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Weaving through The Future of Retail
Creating a True Omni-Channel Customer Experience
1.  What is Omni Channel?
2.  Why is it important to me as a brand/retailer?
3.  How do I build an Omni-channel brand?
3 Key Questions for today
What is Omni-channel?
https://www.youtube.com/watch?v=VsvwRfL8n04
What is Omni-channel?
Omni-channel is a seamless unified experience across all
physical and digital channels
The Evolution of Shopping
Omni-Channel
Multi-Channel
Single-Channel
Brands has a single touch point
which customers can interact with
Traditional Brick & Mortar
eCommerce Pure Play
Brand has multiple touch points
which customers interact with
independently
Customer experiences a unified brand across all
channels. Brand has a single customer view and is
able to provide a unifiedand seamless experience
“Omni-Channel means our stores, website
and mobile devices are all working in unison
and seamlessly behind the scenes to the
benefit of the customer
What is Omni-channel?
Why is Omni-Channel Important?
1.  The rise of the connected consumer
2.  Omni-channel brands are more profitable
Why is Omni-Channel Important?
1.  The rise of the connected consumer
2.  Omni-channel brands are more profitable
We live in a multi-screen world
Connected Consumers shop anytime, anywhere and any device
The new non-linear purchase journey
Source: Experian Marketing Forward Blog Sep 2015 
Traditional purchase funnel Customer decision journey
Shoppers in Asia: Preferred method of purchase
Source: UPS Pulse of an online shopper 2015
65% of shoppers in Asia prefer to
complete their purchases online
regardless of where they
researched the product (online, in-
store)
Remaining 35% need to touch, try
and feel the product which leads
them to visit/purchase in-store.
Consumers who researched in
store then purchase online cited
better prices and ability to do
additional research as top reasons
for buying online
But they access store information
online – from directions to store
hours, check inventory and even
reserve products prior to their visits
Use of smartphone in store
Source: UPS Pulse of an online shopper 2015
1.  52% of consumers
compare prices on their
mobile while in store
2.  34% are looking for more
product details
3.  23% searched for an
alternative online seller
4.  One in 5 customers have
placed an order on the
mobile phone while in
store
Higher consumer expectations
Connections Choice Convenience Conversation
Omni-Channel
Consumers expect to
be able to connect to
brands anytime,
anywhere especially
on their
smartphones
Endless Aisle
Store based retailers
must connect their
virtual store shelf to
create a seamless
shopping experience
Adapted from Retail Customer Experience: Why retailers must excel in the 4Cs instead of just the 4Ps
Flexibility
Convenience and
flexibility of how they
purchase and receive
goods and services
1:1 dialogue
Consumers want a
conversation and to feel
connected with the brand.
Brands need to show that
you know and value the
consumer through
personalized interactions
and loyalty programs
Why is Omni-Channel Important?
1.  The rise of the connected consumer
2.  Omni-channel brands are more profitable
Asia Pacific is the centre of the world retail eCommerce market
1.  E-Commerce sales in APAC will hit $877.61 billion in 2015 (35.7% increase from 2014)
2.  APAC makes up 52.52% of worldwide eCommerce sales
Source: eMarketer Asia Pacific is home to majority of world retail eCommerce market Dec 2015
Retail eCommerce Sales in APAC and Worldwide (eMarketer Dec 2015)
Asia Pacific is the centre of the world retail eCommerce market
1.  eCommerce now accounts for 10.2% of all retail sales in APAC and projected to rise
steadily to 17.6% in 2018
Source: eMarketer Asia Pacific is home to majority of world retail eCommerce market Dec 2015
Retail eCommerce Sales as a Percentage of Total Retail Sales in APAC and Worldwide (eMarketer Dec 2015)
Larger Basket Size
Omni-channel shoppers spend
15-30% more than traditional
shoppers
Source: DHL Trend Research: Omni-Channel Logistics 2015
O2O plays a vital role in Omni-channel success
One out of 3 online shoppers in Asia have
opted to pick-up in store.
57% of them made additional purchases
during these trips.
