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*      An approach to    multichannel retailing
*The opportunity
*Multichannel retail represents significant new revenue opportunities  “ 76 percent of retailers report that multichannel ...
*Simply enabling commerce across all channels is not enough
*Effective multichannel retail requires a seamless, personal customer experience
*These experiences are based on more rewarding relationships, be it…     Getting advice from an expert in         Getting ...
*Our multichannel retail program explained
*An innovative digital service to drive this transformation
*Enabling the retailer to provide a seamless        & personal customer experience                      In one seamless an...
*Here’s how it works:                        Click on visual to view                        customer journey walk-        ...
*Look Book is the tip of the transformation iceberg  The success of the Look Book   digital service relies upon:     – A ...
*The key elements to delivering the transformation program                                        Executive               ...
*Benefits of the program
*Uplift in sales via seamless multichannel experience     “76% of retailers report that multichannel customers spend more ...
*Increased awareness & consideration via online advocacy  Bain & Co analysis shows customers who engage with companies ove...
*Strengthened brand reputation by encouraging positive word-of-mouth   Google’s ‘Moment of Truth’ report shows that people...
*Improved levels of multichannel  customer service The retail sector has traditionally performed well in regards to the cu...
*Operational cost efficiencies by harnessing the online community  An active online community can help drive operational c...
*Experience
*We have extensive experience in business transformation activity
**
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An Approach to Multichannel Retailing

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An approach to multichannel retailing, in particular looking at how to create a seamless and personal experience

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An Approach to Multichannel Retailing

  1. 1. * An approach to multichannel retailing
  2. 2. *The opportunity
  3. 3. *Multichannel retail represents significant new revenue opportunities “ 76 percent of retailers report that multichannel customers spend more than their single-channel customer counterparts, and one third (32 percent) said that multichannel customers spend at least 26 percent more than single-channel customers. ” - Accenture Survey 17/01/12
  4. 4. *Simply enabling commerce across all channels is not enough
  5. 5. *Effective multichannel retail requires a seamless, personal customer experience
  6. 6. *These experiences are based on more rewarding relationships, be it… Getting advice from an expert in Getting inspiration from the brand and its store (e.g. Apple genius bar) customers (e.g. via Facebook) Getting personalised, unique products Getting advice from friends, in store and via (e.g. a tailored suit from Savile Row) mobile devices (e.g. using apps on a iPad)
  7. 7. *Our multichannel retail program explained
  8. 8. *An innovative digital service to drive this transformation
  9. 9. *Enabling the retailer to provide a seamless & personal customer experience In one seamless and personal experience, Look Book will enable customers to…Share fashion inspiration and Connect with brand experts Book appointments with Make purchases - from their advice with their friends (online and offline) personal shoppers laptop, tablet or mobile phone
  10. 10. *Here’s how it works: Click on visual to view customer journey walk- through
  11. 11. *Look Book is the tip of the transformation iceberg  The success of the Look Book digital service relies upon: – A consistent experience across the devices, platforms and apps used by the customer (connected technology) – A ‘single view’ of the customer Digital service layer (connected data) – The right content is shared in Connected technology the right way, at the right time, at the right customer touch- Connected data points (connected content) Connected content – Relevant relationships to be built between employees and Connected people customers, and between customers and their friends (connected people)
  12. 12. *The key elements to delivering the transformation program Executive Sponsorship Service concept Core to customer & design business strategy Bespoke strategy and Personal & proposition professional understanding Rapid concept Continuous visioning reinforcement Measurement Customer experience Measurement framework (inc. KPIs design and targets) Concept prototyping Front–end development Driving business growth using Team governance social media & engagement Technology/ Training & education platform strategy programs Platform role & Process definition requirements Resource allocation Operational efficiency Reporting & steering Central/local group E-Commerce Social data Content analysis strategy Key conversation topic identification Conversation topic Market insight identification Behavioural Dissemination & segmentation sharing strategy Location, influence & Scheduling & testing sentiment Asset development
  13. 13. *Benefits of the program
  14. 14. *Uplift in sales via seamless multichannel experience “76% of retailers report that multichannel customers spend more than their single-channel customer counterparts, and one third (32%) said that multichannel customers spend at least 26% more than single-channel customers” Accenture’s European Cross-border e-Commerce report (2012)
  15. 15. *Increased awareness & consideration via online advocacy Bain & Co analysis shows customers who engage with companies over social media spend 20-40% more, and possess a deeper emotional commitment to the companies, with an average 33 points higher Net Promoter® score.
  16. 16. *Strengthened brand reputation by encouraging positive word-of-mouth Google’s ‘Moment of Truth’ report shows that people are increasingly sharing their purchase experiences online with both friends/family and like-minded strangers. 24% of shoppers engage in some digital SMOT* behaviour *SMOT = ‘Second Moment of Truth’; the point after which one has made a purchase and is evaluating their purchase
  17. 17. *Improved levels of multichannel customer service The retail sector has traditionally performed well in regards to the customer satisfaction. However, it lags behind in terms of delivering a similarly thorough service online. Source: UK Customer Satisfaction Index results January 2012
  18. 18. *Operational cost efficiencies by harnessing the online community An active online community can help drive operational cost efficiencies. For example, the cost of dealing with questions, queries & complaints and innovating the customer experience can be significantly reduced by using social media. £140 Telecommunications £120 Public services Finance - banks and (national) building societies £100 Utilities Per 100 customers Cost of complaints £80 Public services (local) £60 Finance - Retail – non-food The UK Customer insurance Satisfaction Index shows Retail – food £40 Transport Automotive that the retail sector’s average cost of dealing Leisure Tourism with customer £20 complaints is above average £0 70 72 74 76 78 80 82 84 CSI
  19. 19. *Experience
  20. 20. *We have extensive experience in business transformation activity
  21. 21. **

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