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Salesforce1 World Tour London: Retail: Not just bricks & clicks
 

Salesforce1 World Tour London: Retail: Not just bricks & clicks

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With the profound changes the retail industry is currently undergoing, the evolution of retail customer service from bricks and mortar to true omni-channel is not a simple one. How are retail ...

With the profound changes the retail industry is currently undergoing, the evolution of retail customer service from bricks and mortar to true omni-channel is not a simple one. How are retail organisations transforming to meet the needs of the modern digital multi-channel shopper?

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    Salesforce1 World Tour London: Retail: Not just bricks & clicks Salesforce1 World Tour London: Retail: Not just bricks & clicks Presentation Transcript

    • Beyond Omni-Channel Salesforce1 World Tour – London May 2014 Matt Hopkins, Senior Director Retail Industry
    • Agenda 1.  Out of Control? 2.  Customer Experience 3.  Connected Customer
    • CustomerOperations Brand RETAIL – ERA OF CUSTOMER INNOVATION ‘Profitable Growth’ ‘Anywhere Retailing’ ‘Global, Personal’ Real-time, event driven
    • Customers are in Control: Are YOU Ready? *2012 Forbes secret shopper study of 10,000 companies “Many store visits don’t lead to sales and do not build a relationship between the retailer and the customer.” “What if you could seamlessly connect the online and offline worlds, providing your customers with a true all-channel experience?” “47% of customers highlight poor knowledge of store associates as the most disliked experience when in a store” “85% of retailers cannot customize a store visit due to lack of information about the customer.”
    • Social media 1:1 marketing Personal content cross-device Register Target offer Regular spender Upsell/X-sell Reward loyalty Service Recommend Anonymous Brand Advocate Customer purchase paths Solve to customer experience Register
    • Service Socia l Web Email Mobile Store Customer Experience Connected Retail Connected Store Connected Employee Connected Devices Connected Supply Chain Connected Merchandise Engagement
    • •  Social Marketing to listen to customers with radian6 •  Manage Global Facebook page with Buddy Media •  Manage customer service issues raised on Twitter Burberry is a Customer Retailer •  Customer Profiles for 10M customers with social integration •  Burberry World Platform connects 7,500 employees and 417 stores to complete customer information on chatter
    • •  Seamlessly scaled to meet demand (92K daily visits, 55K daily votes) as massive PR wave crested after launch. Walmart Hits a Homerun with Heroku •  Social site, with embedded video where 4,000+ entrepreneurs pitched their products to Walmart and the public •  Integrated with Twitter, Pinterest, and Facebook for social sharing
    • Gap is surfacing and sharing insights from the field 33,000 Employees across 1,014 Stores In every retail location and back office, on desktops and mobile devices Faster response to market changes and customer needs A more engaged workforce
    • Single Point of Interaction ERP CRM Consumer A Consumer A Customer Highlights Salesforce for Retail Connected customer platform
    • Salesforce for Retail Connected customer platform Single Point of Interaction ERP CRM Consumer A Consumer A
    • Mark Lewis  Head of Omni Programmes, John Lewis
    • A brief JL history ….   First John Lewis shop (small drapers) on Oxford Street, London in 1864   First Waitrose shop opened in Acton, London in 1904, the chain of ten shops was acquired by John Lewis in 1937
    • The Partnership Today …   40 John Lewis Shops   317 Waitrose Supermarkets   Farms, Mills, Financial Services   90,000 Partners   Sales 2013 £10.1bn   Gross Profit 2013 £470m   Bonus to staff 13 -17% annual pay over past 5 years
    • Picture of FLDS 30 Full Line Department Stores
    • 8 John Lewis at home 2 Flexible Format
    • A successful and mature website
    • 2. Become truly Multi Channel 1. Build JLD 3. Seize BUSINESS-WIDE brand biggerness Establish online presence Integrate Channels Amplify The Brand Market matching Multi Channel retailer Two channels:  Shops and online Market leading  Multi Channel retailer Strategy 22 2001 2010 2012 > Engaging Partners in Multi Channel
    • Customers expect a seamless experience
    • Click and Collect Launched 2008
    • Kiosks launched
    • Multi Channel Investment in shops
    • Shop Customer Multichannel JL.Com The economics of converting shop customers to be multi channel remain compelling
    • Shop Customer Multichannel JL.Com The economics of converting shop customers to be multi channel remain compelling 3.5 x
    • People are the multi channel magic dust!
    • Truly Omni Channel
    • Redefine what Service is …
    • 33        Empower  Partners  and  Agents  to  understand  their   customers,  take  ownership  of  and  resolve  their   complaints  correctly  the  first  <me  or  in  line  with  the   promised  solu<on  and  <meframe   Provide  an  excep<onal  Customer  experience  which  is   personal,  consistent  and  seamless  between  channels   regardless  of  how,  when  or  where  customers  chose    to   engage  with  our  Partners  and  Agents   To  deliver  truly  Omni  service...   33
    • Salesforce Platform rolled-out into Waitrose Branches to streamline JL.com returns process JL and Salesforce
    • Also rolled-out into John Lewis Branches pre-Peak to support Click & Collect collections JL and Salesforce
    • Salesforce will improve information visibility across the organisation 36 Email Social Contact Centre Courier SupplierD2C JLTS Customer 3rd Parties Agents PartnersPhone Branch Web Forms Mail Branch Drivers Contact Centre NDC/Dist EC Head Office
    • Retail has come a long way ….