Source: UPS Pulse of an online shopper 2015
O2O nets higher revenue
Source: L2inc Omni-channel retail 2015
.95 cents -.23 cents +.18 cents
$1.07 -.23 cents +.30 cents
Buy Online and
Return In-Store
Net
Sale
Return
Loss
Additional
Purchase
Buy Online, Pick Up
and Return In-Store
Net
Sale
Return
Loss
Additional
Purchase
.77 cents -.23 cents
eCommerce
Pure Play
Net
Sale
Return
Loss
Personalized Experiences increases spending
Omni Channel retailers who take the time to create personal messages that
really resonate with individual customers will drive 23% more spending
Source: Gallup State of the American Consumer
Visibility on inventory drives store visits
71% of customers expect to view in-store
inventory online
61% of consumers are more likely to visit a
retailer's store if the online store provides
physical store inventory
Source: Forrester, Minding the Omni-channel Commerce Gap
Greater ROI from higher Customer Lifetime Value
Omni Channel customers have 30% higher
lifetime value than single channel
shoppers
Source: IDC FutureScape Worldwide Retail 2015 predictons
Building an Omni-channel brand
Businessvalue
Customer ExperienceTransactional Experiential
Stage 1: Online Experience
Stage 2: Offline Integration
Stage 3: Seamless Digital /
In-Store Experience
Stage 4: Real-time 1:1
interactions
Omni Channel Maturity Model
Adapted from richrelevance: The Omni-channel Personalization Maturity Model
•  Individual
experience on site
•  Personalized
recommendations,
content &
promotions
Stage 1: Online Experience
Omni Channel Maturity Model
Businessvalue
Customer ExperienceTransactional Experiential
Adapted from richrelevance: The Omni-channel Personalization Maturity Model
Stage 1: Online Experience
•  Individual
experience on site
•  Personalized
recommendations,
content &
promotions
Stage 1: Online Experience
•  O2O with option to
collect / return in
store
•  Integrated rewards
program
Stage 2: Offline Integration
Omni Channel Maturity Model
Businessvalue
Customer ExperienceTransactional Experiential
Adapted from richrelevance: The Omni-channel Personalization Maturity Model
Stage 2: Offline Integration
•  O2O – Pick up in store (ship to store or purchase based on available store inventory)
Pick up in any one of the 40+ stores
Stage 2: Offline Integration
•  Fairprice, the largest supermarket chain in Singapore has a Click&Collect service for online orders.
•  Click&Collect is available at a nominal fee of S$3 (HK$17) instead of S$10 (HK$55) for delivery
•  Number of collection points expanded from 7 to 22 locations in less than a year after launch
Stage 2: Offline Integration
ZaloraGrana
•  Individual
experience on site
•  Personalized
recommendations,
content &
promotions
Businessvalue
Customer ExperienceTransactional Experiential
Stage 1: Online Experience
•  O2O with option to
collect / return in
store
•  Integrated rewards
program
Stage 2: Offline Integration
•  Single customer
view
•  Personalized multi-
device and channel
marketing using
web, mobile, POS
and location based
data
•  In-store Digital
screen, kiosk or
tablet experience
Stage 3: Seamless Digital /
In-Store Experience
Omni Channel Maturity Model
Adapted from richrelevance: The Omni-channel Personalization Maturity Model
Stage 3: Seamless digital / in-store experience
https://www.youtube.com/watch?v=-hVPjmM9iM4
•  Individual
experience on site
•  Personalized
recommendations,
content &
promotions
Stage 1: Online Experience
•  O2O with option to
collect / return in
store
•  Integrated rewards
program
Stage 2: Offline Integration
•  Single customer
view
•  Personalized multi-
device and channel
marketing using
web, mobile, POS
and location based
data
•  In-store Digital
screen, kiosk or
tablet experience
Stage 3: Seamless Digital /
In-Store Experience
Stage 4: Real-time 1:1
interactions
Omni Channel Maturity Model
•  Predictive and
personalize catalogues
and recommendations
Businessvalue
Customer ExperienceTransactional Experiential
Adapted from richrelevance: The Omni-channel Personalization Maturity Model
Stage 4: Realtime 1:1 interactions
https://www.youtube.com/watch?v=djOeE24UnGY
Omni-channel digital ecosystem
Personalized Omni-channel customer experience
Behavior, preferences, history, interactions
Omni-channel data
Omni-channel Touchpoints
eCommerce
Email
 Mobile
 Social
Web
 Retail Store
 Call center
POS
 Marketing
Automation
CRM
 ERP /
OMS / WMS
Sales
 Customer Centric
 Backoffice
Adapted from richrelevance: Building Omni Channel
In Conclusion
1.  An always connected consumer requires an omni-channel brand
2.  Omni-channel brands enjoy a significant increase in sales and customer loyalty
3.  Evaluate where you are and which stage you want to get to on the Omni-channel maturity
model
-  What is the Omni-channel digital ecosystem you need?
