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Mastering the Retail Omni Channel Experience with Aldo, Salesforce & Traction on Demand

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Mastering the Retail Omni Channel Experience with Aldo, Salesforce & Traction on Demand

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Mastering the Retail Omni Channel Experience with Aldo, Salesforce & Traction on Demand

  1. 1. Mastering the Retail Omni-Channel Experience with ALDO Omar Zaibak Marketing Manager Salesforce Mike Bogan Retail Solutions Architect Traction on Demand Serge Rose GM Customer Applications ALDO
  2. 2. Today’s Agenda 1. What is Omni-Channel? 2. Key Trends & Challenges 3. Implementation Best Practices 4. Case Study: ALDO 5. Q & A
  3. 3. WhatisOmni-Channel? Consistent customer experience across all communication touch points
  4. 4. Omni-Channel Brings You Closer to Your Customers Luxury Food & Drug Quick Service Restaurants Mass Merchants Department Stores Specialty
  5. 5. From Multi-Channel to Personalized Shopper Journey Multi-Channel Omni-Channel Personalized Shopper Journey CatalogeCommerce Channels are connected. 360° customer view eCommerce Store Catalog Personalized engagement at each key moment of interaction across omni-channel journey Store
  6. 6. Retailers Must Meet the New Normal Personalized Experiences Increasing competition Flat growth, lower traffic Experience vs. merchandise Shopper: “Know me & make it easy.” Retailer: “How do I keep pace?” Online, mobile, in-store Personalized & contextual Inspire & delight 75% of shoppers want retailers to use personal information to improve shopping experience. Forrester, How Customer Data Elevates Experiences, 2015
  7. 7. Personalized Experiences Require Engaged Associates Collaborate New operating model demands new skillset Engage Empowerment critical for meeting shopper expectations Simplify High attrition hurts customer journey ‫‏‬Source: Motorola, 2014 65% of associates want mobile devices to better serve shoppers
  8. 8. Lightning Fast Innovation Personalize Retail Everywhere New Business Models Renting vs Buying New Engagement Models Digital revolution New Industry Clockspeed More change in 3 years than 50 $720M* Nordstrom Acquisition of Disruptors Hautelook & Trunk Club* ‫‏‬Source: Tech Crunch, Chicago Tribune
  9. 9. Retailers Must Connect with Shoppers in a Whole New Way Personalization Everywhere Personalize every interaction across physical & digital Super-charged Employees Harness proven, popular social & mobile tools Lightning-fast Innovation Quickly test & launch innovative ways to execute
  10. 10. Company Profile: Traction on Demand • Experienced: 9 Years Focused Solely on the Salesforce Platform • 450+ customers, 1800+ projects & 300+ custom apps developed • Largest dedicated Salesforce implementation partner in Canada • 148 Employees, 200+ Certifications • HQ in Vancouver, BC, 2nd office in Montreal, QC • No outsourcing, no offshoring, no contractors
  11. 11. Retailers Face Unique Challenges • Lack of a single view of the customer – at head office & in-store • Disconnected sales, marketing & customer service • Employee turnover & seasonal hiring • Employee engagement & communications
  12. 12. Nearly Unlimited Possibilities on the Platform With Head Office to Stores Collaboration on a Unified View of the Customer Support Office Storefront Call Center 360 View Customer Self-Serve Community & Knowledge Base Mobile Apps Chatter for Products Events – Loyalty Internal Community: Training & Motivation Collecting the 360 @POS Digital Store 360̊ view eComm Order management system BI ETL Gamification Social Listening Marketing Automation & Prediction
  13. 13. Where Do We Start? Three Potential Strategies for your SFDC Implementation 1. Salesforce Customer Data • Customer Call Center – Service Cloud • In-store mobile app – Salesforce1 2. External Customer Data • Marketing Automation – Marketing Cloud 3. No Customer Data • Internal Employee Portal – Community Cloud • Temporary Hiring – Force.com • Social listening & publishing – Social Studio • Customer Sign-in – Drava
  14. 14. Personal Shopping Appointment Sign-in with Drava • Native Integration with • Email & Chatter Notifications of Guest Arrival • Customizable User Interface and Workflow • “Type of Visitor” (Customer, Delivery, Partner, etc) • Free 30 day trial, www.godrava.com Upgrade Your Personalized Luxury Retail Experience
  15. 15. Customer 360: Key Decisions Cleansing & Quality Identity Aggregation Data Model/ Relationships Governance Transactions Presentation
  16. 16. Company Profile: ALDO Group ALDO is the worldwide destination for on-trend fashion footwear and accessories at accessible prices. Positive, authentic, and bursting with personality, ALDO is the lifestyle brand for people stepping up in the world. ALDO was founded in Montreal in 1972 and currently operates over 1,800 stores in 93 countries. The ALDO Group also operates other well known brands: • CALL IT SPRING • LITTLE BURGUNDY • GLOBO
  17. 17. Transactional back-end ecommerce system, email, and lotus notes Siloed View of the Customer Inconsistent Experience Across Channels Limited Visibility Challenges Store, phone, email, chat, social Limited reporting capability Data not centralized
  18. 18. Customer data model (360 view) Service Cloud implementation • Transactional data (POS), e- commerce, social insights, etc. Automatic customer matches to incoming phone number & email Streamlined agent workflow Connected Operations from store managers to head office Hosting exclusive events for top customers Custom Eventbrite integration Integrated with SFDC through a party planning form (PPF) used in store ALDO internal development project – no SI support required Redistribution of mismatched shoes Customer Service A-List In-Store Events ALDO Solution and Use Cases Fix My Mix
  19. 19. Results Streamlined processes File complaints 50% faster (save 20+ hrs per month) Faster onboarding 30% reduction in training time (3 wks to less than 2) Reporting and Visibility Insights automatically sent 3x per day 360 view across channels Complete view of the customer An agile platform to rapidly innovate for continuous business success 1600+ cases closed and 100% adoption on first day of implementation
  20. 20. How Can We Increase Our Chances For Success? Strategic decisions will ensure success & drive adoption ROI Time Invested Hire/assign Salesforce administrator at beginning of project Identify Super Users Identify Super Stores Bite-sized projects
  21. 21. Participates in conversations about brand across social networks Transforms the customer experience by building a suite of mobile apps, such a Style Guru Responds to issues faster across multiple channels having customer agents use Service Cloud ALDO Steps into the Future of Retail with Salesforce
  22. 22. Coming to Dreamforce ‘15? Connect with Salesforce & Traction in the Retail Showcase (Moscone West) Mike Bogan, Traction on Demand mbogan@tractionondemand.com Omar Zaibak, Salesforce ozaibak@salesforce.com

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