The document discusses the concept of omnichannel retailing, emphasizing its importance in providing a seamless customer experience across various sales channels, including online and in-store. It compares omnichannel with multichannel approaches, highlighting the necessity for a consistent brand identity and customer view across all touchpoints. Additionally, it outlines the steps for developing an omnichannel strategy, including systems architecture and data analytics, particularly in relation to the Magento 2 platform.

1. Magento 2: Planning for
Omnichannel Success
Magento at the Sharp End

2. What is Omnichannel?

3. Definition
Omnichannel is a multichannel approach to sales that
seeks to provide the customer with a seamless shopping
experience whether the customer is shopping online
from a desktop or mobile device, by telephone or in a
bricks and mortar store.

4. Omnichannel vs. Multichannel
Multichannel
• Channels exist, but act
independently
• Little cross-channel
working
Omnichannel
• Channels reflect same
brand identity
• Single customer view
• Customer consistency
across channels
Most brands are here
.. but should be here

5. Channels (B2B & B2C)
• Bricks & Mortar
• Wholesale
• Telephone
• Website
• Mobile Apps
• Social
• Email
• TV/Radio

6. Channel Interactions

7. Why Omnichannel?
71% of in-store shoppers who use smartphones for online
research say their device has become more important to
their in-store experience.

8. Why Omnichannel?
One in four shoppers say they'll steer clear of a nearby store
altogether to avoid the risk of items not being available.

9. Why Omnichannel?
Your Customers Already Do It.

10. Developing an Omnichannel
Strategy

11. Develop Personas

12. Brand Identity
• Develop a brand which will work well across all
channels (think particularly about Mobile Apps and
tablets)
• Develop clear brand guidelines
• Define USPs

13. Define Channels
• Which channels do your customers interact with?
• Where are your customers interacting where you have
no presence?

14. Devising an Omnichannel
Solution

15. Systems Architecture
• ERP/WMS
• CRM/Social CRM
• ESP
• POS
• Payments
• CMS
• Finance
• Analytics

16. ERP/WMS
• Single view of inventory across channels
• Single view of customers across channels

17. CRM/Social CRM
• Unified CRM
• Single view of loyalty across channels
• A personalised experience throughout channels

18. ESP
• Track all information in ESP
• Set up segments
• Utilise automation across channels

19. POS
• All order data transitioned to ERP
• All order data tracked in Analytics
• Returns experience

20. Payments
• Payment gateway should support Omnichannel
appropriate payment solutions

21. Finance
• Pricing strategy
• Reporting across all channels

22. Data Underpins Everything

23. Data Collection
Ensure you adhere to local Data Protection laws

24. Analytics Platform(s)
CRM&

25. Online
• Track all data in Google Analytics
• Google Tag Manager allows all interactions to be tracked
• Enhanced eCommerce tracks all eCommerce
interactions

26. Offline
• Track all in-store interactions and tie within Analytics

27. Omnichannel & Magento 2

28. • Migration Project / Complete Rebuild
• Open Source
• Modern Frameworks
• Modern Architecture
• Best in Class
Magento 2

29. Magento 2 – Website

30. Magento 2 – In Store

31. Magento 2 – Telephone

32. Any questions?