Omni-Channel Best Practices
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1 Omni-Channel Best Practices How Companies can Survive in an Omni-Channel World Brussels, 28 th of March 2012 Jorij Abraham
2 Introducing Unic The European Omni-Channel Specialist
3 Your Presenter Introducing Me. Manager ecommerce TUI Manager ecommerce Magazijn de Bijenkorf
4 The Unic Group is rapidly expanding Pan-european Omni-Channel Specialist with Swiss Roots Core markets Adjacent markets Nearshore markets Subsidiaries in Core Markets Amsterdam Bern Brussels Karlsruhe Valencia Vienna Zurich Adjacent Markets Clients in UK, F, IT, DK, SWE Figures of the Unic Group 260 Employees from over 15 Nations 7 Office in 6 Countries Unic Page 4
5 Our Customers Mid- and Big size companies, Local & Global B2B2C Fashion Retail B2B Finance Other Unic - Page 5
6 What is Omni-Channel Management? Concept & Benefits
7 What is Omni Channel Management? From Single to Omni Single channel Multi-channel Cross-channel Omni-channel Customer experiences a single type of touch-point Customer experiences multiple channels acting independently Customer experiences multiple channels as part of the same brand. Customer experiences a brand, not a channel within a brand Only one channel is offered. The channels are organizational and technical silos There is a single customer view but the channels do not deliver the same brand experience. There is a single view on the customer and he is serviced consistently across all channels. The Sting Megapool.nl Mediamarkt Selexyz Bijenkorf Netflix Bijenkorf Netflix Unic AG Seite 7
8 What is Omni-Channel Management? Manage the Customer Experience across all Channels Flagship stores Sales reps Sales force Company website E-Kiosks/ATM Kiosk Outlets Brand shops Internet TV Call center Physical Direct Digital Mobile site Iphone app. Online chat Tablets The Experience Door-to-door Shop-in-shop Twitter IM Home advisors Retailers Indirect Social network sites Physical Agents Dealers Integrators Franchisers VARs Consultants Resellers Catalogues Magazines Flyers Unic AG Seite 8 Digital Online retailers Affiliates XML/EDI Comparison sites Online auctions Home shopping channels Classified adds sites
9 What is Omni Channel Management? Support the Customer Journey across each Touchpoint Orient (activate) Search (inform) Customize (configure) Compare (enable) Purchase (sell) Play (support) Share (stimulate) Dealer Brand Website Affiliate Shop-inshop Magazine Social sites Unic AG Seite 9
10 What is Omni Channel Management? Support the Customer Journey across each Touchpoint Orient (activate) Search (inform) Customize (configure) Compare (enable) Purchase (sell) Play (support) Share (stimulate) Dealer Brand Website Affiliate Shop-inshop Magazine Social sites Unic AG Seite 10
11 What is Omni Channel Management? Why go Omni-Channel? Because the Customer wants it! Purchase 20 80% % 80% 50% Information Gathering 30% 70% 90% Offline Channels Digital Channels Unic AG Seite 11 Forrester, Profiling the Multichannel Customer, July 2009
12 What is Omni Channel Management? Why go Omni-Channel? Because it Pays! Visit frequency 9.0 Web Winkel Mailorder Online only Shop only Multichannel Unic AG Seite 12
13 Best Practices in Omni-Channel Management Online, POS, Mobile, Store,
14 Omni Channel Best Practices Beter Bed Showroom models Store Locator Product inventory / store Travel Directions Quote in store/online Unic AG Seite 14 Appointment maker
15 For each online order, one basket is printed and bought in store. Omni Channel Best Practices Warmteservice From to articles Deliver on site or pick up in store Product advisor
16 Omni Channel Best Practices Standaard Boekhandel Unic AG Seite 16
17 Omni Channel Best Practices Fabory Top Accounts Key Account Manager EDI Key Accounts Sales Rep. Open Catalog High Segment Customer Care Scanners Medium Segment Store Manager FaxScan / Low Segment Store Website Unic AG Seite 17
18 Omni Channel Best Practices Fabory Unic AG Seite 18
19 Omni Channel Best Practices MyCom 60% online orders is click & collect. 90% of store traffic is to collect order. 20% of all click & collect visitors buy something extra. Unic AG Seite 19
20 Omni Channel Best Practices Large Fashion Retailer 30% Orders is picked up in Store Online order Actual order value send & returned by Post 25% 75% send by post & returned in store 23% 23% 18% 95% picked up & returned in store 23% 23% 30% 107% Unic AG Seite 20
21 Omni Channel Best Practices Hornbach Unic AG Seite 21
22 Omni Channel Best Practices InterDiscount Interdiscount Mobile App Complete product assortment Check for in-store availability near your current location Unic AG Seite 22
23 Omni Channel Best Practices Kortingscodes worden gebruikt om klanten vast te houden Unic AG Seite 23
24 Unic AG Seite 24
25 Omni Channel Best Practices Large Fashion Retailer Xxx mimic me. Unic AG Seite 25
26 Beste Practices in Omni-Channel What are the channels to Watch? I-TV Siri Unic AG Seite 26
27 Three Characteristics of Omni-Channel Retailers NPS, Architecture, Speed
28 Three Characteristics of Omni-Channel Retailers NPS = Net Promotor Score Unic AG Seite 28
29 Resources Sales platform Three Characteristics of Omni-Channel Retailers Customer Centric Architecture Channels Users B2B Employees Customers Partners PC Mobile Tablet TV POS Print Sales force Customer service Channel Management Platform Customer manager Content management Order management Merchandise Management Business analytics Products (PIM) Operations (ERP) Customers (CRM) Facts Commercial UGC Inventory Logistics Transactions Facts Behavior Social Everything process is optimized to the optimal. Unic AG Seite 29
