Presentación Cassio Salinas | Oracle Commerce - eCommerce Day Bogotá 2017
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Diapositivas presentadas por Cassio Salinas, Sales Director for Latin America Oracle Commerce, en el eCommerce Day Bogotá 2017.
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Presentación Cassio Salinas | Oracle Commerce - eCommerce Day Bogotá 2017
- 1. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | Omni-Channel Interactions en un mundo desafiante Cassio Salinas Oracle Commerce Sales Consultant Director para America Latina Septiembre 2017
- 2. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 29/18/2017 Oracle Confidential – Internal/Restricted/Highly Restricted 2Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Taxis de Londres Un Mercado de 300 años
- 3. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 39/18/2017 Oracle Confidential – Internal/Restricted/Highly Restricted 3Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Dos a Cuatro Años de Estudio Examen Oral y Escrito Pagar los Examenes Comprar el Vehiculo Pagar el Reloj Medidor
- 4. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 49/18/2017 Oracle Confidential – Internal/Restricted/Highly Restricted 4Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Disrupcion
- 5. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 59/18/2017 Oracle Confidential – Internal/Restricted/Highly Restricted 5Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Disrupcion continua
- 6. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | El comportamiento está cambiando... 40%de los consumidores prefieren comprar online.
- 7. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal 7 El nuevo consumidor exige personificación... 98%de los consumidores afirman recibir promociones irrelevantes.
- 8. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
- 9. Copyright © 2017 Oracle and/or its affiliates. All rights reserved. | TOP TRENDS Gen X BUY IN-STORE, DELIVER TO HOME CLICK AND COLLECT SHOPPING ON MOBILE CHECK IN-STORE AVAILABILITY PRE-VISIT MOTIVATED BY REWARDS Millennial CLICK AND COLLECT RESEARCH ONLINE, BUY IN-STORE RESEARCH IN-STORE, BUY ONLINE CHECK IN-STORE AVAILABILITY PRE-VISIT MOTIVATED BY COMMUNITY AND EVENTS
- 10. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
- 11. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |Oracle Confidential – Internal/Restricted/Highly Restricted
- 12. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | La estratégia debe ser consistente.... Oracle Confidential – Internal 12 muchos productos no garantizan una estratégia Omnichannel ¿Que hacer?
- 13. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. Enfoque Donde Cuenta: La Experiencia del Cliente
- 14. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. El Commerce fue Reinventado!
- 15. Copyright © 2015 Oracle and/or its affiliates. All rights reserved.
- 16. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. | Apps son una parte crítica de este mundo móvil 3x Los usuarios se convierten para comprar 3 veces más en App que en la web para móviles 286% más Los usuarios navegan por más productos en Apps que en la web móvil 140 mil millones Número total de descargas de Apps en iOs
- 17. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. | Confidential – Oracle Restricted Encuentre la forma más efectiva de captar la atención de su cliente La idea central detrás del Márketing Móvil
- 18. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. | 18 Se trata de quién es el cliente, dónde está el cliente y cómo desea comunicarse a través de los canales. Oracle Confidential - Restricted 1818
- 19. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | ¿Cuál es el mensaje móvil correcto en el momento perfecto?
