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Engage 2018 - Joanna Gaweda - PHYGITAL: Unifying Mobile, Online & In-Store Experience

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Joanna Gaweda - Comarch @ Engage 2018

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Engage 2018 - Joanna Gaweda - PHYGITAL: Unifying Mobile, Online & In-Store Experience

  1. 1. PHYGITAL: Unifying Mobile, Online & In-store Experience Challenges Of The Omnichannel Customer Experience In Retail AMSTERDAM, 06/12/2018, Joanna Gaweda, Comarch
  2. 2. JOANNA GAWEDA CONSULTING DIRECTOR Loyalty &Marketing Solutions, Benelux COMARCH – GLOBAL IT SOLUTIONS PROVIDER Joanna.Gaweda@Comarch.com + 32 473 72 00 09 PROJECTS FOR:
  3. 3. „ consumers are willing to pay more for better customer experience - Capgemini 8 out of 10
  4. 4. Given product through ALL available sales channels in a competitive price Product delivered IMMEDIATELY or at least as soon as possible „1 CLICK” shopping experience across different channels RELEVANT, PERSONALIZED Approach & Communication With additional service or emotional experience – FUN element CUSTOMERS EXPECTATIONS
  5. 5. OMNICHANNEL IN RETAIL? GOOD LUCK! Loyalty POS BO Mobile ... Loyalty POS BO Mobile ... Loyalty POS BO Mobile ... Loyalty POS BO Mobile ... Loyalty POS BO Mobile ... Hyper Super Proxi Drive eCom.
  6. 6. SINGLE CUSTOMER JOURNEY GOOD LUCK!
  7. 7. Incite your customers to identify themselves while interacting Offer same products & same targeted offers across all different channels Reduce dependency from transactional systems Ensure positive shopping experiences (no lines to cash desk) Introduce IoT & Phygital Solutions: M-commerce, Self-service, IoT, Mobile Payment, Interactive Shop Window, Virtual Shop Assistants.. RETAILERS CHALLENGES
  8. 8. REAL-TIME OMNICHANNEL LOYALTY ENGINE
  9. 9. • INTEGRATES EASILY WITH UNLIMITED DATA SOURCES WHY IS LOYALTY AN ANSWER? • PROCESSES CUSTOMER TRANSACTIONS IN A REAL TIME • REDUCES THE POS DEPENDANCY & INCREASES RELEVANCY • CENTRAL HUB FOR IOT & PROXIMITY MARKETING
  10. 10. WHY IS LOYALTY AN ANSWER? • INCENTIVIZES CUSTOMERS TO IDENTIFY THEMSELVES • CREATES SALES & COMMUNICATION CHANNELS • ENABLES „BEFORE PAYMENT” INTERACTIONS • DELIVERS BI BASED NEXT BEST OFFERS @RIGHT TIME
  11. 11. Real-time, Virtual, Intelligent Omnichannel Customer Experience LOYALTY 5.0 – WHAT IS THAT EXACTLY?
  12. 12. What have our customers done to enable truly omnichannel unified customer experience? CASE STUDIES
  13. 13. SELECTED CASE STUDIES INTELLIGENT OMNICHANNEL CUSTOMER EXPERIENCE IN-STORE REAL-TIME CUSTOMER IDENTIFICATION & PROFILING IN-STORE REAL-TIME PERSONALISATION
  14. 14. PROMOTIONS MANAGEMENT SYSTEM @GLOBAL RETAILER ABOUT THE CLIENT: ▪Retail operations in 14 countries ▪Top-15 food retailer in the world ▪+ 3700 stores, +50 billion EUR revenue ▪+150 million transactions per month ABOUT THE PROJECT: ▪ Exchanging loyalty / promotions management system in 14 countries ▪ Single system to manage ALL promotional activities ▪ Reducing the POS dependency 700+ Software 7 diff. loyalty systems Many different ERPs 8 diff. POS systems 4 diff. BO systems Several e-commerce platforms
  15. 15. CROSS-FORMAT CUSTOMER CENTRIC APPROACH Promotions Supply chainInnovation Customer Marketing Organization Operations
  16. 16. CROSS-CHANNEL REAL-TIME OFFERS
  17. 17. * PwC Future of Customer Experience. Survey 2017 / 2018 What people value most in their customer experience? WHAT IMPACTS CUSTOMER EXPERIENCE?
  18. 18. HYPER-PERSONALIZATION & UNIQUE EXPERIENCE CONVENIENCE FRIENDLY & KNOWLEDGEABLE SERVICE EASY PAYMENT UP TO DATE TECHNOLOGY HUMAN INTERACTIONS LOYALTY PROGRAM PERSONALIZATION UNIQUE EXPERIENCE EASY MOBILE EXPERIENCE
  19. 19. MOBILE-CENTRIC APPROACH ACCOUNT – PREFERENCES – POINTS – TRANSACTIONS – DIGITAL RECEIPT – STYLE PROFILE – CARD – VOUCHERS – REWARDS – CHAT SALES – IN STORE NAVIGATION – GEOLOCATION – PERSONAL APPOINTEMENTS – PUSH MESSAGES – EVENTS – LOCATION BASED OFFERS EASY MOBILE EXPERIENCE CONVENIENCE EASY PAYMENT UP TO DATE TECHNOLOGY LOYALTY PROGRAM PERSONALIZATION
  20. 20. ONE-TO-ONE DIALOGUE Possibility to select your favorite sales associate Permission to enable a LIVE CHAT tool Integration with a live chat tool enabling both text & posting pictures Possibility to schedule an appointement with a stylist or prefered sales person Integration with HR internal systems for employees availability check EASY MOBILE EXPERIENCE FRIENDLY & KNOWLEDGEABLE SERVICE CONVENIENCE HUMAN INTERACTIONS PERSONALIZATION UNIQUE EXPERIENCE
  21. 21. IN-STORE ASSISTANCE Possibility to get directions to defined points of interests Detailed view of the core offer & special benefits EASY MOBILE EXPERIENCE UP TO DATE TECHNOLOGY CONVENIENCE FRIENDLY & KNOWLEDGEABLE SERVICE UNIQUE EXPERIENCE
  22. 22. What to put on your agenda for 2019 to enable truly omnichannel unified customer experience? TIME TO WRAP UP
  23. 23. THIS IS HOW DISCONNECTED COMPANIES LOOK LIKE... LOWERING # OF VENDORS REDUCING COMPLEXITY OF IT LOOKING FOR STANDARD SOLUTIONS IT LANSCAPE CONNECTED CHANNELS CUSTOMER CENTRIC APPROACH INTEGRATED INTELLIGENCY BUSINESS
  24. 24. THIS IS WHAT YOU CAN BECOME ! TIME-TO-MARKETFLEXIBILITY ATTRACTIVENESS
  25. 25. WHICH ONE DO YOU WANT TO BE? JOANNA GAWEDA Joanna.Gaweda@Comarch.com Meet us at The FOYER on the 2nd floor!

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