• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Netcomm Forum 2013: Seamless Omnichannel
 

Netcomm Forum 2013: Seamless Omnichannel

on

  • 3,292 views

Cosa significa diventare un'azienda "Seamless Omnichannel" (ovvero gestire tutti i canali dai negozi all'e-commerce al mobile senza strappi), quali vantaggi possiamo trarre e quali sono i passi che ...

Cosa significa diventare un'azienda "Seamless Omnichannel" (ovvero gestire tutti i canali dai negozi all'e-commerce al mobile senza strappi), quali vantaggi possiamo trarre e quali sono i passi che dobbiamo compiere ?

Statistics

Views

Total Views
3,292
Views on SlideShare
2,230
Embed Views
1,062

Actions

Likes
10
Downloads
217
Comments
1

6 Embeds 1,062

http://www.gasparotto.biz 902
http://www.scoop.it 122
http://www.linkedin.com 30
https://www.linkedin.com 4
https://twitter.com 3
http://www.atcontent.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

11 of 1 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Molto bella! A 'must-download'!
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Today’s non-stop customersare online, on the go, in stores and in touch with social networks from Facebook and Twitter to Pinterest and Instagram. These customers have more tools than ever to learn about products, compare prices and gather insights, and transact —the options are always evolving. And these customers want a relevant experience while paying less.  In fact, Accenture’s survey of 6,000 consumers in eight countries reveals that the majority of respondents believe that integrating in-store, online and mobile is the number one thing that retailers can do to improve the shopping experience. Survey data show that when it comes to in-store shopping, consumers want the basics—the right products, the right prices and an easy shopping experience.
  • To attract these customers and succeed in a complex, fast moving and hyper-competitive environment, retailers must change the game to remain relevant. They must become seamless retailers. This is a future in which the retail organization becomes as connected as customers are. From empowered customers and channel complexity to warp-speed innovation and thecompetitive threat of online pure plays, the new face of retail is not for the meek. Forward-thinking retailers are realistic and pragmatic enough to understand the need for change.
  • Retailers can create momentum towards becoming a seamless retailorganization by considering the following steps.Acknowledge the burning platform: Determine how proactively and quickly your business will migrate categories to online customer purchase and understand the radical implications of those transitions across store size and overall count, assortment, space, pricing, inventory and store labor.Identify target customer experiences: Determine the seamless product-specific customer experiences that will define how your customer will want to shop.Put the right leadership in place: Consider whether establishing a new chief customer officer to define the overall customer experiences, or a chief channel officer to unite all customer touchpoints, is right for your business.Involve the right people from the beginning: Representatives from all areas must actively participate from the outset to ensure that the “left hand knows what the right hand is doing.” Establish the right governance model to ensure the collaboration takes place.Know that making the business case will be challenging: The reality is that it is as much a defensive play to maintain your current customer base, your current share of wallet and prevent defection to online pure plays and other competitors as it is about driving an upside. Realize that becoming seamless is about survival—and then establish operating metrics to monitor progress to ensure your business is moving ahead.

Netcomm Forum 2013: Seamless Omnichannel Netcomm Forum 2013: Seamless Omnichannel Presentation Transcript

