2
3
4
• Total sales from mobile : 20%
• Growth Rate (SG) : 20% monthly
• Registered Users (SG) : 900K
• Typical customer profi...
5
6
7
8
We will have to start downsizing our stores over the next five years as customers
shift to e-commerce.
On their smaller ...
9
“But physical shopping still has its place. Many
consumers still see it as a socialising activity
with friends; to other...
10
11
• http://www.forbes.com/sites/deniselyohn/2014/10/17/so-amazon-thinks-it-can-do-
retail/?utm_content=9051069&utm_medium=so...
Retail’s changing landscape – omni-channel customer experience13
Present Future
• What is the most important goal to become a better omni-channel retailer?
• Allow the Customer to purchase, take deliver...
15
16
A Social Media Campaign about Healthy Living
Targeted at Women
17
Business(What)
1. Engage and sustain
customer relations (loyalty)
2. Increase awareness and
apply OSIM’s brand
message(s) ...
Strictly Confidential & Proprietary ©PepperConn LLP19
Homemakers
Young mums, mothers to be,
stay-home mums. Care
givers, f...
20
Content&Context
- Balancing work,
and personal
demands
- How to maintain
shape and health
in a stressed out,
time limit...
Nov Dec Jan
Monthly Themes Keeping in Shape A time for Family,
friends and yourself
A Whole New You
Weekly Themes 1. Shapi...
• November’s Theme : Staying in Shape
• Product Focus : uKimono
22
April Janie Gladys
Week 1 – Shaping up
in transition
Tr...
23
Content - Personal Angle Connections - Lifestyle Content Conversations - Invite response
1 Challenges staying in Shape ...
24
Source : First Data 2013
25
26
27
bestseller list, to
create a mass
market hit
small royalty on a huge
range of products
profitable, successful niche pro...
28
Fruits, meats, seafood,
gourmet coffee, tea, -
Seasonal, highly visual,
highly competitive
Staples, heavy : rice, milk,...
29
New releases, best
sellers, e-education
Assessment Books, Office Stationary
Subject specific : Self improvement, cook b...
30
Video about Birchbox
https://www.youtube.com/watch?v=vgg98FKgFv0
31
Video about Bonobos Guide Shop
https://www.youtube.com/watch?v=CjVFzMVRi7k
1: Store Locator
2: Product Availability
3: Shipping Options
4: Store Pick-Up
32
Four options need to be available close t...
33
34
35
• 55% of eCommerce carts are abandoned
due to high shipping cost
• Address expensive shipping issues by enabling
easy c...
36
• Loyalty is about knowing your customers
better
• Rewards allows your customers to opt-in
to personal data collection
• “...
38
39
Location Libraries
- GPS, Public WiFi
Maps
1
WiFi APs + Sensors
3
Audio Frequencies
2
Beacons
4
40
41
42
43
44
• Personalize (who)
• Personalize (what)
• Personalize (where)
• Personalize (when)
• All the above
45
1. Unify multiple channels, including the store
• single management software / platform
• Cohesive sales n marketing acros...
47
48
Your Branded
Mobile Apps /
Web
Powered By
Detects Consumer In-Store
Tao oF shop
Store-Assist App (In-Store)
Personalize...
49
In-Store Web, Mobile & Social Media
50
ADMIN DASHBOARD - POSTS
• Create once and publish to all - your Brand’s
Website, Facebook & Mobile Apps
• Embed coupons...
Outlet 1
Outlet 2
51
• Detect and identify customers near stores using GPS
or / and in-store sensors
• Auto-push promotion...
52
Paragon Outlet
Jurong Point Outlet
Sephora @ ION Orchard
Muji @ ION Orchard
53
ADMIN DASHBOARD - eCOMMERCE
Create & manage your product catalogue across
your website and mobile apps
• Includes Payme...
54
• Virtual Membership Card on
Mobile app
• Points Tracking
• Seniority Badges & Ranks
• Customize Rewards / Loyalty
Prog...
55
• Reward points with Purchase
at Point of Sale (POS)
• Manage Rewards
redemptions
Store-Assist App
Operated by Retail o...
56
57
58
Posts Coupons eShopMessages Rewards
Create, Publish &
Sell from a Single
Dashboard
59
Acquire membership & Engage on digital &
Social Media
1
3 Engage consumers with QR Coded Ads /
Media Drive Traffic to S...
60
Scans QR codes on Product
displays to view videos,
download brochures / Coupons
3
1
Detect individual consumer’s ID
whe...
61
Consumer Insights
on your Database !
Coupon Downloads, Content Views, Transactions,
Advocacy Actions, Locations
Persona...
62
63
64
65
66
• Social
Content
• Coupons
• eCommerce
• Rewards
• Store Asst.
App
POS
67
Full Digital Solution across
All channels
1
Identify & engage consumers
in-Store : increase
conversion rates
Gain consu...
68
Click on this link to watch YouTube Video :
http://www.youtube.com/watch?v=eIPs1wungfg
69
70
Contact us for a demo of our proprietary & patent-pending platform :
Adrian Teo
Founder & CEO
Pepperconn Pte. Ltd.
www....
Omni-channel Retail - Bridging the Digital and Brick & Mortar Divide
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Omni-channel Retail - Bridging the Digital and Brick & Mortar Divide

