The document discusses the concept of omni-channel retail, emphasizing the importance of a seamless customer experience across all channels to enhance brand loyalty and sales. It highlights various strategies such as personalized marketing, mobile interaction, and consumer engagement techniques that lead to increased consumer spending. Additionally, it outlines challenges faced by businesses in implementing omni-channel strategies and provides examples of companies successfully utilizing these techniques.

1. B2C Retail, “The Omni-Channel Experience”
eCommerce Marketing Manager / Reed Elsevier / www.elsevier.com
Associate Project Manager/ Iatreio Online / www.iatreio-online.gr
Stefanos Falkonakis
eCom 2014

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Omni WHAT??????
Sell your products with a seamless and relevant manner
focusing in customer experience and the brand.

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What is Omni-Channel?
No matter what technology or communication type a customer is using and is engaged with,
Omni-Channel puts the customer first to ensure a seamless and consistent brand experience

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Why Omni-Channel?
A Move to Omni-Channel can create a huge asset and value for the company, in other words,
It creates a more knowledgeable consumer.
All channels are connected in every meaningful way: the tracking of the interaction, the data
that is captured and exchanged, the outcome that the customer wants.

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Channel Engagement for and Omni-Channel Experience
For Maximum
returns,
design a low-
effort
organization
Track the
customer
effort.
Customer
satisfaction is
secondary
Provide a
guided
Resolution
experience
Solve the
customer’s
next, not just
the current
problem.
Technology
needs to
reduce
customers
perceived
effort
Create a
climate to
enable and
empower
staff.Customer Expectation How to engage
Know me Personalized interaction
Show me you know me Targeted promotions and
Marketing techniques
Enable me Social media, mobile, retail,
physical or digital shopping.
Value me Profile management and Loyalty
Research shows that 31% of shoppers, visit the store
prior Making a purchase online. This action is known
as showrooming.
However, 34% will research online and then complete
then purchase in store.

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Omni-Marketing
Research has shown that engaged Omni-Channel shoppers spend up to 15%-30% more than “other”-
channel shoppers and exhibit strong brand loyalty, often influencing others to patronize a brand.
Supply chain visibility is necessary to enable Omni-channel sales.
 Loyalty Program
 Targeted Remarketing Campaigns
 Cookies are your key player
 Unique Content
 Map the Customer experience
 User Profile Management & History
 Unified Experience across all assets
 Execute across all channels

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Omni-Marketing & Techniques
Bricks with
clicks
• In store Kiosks &
Terminals allow shoppers
to interact and access
information about
products. Order products
that are not available in
store.
Click and
collect
• Order online and collect in
store. Create pick up sites
for customers to collect
their orders. Use third
party locations.
Content led
marketing
• Combine marketing
messages with Interaction,
engagement and
entertainment such as
recipe suggestions, limited
time offers etc.
Prompted
Purchasing
• Use of location services
via mobile technology to
track and target your
audience and shoppers.

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Omni-Channel(s)
The Omni-Channel consumer expects
everything to be readily available at his
fingertips, furthermore he expects the
overall brand experience to be similarly
accessible from all the available
channels.
According to MIT’s report, 80% of store
shoppers check prices online, with one-
third accessing the information on their
mobile device while inside the actual
store.

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The Challenges
1. Keep up with Technology. Enable Omni-Technology
in your organization.
2. Smart Brick – Think out of the box
3. Increase Digital importance, including Digital Marketing,
social media, mobile and Location-Based-Services
4. Personalization and CRM
5. Self-Check and Digital Wallet
6. Dynamic Pricing
7. Educated Customer Service & Logistics

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Big Data & Platforms

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Who is doing it well
Peapod, as one of the US’s leading Online
retailer placed Virtual Grocery stores in
Chicago’s subway, Buses and train stations.
Users scan a QR code to download the app and
start shopping by scanning product bar codes
Ocado, an Online grocer in UK, is using multiple
intelligent mechanisms to boost basket size by up
selling and cross selling.

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Who is doing it well
Auchan, lunched the first pioneered drive-through
format prototype store.
Shoppers order online and pick up purchases at
any drive location during pre-selected time slot.
More then 5000 SKUs are available on Auchan
drive dedicated e-commerce site.
35000 SKU’s available on the walls of subway
stations containing QR Codes. Passengers can
scan to purchase using their smart phones.
Products and groceries are delivered to
customers home and offices.

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Who is doing it well
Whole foods market was the pioneer in enabling
support via Twitter. Now it has more than 2m
followers.
90% of their tweets, are responses to consumer
questions and comments.
The first Mobile Scan and Go system, allows
users to shop with their iPhone or Android phone,
pay at the register without unloading their trolleys
or bags.

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Who is doing it well
Ocado is managing dynamically the delivery price
based on delivery time.
Ocado is able to increase margin and improve
delivery efficiency by adjusting process based on
order day and time
Kiddicare is using a fully graphic epaper display
system across its entire store state.
The electronic label brings dynamic price and
product information to shelf edge.

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Thank you!
S.Falkonakis@Elsevier.com