Multi-Channel Retailing:
Leveraging Multi-Channel Assets
Martin Chitty | Imtiaz Kaderbhoy | Andrew McMillan |
Rizwan Tayabali | Jeremy Labram
Charteris plc, 39-40 Bartholomew Close, London EC1A 7JN
Tel: 020 7600 9199 Mob: 07815 541 698
© 2007 Charteris plc 1 24 September 2008

Charteris = Business & IT Consultancy
Key Focus =
Customer Centric Multi-Channel Retailing

Agenda
Overview
3 Critical Challenges for Retailers
Learnings from Charteris’ Multi-Channel Retailing Survey
Focus Sessions
1. Changing to a Cross Channel Culture
2. Doing more with Existing Assets
3. Linking Assets Together
Summation
© 2007 Charteris plc
© 2007 Charteris plc 3 24 September 2008

What’s happening in the market?

3 Critical Challenges

1. Channel Convergence

Seamless customer-facing culture, brand
and service across channels...

... build loyalty through compelling
cross-channel experiences

2. Social Consumer Behaviour

Maximise your engagement channels...

... leverage social media and the web

3. Credit Crunch

Innovate through “Low cost / High benefit”
multi-channel customer propositions...

...link up existing assets to create
new value-add services

We see an underlying theme...

“Leveraging existing assets”

Existing Assets =
People | Channels | Process | Technology

Gain Improve
Competitive Customer
Advantage Service
Increase Sales Gain Market
Revenue Share

= Customer Centricity

BUT...

...easier said than done

Retailers currently face a lot of challenges

2. Doing more with
Responding
to Customer
existing assets
Needs
Cross- Improving
Channel Customer
Culture Experience
1.
Changing
Lowest
Culture Scores
Shifting from
Leveraging
Product to
Existing
Customer
Systems
Centricity
Integrating
Existing
Systems
3. Linking assets together

Focus: 1

Changing Culture

3 Key Differentiators

Culture can be more powerful than colour!

What are the benefits of a
cross-channel culture?...

Channel Convergence
...loyalty through seamless multi-channel
experiences

Focus: 2

Doing more with existing assets

Social consumer behaviour
Leveraging Social Media and the Web

Did you know?...

This isn’t a youth thing
UK
17.1m
Adults
Only
Image Source : Universal McCann Wave 3

Did you also know?...

We’re already moving past Web 2.0?
Image Source : http://thepaisano.wordpress.com/2008/03/08/web-20-vs-web-30/

Back to Basics...

Web 1.0 vs Web 2.0

Company to Consumer: Shut up and Listen
Image Source: BK Group

Web 2.0
We’re in a 2-Way conversation

The Web as a Conversation Platform

They’re talking about...

The consumer conversation is underpinned
by Social Media

What can it do for your business?

How do you leverage it?

Leveraging Social Media is about getting
your consumers do your marketing for you

Some easy strategic decisions...

Pick your dissemination channels

Maybe a bit of technology

Some relevant human resource

And lots of inter-personal engagement!

Focus: 3

Linking Assets Together

The Credit Crunch
Joining up existing assets to create
new compelling services

Making 50 lbs do the job of 400 lbs

Existing Assets =
People | Channel | Process | Technology

Take stock of your assets
Call
Expensive centre Web
shops Making channel
things
Spare space happen Small T/O, but
Get it now for Exciting YoY
customers
Dealing with Masses of
other people’s Trying to content
dirty washing get the
channels All pervasive –
Staff churn to coll- extends reach
aborate

Single view of the customer - Oh really?

One stock file - Oh really?

Some ideas for linking assets...

Multiple Channels to Multi-Channel
Return product to store irrespective
of channel chosen
70% Notification of delivery delays – via
mobile or email or phone
Research in store
spend 50% or more

Click & Collect

Who owns the sale?

Making it happen...

Some underpinning integration of
process and technology...

...and lots of Customer Centricity including
the “Voice of the Customer”

How can we help?

Summary

1. Start moving towards a
Cross-Channel Culture
2. Do more with your existing assets
3. Look for opportunities to link your assets
together to create new propositions

Leverage your multi-channel assets!

Thank-You

The essential bridge between business and technology
ARC Retail Presentation
M. Chitty | I. Kaderbhoy | A. McMillan| R. Tayabali | J. Labram
Call any of us on +44 (0) 207-600-9199
Email us at info@charteris.com
Visit our Website @ www.charteris.com
Download this @ www.slideshare.net/charterisplc
Charteris plc, 39-40 Bartholomew Close, London EC1A 7JN
Tel: 020 7600 9199 Mob: 07815 541 698
© 2007 Charteris plc
© 2007 Charteris plc 80 24 September 2008