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Ok, so you have a website, facebook page, even mobile apps, but how is that helping you to engage your consumers when you need it most… when they are at your outlets!

I mean how do you drive footfall and sales from digital to your brick & mortar channels? How do you identify your consumers, personalized that engagement and get them to buy before they step out?

And we don’t mean spamming everyone with the same promotion at that outlet, but personalized according to their profiles, transaction history and location. Better yet, it’s all automated, you really don’t want to be pouring through and interpreting heaps of customer data.

In this presentation, I share the challenges faced by retailers, shop owners, F&B and mall operators in bridging the digital and brick & mortar divide. While each solution is unique to your retail business, vertical or consumer behaviours, it is about breaking down the silos that exist in your consumer touch points, enterprise solutions, best practices and how TAO OF SHOP can help you to bring it all together.

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Transcript of "Omni-channel Retail - Bridging the Digital and Brick & Mortar Divide"

  1. 1. 2
  2. 2. 3
  3. 3. 4 • Total sales from mobile : 20% • Growth Rate (SG) : 20% monthly • Registered Users (SG) : 900K • Typical customer profile : 27 yrs, 75% female Source : PayPal Qoo10 mobile application for Asia Pacific : • 64% are Singaporean users • 37% of total mobile sales by Singaporeans • Qoo10 SG holds the highest ratio of sales to country size in Asia. 2013 : half of all online shoppers are mobile shoppers (1M) 2015 : mobile commerce expected to be worth S$3B
  4. 4. 5
  5. 5. 6
  6. 6. 7
  7. 7. 8 We will have to start downsizing our stores over the next five years as customers shift to e-commerce. On their smaller stores: “When you combine lower rents, lower build out and a smaller total footprint with high sales per square foot, it’s a very powerful economic model.” Walter Robb, Co-CEO “We’re looking for more ways to combine our e-commerce business into our bricks- and-mortar stores to create an integrated, multichannel shopping experience for our guests.” Daniel Duty, Director of Enterprise Strategy
  8. 8. 9 “But physical shopping still has its place. Many consumers still see it as a socialising activity with friends; to others, it can be an entertainment,” he added. “What individual retailers must do to survive in this new world is to understand what consumers want and behave, and then respond accordingly.” “The pervasiveness of the Internet has turned everything upside down. This is a trend that’s really picked up pace in the last three years. Before that, tablets were a novelty; now, consumers are now able to conduct their own research and purchase on mobile devices or home computers,”
  9. 9. 10
  10. 10. 11
  11. 11. • http://www.forbes.com/sites/deniselyohn/2014/10/17/so-amazon-thinks-it-can-do- retail/?utm_content=9051069&utm_medium=social&utm_source=facebook 12
  12. 12. Retail’s changing landscape – omni-channel customer experience13 Present Future
  13. 13. • What is the most important goal to become a better omni-channel retailer? • Allow the Customer to purchase, take delivery through channels of their choice • Create a single brand identity across channels • What’s getting in the way? • Don’t have a single view of the customer across channels • What’s your biggest barrier? • Consolidate our customer data across channels • Gaining better insight into cross-channel customer behaviour, in order to prioritize • 24% are budgeting for a single customer interaction platform that crosses channels. • With Marketing taking the lead role on Omni-Channel 14
  14. 14. 15
  15. 15. 16
  16. 16. A Social Media Campaign about Healthy Living Targeted at Women 17
  17. 17. Business(What) 1. Engage and sustain customer relations (loyalty) 2. Increase awareness and apply OSIM’s brand message(s) – well being, healthy lifestyle 3. Increase sales of OSIM products targeted at Women. SocialMedia(How) 1. Socialize content and touch points through personalization and conversation tools. 2. Build lifestyle-centric spaces online that features women’s lifestyle content created by talents / brand ambassadors. 3. Converge sales channels, promotional activities and product placements/reviews to be linked to social media activities. 18
