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The ABC's of Delivering a Superior Customer Experience

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Speakers: Ken Morris of Boston Retail Partners & Erik Hoiden of AlfaPeople …

Speakers: Ken Morris of Boston Retail Partners & Erik Hoiden of AlfaPeople

The store continues to be the front line for retail purchases. And store associates are the direct link to winning a sale. But today, retailers must be innovative and savvy in order to meet the demands of technology-enabled consumers. That means arming store associates with the tools to deliver the information and services that will drive increased revenue, including upsells and cross-sells.

So what are the best ways to enable store associates to deliver a superior customer experience? This webinar will outline 5 ways retailers can win the battle for brand loyalty and long-term success.

1. Anticipate customers' questions before they ask.
2. Be ready to offer suggestions for upsells and cross-sells.
3. Create an interactive experience throughout the store.
4. Deliver personalized offers and promotions.
5. Execute a seamless checkout experience.

Published in: Business, Technology

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  • 1. The  ABC’s  Of  Delivering  A  Superior   Customer  Experience     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   Ken Morris Erik Hoiden Principal Boston Retail Partners (BRP) Managing Partner AlfaPeople MODERATOR #RetailCCS Alicia Fiorletta Senior Editor Retail TouchPoints
  • 8. Comprehensive Retail Consulting The ABC’s of Delivering Superior Customer Experience Ken Morris, Principal 8  
  • 9. Comprehensive Retail Consulting Agenda "  About Boston Retail Partners "  The Customer is the Center of the Universe "  The Customer Experience " " " " " Anticipate Customer Questions Be Ready to Offer Suggestions Create an Interactive Experience Deliver Personalized Promotions Execute a Seamless Checkout Experience "  Real-time Retail "  Conclusion 9  
  • 10. Comprehensive Retail Consulting About Boston Retail Partners 10  
  • 11. Comprehensive Retail Consulting "   We are a leading independent retail/wholesale management consulting firm "   Built with a unique professional profile u  u  Managed by industry-recognized leaders All firm members have retail line management experience Ø  Ø  u  Several served as officers of major corporations Comprehensive functional and technical experience Recruits experienced professionals in POS and retail technology, retail/store operations, merchandise management, planning and allocation and supply chain management "   Relevant experience working with specialty retailers on all facets of strategy, selection and deployment of Point of Sale, Omni-Channel, CRM/Loyalty, Merchandising and Supply Chain solutions "   History of serving acknowledged industry leaders "   No exclusive partnerships or alliances with software or hardware providers 11  
  • 12. Comprehensive Retail Consulting Our experience covers a broad cross-section of retail segments… 12  
  • 13. Comprehensive Retail Consulting Thought Leadership Annual Surveys POS  Survey   Supply  Chain   Survey   Speaking Engagements MP&A  Survey   White Papers Webinars/Articles 13  
  • 14. Comprehensive Retail Consulting The Customer is the Center of the Universe 14  
  • 15. Comprehensive Retail Consulting The Customer is the Center of the Universe Customers now have the freedom to achieve their goals throughout the shopping process… Social'Media' Adver>sing' Website' Signage' Email' Apps' Kiosk' Mobile' Website' Checkout' Employees' SMS' Catalog' Direct'Mail' …using whichever channels and touch points they prefer. 15  
