This document outlines 6 steps for retailers to keep pace with omnichannel consumers. It discusses how technology has invaded shopping and how social media can make shopping more efficient. It also summarizes the steps omnichannel retail leaders are taking, including ensuring product availability across all channels. Senior management at retailers like Macy's and Saks are being assigned titles focused on omnichannel strategies. Experts emphasize the importance of true omnichannel execution and having the right infrastructure in place.

1. 6
Steps
To
Keep
Pace
With
The
Omnichannel
Consumer
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Sponsored
by
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2. Welcome
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4. About
Retail
TouchPoints
ü Launched in 2007
ü Over 26,000 subscribers
ü To provide executives with relevant,
insightful content across a variety of
digital medium
Free subscription to our weekly newsletter:
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5. Panelists
MODERATOR
Heidi Chapnick Debbie Hauss
CEO Editor-in-Chief
Channalysis Retail TouchPoints
#omnichannel

6. Technology
Invades
The
Shopping
Experience
Nearly
of
consumers
use
some
of
shoppers
use
three
or
type
of
technology
when
more
technologies
while
they
shop.
shopping.
Source:
Winning
Over
the
Empowered
Consumer:
Why
Trust
Ma5ers,
IBM
#omnichannel

7. Social
Media
Facilitates
More
Efficient
Shopping
of
shoppers
believe
they
can
save
Lme
by
using
social
media
recommendaLons
to
help
them
make
purchasing
decisions.
Source:
Winning
Over
the
Empowered
Consumer:
Why
Trust
Ma5ers,
IBM
#omnichannel

8. Steps
To
Achieving
Omnichannel
Retail
Success
Retail
leaders
are
taking
the
following
strategic
acLons
to
provide
similar
brand
experiences
across
all
channels:
ü Ensure
product
availability
across
all
channels
(50%)
ü Develop
an
omnichannel
markeLng
and
promoLons
plan
(31%)
ü Establish
omnichannel
performance
metrics
(25%)
Source:
2012
Omni-­‐Channel
Retail
Experience,
Aberdeen
Group
#omnichannel

9. The
Omnichannel
Retail
Leader
Macy’s,
Saks
and
other
leading
retailers
are
assigning
senior
management
to
Omnichannel
Ltles.
Keith
Campbell,
SVP
of
Merchandise
Planning
for
Saks,
has
been
named
Group
SVP
for
Merchandise
Planning.
He
will:
“lead
the
omnichannel
vision
for
merchandise
planning
and
allocaLon
to
maximize
inventory
across
channels
and
drive
profitable
volume
growth.”
Source:
Saks
Chairman
and
CEO
Stephen
Sadove,
in
a
Women’s
Wear
Daily
arLcle
#omnichannel

10. Let’s
Hear
From
The
Experts
“C-­‐level
execuLves
are
saying
‘omnichannel’
and
using
it
in
their
vocabulary,
but
they
really
don’t
“It
is
no
longer
efficient
to
leverage
know
how
to
truly
achieve
disparate
prices,
products
and
omnichannel,”
Chapnick
said.
“They
policies.
I
don't
think
you
can
draw
don’t
realize
that
they
need
to
those
lines
around
channels
change
their
infrastructure
and
get
anymore
because
it
alters
the
the
right
skill
sets
in
place
to
obtain
customer
experience.”
a
single,
cohesive
view
of
all
content
and
commerce
across
all
-­‐
Larry
Freed,
Foresee
Results
channels.”
-­‐
Heidi
Chapnick,
Channalysis
#omnichannel

11. OMNI
Channel
Six
Steps
To
Success
From
Cross
Channel
to
MulL
Channel
to
Omni
Channel
…
the
‘buzz’
word
may
change,
but
it
is
all
about
INTEROPERABILITY
Heidi
Chapnick/Retail
TouchPoints
11

12. The
Six
Steps:
Cri:cal
Path
Towards
OMNI
Success
Heidi
Chapnick/Retail
TouchPoints
12

13. Execu:ve
Engagement
In
rowing,
if
everyone
is
not
aligned
to
the
same
direcLon,
you’ll
be
off
course
quickly
The
fundamental
pillar
of
pivoLng
towards
success
is
to
have
ALL
employees
operaLng
in
unison,
based
on
the
strategy
set
by
the
execu:ve
team
Do
you
Have
Execu:ve
Alignment
In
Your
Organiza:on
For
OMNI?
q Does
the
mission
and
vision
statement
of
your
enterprise
menLon
different
channels?
q Are
the
corporate
goals
and
bonus
structures
focused
on
OMNI?
q Do
you
have
a
fully
integrated
work
stream
or
are
you
siloed
by
funcLon
or
department?
q Do
you
need
to
restructure
your
organizaLon
for
success?
DO
IT
q Does
your
cap-­‐ex
funding
and
resources
reflect
the
future
of
OMNI
capabiliLes?
Heidi
Chapnick/Retail
TouchPoints
13

