130912 Connected Commerce - een Integrale klantgedreven aanpak door 4PiR

Transcript of 130912 Connected Commerce - een Integrale klantgedreven aanpak door 4PiR

eCommerce • Marketing • Supply Chain • IT

Connected Commerce Integrale klantgedreven aanpak

Roelof Jousma Strategy consultant

4PiR – For Performance in Retail

CRMin1Day

Ede, 12 september 2013

Overzicht

• Aanjagers

• Verschuivingen in retail

• Uitdagingen

• Connected commerce

12 september 2013 2 Connected Commerce

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Dc0Xnn9KjObo_M&tbnid=OvztUkCxhpoQhM:&ved=0CAUQjRw&url=http://devoncreativemedia.com/dcmwp/get-connected/&ei=d7MPUeiINvGR0QXo04HABA&bvm=bv.41867550,d.d2k&psig=AFQjCNGqBlXom6EnBTc3REq3e-1jncBm7A&ust=1360069752405435

Aanjagers

• Aanjagers

– Technologie

– Consumentengedrag

• Uitdagingen

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=tc8pQtF6c3g_jM&tbnid=oQbtqTkElZ_hNM:&ved=0CAUQjRw&url=http://thehispanicblog.com/2012/04/30/do-hispanics-spend-the-most-on-smartphones-and-tablets-find-out-about-the-billions-of-dollars-latinos-are-spending-in-2012/&ei=uAkRUb68OoPG0QXUxIHwCQ&bvm=bv.41867550,d.d2k&psig=AFQjCNFBeHTUKojFAu5dK1rN1rlSpGgjUw&ust=1360157482261305

Aanjagers

Technologie Consumenten-

gedrag

12 september 2013 Connected Commerce 4

Aanjagers – technologie

5

Snelle ontwikkelingen in (gebruik van) technologie

Smart phones en Tablets Krachtiger en sneller Grotere functionaliteit: direct and via apps

3D printing

Mobiele betalingen Online Near field communication

Connected machinery The Internet of Things

12 september 2013 Connected Commerce

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=tc8pQtF6c3g_jM&tbnid=oQbtqTkElZ_hNM:&ved=0CAUQjRw&url=http://thehispanicblog.com/2012/04/30/do-hispanics-spend-the-most-on-smartphones-and-tablets-find-out-about-the-billions-of-dollars-latinos-are-spending-in-2012/&ei=uAkRUb68OoPG0QXUxIHwCQ&bvm=bv.41867550,d.d2k&psig=AFQjCNFBeHTUKojFAu5dK1rN1rlSpGgjUw&ust=1360157482261305

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=W7MyGlH3I34aIM&tbnid=oApnHKpYTPsgtM:&ved=0CAUQjRw&url=http://tweakers.net/nieuws/84748/bijenkorf-begint-met-verkoop-3d-printer.html&ei=dAoRUaDUB6ag0QWJ14GABg&bvm=bv.41867550,d.d2k&psig=AFQjCNGHc4fdJV2ylnT1fx1H_RJm7SYo-Q&ust=1360157665053059

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Qnki2rupwBUaHM&tbnid=GALJS1tkuSwyAM:&ved=0CAUQjRw&url=http://www.entrepreneur.com/article/224181&ei=8AoRUa6rCI-N0wXN7IHYDg&bvm=bv.41867550,d.d2k&psig=AFQjCNELwNEXtJCem2J5cWN5Y40-eNYnWw&ust=1360157727524412

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=S0BaLhgrwhrKXM&tbnid=qDcMtY0vD1Mn_M:&ved=0CAUQjRw&url=http://otexplorations.wordpress.com/2011/10/25/connecting-in-the-global-world-of-ot/&ei=nwwRUfHNKoGV0QWf1YDwBw&bvm=bv.41867550,d.d2k&psig=AFQjCNGR6lWxVQKx0Dy14w5ihq8H5H9GnQ&ust=1360158159822407

Aanjagers – consumentengedrag

12 september 2013 6

Mediaconsumptie en –productie wijzigen snel …

Opkomst van social media 7 x 24 verbonden zijn met de wereld

Informatie delen

Connected Commerce

Uitgesteld tv kijken Goed geïnformeerd

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=QMd4tXGJJSxt1M&tbnid=7AnImwrPPXASLM:&ved=0CAUQjRw&url=http://www.zoekmachine-marketing-blog.com/5586/seo-content-marketing-betere-posities-in-zoekmachines-via-sociale-media.html&ei=gLgPUYmDAYqM0AX_hoHYBQ&bvm=bv.41867550,d.d2k&psig=AFQjCNFXHbPUP6dz_AMs4NlJV2L5hWSnng&ust=1360071151483291

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=ZSVWtHp3Tk8GqM&tbnid=nAMxvc2k0ROwCM:&ved=0CAUQjRw&url=http://www.lieshouthoorn.nl/uitzending-gemist/&ei=KDsQUcnoNKLV0QWei4CwCg&bvm=bv.41867550,d.d2k&psig=AFQjCNEaI7V7JNaJ7Ge0E33HuFLttB9ogg&ust=1360104589373352