  • DemystifiedOmnichannelEnabling seamlessmultichannel experienceMilan, 28 May 2013
  • Copyright © 2013 Accenture All rights reserved. 2Something about Accenture …
  • Copyright © 2013 Accenture All rights reserved. 3An end-to-end service unique offeringStrategyConsultingProcessConsultingTechnologyConsultingProcess &SystemImplementationInfrastructureOperationsApplicationOperationsBusinessProcessOperationsAccenture As Business Innovation PartnerStrategy ConsultingManagement ConsultingIT-ConsultingStrategy Process Information TechnologyManagement of BusinessProcessesComprehensive Know-how throughexperts and projects across the e2evalue chainHigh implementation complexity throughIT and project management Know-HowChange Management
  • Copyright © 2013 Accenture All rights reserved. 4Introducing Accenture Interactive the e-commerce CoEIndia DeliveryCenters ConsumerGoods(Hyderabad)TechnologyLabsBangalore, IndiaOperations(Madrid ISC)CRM, S&M,BI, Planning(Milan ISC)ACINChicagoACINSao PauloAccenture Interactivee-Commerce Centre ofExcellenceMilanPhilippineDeliveryCenter(Manila)Supply Chain(Barcelona ISC)Technology LabsSan Josè,CaliforniaTechnologyLabsChicago, IllinoisHigh PerformanceBusiness ShowcaseMurray Hill,New JerseyLondon,UKTechnology LabsSophia AntipolisSAP Retail(Bilbao)DeliveryCenter(Napoli)Value LedERP(Bangalore)Oracle Retail(Lodz)Accenture Customer Innovation NetworkAccenture’s global network of CG&S Industry Solution CentersGlobal Delivery NetworkAccenture Tecnology LabsTechnologyLabsBeijing, ChinaBI, ERP, Agri(Chicago,ISC)
  • Copyright © 2013 Accenture All rights reserved. 5Omnichannel is a new strategyto follow the digital-customerthrough a tangled customer-journey.
  • Copyright © 2013 Accenture All rights reserved. 6Our customer is experiencing «new normal»
  • Copyright © 2013 Accenture All rights reserved. 7Business-Case: Hointer fully automated store
  • Copyright © 2013 Accenture All rights reserved. 8Our customer is experiencing «new normal»
  • Copyright © 2013 Accenture All rights reserved. 9Business-Case: Celio* showrooming
  • Copyright © 2013 Accenture All rights reserved. 10Our customer is experiencing «new normal»
  • Copyright © 2013 Accenture All rights reserved. 11Business-Case: Argos full channel activation
  • Copyright © 2013 Accenture All rights reserved. 12Business-Case: Nike-Fuel purchasing everywhere
  • Copyright © 2013 Accenture All rights reserved. 13Business-Case: Nike-Fuel purchasing everywhere
  • Copyright © 2013 Accenture All rights reserved. 14Our customer is experiencing «new normal»
  • Copyright © 2013 Accenture All rights reserved. 15Business-Case: House of Fraser omni-fashion
  • Copyright © 2013 Accenture All rights reserved. 16Our customer is experiencing «new normal»
  • Copyright © 2013 Accenture All rights reserved. 17Business-Case: in-store comparison
  • Copyright © 2013 Accenture All rights reserved. 18Business-Case: Best Buy in-store comparison
  • Copyright © 2013 Accenture All rights reserved. 19OnlineOn the goIn storesIn touch withsocial medianetworks• Customer journey becamedynamic, accessible andcontinuous. Now it is Non-Stop.• Customers are no longer entera channel. Instead, they arecontinuously in the channel.• Thus customer’s focal point is notanymore purchase butevaluation and interaction.New customer is now always connected
  • Copyright © 2013 Accenture All rights reserved. 20Retailers must change the game to remain relevant.They must become seamless themselves.
  • Copyright © 2013 Accenture All rights reserved. 21Omnichannel needs a new approachthat transforms the organizationfrom silos of technologies andprocesses to a harmonic ecosystem.
  • Copyright © 2013 Accenture All rights reserved. 2210 actions to become seamless omnichannelTrafficBuildingCommercialStrategySupply ChainCustomerExperienceStore NewRoleOrganizationStrategicOmnichannelTechnologyBusinessplanning
  • Copyright © 2013 Accenture All rights reserved. 2310 actions to become seamless omnichannelTrafficBuildingCommercialStrategySupply ChainCustomerExperienceStore NewRoleOrganizationStrategicOmnichannelTechnologyBusinessplanning
