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Joe Ballard - Adapt your business to the future of commerce
The document discusses the importance of adaptability in business to thrive in the evolving landscape of commerce, emphasizing the shift from multi-channel to omni-channel approaches. Key recommendations include ensuring CEO accountability, developing experience-led strategies, and cultivating a culture that embraces and learns from failure. The author underscores the need for businesses to break silos, optimize processes, and understand customer journeys to maintain competitive advantage.
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Joe Ballard - Adapt your business to the future of commerce
- 1. ADAPT YOUR BUSINESS TO THEFUTURE OF COMMERCE Joe Ballard, Director of Business Consulting, hybris
- 2. , especially if it'sabout the future. Disclaimer: Prediction is very difficult Niels Bohr
- 3. We don’t havea crystal ball!
- 4. We do havea rear-view mirror…
- 5. A lesson fromthe past
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- 10. THEORY OF NATURAL SELECTION “SURVIVALOF THE FITTEST” It is not the strongest of the species that survives, nor the most intelligent, but rather the one most adaptable to change
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- 12. PHYSICAL Infrastructure SW Architecture Stores /Logistics BEHAVIORA L People Processes Principles ADAPTABILITY
- 13. “PHYSICAL” • The wayforward is quite clear The ICEBERG Analogy “BEHAVIOUR” • Not so clear! • Vision • Ownership • Organization • Agility
- 14. APIs / OmniCommerce Connect Platform (Scalability, Performance, Security, Integration, Internationalization, Agility) Order Management Cross-Channel Fulfillment Single View of Inventory MDM: Product and Customer Content Management Digital Asset Management Payment, Tax and Fraud User & Account Management B2B B2C Promotions and Sales Programs Promotions and Sales Programs Social Commerce Store Locator Reporting Workflow Checkout Cross Selling Advanced Personali- sation Pricing “PHYSICAL” Typical Platform 14
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- 19. Definitions of “Omni-Channel” 19 “Technology,processes and systems integrated and aligned so that every channel behaves in the same way, to the point it makes it difficult to distinguish between them” – Andrew McGregor, eCOMMERA “It’s how we’d do it today if we could start again”– Philip Green, Arcadia Group
- 20. • MULTIPLE CHANNELSOF ENGAGEMENT • EACH CHANNEL IS HIGHLY EFFECTIVE • … BUT EACH WORKS IN INSOLATION The 2000 - 2012 world view “MULTI-CHANNEL” 20
- 21. PHYSICALDIGITAL • CUSTOMERS USINGMANY MORE TOUCHPOINTS • PREFERRED EXPERIENCE IS A “LONG AND WINDING ROAD” • HIGHER EXPECTATIONS, LOWER LOYALTY 21 The 2013 and beyond world view “OMNI-CHANNEL”
- 22. • BREAK THESILOS! • RE-ENGINEER THE PROCESSES! • RE-LEARN YOUR CUSTOMERS! 22 OMNI-CHANNEL the business response
- 23. … MASTER DATAOverlaps & Blind-spots. Single Views. … KPIs, P&L and ORGANISATION Measure Channels. Functional Silos. Measure Customers. Experience Owners. … SYNCHRONISAT ION & REACTION TIMES Batch mode. .xls Overnight. Web Services. .xml Real time. … PHILOSOPHY and STRATEGY Value chains. Economies of scale. “Hold your nerve.” Dynamic ecosystem. Survival of the fastest. “Fail fast, learn fast, try again” … STOCK VISIBILITY Here. There. Everywhere. Accessible and Accurate YOUR BUSINESS: MULTI CHANNEL OMNI CHANNEL CAN YOU CHANGE? 23
- 24. 3 things youcan do this year “ADAPT OR DIE” 1. CEO ACCOUNTABILITY
- 25. SOME THINGS AREJUST TOO BIG TO DELEGATE! 25
- 26. 3 things youcan do this year “ADAPT OR DIE” 1. CEO ACCOUNTABILITY 2. EXPERIENCE-LED
- 27. EXPERIENCES VS. CHANNELS 27 ITFINANCE MARKETING HR SUPPLY CHAIN the Organisation CHIEF CHIEF CHIEF CHIEF CHIEF PURCHASE the Customer Journey
- 28. 28 IT FINANCE MARKETINGHR SUPPLY CHAIN PURCHASE CHIEF CHIEF CHIEF CHIEF CHIEF OMNI-CHANNEL CHANGE MANAGEMENT TEAM BUSINESS-AS-USUAL MANAGEMENT TEAM RECONCILLIATION
