Omni-channel strategy. Profitable customer-centric retailing
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- Kerrie Cook
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1 Omni-channel strategy Profitable customer-centric retailing
2 Omni-channel retail, anywhere commerce, total retail, whatever you call it, the new era of customer-centric retail is here to stay. This leaves retailers grappling with new expectations, new types of technologies and a new economics for profitability. Many retailers have been able to quickly implement services, like click and collect or in-store ordering, to keep up with customer demand and competitors. However, without having gone through the process of defining a strategy, that takes into account everything from proposition definition to staff training to technology, retailers put themselves at risk delivering a sub-optimal experience that costs more money to run than it returns.
3 Proposition development ROI calculation Operational plan ecommera has developed a framework for building out an omni-channel plan that considers everything from how a service could enhance the proposition to the KPIs required to measure success. Consideration of omnichannel services against retailer proposition and customer profile. How would additional services enhance the customer shopping experience? Calculation of potential return on investment. Consideration of sales uplift versus required investment. Development of a plan for service roll-out. This considers all operational aspects, from training to technology implementation. KPIs and success measures are also defined.
4 Proposition development We map out potential services against the various stages of the shopping journey to assess how they can enhance your overall proposition and can improve the customer experience. Engagement ATL, direct, social Discovery Online, mobile, in-store, catalogue Omni-channel service Retailer proposition Purchase Online, mobile, in-store, call centre Delivery Offer, notification, promise Returns In-store, to warehouse, via third-party
5 ROI calculation Opportunity evaluation Service reach How many customers will use the service? Cost assessment Process & operations What existing processes need to be adapted; what new processes are required? We calculate the potential return of a service by considering its capacity to increase sales versus all of the costs required to implement and run it. Intensity How often will the service be used? Technology investment What new technology is required? What changes are required to existing set up? Value What value will the service generate in terms of revenue & loyalty Store investment What modifications are required in stores?
6 Sample simplified roadmap Year 1 Year 2 Year 3 Operational plan With a set of services selected, we build out a roadmap for roll-out considering pilot phases, programme roll-out and full launch. We also provide you with a set of KPIs so that you can track the success and refine the offering. In-store ordering Returns to store Click and collect Ship from store Pilot Roll-out Launch
7 With all aspects covered, we provide you with a comprehensive strategic and operational plan for omni-channel retail. We provide you with Benefits A strategic plan for omni-channel services based on your business proposition A return on investment assessment per service A comprehensive operational roll-out plan A set of KPIs and metrics for success tracking A presentation of findings and recommendations Reduced risk: You will understand the potential return on a service and can align investment accordingly Secure investment: With a comprehensive plan you will be better able to secure investment for your omnichannel programmes
8 We have experience helping retailers across the globe to develop their omni-channel strategy and plan. Here is just one example: ecommera helped leading Turkish retailer realise its vision of becoming the first omni-channel retailer in the market by defining their strategy and building their operational plan We have an ambition to be the most advanced omni-channel retailer in the Turkish market. We chose to work with ecommera to help define our operational plan because the team there are retail specialists. They understand the strategic side and how to translate that into a plan with clear objectives and deliverables. With the help of ecommera, we now understand how to prioritise the various offerings and the return on investment we can expect from omni-channel initiatives. Eser Erkan, E-commerce Director, DeFacto
9 Contact us now Further reading Are you ready to take the next step toward omnichannel? Call us now at +44 (0) or us at Still researching? You might be interested in: Making money at Omni-channel: Getting an ROI How NOT to do click & collect DeFacto: A case study
10 Who is ecommera? ecommera, Linked by Isobar, provides global retailers with a single source for expertise, technology and operational support. We are passionate about retail and that permeates everything that we do - whether we are helping clients like Jimmy Choo develop an international strategy, working with Clarins to launch sites in over 25 markets or putting our heads together with the team at Asda-Walmart to realise their next innovation. A selection of our clients We provide systems integration services, retail consultancy and in-life technology management. We have the expertise, the experience and the drive to help you take your commerce operation to the next level. ecommera is part of the Dentsu Aegis Network and has offices in London, New York, Pune & Sofia. info@ecommera.com +44 (0)
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