Customer Centric

Why connecting On-Line and Off-Line brand’s activities has become so important?

• In-store, Internet and “Talking to peers” are the Top 3 means used by consumers to get information for their most recent regular or major purchase.
  Source: Forrester Research, Technograhics Benchmark Survey, 2009.

• 68% of final clients across generation and product categories rely on recommendations of friends or comments posted on-line before purchasing. They were 23% in 2003.
  Source: Forrester Research, European online consumers study

• 47% of people who made a purchase at retail  have had researched a brand on-line before.
  Source: Forrester Research, Technographics Benchmark Survey, 2008.

• Visiting on-line Social Networks (platforms & blogs) is now the 4th most frequent activity on Internet.
  Source: Nielsen, Global Faces & Networked Places, 2009

• 85% of social networks’ users expect more than a simple presence from Brands on on-line platforms such as Facebook. They look for interactions with them.
  Source: Cone, Business in Social Media Study, Sep. 2008

What are the challenges?

One of the critical challenges is to integrate Digital Marketing tools and connect them efficiently with the rest of the marketing & sales initiatives in order to achieve 3 main objectives:

- Building Brand’s visibility and awareness.
- Leading traffic on-line (e.g. Web site) and at retail.
- Supporting the ultimate purchasing decision and the positive Word-of-Mouth afterwards.

Our Approach

Our approach is based on the Consumer Experience Cycle and its tool box.

A consumer doesn’t have necessarily the same behavior or needs when is planning a purchase or when he shares his experience afterwards. As a consequence, it is important to know the path he takes and then to leverage the most relevant tools at each stage of the process.

The methodology, Customer Centric Matrix^TM, connects consumer experience cycle and Online and Offline tools. It consolidates qualitative and quantitative measurements for the brand and its sector. It gives a pragmatic perspective within and across different channels and tools.

The different tools are consolidated into 3 building blocks:

1-      Brand Building
2-      Digital Marketing
3-      Trade & Retail Marketing

Our three-phase approach for each building block enables you to achieve immediate benefits in all your markets, as well as to develop a sustainable competitive advantage for the longer term.

Our pragmatic and hands-on approach optimizes integrated Marketing process and activities for maximum results at most efficient cost by:

- Implementing consistency and benchmark across various On-Line and Off-Line activities
- Building efficiency across your markets
- Driving profitability improvement across channels
- Transferring business know-how to your internal teams

Do not hesitate to contact us for further information and details: fbaffou (at) customercentric.org