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Coming Full-Circle: The Store As The Center Of The Omnichannel Shopping Journey

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A brand can travel with a shopper wherever she roams, from the couch to the car and into the mall. But it is the store that remains the most important part of her shopping journey. Today's smart …

A brand can travel with a shopper wherever she roams, from the couch to the car and into the mall. But it is the store that remains the most important part of her shopping journey. Today's smart retailers are embracing that journey by re-imaging their stores as a physical expression of their brand and the center of the omnichannel shopping journey by providing solutions and services that delight shoppers from the minute they enter the store through checkout and beyond.

This optimum experience can be facilitated through key strategies and solutions, around assisted selling in the store, omnichannel fulfillment and social monitoring following the transaction, encouraging the customer to visit the store more and more.

The experience may look something like this: Karen sees a special online and sets up an appointment to go to the store. At the store she is greeted by her personal shopper, who shows Karen the blouse she has chosen, but also presents accessories and shoes. Karen is delighted with the personalized service and easy shopping experience. The purchase, including upsell, is completed on the spot with mobile point of sales capabilities. But that's not the end of the story. After the sale, Karen receives special offers from the store, for herself and friends. They all return for more shopping…and live happily ever after.

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  • 1. Coming  Full-­‐Circle:  The  Store  As  The   Center  Of  The     Omnichannel  Shopping  Journey     Presented by Session sponsored by
  • 2. Follow  this  Webinar  on  Twi1er     #RetailCCS   @ConnectConsumer   @RTouchPoints   #RetailCCS
  • 3. About  CCS  2013   ü 5 Webinars, 4 Days ü Sessions covering Store Ops, X-Channel, Loyalty, ü Featuring industry analysts and consultants ü Free for Retail executives Big Data & more www.retailtouchpoints.com/special-connected-consumer-series-2013 #CCSeries13
  • 4. Welcome  Webinar  A1endees   #RetailCCS
  • 5. Xbox  One  Giveaway   Enter to win an Xbox One by attending at least two sessions from this week’s webinar series! #RetailCCS *Visit the contest rules page for more information.
  • 6. About  Retail  TouchPoints   ü Launched in 2007 ü Over 28,000 subscribers ü To provide executives with relevant, insightful content across a variety of digital medium #RetailCCS
  • 7. Panelists   Pam Goodfellow Principal Analyst, Consumer Insights Director Prosper Insights & Analytics David Vitak Global Business Solutions Avanade MODERATOR #RetailCCS Alicia Fiorletta Senior Editor Retail TouchPoints Randy Misener Director, Retail Industry Business Development Avanade
  • 8. Omnichannel Engagement: Connecting With Consumers Instore In An Increasingly Digital World Pam Goodfellow Principal Analyst Consumer Insights Director Prosper Insights & Analytics December 11, 2013 © 2013, Prosper® www.ProsperDiscovery.com
  • 9. ABOUT PROSPER Since 1990, Prosper Business Development •  Has helped business see the future •  Provided solutions to be successful in an everchanging marketplace Prosper Insights & Analytics™ •  Provides forward looking insights and analytics predictive of consumer behaviors •  InsightCenter platform analyzes millions of data points including our own •  10 Year Relationship with the National Retail Federation –  Providing predictive consumer data and analysis for all major U.S. holidays –  Power the NRFF Retail InsightCenter, which allows the public to explore and gather retail data © 2013, Prosper® www.ProsperDiscovery.com
  • 10. Connecting With Consumers Instore In An Increasingly Digital World What’s Driving Spending Today? Connecting with Consumers Instore Consumer overview with a look a key indicators, including confidence and practical purchase intentions. Know Your Customers Know Your Competitors’ Customers Service, Service, Service Holiday 2013 highlights, revealing spending plans, purchase motivations, and shopping strategies. © 2013, Prosper® www.ProsperDiscovery.com
