The Future of Fashion Retail-
Omni Channel Marketing
Author: Shreya Bhardwaj Final Master Thesis Masters Fashion Management 2013-2014 Course Leader: Marie Pierre Schickel Project Mentor: Stefania Boleso
Contents
3.Omni Channel Marketing
1.Evolution of Marketing
2.Changing Consumer Behaviour
7.Conclusion
5. Best Practices
4. Omni Channel Mechanism
6.Trussardi Development Plan
Evolution of Marketing
Customer experiences a single type of touch-point. Only one channel is oered.
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Customer experiences multiple channels.
 There is a single customer view but the channels do not deliver the same brand experience, by acting separately
Customer experiences a brand, not a channel.
 There is a single view on the customer and he is serviced consistently across all channels.
Changing Consumer Behaviour
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1 2 3 4 5
‘Digital’ is the new way of life Influenced purchase: Social Media, Peer. Family, Technological advancement Customers’ expect: Engagement + Interaction Consumers’ are more: Informed, Focused, Discerning Seek bespoke information
Changing Consumer Behaviour
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4
“Omni” means “ALL.” “Channel,” in this context, is a “means of communication.”
Omni Channel Marketing
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Is a seamless approach to the consumers across all available channel It implies to an unrestricted and infinite access the brand’s information, products and services irrespective of the time or geography, in all possible brands’s communication channels Consumer Insights Online Channels
Offline Channels Technological Advancements
An Interactive Engaging Consumer Experience
Key Elements
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Technological Development #2
Social Media #1
Omni Channel Marketing is the integration of the all possible touch points at which consumers can access information, an excellent and seamless experience of the brand. For the consumer of today, is strictly connected to the development of possibilities and advancements in the web and digital technologies
Online Channels #4
Oine Channels #5
Big Data #3
Omni Channel Mechanism
Integrate & Comprehend Data at all touch points
Analyse& Derive value of Data
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Optimize Marketing Operation
Discover & Innovate Attributes
Invent & Execute (repeat)
Omni Channel Mechanism Offline Touch-points
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Omni Channel Mechanism
9 Online Touch-points
Omni Channel Mechanism Offline Touch-points
10 Online Touch-points
Omni Channel Mechanism Offline Touch-points
11 Online Touch-points
ŠFashionBi
Best Practices
Offline Touch-points
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Online Touch-points
Best Practices
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Store window of Diesel, Milan
#DIESELREBOOT
Store window of Diesel, Shanghai
Print Advertisement
Best Practices
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dieselreboot.tumblr.com
#dieselreboot on Weibo
evapapamargariti.tumblr
dieselreboot.tumblr.com
Best Practices
Online Advertising/Promotion
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Merchandise
Print Advertisement
Pop-Up Store
Adidas Stan Smith Re-launch Project #TRUMANBREWERY Outdoor Event
In-Store Technology
Brand Profile:Trussardi
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Recognised all over the world Trussardi is lifestyle brand of an Italian family that oers an exclusive experience based on Fashion, Art, Food and Design. !
Brand Portfolio: Trussardi Tru Trussardi Trussardi Jeans
Trussardi inspires dream and seduction through leather goods (DNA of the brand), contemporary clothing and the world of denim that allows to create atonal look characterised by an eortless elegance.
Existing Communication Channels:Trussardi OFFLINE CHANNELS Store
Store Window
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ONLINE CHANNELS Trussardi Website
E-Commerce
Events Online Advertisement/Promotion Merchandise
Social Media
Oine Advertisement/ Promotion
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OFFLINE CHANNELS Store
Store Window
Events
ONLINE CHANNELS Trussardi Website
E-Commerce
Trussardi currently has a Multichannel MarketingOnlineapproach Advertisement/Promotion
Merchandise
Social Media
Oine Advertisement/ Promotion
Development Plan:Tru Trussardi
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Digital Panels
Website
QR Codes
Augmented Reality
Proximity Marketing
Brand Application
Brand Application
ONLINE CHANNELS
OFFLINE CHANNELS
Website & Social Media
Development Plan:Tru Trussardi
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Digital Panels
Website
QR Codes
Augmented Reality
Proximity Marketing
Brand Application
Brand Application
ONLINE CHANNELS
OFFLINE CHANNELS
Website & Social Media
Website & Social Media www.trussardi.com
QR Code specific to Tru Trussardi
Giving consumers experiential value at the store window
ONLINE CHANNELS
OFFLINE CHANNELS
Development Plan:Tru Trussardi
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Digital Panels
Proximity Marketing
Brand Application
+ Merchandise
Download Brand Content
Personalised CustomersQR Codes based on Tru Trussardi’s App
Geo-Location for Merchandise In-store
ONLINE CHANNELS
OFFLINE CHANNELS
Development Plan:Tru Trussardi
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Development Plan:Tru Trussardi
Brand Application
ONLINE CHANNELS
OFFLINE CHANNELS
Website
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Interactive Trial room mirror
Trial Options Delivery Services
In-store Customer Service
Consumer Wish-list
Conclusion Benefits: An enhanced and consistent experience across all devices A compelling brand story that promises a distinctive experience Customised oers based on personal preferences and information which are totally protected To maximise the value of mobile shopping, both store apps and mobile sites must improve Transparency and real time information into a retailer’s inventory Two-way social media engagement
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