e-commerce berlin expo 2017 - lessons learned from implementing omnichannel strategy in traditional...
TRANSCRIPT
Implementingomnichannel
strategyLessons learned
Piotr WrzalikManaging Partner
Booth A16
Visit us at Booth A16
Menu
• What is omnichanneling all about
• Building and managing cross-department teams
• Addressing challenges with legacy IT systems
• 4 steps to your own omnichannel strategy
Visit us at Booth A16
Who we are
• One of top IT/e-commerce tech providers in Poland
• E-commerce / PIM / Omnichannel Integration
• Remote development teams (PHP, Java, .Net)
• 200 people, 3 offices in Poland, 20 years experience
Visit us at Booth A16
Stock + Customer database– the key enabler
Source: Lutz Spannuth, SPANNUTH DIRECThttp://www.spannuth-direct.com/
Visit us at Booth A16
What’s Omnichannelling all about?
Sales per Customer p.a. – International Fashion Chain
Store Customer
Online Customer
2-Channel Customer (Store + Online)
3-Channel Customer (Store + Online + Catalog)
Sales per Customer p.a. – Multibrand Retailer
Store Customer
Online Customer
2-Channel Customer (Store + Online)
2 or 3-channel customers are at least twice
as productive as 1-channel customers
They buy more often and have a bigger
shopping basket
It’s all about share
of wallet !
Source: Lutz Spannuth, SPANNUTH DIRECThttp://www.spannuth-direct.com/
Visit us at Booth A16
Independent Online OrganizationTop
Management
Marketing Sales Buying OnlineFinance /
ControllingOperations / IT
Source: Lutz Spannuth, SPANNUTH DIRECThttp://www.spannuth-direct.com/
Visit us at Booth A16
Online embedded in Mrktg/SalesTop
Management
Marketing Sales Buying
Online
Finance /
ControllingOperations / IT
Source: Lutz Spannuth, SPANNUTH DIRECThttp://www.spannuth-direct.com/
Online
options
Visit us at Booth A16
Integrated Digital OrganizationTop
Management
Marketing Sales Buying Operations / ITFinance /
Controlling
Online MKAdd-on Online
Buying Online
OPS / IT
Online MK
Online
Controlling
Crosschannel
Management
Cross-deptteam
Source: Lutz Spannuth, SPANNUTH DIRECThttp://www.spannuth-direct.com/
Visit us at Booth A16
Cross-deptteam
Coach
Injecting best pratice
Top
Management
Marketing Sales Buying Operations / ITFinance /
Controlling
Online MKCrosschannel
Services
Add-on Online
Buying Online
OPS / ITOnline
Controlling
Source: Lutz Spannuth, SPANNUTH DIRECThttp://www.spannuth-direct.com/
Visit us at Booth A16
Cross-deptteam
Adding Competence at C-Level
Marketing Sales Buying Operations / ITFinance /
Controlling
Online MKCrosschannel
Services
Add-on Online
Buying Online
OPS / ITOnline
Controlling
Top
Management
Chief Digital
Officer
Source: Lutz Spannuth, SPANNUTH DIRECThttp://www.spannuth-direct.com/
http://www.cio.com/article/2997180/cio-role/6-responsibilities-of-the-chief-digital-officer.html
Visit us at Booth A16
Omnichannel brings challenges to IT
• Multiple touchpoints and integration points
• Dramatic increase in size of data
• Data-Driven Marketing requires real-time processing
• High value SaaS based services to be integrated into IT systems
• Short time to market expected
Visit us at Booth A16
Data silos limit customer experience
Visit us at Booth A16
4 steps to omnichannel strategy
Market analysis
Know major digital trends
Learn yourclient needs
Benchmark to your
competition
Organisation& IT audit (AS-IS)
Business visionIT Architecture
and roadmap (TO-BE)
Perform SWOT analysis
Know your team competence and
experience
Learn your IT limitations
Build model
Estimate potentialgains and risks
Identify keychallenges
Define KPIs
Work out a scalableIT architecture
Define roles and keyrequirements for all
systems
Build roadmapfor agile delivery
Visit us at Booth A16
Omnichannel Retailing is about
increasing the „Share of Wallet“
through total Customer Centricity
Omnichannel retaling is for most brick
& mortar retailers a „no choice“
strategy
Ability to build and manage your
digital competence team is crucial
enabler for all online initiatives
Delegation will not work – CEO must get
his hands dirty. Injecting best practice
by working with external coach is a way
to go for „greenfield” CEOs
IT infrastructure and organisation must
support channel integration and adaptive
change (the two-speed IT)
Use 4-steps methodology do build
your successful omnichannel strategy
and START DOING IT!
Key takeaways
Meet me @ booth A16
http://www.unity.pl/en