Moving From Omni-Channel to the
MULTI-PLEX BRAND EXPERIENCE
Joshua C. Sigel
SINGLE-
CHANNEL
MULTI-
CHANNEL
OMNI-
CHANNEL
CATALOG
CATALOG
Evolution of the Retail Shopping Experience
MULTIPLEX
brandexperience
The term Multiplexing originated in
telegraphy in the 1870s, and is now widely
applied in communications
Multiplexing is a method by which multiple
analog message signals or digital data streams
are combined into one signal ove...
Today the expensive resource is the customer’s time and
attention. The retailer positioned to enable the customer
journey ...
CUSTOMER
EXPERIENCE
JOURNEY
Awareness
Research & Planning
Selection
Checkout
Acquisition/Delivery
Returns & Refunds
ONLINE...
CUSTOMER
EXPERIENCE
JOURNEY
Awareness
Research & Planning
Selection
Checkout
Acquisition/Delivery
Returns & Refunds
ONLINE...
CUSTOMER
EXPERIENCE
JOURNEY
Awareness
Research & Planning
Selection
Checkout
Acquisition/Delivery
Returns & Refunds
ONLINE...
Natural / Organic
Grocery Sales
Traditional
Grocery Sales
“It’s Just a Fad.”
organic growth rate
MORE THAN 2X
growth rate ...
The total value of the organic industry in
Australia is an estimated
$1.27B in 2012
The average growth projection for the ...
Global organic market sales are
slated to grow at an estimated CAGR of
12.9% to $105B
by 2015
Existing operating environments
and technical infrastructure
Define and gain
internal agreement on
what the “to be” is
Defin...
COMPETITORS
TECHNOLOGY
Internal resources/capacity
CULTURE TIMEVendors
trainingOrganization
BUDGET
OUR CHALLENGES ARE NOT ...
Do we look at this as a POS
decision?
What about on-line ordering and
grocery shopping?
How does mobile come into play?
If...
•  Our own stores
•  Competitors stores, online and off
•  Other consumer facing businesses
•  Past work experience
Observ...
experience design process
Identify & Prioritize Customer Segments3
Create a contextual end-to-end customer
journey map for...
Retail Food Food Service
Guiding Principles
1platform
create a
JOURNEY
leverage our
smaller
size
let
history
inform
the
future,
not drive
the it
LE...
Digital Shoppers
Multi-channel buyers
Researchers
Physical store buyers
OUR CUSTOMER
27	
  
WHERE IT
STARTED
in both grocery & restaurant properties
OBSERVATIONS
1 Individuals interested in eating with their colleagues
spent the bu...
SOLUTIONS
1
Flexible POS and Service Design
that enabled any item to be
ordered from any station and
picked up at the expr...
in both grocery & restaurant properties
OBSERVATIONS
3
Families were in the restaurant together
but were not necessarily i...
SOLUTIONS
3
Richtree Market Pass – a mobile app
with a feature called “grouping”
which allowed members of a group
to assoc...
4 Payment options were “traditional”
in both grocery & restaurant properties
OBSERVATIONS
SOLUTION
4
Not only did we focus on any
item form any station, we also
wanted to make sure that all
payment types were acc...
in both grocery & restaurant properties
OBSERVATIONS
5
Customers made multiple purchases from multiple
stations = multiple...
SOLUTION
5
Strategically placed Kiosks
throughout the space to address
wait time and queuing issues. iPad
POS  allowed cus...
6
Menu and Product Information was not consistent
across all ordering points. The information that
was there such as Dieta...
SOLUTION
6
Product and Ingredient
Information architecture that
powered all ordering points and
digital menus: digital men...
in both grocery & restaurant properties
OBSERVATIONS
7
Moms and dads had difficulty finding a safe way
to navigate AND had a ...
SOLUTION
7
Created the Richtree
Market Garden where
children could play
while parents watched
them while enjoying a
great ...
in both grocery & restaurant properties
OBSERVATIONS
8
Guests needed direction and clear forms of way
finding in order to e...
