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Hybris, Kees de Vos

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  • Multichannel – is it just a buzzword, or do we need a review of how we trade as retailers?I have been working in the Australian retail market for 4-5 years now, providing advice and strategy around ecommerce and multichannel for companies such as Myer, Angus, Robertson, Whitcolls, the Woolworths brands; incl. Big W, Dan Murphy’s and Dick Smiths, Target, so on and sofort and the interesting thing I have found in the Australian market is a certain reluctance towards online trading and especially a true integrated multichannel approach to business. Especially in more ‘traditional’ retail businesses I come across this reluctance, which for me is rather surprising. I work all over the world; UK, US, Asia and nowhere else do you see that reluctance, not these days anyway – 3,4,5 years ago maybe, but now?I’m passionate about multichannel retail and ecommerce and I am convinced that multichannel will become, if not, already is the new defacto standard for retail. This is no passing phase, this is not the future, this is now. Over the next 30 minutes or so, I would like to give you a perspective from a more mature market, what the current status is in these markets and why this is not a passing phase, why these days it is all about delivering a fully integrated retail experience, not to stand out from the crowd, but in order to survive – today’s and tomorrow’s customer expects it. Finally I will look at what it takes to lay the foundation of a great customer experience – no bells and whistles, but the basics.Last but not least, this presentation is about opportunity – as you may be aware, last month it was Chinese New Year and this year is the year of the dragon, with the dragon signifying opportunity.
  • In most of Western Europe, 2011 was the year of multichannel; multichannel, cross channel, omni channel – it doesn’t matter what you call it; it’s retail at the end of the day. And a new model we need to get used to. The vast majority of retailers in Western Europe have an online presence as an integral part of their customer offer and also in the B2B sector, companies are moving to add online as a standard, mature route to market.What these companies are doing is nor re-inventing retail, or putting some crazy idea out there, they are merely responding to customer change – it is the customer that demands this change in behaviour. Because the customer is already fully in a multichannel mode.
  • (over the coming slides)The consumer is fully adapted to this multichannel landscape. They use the channels that they see fit at the times that suit them, if it’s store, online, mobile, catalogues, call centre – the customer is at home at all of them.
  • …And they are expecting this multichannel offer to be available to them – not just to buy, but also after sales, for example to return their goods.
  • Mobile is playing an ever increasing role in that mutlichannel journey, interstingly, not necessarily for buying, but as a tool to aid their multichannel shopping journey
  • Mobile is an ever increasing part of the shopping journey 1 in 4 has used their mobile to find their nearest store 1 in 5 has used their mobile to compare prices and product reviews in store 1 in 5 has used a barcode scanner n their phone 1 in 8 has used their mobile to purchase something
  • Mobile is an ever increasing part of the shopping journey 1 in 4 has used their mobile to find their nearest store 1 in 5 has used their mobile to compare prices and product reviews in store 1 in 5 has used a barcode scanner n their phone 1 in 8 has used their mobile to purchase something
  • Across Europe and the US, consumers prefer to buy from sellers whose products are available through multiple channels!
  • Even the most fiercely single channel operators start to join in…BUT…. As consumers have driven us towards the multichannel model, let’s not forget that that chage is still happening – maybe even faster than ever. The consumer is still in a place where they adapt quicker and faster than us, the retailers, brands, manufacturers that have something to sell.
  • Social networks are still growing rapidly…
  • Numbers are staggering…
  • The mobile revolution has only just begun…
  • And it’s changing society….
  • It’s changing how we think – it is fundamentally changing how are brains are wired, it’s changing the way we behave on a day to day basis – the closeness of information, the deluge of information is changing us, we are getting used to it. And we’re all part of this – I know if I look at my household and look at the key essentials, the commodities in our house, if we have no water, no problem, if we have no gas, no problem, but if we have no internet, the house is too small!This sense of immediacy, have information here and now is quite incredible and the younger generation, who are growing up with these technologies and behaviours are certainly starting to crave it…
  • As we can tell from these examples, it is all about satisfying that customer need, suddenly to keep our ccustomers happy we need to go beyond the channels that we have, no longer see them in isolation…. So what we see happening is that the ‘customer experience’ is no longer a single channel concept. When companies going online, there was a lot focus mperfecting this single channel online customer experience, but these days the customer experience has to be right across all channels, sometimes even with multiple channels simultaneously (e.g. what if the store stock levels on the website is not right, or I have no easy way in store to check online reviews?) Customer Experience has gone multichannel and not surprisingly almost immediately a new industry has been established – CSM or customer experience management. Although a new name, at the base of it all the fundamental requirements remain the same; good data.  And with more and more channels being used at the same time (the customer that is stuck on the website that needs immediate assistance, the consumer scanning a QR code in a catalogue), it means good data instantly, across all channels. If you fail at this step, all the additional effort could be wasted. 
  • 1. A centralised view of key data is basis for multichannel experience2. Realisation of central (multichannel) data hub will be key going forwardAggregate, enhance, manage your data in a single place3. Aggregate data from existing sources & Enhance for multichannel use4. ‘Old-fashioned’ ERP, CRM, PIM systems likely to be less capable5. Distribute across all channels from a single place6. Capture and process transactional data in the same place
  • PRODUCTHistorically relatively well addressedNeed for rich data onlineImagery, video, 360oDatasheets, buyers guidesAlso includes social data Incl. ratings & reviews and FB ‘Likes’All product data to be consistentPricing, descriptions, imageryAlthough presented differentlyMaintain once, use everywhereE.g. more product info in store, reviews in store, extended range, central price changesRich product data for use in multiple channels E.g. rich product information in store
  • CUSTOMER DATAA marketeers dream!Traditional retail relatively poor at collecting customer dataLoyaltyEmail marketingWebsite registrationAccess to social data?Reviews, social networksCustomer behaviour knowledgeDetailed on web, less so in-storeMultichannel behaviour BIG challengeBetter customer serviceMultichannel loyaltyLoyalty on mobileCustomer segmentationReal time!Mix transactional, with click behaviour and social dataImproved targeting
  • ORDERSIndividual order taking new to many retailersNot always geared up to deal with thisOrder management enables multichannelMultichannel order management complexMultiple fulfilment options(Multiple) DCs, 3PL, DSVs, store, drop-off pointsOften multiple in single orderReturns and refund handling“Buy anywhere, fulfil anywhere”Reserve online pick up in storeView stock on mobile, buy from nearest store
  • STOCKStock visibility fundamental to online user experienceStock visibility across fulfilment methodsStore, DC, DSV, etc.Store stock volatility and limited stock levelsWork stock harder across channelsAlternative channelsLess redundancyOptimise markdown strategiesMaximise margins through channel allocationImprove forecasting
  • THE DRAGON IS THE UNDISPUTED KING OF CHINESE ASTROLOGY. DRAGONS DO NOT WIN—THEY CONQUER. THEY ARE WARRIORS, INNOVATORS, ARTISTS, AND CHAMPIONS. EVERYONE WANTS TO BE A DRAGON.THIS YEAR’S DRAGON IS A YANG WATER DRAGON. YANG WATER FLOWS SWIFT AND STRONG LIKE AN UNSTOPPABLE RIVER. IT SIGNIFIES RAPID CHANGE, EXPLOSIVE GROWTH, AND INFINITE POTENTIAL.WHAT DOES THIS MEAN FOR YOUR YEAR? THAT’S UP TO YOU. THE TIME IS RIGHT TO BREAK FREE FROM YOUR ROUTINE AND BE EXTRAORDINARY. IF YOU WANT TO CLIMB, MAKE IT A MOUNTAIN. IF YOU WANT TO SWIM, DIVE INTO THE OCEAN.
  • If people want a copy of these slides, please hand me a business card and I will gladly send you a copy.
  • Transcript

