Bricks-and-Mortar Online OnlyVS
How	
  to	
  Win	
  the	
  Omni-­‐Channel	
  Battle
CMA Webinar September 12, 2013
Simon Rodrigue
Vice	
  President,	
  eCommerce	
  &	
  General	
  Manager	
  
Walmart.ca,	
  Walmart	
  Canada
Brian Clare...
Introduction
Keeping up
with the consumer
of	
  retailers	
  say	
  multichannel	
  
customers	
  are	
  signiCicantly	
  
more	
  proC...
Mobile shoppers are
empowered shoppers
of	
  consumers	
  use	
  
devices	
  in-­‐store
84%
of	
  consumers	
  are	
  
sma...
Handling new
competitive (online)
pressures
Canadian	
  online	
  shoppers	
  
have	
  made	
  purchases	
  from	
  
retai...
Handling new
competitive (offline)
pressures
American	
  retailers	
  are	
  
quickly	
  invading	
  the	
  
Canadian	
  mar...
Maximizing
every interaction
The	
  biggest	
  attitudinal	
  shift	
  (from	
  14%	
  only	
  a	
  
year	
  ago	
  to	
  ...
Technology
as unifier
SOURCE: OMNI-CHANNEL 2013: THE LONG ROAD TO
ADOPTION, RETAIL SYSTEMS RESEARCH, JUNE 2013
Biggest	
  o...
Takeaways
Get the
basics right
I	
  think	
  some	
  people	
  will	
  think,	
  
‘Well,	
  we	
  can	
  just	
  go	
  out	
  and	
 ...
Get the
basics right
• Pricing transparency
• Inventory visibility
• Enhanced levels of service
Basics	
  to	
  ensuring	
...
The	
  Canadian	
  consumer	
  is	
  
heavily	
  engaged,	
  and	
  basically	
  
is	
  an	
  active	
  participant	
  in	...
Focus on consumers
not channels
• Map your customer’s path to
purchase
• Align features and
functionality along their path...
Context and
data drive utility
Use	
  smartphones	
  to	
  Cind	
  
information	
  while	
  shopping	
  
rather	
  than	
 ...
Doing new things
in new ways
Omni-­‐channel	
  removes	
  ‘channel’	
  from	
  
the	
  equation	
  and	
  instead	
  focuses	
  on	
  brand	
  
touchpo...
Unified technical
platform
Changes	
  that	
  will	
  increase	
  your	
  
chances	
  of	
  omni-­‐channel	
  success
3• De...
Test and learn
We’re	
  focused	
  on	
  creating	
  in-­‐store	
  
experiences	
  and	
  testing	
  new	
  
technologies	...
Thank you
Questions?
Bricks-and-Mortar vs. Online Only How to Win the Omni-Channel Battle
Upcoming SlideShare
Loading in …5
×

Brick-and-Mortar vs. Online Only: How to Win the Omni-channel Battle Webinar

2,969 views

Published on

Brian Clarey, Vice President, Client Partnerships, at Nurun’s Toronto office, was a featured speaker at the Canadian Marketing Association (CMA) webinar, “Brick-and-Mortar vs. Online Only: How to Win the Omni-channel Battle Webinar.” Presented as part of the CMA’s Retail Leadership Series, the webinar explored how retailers can create a consistent consumer experience across all retail touchpoints by adopting an omni-channel strategy.

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,969
On SlideShare
0
From Embeds
0
Number of Embeds
1,046
Actions
Shares
0
Downloads
53
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Brick-and-Mortar vs. Online Only: How to Win the Omni-channel Battle Webinar