  18. 18. Strictly Confidential & Proprietary ©PepperConn LLP19 Homemakers Young mums, mothers to be, stay-home mums. Care givers, family focused. Tai-tai lifestyle. Finding purpose without having to work. Health Fanatic/ Gal Next Door Relationship focused. Friends, colleagues, dating. The one whom people go to for a shoulder to cry on. Health & fitness Focused. The Independent Female Managing all on her own. Living life to its fullest. Will try anything once. Street smart. Corporate go-getter. Results oriented. Janie AprilGladys
  19. 19. 20 Content&Context - Balancing work, and personal demands - How to maintain shape and health in a stressed out, time limited environment Connections - Executive health clubs - Self improvement workshops / seminars Conversations - Poll on the best executive lunches - Managing bosses and subordinates - Best time management practices Conversion OSIM self- maintenance and health products – massage chairs, family products, uZap. Target audience : PMETs, Middle – Senior management executives
  20. 20. Nov Dec Jan Monthly Themes Keeping in Shape A time for Family, friends and yourself A Whole New You Weekly Themes 1. Shaping up 2. My Problematic Areas 3. The Low Down on Gym Membership 4. My uKimono Angle 1. Christmas – time for giving 2. A time for Family 3. A time for Friends 4. A time for yourself 1. Living life to the fullest, in tune with the latest 2. Lengths taken to look and feel good 3. Best buys and best hangouts 4. Latest Fads 21
  21. 21. • November’s Theme : Staying in Shape • Product Focus : uKimono 22 April Janie Gladys Week 1 – Shaping up in transition Transition from Flying days - Complimenting Active lifestyle though fear of age catching up Flying days Slowing metabolic rate Flying days Post natal weight loss Week 2 – My Problematic areas Good genes, eat lots but yet slim. However, need help with spot reduction. Help! I’ve got a big butt. Rubba tum tum. My hubby’s waist line will need two uKimonos. Week 3 – The Low Down on Gym Membership Alternative and fun ways to work out – dance classes, wake boarding, etc. Hit the road Janie – marathon training. It’s fresh air, get to see Singapore from a different perspective and it’s FREE! No Pain, No Pain. Forget about the Gym. I just need to get to those problem areas. Week 4 – Progress update on uKimono usage. Contest Topic Progress up on uKimono’s impact on their problematic areas, etc. Contest : Tell us someone you know who you think really needs uKimono. The most interesting article wins. Suggest starting contest in Week 2 and ending by Week 4.
  22. 22. 23 Content - Personal Angle Connections - Lifestyle Content Conversations - Invite response 1 Challenges staying in Shape as a busy executive. No time to hit the Gym. Do you really use that Gym membership? My friends who signed up for memberships don’t use them. Best suggestions on time saving methods to stay in shape. Follow up article : try the OSIM ukimomo Personal Blogs OSIM Blog Article OSIM Blog Personal & Corporate E-commerce / sales
  23. 23. 24 Source : First Data 2013
  24. 24. 25
  25. 25. 26
  26. 26. 27 bestseller list, to create a mass market hit small royalty on a huge range of products profitable, successful niche product. Not a product for everyone, certainly, but among those that care and are choosing to pay attention, a fantastic choice.
  27. 27. 28 Fruits, meats, seafood, gourmet coffee, tea, - Seasonal, highly visual, highly competitive Staples, heavy : rice, milk, sugar, oil Gourmet, organic products to upsell
  28. 28. 29 New releases, best sellers, e-education Assessment Books, Office Stationary Subject specific : Self improvement, cook books
  29. 29. 30 Video about Birchbox https://www.youtube.com/watch?v=vgg98FKgFv0
  30. 30. 31 Video about Bonobos Guide Shop https://www.youtube.com/watch?v=CjVFzMVRi7k
  31. 31. 1: Store Locator 2: Product Availability 3: Shipping Options 4: Store Pick-Up 32 Four options need to be available close to the product page's call-to-action or "add to cart" button: Source - http://www.parkeravery.com/pov_eCommerce_Omnichannel_Strategy.html
  32. 32. 33
  33. 33. 34
  34. 34. 35 • 55% of eCommerce carts are abandoned due to high shipping cost • Address expensive shipping issues by enabling easy collection from store or lockers • Savings from merchant fees from payment gateways passed on to consumer
  35. 35. 36
  36. 36. • Loyalty is about knowing your customers better • Rewards allows your customers to opt-in to personal data collection • “Who” + “What” + “Where” + “When” at point of sale • Unify customer databases across digital, brick & mortar, systems • Track your customers’ preferences 37
  37. 37. 38
  38. 38. 39 Location Libraries - GPS, Public WiFi Maps 1 WiFi APs + Sensors 3 Audio Frequencies 2 Beacons 4
  39. 39. 40
