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Innovating Apparel and Footwear Retailing for an Omnichannel World
© 2016 Openbravo Inc. All Rights Reserved. 2
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Elena Martinez
Retail & Content Marketing
Specialist @ Openbravo
Today’s Presenters
Geoff Nairn
Enteprise Solutions Specialist
@ Openbravo
© 2016 Openbravo Inc. All Rights Reserved. 4
The Transformation of Retailing Apparel & Footwear in the Omnichannel age
Case Study Presentation
Openbravo Commerce Suite
Questions and Answers
Today’s Agenda
© 2016 Openbravo Inc. All Rights Reserved. 4
© 2016 Openbravo Inc. All Rights Reserved. 5
Customers now expect a much more
interactive, intimate and connected
shopping experience whether instore or
online.
There are many more touchpoints, which
gives many more opportunities for brands
to interact.
The Transformation of Retailing
© 2016 Openbravo Inc. All Rights Reserved. 7
The Omnichannel Customer
Convenience, to
buy, pay, receive and return how
they prefer
Speed, to receive
ordered products
or information
Personalization,
on each interaction with
the brand
21% more
profitable
The Continuing Importance of the Physical Store
53%
25%
6%
in store PC mobile
device
Preferred Purchase Method
Source: PwC
© 2016 Openbravo Inc. All Rights Reserved. 8
So What is Driving Omnichannel?
Reserved.
“Mobile devices
have turned the
corner as
purchasing tools.
Mobile commerce is
now firmly on the
march toward
becoming the
online shopping tool
of choice.”
Source: PwC
© 2016 Openbravo Inc. All Rights Reserved. 9 Reserved.
Source: PwC
The Inexorable Rise of m-commerce
How often do consumers buy products using a smartphone?
2012 2013 2014 2015
70% 57%
52% 46%
Never
Few Times a year
Once a Year
Monthly
Weekly
Daily
Source: PwC
© 2016 Openbravo Inc. All Rights Reserved. 10
36%
36%
31%
25%
23%
21%
21%
20%
Compare prices
Research products
Access coupon code
Check reviews
Check confirmation email to pickup
product bought online
Access loyalty program
Store information for purchase later
Pay for purchase
Mobile Central to In-store Shopping Experience
Source: PwC
What do consumers use their smartphone for when in a store?
© 2016 Openbravo Inc. All Rights Reserved. 11
Traditional bricks and mortar stores
E-tailers Multichannel
retailers Omnichannel
How is Omnichannel Different from Multichannel?
Source:Deloitte
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Disparate channels
• This is where most retailers begin their omnichannel journey. The focus is to sell more products and services by developing channels that extend, reach and compete against online retailers
Channel integration
• At the midpoint, processes among channels work in harmony. The focus is to create demand by connecting touchpoints across channels and by gaining a deeper understanding of the customer journey
Channel optimization
• The ultimate goal is to deliver a brand differentiating experience by integrating and optimizing all processes, capabilities, and data to operate as "one" with the customer at the center
Source: Deloitte
The Omnichannel Journey
Source: Cisco
© 2016 Openbravo Inc. All Rights Reserved. 14
The Benefits of Omnichannel
Source: RSR Research
Other Benefits
Cross-channel customer
communication and
promotion
cross-channel
information and
marketing research
Cross-channel price
comparisons
Digitization of documents
Shared common physical
assets and operations
Source: Harvard Business School
Source:RSR Research
© 2016 Openbravo Inc. All Rights Reserved. 15
The Transformation of Retailing
Apparel & Footwear in the Omnichannel age Case Study Presentation
Openbravo Commerce Suite
Questions and Answers
Today’s Agenda
© 2016 Openbravo Inc. All Rights Reserved. 15
© 2016 Openbravo Inc. All Rights Reserved. 16
Source: PwC
In-store
40%
5%
3%
35%
8% 9%
For researching
In-store
Catalog
TV Shopping
Online PC
Online tablet
Online phone
In-store
55%
3% 3%
26%
7% 6%
For purchasing
In-store Still Dominates in Apparel and Footwear
© 2016 Openbravo Inc. All Rights Reserved. 17
Source: PwC
Specific Challenges for Apparel and Footwear Retailers
Gain real-time inventory visibility
Optimize pricing and promotional efficiency
Ship new collections faster for greater immediacy
Deliver a seamless shopping experience
Boost customer loyalty and satisfaction
Support aggressive new stores openings plan
© 2016 Openbravo Inc. All Rights Reserved. 18
73%
48% 42%
28% 27% 25%
15%
Top Barriers to Becoming
an Omnichannel Retailer
Source: Apparel magazine
So what is Stopping you?
