Qsp summit 2014

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Published on March 13, 2014

Author: miguelcosorio

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Qsp summit 2014

MIGUEL OSÓRIO / QSP SUMMIT 2014 QSP Summit The Multi Channel Opportunity

MIGUEL OSÓRIO / QSP SUMMIT 2014 Enquadramento The Multi Channel Opportunity 01_ QSP Summit

MIGUEL OSÓRIO / QSP SUMMIT 2014 Multi-Channel Life News Feeds Personal Relationships Text, Mobile, Web Newspapers Ads, Articles Website, Online mentions, Ads Social Networks Television Email In-Store Experience Reviews Social Networks Miscellaneous

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MIGUEL OSÓRIO / QSP SUMMIT 2014 Consulta online antes de comprar offline 2009 19% Source:Forbes 2011 62%

MIGUEL OSÓRIO / QSP SUMMIT 2014 Compra pode acontecer offline ou online, dependendo da categoria Source: RSR Research, June 2013 Research any buy in store Research online, buy in store Research any buy online Store-to-web Sample size: 11.067 online shoppers Books. Music 10 20 30 40 50 60 70 80 90 Electronics Health & beauty Clothing Furniture Food

MIGUEL OSÓRIO / QSP SUMMIT 2014 Utilização de smartphones Para apoio a compra   de vestuário Source:Forbes Para apoio a compra   de produtos eletrónicos 42% 48%

MIGUEL OSÓRIO / QSP SUMMIT 2014 Valor do mercado de social media + mobile + email 2012 6Biliões Source:Forbes 2016 16Biliões

MIGUEL OSÓRIO / QSP SUMMIT 2014

MIGUEL OSÓRIO / QSP SUMMIT 2014 Abordagens ao Omni-Channel The Multi Channel Opportunity 02_ QSP Summit

MIGUEL OSÓRIO / QSP SUMMIT 2014 MULTI-CHANNEL OMNI-CHANNELVS. EXPERIENCE EXPERIE NCEEX PERIENCE EXPERIENCE BUSINESSBUSINESS SOCIAL LOCAL MOBILE SOCIAL LOCAL MOBIL E Source: Techsling

MIGUEL OSÓRIO / QSP SUMMIT 2014 6 Fatores de sucesso para o multi-channel 3 4 5 6 Desenhar a estratégia multi-channel com uma visão omni-channel Alavancar o conceito na proposta de valor existente e nos requisitos para vencer no multi-channel Interligar todos os touchpoints com o consumidor Modificar todos os intervenientes para fazer o delivery de uma performance multi-channel Integrar, de forma impercetível, todos os touchpoints desde a pré-venda até ao pós-venda, para uma experiência omni-channel Desenvolver uma estratégia de vendas diferenciadora para o conjunto de touchpoints 21 Source: Roland Berger, Multi-Channel Retail, 2014

MIGUEL OSÓRIO / QSP SUMMIT 2014 Multi-Channel reforça competências criando valor acrescentado oferecendo conveniência comunicando expertise criando uma experiência de compra demonstrando a força da marca definindo a estratégia da oferta multi-channel Source: Roland Berger, Multi-Channel Retail, 2014

MIGUEL OSÓRIO / QSP SUMMIT 2014 Fully Synchronized Full Fully Synchronized in Progress Some Synchronized in Progress No Plans 10 20 30 40 50 60 70 80 90 Fulfillment Pricing Strategies Procurement/Assortment Custmer Order visibility across all channels Traditional advertising Inventory visibility across all channels Consistent customer experience across all... Digital marketing (E-commerce, Mobile,.. Loyaty management Store Operations Customer call center Demand Forecasting Customer segmentation What is the current state of channel synchronization according to an “Omni channel” Strategy? Source: RSR Research, June 2013

MIGUEL OSÓRIO / QSP SUMMIT 2014 Significantly more profitable than single channel customers Slightly more profitable than single channel customers Equality profitable Less profitable than single channel customers Don’t know / Can’t tell 47% 38% 39% 28% 29% 28% 26% 28% 3% 7% 6% 11% 3% 10% 3% 4% 18% 17% 26% 29% 2013 2012 2010 2009 Consumidores multi-channel são considerados significativamente mais rentáveis do que consumidores single-channel. Source: RSR Research, June 2013

MIGUEL OSÓRIO / QSP SUMMIT 2014 Multi-formato Continente 236 100 183 2 Formatos loja 1 Formato loja 3 Formatos loja

MIGUEL OSÓRIO / QSP SUMMIT 2014 On/Offline Continente 236 100 184 Online + Offline Exclusivos offline

MIGUEL OSÓRIO / QSP SUMMIT 2014 Evolução on/off line Continente 100 119 106 Offline 2012 Online + Offline 2013

“Omni-channel:   when it works, it’s a lovely thing”  ! ! ! ! ! ! !Fiona Dias, chief strategy officer at ShopRunner

MIGUEL OSÓRIO / QSP SUMMIT 2014 Organization Sales Marketing Processes IT Adaptações internas são necessárias para operar uma estratégia multi-channel bem sucedida Source: Roland Berger, Multi-Channel Retail, 2014

MIGUEL OSÓRIO / QSP SUMMIT 2014

MIGUEL OSÓRIO / QSP SUMMIT 2014 "The shopping experience is at the top of our food chain"

MIGUEL OSÓRIO / QSP SUMMIT 2014 “We'll put the supply chain at the heart of omni-channel retailing”

MIGUEL OSÓRIO / QSP SUMMIT 2014 “As always, it’s about putting the customer first.”

