Beyond Omni-Channel Retailing
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Beyond Omni-Channel Retailing

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At every touchpoint, physical or digital, your customer is forming a single opinion on the value of their experience. As customers don't live in channels, global retailers have started moving beyond ...

At every touchpoint, physical or digital, your customer is forming a single opinion on the value of their experience. As customers don't live in channels, global retailers have started moving beyond Omni-Channel strategies that, in many cases, focused on the channels as an end point rather than providing a true seamless experience.

During his Australian Retail Tour, Josh Sigel (former CIO of Natural Markets Food Group) shared how he created ‘Multiplex Retailing’ to improve customer value and sales by revolutionising the way customers buy groceries and cooked meals.

Key Takeaways:

-Point of Sale is going away and will become a value added Point of Experience
-Channel based solutions will be integrated to create Multiplex brand experiences
-Embrace Innovation or Face Elimination – Innovation within retail will not be a choice, it will be a necessity in order to survive

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Beyond Omni-Channel Retailing Presentation Transcript

  • 1. Moving From Omni-Channel to the MULTI-PLEX BRAND EXPERIENCE Joshua C. Sigel
  • 2. SINGLE- CHANNEL MULTI- CHANNEL OMNI- CHANNEL CATALOG CATALOG Evolution of the Retail Shopping Experience
  • 3. MULTIPLEX brandexperience
  • 4. The term Multiplexing originated in telegraphy in the 1870s, and is now widely applied in communications
  • 5. Multiplexing is a method by which multiple analog message signals or digital data streams are combined into one signal over a shared medium. The aim is/was to share an expensive resource.
  • 6. Today the expensive resource is the customer’s time and attention. The retailer positioned to enable the customer journey through which ever channels the customer choses whenever the customer wants will win.
  • 7. CUSTOMER EXPERIENCE JOURNEY Awareness Research & Planning Selection Checkout Acquisition/Delivery Returns & Refunds ONLINE E-MAIL SOCIAL IN-STORE MOBILE SUPPORT KIOSK LOGISTICS
  • 8. CUSTOMER EXPERIENCE JOURNEY Awareness Research & Planning Selection Checkout Acquisition/Delivery Returns & Refunds ONLINE E-MAIL SOCIAL IN-STORE MOBILE SUPPORT KIOSK LOGISTICS
  • 9. CUSTOMER EXPERIENCE JOURNEY Awareness Research & Planning Selection Checkout Acquisition/Delivery Returns & Refunds ONLINE E-MAIL SOCIAL IN-STORE MOBILE SUPPORT KIOSK LOGISTICS MULTIPLEX brandexperience
  • 10. Natural / Organic Grocery Sales Traditional Grocery Sales “It’s Just a Fad.” organic growth rate MORE THAN 2X growth rate for all food THE NATURAL MARKETS STORY Creating a MultiPlex Channel Brand Experience
  • 11. The total value of the organic industry in Australia is an estimated $1.27B in 2012 The average growth projection for the coming years is 10-15%
  • 12. Global organic market sales are slated to grow at an estimated CAGR of 12.9% to $105B by 2015
  • 13. Existing operating environments and technical infrastructure Define and gain internal agreement on what the “to be” is Define and gain agreement on roadmap/development and deployment plan OUR CHALLENGES ARE NOT UNIQUE
  • 14. COMPETITORS TECHNOLOGY Internal resources/capacity CULTURE TIMEVendors trainingOrganization BUDGET OUR CHALLENGES ARE NOT UNIQUE
  • 15. Do we look at this as a POS decision? What about on-line ordering and grocery shopping? How does mobile come into play? If we choose a platform that everyone else has deployed how do we create a competitive edge? How long will it take to make changes? How expensive will those changes be? where do we begin?
  • 16. •  Our own stores •  Competitors stores, online and off •  Other consumer facing businesses •  Past work experience Observation (The good, the bad and the ugly)1 experience design process •  Customers •  Street and analyst community •  Employees Research2
  • 17. experience design process Identify & Prioritize Customer Segments3 Create a contextual end-to-end customer journey map for each segment 4
  • 18. Retail Food Food Service
