You are now doing business in multiple languages and currencies, at multiple locations around the world, selling to multiple customer segments, through multiple channels and devices. To rise up to the challenge online retailers need to break away from traditional, rigid commerce practice and embrace agility for real time optimisation. This session will explore the growing challenge of the ‘multi-multi’ world and provide practical advice on how to deploy and design great user experience that converts in every level
11. Opportunities for Brands
Evolving mobile devices with increasing features
Maturity of social media and online communities
Development of content interface technologies
19. Multi-Channel / Multi-Market
Single platform for managing sites across geographies
and channels, including web, mobile, social and in-store.
Enabling a seamless and consistent brand experience
regardless of channel.
Provides tools to monitor performance and optimize
results.
20.
21.
22.
23.
24.
25.
26. Tablet Customers
Tablet owners are generally
wealthier
Consumers now shop more
often with tablets that
mobiles
1.5% higher conversion rate
42. Digitisation of Brand Experience
“Buy anywhere, fulfil anywhere” – Forrester
Empowering both customers and store sales with best-
in-class mobile and interactive technologies.
– Prevent loss of in-store sales
– Create an endless aisle
Entire floor becomes point of sale, brand ambassadors
deliver differentiated customer experience.
55. Customer Expectations
Source: Forrester, North American Technographics Retail Online Survey
56. “A customer who shops both online and in-
store is worth almost six times as much”
Forrester
57.
58. Customers don’t interact with companies from a
“channel” perspective
Reconfigure resources and capabilities to stay ahead of
the change as consumer technology adoption and
behaviours change.
60. Stay Flexible
Early stage in multichannel - Impossible to predict future
channels
Mistakes can be costly, working out where to invest can
be very difficult
Agility is Required
– React to changes in trends or behaviour quickly
– Make customer interaction consistent across all channels
– Build an infrastructure that allows flexibility
61.
62. Without product content – ERP data Brands need content - in all channels
Field Value
Item number 12345-22
Item name SHOE FTB 13
Price 1399.00
On stock 188 pcs
Shelf no in 12A
warehouse
No. per pallet 122
Pallet weight 166 kg
Suppl. Itno 3476-3
63. Content spaghetti Marketing
Product
owner
FILE
SERVER
InDesign
docs
Text DB
ERP
Image DB
Sales E-COM
C:My docs
Supplier
PLM Web
CMS
66. “The commitment to agile
commerce is not just about doing
what is right for the customer and
doing it faster; it is about driving
a return on investment (ROI).”
Brian K. Walker from
Forrester
You are now doing business in multiple languages and currencies, at multiple locations around the world, selling to multiple customer segments, through multiple channels and devices. To rise up to the challenge online retailers need to break away from traditional, rigid commerce practice and embrace agility for real time optimisation. This session will explore the growing challenge of the ‘multi-multi’ world and provide practical advice on how to deploy and design great user experience that converts in every level
Customer acquisition is essential to online marketers. From paid search, to social media, to display ad targetingdrive the best possible traffic back to the marketer's site.
5 years ago multi-channel was hardly discussedRetail and content consumption has been revolutionised
Retail is a fast-paced world– online and multichannel even more so.Those attracted to working in it are lured by the challenge of not quite knowing what’s around the corner.
Repsonsive design
EurekaMobile Solutions?
Also use multi-market for different B2B buyers
T-CommerceIncreasing needs a specific site- No Flash- No rollovers – replace with gesture navigation
Mobile are becoming the glue between real world interactions and online
Apple PassbookBoarding passes, movie tickets, store coupons, loyalty cardScan your phone to check in for a flight, get into a movie, and redeem a couponSee when your coupons expire, where your concert seats are, and the balance left on that all-important coffee bar cardNo more hunting through your wallet for gift cards, coupons, passes or tickets
Passbook is time and location enabled – The ability to load offers when near a retail outletPasses and tickets appear on your Lock screen at the appropriate time and placeReach the airport or walk into the store to redeem your gift card or couponif your gate changes after you’ve checked in for your flight, Passbook will even alert you
About to be launched in COOP Norway Apple iPhone app
Scan & Pay - iPhone service to COOP members1 - Customers go to coop.no register a credit card on their account and plug this into the store they want to shop at. First time they use the app – they will be prompted to scan a QR code at the entrance of their store before shopping.2 – Scan using the app adding the products to the shopping bag while walking through the store. Some goods are age limited (beer, movies, cigarettes). A running summary is presentedshowing the item and total cost.3 – Basket page lists all scanned items, can change and delete items.4 - Pay by pressing "Confirm payment". No need to queue at the checkout, just pay on mobile, then scan a QR code on the way out. Receipt is displayed on your mobile and on user profile online - coop.no.
Currency of social media is the share
Allow people to order anything in-store even if it’s not thereDeliver to store / pick-up in store
Clinique interactive make up counter using a MS Surface table
Lego – bring the product to life through Augmented Reality using a in-store kiosk or laptop with webcam
Lego’s augmented reality store window transforms children to mini-figures
Topshop – Virtually try on garments before taking them to the changing room
Kiosk allows JC Penny’s customer to explore the endless aisle
RFID-enabled coat hangers trigger outfit recommendations on digital displays.Outfits consistent across all channels.
NFC is a key technology
Add retail capabilities to mobile devices
Companies like Square are providing smaller business with the ability to take card payments for the product though a mobile or tablet device.PayPal is also entering this market providing merchants with the ability to take payments through their PayPal accounts.
Consumers increasingly demand a seamless experience across touchpoints
Fragmentation drives attention away from the traditional channels on the left to emerging channels on the right
In-store requires a service-enabled back-end infrastructure on a capable e-commerce platform.
Be Agile - Some things won’t work
Customer now has many touchpoints where they interact with your brand.Increasing use of the term master data- Having multiple channels doesn’t necessarily make you a multichannel businessThe customer or the sales staff need direct access to consistent information across each channel. Example a call centre user should have access to what the customer has looked at, purchased and products that could interest them.Customers need to be engaged with the brand in the right context for their location and behaviour.Important to note that we have a PIM offering that can help manage content for all channels including the print channel using plug-ins for Adobe inDesign.
Agility-An accelerated speed-to-market -The relentless focus on ROI
EPiServer enables us to identify traits and to develop personas within our anonomous website visitors, to setup “groups” based on user behaviour on our site or in their journey to our site (for instance search queries on Google or viewing an ad on another site). This enables us to easily create personalised views of our website & content and to influence the user journey, based on criteria such as: Where in the world the user is visiting the website from; Which company they are from;Whether they are visiting from their laptop, iPhone, iPad or other mobile device;Whether they have ever been on the site before, or If they have been on the site more than 3 times this week, or If they have visited a key set of pages in the site; orIf they have seen an offline marketing campaign you are running on billboards, in magazines or in any other channel. Of course, we can use data gathered in our own CRM systems to allocate users to these “groups” and to deliver personalised, targeted marketing to your website visitors. And this can all be done in minutes, not hours and not requiring any input from your technical teams. This functionality is a game changer for online marketers! It enables us to create automated, one to one, personalised user experiences. It allows us to deliver our content, our marketing messages, set in the most appropriate context and in the most appropriate tone. We’ll explore some scenarios in a few minutes.
Content and Products managed in a single placeDistributed through channels and integrated through other offline customer touch-points
Powerful CMS / Social capabilities - PersonalisationRoadmapMobile Demo SiteMarketing automation