  • 16. Comprehensive Retail Consulting nticipate Customer Questions 16  
  • 17. Comprehensive Retail Consulting Identifying the Customer is Key…. Social'Media' Who is she and what is her Unified Commerce footprint? Adver>sing' Website' Signage' Email' Apps' Kiosk' Mobile' Website' Checkout' Employees' SMS' Catalog' Direct'Mail' 17  
  • 18. Comprehensive Retail Consulting Matching Personas for Personalized Selling "   Creating a guided selling environment by matching associate and customer personas 18  
  • 19. Comprehensive Retail Consulting Customer Information Available to Associates 30.$$What$customer$informa3on$is$available$at$store7level?$ Contact&informa8on&(e.g.&name,&address,&telephone&number,&email& address)& 68.7%& 40.6%& Transac8on&lookup&for&returns& 37.5%& Sales&history& Purchase&summary&(e.g.&average&transac8on&amount,&purchases&this& year,&life8me&totals,&etc.)& 21.8%& 12.5%& CustomerKspecific&offers&and&discounts& CustomerKspecific&messaging& 9.3%& Warranty&and&service&lookup& 9.3%& Friends&and&family&informa8on&(e.g.&birthdays,&anniversaries,&sizes,& wardrobe)& Profile&(e.g.&demographics,&preferences,&sizes,&etc.)& Purchasing&sugges8ons&(based&on&customer''s&current&or&previous& purchases)& No&customer&informa8on&is&available&at&store&level& 6.2%& 3.1%& 0.0%& 28.1%& 19  
  • 20. Comprehensive Retail Consulting Customer Information Available in Transaction 31.$$What$is$the$earliest$point$at$which$customer$informa6on$is$available$at$ store9level?$ TransacBon#lookup# 29%# Contact#informaBon# 19%# Purchase#summary# 6%# 19%# Customer#profile# Customer5specific#messaging# 39%# 23%# 17%# SuggesBons# 16%# 20%# 48%# 3%# 13%# Pre5transacBon# (assisted#selling)# 45%# 7%# 14%# 3%# 39%# In5transacBon# (during#checkout)# 57%# Post5transacBon# 83%# 7%# 11%# 82%# Not#available# Friends#and#family#informaBon# 7%# 7%# 86%# Customer5specific#offers#and#discounts# 7%# 10%# 3%# 0%# 20%# 80%# 40%# 60%# 80%# 100%# 20  
  • 21. Comprehensive Retail Consulting e Ready to Offer Suggestions 21  
  • 22. Comprehensive Retail Consulting Rules Engine + SOA = Unified Commerce Customer Communication Social Media Integration INV FIN Rules Engine MFG Real-time POS Middleware Customer/ Associate Stations Associate POS Web Site CRM Customer Devices BI Real-time POS Enterprise 22  
  • 23. Comprehensive Retail Consulting Guided Selling "   Creating a guided selling environment by offering online experience in the store 23  
  • 24. Comprehensive Retail Consulting Suggestive Selling to Entice Purchasing 26.$$What$is$the$implementa0on$status$of$the$following$customer8facing$ mobile$services?$ Share#with#a#friend#via#email#or#social# 15%# 26%# Smartphone#app# 14%# 26%# Product#informa<on#(price,#loca<on,# 14%# 26%# Shopping#list/wish#list# 14%# 26%# Mobile#coupons,#specials,#promo<ons# Electronic#receipt# 9%# 17%# 14%# 9%# 34%# 46%# 29%# 11%# 9%# 11%# 20%# 44%# 18%# 46%# 24%# 11%# 9%# 12%# 24%# 20%# 80%# Implemented#but# needs# improvement# Plan#to#implement# in#<2#years# No#plans#to# implement# 23%# 59%# 60%# Implemented#and# working#well# Plan#to#implement# in#>2#years# 45%# 15%# 40%# 11%# 20%# 66%# GeoCloca<ng/global#posi<oning# 3%# 9%# 0%# 26%# 14%# 26%# 9%# 6%# Wardrobing/ou8it#sugges<ons# 3%# 9%# 34%# 26%# Mobile#wallet# 6%# 9%# Mobile#loyalty#iden<fica<on# 24%# 100%# 24  
  • 25. Comprehensive Retail Consulting reate an Interactive Experience 25  
  • 26. Comprehensive Retail Consulting Amazon-type analytics in real-time in the store 26  
