Omni-channel marketing learned from success stories from other companies[Part 2
I explained the basic concepts and benefits of omni-channel, and the preparations necessary for a successful strategy. You can see that as customers' lifestyles change, marketing methods are also required to respond to the times. There are many successful examples of omni-channel overseas, but some companies in Japan have also implemented omni-channel marketing strategies and have actually succeeded.
This time, I will give examples of omni-channel success stories and explain why omni-channel marketing was started and the process leading up to its success.
Major domestic companies that have become omni-channel
Successful companies that have promoted omni-channel marketing in Japan include Aeon, MUJI, Tokyu Department Store, and Orix Buffaloes in professional sports.
Many of them develop their own smartphone apps or link with SNS such as Facebook and Twitter. It can be said that it is characterized by using IT technology and connecting it to actual consumption behavior from new channels (contact points with customers).
Let's take a look at specific success stories of omni-channelization.
■ Domestic success story of omni-channel ①: Aeon
Aeon is promoting omni-channel utilization of smartphone apps that serve as channels. One of the features of the app is that by loading the product POP and leaflets installed in the sales floor by launching the app, recipes using that product are proposed.
This leads to the purchase of multiple products from the guidance to the actual store and the interest in one product.
In addition, a tablet terminal is installed at the actual store, and a system has been created that allows you to order products that are not available at the store, settle the price, and perform delivery procedures.
■ Domestic success story of omni-channel ②: MUJI
MUJI, which is operated by Ryohin Keikaku, has released the smartphone app "MUJI Passport" and succeeded in omni-channelization. Functions such as store search and inventory search are installed in this app.
What caught the hearts of our customers was the point program, where you can earn points called miles. The points will be reflected just by reading the barcode displayed by starting the application at the time of checkout at the cash register.
In addition, member rank and bonus points will be awarded according to points (miles). In addition, reminders and point gifts are provided on birthday months, etc., and customer management, inventory management, and even creating fans are centrally managed with a single app.
Above all, it can be said that the fact that it is easy from the customer's point of view is the factor that led to the use of the app by many customers and the guidance to actual stores.
■ Omni-channel domestic success story ③: Orix Buffaloes
In recent years, the audience rating of baseball broadcasts on TV has been declining. If you are a baseball fan, you may know that the number of baseball broadcasts that you can watch on the ground has decreased. However, on the other hand, Orix Buffaloes has been steadily increasing the number of spectators in the stadium.
ORIX Buffaloes' omni-channel marketing strategy was to increase the number of fans by "impressing with baseball" + "supporting impression with services" = "maximizing the impression of fans". The basis for this was the "fans" who are the customers, the stadium (stadium), and the teams / players (teams), who managed the team and the stadium in an integrated manner. This can be said to be the overall optimal perspective that creates a virtuous cycle from the synergistic effect of "ticket income" and "product sales income" by fans.
Orix Buffaloes was engaged in public relations activities such as holding fan clubs and events, and direct mail before becoming omni-channel. However, each department was taking measures independently, and a virtuous cycle of synergistic effects was not created. Therefore, we have introduced a system to centrally manage customer behavior at fan clubs, ticket sales, venues / stores, and EC sites as data. We made the best use of the system data of each department, and complemented and combined the parts that were lacking in the business model we were aiming for.
By associating and grasping the purchase history of all services, you will be able to notice the invisible truth and the measures will change. In addition, it seems that the way customers perceive consumer behavior has changed. By capturing customer behavior across channels, we quantitatively measure the effects of measures and utilize them in the next measures.
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What you need for omni-channel marketing from the perspective of best practices
We have seen successful cases of omni-channel marketing in Japan, but it can be said that what is necessary for success is to create a mechanism to turn PDCA.
・ Understanding the current situation
・ Hypothesis planning
・ Policy implementation
・ Hypothesis review
In other words, it is to repeat these PDCA cycles.
In addition, we will use IT technology to centralize customer data and "make visible" consumption behavior as a series of flows. In addition, as a result of measures based on the hypothesis, it may be important how we can make our customers fans of the company.
Summary
Linking with SNS, using smartphone apps, centralizing customer data, etc. In this way, increasing channels using IT technology and “visualizing” consumer behavior are extremely important in omni-channel marketing.
However, these strategies do not lead to success overnight. It can be said that hypothesis planning and measures that have been repeated over a long period of time bear fruit and produce results.
In particular, how can we successfully guide changes in consumer behavior due to the rapid deepening of our involvement with digital services such as SNS to actual stores? By repeating PDCA such as the idea, necessary analysis, measures, and reconstruction, omni-channelization will be successful.
Customers create a brand. Alternatively, by having customers become fans, we will attract more fans. It is an important point in the omni-channel marketing strategy to carry out such customer-centered marketing and repeat measures.
Omni-channel related solutions
Point management
Membership management
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