    • 1. MULTICHANNELWHAT’S NEXT?
    • 2. CHANGE
    • 3. 2011:CUSTOMERINTERACTION= MULTICHANNEL
    • 4. Over 90%check onlinebefore buying
    • 5. 50% use acatalogue tocheck productinformation
    • 6. 74% of UKconsumershas reservedonline beforecollectingfrom store
    • 7. 80% ofconsumersexpect to beable to returnto store whenthey havebought online
    • 8. LECHANGEMENT
    • 9. has used their mobileto purchasesomething
    • 10. has used their mobileto find their neareststore
    • 11. has used their mobileto compare pricesand product reviewsin store
    • 12. US 68% UK 73% GERMANY 53% FRANCE 55%consumers prefer tobuy from sellerswhose products areavailable throughmultiple channels!
    • 13. VERÄNDERUN G
    • 14. 800 Million+700k new users everyday
    • 15. 10 Million+In two weeks !
    • 16. VERANDERIN G
    • 17. Of the world’s 4billion mobile phonesOver 1 billion aresmartphones
    • 18. By 2014,mobile internetshould take overdesktop internetusage
    • 19. 85% of children owna phone while only73% own a book athome
    • 20. ÆNDRE
    • 21. ADDICTION?
    • 22. 48% of people check/update facebookand/or twitter after they go to bed55% of people over 25 have to checkin on facebook at least once a day61% of people under 25 have to checkin on facebook at least once a day
    • 23. The next generationof your customersare natives in themultichannel universe
    • 24. 22% of people under 25 can be interrupted by an electronic message during a meeting49% of people under 25 can be interrupted by an electronic message during a meal24% of people under 25 can be interrupted by an electronic message while in the bathroom 11% of people under 25 can be interrupted by an electronic message during sex
    • 25. YOUR RESPONSE
    • 26. Customer experiencespans multiple channelsNo ‘channel silos’Customer CentricityOrganisational alignment
    • 27. New demands from IT include:Improved torelevant and customer changeCapability reaction time toaccurate dataConsistent, effectively manage customerUnderstanding of customer behaviourexperience acrossacross channels channels
    • 28. ‘Old-fashioned’ A centralised view of key 1 ERP, CRM, PIM systems data is basis for likely to be less capable multichannel experience Capture and process Realisation of central transactional data in the (multichannel) data hub same place will be key going forwardDistribute across all channels Aggregate data from existing from a single place sources and enhance for multichannel use THE SINGLE VIEW
    • 29. 2012:THE YEAR OF THEDRAGON

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