360° Customer Capture - Enabling Retailers to Deliver a Complete Shopping Experience. Now! TechVista provides a unified approach that reduces complexity for Retailers, allowing them to focus on connecting with customers and empowering their employees across all channels that allows them the flexibility necessary to respond quickly to the needs of your customers. TechVista empowers Retailers to deliver a complete shopping experience – personal, seamless, and differentiated – by helping them create a complete 360-degree view of the customer.

1. 360°
Customer
Capture
Enabling Retailers to Deliver a
Complete Shopping Experience. Now!

3. Your Customers of Today and Tomorrow
Understanding the Customers’ Journey
Infusing Customer Insights into the Business
Challenges for Retailers
TechVista’s 360° Customer Capture Solution
Enabling Retail Channels
Enabling Retail Functions
Enabling Retail Operations
Enabling 360° Customer Views
360° Customer Capture Benefits
Summary
About TechVista Systems
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Table
Of
Contents

4. www.techvistasystems.qa 1
Your Customers of Today
and Tomorrow
Connected, Empowered and Informed
Today’s consumers are more empowered than ever through an always on, always connected
devices, creating a digital persona. These tech-savvy consumers are taking charge of their shop-
ping experience using their preferred devices and channels to become more informed and
empowered before they even engage with Retailers. This leads to a much more complex relation-
ship between Retailer and consumer as consumers expect each point of engagement with a
Retailer to be connected and consistent.
The boundaries between virtual and physical space are becoming blurred in this Omni-channel
environment. The focus of the retail experience has expanded well beyond the walls of the Retail-
ers’ physical store and can include multiple channels such as catalogs, call centers, mobile com-
merce, online and social networks—as a result, shoppers are engaging with Retailers and prod-
ucts in so many more ways than they did in the past.
When we come to think of customers being ‘socially connected’, we generally limit ourselves to
considering Facebook, Twitter, Pinterest, Instagram and a couple of more social channels
Figure 1 : Your Customer - Connected, Empowered and Informed

5. 2
to be impacting their lives and importantly, purchase decisions. However, the social media landscape is
even bigger. The below illustration, developed by Biran Solis and coined as The Conversation Prism,
gives a visual map of the dominant and promising social networks that impact the everyday lives of
individuals (your customers).
Here are some critical statistics about your customers to keep in mind as you read through the compel-
ling information below:
• 86% of consumers will pay more for a better customer experience1
• 56% of consumers research a brand on Facebook before purchasing2
• 90% of consumers regularly research products online before buying them3
• 23% of brick and mortar sales are influenced by their website4
• 75% of consumers said product information found on social channels influenced their
shopping behavior and enhanced brand loyalty5
• 74% of customers leave if a website doesn’t load on their smartphone in 5 seconds6
• 71% of customers go online first whenever they have a problem with a product7
While challenging, it’s not bad news for Retailers. If handled correctly, the new digital landscape provides
opportunities to engage with consumers as never before. And as we shall see figure 3, with the right
approach leveraging enabling technologies, Retailers can be a proactive force in communicating, engag-
ing and capturing the customer’s attention and their business.
Figure 2 : The Conversation Prism
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6. Understanding the Customers’ Journey
Customers Create a Digital Footprint through
Touch Points with your Organization
Unlike the traditional customer engagement cycle of the past - one that begins with awareness, moves
through consideration and evaluation, and concludes with a purchase decision, the customer journey
is now dynamic and constitutes a non-linear funnel in which they constantly seek more information,
evaluate an array of alternatives, find out reviews, interact socially with others and all instantaneously
and in real-time. These digital touch points the consumers are exposed to are always accessible and
always on.
As the above comparative figures make readily apparent, customers are creating touch points with the
enterprise through POS, CRM, Call Centre, web and mobile platforms, as well as social interactions
through social channels in the forms of likes, sharing, posting andbrand/product engagements for
purposes ranging from product searches, information gathering, price comparisons, reviews, ratings,
purchases, and sharing feedback.
Figure 3 : Traditional Customer Lifecycle
Figure 4 : Digital Customer Lifecycle
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7. This digital footprint opens up a wide channel of opportunities for Retailers to build a knowledge
repository of customer data around sentiments, behaviors and insights. A complete customer picture
can be derived from linking the customer’s transaction histories, interaction histories, and insights
gleaned from across a Retailer’s multiple brands or business units and channels as never before.
