Bringing Digital into Store, now and in the future

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2 Bringing Digital into Store, now and in the future

3 Neil Adamson Digital Commerce Lead Accenture Interactive

4 Agenda The now An integrated store The future

5 Recent history: multi/omni-channel Multi-channel Website Contact Centre (& Catalog) Mobile (separate platform) Siloed inventory & fulfilment Omni-channel On demand inventory visibility Click & Collect Click & Reserve Integrated Mobile

6 The new battleground: Digital Physical Digital Physical Point of Sale Social Integration Geo-location Customer recognition & tracking Digital shopping assistants

7 An integrated store Introducing: Accenture Integrated Store

8 Addressing three major digital physical trends Looks like just an online store placed into a shop Full item range In-store Kiosk Often not addressing specific customer context in store Wrong-end thinking mostly driven by ecommerce Customers don t come to store to search online In-store advertisement Focus on one or two specific products They can advertise daily offers and change the content e.g. based on weather conditions Good to attract and inform customers Focused on product presentation Missing link to sales capability, hence not using potential Sales staff enablement Digital tools to improve sales staff capabilities Provides suggestions and additional information Save the sale Often missing customer analytics Not exploiting full potential yet

9 Bridging the gap between online and physical retail, combining the benefits of both worlds How Integrated Store works: Allows retailers to offer products from existing online shops directly in the store and to adjust assortment and presentation to contextual shopper situations The solution supports all sales formats: e.g. own stores, wholesale, franchise The consumer can choose between delivery to home or pick-up in store. The order will be paid directly in the store and fulfilled through the online shop. Connecting online-shop with retail Own Online Shop 3 rd Party Fulfilment Integrated Store Platform Brick & Mortar Stores Online-Shop Online-Shop Tablets Customer

10 A simple, basic process focusing on the consumer and the in-store shopping experience Optional Shop-in-Shop Integration Optional Recommendations, Cross-Selling, Adv. Product Info Optional Loyalty Card, Vouchers, Newsletter Article not available in store OR out of stock Out of stock or planned online-only items Select Product Self-service or assisted buying Enter basic Consumer Data The shopper chooses delivery option and fills in his basic data Optional Mobile QR Code Mobile Wallet Optional Swipe Card, Reservations Optional Ship to different store, After Sales Service Generate Code A receipt with items, price and barcode is printed Scan Code & Pay in Store The payment taken at the POS, order placed via ecommerce Deliver Product or Pick-up in store Product is shipped home or to the store for pick-up

11 ONLINE Connecting existing online & retail capabilities to create seamless consumer experience Integrated Store RETAIL Order Cockpit Listing Cockpit Product Information System Product descriptions Prices Listing Engine Vendor Tool Shopper Terminal Shopper Mobile Delivery Order Fulfillment System CRM Analytics Engine Digital Signage Payment confirmation Dashboard Supplier + Retailer views Strategic analytics and operational store -view Coupon Code scan & payment Code Mobile payment

12 Supporting multiple usage scenarios in store through flexible adaption of mobile front-ends VENDOR-TOOL SHOPPER-TOOL EXHIBITION STAND Mobile Vendor Tool User interface designed for the selling process (product details, up- / cross-sell) Live example from the pilot Tool to enable self-service for customers Display selected or full range of products and corresponding information Perfect for seasonal products, extended assortment, special offers, testing interest in new product

13 Three dedicated modules support each phase of the new digital in-store processes Pre-Order Post-Order Analytics Listing Cockpit Order Cockpit Dashboard Flexible pre-order processes After Sales services at a fingertip Relevant analytics to improve conversion The listing cockpit allows for flexible display of products at local prices, manage tablets, stores and profiles The order cockpit is your tool to effectively handle all kinds of aftersales processes, returns, customer enquires and payouts. The Dashboard show you relevant KPIs and reports on store and regional level in order to improve assortment and placing of tablets

14 The integration of industry partners is one of the key differentiators and has been considered from the beginning

15 Provides seamless customer experience & clear benefits to retailers & consumers - Limited space (and assortment) - Risk of out of stock (size, color, etc.) B&M Store Mobile Apps - Requires download of App - Addresses mostly loyal power shoppers + Addressing out of stock situations + Supports impulse buying + Allow payment in store + Cross-selling in the store + Unique in-store analytics Online Shop - Not integrated in in-store experience - Often still separate sales channels

16 Three simple integration points PIM Product Info Price Sellable Quantity Integrated Store Components Tablet Product Display Consumer Interaction Generation of Order 1. Product Data 2. Product Data 5. Order Integrated Store 3. Product Reservation 4. Payment Order Fulfillment Cashier system Order Request Order Status Fulfilment Listing Cockpit Order Cockpit Dashboard One generic Storeplus Product Confirmation of payment Interface to client systems Internal interfaces

17 As ever it s the business that makes the difference for success Put the customer first Shopping should be as easy as putting an item into the basket and not require lengthy browsing Stimulate the consumer in the right shopping context Allow traditional payment at the till Sell the right things Think product first: Your online bestseller might not be your bestsellers in the store Avoid low margin, high handling cost items to be delivery to the store Sell fast Use targeted shopper marketing to make consumer aware of the new buying option Guide them through the process once and provide an incentive (e.g. free chocolate delivered to their home once the completed the ordering process)

18 The future Take the Uber Challenge

19 Competing Product

20 Experimental Services Competing Product

21 Differentiating Service Experimental Services Competing Product

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24 Thank you