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=pvetqhp_uOCowM&tbnid=kO4X_mNZz7oq8M:&ved=0CAUQjRw&url=http://nl.123rf.com/photo_10490618_nieuws-over-mobiele-telefoon-smart-phone-geafa-a-a-soleerd-op-wit.html&ei=vTwQUZOuLNS10QXR0IHQCg&bvm=bv.41867550,d.d2k&psig=AFQjCNE4M6bw6GjwIPzhgjg8xCRZH5zxKA&ust=1360104988679952

Positie consument is veel sterker

Onafhankelijk …

7 x 24 winkelen Kopen op prijs /service

Help je zelf

Meer macht bij consumenten

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=AT8WUMmZCd3WKM&tbnid=hDcJ0aFyzlDjxM:&ved=0CAUQjRw&url=http://buyer.sellerinsights.com/2010/11/15/are-buyers-really-obsessed-with-price/&ei=hB4QUae_LoGr0AWE-oDICQ&bvm=bv.41867550,d.d2k&psig=AFQjCNG7FEW2CLE4Rtf0cRTBXgXs47HnTw&ust=1360097265630359

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=3A32gLobq706KM&tbnid=cXspYR5pL0VoNM:&ved=0CAUQjRw&url=http://www.see-secure.com/eng/Independency.html&ei=n8cPUYTgKajQ0QWcloCwAQ&psig=AFQjCNGnSf0PB2jOZZwjXBcvEpCO51LPlw&ust=1360074993514567

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=4mE3LgFtv8Nq4M&tbnid=w1YWrr_8Epl5nM:&ved=0CAUQjRw&url=http://www.heroscardww.com/ConvenientShopping.aspx&ei=7MgPUZmaL6qu0QXpnoGQCw&psig=AFQjCNEguvZfZnc9a7su5hXLdyfGAJ4ZxQ&ust=1360075179021363

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=wIzw5-SY0fwEDM&tbnid=HitI2MLwAlmXWM:&ved=0CAUQjRw&url=http://www.justimaginerealty.com/buying_property2.html&ei=0R4QUY0_87PRBcbZgegM&bvm=bv.41867550,d.d2k&psig=AFQjCNHobWxgQMuBb_xSWOMhPZ02Gr-74g&ust=1360097322317175

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=hlchqRGlewvMUM&tbnid=OFa5m6Ve7dvISM:&ved=0CAUQjRw&url=http://www.business2community.com/customer-experience/nexus-of-forces-will-shift-the-balance-of-power-in-customer-service-0331207&ei=FMUPUe_SFY3Z0QXXmYDoCQ&bvm=bv.41867550,d.d2k&psig=AFQjCNGaZvtYHcWoy_wrVl-xuoA_k7bi3g&ust=1360073654474744

• Smart phone verbindt gebruiker doorlopend met de wereld

• Tablet (2nd screen) wordt veel gebruikt tijdens lineair TV kijken

• Om mee te doen

• Om te delen

• Om te winkelen

12 september 2013 8

Smart phones en tablets kennen hun eigen typische gebruik en gebruiksmomenten

Connected Commerce

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=gzkXOtDMqSHs7M&tbnid=I9jpgaCCCKRjfM:&ved=0CAUQjRw&url=http://nl.123rf.com/photo_9344406_mobiele-telefoon-smartphone-met-aarde-planeet-op-scherm-vector.html&ei=Gj0QUfWANeXM0AWQpoCQCA&bvm=bv.41867550,d.d2k&psig=AFQjCNE4M6bw6GjwIPzhgjg8xCRZH5zxKA&ust=1360104988679952

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=n2p_XwW4tO5QYM&tbnid=l8hj0epFoA-_UM:&ved=0CAUQjRw&url=http://www.v-net.tv/tablet-tv-this-is-just-the-beginning/&ei=2j0QUbyKIsaK0AWHtIHoDw&bvm=bv.41867550,d.d2k&psig=AFQjCNHh11mrLEMNuyKC5TPIKbA_h4Tp-A&ust=1360105222251735

CONNECTED CONSUMERS

CONNECTED COMMERCE

Overzicht

• Aanjagers

• Uitdagingen

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=nzAjXhHtYRPNkM&tbnid=fyeujQbjGBPOWM:&ved=0CAUQjRw&url=http://www.youthapostolate.com/&ei=2Q8RUYvSD4fA0QW3toHAAQ&psig=AFQjCNEIrCiLv1e1ByjSCCUe4z17HoPqug&ust=1360158944755339

Verschuivingen in retail

Aan de toekomstvastheid wordt gewerkt:

• Shop formules

• Geïntegreerde kanalen

• Geïntegreerde voorraad

• Slimme distributie

Meeste retailers zijn aanwezig op web

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=wKDOUd0Lh35VhM&tbnid=RyG0KPAAQBlCEM:&ved=0CAUQjRw&url=http://shoppen.blog.nl/nieuw/page/3&ei=NBgvUqyPNuOn0QXh-IGYCw&psig=AFQjCNEPkmvgQi5UbyqSBrvZNZhiRb4Kig&ust=1378904274112328

• Toenemend aantal faillissementen

• Nog steeds groeiend aantal vierkante meters

• Snelle wisselingen in winkelgebieden

• Opkomst van nieuwe spelers en verdringing van bestaande

• Opkomst van nieuwe formules (zoals flash sales en niches)

• Groeiend aandeel voor online en voor ketens

Retaillandschap kent grote dynamiek

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=0sqOCXbNCjohNM&tbnid=CQ2cnqjCBCI4cM:&ved=0CAUQjRw&url=http://iontrend.nl/groetjes-uit-arnhem/&ei=duouUrLJJ6Km0wXC04CYCA&bvm=bv.51773540,d.d2k&psig=AFQjCNExwcMW5sRHPo9mN6p1rxDvzACy3A&ust=1378892779244698

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=2CvSlH30mprs0M&tbnid=jM2TvK4Sbj7eXM:&ved=0CAUQjRw&url=http://www.tubantia.nl/regio/enschede/sluiting-bijenkorf-is-een-klap-en-pijnlijk-voor-enschede-1.3962105&ei=zOsuUv-pLI_20gXfwoDgDg&bvm=bv.51773540,d.d2k&psig=AFQjCNHhI1PK5NG7HRjSCzUKWQCgncc5Jg&ust=1378893077492720

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=38BPPUpAO1Xg6M&tbnid=fa1iX45xx31X_M:&ved=0CAUQjRw&url=http://www.meidenblog.nl/eindhoven-krijgt-primark/0706/&ei=FewuUofxCeWM0AWmsIDgCw&bvm=bv.51773540,d.d2k&psig=AFQjCNEwzcaNVjo6lrxP4Mx_duJj0rW7Lw&ust=1378893178217411

http://www.google.nl/url?sa=i&source=images&cd=&cad=rja&docid=g2sBkKU7cS5X7M&tbnid=1FMMv-8ZGEwuuM:&ved=&url=http://glitterellas.wordpress.com/tag/primark/&ei=5ewuUpO6FcXI0AWd14GQDA&psig=AFQjCNE-FprffTM-UMGQRjjvKVnftSy3Fg&ust=1378893413392510

12 september 2013 13

Traditionele retail staat onder druk door gewijzigd consumentengedrag plus de “crises”

Lager besteedbaar inkomen Focus op “value for money”

Omzetlek naar gebruikte goederen en outlets Omzetlek door huren en lenen

Connected Commerce

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=xkVvhPrMxU2XQM&tbnid=P-1JDUtz3GDg8M:&ved=0CAUQjRw&url=http://www.hollandtrade.com/news/featured-company/?bstnum=2702&ei=BpARUfbfN-mM0AX6mYB4&psig=AFQjCNGvgiVfcYpOtgXPyA_cexXxArEagQ&ust=1360191830506592

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=anjGr9hga-oeXM&tbnid=-MxZUXVQDsLbDM:&ved=0CAUQjRw&url=http://www.eastlandshomes.co.uk/article.asp?id=322&ei=oAERUbHrGKK30QXN7YHoBg&psig=AFQjCNGZefhmDnJOz3mNuwQORbqI_jVVXw&ust=1360155412944886

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=zwmhZ4Sg4wYIyM&tbnid=owZUlsXuZtlVpM:&ved=0CAUQjRw&url=http://www.boerenbusiness.nl/nl/25256040-contentunknown.html?xidxpath=item/10749098/Rabobank-verwacht-magere-jaren&ei=bv4QUYKbCIOH0AW5tIDQBA&psig=AFQjCNG1o3RMv6Wk3OwnqREg1XFS9KaxUg&ust=1360154547022201

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=I2ZKga07Ao_HUM&tbnid=TQSqifEhRRJSvM:&ved=0CAUQjRw&url=http://www.ad.nl/ad/nl/5597/Economie/article/detail/2096538/2008/08/23/Gratis-advertentie-op-Marktplaats-voor-zzp-er.dhtml&ei=7QARUbHhGdON0wX1tIC4BQ&psig=AFQjCNGGTJEV0qSj9um4v6yQUeVVCFEeVg&ust=1360154680852761

Vanaf 1994 eerste retail spelers op www Gedurende jaren 2000 sloten traditionele retailers aan op www Rond 2010 begint mobile commerce