  • Copyright © 2013 Accenture All rights reserved. 24SEARCHNatural Search,SEOPaid Search,SEMSearchCapabilityLandingPageOptimisationiMEDIAStandardDisplay AdsRich MediaAdsBroadbandVideoWeb TVWEB SITEBrandedSitesAffiliateSitePromotionalSiteUsability &AccessibilityAnalytics,Web SiteOptimisationPARTNERSHIPSContentSyndicationComparisonSites,ShoppingDirectoriesSponsorships,Co-brandingPhilanthropicCauseMarketingE-COMMERCEDirect toConsumerWhere to BuyFunctionalityBrandedStorefrontSell DirectonThird-Party SiteTechnicalPlatformMOBILEMobileBrowserMobileAps QR Codes, GPSRFID POSTextMessagingCRMLoyaltyPlatformBehavioralTargeting &AcquisitionCross-sellEngineRetention &WinBackCampaigns,Email,ReportingSOCIALOnlineVideo Communities,Answer ForumsWord-of-mouth,Buzz, ReferralsWikis,blogs,Crowd SourcingProductInnovationMultichannel Customer JourneyDIGITAL CAPABILITIES TO LEVERAGEOFFLINEFOUNDATIONAWARENESSADVOCACYPURCHASECONSIDERATIONLOYALTYONLINEIdentificationof NeedSearch forSolutionEvaluateAlternativesProductDetailsVisit tothe storePurchaseDecisionVisit tothebrandwebsiteCompareOffersOnlinePurchaseSocialInteractionOnlineRegistrationMobileAppOfflinePurchase19% 81%Time SpentCustomer is exploring multi-channel experience
  • Copyright © 2013 Accenture All rights reserved. 25ONLINESingle shopping mission across channels• The retailing experience isevolving from Multi-channel toOmni-channel• Distinct sales channels are givingway to a single, all-encompassing business model• The customer experience couldbegin and end everywhere• Omni-channel approach buildsseamless operations for aconsistent experience
  • Copyright © 2013 Accenture All rights reserved. 26Integrating operations for a customer conversationThe EnterpriseChannel OperationsMerchandisingMarketingSupply ChainStores Digital CustomerCenterServicesBusinessFoundationTechnologyFoundation…eliminate channel boundaries• Assortment and Pricing areintegrated across channels• Marketing presents a cohesive“brand” for the new non-stopcustomer experience• Ensure visibility and dynamicfulfillmentwhere inventory ismanaged at enterprise level
  • Copyright © 2013 Accenture All rights reserved. 2710 actions to become seamless omnichannelTrafficBuildingCommercialStrategySupply ChainCustomerExperienceStore NewRoleOrganizationStrategicOmnichannelTechnologyBusinessplanning
  • Copyright © 2013 Accenture All rights reserved. 28The path to reach seamless fundamentals• Business processes are a set ofinteraction platforms, operations,partners, technologies andinteractions with customersdesigned basing on the channelspecific dynamics.• A seamless approach redefinesa deeper level of integrationsto reach a newer level ofinteraction that goes in line withthe strategic objectives of digitalera.
  • Copyright © 2013 Accenture All rights reserved. 29CustomerPlanningPlanning WarehouseWarehouseWarehouseMarketingMarketingE-CommerceStorePlanishmentTillPSPCollectin storeHomedeliveryEach channel is driving the technology and the process definition.E-CommerceHeadquarterStoreOmnichannel redefines functions, roles and platforms
  • Copyright © 2013 Accenture All rights reserved. 30CustomerE-CommerceHeadquarterStoreShared stockWarehousesMarketingE-CommerceStorePlanishmentTillPSPCollectin storeHomedeliveryPlanning MobileDropshipmentEach channel is driving the technology and the process definition.Omnichannel means integration of objectives, methods and platforms.OmnichannelShared stockOmnichannel redefines functions, roles and platforms
  • Copyright © 2013 Accenture All rights reserved. 3110 actions to become seamless omnichannelTrafficBuildingCommercialStrategySupply ChainCustomerExperienceStore NewRoleOrganizationStrategicOmnichannelTechnologyBusinessplanning
  • Copyright © 2013 Accenture All rights reserved. 32Leadership structure is evolving in new formsCEOE-CommerceMarketingTrading /commericalOperationCommu-nicationMarketing ITCommercial• Cross-functional collaboration isa priority and all work as equals• Management of both in storeand online operations underunique leadership• Restructure the organizationand work horizontally• Drive digital orientationthroughout the enterprise.
