Omni-Channel Best Practices

Jorij AbrahamBrussels, 28th of March 2012

How Companies can Survive in an Omni-Channel World

Introducing Unic› The European Omni-Channel Specialist

Introducing Me….Your Presenter…

Manager eCommerce Magazijn de

Bijenkorf

Manager eCommerce TUI

www.unic.com

www.ecommercefoundation.org

www.ecommercebenchmark.org

Pan-european Omni-Channel Specialist with Swiss RootsThe Unic Group is rapidly expanding

Core markets

Adjacent markets

Nearshore markets

› Subsidiaries in Core Markets

› Amsterdam

› Bern

› Brussels

› Karlsruhe

› Valencia

› Vienna

› Zurich

› Adjacent Markets

› Clients in UK, F, IT, DK, SWE

› Figures of the Unic Group

› 260 Employees from over 15 Nations

› 7 Office in 6 Countries

© Unic | Page 4

© Unic - Page 5

Mid- and Big size companies, Local & GlobalOur Customers

Retail B2B Finance OtherFashionB2B2C

What is Omni-Channel Management?Concept & Benefits

From Single to OmniWhat is Omni Channel Management?

© Unic AG | Seite 7

Customer experiences asingle type of touch-point

Only one channel is offered.

• The Sting• Megapool.nl

Customer experiences multiple channels acting independently

The channels are organizational and technical silos

• Mediamarkt• Selexyz

Customer experiences multiple channels as part of the same brand.

There is a single customer view but the channels do not deliver the same brand experience.

• Bijenkorf• Netflix

Customer experiences a brand, not a channel within a brand

There is a single view on the customer and he is serviced consistently across all channels.

• Bijenkorf• Netflix

Single channel Multi-channel Cross-channel Omni-channel

Manage the Customer Experience across all ChannelsWhat is Omni-Channel Management?

© Unic AG | Seite 8

Call centerDirect

Indirect

DigitalPhysical

DigitalPhysical

Company website

E-Kiosks/ATM

Brand shops

Kiosk

Shop-in-shop

Email

Mobile site

Iphone app.

Affiliates

Internet TV

Agents

VARs

Catalogues

Integrators

Magazines Flyers

Dealers

Consultants

Franchisers

Retailers

Door-to-door

Home shopping channels

Online retailers

Online auctions

Classified adds sites

XML/EDI

Social network sites

TwitterIM

Home advisors

Flagship stores

Outlets

Comparison sites

TheExperience

Resellers

Sales reps

Sales force

TabletsOnline chat

Support the Customer Journey across each TouchpointWhat is Omni Channel Management?

© Unic AG | Seite 9

Orient(activate)

Search(inform)

Customize(configure)

Compare(enable)

Purchase(sell)

Play(support)

Share(stimulate)

Dealer

Brand

Website

Affiliate

Shop-in-

shop

Magazine

Social

sites

Support the Customer Journey across each TouchpointWhat is Omni Channel Management?

© Unic AG | Seite 10

Orient(activate)

Search(inform)

Customize(configure)

Compare(enable)

Purchase(sell)

Play(support)

Share(stimulate)

Dealer

Brand

Website

Affiliate

Shop-in-

shop

Magazine

Social

sites

Why go Omni-Channel? Because the Customer wants it!

Information

Gathering

What is Omni Channel Management?

© Unic AG | Seite 11

30% 70%

Purchase 20

%80%

… 90%

50%80%

2012 2025

Digital ChannelsOffline Channels

Forrester, Profiling the Multichannel Customer, July 2009

Why go Omni-Channel? Because it Pays!What is Omni Channel Management?

© Unic AG | Seite 12

€ 107 € 50€ 182

€ 611

€ 450 € 381

€ 179

Mailorder

WinkelWeb

3.1

7.3

9.0

Shoponly

Multi-channel

Onlineonly

Visit frequency

Best Practices in Omni-Channel Management› Online, POS, Mobile, Store, …

Showroom models

Beter BedOmni Channel Best Practices

© Unic AG | Seite 14

Store Locator

Travel Directions

Appointment maker

Product inventory / store

Quote in store/online

WarmteserviceOmni Channel Best Practices

From 20.000 to 150.000 articles Deliver on site or pick up in store

Product advisor

For each online order, one basket is printed and bought in store.

