Breakfast briefing delivered to the ARC Retail Conference in September 2008. With the credit crunch beginning to bite, we focused on how retailers should be leveraging existing assets to create low cost, high benefit customer propositions.

1. Multi-Channel Retailing:
Leveraging Multi-Channel Assets
Martin Chitty | Imtiaz Kaderbhoy | Andrew McMillan |
Rizwan Tayabali | Jeremy Labram
Charteris plc, 39-40 Bartholomew Close, London EC1A 7JN
Tel: 020 7600 9199 Mob: 07815 541 698
© 2007 Charteris plc 1 24 September 2008

2. Charteris = Business & IT Consultancy
Key Focus =
Customer Centric Multi-Channel Retailing

3. Agenda
Overview
3 Critical Challenges for Retailers
Learnings from Charteris’ Multi-Channel Retailing Survey
Focus Sessions
1. Changing to a Cross Channel Culture
2. Doing more with Existing Assets
3. Linking Assets Together
Summation
© 2007 Charteris plc
© 2007 Charteris plc 3 24 September 2008

4. What’s happening in the market?

5. 3 Critical Challenges

6. 1. Channel Convergence

7. Seamless customer-facing culture, brand
and service across channels...

8. ... build loyalty through compelling
cross-channel experiences

9. 2. Social Consumer Behaviour

10. Maximise your engagement channels...

11. ... leverage social media and the web

12. 3. Credit Crunch

13. Innovate through “Low cost / High benefit”
multi-channel customer propositions...

14. ...link up existing assets to create
new value-add services

15. We see an underlying theme...

16. “Leveraging existing assets”

17. Existing Assets =
People | Channels | Process | Technology

18. Gain Improve
Competitive Customer
Advantage Service
Increase Sales Gain Market
Revenue Share

20. = Customer Centricity

21. BUT...

22. ...easier said than done

24. Retailers currently face a lot of challenges

25. 2. Doing more with
Responding
to Customer
existing assets
Needs
Cross- Improving
Channel Customer
Culture Experience
1.
Changing
Lowest
Culture Scores
Shifting from
Leveraging
Product to
Existing
Customer
Systems
Centricity
Integrating
Existing
Systems
3. Linking assets together

26. Focus: 1

27. Changing Culture

28. 3 Key Differentiators

29. Culture can be more powerful than colour!

30. What are the benefits of a
cross-channel culture?...

31. Channel Convergence
...loyalty through seamless multi-channel
experiences

33. Focus: 2

34. Doing more with existing assets

35. Social consumer behaviour
Leveraging Social Media and the Web

36. Did you know?...

37. This isn’t a youth thing
UK
17.1m
Adults
Only
Image Source : Universal McCann Wave 3

38. Did you also know?...

39. We’re already moving past Web 2.0?
Image Source : http://thepaisano.wordpress.com/2008/03/08/web-20-vs-web-30/

40. Back to Basics...

41. Web 1.0 vs Web 2.0

42. Company to Consumer: Shut up and Listen
Image Source: BK Group

43. Web 2.0
We’re in a 2-Way conversation

44. The Web as a Conversation Platform

45. They’re talking about...

46. The consumer conversation is underpinned
by Social Media

48. What can it do for your business?

51. How do you leverage it?

52. Leveraging Social Media is about getting
your consumers do your marketing for you

53. Some easy strategic decisions...

54. Pick your dissemination channels

56. Maybe a bit of technology

57. Some relevant human resource

58. And lots of inter-personal engagement!

59. Focus: 3

60. Linking Assets Together

61. The Credit Crunch
Joining up existing assets to create
new compelling services

62. Making 50 lbs do the job of 400 lbs

63. Existing Assets =
People | Channel | Process | Technology

64. Take stock of your assets
Call
Expensive centre Web
shops Making channel
things
Spare space happen Small T/O, but
Get it now for Exciting YoY
customers
Dealing with Masses of
other people’s Trying to content
dirty washing get the
channels All pervasive –
Staff churn to coll- extends reach
aborate

65. Single view of the customer - Oh really?

66. One stock file - Oh really?

67. Some ideas for linking assets...

68. Multiple Channels to Multi-Channel
Return product to store irrespective
of channel chosen
70% Notification of delivery delays – via
mobile or email or phone
Research in store
spend 50% or more

69. Click & Collect

70. Who owns the sale?

71. Making it happen...

72. Some underpinning integration of
process and technology...

73. ...and lots of Customer Centricity including
the “Voice of the Customer”

74. How can we help?

76. Summary

77. 1. Start moving towards a
Cross-Channel Culture
2. Do more with your existing assets
3. Look for opportunities to link your assets
together to create new propositions

78. Leverage your multi-channel assets!

79. Thank-You

80. The essential bridge between business and technology
ARC Retail Presentation
M. Chitty | I. Kaderbhoy | A. McMillan| R. Tayabali | J. Labram
Call any of us on +44 (0) 207-600-9199
Email us at info@charteris.com
Visit our Website @ www.charteris.com
Download this @ www.slideshare.net/charterisplc
Charteris plc, 39-40 Bartholomew Close, London EC1A 7JN
Tel: 020 7600 9199 Mob: 07815 541 698
© 2007 Charteris plc
© 2007 Charteris plc 80 24 September 2008