. Member Information acquisitions:
45% of retailers register customers via
sales associate in the store
41% at POS
41% Online
Findings by Retail TouchPoints and
The Aberdeen Group, 2008
14. Top two objectives toward loyalty program objectives:
Lifetime Customer Value (57%)
( )
Competitive Advantage (39%)
Findings by Retail TouchPoints and
The Aberdeen Group, 2008
15. 46%
of retailers did not measure promotion
among their customer base at all.
Findings by Retail TouchPoints and
The Aberdeen Group, 2008
16. Real time customer data is
14% | in use now & 23% will be a priority over the next year
Findings by Retail TouchPoints and
The Aberdeen Group, 2008
17. conceptual
adjective kən-’sep-chə-wəl, -chü-əl, kän-, -chəl, -shwəl
Of, relating to, or consisting of concepts <conceptual thinking>
18. What is CRM?
CRM is a business
strategy designed to
optimise
profitability, revenue
and
customer satisfaction
Gartner
Management Tools & Trends 2010 by Bain & Co.
36. A Consumer’s Always‐on Companion
y p
Where Smartphone Is Used?
93% Home
On the go
On-the-go
93%
87%
In a store 77%
Restaurant 73%
Work 72%
87% At a social gathering/ function
Café or coffee shop 54%
66%
Doctor's Office 53%
Airport 50%
Library 32%
77% School 29%
Source: TheMobileMoment Study, April 2011
39. Smartphones Are an Integral Part of a
Multi-channel Purchase Process
Source: TheMobileMoment Study, April 2011
41. Data In, Data Out
The key to good data is getting
the data in the system. Staff are
y
more likely to input data on
mobile devices at the point of
entry. In real-time.
56. Web 2.0 provoked an
expansion of the R in the CRM
expansion of the R in the CRM
acronym
Company / Customer
C /C
Company / Partner
Company / Competitor
Company / Company
Customer / Partner
/ p
Customer / Competitor
Customer / Customer
Partner / Competitor
57. Evolution of the CRM landscape
p
CRM 1.0 CRM 2.0
Customer Customer
Customer
Customer
Customer Customer
Customer Customer
Customer Custome
Competitor Supplier / Partner
Competitor Supplier / Partner
Customer Customer
Customer Customer
Your company
Your company
Customer Customer
Customer Customer Customer Customer
Focus on individual relationship (company to •Focus on collaborative relationship (engaging a more complex
customer, company to partner, etc.) relationship network)
Limited view of the customer and his community •Multiple connections allow better understanding of the
preferences, habits, etc.
preferences habits etc customer and his community
customer and his community
Targeted messages generate value •Conversation generates value
58. Evolution of Customer Touch Points
CRM 1.0 CRM 2.0
• Blogs
g • Microblogs
• Price comparison website
• RSS • Podcast
• Phone • Phone
• Wikis
• Fax •FFax
• Social Networks
• Email • Email
• Service • Service
• Widgets
• Letters
+
• Letters • Video sharing
•PPersonal contact
l t t • Personal contact
• Company’s website • Photo sharing
• Company’s website
• SMS • SMS
• Instant Messenger • Forums • Auction website
• Instant Messenger
• Chat • Chat
• Slides sharing
• Media • Media
• Reviews and ratings in retail sites
• Wish lists
• Social Bookmarking
Single view of the customer based on the interactions
Single view of the customer based on the interactions •Single view of the customer is far more complex to achieve.
history, customer profile data residing in the company’s base Besides internal information, the company must rely on external
and data integration with internal systems information such as customer profiles in social networks and his
behavior when participating in a community.
Company owns the data but it is limited to previous
interactions •Customer and other web 2.0 sites own part of the precious data
•Customer and other web 2 0 sites own part of the precious data
59. Evolution of Organizational Mindset
g
CRM 1.0 CRM 2.0
!
!
!
!
Interaction
Conversation
Contribution
Transaction
Feedback
Employee Customer Employees Customers
Innovation comes from one specialized source within the •Innovation is gathered from all employees as they are closely
company (innovation group) connected to the final customer and to each other via internal
web 2.0 tools. Customers are in the center of the innovation
F tli
Frontline employees communicate targeted messages for
l i t t t d f cycle.
transactional operations
•Frontline and non frontline employees engage conversations
including new customers in the context and rerouting
conversations. New set of employee skills needed.
conversations New set of employee skills needed