The document discusses key trends driving UK retail in 2018, focusing on personalization strategies, omnichannel excellence, and improving customer experience. It highlights the increasing digital maturity of shoppers and the importance of seamless customer experiences across channels. Retailers are encouraged to enhance their omnichannel fulfillment capabilities and leverage improved customer experiences to drive growth.

1. Discover the key trends driving UK retailers
in 2018
November 30th 2017
Michelle Beeson, Analyst, Forrester
David Staunton, Head of Product Marketing, Mirakl

2. Welcome!
Webinar
Speakers
Michelle Beeson
Analyst, Forrester
David Staunton
Product Marketing, Mirakl

3. Housekeeping
Audio Issues?
● Line will remain silent until 2pm GMT
● Reach out to @Marketing@Mirakl in chat
○ Dial-in or computer audio available
Q&A?
● Please submit questions via “Questions” tab on
GoToWebinar
● Questions will be answered at the end!
Recording
● Recording will be available after the webinar

4. ©2017 Mirakl, Inc.
Grocery Large Multichannel General Pure players Vertical Pure players
New biz B2B BrandsDepartment Stores / Mall
Who are Mirakl?
150+clients
5xassortment
25%Increase in top line
34%Increase in net profit

5. We work with business and
technology leaders to develop
customer-obsessed strategies
that drive growth.
5© 2017 FORRESTER. REPRODUCTION PROHIBITED.

6. ©2017 Mirakl, Inc.
Agenda
1. How retailers should think about their
personalisation strategies
2. Who is achieving omni-channel excellence?
3. Driving growth through improving your
customer experience

7. How retailers should think about their
personalisation strategies

8. 8© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Channels are for TV, not for customers

9. 9© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Shoppers’ digital maturity is increasing
Base: 22,578 EU7 online adults
Source: Forrester Data Consumer Technographics Online Benchmark Survey (Part 1), 2017
Super shoppers 27%
Mobile shoppers 7%
Traditional web
shoppers 23%
Researchers 20%
Holdouts 23%

10. 10© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Challenge of creating a seamless customer experience

11. 11© 2017 FORRESTER. REPRODUCTION PROHIBITED.
The North Face uses IBM Watson to help
wilderness trekkers find the perfect gear
Source: https://www.thenorthface.com/xps

12. © 2016 Forrester Research, Inc. Reproduction Prohibited 12
Hobbs 360 customer view connects a
disparate customer journey to support
clientelling tools in-store

13. © 2015 Forrester Research, Inc. Reproduction Prohibited 13
Stitchfix examples
Stitch Fix embeds customer centricity in
decision making

14. 14© 2017 FORRESTER. REPRODUCTION PROHIBITED.

15. Who is achieving omni-channel
excellence?

16. 16© 2017 FORRESTER. REPRODUCTION PROHIBITED.
17%
38%
45%
Digital influence extends offline
Source: Forrester Data: Digital-Influenced Retail Sales Forecast, 2016 To 2021 (EU-7), Q1 2017 Update
Forrester Data: Web-Influenced Retail Sales Forecast, 2016 To 2021 (US)
Online sales
Web-influenced
offline sales
Non-
web-influenced
offline
sales
By 2021,
55% of European
retail sales will
involve digital
touchpoints.
European Retail, 2021

17. 17© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Consumers choose to collect in store for
cost savings, convenience, and speed
Base: 4,591 EU5 online adults who used click and collect; Source:
Forrester Data Consumer Technographics® European Retail And
Travel Survey, H2 2016
24%
26%
34%
34%
59%
Collect my purchase the same day
Avoid spending time finding the
item in-store
More convenient to collect in-store
than have it delivered to me
Avoid a wasted trip to the store by
ensuring the product is available
To avoid delivery costs
European consumers
38%
40%
46%
48%
62%
Can get my purchase sooner than by
shipping
Avoid a wasted trip to the store by
ensuring the product is available
Can pick up my purchase at a
convenient time for me
Price was cheaper online
To avoid shipping costs
US consumers
Base: 1,169 US online adults who have used BOPIS; Source: Forrester
Data Consumer Technographics® North American Retail And Travel
Benchmark Recontact Survey 1, Q3 2017 (US)

18. 18© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Retailers are upgrading omnichannel fulfilment
capabilities
Base: 44-45 digital business professionals
Note: Not all options shown
Source: Forrester’s Q2 2017 Global Business Commerce Technology Investment Panel Online Survey

19. 19© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Forrester’s 2017 evaluation of omnichannel capabilities
across the customer life cycle
§ Filtered search
§ Consistent promotions
§ Persistent basket
§ Collection efficiency speed and location
§ Omnichannel returns
§ Endless aisle in-store
§ In-store inventory visibility
§ Product detail
§ Device-enabled
associates in-store
DISCOVER
EXPLORE
USE BUY
ASK
ENGAGE

20. 20© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Note: Omnichannel assessments were conducted between May and July 2017.
Source: Forrester’s 2017 Retail Omnichannel Functionality Benchmark
Forrester’s
Omnichannel
Capabilities
Assessment 2017:
Overall scores

21. © 2014 Forrester Research, Inc. Reproduction Prohibited
21
Macy’s improves product productivity with a
single, enterprise-wide view of stock and orders

22. 22© 2017 FORRESTER. REPRODUCTION PROHIBITED.
“Save the sale” online orders in-store
account for 5% of Arcadia Group’s total
online sales

25. ©2017 Mirakl, Inc.
John Lewis Partnership

26. ©2017 Mirakl, Inc.
Coal Drops Yard

28. Driving growth through improving
customer experience

29. 29© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Customer experience leaders outperform peers
Source: “Drive Revenue With Great Customer Experience, 2017” Forrester report

30. © 2017 Forrester Research, Inc. Reproduction Prohibited 30
Each time a customer is exposed to an improved
digital experience, their engagement expectations
are reset to a new higher level

31. 31© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Digital customer experience and operational
excellence drive omnichannel success

32. ©2017 Mirakl, Inc.
How can your CX be affected?
Out of Stock Entering new categories

33. Q&A

34. Please send your
questions
Michelle Beeson
Analyst, Forrester
mbeeson@forrester.com
David Staunton
Product Marketing, Mirakl
david.staunton@mirakl.com

35. Please contact
the UK team
Nick Bareham
Sales Director, UK
sales@mirakl.com
Marj Koppelaar
Channel Manager, UK
alliances@mirakl.com

36. ©2017 Mirakl
Thank you and have a great Christmas!