  • 27. Comprehensive Retail Consulting Non-Traditional Marketing 35.$$What$is$the$implementa0on$status$of$the$following$"non7tradi0onal'$marke0ng$methods?$ Hosted#social#networking#sites#(e.g.#Facebook,#Google+,# Pinterest,#TwiUer)# 42%# YouTube#videos# 32%# 23%# 17%# 19%# Hosted#blogs# Monitoring#external#social#networking#sites# 10%# 19%# 13%# 17%# 10%# 10%# 30%# 2D#barcode#scanning#by#customer#smartphones# 10%# 20%# Loca<on=based#social#networking#(e.g.#Foursquare,#Gowalla)# 10%# 19%# 16%# Implemented#and# working#well# 33%# 10%# 42%# 43%# SMS#(text)# 3%# 6%# 20%# 23%# 7%# 13%# 33%# Implemented#but#needs# improvement# 17%# Plan#to#implement#in#<#2# years# 23%# 17%# Plan#to#implement#in#>#2# years# 20%# No#plans#to#implement# Monitoring#external#blogs# 3%# 0%# 19%# 40%# 10%# 20%# 13%# 13%# 30%# 40%# 50%# 39%# 10%# 60%# 33%# 70%# 80%# 90%# 100%# 27  
  • 28. Comprehensive Retail Consulting Customer Services at Store-Level 34.$$What$is$the$implementa0on$status$of$the$following$customer$services$at$store9level?$ Self#checkout# 16%# Self1service#price#check# 3%# 3%# 3%# 16%# 74%# 6%# 25%# Store#portal# 13%# 20%# 2D#barcode#scanning# 13%# 6%# 10%# 47%# 23%# Electronic#coupons# Self1service#loyalty#program#status# Wi1Fi#customer#use# 10%# Self1service#inventory#availability#check# 3%# 0%# 26%# 16%# 7%# 3%# 6%# 10%# 13%# 16%# 24%# 10%# 13%# 45%# 30%# 20%# 26%# 13%# 7%# 16%# 53%# 19%# 3%# 30%# Implemented#and# working#well# Implemented#but#needs# improvement# Plan#to#implement#in#<2# years# Plan#to#implement######in# >2#years# No#plans#to#implement# 47%# 45%# 69%# 40%# 50%# 60%# 70%# 80%# 90%# 100%# 28  
  • 29. Comprehensive Retail Consulting eliver Personalized Promotions 29  
  • 30. Comprehensive Retail Consulting Where is She….in the Store or Anywhere! "   Personalized Offer based on location……..in store……by zip code……by area code…….or mobile device location! 30  
  • 31. Comprehensive Retail Consulting Personalized Promotions to Entice Purchasing 26.$$What$is$the$implementa0on$status$of$the$following$customer8facing$ mobile$services?$ Share#with#a#friend#via#email#or#social# 15%# 26%# Smartphone#app# 14%# 26%# Product#informa<on#(price,#loca<on,# 14%# 26%# Shopping#list/wish#list# 14%# 26%# Mobile#coupons,#specials,#promo<ons# Electronic#receipt# 9%# 17%# 14%# 9%# 34%# 46%# 29%# 11%# 9%# 11%# 20%# 44%# 18%# 46%# 24%# 11%# 9%# 12%# 24%# 20%# 80%# Implemented#but# needs# improvement# Plan#to#implement# in#<2#years# No#plans#to# implement# 23%# 59%# 60%# Implemented#and# working#well# Plan#to#implement# in#>2#years# 45%# 15%# 40%# 11%# 20%# 66%# GeoCloca<ng/global#posi<oning# 3%# 9%# 0%# 26%# 14%# 26%# 9%# 6%# Wardrobing/ou8it#sugges<ons# 3%# 9%# 34%# 26%# Mobile#wallet# 6%# 9%# Mobile#loyalty#iden<fica<on# 24%# 100%# 31  
  • 32. Comprehensive Retail Consulting xecute a Seamless Checkout Experience 32  
  • 33. Comprehensive Retail Consulting Checkout is not a Technology Challenge but a Process Challenge…. "   The days of traditional checkout are numbered. Savvy retailers will move from traditional checkout to ???? è   33  
  • 34. Comprehensive Retail Consulting Customer-owned Mobile Devices are the Future 21.$$What$are$your$company's$overall$point7of7sale$spending$plans$for$2013?$ Mobile$POS$ 60%$ Customer@facing$mobile$soluGons$ 31%$ 57%$ POS$hardware$ 20%$ 46%$ POS$so2ware$modificaGons$ 43%$ Mobile$inventory$soluGon$ Customer@owned$mobile$device$as$POS$ POS$so2ware$maintenance$ 14%$ 0%$ 32%$ 22%$ 56%$ 20%$ 60%$ Unsure$ 3%$ 57%$ 40%$ Decrease$spending$ No$change$ 62%$ 44%$ 20%$ 3%$ 24%$ 6%$ 19%$ 6%$ 46%$ 41%$ 24%$ POS$hardware$maintenance$ 34%$ 9%$ 32%$ Increase$spending$ 43%$ 17%$ 35%$ Store$network$ 23%$ 11%$ 43%$ POS$so2ware$ 9%$ 9%$ 80%$ 100%$ 34  