Standaard BoekhandelOmni Channel Best Practices

© Unic AG | Seite 16

Top Accounts

Key Accounts

High Segment

Medium Segment

Low Segment

EDI

Open Catalog

Scanners

FaxScan / Email

Website

FaboryOmni Channel Best Practices

© Unic AG | Seite 17

Key Account Manager

Sales Rep.

Customer Care

Store Manager

Store

FaboryOmni Channel Best Practices

© Unic AG | Seite 18

MyCom

› 60% online orders is

click & collect.

› 90% of store traffic is

to collect order.

› 20% of all click &

collect visitors buy

something extra.

Omni Channel Best Practices

© Unic AG | Seite 19

Large Fashion Retailer – 30% Orders is picked up in StoreOmni Channel Best Practices

© Unic AG | Seite 20

25%

send &

returned by

Post

Online order…

23%

send by post

& returned

in store

Actual order

value

75%

18%

23%

95%

23%

picked up

& returned

in store

30% 107%

23%

HornbachOmni Channel Best Practices

© Unic AG | Seite 21

InterDiscountOmni Channel Best Practices

© Unic AG | Seite 22

Interdiscount Mobile App

Complete product assortment

Check for in-store availabilitynear your current location

Kortingscodes worden gebruikt om klanten vast te houdenOmni Channel Best Practices

© Unic AG | Seite 23

© Unic AG | Seite 24

Large Fashion Retailer

› Xxx mimic me.

Omni Channel Best Practices

© Unic AG | Seite 25

What are the channels to Watch?Beste Practices in Omni-Channel

© Unic AG | Seite 26

I-TV Siri

Three Characteristics of Omni-Channel RetailersNPS, Architecture, Speed

NPS = Net Promotor ScoreThree Characteristics of Omni-Channel Retailers

© Unic AG | Seite 28

Customer Centric ArchitectureThree Characteristics of Omni-Channel Retailers

Users

Ch

an

nels

Sale

s

pla

tfo

rmR

es

ou

rce

s

PC Mobile Tablet TV POS PrintSales force

Customer service

…

B2B Employees Customers Partners

Customermanager

Contentmanagement

Ordermanagement

MerchandiseManagement

Businessanalytics

Products (PIM)

Facts Commercial UGC

Operations (ERP)

Inventory Logistics

Customers (CRM)

Transactions Facts Behavior Social

Channel Management Platform

© Unic AG | Seite 29

Everything process is optimized to the optimal.

Speed – Do, Measure, Improve

› xxx

Three Characteristics of Omni-Channel Retailers

© Unic AG | Seite 30

Wrap-up - How Unic can HelpPersona’s, Processes, (S)peed

Use Persona’s to Understand the CustomerHow Unic can Help

© Unic AG | Seite 32

I am married and want to be a good mother for my kids (girl 4 years, boy 6 years) and show this

by dressing and presenting my kids in clothes of the right brand and of good quality.

I have a part-time job and therefore do regularly online shopping. I look for those online shops

that have a good reputation for delivery and that offer a wide range of attractive brands. It is

important to me that the assortment is adapted to me and that information is correct, because

that saves me the hassle of returning the shipment.

I am willing to pay for brands and good quality as long as it is affordable.

Internet experience:

medium experienced

regular online buyer-

medium advanced

computer

Job: Office manager

Area: Brussels

Age: 31

Family: 2 kids, married

I am Ann, 31 years, married, mother with 2 kids

Entrance to the site:

via Google (53%)

direct (33%)

Buys also from:

Ikea

small online shops

My buying criteria:

Reknown Brand

Quality

Affordable price

Searches on:

Google

Brand websites

Goals on the site:

Orientation

Buy

After sales information &

support

My end goal

To show the world I am a

good mother by dressing my

kids in brand clothes of good

quality.

Design the Customer JourneyHow Unic can Help

Orient(activate)

Search(inform)

Customize(configure)

Compare(enable)

Purchase(sell)

Play(support)

Share(stimulate)

Dealer

Brand

Website

Affiliate

Shop-in-

shop

Magazine

Social

sites

Hotels

(b2b)

First House

owners

Product

Information

Management

Students

Marketing

First House

owners

First House

ownersProduct

Information

Management

Students

StudentsProduct

Information

Management

Product

Information

Management

First House

owners

1) What are the process steps?

2) Which channels will be used?

3) Which features are needed in which channel & process?

