omnichannel: the reality of retail - prolific north live 2016
TRANSCRIPT
Omnichannel: The Reality of
Retail
Prolific North Live
Introduction
• Digital Director at PushON
• Magento Solution Partner
• Magento Certified Developer
• Working with retailers for 8 years
Omnichannel
Definition
Omnichannel is a multichannel approach to sales that seeks to provide the customer with a seamless shopping experience across all channels.
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
• Telephone
• Website
• Mobile Apps
• Social
• TV/Radio
• Etc..
Channel Interactions
Why Omnichannel?
In-store Interaction
71% of in-store shoppers who use smartphones for online research say their device has become more important to their in-store experience.
Local
One in four shoppers say they'll steer clear of a nearby store altogether to avoid the risk of items not being available.
Website
Phone James Called “iPhone 6S”
James Read “Top 10 Mobiles for 2016”
James Searched “Mobile Phone”
James Viewed “Samsung Galaxy S6”
James Viewed “iPhone 6S”
James Opened “iPhone 6S Latest Offers”
James Clicked “£10 Off Deal”
A Single View of the Customer
Website
James Viewed “iPhone 6S”
James Added “iPhone 6S”
James Purchased “iPhone 6S”
Website
James Viewed “iPhone 6S Case”
James StockLookup “iPhone 6S Case”
James Opened “iPhone 6S Accessories (In-Store Clearance)”
James Clicked “iPhone 6S Case”
Store James Purchased “iPhone 6S Case”
A Single View of the Customer
Personalisation
Use customer’s demographic information, and customer view/profile to personalise their experience across all channels:
• Recommended/Upsell/Cross-sell Products
• Pre-populate Attribute-based Shopping e.g. Sizing
• Segment Email Marketing Campaigns
Developing an Omnichannel
Strategy
Implementation Cycle
Define
Develop
Deliver
Review
Refine
Define – Brand
• Develop clear brand guidelines
• Define USPs
Define - Personas
• Where are they based?
• What is their industry?
• What income do they have?
• Which social networks do they use?
Define - Pricing
• Are prices standardised across channels?
• Are promotions standardised?
• Can loyalty cards be used across channels?
• Are gift cards available for use across channels?
Define - Channels
• Where do your customers interact?
Define - Technologies
• Enterprise Resource Planning (ERP)
• Warehouse Management System (WMS)
• Customer Relationship Management System (CRM) / Social CRM
• Email Service Provider (ESP)
• Point of Sale (PoS)
• Payments
• Content Management System (CMS)
• Finance
• Analytics
Case Study: Nottingham
Forest Football Club
