Ciljanje kupcev preko več kanalov. Če bi imeli samo en kanal, se investicija v marketing ne bi obrestovala. Niso vsi kupci enako dobri. Razviti je potrebno dolgoročni odnos s kupci.

1. Komuniciranje in prodaja kupcem
preko večkanalnega marketinga
(multichannel marketing)
Marko Penko,
Head of Database Sales & Marketing, Studio Moderna

2. DRTV & HOMESHOPPING TELEMARKETING
INTERNET PRINT
RETAILWHOLESALE
thousands of outlets; store-in-store;
in-store video promotion; branded corners
total of 240 stores (franchised & owned) with
200 Top Shop & 40 Dormeo stores
Reaching Customers Everywhere
50M+ connections annually; 4.300 call
center agents, 250 supervisors, 31
locations
19M+ catalogues annualy;
mailings, package inserts, magazines;
320+ hours / day
6 X home shopping channels;
large opportunity for growth in CEE
120+ websites
Targeting customers based
on their preferences

3. 3
Not all customers are created equal.

4. Multi-Channel Customer Journey
PRINT
DRTV
TM
INTERNET
SMS
INBOUND
SHOP
ONLINE
OUTBOUND
Richard G. Rosen (2009). Convergence Marketing: Combining Brand and Direct for Unprecedented Profits, New Jersey: John Wiley and Sons, Inc.

5. 5
The Importance of CRM
Shopify.com, www.shopify.com/blog/10747977-how-to-grow-your-ecommerce-business-without-new-customers

6. Product Centric vs Customer Centric
Business Strategies
PRINT
DRTV
TM
INTERNET
SMS
INBOUND
SHOP
ONLINE
OUTBOUND

7. MarketingCulture.com, www.slideshare.net/clbrown7/what-is-a-customer-centric-culture
Product Centric vs Customer Centric

8. PRINT
DRTV
TM
INTERNET
SMS
INBOUND
SHOP
ONLINE
OUTBOUND

9. Multi-Channel Customer Journey
PRINT
DRTV
TM
INTERNET
SMS
INBOUND
SHOP
ONLINE
OUTBOUND

10. RFM Model
Analyze & Predict Customer Responce

11. define
stage
no relationship
(prospect / lead)
re-buyer
multi-buyer /
loyal advocate
lapsing /
losing momentum
inactive
TIME
ENGAGEMENT
buyer
choose
approach acquire activate grow retain re-activate
awarness
capture /
opt-in
acknowledge
educate
encourage
grow wallet %
cross sell
up sell
recognize
reward
referals
check contact validity
incentivise activity
re-engage
remove
DB clean-up
Segment Your Customers

12. 8
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

13. example : Educate New Buyers of Top Shop benefits and
new offers
cover letter new customers (1 order) –
encouraging into further purchasing
• Generating awareness
• Providing additional information
• Encouraging conversion

14. Agent Call Type
A
Call Type
B
Call Type
C
Call Type
D
Aljaž Primary Primary Secondary N/A
Alina Primary N/A N/A Primary
Živa Secondary Primary Primary N/A
Domen Primary Primary Secondary N/A
Dovydas Secondary Primary Primary N/A
Sales Agents
Segmentation & Prioritization

15. Nasveti
• Začnite s segmentacijo kupcev - 3 do 8 skupin pri si
pomagajte z RFM modelom
• Za vsak segment definirajte cilje in KPIs
• Testirajte različne marketinške aktivnosti in pristope
• Raziskujte preference kupcev in glede na zbrane
informacije oblikujte portfelj produktov / storitev
15

16. Marko.Penko
napredni.marketing@gmail.com