Unic’s Process Landscape ApproachHow Unic can Help

Inspire & inform

Find, View & Customize

Interact Order & Pay Self Service Get Service

Traffic Generation Merchandising & optimizing Customer Retention

Supplier & Price

management

Product Information

Management

Content Management

Print Management

Order Management

Customer & Contact

Management

Warehouse, Delivery & Return

Administration & Finance

Channel Management

Multi-BrandMulti-

Country

Multi-

LangualMobile CCC POS Social

Fro

nt-

En

dC

ha

nn

els

Mid

-en

dB

ac

k-e

nd

Unic’s Process Landscape ApproachHow Unic can Help

Product

AccessEC 3 Category

navigation

[EC 3.1]

Global Navigation

[EC 3.2]

Faceted Search

[EC 3.3]

Promotions

& merchandising

EC 4 Product

Planogram

[EC 4.1]

Promotional

vouchers

[EC 4.2]

Product

configurator mng

[EC 6.6]

Scan to order

mng.

[EC 6.7]

Request for

proposal handler

[EC 6.5]

Product

configurator

management

[EC 6.1]

Checkout

processEC 7

Handlers EC 9 Email Message

Handler

[EC 9.1]

Error Message

Handler

[EC 9.2]

Hints Message

Handler

[EC 9.3]

Promotions

[EC 4.3]

Teaser

Management

[EC 4.4]

Basket mng.

[EC 7.1]

Product

reservation

[EC 7.2]

Cost Calculation

[EC 7.3]

Same as PIM- in case there is no PIM system these processes have to be done with e-commerce system Category Management EC 1 Channel Output Timing and Control EC 2

Keyword Search

[EC 3.4]

Product

finders/selectors

[EC 3.5]

a.cross-sell b.up-sellc.newest

d.Top sellerse. Related

products f. Recommended

a. % discount b.bundle c.Buy X get Y free

d.Order treshold

promotione. Fixed price f. Recommended

Wish list

management

[EC 6.2]

Gift list

management

[EC 6.3]

Dealer/store

locator

management

[EC 5.1]

Appointment

management

[EC 5.2]

Order templates

[EC 6.4]

Offline salesEC 5

Lists

managementEC 6

Checkout Pages a.Order basketb. Personal

detailsc.Delivery d.Payment

f.Order

confirmation

Behavioral

targeting

[EC 4.1]

Customer check

[EC 7.4]

a. Product Detail

Page

b.Home- Landing

PageShopping Pages c.Theme-Landing

Page

d. Category

Landing Page

e. Brand Landing

page

f. Product Lister

Pageg. Wishlist h. Gift list

a. Header b.FooterGeneralc. Navigation

flyoutd. Faceted search

Stock notification

handler

[EC 6.8]

Pre-order

management

[EC 6.9]

e.Order summary

Order attachment

[EC 8.7]

Credit check

[EC 8.1 ]

Solvency check

[EC 8.2]

Confirm order

[EC 8.4]

Product set on

sold

[EC 8.6]

Payment

settlement and

confirmation

EC 8Online payment

confirmation

[EC 8.3]

Delivery methods

[EC 7.5]

Payment methods

[EC 7.6]

Order inbox

[EC 8.5]

a. Size cart b.N. Of ordersc. Date of last

orderd.Which products

viewed

e. Keyword

searched

1st level:

All process landscapes 2nd level:

Each single process landscape with its

items

Faceted

navigation

[EC 3.3]

3rd level

Each single item

4th level:

The sub-processes (or smart user stories)

per item

# Sub processes

EC 3.3-01 As a online marketer I want to create a

facet by defining the attributes based on

which it is created and its values

We believe in Speed, the Agile way…How Unic can Help

© Unic AG | Seite 36

Go live3 months

Go live15 months

2nd Release6 months

3rd Release9 months

4th Release12 months

5th Release15 months

De Ruyterkade 124

1011AB Amsterdam

Tel +31 20 561 77 29

amsterdam@unic.co

m

www.unic.com

Unic

B.V.

UnicArenbergstraat 44

1000 Brussel

Belgium

De Ruyterkade 124-125

1011AB Amsterdam

The Netherlands

www.unic.com

Jorij Abraham

Director of Consulting

jorij.abraham@unic.com | +31 6 5234 2568

Igor Corvers

Director of Sales & Marketing

igor.corvers@unic.com | +32 478 83 63 96

Come and visit us at our Booth!