(1) The document discusses creating multichannel customer experiences across multiple touchpoints such as in-store, online, mobile, and social channels. (2) It provides tips for each channel such as using digital tools to attract customers in-store, ensuring consistency between online and in-store experiences, and leveraging social media and location-based mobile apps to engage customers. (3) The overall message is that customers are using multiple channels in their purchasing process and retailers need to provide a unified experience across all channels to maximize customer spending and satisfaction.

1. Building Great Customer
Experiences Across Multiple
Touch Points
Interactive Retail

2. What is a Multichannel
Experience?

3. An experience that
crosses over different
“channels”.

4. Email
Call
Radio
Types of
Center
“Channels” Mobile
In-
Store
Social
(Touch Points)
Print Sponsor
Web
Two or more channels are used by
78% of consumers to browse,
research and make purchases – ATG

5. “Multi-channel consumers who receive information from more
than one source (store, online, mobile, or catalogue) prior to
purchase, spend 82% more per transaction than a customer who
only shops in store.”
(Source: Deloitte, December 2010)

6. Specific Channels
! In-Store
! Using digital to attract and assist
! Bringing online into the physical space
! Online (Web)
! Consistent online and in-store experience
! Online containing in-store content
! Social
! Twitter and Facebook
! Social affecting physical
! Mobile
! Bridging mobile and physical with QR codes
! Location-based

7. In-Store: Attract and
Assist

8. In-Store: Attract
XQ Stream
Clients live with XQ experience up to 30% increase in traffic

9. In Store: Attract
XQ AdPlay

10. In-Store: Assist
55%
of retailers believe
XQ Browse as a sales aid
shoppers are actually
better connected to
information than store
associates5.
Prominent need to
better equip retail sale
staff and stores with
additional technology
and information.

11. In-Store: Assist
RQ4 on a Tablet
Build Basket Order in XQ and checkout quickly with RQ4 on a
tablet. Offers convenience for customer

12. Bringing Online into the
Physical Space

13. Online into the Physical Space
Of web savvy consumers:
54%
want to try a store that offers a
combination of web-like and in-
store experiences;
73%
would prefer a touchscreen
virtual interface in-store.

14. Online into the Physical Space
JC Penney allows shoppers to view online catalog, check inventory,
and share recommendations

15. Tips for Creating a Multichannel
Experience: In-Store
Bringing the online experience in-store
Offering customers
! Information
! Convenience
! Self-Serve
A Great In-Store Experience!

16. Online

17. Can consumers find you online?
Smartphones showed a higher
level of research versus
buying online:
Nearly two-thirds of While 52 percent of
U.S. consumers use consumers would seek
the Internet to out information about
research consumer smartphones on the
Web…
electronics
purchases
Just 23 percent could
imagine themselves
But… going online to
purchase one.
Most are still buying in-store
Research by NPD Group

18. Online
“Retailers continue to have an edge with consumers, when they can leverage
their physical storefronts with a strong online presence.”
while just 65% for
76% of all consumers
online-only shoppers
say they have used a
retailer’s website to
research a potential And 62% for
purchase manufacturer-direct
shoppers
NPD’s new “E-commerce and Consumer Electronics: Online Shopping &
Purchasing” report – Sept 2011

19. Online
! User friendly website that clearly communicates your
products and services
! Fresh and accurate content
! Mobile friendly version of website
! Address and maps so consumers can easily find you
online or with their smartphone
88% of shoppers are more likely to choose a company
that allows them to interact via an online, mobile or self-
service device.

20. Consistent Online and
In-Store Experience
Ensure you are delivering the same message,
brand experience, and content on the web and in-
store for a unified customer experience.

21. XQ Browse
! Use with
! XQ AdPlay
Website
XQ AdPlay

22. Tips for Creating a
Multichannel Experience:
Online
! Online Presence
! Mobile friendly content
! Consistency of information
! Tying the online and in-store experience
together

23. Social

24. Social - Twitter
53%
of people on Twitter recommend
companies and/or products in
their Tweets, with 48% of them
delivering on their intention to
buy the product.
(ROI Research for Performance)

25. Twitter
Who’s doing
it well?

26. Social - Facebook
Facebook is growing the most
dramatically of any channel as a
source of retail shopping traffic.
Facebook has upped its contribution
by 92 percent between August 2010
and August 2011.
RichRelevance Online Consumer Report

27. Social
100%
How many
Facebook most effective for retailers or
retailers 80%
brands do you
interact with
60% (follow/
Of the 69 percent of online
shoppers who say they use social friend/fan of)?
media sites, more than half (56 40%
More than 20
percent) choose to proactively
interact with companies on social 20%
11 to 20
sites by "friending" or "following" at 6 to 10
least one retailer. 1 to 5
0%
ForeSee Results

28. Social
100% What is the main
reason you interact
Facebook with this company
Content – give 80%
through social media?
customers what
they want 60%
Other
40% Get Customer support
Learn about products
20%
Learn about special
offers
0%
ForeSee Results

29. Facebook – Who’s Doing it Well?

30. Twitter
Who’s doing
it well?

31. Social Affecting Physical

32. Social Affecting Physical
Levi’s ‘Friends Store’ Social Shopping Site

33. Tips for Creating a Multichannel
Experience: Social
! Join the conversation
• Create a Facebook Twitter page
• Don’t have time?
– Look into hiring journalism or
marketing students at your local
collage

34. Mobile: QR Codes

35. Mobile: Use of QR codes
30-40% of all smartphone users have
downloaded a barcode scanning application.
In 2010, there was a 1600% increase
in mobile barcode scanning
97% of respondents found mobile barcodes
useful in some capacity while 3% found them
not very useful.
ScanLife – Jan 2011

36. QR Code Best Practices
What Works?
Giveaways, discounts, free tickets and exclusive access will
compel consumers to interact with and scan your code.
What doesn’t
Barcodes that simply direct users to a mobile website – no
value provided to user
14 million U.S. mobile phone users scanned QR or barcodes in
June alone

37. QR Codes: Mobile + Physical
Home plus, the Korean branch of Tesco, launched virtual stores on subway
platforms, allowing customer to purchase items using their smartphones.

38. QR Codes and XQ
Display QR Code on AdPlay
with in-store call to action,
offer or takeaway

39. Mobile: Location-Based
Marketing

40. Location-Based Marketing
Adding a location component
to a campaign increases the
relevancy of the messages and
makes them immediately
actionable.

41. Location-Based Marketing
ShopAlerts by AT&T
delivers coupons and
discount offers to
consumers via their
mobile phones when
they are near a
participating store or
brand.

42. Location-Based Marketing
According to research from our ShopAlerts
programs,
55-79% of consumers find location-based
alerts from retailers appealing, and
11-34% report making a purchase, depending
on the brand and the offer.

43. Location-Based Marketing
Rewarding through Foursquare check-ins.

44. Tips for Creating a Multichannel
Experience: Mobile
! QR Codes are an easy, inexpensive and
engaging way to connect to your
customers
! Leverage existing location based apps like
FourSquare and tie them into current in-
store promotions

45. In Summary
! Think about leveraging the benefits of each
channel and tying all of them together to
create one cohesive experience
! A multi-channel experience still needs to be a
GREAT experience at its core