The New Commerce Conference: The Omni-channel Imperative
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The document outlines a presentation at the New Commerce Conference focusing on the omni-channel imperative in marketing strategies. It discusses key insights from a study on ecommerce behaviors, emphasizing the importance of diverse platforms for reaching consumers and adapting strategies accordingly. The presentation includes planning tips for marketers, encouraging collaboration, and highlighting the need for budget fluidity and effective use of data analytics.
![Housekeeping & FAQs
6
Will recording be shared?
Yes!
Will slides be shared?
Yes!
How do I ask a question?
Type your question in the "[Enter question for staff]"
field. Only the presenters see the question. Questions
will be addressed at the end of each session.
Other questions?
Email info@catalystdigital.com.](https://image.slidesharecdn.com/omni-channelpresentationdeck-201015154127/85/The-New-Commerce-Conference-The-Omni-channel-Imperative-6-320.jpg)
The New Commerce Conference: The Omni-channel Imperative
- 1. 1 Session 3: The Omni-Channel Imperative THE NEW COMMERCE CONFERENCE WELCOME TO
- 2. 2 https://bit.ly/2H7HCVi THIS PRESENTATION ORIGINALLY AIRED AS A WEBINAR. THE RECORDING IS AVAILABLE HERE:
- 3. Agenda 3 Kerry Curran, GroupM Services / Catalyst, US PRESENTATION: The Age of Omni-Commerce & What It Means for Marketing Strategies 1:00pm PANEL: Less Silos, More Symbiosis: Omni-Channel Strategies to Drive In-Store & Ecomm Sales 1:20pm Sherry Smith, Criteo Joniece Hinds, Georgia-Pacific Amanda Knappman, Urban Skin Rx Paula Hunsche, Catalyst Commerce MODERATOR PANELISTS
- 4. What is the New Commerce Conference? • Digital commerce thought-leadership to prepare marketers for the changing world of commerce. • Insights, tips, & recommendations to better understand today’s consumer and maximize online & in-store sales. • Expert perspective from industry trailblazers. The New Commerce Conference 4 Coming Soon: Women in Ecommerce November 12th, 4pm – 6pm ET A night of conversations, connections, & more: • Panel discussions featuring Pacvue, General Mills, Walmart Media Group, Walker Edison Furniture, & more • Virtual networking Register: https://www.catalystdigital.com/women- in-ecommerce/
- 6. Housekeeping & FAQs 6 Will recording be shared? Yes! Will slides be shared? Yes! How do I ask a question? Type your question in the "[Enter question for staff]" field. Only the presenters see the question. Questions will be addressed at the end of each session. Other questions? Email [email protected].
- 7. 7 Kerry Curran, Executive Director, Marketing & Growth GroupM Services / Catalyst, US THE AGE OF OMNI-COMMERCE What It Means for Marketing Strategies
- 8. The State of Ecommerce 2021 is a landmark study based on two quantitative surveys with 500 online purchasers and 209 marketers, sales professionals and advertising professionals. It is also informed by numerous interviews with industry professionals to help make sense of the rapidly evolving omni-channel commerce landscape in the US. StateofEcomm2021.com Original Research 8
- 9. 9 Watch CTV ad Purchase on marketplace View print ad Search for product (search engine) Purchase on brand site Purchase in store Reed reviews Like on Facebook Watch YouTube ad Browse / shop on mobile Purchase on e-retailer Compare prices Blog Hear audio ad View banner ad Social Ads / Content View banner ad Product Search Omni-commerce: Omni-channel and Non-Linear Consumer Journey
- 10. 10 While retailers lead in terms of site visits, social platforms and traditional search sites are paramount, particularly for inspiration and discovery 38% 39% 30% 46% 50% 49% 35% 44% 44% 26% 55% 60% 51% 64% 62% 54% 50% 54% 55% 52% 63% 62% 63% 51% 45% 48% 53% 46% 44% 57% 60% 48% 63% 39% 33% 34% 43% 34% 37% 36% Amazon.com Target.com Walmart.com Twitter Instagram YouTube Google Yahoo Facebook Costco.com Search for inspiration Discover new products/brands Initial product research Product/price comparisons Read as: 63% of shoppers who visited Amazon in the days leading up to a purchase did so for initial product research; note small base sizes
- 11. 11 While retailers lead in terms of site visits, social platforms and traditional search sites are paramount, particularly for inspiration and discovery 38% 39% 30% 46% 50% 49% 35% 44% 44% 26% 55% 60% 51% 64% 62% 54% 50% 54% 55% 52% 63% 62% 63% 51% 45% 48% 53% 46% 44% 57% 60% 48% 63% 39% 33% 34% 43% 34% 37% 36% Amazon.com Target.com Walmart.com Twitter Instagram YouTube Google Yahoo Facebook Costco.com Search for inspiration Discover new products/brands Initial product research Product/price comparisons Read as: 63% of shoppers who visited Amazon in the days leading up to a purchase did so for initial product research; note small base sizes