- 20. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 20
- 21. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 21 7 Estrategias para ayudarle a entregar el mensaje móvil adecuado en el momento perfecto
- 22. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. Oracle Confidential - 2 1. Abrace Omni-Channel como su estrategia global de marketing
- 23. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | 2. Construir un perfil de cliente conectado 23 Purchase History Web Analytics Loyalty Favorites Call Center Preferences Recommendations
- 24. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | Name: Greg Jones Loyalty: High Value Customer Past Purchase: One Person Tent Last Browsed: Hiking Boots Favorite Brand: The North Face
- 25. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. 2 CONECTE SU CLIENTE MÓVIL Install Date Last Seen Device Model Timezone Advertising ID Carrier User Identifier Preferences Last Known Location
- 26. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. 2 CONECTE A SU CLIENTE
- 27. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | Name: Greg Jones Loyalty: High Value Customer Past Purchase: One Person Tent Last Browsed: Hiking Boots Favorite Brand: The North Face Last App Campaign : Open Hiking Boots Push Campaign Interests: Climbing Last Seen in Mobile App: 7 Days Ago Last Known Location: Boulder, Colorado Last Store Visit: Pearl Street Store for 30mins
- 28. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | Optimize the Mobile Experience 28 EffortlessContextualTimely Useful Oracle Confidential - Restricted 28Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Mobile Web Booking SMS to Drive Adoption 3. Utilice eventos oportunos de clientes para agregar valor y impulsar la participación
- 29. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 29 4. La oportunidad de aprovechar Contexto Los usuarios se convierten de un mensaje push contextual en comparación con sólo el 15% de los mensajes de difusión 54% (Localytics Study)
- 30. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. Oracle Confidential - Restricted 30 5. Elija el formato de mensaje correcto Email SMS Push Rich Push/ In - App Message Center
- 31. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 6.HágaleAccionable,AtravésdeCanales 3 Email App Complete In Store 25% Complete on Desktop/Lapto p 41% Complete on Mobile 34% Customers Begin on Mobile (ForSee. 2016)
- 32. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 3 7.Midayoptimice lasexperienciasdelos clientes Testing Optimization Insights Actions
- 33. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 33 Tenga una estrategia de visión 360 del cliente y jornadas omni-channel Utilice su aplicación como una oportunidad para crear un cliente más conectado Haga que sus mensajes sean oportunos, relevantes y procesables. Para llevar
- 34. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. EXPERIENCIADELCLIENTE LAMÉTRICA DEFINITIVADEL SUCESO!
- 35. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Interacciones Omni-Commerce Ejemplo de casos de uso Grow Confidential – Oracle Internal/Restricted/Highly RestrictedC O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S
- 36. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 36 Jen trabaja en el equipo de marketing digital de Supremo. C O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S
- 37. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | AT S U P R E M O H E A D Q U A R T E R S Jen establece una campaña para volver a involucrar a un grupo de clientes de bajos ingresos. C O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S
- 38. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Laura está en la base de datos de Supremo, pero no ha hecho una compra reciente. C O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S
- 39. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Laura recibe el correo promocional y hace clic en el sitio web de Supremo. C O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S S H O P P E R B R O W S E R
- 40. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Laura necesita más información sobre el producto para hacer su elección. C O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S S H O P P E R B R O W S E R
- 41. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Laura searches community content to see what other customers say Laura busca contenido de la comunidad para ver lo que otros dicen. C O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S S H O P P E R B R O W S E R
- 42. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Confiada en su compra, Laura redime sus ahorros y hace check-out. C O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S S H O P P E R B R O W S E R
- 43. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Jen ahora puede agregar a Laura a otros segmentos de clientes para programas específicos. C O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S AT S U P R E M O H E A D Q U A R T E R S
- 44. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Jonathan quiere comprar una nueva máquina de espresso. C O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S S H O P P E R B R O W S E R
- 45. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Jonathan agrega una máquina a su carrito, pero deja el sitio web de Supremo para comparar. C O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S S H O P P E R B R O W S E R
- 46. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 1 HOUR LATER Más tarde, Jonathan recibe un correo electrónico con el elemento abandonado, con una llamada a la acción. C O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S S H O P P E R B R O W S E R
