The Practicology Conference 2016 covered insights on the evolution of multichannel retailing, emphasizing customer-centric strategies. Key discussions included the importance of integrating online and offline channels, the application of customer insights in product design, and the role of mobile technology in enhancing the shopping experience. The conference also highlighted the need for continual adaptation in digital strategies to maximize customer value and engagement.

1. Practicology Conference 2016
Real inspiration for
multichannel retailers
Martin Newman
CEO - Practicology
martin@practicology.com

2. In 2017, I’ll have spent 20 years in ecommerce
Practicology Conference 2016

3. My credentials
What are my credentials to talk to you today?
▶ 30 years in multichannel (DM, Stores, Call Centre)
▶ Ex head of ecommerce of Harrods, Pentland Brands,
Burberry, Ted Baker
▶ CEO and founder of Practicology
▶ NED for White Stuff and Conviviality plc
▶ Member of the KPMG/IPSOS Retail Think Tank
Practicology Conference 2016

4. About Practicology

5. Practicology Conference 2016
We’re a strategic ecommerce
& multichannel consultancy

6. Practicology Conference 2016
Our USP is that we’ve all
worked in retail…

7. Some of our clients
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8. Some of our clients
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9. Customer-centric structures
Retailers are evolving
their structures to deliver
on customer centricity
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10. The (typical) evolution of an ecommerce team
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Standalone
ecommerce
Comes from time when
ecommerce meant ‘selling on
desktop sites’.
“A business within a
business”.
Ecommerce rebranded as
Multichannel/
Omnichannel
Omni/ Multichannel team
has greater scope of
accountability and works
more closely with rest of
business.
Retains accountability for
online trade.
The future
Job titles don’t have the
qualifier ‘Multichannel’ or
‘Omnichannel’ in them
Business structures around
the customer
Digital skills are distributed

11. Introducing the Customer Mix
We’ve developed the 6 Ws
to help you formulate
your customer strategies
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12. From 7 Ps to 6 Ws
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13. Introducing the Customer Mix
How retailers are
delivering against the
customer mix principles
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14. The Customer Mix: Who
Understanding your
target customer segments
and their different needs
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15. Shop Direct using customer insight to assist product design
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“We’re not only tracking
the latest trends and catwalk
styles, but everyday we’re
listening to our customers’
views and looking at how
they shop, creating a data-
driven fashion brand that is
truly relevant for them”
Shop Direct Group Product
Director Matt Dixon on the
launch of its data-driven
womenswear collection
V By Very, which hits the
site in September 2016

16. Land Securities using Hoxton Analytics’
tech to analyse shoppers’ footwear and
make assumptions about demographics
such as gender and social class

17. The Customer Mix: Why
Customer desires include
products, channels and
timeframes – can you
offer value add services to
meet their needs?
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18. River Island Click & Don’t Collect
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19. Boots rolls-out iPad app to store staff
3,700 iPads
rolled out to
2,500 stores
Real-time stock
visibility for web
and store
Access web
product info and
ratings & reviews
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20. The Customer Mix: What
Should you create new
services rather than new
products to better meet
your customers’ needs?
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21. Enjoy.com making technology selling into a service
US-based etailer Enjoy.com redefines how tech products are sold with an
end-to-end proposition that includes pre-sales advice, delivery and set-up
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22. Doddle Neighbour – local collection
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23. The Customer Mix: Where
Are you supporting
customers at every point
in the customer journey?
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24. Mobile search drives ROPO behaviour
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“Mobile is
the new
front door
to Target”
Target Chief Strategy & Innovation
Officer Casey Carl:
98% of its customers shop digitally
3/4 start their journey on mobile
1/3% of its mobile search clicks
lead to a store visit

25. Mobile PPC advertising to support ROPO
Mobile PPC ads
can now expose
where products
are available to
purchase in
stores as well
as online
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26. Mobile PPC advertising to support ROPO
They can even
show how far
away the
consumer is
from a store
stocking the
product
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27. Mobile PPC advertising to support ROPO
And highlight
the location of
close stockists,
as well as store-
specific info
such as
opening times
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28. Facebook encourages ROPO
Facebook is harnessing location information from its mobile userbase to add
value to its advertising products. This includes supporting ROPO with store
locator ads, location-specific ads for multiple–store retailers, and
demographic insight on Facebook users within a certain radius of their stores
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29. Waitrose embeds mobile in the store customer journey
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30. The Customer Mix: When
Timeliness can be key to
demand. Products may
only be purchased if they
can be delivered within a
certain timeframe
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31. Westfield & Google created technology to
allow customers staying in a hotel to talk to
personal stylists in a different location, view
and order luxury products from a Westfield
centre and then have them delivered to their
room within 90 minutes

32. Uber Eats and the evolution of the last mile
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33. The Customer Mix: What’s Next
How will you ensure that
you maximise lifetime
customer value?
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34. KLM & eBay adopt messaging apps
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35. New Look’s new model for web development
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“We want to move away
from making changes to our
digital platform every six
weeks to initially every two
weeks, and ultimately to
releases every day based on
the insight we’re seeing, so
really tuning our digital
experience”
New Look Digital Director
Jack Smith on how its
re-platforming project will
lead to constant web and
CX development driven by
customer insight

36. Thanks for listening
Download our free Customer Mix
white paper at:
www.practicology.com/thinking/reports
martin@practicology.com
Practicology Conference 2016