1994

1995

2000 2007

2010

Start mobile commerce

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=CO1AenDuQAN5eM&tbnid=31Eyfa-hZP8ncM:&ved=0CAUQjRw&url=http://tripitch.com/blog/nederland-grootste-groeier-in-m-commerce/&ei=tPguUoL2J8eZ0AW8q4CYBA&bvm=bv.51773540,d.d2k&psig=AFQjCNHHoocVRjB_U5HEY8toDrm_wx2TVA&ust=1378896371770985

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=UU_di37iGl_peM&tbnid=fpYqDwhPg7XeYM:&ved=0CAUQjRw&url=http://www.pcmweb.nl/opinie/de-tablet-competitie-is-begonnen.html&ei=I8APUdKMM-ab1AWJoIDIBQ&bvm=bv.41867550,d.d2k&psig=AFQjCNHhVIiwgxB_E9DHlKYyD_IyaEUMow&ust=1360072808812719

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=BN3YHg2F0hICVM&tbnid=Xavjh09wdHSEKM:&ved=0CAUQjRw&url=http://sparkwiz.com/mobile/5-smart-phone-brands-that-cellphone-monitoring-apps-support/&ei=vb4PUch5jajQBYrmgMgI&bvm=bv.41867550,d.d2k&psig=AFQjCNGTNmT_w2CEz5iGUAcP3oAjbnaxPQ&ust=1360072738282692

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=O6iJ5Z0ANB8aUM&tbnid=hqqHDTCFqdmZ-M:&ved=0CAUQjRw&url=http://actiekortingscodesite.nl/kortingscode/vd/&ei=9rcPUY7QNNKT0QWF14HgBQ&bvm=bv.41867550,d.d2k&psig=AFQjCNH_6lmxhal-3364Q3n-7jRL0xzHFA&ust=1360071025190896

http://www.c-and-a.com/nl/nl/corporate/

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&docid=zA6RAf5CkA8yQM&tbnid=BJ0OqXTBz_OwBM:&ved=0CAUQjRw&url=http://www.accountorgroup.nl/node/118&ei=IvIuUruDJ6mL0AXX2oHYBQ&bvm=bv.51773540,d.d2k&psig=AFQjCNFQ6-L7J6mnIgDXx9QjRDDUC3_lLg&ust=1378894688797399

http://www.google.nl/url?sa=i&source=images&cd=&cad=rja&docid=YASvOA5NL-jvmM&tbnid=RQlxwbHuhEYAYM:&ved=0CAgQjRwwAA&url=http://www.brandingmagazine.com/2012/09/13/ebay-logo-redesign/&ei=Z_EuUtD7CYia0AXizYHADQ&psig=AFQjCNF0IhvY9L-yuqWGVmT5i-w4pnKiHw&ust=1378894567215509

http://www.google.nl/url?sa=i&source=images&cd=&cad=rja&docid=QdsPvnxwc_9A6M&tbnid=VLQLeExFN-ElaM:&ved=0CAgQjRwwAA&url=http://semiaccurate.com/2011/09/29/amazon-lights-a-fire/amazon-logo/&ei=WPAuUt_WMIic0AWuz4FA&psig=AFQjCNFsG0MvHwY9RIBNSqweodrd5TY-_g&ust=1378894296858465

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=megM5zuk50NI6M&tbnid=PYofpVKw7sefWM:&ved=0CAUQjRw&url=http://www.hemaboxmeer.nl/&ei=IrsPUcm_LYe50QXolIHACw&bvm=bv.41867550,d.d2k&psig=AFQjCNFolTaqukOAztVN6XCEmizassqOJw&ust=1360071836899093

www is nu mainstream winkelkanaal

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=e-Ttigjy5md5-M&tbnid=vQG9s60SOfKVUM:&ved=0CAUQjRw&url=http://tellsomeonetoday.blogspot.com/2011/07/my-face-in-crowd.html&ei=AQ8RUfuJDMuS0QWo34DYBQ&psig=AFQjCNHL36TeoyVjhN2_8jrghtogbUzszQ&ust=1360158592211132

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=nzAjXhHtYRPNkM&tbnid=fyeujQbjGBPOWM:&ved=0CAUQjRw&url=http://www.youthapostolate.com/&ei=2Q8RUYvSD4fA0QW3toHAAQ&psig=AFQjCNEIrCiLv1e1ByjSCCUe4z17HoPqug&ust=1360158944755339

Mobiele shops zijn nieuwe speerpunt

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=QUekUlf9eKrLQM&tbnid=t6itHBhtFlYVjM:&ved=0CAUQjRw&url=http://liveoutloud.com/blog-mobile-technologies-apple/&ei=MX0RUcG5Fqam0AW11YDwDQ&bvm=bv.41934586,d.d2k&psig=AFQjCNG9ZTbqYhBrp4b4NDQPiXIvhhPBnQ&ust=1360187027279526

