Brick-and-Mortar vs. Online Only: How to Win the Omni-channel Battle Webinar
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The document discusses the challenges and strategies retailers face in the omni-channel shopping environment, highlighting that multichannel consumers are more profitable but retailers often struggle to meet their expectations. Key issues include a lack of integrated customer views, inventory management challenges, and the necessity of adapting store systems to new technologies. Emphasis is placed on focusing on consumer experiences rather than just channels, ensuring transparency and enhancing service to leverage the digital economy effectively.
Brick-and-Mortar vs. Online Only: How to Win the Omni-channel Battle Webinar
- 1. Bricks-and-Mortar Online OnlyVS How to Win the Omni-‐Channel Battle CMA Webinar September 12, 2013
- 2. Simon Rodrigue Vice President, eCommerce & General Manager Walmart.ca, Walmart Canada Brian Clarey Vice President, Client Partnerships Nurun Today’s Speakers
- 3. Introduction
- 4. Keeping up with the consumer of retailers say multichannel customers are signiCicantly more proCitable 47% of retailers say consumer expectations have outpaced their ability to deliver cross-‐channel experiences51% SOURCE: OMNI-CHANNEL 2013: THE LONG ROAD TO ADOPTION, RETAIL SYSTEMS RESEARCH, JUNE 2013 IMAGE CREDIT: YELLOW, THE NOUN PROJECT
- 5. Mobile shoppers are empowered shoppers of consumers use devices in-‐store 84% of consumers are smartphone shoppers79% SOURCE: MOBILE, IN-STORE RESEARCH, GOOGLE SHOPPER MARKETING AGENCY COUNCIL, APRIL 2013 IMAGE CREDIT: MATTHIEU MERCIER, THE NOUN PROJECT
- 6. Handling new competitive (online) pressures Canadian online shoppers have made purchases from retailers outside of Canada 68% SOURCE: FORRESTER RESEARCH INC., JULY 2013IMAGE CREDIT: MICHAEL LOUPOS, THE NOUN PROJECT
- 7. Handling new competitive (offline) pressures American retailers are quickly invading the Canadian market IMAGE CREDIT: JULIE SODERBERG, THE NOUN PROJECT
- 8. Maximizing every interaction The biggest attitudinal shift (from 14% only a year ago to 25% now) comes from retailers who now believe that the value of the digital channels is that they provide consumers with ‘everything you need to know’ to make the best purchase decisions.” SOURCE: OMNI-CHANNEL 2013: THE LONG ROAD TO ADOPTION, RETAIL SYSTEMS RESEARCH, JUNE 2013
- 9. Technology as unifier SOURCE: OMNI-CHANNEL 2013: THE LONG ROAD TO ADOPTION, RETAIL SYSTEMS RESEARCH, JUNE 2013 Biggest organizational challenges to omni-‐channel success: 3• Don’t have a single view of customers across channels • Inventory and order management not integrated • Store systems are too difficult to change and adapt IMAGE CREDIT: FRANCISCA AREVALO, THE NOUN PROJECT
- 10. Takeaways
- 11. Get the basics right I think some people will think, ‘Well, we can just go out and buy it,’ but buying technology is just the starting point, you still have to put into place the return policies, the delivery policies.” Darren Meister, Associate Professor The Richard Ivey School of Business SOURCE: CROSS-BORDER ONLINE SHOPPING EMBRACED BY CANADIANS, HUFFINGTON POST, MAY 5, 2013
- 12. Get the basics right • Pricing transparency • Inventory visibility • Enhanced levels of service Basics to ensuring that you’re maximizing the opportunity 3 IMAGE CREDIT: EDWARD BOATMAN, THE NOUN PROJECT
- 13. The Canadian consumer is heavily engaged, and basically is an active participant in the Internet economy and I think our companies need to follow suit.” Colin McKay, Head of Public Policy & Government Relations, Canada Google Focus on consumers not channels SOURCE: CANADA ONLINE SHOPPING, E-COMMERCE LAGS G20 PEERS, HUFFINGTON POST, MARCH 19, 2013
- 14. Focus on consumers not channels • Map your customer’s path to purchase • Align features and functionality along their path • Define a content strategy to drive the experience Thought-‐starters to consider 3 IMAGE CREDITS: PATRICK; ADAM MULLIN; EDWARD BOATMAN; JORIS HOOGENDOORN; JUAN PABLO BRAVO; ED GRAY, THE NOUN PROJECT
- 15. Context and data drive utility Use smartphones to Cind information while shopping rather than seeking out employees for help 33% SOURCE: MOBILE, IN-STORE RESEARCH, GOOGLE SHOPPER MARKETING AGENCY COUNCIL, APRIL 2013 IMAGE CREDIT: MATTHIEU MERCIER, THE NOUN PROJECT
- 16. Doing new things in new ways
- 17. Omni-‐channel removes ‘channel’ from the equation and instead focuses on brand touchpoints and the overall brand experience. In so doing, it creates a sense of brand relationship that heightens customer satisfaction and engenders increased trust.” John Stelzer, Worldwide Industry Lead IBM Retail Smarter Commerce Organize for omni-channel SOURCE: WHEN IS OMNICHANNEL NOT OMNICHANNEL, RETAIL INFO SYSTEMS NEWS, SEPTEMBER 3, 2013
- 18. Unified technical platform Changes that will increase your chances of omni-‐channel success 3• Design a single view of customers across channels • Integrate inventory and order management • Change store systems to adapt to omni-channel opportunities
- 19. Test and learn We’re focused on creating in-‐store experiences and testing new technologies that make smartphones an even more useful shopping companion for guests in our stores.” Eddie Baeb, Corporate Communications Target SOURCE: TARGET TIGHTENS FOCUS ON MOBILE, MOBILE COMMERCE DAILY, AUGUST 30, 2013
- 20. Thank you Questions? Bricks-and-Mortar vs. Online Only How to Win the Omni-Channel Battle