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Omni-channel Strategy 101
Rico Beans - MBA, CSCP
Omni-channel is connected and engages consumers throughout
the purchase funnel
•Multi-Channel •Omni-Channel
All channels available to
customers but not integrated
All channels available to
customers and are connected
The path to purchase has become more complex as connected
customers utilize a wide range of channels when shopping
Awareness
Learning about
product via
marketing vehicles
Research
Finding product
details in store,
online, and apps
Purchase
Completing the
purchase whether
in-store, online, or
mobile
Fulfillment
Picking up the
product in-store or
having it delivered
Loyalty
Being an advocate
for the brand by
recommending to
others
Leverage the P.R.I.C.E model to assess and build your omni-channel
strategy
•Experience•Information
•Range•Price
•Convenience
The opportunity to engage customers beyond brick & mortar is
prominent in several product categories
0% 5% 10% 15% 20% 25% 30% 35% 40%
Electronics & Appliances
Entertainment & Leisure
Apparel & Footwear
Consumer Healthcare
Beauty
Personal Care
Home & DIY
Grocery
Ecommerce Penetration by Category
Penetration
In consumer electronics and home appliance, ecommerce penetration
is 34% due to an increase of customers purchasing online
Consider these 6 tips when building an Omni-channel strategy
Be customer centric: Personalize to
individual customers were possible.
Emphasize product data by providing
content and customer reviews.
Harness the power of data & analytics:
understand not just customer
transactions but customer interactions
such as visits to store, social media and
search
Learn to sell niche products: Leverage
online to sell niche products that are not
economical for store sales.
Integrate Channels: Carry info provided
by customers on one channel to other
channels such as abandoned carts
Establish switching costs: Establish
privileges and perks for loyal customers.
Differentiation should be based on user
experience vs. price advantage
Develop the right partnerships: Identify
the retailer that will share data and
provide resources to reach your
customers
1 2
5
3 4
6

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Omni-Channel Strategy

  • 1. Omni-channel Strategy 101 Rico Beans - MBA, CSCP
  • 2. Omni-channel is connected and engages consumers throughout the purchase funnel •Multi-Channel •Omni-Channel All channels available to customers but not integrated All channels available to customers and are connected
  • 3. The path to purchase has become more complex as connected customers utilize a wide range of channels when shopping Awareness Learning about product via marketing vehicles Research Finding product details in store, online, and apps Purchase Completing the purchase whether in-store, online, or mobile Fulfillment Picking up the product in-store or having it delivered Loyalty Being an advocate for the brand by recommending to others
  • 4. Leverage the P.R.I.C.E model to assess and build your omni-channel strategy •Experience•Information •Range•Price •Convenience
  • 5. The opportunity to engage customers beyond brick & mortar is prominent in several product categories 0% 5% 10% 15% 20% 25% 30% 35% 40% Electronics & Appliances Entertainment & Leisure Apparel & Footwear Consumer Healthcare Beauty Personal Care Home & DIY Grocery Ecommerce Penetration by Category Penetration In consumer electronics and home appliance, ecommerce penetration is 34% due to an increase of customers purchasing online
  • 6. Consider these 6 tips when building an Omni-channel strategy Be customer centric: Personalize to individual customers were possible. Emphasize product data by providing content and customer reviews. Harness the power of data & analytics: understand not just customer transactions but customer interactions such as visits to store, social media and search Learn to sell niche products: Leverage online to sell niche products that are not economical for store sales. Integrate Channels: Carry info provided by customers on one channel to other channels such as abandoned carts Establish switching costs: Establish privileges and perks for loyal customers. Differentiation should be based on user experience vs. price advantage Develop the right partnerships: Identify the retailer that will share data and provide resources to reach your customers 1 2 5 3 4 6