- 47. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Julie está conduciendo la campaña del carro abandonado en Supremo. C O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S AT S U P R E M O H E A D Q U A R T E R S
- 48. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Julie se conecta con el sistema de comercio electrónico para crear mensajes dirigidos. C O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S AT S U P R E M O H E A D Q U A R T E R S
- 49. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Julie agrega una opción para la asistencia de chat para carros de alto valor. C O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S AT S U P R E M O H E A D Q U A R T E R S
- 50. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Jonathan hace clic en el correo electrónico y toma la oferta de chat. C O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S S H O P P E R B R O W S E R
- 51. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Jonathan inicia una sesión de chat. C O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S S H O P P E R B R O W S E R
- 52. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Andrea es un agente de servicio al cliente de Supremo que recibe la charla de Jonathan. C O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S AT S U P R E M O H E A D Q U A R T E R S
- 53. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Andrea mira el carro de Jonathan y hace recomendaciones. C O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S AT S U P R E M O H E A D Q U A R T E R S
- 54. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Jonathan redime la oferta y comprueba con dos artículos en su carro. C O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S S H O P P E R B R O W S E R
- 55. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Jonathan recibe correos electrónicos para eventos de la tienda en su área. C O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S
- 56. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Jonathan se inscribe para la clase en el sitio web. C O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S S H O P P E R B R O W S E R
- 57. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Ryan hace que la experiencia en la tienda sea más personal con los datos de canales cruzados. C O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S I N S U P R E M O S T O R E
- 58. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Ryan accede a la información de canales cruzados para personalizar la asistencia. C O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S S T O R E A S S O C I AT E A P P
- 59. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Ryan ayuda a Jonathan con una compra en la tienda. C O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S S T O R E A S S O C I AT E A P P
- 60. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Los artículos Fuera de stock se pueden comprar y enviar desde la aplicación de asociados. C O P Y R I G H T © 2 0 1 6 O R A C L E A N D / O R I T S S T O R E A S S O C I AT E A P P
Notas do Editor
- I’d like to start by telling you about a 300-year old market. It was, for all intents and purposes, a monopoly. I’m talking about the taxi business in London. The tradition of licensed cabs in London goes back 3 centuries, to when they were “hackney carriages”.
- To be a London driver, you have to spend 2-4 studying London streets and alleyways and commit them to memory. You have to pass a written and oral test – for which you have to pay test fees. You have to buy this one-of-a-kind vehicle (shown here), then pay for the meter to be installed. The whole process is managed by local licensing offices that collect licensing fees. These were huge barriers to entry – but they could do whatever they wanted. They’ve been the only game in town for 300 years.
- Enter Uber. A ride-sharing app. No central dispatch. No motor pool. No tests. No licensing offices. All a driver needs is a car, a driver’s license, insurance, and a background check. How disruptive was Uber? London taxi drivers staged a huge protest in June by clogging up Trafalgar Square. They demanded new laws to forbid Uber and others like them. And it really made a difference. For Uber. Right after the demonstration, downloads of the Uber app SOARED by 850 percent. You may know the rest of Uber’s story. This four-year old company was recently valued at $18.2 billion. It now runs in 42 countries around the world. And as they expand, they keep cutting their prices below taxis.
- Uber’s disruption doesn’t begin and end with the taxi industry. Can anyone guess what’s next? Logistics. Companies are now trying to figure out how they can use the ride-sharing model to handle “last-mile” package delivery for shopping or shipping and bypass traditional, expensive options like FedEx. Don’t think that FedEx isn’t looking very hard at this, too. You can see the picture I’m painting for you.
- Perfil de Consumo está mudando Grandes marcas não dominam o mercado eletrônico da mesma forma que dominam o tradicional. Empresas estão lutando para se manter competitivas – 40% dos consumidores afirmam que preferem comprar on-line.
- O Consumidor exige personificação Consumidores da era digital procuram por uma experiência exclusiva e personificada 98% dos clientes afirmam receber promoções irrelevantes – A opção de escolha do consumidor digital é aquela que otimiza o tempo, oferece flexibilidade e entrega uma experiência personificada..
- Picture Ref: http://www.dirigodev.com/content/uploaded/blogfeaturedimages/UX_Generations.jpg Are all these people the same, would they want the same product? It’s easy to think of them as generic types, but the reality is much more sutble.
