Meeting The Needs Of The Cross-Channel Shopper

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As consumers demand better and more personalized shopping experiences, retailers have an opportunity to drive sales and loyalty by delivering a seamless omnichannel experience. The best strategies and solutions will balance a targeted marketing approach with shoppers’ willingness to share personal information and access promotional messaging. This session will provide insights into the psyche of the new omnichannel consumer and strategies to implement throughout the enterprise.

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  • How we got here – the evolution of retail and POS over the last few years and what this means
  • The customer is truly the center of the universe and has the power in her hands to directly influence her shopping experience
  • BRP surveys top retailers every year to understand the trends and initiatives driving retailers
  • Customers are going mobile - By the end of 2014 the mix of POS hardware will change tremendously – 55% of retailers expect customer-owned mobile devices to be one of their POS offerings
  • Customers are going mobile and here is why retailers are going mobile
  • Customers use their mobile devices to interact with friends, get advice on outfits, etc. – retailers need to also look at how they can offer tools for the customers to use to interact with associates or with their friends
  • As mobile becomes more important retailers are starting to see the importance of a centralized technology platform to truly offer an omni-channel experienceThe internet really started cross-channel shopping and now mobile is pushing it to new heights
  • Omni-channel services to optimize the customer’s shopping experience
  • There are still ways to enhance the experience – many retailers still cannot identify customers at the POS so how can they truly offer an omni-channel experience?
  • Again, retailers have opportunities to enhance the shopping experience for customers by providing information to associates to be able to tailor the shopping experience (like you find on Amazon!)
  • Next steps involve getting the customer information to the associates before the customer reaches the POS, thus helping to drive a more profitable transaction
  • Meeting The Needs Of The Cross-Channel Shopper

