5. Negative Omni-Channel
Experience
Mary goes into Myer to buy a pair
of new shoes. She finds a great
pair of Lipstik boots, and to verify
the price she scans the barcode
with her smartphone. She finds
that she can get it on
StyleTread.com.au cheaper and
have it delivered that same day
so orders on her phone while
standing in the store.
Positive Omni-Channel
Experience
John decides to go into a
menswear store in his local
shopping mall. After browsing he
doesn’t find anything he likes. As
he leaves the store he is
approached by a store assistant
who shows him the stores new
range on an iPad. He finds
something he likes and pre-orders
to pickup the item next week.
6. 75% of home-try-on customers visit a
Bailey Nelson store at some point in their journey
Most shoppers
start shopping
online
9. “We want to know what every product in the
world is. We want to know who every person
in the world is. And we want to have the ability
to connect them together in a transaction.”
- Neil Ashe, President Global eCommerce
60% of online orders picked up in store
10. • When you buy in store, you buy on a device
• Staff have iPhone’s
• Apple ID used at every point of process
• The store “looks” and “feels” like the website,
the mobile site, tablet site etc.
• Receipt and follow up’s emailed to you
immediately
Do what these guy’s do!
11. Be a part of the buyer’s
decision making process!
13. Open a store…
Open a popup if you don’t want to
commit to a lengthy lease
Collect data in store
Allow customers to browse
full range, full website.
Introduce them to the
idea of purchasing online
Offer Click + Collect
15. The
Power
of
Data Mash-ups of data from multiple sources will
give savvy retailers an ability to do predictive
analytics to make location and time-specific
offers and recommendations to each of their
potential and existing customers.
Analyses CCTV footage & intercepts mobile
phone and Wi-Fi signals to understand
customer visiting patterns per store and the
movement behaviors of customers and
employees within each store.
Data is no longer the limitation.
The ability to analyse it is.
17. Improve Your Customer
Service
Use social media to interact with your customers,
not just as a marketing channel.
What are they saying? What do they want?
Turn an angry customer into a brand advocate
Live Chat
Allow customer service reps to
recommend products/styles
and give advice.
Empower your team to answer questions quickly and decisively!
Integrate UGC & customer reviews
throughout your website
18. Embrace Social Media
Listen in on other’s conversations,
join in if appropriate
Open a Facebook store
Display “Likes” in store
Engage with social media users,
not just customers
19. Content is (Still) King
Display online
UGC in-store A number of product photos
Product videos
Encourage user ratings/reviews
Price comparisons
20. Key Actions
• Open a B+M store
– Offer Click & Collect
• Build a responsive website template
• Analyse data across all your channels
• Improve your customer service
– UGC
• Add more content
Congrats on making it to last session of conference, should I be offended – keep it quick and actionableKeep it interesting questions throughout – first to answer gets somethingBackground on BNGoogle went down last week – internet traffic dropped 40%Favourite comments – “I guess the other 60% must have been accessing porn.” --- “ Quick outage while they hook up another feed to the NSA” --- “Did they try turning it off and on again?”
Single Touch PointThe legacyMultiple Touch PointsThe realityA number of separate channels operating independentlyDifferent templates across devices?Cross ChannelMultiple touch points acting as part of same brandE.g. buy online, return in store
Just experience a brand, not a “channel”Customer views you as one brand, should view them as one customerStay close to your customerThis is driven by changes in customer buying behaviour
In-Store, Mobile, Social, Game Consoles/Smart TV’s, DOOH, Web, Tablet
A couple of omni-channel examplesGerry Harvey would call Mary the Devil, but responding to lack of content available
A number of touchpoints before purchaseHear about your brand, jump on mobileHTO service
Amazon dominates ecommerceOnline pioneerOnline market huge, offline biggerWants to take offline market
Opposite of AmazonWalmart thousands of stores90%+ population within a 10-15min driveLeverage amount of stores
Don’t sue meBest omni-channelWhen you buy in store, you buy on a device – introduce to using device/buying onlineStaff have iPhone’s to track orders
Be a part of buyers decision making processCustomer demands information, give it to themIf they are on your website, why let them leave – offer info, alternativesIf in store, offer a price guarantee – “scan with phone”, offer an app with similar products, bundles
Gotten a bad wrap in press, eCommerce the saviour, PurePlayBad idea at Online Retailer conferenceSmart people do it wellLove a storeCustomer feedback on the spot
Popup – Chatswood Chase, 100sqm, cheap, fitout done – Broadway, Bondi Junction, Oxford StCollect data in store, iPad’setcAllow people to browse full range in storeOffer C+C for local customers
Can be done for <$2000, cheaper if now updates to siteGood for SEOWarby Parker – good branded mobile site
Data is keyCan’t tell you how to get itMesh data from different sources, including qual, and make estimates
New Orleans
However good it is now, make it better70/20/10 ratioMake eCommerce customer service like in store, advice etc
Listen in on conversations, particularly TwitterWhere appropriate join in the conversation“Likes” next to productsFB store – integrates with Magento, BC, Shopify, WP
