An approach to multichannel retailing, in particular looking at how to create a seamless and personal experience

1. *
An approach to
multichannel retailing

2. *The opportunity

3. *Multichannel retail represents
significant new revenue opportunities
“ 76 percent of retailers report that multichannel customers
spend more than their single-channel customer
counterparts, and one third (32 percent) said that
multichannel customers spend at least 26 percent more
than single-channel customers. ”
- Accenture Survey 17/01/12

4. *Simply enabling commerce across all
channels is not enough

5. *Effective multichannel retail requires a
seamless, personal customer experience

6. *These experiences are based on more
rewarding relationships, be it…
Getting advice from an expert in Getting inspiration from the brand and its
store (e.g. Apple genius bar) customers (e.g. via Facebook)
Getting personalised, unique products Getting advice from friends, in store and via
(e.g. a tailored suit from Savile Row) mobile devices (e.g. using apps on a iPad)

7. *Our multichannel retail program
explained

8. *An innovative digital service to drive
this transformation

9. *Enabling the retailer to provide a seamless
& personal customer experience
In one seamless and personal experience, Look Book will enable customers to…
Share fashion inspiration and Connect with brand experts Book appointments with Make purchases - from their
advice with their friends (online and offline) personal shoppers laptop, tablet or mobile phone

10. *Here’s how it works:
Click on visual to view
customer journey walk-
through

11. *Look Book is the tip of the
transformation iceberg
 The success of the Look Book
digital service relies upon:
– A consistent experience across
the devices, platforms and apps
used by the customer
(connected technology)
– A ‘single view’ of the customer Digital service layer
(connected data)
– The right content is shared in Connected technology
the right way, at the right time,
at the right customer touch- Connected data
points (connected content) Connected content
– Relevant relationships to be
built between employees and Connected people
customers, and between
customers and their friends
(connected people)

12. *The key elements to delivering the
transformation program
Executive
Sponsorship Service concept
Core to customer & design
business strategy
Bespoke strategy and
Personal & proposition
professional
understanding Rapid concept
Continuous visioning
reinforcement
Measurement Customer
experience
Measurement
framework (inc. KPIs design
and targets) Concept prototyping
Front–end
development
Driving
business
growth using
Team governance social media
& engagement Technology/
Training & education platform strategy
programs Platform role &
Process definition requirements
Resource allocation Operational efficiency
Reporting & steering Central/local
group E-Commerce
Social data
Content
analysis strategy
Key conversation topic
identification Conversation topic
Market insight identification
Behavioural Dissemination &
segmentation sharing strategy
Location, influence & Scheduling & testing
sentiment Asset development

13. *Benefits of the program

14. *Uplift in sales via seamless
multichannel experience
“76% of retailers report that multichannel customers spend more than their single-channel
customer counterparts, and one third (32%) said that multichannel customers spend at least 26%
more than single-channel customers”
Accenture’s European Cross-border e-Commerce report (2012)

15. *Increased awareness &
consideration via online advocacy
Bain & Co analysis shows customers who engage with companies over social media spend 20-40%
more, and possess a deeper emotional commitment to the companies, with an average 33 points
higher Net Promoter® score.

16. *Strengthened brand reputation by
encouraging positive word-of-mouth
Google’s ‘Moment of Truth’ report shows that people are increasingly sharing their purchase
experiences online with both friends/family and like-minded strangers.
24% of shoppers
engage in some digital
SMOT* behaviour
*SMOT = ‘Second Moment of Truth’; the point after which one has made a purchase and is evaluating their purchase

17. *Improved levels of multichannel
customer service
The retail sector has traditionally performed well in regards to the customer satisfaction. However, it lags
behind in terms of delivering a similarly thorough service online.
Source: UK Customer Satisfaction Index results January 2012

18. *Operational cost efficiencies by
harnessing the online community
An active online community can help drive operational cost efficiencies. For example, the cost of
dealing with questions, queries & complaints and innovating the customer experience can be
significantly reduced by using social media.
£140
Telecommunications
£120
Public services Finance - banks and
(national) building societies
£100
Utilities
Per 100 customers
Cost of complaints
£80
Public services
(local)
£60 Finance - Retail – non-food The UK Customer
insurance Satisfaction Index shows
Retail – food
£40 Transport Automotive that the retail sector’s
average cost of dealing
Leisure Tourism with customer
£20 complaints is above
average
£0
70 72 74 76 78 80 82 84
CSI

19. *Experience

20. *We have extensive experience in
business transformation activity

21. *
*