    1. 1. Meeting The Needs OfThe Cross-Channel ShopperPresented by Session sponsored by
    2. 2. #CCSeries13About CCS 2013 9 Webinars, 4 Days Sessions coveringMobile, Social, Store Ops,X-Channel, and more Featuring industryanalysts and consultants Free for Retail executiveswww.retailtouchpoints.com/connected-consumer-2013
    3. 3. #CCSeries13Follow The Webcast On Twitter#CCSeries13@ConnectConsumer@RTouchPoints
    4. 4. #CCSeries13About Retail TouchPoints Launched in 2007 More than 25,000 subscribers Provide executives withrelevant, insightful content Free Resources such as WhitePapers, E-book, Webinars, Researchand Podcastswww.RetailTouchPoints.com
    5. 5. #CCSeries13BrightTALK
    6. 6. #CCSeries13Today’s PanelistsKen MorrisPrincipalBoston Retail PartnersDebbie HaussEditor-in-ChiefRetail TouchPointsMODERATORBranden JenkinsGeneral Manager,Retail/eTailNetSuite
    7. 7. Page 7
    8. 8. Page 8 We are a leading independent retail managementconsulting firm Built with a unique professional profile• Managed by industry-recognized leaders• All firm members have retail line management experience• Several served as officers of major corporations• Comprehensive functional and technical experience• Recruits experienced professionals in Customer Relationship Management , retail/storeoperations, merchandise management, supply chain management and retail technology Relevant experience working with specialty retailers on Customer RelationshipManagement, retail operations, strategy, selection and deployment of MobileCustomer, Point-of-Sale, Merchandising and Supply Chain solutions History of serving acknowledged industry leaders No exclusive partnerships or alliances with software or hardware providersAbout Boston Retail Partners• Sephora• CVS• Walmart• Eastern Mountain Sports• J. Crew• Brooks Brothers• TJX• Ann Taylor• Target• Kohl’s• TBC Corp• Vera Bradley
    9. 9. Page 9Our experience covers a broad cross-section of retail segments...Our Experience
    10. 10. Page 10Thought LeadershipSurveys/White Papers Speaking EngagementsWebinars/ Articles
    11. 11. Page 11The Evolution of RetailBefore 1980s The FutureDistributed POSmodel• Basic cashregister and cashdrawerOmni channelretail puts it inthe customer’shands
    12. 12. Page 12The Customer is the Center of the UniverseCustomers nowhave the freedomto achieve theirgoals throughoutthe shoppingprocess……usingwhicheverchannels and touchpoints they prefer.Social MediaWebsiteEmailAppsMobileWebsiteSMSDirect MailCatalogEmployeesCheckoutKioskSignageAdver sing
    13. 13. Page 1314th Annual POS Benchmarking Survey• Surveyed more than 500North American retailersin October – December2012• Specialty retailersaccount for more thanhalf of respondents
    14. 14. Page 142014 POS Hardware Plans
    15. 15. Page 15Organization’s Mobile Strategy Drivers
    16. 16. Page 16Customer-Facing Mobile Services
    17. 17. Page 17POS Platform Expansion Plans
    18. 18. Page 18Omni-Channel Services
    19. 19. Page 19Identifying Customers at POS62.5%56.2%43.7%37.5%31.2%15.6%9.3%0.0%21.8%Email addressTelephone numberCustomer/ iden fica on numberName and addressMember/club numberPrivate label credit cardDrivers licenseMobile device - opt-in to WifiDo not iden fy customers at POS29. Which of the following methods are u lized to iden fycustomers at the POS?
    20. 20. Page 20Customer Information Available to Associates68.7%40.6%37.5%21.8%12.5%9.3%9.3%6.2%3.1%0.0%28.1%Contact informa on (e.g. name, address, telephone number, emailaddress)Transac on lookup for returnsSales historyPurchase summary (e.g. average transac on amount, purchases thisyear, life me totals, etc.)Customer-specific offers and discountsCustomer-specific messagingWarranty and service lookupFriends and family informa on (e.g. birthdays, anniversaries, sizes,wardrobe)Profile (e.g. demographics, preferences, sizes, etc.)Purchasing sugges ons (based on customers current or previouspurchases)No customer informa on is available at store level30. What customer informa on is available at store-level?
    21. 21. Page 21Customer Information Available in Transaction
    22. 22. Page 22www.bostonretailpartners.com
    23. 23. Meeting the Needs of Cross-Channel ShoppersBranden JenkinsGM of Retail / eTailNetSuite Inc.23© NetSuite Inc. 2013
    24. 24. Today’s Multi-Touchpoint World© NetSuite Inc. 2013ComputerPOSTabletFacebook / SocialPhone
    25. 25. Delivering a SeamlessConsumer ShoppingExperienceOmniChannel Becomes Mainstream© NetSuite Inc. 2013 25Buy Online and Pickup In-StoreCheck Inventory atOther StoresBuy Online andReturn In-StoreOrder Inventory atOther StoresOrder Online fromthe POSTrue Cross-ChannelMerchandisingStores asFulfillment CentersDelivering a SeamlessConsumer ShoppingExperience
    26. 26. The Typical Way – Hairball of SystemsPoint of SaleInventory & MerchandiseManagement© NetSuite Inc. 2013CRMBusiness IntelligenceEcommercePlanningMarketingSupportFinancialsWarehousing
    27. 27. Retail Hairball Eliminated© NetSuite Inc. 2013
    28. 28. Retail Hairball Eliminated© NetSuite Inc. 2013
    29. 29. © NetSuite Inc. 2013CUSTOMERSINVENTORYORDERS
    30. 30. © NetSuite Inc. 2013CUSTOMERSINVENTORYORDERS
    31. 31. © NetSuite Inc. 2013
    32. 32. © NetSuite Inc. 2013
    33. 33. Pillars of Omnichannel Success360⁰ view of the customerAccurate, globally visible inventoryCentralized pricing and promotions controlIndustry standard customer experience tools“Multi-Everything” supportCollect, monitor, and analyze dataAligning the brand and messagingAppropriate security for cloud accessAlways-current on the latest release© NetSuite Inc. 2013
    34. 34. #CCSeries13Q&A
    35. 35. #CCSeries13Q&A // PanelistsKen MorrisPrincipalBoston Retail PartnersDebbie HaussEditor-in-ChiefRetail TouchPointsMODERATORBranden JenkinsGeneral Manager,Retail/eTailNetSuite
    36. 36. #CCSeries13Embracing “Showrooming”Through Interactive RetailToday, 2 PM ET / 11 AM PTThank You For Joining Uswww.retailtouchpoints.com/connected-consumer-2013The next Connected Consumer Series session…

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