  • 11. CONSUMER CONFIDENCE Very Confident/Confident in Chances for a Strong Economy Adults 18+ 45% 40% 39.7% 36.4% 35% 30% 25% 28.3% Thanks in large part to October’s government shutdown, economic sentiment dropped dramatically in Oct-13. Current confidence reading rests 8% below Nov-12, but remains above recession-era readings… so we’ve seen worse. Employment, Income Growth, Financial Stability, etc. continue to take a toll on consumer psyche headed into the 2013 Holiday season. 20% Source: Prosper Insights & Analytics™ © 2013, Prosper® www.ProsperDiscovery.com
  • 12. PRETTY PRACTICAL PURCHASERS In the last six months, have you made any of the following changes? Adults 18+, 3 Month Moving Average 65% While practical spending and focus on needs peaked during the recession, consumers still haven’t reverted to their old habits. 60% 55% 50% 45% 40% 35% Nov-07 Mar Jul Nov-08 Mar Jul Nov-09 Mar Jul Nov-10 Mar Jul Nov-11 Mar Jul Nov-12 Mar Jul Nov-13 30% I have become more practical and realistic in my purchases I focus more on what I NEED rather than what I WANT As of November, more than half (52.6%) still focus more on what they need rather than what I want when at the store, while nearly as many (47.5%) cite pragmatic purchase plans. Holiday 2013 buzzwords: cautious, conservative, budget-conscious, and SALE! Source: Prosper Insights & Analytics™ © 2013, Prosper® www.ProsperDiscovery.com
  • 13. While Holiday spending has improved from the recession… SHOPPERS AREN’T SPENDING LIKE IT’S 2007. Holiday 2013 Planned Spending per Person* Gifts, Décor, Cards, Food & Flowers $780 $760 $751 $755 $752 $741 $735 $740 $719 $720 $700 $738 $700 DOWN 1.9% from 2012 $694 $682 $680 $660 $640 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Source: National Retail Federation, Prosper Insights & Analytics™ * Estimated Actual Spending 2004 - 2012 © 2013, Prosper® www.ProsperDiscovery.com
  • 14. INSTORE’S VIRTUAL CHALLENGER Where were Thanksgiving/Black Friday budgets spent? Black Friday Weekend Shoppers 18+ 90% 80% 73% 70% 56% 60% 50% 44% 40% 27% 30% 20% 10% This year, 44% of Thanksgiving/Black Friday weekend budgets were spent ONLINE by shoppers, rising 63% from 2007. 0% 2006 2007 2008 2009 Instore 2010 2011 2012 2013 Online Source: National Retail Federation, Prosper Insights & Analytics™ © 2013, Prosper® www.ProsperDiscovery.com
  • 15. DIGITAL CHANGING THE LANDSCAPE Which of these ways do you research the following items before purchasing? by Generation 70% BIG TICKET ELECTRONICS 60% 50% 40% 30% 20% 10% 0% In the store Mobile device (Smartphone/tablet) Online on a laptop/ desktop computer Source: Prosper Insights & Analytics™ Millennials (1983 – 1995), Gen X (1965 – 1982), Boomers (1946 – 1964), Silent (born pre-1946) © 2013, Prosper® www.ProsperDiscovery.com
  • 16. DIGITAL CHANGING THE LANDSCAPE Which of these ways do you research the following items before purchasing? by Generation 60% APPAREL 50% 40% In the store 30% 20% 10% 0% Mobile device (Smartphone/tablet) Online on a laptop/ desktop computer Source: Prosper Insights & Analytics™ Millennials (1983 – 1995), Gen X (1965 – 1982), Boomers (1946 – 1964), Silent (born pre-1946) © 2013, Prosper® www.ProsperDiscovery.com
  • 17. How Can Instore Retailing Compete With Digital? © 2013, Prosper® www.ProsperDiscovery.com
  • 18. Connecting With Consumers Instore In An Increasingly Digital World Solutions for Engaging Customers Instore 1 Know Your Customers 2 Know Your Competitors’ Customers 3 Service, Service, Service © 2013, Prosper® www.ProsperDiscovery.com
  • 19. KNOW YOUR CUSTOMERS Influence to Purchase Apparel weighted by consumption for shoppers of a leading U.S. department store Social Media, 8% Mobile Advertising, 9% Online Advertising, 20% Traditional Media, 63% Goal: Maximize marketing efforts to reach shoppers most effectively to and drive traffic instore using exclusive promotions, merchandise, shopper services, etc. Source: Prosper® Media Plan IQ™ © 2013, Prosper® www.ProsperDiscovery.com
  • 20. KNOW YOUR COMPETITORS’ CUSTOMERS Influence to Purchase Apparel weighted by consumption for shoppers of leading U.S. department stores Traditional Media Online Advertising Mobile Advertising Social Media 0% 15% Department Store A 30% 45% 60% 75% Department Store B Source: Prosper® Media Plan IQ™ © 2013, Prosper® www.ProsperDiscovery.com
  • 21. KNOW YOUR COMPETITORS’ CUSTOMERS Mobile Aptitude Score shoppers of leading U.S. department stores indexed to Adults 18+ A 129.9 B 88.2 C 88.1 D 140.6 E 80.0 99.5 90.0 100.0 110.0 120.0 130.0 140.0 150.0 Source: Prosper Insights & Analytics™ © 2013, Prosper® www.ProsperDiscovery.com
  • 22. SERVICE, SERVICE, SERVICE DID YOU FIND EVERYTHING OK? © 2013, Prosper® www.ProsperDiscovery.com
