1.
Creating a Great Customer
Experience: Any Place, Any Time
Anne Forkutza, Design Lead, iQmetrix
Tara Bartlett, Marketing Manager, iQmetrix

2.
Agenda
! What is OmniChannel?
! In-Store
! Web
! Social
! Mobile
! Tying it all together

3.
Evolution of Customer-Retailer Touch Points
Single Channel Multi-Channel Cross-Channel Omnichannel

4.
What is Omnichannel?
Seamless experience across channels
and touch points
Anytime, any place, anywhere

5.
The Rise of the Connected Consumer
Information‐hungry, price‐savvy,
and mobile‐empowered shoppers
expect a one-screen, one-store
consistent experience across retail
channels and touch points.
This means a move from
“connecting the channels”
to “blending the channels.”

6.
Why Omnichannel?
Multi-Channel
the New Norm >50% of customers make
multi-channel purchases
The Rise of
Social Media >78% of consumers trust peer
recommendations
Mobile
>38%
of smartphone users have
made a purchase using a
Commerce smartphone
Online
Shopping >15% Growth over the last year

7.
Omnichannel is accelerated by the rapid rise of mobile shoppers
4 out of 5
consumers use
their smartphone
to shop
Source: comScore 2012

8.
How are shoppers
using their
Smartphones?
Source: Deloitte

9.
What does all this mean?

10.
= ?
Social
Mobile
Web DOWNSIZING

11.
No

12.
In-Store is Preferred Purchase Channel
Preferred Purchase
Channel: In-Store
YES
76%
74% of shoppers that visit
a mobile site or app for a
retailer or brand make a
purchase

13.
Evolution of the Store
Source: Deloitte’s Store 3.0 study

14.
Previously…
“Retailers have invested heavily into bringing elements
of the in-store experience to their websites.”
- Mashable.com, September 2012

15.
Now
We’re seeing a shift towards Omnichannel through
bringing the benefits of online into the store experience

16.
Burberry

17.
The role of the store is changing,
NOT going away.

18.
The Future Role of the Store will be
Quite Different
Source: Designing the Next Generation of Retail Places, iQmetrix – Alen Puaca

19.
The Future Role of the Store will be
Quite Different
Source: Designing the Next
Generation of Retail Places,
iQmetrix – Alen Puaca

20.
The Changing Role of In-Store
Source: Deloitte’s Store 3.0 study

21.
Even Well-Known Online Brands are
Recognizing that In-Store is Here to Stay
Source: Deloitte’s Store 3.0 study

22.
In-Store Best Practices
! Bring the benefits of online into your store
! Convenience is key
! Make it easy for customers to research, find and buy
products in-store
! Connected, knowledgeable sales team
! Make your store a place where people want to hangout

23.
In-Store
What about the
other channels? Mobile Social
Web

24.
Web
Retailers continue to have an edge with
consumers, when they can leverage their
physical storefronts with a strong online
presence.
76% of all consumers say they have used a retailer’s
website to research a potential purchase
NPD’s new “E-commerce and Consumer Electronics: Online Shopping & Purchasing” report – Sept
2011

25.
Web Best Practices
! Make it easy for customers to find you
! Be Clear. Your customers are busy.
! Keep your content simple and easy to navigate
! Help them get in touch
! Ensure contact details are prominent
! Consistency of information – online and in-store

26.
Social
“We don’t have a choice on whether
we DO social media, the question is
how well we DO it”
- Erik Qualman, author of Socialnomics

27.
Social: Facebook
Regular users of Facebook are
extremely active shoppers.
67% of B2C companies have Recently hit a
acquired a customer from Facebook billion users!
Source: Hubspot

28.
Social: Twitter
40% 7,854 accounts are
created every day
Of Twitter users say they
search for products through
Twitter

29.
Facebook & Twitter Content
Ideas Pics and
Videos
Customer
Service
Offers
Product Tips
Local
Company
News Industry
News

30.
Social Media Best Practices
! Participate and keep the conversation flowing
! Use it as an opportunity to listen not just promote
! Engage Staff
! Consistency is key
! Offer value
Social media cheat sheet:
summit.iqmetrix.com

31.
Social Media Best Practices
Use in-store digital
signage to attract fans
and followers

32.
Mobile
QR Codes are an easy, inexpensive and
engaging way to connect to your
customers
29% of mobile users are open to
scanning a mobile tag to get coupons
(Source: Microsoft Tag, 2012)

33.
Mobile
XQ Mobile Shopping List
Consumers can scan a QR
code and save their shopping
list built in Browse to their
smartphone

34.
Mobile
Offer a user friendly
mobile site
57 % of consumers will not
recommend a business with a
poorly designed mobile site.
40 % of consumers will go to a
competitor’s site after a bad
mobile experience
(Source: Compuware, 2012)

35.
Unifying all Channels
! Create a plan
! Identify Target Audience
! Set goals
! Determine your brand voice and ensure it is
consistent across all channels
! Be authentic

36.
Case Study: Macy’s
Delivering a unified experience
across all channels

37.
Macy’s: Online while In-Store
! Kiosks are available in-
store to check out product
reviews
! Receive product
recommendations through
“Getting the Look”
! Handbag department
shows real purses and
digital displays side-by-
side.

38.
Macy’s: Online while In-Store
Paper visual collateral
replaced with LED-lit panels
that can be controlled
remotely from each
counter’s headquarters

39.
Macy’s: Online while In-Store
“Search and Send”
service enables the
ability to search for out-
of-stock items at other
locations, with the
option to ship to home.

40.
Macy’s: Mobile while In-Store
! Interactive skincare
recommender tool on the
iPad
! Mobile POS
! Electronic receipts
! Google Wallet

41.
Macy’s: Encouraging In-Store
through Social
Checking in via Foursquare
during Macy’s iconic
Thanksgiving Day Parade not
only unlocks an exclusive
badge, but is also the key to
access exclusive in-store
promotions for that day.

42.
Macy’s Outperforming
Others Due to Omnichannel
Source: Deloitte’s Store 3.0 study

43.
Recap

44.
Omnichannel
In-Store
Mobile Social
Web

45.
Omnichannel

46.
The Consumer Pathway Remains the Same
Pre-Purchase
Purchase
Post-Purchase

47.
XQ
Interactive Retail
Attract
XQ AdPlay XQ Stream
Engage
Purchase Browse for iPad XQ Browse
Educate
Mobile
Shopping List

48.
XQ Interactive Retail

49.
Why Invest in Omnichannel?
Omnichannel consumers are
worth more

50.
1 Integrate your physical and online presence
2 Implement innovative in-store technologies
Provide a consistent experience across all
3 channels
Bring the best of the online experience in-store with
Interactive Retail technologies

51.
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