optimising your omni-channel strategy
DESCRIPTION
Omni-channel presentation I presented at the Online Retailer 2013 conference in Sydney.TRANSCRIPT
Optimising Your Omni-Channel Strategy
Matt Taylor
Single Channel Multi Channel Cross Channel
Driven by the consumer, not by you!
Omni Channel
Some Omni-Channels
Negative Omni-Channel ExperienceMary goes into Myer to buy a pair of new shoes. She finds a great pair of Lipstik boots, and to verify the price she scans the barcode with her smartphone. She finds that she can get it on StyleTread.com.au cheaper and have it delivered that same day so orders on her phone while standing in the store.
Positive Omni-Channel ExperienceJohn decides to go into a menswear store in his local shopping mall. After browsing he doesn’t find anything he likes. As he leaves the store he is approached by a store assistant who shows him the stores new range on an iPad. He finds something he likes and pre-orders to pickup the item next week.
75% of home-try-on customers visit a Bailey Nelson store at some point in their journey
Most shoppersstart shopping
online
What is the capital ofCanada?
Competing with B+M retailers
Local DCs
Pickup Lockers
“We want to know what every product in the world is. We want to know who every person in the world is. And we want to have the ability to connect them together in a transaction.”- Neil Ashe, President Global eCommerce
60% of online orders picked up in store
• When you buy in store, you buy on a device• Staff have iPhone’s• Apple ID used at every point of process• The store “looks” and “feels” like the website,the mobile site, tablet site etc.• Receipt and follow up’s emailed to youimmediately
Do what these guy’s do!
Be a part of the buyer’s decision making process!
Why is bricks & mortarso shit?
IT’S NOT!
Open a store…
Open a popup if you don’t want to commit to a lengthy lease
Collect data in store
Allow customers to browsefull range, full website.Introduce them to theidea of purchasing online
Offer Click + Collect
Responsive Web
Ensure the same experience across:• Web• Mobile• Tablet• Any screen size
ThePower
ofData Mash-ups of data from multiple sources will
give savvy retailers an ability to do predictive analytics to make location and time-specific offers and recommendations to each of their potential and existing customers.
Analyses CCTV footage & intercepts mobile phone and Wi-Fi signals to understand customer visiting patterns per store and the movement behaviors of customers and employees within each store.
Data is no longer the limitation.The ability to analyse it is.
In which city was 2013 Super Bowl held?
Improve Your CustomerService
Use social media to interact with your customers,not just as a marketing channel.What are they saying? What do they want?Turn an angry customer into a brand advocate
Live ChatAllow customer service reps to
recommend products/stylesand give advice.
Empower your team to answer questions quickly and decisively!
Integrate UGC & customer reviewsthroughout your website
Embrace Social MediaListen in on other’s conversations,join in if appropriate
Open a Facebook store
Display “Likes” in store
Engage with social media users,not just customers
Content is (Still) King
Display onlineUGC in-store A number of product photos
Product videos
Encourage user ratings/reviews
Price comparisons
Key Actions
• Open a B+M store– Offer Click & Collect
• Build a responsive website template• Analyse data across all your channels• Improve your customer service
– UGC• Add more content