© 2016 Openbravo Inc. All Rights Reserved. 19
Why is Technology Important?
New technologies are needed to enable retailers to build
key Omnichannel capabilities in areas such as:
Cross-channel product
and inventory visibility
Enabling sales associates
to understand customer
preferences and purchase
history
transforming stores into
local fulfillment centers
© 2016 Openbravo Inc. All Rights Reserved. 20
How Technology helps Apparel & Footwear retailers
Challenge: Quick turnover of seasonal inventory With a true Omnichannel approach, retailers can
forecast optimal pricing strategies for seasonal
inventory.
Challenge: Frequent product introductions
A smart predictive analytics solution can build an
accurate profile for new items by analyzing similar products/category behavior, seasonality,
demand and many other factors.
Challenge: Huge variety of styles, sizes and colors An Omnichannel solution allows demand to be
tracked in real time and provides optimal
inventory and assortment balancing across all
channels.
© 2016 Openbravo Inc. All Rights Reserved. 21
The Transformation of Retailing
Apparel & Footwear in the Omnichannel age
Case Study Presentation Openbravo Commerce Suite
Questions and Answers
Today’s agenda
© 2016 Openbravo Inc. All Rights Reserved. 21
© 2016 Openbravo Inc. All Rights Reserved. 22
Who is SMF Consulting?
• Openbravo Gold Partner
• More than 40 customers in
Openbravo
• Consultants with 10 years of
experience in Openbravo
• Experts integrating
E-commerce – Openbravo Commerce Suite
SMF Consulting SL
© 2016 Openbravo Inc. All Rights Reserved. 23
Apparel & Footwear Retail Experience
Two customer stories to share today: sivasdescalzo & Patadon
© 2016 Openbravo Inc. All Rights Reserved. 24
Retailer that sells
sneakers (casual, exclusive
models and limited
editions)
INITIAL STARTING
POINT:
Single e-commerce
platform (Magento) to
manage the online store
and the physical stores
Initially they had to serve
~30-40 daily orders
They needed a system
to scale as they expected
a big growth (they
registered more than 800
orders last Black Friday!)
© 2016 Openbravo Inc. All Rights Reserved. 25
Project Challenges
Be able to scale their business
shaped by omnichannel scenarios
Support cross-channel scenarios
Omnichannel orders mgnt
Picking y packing
Improve the logistics associated to orders
management
Carriers integrations like MRW, DHL
Costs & delivery time saving: nearest warehouse logic
Information consistency among
touchpoints (products, prices,
promotions) and updates in real-
time
Adopt a commerce solution
aligned with their brand image
DEMO on
25th of MAY
© 2016 Openbravo Inc. All Rights Reserved. 26
PATADON.COM
Retailer specialised in golf shoes with the ambition to be present in all
physical stores of main golf course in Spain and Europe
INITIAL STARTING POINT:
Poor offering of golf shoes in general in
the industry
New company belonging to the same
group of DEPIQUE.COM with 12 stores
located in golf course in Spain supported
by Openbravo Commerce Suite
Objective of leading the online and off-
line sale of golf shoes
© 2016 Openbravo Inc. All Rights Reserved. 27
Project Challenges
Provide to the golf customer the 100% of
the industry assortment in golf shoes
Centralized warehouse to be able to
serve the online store and all golf coure
stock
Automatic stock replenishment
process of the golf courses stores
Picking and packing adoption
Integration with logistic operators
Online store integration
© 2016 Openbravo Inc. All Rights Reserved. 28
The Transformation of Retailing
Apparel & Footwear in the Omnichannel age
Case Study Presentation
Openbravo Commerce Suite Questions and Answers
Today’s Agenda
© 2016 Openbravo Inc. All Rights Reserved. 28
© 2016 Openbravo Inc. All Rights Reserved. 29
Openbravo Commerce Suite is an advanced
commerce platform designed for the
Omnichannel era.