- 12. 12 While retailers lead in terms of site visits, social platforms and traditional search sites are paramount, particularly for inspiration and discovery 38% 39% 30% 46% 50% 49% 35% 44% 44% 26% 55% 60% 51% 64% 62% 54% 50% 54% 55% 52% 63% 62% 63% 51% 45% 48% 53% 46% 44% 57% 60% 48% 63% 39% 33% 34% 43% 34% 37% 36% Amazon.com Target.com Walmart.com Twitter Instagram YouTube Google Yahoo Facebook Costco.com Search for inspiration Discover new products/brands Initial product research Product/price comparisons Read as: 63% of shoppers who visited Amazon in the days leading up to a purchase did so for initial product research; note small base sizes
- 13. 13 While retailers lead in terms of site visits, social platforms and traditional search sites are paramount, particularly for inspiration and discovery 38% 39% 30% 46% 50% 49% 35% 44% 44% 26% 55% 60% 51% 64% 62% 54% 50% 54% 55% 52% 63% 62% 63% 51% 45% 48% 53% 46% 44% 57% 60% 48% 63% 39% 33% 34% 43% 34% 37% 36% Amazon.com Target.com Walmart.com Twitter Instagram YouTube Google Yahoo Facebook Costco.com Search for inspiration Discover new products/brands Initial product research Product/price comparisons Read as: 63% of shoppers who visited Amazon in the days leading up to a purchase did so for initial product research; note small base sizes
- 14. 14 While retailers lead in terms of site visits, social platforms and traditional search sites are paramount, particularly for inspiration and discovery 38% 39% 30% 46% 50% 49% 35% 44% 44% 26% 55% 60% 51% 64% 62% 54% 50% 54% 55% 52% 63% 62% 63% 51% 45% 48% 53% 46% 44% 57% 60% 48% 63% 39% 33% 34% 43% 34% 37% 36% Amazon.com Target.com Walmart.com Twitter Instagram YouTube Google Yahoo Facebook Costco.com Search for inspiration Discover new products/brands Initial product research Product/price comparisons Read as: 63% of shoppers who visited Amazon in the days leading up to a purchase did so for initial product research; note small base sizes
- 15. Planning Tip 1 STRUCTURE YOURSELF FOR SUCCESS 15
- 16. Structure yourself for success 16 • Ground-up & top-down: • Define clear vision & strategy – paddle in the same direction • Get leadership buy-in for omni-channel approaches • Empower teams to be agile & make decisions quickly • Encourage progress vs. perfection • Build culture of curiosity & experimentation • Collaborate. Collaborate. Collaborate. • Internally: Sales, trade, web dev, shopper, etc. • Externally: Retailers, agency partners, tech & data solutions
- 17. Planning Tip 2 BE WHERE YOUR CONSUMER IS – WHICH IS EVERYWHERE 17
- 18. Be where your consumer is, which is everywhere 18 50% of online purchasers search for inspiration on Instagram* 63% of online purchasers do initial product research on Amazon* 63% of online purchasers do product & price comparison on Walmart* 50% of online purchasers discover new brands & products on Google* Source: Catalyst & Kantar: The State of Ecommerce Landmark Study, 2020 *Among those who visited these specific sites; note small base sizes Think of digital as the new storefront spanning retailer websites, search engines, and social outlets, circulating brand information and influencing purchases.
- 19. When it comes to omni-channel shopping, advertising is helpful, not a hindrance 19 54%say advertising either helps remind them of something they need, or it prompts an idea for something they want* *among those online purchasers who saw an ad or promo while shopping for a product prior to purchase Source: Catalyst & Kantar: The State of Ecommerce Landmark Study, 2020
- 20. Planning Tip 3 GET SEARCH & RETAIL MEDIA A SEAT AT THE PLANNING TABLE 20
- 21. Retail Media: A seat at the table 21 “Retail media increasingly can help brand managers build awareness and consideration for their brands. It’s no longer just a tool for driving sales at the end of the media funnel. It deserves to be at the seat of every single media plan out there.” Steve Kinsey, Director of Commerce Marketing, GSK Catalyst & Kantar: State of Ecommerce 2021, Original Research
- 22. Search: A seat at the table 22 Search is the largest unbiased consumer panel in the world. Leverage search insights to inform strategy for: PRODUCT NOMENCLATURE • Mouthwash vs. mouth rinse • Dish soap vs. dish liquid • Sneakers vs. trainers vs. running shoes PDPS • PDP strategy, creation, & optimization • PDP language & content AD MESSAGING • Cross-channel ad messaging • Rewards vs. loyalty card in TV ads
- 23. Planning Tip 4 DIFFERENT PLATFORMS REQUIRE DIFFERENT STRATEGIES 23
- 24. 24 You can leverage insights from different channels to inform your strategy, but you cannot copy/paste strategies across retailers.
