Brian Clarey, Vice President, Client Partnerships, at Nuruns Toronto office, was a featured speaker at the Canadian Marketing Association (CMA) webinar, Brick-and-Mortar vs. Online Only: How to Win the Omni-channel Battle Webinar. Presented as part of the CMAs Retail Leadership Series, the webinar explored how retailers can create a consistent consumer experience across all retail touchpoints by adopting an omni-channel strategy.
- 1.Bricks-and-Mortar Online OnlyVS HowtoWintheOmni-ChannelBattle CMA Webinar September 12, 2013
2. Simon Rodrigue VicePresident,eCommerce&GeneralManager Walmart.ca,WalmartCanada Brian Clarey VicePresident,ClientPartnerships Nurun Todays Speakers 3. Introduction 4. Keeping up with the consumer ofretailerssaymultichannel customersaresigniCicantly moreproCitable 47% ofretailerssayconsumer expectationshaveoutpaced theirabilitytodeliver cross-channelexperiences51% 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 ofconsumersuse devicesin-store 84% ofconsumersare smartphoneshoppers79% 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 Canadianonlineshoppers havemadepurchasesfrom retailersoutsideofCanada 68% SOURCE: FORRESTER RESEARCH INC., JULY 2013IMAGE CREDIT: MICHAEL LOUPOS, THE NOUN PROJECT 7. Handling new competitive (oine) pressures Americanretailersare quicklyinvadingthe Canadianmarket IMAGE CREDIT: JULIE SODERBERG, THE NOUN PROJECT 8. Maximizing every interaction Thebiggestattitudinalshift(from14%onlya yearagoto25%now)comesfromretailers whonowbelievethatthevalueofthedigital channelsisthattheyprovideconsumerswith everythingyouneedtoknowtomakethe bestpurchasedecisions. SOURCE: OMNI-CHANNEL 2013: THE LONG ROAD TO ADOPTION, RETAIL SYSTEMS RESEARCH, JUNE 2013 9. Technology as unier SOURCE: OMNI-CHANNEL 2013: THE LONG ROAD TO ADOPTION, RETAIL SYSTEMS RESEARCH, JUNE 2013 Biggestorganizationalchallenges toomni-channelsuccess: 3 Dont have a single view of customers across channels Inventory and order management not integrated Store systems are too difcult to change and adapt IMAGE CREDIT: FRANCISCA AREVALO, THE NOUN PROJECT 10. Takeaways 11. Get the basics right Ithinksomepeoplewillthink, Well,wecanjustgooutandbuyit, butbuyingtechnologyisjustthe startingpoint,youstillhavetoput intoplacethereturnpolicies,the deliverypolicies. 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 Basicstoensuringthatyoure maximizingtheopportunity 3 IMAGE CREDIT: EDWARD BOATMAN, THE NOUN PROJECT 13. TheCanadianconsumeris heavilyengaged,andbasically isanactiveparticipantinthe InterneteconomyandIthinkour companiesneedtofollowsuit. 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 customers path to purchase Align features and functionality along their path Dene a content strategy to drive the experience Thought-starterstoconsider 3 IMAGE CREDITS: PATRICK; ADAM MULLIN; EDWARD BOATMAN; JORIS HOOGENDOORN; JUAN PABLO BRAVO; ED GRAY, THE NOUN PROJECT 15. Context and data drive utility UsesmartphonestoCind informationwhileshopping ratherthanseekingout employeesforhelp 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-channelremoveschannelfrom theequationandinsteadfocusesonbrand touchpointsandtheoverallbrandexperience. Insodoing,itcreatesasenseofbrand relationshipthatheightenscustomer satisfactionandengendersincreasedtrust. 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. Unied technical platform Changesthatwillincreaseyour chancesofomni-channelsuccess 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 Werefocusedoncreatingin-store experiencesandtestingnew technologiesthatmakesmartphones anevenmoreusefulshopping companionforguestsinourstores. 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