unified commerce goes beyond omnichannel, putting the customer
TRANSCRIPT
Delivering the Goods:Revolutionizing the Customer Experience
Chief Operating Officer
Michael Harvey
Retailers will be able to interact with customers through countless channels— websites, physical stores, kiosks, direct mail and catalogs, call centers, social media, mobile devices, gaming consoles, televisions, networked appliances, home services, and more. Unless conventional merchants adopt an entirely new perspective—one that allows them to integrate disparate channels into a single seamless omni-channel experience.— Harvard Business Review, 2011
websitesPHYSICAL STORES
kios
ks
direct mail
catalogs
CALL CENTERSsocial media MOBILE DEVICES
gaming consoles
televisions
networked appliances
homes
CA
RS
ther
mos
tats
fridges
brow
sers
mobile wallets
mes
sagi
ngsearch boxes
If not “Omnichannel,” then?
Seamless
If not “Omnichannel,” then?
Seamless
If not “Omnichannel,” then?
Coherent
If not “Omnichannel,” then?
Coherent
If not “Omnichannel,” then?
Integrated
If not “Omnichannel,” then?
Integrated
If not “Omnichannel,” then?
“Digical”
If not “Omnichannel,” then?
“Digical”
If not “Omnichannel,” then?
Branded? Personalized?
If not “Omnichannel,” then?
Branded? Personalized?
The Revolution will be
UNIFIED
Prediction is difficult,especially about the future. — Niels Bohr
Retail is DeadLong Live Retail
Retail guys are going to go out of business and ecommerce will become the place everyone buys.— Marc Andreesen, 2013
Ecommerce as Percentage of US Retail Sales
103Mvs
102MSource: NRF
Source: ShopperTrak and Adobe Digital Index
vs$2.8B $10.4B
up 14.3 % down 12 %
36%
Black Friday Sales
50% 30%
Black Friday Traffic
Up
21%
Smartphone Online Sales
45%
Black FridayTraffic
I should say the death of the store has been greatly exaggerated.— Devin Wenig, CEO, eBay
Physical Retail
92%
Ecommerce captured by merchants with physical stores
50%
Instore purchases influenced digitally
68%
Higher lifetime value of customers who shop more than one channel
30%
What we’ve discovered is having an offline component and building a pioneering online and offline model is actually the secret to building a great business.— Andy Dunn, Founder, Bonobos
Whirlwind Behind the Scenes Tour Of Unified Commerce
Building the Unified Customer Experience
The Unified Customer ExperienceNeeds a Unified Commerce Platform
The Unified CustomerExpects a Unified Experience
Shopping journey today is fragmented and complex
Unified commerce goes beyond omnichannel, putting the customer experience first, breaking down the walls between internal channel silos and leveraging a single commerce platform. The idea of a single, centralized, real-time platform for all customer engagement points is a key tenet of unified commerce. A unified commerce platform is not simply the future in-store or web platform, but combines POS, mobile, web, call center, and clientelling into one single integrated platform. It has become the new retail imperative. Source: BRP, “Unified Commerce is the Goal, “Faux” Omni-channel is the Reality,” March, 2016
Customer Led
Customer Priorities
Source: yStats - Omnichannel Trend in Global B2C E-Commerce and General Retail, 2015, as cited in “Profitable Omnichannel Retail,” Payvision
Merchant Priorities
Source: ibid
The Unified Customer Expects a Unified Experience
Source: Forrester
Stores Without Inventory
Unified Customer Experience
• Unified Payments and Shopping Cart• Unified View of Customer• Unified Inventory
Which requires a...
UNIFIED COMMERCE PLATFORM
Unified Payments & Shopping Cart
• “Invisible Payments” (e.g., Über)
• Mobile Point of Service (MPOS)
• Consolidated, Global PSP Solutions
• Tokenization and Tokenized Tokens
• Cross-channel gift cards & coupons
© 2016 Corra Technology, Inc.
Unified View of Customer
• Single Canonical “view of the truth”
• Recognize customer early and in any channel
• Persistent Cross-Channel Profile
• Cross-Channel Loyalty Program
• Empowered Associates In-Store
• Personalization (Predictive Sort, Predictive Email)
Unified View of Customer
Unified View of Customer
Available: Fragmented Inventory
610
50
30
Unified Inventory
Delivering the GoodsThe Unified Commerce Platform
Progress towards a Unified Commerce Platform
UCP Roadmap Top Ten List1. Form a cross-functional steering committee
2. Perform primary and secondary customer research to determine customer priorities
3. Perform competitor research to identify areas where you may already be lagging
4. Establish key goals and success metrics
5. Establish budgets, select technology(s) and implementation partner(s)
6. Identify which platforms and systems will be upgraded, integrated with, or replaced Prioritize
features of first release to map best to customer priorities and business objectives
7. Work on organizational realignment
8. Train staff across all channels
9. Launch Release 1 and continue to iterate
10. Stay agile but patient
Top 10 ListUCP Roadmap
1 Steering Committee
Steering Committee Activities
2 Customer Research
Source: yStats - Omnichannel Trend in Global B2C E-Commerce and General Retail, 2015, as cited in “Profitable Omnichannel Retail,” Payvision
Source: Interaction Design Foundation
3 Competitor Research
4 Key Goals + Success
5 Budgets + Technologies + Implementations
Systems Integration Source: Mulesoft
6 Identify Priorities + Business Objectives
7 Organizational Re-Alignment
90%
Consolidate consumer-facing IT
8 Train Staff Across All Channels
9 Launch Release+ Continue to Iterate
10 Stay Agile But Patient
Stay Agile But Patient
Customer LedAgility & Innovation
Thank You