Overzicht

• Aanjagers

• Uitdagingen

– Commercieel

– Organisatorisch

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=bMCj2ZBvA7RdwM&tbnid=I893R5hqpC9pzM:&ved=0CAUQjRw&url=http://www.logistiek.nl/Logistieke-dienstverlening/algemeen/2013/5/E-commerce-service-providers-onder-de-loep-1250002W/&ei=DhkvUt3FO-fD0QXg0YDICA&psig=AFQjCNH6OUuYZS3-ksB5oPoph--VmGJ9Ag&ust=1378904633038207

Uitdagingen – commercieel

Nieuw consumentengedrag

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=pJblsqfFHO77DM&tbnid=zY_Y6tXwE27S-M:&ved=0CAUQjRw&url=http://www.dynamiccio.com/management/customer-relationship-management/&ei=9x8QUcSHB7KX0QXtuICYBw&bvm=bv.41867550,d.d2k&psig=AFQjCNHNdZg0-8IV6VbOukGyT2O0rCnOIg&ust=1360097644766313

Nieuwe marketing: www, mobile, app

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=nzAjXhHtYRPNkM&tbnid=fyeujQbjGBPOWM:&ved=0CAUQjRw&url=http://www.youthapostolate.com/&ei=RCEQUaDjH4rN0QXBiIHgBQ&bvm=bv.41867550,d.d2k&psig=AFQjCNGaCiAWSzlPDFOF7dHUXiwFO_4OZg&ust=1360097868959253

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=1e-2MvcI0ZdEQM&tbnid=j01Zg_HKYXVHcM:&ved=0CAUQjRw&url=http://www.professionalmojo.com/grow-your-business-with-mobile-marketing/&ei=8yEQUdffLpO10QW_9IHQAQ&bvm=bv.41867550,d.d2k&psig=AFQjCNGiurlaQYDWBT9E-5cL_3SX7d-pfQ&ust=1360098032401486

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=sBSEQfpIdHC7bM&tbnid=_JVCrLmmzMfKWM:&ved=0CAUQjRw&url=http://mobileonlinemarketing.wordpress.com/2012/01/05/few-marketing-tips-for-mobile-applications-2/&ei=RSIQUZWWI8fZ0QWX7YCgAw&bvm=bv.41867550,d.d2k&psig=AFQjCNGrOJkVyIg9DDBo1tZ1ica29VLPbw&ust=1360098196979180

Nieuwe geografie: regionaal / mondiaal

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=2i5zZzSoa0v3qM&tbnid=tc1HyQiwlUVu8M:&ved=0CAUQjRw&url=http://globalhealth.med.ubc.ca/service/student-groups/global-health-initiative/&ei=XCQQUdOlG4Kq0QX0oID4AQ&psig=AFQjCNEEcKamfUdyhbDU88TrG1UljaRsGw&ust=1360098757906668

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=xvEizoYDFER3eM&tbnid=Utuo92Upps04yM:&ved=0CAUQjRw&url=http://www-electronicrepair.com/industrial-electronic-repair-services/the-2013-global-manufacturing-competitiveness-index-results-predict-massive-powershift/&ei=xyQQUffxHcPC0QWI-YGoCg&psig=AFQjCNEEcKamfUdyhbDU88TrG1UljaRsGw&ust=1360098757906668

Nieuwe concurrenten

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=ML2DGMUKf0UI6M&tbnid=QWy10h1NtYVddM:&ved=0CAUQjRw&url=http://upandrunning.bplans.com/2012/09/20/how-to-do-online-competitor-analysis/&ei=ZygQUa2HMsSS0QXojoGAAg&psig=AFQjCNHtrYj82AFTvoeCC2PUPY5nrBy3tg&ust=1360099031127966

Nieuwe logistiek

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=N46mEznGXnv3IM&tbnid=lPnFrJMGnsVdlM:&ved=0CAUQjRw&url=http://www.nabuffen.com/&ei=pikQUbXeGKiW0QWW4oGQBg&psig=AFQjCNGWYGIG_mMV0vlvtXHx1oeFskAC9Q&ust=1360100129217476

Uitdagingen – organisatorisch

Nieuwe kennisgebieden en expertise

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=unf8kLLZKxreJM&tbnid=7LP9leHLBSH0zM:&ved=0CAUQjRw&url=http://www.dekadigital.com.tr/eng_deka/About.html&ei=NCoQUcmkO7CM0wXw-ICQAQ&psig=AFQjCNH8IW32lNXym-l9_AQCGJPXh08bqQ&ust=1360100239525373

Nieuwe organisatiestructuren

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=rvMpy0mzU-KcaM&tbnid=n64DZ8wwcf0gBM:&ved=0CAUQjRw&url=http://adnatcongsco-digitalsalam.com/edition/index/id_articles/329&ei=g0AQUYWFJ-Ox0QW4loCQBA&bvm=bv.41867550,d.d2k&psig=AFQjCNEnK-C4ICvsq-313vajVK5LWDDl-A&ust=1360105932291213

