Norwegian Retail Conference. Oslo 18 September Towards an omni-channel world

Transcription

1 Norwegian Retail Conference Oslo 18 September 2013 Towards an omni-channel world

2 Overall Results Hopefully customers still prefer to shop in stores, with the exception of Consumer Electronics Mobile commerce still to come In which ways do you prefer to shop the following categories: Multiple Responses. Consistent shopping experience Prefer to Shop Apparel/ Accessories/ Footwear Consumer Electronics Department Stores Discount Stores/Mass Merchants Grocery Stores Drug Stores Home Improvement Physical stores 82% 66% 84% 84% 92% 90% 82% Online (home or office computer) Mobile Device (smartphone, iphone, tablet) N/A, I don t shop for this category 57% 69% 34% 26% 20% 20% 25% 15% 19% 9% 8% 6% 6% 6% 1% 1% 5% 7% 3% 3% 10% Q1. In which ways do you prefer to shop (from identifying you have a need, to browsing options / discovering what is available, to researching which option best meets your needs, to ultimately making a buying decision) the following categories: Source: Seamless Retail Consumer Survey, November 2012 Base = All Respondents; n=6,000

3 Expectations towards retailers are evolving, asking in particular for a better on-line vs off-line integration Source: Seamless Retail Consumer Survey, November

4 Retail operations need to be transformed in order to deal with a 24h omni-channel highly demaning customer Omni-channel Commerce One to one offers pers. OC basket of goods and guided customer path Personalized Interactions in Action STORE Zero Out of Stock OC fulfillment orchestration and store/on line inventory visibility 24x7 New Service Models On Line extended store (24x7) and endless assortment Show-rooming / Stock Mgmt Enhanced planning capabilities including Virtual Space Planning Digital Marketing Social Marketing, Mobile Marketing, Content Management Customer Support Balancing self service & value add for scale & cost efficiency Strategic Service Partnerships Payments, Loyalty, LSPs, Warehousing, Store Workforce... 4

5 Need to find innovative ways of driving traffic into the stores (SO.LO.MO. ) Digital customer is using the SOcial LOcal MObile interaction on daily base In-store price comparison, rating- &-review and gamification influence purchase decision and drive additional customer (e.g. Pointstic and Shopkick) There are new features to map the malls (even floors) to drive the customer to theirs preferred store.

6 Case Study: Best Buy on-line live sales assistants to influence on-line buyers

7 Case Study: Argos omni-channel store of the future Store Look & Feel In-Store Experience Store of the Future Digital In- Store Store Exterior and Beyond

8 Norwegian Retail Conference Oslo 18 September 2013 Back Ups

9 We conducted as Accenture an omni-channel customers survey worldwide Source: Seamless Retail Consumer Survey, November

10 Key success factors driving an omni-channel competitive advantage Showrooming before buying Cross Channel Integration Real Time Product Availability Commerce Service Model Driving Competitive Advantage Already 3+ out of 4 customers are increasingly doing it - not just Millennials! 1 out of 2 customers thinks integrating Store / Online /Mobile is where Retailers must improve shopping experience most 90% of customers would use Real Time product availability to influence how they shop 1 out of 3 consumer would shop On Line / Mobile from favorite Retailer outside of business hours Source: Seamless Retail Consumer Survey, November

11 Case Study: Google Maps Indoor

12 Case Study: Google Maps Indoor

13 Case Study: Google Maps Indoor

14 Need to draw and manage a buying pattern driving customers across the different channels in an homogeneous and synergic way ONLINE The retailing experience is evolving from Multi-channel to Omni-channel Distinct sales channels are giving way to a single, allencompassing business model The customer experience could begin and end everywhere Omni-channel approach builds seamless operations for a consistent experience

15 Case Study: in-store price comparison through QR codes

16 Need to evolve store formats / design accordingly Customer places order online Order is delivered to the store Customer notified of order status Customer collects order at store Stores role is changing since the customer is being connected 24/7 Enhancing the experience from self-service to assisted service Various channels in store to purchase from handing a simple, written shopping list to sales assistants to shopping online within the store. Reinforcing brand s appeal exposing brand relevant added content

17 Case Study: Argos full channel activation

18 Case Study: House of Fraser showrooming

19 Case Study: In-store Augmented Reality

20 Thank you! Alessandro Zanotti Managing Director Head of Retail Industry IGEM Region Accenture PLC Tel: 21