  • Copyright © 2013 Accenture All rights reserved. 33Leadership structure is evolving in new formsCEOMarketing ITCommercialE-Commerce• Cross-functional collaboration isa priority and all work as equals• Management of both in storeand online operations underunique leadership• Restructure the organizationand work horizontally• Drive digital orientationthroughout the enterprise.E-CommerceMarketingTrading /commericalOperationCommu-nication
  • Copyright © 2013 Accenture All rights reserved. 34Leadership structure is evolving in new formsCollaborative organizationCEOMarketing ITCommercialDigitalDigitalDigitalDigitalCEO• Cross-functional collaboration isa priority and all work as equals• Management of both in storeand online operations underunique leadership• Restructure the organizationand work horizontally• Drive digital orientationthroughout the enterprise.
  • Copyright © 2013 Accenture All rights reserved. 3510 actions to become seamless omnichannelTrafficBuildingCommercialStrategySupply ChainCustomerExperienceStore NewRoleOrganizationStrategicOmnichannelTechnologyBusinessplanning
  • Copyright © 2013 Accenture All rights reserved. 36Stores are in transition into a new format• Stores role is changing since thecustomer is being connected24/7• Enhancing the experience fromself-service to assisted service• Various channels in store topurchase from handing a simple,written shopping list to salesassistants to shopping onlinewithin the store.• Reinforcing brand’s appealexposing brand relevant addedcontentCustomerplaces orderonlineCustomernotified oforder statusOrder isdelivered tothe storeCustomercollects orderat store
  • Copyright © 2013 Accenture All rights reserved. 37Shop assistantinteract withTabletCustomerreceive orderat homeCustomerCollects theorder in storeCustomer trackthe order withSmartphone• Empower store associates• Real-time order fulfillment andflexible returns• There is an increasedcollaboration with operationsacross channels• Rethink store processes,reconsider talent and managelabor differently.Stores are in transition into a new format
  • Copyright © 2013 Accenture All rights reserved. 3810 actions to become seamless omnichannelTrafficBuildingCommercialStrategySupply ChainCustomerExperienceStore NewRoleOrganizationStrategicOmnichannelTechnologyBusinessplanning
  • Copyright © 2013 Accenture All rights reserved. 39ProfitROIRevenuesOpexCapexTrafficConversionATVMarketingLogisticPlatformTeamCatalogue / AssetWarehouseCustomer serviceLicenseeCommerceWebsiteOrder ManagementLEDD.M.D.DeliveryMarketingOperationsTradingCommunicationReturnCopyrightTranslationShootingOrganicLEDD.M.D.Average price# items• Planning an eCommercebusiness means:• Reaching the break-even.• Granting the profitability.• Building a scalable model.• Supporting the business balancemeans:• Balancing- capital investment- operative cost.• Defining a "make" or "buy"scenario based on companyneeds.Levers, decisions and business plan are correlated
  • Copyright © 2013 Accenture All rights reserved. 40ProfitROIRevenuesOpexCapexTrafficConversionATVMarketingLogisticPlatformTeamCatalogue / AssetWarehouseCustomer serviceLicenseeCommerceWebsiteOrder ManagementLEDD.M.D.DeliveryMarketingOperationsTradingCommunicationReturnCopyrightTranslationShootingOrganicLEDD.M.D.Average price# itemsIncreasecustomerLevers, decisions and business plan are correlated• Planning an eCommercebusiness means:• Reaching the break-even.• Granting the profitability.• Building a scalable model.• Supporting the business balancemeans:• Balancing- capital investment- operative cost.• Defining a "make" or "buy"scenario based on companyneeds.
  • Copyright © 2013 Accenture All rights reserved. 41ProfitROIRevenuesOpexCapexTrafficConversionATVMarketingLogisticPlatformTeamCatalogue / AssetWarehouseCustomer serviceLicenseeCommerceWebsiteOrder ManagementLEDD.M.D.DeliveryMarketingOperationsTradingCommunicationReturnCopyrightTranslationShootingOrganicLEDD.M.D.Average price# itemsIncreaseconversionLevers, decisions and business plan are correlated• Planning an eCommercebusiness means:• Reaching the break-even.• Granting the profitability.• Building a scalable model.• Supporting the business balancemeans:• Balancing- capital investment- operative cost.• Defining a "make" or "buy"scenario based on companyneeds.
