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Framework for building an omnichannel strategy.
Framework for building an omnichannel strategy.
Framework for building an omnichannel strategy.
Framework for building an omnichannel strategy.
Framework for building an omnichannel strategy.
Framework for building an omnichannel strategy.
Framework for building an omnichannel strategy.
Framework for building an omnichannel strategy.
Framework for building an omnichannel strategy.
Framework for building an omnichannel strategy.
Framework for building an omnichannel strategy.
Framework for building an omnichannel strategy.
Framework for building an omnichannel strategy.
Framework for building an omnichannel strategy.
Framework for building an omnichannel strategy.
Framework for building an omnichannel strategy.
Framework for building an omnichannel strategy.
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Framework for building an omnichannel strategy.

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Rest assured, the last decade wasn’t a wasted effort. Your multi-channel presence is the foundation for building a comprehensive, customer-centric, brand & technology strategy. Join Karim Hemani, …

Rest assured, the last decade wasn’t a wasted effort. Your multi-channel presence is the foundation for building a comprehensive, customer-centric, brand & technology strategy. Join Karim Hemani, former eCommerce & Channel Integration executive at Sears Canada, as he shares his perspectives on how to construct and execute an outcome-driven Omni-channel Strategy.
- What’s the difference between Omni- and Multi- Channel?
- The challenges aren’t unique, but the solutions can be
- Defining outcomes vs. outputs in your media strategy
- If content is the heart, IT is the backbone
- The role of Chief Omnichannel Officer

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  • 1. omni-­‐channel  outcomes,  mul0-­‐channel  outputs.  let’s  talk  karim  hemani  omni-­‐channel  consultant  /    former  AVP,  channel  integra0on  &  eComm  ops  at  Sears  Canada  ideas.hemani.ca!
  • 2. defining omni-channel
  • 3. search term:“omni-channel”search term:“multi-channel”Source:  Tagxedo.com  
  • 4. omnichannela channel agnostic, unified andseamless customer experience thatdelivers on a single  brand strategyand is built on a strong ITbackbone and exceptional productcontent.
  • 5. WTF? (why the fuss?)
  • 6. Macy’s announcesappointment ofChief OmnichannelOfficer, Robert B.Harrison, Jan 28, 2013
  • 7. Page 1 of annualreport:Omnichannel , firstsentence of firstthree paragraphs.
  • 8. Page 2 of annualreport:Omnichannel ,mentioned 6 moretimes.Mentioned 21 moretimes in the rest ofthe 2012 annualreport.
  • 9. what about...% of online orders picked up in store:Best Buy (US), > 40%; Ace Hardware(US), 83% sales; Argos (UK), 72%sales; WalMart (US), > 50%1eCommerce as % of total retail (US) in 2011: 6.6%2online influenced retail salesas % of total retail (US) in2011: 41% 3fact check...Amazon prime? ...Bufferbox?...Walmart / Macy’s store fulfillment?Sources (all eMarketer):(1) Home Retail Group, "Annual Report and Financial Statements 2012" with eMarketer calculations; eMarketer interviews with Ace Hardware, Best Buy and Wal-Mart, June 5, 2012(2) US Department of Commerce, Feb 2012; eMarketer calculations, March 2012. Note: excludes auto dealers, gas stations, fuel dealers, travel and event tickets(3) Forrester Research, "Web-Influenced Retail Sales Forecast" as cited by JP Morgan, July 13, 2011
  • 10. challengesROI?cross-channel pricinginventorylogistics“traditional”customersforecastingbudgetonboarding“omni” culturecostly ITinsights & actiongeographyreturnshandlingpaper programbreak-even saleslocalizationlocalizationvalue prop“likes” don’t pay the billscontent
  • 11. a helpful framework
  • 12. informa0on  technology  human  resources  procurement  ‘traditional’ value chainproduc0on  inbound  logis0cs  outbound  logis0cs  marke0ng  /  sales  service  
  • 13. TM  
  • 14. VS.OutcomesSales Marketing InsightsVirtual B&M Virtual B&M Virtual B&MOutputsSocial Media✓ ✗ ✓ ✓ ✗ ✗ -Flyer Program- - ✗ ✓ ✗ ✗ ✗Affiliate Mktg✓ ✓ ✗ ✗ ✗ ✗ ✗Online Shop✓ ✓ ✓ ✓ ✓ ✓ ✓✓Mobile App✓ ✗ ✗ ✗ ✗ ✗ ✗Email Marketing✓ - ✓ ✗ ✗ ✗ ✗In-store Kiosk✓ ✗ ✗ ✗ ✗ ✗ ✗POS✗ ✓ ✗ ✗ ✗ ✗ ✗Logistics✗ ✓ - - - - -✓ ✓ ✗ ✗ ✗ ✗  
  • 15. takeaway-and-do’s…ü  locate creative, techie, analytical, problem solving types. lockthem down. this is your new omnichannel team.–  team task 1: design omnichannel experiences for all channels.ü  what’s your content strategy? if you don’t have one, startthinking about it. look at process improvement first –there’s a lot there.ü  changing culture isn’t easy. create a role, C(Om)O. they’renow responsible for all of the above. they will work closelywith the CMO and the CIO to make the customer machinecome to life.ü  turn up social listening. leverage multi-channel touch pointsto learn about customers and adjust your all-channelstrategy accordingly.
  • 16. ideas.hemani.ca!

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