Omni Channel Marketing Week 1

Omni-Channel at Disney

1. The author talks about a controlled environment - what does he mean by that, and how does Disney accomplish this? In the controlled environment of Disney World, everything is catered for from the moment you book: the pre-experience engagement, your arrival and first contact at the airport, check-in at your hotel, and of course, your experience in the actual Parks. They likely have some incredible customer experience mapping. 2. Which channels does Disney use to start the customer experience? Why do you think it uses those channels? Before starting the whole experience of visiting Disney World, the main two channels are the company's website and app. They build up your excitement by allowing you to explore the parks, reviewing all the attractions, restaurants, and entertainment. They also let you define your itinerary, create wish lists, and all the usual stuff you always want from a big experience. Once in the park, the app becomes your sole guide, giving you information on how to get around, book restaurants, meet the characters, and on the current wait times on rides. Visitors can plan on the go and get the most out of their days. 3. How does this differ from a multi-channel experience? Disney omnichannel experience is that building an in-depth understanding of your audience is key to success. Disney knows its audience long before it gets to the Parks through its content - a multichannel print, TV, and cinema experience, including some of the biggest names, from Pixar to Star Wars and Marvel. 4. What is Disney's strongest selling point that completes the customer experience once visitors are at the park? How does it do this? Disney's unique selling point is its magic wristband, which visitors receive on arrival. Each family member is given a band that can be customized in colour, as well as snap-on trinkets. It turns what could be a mundane payment band into a more exciting experience for kids. The band is elevated into a key to the Magical Kingdom and beyond, helping with every transaction using RFID chips. - It is the key to your room. - It is your ticket to the parks. - It becomes your primary payment method whilst in the Disney Theme Parks. The wristband links to the app were likely a big undertaking to get right in Disney's back-end database. This means that any photos captured in the Park by the professionals who register your band are almost instantaneously uploaded to the app for you to purchase unless already included in your Disney plan. Everything is seamless and, when problems do occur, they are addressed almost immediately and without question. 5. What does the author mean by the "ideal customer experience - without being creepy?" Some of the park visit experience can seem a bit 'Big Brother'; they let you know that you are tracked on distances, and as you are using the Magic Band, it is gathering enormous amounts of data on your behaviour. Disney can continue to optimize its park experience for its customers.

Why Omni Chanel

- 190% more revenue for brands that sell online through marketplaces, mobile, social media, and in physical locations than merchants who only sell through a single channel. - More than 50% of global eCommerce sales were made via online marketplaces in 2019. - 15% more is what omnichannel shoppers spend per purchase than those who shop on one channel.

Multi Channel Approach

- At the center of the wheel is your product. - The outer rim is each channel that offers a separate and independent opportunity to purchase. - The point is simply to offer customers the choice to buy from the channel they prefer. - Each channel exists as a separate purchase opportunity. (Winkler, 2019) Multi-Channel Approach: - Their website - Website Pop Up - Shopping Cart Abandonment - eCommerce Check Out - Marketplaces - Facebook - Pinterest

Multi Channel Marketing

- Multiple sales and marketing channels (i.e. online store, bricks and mortar) that are available to the consumer but work independently of each other. - Organizations create strategies for each channel with separate reporting structures and revenue goals.

Omni Channel Retailing

- Omni Channel Retailing Takes More Than a Technology Solution - Delivering omni channel retailing excellence often requires significant changes to people and processes. - Companies will also need to consider changes to incentives, accountability, and metrics that could lead to new organizational structures

Omni Channel Approach

- The customer — and not the product or brand — lies at the core. - Allows consumers to purchase wherever they are on any channel while showing awareness of their individual stage in the customer lifecycle. (Winkler, 2020) - The customer lies at the centre and your approach to them is aligned to their actions, both online and in real life. (Winkler, 2019) Omni Approach: - Website - Shopping Cart Abandonment - Social Ads - A Switch in Messaging - Pre-Roll YouTube - New Round of Social Ads - Geotargeting - Direct Mail Piece - Post-Purchase Follow Up - The Cross-Sell - The Up-Sell A Seamless Omni Channel Experience: Today's digitally-savvy, the time-crunched consumer has high expectations for shopping across channels. Companies must optimize the shopping journey for customers by delivering value across touchpoints and offering multiple fulfillment options.

Omni Channel Marketing

A fully-integrated approach to commerce that provides shoppers a unified experience across online and offline channels.

Omni Channel

A seamless and effortless, high-quality customer experience that occurs within and between contact channels. (Frost and Sullivan, 2020)