Nieuwe leveranciers

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=bO4r9ClgDVBiKM&tbnid=PCqaXO-5RUINjM:&ved=0CAUQjRw&url=http://www.custom-industrial-services.com/suppliers/&ei=rDEQUbz4F6q-0QXn84GYBQ&psig=AFQjCNHzF3VmxKy4-TDhKmSAoXEZ-mSytA&ust=1360102184649678

Volledige zichtbaarheid en transparantie

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=bJTIjgdGToPs3M&tbnid=QBuJHxr1H-rNGM:&ved=0CAUQjRw&url=http://thespeedfrog.com/?page_id=16&ei=czMQUbz8H8mR0QWopYGgAw&psig=AFQjCNEYZrCnVK5sG_5jzkr7RZ4x3suo9w&ust=1360102628756163

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=CMgW0wLJK2U2tM&tbnid=8HKLGO2P9iZhwM:&ved=0CAUQjRw&url=http://shop.macfreak.nl/nl/5077-artwizz-scratchstopper-screenprotector-anti-vingerafdruk-transparant-voor-ipad-mini-4260040535160.html&ei=MDQQUZ24C8yb1AW4rYGQCQ&psig=AFQjCNFsxUpe6eTRUlaR1pDAR0AKzy4kJA&ust=1360102795224550

Real time actie en reactie

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=nJxzMcWCGRIyPM&tbnid=xmxfi0Gh6hczUM:&ved=0CAUQjRw&url=http://blog.traffic4u.nl/display-advertising/real-time-bidding-rtb-toekomst-van-display-advertising/&ei=qDQQUby9NeeY1AWUhYGYCQ&psig=AFQjCNFigLVz1CyEMsQqeEG26KJdrqz15A&ust=1360102921220900

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=t6Mhg5gMGbUWmM&tbnid=kK9WueK0kza2lM:&ved=0CAUQjRw&url=http://fnoschese.wordpress.com/&ei=9TQQUa7QIvGT0QWPhIH4Bg&psig=AFQjCNFqtty-o1DJ6fYgWnhV0GvVJftcVQ&ust=1360102980879719

Dag en nacht open / verbonden klanten

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=p299tNKYURZYVM&tbnid=fEBSXLKABh-bgM:&ved=0CAUQjRw&url=http://www.integra-insurance.com/services/personal-insurance/personal-insurance-online-services/&ei=hzUQUeyLHKq20QW-2oDwCQ&psig=AFQjCNFU75Y1GeUL28KjeBC7vS6bLmlQiQ&ust=1360103124607069

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=rFtbdb3MpG3vjM&tbnid=idMCfR04BkeR0M:&ved=0CAUQjRw&url=http://www.voduk.com/virtual-desktop-247access.html&ei=dDUQUYS8AYaW0QXijoDADQ&psig=AFQjCNFU75Y1GeUL28KjeBC7vS6bLmlQiQ&ust=1360103124607069

Back office wordt front office

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=ES2fMmPQ88AfDM&tbnid=sKIJR559b5FJCM:&ved=0CAUQjRw&url=http://datacareen.com/Services.aspx&ei=JzcQUfyNCeXB0gX5_4CQDQ&bvm=bv.41867550,d.d2k&psig=AFQjCNGbJYvA1B2UtVT5Tam2YVD3_UMuhQ&ust=1360103588797338

Nieuwe systemen en databases

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=UUCVlL-9TbA32M&tbnid=HdsuTU-6YZwcsM:&ved=0CAUQjRw&url=http://inhabitat.com/dror-benshetrit-imagines-an-artificial-island-for-istanbul-and-30000-residents/&ei=Ty8QUaf3EqaI0AXZqoG4BQ&psig=AFQjCNFtkvjb2ssh0FCTZqp7TcAxF0dgtg&ust=1360101543908875

Technologische complexiteit – Data explosie (Big Data)

– Sterke toename van kanalen en media

– Veelvoud aan interfaces

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=5DiDn-M_Yv_nZM&tbnid=oWF9eZANf90yyM:&ved=0CAUQjRw&url=http://unifiedtao-en.blogspot.com/2011/01/complexity-of-tao.html&ei=qzcQUdStEuGO0AXv2YHYDg&bvm=bv.41867550,d.d2k&psig=AFQjCNF2YpTFiNOGK_DIJ7RzCHZPNBxJsg&ust=1360103721551305

Overzicht

• Aanjagers

• Uitdagingen

– Integrale klantgedreven aanpak

Customer Solution

Cost to Customer

Customer Needs

Categories

Campaigns

Content

Convenience

Channels

Context

Competences

Capabilities Consistency

Connected Commerce - Belofte & Bewijs

M E R K

BEWIJS

A & S S D O I R E T N I S M T E E N N T

BELOFTE

Strategie

Retail Formule

Connected Commerce – Communicatie Arena

Communicatie inrichten via campagnes

KLANTEN

MERK / PROPOSITIE

CAMPAGNES

Connected Commerce

Connected Commerce – ontwikkelingsmodel

Groei gaat stap voor stap!