- 29. 3 things youcan do this year “ADAPT OR DIE” 1. CEO ACCOUNTABILITY 2. EXPERIENCE-LED 3. LEARN TO FAIL… FAST
- 30. , double your failurerate. On failure: If you want to succeed faster Thomas Watson (founder of IBM)
- 31. 31 Make failure ACCEPTABLEin your culture CELEBRATE DETOXIFY REMOVE FEAR SET UP THE CONDITIONS FOR EXPERIMENTATIO N
- 32. 3 things youcan do this month “ADAPT OR DIE” 1. ASK YOUR BOSS who is accountable for all this? 2. ASK YOUR PEOPLE how do we innovate better and faster? 3. LOOK OVER YOUR SHOULDER search your top 20 products onAmazon/Alibaba
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- 35. PEOPLE-STRUCTURE STRATEGY - Define the Vision GOVERNANC E -Ensure Quality & Consistency EXECUTIO N - Tasks & Delivery Typically is: Inconsistent Incoherent, uncoordinated Lacks P&L / Logical Architecture Indecisive, un-empowered INEFFECTIVE Isolated Under-resourced Toothless IGNORED Talented and well-resourced In a silo Micro-managed SKILLED but UNDER-OPTIMISED 35
- 36. Typically is: Shouldbe: 36 PEOPLE-STRUCTURE STRATEGY - Define the Vision GOVERNANC E - Ensure Quality & Consistency EXECUTIO N - Tasks & Delivery
- 37. Should be: Consistent Coherent Rigorous Decisive Empowered Integrated withwider business - Consistent experiences - Consistent processes - All ties back to Strategy QA focused, resourced, empowered Embedded into wider business Aligning with Governance - KPIs/Measurements - Processes - Technologies 37 PEOPLE-STRUCTURE STRATEGY - Define the Vision GOVERNANC E - Ensure Quality & Consistency EXECUTIO N - Tasks & Delivery
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- 39. Delivering a totalcustomer experience is about engaging across touchpoints in a relevant, contextual way. DISCOVER SEARCH RESEARCH GET HELP COMPARE PERSONALIZE SHARE EVANGELIZE USE TRUST FRIEND DECIDE PURCHASE • INTERACTIVE • E-MAIL • PAID SEARCH • SEO • DISPLAY • MOBILE (NOTIFICATION/SMS) • PRINT • WEB • COMPANY WEBSITE • MOBILE • BRANCH/STORE • CALL CENTER • SOCIAL
- 40. Customer Experience Management CommerceLogic Processes (order management, …) BACK OFFICE Customers forced Integration of Digital with the Real World: problems really started then ERP Ware- house Store System CRM Data- pools Suppliers Data (products, customers, orders, inventory)
- 41. hybris OmniCommerce forB2C and B2B one Technology Stack, modern Architecture OmniCommerce Connect Platform (Scalability, Performance, Security, Integration, Internationalization, Agility) Order Management Cross-Channel Fulfillment Single View of Inventory MDM: Product and Customer Content Management Digital Asset Management Payment, Tax and Fraud User & Account Management B2B B2C Promotions and Sales Programs Promotions and Sales Programs Social Commerce Store Locator Reporting Workflow Checkout Cross Selling Advanced Personali- sation Pricing
- 42. REAR VIEW MIRROR– in more detail
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- 51. Customers are INCONTROL And we call this: MULTI-CHANNEL OMNI-CHANNEL
Editor's Notes
- #52 It‘s all about an end-to-end relationship with your customers. In the past shopping was a very linear process. Customers looked into a catalog, went to a store and bought a product. But that has changed. Customer behavior has changed. Today they are in complete control and can choose when and where they interact with your brand. They are always on and use many different channels and touchpoints throughout a shopping journey. Customers don‘t see „channels“, therefore, a brand must distinguish itself whereveer customers engage the brand. Brands need to be consistent across all physical branding elements: in-store signage, shelf labels, catalogs, and product displays; their digital counterparts: product content, visual assets, price and promotions on own sites and marketplaces; and across all accessible via smartphones, tablets, PCs, and kiosks.