What does "omnichannel" mean, really? It turns out it often means something different to marketers than it does to their consumers. HP's Morgan Chemij explores how the brand is trying to solve for this misalignment with a true one-to-one marketing goal. But where to start? He brings us through how HP assessed best practices, reassessed its internal strengths, and developed both short and long term plans for making omnichannel relevant to consumers.

1. Thriving in an Omnichannel
World
August 18th, 2017

2. Omnichannel Primer

3. Omni-channel Represents a New Customer-centric Ecosystem
1. Omnichannel distills down to the evolution of convenience and more directly choice – the customers
choice, choice of how, when and where they interact with brands
– The era of e-commerce has elevated consumer needs to include attractive prices; convenience; on-demand
customer service; and quick, if not immediate, gratification
2. As a brand HP must serve the right needs, at the right time, with the right message, leveraging the right
media at the right physical or digital location
3. HP needs to move from the comfort of 1:Many to the discomfort of 1:1

4. Omni-channel is Quickly Growing in Importance and Efficacy

5. Marketing: Companies & Customers Fall Out of Alignment Quickly
Source: Deloitte. “Omni-Channel Retail A Deloitte Point of View”

6. Experience: Companies & Customers Fall Out of Alignment
Quickly
Source: Deloitte. “Omni-Channel Retail A Deloitte Point of View”

7. Notable Players Who Get It

8. L’Oreal: Online or In-Store, Not Direct
Online or
in-store
Omnipresent store locator

9. L’Oreal: Options Based on Who You Are and Where You Shop
4 online retail options Amazon, Walmart,
Target, Drugstore.com
~Real-time price estimates from all 4 allows
you to compare prices and find the best deal

10. LG: Highly Integrated Online / Offline Solution

11. Samsung: You Could buy Somewhere Else but We Have the Best
Deal

12. What Omnichannel means to
HP

13. Develop a Strategy That Leverages Your People, Strengths and
Improves Weakness
Step 1
Step 2
Step 3

14. Realistic Goals: It’s Not All Going to Happen Overnight
Immediate
• Define Alternate Revenue Models
• Replacing direct .com revenue with alternative referral revenue from partners, data sharing, co-marketing and increasing
overall sales through partner retail and .com channels
• Measure and reward levers that drive consumers down the path to purchase, rather than just the outputs of a transaction
• Deliver on Simplicity
• Make it as easy as possible for customers to buy from the retailer of their choice how and when they want
• Form Richer Partnerships w/Retailers
• Alleviate the competitive relationship and focus on the value add for increased sales on both sides of the partnership
2 Year
• A Truly Unified Experience
• providing customers with a seamless experience on their terms
• Business model with long-term sustainability and revenue =/>existing model
• Robust analytics across every touch point in the journey allowing for ongoing refinement and optimization
• Relevant, personalized messaging and experiences at every point in the customer journey
• Fulfillment options (delivery locker, in-store, same-day, drop-ship) that meet our customers individual needs

15. There Will Be Big Bumps Along the Way
• Internal Conflicts
• Partner Conflicts
• Bi-Directional Transparency
– Considerable HP-partner transparency will likely be required in both directions so that we can truly asses what one-
another bring to the table
• Managing the customers
– Who owns the customer relationship? For what purposes?
• Tracking challenges
– Reliance on real-time partner data feeds
• Int. / Ext. alignment
– Require proxies or assumptions on metrics such as the value of clicking to a retailer site, using store locator, signing
up for email, etc,

16. Emulate, Don’t Re-Invent

17. Leverage Existing Partner Opportunities
Google In-Store Location Extensions
The affiliate location extension format allows us to
drive visits to retail partners that sell our products and
track the journey
Following a user’s search for an HP product, the Ad will
display three sections:
• The Headline and URL to the manufacturer’s website
• Ad Text for the manufacturer’s product
• The nearest retailer
After the click we can track
• Who actually went to the store from our ad
• Who purchased (with some retailer help)

18. Initial Approach
Create a core group of decision makers that will ultimately have approval
Develop a robust testing plan and pilots to answer many of the aforementioned questions
• Based on results of these tests back into overall monetization plan
Build out an extensive IT roadmap replete with costs, dates, etc. and gain internal alignment
Share out short / med / long-term site and monetization plan with key stakeholders
• Stakeholder to determine which channel partners we include in overall process
Share out short / med / long-term site and monetization plan with key channel partners
Gain buy-in from key channel partners and begin integration work
• Start more extensive partner level testing (e.g. Online to Offline couponing to ascertain efficacy “$X off any ____ purchase”?)
Provide unified reporting dashboard leveraging brand & channel partner data on a monthly basis