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=HLhQaRhEOntv7M&tbnid=-aD6afLoVmemRM:&ved=0CAUQjRw&url=http://heroeswiki.com/Evolution&ei=towRUZeDArLI0AX0m4C4Aw&psig=AFQjCNFqpYiKYkndv7TqlMudVF75UUuvFA&ust=1360191007709668

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=8miRMzR7vLnqmM&tbnid=4gGeHhz8PaFcQM:&ved=0CAUQjRw&url=http://www.frankwatching.com/archive/tag/e-mailmarketing/page/3/&ei=5YgRUe2dIqia0QW7lIBQ&bvm=bv.41934586,d.d2k&psig=AFQjCNFN6X6R8PO1NvLPAY9JOKOkPGYl5w&ust=1360189819342660

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=eGdR3Nc-vilBrM&tbnid=9w8F2yGUf-StpM:&ved=0CAUQjRw&url=http://affiliateman.nl/hello-world/&ei=tYgRUca7DoW70QW3vYCYCg&bvm=bv.41934586,d.d2k&psig=AFQjCNG6sCTcVczuHtWT9l7hwkGb-9RMLQ&ust=1360189874064317

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=dJw2T53gP8nh-M&tbnid=0XYHn54osuL7IM:&ved=0CAUQjRw&url=http://pinterest.com/dundeemail/&ei=bokRUa_DDoaa1AWVsoCgCg&bvm=bv.41934586,d.d2k&psig=AFQjCNFmtiQYyLrd-x9vteIRmYt-7NSo-A&ust=1360190102763495

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=ol820n6LZh-NGM&tbnid=iwPCXrsl99EEqM:&ved=0CAUQjRw&url=http://www.gooddata.com/blog/social-media-best-practices/&ei=FooRUezVNNC20QXw8ICIBg&psig=AFQjCNGYGBnimo1nxNyWccBEE_RhzQVxYw&ust=1360190310989416

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=sfKMfC2mzRrcMM&tbnid=sc0RIApd31l06M:&ved=0CAUQjRw&url=http://www.dmnews.com/a-public-square-for-marketers/article/265428/&ei=fIoRUeyZC6Wa1AW02YGADA&psig=AFQjCNEVfIINrgqPBg_DCBfmA-yceXrqWg&ust=1360190422860343

Customer Solution

Cost to Customer

Customer Needs

Categories

Campaigns

Content

Convenience

Channels

Context

Connected Commerce - Model

Competences

Capabilities

Start met klant en aanbod

Consistency

Connected Commerce

Ontdek behoeften van consumenten

Kies (onderscheidend) assortiment

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Vhhxtbw60P9KaM&tbnid=kcc5WfziKZt85M:&ved=0CAUQjRw&url=http://menciadetv.mencia.nl/news/170/61/Wie-de-schoen-past-trekt-m-aan&ei=TBIvUvnbK-HT0QXPjYHYCQ&bvm=bv.51773540,d.d2k&psig=AFQjCNGWshnCsfFjRI6ekqLf22Tv1ZBxwA&ust=1378902806327489

Customer Solution

Cost to Customer

Customer Needs

Categories

Campaigns

Content

Convenience

Channels

Context

Connected Commerce Model

Competences

Capabilities

Richt leveringsketen en organisatie in, verhelder propositie naar consument

Consistency

Connected Commerce

Concurrenten worden partners

Definieer klantcentrische processen

Customer Solution

Cost to Customer

Customer Needs

Categories

Campaigns

Content

Convenience

Channels

Context

Competences

Capabilities

Zorg voor gemak in winkelen en produceer sterke content

Consistency

Connected Commerce

Maximaliseer gemak

Creëer aantrekkelijke content

Customer Solution

Cost to Customer

Customer Needs

Categories

Campaigns

Content

Convenience

Channels

Context

Competences

Capabilities

Communiceer middels gestructureerde campagnes in een relevante context

Consistency

Connected Commerce

Reageer dynamisch op context in campagnes

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=HxPa7L0oOatAfM&tbnid=-ZmYVCDgE0RTaM:&ved=0CAUQjRw&url=http://www.brafton.com/news/audience-targeting-via-content-helps-reach-fragmented-consumers&ei=pjkQUbXrJcOg0QXH5oHwBg&bvm=bv.41867550,d.d2k&psig=AFQjCNEH-dUWiW1o3v9JI7567s0k56PnAg&ust=1360104228508827

Customer Solution

Cost to Customer

Customer Needs

Categories

Campaigns

Content

Convenience

Channels

Context

Competences

Capabilities

Laat kanalen en media elkaar versterken Wees consistent in communicatie

Consistency

Connected Commerce

Verbind je met haar op haar favoriete plaatsen

Print

Website

Magazines/ Catalogues

Email

Online Display

Word of Mouth

Blogs Radio

Search

TV

Billboards

Mobile

Direct Mail Vrienden

Tablet

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=IbaYRx8WfW_aiM&tbnid=eK_dJsyWbsMG3M:&ved=0CAUQjRw&url=http://techbeat.com/2012/12/will-the-new-ipad-mini-have-retina/&ei=gzgQUbuiGuLM0AWjooHACg&bvm=bv.41867550,d.d2k&psig=AFQjCNHK83I32zmjLRHbSbva6e8GrXp8AA&ust=1360103933312094

