METRO Cash & Carry Romania Member of

Marketingin an OmniChannel

environment

Everything is connected.

January 18, 2014

Cosmin Costea

Cosmin Costea | METRO Cash & Carry Romania Member of Page 2

Contents

3

1 Integration

What does it mean SingleChannel, MultiChannel, OmniChannel

4 OmniChannel benefits

7 The METRO approach

8 Conclusions

5 How to do OmniChannell

6 OmniChannel challenges

Cosmin Costea | METRO Cash & Carry Romania Member of

Integration: the road we want to travel

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>> Integration

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>> Customer needs

In B2B we still sell to people. And they have needs

What do they want

Maslow: Hierarchy of needs

Herzberg: Two– factor theory

How do they think

Vroom: Expectancy theory

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>> What does the customer need

Everything is connected

Customer Integrated User Experience

e-Commerceworld sales

2012USA: 10%UK: 13%

2022UK: 30%RO: ??%

B2B customers want the same things B2C want

Sursa: Centre for Retail Research

Cosmin Costea | METRO Cash & Carry Romania Member of

One communication and sales channel

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>> SingleChannel

Cosmin Costea | METRO Cash & Carry Romania Member of

More channels: MultiChannel

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>> MultiChannel

ROPO

Research Online Purchase Offline

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All the touch points are integrated: OmniChannel

>> OmniChannel

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OmniChannel customers buy up to 30% more

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>> OmniChannel benefits

+15…30%

+15…30%

SingleChannel MultiChannel OmniChannel

IDC Retail Insights: Satisfying the Omni-channel Consumers Whenever and Wherever They Shop

Cosmin Costea | METRO Cash & Carry Romania Member of

TOP 5 ways to start OmniChannel

1. Social Media

2. In-store online access

3. Connected staff

4. Localized interaction

5. Data power

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>> How to do OmniChannel

Cosmin Costea | METRO Cash & Carry Romania Member of

TOP 3 challenges

1. Business model

2. Common objectives

3. Integrated conversion

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>> OmniChannel challenges

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>> The METRO approach

In-store campaigns

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>> The METRO approach

METRO leaflets integration

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>> The METRO approach

Bloggers campaign

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>> The METRO approach

The winner gets a “teambuilding cooking session”

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>> The METRO approach

Benefits and Free delivery campaigns

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>> Conclusions

1. Focus on what the customer really wants

2. Integrate communication and sales channels

3. Common objectives

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>> Next steps

What will you do from day one

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>> Questions

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>> Thank you.