The document discusses the challenges and strategies retailers face in the omni-channel shopping environment, highlighting that multichannel consumers are more profitable but retailers often struggle to meet their expectations. Key issues include a lack of integrated customer views, inventory management challenges, and the necessity of adapting store systems to new technologies. Emphasis is placed on focusing on consumer experiences rather than just channels, ensuring transparency and enhancing service to leverage the digital economy effectively.

1. Bricks-and-Mortar Online OnlyVS
How
to
Win
the
Omni-­‐Channel
Battle
CMA Webinar September 12, 2013

2. Simon Rodrigue
Vice
President,
eCommerce
&
General
Manager
Walmart.ca,
Walmart
Canada
Brian Clarey
Vice
President,
Client
Partnerships
Nurun
Today’s Speakers

3. Introduction

4. Keeping up
with the consumer
of
retailers
say
multichannel
customers
are
signiCicantly
more
proCitable
47%
of
retailers
say
consumer
expectations
have
outpaced
their
ability
to
deliver
cross-­‐channel
experiences51%
SOURCE: OMNI-CHANNEL 2013: THE LONG ROAD TO
ADOPTION, RETAIL SYSTEMS RESEARCH, JUNE 2013
IMAGE CREDIT: YELLOW, THE NOUN PROJECT

5. Mobile shoppers are
empowered shoppers
of
consumers
use
devices
in-­‐store
84%
of
consumers
are
smartphone
shoppers79%
SOURCE: MOBILE, IN-STORE RESEARCH, GOOGLE
SHOPPER MARKETING AGENCY COUNCIL, APRIL 2013
IMAGE CREDIT: MATTHIEU MERCIER, THE NOUN PROJECT

6. Handling new
competitive (online)
pressures
Canadian
online
shoppers
have
made
purchases
from
retailers
outside
of
Canada
68%
SOURCE: FORRESTER RESEARCH INC., JULY 2013IMAGE CREDIT: MICHAEL LOUPOS, THE NOUN PROJECT

7. Handling new
competitive (offline)
pressures
American
retailers
are
quickly
invading
the
Canadian
market
IMAGE CREDIT: JULIE SODERBERG, THE NOUN PROJECT

8. Maximizing
every interaction
The
biggest
attitudinal
shift
(from
14%
only
a
year
ago
to
25%
now)
comes
from
retailers
who
now
believe
that
the
value
of
the
digital
channels
is
that
they
provide
consumers
with
‘everything
you
need
to
know’
to
make
the
best
purchase
decisions.”
SOURCE: OMNI-CHANNEL 2013: THE LONG ROAD TO
ADOPTION, RETAIL SYSTEMS RESEARCH, JUNE 2013

9. Technology
as unifier
SOURCE: OMNI-CHANNEL 2013: THE LONG ROAD TO
ADOPTION, RETAIL SYSTEMS RESEARCH, JUNE 2013
Biggest
organizational
challenges
to
omni-­‐channel
success:
3• Don’t have a single view of
customers across channels
• Inventory and order management
not integrated
• Store systems are too difficult to
change and adapt
IMAGE CREDIT: FRANCISCA AREVALO, THE NOUN PROJECT

10. Takeaways

11. Get the
basics right
I
think
some
people
will
think,
‘Well,
we
can
just
go
out
and
buy
it,’
but
buying
technology
is
just
the
starting
point,
you
still
have
to
put
into
place
the
return
policies,
the
delivery
policies.”
Darren Meister, Associate Professor
The Richard Ivey School of Business
SOURCE: CROSS-BORDER ONLINE SHOPPING EMBRACED
BY CANADIANS, HUFFINGTON POST, MAY 5, 2013

12. Get the
basics right
• Pricing transparency
• Inventory visibility
• Enhanced levels of service
Basics
to
ensuring
that
you’re
maximizing
the
opportunity
3
IMAGE CREDIT: EDWARD BOATMAN, THE NOUN PROJECT

13. The
Canadian
consumer
is
heavily
engaged,
and
basically
is
an
active
participant
in
the
Internet
economy
and
I
think
our
companies
need
to
follow
suit.”
Colin McKay, Head of Public Policy &
Government Relations, Canada
Google
Focus on consumers
not channels
SOURCE: CANADA ONLINE SHOPPING, E-COMMERCE
LAGS G20 PEERS, HUFFINGTON POST, MARCH 19, 2013

14. Focus on consumers
not channels
• Map your customer’s path to
purchase
• Align features and
functionality along their path
• Define a content strategy to
drive the experience
Thought-­‐starters
to
consider
3
IMAGE CREDITS: PATRICK; ADAM MULLIN; EDWARD BOATMAN; JORIS
HOOGENDOORN; JUAN PABLO BRAVO; ED GRAY, THE NOUN PROJECT

15. Context and
data drive utility
Use
smartphones
to
Cind
information
while
shopping
rather
than
seeking
out
employees
for
help
33%
SOURCE: MOBILE, IN-STORE RESEARCH, GOOGLE
SHOPPER MARKETING AGENCY COUNCIL, APRIL 2013
IMAGE CREDIT: MATTHIEU MERCIER, THE NOUN PROJECT

16. Doing new things
in new ways

17. Omni-­‐channel
removes
‘channel’
from
the
equation
and
instead
focuses
on
brand
touchpoints
and
the
overall
brand
experience.
In
so
doing,
it
creates
a
sense
of
brand
relationship
that
heightens
customer
satisfaction
and
engenders
increased
trust.”
John Stelzer, Worldwide Industry Lead
IBM Retail Smarter Commerce
Organize for
omni-channel
SOURCE: WHEN IS OMNICHANNEL NOT OMNICHANNEL,
RETAIL INFO SYSTEMS NEWS, SEPTEMBER 3, 2013

18. Unified technical
platform
Changes
that
will
increase
your
chances
of
omni-­‐channel
success
3• Design a single view of
customers across channels
• Integrate inventory and order
management
• Change store systems to
adapt to omni-channel
opportunities

19. Test and learn
We’re
focused
on
creating
in-­‐store
experiences
and
testing
new
technologies
that
make
smartphones
an
even
more
useful
shopping
companion
for
guests
in
our
stores.”
Eddie Baeb, Corporate Communications
Target
SOURCE: TARGET TIGHTENS FOCUS ON MOBILE, MOBILE
COMMERCE DAILY, AUGUST 30, 2013

20. Thank you
Questions?
Bricks-and-Mortar vs. Online Only How to Win the Omni-Channel Battle