Returns on Omnichannel Marketing. Towards a holistic framework to manage and measure Omnichannel strategy's success in the premium fashion industry

Table of Contents

1. Introduction

2. Omnichannel – context and definition

History of omnichannel retailing

Definition of omnichannel

A global perspective on omnichannel preconditions

3. Digitalization in the premium fashion industry

3.1 Premium vs. luxury fashion

3.2 Premium fashion 2.0

3.3 Towards omnichannel – status, barriers and opportunities

3.3.1 Omnichannel capabilities today

3.3.2 Barriers of omnichannel marketing

3.3.3 Opportunities of omnichannel marketing

3.4 Burberry – case study

4. Understanding the omnichannel customer

4.1 Digital shopper characteristics

4.2 The evolution of the customer journey concept

4.3 L’Oréal – case study

4.4 Storyscaping

4.5 Omnichannel touch point map

4.6 An omnichannel manifesto for brands

5. Returns on omnichannel marketing

5.1 Marketing ROI

5.2 Planning context

5.2.1 Vision and mission statements

5.2.2 Business goals, strategy and objectives

5.2.3 Performance and Result Indicators

5.3 Omnichannel analytics

5.3.1 A case study

5.3.2 Implementation – the marketing scorecard

5.3.3 Analysis and optimization

5.4 Technical and organizational implications

6. Summary and outlook

Research Objectives & Key Themes

This thesis investigates why premium fashion companies struggle to deliver seamless omnichannel experiences, hypothesizing that a lack of holistic measurement frameworks and siloed organizational structures are the primary causes. The research aims to develop a new KPI-based measurement framework that enables managers to make sustainable, data-driven decisions regarding channel investment and customer engagement.

• The impact of digital transformation on premium fashion business models.
• Methods for understanding and mapping the modern omnichannel customer journey.
• Barriers to omnichannel implementation, specifically legacy systems and organizational silos.
• The development of holistic measurement frameworks for marketing ROI (MROI).
• Best practices and case studies for successful digital integration.

Excerpt from the Book

Summary of Chapters

1. Introduction: Outlines the digital revolution's impact on shopping behaviors and states the hypothesis that premium fashion brands lack holistic measurement frameworks for omnichannel success.

2. Omnichannel – context and definition: Provides an overview of retail history and defines the term omnichannel in the context of modern, connected consumer experiences.

3. Digitalization in the premium fashion industry: Explores the unique challenges of the premium fashion sector and identifies key barriers and opportunities for omnichannel adoption.

4. Understanding the omnichannel customer: Analyzes the characteristics of digitally savvy shoppers and evaluates the customer decision journey as a tool for proactive management.

5. Returns on omnichannel marketing: Introduces MROI and proposes a new KPI measurement framework designed to align marketing efforts with business objectives.

6. Summary and outlook: Confirms the initial hypothesis and provides final recommendations for navigating the challenges of an omnichannel future.

Key Terms

Omnichannel Marketing, Premium Fashion, Digital Transformation, Customer Journey, Marketing ROI, MROI, KPI, Performance Indicators, Digital Divide, Customer Equity, Marketing Scorecard, Storyscaping, Millennials, Brick-and-Mortar, Inventory Visibility

Frequently Asked Questions

What is the core focus of this research?

This work examines the challenges premium fashion companies face in implementing omnichannel strategies and proposes a holistic framework to measure their success.

What are the primary thematic areas covered?

The research focuses on the digital disruption of the fashion industry, understanding modern customer behavior, overcoming organizational barriers, and implementing effective marketing measurement systems.

What is the primary research goal?

The goal is to provide a KPI-based framework that helps marketing managers better quantify the return on their omnichannel investments, moving beyond short-term metrics.

Which scientific methods were employed?

The study utilizes a comprehensive review of existing literature combined with expert interviews from seven industry professionals across retail strategy, data analytics, and digital solutions.

What does the main body address?

It details the evolution of retail, identifies barriers like legacy systems and siloed departments, and provides actionable frameworks like the 'omnichannel touch point map' and 'marketing scorecard'.

Which keywords best characterize this work?

The work is defined by terms such as Omnichannel Marketing, Premium Fashion, Customer Journey, MROI, and KPI measurement.

How does the author define the 'New Digital Divide'?

The author uses this term to describe the gap between evolving customer digital behaviors and the inability of many retailers to meet those expectations.

What role does the 'OmniChic' case study play?

OmniChic serves as a hypothetical premium fashion retailer to demonstrate how companies can practically implement a KPI-based measurement framework to manage marketing returns.