Omni Channel Strategies for Walmart
- 1. Omni-Channel Initiatives For Groceries By- Utsav Parashar Product Management Leader www.linkedin.com/in/parasharutsav
- 2. Omni-channel Vision & Mission “To help the customer save money by providing easy & omni-channel access to low cost Groceries”
- 3. Omni-channel Strategy “Use digital channels to help Customers get convenience while saving money and also help the business to increase LTV in a scalable, predictable manner”
- 4. Competitive Landscape Revenue No. of Employees Started Ecommerce Retail Contribution Walmart 524 Billion USD 2.2 million 1962 11% Amazon 281 Billion USD 1.1 million 1994 90%
- 5. Assumptions made 1. Walmart has already implemented a few Omni-channel use-cases e.g. In store pick up 2. Walmart continues to target price sensitive customers 3. However, ‘online customers’ demographics/behavior is bit different as compared to in-store customers 4. We are targeting American ‘online customers’ as a scope of this presentation i.e. BOPIS (buy online/pickup in store) use cases 5. Problem/Solution needs to be validated using extensive user- study, MVP experiments etc.
- 6. Digital Customer Persona “Saving time is as important for me as saving money” “I prefer Walmart since I get everything at one place”
- 7. Digital Customer Persona Demographics 23- 38 years, married or partnered with kids Buying Power Medium-to-high household incomes Motivations Discounted prices and the promise of a good deal Habits Convenience of BOPIS (buy online/pickup in store)
- 8. Gap Analysis – Pain Points (basis User Research) OMNI-CHANNEL GROCERY SHOPPING Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Discovery Consideration Decision Delivery and Use Loyalty & Advocacy Customer Pain Point Its a hassle to download a new app and then order my products I feel annoyed browsing through large catalogue of products I am not able to find the suitable time slot I reach the store and find that my favorite product is out of stock Have to find the same products every-time I want to order Business Objective Awareness Trials Transactions Ease of grocery pick up Repeat purchase Key Metric #First Orders #First Orders #Orders Avg wait time for pick ups NPS
- 9. Gap Analysis – Pain Points Priority OMNI-CHANNEL GROCERY SHOPPING Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Discovery Consideration Decision Delivery and Use Loyalty & Advocacy Customer Pain Point Its a hassle to download a new app and then order my products I feel annoyed browsing through large catalogue of products I am not able to find the suitable time slot I reach the store and find that my favorite product is out of stock Have to find the same products every-time I want to order, launch app Business Objective Awareness Trials Transactions Ease of grocery pick up Repeat purchase Key Metric #First Orders #First Orders #Orders Avg wait time for pick ups NPS Reach of Pain Point High High Low Low Very High Severity of Pain Point Medium High Medium Low Very High Frequency of Pain Point Low Medium Medium Low High Priority 3 2 4 5 1
- 10. Broad options available User Problem It's annoying to search for the same products everytime I want to order Possible Solutions Build tech that integrates with the Customer’s refrigerator to find what’s missing/ about to finish Provide any option in app to shop from previously ordered items Voice-AI powered personal assistant that helps in Grocery purchase Reach High High Very High Impact High Medium Very Very High Effort Very High Medium Very high Priority Rank 3 2 1
- 11. Product Deep Dive “Voice-AI powered personal assistant that helps in Grocery purchase”
- 12. Different features & its details Functionality/Feature Key Metric Implementation Timeline Part of MVP ? Set reminders about Grocery purchase #Reminders set Short term Yes Suggest items based on ML predictions #Items purchased due to suggestions Short term Yes Suggest alternatives to save cost #Alternatives selected Long term No Provide info. on traffic, wealther and in-store pickup wait time Avg time from Order to Pickup Long term No Provide a diet plan for weight loss, athletes etc. Avg weight lost in 3 months Long term No Place an order #Orders placed via Voice assistant Short term Yes Voice recognition and processing Avg #Commands repeated per user Short term Yes Recognise a person based on voice #Voice profiles Short term No Secure Payment integration #Payments made Short term No Assist the customer in preparing food Ask users to post it via Social Media hash tags and count it Long term No
- 13. Why it is so critical & urgent ? Key findings of Capgemini study • Conversational assistants are going mainstream • Voice is fast becoming consumers’ preferred way to interact • Many organizations are already driving significant benefits from conversational assistants • Less than 30% of companies show conversational interface maturity Source: https://www.capgemini.com/wp-content/uploads/2019/09/Report-%E2%80%93-Conversational-Interfaces_Web-Final.pdf
- 14. Feature intro. for scrum team
- 15. New customer Onboarding for Scrum teams • User Tutorial to give commands & listen to feedback • User Voice recognition & profiling • Know about FAQs and most common errors • Placing a test order • Data unification & sync (with other existing Walmart systems)
- 16. Wal-buddy flowchart for scrum team Yes
- 17. Risks & its Mitigation Functionality Risks Risk Mitigation Plan Set reminders about grocery purchase There might be multiple users who have different reminders set. This may create confusion. Build voice profile for each user and associate it with their names Suggest items based on ML predictions Not enough data to be able to accurately predict Use data generated from Offline store and Ecommerce sales to train the model Place an order Incorrect order is placed Have a way to correct a mistake E.g. Cancel an order Voice recognition and processing Users are not aware how to give voice command Wal-buddy must have onboarding session to trail the users
- 19. Appendix
- 20. Competitive Landscape Offline First Online First Amazon Fresh/Go Walmart Target Corp Instacart The Kroger Co. Sears
- 21. Customer Journey
- 22. Swot Analysis STRENGTHS 1. Large size 2. Cost leadership OPPORTUNITIES 1. Can leverage Digital channels to maintain cost leadership 2. Can use its offline retail dominance to win in online first world WEAKNESS 1. Late entrant in Ecommerce space 2. Product might be perceived as low quality THREATS 1. Existing online first giants are venturing into offline retail 2. Changing customer behavior might make Walmart obsolete