OE103 Omnichannel marketing
Rinus Verduin
Rosa de Heus
Bo van Twuijver
Group 8
Class 3A
June 2021
, OE103 Omnichannel marketing
Educational unit: OE103 Omnichannel marketing
Names: Rinus Verduin, Rosa de Heus, Bo van Twuijver
Group: 8
Student number: 631195, 634431, 633459
Class: 3A
Education: Bachelor: Business Studies Marketing
Teacher: Peter Hesselink
Submission date: 06/06/2021
1
,Foreword
This report is about optimizing the omnichannel strategy and improve the customer
experience of the library of Hoorn. This report was written on behalf of Inholland University of
Applied Sciences. We think this subject was very educational. We learned a lot about
different channels and omnichannel marketing. In the beginning it was not exactly clear what
was expected from us. During the lessons it became clearer. This made it a lot easier for us
to work on the report. Writing the report and working together went very well. We would like
to thank Mr Hesselink for the guidance during the making of this report.
Rinus Verduin
Rosa de Heus
Bo van Twuijver
Alkmaar, June 2021
2
, Table of content
Introduction............................................................................................................................. 4
Methodology........................................................................................................................... 5
1. Internal analysis.................................................................................................................. 7
Mission............................................................................................................................... 7
Vision................................................................................................................................. 7
Culture............................................................................................................................... 7
Channels used by the organization....................................................................................8
Business Model Canvas....................................................................................................9
2. External analysis............................................................................................................. 13
Customer journey............................................................................................................. 13
6W model of customer analysis.......................................................................................14
Competitors..................................................................................................................... 16
Channels used by the competitors...................................................................................18
......................................................................................................................................... 18
Buyer personas................................................................................................................ 18
Channels used by the customers.....................................................................................21
BITSER............................................................................................................................ 21
Popularity......................................................................................................................... 21
Trend canvas................................................................................................................... 23
3. Conclusions...................................................................................................................... 24
Interesting target audience...............................................................................................24
Interesting channels.........................................................................................................26
Sandwich model............................................................................................................... 27
4. Planfase........................................................................................................................... 29
Event............................................................................................................................... 29
Giveaway......................................................................................................................... 31
New customer journey.....................................................................................................31
3
Rinus Verduin
Rosa de Heus
Bo van Twuijver
Group 8
Class 3A
June 2021
, OE103 Omnichannel marketing
Educational unit: OE103 Omnichannel marketing
Names: Rinus Verduin, Rosa de Heus, Bo van Twuijver
Group: 8
Student number: 631195, 634431, 633459
Class: 3A
Education: Bachelor: Business Studies Marketing
Teacher: Peter Hesselink
Submission date: 06/06/2021
1
,Foreword
This report is about optimizing the omnichannel strategy and improve the customer
experience of the library of Hoorn. This report was written on behalf of Inholland University of
Applied Sciences. We think this subject was very educational. We learned a lot about
different channels and omnichannel marketing. In the beginning it was not exactly clear what
was expected from us. During the lessons it became clearer. This made it a lot easier for us
to work on the report. Writing the report and working together went very well. We would like
to thank Mr Hesselink for the guidance during the making of this report.
Rinus Verduin
Rosa de Heus
Bo van Twuijver
Alkmaar, June 2021
2
, Table of content
Introduction............................................................................................................................. 4
Methodology........................................................................................................................... 5
1. Internal analysis.................................................................................................................. 7
Mission............................................................................................................................... 7
Vision................................................................................................................................. 7
Culture............................................................................................................................... 7
Channels used by the organization....................................................................................8
Business Model Canvas....................................................................................................9
2. External analysis............................................................................................................. 13
Customer journey............................................................................................................. 13
6W model of customer analysis.......................................................................................14
Competitors..................................................................................................................... 16
Channels used by the competitors...................................................................................18
......................................................................................................................................... 18
Buyer personas................................................................................................................ 18
Channels used by the customers.....................................................................................21
BITSER............................................................................................................................ 21
Popularity......................................................................................................................... 21
Trend canvas................................................................................................................... 23
3. Conclusions...................................................................................................................... 24
Interesting target audience...............................................................................................24
Interesting channels.........................................................................................................26
Sandwich model............................................................................................................... 27
4. Planfase........................................................................................................................... 29
Event............................................................................................................................... 29
Giveaway......................................................................................................................... 31
New customer journey.....................................................................................................31
3
