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Beyond Omni-Channel Salesforce1 World Tour – London May 2014
Matt Hopkins, Senior Director Retail Industry
Agenda
1. Out of Control? 2. Customer Experience 3. Connected Customer
Customer Operations Brand
RETAIL – ERA OF CUSTOMER INNOVATION
‘Profitable Growth’ ‘Anywhere Retailing’ ‘Global, Personal’
Real-time, event driven
Customers are in Control: Are YOU Ready?
*2012 Forbes secret shopper study of 10,000 companies
“Many store visits don’t lead to sales and do not build a relationship between the
retailer and the customer.”
“What if you could seamlessly connect the online and offline worlds, providing your customers with a true all-channel experience?”
“47% of customers highlight poor knowledge of store associates as the most
disliked experience when in a store”
“85% of retailers cannot customize a store visit due to lack
of information about the customer.”
Social media 1:1 marketing
Personal content cross-device
Register Target offer Regular spender
Upsell/X-sell Reward loyalty Service
Recommend
Anonymous
Brand Advocate
Brand Advocate
Customer purchase paths Solve to customer experience
Register
Service
Social
Web
Mobile
Store
Customer Experience Connected Retail
Connected Store
Connected Employee
Connected Devices
Connected Supply Chain
Connected Merchandise
Engagement
• Social Marketing to listen to customers with radian6
• Manage Global Facebook page with Buddy Media
• Manage customer service issues raised on Twitter
Burberry is a Customer Retailer • Customer Profiles for 10M
customers with social integration
• Burberry World Platform connects 7,500 employees and 417 stores to complete customer information on chatter
• Seamlessly scaled to meet demand (92K daily visits, 55K daily votes) as massive PR wave crested after launch.
Walmart Hits a Homerun with Heroku
• Social site, with embedded video where 4,000+ entrepreneurs pitched their products to Walmart and the public
• Integrated with Twitter, Pinterest, and Facebook for social sharing
Gap is surfacing and sharing insights from the field 33,000 Employees across 1,014 Stores
In every retail location and back office, on desktops and mobile devices
Faster response to market changes and customer needs
A more engaged workforce
Single Point of
Interaction
ERP
CRM Consumer A
Consumer A
Customer Highlights
Salesforce for Retail Connected customer platform
Salesforce for Retail Connected customer platform
Single Point of
Interaction
ERP
CRM Consumer A
Consumer A
Mark Lewis ���Head of Omni Programmes,
John Lewis
A brief JL history ….
First John Lewis shop (small drapers) on Oxford Street, London in 1864
First Waitrose shop opened in Acton, London in 1904, the chain of ten shops was acquired by John Lewis in 1937
The Partnership Today …
40 John Lewis Shops 317 Waitrose
Supermarkets Farms, Mills,
Financial Services 90,000 Partners Sales 2013 £10.1bn Gross Profit 2013
£470m Bonus to staff 13
-17% annual pay over past 5 years
Picture of FLDS
30 Full Line Department Stores
8 John Lewis at home 2 Flexible Format
A successful and mature website
2. Become
truly Multi
Channel
1. Build JLD
3. Seize
BUSINESS-WIDE brand
biggerness
Establish online presence Integrate Channels Amplify The Brand
Market matching Multi Channel retailer
Two channels: ���Shops and online
Market leading ���Multi Channel retailer
Strategy
22
2001 2010 2012 >
Engaging Partners in Multi Channel
Customers expect a seamless experience
Click and Collect Launched 2008
Kiosks launched
Multi Channel Investment in shops
Shop Customer Multichannel JL.Com
The economics of converting shop customers to be multi channel remain compelling
Shop Customer Multichannel JL.Com
The economics of converting shop customers to be multi channel remain compelling
3.5 x
People are the multi channel magic dust!
Truly Omni Channel
Redefine what Service is …
33
Empower Partners and Agents to understand their customers, take ownership of and resolve their
complaints correctly the first <me or in line with the promised solu<on and <meframe
Provide an excep<onal Customer experience which is personal, consistent and seamless between channels regardless of how, when or where customers chose to
engage with our Partners and Agents
To deliver truly Omni service...
33
Salesforce Platform rolled-out into Waitrose Branches to streamline JL.com returns process JL and Salesforce
Also rolled-out into John Lewis Branches pre-Peak to support Click & Collect collections
JL and Salesforce
Salesforce will improve information visibility across the organisation
36
Social
Contact Centre
Courier
Supplier D2C
JLTS
Customer
3rd Parties Agents
Partners Phone
Branch
Web Forms
Branch Drivers
Contact Centre
NDC/Dist EC
Head Office
Retail has come a long way ….
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