how to configure the omnichannel tech stack€¦ · design your omnichannel framework •how can...

Charles Hunsinger, SVP/CIO

From Idea to Doorstep:How to Configure the Omnichannel Tech Stack

IRCE 2018- Ecom Tech Workshop 2

AGENDA

1. The Omnichannel Evolution

2. From Idea to Doorstep

3. Start with the Foundation

4. Design with the Customer in Mind

5. The Technology Framework

6. Food for Thought

From Idea to Doorstep

From Single Channel to Omnichannel


Single Channel Multi-Channel Cross-Channel Omnichannel

Where are you on the Omnichannel Continuum?

Text “FFC817” to 22333 to join, then A B C D to vote

LIVE POLL

Single Channel Multi-Channel Cross-Channel Omnichannel

A B C D

IRCE 2018- Ecom Tech Workshop [session title] 5

RESULTS

20%

25%

45%

10%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Omnichannel

Cross-Channel

Multi-Channel

Single Channel

Where are you on the Omnichannel Continuum?

IRCE 2018- Ecom Tech Workshop [session title] 6

Fro

m I

de

a t

o D

oo

rste

p

Start with a Solid Foundation

IRCE 2018- Ecom Tech Workshop From Idea to Doorstep 7

Align Your Organization with Your Objectives


Design Everything with the Customer in Mind


IRCE 2018- Ecom Tech Workshop 10From Idea to Doorstep

Know Your Customer


Optimize Your Processes

• Do you need to optimize to manage costs?

• Are you willing to make short-term sacrifices to ensure customer success?

• Do you know who will execute process, and how?

Design Your Omnichannel Framework

• How can you deliver the best customer experience?

• Assess your maturity and prioritize based on:


- The channels you sell from best (or not?)

- The resources available to support it

- Clear business requirements

- Available and manageable budget


Build the Tech Framework

IRCE 2018- Ecom Tech Workshop

Online B2B Catalog Webstore Social Media In-store Marketplaces Mobile

Sales Channels

Back End Systems

Fulfillment WMS

ERP PIM Content Management

Ecommerce Platform CRM

Order Management (OMS)

Transactional Systems

Marketing / Merchandising

CustomerCare

Traffic Orders

Customer

Inquiries

Personalization

Recommendations

Promotions

Shipment

Tracking

Inventory

SalesProduct

DataContent


Tie It All Together

• Understand how and why systems work together

• Share customer and inventory data across platforms

• Understand where data consistency provides high value or high impact –don’t think you have to solve every single issue up front!

• It doesn’t have to be pretty – ‘fake it until you make it’




Sales Channels

Back End Systems

Fulfillment WMS

ERP PIM




CustomerCare

Traffic Orders

Customer

Inquiries

Personalization

Recommendations

Promotions

Shipment

Tracking

Inventory

SalesProduct

DataContent

Content Management



• Know what you need and assess what you have -most ECPs include merchandising tools

• Understand your customer’s journey to drive them to product

• The secret sauce is in the data

• For greater sophistication leverage best-of-breed point solutions (personalization, searchandising, ucg-content, marketing automation etc.)

IRCE 2018- Ecom Tech Workshop From Idea to Doorstep

From Product Assortment to Recommendations

• Make sure you have the right product and know

how to merchandise and market in each channel



Sales Channels

Back End Systems

Fulfillment WMS






CustomerCare

Traffic Orders

Customer

Inquiries

Personalization

Recommendations

Promotions

Shipment

Tracking

Inventory

SalesProduct

DataContent


Support How She Buys


• Online

• On-the-go

• In-store

• Chat?

• Voice?

• AI Buys for you!

• Buy to Thought? ☺




Sales Channels

Back End Systems

Fulfillment WMS






CustomerCare

Traffic Orders

Customer

Inquiries

Personalization

Recommendations

Promotions

Shipment

Tracking

Inventory

SalesProduct

DataContent

CRM


Achieve a Single View of the Customer

• Solid CRM or Customer MDM is essential

• Centralize all relevant customer data and profile information -enabling consolidated view of all customers and activity

• Leverage and apply across all functional areas where you can benefit




Sales Channels

Back End Systems

Fulfillment WMS






CustomerCare

Traffic Orders

Customer

Inquiries

Personalization

Recommendations

Promotions

Shipment

Tracking

Inventory

SalesProduct

DataContent

OMS


The Engine Behind the Scenes


• Process orders from multiple channels - ecommerce, mobile, call center, and more

• Allocate orders to multiple sources of fulfillment (fulfillment centers, retail stores, drop shippers)

• Enable cross-channel transactions (BOPIS, BORIS)

• Always help customers understand their options

• Manage tradeoffs on complexity and performance




Sales Channels

Back End Systems

Fulfillment WMS

ERP PIM





CustomerCare

Traffic Orders

Customer

Inquiries

Personalization

Recommendations

Promotions

Shipment

Tracking

Inventory

SalesProduct

DataContent

Content Management


Supporting Data Must Be Consistent and Kept Updated

CMS – Content Management System

• Contains and assists in management of product imagery, promotional banners, and other content

• Helps with productivity and empowers marketing and merchandising to manage elements of web channel and other uses (i.e. call center) in consistent manner


And Product Content Should be Centralized


PIM – Product Information

Management

• Contains MOST product attributes and

ensures consistency and completeness of

attribution

• Usually has workflow to manage across

departments involved in creating products

(Sourcing, Product Development, Merch,

Marketing, etc.)

• Can assist with Pre-Product Lifecycle/Product

Development in some cases



Sales Channels

Back End Systems

Fulfillment WMS






CustomerCare

Traffic Orders

Customer

Inquiries

Personalization

Recommendations

Promotions

Shipment

Tracking

Inventory

SalesProduct

DataContent


Some Food for Thought


• Comparison-shop the competition and beyond

• But don’t think you have to match competition

immediately

• Competitors may have it but customer

may not use it – know what matters to

your customer vs. just guess via

competition

• Evaluate your current capabilities to identify

gaps and opportunities

• Avoid massive projects where you can

– use MVP approach and get religion

on scope management

• Establish cross-functional and cross-

channel collaboration to break down

silos

• Align incentives or active warfare (or

worse, passive) can break out

Thank You!


Charles Hunsinger

SVP & CIO, Oriental Trading Company

For additional questions:

[email protected]

how to configure the omnichannel tech stack€¦ · design your omnichannel framework •how can...

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