Thank you!
vincent.teo@cleargo.com
@intersphere

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Creating a truly personalized Omni-channel customer experience

  • 1. Weaving through The Future of Retail Creating a True Omni-Channel Customer Experience
  • 2. 1.  What is Omni Channel? 2.  Why is it important to me as a brand/retailer? 3.  How do I build an Omni-channel brand? 3 Key Questions for today
  • 4. What is Omni-channel? Omni-channel is a seamless unified experience across all physical and digital channels
  • 5. The Evolution of Shopping Omni-Channel Multi-Channel Single-Channel Brands has a single touch point which customers can interact with Traditional Brick & Mortar eCommerce Pure Play Brand has multiple touch points which customers interact with independently Customer experiences a unified brand across all channels. Brand has a single customer view and is able to provide a unifiedand seamless experience
  • 6. “Omni-Channel means our stores, website and mobile devices are all working in unison and seamlessly behind the scenes to the benefit of the customer What is Omni-channel?
  • 7. Why is Omni-Channel Important? 1.  The rise of the connected consumer 2.  Omni-channel brands are more profitable
  • 8. Why is Omni-Channel Important? 1.  The rise of the connected consumer 2.  Omni-channel brands are more profitable
  • 9. We live in a multi-screen world
  • 10. Connected Consumers shop anytime, anywhere and any device
  • 11. The new non-linear purchase journey Source: Experian Marketing Forward Blog Sep 2015 Traditional purchase funnel Customer decision journey
  • 12. Shoppers in Asia: Preferred method of purchase Source: UPS Pulse of an online shopper 2015 65% of shoppers in Asia prefer to complete their purchases online regardless of where they researched the product (online, in- store) Remaining 35% need to touch, try and feel the product which leads them to visit/purchase in-store. Consumers who researched in store then purchase online cited better prices and ability to do additional research as top reasons for buying online But they access store information online – from directions to store hours, check inventory and even reserve products prior to their visits
  • 13. Use of smartphone in store Source: UPS Pulse of an online shopper 2015 1.  52% of consumers compare prices on their mobile while in store 2.  34% are looking for more product details 3.  23% searched for an alternative online seller 4.  One in 5 customers have placed an order on the mobile phone while in store
  • 14. Higher consumer expectations Connections Choice Convenience Conversation Omni-Channel Consumers expect to be able to connect to brands anytime, anywhere especially on their smartphones Endless Aisle Store based retailers must connect their virtual store shelf to create a seamless shopping experience Adapted from Retail Customer Experience: Why retailers must excel in the 4Cs instead of just the 4Ps Flexibility Convenience and flexibility of how they purchase and receive goods and services 1:1 dialogue Consumers want a conversation and to feel connected with the brand. Brands need to show that you know and value the consumer through personalized interactions and loyalty programs
  • 15. Why is Omni-Channel Important? 1.  The rise of the connected consumer 2.  Omni-channel brands are more profitable
  • 16. Asia Pacific is the centre of the world retail eCommerce market 1.  E-Commerce sales in APAC will hit $877.61 billion in 2015 (35.7% increase from 2014) 2.  APAC makes up 52.52% of worldwide eCommerce sales Source: eMarketer Asia Pacific is home to majority of world retail eCommerce market Dec 2015 Retail eCommerce Sales in APAC and Worldwide (eMarketer Dec 2015)
  • 17. Asia Pacific is the centre of the world retail eCommerce market 1.  eCommerce now accounts for 10.2% of all retail sales in APAC and projected to rise steadily to 17.6% in 2018 Source: eMarketer Asia Pacific is home to majority of world retail eCommerce market Dec 2015 Retail eCommerce Sales as a Percentage of Total Retail Sales in APAC and Worldwide (eMarketer Dec 2015)
  • 18. Larger Basket Size Omni-channel shoppers spend 15-30% more than traditional shoppers Source: DHL Trend Research: Omni-Channel Logistics 2015
  • 19. O2O plays a vital role in Omni-channel success One out of 3 online shoppers in Asia have opted to pick-up in store. 57% of them made additional purchases during these trips. Source: UPS Pulse of an online shopper 2015
  • 20. O2O nets higher revenue Source: L2inc Omni-channel retail 2015 .95 cents -.23 cents +.18 cents $1.07 -.23 cents +.30 cents Buy Online and Return In-Store Net Sale Return Loss Additional Purchase Buy Online, Pick Up and Return In-Store Net Sale Return Loss Additional Purchase .77 cents -.23 cents eCommerce Pure Play Net Sale Return Loss