Additionally, customer data is also derived from the customer’s online and social media footprint,
providing contextual information in the form of “likes”, “sharing” and positive or negative feedback.
Combined along with syndicated data in the form of demographics, gender, discretionary income,
etc. provides the Retailer with a very detailed picture of a customer’s buying potential, behavior,
sentiment and predilection towards a given lifestyle, product line and even sensitivity to price ranges.
The figure below highlights the opportunity at hand.
Innovations such as Big Data-based ‘listening’ and ‘sentiment mining’ take our customer view to a
whole different level of granularity and clarity. Now it is possible to read millions of conversations
taking place simultaneously across multiple online forums. For enhanced understanding of customer
behavior, customer insights can be combined with the customer’s core profile. Actionable insights
can be generated from contact center transcripts and notes; blogs and other social media; surveys,
news and other articles; complaints received via web forms; email, online forums, online chat ses-
sions; and customer service notes and instant messaging logs.
With a continuous digital feedback loop in place – in real-time – not only can Retailers engage,
maintain and support more meaningful dialogue with consumers 24 by 7, they can support an
efficient supply chain, manage inventory optimization more effectively throughout the supply chain,
and deploy sophisticated models for price and profitability optimization.
Figure 5 : 360o
View of Customers
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8. Infusing Customer Insights
into the Business
Harvesting useful insights from such a holistic knowledge repository opens new frontiers for customer
engagement. A powerful set of analytical tools built on top of the customer capture repository can
help Retailers infuse customer insights into their merchandising, marketing, e-Commerce, mobile,
social, and in-store business processes in several ways such as:
• Running more accurate targeted marketing campaigns across channels or for
micro-segments to identify context-driven next-best-action
• Tracking and nurturing a customer across brands and channels, reducing churn by
establishing ‘reconnections’
• Leveraging customer insights-based localized assortments in-store, dynamic pricing,
and customized promotions
• Proactively responding to life events such as ‘getting engaged’ or ‘relocating’, through
targeted communications on relevant products and services
• Providing ‘right recommendation’ on new products based on current customer
location—near a store or in an aisle
Figure 6 : Shopper Insights
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9. Challenges for Retailers
According to a Forrester report, the customers of 2025 would follow a complex purchasing model
deploying all the touch-points and would increase in their demand of an Omni-channel experience
from pre-purchase to post-purchase phases.
As the above Forrester research suggests, consumers will increasingly move to a digital purchasing
engagement, taking advantage of ease of use, always on and convenient “on their terms” purchasing
experiences. Your competitors will be hard at work to position their platforms to support the new
customer realities as well. However, successfully engaging customers will not be an easy task. At a
minimum, it requires Retailers to:
• Manage consistent master data for customers, products, marketing and locations across
channels
• Leverage real-time, demand generation and fulfillment data across channels
• Establish enterprise inventory visibility and multiple fulfillment capabilities
• Link marketing and merchandising along customer-centric lines
• Create localized/personalized experiences through product, marketing and other touch
points
• Utilize business intelligence—including predictive analytics and data visualization—to
quickly identify actionable insights – a 360° real-time view of your customers
Figure 7 : Source - Forrester, profiling the Multichannel Customer, July 2009
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10. TechVista’s Solution for
360° Customer Capture
TechVista provides a unified approach that reduces complexity for Retailers, allowing them to focus
on connecting with customers and empowering their employees across all channels that allows them
the flexibility necessary to respond quickly to the needs of your customers. TechVista empowers
Retailers to deliver a complete shopping experience – personal, seamless, and differentiated – by
helping them create a complete 360-degree view of the customer.
TechVista assembles the right solutions for Retailers that include point of purchase, marketing and
customer care, as well as customer centric, business intelligence models that enable real-time visibili-
ty of customer touch-points and interactions. TechVista also provides a holistic view of the Retail
value chain that include front and back office capabilities like store ops, order management, supply
chain management, product lifecycle management and procurement, as well as financials for an
end-to-end support model that addresses all elements that impact the customer experience.
Enabling Retail Channels
We have you covered – from a Single channel to Omni-channel, from front office to back office, from
designing your customer touch programs and driving purchase transactions - all the while gathering
data on those transactions so that you can digest and analyze the data, understand your customer’s
key buying drivers and convert this critical information into actionable tasks to capture greater and
greater wallet share.
