Omni-channel strategyProfitable customer-centric retailing

‘Omni-channel retail’, ‘anywhere commerce’, ‘total retail’, whatever you call it, the new era of customer-centric retail is here to stay. This leaves retailers grappling with new expectations, new types of technologies and a new economics for profitability.

Many retailers have been able to quickly implement services, like click and collect or in-store ordering, to keep up with customer demand and competitors. However, without having gone through the process of defining a strategy, that takes into account

everything from proposition definition to staff training to technology, retailers put themselves at risk delivering a sub-optimal experience that costs more money to run than it returns.

Proposition development

Consideration of omni-channel services against retailer proposition and

customer profile. How would additional

services enhance the customer shopping

experience?

ROI calculation

Calculation of potential return on

investment. Consideration of

sales uplift versus

required investment.

Operational plan

Development of a plan for service roll-out. This

considers all operational aspects, from training to

technology implementation.

KPIs and success measures are also

defined.

eCommera has developed a framework for building out an omni-channel plan that considers everything from how a service could enhance the proposition to the KPIs required to measure success.

Proposition development

We map out potential services against the various stages of the shopping journey to assess how they can enhance your overall proposition and can improve the customer experience.

EngagementATL, direct,

social

DiscoveryOnline, mobile,

in-store, catalogue

PurchaseOnline, mobile,

in-store, call centre

DeliveryOffer,

notification, promise

ReturnsIn-store, to

warehouse, via third-party

Omni-channel service

Retailer proposition

ROI calculation

We calculate the potential return of a service by considering its capacity to increase sales versus all of the costs required to implement and run it.

Opportunity evaluation

Service reachHow many customers will use

the service?

Cost assessment

Process & operationsWhat existing processes need

to be adapted; what new processes are required?

IntensityHow often will the service be

used?

ValueWhat value will the service

generate in terms of revenue & loyalty

Technology investmentWhat new technology is

required? What changes are required to existing set up?

Store investmentWhat modifications are

required in stores?

Year 1 Year 2 Year 3

In-store ordering

Returns to store

Click and collect

Ship from store

Pilot Roll-out Launch

Operational plan

With a set of services selected, we build out a roadmap for roll-out considering pilot phases, programme roll-out and full launch.

We also provide you with a set of KPIs so that you can track the success and refine the offering.

Sample simplified roadmap

With all aspects covered, we provide you with a comprehensive strategic and operational plan for omni-channel retail.

Benefits

• Reduced risk: You will understand the potential return on a service and can align investment accordingly

• Secure investment: With a comprehensive plan you will be better able to secure investment for your omni-channel programmes

We provide you with

• A strategic plan for omni-channel services based on your business proposition

• A return on investment assessment per service

• A comprehensive operational roll-out plan

• A set of KPIs and metrics for success tracking

• A presentation of findings and recommendations

We have experience helping retailers across the globe to develop their omni-channel strategy and plan. Here is just one example:

eCommera helped leading Turkish retailer realise its vision of

becoming the first omni-channel retailer in the market by defining their strategy and building their

operational plan

‘We have an ambition to be the most advanced omni-channel retailer in the Turkish market. We chose to work with eCommera to help define our operational plan because the team there are retail specialists. They understand the strategic side and how to translate that into a plan with clear objectives and deliverables. With the help of eCommera, we now understand how to prioritise the various offerings and the return on investment we can expect from omni-channel initiatives.’

Eser Erkan, E-commerce Director, DeFacto

Contact us now

Are you ready to take the next step toward omni-channel? Call us now at +44 (0)20 3553 5800 or email us at info@ecommera.com

Further reading

Still researching? You might be interested in:• Making money at Omni-channel: Getting an ROI• How NOT to do click & collect• DeFacto: A case study

eCommera, Linked by Isobar, provides global retailers with a single source for expertise, technology and operational support. We are passionate about retail and that permeates everything that we do - whether we are helping clients like Jimmy Choo develop an international strategy, working with Clarins to launch sites in over 25 markets or putting our heads together with the team at Asda-Walmart to realise their next innovation.

We provide systems integration services, retail consultancy and in-life technology management. We have the expertise, the experience and the drive to help you take your commerce operation to the next level.

eCommera is part of the Dentsu Aegis Network and has offices in London, New York, Pune & Sofia.

www.ecommera.com | info@ecommera.com | +44 (0)20 3530 5800

A selection of our clientsWho is eCommera?