  40. 40. 41
  41. 41. 42
  42. 42. 43
  43. 43. 44 • Personalize (who) • Personalize (what) • Personalize (where) • Personalize (when) • All the above
  44. 44. 45
  45. 45. 1. Unify multiple channels, including the store • single management software / platform • Cohesive sales n marketing across the organisation • consumers get a single experience 2. Unify consumer database • gain consumer insights • personalise promotions based on customers’ profile, segmentation, transaction history, time and location 3. Rethink the “Store” • digitally integrated, cost effective hub • identify and personalised consumer experience • o2o (offline to online) marketing 4. Resulting in footfall, sales and loyalty.
  46. 46. 47
  47. 47. 48 Your Branded Mobile Apps / Web Powered By Detects Consumer In-Store Tao oF shop Store-Assist App (In-Store) PersonalizedPersonalizedPersonalizedPersonalized PromotionsPromotionsPromotionsPromotions Data Capture, Insights Your Website Powered by Tao of Shop, Facebook, Twitter Tao of Shop Admin Dashboard Database Publish, Sell, Reward Customer Service & Assisted Selling All-in-One Digital Solution, we provide you with : • Your own branded mobile apps (Android, iPhone, Mobile Web) • Integrated webpages into your existing website • Integration with your Facebook & Twitter pages • Your own database, content and account mgmt Consumer
  48. 48. 49 In-Store Web, Mobile & Social Media
  49. 49. 50 ADMIN DASHBOARD - POSTS • Create once and publish to all - your Brand’s Website, Facebook & Mobile Apps • Embed coupons in posts to drive traffic and sales to eShop or physical outlets • Automatic notifications when customers are near your outlets - Personalized Messages with Coupons
  50. 50. Outlet 1 Outlet 2 51 • Detect and identify customers near stores using GPS or / and in-store sensors • Auto-push promotions near / upon entering participating outlets, personalize based on : • Location • Consumer’s Profile * • Transaction history *
  51. 51. 52 Paragon Outlet Jurong Point Outlet Sephora @ ION Orchard Muji @ ION Orchard
  52. 52. 53 ADMIN DASHBOARD - eCOMMERCE Create & manage your product catalogue across your website and mobile apps • Includes Payment Gateway, Orders Management & Fulfilment • Inventory Management • Option to integrate with POS systems • Easy collection in-store with Membership Card • Orders Mgmt • Inventory Mgmt
  53. 53. 54 • Virtual Membership Card on Mobile app • Points Tracking • Seniority Badges & Ranks • Customize Rewards / Loyalty Program – Purchase & Advocacy Actions • Manage Rewards Points & Redemption from Admin Dashboard
  54. 54. 55 • Reward points with Purchase at Point of Sale (POS) • Manage Rewards redemptions Store-Assist App Operated by Retail or Sales Staff at Outlets • Identify customers – scan Virtual Membership card • Service Customers – access to Details & Transaction history • Manage Orders for Collection / Delivery • Coupon Validation 1 2 3
  55. 55. 56
  56. 56. 57
  57. 57. 58 Posts Coupons eShopMessages Rewards Create, Publish & Sell from a Single Dashboard
  58. 58. 59 Acquire membership & Engage on digital & Social Media 1 3 Engage consumers with QR Coded Ads / Media Drive Traffic to Store 2 Locate Consumers near-by. Auto-push content & Promotions to drive traffic into Store.
  59. 59. 60 Scans QR codes on Product displays to view videos, download brochures / Coupons 3 1 Detect individual consumer’s ID when walking into your shop! 1 Earn Points for Shares & Referrals 3 • Drive FootFall by Rewarding consumer walk-ins. 2 Earn Points for Shares & Referrals 4 Auto-Push Personalized promotions / Coupons Based on each Consumer Profile 2 • Consumer Profile • Transaction History • Location
  60. 60. 61 Consumer Insights on your Database ! Coupon Downloads, Content Views, Transactions, Advocacy Actions, Locations Personalize Content, Promotions, Coupons, etc. Consumer Data & Tracking across digital & store channels
  61. 61. 62
  62. 62. 63
  63. 63. 64
  64. 64. 65
  65. 65. 66 • Social Content • Coupons • eCommerce • Rewards • Store Asst. App POS
  66. 66. 67 Full Digital Solution across All channels 1 Identify & engage consumers in-Store : increase conversion rates Gain consumer insights = Personalization + Relevancy 3 2
  67. 67. 68
  68. 68. Click on this link to watch YouTube Video : http://www.youtube.com/watch?v=eIPs1wungfg 69
  69. 69. 70 Contact us for a demo of our proprietary & patent-pending platform : Adrian Teo Founder & CEO Pepperconn Pte. Ltd. www.pepperconn.com tel : 6509 5880 mobile : +65 821 821 97 email : adrian@pepperconn.com

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