Cross Channel: Maximise the benefits ofintegrating online with traditional wholesalemodelsLouise Salt29th March 2012
Maximising the Customer Journey - removing the boundariesbetween channels to deliver the best experience Customer Technology Convenience Partner
Why Multichannel is important?Each Customer becomes more valuable and Three times the value of amore loyal £££ single channel CustomerCustomers interact with various channels before,during and post making a purchaseMore visibility of customer behaviour to inform One customer, differentstrategy and marketing initiatives/tactics needs at different times Solution Demander Shopping Enthusiast Service Seeker
Strategies to become a seamless cross channel retailer Customer Convenience • Data Capture, e.g. E-mail, Card data, • Click & Collect EPOS, logged in environment, CRM, • Continue to increase collection points, surveys, loyalty schemes e.g. collect plus • Converting single channel customers in • Mobile website to multi channel – e.g. through PACT or • Mobile gift vouchers Kiosks • Additional spend in store when they come to collect online orders (C&C) or return online purchases Technology/IT Partners/Infrastructure• Mobile App • The right KPIs – e.g. virtual P&L, PACT sales• User friendly kiosks attributed to stores• Tablets in store • Understand the cost implications of different channels to ensure profitability• Integrated systems so end to • Training so in store employees have end visibility knowledge of online offer and can use• Wi-Fi in stores website to drive sales.• Virtual Fixtures • Employees ‘Think Omni-channel’ – it is a company wide philosophy • Delivery proposition – e.g. supplier direct
Motivating customers to explore and purchase through alltransactional channels Marketing the Proposition• Promote extended assortment online from stores.• Promote one channel through another channel, e.g. local store info from online and online from stores.• QR codes – provide wider reach• Catalogues
Translating brand identity and satisfying customer experiencethrough all channels Maintain Brand Identity across all channels; • Look & Feel • Tone of Voice • Service levels • Price architecture/proposition • Delivery Maximise Content across all channels – tie it all together • Marketing • PR • Catalogues • In store - POS • Online – buying guides, editorials Measure Success! • Sales • Net Promoter Score • Web Pulse • Ratings & Reviews • Surveys • Testing/Analytics • Call Centre • Social Watch Outs! • Conversion
A seamless approach…. In Store Online
Maximising the Customer Journey by removing the boundariesbetween channels will be key to success in the future….