Breed Strategy Director Ian Irving recently presented at the Omni-Channel Conference 2015. The event was attended by a number of Supply Chain specialists from leading retail brands. Ian spoke more about keeping pace with today's customer and what role omni-channel plays in today's shopping experiences. For more information, visit www.breedcommunications.com. Contact: Ian Irving – Breed Strategy Director ian@breedcommunications.com T.+44(0)203 695 6957

2. KEEPINGPACEWITHTODAY'S
CONSUMERSINTHEEVERCHANGING
RETAILENVIRONMENT

3. AS THE PHYSICAL AND DIGITAL BATTLE
FOR CONSUMERS RAGES ON.

4. THE GAP BETWEEN THE LIVE
ENVIRONMENT AND THE DIGITAL
ENVIRONMENT IS BECOMING MORE
AND MORE BLURRED.

5. BRANDS ARE STARTING TO SEE
MORE AND MORE
OPPORTUNITIES TO ENGAGE.

6. TECHNOLOGY BECOMES MORE
AND MORE ACCEPTED IN
EVERYDAY LIFE.

7. THE MORE DATA ABOUT OUR LIVES AND
OUR CONSUMPTION CHOICES BECOMES
AVAILABLE.

8. THE MORE THE BRAND LEARNS
THROUGH RESEARCH AND
INSIGHT…
THE MORE THE CONSUMER
BAFFLES US WITH THEIR EVER
CHANGING BEHAVIOURS.

9. TODAY’S CONSUMERS WANT MORE
AND TODAY’S CONSUMERS WANT IT
NOW!

10. TODAY’S CONSUMERS ARE TAKING
MORE AND MORE CONTROL OVER
THEIR CONSUMPTION AND
EXPERIENCE CHOICES.

11. YET…MORE AND MORE BRANDS ARE
LOSING THE CONSUMER IN THE GAP
BETWEEN THE PHYSICAL AND THE
DIGITAL EXPERIENCE.

12. SO WHAT ARE THE ANSWERS?
WHAT ARE THE SOLUTIONS?
HOW DO WE UNDERSTAND THE CONSUMER?
HOW DO WE ADAPT AND SURVIVE THE ONGOING
BATTLE FOR COMMITMENT AND PURCHASE
FROM THE CONSUMER?

13. THERISEOFOMNI-CHANNEL

14. SO, OMNI-CHANNEL CONSUMPTION IS
BECOMING MORE AND MORE
IMPORTANT TO BOTH THE BRAND AND
THE CONSUMER.

15. OMNI-CHANNEL HAS BECOME A BIG BUZZWORD
OVER THE PAST FEW YEARS… BUT VERY FEW
COMPANIES ARE DOING IT OR DOING IT WELL!

16. HOW DO WE DEFINE
OMNI-CHANNEL TODAY?

17. WHO CARES!!!
IT’S SIMPLE… IF YOU DO NOT HAVE A
MULTI PLATFORM SALES STRATEGY,
THEN YOU DON’T HAVE A SALES
STRATEGY.

18. MORE IMPORTANT IS UNDERSTANDING WHERE
DOES THE JOURNEY BEGIN TODAY FOR
CUSTOMERS?

19. MARKETERS MUST INVESTIGATE WHAT FACTORS
(BE IT HABIT, CHOICE, CONVENIENCE, LIFESTYLE)
WILL LEAD TO WHERE IT WILL END
(WHAT WE MIGHT KNOW AS PATH
TO PURCHASE)

20. THE OMNI-CHANNEL EXPERIENCE DOESN’T JUST
START WITH THE CUSTOMER, IT STARTS WITH THE
EMPLOYEE!
UNIFICATION IS KEY AND ALL ELEMENTS OF THE
SHOPPER EXPERIENCE MUST BE TIED
TOGETHER AS ONE!

21. CONSUMER CONTROL
THE BLENDING OF PHYSICAL AND DIGITAL THROUGH
THIS IS A BIG SIGN ALSO THAT SHOPPERS WANT
MORE CONTROL.
THEY DON’T WANT TO ASK…THEY WANT IT NOW!

22. A SEAMLESS SOCIETY
WE’VE OBVIOUSLY SEEN THE BENEFIT THAT
CONTACTLESS PAYMENTS HAS BROUGHT TO THE
RETAIL WORLD AND THEIR INTEGRATION HAS ONLY
ACCELERATED CONVERSION RATES IN SHOPPING
EXPERIENCES. RETAILERS ARE CONSTANTLY
EXPLORING MORE WAYS TO REDUCE THESE GAPS
AND SPEED UP THE WHOLE CUSTOMER EXPERIENCE.

23. WHERE IS THE NEXT ADVANCEMENT OF
TECHNOLOGY PAYMENT?
WEARABLE TECH, PRE-PAID
APPS, BIOMETRICS?

24. CONVENIENCE
PERSONAL
HABIT
BEHAVIOUR
TRANSPARENCY
SECURE
SPEED
SIMPLE
ANYTHING EMPLOYED IN RETAIL
EXPERIENCES WILL BE IN RESPONSE TO
THESE KEY NEEDS FROM A SHOPPER’S
EXPERIENCE:

25. AND WHAT WILL CONTINUE TO BE THE
CATALYST FOR CHANGE IN ALL THIS?
THE CUSTOMER!

27. FREQUENTLY ASKED QUESTIONS?
ARE OUR RETAIL EXPERIENCES BECOMING ANTI-SOCIAL THEN?
IS THIS A SIGN THAT RETAIL EXPERIENCES ARE BECOMING MORE
DE-HUMANISED AND LESS PHYSICAL COMMUNICATIONS AND
INTERACTIONS ARE WANTED BY THE CONSUMER?
OR IS IT THAT TECHNOLOGY IS HELPING REDUCE THE GAP AND
GRADUALLY CHANGING THE WAY SHOPPERS SHOP FOR THE
BETTER? ARE THE GAPS GETTING SMALLER AND THE
CONVERSIONS BIGGER?

28. • LISTEN, INTERPRET, DELIGHT
• PERSONALISATION, PERSONALISATION, PERSONALISATION!
• CUSTOMERS WANT TO BE INFORMED. GIVE THEM THE TOOLS TO DO THIS, BUT ALWAYS…
• …REMEMBER TO KEEP IT SIMPLE!
• CUSTOMERS WANT IT NOW! AND THAT DOESN’T JUST RELATE TO THE PRODUCT, IT TRANSCENDS
TO ALL FACETS OF THE SHOPPING EXPERIENCE
• BE RELEVANT!
• FOCUS ON THE CONSUMER NOT THE CHANNEL! BUT ENSURE YOU’RE STILL WELL COVERED!
• DO NOT (BE AFRAID TO) DISTURB! – UNDERSTAND YOUR SHOPPER’S EXPERIENCE IS UNLIKELY TO
END IN-STORE…ENSURE THEN YOU’RE WELL PREPARED TO EITHER RETAIN YOUR CUSTOMER IN-
STORE OR EQUIPPED TO HELP THEM COMPLETE THEIR JOURNEY AT HOME…WITH YOU!
TAKE-AWAYS TO HELP YOU THROUGH THE MINEFIELD