Figure 8 : TechVista’s Centers of Excellence
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11. TechVista helps you leverage
upon a CRM that enables you
to setup and automate your
programs and processes that
nurture customer satisfaction
and loyalty in areas of sales,
marketing and customer care.
Our 360 degree approach
drives sales productivity and
marketing effectiveness
through social insights and
segmented and targeted
campaign management.
Program
The retail operations func-
tions enable you to centrally
manage and effectively
transact your customer
interactions across an
Omni-channel environment.
An integrated commerce
engine manages all channels
of a Retailers business (POS,
e-commerce, Call Center,
Marketing & Social) and gives
control across all channels.
Transact
Business Intelligence models,
dashboards and reports
enable you to action on the
data being captured across all
channels that provide critical
insights into your customers
which, in turn, help you make
better decisions about your
brand and products. Get the
insights on how, where, when
your customers shop so that
you can interact with them in a
meaningful way to help drive
greater transaction volumes
more profitably.
Analyze
Figure 9 : Retail Functions
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12. Enabling Retail Functions through
Business Technology You Already Use
Manage many-to-many touch points to achieve unprecedented customer centricity while also
being able to create new and compelling customer engagement and loyalty scenarios. The
following building blocks are employed as the foundation for a 360° Customer Capture
framework.
Point of Sale (POS)
Superior store systems consoli-
dates customers’ purchase intelli-
gence such as sales history, trans-
action details and wish list, and
provides the right information at the
right time for sales associates to
better guide and recommend their
customers based on purchase
patterns and preferences.
• Transaction, Gift, Loyalty
Processing
• Cash and drawer management
• Customer data capture, Purchase
History, Wish list, Recommenda
tions
• Inventory Receipt, Reporting,
Stock Counts
• Clientelling
• Beacon technology
Marketing
Easily plan, execute, and measure
campaigns from start to finish.
Bring your marketing vision to
life—engage customers with
personalized, multi-channel cam-
paigns, build pipeline, and demon-
strate the impact of your marketing.
• Content Management
• Execution Planning
• Campaign Nurturing and
Automation
• Media Buying and Planning
• Spend Management
• Digital and Closed Loop
Couponing
e-commerce
Take your e-commerce strategy to
the next level with a fully integrated
online storefront with search-based
technology that offers accurate,
timely, consistent performance.
• Web Content Management and
Site Development
• Destination based taxation
• Reserve and collect
• Dynamic Refiners and
Recommendations
• Real-time Inventory Updates and
Catalogue Management
• Shopping Cart, Payments
Contact Center
Use the Contact (or Call Center) for
order entry, order processing and
order fulfillment. Retailers can offer
mail order catalogs to their custom-
ers and manage this streamlined
channel.
• Case and Claim management
• Contact Center, Self-Serve,
Mobile, Chat
• Portals, Social, Knowledge Base
Social
In today’s social and mobile world,
businesses need to move faster and
share knowledge more broadly than
ever before. They also need to
connect to customers on their
terms, which means including social
channels in your omni-channel
strategy.
Social insights can facilitate amaz-
ing customer experiences, ensuring
that messages resonate while
highlighting trends that impact your
brand.
• Implement promotions, discounts,
coupons, and more via social
sites
• Monitor, publish content,
knowledge management, brand
awareness
• Social listening, sentiment
collection
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13. Enabling Retail Operations
Enabling 360° Customer Views
Achieve real-time operational excellence and insights by connecting your warehousing,
stores, online business, POS, and head office.
Some key benefits your Customer Capture program will include:
1. Capture relevant data on your customers in real-time
2. Develop a holistic view of your customer’s sentiment around brand and products
3. Position targeted campaigns, advertisement, promotion and couponing at critical
points in the buying cycle to maximize sales and profits
4. Maintain a meaningful dialogue with your customers at any touch point throughout the
customer experience
5. Develop insights around how your enterprise can better support the customer experience
6. Maximize product, process and pricing efficiencies through captured sentiment and both
positive and negative feedback
7. Maintain a constant presence with your customers - 24 by 7 around the globe – without
the added cost and reliance of investing in both brick and mortar structures and human
capital investments
Bringing together a range of sources and complex data in a meaningful way requires a comprehen-
sive data model as well as analysis and reporting. This combination ensures support at the strategic
and tactical level, for marketing, communications, as well as operations.
