A view on multi-channel retailing, described as "modern shopkeeping"

1. Tony Preedy @ CIM
Lancaster, November 2011

2. Modern Shop-keeping
Tony Preedy
Marketing Director
Lakeland, the home of creative kitchenware
Tony Preedy @ CIM
Lancaster, November 2011

3. The one slide version
• Lakeland is multi-channel retailer of innovative
kitchenware, cleaning & storage solutions.
• One brand identity, many customer touch-points.
• E-Commerce growth relies on effective salesmanship
• Technology enables effective online shop keeping,
but success relies on successfully serving customers.
Tony Preedy @ CIM
Lancaster, November 2011

4. Sharing ideas, not all the answers!
Tony Preedy @ CIM
Lancaster, November 2011

5. Lakeland
• 57 UK stores
• 6 Middle East stores
• Catalogues & Online
• iPad catalogues & Mobile web
• One brand.
• One idea: make customers happy. Nothing less.
Tony Preedy @ CIM
Lancaster, November 2011

6. Lakeland products
• The home of creative kitchenware
• Experts in cleaning & storage solutions
• Garden: grow it, cook it, eat it.
Tony Preedy @ CIM
Lancaster, November 2011

7. Family values
Tony Preedy @ CIM
Lancaster, November 2011

8. The Lakeland brand
• One identity
• One proposition.
• One set of prices/products in every channel.
• Underpinned with a singular promise. Our guarantee.
• 97% would happily recommend us to a friend
Tony Preedy @ CIM
Lancaster, November 2011

9. “A rising tide floats all boats.”
Now we have to row.
http://davidwebbart.blogspot.com/
Tony Preedy @ CIM
Lancaster, November 2011

10. Spurious statistics
• The opacity of cause and effect
• Last click is [usually] not causal
• Attribution: first touch?, last touch?
• Catalogues drive web; web drives stores etc.
• PR, Facebook, Advertising etc. etc. etc.
• Answer: manage holistically.
• Manage the brand, not channel silos.
Tony Preedy @ CIM
Lancaster, November 2011

11. Selling online
• Target: apply our ‘real world’ skill, online.
• The online shopkeeper – focused on service & selling.
Tony Preedy @ CIM
Lancaster, November 2011

12. The online shopkeeper
• Merchandises
• Segments
• Adapts (personalisation)
• Promotes
• Presents products, brilliantly
• Gather crowds (footfall)
• Listens (and acts on feedback)
• Tests
• Interacts (with other channels)
Tony Preedy @ CIM
Lancaster, November 2011

13. Making a sales machine
• Technology: a necessary evil.
Tony Preedy @ CIM
Lancaster, November 2011

14. Merchandising
Tony Preedy @ CIM
Lancaster, November 2011

15. Merchandising – managing space
Tony Preedy @ CIM
Lancaster, November 2011

16. Merchandising – managing space
Tony Preedy @ CIM
Lancaster, November 2011

17. Merchandising – managing space
Tony Preedy @ CIM
Lancaster, November 2011

18. Merchandising – managing space
Tony Preedy @ CIM
Lancaster, November 2011

19. Merchandising
• Managing what people see during their visit
• Adapting based on starting point & where they go
• Providing useful refinements to narrow the search
• Attempt suggestion of complementary items
• Show trade up, and down, options
• Displayed using the most appropriate form/template
• Manage appropriate product groupings (spreads)
• Automation versus manual curation
• Managing the quality of search results & redirects
Tony Preedy @ CIM
Lancaster, November 2011

20. Segmentation
• Recognise and adapt to various user groups
– Segment IDs passed from Lakeland Customer Database
– Source IDs passed from referrers
– Customers distinguished from those who haven’t bought
– Returning visitors with ‘saved’ baskets
– Product categories visited; basket value; time since visit etc.
• Develop segment specific marketing plans and
test, test, test.
Tony Preedy @ CIM
Lancaster, November 2011

21. Personalisation
• applying rules based on
– the segment applied to a visitor
– categories visited during the session or on previous visits
– product popularity (best-sellers)
– product popularity (reviews)
– relevance (if a search)
– Newness
– stock availability
– Margin
– sales 'velocity'
• the recommendation of products that complement the item
being considered (people who viewed this also viewed…)
• implied choices, i.e. what did they click, and not click, based
on the last set of choices
Tony Preedy @ CIM
Lancaster, November 2011

22. Promotions
• Binding the eligibility for promotions to audiences, or
even individuals.
• Evolving out the use of “promo codes” visible and
available to all in favour of offers applied to only
those who see and qualify for them, controlled by
the segmentation and personalisation logic.
• Closing the sale: “retailing in real time”
• The ability to measure the effect on sales and profit
of the application of incentives to visitors.
Tony Preedy @ CIM
Lancaster, November 2011

23. E-Commerce
So E-Commerce is about managing, and measuring:
Product Presentation (“Merchandising”)
X
Customer Segments
X
Promotions & Cross-sells
X
What it looks like (the creative bit!)
Tony Preedy @ CIM
Lancaster, November 2011

24. Testing – Champion vs Challenger
• Agnostic about what works. Darwinian selection.
Tony Preedy @ CIM
Lancaster, November 2011

25. Testing
Merchandising rules x segments x offers x testing = …!
Tony Preedy @ CIM
Lancaster, November 2011

26. Presentation
Tony Preedy @ CIM
Lancaster, November 2011

27. Footfall – Direct Marketing
Tony Preedy @ CIM
Lancaster, November 2011

28. Footfall – Public Relations
Tony Preedy @ CIM
Lancaster, November 2011

29. Footfall – Search Engine Marketing
PPC
PR
SEO
Tony Preedy @ CIM
Lancaster, November 2011

30. Footfall - Advertising
Tony Preedy @ CIM
Lancaster, November 2011

31. Social – On site
Tony Preedy @ CIM
Lancaster, November 2011

32. Social – Off Site
Tony Preedy @ CIM
Lancaster, November 2011

33. Managing for profit
© Michael Ross, eCommera
Tony Preedy @ CIM
Lancaster, November 2011

34. Multi-channel: Mobile commerce
Tony Preedy @ CIM
Lancaster, November 2011

35. Multi-channel: Mobile commerce
Tony Preedy @ CIM
Lancaster, November 2011

36. Multi-channel
Tony Preedy @ CIM
Lancaster, November 2011

37. Multi-channel
Tony Preedy @ CIM
Lancaster, November 2011

38. Technology
Tony Preedy @ CIM
Lancaster, November 2011

39. My to do list…
• Spreading the word about our brand & products
• Allocating marketing spend efficiently
• Actively trading our website & closing the sale
• Synergy from being multi-channel
Tony Preedy @ CIM
Lancaster, November 2011

40. Summary
• More, happier, customers.
Tony Preedy @ CIM
Lancaster, November 2011

41. Finished. Thank you.
Tony Preedy
November 2011
Twitter: @tonypreedy
Linked In: http://uk.linkedin.com/in/tonypreedy
Tony Preedy @ CIM
Lancaster, November 2011