- 25. Lean into partners to help scale & manage 25 • Lean into experts to take advantage of their specialty skills across specific platforms • Each channel or retailer has different requirements, options, fields, and audiences • Emerging eCommerce AdTech platforms offer unique and overlapping capabilities “You need to find the best agencies leveraging the best tech in order to compete.” John Denny, VP Ecommerce & Digital Marketing, CAVU Venture Partners Catalyst & Kantar: State of Ecommerce 2021, Original Research
- 26. Planning Tip 5 ACQUIRE NEW CUSTOMERS WITH NEW APPROACHS 26
- 27. Acquire new customers with new approaches 27 Instacart offers opportunities beyond pantry staples (beauty & haircare, beer/alcohol, wellness, etc.) Explore Amazon DSP for untapped opportunities Evaluate Pinterest for opportunities for financial services, technology, telecom, & more. Plan to test new and different platforms (even if they don’t seem intuitive to your vertical):
- 28. Acquire new customers with new approaches 28 Increase awareness among cord-cutters, cord-nevers, OTT audiences, & digital streamers. 66% of advertisers investing in CTV/OTT plan to increase their budgets for the channel. Incorporate emerging programmatic channels into your omni-channel plan: CTV DOOH Reach consumers while they’re on the go: screens at doctors’ offices, ATMs, gas stations, & more. 53% of advertisers investing in DOOH plan to increase their budgets for DOOH. PODCASTS & AUDIO Find users on digital who are no longer listening to terrestrial radio. 60% of advertisers investing in podcasts plan to increase their budgets for podcasts. Source: Catalyst & Kantar: The State of Ecommerce Landmark Study, 2020
- 29. Planning Tip 6 LOOK AT THE BIG PICTURE 29
- 30. Thinking beyond ROAS 30 ROAS can be easy to measure and is not without value, but it is not the be-all end-all of reporting for ecommerce or other performance marketing channels. “If brands aren’t careful, they are going to ROAS themselves into a corner.” Kristina Smith, VP, Digital Marketing, The RiveterKristina Smith, VP, Digital Marketing, The Riveter Catalyst & Kantar: State of Ecommerce 2021
- 31. Better data & analytics is key to growth 56% of brands are allocating ecommerce budget to data & analytics services When investing in data, reporting, and analytics, ensure side-by-side views to directly compare channels like search, social, retail media, etc. to better understand how to shift/allocate budget. Source: Catalyst & Kantar: The State of Ecommerce Landscape Study, 2020
- 32. Planning Tip 7 ENSURE BUDGET FLUIDITY 32
- 33. Ensure budget fluidity 33 Be able to shift investment across channels and platforms to quickly capitalize on market changes and opportunities. Dedicate budget to testing unplanned/unforeseen opportunities.
- 34. 34 IN SUMMARY: 1. Structure yourself for success from the top-down & bottom-up 2. Be where your consumers are, which is everywhere 3. Get search & retail media a seat at the table 4. Different platforms require different strategies. Don’t copy/paste. 5. Acquire new customers with new approaches 6. Look at the big picture, prioritize cross-channel reporting 7. Ensure budget fluidity
- 36. QUESTIONS FOR OUR PANELISTS? Enter them in the question box on your GoToWebinar screen. 36 PANEL: Less Silos, More Symbiosis: Omni-Channel Strategies to Drive In-Store & Ecomm Sales SHERRY SMITH Managing Director of Retail Media, Americas Criteo JONIECE HINDS Retail Media Lead Georgia-Pacific AMANDA KNAPPMAN Director of Marketing Urban Skin Rx PAULA HUNSCHE SVP, Client Engagement Catalyst Commerce MODERATOR PANELISTS
- 37. Coming Up: 37 Women in Ecommerce November 12th, 4pm – 6pm ET Uniting ecomm’s movers & shakers for a night of conversations, connections, & more • Panel discussions featuring Pacvue, General Mills, Kimberly-Clark, Walmart Media Group, Walker Edison Furniture, & more • Virtual networking Register: https://www.catalystdigital.com/women- in-ecommerce/