  • 19. Guiding Principles 1platform create a JOURNEY leverage our smaller size let history inform the future, not drive the it LETGUESTSCHOOSE quickly move from DECISION to ACTION
  • 20. Digital Shoppers Multi-channel buyers Researchers Physical store buyers OUR CUSTOMER
  • 21. 27   WHERE IT STARTED
  • 22. in both grocery & restaurant properties OBSERVATIONS 1 Individuals interested in eating with their colleagues spent the bulk of their time alone 2 Ordering online and take-out, dine-in, or get it delivered2 Many guests were pressed for time during peak business hours and wanted good food quickly
  • 23. SOLUTIONS 1 Flexible POS and Service Design that enabled any item to be ordered from any station and picked up at the express counter. 2 Ordering online and take-out, dine-in, or get it delivered
  • 24. in both grocery & restaurant properties OBSERVATIONS 3 Families were in the restaurant together but were not necessarily interested in eating the same food or even eating together
  • 25. SOLUTIONS 3 Richtree Market Pass – a mobile app with a feature called “grouping” which allowed members of a group to associate themselves together by the head of the group scanning each members Richtree Market Pass QR code
  • 26. 4 Payment options were “traditional” in both grocery & restaurant properties OBSERVATIONS
  • 27. SOLUTION 4 Not only did we focus on any item form any station, we also wanted to make sure that all payment types were accepted at every station (no cash at Kiosks). This included accepting mobile payment at kiosks.
  • 28. in both grocery & restaurant properties OBSERVATIONS 5 Customers made multiple purchases from multiple stations = multiple payments and standing in multiple queues.
  • 29. SOLUTION 5 Strategically placed Kiosks throughout the space to address wait time and queuing issues. iPad POS  allowed customers service associates to take orders while customers waited in the queue.
  • 30. 6 Menu and Product Information was not consistent across all ordering points. The information that was there such as Dietary Information and food availability was not available or accurate. in both grocery & restaurant properties OBSERVATIONS
  • 31. SOLUTION 6 Product and Ingredient Information architecture that powered all ordering points and digital menus: digital menu boards, iPad Menus at the bar and at tables, Online ordering, etc – all driven off of the same point of sale product information platform.
  • 32. in both grocery & restaurant properties OBSERVATIONS 7 Moms and dads had difficulty finding a safe way to navigate AND had a hard time finding seating that was family "friendly”
  • 33. SOLUTION 7 Created the Richtree Market Garden where children could play while parents watched them while enjoying a great meal.
  • 34. in both grocery & restaurant properties OBSERVATIONS 8 Guests needed direction and clear forms of way finding in order to ensure they got the most out of the experience
  • 35. SOLUTION 8 Holographic Host & Brand Ambassador and Digital displays throughout the space.
  • 36. in both grocery & restaurant properties OBSERVATIONS 9 Next to speed, entertainment was still a driving force in the selection of dining experience
  • 37. SOLUTION 9 For those who wanted to be entertained we would deliver value added experiences throughout and experiences were designed with the future in mind. Interactive video wall would eventually support ordering and promotions.
  • 38. •  Multitude of order options: Self Service Kiosk; Mobile; Online AND integrated them to create a Muliplex brand experience •  All forms of payment. Anywhere. •  Unique Payment Options for families and groups. •  Food related information •  Queue busters •  In-store format that makes it safe and easy for parents with children, differently abled, and seniors to order and enjoy their food •  The ability to grocery shop AND enjoy We addressed the breaks in the journey and CREATED
  • 39. Watch the case study video at ThoughtWorks.com www.ThoughtWorks.com/clients/natural-markets-food-group
  • 40. MUST DO what retailers
  • 41. INFRASTRUCTURE (NMFGasanexample)
  • 42. Points of sale should be anywhere the customer wants it.
  • 43. The right items through the right channel
  • 44. Service remains key and most retailers today cannot afford to deliver the service consumers expect.   Leverage technology to deliver service most cost effectively.  
  • 45. Speed & Convenience
  • 46. Q&A