Magento 2: Planning for

Omnichannel Success

Magento at the Sharp End

What is Omnichannel?

Definition

Omnichannel is a multichannel approach to sales that seeks to provide the customer with a seamless shopping experience whether the customer is shopping online from a desktop or mobile device, by telephone or in a bricks and mortar store.

Omnichannel vs. Multichannel

Multichannel

• Channels exist, but act independently

• Little cross-channel working

Omnichannel

• Channels reflect same brand identity

• Single customer view

• Customer consistency across channels

Most brands are here

.. but should be here

Channels (B2B & B2C)

• Bricks & Mortar

• Wholesale

• Telephone

• Website

• Mobile Apps

• Social

• Email

• TV/Radio

Channel Interactions

Why Omnichannel?

71% of in-store shoppers who use smartphones for online research say their device has become more important to their in-store experience.

Why Omnichannel?

One in four shoppers say they'll steer clear of a nearby store altogether to avoid the risk of items not being available.

Why Omnichannel?

Your Customers Already Do It.

Developing an Omnichannel

Strategy

Develop Personas

Brand Identity

• Develop a brand which will work well across all channels (think particularly about Mobile Apps and tablets)

• Develop clear brand guidelines

• Define USPs

Define Channels

• Which channels do your customers interact with?

• Where are your customers interacting where you have no presence?

Devising an Omnichannel

Solution

Systems Architecture

• ERP/WMS

• CRM/Social CRM

• ESP

• POS

• Payments

• CMS

• Finance

• Analytics

ERP/WMS

• Single view of inventory across channels

• Single view of customers across channels

CRM/Social CRM

• Unified CRM

• Single view of loyalty across channels

• A personalised experience throughout channels

ESP

• Track all information in ESP

• Set up segments

• Utilise automation across channels

POS

• All order data transitioned to ERP

• All order data tracked in Analytics

• Returns experience

Payments

• Payment gateway should support Omnichannel appropriate payment solutions

Finance

• Pricing strategy

• Reporting across all channels

Data Underpins Everything

Data Collection

Ensure you adhere to local Data Protection laws

Analytics Platform(s)

CRM&

Online

• Track all data in Google Analytics

• Google Tag Manager allows all interactions to be tracked

• Enhanced eCommerce tracks all eCommerce interactions

Offline

• Track all in-store interactions and tie within Analytics

Omnichannel & Magento 2

• Migration Project / Complete Rebuild

• Open Source

• Modern Frameworks

• Modern Architecture

• Best in Class

Magento 2

Magento 2 – Website

Magento 2 – In Store

Magento 2 – Telephone

Any questions?