Framework for building an omnichannel strategy.

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Rest assured, the last decade wasn’t a wasted effort. Your multi-channel presence is the foundation for building a comprehensive, customer-centric, brand & technology strategy. Join Karim Hemani, former eCommerce & Channel Integration executive at Sears Canada, as he shares his perspectives on how to construct and execute an outcome-driven Omni-channel Strategy.
- What’s the difference between Omni- and Multi- Channel?
- The challenges aren’t unique, but the solutions can be
- Defining outcomes vs. outputs in your media strategy
- If content is the heart, IT is the backbone
- The role of Chief Omnichannel Officer

Published in: Business

Framework for building an omnichannel strategy.

  1. 1. omni-­‐channel  outcomes,  mul0-­‐channel  outputs.  let’s  talk  karim  hemani  omni-­‐channel  consultant  /    former  AVP,  channel  integra0on  &  eComm  ops  at  Sears  Canada  ideas.hemani.ca!
  2. 2. defining omni-channel
  3. 3. search term:“omni-channel”search term:“multi-channel”Source:  Tagxedo.com  
  4. 4. omnichannela channel agnostic, unified andseamless customer experience thatdelivers on a single  brand strategyand is built on a strong ITbackbone and exceptional productcontent.
  5. 5. WTF? (why the fuss?)
  6. 6. Macy’s announcesappointment ofChief OmnichannelOfficer, Robert B.Harrison, Jan 28, 2013
  7. 7. Page 1 of annualreport:Omnichannel , firstsentence of firstthree paragraphs.
  8. 8. Page 2 of annualreport:Omnichannel ,mentioned 6 moretimes.Mentioned 21 moretimes in the rest ofthe 2012 annualreport.
  9. 9. what about...% of online orders picked up in store:Best Buy (US), > 40%; Ace Hardware(US), 83% sales; Argos (UK), 72%sales; WalMart (US), > 50%1eCommerce as % of total retail (US) in 2011: 6.6%2online influenced retail salesas % of total retail (US) in2011: 41% 3fact check...Amazon prime? ...Bufferbox?...Walmart / Macy’s store fulfillment?Sources (all eMarketer):(1) Home Retail Group, "Annual Report and Financial Statements 2012" with eMarketer calculations; eMarketer interviews with Ace Hardware, Best Buy and Wal-Mart, June 5, 2012(2) US Department of Commerce, Feb 2012; eMarketer calculations, March 2012. Note: excludes auto dealers, gas stations, fuel dealers, travel and event tickets(3) Forrester Research, "Web-Influenced Retail Sales Forecast" as cited by JP Morgan, July 13, 2011
  10. 10. challengesROI?cross-channel pricinginventorylogistics“traditional”customersforecastingbudgetonboarding“omni” culturecostly ITinsights & actiongeographyreturnshandlingpaper programbreak-even saleslocalizationlocalizationvalue prop“likes” don’t pay the billscontent
  11. 11. a helpful framework
  12. 12. informa0on  technology  human  resources  procurement  ‘traditional’ value chainproduc0on  inbound  logis0cs  outbound  logis0cs  marke0ng  /  sales  service  
  13. 13. TM  
  14. 14. VS.OutcomesSales Marketing InsightsVirtual B&M Virtual B&M Virtual B&MOutputsSocial Media✓ ✗ ✓ ✓ ✗ ✗ -Flyer Program- - ✗ ✓ ✗ ✗ ✗Affiliate Mktg✓ ✓ ✗ ✗ ✗ ✗ ✗Online Shop✓ ✓ ✓ ✓ ✓ ✓ ✓✓Mobile App✓ ✗ ✗ ✗ ✗ ✗ ✗Email Marketing✓ - ✓ ✗ ✗ ✗ ✗In-store Kiosk✓ ✗ ✗ ✗ ✗ ✗ ✗POS✗ ✓ ✗ ✗ ✗ ✗ ✗Logistics✗ ✓ - - - - -✓ ✓ ✗ ✗ ✗ ✗  
  15. 15. takeaway-and-do’s…ü  locate creative, techie, analytical, problem solving types. lockthem down. this is your new omnichannel team.–  team task 1: design omnichannel experiences for all channels.ü  what’s your content strategy? if you don’t have one, startthinking about it. look at process improvement first –there’s a lot there.ü  changing culture isn’t easy. create a role, C(Om)O. they’renow responsible for all of the above. they will work closelywith the CMO and the CIO to make the customer machinecome to life.ü  turn up social listening. leverage multi-channel touch pointsto learn about customers and adjust your all-channelstrategy accordingly.
  16. 16. ideas.hemani.ca!

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