- But there are still major differences between the different demographic groups. Millennials are less interested in personal offers but in one survey 95% of them reported that they wanted their brands “to court them actively”, by sending coupons via email or mail, to have the most influence on them. Boomers crave customer service while Millennials want technology to make their shopping experiences frictionless. For instance, 57% of millennials compare prices In-store, far greater than the number of Boomers. Millennials are as concerned as Boomers about sharing data, but at the same time they crave community much more than Boomers. Word of mouth is their primary form of trusted influencer where as Boomers rely on ads. What we’ve seen over the last several years is that Millennials are trendsetters, not followers, across all industries from fashion to food. They value new experiences, and “being first” to try new things. Quality and authenticity are most important to millennials. Authenticity is particularly important to them. When you look at Boomers, and what you can do to engage them and incent the kind of behaviors that you’d like to see, like conversion or increasing AOV - Boomers are much more motivated by reward.
- Estratégia Consistente entre Áreas Como manter soluções distintas conectadas sem impactar a experiência do cliente? Ter muitos produtos não garante a entrega de uma estratégia omnichannel A falta de uma estratégia única para a gestão da jornada do consumidor entre as plataformas de Marketing, E-commerce & Atendimento impedem o crescimento. “Você consegue ter uma estratégia consistente e personificada independente do canal? Você consegue ter a agilidade desejada para implantação de novas estratégias de negócio em sua operação?
- In order to succeed in the new era of digital, you must focus on the only thing that matters --- a CX that finds, delivers, and keeps loyal customers. This is how you will grow revenues and get ahead.
- Today mobile is overtaking traditional web as the dominant platform. The total number of app downloads — on iOS alone — already tops 140 billion. That is more than 20x the world’s population. In fact, what we’re seeing is that users browse 286% more products in apps than on the mobile web. Users convert to purchase 3X more often in-app than on the mobile web Mobile unlocks the true promise of personalized marketing through location, timing and relevancy. Web-centric services simply can’t compete with that.
- The core idea behind marketing is and has always been simple: find the most effective way to capture your customer’s attention. Improvements in technology have not changed that principle — but they have opened up more, better ways to market to consumers. Today, marketing technology is in the midst of another fundamental shift. With mobile devices, brand to consumer communication has never been so real time, so contextual.
- Your customers are on mobile devices; you need to find out: how many, what they expect, and what they are doing. Use these answers to inform your mobile marketing strategy to go beyond mobile as a standalone channel with its underutilized brand apps and cumbersome mobile sites. Instead seize the opportunity to transform the customer experience
- Adapt to Mobile Micro-Moments
- CREATING CONTEXT SLIDE… Example and then discuss the importance of context and other examples…
- So really…this is where we have been investing our time and development. Our goal is to put marketer in control of the app, deliver a full mobile experience, and integrate it as part of an overall orchestrated customer experience. Happy to take questions..
- CREATING CONTEXT SLIDE… Example and then discuss the importance of context and other examples…
- CREATING CONTEXT SLIDE… Example and then discuss the importance of context and other examples…
- I spoke to a local NZ brand late last year on their strategy around their new app and one of they KPIs was to drive app adoption from the current 20% to 80% within 12 months. Some pretty aggressive targets but if you optimize your mobile experience for your customers, they are very achievable. A simple but extremely effective example, is a local Australian company Dimmi. They had recently done a complete overhaul of the mobile app as more of their customers downloaded their old app, yet engagement is very low impacted by poor user experience. Like a lot of companies who are launching a new app, their biggest challenge was driving adoption. They orchestrated a simple post booking program that was contextual to that customer. When a mobile booking was made, a customer if it was identified that they have not installed the app, received an SMS message with a link to the app store to immediately download. Since this message was timely… immediately after booking and contextual... The results were immediate Now this is quite simple, yet only possible if you start to break down the siloes between product, people and process to provide a unified approach to customer experience. Not only are you adding value to the customer, through providing a more frictionless way to manage their bookings, but it is now another opportunity to better understand your customer and their behaviour.