  • Copyright © 2013 Accenture All rights reserved. 42ProfitROIRevenuesOpexCapexTrafficConversionATVMarketingLogisticPlatformTeamCatalogue / AssetWarehouseCustomer serviceLicenseeCommerceWebsiteOrder ManagementLEDD.M.D.DeliveryMarketingOperationsTradingCommunicationReturnCopyrightTranslationShootingOrganicLEDD.M.D.Average price# itemsWarehouseApproachemergingmarketsquicklyLevers, decisions and business plan are correlated• Planning an eCommercebusiness means:• Reaching the break-even.• Granting the profitability.• Building a scalable model.• Supporting the business balancemeans:• Balancing- capital investment- operative cost.• Defining a "make" or "buy"scenario based on companyneeds.
  • Copyright © 2013 Accenture All rights reserved. 43ProfitROIRevenuesOpexCapexTrafficConversionATVMarketingLogisticPlatformTeamCatalogue / AssetWarehouseCustomer serviceLicenseeCommerceWebsiteOrder ManagementLEDD.M.D.DeliveryMarketingOperationsTradingCommunicationReturnCopyrightTranslationShootingOrganicLEDD.M.D.Average price# itemsStudioImproveproductcontentqualityLevers, decisions and business plan are correlated• Planning an eCommercebusiness means:• Reaching the break-even.• Granting the profitability.• Building a scalable model.• Supporting the business balancemeans:• Balancing- capital investment- operative cost.• Defining a "make" or "buy"scenario based on companyneeds.
  • Copyright © 2013 Accenture All rights reserved. 4410 actions to become seamless omnichannelTrafficBuildingCommercialStrategySupply ChainCustomerExperienceStore NewRoleOrganizationStrategicOmnichannelTechnologyBusinessplanning
  • Copyright © 2013 Accenture All rights reserved. 45Source: Seamless Retail Consumer Survey, November 2012% refers to answers of correspondents for the listed functionalities/servicesCharacteristics of the new experience innovators
  • Copyright © 2013 Accenture All rights reserved. 46Enhancement of customer experience on 360°Customer experienceteams could be locatedwithin marketing andinfluence merchants fromthereCustomer experienceteam could be fullyembedded inmerchandisingwith anequal voiceat the tableSeparate customer experiencefunction with individual team membersmatrixed into each merchant buyingTeam• Infuse Merchandising withcustomer advocacy• Customer insight groupembedded with Merchandising toincorporate insights at the pointand place of decision – eliminate“insight islands”• Trade product centricity offeringthe right price, assortment,promotion, AND customerexperience
  • Copyright © 2013 Accenture All rights reserved. 47Business-Case: Nasty Gal a merchandise-experience
  • Copyright © 2013 Accenture All rights reserved. 48Business-Case: Nasty Gal a merchandise-experience
  • Copyright © 2013 Accenture All rights reserved. 49Business-Case: Stories.com e-commerce curation
  • Copyright © 2013 Accenture All rights reserved. 50Business-Case: In-store Augmented Reality fashion
  • Copyright © 2013 Accenture All rights reserved. 51Business-Case: In-store Augmented Reality retail
  • Copyright © 2013 Accenture All rights reserved. 52Business-Case: Google Glasses
  • Copyright © 2013 Accenture All rights reserved. 5310 actions to become seamless omnichannelTrafficBuildingCommercialStrategySupply ChainCustomerExperienceStore NewRoleOrganizationStrategicOmnichannelTechnologyBusinessplanning
  • Copyright © 2013 Accenture All rights reserved. 54The evolution of the elastic supply chain• Make visibility and dynamicfulfillmentmandatory• Emphasize returns managementproviding non-stop customer’spath to return is just as fluid asthe path to purchase• The management of inventoryshould be done forward,backward and sideways, in orderto have the best flexibility in thesupply chain
  • Copyright © 2013 Accenture All rights reserved. 55The evolution of the elastic supply chain• Emphasize returns managementproviding non-stop customer’spath to return is just as fluid asthe path to purchase• The management of inventoryshould be done forward,backward and sideways, in orderto have the best flexibility in thesupply chain
