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The future of
Shopping
a blueprint for your
omni-channel
roadmap
JAAP VAN OORT
DIRECTOR STRATEGY
THE GLOBAL DIGITAL
MARKETING AND TECHNOLOGY AGENCY
THAT TRANSFORMS BUSINESSES FOR THE DIGITAL AGE.
€	
  19,95	
  	
   €	
  39,95	
  	
   €	
  199,-­‐
€	
  1.175,-­‐€	
  378,-­‐ €	
  7.700,-­‐
We develop
Shopping Journeys
What’s happening?
store web
webstore
pick up in store
return in store
access to store stock
With	
  Prime
2 hour
delivery
pop-up
stores
seamless
POS
Just	
  Walk-­‐out
Technology	
  
“We want to be the
number one tech
company in Europe.”
Zalando co-founder Robert Gentz
#2
2.8 mio visitors per months
SEMrush, sept 2017
commerce site
in the Netherlands
From store centric to
customer centric
retail
Source:	
  Newstore,	
  2016	
  Mobile	
  Report
of consumers say they received
communication from the retailer after
online purchase
79%
Tip:
This handbag
perfectly fits the
shoes you
ordered!
of customers received personalized
communication from the retailer after
an in-store purchase
1%only
User experience is the
new salesperson and
customer support
What if…
You would use mobile to
open up a Loyalty
Dialogue?
What if….
You would empower staff
to build a relationship?
What if….
You would personalize
your service to generate
more sales?
What if….
You see the store not just
as a distribution channel
What if….
but as part of your brand
experience?
The Building Blocks for your
omni-channel roadmap
Go Personal
Empower
Employees
Rethink
Fullfilment
Develop
Journeys
Leverage
Data
Innovate
Breakdown
Silo's
Marketing
Automation
Single view
of Customers
Single view
of Stock
Go Personal
Empower
Employees
Rethink
Fullfilment
Develop
Journeys
Leverage
Data
Innovate
Breakdown
Silo's
Marketing
Automation
Single view
of Customers
Single view
of Stock
Go Personal
Empower
Employees
Rethink
Fullfilment
Develop
Journeys
Leverage
Data
Innovate
Breakdown
Silo's
Marketing
Automation
Single view
of Customers
Single view
of Stock
Go personal
Go	
  Personal
Go	
  Personal
Just regular e-mail marketing
won’t be enough anymore.
of shoppers want real-time
personal offers designed
especially for them
PWC, 2017
59%
Go	
  Personal
Preferred
Channel
Contextual
Relevant
Marketing
= Service
Personalised merchandising
with
Machine Learning
Empower Employees
Just a POS/ Cash register won’t
be enough anymore.
90%of shoppers use their mobile
phone in store
NewStore, 2016
Empower	
  
Employees
Empower	
  
Employees
Staff to Consumer
Channel
“No”
Transaction
Moment
Next best
action
Style Board
32%
online
conversion rate
50%
decrease
in returns
5x
increase
in AOV
Rethink Fullfilment
Standard 2 day delivery is
something of the past
Rethink	
  
Fullfilment
60%are willing to pay for same day
delivery
€ 4.30
value for added
services
Deloitte Digital, 2017
Rethink	
  
Fullfilment
Instant
gratification
Rethink	
  
Fullfilment
Customised
Delivery
Easy Exchange
& Refunds
Realtime
Notifications
Built into your systems
(API enabled)
Empowering retailers,
faster than Amazon
Leverage data
Gut feeling isn’t enough
anymore
Leverage	
  
Data
13.7%
6.4%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Data-­‐Driven	
  Retailers All	
  others
Return	
  on	
  Marketing	
  Investment
(year-­‐over-­‐year	
  percentage	
  change)
Leverage	
  
Data
PredictingInternal Data External Data
Innovate
Innovate
Augmented
Reality
Conversational
Commerce
Artificial
Intelligence
Roadmap
Today
Go
Personal
Rethink
Fullfilment
Empower
Employees
Develop
Journeys
Leverage
Data
Innovate
Breakdown
Silo's &
Educate
Single view of
Customers
Single view of
Stock
Marketing
Automation
Foundation
Preferred Channel (mail, social, messaging, push, call ,post) | Contextual Relevant | Marketing = Service
Multi-Carrier | Real-time Notifications | Customized Delivery | Easy Exchange & Refund
Staff to Consumer Channel | Next best action | “No” transaction moment
Real-time | Internal Data | External Data | Predicting
Artificial Intelligence
Conversational Commerce
Augmented Reality
Repeat visit | Onboarding | Reservation | In-stock | Purchase & Upsell | Digital Receipt | Exchange &
Refund | Review | Life Event | Channel Shift | Re-activation | Win-back | Event invite
Understand
your Audience
Blueprint for Omni-Channel Roadmap

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Blueprint for Omni-Channel Roadmap