Tourneau - Luxury Daily

Luxury FirstLook: Strategy 2013
A Luxury Daily event
January 16, 2013
Why Building a multichannel strategy is
the path to long-term growth
Don McNichol - SVP,
Marketing & Digital
REDFINING THE TOURNEAU EXPERIENCE
THE GOALS
Enhance the customers experience through unparalleled
selection, education, ease of engagement & customer service
Elevate Sales Professionals to Clientele Specialists
Utilize the store as the largest marketing tool
CORNERSTONE TO THE TOURNEAU EXPERIENCE
The Digital “CONSTELLATION”
The Consumer
The Sales
Professional
The Brand Partners
TOURNEAU DIGITAL
THE CHALLENGES
Perceived channel conflict or Stealing of Sales
Fulfillment from store inventory
50% of brands do NOT allow shopping cart
Building the Tourneau brand and point of view amid
the 85 brands we carry
TOURNEAU DIGITAL
EDUCATION
TOURNEAU DIGITAL
EDUCATION
TOURNEAU DIGITAL
EDUCATION
TOURNEAU DIGITAL
EASE OF ENGAGEMENT With the Store
TOURNEAU DIGITAL
EASE OF ENGAGEMENT With the Store
TOURNEAU DIGITAL
EASE OF ENGAGEMENT With the Store
TOURNEAU DIGITAL
EASE OF ENGAGEMENT With the Store
TOURNEAU DIGITAL
EASE OF ENGAGEMENT
TOURNEAU DIGITAL
CUSTOMER SERVICE - ORDER FULFILLMENT PORTAL
Store View of Assigned Orders
TOURNEAU DIGITAL
CUSTOMER SERVICE SYSTEM
Customer Service View of Customer Specific Order
TOURNEAU DIGITAL
CUSTOMER SERVICE - SOCIAL MEDIA
TOURNEAU STORE MARKETING
STORE CAPTURE & PROSPECTING
TOURNEAU STORE MARKETING
IPAD CLIENTELE APPLICATION in Store
TOURNEAU STORE MARKETING
DIGITAL CONTENT in Store
TOURNEAU STORE MARKETING
DIGITAL CONTENT in Store
TOURNEAU STORE MARKETING
DRIVING TOURISM in Store
TOURNEAU STORE MARKETING
DIRECT MARKETING all channels
HOWEVER, IT ALL STARTS AT THE DATABASE
THE ENGINE OF THE CONSTELLATION
CONCLUSIONS & ADVICE
Adapt all systems to assisting customers, it’s not just the web site
Create desire and brand point of view through story telling, on web, instore and by sales professional
Define and report channel attribution
CONCLUSIONS & ADVICE