Omni Channel Marketing Conference - Kerr Maclean

Using Voice of the Customer to inform and drive omni-channel

Kerr Maclean

v

Customer Interaction

3

Seamlessly interacting with customers

through their channels of choice throughout

the buying process

What is Omni-channel

We haven’t yet mastered Omni-channel

There is no clear formula for success

There is no silver bullet

OMNICHANNEL SFG’S ROADMAP

6

Really listen to what our customers are telling us

they want and need

OMNICHANNEL OPTIMISING OUR CUSTOMER TOUCHPOINTS

8

The SFG Challenge…

5 Brands operating independently

Lack of time + expertise within the Brands to execute personalised, targeted communications

Mass emails spamming the base on a weekly basis

No single customer view, across channels or Brands

Unable to analyse the data in our legacy systems

We needed to engage with our members across all channels

…building our Single Customer View to bring

all the pieces together to meet the challenge

Image: lanternhollowpress.com

Synthesize data into insight - Grow the relationship with your customer with relevant data capture

Identify how to then use this to benefit everyone - Ascertain value of each customer to optimise commercial opportunity

Deliver a great experience to the customer - Click to collect, tablets in-store, multi branded e-commerce platform

Make it personal - Personalised emails, recommendations and promotions

SFG may sell frocks, but we have one of the largest customer data assets in Australia

It’s also about connecting and making great

memories seamlessly

And what happens when you do listen and

then work out how best to deliver?

The Ultimate Goal

single channel omnichannel

Enga

gem

en

t

An omnichannel customer experience benefits all

parties

Value

An omnichannel customer experience benefits all

parties

Its about creating exceptional memories

HOPE I’VE GIVEN YOU SOMETHING TO NOODLE OVER

km@sfg.co