Delivering the Goods: Revolutionizing the Customer Experience

Transcription

1

2 Delivering the Goods: Revolutionizing the Customer Experience

3 Michael Harvey Chief Operating Officer

4

5

6

7

8 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

9

10

11

12 thermostats homes direct mail CALL CENTERS social media search boxes mobile wallets kiosks catalogs websites CARS browsers PHYSICAL STORES televisions networked appliances MOBILE DEVICES gaming consoles messaging fridges

13 If not Omnichannel, then? Seamless

14 If not Omnichannel, then? Seamless

15 If not Omnichannel, then? Coherent

16 If not Omnichannel, then? Coherent

17 If not Omnichannel, then? Integrated

18 If not Omnichannel, then? Integrated

19 If not Omnichannel, then? Digical

20 If not Omnichannel, then? Digical

21 If not Omnichannel, then? Branded? Personalized?

22 If not Omnichannel, then? Branded? Personalized?

23 The Revolution will be UNIFIED

24 Prediction is difficult, especially about the future. Niels Bohr

25 Retail is Dead Long Live Retail

26 Retail guys are going to go out of business and ecommerce will become the place everyone buys. Marc Andreesen, 2013

27

28 Ecommerce as Percentage of US Retail Sales

29

30 103 M vs 102 M Source: NRF

31 $2.8B vs $10.4 B up 14.3 % down 12 % Source: ShopperTrak and Adobe Digital Index

32 36 % 50 % 30 % Black Friday Sales Black Friday Traffic Up

33 21 % 45 % Smartphone Online Sales Black Friday Traffic

34 I should say the death of the store has been greatly exaggerated. Devin Wenig, CEO, ebay

35 92 % Physical Retail

36 50 % Ecommerce captured by merchants with physical stores

37 68 % Instore purchases influenced digitally

38 30 % Higher lifetime value of customers who shop more than one channel

39 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

40 Whirlwind Behind the Scenes Tour Of Unified Commerce Building the Unified Customer Experience

41 The Unified Customer Experience Needs a Unified Commerce Platform

42 The Unified Customer Expects a Unified Experience

43 Shopping journey today is fragmented and complex

44 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

45 Customer Led

46 Customer Priorities Source: ystats - Omnichannel Trend in Global B2C E-Commerce and General Retail, 2015, as cited in Profitable Omnichannel Retail, Payvision

47 Merchant Priorities Source: ibid

48 The Unified Customer Expects a Unified Experience Source: Forrester

49 Stores Without Inventory

50 Unified Customer Experience Unified Payments and Shopping Cart Unified View of Customer Unified Inventory Which requires a... UNIFIED COMMERCE PLATFORM

51 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.

52 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 )

53 Unified View of Customer

54 Unified View of Customer

55 Available: Fragmented Inventory

56 Unified Inventory

57 Delivering the Goods The Unified Commerce Platform

58 Progress towards a Unified Commerce Platform

59 UCP Roadmap Top Ten List 1. 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

60 UCP Roadmap Top 10 List

61 1Steering Committee

62

63 Steering Committee Activities

64 2Customer Research

65 Source: ystats - Omnichannel Trend in Global B2C E-Commerce and General Retail, 2015, as cited in Profitable Omnichannel Retail, Payvision

66 Source: Interaction Design Foundation

67

68 3Competitor Research

69 4Key Goals + Success

70 5Budgets + Technologies + Implementations

71 Systems Integration Source: Mulesoft

72 6Identify Priorities + Business Objectives

73 7Organizational Re-Alignment

74 90 % Consolidate consumer-facing IT

75 8Train Staff Across All Channels

76 9Launch Release + Continue to Iterate

77 10 Stay Agile But Patient

78 Stay Agile But Patient

79 Customer Led Agility & Innovation

80 Thank You