14. The
Science
of
ROI
&
Analy:cs
If
every
decision
is
not
based
on
data,
you
are
in
trouble.
How
are
you
using
data?
q What
analyLc
programs
are
you
using
to
capture
data?
q Do
you
have
an
analyLcs
team?
q How
do
you
know
what
good
looks
like?
q Do
you
have
a
single
view
of
the
customer
data
between
all
channels?
q What
acLons
are
you
taking
based
on
your
data?
q How
are
you
measuring
changes?
Do
You
Know
How
To
Use
The
Data?
q Needs
assessment
–
next
criLcal
step
q External
landscape
analysis
by
channel
q Create
acLonable
steps
to
use
data
to
drive
decisions
Heidi
Chapnick/Retail
TouchPoints
14

15. IT
Engagement
Modeling
Invest
in
the
integra:on
of
your
backend
to
create
a
single
view
of
the
customer
across
all
systems
Are
All
Of
Your
Systems
Integrated
Across
All
Touch
Points?
q How
are
IT
work
efforts
prioriLzed?
q Be
transparent
-­‐
ImplementaLon
and
IntegraLon
should
not
be
‘dirty’
words
q Invest
in
the
integraLon
of
your
back
end.
Customer
service,
databases
and
storage
of
customer
informaLon
q Balance
high
ROI
iniLaLves
with
customer
demands
(which
may
have
lower
ROI)
and
prioriLze
phased
implementaLons
Create
Governance
Processes
q Become
a
collaboraLve
team
with
intense
focus
on
process
,procedure
and
approvals
q Collaborate
and
develop
a
roadmap
that
outlines
key
prioriLes
across
the
enterprise
q Manage
what
you
create
(you
may
need
internal
or
external
resources)
Heidi
Chapnick/Retail
TouchPoints
15

16. Opera:onal
Execu:on
/
Employee
Engagement
Opera:onal
Execu:on:
q
Strategy
is
already
set
…
now
land
the
dismount
with
perfect
execuLon
q
Failure
to
execute
will
dilute
results
q
How
are
you
measuring
and
monitoring
progress?
Employee
Engagement:
q
Do
you
have
the
right
talent
in
place?
q
Provide
support
and
on-­‐going
training
to
stay
on
top
of
changing
landscape
q
Engage
all
channels
to
support
OMNI
q
Create
OMNI
channel
goals
across
the
enterprise
q
Develop
incenLve
programs
that
focus
on
OMNI
channel
iniLaLves
and
results
Heidi
Chapnick/Retail
TouchPoints
16

17. Marke:ng
Develop
marke:ng
plans
that
are
fully
integrated
across
all
channels
Marke:ng
Ini:a:ves:
q Do
you
start
with
the
customer
needs
first
and
then
develop
your
markeLng
strategy?
q It’s
all
about
relevance
to
the
customer.
Are
you
using
data
to
make
your
markeLng
relevant?
q Stop
worrying
about
what
budget
the
money
is
coming
from
for
each
iniLaLve;
rather
build
a
holisLc
and
shared
budget
which
encompasses
all
channels
q The
channel
is
up
to
the
customer,
but
they
need
to
know
that
you
support
all
channels
equally
and
with
the
same
value
q Cross
funcLonal
teams
–
break
down
the
siloes
q Ensure
that
markeLng
materials
focus
on
the
brand,
not
the
channel
q How
many
email
lists
do
you
have?
How
many
databases
house
customer
informaLon?
Evaluate
your
markeLng
iniLaLves
by
enterprise
goals,
not
specific
channel
goals.
Keep
specific
channel
goals,
but
also
have
goals
and
objecLves
that
cross
departments.
Heidi
Chapnick/Retail
TouchPoints
17

18. Customer
Centricity
Is
the
customer
at
the
center
of
everything
you
do?
What
Do
Customers
Really
Desire?
q It’s
all
about
convenience!
Customers
demand
to
interact
with
your
brands
in
mulLple
channels
q Integrate
customer
service
across
channels
..
FULLY
q Need
a
single
view
of
the
customer
across
channels
-­‐
the
holy
grail
q Engage
your
customers
in
every
channel
they
encounter
your
brand
q Integrate
Voice
Of
Customer
tools
(Customer
Feedback,
RecommendaLons,
Social
Media,
RaLngs
and
Reviews,
Store
Heat
Mapping)
q Use
customer
data
to
build
your
roadmap
and
future
funcLonality
Heidi
Chapnick/Retail
TouchPoints
18

19. Wrap
Up
Ask
Yourself
…
q Do
I
have
the
right
execuLve
engagement
and
alignment
and
direcLon
and
am
I
invesLng
in
the
evoluLon
of
an
OMNI
channel
enterprise?
q
Are
we
basing
our
prioriLzaLon
and
roadmap
and
other
decisions
on
data?
q Are
all
of
our
IT
platorms
integrated
to
provide
a
single
view
of
the
customer?
q Am
I
flawlessly
execuLng
the
strategy
and
engaging
all
employees?
q Do
I
have
a
fully
integrated
markeLng
strategy
across
all
channels?
q Have
I
developed
a
customer
centric
enterprise?
Heidi
Chapnick/Retail
TouchPoints
19

20. Q&A
/
Submit
Your
QuesLons
Type
ques:on
here
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21. Q&A
/
Panelists
MODERATOR
Heidi Chapnick Debbie Hauss
Channalysis Retail TouchPoints
hchapnickm@aol.com debbie@retailtouchpoints.com
#omnichannel

22. Thank
you
for
a5ending!
Download
the
Omnichannel
Report:
h5p://rtou.ch/omnireport
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