Omnichannel is a buzz word, but it is all about understanding our customers. This presentation is about how retail to prepare their business to embrace these changes. I presented this on Customer Journey event (sponsored by ICUBE and MAgento) as well as at Microsoft eCommerce event in Jakarta Indonesia.

1. Customer 360
How do you prepare for it

2. • 14+ years as e-commerce consultant
• Gadget geeks , convert that passion into e-
commerce business
• Footlocker, TOMS Shoes, Oprah Store,
RelaxTheBack, Tissot, SilverJeans,
• Bobobobo, Bilna, Berrybenka, Shopdeca, VIPPlaza

6. Why eCommerce?

7. Customers

8. Customer buying journey
used to be a “simple”

10. Now, not so much 

12. Will online shopping replace offline
shopping?
NEVER
Will online shopping change offline
customer experience?
ABSOLUTELY

14. 44%
Research online and
Buy products online
51%
Research online and
visit store to purchase
17%
Visit a store first, and then purchase
online
32%
Research online, visist store to view
product, then return online to purchase
Source: http://loyalty360.org/loyalty-today/article/how-to-be-a-digital-marketing-superstar

15. Customer is smarter,
they want options
they want values

16. They willing to trade
instant gratification
with convenience

17. Combine that with internet access
to the worldwide knowledge

18. Now they know your brand
know your product
more than your associates

19. They grow sophisticated
and they expect you to know
what they want

24. The blur between offline and online
is inevitable
It is not just a “jargon”
It is about your “CUSTOMER”

25. To make this happen,
it is not an overnight
transformation
and
it requires many disruption
to your current business

27. 5 Major Disruptions

28. • DISRUPTION in Technology
• DISRUPTION in Operation Flow
• DISRUPTION in Human Resources
• DISRUPTION in Mindset
• DISRUPTION in Business Silos

29. Borders’ Story

30. • Borders is a giant book store in United States
• 40 years experience relies on open up big stores
• 2001-2008 partnered with Amazon.com
• Amazon run its ecommerce business 100%
• 2008 – launched its own ecommerce site finally
• 2010 – launched the KOBO ebook reader
• 2011 – filed for bankcruptcy

31. What happened there?
Is Amazon the predator?

32. • For 7 years Borders missed knowing its
customer
• CD, DVDs and Books are becoming obsolete
• Customer wants digital download
• Customer’s experience at store is degrading
• When they try to turn around on 2010 … too little
too late

33. what can we learn from the
online pureplay?

34. RIS/COGNIZANT SHOPPER EXPERIENCE STUDY

35. Moreover …
• They know their customers very well
• Personalization experience
• Relevant upsell and cross sell

36. What is offline or traditional shop
strength?

37. 1. Your Brand
Everything that differentiates your company
in the hearts of your customers

38. 2. Your Product
Customer still need to touch, feel, taste and
try. You know your product and their
attributes that align to your customers

39. 3. Your Store
• Immediacy and accessibility
• Direct engagement with your customers,
• unique customer experiences that can
only be achieved at physical store

40. Combine the best of the two

41. You get
A seamless approach to customer experience
through multi-channel retailing

44. How do I get there

45. • Technology as the foundation
• Build or Buy?
• Why Magento?
• How do I measure ROI
Choosing the right platform

46. Build
• Need strong and sustainable
resources
• Commitment as product owner
• You have to build everything
• When you loose the original
resource, the project has tendency
to restart from scratch
• Rely on in house expertise on best
practices such as security and
scalability
• Slim and efficient
• Only build what you need
• 100% custom to your need
• No technical limitation, as long as
your budget and resources allow
• Accommodate any requirements
as you resources allowed
pro cons

47. Buy
• Initial investment may be higher
but sustain and gradually lower as
the time goes
• Take time to ramp up in house
developer to learn the framework
• Heavy and might require initial
bigger hardware resource but
ramp down as it scales
• Time to market faster
• Features rich
• Let the platform dictate what is the
best for you
• Not bound by your current
resource
• Best practice security and
scalability
• Community and ecosystem
support
pro cons

50. • Know your customer
• Integrated loyalty program
• Buy offline delivery to home
• Buy online pick up in store
• Empower your sales associate
What next?

51. • Analytic Tools
• Invest on CRM that will link your offline and online
behaviors
• Customer profiling and segmentation
Know your customer

52. Combined Loyalty Programs
Shoppers who consider loyalty a top-three reason for not
purchasing from the lowest price retailer32%
of shoppers are members of at least one re- tailer loyalty
program80%
RIS/COGNIZANT SHOPPER EXPERIENCE STUDY

53. • This is probably the easiest one to implement
(technically)
• The question is can we break the barrier between
offline team and online team?
Buy offline, delivery to home

54. • Buy Online Pick up In Store (BOPIS)
• 65% shoppers purchase additional items in store
• 30% of shoppers do it at least once
Buy online pickup in store
However …
• The most difficult to implement it right
• 60% shoppers say they experience fail in BOPIS
• It is not easy to re-tool current system to do this
• Especially in the area order management and
supply chain
• Requires changes in process flow
RIS/COGNIZANT SHOPPER EXPERIENCE STUDY

55. • Your sales associate need the right tool to help the customers
• They need access to a good product information
• They need to know the customer history
• They need a way to shorten the barier to close the deals
Empower your sales associates

56. Your customer doesn’t think about channels
They only care about your brands, your products
and how to get it
on their time,
at their place
and at their perceived-value price
Final word

57. Muliadi Jeo
(twitter) @jeo4long
(email) muliadi@icube.us
(phone) +6281313887788
THANK YOU