'Integrated multi-channel retailing'
Gyro International picked up the 2006 B2B Marketing Award for best use of data. Integrated multi-channel retailing (IMCR) allows retailers to deliver a consistent retail experience to the customer, no matter where or when he/she chooses to shop. Although several companies have successfully adopted multi-channel strategies, many retailers are concluding that the cultural, technological and infrastructure changes required to successfully roll out IMCR cannot be achieved alone.
Capgemini has a wealth of experience in supporting retailers’ growth strategies and wanted to promote the firm’s consultancy capabilities. The object of the campaign was to promote industry-wide debate on the subject of IMCR and its business-critical challenges as well as emphasising Capgemini’s role as a creative authority. The campaign also aimed to discover what retailers need and want from IMCR and Capgemini in order to assist in the process’ continued development.
At a secondary level, the campaign was intended to generate contacts for follow-up. Data was vital to the effective identification of the key players in the retail sector. All client data was double-checked with external sources for accuracy, and additional data was purchased from third-party providers. Gyro then carried out further profiling of the sector to identify retailers by type, size, revenue and – crucially for this campaign – sales channels. Benefits-led segmentation enabled Gyro to identify specific retailers and retail sectors that would derive most value from IMCR.
Targets were prioritised in terms of those that would most benefit and a consolidated campaign database was created containing all relevant contact details, job titles and functions, as well as the names of the CEOs’ personal assistants. Gyro integrated media and data elements by, for example, capturing contact information for visitors to the microsite and adding it to the campaign database. A messaging matrix established different levels of communication for specific audiences defined as: CEO, CIO, marketing/sales, finance and HR. Gyro branded the IMCR concept, in effect making it a Capgemini-owned product. Initial interest was created by a high-value mail pack in the form of an up market branded carrier bag to strengthen the retail theme, complete with personalised tag and closure sticker. This contained a personalised
IMCR brochure, the printed data of which varied according to the recipient’s sector and job function. Audiences were further segmented at the next stage of the campaign with CXOs invited through a personalised letter to a breakfast seminar to assess the challenges and opportunities of IMCR. It was hosted by Michael Portillo, MP, and attended by retail industry analysts. Guest speakers including Jacqueline Gold, CEO of Ann Summers and Knickerbox. Director-level targets were invited to attend a 45-minute online IMCR seminar, again hosted by Portillo and featuring Gold as the keynote speaker, a panel discussion and online debate. Follow-ups included an invitation to view the recorded webinar online and a note to the named Pas of those invited to the face-to-face event. CIOs attended a hosted dinner where they debated IMCR within their organisations and could learn about the Capgemini IMCR proposition frankly.
Reporting functionality was built into the IMCR microsite and online seminar registration allowed Gyro to track which targeted contacts arrived at the portal and what they did once they were logged on. Monitoring such feedback allowed the agency to evaluate which messages were most effective with the target audience and react quickly to drive attendance to the on and offline events. The campaign generated high-level interest among some of the UK’s top retailers in IMCR. These are organisations with the potential to invest millions in their multi-channel infrastructures and accompanying change programmes. The online seminar yielded 48 new contacts, which Capgemini’s sales team is pursuing.