Implementeer naadloze kanaal connectoren

Customer Solution

Cost to Customer

Customer Needs

Categories

Campaigns

Content

Convenience

Channels

Context

Competences

Capabilities

Neem medewerkers met juiste competenties aan Ontwikkel relevante capabilities

Consistency

Connected Commerce

Organisatiestructuur is fluïde

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=gyFfICMbWACmGM&tbnid=ZDgxINOWFQ2SgM:&ved=0CAUQjRw&url=http://genevievetaylor.com/2008/09/22/change-the-long-short-of-it-part-4-of-4/&ei=-HMRUcGaIKiT0QXzxIDwBg&bvm=bv.41934586,d.d2k&psig=AFQjCNHC00AKi1WDadxldt6rF_piIAQuwg&ust=1360184674829040

Competenties divergeren

Oude marketeers begrijpen nieuwe niet en vice versa Goede marketeers hebben IT-kennis in hun rugzak Connectoren spelen cruciale rol: verbinden van disciplines

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=5DEjN0193-hUkM&tbnid=sloq_umyPJJMhM:&ved=0CAUQjRw&url=http://andyburkhardt.com/2011/11/15/getting-past-misunderstanding/&ei=nX8RUefjNMix0QXBkIDgAg&bvm=bv.41934586,d.d2k&psig=AFQjCNHkORD3dEkrhrOHKq-HBh1ECgWCtQ&ust=1360187635522190

Experimenteer en test doorlopend!

Richt IT voor eCommerce in

snel dynamisch

interactief

Customer Solution

Cost to Customer

Customer Needs

Categories

Campaigns

Content

Convenience

Channels

Context

Competences

Capabilities Consistency

Connected Commerce

“I can't go back to yesterday because I was a different person then.” Lewis Carroll, Alice in Wonderland

http://3.bp.blogspot.com/-Weu5VDoxKeg/Ui70skYw1vI/AAAAAAAAEP0/gIGfkSK2EhM/s1600/rups-naar-vlinder.jpg

Connected Commerce

The Day That Albert Einstein Feared Has Arrived!

Bedankt voor jullie aandacht

Vragen? Nu of later!

Roelof Jousma

Retail Strategy 4PiR “For Performance in Retail”

Marketing Supply chain management ∞

Strategy Consultant Innovation Purchasing

wehkamp.nl Coopers & Lybrand Royal Dutch Shell

Information Technology CRM Marketing Intelligence

Ziggo Database marketing Social commerce B2B eCommerce

Process improvement Conversion Content HEMA

Web shop design Email marketing Connected Commerce

Online marketing SEO/SEA Affiliate marketing PR Nationale Postcode Loterij

Marketing accountability Spend to sales leverage B2C

Online reputation management Interim manager Shopping experience

Connected Commerce – organisatorische stappen

Maturity In-house specialists Online department Channel integration

Level D Have internal co-ordinators and external specialists

Online is leading and dispersed

Exploit cross channel capabilities

Level C Grow internal specialists

Large broad focus department

Spread digital through organisation (online is (co-)leading)

Level B Hire internal specialists

Large narrow focus department

Integrate digital channels (multi channel)

Level A Rely on external specialists

Small new department Develop loose digital channel

Vertaal Direct Marketing naar Digitale Marketing

Connected Commerce – online marketing groei

Groei Site optimalisatie Analyse Online traffic Dialoog & loyaliteit

Level 5 Dynamic site software + CMS

Conversion attribution

Dynamic profiling Managed communities

Level 4 Ratings & reviews Multivariate testing

Behavioral targeting

Social media

Level 3 X/U sell Advanced analytics

Bid management Dynamic email marketing

Level 2 Eenvoudig Content mgmt. system (CMS)

A/B testing Organic and paid search (SEO + SEA)

Affiliate marketing

Level 1 Eenvoudige site software

Basic Analytics

Bannering Email marketing

Nieuwe expertisegebieden en experts

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=5EP6foE2n5wBlM&tbnid=kHeJ0-SeDg_yNM:&ved=0CAUQjRw&url=http://thebrickblogger.com/2013/01/lego-mindstorms-ev3-press-release/&ei=YCsQUZiINqKM0wWtsYCoBg&psig=AFQjCNGCzCJc0r7W4s_h6Hb4HnMlLFnoSQ&ust=1360100479818620

130912 Connected Commerce - een Integrale klantgedreven aanpak door 4PiR

Marketing

Transcript of 130912 Connected Commerce - een Integrale klantgedreven aanpak door 4PiR

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