1) The document outlines 7 steps for succeeding in multi-channel retail, starting with establishing a presence across channels to provide continuity of experience for customers. 2) It recommends creating all apps, tools and venues to serve as fulfillment points, and centralizing/consolidating all marketing and product data. 3) Adopting cutting-edge technology, emphasizing customer interaction, and creating rich digital experiences across channels simultaneously are also advised.

1. 7STEPSTOSUCCEEDIN MULTIPLECHANNEL RETAIL
STEP 1
Establish presence across
channels to enable continuity of
experience
Continuity of Experience
Two-thirds (about 67%) of online shoppers
made purchases involving multiple channels
in the past six months.
18-24 years
25-34 years
35-44 years
45-54 years
45-54 years
55-64 years
65-74 years
75-84 years
“Reaching consumers at all touchpoints,
even the ones considered only for
awareness once, are now a source of
revenue.
”
Multiple channels
Store-only
Online-only
Customer Fulfillment
In a study of 46,000 shoppers, 73% of them
used multiple channels during their
shopping journey to fulfill their retailing
needs.
00
20
40
60
80
STEP 2
Create every app, digital tool, and
shopping venue to serve as a
fulfillment point for customers.
Shopping Experience of
46,000 Shoppers
“Fulfillment should be the ultimate goal,
irrespective of where customers are
shopping.
”
STEP 3
Centralize and consolidate all
your marketing and technical
product information.
“High quality, consolidated, and
centralized data is pivotal to a unified
shopping experience.
Centralize & Consolidate
A multi-country survey found that 74% of
businesses increased their sales with a
multi-channel strategy.
INCREASE IN SALES
”
Real Time Shopping
By 2020, customers will manage 85% of
their relationship with an enterprise,
without human interaction.
STEP 4
Adopt all applicable cutting
edge technology to cater to
customers in real time.
“Consumers aren't just shopping, but
interacting in more locations than ever.
”
STEP 5
Place special emphasis on
customer interaction at every
touch point.
“More the engagement points, better will
be the chances of making a sale.
Emphasize on Interaction
Out of 300 organizations surveyed, 85%
support multi-channel customer
interactions.
”
Don’t Know/NA
7%
No 8%
YES
85 %
Rich Digital Experiences
58% of customers get frustrated with
inconsistent experiences from channel to
channel.
STEP 6
Put your customers first. Create rich
digital experiences for all output
channels simultaneously.
“It is critical for a multi-channel strategy
to continually monitor what your customers
regard as a priority.
”
STEP 7
Develop long-term customer
relationships through seamless
consistency.
Customer Relationships
Shoppers who buy on multiple channels have
a 30% higher lifetime value than those who
shop using only one channel.
Calculating
Customer Life
Value
“Every retailer longs for customer loyalty,
what better way to achieve it than via
multi-channel retail.
”
SOURCES:
accenture.com/t20150523T052453__w__/gr-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Strategy_3/Accenture-Global-Consum
er-Pulse-Research-Study-2013-Key-Findings.pdf
deloitte.com/content/dam/Deloitte/us/Documents/process-and-operations/us-sdt-consulting-2013-global-contact-survey-051513.pdf
hbr.org/2017/01/a-study-of-46000-shoppers-shows-that-omnichannel-retailing-works
d16cvnquvjw7pr.cloudfront.net/resources/whitepapers/Omnichannel-Customer-Service-Gap.pdf
news.sap.com/sap-survey-finds-new-opportunities-omnichannel-consumer-products-companies/
gartner.com/imagesrv/summits/docs/na/customer-360/C360_2011_brochure_FINAL.pdf
thinkwithgoogle.com/marketing-resources/omnichannel/omni-channel-shoppers-an-emerging-retail-reality/
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