The document discusses the evolving consumer expectations for omnichannel retail, emphasizing the importance of cross-channel fulfillment and a seamless shopping experience. It identifies key challenges retailers face, such as outdated in-store experiences and inadequate use of customer data, which hinder their omnichannel strategies. Additionally, it outlines solutions for achieving omnichannel success, including data-driven personalization, mobile-first design, and enhancing the in-store experience with technology.

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2. CONSUMER EXPECTATIONS ARE EVOLVING, IS YOUR
OMNICHANNEL STRATEGY ON TRACK?
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Retailer Inventory Visibility
Consumers want the ability to check other
store or online stock quickly to improve the in-store
shopping experience
Source: Forrester, PWC
45%
86%
Multichannel Shopper
Global consumers shop across at least two
channels, while 25% are using four or five
channels to shop
50%
In-store Experience
Consumers expect the sales associate to have a
mobile device that enables them to look up
product information

3. BECAUSE THE RACE FOR OMNICHANNEL SUPREMACY IS ON
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47%
Retailers Perception
Retailers indicate that multi-channel
customers are
significantly more profitable
than single channel customers

4. AND MOST OMNICHANNEL EFFORTS STILL SUCKS
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55%
Because Retailers are just playing catch-up
Retailers citing that their investments have
been driven by customers already expecting
mature omni-channel capabilities and the
need to play catch-up with their competitors

5. 5 REASONS
YOUR OMNICHANNEL RETAIL FAILS
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6. #1
INABILITY TO FULFIL FROM BRICK-TO-CLICK
AND VICE VERSA
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7. CONSUMERS TODAY EXPECT CROSS-CHANNEL FULFILLMENT AND
ARE WILLING TO SWITCH RETAILERS IF YOU DON’T PROVIDE IT
Sara wants to go
shopping for a party
dress
She visits a retailer’s store
and likes a gown, but not
the color. She wants one in
green.
She finds the same items
available on the retailer’s
website from her mobile and
inquires with the store staff
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On requesting for home delivery
from the online inventory, the sales
staff informs Mike that she needs to
order separately on the website
(
)

8. #2
YOUR IN-STORE EXPERIENCE HASN’T
EVOLVED FOR THE DIGITAL AGE
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9. TODAY’S CONSUMERS USE STORES MORE AS AN ‘EXPERIENCE
CENTER’
Tim visits an electronics
retailer’s store and is
looking to buy a digital
camera
On enquiring with the store rep
about the best camera’s available
and the features, Tim finds that
the rep is not knowledgeable
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He searches for the product
information on another
online retailer’s website and
finds all information he needs
The price of the shortlisted
camera with the online retailer is
less than the store price. He
make the purchase with the
online retailer.

10. #3
YOU ARE NOT MAKING ENOUGH USE OF
CUSTOMER DATA TO SURPRISE THEM
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11. CONSUMERS WANT COMPANIES TO DEMONSTRATE THAT THEY
KNOW HER AND HER PURCHASE HISTORY
Rebecca visits a specialty
retailer’s website and
marks a few products as
favorites
After visiting the store,
she expects the store reps
to assist her with finding
the same products
In spite of being a loyal and
valued customer, the store
reps and checkout staff fail to
treat her as a priority customer
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After making the purchase, she
receives an offer on her mobile for the
product that she has just purchased,
which leaves her even more frustrated.

12. #4
NOT BUILDING FOR A MOBILE-FIRST
EXPERIENCE
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13. CONSUMERS CONSIDER MOBILE AS THEIR ULTIMATE SHOPPING
COMPANION
Jim visits a retailer’s website
using a mobile to check for
products. The website is
however not mobile optimized.
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Jim downloads the
retailer’s app on his
mobile from the app
store.
However, the app doesn’t
supports mobile commerce
and just serves the purpose
of store locator.
Jim visits the store, but the app
doesn’t offers any customized
content or product availability
information in store

14. THE ROAD TO OMNICHANNEL SUCCESS
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15. PROBLEMS TO BE SOLVED FOR OMNICHANNEL SUCCESS
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16. 4 C’S OF OMNICHANNEL RETAIL
CONSISTENT
CONVENIENCE
Maintaining consistency of experience,
product, price, and promotion mix across
channels
CONNECTED CONTEXTUAL
Consistent
Connected
Seamless and connected
experiences across channels to
the customer behavior of
switching between channels
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Convenience
Customers want the convenience
to decide the channel, time, and
mode of shopping
Contextual
Connecting customer insights
with real-time data to provide
timely and contextual
interactions


17. … WITH 4 SKILLS CORE TO DIGITAL E-CONFIGURATION…
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18. STREAMLINE MULTICHANNEL ENGAGEMENT
Enable shoppers to
“buy anywhere,
anytime, anyway”
Final Sales
Report
Develop and strengthen
e-commerce, mobile, and
social propositions with
consistency of
experiences, product,
promotion and price
across channels.
Integrate Channels to
enable a seamless
shopping experience
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Understand the customer’s
shopping journey and
integrate channels to
enable increased choice
and convenience for the
multichannel customer.
Support cross-channel
fulfillment
models
Allow consumers to
choose from options such
as buy online and pickup
in-store, buy in-store and
shipped to home, buy
online and ship from
nearest store

19. DATA-DRIVEN PERSONALIZATION
Build a Single
Version of Truth
Final Sales
Report
Break down data silos
across your organization
and build a single view of
customer. Combine profile
data with behavioral data
such as web clickstreams,
favorites, discount
redemptions.
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Predict the next
steps
Use real-time predictive
analytics to better
understand the customer
in terms of purchasing
habits, behavior,
preferences; and predict
the next purchase.
Personalize
promotions and
communications
Use customer analytics
for personalization
across areas such as
dynamic pricing, online
recommendations,
email and mobile
marketing.

20. MAKE THE IN-STORE EXPERIENCE UNIQUE
Store as the
‘Experience Center’
Final Sales
Report
Digitally enabled In-store
engagement with
technologies such as
iBeacons, NFC, virtual trial
rooms, and augmented
reality applications,
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Enhance store
technology
infrastructure
Such as mobile PoS,
digital wallets, Wi-Fi
enabled stores for product
research, store inventory
loyalty program signup, in-store
route guidance
Empowered store
associates
Provide tablets and
apps to sales
associates so that they
can help consumers
with purchase selection
assistance and
specialized product
knowledge

21. MOBILE COMMERCE AND MOBILE-INFLUENCED COMMERCE
Design for mobile-first
world
Adopt a user-centered
approach while designing
for mobile. Key components
include usability, features,
content, and marketing
optimized for mobile.
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Mobile Marketing
Use promotions and
coupons specifically for
mobile to drive consumers
into stores. Use localization
technologies such as
iBeacons, geofencing to
make relevant, contextual,
and engaging offers.
Mobile Commerce
Take advantage of the
anytime, anywhere
access of mobile with
coupons, special offers,
and digital wallets to
support mobile
commerce.

22. ADITI CAN NAVIGATE YOUR BUSINESS
THROUGH A DIGITAL TRANSFORMATION

23. www.aditi.com
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