30 Three Characteristics of Omni-Channel Retailers Speed Do, Measure, Improve xxx Unic AG Seite 30
31 Wrap-up - How Unic can Help Persona s, Processes, (S)peed
32 How Unic can Help Use Persona s to Understand the Customer I am Ann, 31 years, married, mother with 2 kids I am married and want to be a good mother for my kids (girl 4 years, boy 6 years) and show this by dressing and presenting my kids in clothes of the right brand and of good quality. I have a part-time job and therefore do regularly online shopping. I look for those online shops that have a good reputation for delivery and that offer a wide range of attractive brands. It is important to me that the assortment is adapted to me and that information is correct, because that saves me the hassle of returning the shipment. I am willing to pay for brands and good quality as long as it is affordable. Job: Office manager Area: Brussels Age: 31 Family: 2 kids, married My buying criteria: Reknown Brand Quality Affordable price Searches on: Google Brand websites Goals on the site: Orientation Buy After sales information & support My end goal To show the world I am a good mother by dressing my kids in brand clothes of good quality. Buys also from: Ikea small online shops Entrance to the site: via Google (53%) direct (33%) Internet experience: medium experienced regular online buyermedium advanced computer Unic AG Seite 32
33 How Unic can Help Design the Customer Journey 1) What are the process steps? 2) Which channels will be used? 3) Which features are needed in which channel & process? Orient (activate) Search (inform) Customize (configure) Compare (enable) Purchase (sell) Play (support) Share (stimulate) Dealer Product Information Management First House owners Brand Website First House owners First House owners Product Information Management Students Product Information Management Affiliate Product Information Management Students Shop-inshop Magazine Hotels (b2b) First House owners Social sites Students Marketing
34 Back-end Mid-end Channels Front-End How Unic can Help Unic s Process Landscape Approach Inspire & inform Find, View & Customize Interact Order & Pay Self Service Get Service Channel Management Multi-Brand Multi- Country Multi- Langual Mobile CCC POS Social Traffic Generation Merchandising & optimizing Customer Retention Supplier & Price management Product Information Management Content Management Print Management Order Management Customer & Contact Management Warehouse, Delivery & Return Administration & Finance
35 How Unic can Help Unic s Process Landscape Approach Same as PIM- in case there is no PIM system these processes have to be done with e-commerce system Category Management EC 1 Channel Output Timing and Control EC 2 Product Access EC 3 Category navigation [EC 3.1] Global Navigation [EC 3.2] Faceted Search [EC 3.3] Keyword Search [EC 3.4] Product finders/selectors [EC 3.5] Promotions & EC 4 Product Planogram merchandising [EC 4.1] Promotional vouchers [EC 4.2] Promotions [EC 4.3] a. % discount b.bundle c.buy X get Y free d.order treshold e. Fixed price f. Recommended promotion Teaser Management [EC 4.4] a.cross-sell d.top sellers b.up-sell e. Related products c.newest f. Recommended Behavioral targeting [EC 4.1] a. Size cart b.n. Of orders c. Date of last order d.which products viewed e. Keyword searched Dealer/store locator EC 5 management Offline sales [EC 5.1] Appointment management [EC 5.2] Lists management EC 6 Product configurator management [EC 6.1] Wish list management [EC 6.2] Gift list management [EC 6.3] Order templates [EC 6.4] Request for proposal handler [EC 6.5] Product configurator mng [EC 6.6] Scan to order mng. [EC 6.7] Stock notification handler [EC 6.8] Pre-order management [EC 6.9] Checkout process Payment settlement and confirmation EC 7 EC 8 Basket mng. [EC 7.1] Credit check [EC 8.1 ] Product reservation [EC 7.2] Solvency check [EC 8.2] Cost Calculation [EC 7.3] Online payment confirmation [EC 8.3] Customer check [EC 7.4] Confirm order [EC 8.4] Delivery methods [EC 7.5] Order inbox [EC 8.5] Payment methods [EC 7.6] Product set on sold [EC 8.6] Order attachment [EC 8.7] Handlers EC 9 Message Handler [EC 9.1] Error Message Handler [EC 9.2] Hints Message Handler [EC 9.3] General a. Header b.footer c. Navigation flyout d. Faceted search 1st level: All process landscapes Shopping Pages Checkout Pages a. Product Detail Page a.order basket b.home- Landing Page b. Personal details c.theme-landing Page c.delivery d. Category Landing Page d.payment e. Brand Landing page e.order summary f. Product Lister Page f.order confirmation g. Wishlist h. Gift list 2nd level: Each single process landscape with its items Faceted navigation [EC 3.3] 3rd level Each single item # Sub processes EC As a online marketer I want to create a facet by defining the attributes based on which it is created and its values 4th level: The sub-processes (or smart user stories) per item
36 How Unic can Help We believe in Speed, the Agile way Go live 15 months Go live 3 months 2 nd Release 6 months 3 rd Release 9 months 4 th Release 12 months 5th Release 15 months Unic AG Seite 36
37 Unic Unic Arenbergstraat 44 B.V. De Ruyterkade Brussel 1011AB Amsterdam Belgium Tel De Ruyterkade m 1011AB Amsterdam The Netherlands Jorij Abraham Director of Consulting jorij.abraham@unic.com Igor Corvers Director of Sales & Marketing igor.corvers@unic.com Come and visit us at our Booth!
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