  • 21. Personalized Experiences increases spending Omni Channel retailers who take the time to create personal messages that really resonate with individual customers will drive 23% more spending Source: Gallup State of the American Consumer
  • 22. Visibility on inventory drives store visits 71% of customers expect to view in-store inventory online 61% of consumers are more likely to visit a retailer's store if the online store provides physical store inventory Source: Forrester, Minding the Omni-channel Commerce Gap
  • 23. Greater ROI from higher Customer Lifetime Value Omni Channel customers have 30% higher lifetime value than single channel shoppers Source: IDC FutureScape Worldwide Retail 2015 predictons
  • 25. Businessvalue Customer ExperienceTransactional Experiential Stage 1: Online Experience Stage 2: Offline Integration Stage 3: Seamless Digital / In-Store Experience Stage 4: Real-time 1:1 interactions Omni Channel Maturity Model Adapted from richrelevance: The Omni-channel Personalization Maturity Model
  • 26. •  Individual experience on site •  Personalized recommendations, content & promotions Stage 1: Online Experience Omni Channel Maturity Model Businessvalue Customer ExperienceTransactional Experiential Adapted from richrelevance: The Omni-channel Personalization Maturity Model
  • 27. Stage 1: Online Experience
  • 28. •  Individual experience on site •  Personalized recommendations, content & promotions Stage 1: Online Experience •  O2O with option to collect / return in store •  Integrated rewards program Stage 2: Offline Integration Omni Channel Maturity Model Businessvalue Customer ExperienceTransactional Experiential Adapted from richrelevance: The Omni-channel Personalization Maturity Model
  • 29. Stage 2: Offline Integration •  O2O – Pick up in store (ship to store or purchase based on available store inventory) Pick up in any one of the 40+ stores
  • 30. Stage 2: Offline Integration •  Fairprice, the largest supermarket chain in Singapore has a Click&Collect service for online orders. •  Click&Collect is available at a nominal fee of S$3 (HK$17) instead of S$10 (HK$55) for delivery •  Number of collection points expanded from 7 to 22 locations in less than a year after launch
  • 31. Stage 2: Offline Integration ZaloraGrana
  • 32. •  Individual experience on site •  Personalized recommendations, content & promotions Businessvalue Customer ExperienceTransactional Experiential Stage 1: Online Experience •  O2O with option to collect / return in store •  Integrated rewards program Stage 2: Offline Integration •  Single customer view •  Personalized multi- device and channel marketing using web, mobile, POS and location based data •  In-store Digital screen, kiosk or tablet experience Stage 3: Seamless Digital / In-Store Experience Omni Channel Maturity Model Adapted from richrelevance: The Omni-channel Personalization Maturity Model
  • 33. Stage 3: Seamless digital / in-store experience https://www.youtube.com/watch?v=-hVPjmM9iM4
  • 34. •  Individual experience on site •  Personalized recommendations, content & promotions Stage 1: Online Experience •  O2O with option to collect / return in store •  Integrated rewards program Stage 2: Offline Integration •  Single customer view •  Personalized multi- device and channel marketing using web, mobile, POS and location based data •  In-store Digital screen, kiosk or tablet experience Stage 3: Seamless Digital / In-Store Experience Stage 4: Real-time 1:1 interactions Omni Channel Maturity Model •  Predictive and personalize catalogues and recommendations Businessvalue Customer ExperienceTransactional Experiential Adapted from richrelevance: The Omni-channel Personalization Maturity Model
  • 35. Stage 4: Realtime 1:1 interactions https://www.youtube.com/watch?v=djOeE24UnGY
  • 36. Omni-channel digital ecosystem Personalized Omni-channel customer experience Behavior, preferences, history, interactions Omni-channel data Omni-channel Touchpoints eCommerce Email Mobile Social Web Retail Store Call center POS Marketing Automation CRM ERP / OMS / WMS Sales Customer Centric Backoffice Adapted from richrelevance: Building Omni Channel
  • 37. In Conclusion 1.  An always connected consumer requires an omni-channel brand 2.  Omni-channel brands enjoy a significant increase in sales and customer loyalty 3.  Evaluate where you are and which stage you want to get to on the Omni-channel maturity model -  What is the Omni-channel digital ecosystem you need?