TechVista helps Retailers integrate all of their efforts to get a holistic view of its customers. It takes the
data you are capturing across all your channels, combines it with data from other data sources and
synthesizes this into visualizations and actionable models to drive your business forward and turn
insight into sales. Our models and dashboard templates present a wealth of insights and opportuni-
ties to engage your customers more meaningfully – in real-time - with greater context and results. We
provide the data you need at your fingertips, providing you with the right information at the right time,
helping you to convert insights into profits. Get to know your customers better through the collection
and use of actionable data.
360° Customer Capture Benefits
Store Operations
TechVista can help you track inventory real time,
maintain accounts receivables, keep customers coming
back through targeted customer loyalty programs, save
time by maintaining labor records, track layaways, track
work orders, back orders, sales orders, quotes and
much more:
• Statements and cash reconciliation
• POS Profile & UI Management
• Loyalty Execution and Program Management
• Pricing, Promotions and Offer Management
• Store configuration and Assortment Management
Supply Chain Management
To have control, you need to have a real time view of
your business and products. And with control, you can
manage your people, processes and product lifecycle
more efficiently. With this you will get a better handle on
costs, ensure happier customers and, ultimately, greater
profits.
• Buying
• Replenishment
• Order Management
• Warehouse, Transportation Logistics
10www.techvistasystems.qa

14. Summary
The new empowered mobile consumer, armed with real-time social connection - quite literally in
hand - has changed the relationship between the Retailer and customer forever. There is no turning
back. It is a world that is always on and operating in the “now.” As all the statistics and indicators
are availing, Retailers must seize the moment, dive into the effort of deploying enabling technologies
to help them keep up if they have any hopes of staying relevant, competitive and positioned for
growth. This can only be done by engaging consumers where they are – more and more you will find
them permeating across the digital landscape; both interacting within your organization’s reach and
outside it. TechVista can help you devise a 360° Customer Capture program to help you achieve a
continuous, real-time and relevant dialogue with your customers…not later, but now. To understand
more about deploying “THE” essential solution for today’s competitive landscape contact TechVista
today!
11www.techvistasystems.qa

15. About TechVista Systems
TechVista serves fortune 2000 companies across the US and around the globe, and is a strategic
technology partner for some of the world’s best-known retail brands. We enable our customers to
execute on their vision through enabling technologies, global teams and the most stable talent pool
in the industry. Over the last two decades, TechVista has engineered high performing and cost-ef-
fective solutions for the retail vertical.
TechVista’s Services
TechVista is a full service professional consulting firm – from solution selection, to planning and
design, to customization and configuration, to implementation, training, and ongoing support. This
means getting the right business solution from a single partner who understands how your business
works.
TechVista’s consultants help businesses around the world maximize return on investment in their
technology. This means helping with deploying and optimizing IT, as well as helping business move
forward with IT initiatives that deliver the greatest business value at the lowest possible cost of
ownership. As a preferred technology partner, we offer a number of options to organizations inter-
ested in enabling retail solutions deployment, development and integration, as well as supplemental
support of their current systems.
TechVista’s Solutions
TechVista provides tailored solutions to address the critical scenarios that drive retailing today, while
making it possible to innovate and be ready for the future. So Retailers can focus on what matters
most – connecting with customers, engaging in relevant and meaningful conversation around your
brand and products, and providing better customer experiences.
TechVista supports the 360° Customer Capture framework, with the following:
1. We solution, configure and integrate CRM, e-Commerce, Mobile, POS and other Retail
solutions.
2. We design and build a knowledge repository that captures customer sentiments, both
structured and unstructured data.
3. We build information stores that are designed to handle complex modeling to make sense
out of your data, understand customer sentiment, buying patterns and interactions both
with your enterprise as well as within the world of social media.
1 CEI Survey: Customer Experience: Is it the Chicken or the Egg, Forbes
2 Retail TouchPoints, 2012 and Integrated Retailer.com, 2012
3 Retail TouchPoints, 2012 and Integrated Retailer.com, 2012
4 Multichannel Pressures Drive Optimized Merchandizing,” Gartner, Inc., December 6, 2011
5 The New Digital Divide: www.deloitte.com/us/DigitalInfluence
6 How One Second Could Cost Amazon $1.6 Billion In Sales – Fast Company, March 15th, 2012
7 WebPro News: Twitter, Facebook Becoming Popular Tools for Customer Service May 2012
Sources
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16. sales@techvistasystems.qa
www.techvistasystems.qa
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