on & off line relationship by henry lewington
DESCRIPTION
Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)TRANSCRIPT
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The relationship between OFF and ON LineThe Old Order Changes. Maximise resources on and offline.
+Our aims in the next 30 mins.
Who is our audience online. Who are we missing?
Tools for improving performance
Increase the data sources
The way forward.
+Outside the digital bubble.
Within last 3 months
More than 3 months ago
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16-2425-3435-4445-5455-6465-7475+All
+Who is not digital?
+Digital/Non-Digital – In between. The frustrated
+The High Street Environment.
+High Street vs Online.
+Tools which bridge Online and offline with data.
+What does walkbase do?
+ What are the benefits of Walkbase?
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Impact online?
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Impact offline?
+ Apply Online methodologies…Offline.
+ Apply Online methodologies…Offline.
+ Reporting in real time.
+ Monitor dwell time, dept by dept.
+ Track store movements & Monitor KPI’s.
Customer Acquisition
In store behaviours
Customer Loyalty
Staffing
Sales potential
+What does KingofShops do?
Increase Footfall Offline
Attribute Revenue to website traffic channels or campaigns
Generate trackable revenue from customers who are less likl;ey to buy online.
Maximise Revenue from web traffic.
Better use in store sales time
+Improve Efficiencies.
Once again applying online methodology to drive offline sales.
Attribute sales to channels
Optimise channel and appt offerings to maximise performance
+Premiere Service needs.
Customers who specifiy a service need spend more ins store.
Spend rises again if they are given a personal service.
+Who benefits?
Store Managers Marketing Depts Customers
+Reporting on Revenue
+Reporting on event availability?
+Attendance Reporting?
+Gather data?
+Increase website engagement
+Summary
On vs Off Line Debate
• Declining Sales on High St
Frustrated Customer Base
• Buys less
Tools provide Functionality & Data
• More Efficient use of resources
Customers Spend more
• Profits Rise
High Street plays to it’ strengths.
• Repeat Business