  1. 1. Bricks-and-Mortar Online OnlyVS How  to  Win  the  Omni-­‐Channel  Battle CMA Webinar September 12, 2013
  2. 2. Simon Rodrigue Vice  President,  eCommerce  &  General  Manager   Walmart.ca,  Walmart  Canada Brian Clarey Vice  President,  Client  Partnerships Nurun Today’s Speakers
  3. 3. Introduction
  4. 4. Keeping up with the consumer of  retailers  say  multichannel   customers  are  signiCicantly   more  proCitable 47% of  retailers  say  consumer   expectations  have  outpaced   their  ability  to  deliver   cross-­‐channel  experiences51% SOURCE: OMNI-CHANNEL 2013: THE LONG ROAD TO ADOPTION, RETAIL SYSTEMS RESEARCH, JUNE 2013 IMAGE CREDIT: YELLOW, THE NOUN PROJECT
  5. 5. Mobile shoppers are empowered shoppers of  consumers  use   devices  in-­‐store 84% of  consumers  are   smartphone  shoppers79% SOURCE: MOBILE, IN-STORE RESEARCH, GOOGLE SHOPPER MARKETING AGENCY COUNCIL, APRIL 2013 IMAGE CREDIT: MATTHIEU MERCIER, THE NOUN PROJECT
  6. 6. Handling new competitive (online) pressures Canadian  online  shoppers   have  made  purchases  from   retailers  outside  of  Canada 68% SOURCE: FORRESTER RESEARCH INC., JULY 2013IMAGE CREDIT: MICHAEL LOUPOS, THE NOUN PROJECT
  7. 7. Handling new competitive (offline) pressures American  retailers  are   quickly  invading  the   Canadian  market IMAGE CREDIT: JULIE SODERBERG, THE NOUN PROJECT
  8. 8. Maximizing every interaction The  biggest  attitudinal  shift  (from  14%  only  a   year  ago  to  25%  now)  comes  from  retailers   who  now  believe  that  the  value  of  the  digital   channels  is  that  they  provide  consumers  with   ‘everything  you  need  to  know’  to  make  the   best  purchase  decisions.” SOURCE: OMNI-CHANNEL 2013: THE LONG ROAD TO ADOPTION, RETAIL SYSTEMS RESEARCH, JUNE 2013
  9. 9. Technology as unifier SOURCE: OMNI-CHANNEL 2013: THE LONG ROAD TO ADOPTION, RETAIL SYSTEMS RESEARCH, JUNE 2013 Biggest  organizational  challenges   to  omni-­‐channel  success: 3• Don’t have a single view of customers across channels • Inventory and order management not integrated • Store systems are too difficult to change and adapt IMAGE CREDIT: FRANCISCA AREVALO, THE NOUN PROJECT
  10. 10. Takeaways
  11. 11. Get the basics right I  think  some  people  will  think,   ‘Well,  we  can  just  go  out  and  buy  it,’   but  buying  technology  is  just  the   starting  point,  you  still  have  to  put   into  place  the  return  policies,  the   delivery  policies.” Darren Meister, Associate Professor The Richard Ivey School of Business SOURCE: CROSS-BORDER ONLINE SHOPPING EMBRACED BY CANADIANS, HUFFINGTON POST, MAY 5, 2013
  12. 12. Get the basics right • Pricing transparency • Inventory visibility • Enhanced levels of service Basics  to  ensuring  that  you’re   maximizing  the  opportunity 3 IMAGE CREDIT: EDWARD BOATMAN, THE NOUN PROJECT
  13. 13. The  Canadian  consumer  is   heavily  engaged,  and  basically   is  an  active  participant  in  the   Internet  economy  and  I  think  our   companies  need  to  follow  suit.” Colin McKay, Head of Public Policy & Government Relations, Canada Google Focus on consumers not channels SOURCE: CANADA ONLINE SHOPPING, E-COMMERCE LAGS G20 PEERS, HUFFINGTON POST, MARCH 19, 2013
  14. 14. Focus on consumers not channels • Map your customer’s path to purchase • Align features and functionality along their path • Define a content strategy to drive the experience Thought-­‐starters  to  consider 3 IMAGE CREDITS: PATRICK; ADAM MULLIN; EDWARD BOATMAN; JORIS HOOGENDOORN; JUAN PABLO BRAVO; ED GRAY, THE NOUN PROJECT
  15. 15. Context and data drive utility Use  smartphones  to  Cind   information  while  shopping   rather  than  seeking  out   employees  for  help 33% SOURCE: MOBILE, IN-STORE RESEARCH, GOOGLE SHOPPER MARKETING AGENCY COUNCIL, APRIL 2013 IMAGE CREDIT: MATTHIEU MERCIER, THE NOUN PROJECT
  16. 16. Doing new things in new ways
  17. 17. Omni-­‐channel  removes  ‘channel’  from   the  equation  and  instead  focuses  on  brand   touchpoints  and  the  overall  brand  experience.   In  so  doing,  it  creates  a  sense  of  brand   relationship  that  heightens  customer   satisfaction  and  engenders  increased  trust.” John Stelzer, Worldwide Industry Lead IBM Retail Smarter Commerce Organize for omni-channel SOURCE: WHEN IS OMNICHANNEL NOT OMNICHANNEL, RETAIL INFO SYSTEMS NEWS, SEPTEMBER 3, 2013
  18. 18. Unified technical platform Changes  that  will  increase  your   chances  of  omni-­‐channel  success 3• Design a single view of customers across channels • Integrate inventory and order management • Change store systems to adapt to omni-channel opportunities
  19. 19. Test and learn We’re  focused  on  creating  in-­‐store   experiences  and  testing  new   technologies  that  make  smartphones   an  even  more  useful  shopping   companion  for  guests  in  our  stores.” Eddie Baeb, Corporate Communications Target SOURCE: TARGET TIGHTENS FOCUS ON MOBILE, MOBILE COMMERCE DAILY, AUGUST 30, 2013
  20. 20. Thank you Questions? Bricks-and-Mortar vs. Online Only How to Win the Omni-Channel Battle

×