Openbravo Commerce Suite
It allows retailers to
deliver optimal
customer service
and a trend-setting
shopping experience.
© 2016 Openbravo Inc. All Rights Reserved. 30
■ Centralized real-time tracking of
goods movements, inventory status and
quantities across all channels and
locations - physical stores, headquarters
or distribution centers.
■ Set up different warehouse rules and
easy management of goods transfers, picking and packing activities and
reservations.
■ Mobile warehouse functionality for inventory count, goods movements and
picking lists for a more convenient and
accurate capture of data.
■ Ability to integrate RFID in sales and inventory processes for faster data
capture and accuracy.
Openbravo offers Real-time Inventory Visibility
© 2016 Openbravo Inc. All Rights Reserved. 31
■ Supports an unlimited number of
product categories that can be organized and browsed in a
hierarchical mode.
■ An unlimited number of product
characteristics like color, size, collection, season, fabric can be
assigned to your different price lists and
assortments.
■ Define an unlimited number of prices
and highly targeted promotions with discount application rules based on
multiple criteria such as stores,
customers or customer categories.
■ Lower time-to-market by making your product, pricing and promotion
changes available in all your stores and
terminals in minutes.
Openbravo offers Agile Product Management
© 2016 Openbravo Inc. All Rights Reserved. 32
■ Create and identify your customers
at POS, apply special pricing and assist
them anywhere in the store, in fitting
rooms and behind the counter.
■ Increase customer satisfaction and leverage up-selling and cross-selling
opportunities by informing customers
about applicable promotions,
complementary products and stock
availability in other locations.
■ Suggest the right product based on
customer personal preferences with a powerful search functionality that uses
available product attributes.
■ Reward your customers with integrated loyalty programs.
■ Payment convenience: cash, credit card, gift cards and gift vouchers,
store coupons, credit sales or
multicurrency payments.
Openbravo offers Superb In-store Experience
© 2016 Openbravo Inc. All Rights Reserved. 33
■ Ensure product data quality and
consistency across all assisted and non-assisted sales channels with
centralized management of all your products, prices and promotions.
■ Provide accurate inventory
information regardless of the channel
and gain single view of customer activity across channels.
■ Integrate seamlessly with the e-
commerce platform of your choice or leverage existing connectors with
solutions like Magento or Prestashop.
■ Prepare your stores to become
multichannel hubs and benefit
from new opportunities like in-store fulfillment.
Openbravo offers Omnichannel Readiness
© 2016 Openbravo Inc. All Rights Reserved. 34
■ Leverage available analytical
reports, including store productivity, cash up or discounts analysis.
■ Allow managers to create ad-hoc
new reports for improved analysis and
decision making.
■ Allow your store managers to track
key store indicators such as Best Selling Products or Best Selling Product
Categories, which can be easily
accessed from their personal
workspace.
■ React faster to events requiring
immediate attention with a flexible
alert system that informs your users
through the user interface or by email.
Openbravo offers Embedded Analytics & Reporting
© 2016 Openbravo Inc. All Rights Reserved. 35
■ Built-in multi-currency, multi-tax, multi-
language and multi-accounting
features to support international
growth.
■ Scale easily and add new stores, products or users.
■ Gain endless flexibility to introduce future innovations and support your
specific business requirements.
■ Scale from a store solution to an all-
in-one Retail ERP for managing the entire business or subsidiaries in
selected territories, with extensive
support for the customer, supply chain,
financials accounting management.
Openbravo offers a Future-proof Platform
© 2016 Openbravo Inc. All Rights Reserved. 36
Key Takeaways
Omnichannel customers are more valuable
but demand higher speed, convenience and personalization in all interactions
Customers now expect retailers to offer
Omnichannel capabilities such as Buy Online,
Pick up in Store or store fulfillment
Product information needs to be consistent
across channels and leveraged to personalize assortments by channel and customer profiles
You need enterprise-wide inventory visibility
to all your sales channels Invest in technologies aligned with your
omnichannel strategy that provide you future
freedom while helping to leverage prior
investments
© 2016 Openbravo Inc. All Rights Reserved. 36
© 2016 Openbravo Inc. All Rights Reserved. 37
Thank you very much for your attention
Web: www.openbravo.com/contact
www.smfconsulting.es
Email: [email protected]
© 2016 Openbravo Inc. All Rights Reserved. 37