Professional Documents
Culture Documents
! What is OmniChannel?
! In-Store
! Web
! Social
! Mobile
! Tying it all together
Evolution of Customer-Retailer Touch Points
Single Channel Multi-Channel Cross-Channel Omnichannel
What is Omnichannel?
Seamless experience across channels and
touch points
Anytime, any place, anywhere
New customer is now always connected
social media
Online Customers are no longer enter
networks
a channel. Instead, they are
continuously in the channel.
6
Customer is exploring multi-channel experience
Multichannel Customer Journey
DIGITAL CAPABILITIES TO LEVERAGE
OFFLINE ONLINE
FOUNDATION SEARCH
Identification
Natural Search, Paid Search, Search Landing Page
of Need SEO SEM Capability Optimisation
Search for
Solution iMEDIA
Standard Rich Media Broadband Web TV
AWARENESS Display Ads Ads Video
Evaluate
Alternatives WEB SITE
Visit to Branded Affiliate Promotional Usability & Analytics,
Sites Site Site Accessibility Web Site
CONSIDERATION Compare brand Optimisation
Product
Offers website PARTNERSHIPS
Details Content Comparison Sponsorships, Philanthropic
Purchase Syndication Sites, Co-branding Cause
Decision Shopping Marketing
PURCHASE Directories
Visit to E-COMMERCE
the store Online Direct to Where to Buy Branded Sell Direct on Technical
Purchase Consumer Functionality Storefront Third-Party Site Platform
Offline
LOYALTY Purchase Mobile MOBILE
App Mobile Mobile Aps QR Codes, GPS Text
Browser RFID POS Messaging
Online
Registration CRM
Loyalty Behavioral Cross-sell Retention & Campaigns,
ADVOCACY Platform Targeting & Engine WinBack Email,
Social
Interaction Acquisition Reporting
SOCIAL
Time Spent 19% 81% Online Video Communities, Word-of-mouth, Wikis, blogs, Product
Answer Forums Buzz, Referrals Crowd Sourcing Innovation
7
CAREER
NICHE
Driving traffic to store with digital and SO.LO.MO.
8
The Rise of the Connected Consumer
Informationhungry, pricesavvy,
and mobileempowered shoppers
expect a one-screen, one-store
consistent experience across retail
channels and touch points.
4 out of 5
consumers use their
smartphone
to shop
Source: Deloitte
Business-Case: Google Maps Indoor
9
Business-Case: Google Maps Indoor
10
Business-Case: Google Maps Indoor
11
Store format is evolving in shopping environment
Customer
places order Stores role is changing since the
online
customer is being connected
24/7
15
Store format is evolving in shopping environment
Customer
Collects the
order in store
Empower store associates
There is an increased
collaboration with operations
across channels
Customer track
the order with
Smartphone
Rethink store processes,
reconsider talent and manage
labor differently.
Customer
receive order
at home
18
The evolution of the elastic supply chain
21
Enhancement of customer experience on 360
23
Retailers must change the game to remain relevant.
They must become seamless themselves.
39
Integrating operations for a customer conversation
Channel Operations
Stores Digital Customer Services
Assortment and Pricing are
integrated across channels
Technology Foundation
Center
Business Foundation
The Enterprise
40
Omnichannel redefine functions role and platforms
Customer
Store Till Collect
Warehouse
Ware
in store
Store
E-Commerce
41
Omnichannel redefine functions role and platforms
Till Collect
Customer
Shared stock Store
in store
Store
E-Commerce
42
The commercial strategy for an Omnichannel journey
margins
To grant the success of an
eCommerce project we need to
design a cross-channel
strategy to grant:
Turnover
Profitability
Top seller Niche product with higer margin
Product variety Omni channel gives a very good
opportunity to sell niche products
which gives more margins.
43
Digital acquisition strategy in an omnichannel environment
Traffic
Customer
Thrust
Awareness We can influence the visitor volume
using different acquisition
Organic Lead Information channels and performance
strategies.
Acquisition
Click
The conversion rate is influenced
Reactivation
Through
Commercial User by a mix of commercial and UX
Levers Experience
elements.
Channeling
The average ticket is influenced by
Phisical Digital /
(store) Mobile assortment strategies.
Conversion
Customer reactivation
Transactions is strategic
Turnover
46
A new measurable omnichannel ecosystem
Channels
Price platforms, set with cross-
functional process, permit to
Pure Player price
create more efficient
Couponing commercial strategy.
Service Store
(eg: installation) R&C The Omnichannel ecosystem
Product Deatil Mobile will measure the relation between
(newest & best)
On-line actions (operative cost) and the
Quality redemption (returns) singling-out
Assortment
the duly profitability.
Unsold stock
& Service
Category X
Category Y
Category Z
Digital marketing mix will influence all the target: customer traffic, conversion, and
profitability driving customer through the different channels in a measurable way.
Communication effectiveness through flyer
Communicationd efffectiveness in tegrating flyer and one-to-one push (DEM+SMS)
51
So what I need to do to become a
real seamless omnichannel
leading company?
52
The next five action to became seamless
53
Thank you !
Dev Borah
Retail Consultant
Retail View
54