omnichannel challenges & understanding the omnichannel
TRANSCRIPT
OMNICHANNEL
CHALLENGES
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015
JANET DORENKOTT, BIO
• Over 20 years of experience in information technology.
• Founded Relational Solutions in 1996 and co-owns with Rob York.
• Contributing author in “The Essentials of Shopper Technology”
• Contributing author in “New Directions in Shopper Technology”
• Member of Retailwire’s Braintrust
• Founder of the Demand Signal Repository Institute on LinkedIn.
• Participated in the implementation of over 200 data warehouse and BI projects for companies
that include Chrysler, Chase, Timken, Xerox, Glaxo, Smuckers, P&G and many others.
• Selected in CIO Review as “Most Promising Big Data Companies”
• NEOSA “Best Software” Nominee
• Named CIO Magazine’s “Top 50 Big Data Solution Providers”
• CGT “Readers Choice Award” for Business Analytics
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015
GOALS FOR TODAY
• Defining the Omnichannel
• Omnichannel & Big Data are NOT the same
• Omnichannel is “Disruptive”… what’s next?
• Issues Facing
• Retailers
• Manufacturers
• Consumers
• Understanding how to use Omnichannel data in an enterprise architecture
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015
The Omnichannel
Omni/Channel
Omni-channel
Omni Channel
Channel
Omni
OmniChannel
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015
The Internet of Things
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015
37Copyright © 2014 . Valeria Maltoni
commerce
Customer
service
ONLINE +
IN STORE
Store Apps, In-store Offers, Shipping Options,
Text Messages, Coupon Offers, Reviews,
Complaints, Etc.
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015
WHY ONLINE SHOPPING IS GROWING
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015
Today Branding is Real Time!
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015
Great Service is a must – and now a matter of public record.
18Copyright © 2014 . Valeria MaltoniProperty of Relational Solutions, Inc. By Janet Dorenkott February 2015
Ac
co
un
tin
g
Sh
ipm
en
ts
Ord
er
Pro
ce
ssin
g
Ma
nu
fac
turin
g
Big
Data
Photo’s
Syndicated Data
EDW
CRM
Segment
Panel Data
Wholesaler, Distributor & Broker
Promotion Results
Web Logs
Currency Conversion
Weather Trends
EDI Retailer POSWeb Logs
3rd Party Data
Click
Stream
Audio
Textual
Content
Reputation
Managemen
t
Video
Social Media
Chatter
Blogs
Location Info
3-D
Content
Schmatics
Geo-Spacial
Speech to Text
SMS/MSS
Demographics
Loyalty
Emerging Market
Big Data, Omnichannel or Both?
RFID
QR
Codes
Photo Tag’s
Mobile
Payments
E-Offers/Coupons
NFCMobile Tracking
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015
BIG DATA ALSO INCORPORATES
INTERNAL DATA USAGE!
Sales Teams
Education
Category Mgrs
Analysts
Finance
Order Entry
Maintenance
Management
R&D
Logistics
Administrators
Call
Center
Marketing
Manufacturing
HR
Social
Media
IT
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015
WHAT’S NEXT IN THIS DISRUPTIVE PHASE?
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015
Omnichannel:
Posing New Problems for ALL CPG
Manufacturers, Retailers &
Customers
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015
Shop On-Line
Come on
In!
Download Our
App! Give Us Your
Opinion
Customer
Service
Visit our
Website!
Find what
you’re
looking
for!
Compare
Prices
Ask Your Friends
Advise
Who Else
Has This
Item?
Informed, Cost-
Sensitive, Buyers Can
Easily Leave You
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015
al
How Can You Know Your
Customer?
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015
Create your
Customer
Journey Map
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015
WHAT MAKES USING OMNICHANNEL DATA SO DIFFICULT?
Walmart
E-Commerce
Flat File
EDI
CVS
Amazon
Walgreens
Ahold
SpectraAS2
IRI
Rite Aid
Kroger
Staples
Lowes
TXT
Market Data
Home Depot
Geo/QR/Web
Social
Multiple Retailers provide
Varying Data Elements
Missing Data/Recast Data/UPC
issues
Hierarchies/Granularity/
Calendars
Different Formats
Inconsistent Week End Dates
NielsenWhere do you get it?
How much does the data cost?
Different Frequencies
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015
The Requirement: Integrating &
Harmonization of Data
POS
Database
Walgreens
Streamline Data
Gathering
CVS
Shipments
Nielsen
Kroger
IRISam’s
Amazon Walmart
Metro
RiteAid
E-Commerce
Better Insights &
More Productive
Meetings Faster Access to
more Reliable
Information
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015
Info
rma
tio
n
Time
R I SK
10 Days
Earliest Point
when
an Accurate
Decision
can be made
Amount of
Information Needed
to make an
accurate decision
How Long Does it take to React?
Time Intensive Data Gathering
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015
Info
rma
tio
n
Time
LOW
RISK
Additional Information
Available when
integrated Amount of information currently
available to make a decision
1 Day
Increased
Employee
Productivity
Earliest Point when
an Accurate
Decision
can be made is
now 1 day
Faster, More Reliable, Consistent
Information
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015
TO KNOW YOUR CUSTOMER
Access
Analyze
Act
Listen
Engage
Inform
Offer
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015
KNOW YOUR SOCIAL REPUTATION
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015
KNOW WHERE YOUR SENTIMENT IS COMING FROM
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015
THANK YOU
Follow Relational Solutions on LinkedIn & Facebook
Relational Solutions Twitter name is @POSMARTBLUESKY
@JanetAtRSI
@SmartSuiteBree
@RSIKarenK
Join OUR “Demand Signal Repository Institute”
Join the “Big Data Association” Group on LinkedIn
Subscribe to the Relational Solutions channel on YouTube
Visit us at www.relationalsolutions.com
Follow me on LinkedIn, Email [email protected]
Call at 440-899-3296 x225
Property of Relational Solutions, Inc. By Janet Dorenkott February 2015