  • 23. CUSTOMER SERVICE PITFALLS 1. Uninvested Employees “Coworkers are very rude and standoff-ish to the customers. They act as if the customer inconveniences them even though it is their job to help the customers.” “I told the cashier I couldn’t find what I needed in the store and she said ‘sorry about that’ and didn’t offer to help or anything at all.” 2. Draining Atmosphere “I just don't feel good in that store.” “[The] last time I was there..., I waited for help for over 20 minutes and then got a salesperson who knew nothing. The store was a disaster. The checkout lines were ridiculous. That was over 4 years ago, and I have not been back.” 3. Inconsistency “They have so many rules that keep changing and are so rigid, but then you get a different person and it’s a different policy. No continuity and when there is, it inconveniences the customer.” “They do not seem to know what they are doing, especially when you order online and arrange for pick up in a store. I received different answers from everyone I called, and no one appeared to be interested in solving my problem.” © 2013, Prosper® www.ProsperDiscovery.com
  • 24. KEY TAKEAWAYS Shoppers are budget-conscious, careful spenders •  Today’s consumers have adopted smart shopping strategies to compare prices, look for the best deals, and become more informed shoppers – making it more difficult for retailers to cultivate a “loyal” shopper. •  Online and mobile connectivity have only enhanced shoppers’ ability to educate themselves on their purchases. •  Buying online offers today’s busy, multitasking, channel agnostic consumers timesaving convenience, creating a challenge for instore retailing. Retailers need to provide clear, cohesive, consistent messaging to shoppers across all channels. •  Knowing how to reach your customers and your competitors’ customers will help maximize efforts to drive shopper traffic into stores. •  Customer service practiced effectively helps a retailer provide that delightful instore shopping experience – a key point of differentiation that can increase the probability of a shopper’s return visit. © 2013, Prosper® www.ProsperDiscovery.com
  • 25. CONTACT Pam Goodfellow Principal Analyst Consumer Insights Director Prosper Insights & Analytics pam@goProsper.com www.ProsperDiscovery.com © 2013, Prosper® www.ProsperDiscovery.com
  • 26. Connected Retail Day-In-The-Life © Copyright 2013 Avanade Inc. All Rights Reserved. 26
  • 27. Your Speakers Today: David Vitak and Randy Misener From Avanade Avanade provides business technology solutions and managed services that connect insight, innovation and expertise in Microsoft technologies to help our customers realize results. © Copyright 2013 Avanade Inc. All Rights Reserved.
  • 28. Avanade Connected Retail Avanade’s Connected Retail portfolio of solutions and services empowers your employees to deliver greater value and reinvents customer experiences to strengthen customer loyalty. Our solutions focus on five key retail business areas: In-Store Experience Omni-Channel Enablement We leverage Microsoft technology and Accenture industry insights and leading practices to deliver innovative retail solutions rooted in real results. : Digital Marketing Data and Analytics Customer Service and Collaboration © Copyright 2013 Avanade Inc. All Rights Reserved.
  • 29. How can we make the retail store more convenient and compelling for your customers? >How can we integrate the store with other channels to provide Consistent Engagement across channels? Expert Support to customers in store >How can we deliver making their experience more convenient? Personalized Attention >How can we provide making their experience more compelling? Memorable Interactions that >How can we drive enrich the customer’s overall experience? © Copyright 2013 Avanade Inc. All Rights Reserved.
  • 30. Day-in-the-Life of Retail Customer Scenario: A repeat customer starts shopping on-line but wants to continue her shopping journey in the store. How can we make her experience more compelling and convenient? © Copyright 2013 Avanade Inc. All Rights Reserved. 30
  • 31. >Consistent Engagement CUSTOMER DOES RESEARCH ON-LINE START E-COMMERCE WEBSITE Search Driven discovery and navigation engages the customer to do some research for a new phone © Copyright 2013 Avanade Inc. All Rights Reserved.
  • 32. >Consistent Engagement CUSTOMER REQUESTS APPOINTMENT ON-LINE REQUEST APPOINTMENT Customer completes an appointment request on-line to meet with an expert on smart phones in the store. © Copyright 2013 Avanade Inc. All Rights Reserved.