  • Copyright © 2013 Accenture All rights reserved. 5610 actions to become seamless omnichannelTrafficBuildingCommercialStrategySupply ChainCustomerExperienceStore NewRoleOrganizationStrategicOmnichannelTechnologyBusinessplanning
  • Copyright © 2013 Accenture All rights reserved. 57Source: Seamless Retail Consumer Survey,November 2012Integration of Commercial strategies cross-channel
  • Copyright © 2013 Accenture All rights reserved. 58Salesvolume«Body»Product variety«Long Tail»Top seller Niche product with higer marginCross ChannelCommercialModelThe commercial strategy for an Omnichannel journey• To reach the business objectiveswe need to balance:• The top selling product thatdrive volumes• Niche products that preservemargins• To grant the success of aneCommerce project we need todesign a cross-channelstrategy to grant:• Turnover• Profitability
  • Copyright © 2013 Accenture All rights reserved. 59The commercial strategy for an Omnichannel journeyHistoricalDataOfflineBenchmarkOnlineBenchmarkMarketResearchSourcesAssortmentOptimisationPriceOptimisationSales ForecastingAssortmentDefinitionProfitabilityAnalysisRevision of theSetsPricemanagementRulesBase Price andMarginsFlexibilityAnalysisBaselineNormalisationForecast of theVolumes of theSalesPromotionalUpliftCalculationPromoOptimisationSimulationPromotional ROIDefinition of thePromotionalTacticPromotionalStrengthCapabilitiesOnlineSearchTrendCross ChannelCommercialModel1 2 34• To reach the business objectiveswe need to balance:• The top selling product thatdrive volumes• Niche products that preservemargins• To grant the success of aneCommerce project we need todesign a cross-channelstrategy to grant:• Turnover• Profitability
  • Copyright © 2013 Accenture All rights reserved. 6010 actions to become seamless omnichannelTrafficBuildingCommercialStrategySupply ChainCustomerExperienceStore NewRoleOrganizationStrategicOmnichannelTechnologyBusinessplanning
  • Copyright © 2013 Accenture All rights reserved. 61Digital acquisition strategy across channels• We can influence the visitor volumeusing different acquisitionchannels and performancestrategies.• The conversion rate is influencedby a mix of commercial and UXelements.• The average ticket is influenced byassortment strategies.• Customer reactivationis strategic
  • Copyright © 2013 Accenture All rights reserved. 62Digital acquisition strategy across channelsClickThroughConversionTrafficTurnoverCommercialLeversTransactionsOrganic LeadAwarenessInformationAcquisitionCustomerThrustUserExperienceReactivation• We can influence the visitor volumeusing different acquisitionchannels and performancestrategies.• The conversion rate is influencedby a mix of commercial and UXelements.• The average ticket is influenced byassortment strategies.• Customer reactivationis strategic
  • Copyright © 2013 Accenture All rights reserved. 63• Digital customer is using theSOcial LOcal MObile interactionon daily base• In-store price comparison, rating-&-review and gamificationinfluence purchase decision anddrive additional customer• There are new features to map themalls (even floors) to drive thecustomer to theirs preferred store.Driving traffic to store with digital and SO.LO.MO.
  • Copyright © 2013 Accenture All rights reserved. 64Business-Case: Google Maps Indoor
  • Copyright © 2013 Accenture All rights reserved. 65Business-Case: Google Maps Indoor
  • Copyright © 2013 Accenture All rights reserved. 66Business-Case: Google Maps Indoor
  • Copyright © 2013 Accenture All rights reserved. 67So what I need to do to become areal seamless omnichannelleading company?
  • Copyright © 2013 Accenture All rights reserved. 68The next five actions to became seamless1. Acknowledge the burningplatform2. Identify target customerexperiences3. Put the right leadership inplace4. Involve the right people fromthe beginning5. Know that making thebusiness-case will bechallenging
  • Copyright © 2013 Accenture All rights reserved. 69Thank you !Federico GasparottoDigital Marketing Offering LeadAccenture InteractiveTel: +39-331-7550490@: federico.gasparotto@accenture.comBlog: www.gasparotto.bizIM: federico.gasparotto