The document discusses omni-channel, which promises to allow customers to connect with a company through any touchpoint (time, place, or media) and receive a seamless experience. It emphasizes that an omni-channel strategy requires a roadmap to leverage all touchpoints coherently. Key aspects of an omni-channel strategy include identity (recognizing customers), provisioning (fulfilling orders across channels), and interaction (continuing conversations across channels). The document provides three tips: make mobile a priority, track and analyze interactions to improve, and consider how physical stores impact digital strategies.

1. WHAT IS
OMNI-CHANNEL?
A strategic overview & some practical thoughts

2. OMNI-CHANNEL IS A PROMISE
NEGRINI 2016

3. It is the PROMISE to be able
to GET IN TOUCH with your customers
and recognize them
to PROVIDE them the services or products
they are asking for
no matter the TIME, PLACE or MEDIA
they are using to reach you
NEGRINI 2016

4. THAT NEEDS A ROADMAP
NEGRINI 2016

5. Being an omni-channel player is not about being excellent
on one or more touch points, it's about leveraging them all
and creating a SEAMLESS EXPERIENCE
Therefore, both the FINAL GOAL and THE WAY YOU
GROW coherently to reach it are equally important in
building an omni-channel experience
NEGRINI 2016

6. TO FULLY LEVERAGE ITS ASSETS
NEGRINI 2016

7. IDENTITY, or the capability to recognize your
customer, remember her past interactions with you
PROVISIONING, or the capability to manage and
route orders on different fulfillment processes, while
maintaining the highest level of service
INTERACTION, or the capability to keep alive a
conversation started on the web, carried on in a
physical store an finalized with a mobile purchase
NEGRINI 2016

8. THREE USEFUL TIPS
NEGRINI 2016

9. MOBILE FIRST: among all the media, mobile is the more ubiquitous. Consumers
use it on commuting, at work, in store or on their couch. If there is ever a "key" to the
omni-channel experience, that is mobile.
TRACK, ANALYZE & IMPROVE: be sure to track the interactions and the
conversion path on every touch point, in order to identify best practices, fix drawbacks
and eliminate dead ends
BEWARE THE BURDEN OF THE BRICK: the legacy of physical stores
(procedures, IT, legal implications) sometimes can be slow you down. Always assess
first and plan a roadmap where digital and physical can grow harmonically together
NEGRINI 2016

10. THANK YOU!
Working on digital transformation,
e-commerce & customer experience
since March 2003
https://www.linkedin.com/in/andreanegrini
ANDREA NEGRINI