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The Rise of the Omni-Shopper

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Allan Davies, The Rise of the Omni-Shopper, Symphony EYC …

Allan Davies, The Rise of the Omni-Shopper, Symphony EYC

M-Days 2013
Blog by Messe Frankfurt for the Digital Business:
http://connected.messefrankfurt.com/en/

Published in: Technology

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  • 1. Allan Davies Chief Marketing Officer, SymphonyEYC Retailing Insights, Innovation, and Inspiration The Rise of the Omni-Shopper The Rise of the Omni-Shopper© Copyright Symphony EYC. The contents of this document are confidential and not for reproduction without permission - Page 1
  • 2. The Rise of the Omni-Shopper Disruptive Change in Shopper Behavior© Copyright Symphony EYC. The contents of this document are confidential and not for reproduction without permission - Page 2 2 © Aldata Solution 2012 | Confidentiality Level | 2
  • 3. Disruptive Change in Retail Mobile Game Change, new shopping processes, new challenges & opportunities Supply Driven Retail© Copyright Symphony EYC. The contents of this document are confidential and not for reproduction without permission - Page 3
  • 4. Disruptive Change in Retail Mobile Game Change, new shopping processes, new challenges & opportunities Supply Driven Retail Store Driven Retail© Copyright Symphony EYC. The contents of this document are confidential and not for reproduction without permission - Page 4
  • 5. Disruptive Change in Retail Mobile Game Change, new shopping processes, new challenges & opportunities Supply Driven Retail Store Driven Retail Shopper Driven Retail© Copyright Symphony EYC. The contents of this document are confidential and not for reproduction without permission - Page 5
  • 6. Disruptive Change in Retail Mobile Game Change, new shopping processes, new challenges & opportunities Supply Driven Retail Store Driven Retail Shopper Driven Retail By 2014 almost every mobile phone in the United States will be a smartphone - Bain Online grocery will expand from $9bn In 2011 to $17 bn in 2016, 56% of online shoppers wil use a smartphone - IGD© Copyright Symphony EYC. The contents of this document are confidential and not for reproduction without permission - Page 6
  • 7. The Rise of the Omni-Shopper Online, Smartphones and Social Media have created a new Shopper Engagement Out of Store Engaging them via search, social, affiliates, and clubs with high value content is key to attraction, retention and sales growth They demand availability commitment This is not evolution Out of Store they expect multiple ways to access on order with store, click & collect, information, select products compile shopping drive in, and home delivery choices It’s a revolution in retailing lists, place orders, and arrange pick up/delivery Shoppers are now deeply influenced by digital content and services on why what, where, and how they buy goods In Store they want product and location information, navigation aids, non-stocked Fulfillment ordering, and relevant promotions In Store© Copyright Symphony EYC. The contents of this document are confidential and not for reproduction without permission - Page 7
  • 8. Omni-Shopper Online Engage, Develop, & Retain Shoppers before the storeEngage Shoppers Develop & RetainSEO/Google ads Targeted promotionsAffiliates & Social Recognition & rewardsVirtual Stores Response & innovationEnrich the ExperienceWeb clubs & storesRecipes, diets, healthShopping list manager© Copyright Symphony EYC. The contents of this document are confidential and not for reproduction without permission - Page 8
  • 9. Omni-Shopper In Store Assist, inform, guide, promote - before the checkout Shopper Recognition Welcome to store Offers/coupons VIP services Shopper Feedback Paths & hot spots Out of stock alerts Promotions click thru Information & Promotion Category promotions Shopper Navigation Availability/order Shopping Lists Mobile, kiosk, wall Product location Route promotions© Copyright Symphony EYC. The contents of this document are confidential and not for reproduction without permission - Page 9
  • 10. Omni-Shopper Merchandising Understand behavior, build assortments, execute across channelsBehavior AnalysisMarket, stores, & shopper dataLoyalty feedback, crowdsourcing Channel ExecutionAnalysis & segmentation Best execution across omni channels Product, channel, behavior based Supplier/Retailer joint initiatives Offer Generation Products, price, places Sales & margin modeling Store, shelf, channel plans Omni-channel demand analysis Highly relevant assortments Execution on shelf & on line© Copyright Symphony EYC. The contents of this document are confidential and not for reproduction without permission - Page 10
  • 11. Omni-Shopper Fulfillment Commit to availability & order with delivery choice Order Commitment Real Time Availability Order status at any time Receive exactly what you ordered Picking, packing, moving, ready Omni-forecasting & replenishment Reminder & change alerts Omni-supply chain optimization What you want When you want it Where you want it Collection Choice Where, when and how you want Store/depot pick up, click n collect, drive in Home delivery with order tracking© Copyright Symphony EYC. The contents of this document are confidential and not for reproduction without permission - Page 11
  • 12. Omni-Shopper Management The Core of Omni-Retailing – Insights, Innovation, Inspiration Aldata Omni-Shopper Know your Shoppers Omni-Shopper Single up to date information source Management Across channels, products, communications Register By their spend, visits, profile, behavior, location Purchases Profile Interactions Points Demographics Purchases One Shopper information backbone for: Preferences Omni-Shopper Marketing Personal Profiles Omni behavior Omni-Shopper Promotions Points/coupons Segmentation Preferences Omni-Shopper Information Services Location Omni-Shopper Demand Driven Assortment Response Segments Omni-Shopper Demand Driven Forecast Social groups Omni-Shopper Fulfillment Choice Individuals© Copyright Symphony EYC. The contents of this document are confidential and not for reproduction without permission - Page 12
  • 13. Allan Davies Chief Marketing Officer, SymphonyEYC The Rise of the Omni-Shopper The Rise of the Omni-Shopper© Copyright Symphony EYC. The contents of this document are confidential and not for reproduction without permission - Page 13