  • 35. Comprehensive Retail Consulting Omni-Channel Services 24.$$What$is$the$implementa0on$status$of$the$following$omni6channel$services?$ Usability$of$stored$value$cards/giS$cards$across$ channels$ 43%$ Processing$of$cross>channel$returns$ 23%$ 34%$ Placing$online$orders$in$the$store$ 26%$ 26%$ 24%$ 18%$ Provide$shipping$opMons$for$special$orders$(home$vs.$ store$pickup)$ 24%$ 18%$ Order$on$web/$fulfill$from$store$ 22%$ 18%$ Purchase$in$store/$fulfill$from$DC,$other$store,$or$ vendor$ 15%$ Allow$special$orders$to$be$placed$in$all$channels$ 12%$ 0%$ 9%$ 40%$ 13%$ 9%$ 6%$ Plan$to$implement$in$<$ 2$years$ Plan$to$implement$in$>$ 2$years$ 24%$ 27%$ 15%$ 60%$ Implemented$but$ needs$improvement$ 35%$ 39%$ 26%$ Implemented$and$ working$well$ 21%$ 9%$ 18%$ 26%$ 17%$ 16%$ 41%$ 18%$ 6%$ 32%$ 38%$ 30%$ 3%$ 9%$ 12%$ 9%$ 15%$ 9%$ 20%$ 12%$ 18%$ 13%$ 15%$ In>store$pick$up$of$online/mobile$orders$ 17%$ 29%$ Lookup$or$reserve$inventory$in$another$store$ Lookup$of$online$orders$in>store$ 23%$ No$plans$to$implement$ 12%$ 29%$ 80%$ 100%$ 35  
  • 36. Comprehensive Retail Consulting Real-time Retail 36  
  • 37. Comprehensive Retail Consulting Real-time Retail = Unified Commerce Customer Communication Social Media Integration INV FIN Rules Engine MFG Customer Devices Customer/ Associate Stations Real-time POS Associate POS Web Site CRM Middleware BI Real-time POS Enterprise 37  
  • 38. Comprehensive Retail Consulting Real-time Retail 33.##What#is#the#implementa/on#status#of#the#following#real6/me#features#at#POS?# Transac4ons# 56%# Returns#management# 19%# 31%# Inventory# 27%# Credit#applica4on#(instant#credit)# 31%# 26%# Analy4cs/repor4ng# Point#redemp4on#(ability#to#immediately#redeem# points#from#today's#transac4ons)# 19%# Loyalty#program#enrollment# Customer#transac4on#lookBup#(from#any#channel)# Recogni4on#for#change#in#loyalty#4er/status# 10%# 7%# 6%# 6%# 0%# 20%# Implemented#but# needs#improvement# 40%# 13%# 39%# 23%# 28%# 20%# 27%# 26%# Implemented#and# working#well# 27%# 10%# 7%# 19%# 27%# 17%# 58%# 23%# 6%# 3%# 10%# 7%# 13%# 3%# 19%# Loss#preven4on# 17%# 30%# 20%# 13%# 6%# 6%# 9%# 7%# 30%# 40%# Plan#to#implement#in# >#2#years# 25%# 37%# 13%# 13%# Plan#to#implement#in# <#2#years# No#plans#to# implement# 23%# 48%# 60%# 80%# 100%# 38  
  • 39. Comprehensive Retail Consulting Conclusion 39  
  • 40. Comprehensive Retail Consulting Unified Commerce is the Future "  We are at a strategic inflection point where the network is taking center stage, this enables an integrated world where consumers drive self checkout on their smart phone, interact with their friends in real-time on purchase decisions, and receive discounts and personalized pricing as they are shopping, creating a cohesive customer experience. Social'Media' Adver>sing' Website' Signage' Email' Apps' Kiosk' Mobile' Website' Checkout' Employees' SMS' Catalog' Direct'Mail' 40  
  • 41. Comprehensive Retail Consulting Ken Morris Principal, Boston Retail Partners (617) 880-9355 kmorris@bostonretailpartners.com www.bostonretailpartners.com 41  
  • 42. AlfaPeople - We are Retail Randy Cole, Director of Sales, crc@alfapeople.com Erik Hoiden, Managing Partner, emh@alfapeople.com
  • 43. AlfaPeople in Brief Germany Denmark USA UK Switzerland Mexico Guatemala Costa Rica Columbia Chile Brazil Dubai Singapore Facts: 13 Countries +280 employees Global Solution Focus: Product Value Chain ____________________ Europe: CRM (75 employees) AX (45 employees) SharePoint (25 empl.) AlfaPeople Group: Delivers +30.000 consultancy hours/month Americas: CRM (65 employees) AX (70 employees) Acting locally – Performing globally
