Omnichannel - 5 success factors - Board Engagement - Team - Vision and Strategy - IT Architecture - Development process

1. Omnichannel
-­‐
5
success
factors
Tomek
Karwatka,
Divante.co

2. How
have
we
gained
our
know-­‐how
50.000.000
EUR
one
year
aCer
launch
Increase
in
conversion
by
46%
More
than
2
million
users
per
month
TOP
3
in
Germany
TOP
3
in
the
Netherlands
Double-­‐digit
growth
of
the
loyalty
program
rates

3. Omnichannel
=
USP
• Omnichannel
oCen
consRtutes
the
Key
Brand
DifferenRator
• Omnichannel
Customer
Experience
• Omnichannel
iniRaRve
most
oCen
comes
from
the
Head
of
MarkeRng
• Unfortunately,
CMO
=
no
strong
Res
within
the
organizaRonL

4. ExpectaRons
vs.
possibiliRes
Client
• 71%
expect
to
check
the
availability
of
goods
online
• 50%
expect
to
buy
online
and
pick
up
in
store
• 13%
won’t
visit
the
store
if
if
they
can’t
check
availability
• 59%
-­‐
shipping
costs
discourage
from
buying
online
Retailer
• only
32%
have
basic
c&c
funcRons
and
checking
product
availability
• only
6%
have
no
major
problems
with
channel
integraRon
• the
possibility
of
using
stores
for
delivery
and
returns
Customer
Desires
Vs.
Retailer
CapabiliRes:
Minding
The
OmniChannel
Commerce
Gap,
Forrester

5. ExpectaRons
vs.
possibiliRes
Client
• 69%
of
customers
expect
that
a
shop
assistant
has
access
to
informaRon
about
the
product,
stock
and
online
offers
-­‐
mobile
in
use
• Save
the
Sale
-­‐
45%
of
consumers
will
agree
to
an
order
with
free
delivery
if
the
product
is
not
in
store
• 1
s
delay
in
website
loading
reduces
the
conversion
by7%
Retailer
• only
39%
of
retailers
have
such
possibiliRes
• only
32%
have
such
possibiliRes
• only
15%
of
businesses
can
guarantee
a
fixed
performance
of
applicaRons
hbps://blog.kissmetrics.com/loading-­‐Rme/,
BT
Expedite,
The
applicaRon
gap
in
Retail,
Customer
Desires
Vs.
Retailer
CapabiliRes:
Minding
The
OmniChannel
Commerce
Gap,
Forrester

6. Board
Engagement
• What do you expect:
– consistent pricing, order and
return policy
– all retail stores in a coherent
strategy
– systems integration
– trainings / coaching
– ultimately one P&L
• Conferences
• Reference visits
TIM
–
one
of
the
biggest
implementaRons
of
Omnichannel
Commerce
in
B2B.
The
Board
held
meeRngs
with
employees
in
all
branch
offices,
explaining
the
process
of
digital
transformaRon
of
the
company.

7. Team
• eCommerce
Manager
– How
to
recruit:
hbp://divante.co/blog/find-­‐
top-­‐ecommerce-­‐manager/
• IT
team
– How
to
create:
hbp://divante.co/blog/build-­‐
it-­‐team-­‐part-­‐1/

8. Vision
and
strategy
70%
of
customers
with
successful
eCommerce
has
developed
a
wriben
eCommerce
strategy
Divante
own
data

9. Resources
and
division
of
powers
9
eCommerce
Divante
Missing
resources
• Project
coordinaRon
• Offer
management
• Content
creaRon
• Product
descripRons
• Ensuring
integraRon
with
IT
systems
• Development
• CoordinaRon
• Offer
• Content
• Project
coordinaRon
• Content
creaRon
• Video
• Advice
• ArRcles
• Blog
• Social
Media
• CreaRng
offers,
promoRonal
acRvity,
markeRng
strategy
• Content
creaRon
• Designing
interacRon
• Plahorm
implementaRon
• Development
• Programming
• Improving
• MarkeRng
• PIM
implementaRon
• CRM
implementaRon
• Designing
interacRon
• Plahorm
implementaRon
• Development
• Programming
• Improving
• MarkeRng
• ImplementaRon
of
sales
acRviRes
• MarkeRng
for
the
Knowledge
Base
• CRM
System
(Divante)
• PIM
System
(Divante)
• Social
Media
(Divante)
• Content
(Klient)
• SEO
(Klient)
Client
Knowledge
Base
eMarkeRng

10. IT
architecture
–
we
have
gathered
knowledge
about
the
IT
architecture
of
successful
Omnichannel
projects

11. Omnichannel
Open
IT
Architecture
hbp://divante.co/blog/build-­‐it-­‐team-­‐part-­‐1/

12. Open
IT
Architecture
• Joint
IT
team
working
in
SCRUM
• Market
standards
-­‐
security,
support,
audit
• Readymade
modules
–
very
useful
in
new
markets
• CoopeRRon
–
unique
for
Magento
– CooperaRon
+
CompeRRon
– hbp://divante.co/blog/e-­‐
coopeRRon/

13. Development
process:
SCRUM
+
T&M
• Omnichannel
is
a
process,
not
a
box
• Flexibility
of
creaRng
a
team
for
specifc
purposes
• The
real
joint
control
over
a
number
of
funcRons,
Rme,
quality
• No
unpredictable
acceptances
and
approvals
• Working
on
a
real
product,
not
an
imaginary
one
• No
falling
into
bureaucracy
-­‐
work
rules
defined
only
once

14. Summary
ü Board
Engagement
ü Team
ü Vision
and
Strategy
ü IT
Architecture
ü Development
process

15. Thank
you
for
your
abenRon
hbp://divante.co