bronto and crimsonwing present: decoding the formula to omni-channel success
DESCRIPTION
45% of online customers in the UK chose in-store collection last Christmas, according to a survey from Econsultancy. Surprised? Consumers increasingly expect to shop online and in-store in conjunction - from any device. Retailers who implement omni-channel solutions experience a spectacular response. Yet, 94% of organisations still face significant barriers when attempting to become an integrated omni-channel company (Forrester Consulting 2014). Join Bronto and Crimsonwing as we help you learn the steps your organisation can take to successfully put omni-channel solutions into action, including: -Understanding what “omni-channel” means and how retailers implement those solutions -Overcoming the barriers to omni-channel implementation, such as flexible delivery, visibility of local store inventory, mobile responsiveness, and more -Building online relationships with consumers via email marketingTRANSCRIPT
Paul Davis, CrimsonwingKestrel Lemen, Bronto Software
Decoding the Formula to Omni-Channel Success
Paul Davis, CrimsonwingKestrel Lemen, Bronto Software
Decoding the Formula to Omni-Channel Success
Agenda
• Welcome and Speaker Introductions
• What Is Omni-Channel and Who Has Implemented It?
• Benefits of an Omni-Channel Solution
• Barriers to Implementation
• Developing Your Online to Offline Experience
• Q&A
Speakers
Paul DaviseCommerce ConsultantCrimsonwing
Kestrel LemenMarketing StrategistBronto Software
What Is Omni-Channel?
Deploying all the assets of your organisation to deliver the optimum integrated buying experience to the consumer.
Customer uses their preferred method to buy
• Desktop
• Tablet
• Mobile
• Telephone
• In store
What Is Omni-channel?
Customer chooses their preferred method for delivery
• Home delivery
• Delivery to a third party
• Collect in store
Customer pays when it suits them
• Reserve online & pay in store
• Pay online & collect in store
Who Has Implemented It?
• Nearly 100% of UK Top 100 retailers have an
ongoing omni-channel strategy
But…
• Only 40% of UK 100-500 retailers offer a Click &
Collect option to their online shoppers…
Take Up by Users of Click & Collect Is Gigantic
• 60% of 2012 Christmas orders
• 59% of 2013 online orders
• 25% of 2013 online orders
• 31% of sales
Overall Benefits
• Customers love it
• Differentiation takes pressure off price
11/11/2014
Omni-Channel Example
Why Is Adoption so Low Among Smaller Retailers?
Only 40% of UK 100-500 retailers offer a Click & Collect option to their online shoppers.
• Lack of an integrated strategy
Responsibility for online store sales often fragmented
• Cost
Expensive if bespoke development
• Existing infrastructure
Existing Infrastructure
Collect in store requires
• Regular delivery to store from central warehouse
OR
• Central visibility of accurate store inventory
Summary
• Omni-channel is about having a vision
• Very popular with consumers
• Medium sized retailers are missing out on a significant
opportunity
Developing Your Online to Offline Experience
Kestrel Lemen Marketing Strategist
@Kestrelbird
In-Store Events
In-Store Events
In-Store Events
Click & Collect
Click & Collect
Apps That Are Helpful
Apps That Are Helpful…?
Apps That Are Helpful…?
Final Thoughts
• How can you be helpful to your customers?
• Identify customer pain points
• How do you want to use omni-channel marketing?
• Is this a good idea or just trendy?
Q & A
For further information:
Bronto Software
Jamie Tharp
Crimsonwing
Paul Davis