  • 33. >Consistent Engagement APPOINTMENT IS CONFIRMED VIA EMAIL CUSTOMER RECEIVES EMAIL Customer receives the appointment request on-line and also receives an email confirmation. © Copyright 2013 Avanade Inc. All Rights Reserved.
  • 34. >Consistent Engagement APPOINTMENT SET IN THE STORE Onto Personalized Attention & Expert Support in the Store STORE INTEGRATION Store Associate is automatically notified of the appointment on his appointment dashboard of his Assisted Selling Tool. © Copyright 2013 Avanade Inc. All Rights Reserved. 34
  • 35. >Personalized Attention STORE ASSOCIATE PREPARES FOR WORKDAY ASSISTED SELLING DASHBOARD Sales Associate sees Sales Graphs, Tasks and News on the Dashboard to ready him for the day and for his appointments. © Copyright 2013 Avanade Inc. All Rights Reserved.
  • 36. >Personalized Attention ASSOCIATE PREPARES FOR APPOINTMENT APPOINTMENT DETAILS Store Associate prepares for the appointment by reviewing customer’s information and status. © Copyright 2013 Avanade Inc. All Rights Reserved.
  • 37. >Personalized Attention ASSOCIATE MEETS THE CUSTOMER APPOINTMENT DETAILS Store Associate access appointment details and reviews customer’s history and current need(s) with the customer. © Copyright 2013 Avanade Inc. All Rights Reserved. 37
  • 38. >Expert Support ASSOCIATE CONSULTS WITH CUSTOMER FINDING THE RIGHT PROUCT Store Associate works with customer to find the right product by refining and searching for product selections by asking guided questions and setting filters. © Copyright 2013 Avanade Inc. All Rights Reserved. 38
  • 39. >Expert Support ASSOCIATE CONSULTS WITH CUSTOMER REVIEWING PRODUCT DETAIL COMPARE PRODUCTS Sales Associate refines product selections by asking questions and setting filters. © Copyright 2013 Avanade Inc. All Rights Reserved.
  • 40. >Expert Support ASSOCIATE CONSULTS WITH CUSTOMER REVIEWING PRODUCT DETAIL COMPARE PRODUCTS Sales Associate refines product selections by asking questions and setting filters. © Copyright 2013 Avanade Inc. All Rights Reserved.
  • 41. >Expert Support ASSOCIATE CONSULTS WITH CUSTOMER PROVIDING HELPFUL INFO Store Associate has quick access to all the information needed to handle the customer’s questions: •  •  •  •  •  Chat– Talk to an expert Inventory View – Stock positions at other stores Promotions – How can we make this selection even more appealing? Competition – Prices and offers of other retailers Save Materials – Email the customer the rich media we reviewed © Copyright 2013 Avanade Inc. All Rights Reserved. 41
  • 42. >Expert Support ASSOCIATE COMPLETES SALE CHECKOUT Store Associate completes the sale by either taking payment on the mobile device or sending the transaction to a traditional POS. © Copyright 2013 Avanade Inc. All Rights Reserved. 42
  • 43. >Expert Support GATHERING CUSTOMER FEEDBACK IMPROVE SALES PROCESS Sales Associate completes some survey questions to capture details of the customer interaction. © Copyright 2013 Avanade Inc. All Rights Reserved.
  • 44. >Memorable Interactions MAKING THE PURCHASE MORE CONVENIENT LONG LINE IN THE STORE FORGOT SOMETHING? COMPLETE THE TRANSATION Mobile POS lets customers orders to be entered while in line to speed up checkup using Line Busting. Suspend the order to avoid having to repeat work and waste time while the customer goes and gets the missing items. Accept Credit Cards and Capture Signatures on the mobile device. Or let the customer use their own mobile phone as a mWallet to make the payment using NFC technology. © Copyright 2013 Avanade Inc. All Rights Reserved.
  • 45. >Memorable Interactions AND THE STORE MANAGER HAS A KEY ROLE! MOBILE RETAIL BACK OFFICE MANAGER ACTIONS Joe, the assistant store manager, is walking around the store to complete his daily tasks list. While looking at the store’s latest performance metrics, he is alerted that a quick price change is required. Immediately he accesses and specific menu option on his tablet to automatically change the price . He uses his tablet to mark off completed activities, check inventory, take picture of issues that can prevent a positive customer experience. © Copyright 2013 Avanade Inc. All Rights Reserved.