SOLUTION
8
Holographic Host & Brand
Ambassador and Digital
displays throughout the
space.
in both grocery & restaurant properties
OBSERVATIONS
9 Next to speed, entertainment was still a driving
force in the selec...
SOLUTION
9
For those who wanted to be entertained we would deliver value
added experiences throughout and experiences were...
•  Multitude of order options: Self Service Kiosk;
Mobile; Online AND integrated them to create
a Muliplex brand experienc...
Watch the case study video at ThoughtWorks.com
www.ThoughtWorks.com/clients/natural-markets-food-group
MUST DO
what retailers
INFRASTRUCTURE
(NMFGasanexample)
Points of sale should be
anywhere the customer wants it.
The right items through
the right channel
Service remains key and most
retailers today cannot afford to
deliver the service consumers expect.  
Leverage technology t...
Speed & Convenience
Q&A
Beyond Omni-Channel Retailing
Beyond Omni-Channel Retailing
Beyond Omni-Channel Retailing
Beyond Omni-Channel Retailing
Beyond Omni-Channel Retailing
Beyond Omni-Channel Retailing
Beyond Omni-Channel Retailing
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 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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  • the way you illustrated the emergence of multiple channels is very clear. great presentation on that front.
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Beyond Omni-Channel Retailing

  1. 1. Moving From Omni-Channel to the MULTI-PLEX BRAND EXPERIENCE Joshua C. Sigel
  2. 2. SINGLE- CHANNEL MULTI- CHANNEL OMNI- CHANNEL CATALOG CATALOG Evolution of the Retail Shopping Experience
  3. 3. MULTIPLEX brandexperience
  4. 4. The term Multiplexing originated in telegraphy in the 1870s, and is now widely applied in communications
  5. 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. 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. 7. CUSTOMER EXPERIENCE JOURNEY Awareness Research & Planning Selection Checkout Acquisition/Delivery Returns & Refunds ONLINE E-MAIL SOCIAL IN-STORE MOBILE SUPPORT KIOSK LOGISTICS
  8. 8. CUSTOMER EXPERIENCE JOURNEY Awareness Research & Planning Selection Checkout Acquisition/Delivery Returns & Refunds ONLINE E-MAIL SOCIAL IN-STORE MOBILE SUPPORT KIOSK LOGISTICS
  9. 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. 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. 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. 12. Global organic market sales are slated to grow at an estimated CAGR of 12.9% to $105B by 2015
  13. 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. 14. COMPETITORS TECHNOLOGY Internal resources/capacity CULTURE TIMEVendors trainingOrganization BUDGET OUR CHALLENGES ARE NOT UNIQUE
  15. 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. 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. 17. experience design process Identify & Prioritize Customer Segments3 Create a contextual end-to-end customer journey map for each segment 4
  18. 18. Retail Food Food Service
  19. 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. 20. Digital Shoppers Multi-channel buyers Researchers Physical store buyers OUR CUSTOMER
  21. 21. 27   WHERE IT STARTED
  22. 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. 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. 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. 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. 26. 4 Payment options were “traditional” in both grocery & restaurant properties OBSERVATIONS
  27. 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. 28. in both grocery & restaurant properties OBSERVATIONS 5 Customers made multiple purchases from multiple stations = multiple payments and standing in multiple queues.
  29. 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. 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. 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. 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. 33. SOLUTION 7 Created the Richtree Market Garden where children could play while parents watched them while enjoying a great meal.
  34. 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. 35. SOLUTION 8 Holographic Host & Brand Ambassador and Digital displays throughout the space.
  36. 36. in both grocery & restaurant properties OBSERVATIONS 9 Next to speed, entertainment was still a driving force in the selection of dining experience
  37. 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. 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. 39. Watch the case study video at ThoughtWorks.com www.ThoughtWorks.com/clients/natural-markets-food-group
  40. 40. MUST DO what retailers
  41. 41. INFRASTRUCTURE (NMFGasanexample)
  42. 42. Points of sale should be anywhere the customer wants it.
  43. 43. The right items through the right channel
  44. 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. 45. Speed & Convenience
  46. 46. Q&A
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