- Recap on Optimization So, quick recap: We believe optimization is important, so we bought the best company in the world at it. Maxymiser lets you test almost anything on your Web site or mobile app. It lets you discover insights about the results. And it lets you leverage the results into targeted and personalized actions—all of which will deliver you better business results and your customers a better experience. And that’s just Maxymiser by itself. You saw the next level of Maxymiser with the Responsys-Maxymiser integration, driving cross-channel orchestrations. And we’re obviously not stopping there, with a single integration. Because, at this point I hope you’ll agree, the more optimization, the better. John? Influence all Stakeholders
- So really…this is where we have been investing our time and development. Our goal is to put marketer in control of the app, deliver a full mobile experience, and integrate it as part of an overall orchestrated customer experience. Happy to take questions..
- What’s possible? Let’s walk through some sample use cases.
- Meet Jen, she works on the digital marketing team at Supremo – a coffee supplies retailer.
- Jen creates an orchestrated email campaign to re-engage customers who haven’t purchased anything on the Supremo website recently. She works with the eCommerce team to set up a 20% off promotion for this campaign.
- Laura is a Supremo customer. She’s purchased from Supremo in the past, but hasn’t been to the site in a few months.
- Laura receives the promotional email, and realizes she needs a new french press, so she clicks through to the Supremo website.
- Laura narrows in on a product – but wants more information. She clicks through to the community knowledgebase for relevant content to help her make a decision.
- Laura finds the answers she needs reading customer feedback. One of the comments recommends buying 2 presses – so, she adds another to her cart.
- Confident in her purchase, Laura redeems her 20% off code, and transacts.
- Now that Laura has been re-engaged as a customer, Jen can add her to a different customer segment – with targeted messages based on her latest purchase, in addition to a nurture campaign to keep Laura close to the Supremo brand.
- Meet Jonathan. He’s shopping for a espresso machine, so he visits the Supremo website.
- He adds a machine he likes to his cart, but leaves the Supremo site to compare options from other sellers.
- An hour later, Jonathan receives a targeted email from Surpemo with an incentive for 10% off to finish the purchase of the espresso machine.
- Behind the scenes, Julie – a marketer at Supremo – is driving an abandoned cart campaign to accelerate stalled and potentially lost sales.
- Julie connects to eCommerce system that shares data for the abandoned cart campaign.
- She can even set guidelines to create more tailored messages - like including the live chat assistance for higher-value carts like Jonathan’s – to help further increase conversions
- Jonathan could use the help deciding on the machine, so he clicks the email message, and takes the offer for chat assistance.
- Jonathan starts a chat on the Supremo site and asks for help deciding on the machine that will work best for his needs.
- Back at Supremo headquarters, Jane, a customer service agent is engaging with Jonathan via chat.
- Jane can access Jonathan’s cart to see the product he’s interested in. She makes the recommendation to stick with his selected machine based on his needs. She also makes a cross-sell recommendation for an accessory that will work with this machine.
- Now confident in his purchase, Jonathan completes his delayed shopping cycle. He purchases the espresso machine – and the accessory that Jane recommended. He redeems his 10% off savings and checks out.
- Jonathan purchased an espresso machine from Supremo and was added to follow-up campaign. He receives a targeted email for a class at the Supremo store in his area.
- Jonathan clicks through to Supremo website where he reads more about the class and signs up.
- At the Supremo store, Ryan, the associate, uses cross-channel data to make the in-store experience more personal.
- Ryan can view customer profiles on his tablet to make personalized recommendations, understand preferences, and assist customers with in-store purchases.
- After the class, Jonathan asks Ryan for a recommendation on a coffee grinder. Ryan gives Jonathan a suggestion, and can check him out directly from his tablet in the store.
- And since the product was out of stock in the store, Ryan placed the order on his tablet and had it shipped directly to Jonathan’s home address, stored in his customer profile.