  • 44. Why AlfaPeople Understanding  the  retailer’s  business   and  transla;ng  it  into  beneficial   solu;ons   This  is  the  AlfaPeople  trademark Combining  the  retail  exper;se  and  Dynamics   Retail  knowledge,  provides  the  AlfaPeople   experts  with  the  ability  to  focus  on  the  retailers   business  areas  that  creates  value  and   implement  Best-­‐of-­‐Breed  for  the  rest. Microsoft Dynamics Retail Solution To  be  compe;;ve,  companies  need  to  take  a   fresh  look  at  their  infrastructure  and  plaDorm   as  well  as  the  new  solu;ons  available  to   them,  giving  greater  focus  to  servicing  and   keeping  loyal  customers.”   AlfaPeople Retail Expertise Retailers Competitive Business Advantage AlfaPeople Recognized as the 2013 United States Microsoft Dynamics Retail Partner of the Year The company was honored among the top Microsoft partners for demonstrating industry sales excellence in innovation and implementation of customer solutions based on Microsoft technology.
  • 45. The “Why Not” project approach "   Main business processes are mapped, and matched against standard system and best practices. "   Standard Dynamics for Retail is configured with customer specific data and processes. "   “Why Not” workshops are conducted, showing main business processes in the solution, and functional gaps are identified. "   Solution gaps can be eliminated by. "   Suggest to change behavior or process We focus "   Resolve manually or outside project scope repeating "   Make a modification which is matched against business value Discover Configure Why not GAPS/BPR on bringing value, not legacy functionality Design Deployment
  • 46. The new customer User Experience is King Personal …from mass to personal Seamless …from multichannel to connected experiences Differentiated …from standard to standout
  • 47. Microsoft Dynamics AX for Retail 30+ Countries including Brazil/Russia/India/China © 2011 Microsoft Corporation. All rights reserved
  • 48. Microsoft Dynamics for Retail Consumers Corporate Accounts Kiosk Catalog Web Stores Mobile Warehouse Management Supply Chain Visibility Retail Headquarters Financials Supply Chain Integration
  • 49. Business Functionality in Microsoft AX Customer Centricity E-Commerce Social Media OOB “Starter” Storefront Search driven Shopping Experience Promo on Facebook Customer Management Omni-Channel Workflows Pinterest POS Twitter integration Customer Orders Payment Processing Txt driven advertising UX Improvements Search, Scan Centralized Omni-Channel Management IT Pro Experience
  • 50. Join Microsoft Dynamics for Retail @ #NRF14 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
  • 51. Help us Support RetailROI at NRF this year… "   Schedule a meeting with AlfaPeople at NRF and attend it, and AlfaPeople will donate $25 to RetailROI. "   The Purpose of the Retail Orphan Initiative (RetailROI) is to raise awareness and provide real solutions for the more than 400 million vulnerable children worldwide. "   Visit www.retailroi.org for more information. "   To schedule a meeting, send an email to crc@alfapeople.com with the subject line NRF Meeting.
  • 52. Q  &  A  //  Panelists   Ken Morris Erik Hoiden Principal Boston Retail Partners (BRP) Managing Partner AlfaPeople MODERATOR #RetailCCS Alicia Fiorletta Senior Editor Retail TouchPoints
  • 53. 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.
  • 54. Thank  You    For  Joining  Us   The next Connected Consumer Series session… Coming  Full-­‐Circle:  The  Store  As   The  Center  Of  The  Omnichannel   Shopping  Journey Tomorrow, 12 PM ET / 9 AM PT www.retailtouchpoints.com/special-connected-consumer-series-2013 #CCSeries13