  • 46. What’s Next in Creating Memorable Interactions? Next-Generation Store Technology © Copyright 2013 Avanade Inc. All Rights Reserved.
  • 47. >Memorable Interactions & The Next Generation Store Kiosks and Displays OUTSIDE TRADITION INSIDE ACCESS On arrival at the store, you see the retailer has their “best sellers” for sale in a vending machine just outside the store. Sounds interesting, but anyway, you decide to enter into the store. You decided to use the kiosk or display at the store. •  •  •  •  •  •  •  Identify yourself Browse the catalog to create a shopping list Print out the coupons (for instance, if you forgot your mobile device at home with your digital coupons) Make a product reservation Make a purchase Ask for personal assistant (OC) Read other customer’s reviews © Copyright 2013 Avanade Inc. All Rights Reserved.
  • 48. >Memorable Interactions & The Next Generation Store Displays with Interactive Mobile Technology GRAB & GO Scanning the QR Code from the Kiosk or the display you download the information to your phone including a map of the location of the item in the store. © Copyright 2013 Avanade Inc. All Rights Reserved. 48
  • 49. >Memorable Interactions & The Next Generation Store Displays with Motion Sensitive Technology ATTRACTING INTEREST ENCOURAGING INTERACTION You walk by a store after hours and you see an interactive device on the window… You start interacting just for fun and you find out that there some cool items in the store and you end-up finding the product of your wife’s dreams and scan the QR code to your phone to share later. © Copyright 2013 Avanade Inc. All Rights Reserved.
  • 50. >Memorable Interactions & The Next Generation Store In-Store Digital Showcasing NEXT GEN TECHNOLOGY & DIGITAL ASSETS Leverage digital assets with next-gen technology, such as RFID tags and Windows Embedded Devices, the Retailer creates new and memorable customer experience, such as a Connected Fitting Room, for real-time interactive information and support on garments in the fitting room. © Copyright 2013 Avanade Inc. All Rights Reserved.
  • 51. These Next-generation store technology can give your customers want they want: Consistent Engagement across channels Expert Support making their purchase more convenient Personalized Attention supporting their unique profile and needs Memorable Interactions enriching their overall experience To learn more about the Solutions discussed today: Email john.a.konczal@avanade.com © Copyright 2013 Avanade Inc. All Rights Reserved. 51
  • 52. Kick-off NRF in style by attending the Opening Night Reception at the Marriott Marquis Times Square More Modern More Mobile More Global Sunday Jan 12 5:30 – 7:30 pm Visit Booth # 2703 to learn more BIG !deas Session: Become a Dynamic Retailer and Make Sure You’re Ready for What’s Next Follow all the action live on Twitter and Facebook Monday Jan 13 @msretail FB.com/MicrosoftforRetail 3:15 – 4:15 pm
  • 53. Help  us  Support  RetailROI  at  NRF  this  year…   Schedule  a  meeBng  with  Avanade  at  NRF  and  aEend  it,  and   Avanade  will  donate  $25  to  RetailROI.       The  Purpose  of  the  Retail  Orphan  IniJaJve  (RetailROI)  is  to  raise  awareness  and   provide  real  soluJons  for  the  more  than  400  million  vulnerable  children   worldwide.     Visit  www.retailroi.org  for  more  informaJon.       To  schedule  a  meeJng,  send  an  email  to  john.a.konczal@avanade.com  with  the   subject  line  NRF  MeeJng  or  visit:   h1p://www.avanade.com/advisor/NRF2014/Pages/naJonal-­‐retail-­‐federaJon.aspx   to  schedule  on-­‐line.       #RetailCCS  
  • 54. Q  &A  //  Panelists   Pam Goodfellow Principal Analyst, Consumer Insights Director Prosper Insights & Analytics David Vitak Global Business Solutions Avanade MODERATOR #RetailCCS Alicia Fiorletta Senior Editor Retail TouchPoints Randy Misener Director, Retail Industry Business Development Avanade
  • 55. Xbox  One  Giveaway   Enter to win an Xbox One by attending at least two sessions from this week’s webinar series! #RetailCCS *Visit the contest rules page for more information.
  • 56. Thank  You    For  Joining  Us   The next Connected Consumer Series session… Delivering  Omnichannel:  From   The  Back-­‐End  To  The  Front-­‐End   and  Beyond Tomorrow, 12 PM ET / 9 AM PT www.retailtouchpoints.com/special-connected-consumer-series-2013 #CCSeries13