omni-channel in retail. lessons for the automotive industry

OMNICHANNEL IN RETAIL:LESSONS FOR THE AUTOMOTIVE INDUSTRY

PROF. GINO VAN [email protected]

source: British Retail Consortium / KPMG – Dec. 13 (growth is vs. year ago)

growthoverallretail

+1.8%


growthnon-food

online

+19.2%

growthoverallretail

+1.8%


growthnon-food

online

+19.2%

growthoverallretail

+1.8%

onlineshare of

retail

+18.6%


growthnon-food

online

+19.2%

growthoverallretail

+1.8%

onlineshare of

retail

+18.6%

growthJohn Lewis

online

+22.6%

AGENDA

1. omni-channel

2. challenges?

3. in practice

4. automotive?

5. conclusion

mono-channel

multi-channel

mono-channel

cross-channel

multi-channel

mono-channel

360°communication

and360° sales

12

93% of visitorsare store customers

OMNI-CHANNEL

omni-channel

cross-channel

multi-channel

mono-channel

customer centric commerce

THE CONNECTED STORE

benefits of offline: experience, service & advice merchandise in stock trust

THE CONNECTED STORE


enriched with the internet… free wifi, screens, tablets,.. website, webshop,…

THE CONNECTED STORE


enriched with the internet… free wifi, screens, tablets,.. website, webshop, app…

… & the benefits of online: access to info, reviews &

ratings order in-store & at home choice

THE CONNECTED WEBSHOP

benefits of online: easy to shop choice content (orientation)



enriched with “bricks”… connected stores,… pick-up & return points,…



enriched with “bricks”… connected stores,… pick-up & return points,…

… & the benefits of offline: experience service & advice merchandise in stock trust

OMNI-CHANNEL !!


growthnon-food

online

+19.2%

onlineshare of salesJohn Lewis ‘13

> 30%

growthJohn Lewis

online

+22.6%

growthJohn Lewis

click & collect

+62%

26

“We are seeing about 34% of (pick-up) visits translating into additional sales in shop and that number is growing

exponentially at the moment.

It’s typically or increasingly for purchases that the customer didn’t think they would make. So it is quite

out with whatever they were going to collect.”

TOP 10 BIGGEST ONLINE RETAILERS 2013 (EUR)

source: Internet Retailer

AGENDA

1. omni-channel

2. challenges?

3. in practice

4. automotive?

5. conclusion

36

“the launch of a webshopcompares to omnichannel,

like a weddingto life as a married couple”

“We started to think about ourselves as a pure play e-commerce companythat happened to have really great, differentiated stores

in 500 locations around the world”Matthew Kaness, chief strategy officer for Urban Outfitters

AGENDA

1. omni-channel

2. challenges?

3. in practice

4. automotive?

5. conclusion

CUSTOMER-CENTRIC COMMERCE

orientation purchase after-sales

enrich

simplify

informationneed

currentmood



enrich

simplify

informationneed

currentmood

touchpoints

path topurchase

in-storeexperience



enrich

simplify

informationneed

currentmood

single viewof the

customer

SINGLE VIEW OF THE CUSTOMER

AGENDA

1. omni-channel

2. challenges?

3. in practice

4. automotive?

5. conclusion



enrich

simplify

informationneed

currentmood

“After having looked up information online, I often have the feeling that I know more about a product than the sales associate.”

source: “Retail in Belgium,” InSites/Vlerick, 2012 (n = 165)

0 10 20 30 40 50 60 70 80 90 100

9 10 37 24 20

totally disagree disagree neutral agree totally agree

SERVICE 2.0

pre-digital

salesassociate:

knows littleabout a lot

ignorantconsumer:

knowsnothing

digital

salesassociate:

knows littleabout a lot

informedconsumer:knows a lotabout little

result

conversion:increasing

interactions:less & shorter

satisfaction:decreasing(customer& staff !!)

from selling to helping to buy…



enrich

simplify

informationneed

currentmood

single viewof the

customer

SERVICE 2.0



enrich

simplify

informationneed

currentmood

AGENDA

1. omni-channel

2. challenges?

3. in practice

4. automotive?

5. conclusion

Jamie Nordstromhead of Nordstrom Direct

“If we focus on the customer,the outcome will be right”



enrich

simplify

informationneed

currentmood

touchpoints

digital dreams digital budget

DNA context

78

one sizedoesn’tfit all

CONCLUSION

80

Prof. Gino Van Ossel

Retail management

E-commerce & omni-channel

Shopper & trade marketing

Channel management

[email protected]

@ginovanossel

mailto:[email protected]

http://www.linkedin.com/in/sylvainpion

omni-channel in retail. lessons for the automotive industry

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