Bringing Digital

into Store, now

and in the future

Neil AdamsonDigital Commerce Lead

Accenture Interactive

AgendaThe now

An integrated store

The future

Recent history: multi/omni-channel

Multi-channel

• Website

• Contact Centre (& Catalog)

• Mobile (separate platform)

• Siloed inventory & fulfilment

Omni-channel

• On demand inventory visibility

• Click & Collect

• Click & Reserve

• Integrated Mobile

Digital Physical

• Point of Sale

• Social Integration

• Geo-location

• Customer recognition & tracking

• Digital shopping assistants

The new battleground: Digital Physical

An integrated store

Introducing:

Accenture Integrated Store

Addressing three major digital physical trends

Often not addressing specificcustomer context in store

“Wrong-end” thinking – mostlydriven by eCommerce

Customers don’t come to storeto search online

Good to attract and inform customers

Focused on product presentation

Missing link to sales capability,hence not using potential

• Looks like just an online storeplaced into a shop

• Full item range

• Focus on one or two specific products

• They can advertise daily offers and change the content e.g. based on weather conditions

In-store Kiosk In-store advertisement

Often missing customer analytics

• Digital tools to improve sales staff capabilities

• Provides suggestions and additional information

• Save the sale

Sales staff enablement

Not exploiting full potential yet

Bridging the gap between online and physical retail, combining the benefits of both worlds

How Integrated Store works:

Allows retailers to offer products from existing online shops directly in the store

and to adjust assortment and presentation to contextual shopper situations

The solution supports all sales formats: e.g. own stores, wholesale, franchise

The consumer can choose between delivery to home or pick-up in store.

The order will be paid directly in the store and fulfilled through the online shop.

Connecting online-shop with retail

Online-Shop

Brick & Mortar

Stores

Tablets Customer

Own Online Shop

Online-Shop

3rd Party Fulfilment

Integrated

Store

Platform

A simple, basic process focusing on the consumerand the in-store shopping experience

Deliver Product or

Pick-up in store

Enter basic

Consumer Data

Article not available

in store OR out of

stockSelect Product

Generate Code Scan Code

& Pay in Store

Out of stock or planned

online-only items

Self-service or

assisted buying

The shopper chooses

delivery option and fills

in his basic data

A receipt with items, price

and barcode is printedProduct is shipped home or

to the store for pick-up

Optional

Recommendations,

Cross-Selling,

Adv. Product Info

Optional

Mobile QR Code

Mobile Wallet

Optional

Swipe Card,

Reservations

Optional

Shop-in-Shop

Integration

Optional

Loyalty Card,

Vouchers,

Newsletter

Optional

Ship to different

store,

After Sales

Service

The payment taken at the POS,

order placed via eCommerce

Connecting existing online & retail capabilities to createseamless consumer experience

Analytics Engine

Listing Engine

Listing

Cockpit

Vendor

Tool

Shopper

Terminal

Coupon

Code scan & payment

Order

Fulfillment

System

Delivery

Dashboard• Supplier + Retailer views

• Strategic analytics and

operational store -viewMobile

payment

Product Information System

• Product descriptions

• Prices

Code

CRM

Payment

confirmation

ONLINE RETAILIntegrated Store

Shopper

Mobile

Digital

Signage

Order

Cockpit

Supporting multiple usage scenarios in store through flexible adaption of mobile front-ends

VENDOR-TOOL SHOPPER-TOOL

Tool to enable self-service for customers

Display selected or full range of

products and corresponding information

Mobile Vendor Tool

User interface designed

for the selling process

(product details,

up- / cross-sell)

Perfect for seasonal

products, extended

assortment, special

offers, testing interest

in new product

EXHIBITION STAND

Live example from the pilot

Three dedicated modules support each phase of thenew digital in-store processes

Listing Cockpit Order Cockpit Dashboard

Flexible pre-order

processes

After Sales services

at a fingertip

Relevant analytics to

improve conversion

Pre-Order Post-Order Analytics

The Dashboard show you

relevant KPIs and reports on

store and regional level in

order to improve assortment

and placing of tablets

The order cockpit is your tool to

effectively handle all kinds of after-

sales processes, returns,

customer enquires and payouts.

The listing cockpit allows

for flexible display of

products at local prices,

manage tablets, stores

and profiles

The integration of industry partners is one of the key differentiators and has been considered from the beginning

Provides seamless customer experience & clear benefitsto retailers & consumers

+ Addressing out of stock

situations

+ Supports impulse buying

+ Allow payment in store

+ Cross-selling in the store

+ Unique in-store analytics

B&M

StoreMobile

Apps

Online

Shop

- Limited space (and

assortment)

- Risk of „out of stock“

(size, color, etc.)

- Requires download

of App

- Addresses mostly

loyal power shoppers

- Not integrated in

in-store experience

- Often still separate

sales channels

Three simple integration points

Order Request

Order Status

Fulfilment

Product Info

Price

Sellable Quantity

Product Display

Consumer Interaction

Generation of Order

One generic „Storeplus

Product“

Confirmation of payment

PIM Tablet

Order Fulfillment Cashier system

1. Product Data 2. Product Data

3. Product Reservation

4. Payment5. Order

Interface to client systems Internal interfaces

Integrated

Store

DashboardOrder

Cockpit

Listing

Cockpit

Integrated Store

Components

As ever it’s the business that makes the difference for success

Put the customer first

• Shopping should be as easy as putting an item into the basket and not require lengthy browsing

• Stimulate the consumer in the right shopping context

• Allow traditional payment at the till

Sell the right things

• Think product first: Your online bestseller might not be your bestsellers in the store

• Avoid low margin, high handling cost items to be delivery to the store

Sell fast

• Use targeted shopper marketing to make consumer aware of the new buying option

• Guide them through the process once and provide an incentive (e.g. free chocolate delivered to

their home once the completed the ordering process)

The futureTake the Uber Challenge

Competing Product

Competing Product

Experimental Services

Competing Product

Experimental Services

DifferentiatingService

Thank youneil.adamson@accenture.com