Leveraging Multichannel Assets - ARC Conference Presentation V1

Multi-Channel Retailing: Leveraging Multi-Channel Assets Martin Chitty | Imtiaz Kaderbhoy | Andrew McMillan | Rizwan Tayabali | Jeremy Labram Charteris plc, 39-40 Bartholomew Close, London EC1A 7JN Tel: 020 7600 9199 Mob: 07815 541 698 © 2007 Charteris plc 1 24 September 2008

Charteris = Business & IT Consultancy Key Focus = Customer Centric Multi-Channel Retailing

Agenda Overview 3 Critical Challenges for Retailers Learnings from Charteris’ Multi-Channel Retailing Survey Focus Sessions 1. Changing to a Cross Channel Culture 2. Doing more with Existing Assets 3. Linking Assets Together Summation © 2007 Charteris plc © 2007 Charteris plc 3 24 September 2008

What’s happening in the market?

3 Critical Challenges

1. Channel Convergence

Seamless customer-facing culture, brand and service across channels...

... build loyalty through compelling cross-channel experiences

2. Social Consumer Behaviour

Maximise your engagement channels...

... leverage social media and the web

3. Credit Crunch

Innovate through “Low cost / High benefit” multi-channel customer propositions...

...link up existing assets to create new value-add services

We see an underlying theme...

“Leveraging existing assets”

Existing Assets = People | Channels | Process | Technology

Gain Improve Competitive Customer Advantage Service Increase Sales Gain Market Revenue Share

= Customer Centricity

BUT...

...easier said than done

Retailers currently face a lot of challenges

2. Doing more with Responding to Customer existing assets Needs Cross- Improving Channel Customer Culture Experience 1. Changing Lowest Culture Scores Shifting from Leveraging Product to Existing Customer Systems Centricity Integrating Existing Systems 3. Linking assets together

Focus: 1

Changing Culture

3 Key Differentiators

Culture can be more powerful than colour!

What are the benefits of a cross-channel culture?...

Channel Convergence ...loyalty through seamless multi-channel experiences

Focus: 2

Doing more with existing assets

Social consumer behaviour Leveraging Social Media and the Web

Did you know?...

This isn’t a youth thing UK 17.1m Adults Only Image Source : Universal McCann Wave 3

Did you also know?...

We’re already moving past Web 2.0? Image Source : http://thepaisano.wordpress.com/2008/03/08/web-20-vs-web-30/

Back to Basics...

Web 1.0 vs Web 2.0

Company to Consumer: Shut up and Listen Image Source: BK Group

Web 2.0 We’re in a 2-Way conversation

The Web as a Conversation Platform

They’re talking about...

The consumer conversation is underpinned by Social Media

What can it do for your business?

How do you leverage it?

Leveraging Social Media is about getting your consumers do your marketing for you

Some easy strategic decisions...

Pick your dissemination channels

Maybe a bit of technology

Some relevant human resource

And lots of inter-personal engagement!

Focus: 3

Linking Assets Together

The Credit Crunch Joining up existing assets to create new compelling services

Making 50 lbs do the job of 400 lbs

Existing Assets = People | Channel | Process | Technology

Take stock of your assets Call Expensive centre Web shops Making channel things Spare space happen Small T/O, but Get it now for Exciting YoY customers Dealing with Masses of other people’s Trying to content dirty washing get the channels All pervasive – Staff churn to coll- extends reach aborate

Single view of the customer - Oh really?

One stock file - Oh really?

Some ideas for linking assets...

Multiple Channels to Multi-Channel Return product to store irrespective of channel chosen 70% Notification of delivery delays – via mobile or email or phone Research in store spend 50% or more

Click & Collect

Who owns the sale?

Making it happen...

Some underpinning integration of process and technology...

...and lots of Customer Centricity including the “Voice of the Customer”

How can we help?

Summary

1. Start moving towards a Cross-Channel Culture 2. Do more with your existing assets 3. Look for opportunities to link your assets together to create new propositions

Leverage your multi-channel assets!

Thank-You

The essential bridge between business and technology ARC Retail Presentation M. Chitty | I. Kaderbhoy | A. McMillan| R. Tayabali | J. Labram Call any of us on +44 (0) 207-600-9199 Email us at info@charteris.com Visit our Website @ www.charteris.com Download this @ www.slideshare.net/charterisplc Charteris plc, 39-40 Bartholomew Close, London EC1A 7JN Tel: 020 7600 9199 Mob: 07815 541 698 © 2007 Charteris plc © 2007 Charteris plc 80 24 September 2008

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Leveraging Multichannel Assets - ARC Conference Presentation V1

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