Engaging Consumers in an Omnichannel World
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© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel. Engaging Consumers in an Omnichannel World October 2015
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Transcript of Engaging Consumers in an Omnichannel World
© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
Engaging Consumers in an Omnichannel WorldOctober 2015
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STAY IN THE KNOW
© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
KNOW THE CONSUMERMintel Reports provide in-depth market analysis and consumer trends
KNOW THE MARKETINGMintel Comperemedia monitors all direct marketing sent to consumers, producers, agents, and small business in the US & Canada.
KNOW THE RESULTSMintel ePerformance is the marketing tool for email marketers, allowing them to monitor and respond to those changes in real time.
KNOW WHAT’S NEXTMintel Trends combines deep consumer trends understanding with strong business application, across global themes.
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Agenda
The Power of Physical Mail
Connected Content
Implications
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Agenda
The Power of Physical Mail
Connected Content
Implications
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OBJECTIFYIN A DIGITAL WORLD WHERE THE TANGIBLE IS VANISHING, CONSUMERS ARE ELEVATING THE VALUE OF PHYSICAL GOODS.
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Return on Investment InvolvementRethinking ROI
Optichannel is the new Omnichannel
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Direct mail can deepen the customer relationship and communicate brand value.
55% believe that physical mail is the medium that gives the best impression of the sender.
57% are more likely to feel valued when brands contact them through mail than email.
SOURCE: Post Denmark, “Strength of the Letter 2014”SOURCE: Royal Mail MarketReach, “The Private Life of Mail,” January 2015
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Connecting the Generations
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BMO Encourages Referrals with Tear-Away Cards
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SWITCH OFFTECHNOLOGY HAS CREATED INESCAPABLE LEVELS OF CONNECTIVITY AND EXPOSURE.CONSUMERS NEED SOME TIME OFF, SOME PRIVACY AND RECONNECTION WITH THE REAL WORLD.
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Disconnecting to Connect
36% of Canadians prefer to spend their leisure time offline.
SOURCE: Mintel Reports, Leisure Time, Canada, August 2014
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Handwritten Notes
“In an age where person-to-person communication is being phased out, it is good to know some services still come from the hands of another human
being. Hokey, I know, but I feel it’s getting more and more important.”
- Canada Post: Breaking Through The NoiseClick images to view campaigns on Comperemedia.com
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More Canadians Are Using Coupons Received in the Mail than Email
SOURCE: Mintel Reports, Leisure Time, Canada, August 2014
Discount vouchers that come through the door/in the post
Discount vouchers/codes that are sent to me via email
42%38%
35%30%
WomenMen
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Gamification
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Interactive Formatting
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Interactive Formatting
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Interactive Formatting
Click images to view campaigns on Comperemedia.com
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Tips and Advice
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Relatable Imagery
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Agenda
The Power of Physical Mail
Connected Content
Implications
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BREAKING THROUGH THE NOISE
85%Consumers who will open mail if it looks interesting
SOURCE: Canada Post / TNS, “Consumers and Direct Mail,” October 2013
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In a time of
INFOBESITY, distilling information is a bigger challenge than obtaining it.
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Canadians Addicted to Connectivity
Sources: Montreal Economic Institute, comScore, Ookla Net Index, Deloitte & Touche
24 Royal Mail MarketReach, “Mail and Digital Part 1,” Quadrangle, 2013
51% of consumers prefer companies to use
a combination of mail and email when
communicating with them
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QR Codes and Augmented Reality
Click images to view campaigns on Comperemedia.com
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QR Codes and Augmented Reality
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Digital imagery makes the connection more seamless
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Dish reinforcing a DM offer with a follow-up EM
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Retargeted Direct Mail with Pebble Post
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+2,700%Value increase on used EBay goods given backstory.
STORYTELLING
SOURCE: SIGNIFICANT OBJECTS EXPERIMENT; MINTEL OBJECTIFY
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DTV Cross-Channel Rob Lowe Promotions Likely Contributed to DTV’s 60% Subscriber Lift
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Telus brings Negative Tweets into DM
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Disney’s Optichannel Experience
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RBC movie trailer campaign
www.rbc.com/horror
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Agenda
The Power of Physical Mail
Connected Content
Implications
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Implications
Think “Optichannel”
How can you tell a story?
Connected content: the sum is greater than the parts
Consider the customer journey – “when?” and “where?”
© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel. mintel.com
Lily HarderVP, [email protected]@mintelnews
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