MIGUEL OSÓRIO / QSP SUMMIT 2014

MIGUEL OSÓRIO / QSP SUMMIT 2014 Beyond Omni-Channel The Multi Channel Opportunity 03_ QSP Summit

MIGUEL OSÓRIO / QSP SUMMIT 2014 2000 Dual-channel strategy Multi-channel strategy Integrated omni-channel strategy 2010 2013 Future Mono-channel strategy Evolução dos canais de vendas

MIGUEL OSÓRIO / QSP SUMMIT 2014 Evolução dos canais de vendas Pre-purchase Purchase Post-purchase From paid media to owned and earned media From purchasing decision to after sale From : TV Radio Print To: Social Media Blogs User videos

MIGUEL OSÓRIO / QSP SUMMIT 2014 Omni-Relevância

MIGUEL OSÓRIO / QSP SUMMIT 2014 Penetração da internet abaixo da média Internet penetration in Portugal (2013) Source: International Telecommunications Union. (4) Internet penetration in developed countries (2013) 55.2% 77%

MIGUEL OSÓRIO / QSP SUMMIT 2014 Penetração da internet abaixo da média 97.1 83.8 78.8 83.6 96.9 92.7 89.4 60.6 90.0 67.255.2 81.0 79.8 69.0 57.7 15.7 17.7 15.0 31.1 11.8 15.0 44.4 78.0 71.7 28.1 50.0 20.5 100.6 65.1 64.9 92.9 79.1 85.4 90.9 81.3 83.3 82.1 85.0 73.0 79.8 72.1 70.7 50.0 56.1 60.0 51.0 19.0 56.7 53.0 58.1 52.9 85.0 above 60%30% - 60%0% - 30%Internet penetration in European countries in 2012 as a percentage of a country’s population

MIGUEL OSÓRIO / QSP SUMMIT 2014 Utilização de smartphones abaixo da média de todos os portadores de telemóveis que têm um smartphone 39% VS. 73.8 % 73.0 % 72.8 % 71.7 % 67.5 % 64.6 % 62.9 % 62.8 % 62.2 % 59.0 % 57.0 % 56.6 % 56.4 % 56.4 % 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% United Arab Emirates The United States Ranks 13th in Smartphone Penetration Top 15 countries with the highest smartphone penetration in Q1 2013 Top 15 countries with the highest smartphone penetration in Q1 2013 South Korea Saudi Arabia Singapore Norway Australia Sweden Hong Kong United Kingdom Denmark Ireland Israel United States Canada Spain 1. 2. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 55.4 %

MIGUEL OSÓRIO / QSP SUMMIT 2014 Adesão limitada ao e-commerce

MIGUEL OSÓRIO / QSP SUMMIT 2014

MIGUEL OSÓRIO / QSP SUMMIT 2014 Customer Intimacy Processo: Casa Consumidor Contacto com consumidor Entrevista prévia Saída para loja selecionada Loja /Compras Chegada a Loja Entrevista prévia (reputação comprtamento habitual) Shop Along dirigido Brainstorming Em Sala: Conclusões Key learnings de cada sessãoPartilha de experiências Discussão Síntese

MIGUEL OSÓRIO / QSP SUMMIT 2014

MIGUEL OSÓRIO / QSP SUMMIT 2014

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MIGUEL OSÓRIO / QSP SUMMIT 2014 Quota de mercado 146 57.6%Pontos de venda

MIGUEL OSÓRIO / QSP SUMMIT 2014 650.000 Visitantes em 2013

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MIGUEL OSÓRIO / QSP SUMMIT 2014

MIGUEL OSÓRIO / QSP SUMMIT 2014 cartões ativos +150k 3.4 do que em 2012 milhões

MIGUEL OSÓRIO / QSP SUMMIT 2014 Conhecer e compreender os consumidores é a chave para uma estratégia multi-channel bem sucedida análise de ~150 milhões de transações

MIGUEL OSÓRIO / QSP SUMMIT 2014 Cupões diferentes 400milhões Campanhas de desconto/ano 40 Conhecer e compreender os consumidores é a chave para uma estratégia multi-channel bem sucedida Mais de

MIGUEL OSÓRIO / QSP SUMMIT 2014

MIGUEL OSÓRIO / QSP SUMMIT 2014 Ecosistema Continente Exclusivo MC MC outros 100 50 287

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MIGUEL OSÓRIO / QSP SUMMIT 2014

MIGUEL OSÓRIO / QSP SUMMIT 2014

MIGUEL OSÓRIO / QSP SUMMIT 2014 Continente Online 20mil Cobertura da população nacional 72% Clientes registados Visitas anuais Exposições de páginas por ano Produtos disponíveis 500mil 15 184milhões milhões mais de

MIGUEL OSÓRIO / QSP SUMMIT 2014 Click&Drive e Click&Pick

MIGUEL OSÓRIO / QSP SUMMIT 2014 App Continente

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MIGUEL OSÓRIO / QSP SUMMIT 2014

MIGUEL OSÓRIO / QSP SUMMIT 2014 Conclusão The Multi Channel Opportunity 04_ QSP Summit

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MIGUEL OSÓRIO / QSP SUMMIT 2014

MIGUEL OSÓRIO / QSP SUMMIT 2014 ousadia

MIGUEL OSÓRIO / QSP SUMMIT 2014 coragem

MIGUEL OSÓRIO / QSP SUMMIT 2014 colaboração

MIGUEL OSÓRIO / QSP SUMMIT 2014 diferença

MIGUEL OSÓRIO / QSP SUMMIT 2014 Entre 2001 e 2013 Eleita 12 vezes marca de confiança pelos portugueses 160prémios

MIGUEL OSÓRIO / QSP SUMMIT 2014 CONTINENTE. HÁ 12 ANOS SINÓNIMO DE CONFIANÇA. CONFIANÇA

MIGUEL OSÓRIO / QSP SUMMIT 2014 obrigado The Multi Channel Opportunity Muito QSP Summit

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